Chapter -6

FINDINGS
The present study on customer satisfaction and buying attitudes toward Samsung mobile
phones provides comprehensive insights into how users perceive the brand, which factors
shape their purchase decisions, and how demographic characteristics influence consumer
behavior. Based on detailed survey data from 96 respondents, the key findings of this
research are outlined below

1. Overall Satisfaction Levels

The findings demonstrate that Samsung mobile phones are viewed very positively by
consumers in the study. Over 81% of respondents (31.3% highly satisfied and 50% satisfied)
reported positive experiences with their Samsung devices, reflecting strong consumer
confidence in Samsung’s product quality, reliability, and innovative features.
 Respondents commonly praised the mobiles for dependable performance, appealing
design, and advanced capabilities such as battery life and camera quality.
 However, a small proportion (about 8.3%) expressed dissatisfaction (neutral,
dissatisfied, or highly dissatisfied), often citing issues with after-sales service, value
for money, or device longevity.

Interpretation:
While Samsung enjoys enthusiastic loyalty and high overall satisfaction among its user base,
the brand must focus on minimizing negative experiences by improving service
responsiveness and maintaining product consistency. This supports the Expectation
Disconfirmation Theory, which suggests satisfaction arises when actual performance meets or
exceeds customer expectation

2. Durability and Reliability

The durability of Samsung mobile phones received strong approval, with a significant
majority of respondents recognizing the devices as long-lasting and dependable. Many users
reported that their Samsung mobiles have maintained consistent performance over extended
periods without major issues.analysis-final.4.docx
 Customers appreciated the robust build quality and reliability, which are key
factors influencing their overall satisfaction and brand loyalty
 A smaller segment of users experienced problems after prolonged use,
highlighting the potential need for enhanced warranty options and improved
availability of repair services and spare parts.
 Comparison
Compared to other leading brands, Samsung is viewed as offering competitive durability
paired with stylish and innovative designs. While brands like Apple are often praised
for premium build quality, Samsung is appreciated for balancing durability with advanced
features at various price points. In contrast, some competitors may excel in niche areas
such as battery life or camera performance, making Samsung a well-rounded choice for
consumers seeking both reliability and modern functionality.

3. Value for Money

A significant portion of Samsung mobile users, approximately 74%, believe that their
devices offer good value for the money spent. Respondents highlighted that the balance
between price and features makes Samsung a reliable and attractive choice.
 For middle-income groups, the combination of affordability, durability, and
modern features was the primary factor driving their purchase decisions.
 Among lower-income users (earning below ₹25,000 monthly, constituting nearly 70%
of respondents), the initial cost remained a key consideration, despite acknowledging
Samsung's quality and performance.

Insight:
These findings emphasize that Samsung’s pricing strategy is crucial to its market success.
The brand needs to continue offering a diverse range of products that appeal to both
budget-conscious customers seeking value and premium buyers looking for advanced
capabilities

4. Availability and Accessibility

Availability and accessibility of Samsung mobile phones are key strengths, with around 88%
of respondents expressing satisfaction with the ease of purchasing Samsung products.
Samsung’s widespread presence across multi-brand retail stores, exclusive outlets, and
various online platforms significantly contributes to this positive perception.
 Awareness and purchase decisions are influenced heavily by word-of-mouth (33%),
retail displays (30%), and advertising campaigns (22%).
 Nevertheless, a portion of users reported challenges in finding specific models or
spare parts in smaller towns and local markets, often needing to depend on service
centres for support.
Interpretation:
Samsung’s distribution network is robust and effective overall but improving inventory
management and spare part availability in less urbanized areas could enhance consumer
satisfaction and accessibility.

5. After-Sales Service

Samsung’s after-sales service received positive feedback from approximately 70% of

respondents, though nearly 30% expressed reservations or dissatisfaction.
 Common complaints involved delayed response times, insufficiently trained staff,
and difficulties in obtaining spare parts.
 A smaller group of users (about 8%) reported recurring product issues, thereby
increasing their reliance on service centers.

Analysis:
While Samsung has established a widespread network of service centers, the quality
and consistency of service delivery appear to vary. Applying the SERVQUAL model,
it is clear that service reliability and responsiveness are critical factors influencing
overall customer satisfaction. Addressing these gaps by enhancing staff training,
improving responsiveness, and ensuring part availability could significantly elevate
user experience and brand loyalty.

6. Usage Frequency and Importance in Daily Life

A substantial portion of Samsung users integrate their mobile phones into daily routines, with
about 48% using their devices daily and another 33% using them frequently.
 Younger users, particularly students, tend to favor compact and multifunctional
smartphones that support academic and social activities.analysis-final.4.docx
 Working professionals appreciate features that enhance productivity and time
efficiency, such as fast performance and seamless connectivity.analysis-final.4.docx
 Older users emphasize user-friendly interfaces and reliability in their everyday usage.

Implication:
Samsung mobiles have become essential tools in modern lifestyles, where any
performance issues can significantly disrupt daily communication, work, and leisure
activities.
7. Role of Promotions and Discounts

The study finds that promotions and discounts are influential in shaping purchase
decisions, with around 62% of respondents rating offers as very useful and another
27% finding them somewhat useful.
 Promotional schemes, including exchange offers, encourage users to upgrade devices
regularly.
 Seasonal discounts around festivals like Diwali and other occasions prominently drive
sales and purchase intent.

Interpretation:
While promotional activities effectively boost short-term sales, Samsung's sustained
market success depends on maintaining consistent product quality and reliable
customer service to build long-term brand loyalty.

8. Demographic Influences

 Gender: The Samsung user base is predominantly male (72.9%), though female users
represent an important and growing segment. This reflects the evolving role of
women in technology adoption and purchase decisions.
 Age: An overwhelming majority (91.7%) of respondents are below 25 years,
highlighting the critical importance of youth-focused marketing and product
development strategies for Samsung.
 Occupation: Students constitute the largest group (68.8%), followed by private
employees (20.8%), indicating Samsung’s strong resonance with younger, educated,
and working consumers.
 Income: Most users (69.8%) earn below ₹25,000 monthly, emphasizing affordability
as a key purchase driver within this demographic.

Analysis:
These demographics reveal that Samsung’s core consumer base is young,
economically conscious, and tech-savvy. Success in this market depends on balancing
durability and affordability with innovation and contemporary styling.

9. Brand Loyalty and Advocacy

  Approximately 75% of Samsung users reported that they would recommend the brand
to others, demonstrating robust brand loyalty and positive word-of-mouth.
 Word-of-mouth remains one of the most effective marketing channels, reinforcing the
value of customer satisfaction and experience in driving recommendations.
 Nonetheless, around 18% of respondents remain undecided or neutral, suggesting
Samsung must continue to address areas such as after-sales service and competitive
pricing to enhance loyalty and convert these users into dedicated advocates.

Suggestions for Samsung Mobile Phones:

Strengthening Product Quality and Reliability
Problem Identified: While a majority of Samsung users appreciate the durability of their
mobile phones, a small percentage report performance degradation or defects after
extended use. These issues, although not widespread, can undermine overall consumer
confidence.
Recommendation:
Samsung should enhance quality control across manufacturing stages through continuous
product testing and adopt advanced technologies such as predictive diagnostics to
proactively identify potential faults. Extending warranty coverage and introducing
preventive maintenance or support programs can further reassure customers
.
Implementation Example:
 Launch a “Samsung Care Plus” program offering free annual device check-ups and
software optimization.
 Integrate AI-based diagnostics within devices to alert users and service centers of
potential hardware issues before failures occur.
 Establish a “Hassle-Free Replacement” policy for devices experiencing critical
hardware faults within the first year.
Expected Outcome: Improved consumer confidence, reduced service complaints, and
heightened brand loyalty as customers recognize Samsung’s commitment to product
reliability and long-term support.

Price Optimization and Affordable Finance Options

Problem Identified: With nearly 70% of Samsung users earning below ₹25,000 per month,
affordability remains a significant barrier to purchasing higher-end models despite the brand's
strong reputation.

Recommendation:
 Samsung should implement segmented pricing strategies by offering a wider range of
budget-friendly devices alongside premium models. Additionally, promoting accessible
financing options such as EMIs, zero-interest credit, and discounts targeting students and
young professionals would ease the financial burden for price-sensitive consumers.

Implementation Example:
 Partner with banks and fintech firms to roll out a “Samsung Easy Finance” program,
enabling customers to purchase devices through affordable monthly installments.
 Offer special discounts and exchange offers during peak seasons like back-to-college
or festival periods, specifically for students and young buyers.
 Develop and market an “Entry-Level Series” of smartphones with essential features at
competitive prices, catering to budget-conscious consumers.
Expected Outcome: Expanded market reach, especially in middle- and lower-income
segments, increased sales volume, and heightened Samsung’s competitive position in
growing semi-urban and rural markets.

Expanding After-Sales Service and Customer Support

Problem Identified:
Approximately 30% of Samsung users expressed dissatisfaction with after-sales service,
citing issues such as delayed responses, spare part shortages, and inconsistent quality of
technicians.

Recommendation:
Samsung should broaden its service network, enhance technician training focusing on both
technical and interpersonal skills, and ensure a steady supply of spare parts. Customer
support channels should become more responsive, transparent, and easily accessible to
improve overall service experience.

Implementation Example:
 Launch a dedicated “Samsung Service App” featuring online service booking, real-
time technician tracking, and live chat support.
 Conduct regular soft skills and technical training programs for service staff to enhance
customer interactions and problem resolution.
 Deploy mobile service vans in key urban and semi-urban areas to provide doorstep
repairs within 24 hours.
Expected Outcome: Faster issue resolution, reduced customer dissatisfaction, and
 improved retention rates. Enhanced service quality is expected to encourage repeat
purchases and strengthen brand loyalty.

Enhancing Customer Awareness about Services

Problem Identified:
Many Samsung users are unaware of available service channels, helpline numbers, and
digital support platforms, limiting their ability to access timely help.

Recommendation:
Samsung should initiate robust customer education and awareness campaigns to ensure users
know how to efficiently access after-sales support and service facilities.

Implementation Example:
 Include detailed service brochures with every device purchase outlining all support
options.
 Add QR codes to device packaging and manuals that link directly to Samsung’s
online service portals and support resources.
 Organize interactive workshops and local outreach programs at colleges and
community centers to demonstrate product features and explain available service
channels.
Expected Outcome: Increased customer confidence and security regarding after-sales
support, leading to reduced frustration, stronger emotional brand connections, and
higher customer satisfaction.

Improving Distribution and Availability

Problem Identified
Although a large majority (around 88%) of Samsung users are satisfied with product
availability, some customers have reported difficulties in finding specific models or spare
parts at local retail outlets.

Recommendation
Samsung should enhance inventory management through advanced technologies, expand its
retail presence in underserved areas, and strengthen its online sales channels to ensure wider
accessibility.

Implementation Example
  Implement AI-driven demand forecasting tools to accurately predict product needs in
cities like Coimbatore and neighboring towns.
 Forge partnerships with local electronics dealers in semi-urban and rural markets to
extend reach.
 Offer exclusive smartphone models and deals on popular e-commerce platforms such
as Amazon and Flipkart.
Expected Outcome: Broader market penetration, improved customer satisfaction,
reduced reliance on competitors, and increased presence in rural and small-town
segments.

Targeted Marketing for Different Consumer Groups

Problem Identified
The demographic analysis indicates Samsung’s consumer base is diverse—including
students, young professionals, homemakers, and middle-aged users—each with distinct
preferences and expectations.
Recommendation: Samsung should develop segmented and culturally relevant marketing
campaigns tailored to these specific groups.

Implementation Example:
 For Students & Youth: Campaigns focusing on smart design, affordability, trendy
features, and social connectivity.
 For Middle-aged Families: Messaging emphasizing reliability, durability, energy
efficiency, and value.
 For Women Buyers: Ads highlighting time-saving features and ease of use.
 Launch regional-language advertisements (e.g., Tamil) and collaborate with local
influencers to enhance regional appeal and engagement

Expected Outcome
 More personalized brand interaction, stronger community connections, and increased
effectiveness of marketing efforts leading to greater market share and customer
loyalty.

Targeted Marketing for Different Consumer Groups

Problem Identified:
The demographic diversity of Samsung’s consumer base, including students, young
professionals, homemakers, and middle-aged individuals, leads to varying expectations and
preferences.
Recommendation: Samsung should develop segmented marketing strategies tailored to the
unique needs and priorities of each consumer group.

Implementation Example:
 Students & Youth: Promote campaigns highlighting trendy designs, affordability, and
advanced tech features suitable for social connectivity and entertainment.
 Middle-aged Families: Focus on messaging around product reliability, durability,
energy efficiency, and family-friendly benefits.
 Women Buyers: Highlight time-saving features, ease of use, and multifunctionality in
advertisements.
 Launch regional language campaigns, such as Tamil-language ads, and collaborate
with local influencers to strengthen regional relevance and community engagement.
Expected Outcome: More personalized consumer engagement, stronger local brand
connections, and increased effectiveness of marketing initiatives, leading to greater
market penetration and loyalty.

Promoting Sustainability and Green Technology

Problem Identified:
Growing environmental awareness contrasts with limited consumer knowledge about
Samsung’s eco-friendly initiatives and green technologies.
Recommendation: Samsung should actively communicate its commitment to
sustainability by promoting energy-efficient features, green manufacturing processes, and
recycling programs.

Implementation Example:
 Initiate a “Go Green with Samsung” campaign emphasizing eco-friendly technologies
such as energy-saving modes and recyclable materials.
 Implement exchange programs that encourage customers to return old devices for
responsible recycling.
 Partner with local NGOs and community groups for environmental awareness drives,
especially focused on e-waste management in regions like Coimbatore.
 Expected Outcome:
Strengthened brand image as an environmentally responsible company, appealing
especially to younger, educated consumers who prioritize sustainability in their
purchasing decisions.

Customer Loyalty Programs

Problem Identified:
While about 75% of Samsung users expressed willingness to recommend the brand, there is
no structured loyalty program to actively retain and reward these customers.

Recommendation:
Samsung should implement loyalty programs that incentivize repeat purchases and referrals
to deepen customer engagement and retention.

Implementation Example:
 Establish a “Samsung Privilege Club” offering benefits such as extended warranties,
priority customer service, and reward points redeemable on future purchases.
 Launch a referral program where existing customers earn discounts or exclusive perks
for recommending Samsung products to others.
 Provide special offers such as birthday discounts, free device servicing, or early
access to new products for loyal members.
Expected Outcome: Increased brand loyalty, higher rates of repeat purchases, and
enhanced word-of-mouth promotion from satisfied customers.

Handling Negative Feedback Proactively

Problem Identified:
Some Samsung users voice dissatisfaction through online and offline channels due to
unresolved issues, leading to rapid spread of negative word-of-mouth, especially on social
media
Recommendation:
Samsung must establish a robust and proactive feedback management system to monitor, respond to, and
resolve complaints quickly and effectively.

Implementation Example:
  Form a dedicated social media response team to address customer complaints within
24 to 48 hours.
 Conduct regular customer satisfaction surveys and transparently communicate
improvements based on feedback.
 Offer compensation, goodwill vouchers, or service upgrades to customers who have
encountered repeated or unresolved problems.
Expected Outcome: Transformation of negative experiences into positive ones,
improved brand image, and stronger, trust-based customer relationships.

Conclusion
The present study on consumer attitudes and buying behavior toward Samsung mobile
phones in Coimbatore, Tamil Nadu, India, was conducted to understand customer
satisfaction, identify key factors influencing purchase decisions, and examine the impact of
demographic characteristics on consumer preferences. Based on survey data from 96
respondents in this region, this research provides valuable insights into Samsung’s strengths
as a brand as well as the challenges it faces in the competitive smartphone market.
The findings show that Samsung has established itself as a trusted and dependable brand
among consumers in Coimbatore. A significant proportion of users expressed satisfaction
with the durability, quality, and overall value of Samsung mobiles. The brand’s extensive
availability across retail outlets and online platforms enhances accessibility for customers in
both urban and semi-urban areas of Tamil Nadu. For many users, Samsung devices have
become essential tools in daily life, especially for communication, productivity, and
entertainment, reflecting the brand’s capability to integrate into consumers’ routines and
foster long-term relationships.
However, the study also highlights areas needing improvement. A notable segment of
customers reported dissatisfaction with after-sales service, citing delays, inconsistent
technician quality, and limited availability of spare parts. Awareness about support channels
such as helplines, apps, and online services was found to be inadequate among users.
Affordability emerged as a significant factor influencing purchase decisions, especially given
that most respondents belong to lower-income groups in Coimbatore. Pricing strategies and
promotional offers therefore play a crucial role in shaping consumer choices.
Demographically, younger users—particularly students and early professionals—favored
technologically advanced and stylish devices, while middle-aged consumers prioritized
durability and reliable service. Female users also have a substantial influence on purchase
decisions. These variations highlight the importance of segmented marketing approaches
rather than a one-size-fits-all strategy.
In conclusion, Samsung enjoys a strong overall brand image among its consumer base in
Coimbatore, Tamil Nadu, India. Its commitment to quality, innovation, and widespread
availability has earned considerable consumer trust. Moving forward, sustained growth and
customer loyalty will depend on effectively addressing service-related challenges, enhancing
affordability, and tailoring engagement efforts to diverse consumer segments. This study not
only elucidates the current market scenario but also outlines strategic directions for future
improvement. By combining product excellence with superior service, affordability, and
targeted marketing, Samsung can continue to ensure high customer satisfaction and cultivate
lifelong brand advocates.

References
India Brand Equity Foundation (IBEF). (2024). Electronics Market in India: Growth &
Opportunities. Retrieved from https://www.ibef.org
Kotler, P. (2017). Marketing Management. Pearson Education.
Samsung Electronics. (2025). Official Website. Retrieved from https://www.samsung.com
Rahman, M. S. (2018). Consumer Satisfaction in the Electronics Industry: A Comparative
Study. International Journal of Marketing Studies, 10(3), 45–58.
Schiffman, L. G., & Kanuk, L. L. (2015). Consumer Behavior. Pearson.
Singh, R., & Kaur, P. (2019). Factors Influencing Customer Satisfaction towards Consumer
Durable Goods. Journal of Business Research, 12(2), 23–35. Retrieved
from https://www.Shodhganga.com
Survey Data. (2025). Primary data collected from 96 respondents in Coimbatore.