PROJECTREPORT

ON

“A Comparative Analysis of Applevs. Samsung Smartphones”

SUBMITTEDTO

Rawal Institute Of Management, Faridabad

Affiliated to

Maharshi Dayanand Univers ity, Rohtak

Academic Year2023-2025

In fulfillment for the award of the degree of Master of

Business Administration
Under the Guidance of: Submitted By:
Name: Name: Ashish Jha
Class: MBA
Roll No:
Reg. No:
1
 CERTIFICATE

This is to certify that Ashish Jha has submitted the project report titled, “A
Comparative Analysis of Apple vs. Samsung Smartphones” towards
fulfillment of MASTER OF BUSINESS ADMINISTRATION [MBA] degree
examination. This has not been submitted for any other examination and does not
form part of any other course undergone by the candidate. It is further certified
that he/she has ingeniously completed his/her project as prescribed by RAWAL
INSTITUTE OF MANAGEMENT,FARIDABAD affiliated to MAHARISHI
DAYANAND UNIVERSITY, ROHTAK.

(Project Guide) (Co-Ordinator)

Place: Faridabad

Date:

2
 DECLARATION

I here-by declare that the projectwithtitle“AComparativeAnalysisofApplevs.

Samsung Smartphones” has been completed by me in fulfillment of MASTER
OF BUSINESS ADMINISTRATION degree examination as prescribed by
RAWAL INSTITUTE OF MANAGEMENT, FARIDABAD affiliated to
Maharishi Dayanand University, Rohtak and this has not been submitted for
any other examination and does not form the part of any other course undertaken
by me.

Place: Faridabad
Date: Ashish Jha

3
 ACKNOWLEDGEMENT

It is my pleasure to be indebted to various people, who directly or indirectly contributed in

the development of this and who influenced my thinking, behaviour and acts during the
course of study.

I also extend my sincere indebtedness to ………….. who provided his/her valuable

suggestion and precious time in accomplishing my project.

I also take this opportunity to express my sincere gratitude to each and every person,
particularly Dean and Head of the Department (HOD) from RAWAL INSTITUTE OF
MANAGEMENT, FARIDABAD (HR) who directly or indirectly helped me throughout
the project and without them this project would not have been possible.
I would like to thank all those who helped me in making this project complete and
successful.

Place: Faridabad Ashish Jha

4
 PREFACE

Marketing plays vital role in today’s business seenario in consumer product company, when
there such a high competition in the market.

The emphasis in the project is providing the study an insight. The project is designed to provide
participation of MASTER OF BUSINESS ADMINISTRATION [MBA] program as on the
job experience. This has given a chance to try and apply the academic knowledge and gain
insight into corporate culture.This help in developing decision making abilities and emphasizes
on active participation by the student.

I undertook my project a leading and marketing partner of the Apple VS SamsungDuringthe

training. I had work on the project Apple Vs Samsung I Gained valuable experience &
knowledge during this survey. This project consists of my finding after data analysis &
conclusions were drawn and recommendations were put forward.

ASHISH JHA

5
6
 PAGE
Sr.No. NAMEOFCHAPTER
NUMBER
1. INTRODUCTIONANDRESEARCHMETHODOLOGY 1-2
1.1 Definition 3-4
1.2 Meaningof Study 5
1.3 ProblemStatement 5
1.4 AimsandObjectives 6
+` 1.5 Hypothesis 6
1.6 ResearchMethodology 6
1.7 ResearchDesigns 7
1.8 Sample Size 8
1.9 Scopeof Study 8
1.10 LimitationoftheStudy 8

2. REVIEWLITERATURE 9-10
3. COMPANYPROFILE 11-41
4. DATAANALYSISANDINTERPRETATION 42-52
5. HYPOTHESISTESTING 53-56
6. FINDINGSANDCONCLUSION 57-59
7. SUGGESTIONS 60
8. BIBLIOGRAPHY 61
9. ANNEXURE 62-64

1
 INTRODUCTION

Mobile phones aren't just a rich person's fashion today. It is transforming the way thousands of
people do business in a country where even landline phones were a luxury a decade ago. As an
essential element of daily life, the purchase of a mobile phone is an important decision with a
variety of mobile phone brands available to choose from.
Smartphones are a class of mobile phones and of multi-purpose mobile computing devices. They
are distinguished from feature phones by their stronger hardware capabilities andextensive mobile
operating systems, which facilitate wider software, internet (including web browsing over mobile
broadband), and multimedia functionality (including music, video, cameras, and gaming),
alongside core phone functions such as voice calls and text messaging. Smartphones typically
include various sensors that can be leveraged by their software, such as amagnetometer, proximity
sensors, barometer, gyroscope and accelerometer, and supportwirelesscommunications protocols
such as Bluetooth, WI-Fi, and satellite navigation.

Early smartphones were marketed primarily towards the enterprise market, attempting to bridge
the functionality of standalone personal digital assistant (PDA) devices with support for cellular
telephony, but were limited by their battery life, bulky form, and the immaturity of wireless data
services.
The description of a modern smartphone sounds just like a computer, with multi-core processors,
gigabytes of memory, and a real operating system. So, a smartphone is a mobile device that
behaves in many ways like a portable computer that's always connected to the internet and a
GSM/3G/4G phone network too.
Each mobile phone manufacturer consistentlyupdates their offerings with the latest technological
updates and many customers have a preferred brand that suits them or a brand they have become
familiar with. Across the globe, even people with low incomes are now adopting cellular phones
as tools for enhancing their business.
Presently, Apple and Samsung are seen as the largest manufactures of Smartphones across the
world. Earlier, the mobile phone market was ruled by companies like Nokia and Motorola, Apple
took over the market when it launched ‘iPhone’ in 2007. The product became actually popular
among users, having large and multi-touch user interface.
2
Apple continued on dominating the Smartphone market within the years; however Samsung
introducing Samsung galaxy series in 2013 brought increased competition for it. Itwas Samsung’s
massive advertising coupled with unique Android features that the Samsung galaxy has overtaken
the iPhone to become the most popular Smartphone brand in the world.

Thisaggressivecompetitionbetweenthesetwotechgiantshasresultedinendlesscourtbattles.
SteveJobs,CEOofApplesaid,“Iwillspendmylastdyingbreath if Ineed to,and Iwillspend every
penny of Apple’s $40 billion in the bank, to right this wrong. I’m going to destroy Android,
because it’s a stolen product. I’m willing to go thermonuclear war on this.”

KwonOh-Hyun,SamsungVice Chairman

“Smartphones, TV’s and other key IT products are entering a slow growth phase and our rivals
are changing value chains by introducing new technology and business models.”

1.1 DEFINITION
Asmartphone's features is usuallymoreorientedtowardsmobilephoneoptions thanthePDA-like
features. There is no industry standard for what defines a smartphone, so any mobile device that
has more than basic cellphone capabilities can actually be filed under the smartphone category of
devices

WhatIsaMobilePhone?

A mobile phone is more frequently called a cellular phone or cellphone. These communication
devices connect to a wireless communications network through radio waves or satellite
transmissions. Most mobile phones provide voice communications, Short MessageService (SMS),
Multimedia Message Service (MMS), and newer phones may also provide Internet services such
as Web browsing, instant messaging capabilities and e-mail.
Short for personal digital assistant, this is the name given to small handheld devices that combine
computing, telephone/fax, Internet and networking features. A typical PDA can function as a

3
cellular phone, fax sender, Web browser and personal organizer. These devices are usually pen-
based, which requires the use of a stylus rather than a keyboard for input. PDAs today are
available in either a stylus or keyboard version. Traditionally, PDAs have not had phone or fax
services.
WhatIs aSmartphone?

A smartphone is considered to be the combination of the traditional PDA and cellular phone, with
a bigger focus on the cellular phone part. These handheld devices integrates mobile phone
capabilities with the more common features of a handheld computer or PDA. Smartphones allow
users to store information, e-mail, and install programs, along with using a mobile phone in one
device. A smartphone's features is usually more oriented towards mobile phone options than the
PDA-like features. There is no industry standard for what defines a smartphone, so any mobile
device that has more than basic cellphone capabilities can actually be filed under the smartphone
category of devices.

It's definitely a lack of standardization that makes the category of mobile devices so confusing to
the consumer. As technology changes, so do the functions that these different devices perform.
Years ago, many people differentiated PDA and smartphone simply by looking for touch-screen
capabilities. If it had a touch screen it was a PDA, if it didn't, it was a smartphone. The Sony
Ericsson Smartphone, for example, offers users both a touch screen and a full QWERTY
keyboard. Despite the fact that the manufacturer calls this product a smartphone, the generic term
for a PDA oriented device with cellular phone capabilities is called a PDA phone.

Even if you can now decide for yourself if a mobile device is simply a cellular phone, a
smartphone, a PDA or PDA phone, the fine lines between these types of mobile devices are about
to get blurred again as we add in new terms to the mix like Pocket PC, and Smartphone (with a
capital letter).

4
 1.2 MEANINGOFSTUDY
Apple Inc. v. Samsung Electronics Co., Ltd. was the first of a series of ongoing lawsuits between
Apple Inc. and Samsung Electronics regarding the design of smartphones and tablet computers;
between them, the companies made more than half of smartphones sold worldwide as of July
2012. In the spring of 2011, Apple began litigating against Samsung in patent infringement suits,
while Apple and Motorola Mobility were already engaged in a patent war on several fronts.
Apple's multinational litigation over technology patents became known as part of the mobile
device "smartphone patent wars": extensive litigation in fierce competition in the global market
for consumer mobile communications. By August 2011, Apple and Samsung were litigating 19
ongoing cases in nine countries; by October, the legal disputes expanded to ten countries. ByJuly
2012, the two companies were still embroiled in more than 50 lawsuits around the globe, with
billions of dollars in damages claimed between them. While Apple won a ruling in its favor in the
U.S., Samsung won rulings in South Korea, Japan, and the UK. On June 4, 2013, Samsung won a
limited ban from the U.S. International Trade Commission on sales of certain Apple productsafter
the commission found Apple had violated a Samsung patent, but this was vetoed by U.S. Trade
Representative Michael Froman.
On December 6, 2016, the United States Supreme Court decided 8-0 to reverse the decision from
the first trial that awarded nearly $400 million to Apple and returned the case to Federal Circuit
court to define the appropriate legal standard "article of manufacture" because it is not the
smartphone itself but could be just the case and screen to which the design patents relate.

1.3 PROBLEMSTATEMENT

In present context, mobile phone has a huge impact in lives of people daily. In our country the
mobile phone industry is still in its growth stage, as compared to the industrially advanced
countries. It is for the fact that the economy of our country has been in the developing stage.Now-
a-days, the customers are more dynamic. Their taste, needs and preference are changingwith the
advancement in technology and communication with the outside world.
Assumption:Theannualincomeofthecandidatesis15,00,000andabove.

5
1.4 AIMSANDOBJECTIVES
Themainobjectiveofthisstudyistounderstandthemobilebrandpreferenceandthevarious factors
affecting the choice of brand. The objectives of the study are as follows:

 Tounderstand thetrend in mobilephoneusagebycustomers.

 Togetknowledgeabout APPLEmobilesandSamsungmobiles.
 ToknowCustomersatisfactionaboutusingtheir handset.
 ToknowabouttheconsumerpreferencelevelassociatedwithAPPLE &SAMSUNG
 Tofindoutthecustomersatisfaction towardsAPPLE &SAMSUNG

1.5 HYPOTHESIS
Apredictionstatementthatdescribes,what youexpect,willhappenorwillbetheendresultof the study.
NullHypothesis(Ho):Thereisnosignificantdifferenceinconsumerpreferenceregarding Apple and
Samsung brands of Smartphones in Nagpur City.
AlternateHypothesis(Ha):ConsumersprefertouseAppleSmartphonemoreascomparedto
Samsung in Nagpur City.

1.6 RESEARCHMETHODOLOGY
The process used to collect information and data for the purpose of making business decisions.
The methodology may include publication research, interviews, surveys and other research
techniques, and could include both present and historical information.

1. Area of Study: The survey was conducted in Nagpur city in Maharashtra state. Nagpur is
upcoming smart city in Maharashtra. Nagpur is a right area for conducting research.

2. Sources of Data: The study has used both the primary data and secondary data. Field survey
method was employed to collect primary data from 50 respondents in three areas from Nagpur
(DT). Framed questionnaire is used for data collection. Secondary data were collected through
various journals, magazines, reports and newspapers.

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 3. Sampling Design: For the purpose of the study 50 respondents have been chosen in Nagpur
city by using stratified random sampling technique. The questionnaire was prepared and
administered in person to all the respondents.

The present studyis brand building of Colgate by adopting the descriptive and analytical research
based on empirical observations and comprehensive survey. The descriptive research means it
includes surveys and fact - findings enquiries of different kinds. The major purpose of descriptive
research is description of the state of affairs as it exists at present. In analytical research, the
researcher has to use facts or information already available and analyze these to make a critical
evaluation of the material. Initially the researcher develops a set of questions relating to the
consumers' behavior towards various brands of shampoo. Then the questions are developed and
reviewed by the subject experts. Some modifications, additions and deletions of questions are
made according to the opinion of the experts.

1.7 RESEARCHDESIGN
Descriptive Research is beingused because a large number of respondents areto be studied based
upon the various factors. This research is adopted so as to know what is happening in the market
with respect to product, the customer and their attitudes.
SourcesofData:-1)PrimaryData2) SecondaryData.
PrimaryData:
Primary data are those, which were collected afresh and for the first time and thus happen to be
original in character. However, there are many methods of collecting the primary data; allhave not
been used for the purpose of this project. The once that has been used is:-
• Questionnaire.

SecondaryData:
Secondarydataiscollectedfromprevious resourcesandliteraturetofillintherespectiveproject. The
secondary data was collected through:-
• TextBook.
• NewsPapers.
• Articles.

7
 • Journal
• Website.

1.8 SAMPLESIZE

Asamplesizeof100 respondentswasused forthis study.

1.9.SCOPEOFTHESTUDY

ThepresentstudyisconductedinNagpurcityand itisdecidedtoconsiderdifferentbetween Samsung and

iPhone mobile phones.

 Thisstudyhelpstoknow thefactorswhichinfluencingtheconsumertopurchaseMobile
Phones between Samsung and iPhone.
 AStudyonCustomerPurchaseBehaviortowardsMobilePhonewithSpecial Reference to
Nagpur.
 Thisstudyhelpsto knowthemarketingstrategyof SamsungandiPhone.
 ThisstudyalsohelpstoknowtheconsumerssatisfactionleveltowardsiPhoneand
Samsung branded mobile.

1.10 LIMITATIONSOFTHESTUDY

 Theresearchhasbeenpreparedwithinaspanofonemonthandthustherewaslimited time for

conducting the research and literature review.
 Theresearchisbasedonthesamplesizeof50andmainlyquantitativemeasurewas taken to
measure the brand preference of mobile phones among customers.
 Theage grouphasbeenselectedabove15yearssoastoreducetheresponseerror.
 Opinionsofrespondents havebeen takenas asenseoftruth whichmaynotbecorrect.
 ResearchislimitedtowithinNagpurCity.

8
 2. REVIEWLITERATURE

SIMONSEN,2012
On one hand technology innovation is an opportunity, on the other hand it is a danger as well to
apple with increasing innovative competitors for instance Samsung. (Simonsen, 2012). The
growing technology gives innumerable opportunities to join the high-tech market thus curtailing
the life of a product. Consumers use smart phones for everything from browsing the internet to
doingbusiness. Phonesnowcomewithutilitieslikeflashlights,tipcalculatorsand adigitallevel. Smart
phones are also widely used for gaming. Graphics on these devices have improved immensely in
the last decade and are expected to get even better (Alexa LoMonaco, 2014). Smartphones are
becoming hand held computers and are being for shopping, browsing sharing information and
paying for products. According to Knap man (2012) a user of Smartphone is strongly influenced
by brand during purchase.

AAKER1991,
Aaker (1991, p. 270) proposed that brand equity views comprising of brand awareness, brand
loyalty,perceived quality,brandassociationsand brandassetsisreinforced bybrandassociation,
delivering good qualityproduct, attracting loyal customer , creation of high brand awareness and
celebrity endorsement. Perceived quality is just the complete assessment of a customer for a
standard process of receiving customer services (Hellier, et al, 2003). In recent studies the deep
correlation between perceived quality and customer satisfaction has beenproved (Parasuraman, et
al, 1994). As per Keller (1998, p.54) brand loyalty is frequently attributed to a behavioral
intellect through which a number of repeated buying takes place and it compels the customer to
keep buying with the same brand and cast off the advances of contenders. In accordance with
Cush (2010) Samsung had numerous content customers in the United States and Samsung
concluded 2009 as the top market share holder for handsets, in addition no. 1 phone marketer in
2010 according to Strategic Analytics. Aaker (1991, p.48) reports that a portion of brand loyalty
is mirrored in thewillingness oftheconsumerto payadditional priceto get theirchosen brand of
smartphone. As presented by Aaker (1991, p. 85), the comprehended value apportions with the
consumer’spointofviewoftheoverallqualityanddominanceofaserviceorproductwith

9
respect to its anticipated purpose relative to the alternative. The cause for very great perceived
qualityof Apple in comparison to Samsung could be accredited to Apple’s diversityof products.
Appleiswellknownforitsgroundbreakingdesigns,providingthecustomerswithajustification to buy
their products.

DAVIS1989
(Davis 1989; Sanders and Manrodt, 2003; Venkatesh, 2000). A vital form of empirical study in
information systems has gathered proof for the presence of an influence of user friendliness on
preliminary user reception and continued usage of them. (Venkatesh, 2000). Brand is a structure
and it deals with the physical viewpoint. It is an amalgamation of the most important aims and
features which come to mind when brands are mentioned. It symbolizes the strength and its
evident added value.The physical viewpoint ofa brand is the most important thingthat defines a
brand and also consists of brand´s model. Kapferer (2004, p.108) Brand is a tradition and in a
way it has its own different culture which one can derive from the products. A product
symbolizes not only the tradition but also the way of interaction. Brand puts across the culture
and is driven by the sense that they express the culture of the place they startfrom. One important
role that culture plays is that it links brand to the organization and plays vital role in
distinguishing brand.

KAPFERER(2004),
Kapferer (2004, p.108).The smart phone company has transfigured into the topmost industry and
has become one of the most competitive market. The clash within the smartphone industry is
growing with fresh handsets being presented and the extent of pioneering technology dissolving
hurdles. Technical advances have made a significant effect on smart phones. Cell phones were
usedtotakepictures makeonlyphonecalls,playandsendmessages.Aspertheonlineeducation portal,
students of college who are in the age group of 18-29 year old use their phones for real- time
data greater than other age group. Three-fourth of students use their phones during freetime, 74%
when commuting and 52% even use it before they get out of bed in themorning.

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3. COMPANYPROFILE

IntroducingApple–iPhone

Apple Inc. is an American multinational technology company headquartered in Cupertino,

California, that designs, develops, and sells consumer electronics, computer software, and online
services. It is considered one of the Big Four of technology along with Amazon, Google, and
Facebook.
The company's hardware products include the iPhone smartphone, the iPad tablet computer, the
Mac personal computer, the iPod portable media player, the Apple Watch smartwatch, the Apple
TV digital media player, and the HomePod smart speaker. Apple's software includes the macOS
and iOS operating systems, the iTunes media player, the Safari web browser, and the iLife and
iWork creativity and productivity suites, as well as professional applications like Final Cut Pro,
Logic Pro, and Xcode. Its online services include the iTunes Store, the iOS App Store and Mac
App Store, Apple Music, and iCloud.

Apple was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne in April 1976 to develop
and sell Wozniak's Apple I personal computer. It was incorporated as Apple Computer, Inc., in
January 1977, and sales of its computers, including the Apple II, grew quickly. In August 2018,

11
Apple became the first public U.S. company to be valued at over US$1 trillion. The company
employs 123,000 full-time employees and maintains 504 retail stores in 24 countries as of 2018.
It operates the iTunes Store, which is the world's largest music retailer. As of January 2018, more
than 1.3 billion Apple products are actively in use worldwide. The company also has a high level
of brand loyalty and is ranked as the world's most valuable brand. However, Apple receives
significant criticism regarding the labor practices of its contractors, its environmental practices
and unethical business practices, including anti-competitive behavior, as well as the origins of
source materials. Apple has been in the business for quite some time now and they have indeed
reported great success. It is currentlyone of the leadingcompanies in the technological world and
their products are growing in popularity with each passing day.
Apple’s success was not automatic; work was put into achieving it. Proper measures were put in
place and high quality and effective delivery of both products and services was ensured.
The history of iPhone began with a request from Apple Inc. CEO Steve Jobs to the company's
engineers, askingthemtoinvestigatetheuseoftouchscreendevicesandtabletcomputers(which later
came to fruition with the iPad). Many have noted the device's similarities to Apple's previous
touch-screen portable device, the Newton Message Pad. Like the Newton, the iPhone is nearly
all screen.

In April 2003, at the "All Things Digital" executive conference, Jobs expressed his belief that
tablet PCs and traditional PDAs were not good choices as high-demand markets for Apple to
enter, despite receiving many requests for Apple to create another PDA. He believed that cell
phones were going to become important devices for portable information access, and that mobile
phones needed to have excellent synchronization software. At that time, instead of focusing on a
follow-up to their Newton PDA, Jobs had Apple focus on the iPod. Jobs also had Apple develop
the iTunes software, which can be used to synchronize content with iPod devices. iTunes was
released in January2001. On September 7, 2005, Apple and Motorola released the ROKR E1, the
first mobile phone to use iTunes. Jobs was unhappy with the ROKR, feeling that having to
compromise with a non-Apple designer (Motorola) prevented Apple from designing the phone
theywantedtomake. In September2006, ApplediscontinuedsupportfortheROKR,and released a
version of iTunes that included references to an as-yet unknown mobile phone thatcoulddisplay
pictures and video.

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On January 9, 2007, Steve Jobs announced iPhone at the Macworld convention, receiving
substantial mediaattention. Jobs announced that thefirst iPhone would be released laterthat year.
On June 29, 2007, the first iPhone was released.

Corporate identity
Logo
According to Steve Jobs, the company's name was inspired by his visit to an apple farm while ona
fruitarian diet. Jobs thought the name "Apple" was "fun, spirited and not intimidating"

FIRSTAPPLE LOGO OFFICIALLOGO APPLETHIRDLOGO CURRENTLOGO

(1976-77) (1977-98) (1998-03) (SINCE2003)

Apple's first logo, designed by Ron Wayne, depicts Sir Isaac Newton sitting under an apple tree.It
was almost immediately replaced by Rob Janoff's "rainbow Apple", the now-familiar rainbow-
colored silhouetteofan applewith abite taken out ofit. Jobs insistedthat thelogo be colorized to
humanizethecompany. Thelogo was designed with abiteso that it would not beconfused with a
cherry. The colored stripes were conceived to make the logo more accessible, and to represent the
fact the Apple II could generate graphics in color.

Stores

The first Apple Stores were originally opened as two locations in May 2001 by then-CEO Steve
Jobs, after years of attempting but failing store-within-a-store concepts. Seeing a need for
improved retail presentation of the company's products, he began an effort in 1997 to revamp the
retail program to get an improved relationship to consumers.

13
Over the years, Apple has expanded the number of retail locations and its geographical coverage,
with 499 stores across 22 countries worldwide as of December 2017. Strong product sales have
placed Apple among the top-tier retail stores, with sales over $16 billion globally in 2011.

Corporateculture

Apple was one of several highly successful companies founded in the 1970s that bucked the
traditional notions of corporate culture. Jobs often walked around the office barefoot even after
Apple became a Fortune 500 company.
As the company has grown and been led by a series of differently opinionated chief executives, it
has arguably lost some of its original character. Nonetheless, it has maintained a reputation for
fostering individuality and excellence that reliably attracts talented workers, particularly afterJobs
returned to the company. Numerous Apple employees have stated that projects withoutJobs's
involvement often took longer than projects with it.
At Apple, employees are specialists who are not exposed to functions outside their area of
expertise. Jobs saw this as a means of having "best-in-class" employees in every role. In 2015,
Apple had 110,000 full-time employees. In September 2017, Apple announced that it had over
123,000 full-time employees.
Apple has a strong culture of corporate secrecy, and has an anti-leak Global Security team that
recruits from the National Security Agency, the Federal Bureau of Investigation and the
UnitedStates Secret Service

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SAMSUNG

Samsung Mobile Division is one of five divisions within Samsung Electronics, belonging to the
Samsung Group.
Samsung is a South Korean multinational conglomerate headquartered in Samsung Town, Seoul.
Itcomprisesnumerousaffiliatedbusinesses,mostofthemunitedundertheSamsungbrand,andis the
largest South Korean chaebol (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 industry 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 was separated into four business groups – Samsung
Group, Shinsegae Group, CJ Group and Hansol Group. Since 1990, Samsung has increasingly
globalised its activities and electronics; in particular, its mobile phones and semiconductors have
become its most important source of income. As of 2017, Samsung has the 6th highest global
brand value.

Samsung has a powerful influence on South Korea's economic development, politics, media and
culture and has been a major driving force behind the "Miracle on the Han River". Its affiliate
companies produce around a fifth of South Korea's total exports. Samsung's revenue was equal to
17% of South Korea's $1,082 billion GDP.
SamsungElectronicscommenceditsoperationsinIndiainDecember1995andistodayaleading
providerofConsumerElectronics,ITandTelecomproductsintheIndianmarket.SamsungIndia is the
Regional Headquarters for Samsung’s Southwest Asia operations, which provides employment
to over 45,000 employees with around 11,500 employees being involved in R&D. Samsung
began operations in India through its manufacturing complex located at Noida (UP), which today
houses facilities for Colour Televisions (including 3D, LED and LCD Televisions),

15
MobilePhones, Refrigerators,WashingMachines andSplitAirConditionerscategories.Samsung
commenced operations of its second state-of-the-art manufacturing complex at Sriperumbudur,
Tamil Nadu in November 2007. Today, the Sriperumbudur facility manufactures Colour
Televisions, Fully Automatic Front Loading Washing Machines, Refrigerators and Split Air
Conditioners. Samsung India has three R&D Centres in India–two in NCR and one in Bangalore.
While the Noida R&D Centres develops software solutions for high-end televisions such as
PlasmaTVs, LCDTVsandDigital MediaProducts,theotherCentreisengagedinR&Dsolutions for
product hardware. The Bangalore R&D Centre works on major projects for Samsung Electronics
in the area of telecom, wireless terminals and infrastructure, Networking,SoC (System on Chip)
Digital Printing and other multimedia/digital media as well as application software.

Apart from development of innovative technology, Samsung places greatimportance on acting as

a responsible corporate citizen in the communities where it operates. Its CSR programs respond
to thesocial and environmental needs and seek to giveback to communitiesthat support the
company. In 2009, Samsung launched the company’s Corporate Social Responsibility initiative
‘Samsung Hope Project’ with projects in the areas of education, culture, sports, social welfare
and community development. Each programme, under the Hope Project, uniquely addresses the
needs of individual communities while emphasizing on innovations for development of the
community including education, technology, engineering and IT technical training.

Logo

FirstLogo 1960s 1980-1993 CurrentLogo

16
Font
In July 2016, Samsung unveiled its SamsungOne font, a typeface that hopes to give a consistent
and universal visual identity to the wide range of Samsung products. SamsungOne was designed
to be used across Samsung's diverse device portfolio, with a focus on legibility for everything
from smaller devices like smartphones to larger connected TVs or refrigerators, as well as
Samsung marketing and advertisements. The font family supports 400 differentlanguages through
over 25,000 characters.

Audiologo
Samsunghasanaudiologo,whichconsistsofthenotesE♭,A♭,D♭,E♭;aftertheinitialE♭toneitis upaperfect
fourthto A♭, downaperfect fifthto D♭, thenupamajorsecondtoreturntotheinitial
E♭tone.TheaudiologowasproducedbyMusikvergnuegenandwrittenbyWalterWerzowa.

Corporateculture

The Company’s CSR initiatives such as Samsung Smart Class and Samsung Technical Schools
havebeen recognised byseveral reputed organisations, and theCompanyhas won accolades from
these projects aimed at giving back to the society. Samsung donates around US$100 million per
annum to the Samsung Medical Center, a non-profit healthcare provider founded by the group in
1994. Samsung Medical Center incorporates Samsung Seoul Hospital, Kangbook Samsung
Hospital, Samsung Changwon Hospital, Samsung Cancer Center and Samsung Life Sciences
Research Center. The Samsung Cancer Center, located in Seoul, is the largest cancer center in
Asia.
Samsung Medical Center and pharmaceutical multinational Pfizer have agreed to collaborate on
research to identify the genomic mechanisms responsible for clinical outcomes in hepatocellular
carcinoma.

17
 ABRIEFHISTORYOFMOBILEPHONEASTECHNOLOGY

Theideaforcellulartelephonyoriginated in the US. The first cellularcall and thefirst call from a
hand held cellular device also were placed in the US.

The mobile phone merges the landline telephony system with wireless communication. The
landline telephone was first patented in 1876. Mobile radio systems have been used since theearly
1900’s in the form of ship to shore radio, and were installed in some police cars in Detroit starting
in 1921. The blending of landline telephone and radio communication came after the Second
World War. The first commercially available "mobile radiophone service" that allowed calls from
fixed to mobile telephones was offered in St. Louis in 1946. By 1964 there were 1.5 million
mobile phone users in the US. This was a non-cellular system that made relatively inefficient use
of the radio bandwidth. In addition, the telephones were large, energy intensivecar-mounted
devices. In the drive to produce a more efficient mobile telephone system, researchers W. Rae
Young and Douglas Ring of Bell Labs developed the idea of cellular telephony, in which
geographical areas are divided into a mesh of cells, each with its own cell tower. This allowed a
far more efficient use of the radio spectrum and the "cell" phones needed less power to send and
receive a signal. The first installation was in 1969 on the Amtrak Metrolinerthattraveled between
New York CityandWashington. Four yearslaterMartinCooper of Motorola made the first cellular
call from a prototype handheld cellphone.

18
MARKETING:
Consumer buying is not mere transfer of item from seller to buyer. Consumer wants buying to
become a happy affair. They would like to see, touch and feel the commodities that they buy.
Understanding this psychology for the consumer many organizations have come tomakepurchase
of happy affair.
Marketing is more important as it relates to consumer and their needs, whatever may be the
objectives of business, the main in which it has to concentrate will be marketing. Business today,
concentratingonmarketingisfoundtobefairlysuccessfulthoughsuccessdependsonmanyother factors.

WhyMobileMarketing isImportant?
Mobile marketing is important because your customers treat their mobile phones like someone
who is closer to them than their lovers, parents, or pets. Who wouldn’t love mobile phones?
Mobile phones now outnumber us. There are more mobile phones on the planet than humans.
Mobile phones are the best devices for you in advertising your products.Mobile marketing makes
businesses succeed faster than older forms of marketing.

Thefollowingarefiveconsiderationsontheimportanceofmobilemarketingthatmarketersneed to
evaluate as part of their digital strategy:

1. TimeSpentOnMobileDevicesIsIncreasing

In 2016, Americans spent an average of 10 hours per day on mobile devices. Nearly a third of
this time was spent on smartphones or tablets, according to eMarketer. This means that the
average American spends over 500 hours per year navigating websites or talking on their mobile
device, providing ample opportunity to capture their attention and get them discussing your
businessonadevicetheyusesofrequentlyas part oftheirdailylives. Advertisingtrends arealso
responding to this development: It is estimated that by 2019, nearly 72% of marketing dollars
will be spent developing apps and advertisements for mobile platforms.

19
2. MobileCommerceAndMobileMarketingGoHand-In-Hand
Consumers are using their mobile devices to purchase items from Amazon, eBay and other e-
commerce platforms. Businesses as large as Walmart and as small as mom and pop shops are
recognizingthis, and developinguser-friendlyportals and websites to facilitatesales. In fact, it is
projected that by the end of 2017, 60% of e-commerce visits will start on a mobile device.
Businesses that develop integrated mobile campaigns that guide consumers from product
introduction to sale will see a considerable boost in revenue.

3. ShoppersPurchasein Stores
Mobile technology gives consumers the opportunity to shop and compare while they walk down
the store aisle. Businesses that have active mobile marketing campaigns can take advantage of
this: Search engine optimization and an easily navigable website can give your business an edge
when the consumer is ready to purchase. Moreover, search engines are altering their algorithms
to give higher preference to mobile-friendly sites. This creates the need for businessesto improve
their web presence and tie new forms of automated marketing into theiroperations.

4. ShortMessageService(SMS)OpenRatesAre HigherThanEmail
SMS has an open rateof98%, and up to 90%ofpeoplewhoopen themessagewill read it within
three seconds. This is far higher than email marketing or other digital channels. Tailoring your
SMS messages so they appeal to prospective customers will give them a reason to further
research your products or services, and they will likely start on the device in which they just
received the message.

5. MobileMarketingReaches ABroaderMarket
Smartphones and tablets are becoming increasingly popular tools for communication across all
demographics. They are smaller, lighter, cheaper and more portable than computers and laptops.
Manufacturers are also responding to consumer demand and developing faster, more powerful
and less expensive mobile devices. These developments mean that marketers have a golden
opportunity toput their marketing messages into the hands of their consumers, and mobile allows
marketers and advertisers to reach a much wider audience by doing so.

20
 Digital marketingis continuallyevolving, and mobilemarketingplays a keyrolein that strategy.
The shift toward mobile devices is a trend that will continue to progress, and businesses need to
ensure they have a cohesive mobile marketing plan to connect with those digital consumers.

CONSUMER

Aconsumerisanindividualwhopaystoconsumethegoodsorservicesproducedbya Seller. The

consumer engages in any of the following activities;
 Evaluatingofgoodsandservices
 Acquisitionofgoodsandservices
 Usingofgoodsandservices
 Disposingofgoodsandservices
Aconsumerfirstlydetermineshiswantsthenbuysaproductandusesitfurtherforpersonaluseor organizational use.

CONSUMERBUYINGBEHAVIOUR:
Consumer behavior is defined as “the process and activities that people engage in when searching
for, selecting, purchasing, using, evaluating, and disposing of products and services so as tosatisfy
their needs and desires” (Belch and Belch, 1993). It is the only consumer who consumes goods
and services in the market.
Today’s customer is more educated, informed, knowledgeable and highly demanding. The
marketer’s main aim is to convince them to buy their products. The global marketplace is a study
of diversity among consumers, producers, marketers, retailers, advertising media, cultures and
customs and of course the individual or psychological behavior. The study of consumer behavior
is also very important to the marketers because it enables them to understand and predict buying
behavior of consumers in the marketplace. Consumer research is the methodology used to study
consumer behavior; it takes place at every phase of the buying process. It starts before the
purchase of a product continues during the purchase and even after the purchase. Researchers
viewed two different buyers buying the same product for different reasons, paid different prices,
used in different ways and have different emotional attachments towards the things. The market

21
strategies are framed and reframed again and again to achieve organizational objectives by
knowing and influencing their consumers. Therefore, the knowledge and information about
consumers is critical for making successful marketing strategies. The relationship between
consumer buying behavior and marketing strategy must be consistent to attain organizational
objectives. Consumer behavior is interdisciplinary approach based on concepts and theories about
people that have developed by behavioral scientists, philosophers and researchers in diverse
disciplines of psychology, sociology, social psychology, cultural anthropology and economics.
The study of consumer behavior also helps management to understand consumer needs to
recognize the potential of consumer in lieu of new technologyand to articulate new things in term
of the consumers’ needs so that products will be universally accepted in the market well.

FACTORSINFLUENCINGCONSUMERBEHAVOUR
Consumer buying characteristics affect buying behavior as consumer purchases are influenced
strongly by cultural, social, personal, psychological characteristics. Whenever a consumer buys
anything from the market, final decision is affected by various factors like:
Cultural
Social
Personal
Psychological

22
The first stage of understanding buyer behavior is to focus on the factors that determine the“buyer
characteristics” in the “black box”. The marketer must be aware of these factorstodevelop an
appropriate marketing mix and strategies for its target market.

1. CulturalFactors
Consumerbehaviorisdeeplyinfluencedbyculturalfactorssuchasbuyer’sculture, Sub-
culture and social class.

Culture– Itisthepartofeverysocietyandistheimportantcauseofpersonwantsand behavior. The

influence of culture on buying behavior varies from region to region.

Subculture - Each culture contains different subcultures such as religions, nationalities,

geographic regions, racial groups etc. Marketers can use these groups by segmenting the market
into various small portions.

Social Class - People from different social classes tend to have different desires and
consumption patterns. Disparities resulting from the difference in their purchasing power.
According to some researchers, behavior and buying habits would also be a way of identification
and belonging to its social class. In this way marketing activities could be tailored according to
different social classes.

2. SocialFactors
Socialfactorsimpactthebuyingbehaviorofconsumers.Theimportantsocialfactorsare: reference
groups, family, role and status.

ReferenceGroups-Referencegroupshavepotentialinformingapersonattitudeorbehavior. The
impact of reference groups varies across products and brands.

Family - Buyer behavior is strongly influenced by the members of a family. Therefore

marketersaretryingtofindtherolesandinfluenceofthehusband,wifeandchildren. Ifthe

23
buyingdecisionofaparticularproductisinfluencedbywifethenthemarketerswilltrytotarget the
women in their advertisement.

Roles and Status - Each person possesses different roles and status in the society depending
upon the groups, clubs, family, organization etc. to which he belongs. For example a woman is
working in an organization as a finance manager. At the same time, she is playing two roles
simultaneously: role of a finance manager as well as role of a mother.

3. PersonalFactors
Personal factors can also affect the consumer behavior. Some of the important personal factors
thatinfluencethebuyingbehaviorare:lifestyle,economicsituation,occupation,age,personality.

Age - Age and life-cycle have potential impact on the consumer buying behavior. It is obvious
that the consumer’s taste and preferences about goods and services changes with the passage of
time. Family life-cycle consists of different stages such young singles, marriedcouples, unmarried
couples etc. which help marketers to develop appropriate products for each stage.

Occupation - The occupation of a person has significant impact on the buying behavior of
consumer. For example a marketing manager of an organization will try to purchase business
suits, whereas a low level worker in the same organization will purchase rugged workclothes.

Economic Situation - Consumer’s economic situation has great influence on his buying
behavior. If the income of a customer is highthen choice of more expensive products will bethere
and a person with low income will purchase inexpensive products.

Lifestyle - Lifestyle of customers is another import factor affecting the consumer buying
behavior. Lifestylerefers tothewayapersonlivesinasocietyandpurchasesthethingsaccording to his
surroundings.
Personality - Personality changes from person to person, time to time and place to place.It also
has a great influence on the buying behavior of customers. Personality is the totality of
characteristics of a man.

24
4. PsychologicalFactors

Therearefourimportantpsychologicalfactorsaffectingtheconsumerbuyingbehavior. These are

perception, motivation, learning, beliefs and attitudes.

Motivation-Thelevelofmotivationaffectsthebuyingbehaviorofcustomers.Everyperson has
different needs such as physiological needs, biological needs, social needs etc.

Perception - Selecting, organizing and interpreting information in a way to produce a

meaningful experience of the world is called perception. There are three different perceptual
processes which are selective attention, selective distortion and selective retention.

Beliefs and Attitudes - Customer possesses specific beliefs and attitudes towards various
products. Since such beliefs and attitudes make up brand image and affect consumer buying
behavior therefore marketers are interested in them. All these factors combine to perform a
comprehensive model of consumer behavior that reflects consumer decision making process. The
majorfactorsandthe processofdecision-makingshapethe behavior andpreferencesof consumer
behavior.

25
MobilePhonesMarket GrowthinIndia

Mobile phone services have recognized the world over as an important tool for socio-economic
development of a nation. India is currentlythe world’s second-largest telecommunications market
and has registered exceptional growth in the past few years. The reasons for growth of thetelecom
sector inIndia are reform measures by the Government of India, active participation of the private
sector and wireless technology. With the intense competition operators need to work closely with
mobile handset makers and software developers to match their handset portfolios according to
consumer’s desires and needs. The increasing availability and rapid take up of sophisticated
connected devices is changing the way of our lives and communication. The convergence of
mobile phones broadcast and internet markets has created a burden of choice for consumers – the
choice to consume more than ever before, anywhere, anytime andanyhow.
The mobile phone market has expanded by over 5percent to about 1.91 billion units in 2014. The
opportunityforsmartphones in thepremium categoryis now fading, global research firm Gartner
has said.
The main aim of marketing is meet and satisfy target customers need and wants buyer behavior
refers to the peoples or organization conduct activities and together with the impact of various
influence on them towards making decision on purchase of product and service in a market. The
field of consumer behavior studies how individuals, groups and organization select, buy, use and
dispose of goods, service, ideas, or experience to satisfy their needs and desires understanding
consumer behavior and knowing customer are never simple. The wealth of products and service
produced in a country make our economy strong.

26
Themainfactors ofmore competitionare:
 Customerswantbetterservicesandproducts atalowercost.
 Anumberoffunctionsinjustonemobilephone:E-mail,text messaging,
 Internetsurfing,3D,Wi-Fi,gaming,Mp3,Mp4.
 Newtechnologyimprovementin mobilephones as4D technologyinsmartphones.
 Betternetworkservices

The rapid upheaval of technology and storming fast internet has led to anenormous growth in the
number of smartphone users in India. The unprecedented demand for smartphones in India has
made it the second largest smartphone market in the world. The latest forecast byeMarketer, the
US-based market research firm, suggests that more than a quarter of India’s population will be
using smartphones by the end of this year. People in India are steadily catching pace with
technology.

27
THEGREATSMARTPHONEWAR

APPLEV/SSAMSUNG;WHEREITALLBEGAN.

For three years, Apple and Samsung have clashed on a scale almost unprecedented in business
history, their legal war costing more than a billion dollars and spanning fourcontinents. Beginning
with the super-secret project that created the iPhone and the late Steve Jobs’s furywhen Samsung
—an Apple supplier!—brought out a shockingly similar device, Kurt Eichenwald explores the
Korean company’s record of patent infringement, among other ruthless business tactics, and
explains why Apple might win the battles but still lose the war.

Thebattlebetweentechnological giants;theUSownedAppleandKorean ownedSamsungresults in

more innovative products for mobile phone users around the world. It is affecting everything from
the price we pay for our phones, to what they are capable of doing and whether we have the
freedom to choose between the rival brands. The rivalry on innovative technology in phones
betweenApple andSamsungstarted when SamsungunveileditsfirstGalaxySmartphone;Galaxy S at
the 2010 Las Vegas trade show, the GalaxySIIin Barcelona and the GalaxySIII at a London
exhibition centre. With the launching of Galaxy S4 on a chillynight in March 2013, broadcasting
“live” in Times Square, in New York City, Samsung opened a competition against Apple on
Apple’s own turf. The consumer and media buzz generated by the launch, and the hype that
preceded it, cemented Samsung’s position as Apple’s most serious Smartphone competitor. The
New York Times called the launch “a challenge in iPhone’s backyard”. But with Apple as the
largest technology company in the world by revenue and profit, more than Google and Microsoft
combined and with legions of devoted fans, who queue for hours, sometimes days, to be the first

28
to get their hands on new Apple products, Apple has set about intimidating anyone who tries to
come close to their innovative skills. Apple’s founder, Steve Jobs, holds a mythical status among
technology aficionados and the company still upholds superiority even after his death.
Apple is widely regarded as a great innovator in the consumer electronics industry. It is famousfor
beautiful designs and new applications. In contrast, Samsung has always been regarded as a
follower for a long time. But since the launch of Galaxy S4, Samsung has regarded Apple’s
revolutionarydesign of the iPhone as “not so earthshaking” and continued to be rivals. Theyhave
battled in the marketplace and in the courts worldwide. While it is without a doubt that Apple still
leads in innovative skills. Marketing seemed to have been overtaken by Samsung, which can be
understood by going through their rivalry and fights over Patent, Copyright, Intellectual Property
Rights and Marketing techniques. Regarded as the fiercest fights in global business today,both the
companies have poured millions of dollars in lawsuits and ads attackingeach other and looking for
a way to gain ground.

Apple has always been very protective over its copyright and intellectual property. The founder
Steve Jobs even talked about “go[ing] to thermonuclear war on Google” for allegedly copying
Apple’s technology. Job’s successor, Tim Cook, also vowed to “use whatever weapons we haveat
our disposal” to protect Apple’s intellectual property. In such a situation, Samsung has found
itself in a place where many of their own innovative values have been undermined by Apple as
violating property rights. Apple does not acquire intellectual property rights just for the sake of
having them; the company vigorously enforces and defends those rights through litigation.

29
IPhone 13 OR SAMSUNG GALAXY S21: Top-Selling Mainstream
Flagships Clash

We live in a Golden Age for flagship smartphones that cram the capabilities of a laptop into a
small frame, so the iPhone 13 isn’t short of competition. Its most notable rival is arguably the
Samsung Galaxy S21, which also provides an advance over its forerunners while keeping itself
more affordable than earlier entries in its long-running series. Like the iPhone 13, it’s one of the
best not-too-expensive phones out right now.

The question is, which flagship is better: The iPhone 13 or the Samsung Galaxy S21? We answer
thisquestionbyputtingthetwodevicesthrough anexactinghead-to-head comparison.Welookat their
specs, designs, displays, performance, cameras, software, and price.
Thelatest andbest phones from Samsungand Applearenowonshelves, butwhich is best.
Butwhichisbest?Let’sdelveintothekeydifferencesbetweenthetwodevicesandseewhichone is the best
fit for your pocket and budget.
Hereisacomparisonchart ofthetwo leadingsmartphonesofthebrand Appleand Samsung.

APPLEIPHONE13 SAMSUNGGALAXYS21
General
SimType DualSim,GSM+GSM DualSim,GSM+GSM

DualSim Yes Yes

SimSize Nano+NanoSIM Nano+NanoSIM

DeviceType Smartphone Smartphone

ReleaseDate September14,2021 January14,2021

Design
Dimensions 146.7x71.5x7.65mm 151.7x71.2x7.9mm

Weight 173g 169g

30
Display

31
 Type ColorOLEDscreen(16M) ColorDynamicAMOLED2X(16M)

Touch Yes,withMultitouch Yes,withMultitouch

Size 6.1inches,1170x2532pixels 6.2inches,1080x2400pixels,120Hz

AspectRatio 19.5:9 20:09

PPI ~460PPI ~421PPI

ScreentoBodyRatio ~87.2%

GlassType CorningGorillaGlassVictus

Super Retina XDR Display, HDR

Display,True Tone, Wide Color (P3), Haptic
Features Touch,1200NitsMaxBrightness(HDR),Support Always-onDisplay,HDR10+
forDisplayofMultipleLanguagesandCharacters
Simultaneously

Notch Yes,SmallNotch Yes,PunchHole

Memory
RAM 8GB

Storage 128GB 128GB

StorageType UFS 3.1

CardSlot No No

Connectivity
GPRS Yes Yes

EDGE Yes Yes

3G Yes Yes

4G Yes Yes

5G Yes Yes

VoLTE Yes Yes,DualStand-By

Wifi Yes,withwifi-hotspot Yes,withwifi-hotspot

Bluetooth Yes,v5.0,A2DP,LE Yes,v5.0,A2DP,LE

USB Yes,LightningPort Yes,USB-C v3.2

USBFeatures USBon-the-go,USBCharging USBon-the-go,USBCharging

WirelessCharging Yes Yes,15W

Extra
GPS yeswithA-GPS,Glonass Yes,withA-GPS,GLONASS,BDS,GALILEO

FingerprintSensor No Yes,InDisplay

FaceUnlock Yes Yes

Barometer,Three-
Sensors Accelerometer,Gyro,Proximity,Compass,Barometer
axisGyro,Accelerometer,Proximity Sensor,
Ambient Light Sensor
3.5mmHeadphoneJack Lightning No

Extra NFC NFC

WaterResistance Yes,6mupto30min Yes,1.5mupto30min

32
 IPRating IP68 IP68

DustResistant Yes Yes

Camera
12MPf/1.6(WideAngle) 12MPf/

Rear Camera 12MPf/2.4(UltraWide)withautofocus 1.8(WideAngle)64 MP

f/2 (Telephoto)

12MPf/2.2(UltraWide)

Panorama,NightMode,DeepFusion,SmartHD
Features R 4, Photographic Styles, Burst Mode,Photo Auto-HDR,Panorama
Geotagging

4K@24/25/30/60fpsUHD, 8K@24fpsUHD,4K@30/60fpsUHD,1080p@240/30/60fpsFHD,
VideoRecording
1080p@25/30/60fpsFHD 720p@960fps HD

Flash Yes,Dual LED Yes,LED

FrontCamera 12MPf/2.2withRetinaFlash PunchHole10MPf/2.2(WideAngle)

FrontVideoRecording 4K@30/60fpsUHD,1080p@30fpsFHD

Technical
OS iOSv15 Androidv10

Chipset AppleBionicA15 SamsungExynos 2100

CPU HexaCoreProcessor 2.9GHz,OctaCoreProcessor

1x2.9GHzCortex-X1&3x2.80GHzCortex-
CoreDetails
A78&4x2.2GHzCortex-A55

GPU Apple4CoreGPU Mali-G78MP14

IPRating IP68 IP68

Java No No

Browser Yes Yes

Multimedia
Email Yes Yes

HEVC,H.264,MPEG-
Video 4Part2andMotionJPEG, HDR with Dolby Yes
Vision, HDR10 andHLG
FMRadio No No

DocumentReader Yes Yes

Battery
Type Non-RemovableBattery Non-RemovableBattery

Size Li-ionBattery 4000mAh,Li-PoBattery

FastCharging Yes 25WFastCharging

ReverseCharging Yes

33
iPhone13vs.GalaxyS21:Toughdesignversusstreamlined look

Both the iPhone 13 and Galaxy S21 are pleasant to behold, with a sleek shape and a shiny
aluminum chassis that peeks through in all the right places. The iPhone 13 does boast the newest
ceramic shield screen that has proven to be the toughest anti-crack screen on any smartphone.
The Galaxy's Corning Gorilla Glass Victus is also tough with a good anti-scratch surface, but it
cracks easierthantheiPhone's ceramicshield.The iPhonealsohasaglassbacking,whichmakes it feel
a little heavier and more substantial in the hand, while the Galaxy has a lighter, polycarbonate
feel. The designs are similar in quality but look quite different side by side.

iPhone13vs.GalaxyS21:Brainsversusbrawn

The great debate between Galaxy phones and iPhones has always been the camera. Some
smartphone photographers swear by the vibrant colors and amazing zoom features that are
provided by Samsung, while others insist that Apple's computational photography technology
can'tbebeat.WhenitcomestothenewiPhone13versustheGalaxyS21,thesamedebaterages on.

Overall, when comparing the two, the Galaxy does offer more detail in zoomed-in photos than
the iPhone. The Galaxy also offers a 64MP camera as opposed to the 12MP setup on the iPhone,
so it definitely has its advantages.

34
iPhone13vs.GalaxyS21:Processingspeedversusrefreshrate

We can't talk performance without discussing refresh rate. Although the Pro versions of the
iPhone 13 model have the long-awaited 120Hz refresh rate, the baseline iPhone 13 does not.
Sadly, the iPhone 13 and the 13 mini will feature the same 60Hz refresh rate as the 11 and 12
modelsbeforethem.Thismeansthatvideoplayback,gameplay,andscrollingfunctionalitywill
bemuchsmootherontheGalaxyS21.That120Hzrefreshratemakesabigdifference, although it can
also affect battery life.

When it comes to processing speed, there's really no match for Apple's A15 Bionic chip. The
performanceanddisplayofthesehandsetsispretty similaroverall,althoughtheiPhone13might have an
edge because of its faster processor and brighter display.

iPhone13vs.GalaxyS21:Price

The iPhone 13 and the GalaxyS21 are goingfor nearlythe same price of $799. There's a variety
ofwaystobuybothsmartphones,sothepriceand buyingoptionswon'tmakeabigdifferenceno matter
which brand you go with. It’s fair to say that the two smartphones stand on fairly even footing in
this regard, and that’s what makes the decision potentially difficult

35
iPhone13vsSamsungGalaxyS21:Display

Samsung hits straight back with a slightly more impressive display. These are similarly sized
OLEDsat6.2-inchesfortheSamsungand6.1-inchesfortheApple,andbothgetplentybright.

ButwhiletheiPhone13hastheslightlysharper1170x 2532resolution(versusthe1080x2400 Galaxy

S21), the Samsung wins out in one vital aspect.

Applerestrictedits120HzrefreshrateimprovementtothePromodelthisyear,leavingthe iPhone 13 on
sluggish old 60Hz. The Galaxy S21, by contrast, runs at a full 120Hz.

TAKEAWAY

TheiPhone13andtheSamsungGalaxyS21arealmostidenticalinprice,whichcanmakeit difficult to
decide which 2021 phone is right for you.

BothphonesfeaturesharpOLEDdisplays,withtheSamsungbringingtheadditionaladvantage of a
120Hz display. Both also come in an array of colours, though the iPhone features a more
premium-feeling glass back. Both phones pack powerful top-of-the-line processors that can
handle gaming and offer longer battery lives than their predecessors. Both also feature 12-
megapixelcameraarrays,withtheS21offeringbetterequippedforzoomwithathirdtelephoto lens
and 8K video support and the iPhone taking advantage of Apple’s new Cinematic mode, along
with support for Dolby Vision.

I’dgivetheedgetotheiPhone13,however.It’sconsiderablynewerthantheGalaxyS21forone thing.
Combined with Apple’s superior legacy support, this means that it’s going to feel fresher for
longer.

It’s alsowayfasterthantheGalaxyS21,withamuchmorecapablecustomchipset.TheiPhone 13’s

camera system takes better pictures in most scenarios, too, with the notable exception of
zoomed shots.

Thetwophonesalsofeaturedifferentoperatingsystems,whichmayswayyoudependingon whether
you’re an Android or an iOS fan.

Bothofthesephonesgetthebalancerightbetweenpriceandperformance,offeringnearly- flagship
experiences for less money than their bigger brothers.

Theyhavetheirflaws,butforthe mostpart it’sasafebet buyingeither phone.

36
 MarketingStrategy:Applevs.Samsung

Earlier, the mobile phone market was ruled by companies like Nokia and Motorola, Apple took
over the market when it launched ‘iPhone’ in 2007. The product became actually popular among
users, having large and multi-touch user interface.
Apple is valued for its design, a core value of the company. The aura of Steve Jobs still hangs in
the brand universe introducing a notion of worship. The reputation of Apple as it is todayis based
on the desire strategythat it sets upat each product launch. The companycultivates the secret and
maintains the loyalty of its followers, always more numerous to queue up in front of the Apple
Store. Long leader in the smartphone market since the iPhone, Apple has been dethroned by
Samsung. The release of the Galaxy S3 markedthis gap and theAmerican brand had to reduce the
production of the iPhone 5.

In comparison, Samsung's marketing strategy is tough and powerful. Global advertising,

messaging, use of extreme and terribly expensive posters or high-impact audiovisual campaigns;
the brand wants to be seen to become a leader. In 2013, nearly $ 14billion was spent on marketing
and advertising, enough to put your eyes on it.
Samsungisbankingonmarketingwhen Appleplaysallitscardsonthedesignofitsproducts.
Its aggressive marketing has allowed it to become world leader and gain the largest number of
marketshares. Fromthebeginning,thebrandstoodoutwithrelativelylow pricesforsmartphones with
capabilities equal to those of the other side. With a wide range, Samsung devices are more
attractive to techies lured by open source, easy mobile customization, innovative features and
technicalcapabilities.Recentsmartphonesandtabletsofthebrandarenow positionedonthehigh end.

37
SamsungtooktoSocialMediatotrollApple:
In 2010, Steve Job well stated that “No one is ever going to buy a big phone” – and Samsung can
hardly hold its behavior.
By using this quote, in which the image also says “Guess who surprised themselves and changed
their minds”. Then they promote the Galaxy Note 4 with the hashtag #MoreThanBig.

Stats&Facts
• Samsungaccounted for37% of smartphonesalesand Apple 29%in May2016.
• SamsungGalaxyS7/S7 Edgeaccountingfor 16% ofsales andthe iPhone6s/6sPlusat14.6%.
• ApplerockedoutSamsungbyselling74.8millioniPhones,leavingbehindSamsung’s73
million Smartphones sales in 2015.
• Appledoesn’tuseTwitter accounts,Facebookprofiles,orindeedhaveablog.
• Samsungmakesuseofallmajorsocialmediachannels,celebrityendorsements,andallother good
& effective marketing strategies.

Samsung is doing a lot of things to prove they are innovative and therefore, can experiment and
learn from their experiences. Apple is known for innovation and don’t have to prove this byusing
by social media platforms. They have to make sure to keep their status as a quality leader and
therefore, cannot experiment as much as Samsung. So they lay back.

AppleisthedominatingbrandintheUSmarketandSamsungholdsthe leadglobally.
Apple continued on dominating the Smartphone market within the years; however Samsung
introducing Samsung galaxy series in 2013 brought increased competition for it. Itwas Samsung’s
massive advertising coupled with unique Android features that the Samsung galaxy has overtaken
the iPhone to become the most popular Smartphone brand in the world.

38
Applevs.Samsung:ABattleofMarketingRelevancy

Presently, Apple and Samsung are seen as the largest manufactures of Smartphones across the
world.
There is some kind of peculiaritybetweentheMarketingStrategiesofboththebrands.These are:

1. INNOVATIONAND TECHNOLOGY
Apple is broadly considered as a great innovator in the smartphone industry. It is famous for
beautiful designs and new applications.
In comparison, Samsung is viewed as a follower for a long time. Since the launch of Galaxy S4,
Samsung has considered Apple’s innovative design of the iPhone as “not so stunning”, and
continues to be a notable competitor.
Winner:Itiswithoutadoubtthat Appleleadsin innovation.

2. SOCIALMEDIAPRESENCE

Applehasastrangestrategywhenitcomestobrandpromotion. Ithasaminimalistpresenceon social

media. It promotes through TVCs.
Samsung,meanwhile,ispresentonanarrayofsocialmediachannelslikeYouTube,Twitter,and
Facebook pages for Samsung Mobile, Samsung TV, and more.

39
Samsung has also connected with major apps and platforms to target audience with social
campaigns.
Samsung India has launched a nationwide television and digital campaign showcasingits initiative
to take customer service to the doorsteps of customers in the rural area. Conceptualized by Cheil
India, the campaign film is called #SamsungCares.
The advertisement called as Samsung Cares has been a hit in social media, with the YouTube
video reaping more than 64 million views currently.
Winner:Needlesstosay,Samsungwins.

3. ADVERTISING

Apple has launched online advertisement campaigns to reach the users. The iPhone website has
clean, clear and witty interface.
The iPhone advertisement of Apple is similar, always with white background, exotically alluring
to the users. And, Apple is never hesitating to highlight the advantages of the productsto the target
audience.

Similarly, Samsung is giving importance on advertisement of Galaxy S. It promotes mobile

phones- bringing a dark blue interface in contrast to the white background brought by Apple.

40
GalaxySispromotedassomewhatvibrant,fastandthinnestmobilephoneandtheadvantages embraced
are explained clearly.
Winner:ThereisatiebetweenApple and Samsung.

4. CUSTOMER ENGAGEMENT
Apple launched ‘Your Verse’ to highlight how different people use ipad to do things incredibly
and in their own way. This campaign launched in 2014 became more of a story of people using
ipad instead of the product itself.
Samsung launched its own campaign, ‘Incredible Art Piece’. This campaign was expressly
designed to promote GalaxyNotepen style. This campaign itselfbecamea Guinness WorldBook
entry with the record of maximum number of artists working on a single art work.
It highlights the basic difference in the approach of both the brands. While Apple’s epicenter lies
around how people use its products to make a difference to their life, Samsung emphasizes and
advertises its features.
Winner: Talking of advertising, both comes as a winner as the purpose of the strategies i.e.
Customer Engagement is achieved.

5. PUBLICRELATIONSANDPUBLICITY
Apple is using publicity for free and yet powerful way to interact with customers. In case of
Apple, when more and more people are seen having and iPhone, other individuals get compelled
to have the one; this is known as halo effect.
In contrast, Samsung is using Social Media such as Facebook to promote its products and all
possible channels or marketing.
Winner:ThewinnerisAppleasitseffect ispowerfulthatinfluence customer.

6. VIRALVIDEOMARKETING
It got started in 2012 when Samsungbrought the campaign ‘TheNext Big Thingis AlreadyHere’ to
promote their new smartphone series, Galaxy S II.
In the ad, the company poked fun at Apple customers. The ad not only teased iPhone users with
lines like “Why don’t you guys just get 4G phones?” but also took the chance to feature their
larger screens.

41
IntheepisodeinthiscompetitionisanotherdigatApple;Samsung’sGradPoolPartyadwas released in
May 2013 to promote their latest smartphone, Galaxy S4.
ThatacthelpedSamsungtojump-startmarketshare,andprovedtobecomeaviralvideocontent
powerhouse.
Samsunghasincreaseditsvideoeffortsbyover360%inthepast5years;onthecontrary,Apple has only
leveraged it by 5.8% campaigns a year, within the recent 5 years.
Winner:Samsungiswinningonthepurescaleof its marketing efforts.

7. ENTERTAINMENT
Applemaywinatinnovation&publicitybut whenitcomestomarketing,Samsungprioritize complete
entertainment.
Samsungbelievesinitsvalueandadoresthepowerofacelebrity.
SamsungmadesureitsproductwasfrontandcenterattheOscars.Millionsofviewersseehost Ellen
DeGeneres taking selfies with guest stars using a Samsung phone.

ThebrandpartneredwithfamousmusiciconJayZforhis‘MagnaCartaHolyGrail’album,and teamed up
with Usher for product placements in his ‘Looking for Myself’ music video.
Applealsogeneratedthe buzzamongthemusicindustryforprocuring‘Beats’byDr.Drebutit felt to be a
little late.
Winner:Samsungforkeepingeffectiveentertainmentvalue.

42
4. ANALYSISANDINTERPRETATIONOFDATA

TABLE 1
GENDER
Gender Respondents

Female 70
Male 30

CHART1

Gende

7
0
6
0
5
Responde
0
n
4
0
3
0

FemaleMale

INTERPRETATION
Fromtheabovetable,outof50respondents,70%oftherespondentsarefemalesand30%ofthe
respondents are males. There is the majority of the females.

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 TABLE 2
MARITAL STATUS
Status Respondents

Single 70
Married 30

CHART2

Marital

7
0
6
0
5
0
4
0
3
0

Singl Marrie

INTERPRETATION
Fromtheabovetable,out of50respondents,70%oftherespondentsaresingleand30%ofthe
respondents are married. There is the majority of the females.

44
 TABLE3
AGEGROUP
AgeGroup Respondents
16-25 58
26-35 26
36-45 7
46-55 5
Above55 4

CHART3

Ag

6
0
50
40
30
20
10
0

16- 26- 36- 46- Above

INTERPRETATION
Fromtheabovetable,itisevidentthatmajorityof respondentsunderstudy(60%)belongtheage group of
16-25 years, 30% of respondents belong to 26-45 years category, 4% of respondents belongs 36-
45 & 46-55 and the remaining 2% belong to above 55 years category.

45
 TABLE4
OCCUPATION
Occupation Respondents

Business 11
Professional 11
Service 12
Student 60
Not Working 6

CHART4

Occupati

1 1 1
6
BusinessProfessional Service Student NotWorking

INTERPRETATION

From the above table, it is found that 60% of respondents are possessing Study, 12% of
respondents are possessing Business, Professional & Service & remaining 6% processing Other
or Not Working.

46
 5. BETTERSMARTPHONECHOICEINGENERALASPECTS.
TABLE 5

Answer Percentage(%)
Apple 60
Samsung 40

CHART5
AppleSamsung

40%

60%

INTERPRETATION
Out of100 respondents 60 finds out Apple’s iPhoneas best as well as easyand convenient on an
overall basis. IPhonehas gained amarket trust byprovingthequalityoftheirproduct in terms of all
the technological aspects and has simultaneously emerged as an innovator.
Apple chose to get their customers a product that is so useful to them that they would not even
think of going for its substitute. They opted to go for a product that is easy-to-use, clean and
simple to ensure that their customers were getting what they want without havingto put too
mucheffortintoit.This iswhatsetApple apartfromSamsunginthe entireworld and thisisalso what
has contributed to its huge success.

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 6. FEATURESFORPREFERENCEOFTHE SMARTPHONE.

TABLE 6

Answer Percentage(%)
Feature 36
Look 12
Quality 37
Price 15

CHART6

FeatureLookQuality

15
36

37
12

INTERPRETATION
Out of 100 respondent 36 prefer their mobiles for features, 12 prefer look, 37 prefer their mobile
quality & 15 prefer their price in the market.
iPhone has been prominently introducing the new features in their smartphones which are
accepted well bythe Apple lovers. Thefeatures that arefound in iPhone are unique such as more
colorful OLED screen, Beastly A12 Bionic processor, Camera enhancements, new tool for
portrait shots etc. Though the price of iPhone is generally higher than that of Samsung, users are
ready to give up their money on iPhone as the features, quality and display of iPhone has
attracted and benefited the customers in many ways. On the other hand Samsung has provided
comparatively lesser features to the users which influences the decision of the customers and
makes iPhone as their most preferred choice

48
 7. REASONABLENESSOFPRICEASPERTHEIRBRANDVALUE.
TABLE 7

Answer Percentage(%)
Apple 53
Samsung 47

CHART7

47
% Apple Samsun
53%

INTERPRETATION
Out of 100 respondent 53 says APPLE has a better brand image and worthiness is while 47 says
it is Samsung.
Thereisnodenyingthat Applecurrentlyenjoys a fanbasethatisamongthemosthardcoreinthe entire
world today. Apple has made use of the Apple brand to penetrate a good number of extremely
competitive markets. Apart from simply being intimate with its entire customer base, the Apple
brand is also loved by its customers and it has managed to develop a real sense of community
among a good number of its users. The customer franchise and brand equity that is embodied by
the Apple Brand is actually very strong.

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 8. SMARTPHONEHAVINGMOREATTRACTIVEFEATURES.
TABLE 8
Answer Percentage(%)

Apple 61

Samsung 39

CHART8

39%
61 Apple Samsun
%

INTERPRETATION
Outof100respondent61saysAPPLEhasmorefeaturesratherthan Samsung.
There is no product in the market that has higher value than the Apple product and there is no
software in the market that is more intuitive than the Apple Software. Compare any other
smartphone to the iPhone and you will think that it was developed by rookies. There is just no
way of comparing the two.
Critics might argue that both have the same core features. While we cannot deny that this is so,
this is not the point to be made here. The main point here is that Apple is the top layer of the
design and technology world and their customers are gladly willing to pay whatever it will cost
them to get that Apple product.

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 9. CONSUMERSATISFACTIONWITHTHEPRICEOFAPPLEORSAMSUNG

TABLE 9
Answer Percentage(%)
Yes 78
No 22

CHART9

22

78

INTERPRETATION
Out of 100 respondent 78 respondents are satisfied with their particular mobile while only 22
were not satisfied.
Due to the fact that Apple concentrated more on catering to the customers’ needs above every
other thing, they really did not need to compete with others on price and they had the chance
determine their own prices. This is simplybecause theywere bringinginto the market something
that outshines every other thing that a company can bring into the market, value!
The iPhone situation has however been a bit out of the norm, Despite the fact that the phone’s
current retail priceis in thehundreds, agood numberofthebuyersbuyit togetherwith athreeor two
year cellular service plan.

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 10. SMARTPHONEHAVINGBETTERAFTERSALESSERVICES.

TABLE 10

Answer Percentage(%)
Apple 74
Samsung 26

CHART10
AppleSamsung

26%

74
%

INTERPRETATION
Out of 100 respondents 74 says APPLE provides better service after sale while only 26 says
Samsung.
Sometimes after sale service of a smartphone is of more importance than specifications when
buying a new phone. Generally all phones are shipped with 1 year warranty with 6 month
accessories warranty.
Similarly Samsung has number of service centers in India and that’s why it has the biggest
market of smartphones. Not every brand provides you with a good after sales service. But
certainlyapple has the best after sales service one can hope for. Not that it has a service centerin
each city but getting a service is hassle free and there on call service is great too. When you call
and covey them their issue they provide you with almost every possible help they can do in real
time.

52
 11. SMARTPHONEBRANDSTHATHASFULFILLEDTHECONSUMERNEEDS
AND EXPECTATIONS WITH THEIR PRODUCTS.
TABLE 11
Answer Percentage(%)
Samsung 34
Apple 54
Other 12

CHART11

12%
34%

Applepricelessthan Samsung
Look
54%

INTERPRETATION
Out of 100 respondents 34 believes that Samsung has stood up to their expectations of a
smartphone with almost every necessary features in a cell phone. 54 of the 100 feels that iPhone
has been more satisfying with their inventions and didn’t disappoint the Phone users and upheld
their brand value. The rest 12 belongs to the other smartphone brands like MI, ASUS, HTC etc.
Not too far ago, Samsung wasn’t as popular as now. They struggled to keep up with the
smartphone market, but now Samsung has progressed so much that they are the main competitor
of the Apple Inc. What helped Samsung to become an industry leadingTechnology Company, was
the marketing strategy they applied.
Apple has received a very wide recognition for being a premium brand that both earns and
demands a price premium.

53
5. HYPOTHESISTESTING
The Hypothesis Testing assumed for the sample of data stands true for the entire population or
not. Simply the hypothesis is an assumption which is tested to determine therelationship between
the two data sets.

Null Hypothesis (Ho): There is no significant difference in consumer preference regarding

Apple and Samsung brands of Smartphones in Nagpur City.
Alternate Hypothesis (Ha): Consumers prefer to use Apple Smartphone more as compared to
Samsung in Nagpur City.

For the purpose of testing the hypothesis, the Researcher has considered the following
responses;

1. BETTERSMARTPHONECHOICEINGENERALASPECTS.
TABLE 1

Answer Percentage(%)
Apple 60
Samsung 40

CHART1
Apple

40

60

54
INTERPRETATION
Out of 100 respondents 60 finds out Apple’s iPhone as best as well as easy and convenient on an
overall basis whereas only 40 choses Samsung. IPhone has gained a market trust by proving the
qualityof their product in terms of all the technological aspects and has simultaneously emerged
as an innovator. Apple chose to get their customers a product that is so useful to them that they
would not even think of going for its substitute. This is what set Apple apart from Samsung inthe
entire world and this is also what has contributed to its huge success.

2. SMARTPHONEHAVINGMOREATTRACTIVEFEATURES.
TABLE 2
Answer Percentage(%)

Apple 61

Samsung 39

CHART2

39%
61 Apple Samsun
%

INTERPRETATION
Outof100respondent61saysAPPLEhasmorefeaturesratherthan Samsung.
There is no product in the market that has higher value than the Apple product and there is no
software in the market that is more intuitive than the Apple Software. There is just no way of
comparing the two. The main point here is that Apple is the top layer of the design and
technology world and their customers are gladly willing to pay whatever it will cost them to get
that Apple product.

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 3. SMARTPHONEHAVINGBETTERAFTERSALESSERVICES.
TABLE 3
Answer Percentage(%)
Apple 74
Samsung 26

CHART10
AppleSamsung 26%
74%

INTERPRETATION
Out of 100 respondents 74 says APPLE provides better service after sale while only 26 says
Samsung. Not every brand provides you with a good after sales service.
Butcertainlyapplehasthebest aftersalesservice onecanhopefor.
Not that it has a service center in each city but getting a service is hassle free and there on call
service is great too. When you call and covey them their issue they provide you with almost
every possible help they can do in real time.

4. SMARTPHONEBRANDSTHATHASFULFILLEDTHECONSUMERNEEDS
AND EXPECTATIONS WITH THEIR PRODUCTS.
TABLE 4
Answer Percentage(%)
Samsung 34
Apple 54
Other 12

CHART4

56
 12%
34% Applepricelessthan Samsung Look Weight

54%

INTERPRETATION
Out of 100 respondents 34 believes that Samsung has stood up to their expectations of a
smartphone with almost every necessary features in a cell phone. 54 of the 100 feels that iPhone
has been more satisfying with their inventions and didn’t disappoint the Phone users and upheld
their brand value. Not too far ago, Samsung wasn’t as popular as now, but now Samsung has
progressed so much that they are the main competitor of the Apple Inc.

OVERALLINTERPRETATION
The study of the above charts and table discloses that the people in Nagpur city are more biased
towards Apple’s iPhone than Samsung’s smartphones. There is really no denying that Apple is at
its best. Apple has received a very wide recognition for being a premium brand that both earnsand
demands a price premium. Though the price of iPhone is generally higher than that of Samsung,
users are ready to give up their money on iPhone as the features, qualityand display of iPhone has
attracted and benefited the customers in many ways.
Sometimes after sale service of a smartphone is of more importance than specifications when
buying a new phone. Here Apple has a commanding position as it is clearly show how the
customers should be treated even after the products are sold to them. Its features has attracted the
customers more and their continuous innovation has made them the leader in the smartphone
world.
ThisrevealsthattheConsumersprefertouseAppleSmartphonemoreas comparedtoSamsungin Nagpur
City.

ThusResearcherrejects theNullHypothesis.

57
 6. FINDINGS
The following are the significant findings that have been noted from the personal information of
the respondents through this study.
Few yearsbackmobilephoneswerenotcommon amongtheconsumer.
But with the mobile revolution now we can find almost every consumer with mobile and
smartphones.
Mostoftheconsumerprefers APPLEthan SAMSUNGandleastpreferother.
Mostlythe consumersaresatisfied with theservices provided bythedifferent mobilecompanies.
Maximum numbers of respondents were attracted towards the price & battery and the least like
the style and memory.
Maximumnumberofconsumerareloyaltotheirparticularserviceprovidersandtheywereusing that
particular brand since a long time.
Due to the ever-changing tastes of consumers in the technology industry, companies had to
follow the pace and offer progressive and evolving gadgets to their customers.

CONCLUSION

1. Customersget attractedtowardsthe brandvalueofthemobilephoneandtheywant amobilephone to be a

status symbol for them in the society.

2. Apple mobiles contain higher level of security as compared to Samsungmobiles. Samsung

mobilescontain better battery backup as compared to apple mobile phones.

3. Customersarehighlysatisfiedwiththebrandtheyuse,theyaregenerallyloyalwiththeservices provided by
their mobile brand and use the same for a long period of time.

4. ConsumerpreferapplemoreinNagpur ascompared toSamsung mobiles.

5. Customersaresatisfiedwithapplemobilesmorein NagpurcityascomparedtoSamsungmobiles.

58
 Apple and Samsung keep on experimenting bringing various competitiveness strategies, such as
new product launch, major innovations, mockups of the rival’s offer, product line extensions,
aggressive advertising campaigns as well as lawsuits.
There are differences between these two brands as they adopt several techniques to reach the
audience in their market effectively.
Appleis a leader intheinnovation and Samsungisa strongcompetitor to it.
Simplyput,Applegivescustomerswhattheywantandtheydonottakeanytimetoplaygames like many
other companies do.
Samsungusespromptingstrategiesbyloweringtheprices,makingitmoreaffordablefor customers.
Thus,tokeepupwiththeirexistingpositionsandtobecomeadeclaredleader,bothofthebrands need to
have effective marketing strategies.

Nullhypothesisisrejectedaccordingtothe study.
Reason-ConsumerpreferapplemobileinNagpur city.

Alternatehypothesisisaccepted accordingto thestudy.

Reason-Consumeraremoreinclined towardsapple mobiles astheyprovideastatus symbol in thesociety
,it alsoprovides highsecurityandhas thebest camera.

59
There is no denying that over the years, there have been quite a number of companies that have
been taken to be the primary competitors of Apple. In the phone market,Apple has had to compete
with HTC, Palm, Nokia and Rim. In the iPod market, it has had to compete with Sony, Creative
and many more than have long been forgotten.
The marketing strategy that Apple uses mainly depends on developing products that they
themselves can use. For instance, the iPhone was actually developed for the Apple employeeswho
were not satisfied with what they were getting from their mobile phones. They went out to create
exactly what they would like to use.
So Samsung also had to change in order to gain upper hand on the market and the new Samsung
marketing strategy was the key to revolution.
Furthermore Samsung is the largest tech business by revenue and seventh most valuable brand
today. The Samsung marketing strategy was one of the most effective strategies ever created
because it helped a cost-driven company to change its structure and became an authority
manufacturer.

60
 7. SUGGESTIONS

Fromtheresultinferredbythedatacollectedandlittlesecondaryinformationthefollowing suggestions
are given to improve consumer buying behaviour.
Toexplorethemarket,mobileindustryhavetoconcentratemoreon youth segmentbygiving more
advanced features.
Comparedtourbanandsuburbanthemobilephoneusageinruralislowsothemobile companies have
to go for campaigns to create awareness among the rural people.

Today,Samsunghassparkedintermsofinnovationandinsteadofsatisfyingtheneedsofthe society, they

have literally started to create the need for people.
Regardless of what different opinions say, the fact still remains that Apple is a very successful
company. One that has been able to put in place effective marketing and branding strategies that
have taken it to the top. It is definitely one company that businesses can learn a lot from. This is
what set Apple apart from Samsungin the entire world and this is also what has contributed to its
huge success. What differentiated Steve Jobs from all other marketers the world over is the fact
that it was clear to him that as a marketerhis primaryrolewas not just to increase sales and make
more money. He also made this fact clear in the way he chose to present his products. Critics
mightarguethatbothhavethesamecorefeatures.Whilewecannotdenythatthisisso,thisisnot the point to
be made here. The main point here is that Apple is the top layer of the design and technology
world and their customers are gladly willing to pay whatever it will cost them to get that Apple
product.
ThereforeinordertobecompetitiveandsurviveinthemarketitisessentialforSamsungtogrow and
outshine

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 8. BIBLIOGRAPHY

BOOKS:-
AshishBanerjee,Principleofeconomics
H.L.AhujaModernMicroeconomics
Theory and Application
C.K. Kothari Research Methodology
Marketing research – G.C. Beri
ResearchMethodology–C.R.Kothari
PrincipalofMarketing– PhilipKotler.

WEB RESOURCES:-
www.Apple .com
www.samsung.comwww.google.
comwww.yahoo.comwww.scribd
.comwww.thestalwart.comwww.s
eminorprojects.comwww.manage
mentparadise.comwww.encyclop
edia.comwww.indiainfoline.com
www.managementparadise.com

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 9. ANNEXURE

Name

Gender
 Male
 Female

Marital Status
 Single
 Married

Age
 16 -25
 26 -35
 36 -45
 46 -55
 Above55

Occupation
 Business
 Professional
 Service
 Student
 NotWorking

1. Whichmodel youused?
 APPLE
 Samsung
 Other(PleaseSpecify)

2. WhydoyoupreferAPPLEorSamsung?
 Bestfeatures  Bestlook

63
 BestQuality  Price

3. Whichprovideyoubettertouch?
 Apple
 Samsung

4. Whichamonghas morefeatures?
 Apple
 Samsung

5. AreyousatisfiedwithpriceofAPPLEorSamsung?
 Yes
 No

6. Whichamongtheseprovideyoubetteraftersaleservice?
 Apple
 Samsung

7. Whatwillbemorepreferred inAPPLEorSamsungNOTE?
 Lumiapricelessthen SamsungNote
 Look
 Weight

8. WhichMobilePhoneprovidebetterFeatures.(PleaseTick)

Items Samsung Apple

Price
Style
ScreenDimension
BatteryLife/Timing
RAM(Memory)
CameraClarity
Sound Quality
Weight

64
Slim
DualSIM
Wi-fi/GPRS/MMS
Fashionable
Bluetooth,Handsfree
Servicesalecounternearby
TouchPad/Screen
3GTechnology
CompanyServices
Models& Designs
MobileAccessories
Software&Application
ContactsStorage/MessagesStorages

9. Whichcompanies havetechnicalmaintainence &additional (likelonglife)?

 Apple  Samsung

10. Whicharethereasonsfor usingtheAPPLEorSAMSUNGNOTE?

 Wap  GPRS functions
 Justto talk onit  Receiveemail &Mms
 Downloadfiles  Others

11. Whyyoulikebrandyouchooseabove?
 Advertisement  Appearance
 Functions  Price
 BrandName  Quality

12. Whatkindofmodelyouprefer?
 Slim  Medium
 Thick  Light
 Large  Heavy

65