CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

CHAPTER 1
INTRODUCTION

Vivo smartphone is a smartphone brand launched by BKK ELECTRONICS CORP.,

LTD in 2009. The declaration of the brand is “Daring to pursue true perfection, while
continuously creating the surprising. ”Its core values were pleasure, energy, and
professionalism. Vivo smartphone product series have Xplay series, X series and Y series.
In 2014 Vivo started to entering international market, except Chinese domestic market, the
overseas market included India, Thailand, Cambodia, Laos, Malaysia, Vietnam, Indonesia,
Philippines, Myanmar, Russia. Until now, vivo has 7632 stores, 600 after-sales service
centers in 600 Mainland–Chinese cities, and has 373 stores in overseas cities. There were
26 brand shops in Thailand. vivo have 11 retail system partners, 3 operator partners, 5
online sales channels in Thailand. Vivo has been entry the Thai market for nearly 4 years,
its overall sales rank still low. And the product sales are still in the mid - to low- end market;
OPPO, which has a similar positioning, has switched its product line in Thailand to the
medium- high price segment. According to the Thailand mobile phone marketing share of
June,2016 to June,2017, Samsung is the leading selling brand, followed by apple and
OPPO. Vivo is still in the third echelon team, which is far behind OPPO, the volume of
OPPO is 1.5 times that of vivo.

Mobile phone vivo model V3max launched in April, 2016. As the flagship phone for
vivo in 2016, V3 max sold about 64,100 since it has been launched. V3max specific is
following

VIVEKANAND INSTITUTE OF MANAGEMENT 1

CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

1.1 OBJECTIVES OF THE STUDY

To study the customers experience and expectation of vivo mobile

To analyze the factors influencing the level of marketing strategy.

To Understand the Customer Satisfaction Level Of vivo mobile.
Rate Your Level of Satisfaction towards Your vivo Mobile.
To understand marketing mix used by vivo company.
To understand customers thinking towards the smart phone
To increase my marketing knowledge with the help of this project.
To understand promotional activities used by vivo company.

VIVEKANAND INSTITUTE OF MANAGEMENT 2

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

1.2 RESEARCH METHODOLOGY

The study was carried out in Vivo priority for the period of 30 days both qualitative data
was useful for interpreting the finding.

Data Collected Method

The data required for the survey was primary in nature. The situation demanded that
collection of fresh data so as to arrive at a genuine conclusion and there by suggest a pratical
solution.

Primary data
Primary data source was useful for implementation of various programs and its pratical
usage benefit to customers. Questionnaire was prepared which includes both open and close
ended questions. Analysis of data was done through tabulation and classification. Whenever
necessary, data is produced in graphs and in picture form. Analytical tests employed were found
very useful in implementing results. The method adopted for collecting primary data was
through field survey method.

Sample size : 50
Sample Method : Systematic
Analytical Tests : Simple Tabulation
Data Presentation : Tables and Graphs.

VIVEKANAND INSTITUTE OF MANAGEMENT 3

CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

Preliminary Survey :
A preliminary Survey was conducted as to the main survey. In this preliminary survey
sample size was 50 to administer the prepared questionnaire. Data was collected randomly
and the efficiency of the questionnaire was tested which proved to be satisfactory.

Primary Survey :
The data collected was done through group survey of customers, people and students
through market visit with structure questions and discussed with the group and also with
dealer.

Sample Size
The sample size was fixed as 50 cinsumers who would be the target respondent. These
respondents belong o Kalaburagi city.

Sample Structure :
The questionnaire is structured, the contents of the questions relate to customers
satisfications, ratings on choices, and so on. All the questions are framed with a view to
obtain easy answers.

Secondary Data :
The data was collected from the companies profile, literature review and projects. The
information was through was collected through study of related journals, texts books and
web sited etc contributed to secondary data which helped in completing report.

VIVEKANAND INSTITUTE OF MANAGEMENT 4

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

1.3 SCOPE OF THE STUDY

In this study, the Experience and Expectation and satisfaction of the customer has been
analyzed. To find out factors that influences the customers to buy the VIVO mobiles. To
identify the necessary change in product features and customers feeling about the vivo mobile
phones. This study will be useful for the company to make necessary changes in price, designs,
apps and etc.

VIVEKANAND INSTITUTE OF MANAGEMENT 5

CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

1.4 LIMITATIONS OF THE STUDY

1. Survey was limited to Coimbatore city only, so it cannot be generalizes to all the
centers.

2. The sample size is limited to 120 customers only some of the respondents are non-co-
operations.

3. Time is one of the major limitations. At most care should be taken by the researchers
to choose the correct from the respondents.

4. The study is based upon primary data, so any wrong information given by the
respondents may mislead the findings.

VIVEKANAND INSTITUTE OF MANAGEMENT 6

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

1.5 CHAPTER SCHEME

Chapter 1
The first chapter includes Introduction , Objectives , Scope , Methodology and
Limitations of the Study.
Chapter 2
The second chapter includes at the Theoretical background of customer satisfication.
Chapter 3
The third chapter comprises of Industry Profile, Company Profile and Product Profile.
Chapter 4
The fourth chapter comprises of Data Analysis and Interpretation.
Chapter 5
The fifth and last chapter comprises of findings, Conclusion and Suggestions.

VIVEKANAND INSTITUTE OF MANAGEMENT 7

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

CHAPTER 2 THEORETICAL BACKGROUND

Definition
Customer satisfaction is a measure of how an organization’s total product performs in
relation to set of customer’s expectations.

Customer satisfaction depends on the products perceived performance relative to a

buyer’s expectations. If the product’s performance falls short of expectation , the customer is
dissatisfied. If performance matches expectations, the customer is satisfied. If performance
exceeds expectations, the customer is highly satisfied and delighted.

Defining Customer satisfaction “

Satisfaction is a persons feeling of pleasure or disappointment resulting from comparing

a product perceived performance in relation to his or her expectations. Satisfaction level is a
function of the difference between the perceived performance and expectations there are total
levels of satisfactions. There are total three levels of satisfactions. It is performance falls short
of expectations ,the customer is dissatisfied. If the performance matches the customer is highly
satisfied pleased or delighted. Now one questions comes that, how do customers from
exceptions. Generally expections are formed on the basis of buyers past buying experience.

Many companies are aiming for high satisfaction because customers who are just satisfied still
find it easy to switch when a better offer comes along. Those who are highly satisfied are much
less ready to switch. High satisfaction or delight creates an emotional board with the brand, not
just rational preference. The result is high customer loyalty.

VIVEKANAND INSTITUTE OF MANAGEMENT 8

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

Importance of Customer satisfaction :

The thing counts today is customer satisfaction. If company’s customers are

dissatisfied, he or she will stop doing business with that company. All the efforts to achieve
high quality and provide excellent service service prove unmeaning if customer satisfaction is
not achieved.

Customer Value:

Attracting and retaining customer can be a difficult task. Customers often face a
bewildering array of products and services from which to choose. A customer buys from the
firm that offers the highest customer perceived value the customers evaluation of the difference
between all the benefits and all the costs of a marketing offer to those competing offers.

Marketing orientated companies attempt to create customer value. In order to attract

and retain customers. Their aim is to deliver superior value to their target customers. In doing
so, they implement the marketing concept by meeting and exceeding customer needs better
than the competition.

VIVEKANAND INSTITUTE OF MANAGEMENT 9

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

Customer Experience
People love to talk about your service and your products. It is the key driver of
consumer conversations.

Conversation
The story of my previous book. The conversation manager. It is the goal to converse
and not communicate. Listen, ask questions, facilitate the conversations and actively take part
in them.

Content :

Give people stuff to talk about but do it an authentic, positive and relevant way.

Collaboration :

Involve customers in everything your company does. Let them be part of your
boardroom and let them be involved in your decision making processes.

VIVEKANAND INSTITUTE OF MANAGEMENT 10

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

Customer Loyalty :

A customer decision to be loyal or defect is the sum many small encounters with the
product and the company consulting firm forum corporation says that in order for all these
small encounters to add up to customer loyality, companies need to treat a branded customers
experience.

Many companies are aiming for high satisfaction because customers who are just
satisfied still find it easy to switch when a better offer comes along. Those who are highly
satisfied are much less ready to switch high satisfaction a delight creates on emotional bond
with the brand, not just a rational preference, the result is high customer loyalty.

Buyers form expectations form past buying experience, friends and associates advice
and marketer’s and competitor’s information and promises. If marketer’s raise expectation too
high, the buyer is likely to be disappointed. So some of today’s most successful companies are
raising expectations and delivering performance to match. These companies are aiming for
total customer satisfaction.

Marketing mix, based on 4C*s is consumer oriented. Their main focus is towards
consumer’s value. These potential customers can be end users, clients, purchaser, suppliers or
vendors etc. each of these potential consumers have different needs and demands. Therefore,
while forming a marketing plan for its products or services its important for organizations to
know the demands and needs of its target consumers.

These help the products and in return the organizations, in creating a special place in
the minds of their consumers. This approach, in return helps the product or services offered by
an organization to create a place for itself in the market.
Thus, customer value based marketing mix, helps in creating loyal consumers and
accounts for creating satisfaction about the brand as well as the organization at the end.

VIVEKANAND INSTITUTE OF MANAGEMENT 11

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

Convenience is the second C of marketing mix. It has taken over place of the 4p’s of
traditional marketing mix. Today, people are preoccupied with some work or the other. The
have scarcity of time. Therefore, they look for shoping options which come into their way, like
departmental stores at petrol filling stations etc. this makes their easier and much more relaxed.
So consumers these days look for convenient to shop for their products. This not only saves
their time but it also saves their energy. With rise of technology like Internet, shopping has
become much more convenient.

People are now able to access all the information needed to buy a product through
Internet and other hi-tech options by sitting at home or other convenient place. It also helps
them shop at their convenient time. So, unlike apst, consumers do not have to move from one
place to another to gather information about a product which they wish to buy. In fact, all the
information received from Internet helps them to make a quick and more wise buying decision.
Therefore its important for organizations to strategize the selling of their products keeping in
mind the convenience of their potential customers.

Cost is the third element of 4C’s marketing mix. It has replaced price of the 4P’s
traditional marketing mix approach. According earlier concept ‘Price’ aimed at maximizing
the profit of the organization. However, the present scenario of marketing is not the same
anymore. Today, survival of a profitable business is pretty tough. This is because there are
number of competitors in the market which are ready to offer similar product at the competitive
cost-such market players are ready to grab the opportunity. So it’s essential
for organizations to give a tough fight to its competitors and attract its perspective consumers.
Hence, organization should aim at selling their products to their consumers. Hence,,
organizations should aim selling their products to their consumers at a reasonable cost. Their
main objectives should be to provide maximum customer value at minimum cost. Therefor,
while formulating marketing mix for their products or services, organizations should always
take into account consumers willingness to pay for that product. This means organizations
should set up a cost for then products or services such that it provides maximum value to its
consumers.

VIVEKANAND INSTITUTE OF MANAGEMENT 12

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

Customer value:

The key to generating high customer loyality is to delivers high customer value the customers
buy from that firm which they perceive offers the heights.

Customers delivered value. Customers delivered value is the difference between total customer
value and total customers lost where.

Total customers value is the bundle of benefits customers expect from given product or
service.
Total customers lost is the bundle of costs customers expect to incu in evaluating
obtaining using and disposing of the product or service.

MANAGING USTOMER SATISFACTION :

The need based satisfaction will depend upon customers perception of product or
service performance and attaining if subsequent actual performance the satisfaction desired
will be proportional to the difference between actual performance and perceived performance
of a product the lower the difference the greater the satisfaction.

Customer satisfaction is gaining greater importance today than ever before for
following reasons.
a) Large number of competing brands or product is available in the market.
b) Better brands or better substitutes are coming up in the market to replace old brands or
products.
c) Consumer satisfaction has gone up tremendously due to mass advertising on electronic
media etc.
d) Better technology available to give better product quality.
e) The marketing companies being interested to achieve long term objective through
customer satisfaction.

VIVEKANAND INSTITUTE OF MANAGEMENT 13

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

Hence the reach for excellence for those concerned with customers service and support for a
product is being driven by above cited factors to achieve this, this sector must be fully
integrated into every relevant activity if it is to be managed effectively from the design stage
to final stage of the product good customers service and support may with good business.

The scope of customer service and support

The primary focus of customers service and support is to ensure that the customer has
maximum utility and derives maximum value for his money from the purchase.
The term customer service is often used by people to cover the process of dealing
directly with customers, much has been written on the general topic of customers care ranging
from telephone technique to dealing with difficult customers. Jan carlzon of the airlines, SAS,
Popularised there area by using he term moments of truth. Pointing out that the customer judged
the whole organization by the part which is visible to him. This aspects of how customer service
and support is delivered and its impact on customers must not be overlooked and if it is
neglected, this would mean customer dissatisfaction and loss of business.

The customers sevice triangle strategy

Customer

System people

The customer is at the centre of this triangle, because every activity must be seen in terms of
its impact on customers views the organisations performance rather than accepting an internal
view.

VIVEKANAND INSTITUTE OF MANAGEMENT 14

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

The three points are as follows:

1. Strategies
The customer services and support strategy must express how it is to be measured and
the priorities for improvement the value of service and support to the customer and identify
those aspect which create competitive advantage for the organsiation it must be a fully
resourced statement of intent made after careful planning.

2. System
Having classified the strategy, the systems employed by the customer service and
support organization must be reviwed in the light of any changes in content or shift in
emphases and productivity and that these on customer satisfaction.

3. People
The people are those who delivers service. They will be more effective if they are clear,
as to what the task is through a consistent service strategy and they had opportunity to
contribute to its formulations.

Measurements of customers satisfaction :

Unless we are consistently measuring levels of customer satisfaction and their attitudes
to services recovery. We will not know what the cost is to us and whether we are doing the
right things to recover from service failure.

The way in which this can be done are

1. Information gathered by the front line people at the time of service either in a structured
or unstructured way. The once is on the service managers encourages their staff to
report failures. This method gives the best opportunity of responding quickly to failure
and achieving customer satisfaction.
2. Getting customers to call when things go wrong can be encouraged through publicity
cards left with the users and the provision of a free phone to a hotline customers service
cell opened by banks.

VIVEKANAND INSTITUTE OF MANAGEMENT 15

CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

3. Questionnaires left with the customers at the time of a service visit. The response rate
from this technique may be low as at may fail to identify the disgruntled customers who
or we and to find another company to buy from Questionnaires are given to guests in
hotels and restaurants to solicit their response.

4. Mailed Questionnaires with some inducement to complete them, such as all response
being put into a drawn for a prize will increase the response rate and also send the
message that the service company is keen to get a feedback on customer satisfaction.
5. A telephone call to customers who have had contact with the service and support
organization in the recent part also gives the opportunity to pick up customers who
might not have replied to a mailed Questionnaires and year are dissatisfied.
6. Telephone calls from managers is randomly selected customers while the sample size
may be low, the impact on the service and supports management cases about what is
happening to them it may use in house or employ a specialized internal agency to carry
out tie work.

The results from customer satisfaction survey can be used most powerfully when they are
translated into cost of last sales so that the impact on revenue and profits is clear to the
service management team and subsequently to the top management. This also allows the
management of the performance of individuals service branches. This can be used in the
appraisal of service managers and incorporated into their reward package.

Marketing companies quickly realise that performance in recovering from service

failure has great influence on the satisfaction rating receive from their customers.
Such awards are highly motivating for company’s management and staff as well as
customers.

VIVEKANAND INSTITUTE OF MANAGEMENT 16

CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

Five characteristics of customers are common world-wide

1. Whether buying an inexpensive or expensive commodity, product are customers buy

satisfaction.
2. The satisfaction is inspired by the total product service package offered.
3. Customer and buyers are less likely to shop around if they get value for money , an
experience above their exception quality standards and price related to life time costs
expects in pure commodity markets with no product differentitation.
4. Many industrial and private customers may be willing to replace a lower priced widget
hotel room, computer terminal computer software or garment or clothing with one
providing a surprise enchanced performance, image quality, pre and after sales service,
at an incremental significantly higher prices in all industries, there are ex if one
company charging too much. Some are charging and securing the premium price few
playing if safe by discounting and other charge distressingly rock bottom prices.

Product Managers role in Achieving Customers Satisfaction :

Product manager has viral role in both directing and supporting the sales force. It
includes securing improvement in the product or service package the introduction of new
products or services the organization of product breifings , the focus of the sales force on
these markets most in need of the companies product or services and improving the image
customers have of the product or service package by effective promotion and customers
services support.

The aim is to ensure that the sales force can spend less time thinking about where is
sell, what to sell, how to sell and whether the customers will get what ordered when required
and can concentrate on servicing satisfied customers.

VIVEKANAND INSTITUTE OF MANAGEMENT 17

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

Market
Traditionally a ‘ Market’ was physical where buyers and sellers gathered to buy sell
goods. Economists describe a market as a collection of buyers and sellers who transact over
a particular product or product class.

Marketing
Marketing includes identifying unmet needs, producing products and services to meet
those needs and pricing, distributing and promoting those products and services to produce
a profit.

 Means to make a communication about a product or service a purpose of which is to

encourage recipients of the count to purchase or use the product or service.
 This is the process of planning and executing the conceptive pricing, promotion and
distribution of ideas, goods and services to satisfy customers.
 The business of advertising, promoting and selling books to the public and to
distributors.

Marketing is typically seen as the task of creating, promoting and delivery goods and services
to cunsumers and business. Effective marketing can take many forms. It can be entrepreneurial
formulated, or entrepreneurial and markets are involved in marketing many types of entities
:goods, services , experiences, events, persons, places, properties organizations, information
and ideas.

Marketing Management:
Marketing management is the art and science of choosing target markets and getting,
keeping and growing customers through creating, delivering and communicating superior
customer value.
It is a societal process by which individuals and groups obtain what they need and want
through creating, offering and freely exchanging products and services of value with others.

VIVEKANAND INSTITUTE OF MANAGEMENT 18

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

Marketing management is a business discipline focused on the practical application of

marketing techniques and the management of a firms marketing resources and activities.
Marketing managers are often responsible for influencing the level,timing,and composition of
customer demand in a manner that mill achive the company objectives.

Management Guru Peter Drucker, who wrote ‘because the purpose of business is to
create a customer, the business enterprise has two and only these two basic functions, marketing
and innovation, marketing and innovation produce results, all the rest are costs, marketing is
the distinguishing ,unique function of the business.

Marketing Demand
Marketing demand for product is the total volume that would be bought by a defined
customer group in a defined geographical area in a defined time period in a defined marketing
environment under a defined marketing program.
Marketing demand is not fixed number, but rather a function of the stated conditions.
For this reason, it can be called the market demand function.

VIVEKANAND INSTITUTE OF MANAGEMENT 19

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

Customer satisfaction
Satisfaction is a persons feeling of pleasure or disappointment resulting from comparing
a products perceived performance in relation to his or her expectations. If the performance falls
short of expectations, the customer is dissatisfied. If the performance matches the expectations,
the customer is satisfied. If the performance exceeds expectations the customer is highly
satisfied or delighted.

Although the customer centered firm seeks to create high customer satisfaction that is
not its ultimate goal. If the company increases customer satisfication by lowering its price or
increasing its service, the results may be lower profits. The company might be able to increase
its profitability by means other than increased satisfaction by improving manufacturing process
or investing more in R&D. also, the company has many stakeholders, including a employees,
dealers, suppliers and stockholders, spending more to ‘Partners’.

Customer Expectations
How do buyers from the expectation? From past buying experience, friends and
associates advice and markets and competitors information and promises. If marketers raise
expectations too high. The buyer is likely to be disappointed. However, if the company sets
expectations too low. It won’t attract enough buyers. A customers decision to be loyal or to
defect is the sum of many small encounters with the company.

VIVEKANAND INSTITUTE OF MANAGEMENT 20

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

Measuring Satisfaction
A company would be wise to measure customer satisfaction regularly because one key
to customer retention is customer satisfaction. A highly satisfied customer generally stays loyal
longer, buys more as the company introduces new products and upgrades existing products,
talks favorably about the company and its products, pays less attention to competing brands
and is less sensitive to price, offers product or service ideas to the company and costs less serve
than new customers because transactions are routine.

Attracting Customers :
The challenges according to Jeffery customer, is not to produce satisfied customers,
serval competitors can do this. The challenge is to produce delighted and loyal customers.

Companies seeking to expand their profits and sales have to spend considerable time
and resources searching for new customers. To generate leads, the develops ads and places
them in media that will reach new prospects, it sales people participate in trade shows, where
they might find new leads and so on. This activity produces a list of prospects company has to
identify customers which are really good prospects.

Marketing Research
Marketing research is systematic and objective study of problems pertaining to the
marketing of good and service. It may be emphasized that it is not restricted to any particular
area of marketing, but is applicable to all its phase and aspects.

Definition
The American marketing Association defined as “ Marketing research is the function
which links the consumer, customer and public to the marketer through information.
Information used to identify and define marketing opportunities and problems, generate, refine
and evaluate marketing actions monitor marketing performance, and improve understanding of
market as a process.

VIVEKANAND INSTITUTE OF MANAGEMENT 21

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

Marketing research specifies the information required to address these issues, designs the
method for collecting information ,managers and implements the data collection process,
analysis the results, and communicates the findings and their implications.

Research Design
“A research design is the specification of methods and procedures for acquiring the
information needed. It is the over all operational pattern or frame work of the project that
stipulate that information is to be collected is to be collected from which sources by what
procedures.

Marketing Research & Analysis :

In order to make fact based decision regarding marketing strategy and design effectives,
cost efficient implementation programs firms must possess a detailed, objectives understanding
of their own business and the market in which they operate. In analyzing these issues, the
discipline of marketing management often overlaps with the related displicine of strategic
planning.
Traditionally, marketing analysis was structured into 3 areas. Customers, analysis,
company analysis and competitors so called 3cs analysis. More recently, it has become
fashionable in some marketing circles to divide these further into CS. Customer analysis,
company analysis, collaborator analysis, competitor analysis, and analysis of the industry
context.

The focus of customer analysis is to develop a scheme for market segmentation

breaking down the market into various constituent groups of customers, which are called
customer segments or market segments. Marketing work to develop detailed profiles of each
segment, focusing on any no of variables that many differ among the segments focusing
demographic, psychographic, geographic, behavioural, needs benefits, and other factors may
all he examined. Marketers also attempt to track these segments perceptions of the various
products in the market using tools such as perceptual mapping.

VIVEKANAND INSTITUTE OF MANAGEMENT 22

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

In company analysis, markerter’s forms on understanding the company’s cost structure and
cost position relative to competitors, as well as working to identify firms core competencies
and other competitively distinct company resources. Marketing managers may also work with
accounting department to analyze the profits the firms are generating from various product
lines and customer accounts. The company may also conduct periodic brand audits to assess
the strength of its brands and sources of brand equity.

The firm’s collaborators may also be profilied, which may include various supplies,
distributors and other channel partners, joint venture partners and others. An analysis of
complementary products may also be performed if such product exists.

Marketing management employs various tools from economics and competitive

strategy to analyze the industry context in which the firm operates. These include porters five
forces, analysis of strategic groups of competitors, value chain analysis and others. Depending
on the industry, the regulatory context may also be important to examine in detail.

Marketing management often finds it necessary to invest in research to collect the data
required to perform accurate marketing analysis. As such, they often conduct market research
to obtain this information. Marketers employ a variety of techniques to conduct market
research, but some of the more common include.

VIVEKANAND INSTITUTE OF MANAGEMENT 23

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

Qualitative marketing research such as focus groups

 Quantitative marketing research such as statistical surveys

 Experimental techniques such as test markets
 Observational techniques such as ethnographic observation.

Marketing managers may also design and oversee various environmental scanning and
competitive intelligence processes to help identify trends and inform the company’s marketing
analysis.

Marketing Strategy :
Once the company has obtained an adequate understanding of the customer base and
its own competitive position in the industry, marketing managers are able to make key strategic
decisions and develop a marketing strategy designed to maximize the revenues and profits of
the firm. The selected strategy any sim for any of a variety of specific objectives, including
optimizing short term unit margins, revenue growth, market share, long term profitability, or
other goals.

To achieve the desired objectives, marketers typically identify one or more target
customer segments which they intend to pursue. Customer segments are often selected as
targets because they score highly on two dimensions.

1. The segment is attractive to serve because is is brgl, growing makes frequent purchases,
is not price sensitive and
2. The company has the resources and capabilities to compete for the segments business,
can meet their needs better than the competition and can do so profitably. In fact, a
commonly cited definition of marketing is simply meeting needs profitably.

The implication of selecting target segments is that the business will subsequently
allocate more resources to acquire and retain customers in the target segment. The doorman
at a swankly might club, for example, may deny entry to unfashionably dressed individuals
because the he/s has made a strategic decision to target the high fashion segment of
nightclub patrons.

VIVEKANAND INSTITUTE OF MANAGEMENT 24

CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

In conjunction with targeting decisions, marketing managers will identify the desired
positioning they want the company, product or brand to occupy in the target customers
mind. This positioning is often an encapsulation of a key benefit the company’s product or
service offers that is differential and superior to the benefits offered by competitive
products.
Ideally, a firms positioning can be maintained over a long period of time because the
company possess or can develop, some form of sustainable competitive advantage. The
positioning should also be sufficiently relevant to the target segment such that it will drive
purchasing behavior of target customers.

Implementation Planning:
After the firms strategic objectives have been identified, the target market selected, and
the desired positioning for the company, product or brand has been determined, marketing
managers focus on how to best implement the chosen strategy. Traditionally, this has
involved implementation planning across the “4ps” of marketing product management,
pricing and place and promotion.

Taken together, the company’s implementation choices across the 4ps are often
described as the marketing mix, meaning the mix of elements the b/s will employ to “go to
market” and execute the marketing strategy. The overall goal for the marketing mix is to
consistently deliver a compiling value proposition that reinforces the firms chosen
positioning, builds customer loyalty and brand equity among target customers and
achievers the firms marketing and financial objectives.

In many cases, marketing management will develop a marketing plan to specify how
the company will execute the chosen strategy and achieve the b/s objectives. The context
of marketing plans varies from firm to firm, but commonly includes.

VIVEKANAND INSTITUTE OF MANAGEMENT 25

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

 An executive summary
 Situation analysis to summarize facts and insights gained from market research and
marketing analysis.
 The company’s mission statement or long term strategic vision.
 A statement of the company’s key objectives, often subdivided into marketing
objectives and financial objectives.
 The marketing strategy the b/s has chosen, specifying the target segments to be pursued
and the competitive positioning to be achieved.
 Implementation choices for each element of the marketing mix.
 A summary of required investments
 Financial analysis, projection and forecasted results.
 A timeline or high level project plan.
 Matrics, measurement and control process
 A lisr key risks and strategic for managing these risks.

Project, process & Vendor Management:

Once the key implementation initiatives have been identified, marketing managers work to
oversee the execution of the marketing plans. Marketing executives may therefore manage
any no of specific projects. Such as sales force management initiatives, product
development efforts, channel marketing programs and the execution of public relations and
advantage campaigns. Marketers use a variety of project management techniques to ensure
projects achieve their objectives while keeping to established schedules and budgets.

More boardly, marketing managers work to design and improve to effectiveness of core
marketing processes, such as new product development, brand management, marketing
communications and pricing. Marketers may employ the tools of b/s process reengineering
to ensure these processes are properly designed and use a variety of process management
techniques to keep them operating smoothly.

VIVEKANAND INSTITUTE OF MANAGEMENT 26

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

Organizational Management & Leadership :

Marketing management usually requires leadership of a dept of group of professionals
engaged in marketing activities. Often, the oversight will extend beyond the company’s
marketing dept, itdelf, requiring the marketing manager to provide cross functional
leadership for various marketing activities. This may require extensive interaction with the
human resources dept on issues such as recruiting, training, leadership development,
performance appraisals, compensation and other topics.

Marketing management may spend a fair amount of time building or maintaining a

marketing orientation for the b/s. Achieving a market orientation, also known as “customer
concept”, requires building consensus at the senior management level and then driving
customer focus down into the organization Cultural barriers may exist in a given b/s unit
or functional area that the marketing manager must address in order to achieve this goal
additionally, marketing executive often act as a “brand champion” and work to enforce
corporate identify standards across the enterprise.

In large organizations, especially those with multiple b/s units, top marketing managers
may need to coordinate across several marketing depts.. and also resources from finance,
R & D , engineering, operations, manufacturing, or other functional areas to implement the
marketing plan. In order to effectively manage these resources, marketing executives may
need to spend much of their time focused on political issues and inter departmental
negotiations.
The effectiveness of marketing manager manager may therefore depend on his or her
ability to make the internal “sale “ various marketing programs equally as much as the
external customers reaction to such programs.

Reporting, Measurement & Control System :

Marketing management employs a variety of metrics to measure progress against
objectives. It is the responsibility of marketing managers in the marketing department or else
where to ensure that the execution of marketing programs achieves the desired objectives and
does so in a cost efficient manner.

VIVEKANAND INSTITUTE OF MANAGEMENT 27

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

CHAPTER 3
COMPANY PROFILE
Vivo is a China based Smartphone Company which is established in2009.The headquarters is
situated at Dongguan, Gaungdong, China .It has40% of market share in china. It has its business
over many countries likeIndonesia, Thailand, India, Malaysia, Myanmar and China. It enters
into Indiain 2014 and launches its product in Bhubaneswar in 12th of March 2015.Within three
months it achieve 6% of the market share in Bhubaneswar.

The immediate operation team is promotion team and we have Mr. SatyakamPanda the Event
manager of the company as our company guide.The departmental heads of vivo are as
followsCEO-Mr. Jacky Leo (India)GM-Mr. Tommy LanDGM-Mr.Pradeep PattnaikMarketing
head-Mr. Aminoor RahmanHR head-Mrs. Upani Das

Distribution is the process of moving a product from its manufacturingsource to the customers
with the help of intermediaries

Distribution channel

It is the set of interdependent organizations involved in

the process of making a product or service available for use or consumption. It is the way pro
ducts and services get to the end-user, the customer. For every company distributionchannel
plays very important role. A stronger the distribution channel increases the sales ,attracting
customer, increase company goodwill on the other hand avoid channel conflict.

DIRECT MARKETING

Direct Marketing is the interactive use of advertising media, to stimulate and(immediate)

behavior modification in such a way that this behavior can be tracked, recorded, analyzed, and
stored on a database for future retrieval and use.” Direct marketing is a sub-discipline and type
of marketing. There are two main definitional characteristics which distinguish it from other
types of marketing. The first is that it attempts to send its messages directly to consumers,
without the use of intervening media. The second characteristic is that it is focused on driving
purchases that can be attributed to a specific "call-to-action." This aspect of direct marketing
involves an emphasis on tractable, measurable positive responses from consumers regardless
of medium. Direct Marketing (DM) is an interactive system of marketing that:

VIVEKANAND INSTITUTE OF MANAGEMENT 28

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

•Uses one or more advertising media to effect a measurable customer response Or transaction
at any location
•And stores information about that event in a database.

Make In India

We came to India with a vision to give our customers ingenious, ‘Made In India’
products. A year later, with an assembly unit all set to operate from Greater NOIDA, ourvision
has now become a reality.The first part of our expansion plan in India, we setup the assembly
unit to contribute to
the ‘Make In India’ initiative with our exclusive ‘Made for India’ V
-series smartphones.
The 30,000 square metre production facility, located at World Trade Centre, is Vivo’s 7th
largest assembly facility outside China. The assembly unit has a maximum productioncapacity
of 1 million smartphones per month, which can be further increased as per futurerequirements.

VIVEKANAND INSTITUTE OF MANAGEMENT 29

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

LEARNING OBJECTIVES
Internship at sadguru agency, was my first experience. i learn about lot many new thingsin vivo
store. initially, i got to know about the variety of vivo mobiles. then deeply , ilearned about
their features , internal memory, ram, camera mp, etc.after gaining the each mobile details, i
started knowing their prices. i also learned aboutthe accessries which has been provided with
the new handheld phones. headphones, phone charger etc.My guide was to explain me and help
me to learn this things. he initially taught me theway i should greet customer. greeting
maintains our sincerity.He also taught about how to deal with the customers. firstly, i should
ask customers,should be polite while interpreting with the customers. i must know have about
the detailsof each phones. if any customers ask for any mobiles, i must know about it, i should
havethat knowledge. this can make customers satisfied.

DEPARTMENT
•There was not any separate department to me.

•I was worked under the promoter so I do not have anyseparate department.

•But I was handle all works there as handling of customersdata and information

•There was promoter teach to me how to sell the product tocustomers because my topic is
related to marketing strategyof vivo.

•I worked in the marketing department.

SALES DEPARTMENT:

This department is mainly concerned with the sale of the new mobile and is headed by sales
manager{SM}. The internal employee of vivo store is the development officer who has the job
of communicating and training the free lancing employees. It is the development officer who
continuously encourage the employee to get new business and the income, performance and
commission through mobiles selling knowledge under the manager

VIVEKANAND INSTITUTE OF MANAGEMENT 30

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

.ACCOUNTS DEPARTMENT:

It is responsible for processing of all the cheques and loans which come to it. The details
regarding financial aspects are covered under this department.

PROMOTION DEPARTMENT:

Advertising and publicity , organization of conferences and seminars, incentives to customers

are impersonal communication. Arranging exhibitions, participation in fairs and festivals , rural
wall paintings and publicity drive through the mobile publicity van units would be effective in
creating the impulse buying and the rural prospects would be easily transformed into actual
customers.

WORK AND RESPONSIBILITY

•In vivo store there was so many work I have to handle there was several work in vivo store.

•I have so many works because there was no any department in the promoter under.

•I have to weekly 3 times to field visit to various location.

•Sometimes there was handle the data of daily customers data visited by I what there feedback
of customers.

ACHIEVEMENT
•The first week of the internship we study the different types
of products of vivo and then while the field work we are given thetarget I have achieved the
target and I get the incentive as a motivation to my work

•As my internship was about 45 days in that my promoter and my team has achieved the target
of selling the mobile. We get best team aware.
•As I am the worker of vivo I improved many of my skills due to this internship and achieved
the leadership quality. Many of the achievement are done by the vivo is also achieved the trust
of many people by providing the best customers service.

VIVEKANAND INSTITUTE OF MANAGEMENT 31

CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

VIVEKANAND INSTITUTE OF MANAGEMENT 32

CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

VIVEKANAND INSTITUTE OF MANAGEMENT 33

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

CHAPTER 4
ANALYSIS AND INTERPRETATION OF DATA
Table 1: Showing Age 0f the respondents

Analysis:
From the above table it is found that 12respondents were under the age group of 0-15,

Age group NO. of respondents Percent (%)

0-15 12 12%
15-25 45 45%
25-35 35 35%
35 and above 8 8%
TOTAL 100 100%
45respondentswere under the age group of 15-25, 35 respondents were under the age group of
25-35, only 8respondentswere under the age group of 35 & above.

Graph1:Showing Age 0f the respondents

50
45
40
35
30
25
20
15
10
5
0
0-15 15-25 25-35 35 and above

NO. of respondents

Interpretation:
From the above graph it is found that 12% were under the age group of 0-15, 45% were under
the age group of 15-25, 35% were under the age group of 25-35, only 8 % were under the age
group of 35 & above.

VIVEKANAND INSTITUTE OF MANAGEMENT 34

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

Table 2: Shows gender of the respondents

Gender NO. of respondents Percent (%)

Male 56 56%
Female 34 34%
Other 10 10%
Total 100 100%

Analysis:
From the above table it is found that 56 respondents were male, 34 respondents were female
only 10 respondents were others.

Graph 2: Shows gender of the respondents

60 56

50

40
34

30

20

10
10

0
Male Female Other

NO. of respondent

Interpretation:
From the above table it is found that 56 %respondents were male, 34 %respondents were female
only 10 % respondents were others.

VIVEKANAND INSTITUTE OF MANAGEMENT 35

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

Table 3: Showing income of the respondents

Income NO. of respondents Percent (%)
0-10000 15 15%
10000-20000 35 35%
20000-30000 35 35%
30000 and above 25 25%
Total 100 100%

Analysis:
From the above table it is found that 15 respondents were under the income of 0-10000, 35
respondents were under the income of 10000-20000, 35 respondents were under the income of
20000-30000, 25 respondents were under the income of 30000 & above.
Graph 3: Showing income of the respondents

NO. of respondents

35 35

25

15

0-10000 10000-20000 20000-30000 30000 and above

Interpretation:
From the above graph it is found that 15% respondents were under the income of
0-10000, 35 %respondents were under the income of 10000-20000, 35 %respondents were
under the income of 20000-30000, 25% respondents were under the income of 30000 & above.

VIVEKANAND INSTITUTE OF MANAGEMENT 36

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

Table 4: Showing Occupation of the respondents

Occupation NO. of respondents Percent (%)
Student 45 45%
Business 18 18%
Service 30 30%
Others 7 7%
Total 100 100%

Analysis:
The above table shows 45 respondents were belongs to the group of students, 18
respondents were belong to the group of business, 30 respondents were belong to the group of
service and 7 respondents were belongs to others group.

Graph 4: Showing Occupation of the respondents

NO. of respondent
Student Business Service Others

7%

30% 45%

18%

Interpretation:
The above table shows 45 % respondents were belongs to the group of students,
18%respondents were belong to the group of business, 30% respondents were belong to the
group of service and 7% respondents were belongs to others group.

VIVEKANAND INSTITUTE OF MANAGEMENT 37

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

Table 5: Showing marital status of respondents

Marital status No. of respondents Percent (%)
Married 28 28%
Unmarried 47 47%
Divorced 15 15%
Others 10 10%
Total 100 100%

Analysis:
Theabove table shows 28 respondents were belongs to the group of married, 47
respondents were belongs to the group of unmarried, 15 respondents were belong to group of
divorced, 10 were belong to the others group.

Graph 5: Showing marital status of respondents

Chart Title

50
45
40
35
30
25
20
15
10
5
0
Married Unmarried Divorced Others

No. of respondents

Interpretation:
The above graph shows 28 %respondents were belongs to the group of married, 47%
respondents were belongs to the group of unmarried, 15% respondents were belong to group
of divorced, 10% were belong to the others group.

VIVEKANAND INSTITUTE OF MANAGEMENT 38

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

6 A: If married number of kids of respondents

Number of kids NO. of respondents Percent (%)
0-2 35 35%
2-4 35 35%
4-6 19 19%
6 and above 11 11%
Total 100 100%

Analysis:
The above table shows 35 respondents were belongs to the group of 0-2, 35 respondents were
belongs to the group of 2-4, 19 respondents were belongs to the group of 4-6, 11 were belongs
to the group of 6 & above.

Graph A: If married number of kids of respondents

NO. of respondent

11%

35% 0-2
19%
4-Feb
6-Apr
6 and above

35%

Interpretation:
The above graph shows 35 % respondents were belongs to the group of 0-2, 35% respondents
were belongs to the group of 2-4, 19% respondents were belongs to the group of 4-6, 11% were
belongs to the group of 6 & above.

VIVEKANAND INSTITUTE OF MANAGEMENT 39

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

Table 6: Showing family size of respondents

Family size NO. of respondents Percent (%)
0-5 55 55%
5-10 25 25%
10-15 18 18%
15 and above 2 2%
Total 100 100%

Analysis:
The above table shows that 55 respondents were belongs to the group of 0-5, 25
respondents were belongs to the group of 5-10, 18 respondents were belongs to the group of
10-15, 2 respondents were belongs to the group of 15 & above.

Graph 6: Showing family size of respondents

NO. of respondents
2%

18%

0-5
10-May
15-Oct
55%
15 and above
25%

Interpretation:
The above graph shows that 55% respondents were belongs to the group of 0-5, 25%
respondents were belongs to the group of 5-10, 18% respondents were belongs to the group of
10-15, 2% respondents were belongs to the group of 15 & above.

VIVEKANAND INSTITUTE OF MANAGEMENT 40

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

Table 7: Showing family income of respondents

Family income NO. of respondent Percent (%)
20000-30000 25 25%
30000-40000 35 35%
40000-50000 30 30%
50000 and above 10 10%
Total 100 100%

Analysis:
The above table shows that 25 respondents were belongs to the group of 20000-30000,
35 respondents were belongs to the group of 30000-40000, 30 respondents were belongs to the
group of 40000-50000, 10 respondents were belongs to the group of 50000 & above.

Graph 7: Showing family income of respondents

NO. of respondent

35

30

25

10

20000-30000 30000-40000 40000-50000 50000 and above

Interpretation:
The above graph shows that 25 respondents were belongs to the group of 20000-30000,
35 respondents were belongs to the group of 30000-40000, 30 respondents were belongs to the
group of 40000-50000, 10 respondents were belongs to the group of 50000 & above.

VIVEKANAND INSTITUTE OF MANAGEMENT 41

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

Table 8: At Percent which company mobile phone you are using

Particulars No. of respondents Percent (%)
Samsung 44 44%
Oppo 10 10%
Vivo 8 8%
Others 38 38%
Total 100 100%

Analysis:
From the above table it come to know that 44 respondents were using Samsung mobiles,
10 respondents were using oppo mobiles, 8 respondents were using vivo mobiles, 38
respondents were using others mobiles.

Graph 8: At Percent which company mobile phone you are using

Chart Title
No. of respondents

42
40

10
8

Samsung Oppo Vivo Others

Interpretation:
From the above graph it come to know that 44% respondents were using Samsung
mobiles, 10% respondents were using oppo mobiles, 8% respondents were using vivo mobiles,
38% respondents were using others mobiles.

VIVEKANAND INSTITUTE OF MANAGEMENT 42

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

Table 9: Price of the product

Particulars NO. of respondents Percent (%)
High 30 30%
Low 20 20%
Average 50 50%
Total 100 100%

Analysis:
From the above table it is come to know that 30 respondents were in the group of high, 20
respondents were in the group of low, 50 respondents were in the group of average.

Graph9: Price of the product

NO. of respondents

50

30

20

High
Low
Average

Interpretation:
From the above graph it is come to know that 30% respondents were in the group of
high, 20% respondents were in the group of low, 50% respondents were in the group of average.

VIVEKANAND INSTITUTE OF MANAGEMENT 43

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

Table 10: Showing reason for choosing existing mobile respondents

Opinion No. of respondents Percent (%)
Quality 30 30%
Service 26 26%
Availability 29 29%
Others 15 15%
Total 100 100%

Analysis:
From the above table its was noted that 30 respondents were influenced by the quality of
existing mobiles, 26 were influenced by the service of existing mobiles, 29 respondents were
influenced by the availability of existing mobile, 15 respondents were influenced by the others
of existing mobiles.

Graph 10: Showing reason for choosing existing mobile respondents

35

30

25

20

No. of respondents
15

10

0
Quality Service Availability Others

Interpretation:
From the above graph its was noted that 30% respondents were influenced by the
quality of existing mobiles, 26% were influenced by the service of existing mobiles, 29%
respondents were influenced by the availability of existing mobile, 15% respondents were
influenced by the others of existing mobiles.

VIVEKANAND INSTITUTE OF MANAGEMENT 44

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

Table 11: Showing how respondents come to know about existing mobile
Particulars No. of respondents Percent (%)
Television 30 30%
Social media 45 45%
Word of mouth 17 17%
Others 8 8%
Total 100 100%

Analysis:
From the above table, it was clear that the 30 respondents get the information from the
Television, 45 respondents get the information from the social media, 17 respondents get the
information from word of mouth, 8 respondents get the information from the others side.

Graph 11: Showing how respondents come to know about existing mobile

45
40
35
30
25
20
No. of respondents
15
10
5
0
Television
Social media
Word of
mouth Others

Interpretation:
From the above graph, it was clear that the 30% respondents get the information
from the Television, 45% respondents get the information from the social media, 17%
respondents get the information from word of mouth, 8% respondents get the information from
the others side.

VIVEKANAND INSTITUTE OF MANAGEMENT 45

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

Table 12: Are you a first time user of existing mobiles phone
Opinion NO. of respondents Percent (%)
Yes 75 75%
No 25 25%
Total 100 100%

Analysis:
From the above table it noticed that 75 respondents were the first time users,25 respondents
were preferred the same brand.

Graph 12: Are you a first time user of existing mobiles phone

75
80
70
60
50
40
30 25
20
10
0
Yes
No

NO. of respondents

Interpretation:
From the above graph it noticed that 75% respondents were the first time users, 25%
respondents were preferred the same brand.

VIVEKANAND INSTITUTE OF MANAGEMENT 46

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

A. If NO which brand of mobile phone you were using earlier

Particulars No. of respondents Percent (%)

Samsung 38 38%
Nokia 22 22%
Oppo 7 7%
Others 33 33%
Total 100 100%

Analysis:
From the above table it is know that the 38 respondents were preferred to use Samsung,
22 respondents were preferred to use nokia, 7 respondents were preferred to use oppo, 33 were
preferred to use others brand.

A. If NO which brand of mobile phone you were using earlier

40

35

30

25

20 No. of respondents

15

10

0
Samsung Nokia Oppo Others

Interpretation:
From the above table it is know that the 38% respondents were preferred to use Samsung,
22% respondents were preferred to use nokia, 7% respondents were preferred to use oppo, 33%
were preferred to use others brand.

VIVEKANAND INSTITUTE OF MANAGEMENT 47

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

Table 13: Are the prices high or low compared to other brand?
Particulars No. of respondents Percent (%)
Very high 32 32 %
High 38 38%
Low 12 12%
Cannot say 8 8%
Total 100 100%

Analysis:
The above table shows that the 32 respondents were belongs to the very high group , 38
respondents were belongs to the high group, 12 respondents were belongs to the low group, 8
respondents were belongs to the cannot say group.

Graph 13: Are the prices high or low compared to other brand?

40

35

30

25

20 No. of respondents

15

10

0
Very high High Low Cannot say

Interpretation:
The above graph shows that the 32% respondents were belongs to the very high group, 38%
respondents were belongs to the high group, 12% respondents were belongs to the low group,
8% respondents were belongs to the cannot say group.

VIVEKANAND INSTITUTE OF MANAGEMENT 48

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

Table 14: Showing the respondents satisfied with the quality of existing mobiles?
Opinion No. of respondents Percent (%)
Yes 70 70%
No 30 30%
Total 100 100%

Analysis:
From the above table, it is found that the 70 respondents said that they are satisfied
with the existing mobile and 30 respondents are dissatisfied.

Graph 14: Showing the respondents satisfied with the quality of existing mobiles?

No. of respondents
0% 0%

No
30%

Yes
70%

Interpretation:
From the above graph, it is found that the 70% respondents said that they are satisfied
with the existing mobile and 30% respondents are dissatisfied

VIVEKANAND INSTITUTE OF MANAGEMENT 49

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

Table 15: Do you prefer to purchase same brand next time

Opinion No. of respondents Percent (%)
Yes 74 74%
No 26 26%
Total 100 100%

Analysis:
It was found the table that 74 respondents were to the same brand next time, 26
respondents said that they would prefer the same brand.

Graph 15: Do you prefer to purchase same brand next time

No. of respondents

0%
No
26%

Yes
74%

Interpretation:
It was found the graph that 74% respondents were to the same brand next time, 26%
respondents said that they would prefer the same brand.

VIVEKANAND INSTITUTE OF MANAGEMENT 50

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

Table 16: Compare to other company mobiles are satisfied with the durability of existing
mobiles
Opinion No. of respondents Percent (%)
Yes 80 80%
No 20 20%
Total 100 100%

Analysis:
From the above table it is noted that 80 respondents were satisfied with the existing
mobiles, 20 respondents dissatisfied with the existing mobiles.

Graph 16: Compare to other company mobiles are satisfied with the durability of existing
mobiles
90

80

70

60

50

40 No. of respondents

30

20

10

0
Yes No

Interpretation:
From the above graph it is noted that 80 respondents were satisfied with the existing
mobiles, 20 respondents dissatisfied with the existing mobiles.

VIVEKANAND INSTITUTE OF MANAGEMENT 51

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

Table 17: From where do you prefer to purchase mobile phone?

Opinion No. of respondents Percent (%)
Online 40 40%
Dealer 45 45%
Distributer 10 10%
Others 5 5%
Total 100 100%

Analysis:
From the above table it is clear that 40 respondents prefer to purchase from online, 45
respondents prefer to purchase from dealer, 10 respondents are directly contact with distributer,
5 respondents were prefer to purchase from other side.

Graph 17: From where do you prefer to purchase mobile phone?

No. of respondents

45
40

10
5

Online Dealer Distributer Others

Interpretation:
From the above graph it is clear that 40 respondents prefer to purchase from online, 45
respondents prefer to purchase from dealer, 10 respondents are directly contact with distributer,
5 respondents were prefer to purchase from other side.

VIVEKANAND INSTITUTE OF MANAGEMENT 52

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

Table 18: Do they provide services after sale

Opinion No. of respondents Percent (%)
Yes 83 83%
No 17 17%
Total 100 100

Analysis:
From the above table it is noticed that 83 respondents are of the opinion that they get
good service by the dealer, 17 respondents are of the respondents were not good.
Graph 18: Do they provide services after sale

100
83
80

60

40

20 17

0
Yes
No

No. of respondents

Interpretation:
From the above graph it is noticed that 83% respondents are of the opinion that they get
good service by the dealer, 17% respondents are of the respondents were not good.

VIVEKANAND INSTITUTE OF MANAGEMENT 53

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

Table 19: Are the variants easily available to the customer?

Opinion No. of respondents Percent (%)
Easily available 35 35%
Available with the same 45 45%
seller
Not available 8 8%
Card to find 12 12%
Total 100 100

Analysis:
From the above table we come to know that 35 respondents are of the opinion they easily
available, 45 respondents are of the opinion available with the same seller, 8 respondents are
of the opinion not available, 12 respondents are the opinion of card to find.

Graph 19: Are the variants easily available to the customer?

50

45

40

35

30

25
No. of respondents
20

15

10

0
Easily available Available with the Not available Card to find
same seller

Interpretation:
From the above graph we come to know that 35% respondents are of the opinion they
easily available, 45% respondents are of the opinion available with the same seller, 8%
respondents are of the opinion not available, 12% respondents are the opinion of card to find.

VIVEKANAND INSTITUTE OF MANAGEMENT 54

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

Table 20: What is the average warranty period given by the company
Opinion No. of respondents Percent (%)
3 Months 5 5%
6 Months 10 10%
1 Year 60 60%
2 year 25 25%
Total 100 100%

Analysis:
From the above table we found that 5 respondents got the warranty period of 3 months, 10
respondents got the warranty period of 6 months, 60 respondents got the warranty period of 1
year, 25 respondents got the warranty period of 2 year.

Graph 20: What is the average warranty period given by the company
70

60

50

40

No. of respondents
30

20

10

0
3 Months 6 Months 1 Years 2 years

Interpretation:
From the above graph we found that 5% respondents got the warranty period of 3
months, 10% respondents got the warranty period of 6 months, 60% respondents got the
warranty period of 1 year, 25% respondents got the warranty period of 2 year.

VIVEKANAND INSTITUTE OF MANAGEMENT 55

CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

VIVEKANAND INSTITUTE OF MANAGEMENT 56

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

CHAPTER 5
DISCUSSION

•It has been great to work in vivo store as it help us to improve ourskills toward the marketing
and selling while working with the promoter we learn many more about the organization.

•After working in vivo store for 45 days we have come to knowabout the objective of the vivo
company and about the servicewhich is provide by the vivo company to client.

•It is great to be a part of the vivo company as it improve thestandard of the customers.

VIVEKANAND INSTITUTE OF MANAGEMENT 57

CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

CHAPTER 6
CONCLUSION AND RECOMMENDATION
6.1 Conclusion

Now a days, the mobile phone market competition is fierce, different brands
of different models of mobile phones are countless. Understand the customer
satisfaction, according to customer satisfaction to adjust the characteristics of future
mobile phone, and market strategy. The “Customer- Oriented” concept is becoming
an indicator of business daily operation, and obviously, customer satisfaction has
become a key indicator of business results ((Qing-jie, 2010).
This research provides a direction for the development of other mobile phones
under Vivo by studying the characteristics, buying driven and satisfaction of V3max
customer. From 4th chapter, V3Max customer satisfied with the photograph function,
the smooth system and high running speed, but dissatisfied with the speaker sound,
voice signal, battery of V3Max.This data provides a strong basis for the improvement
of the next Vivo phone. HanSung H. pointed user satisfaction can use a conceptual
model to evaluation: User Satisfaction = f (design features)
Customer satisfaction not only linked with the service but also in close
connection with phones colors, shapes, materials and functions (Han, 2003) . Data
analysis shows highly cost effective (26%) and large memory (26%) are the key factors
when customer to choose a new phone. Phones on the market generally have the same
memory, especially android phones, most of which support memory card expansion,
so another factor, the price becomes particularly important.
In general, V3Max customer satisfied with V3Max, that is a good information
for Vivo, but at the same time it also exposed some problems. Such as brand cognitive,
customer loyalty.
This research only discuss V3Max customer satisfaction, cannot represent
customer satisfaction with Vivo full product line, and band itself. And this research
focuses on v3max customer satisfaction, as well as the factors of customer.

VIVEKANAND INSTITUTE OF MANAGEMENT 58

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

satisfaction, the factors of customer dissatisfaction are only slightly understood, and no in-
depth investigation and percentage analysis.
In the 21st century, the mobile phone industry is still a rapidly developing
industry, market demand, industry trends are changing very quickly. Grasp customer
needs, study customer satisfaction with product, then adjust product timely to that can
keep a position in the industry.

6.2 Recommendation

For Vivo, V3Max is a good product that win high satisfaction score of customer.
However, due to consumers' lack of confidence in the brand, customer loyalty
decreases, which indicates that Vivo still lacks in brand promotion. In this two years,
Vivo in order to improve brand awareness, launched many advertisements in mark.
Such as Suvarnabhumi Airport billboard, BTS Busco advertisement and BTS
station advertisement. Online launched YouTube and Google. As for mobile phones
function that impact user experiments, Vivo in constant adjustment. Because of
customer dissatisfaction with battery, Vivo launched fast charge in 2017. But this is not
enough, through this research to know Samsung, OPPO, HUAWEI that the three
maincompetitorofVivo,alwayspayattention tothenewproductsofthecompetitors,
competitive products with the same price segment, adjust the marketing promotion
strategy at any time that can achieve better sales.

VIVEKANAND INSTITUTE OF MANAGEMENT 59

CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

BIBLIOGRAPHY

Brains,W.L.,Manheim,J.,&Rich,R.C.(2011).EmpiricalPoliticalAnalysis.

Boston, MA:Longman.

Bryman,A.(2001).Businessresearchmethods.Cambridege:OxfordUniversity.

DJS Research.(n.d.).Research methods. Retrieved from

https://www.djsresearch.co.uk/glossary/item/Research-Methods
Groves,M.R. (1989). Surveyerrors and surveycosts. NY:Wiley Interscience.

Han, H. S. (2003). Identifying mobile phone design features critical to user

satisfaction.HumanFactorsandErgonomicsinManufacturing&Service
Industries, 29, 15-29.
Jennifer,K.(2016).TheInventorofCustomerSatisfactionSurveyIsSickofThem, Too. NY:
Bloomberg.
Kendall,D.(2007).CustomerServicefromtheCustomer'sPerspective.Retrievedfrom
https://books.google.co.th/
Koul, L. (2009). Methodology Of Educational Research. Newdelih:Vikas.
Nyce,C.(2007).PredictiveAnalyticsWhitePaper.USA:AmericanInstitutefor
CharteredPropertyCasualtyUnderwriters/InsuranceInstituteofAmerica.

Qing-jie,L.(2010).ExploringofGeneralizedVirtualEconomyMarketCharacteristics from
Apple's Development Strategy.Research on the Generalized Virtual Economy,
9,91-94.
Siegel, E.(2013).PredictiveAnalytics:ThePowertoPredictWhoWillClick,Buy,Lie, or
Die.NY: Wiley.
Statista,A.(n.d.).NumberofsmartphoneusersinThailandfrom2013to2022.
Retrieved from https://www.statista.com/statistics/467191/forecast-of-
smartphone-users-in -thailand/
Suchit,L.(2014,August25).Vivoenterslocalsmartphonemarket.Business.Bangkok
Post.Retrievedfromhttps://www.bangkokpost.com/tech/428539/vivo-enters-
local-smartphone-market.
Tennant,G.(2001).SixSigma:SPCandTQMinmanufacturingandservice.London: Gower.
Trochim,M.(2006).LikertScaling.Retrievedfrom

VIVEKANAND INSTITUTE OF MANAGEMENT 60

CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

http://www.socialresearchmethods.net/kb/scallik.phpUnivers
ityofGuelph.(n.d.).DescriptiveResearch.Retrievedfrom
https://www.uoguelph.ca/hftm/descriptive-research

Wentz, B.(1972).Marketingresearch:managementandmethods.NewYork:
Harper&Row.
Wright,G(2015,June09).WorldPopulationDistributionByCountry.Retrieved from
https://www.gfmag.com/global-data/non-economic-data/world-
population-distribution
Yamae,T.(1967).Statistics:AnIntroductoryAnalysis.NewYork:HarperandRow.
Ziming, L. (2017). Psychology of consumers. Beijing: Tsinghua University.

VIVEKANAND INSTITUTE OF MANAGEMENT 61

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

QUESTIONAIRE
1. Name

2. Age
a. 0-15 b. 15-25
c. 25-35 d. 35 and above

3. Gender
a. Male
b. Female
c. Other

4. Income
a. 0-10000 b.10000-20000
c.20000-30000 d.30000 and above

5. Occupation
a. Student
b. Business
c. Service
d. Other

6. Marital status
a. Married
b. Unmarried
c. Divorced
d. Others

A. If married number of kids

a. 0-2
b. 2-4
c. 4-6
d. 6 and above

7. Family size
a. 0-5
b. 5-10
c. 10-15
d. 15 and above

8. Family income
a. 20000-30000
b. 30000-40000
c. 40000-50000
d. 50000 and above

VIVEKANAND INSTITUTE OF MANAGEMENT 62

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

9. At present which company mobile phone you are using

a. Samsung
b. Oppo
c. Vivo
d. Others

10. Price of the product

a. High
b. Low
c. Average

11. Why did you choose existing mobile because

a. Quality
b. Service
c. Availability
d. Other

12. How did you come to know about existing mobile

a. Television
b. Social media
c. Word of mouth
d. Any others

13. Are you a first time user of existing mobiles phone

a. Yes
b. No

If NO which brand of mobile phone you were using earlier

a. Samsung
b. Nokia
c. Oppo
d. Others

14. Are the prices high or low compared to other brand

a. Very high
b. High
c. Low
d. Cannot say

VIVEKANAND INSTITUTE OF MANAGEMENT 63

 CUSTOMER SATISFACTION TOWARDS VIVO MOBILES

15. Are you satisfied with the quality of existing mobiles

a. Yes
b. No

16. Do you prefer to purchase same brand next time

a. Yes
b. No

17. Compare to other company mobiles are satisfied with the durability of existing
mobiles
a. Yes
b. No

18. From where do you prefer to purchase mobile phone

a. Online
b. Dealer
c. Distributer
d. Other

19. Do they provide services after sale

a. Yes
b. No

20. Are the variants easily available to the customer

a. Easily available
b. Available with same seller
c. Not available
d. Card to find

21. What is the average warranty period given by the company

a. 3 months
b. 6 months
c. 1 year
d. 2 year

22. Any suggestion

Please
specify……………..

VIVEKANAND INSTITUTE OF MANAGEMENT 64