A SYNOPSIS OF

PROJECT RESEARCH WORK ON

““A STUDY ON CONSUMER PERCEPTION TOWARDS SAMSUNG MOBILE’’

Submitted for partial fulfillment of requirement for the award of degree

Of
Bachelor of Business Administration
Jharkhand Rai University, Ranchi
BATCH - (2020-23)

Project Guide: Submitted By:

Anirban Biswas Rinky Kumari

Associate Professor Enrollment No.: BB/20/012

Department of Management BBA VI Semester

Jharkhand Rai University, Ranchi
Jharkhand Rai University, Ranch
 1. Introduction:

In today's world, smartphones have become an integral part of our lives. With technological
advancements and increased competition, the smartphone market has grown tremendously. Samsung,
being one of the leading smartphone manufacturers, has been dominating the market for a while.
However, with the emergence of new players and the changing needs and preferences of consumers,
it is crucial for Samsung to understand the consumer perception towards their brand and products.
Therefore, this study aims to investigate the consumer perception towards Samsung phones,
identifying the factors that influence their purchase decisions, and analyzing the satisfaction level of
Samsung users. Through this study, we aim to provide valuable insights to Samsung that can help
them in improving their products and services to meet the changing consumer demands.
The study's rationale is based on the fact that consumer perception and behavior have a significant
impact on a company's success. It is essential to understand what factors influence a consumer's
decision-making process to cater to their needs and preferences better. The study's objective is to
provide Samsung with valuable insights that can help them in identifying their strengths and
weaknesses and taking necessary measures to improve their market position.

The number of mobile subscribers in India has overgrown in the last four years, expected to show
rapid growth over the following years. Recent years have Seen an explosion in Mobile Brands and
their innovations in features, Performance, aesthetics, and price. Mobile companies are springing up
to offer Their best. Samsung has been one of the largest manufacturers in the world. They have
Captured the entire market in a short time. Samsung mobiles are now marketing in several Asian and
European countries. The innovative features and build Quality made Samsung a favorite of millions.
In the year 2011, Samsung wasThe largest vendor of smartphones in India. These phones come in all
range and provide good services. It has not only captured the market but made it a special place in
the hearts of many users. Other mobile brands could not afford to ignore this vast and potential total
addressable market and are giving tough Competition to Samsung.

2. Rationale of the Study:

The study's rationale is based on the fact that consumer perception and behavior have a significant
impact on a company's success. It is essential to understand what factors influence a consumer's
decision-making process to cater to their needs and preferences better. The study's objective is to
provide Samsung with valuable insights that can help them in identifying their strengths and
weaknesses and taking necessary measures to improve their market position.

3. Objective(s) of the Study:

 To identify the key factors that influence consumer perception of Samsung phones.
 To understand how consumers perceive Samsung phones in comparison to other smartphone
brands.
 To determine the level of satisfaction among Samsung phone users
 4. Literature Review:

Jarvenpaa et al. (2000) tested a model of consumer attitude towards specific web
base stores, in which perceptions of the store's reputation and size were assumed to
affect consumer trust of the retailer. The level of trust was positively related to the
attitude toward the store, and inversely related to the perception of the risks involved
in buying from that store. His study concluded that the attitude and the risk perception
affected the consumer's intention to buy from the store.

Straub & Watson(2001) It is important for the website to understand what users want.
It is also very important capture the attitudes and feelings of the online customers .His
research was mostly to understand what are the factors which make online shopping
appealing to customers ,their priority of choosing online over others and
e-satisfaction through.

Chatterjee (2001) Word-of-mouth information search is greater in circumstances

when a consumer is unfamiliar with a service provider, which is often the case for
travel-related decisions. Online word-of-mouth differs significantly from its offline
form in that it includes many-to many communication between communicators who
do not necessarily share any social ties and that it is much more voluminous .WOM
has long been recognized as one of the important external information sources for
travel planning. As the use of the Internet for travel planning becomes even more
prevalant, travel decision making process are expected to become increasingly
influenced by EWOM .

Agarwal and Venkatesh (2002) According to their study which is based on usability
factor states that first factor is ease of use which attracts customer for online and other
subcategories are composed of emotion construct: challenge, plot, character strength,
and pace

Dellarocas, (2003) The advent of the Internet has brought about a word-of-mouth
revolution. Through the Internet, individuals can make their thoughts, opinions easily
accessible to the global community of Internet users and growing number of users
actively takes advantage of this opportunity.

Card et al.(2003) Online travel shopping has mainly focused on consumers’

characteristics, such as demographic variables, internet and computer knowledge. In
fact, numerous studies have provided useful profiles of travellers that purchase online,
namely using demographics while Kamarulzaman (2007) found that it did not
have an effect on the adoption of online travel.
site .

Pavlou ( 2003) His study was to know whether the Purchase intention can be
classified as one of the components of consumer cognitive behaviour that is how an
individual intends to buy a specific brand. Based on the argument , his study puts
forward that online purchase intention is the situation when a customer is willing and
intends to become involved in online transaction.
 5. Research Methodology:

 Research Type:

The study will use a mixed-methods approach, combining both quantitative and qualitative research
methods. A survey questionnaire will be administered to a sample of Samsung phone users to collect
quantitative data. In-depth interviews will also be conducted with a selected group of Samsung
phone users to obtain qualitative data. The collected data will be analyzed using statistical tools and
thematic analysis.

 Sample Size:

The sample size for this study is 100 participants who are Samsung phone users.

 Sample Method:

The participants will be selected using a convenience sampling method where individuals who own
Samsung phones will be approached and asked to participate in the study.

 Source of data collection:

(i) Primary Data:

Samsung Phone Users

(ii) Secondary Data:

It means data that is already available i.e., they refer to the data, which have already been collected
and analyzed by someone else. Which is following
 Books, magazines
 Internet
 Newspapers
 Literature

 Analysis of data:

I will do analysis of my questionnaire manually. Data analysis are simple percentage Analysis, Data
classification.
 6. Expected Outcomes:

 The expected outcome of this study is to gain insights into the consumer perception of
Samsung phones. Specifically, the study aims to identify the factors that influence
consumers' decision-making process when purchasing Samsung phones and understand
their level of satisfaction with the brand.

 The study also aims to provide recommendations to Samsung on how they can improve their
product features and marketing strategies to enhance their brand image and increase
customer loyalty.

 Additionally, the study can contribute to the existing literature on consumer behavior and
smartphone market research by providing new insights into the factors that drive consumers'
purchasing decisions and preferences. The findings of this study may also be useful for other
smartphone companies and marketers to improve their product offerings and marketing
strategies to better meet the needs and expectations of consumers.

References:

[1] https://www.slideshare.net/

[2] https://www.scribd.com/

[3] https://www.wikipedia.com/

[4] https://www.samsung.com