A STUDY ON CUSTOMER ATTITUDE TOWARDS THE SAMSUNG MOBILE

CHAPTER: 1

INDUSTRY PROFILE

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1.1 Introduction to Telecommunication

Telecommunication is the transmission of information over significant distances to communicate. In earlier times, telecommunications involved the use of visual signals, such as beacons, smoke signals, semaphore telegraphs, signal flags, and optical heliographs, or audio messages via coded drumbeats, lung-blown horns, or sent by loud whistles, for example. In the modern age of electricity and

electronics,telecommunications now also includes the use of electrical devices such as the telegraph, telephone, and teleprinter, as well as the use of radio and microwave communications, as well as fibre optics and their associated electronics, plus the use of the orbiting satellites and the Internet.

Telegraph and telephone The first commercial electrical telegraph was constructed by Sir Charles Wheatstone and Sir William Fothergill Cooke, and its use began on April 9, 1839. Both Wheatstone and Cooke viewed their device as "an improvement to the [already-existing, so-called] electromagnetic telegraph" not as a new device. The businessman Samuel F.B. Morse and the physicist Joseph Henry of the United States developed their own, simpler version of the electrical telegraph, independently. Morse successfully demonstrated this system on September 2, 1837. The communications efficiency of the Morse code anticipated that of the Huffman code in digital communications by over 100 years, but Morse and his associate Alfred Vail developed the code purely empirically, unlike Huffman, who gave a detailed theoretical explanation of how his method worked.

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Telecommunication networks A communications network is a collection of transmitters, receivers, and

communications channels that send messages to one another. Some digital communications networks contain one or more routers that work together to transmit information to the correct user. An analogue communications network consists of one or more switches that establish a connection between two or more users. For both types of network, repeaters may be necessary to amplify or recreate the signal when it is being transmitted over long distances. This is to combat attenuation that can render the signal indistinguishable from the noise. Communication channels The term "channel" has two different meanings. In one meaning, a channel is the physical medium that carries a signal between the transmitter and the receiver. Examples of this include the atmosphere for sound communications, glass optical fibres for some kinds of optical communications, coaxial cables for communications by way of the voltages and electric currents in them, and free space for communications using visible light, infrared waves, ultraviolet light, and radio waves. This last channel is called the "free space channel". The sending of radio waves from one place to another has nothing to do with the presence or absence of an atmosphere between the two. Radio waves travel through a perfect vacuum just as easily as they travel through air, fog, clouds, or any other kind of gas besides air. Modern telecommunication In an analogue telephone network, the caller is connected to the person he wants to talk to by switches at various telephone exchanges. The switches form an electrical connection between the two users and the setting of these switches is determined electronically when the caller dials the number. There is a separate electrical connection that works in reverse, allowing the users to converse. There have also been dramatic changes in telephone communication behind the scenes. Starting with the operation of TAT-8 in 1988, the 1990s saw the widespread adoption of systems based on optic fibres. The benefit of communicating with optic fibres is that they

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offer a drastic increase in data capacity. TAT-8 itself was able to carry 10 times as many telephone calls as the last copper cable laid at that time and today's optic fibre cables are able to carry 25 times as many telephone calls as TAT-8. Lastly, improvements in multiplexing have led to an exponential growth in the data capacity of a single fibre. Optical fibre provides cheaper bandwidth for long distance communication.

1.2Mobile phone

A mobile phone (also known as a cellular phone, cell phone and a hand phone) is a device that can make and receive telephone calls over a radio link whilst moving around a wide geographic area. It does so by connecting to a cellular network provided by a mobile phone operator, allowing access to the public telephone network. By contrast, a cordless telephone is used only within the short range of a single, private base station. In addition to telephony, modern mobile phones also support a wide variety of other services such as text messaging, MMS, email, Internet access, short-range wireless communications (infrared, Bluetooth), business applications, gaming and photography. Mobile phones that offer these and more general computing capabilities are referred to as Smartphone. The first hand-held mobile phone was demonstrated by Dr Martin Cooper of Motorola in 1973, using a handset weighing around 1 kg. In 1983, the DynaTAC 8000x was the first to be commercially available. In the twenty years from 1990 to 2011, worldwide mobile

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phone subscriptions grew from 12.4 million to over 5.6 billion, penetrating the developing economies and reaching the bottom of the economic pyramid.

History
Samsung Telecommunications is one of five business units within Samsung Electronics, belonging to the Samsung Group, and consists of the Mobile Communications Division, Telecommunication Systems Division, Computer Division, MP3 Business Team, Mobile Solution Centre and Telecommunication R&D Centre. Telecommunication Business produces a full spectrum of products from mobiles and other mobile devices such asMP3 players and laptop computers to telecommunication network infrastructure. Headquarters is located in Suwon, South Korea. In 2007 Samsung Telecommunication Business reported over 40% growth and became the second largest mobile device manufacturer in the world.[1]Its market share was 14% in Q4 2007, growing up form 11.3% in Q4 2006.[2] At the end of November 2011, Samsung sold more than 300 million mobile devices which was a close second after Nokia with 300.6 million mobile devices sold in the first three quarter of 2011.[3] As of Q3 2012, Samsung is the largest manufacturer of devices running Google Android with a 46% market share

Samsung made its first foray into the global market in 1996, when it exported its PCS phones to Sprint, an American CDMA carrier. Sprint signed $600 million contract with Samsung, under which Samsung would provide its PCS phones to Sprint for three years under the co-branded name Sprint-Samsung. After this Samsung expanded into Hong Kong (Huchinson, CDMA) in 1997, and Brazil (TELESP and TELERJ, CDMA) in 1998. After successfully exporting to Brazil, Samsung built a mobile phone production facility in Brazil in 1998, in the hopes of expanding into Latin America. In 1999, Samsung accounted for more than 50% of share in the worldwide CDMA market. However, the worldwide CDMA market was far smaller than the GSM market, which accounted for 70% of the total worldwide mobile communications market. Moreover, the domestic market was approaching saturation, and competition was becoming more intense. Thus, to achieve further growth, Samsung had to penetrate the GSM market. The first GSM model was the SGH-200, which was made for European customers. But it was not as good as the company's CDMA phone. It was difficult to hurdle the high entry barrier, which the then "Big 3" Nokia, Motorola, and Ericsson had built for years. The

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company's next few models didn't attract Europeans, either. The development team realized that a simple change in the circuit system wouldn't work in the European market. Thus, it decided to look more closely at the customer's point of view. They found that Europeans preferred geometric, balanced, and simple designs. Using this information, Samsung adopted 'simple' as the design concept, then developed a new design to suit the tastes of Europeans. The SGH-600 was born in September 1998. To market this model, Samsung changed its market entry strategy by adopting a high-end strategy. Samsung needed to escape from its low-end image. It figured that its new mobile phone, with its sophisticated design and distinguished functionality, would help it do just that. Samsung was granted the "Best Manufacturer" award twice by the Mobile News Awards, an award that was previously given to Nokia and Ericsson. Samsung in India brought its first mobile in the year of 2004. In 2008, Samsung Electronics' Telecommunication Business declared its new business strategy focusing on consumer and marketing. Samsung mobile phones are divided into 6 major categories Style, Infotainment, Multimedia, Connected, Essential and Business. SGH-P250 and SGH-J165 were last phones sold worldwide outside North America that used original model numbering system. GT-S7330 was first mobile phone to use new model numbering system.

An evolution of mobile phones

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1.3 Features
All mobile phones have a number of features in common, but manufacturers also try to differentiate their own products by implementing additional functions to make them more attractive to consumers. This has led to great innovation in mobile phone development over the past 20 years. The common components found on all phones are:

A battery, providing the power source for the phone functions. An input mechanism to allow the user to interact with the phone. The most common input mechanism is a keypad, but touch screens are also found in some high-end Smartphone.

Basic mobile phone services to allow users to make calls and send text messages. All GSM phones use a SIM card to allow an account to be swapped among devices. Some CDMA devices also have a similar card called a R_UIM.

Individual GSM, WCDMA, iDEN and some satellite phone devices are uniquely identified by an International Mobile Equipment Industry (IMEI) number.

Text messaging
The most commonly used data application on mobile phones is SMS text messaging. The first SMS text message was sent from a computer to a mobile phone in 1992 in the UK, while the first person-to-person SMS from phone to phone was sent in Finland in 1993. The first mobile news service, delivered via SMS, was launched in Finland in 2000. Mobile news services are expanding with many organizations providing "on-demand" news services by SMS. Some also provide "instant" news pushed out by SMS.

SIM card
GSM mobile phones require a small microchip called a Subscriber Identity Module or SIMCard, to function. The SIM card is approximately the size of a small postage stamp and is usually placed underneath the battery in the rear of the unit. The SIM securely stores the service-subscriber key (IMSI) used to identify a subscriber on mobile telephony devices (such as mobile phones and computers). The SIM card allows users to change BHAGWAN MAHAVIR COLLAGE OF ADMINISTRETION

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phones by simply removing the SIM card from one mobile phone and inserting it into another mobile phone or broadband telephony device. The first SIM card was made in 1991 by Munich smart card maker Giesecke&Devrient for the Finnish wireless network operator Radiolinja. Giesecke&Devrient sold the first 300 SIM cards to Elisa (ex. Radiolinja).

Multi-card hybrid phones

A hybrid mobile phone can take more than one SIM card, even of different types. The SIM and RUIM cards can be mixed together, and some phones also support three or four SIMs. From 2010 onwards they became popular in India and Indonesia and other emerging markets, attributed to the desire to obtain the lowest on-net calling rate. In Q3 2011, Nokia shipped 18 million of its low cost dual SIM phone range in an attempt to make up lost ground in the higher end smartphone market.

Mobile phone operators

The world's largest individual mobile operator by subscribers is China Mobile with over 500 million mobile phone subscribers. Over 50 mobile operators have over 10 million subscribers each, and over 150 mobile operators had at least one million subscribers by the end of 2009. In February 2010, there were 5.6 billion mobile phone subscribers, a number that is expected to grow.

1.4 Tracking and privacy

Mobile phones are also commonly used to collect location data. While the phone is turned on, the geographical location of a mobile phone can be determined easily (whether it is being used or not), using a technique known as multilateration to calculate the differences in time for a signal to travel from the cell phone to each of several cell towers near the owner of the phone.

The movements of a mobile phone user can be tracked by their service provider and, if desired, by law enforcement agencies and their government. Both the SIM card and the handset can be tracked.

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China has proposed using this technology to track commuting patterns of Beijing city residents. In the UK and US, law enforcement and intelligence services use mobiles to perform surveillance. They possess technology to activate the microphones in cell phones remotely in order to listen to conversations that take place near to the person who holds the phone.

Health effects
The effect mobile phone radiation has on human health is the subject of recent interest and study, as a result of the enormous increase in mobile phone usage throughout the world. Mobile phones use electromagnetic radiation in the microwave range, which some believe may be harmful to human health. A large body of research exists, both epidemiological and experimental, in non-human animals and in humans, of which the majority shows no definite causative relationship between exposure to mobile phones and harmful biological effects in humans. This is often paraphrased simply as the balance of evidence showing no harm to humans from mobile phones, although a significant number of individual studies do suggest such a relationship, or are inconclusive. Other digital wireless systems, such as data communication networks, produce similar radiation.

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CHAPTER: 2

COMPANY PROFILE

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2.1 Introduction to Samsung Telecommunication

Samsung Telecommunications is one of five business units within Samsung Electronics, belonging to the Samsung Group, and consists of the Mobile Communications Division, Telecommunication Systems Division, Computer Division, MP3 Business Team, Mobile Solution Centre and Telecommunication R&D Centre. Telecommunication Business produces a full spectrum of products from mobiles and other mobile devices such as MP3 players and laptop computers to telecommunication network infrastructure. Headquarters is located in Suwon, South Korea. In 2007 Samsung Telecommunication Business reported over 40% growth and became the second largest mobile device manufacturer in the world. Its market share was 14% in Q4 2007, growing up from 11.3% in Q4 2006. At the end of November 2011, Samsung sold more than 300 million mobile devices and set still in second after Nokia with 300.6 million mobile devices sold in the first three quarter of 2011.

Samsung Telecommunication Business

SAMSUNG Type: Business unit Industry : Telecommunications Founded: Seoul, South Korea (1977) Headquarters: Suwon, South Korea Key people: Geesung Choi, President Products: Mobile phones Smart phones Telecommunication Systems MP3

Players Laptop computers Revenue: 21 Billion USD (2007)

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Net income: (2007)

$ 2.3 Billion USD

Parent: Samsung Electronics Website: Samsung consumer

Initial stage (19771993)

In 1977 Samsung Electronics launched the Telecommunication Network and in 1983 it initiated its mobile telecommunications business with the hope that this would become the company's future growth engine. In 1986, Samsung was able to release its first builtin car phone, the SC-100, but it was a failure due to the poor quality. In spite of unsuccessful result Kit Tae Lee, the then-head of the Wireless Development Team, decided to stay in the mobile business. He asked the company to buy ten Motorola mobile phones for benchmarking. After 2 years of R&D Samsung developed its first mobile phone (or "hand phone" in Korea), the SH-100in 1988.It was the first mobile phone to be designed and manufactured in Korea.

Time of changes (19931996)

In 1993 it was decided that the development team should focus on improving connectivity due to specific mountain topography of Korea. They found the optimal length of a mobile phone antenna and developed a method of using gold to connect the point between the antenna and the communication circuits, thus significantly reducing resistance and enabling steadier wave conductivity. They also developed the wave-searching software that was specially designed for Korea's topography. Another event triggered Samsung's mobile phone business. On June 4, 1993, Al Almont, the then-chairman of the Samsung Group during the meeting with top executives of Samsung in Tokyo got the report about Management and Design This report came as a shock to chairman Lee, and forced him to reexamine his efforts to improve the company's system of quality management, which he had worked hard at strengthening since he had become the chairman in 1987.

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Global market and GSM era (1998 on)

Samsung made its first foray into the global market in 1996, when it exported its PCS phone to Sprint, an American CDMA carrier. Sprint signed $600 million contract with Samsung, under whichSamsungwould provide its PCS phones to Sprint for three years under the co-branded name Sprint-Samsung. After this Samsung expanded into Hong Kong (Huchinson, CDMA) in 1997, and Brazil (TELESP and TELERJ, CDMA) in 1998. After successfully exporting to Brazil, Samsung built a mobile phone production facility in Brazil in 1998, in the hopes of expanding into Latin America. In 19990, Samsung secured the number one position in the worldwide CDMA market where it accounted for more than 50% of market share. However, the worldwide CDMA market was far smaller than the GSM market, which accounted for 70% of the total worldwide mobile communications market. Moreover, the domestic market was approaching saturation, and competition was becoming more intense.

2.2 SWOT Analysis of Samsung

Strengths
1. Hardware integration with many open source OS and software 2. Excellence in engineering and producing hardware parts and consumer electronics 3. Innovation and design 4. Focus on environment 5. Low production costs 6. Largest share in mobile phones and 2 place in smartphones sales 7. Ability to market the brand

Weaknesses
1. Patent infringement 2. Too low profit margin 3. Main competitors are also largest buyers 4. Lack its own OS and software 5. Focus on too many products

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Opportunities
1. Growing Indias smartphone market 2. Growing mobile advertising industry 3. Growing demand for quality application processors 4. Growth of tablets market 5. Obtaining patents through acquisitions

Threats
1. Saturated smartphone markets in developed countries 2. Rapid technological change 3. Declining margins on hardware production 4. Breached patents 5. Price wars

2.3 Logos

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CHAPTER:3

THEORETICAL FRAMEWORK

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3.1 Attitude
An attitude is a favourable or unfavourable evaluation of something. Attitudes are generally positive or negative views of a person, place, thing, or event this is often referred to as the attitude object. People can also be conflicted or ambivalent toward an object, meaning that they simultaneously possess both positive and negative attitudes toward the item in question.

Definitions of attitude
An attitude can be defined as a positive or negative evaluation of people, objects, event, activities, ideas, or just about anything in your environment. For Lumley (1928) an attitude is "a susceptibility to certain kinds of stimuli and readiness to respond repeatedly in a given waywhich are possible toward our world and the parts of it which impinge upon us." Attitudes are judgments. They develop on the ABC model (affect, behaviour, and cognition). The affective response is an emotional response that expresses an individual's degree of preference for an entity. The behavioural intention is a verbal indication or typical behavioural tendency of an individual. The cognitive response is a cognitive evaluation of the entity that constitutes an individual's beliefs about the object.[citation needed] Most attitudes are the result of either direct experience or observational learning from the environment.

3.2 Consumer Attitude:

Consumer attitude is a composite of a consumers beliefs, feelings, and behavioural intentions toward some object within the context of marketing. A consumer can hold negative or positive beliefs or feelings toward a product or service. A behavioural intention is defined by the consumers belief or feeling with respect to the product or service.

Functions of Attitude:

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Attitude determines meaning: The behaviour of other person is determined by attitudes. If a person have positive favourable attitude towards a person, the response will be good or very good for that person. Similarly, a negative attitude or prejudice will generate disagreement with the individual concern.

Attitude reconciles contradictions: It is not uncommon to come across people who hold contradictory opinions. With the proper attitude as a background, intelligent people can reconcile or rationalize the same actions, which to others are obvious contradictions.

Attitude organizes facts: Objective events can be differently perceived by different people because of different attitudes. Meaning can be concocted and falsely communicated to others by changing the attitudes of the recipients towards wider social issues.

Attitude selects facts: From the environment and stimuli (the data), one tends to conclude about the situation. Attitude acts as filter.

Building Attitude:
Individual acquires attitude from various sources of life and at different point of time. Attitudes are acquired and not inherited. The attitude is build due to routine life experience. It is a real life experience with the object, association, family, neighbourhood, economic and social positions and mass communications. Direct experience with objects: Personal experience of past develops attitude. The past experience like reward or punishment with any object develops the attitude. Classical conditioning and attitudes:

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Life is a learning process. People develop associations between various objects and the emotional reactions that associate them. Observation learning: A person learns something through the observations of others, can also account for attitude development particularly when the individual has no direct experience with the object about which the attitude is held. This observation process keeps on developing ones attitude since the childhood. Family and peer group: A person may learn attitude through imitation of parents. If a child admires his parents, if parents have any positive or negative attitude towards particular object, it is very much possible that the child will also develop the similar attitude although he/she has not experienced it. Similarly, the attitude is also acquired from the peer group in school, college and organizations. Economic status and occupations: Economic and occupational positions also contribute to attitude formation. They determine, in part, our attitude towards unions and management and our belief thatcertain laws are good or bad. Our socio-economic background influences our present and future attitudes.

3.3 The ATTITUDE OBJECT

The word object in our consumer oriented definition of attitude should be interpreted broadly to include specific consumption or marketing related concepts, such as product, product category, brand, service, possessions, product use, causes or issues people, advertisements, Internet site, price, medium, or retailer. In conducting attitude research, we tend to be object specific. For example, if we were interested in learning consumers attitudes toward three major brands of DVD players, our object might include Sony, Toshiba, and Panasonic; if we were examining consu mer

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attitudes toward major brands of cellular telephones, our object might include Nokia, Ericsson, Samsung, Kyocera, LG, Panasonic, and Motorola.

Attitudes Are a Learned Predisposition

There is general agreement that attitudes learned. This means that attitudes relevant to purchase behaviour are formed as a result of direct experience with the product, word of mouth information acquired from others, or exposure to mass media advertising, the Internet and various forms of direct marketing (e.g., a retailers catalogue). It is important to remember that although attitudes may result from behaviour, they are not synonymous with behaviour. Instead, they reflect either a favourable or unfavourable evaluation of the attitude object. As learned dispositions, attitudes have a motivational quality; that is, they might propel a consumer toward a particular behaviour or repel the consumer away from particular behaviour.

Attitudes Have Consistency

Another characteristic of attitudes is that they are relatively consistent with the behaviour they reflect. However, despite their consistency, attitudes are not necessarily permanent; they do change. In other words, when consumers are free to act as they wish, we anticipate that their actions will be consistent with their attitudes. However, circumstances often preclude consistency between attitudes and behaviour. For example, in the case of our French consumer, the matter of affordability may intervene, and the consumer would find a particular Korean VCR to be a more cost effective choice than aJapanese VCR. Therefore, we must consider possible situational influences on consumer attitudes and behaviour.

Structural Models of Attitudes

Motivated by a desire to understand the relationship between attitudes and behaviour, psychologists have sought to construct models that capture the underlying dimensions of an attitude. To this end, the focus has been on specifying the composition of an attitude to BHAGWAN MAHAVIR COLLAGE OF ADMINISTRETION

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better explain or predict behaviour. The following section examines several important attitude models; the tricomponentattitude model, the multi attribute attitude models, the trying-to-consume model, and the attitude-toward-the-ad models. Each of these models provides a somewhat different perspective on the number of component parts of an attitude and how those parts are arranged or interrelated.

Tricomponent Attitude Model

According to the tricomponent attitude model, attitudes consist of three major components: a cognitive component, an affective component, and a cognitive component.

The Cognitive Component

The first part of the tricomponent attitude model consists of a persons cognitions, that is, the knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources. This knowledge and resulting perceptions commonly take the form of beliefs; that is, the consumer believes that the attitude object possesses various attributes and that specific behaviours will lead to specific outcomes.

The Affective Component

A consumers emotions or feeling about a particular product or brand constitute the affective component of an attitude. These emotions and feelings are frequently treated by consumer researchers as primarily evaluative in nature; that is, they capture an individuals direct or global assessment of the attitude object (i.e., the extent to which the individual rates the attitude object as favourable or unfavourable, good or bad).

Conative Component

The likelihood or tendency that an individual willundertake a specific action or behave in a particular way with regard to the attitude object. In marketing and consumer research conativecomponent is frequently treated as an expression of the consumers intention to buy. Example: Intention to buy scale

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MultiAttributeAttitude Models
Multiattribute attitude models portray consumers attitudes with regard to an attitude object. (E.g., a product, a service, a direct-mail catalogue or a cause or an issue) as a function of consumers perception and assessment of the key attributes or beliefs held with regard to the particular attitude object.

The attitude-toward-object model

Attitude is function of evaluation of product-specific beliefs and attributes. In general consumers will have favourable attitudes towards those brands that they believehave an adequate level of attributes that theyevaluate as positive and unfavourableattitudestowards those brands that do not possess toomany attributes they evaluate as positive

The attitude-toward-behaviour model

Is the attitude toward behaving or acting with respect to an object, rather than the attitudestoward the object itselfA model that proposes that a consumersattitude toward aspecificbehaviour is a function of how strongly he or she believes that the action will lead to a specificoutcome (either favourable or unfavourable).

Theory-of-reasoned-action model
A comprehensive, integrative model of attitudes Similar to tricomponent model of attitudes butthe components are arranged in a differentmanner. To understand intention we need to measure subjective norms that influence an individualsintension. It can be measured by assessing a consumers feelings as to what relevant otherswould think of the action.

Issues in Attitude Formation

The shift from no attitude towards a productto some attitude for a product is calledattitude formation.

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How attitudes are learned

a. Consumers often purchase products that areassociated with a favourably viewed brand name. The favourable attitude towards the brand name is a result of repeatedsatisfaction with other products by the samecompany b. Sometimes attitudes follow the purchaseconsumption and of products. 1. Only product of its kind 2. Trial purchase c. Sometimes attitudes are formed about products on the basis of informationexposureand the consumers owncognitions

Sources of Influence on attitudeformation

Personal experience-marketersimplication is by way of free samples or coupons for first purchase.Others-family, friends, people we admire. Direct marketing programs-to target smallconsumer niches with products and servicesthat fit their interests and lifestyles. Mass media communications provide animportant source of

information thatinfluences attitude formation. Other research indicated that no directexperience will develop an attitude towardsan emotionally appealing advertisement.Level of realism-direct experience v/sindirect experience , television v/s print or radio

Strategies of Attitude Change

Changing the Basic Motivational FunctionAssociating the Product With an

AdmiredGroup or EventResolving Two Conflicting AttitudesAltering Components of the MultiattributemodelChanging Beliefs aboutCompetitorsBrands.

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CHAPTER: 4

RESEARCH MEHODOLOGY

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4.1 Problem definition

Formulating the research problem: The first and the most important step of research are properly defining the problem. The problem is: To find out whether people are aware about the brand name of Samsung in Surat Zone. To find out the actual picture of companies popularity in Surat zone. To search results of Brand name, image, loyalty, Position, Package, Motivational & attitude factors which keep the company into the market.

Introduction of topic. A study on Customers attitude towards Samsung mobile phones in Surat city.

Attitude:The definition of attitude is "A mental position with regard to a fact or state; a feeling or emotion toward a fact or state." Another way to think of attitude is a mental habit that filters how you perceive the world around you and also the actions and behaviours you take in response.

4.2Objectives of the study.Objective can be of two types primary objective and secondary objective. Primary objective:Primary objective of the study is to analyze the Customers attitude towards Samsung mobile phone in Surat city

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Secondary objectives: To know the uses of Samsung mobile in Surat city. To know the Preference of mobile of the customers in Surat. To know the important factors while considering customer to buy a mobile phone. To know the attraction of customer while purchasing mobile. To know the motivational factors which influence on customer for purchase of Samsung products. To Analysis the attitude of Customers of Surat Zone towards Samsung.

4.3 Importance of the study.

With the help of this study competitors of Samsung will get idea about the working style. With this study companygets the idea about their market share compared to others. The researcher also gets the idea about the parent company and they suggest their idea to others. This is helpful to other management students also to refer. This is helpful to the society as well.

4.4Research Methodology.
(I) Type of research design: The type of research design to be used in the study is descriptive. This study is about descriptive type of research study in nature because the major emphasis is given to understand the factors which influence customers attitude on Samsung mobile phone an Indian Brand& what role actually the Samsung telecommunication plays to population of Surat zone.

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(II) Collection of data.

Primary data:
The primary data are those data that are collected for the first time, & thus happen to be original in character. So primary data is collected with the help of structured questionnaire administrated among 100 respondents in Surat city.

Secondary data:
Secondary data is the data, which already exists. I will use secondary data for the purpose of study. Secondary data will be collected mainly through internet and some help will be taken from books and websites. (III) Data collection techniques: Sampling size:-The sample size of this survey would be of the 100.that means there would be 100 different people from whom the analysis would be done on the basis of their view point. Sampling method:-The sampling method used in this study is the convenienCEsampling method. Sampling frame:-The sampling frame is Suratcity.The list of sampling units from which a sample is drawn; the list could consist of geographic areas, institutions, individuals, or other units. The sampling frame of study is Bhatar, City Light, GhodDod Road, Parle Point, Adajan and Piplod. Sampling element:-The target market of this study includes all elements of the society. They constitute of adults, old aged people and people from all income groups, students and office workers, professionals, Survey tool:-The survey tool use is the structured questionnaire. IV) Analysis of data: Analysis of data can be done with the help oftables, charts like Pie charts, Bar charts, Tabulation.

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Attitude Measurement Many of the questions in a marketing research survey are designed to measure attitudes. Attitudes are a person's general evaluation of something. Customer attitude is an important factor for the following reasons: Attitude helps to explain how ready one is to do something. Attitudes do not change much over time. Attitudes produce consistency in behaviour. Attitudes can be related to preferences.

4.5 Limitation of the Study:

The limitations faced during the research and after the data collection were: 1. Time Constraint Since the time span for the thesis was only three months an in depth study and analysis became a little difficult. 2. Sample Size The sample size for the study is only 100 which does not give a comprehensive result. The conclusion of the study may not have related to an accurate outcome due to the sample size being small.

4.6 Scope of the study:

With the help of this study we know that what consumer wants from the Samsung mobile phone. Against that what are the services, schemes that Samsung provides. We also know that consumer is satisfied or not with that services and schemes.

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CHAPTER: 5

ANALYSIS AND FINDINGS

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5.1 ANALYSIS
1. Do you use a mobile? Table:1

Yes

No

100

MOBILE USES
Series1 100

0 Yes No

Graph: 1 Interpretation: Here we can see that all respondents are using mobile phones. Not a single respondent did not using mobile phones. So we can say that all customers are using mobile phones and most of are using Samsung Brand.

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2. Which are the important factors you will be considered when you buy a mobile phone? (Multiple tick marks are allowed)
Table :2

Price Appearance Looks Function Durability Features Maintenance Resell value 71 26 62 55 36 70 29 15

Others

FACTORS
Price 36 55 47 62 26 71 29 70 15 Appearance Looks Function Durability 3 Features Maintenance Resell value others

Graph: 2 Interpretation:71% said that when they buy a mobile phone than they saw price,70% said that they saw features, 62% said that they sawlooks, 55% said that they first of all see Function, 36% said that they saw Durability, 29% said that they saw Maintenance 26% said that they saw appearance, 15% said that they saw Resell value and 3% said that others. So we can say that they probably saw price when they buy a mobile phone.

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3. Do you know about the different models of Samsung cell phone?

Table :3

Yes

No

88

12

88 90 80 70 60 50 40 30 20 10 0 Yes No 12 Series1

Graph: 3 Interpretation: 88% respondents know about the different models of

Samsung12%respondent doesnt know about the different models of Samsung. So we can say that most of the customers know about the different models of Samsung mobile.

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4. Do you find Samsung mobile is user friendly? Table: 4

Yes

No

83

17

90 80 70 60 50 40 30 20 10 0

Yes, 83

No, 17

Yes No

Graph: 4 Interpretation:83%respondents marked yes and 17% answered no. So we can say that most of customers find that Samsung mobile is user friendly.

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5. How is Samsung advertisements? Table: 5 Logical Humour Emotional Status show 20 12 10 10 28 20 Entertaining Informative

20

20 12

28

10

10

Logical

Humour

Emotional

Status show

Entertaining

Informative

Graph: 5 Interpretation: 28% respondents agree with entertainment advertisement, 20% respondents agree with logical and informative advertisement, 12% respondents agree with Humour advertisement10% respondents agree with the Emotional and Status show advertisement. Here we can say that most of customer find Samsung advertisement says that it was Entertaining.

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6. Touch screen of Samsung mobile is excellent compare to other mobile phone?

Table: 6 Strongly Agree 24 32 32 12 Agree Neutral Disagree Strongly Disagree 0

0 12 24

32

32

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

Graph: 6 Interpretation: 32% respondents are agree about touch screen, 32% respondents are saying neutral about touch screen compare to others, 24% respondents are strongly agree with the touch screen, 12% respondents are disagree with the touch screen. Here we can say that most of customers are Agree with touch screen of mobile phone.

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7. Do you get information about local Samsung store from newspaper?

Table: 7 Yes 64 No 36

Series1

64 70 60 50 40 30 20 10 0 Yes No 36

Graph: 7 Interpretation: 64 respondents marked yes, while 36 answered no.From the result it surely indicates that news paper provides the information about local Samsung stores.

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8. What attract you for purchase of Samsung mobile?

Table: 8 Brand Ambassador 5 13 40 32 Price Features Quality After Sales Others Services 8 2

8 32

13

40

Brand Ambassador

Price

Features

Quality

After Sales Services

others

Graph: 8 Interpretation: 40% respondents said that they saw Features while purchasing, 32% said that they saw Quality,13% said that they saw Price,8% said that they saw After Sales Services,5% said that they saw Brand Ambassador,2% said that they saw others while purchasing and in others they attract Appearance, Look and Ruff & Tuff use, long lasting. Here we can say that most of the respondent saw features of the Samsung mobile while purchasing.

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9. Does celebrity Brand ambassador in Samsung make the advertisement more eyecatching? Table: 9 Yes 65 No 35

Series1

80 60 40 20 0 Yes

65

35

No

Graph: 9 Interpretation: It is clear by result that most of the respondent likes the advertisements which has celebrity brand-ambassador in it.65% said yes and 35% no.

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10. According to you does Samsung provide better quality product compared to its competitors?

Table: 10 Yes 42 No 13 Neutral 45

Neutral, 45

Yes, 42

No, 13

Graph: 10 Interpretation:45 respondents said Neutral while 43 respondents said Samsung provides better quality product better than its competitors. 13 respondents said no. So we can say that most of the respondent said Samsung provide Neutral Quality product compared to others.

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11. What do you like most about attributes of Samsung mobile? Table: 11 Picture Clarity 20 04 Bluetooth After Sales Design Touch screen 15 25 11 09 3G Wi-Fi

Services 16

Chart Title
15 Picture Clarity 11 45 4 9 20 25 Bluetooth After Sales Service Design Touch screen 3G Wi-Fi

16

Graph: 11 Interpretation: 25 respondents said that they like Touch screen most in Samsung mobilethan 20% said that picture clarity is also good and 16% said that After sales services is good 15% said that design is good 11% said that 3G is good 09% said that Wi-Fi is good and only 4% said that Bluetooth is good. So we can say that customers most like touch screen of Samsung mobile.

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12. As per your opinion Samsung mobile is appropriate for following purpose? (Multiple tick marks are allowed) Table: 12 Business Purpose 39 Personal Use 63 55 23 0 Entertainment Status Others

0 23 39

55

63

Graph: 12 Interpretation: 63% respondents said that Samsung mobile is appropriate for personal use, 55% said that for Entertainment, 39% said that for Business Purpose, 23% said that for Status. Here customers said that Samsung mobile is more appropriate for personal use.

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13.
Table :13

Do you think to buy Samsung mobile phone in future?

Yes 75

No 25

Yes, 75 80 60 40 20 0 Series1 Yes No No, 25

Graph 13 Interpretation: 75 respondents said yes and they think to buy Samsung mobile in future, 25 respondents said no. Here we can say that most of customers think to buy Samsung mobile phone in future.

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14. Would you suggest other to purchase Samsung mobile phone? Table: 14 Yes 83 No 17

Series1

90 80 70 60 50 83 40 30 20 10 0 Yes No 17

Graph: 14 Interpretation: 83 respondents said they would suggest other to purchase Samsung mobile 17% answered no. Here we can say thatmost of customers will suggest other to purchase Samsung mobile phone.

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5.2 FINDINGS
People mostly use Samsung mobile. Most of people are satisfied with the Features of mobile they prefer. People mostly considered Features when they buy a mobile phone. Majority of peopleknow about the different models of Samsung cell phone and also said that Samsung mobile is user friendly. Most of people are aware about Samsung advertisements. And they find it Entertaining and are fully agreed with the touch screen of Samsung mobile. Most of people said that they get information about local Samsung store from newspaper. While purchasing a Samsung mobile majority of people saw features in it and average respondent saw the celebrity brand ambassador in Samsung advertisement makes it more eye-catching. Most of respondents are satisfied with better quality product of Samsung compared to its competitors. Few respondents mostly like touch screen of Samsung mobile and very less number of respondents does not like after sales services. Most of the people said that Samsung have the improvement over the past year because they had changes the technology, features, services, models, quality and they also have product innovation in mobile phones. Majority of people said Samsung mobile is appropriate for personal use. Most of respondents said that they will buy Samsung mobile phone in future and as well as they will suggest other to purchase Samsung mobile phone. Almost of the people will refer Nokia when Samsung is not available in market. Majority of the respondents are male and very less respondents are female. Majority of the respondents are students, little bit less of the respondents are businessman compared to students, few are private employee and self employee and very less number of respondents are government employee and house hold and most are graduate little bit are higher secondary and few are graduate

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CHAPTER: 6

CONCLUSION AND RECOMMENDATIONS

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6.1 CONCLUSION
Through this research report the efforts are made to study the Customers attitude towards Samsung mobile phones in Surat Zone. Before study the views related to Samsung are on positive side but after research it seems to be negative. The customers attitudepattern is based on quality, price, performance, information etc in which Samsung seems to be not a leading market leader in these areas of Surat zone.

There are consumers who are not loyal to the Samsung they prefer to change their taste. It seems that respondents are well aware of other leading brand. The 88 % customers are in favour of recommending Samsung to others dude quality & price which shows opposite variation to their response. Mainly the customer satisfaction levels are satisfied to the attributes of Samsung.

Samsung is the first company that gives more application in mobile considered to be most in Surat city have better quality, higher resale as compared to other brands.CDMA market has only 30-35% of total mobile market and CDMA mobile market is very price sensitive market.Samsung market share is high among all the brands.

The attitude towards Samsung mobile phone influence moderate behaviour of customers of Surat Zone. As the number of maximum response are in favour of Samsung, so the brand name of Samsung are known in Surat Zone.

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6.2 RECOMMENDATIONS

Variety of handsetsAlso makeavailable in CDMA. Need to be open more service centres as peoeple were less satisfied with service factor in Surat zone area. Brand image is seems to only satisfaction level, so there is a need of changing marketing strategies. Company should have to work on agrassive advertisement as compare to competitive brand inSurat Zone. Company should provide FREE extra Accessories like headphone, data cable. Variety of designof slide phones and touch screen phones should be introduce. They should also introduce some good finance/discount schemes for people. Price should be cheaper compared to Nokia. New functions should be included in basic handsets. Good quality of software should come in operator handsets.

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CHAPTER: 7

BIBLIOGRAPHY

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BIBLIOGRAPHY 1. Books

Kotler

Philip,

Keller

Kevin

Lane,

Koshy
th

Abraham,

JhaMithileshwarMarketing Management 13

Edition, Dorling

Kindersley (India) Private. Limited. 1997-2009 Pgno:142-156 C.R Kothari,Research Methodology, Fourth Edition, New Age International Private Limited. 2007 Pgno:24-26, 55-58

2. Websites

http://wiki/telecommunication/industryprofile http://wiki/mobilephone/industryprofile http://wiki/samsungmobile http://www.researchandmarkrts.com www.samsungmobilephone.comwww.mobileindia.com

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ANNEXURE

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ANNEXURE
I, Ramesh Kumar of BHGWAN MAHAVIR COLLAGE OF BUSINESSADMINISTRETION, Surat conducting research survey for our winter project preparation as the requirement of partial fulfilment of semester 6th on A study on customers attitude towards Samsung mobile.I am assuring you that information given by you is strictly used for academic purpose only. We request to help us in gathering required information by filling u the information. We are greatly thankful for your co-operation. __________________________________________________________________________ Instruction: Use tick mark [] for your favourable answer. 1. Do you use a mobile? [ ] Yes [ ] No

2. Which are the important factors you will be considered when you buy a SAMSUNG mobile phone? (Multiple tick marks are allowed) [ ] Price [ ] Looks [ ] Durability [ ] Maintenance [ ] Other If other than specify____________________________ [ ] Appearance [ ] Function [ ] Features [ ] Resell value

3. Do you know about the different models of Samsung cell phone? [ ] Yes [ ] No

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4. Do you think Samsung mobile is user friendly? [ ] Yes [ ] No

5. How is Samsung advertisements? [ ] Logical [ ] Emotional [ ] Entertaining [ ] Humour [ ] Status show [ ] Informative

6. Touch screen of Samsung mobile is excellent compare to other mobile phone? [ ] Strongly Agree [ ] Neutral [ ] Strongly Disagree 7. Do you get information about local Samsung store from newspaper? [ ] Yes [ ] No [ ] Agree [ ] Disagree

8. What attract you for purchase of Samsung mobile? [ ] Brand ambassador [ ] Features [ ] After sales services [ ] Price [ ] Quality [ ] other

If other than specify___________________________

9. Does celebrity Brand ambassador in Samsung make the advertisement more eyecatching? [ ] Yes [ ] No

10. According to you does Samsung provide better quality product compared to its competitors? [ ] Yes [ ] Neutral[ ] No BHAGWAN MAHAVIR COLLAGE OF ADMINISTRETION

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11. What do you like most about attributes of Samsung mobile? [ ] Picture clarity [ ] After sales services [ ] Touch screen [ ] Wifi [ ] Bluetooth [ ] Design [ ] 3G

12. As per your opinion Samsung mobile is appropriate for following purpose? (Multiple tick marks are allowed) [ ] Business purpose [ ] Entertainment [ ] Other If other than specify______________________________ 13. Do you think to buy Samsung mobile phone in future? [ ] Yes [ ] No [ ] Personal use [ ] Status

14. Would you suggest other to purchase Samsung mobile phone? [ ] Yes [ ] No

PERSONAL DETAILS

Name:

________________________________________

Address: _____________________________________________________ _____________________________________________________________ _____________________________________________________________

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Gender: [

] Male

] Female

Contact No: ______________________ Email id: ____________________________________________ Age group: [ [ ] 18-30 [ ] 30-45

] 45 and above ] Higher secondary ] Others [ ] 1-3lakh [ ] Graduate

Education Qualification: [ [ ] Post Graduate [

Annual Income: [ [ [ ] 3-5akh

] Less than 1lakh [ ] 5-8lakh [ ] Nil

] 8lakh and above

Occupation: [ [ [

] Government Employee [ [ [

] Private Employee

] Self Employee ] Household

] Businessman ] Student

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