LIVE PROJECT REPORT

STUDY ON CONSUMER PERCEPTION TOWARDS

SAMSUNG MOBILE

PREPARED BY-Aditya(30822210022)
Jatin(30822210024)
Sonu(30822210028)
B.COM(H) Batch 2022-2025
Under the guidance of
MS.SHIVANGI
ACADMEMIC YEAR
2022-2023

SUBMITTED TO
DEPARTMENT OF COMMERCE
FACULTY OF MANAGEMENT & COMMERCE
SRM UNIVERSITY, DELHI-NCR, SONIPAT
HARYANA
 STUDENTS DECLARATION

I undersigned Aditya,Jatin,Sonu a student of Faculty of Commerce, SRM

University, Delhi- NCR, Sonipat, Haryana, B.com(h) __2_ semester, declare
that live project titled “ STUDY ON CONSUMER PERCEPTION TOWARDS

SAMSUNG MOBILE ” is a result of my/our own work and my/our

indebtedness to other work publications, references, if any, have
been duly acknowledged. If I/we are found guilty of copying any
other report or published information and showing as my/our
original work, I understand that I/we shall be liable and punishable
by University, which may include ‘Fail’ in examination, ‘Repeat
study & re-submission of the report’ or any other punishment that
university may decide.

SIGNATURE

ADITYA

JATIN

SONU
 ACKNOWLEDGEMENT

Ourselves Aditya,jatin,sonu have completed the study project titled STUDY ON

CONSUMER PERCEPTION TOWARDS SAMSUNG MOBILE under the
guidance of ms. shivangi in the partial fulfilment of the requirement for the
award of degree of B.com(H) from SRM UNIVERSITY,DELHI-
NCR,SONIPAT,HARYANA

This project consumed huge amount of work, Research and dedication

Still, implementation would not have been possible If we did not have a
support of many individual customers. Therefore we would like to extend our
sincere gratitude to all of them.

First of all we are thankful to ms. Shivangi mam for providing her
expert guidance and extending continuous support in completion of project.
 CERTIFICATE

This is to certify that the live project entitled “STUDY ON CONSUMER

PERCEPTION TOWARDS SAMSUNG MOBILE” submitted by
ADITYA,JATIN,SONU to the department of Commerce of SRM University
Delhi – NCR , Sonipat , Haryana ( India ) in partial fulfilment of the
requirements for the award of the degree of Bachelor of Commerce ( H) under
the faculty of Management and commerce is an authentic record of the work
carried out by them under any supervision . In my opinion , this work fulfils the
requirements for which it has been submitted .

Name of Supervisor

Designation
 INDEX
SNO TITLE Page
Number

1 INTRODUCTION 7–9
2 Review of Literature 10
3 METHODOLOGY 11
4 COMPANY PROFILE 11 - 18
5 QUESTIONAAIRE 18 – 27
6 FINDINGS 28 – 29
7 CONCLUSION 30
8 BIBLOGRAPHY 31
 CHAPTER I
INTRODUCTION

1.1 Introduction

World is changing according to the new technologies that developing day by

day. And the people also changes along with its update. Technology and
internet created new products and new markets. The understanding of
consumer made introduction of smart phone sector. Now we can watch the
growth of mobile industry day by day.

Thus, we can see the growth that Samsung mobile along with the time. Factors
such as price, functions, specification, and country of origin are the main
characteristics that a buyer searches. Samsung mobiles have such features that
make everyone buying it. We can see its growth from when it introduced and it
was the 6th Interbrand’s Best Global Brand in 2019. The consumer tries to buy
which is most suitable to them and Samsung succeeded in making their
consumer happy.

Samsung was founded by Lee Byung-chul in 1938 as a trading company. Over

the next three decades, the group diversified into areas including food
processing, textiles, insurance, securities, and retail. Since 1990, Samsung has
increasingly globalised its activities and electronics; in particular, its mobile
phones and semiconductors have become its most important source of income.
The innovative features and build quality made Samsung favorite of millions.

Statement of the problem

In the present scenario cellular phone companies has heavy competition in

mobile market. The study includes the buying behavior of consumers and the
features that make Samsung mobile different from others. And this study also
covers their strategies that taken by the company to be the first in India.
 Objectives of the study
• To identify the factors influencing the buying behavior of people.
• To know the consumer perception towards Samsung mobiles.

• To know the various strategies adopted by the company to improve the

consumer perception towards Samsung mobiles.
 CHAPTER II
REVIEW OF LITERATURE

Introduction

This chapter deals with the review of literature. Review of literature is divided
into two parts, conceptual and empirical. Conceptual literature includes
explanation of various concepts used in the study. Empirical literature includes
reviews of previous studies. These studies are arranged in chorological order.

Conceptual Literature

= Consumer perception

Consumer perception refers to the customer's opinion of your business or

products. It summarizes how customers feel about your brand including every
direct or indirect experience they've had with your company. By monitoring
customer perception your business can spot common user pain points and
improve the customer journey.

Measuring consumer perception requires you to gather a variety of qualitative

and quantitative customer data. You'll need to look at resources like product
usage reports, surveys, and customer interviews to get an accurate view of
customer perception. If you don't have this data, consider adopting customer
feedback tools to help you collect this information from your customer base.

= Factors affecting consumers perception and purchase intention

 Price
Price is one of the most important factor which affects consumer's choice to
purchase a particular product or brand. According to Law of Demand as the
price of a commodity increases the demand for the same decreases. “Price is
the amount of money charged for a product or service, or the sum of the values
that customers exchange for the benefits of having or using the product or
service” (Kotler & Armstrong, 2010). Price has been found to have a
significant influence on purchase intension in many previous studies.

 Product Features
As per Lay-Yee, Kok Siew & Yin Fah, (2013) “Feature is an attribute of a
product to meet the satisfaction level of consumers' needs and wants, through
owning of the product, usage, and utilization of a product. Product features
includes hardware and software. Hardware is the description for a device that
can be touched physically. The hardware of a Smartphone is the body of the
phone itself, size and weight. Colour and design are also considered as
hardware as it is the physical appearance of the Smartphone. Software whereas
is the general term for computer programs, procedure and documentation. The
software of a Smartphone is the operating platform, storage memory, or apps
that run the phone.”

 Relative Advantage
Relative advantage is the degree to which an innovation is perceived as better
than the product it supersedes, or competing products (Tidd, 2010). The nature
of an innovation determines what specific type of relative advantages is
important to the people, although the potential adopter's characteristics also
affect which sub dimensions made up the relative advantages (Rogers E. M.,
1995).
 Social Influence
Social influences means one person causes in another to make a change on
his/her feelings, attitudes, thoughts and behaviour, intentionally or
unintentionally (Rashotte, 2007). Social influence includes the influence of
media, parents and peers (Nelson and McLeod, 2005). Social Influence has
been found an important factors affecting consumer's purchase in many studies
(Qun, Howe, Thai, Wen and Kheng, 2012; Anam, 201; Ibrahim, Subari, Kasim
& Mohammad, 2014)

 Brand Name
Brand name is another important factor which affects consumer's purchase
behavior. According to the American Marketing Association, brand is defined
as the “name, term, symbol, or design, or a combination of them intended to
identify the goods and services of one seller or group of sellers and to
differentiate them from those of competition”. Brands are more than just names
and symbols. It is also the element of relationship between company and
customers (Kotler and Armstrong, 2010). “Brand names are valuable assets that
help correspond quality and suggest precise knowledge structures which related
to the brand” (Srinivasan and Till, 2002). Importance of Brand name is shaping
consumer's behaviour towards Smart phones has been recognized in the
previous studies like; Lay-Yee, Kok Siew & Yin Fah, (2013), Wollenberg &
Thuong (2014) and Malviya, Saluja & Thakur, (2013).

 Convenience
Convenience in Smartphone may refer to the ability to use the Smartphone at
anytime and anywhere, without having to port the Smartphone in a fixed
workstation (Ding et al., 2011). Technology Acceptance model (Davis, 1989,
Davis and Venkatesh, 1996) which was developed to explain who accept new
technology recognized that the intension to accept a new technology is
determined by perceived ease of use and perceived usefulness. Perceived ease
 of use in this model is a reflection of consumer's perception, to what extent the
technology is convenient and easy to use. Previous studies such as Lay-Yee,
Kok Siew & Yin Fah, (2013), Liew (2012), Ding et al. (2011) and Suki and
Suki (2013) have found convenience to be a significant deterministic factor
which influences consumer's purchase intension.

 Dependency
Smart phone usage in daily life has immensely increased especially after the
addition of new applications called apps which make one's job very easy. Smart
phones now a days have become an inseparable part of life. Use of Smart
Phones is not only limited to the calling and messaging, internet connectivity
rather one can perform many other functions such as online shopping,
electronic fund transfer etc. which were not possible with ordinary mobile
phone earlier. Dependency is the strong propensity for continuous high usage,
being engaged and unwilling to be apart from it (Ding et al., 2011). Lay-Yee,
Kok Siew & Yin Fah, (2013) found dependency to be significantly correlated
with purchase intension. Some other studies such as( Ding et al., 2011) and
Suki and Suki (2013) also found that dependency significantly affects purchase
intension.

 Compatibility
Compatibility is also an important issue which influences consumer's
perception and purchase intension especially when the product of technical
nature like Smart phone. Product compatibility is a unique outcome of
symmetric perfect and firm should decide whether to make their product
compatible before competing in prices (Farrell & Saloner, 1985). Qun, Howe,
Thai, Wen and Kheng (2012) examined the impact of compatibility on
purchase intension and found that compatibility significantly affects consumer's
purchase intension of Smart phones and together with price and social
 influence explains 51.6% of total variance. Anam (2014) also found that
compatibility significantly affects purchase intension.

Ways to Improve Customer Perception

1. Look inward.

One of the biggest obstacles businesses often have to overcome on their way to
improved customer perception is themselves and their approach to customer
success. While it's valuable to have direction, too much process and protocol
can get in the way of real, human interactions.

To ensure your business isn't getting in its own way, take the time to evaluate
your existing approach. Ask yourself:

• Are you being proactive or reactive in your communications with customers?

• Are you getting to them before a problem arises, or scrambling to collect all the
necessary information you need as the problem escalates?

2. Strike an emotional chord with customers.

"Our research across hundreds of brands in dozens of categories shows that the
most effective way to maximize customer value is to move beyond mere
customer satisfaction and connect with customers at an emotional level --
tapping into their fundamental motivations and fulfilling their deep, often
unspoken emotional needs," explains Alan Zorfas and Daniel Leemon..

This task requires you to dig beyond the surface and actively listen to a
customer's needs and goals, while also tuning in to the details they are leaving
out.

3. Lean on positive language.

Dr. Barbara Fredrickson, a leading researcher on the study of positivity,

suggests that positive emotions have the power to open us. In other words,
these feelings allow us to see more -- they change our perspective and our
understanding of possibilities.

Trouble is, people are often hesitant to introduce these types of positive
emotions in the business world, operating under the notion that it's not
appropriate or should be minimized. However, according to University of Haifa
Professor Dana Yagil's research, suppressing interpersonal emotions of
employees for customers could lead to a decline in customer satisfaction.

4. Commit to consistency.
When evaluating consistency, it's important to take step back and consider its
role in your customer onboarding process.

To tee up a positive customer perception from the start, you'll want to ensure
that the hand off from sales to support or customer success is fluid and
reflective of how you want folks to view your brand. To achieve this type of
harmonious experience, it's helpful to establish core operating values -- things
like respect, integrity, and customer focus -- to serve as a framework for all of
your brand interactions.

For example, Zappos -- an online shoe and clothing shop that has set the
standard for customer experience and service -- asks that its employees live by
the following 10 values:

In doing so, there are no questions around how to act, what to think, or how to
approach a customer problem. You just do it. And if the operating values are
enforced consistently, customers will begin to expect that level of quality over
and over again.

5. Fill skill gaps before they become evident.

A modern customer success or customer service professional knows how to

treat a customer like a human -- not just a ticket number. They know when to
be proactive, when to ask clarifying questions, and what to do when they don't
have the answer right away. These are all skills that help to comprise a positive
customer perception.

But this skillful approach to service and customer relationship building doesn't
come without proper training and a commitment to continuous learning. And as
the industry standard continues to shift to meet the demands of the empowered,
informed customer, folks in customer-facing roles need to keep pace.

To maximize your competitive advantage, it's important that both you as an

individual -- as well as your larger organization -- are aware of the skills and
service areas that need improvement, and are also willing to invest in software
and training to help bridge the skills gap.

6. Break down data silos.

A data silo is information that's only accessible by one team or department.

This not only slows down internal processes, but it also creates negative
interactions with customers. Customers want transparency and will get easily
frustrated if they think you're withholding information.

For example, airlines are often criticized for poor customer service. That's
because airport security makes it difficult for employees to share information.
When flights get delayed or canceled, gate attendants aren't allowed to reveal
specific details about the problem. While this data silo keeps passengers safe,
customers are less understanding when their goals aren't being met.

Unless you're an airline, your business probably won't be restricted by intense

security protocol. While you may have some sensitive data, most information
should be easily accessible and readily available when it's relevant to customer
needs. This is where data management plays a crucial role in enhancing
customer experience. The right data management software leads to more
personalized interactions and improved customer perception.
7. Collect customer feedback.

You can't improve customer perception without knowing what your customers
already think about your company. After all, you don't want to stop doing
something that they really like. By collecting customer feedback, you'll know
exactly how they feel about each aspect of your business.Customer feedback
can be obtained in a few different ways. The most popular way is using surveys
or questionnaires to quickly poll customers. You can also conduct interviews
and hold focus groups for more in-depth conversations. Regardless of what you
find, customers will appreciate your efforts to consider their suggestions.

Additionally, one of the biggest challenges businesses face is getting

participants to submit feedback. Unless the customer has a strong opinion
towards your brand, they may not be interested in taking a survey. This leaves
your feedback only consisting of either highly-positive or highly-negative
reviews. Consider offering an incentive for submitting customer feedback and
you should get a more accurate feel for customer perception.

8. Follow up with customers after every interaction.

Following up with your customers may seem trivial, however, it's a small
investment that rewards a major payout. Studies show that leads are nine times
more likely to re-engage with your company if you follow up with them within
five minutes of their interaction. Motivating customers to return to your
business strengthens your relationship with them and increases customer
loyalty.

Follow up messages present the opportunity to enhance the customer's

experience or prevent potential churn. For example, after a positive interaction,
you can use a follow-up call to upsell and cross-sell. Since the customer just
had a good experience, they'll be more likely to upgrade or buy another
product.
 Positive Perception

The bar for customer expectations is rising. They want to eliminate the
complexity involved in arriving at a solution to their problem and they want
you to know when it's appropriate to balance automation vs. human outreach.

If you fail to acknowledge this shift, you can expect your brand perception to
take a hit. But if you get the wheels turning back in the right direction, placing
an emphasis on the importance of that perceived experience with your brand,
well, we think you'll enjoy the outcome.

Read this blog post to learn the best practices and key mistakes to avoid
creating an exceptional customer service experience.

Empirical Literature

Review of related literature is one of the first step in research process. It consist
of summary of finding of research carried out in the past on the same directly
and indirectly related topics. This review provides insight to the researchers
regarding what is already known and what remains to be tested regarding the
topic of research.
Therefore, the aim of this chapter is to review the literature on mobile phone
related work. In other words, in the chapter, the studies which have been
undertaken by various researchers in India and abroad in relation to mobile
phone purchase preferences.

• Lee and feich (2001) argues that customer satisfaction contribute positively in
customer retention. To explain the link Lee and feick (2001) found that
switching cost plays a very important role. Switching cost further linked with
quality. Mobile company focus on quality it will increase customer satisfaction.
Lee and feick 2001.

• Liu (2002) in a recent paper analysed factor that in Asia. It was found that the
choice of the mobile phone is characterized by two distinct attitudes towards
 brands: attitudes towards the mobile phone brand and attitude towards the
network. Customer’s choice of mobile phone brand is affected largely by new
features more than size. This trend of choosing is definitely towards phones
with better capacity larger screens.

• Swait and Adamowicz (2003) found that a lot of decision behavior exercised
by purchasers can be different from one individual to another because customer
may use different approaches to make their choices rather only using
mathematical modeling.
A prospective buyer’s decision of buying a product or brand may be influenced

by personal preferences and perspective of buying may have a greater effect on

brand choice if the customer has little subsequent knowledge or experience
about the product. The conventional problem solving technique that is used in
making purchasing decision that affects buyers preference might not be the best
approach in all conditions. Mobile phase selection can either be based on
functional/primary/ rational factors or it can be based on emotional factors such
as fun, pleasure/excitement etc.

• Delveccio, Heratd, Reling (2006): The journel of “An Empirical study of Brand
preference for mobile phones quoted that sales promotion neither a positive nor
a negative effect on brand preference beyond the promotion period. While the
overall mean effort is not satirically significant and does not suggest that sales
promotion do not affect brand preference, depending on the promotion and the
characteristic of the product being promoted.

• Eric and Bright (2008) conducted a study on factors that determine the choice
of brands of mobile phone in Ghana specifically Kumarimetrolis. Accordingly,
the results of the study showed that first most important factor is reliable
quality or the mobile phone brand and the other faller is war-friendliness of the
brand of mobile phone.
• Mack and Sharpies (2009) showed that ability in the most important
determinant of mobile choice. Other attributes particularly features, aesthetics
and cost are other factors that have implication on the choice of mobile brand.

• Subramanyam and Venkateswarlu (2012) conducted a study on factors

influencing buyer behavior of mobile phone buyers in kadapa district in India.
The researchers studies the various type of marketing strategies play in
consumer buying process. According to the results, income, advertising and
level of education in a family are the determining factors of owning a phone
set.

• Malasi (2012) explained the influence of product attributes on mobile phone

preference among undergraduate university students in Kenya. The study
indicated that varying the product attributes has an influence on the
undergraduates’ student. Preference on mobile phones. Various aspects of
product and brand attributes were considered such as color themes, visible
name labels and mobile phone with variety of models, packing for safety,
degree of awareness on safety issues, look and design of the phone.

• James (2014) : from the magazine smart addictions he carried out research on
mobile phone use and discovered a large use of 1.5 hours a day. Their findings
showed a range of characteristics associated with a dick to use. The number of
messages sound and received skill at using SMS were significant predictors of
mobile phone among people.

• Joel Billieux (2017) despite its unambiguous advantage cellular phone use has
been associated with harmful or potentially disturbing behaviors problematic
use of the mobile phone is considered as an inability to regulate one’s use of
the mobile, which eventually involves conservancies in daily life.
 METHODOLOGY

Research design

Nature of study

The nature of study states as descriptive.

Nature of data

The study is based on both primary data and secondary.

Source of data

Primary data is collected through questionnaire which is suitable for this study.
Secondary data is also used in the study for proper understanding of concepts
used in the study. This secondary data is collected from various books, journals
and websites.
 COMPANY PROFILE
SAMSUNG The Samsung Group (Korean: 삼 성 ) is a South Korean
multinational conglomerate headquartered in Samsung Town, Seoul. It
comprises numerousaffiliated businesses, most of them united under the
Samsung brand, andisthelargest South Korean chaebol (business
conglomerate). Lee Byung-Chul founded Samsung in 1938 as a trading
company. Over thenext three decades, the group diversified into food
processing, textiles, insurance, securities, and retail. Samsung entered the
electronics industry in the late 1960s. Following Lee's death in 1987, Samsung
was separated into five business groups. Samsung Mobile Division is one of
five divisions within Samsung Electronics, belonging to the Samsung Group,
and consists of the Mobile CommunicationsDivision, Telecommunication
Systems Division, Computer Division, MP3Business Team, Mobile Solution
Centre, and Telecommunication R&DCentre. Telecommunication Business
produces a full spectrum of products frommobilesand other mobile devices
such as MP3 players and laptop computerstotelecommunication network
infrastructure. Headquarters is located inSuwon, South Korea. Samsung
Electronics Co., Ltd. is a global leader in semiconductor, telecommunication,
digital media, and digital convergence technologies. Employing approximately
222,000 people in 205 offices across 71 countries, thecompany operates two
separate organizations to coordinate its nine independent business units: Digital
Media & Communications, comprising Visual Display, Mobile
Communications, Tele-communication Systems, Digital Appliances,
ITSolutions, Digital Imaging; and Device Solutions, consisting of Memory,
SystemLSI, and LCD. Recognized for its industry-leading performance across
various 14 economic, environmental, and social criteria, Samsung Electronics
was namedtheworld’s most sustainable technology company in the 2011
DowJonesSustainability Index. In 2007 Samsung Mobile Division Business
reportedover40% growth and became the second-largest mobile device
manufacturer intheworld. Samsung introduced its first mobile phone to India in
2004. In2008, Samsung Electronics' Telecommunication Business declared its
newbusinessstrategy focusing on consumer and marketing. Samsung mobile
phonesaredivided into six major categories – Style, Infotainment, Multimedia,
Connected,

Samsung Electronics produces LCD and LED panels, mobile phones, memory
chips, NAND flash, solid-state drives, televisions, digital cinemas screen, and
laptops. The company previously produced hard-drives and printers. By 2004
Samsung was the world's-largest manufacturer of OLEDs, with a 40 percent
market share worldwide and as of 2018 has a 98% share of the global
AMOLED market. Samsung Electronics has been the world's
largest memory chip manufacturer since 1993, and the largest semiconductor
company since 2017. In the area of storage media, in 2009 Samsung achieved a
ten percent world market share, driven by the introduction of a new hard disk
drive capable of storing 250Gb per 2.5-inch disk. In 2009, Samsung sold
around 31 million flat-panel televisions, enabling to it to maintain the world's
largest market share for a fourth consecutive year. Samsung has introduced
several models of digital cameras and camcorders including the WB550
camera, the ST550 dual-LCD-mounted camera, and the HMX-H106 (64GB
SSD-mounted full HD camcorder). In 2009, the company took the third place
in the compact camera segment. In 2010, the company introduced some more
energy efficient products, including the laptop R580 and the netbook N210. In
the MP3 player segment, Samsung has launched products including the M1
MP3 player, and the world's-smallest DivX MP3 player R1.

Vision

The underlying principle that defines our vision for the future of Samsung
Electronics is "Inspire the World, Create the Future".

Mission

To inspire the world with innovative technologies, products and designs that
enrich people's lives and contribute to a socially responsible, sustainable future.
 Goal

 Quantitative goals
USD 400 billion in sales, predominantly No. 1 in the global IT industry &
Global top 5
 Qualitative goals
Innovative company; Respected company; Top 10 world's best work places;
Creative leader building new markets; Global enterprise that attracts the world's
 QUESTIONAAIR

1. Have you ever used a Samsung Mobile?

Yes No

2. Have you ever used any other mobile phone brand?

Yes No

3.Which was your previous mobile brand?

Apple Redmi Vivo Other

4. What is your opinion about your previous brand when you used other than
Samsung?
Good Bad Average Worst

5.What are the factors influencing while purchasing mobile?

Price Brand Storage Service

6.What is your opinion about the build quality of Samsung mobile?

Good Bad Best Average

7.What influenced you to buy Samsung mobile?

Processor Camera Storage Others
 8.What is your opinion about the customer service of Samsung?
Good Bad Average None of these

Question 1

INTERPEATATION -

From the google form , from 148

respondents 77.7% gave response for
 using Samsung mobile and rest did not
used the Samsung moble

Question 2

INTERPEATATION -
From the google form 145 responds
52.4% used other mobile phone brand and
rest did not used other mobile phone
brand
 Question 3

INTERPEATATION –

From the google form 144 response 22.9%

people used vivo phone and 16.7% used oppo
and 24.3% used apple and 36.1% people used
Samsung mobile.
 Question 4

INTERPEATATION –

From the google form 139 responses

47.5%people have good opinion and
19.4% have bad and 21.6% have average
and 11.5% have wrost opinion
 Question 5

INTERPEATATION –

From the google form,from142 responses

32.4% people influence by price and
30.3%influence by brand and 17.6% by
storage and 19.7%by service.
 Question 6

INTERPEATATION –

From the google form ,from137 responses

47.4% people have good opinion about built
quality of Samsung mobile and 21.2% have
average opinion and 21.9%have average and
9.5% have wrost opinion.
 Question 7

INTERPEATATION –

From the google form ,from139 responses

38.8% people influenced by processor and
21.6%people by camera and 19.4% by
storage and 20.1%by others
 Question 8

INTERPEATATION –

From the google form from 141 responses

44.7% have good opinion about customer
service of Samsung and 20.6%have bad and
19.1%have average and 15.6 have wrost
opinion abut customer service of Samsung.
 CHAPTER V
FINDINGS

Findings

The findings of the study about the consumer perception towards Samsung
mobiles are the following:

• Almost 100% percentage of the respondents have a mobile phone.

• 100% percentage respondents are Samsung users or used persons.
• Majority of the respondents used Redmi as their previous mobile.
• Most of the respondents used or using Samsung as their second purchase.
• From the respondents 71.7% say Samsung mobiles are good to use.
• Price and brand shows the main factors that influence while purchasing mobile.
 Battery backup and processor are the best in Samsung mobile.
• About 60.4 percentage of the respondents faced problems while using Samsung
mobile.
• Heating is the major problem of Samsung mobiles.
• The build quality of Samsung mobiles shows good among from all mobile
brands.
• Processor is the main feature that everyone likes to purchase it.
• Processor and camera are the favourite features in Samsung.
• Customer service stand good among the reviews.
• Proper updations are given on time by Samsung to users.
• Battery backup of Samsung mobile have good review.
• Many of the users give preference to the next purchase also.
• 77.3% of students suggest Samsung to their friends and relatives.
• The overall rate average is 3 in 5. It shows good result.

Suggestions

• It is advisable to the company to maintain its pricing strategy since; customers

consider its pricing as its main attraction.
• It would be better if company provide proper updates in order to offer latest
features to the customers.
• Since most of the customers are dissatisfied regarding heat emission of
Samsung mobiles, it will be good if company can take steps to resolve this
issue.
• It is recommended for the company to improve the battery backup and camera
quality of their mobile phones.

Conclusion

This study concludes that, most of the people prefer using Samsung mobile
since, it is a budget friendly mobile. The other features like camera, battery
backup, processor performance etc, also attract the consumers. So overall the
customers have a very positive experience regarding the usage of Samsung
mobiles, apart from the dissatisfaction related to the heating and hanging part
of Samsung mobiles.
BIBLIOGRAPHY
 BOOKS

Gudergan, S., Lovelock, C., Kotler, P., Best, R., Patterson, P., Walker, R.,
&Perrott, B. (2004). Contemporary marketing management.Frenchs Forest,
N.S.W.: Pearson Custom Publishing.

JOURNALS

 LEE and FEICH (2001)”Quality and customer satisfaction”

 Swait and Adamowicz(2001)”Behaviour of buying decision”

 Liu(2002)”Customer choice and trend”

 Delveccio, Heratd, Reling (2006)”An Emperical study of Brand preferance for

mobile phone”
 Eric and Bright(2008)”Brand of mobile”

 Mack and Sharpies(2009)” Cost and choice”

 Subramanyam and Venkateswarlu(2012) “Income and Advertisment”
 Malasi(2012)”Colours and Visible”
 James(2014)”Addiction”
 Joel Billieux(2017)”Potential Behavior”

WEBSITES

https://www.wikipedia.org/ https://asq.org/quality-

resources/customer-satisfaction

https://www.slideshare.net/

https://www.academia.edu

http://publications.anveshanaindia.com

http://www.pbr.co.in/2016/2016_month/June/1.pdf