CUSTOMER PREFERENCE AND
STATISFACTION TOWORDS SAMSUNG
MOBILES. A STUDY WITH REFERENCE
IN VILLAPURAM AT MADURAI
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ABSTRACT
Recent years have seen an explosion in Mobile Brands and their innovations in
terms of features, performance, aesthetics and price Mobile companies are
springing up to offer their best. The number of mobile subscribers in India has
grown rapid in last four years expected to show rapid growth over next two
years. Samsung India is a known electronic brand across the globe. After selling
the maximum units in 2011 it has been the largest manufacturer in the world.
Samsung India Phones has been named as the world's largest vendor of
Smartphones in the year 2011. These phones come in all ranges and provide
good services. One can get mobiles from lowest range to the highest ones.
Samsung has pretty much single-handedly grown Android by an immense
amount over the last couple of years, though now scenario is changing. There
are some exclusive pieces that are real masterpieces by the Samsung phones.
Many of the Samsung cell phones bring the world of communication to one’s
feet. Owning a Samsung phone has become a sign of pride in today's
competitive world. They have captured the entire market in a very less time. It
has not only captured the market but made a special place in the hearts of many
as it features are exclusive and out of the world. Thus other mobile brands also
could not afford to ignore this huge and potential total addressable market and
giving tough competition to Samsung. The present paper is an attempt to study
the consumer satisfaction with Samsung mobile phones in Indore city based on
primary data.
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CHAPTER 1
INTRODUCTION
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1.1 INTRODUCTION :
Consumer perception implies ones behaviour towards any product
or service marketed, it is that marketing concept which encompasses a
consumer’s acquaintance about offerings of any product or service of a
particular company. Consumer perception plays a vital role in success of any
marketed product or services as their attitude towards the particular product or
service will decide the retainment of the product or service in the market 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,
and price. 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 favourite of millions. In the year 2022, Samsung
was the largest vendor of smartphones in India. It has not only captured the
market but made a special place in the hearts of many users. Samsung is a south
Korean multinational enterprise company headquartered in Samsung town
SEOUL. It company numerous subsidiaries and affiliated business; most of
them united under the brand, and is the largest south Korean business
conglomerate. 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. Samsung
entered the electronics industries in the late 1960s and the construction and
shipbuilding industries in the mid-1970s .these areas would drive its subsequent
growth. Following LEE’s death in 1987, Samsung has increasingly globalized
its activities, and electronics, particularly mobile phones and semiconductors,
have become its most important source of income. For over 70 years, Samsung
has been dedicated to making a better world through diverse businesses that
today span advanced technology, semiconductors, skyscraper and plant
construction, petrochemicals, fashion, medicine, finance, hotels, and more.
Samsung electronics leads the global market in high-tech electronics
manufacturing and digital media.
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1.2 Objectives Of The Study :
1. To know the Demographic profile at the respondents
2. To know the level of awarness and preference towards Samsung mobile
among the respondents
3. To identity the problems faced by the respondents by using Samsung
mobiles
4. To offer valid finding and suggestions to improve quality of Samsung
mobiles
1.3 Scope Of The Study :
1. This study will provide the company which is to know about the consumer
preference with the facilities and the various features.
2. The scope of this main study is the knowledge of the company details,
quality, product features, services & values which provided by the company
manufactures and the relation with consumer satisfaction.
3. The Samsung mobile phone has an advanced design with higher
technology with regard to concept galaxy of smart phones.
4. This study will solve the problems of the consumer preference which the
company produces this brand.
1.4 Statement of the problem :
The important part of a research is problem identification. Here the
researcher identifies the problem as the customer preference on Samsung
smart phone. In traditional era a consumer's primary usage for a mobile
phone is for making and receiving personal calls. It's because the mobile
industry follows the pattern of other technology-driven markets in which
products are created before the needs of the market are fully understood. In
order to take use of the faster network speeds, people will need to upgrade to
a newer generation of mobile devices, such as a SAMSUNG smartphone,
which has access to the internet and other high-end features. Modern
consumers are more savvy, discriminating, and knowledgeable than ever
before. Ads and word of mouth both play a significant role in shaping
people's decisions about which mobile phone service provider to sign up
with. Consistent consumer input helps businesses better understand their
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clients' wants, requirements, and preferences. The main motive of the study
entitles to know the customer satisfaction on the Samsung smart phone in
villapuram at Madurai district.
1.5 Period of Study :
The study duration is of data collection starting from commencement of
data collection July To September.
1.6 Methods Of Data Collection :
Both primary and secondary data have been collected from this study.
1.6.1 Primary Data:
Primary data will be collected from the respondent through,
structured questionnaire. The questionnaire will be administered to
the consumer and Satisfaction of Samsung mobiles in Google forms.
1.6.2 Secondary data:
Secondary data will be collected from various sources like
journals internet and previous studies.
1.7 Research methodology:
Descriptive research has been under taken in this present study
in order to make this effective and find the result of research work
successfully.
1.7.1 Research design:
The research design for the study is descriptive consumer of
various age group have been interviewed for the research survey
using structural questionnaire.
1.7.2 Sample area:
Madurai district has been selected as the area of the study. In
this study the data has been collected from Villapuram.
1.7.3 Sample size:
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In the study primary data is collected from the people are
belonging to Madurai city. There are 50 respondents were selected for
this study. Purposive convenient sampling method is used in this
present study.
1.8 Limitation of study:
1.8.1 Sample Size and Representation:
The study may have a limited sample size, which could
affect the generalizability of the findings. If the sample does not
adequately represent the diverse demographic and socio-economic
backgrounds of Madurai's population, the results may not fully
capture the broader consumer behaviour across the city.
1.8.2 Geographical Scope:
Focusing solely on Madurai limits the applicability of the
findings to other regions. Consumer preference and Satisfaction
towords a Samsung Mobiles may differ significantly in other cities or
rural areas, which are not covered in this study.
1.8.3 Lack of Longitudinal Data:
The study is likely cross-sectional, providing insights at a
single point in time without observing changes over periods. A
longitudinal approach would better capture trends and shifts in
consumer preference and Satisfaction towords a Samsung Mobiles.
1)The first chapter deals with Introduction of the study, Statement of
the problem, Scope the study, Research Methodology, Limitation and
Chapter Scheme.
1.1 Introduction
1.2 Objectives of the Study
1.3 Statement of the Problem
1.4 Scope of the Study
1.5 Period of the Study
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1.6 Method of Data Collection
1.7 Research Methodology
1.8 Limitation of study
2) The Second Chapter deals with the Background of the Samsung
Mobiles.
2.1 Company profile
2.2 History of Samsung Mobile phone
2.3 Objectives of the company
2.4 Overview of the study
2.5 Consumer Awarness
3) The Third chapter deals with the Tabulation and interpretation
of the data.
3.1 Age wise classification
3.2 gender wise classification
3.3 educational wise classification
3.4 marital status wise classification
3.5 geographical location wise classification
3.6 income wise classification
3.7 occupation wise classification
3.8 factors that influenced
3.9 do you like using Samsung mobile
3.10 how long do use Samsung mobile
3.11 Samsung mobile phone are user friendly
3.12 Prefer buying you Samsung mobile from
3.13 Samsung mobile technology has improve and
they now. how much better range
3.14 The price of Samsung mobile phone
3.15 Consumer satisfaction after buying a phone
3.16 recommend Samsung mobile phone
4) The Fourth chapter deals with Findings and Suggestions .
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4.1 Findings
4.2 Suggestions
5) The Fifth Chapter discuss the overall conclusion of the Study.
5.1 Conclusion of the Study
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CHAPTER 2
COMPANY PROFILE
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2.1 Company Profile :
Name : SAMSUNG MOBILE
Founders of Samsung :
The founders of Samsung are Rahul Malhotra, Rahul Jain and Surjeet
Singh.
Current CEO of Samsung?
Yoon Boo Keun, Jong Kyun Shin, Kim Ki Nam, Kim Hyun Suk, Koh
Dong Jin and Prakhar Dwivedi are the CEO of Samsung.
Address :
Tristar Electronics; sometimes shortened to SEC and stylised as
SΛMSUNG is a South Korean multinational major appliance and consumer
electronics corporation founded on 13 January 1969 and headquartered
in Yeongtong-gu, Suwon, South Korea.
Product Manufacture :
Samsung Electronics produces LCD and LED panels, mobile
phones, memory chips, NAND flash, solid-state drives, televisions, digital
cinema screens, laptops and many more products. The company previously
produced hard-drives and printers.
2.2 History Of the Samsung Mobiles :
Samsung is a leading brand in the mobile industry, known for
its innovative designs, cutting-edge technology, and exceptional
quality. Founded in 1938 in South Korea, Samsung has grown to
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become one of the largest electronics companies in the world, with a
strong presence in the smartphone market.
Samsung’s journey in the mobile industry began in 1988 when it
introduced its first mobile phone, the SH-100. Since then, Samsung
has come a long way and has made significant contributions to the
mobile industry’s growth and development. Today, Samsung’s mobile
phones are known for their sleek designs, advanced features, and user-
friendly interfaces.
One of Samsung’s most popular and successful smartphone series is
the Galaxy series. The Galaxy series was launched in 2009 and has
since become one of the most popular smartphone brands worldwide.
The Galaxy series offers a wide range of models, from entry-level to
high-end, catering to different customer needs and preferences. The
Galaxy series is known for its stunning display, powerful processors,
long battery life, and excellent camera quality.
Samsung has also made significant contributions to the development
of mobile technology. In 2011, Samsung introduced the world’s first
smartphone with a curved display, the Galaxy Nexus. This innovation
was followed by the introduction of the Galaxy Round, which had a
curved screen that wrapped around the entire device. In 2019,
Samsung launched the Galaxy Fold, the world’s first foldable
smartphone. The Galaxy Fold was a game-changer in the mobile
industry, marking a new era of mobile devices.
2.3 Objectives of the Company :
Creating products and services: Samsung's mission is to create
the best products and services that satisfy customers.
Contributing to society: Samsung's mission is to contribute to a
better global society.
Supporting people: Samsung's mission is to support people to be
their best.
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Innovation: Samsung's business goal is to encourage a high level
of innovation.
Corporate responsibility: Samsung's corporate responsibility
plan is to enhance people's lives and contribute to societal
prosperity.
Ethics: Samsung's ethical objectives include respecting
customers, shareholders, and employees.
2.4 Overview of Study :
A. Introduction- Customer Satisfaction
Customer satisfaction is defined as a measurement that determines
how happy customers are with a company’s products, services, and
capabilities. Customer satisfaction information, including surveys and
ratings, can help a company determine how to best improve or
changes its products and services. An organization’s main focus must
be to satisfy its customers. This applies to industrial firms, retail and
wholesale businesses, government bodies, service companies, non-
profit organizations, and every subgroup within an organization.
a. Understand your customers.
The most important strategy for ensuring customer
satisfaction understands your customers. How can you satisfy your
customers if you don’t know who they are? If you don’t know their
needs and pain points, how can you create a product or service that
helps them resolve their challenges? Understanding your customers
begins with customer profiling, where you identify their purchasing
behaviours, pain points, demographic information, and critical
characteristics to get a better sense of who they are. With this
information, you can provide superior customer service that is
delightful and speaks to their exact needs.
b. Create a customer-centric culture.
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A customer-centric culture means that every team and
department works to foster a positive customer experience. When
everyone does their job duties with the customer in mind, they are
constantly solving for the customer and working to satisfy their
desires and satisfy them. For customer support, this means that all of
your support practices are centered around the customer and
providing satisfying experiences, like:
Offering customer loyalty programs that are based on actions
customers commonly take with your business so they don’t have
to take extra steps to meet loyalty tiers
Creating help-desk articles that use clear and easy to understand
language so the customer can understand instructions
Acting on customer feedback when they directly tell you their
level of satisfaction with your business and provide areas of
opportunity for improvement and growth.
c. Lead with empathy, always.
Leading with empathy is a pillar of all service practices,
especially customer satisfaction, as it helps you show customers that
you’re on their side and working to help them succeed. Empathy is
especially critical during tough customer interactions, as the way you
show support when a customer is struggling or frustrated
demonstrates your level of care for them. Jessica Garcia, Customer
Success Manager, says “Empathy when a customer is frustrated or
seeking assistance…if the situation escalates, I always remind myself
that the people won’t remember what you said but they will remember
how you made them feel.”
d. Always ask for feedback.
Ensuring customer satisfaction relies on asking customers for
feedback. It's the only way you’ll know how they feel, and Chloe
Christiansen, Customer Success Manager, champions this tip: “I
really like giving customers the option to give feedback to better
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understand the experience they are having with me, other internal
teams, or our actual product.”
2.5 Consumer Awareness :
Consumer Awareness is the extent to which a brand is
recognized by customers, and is correctly associated with a particular
product. Expressed usually as a percentage of the target market, brand
awareness. is the primary goal of advertising in the early months or
years of a product's introduction. A buyer is aware of the existence of
the brand but the knowledge about it is limited and obviously has no
particular emotional attachment to it as a result he may or may not
think of purchasing the brand. Consumer awareness is related to the
functions of brand identities in consumer's memory and can be
reflected by how well the consumers can identified the brand under
various conditions. Brand awareness includes brand recognition and
brand recall performance. Brand recognition refers to the ability of the
consumers to correctly differentiate the brand they previously have
been exposed to. This does not necessarily require that the consumers
identify the brand name. Instead, it often means that consumers can
respond to a certain brand after viewing its visual packaging images.
Brand recall refers to the ability of the consumers to correctly
generate and retrieve the brand in their memory.
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CHAPTER 3
DATA ANALYSIS
&
INTERPRETATION
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3.1 AGE WISE CLASSIFICATION
3.1 Table – Age group of respondents
Age group no.of respondents Percentage
Below 20 3 6
21-25 years 26 52
26-30 years 16 32
Above 31 5 10
TOTAL 50 100
Source : Primary Data
The above Table 3.1 showing that 52% of the respondents
are in age group of 21 – 25 years. 32% of the respondents are in age
group of 26-30 years. 6% of the respondents are aged below 20 years.
10% of the respondents are 31 and above.
3.2 GENDER WISE CLASSIFICATION
3.2 Table - Gender group of the respondents
Gender No.of.Respondents Percentage
Female 16 32
Male 34 68
Total 50 100
Source : Primary Data
The above table 3.2 Showing that 32% of the respondents
are in gender of Female. 68% of the respondents are in a gender of
Male.
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3.3 Educational Wise Classfication
Educational No.of Respondents Percentage
Qualification
Schooling 3 6
UG / PG 15 30
PROFESSIONAL 18 36
OTHER 14 28
TOTAL 50 100
3.3 Table – Educational Qualificationof the respondents
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Source : primary Data
The above Table 3.3 showing that 6% of the respondents are
in up to Schooling. 30% of the respondents are UG / PG 36% of the
respondents are in Professional and 28% of the respondents are have
other way of qualification like polytechnic, Zoho school, etc, ...
3.4 Marital Status Wise Classification
3.4 Table – Marital Status of the respondents
Marital status No.of respomdents Percentage
Married 22 54
Un-married 28 56
Total 50 100
Source : primary data
The above table 3.4 showing that 54% of the respondents are
in up to Married.56% of the respondents are in up tp un-married
3.5 Geographic location Wise classification
3.5 Table – Geographic wise classification
Geo graphic No.of respondents Percentage
Urban 39 78
Rural 11 22
Total 50 100
Source : primary data
The above Table 3.5 Showing that 78% of the respondents
are in to urban . 22% of the respondents are in to rural.
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3.6 Income Wise classification
3.6 Table – Income Of The Respondents
Income No.of.Respondents Percentage
Below 10,000 6 12
10,001 to 20,000 14 28
20,001 to 30,000 22 44
Above 30,001 8 16
Total 50 100
Source : primary Data
The above Table 3.4 showing that 28% of the respondents are
in Income level of 10001 – 20,000. 44% of the respondents Income
level is 20001 – 30,000. 28% of the respondents are in Income level
of Under 10000 and 16% of the respondents are in above 30,001.
3.7 OCCUPATIONAL WISE CLASSIFICATION
3.7 Table - Occupational status of the respondents
Occuption No.of respondents Percentage
Student 2 4
Self – employed 15 30
Govt- employed 23 46
Others 10 20
Total 50 100
Source : Primary data
The above 3.6 Showing that 4% of the respondents
are in Student .30% Of the respondents are in the Self –
Employed.46% Of the respondents are in the Govt –
employed. 20% of the respondents are in the other categories.
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3.8 FACTORS THAT INFLUENCED
3.8 Table – Influencing Factors
Influencing Factors No. of respondents Per centage (%)
TV 15 30
Social media 20 40
Friends and family 10 20
Other 5 10
Total 50 100
Source: Primary Data
The factor that influenced 40% respondents to buy a
Samsung mobile phone is social media which includes
Facebook, WhatsApp, Instagram etc. TV is the next important
factor that influenced 30% respondents. Friends and family have
influenced 20% respondents to buy a Samsung mobile phone.
The 10% other factors include various platforms like
newspapers etc.
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3.9 DO YOU LIKE USING SAMSUNG
MOBILE
3.9 TABLE – LIKE USING SAMSUNG MOBILE
Like Samsung No. of respondents Per centage (%)
Yes 41 82
No 9 18
Total 50 100
Source: Primary Data
The above table 3.8% of respondents of using like a
Samsung mobile . 18% of respondents a don’t like to use a
Samsung mobile phone.
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3.10 HOW LONG DO USE SAMSUNG MOBILE
PHONE
3.10 Table - HOW LONG DO USE SAMSUNG
MOBILE PHONE
Particular No. of respondents Per centage (%)
Less than 1 year 17 34
From 2 to 3 years 12 24
From 3 to 4 years 13 26
Above 4 years 8 16
Total 50 100
Source: Primary Data
The above table 3.9 34% of respondents used Samsung
mobile less than 1 year. 24% of respondents used Samsung
mobile from 2 to 3 years. 26% of respondents used Samsung
mobile from 3 to 4 years. 16% of respondents used Samsung
mobile above 4 years.
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3.11 SAMSUNG MOBILE PHONE ARE USER
FRIENDLY
3.11 Table – Samsung mobile phone are user friendly
Particular No. of respondents Per centage (%)
Strongly disagree 5 10
Disagree 14 28
Agree 16 32
Strongly agree 15 30
Total 50 100
Source: Primary Data
The above table 3.10. 10% of respondents using Samsung
mobile phones are user friendly to be Strongly agree. 28% of
respondents using Samsung mobile phones are user friendly to
be disagree. 32% of respondents using Samsung mobile phones
user friendly to be agree. 30% of respondents using Samsung
mobile phones are user friendly to be strongly agree.
3.12 PREFERE BUYING YOU SAMSUNG
MOBILE FROM?
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3.12 Table - PREFERE BUYING YOU SAMSUNG
MOBILE FROM?
Particular No. of respondents Per centage (%)
Samsung mobiles 13 26
shop
Online 18 36
Hyper market 12 24
Second hand 7 14
Total 50 100
Source: Primary Data
The above table 3.11. 26% of respondents of Samsung
users prefer buyer mobile phone to be Samsung mobile shop. 36% of
respondents of Samsung users prefer buyer mobile phone to be online.
24% of respondents of Samsung users prefer buyer mobile phone to
be Hyper market. 14% of respondents of Samsung users prefer buyer
mobile phone to be second hand.
3.13 samsung mobile technology has improve and they
now. How much better range?
3.13 Table - samsung mobile technology has improve How much
better range?
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Particular No. of respondents Per centage (%)
Agree 12 24
Strongly agree 14 28
Neutral 22 44
Disagree 2 4
Total 50 100
Source: Primary Data
The above table 3.12 - samsung mobile technology has
improve and they now. How much better range? 24% of respondents
are to be agree. 28% of respondents are to be strongly agree. 44% of
respondents are to be neutral. 4% of respondents are to be disagree.
3.14 THE PRICE OF SAMSUNG MOBILE PHONE.
3.14 Table – The price of Samsung mobile phone.
Particular No. of respondents Per centage (%)
Expensive 20 40
Fair 12 24
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Average 13 26
Low 5 10
Total 50 100
Source: Primary Data
The above 3.13. 40% of respondents of a price of Samsung
mobile of expensive . 24% of respondents of a price of Samsung
mobile of fair. 26% of respondents of a price of Samsung mobile of
average. 10% of respondents of a price of Samsung mobile of low.
3.15 consumer satisfaction after buying a phone.
3.15 Table – consumer satisfaction after buying a phone.
Particular No. of respondents Per centage (%)
Satisfied 30 60
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Happy 5 10
Fair 3 6
Easy 12 24
Total 50 100
Source: Primary Data
The above Table 3.14. 60% respondents the Samsung mobile
of satisfied. 10% respondents the Samsung mobile of happy. 6%
respondents the Samsung mobile of fair. 24% respondents the
Samsung mobile of easy.
3.15 RECOMMEND SAMSUNG MOBILE PHONE
3.15 Table RECOMMEND SAMSUNG MOBILE
PHONE
Particular No.of .respondents Percentage
Yes 35 70
No 15 30
Total 50 100
Source : Primary Data
The Above Table 3.15 70% of the respondents are to be
recommened Samsung mobile to Friends or Releative and 30% of the
respondents are to be recommened.
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CHAPTER – 4
FINDINGS AND SUGGESTIONS
4.1 Findings:
1. 52% of the respondents are 21 - 25 years
2. 68% of the respondents male
3. 36% of the respondents are of profession
4. 56% of the respondents are of unmarried
5. 78% of the respondents are of urban
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6. 44% of the respondents are of income (20,001-
30,000)
7. 46% of the respondents are of govt -employed
8. 40% of the respondents are of social media
9. 82% of the respondents are of like using Samsung
mobile
10. 34% of the respondents are of using Samsung
mobile less 1 year
11. 32% of the respondents are of user friendly
12. 36% of the respondents are of buying Samsung
mobile online
13. 44% of the respondents are of Samsung technology
improve
14. 40% of the respondents are of user to very
expensive
15. 60% of the respondents are of satisfied the buying a
phone
16. 70% of the respondents are of recommender a
Samsung mobile
4.2 Suggestions:
The company can focus on providing powerful
processor and improving camera quality as they are the
user's favourite and attractive feature of Samsung
mobile. The company can improve their after sale
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service for their mid-range device users. Steps must be
taken to resolve the heating and lagging issue which
many users face. Samsung has to focus more on
satisfying customer with the latest technology
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CHAPTER 5
THE CONCLUSION
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5.1 Conclusion of the Study :
This study concludes that most people prefer
using Samsung mobile because it provides features like a
good camera, better battery backup, powerful processor At a
budget-friendly rate. Overall, the customers have a very 40
positive experience regarding the usage of Samsung mobiles.
And are willing to buy Samsung mobile in next purchase.
Through there is number of new brands of mobiles in the
market SAMSUNG had reputation on its brand. People can
use samsung mobiles for above 4 years which is more than
enough for the life of mobiles phones. The price is fair for its
brand and life time of samsung mobile phones.
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