CHAPTER - I

INTRODUCTION

1
 INTRODUCTION

Marketing is indeed an ancient art, it has been practiced in one form of

the other. Marketing is a comprehensive term and included all resources and
a set of activities necessary to direct and facilitate the flow of goods and
services from producer to consumer in the process of distribution.

Marketing Management gives emphasis upon delivering customer

satisfaction through real consumer concerns and profits will accrue only
through servicing demand and it represents marketing concept in action i.e.,
preplanned demand management under customer oriented marketing
philosophy. Marketing management may be defined as the process of
management of marketing programs for accomplishing organizational goals
and objectives.

The pre-industrial revolution was characterized by an agricultural-

cum-handicraft economy. Practically every village produces their own food,
clothing, shelter and house hold equipment. Industrial revolution introduced
new products, new systems of manufacturing, new modes of transformation
and communication.

Marketing comprises all activities involved in the determination and

satisfaction of consumer needs at profit. The various products are being
produced and they finally reach the consumers, producer communicates the
consumer about the product through advertising which has become

2
compulsory though it is costly. Marketing is growing globally which mould
the companies to change their attitudes and way of operations.

A marketer can rarely satisfy every one in a market therefore,

marketer start with market segmentation. Market segments can be identified
by examining demographic, psychographics and behavioral difference
among buyers. After choosing target market, the firm develops a market
offering.

CUSTOMER SATISFACTION

CUSTOMER:
A customer is the most important person ever in this field. A customer
is not dependent on firm but the firm is dependent on customer. A customer
is not interruption of firms work he is the purpose of it. The firm is not
doing a favor by serving him, he is doing a favor to the firm by giving an
opportunity to do so.
A customer is not someone to argue or match with. Nobody ever won
an argument with a customer. A customer is a person who brings the firm
his wants. It is the firms job to handle them profitably to him.

SATISFACTION:
Satisfaction is the person feelings of pleasure or disappointment
resulting from comparing products perceived performance (or out come) in
relation to his or her expectations.
Satisfaction is a function of perceived performance and expectations if
the performance falls short of expectations, the customer is unsatisfied. If the

3
performance exceeds expectations, the customer is highly satisfied or
delighted.

Measuring Customer Satisfaction:

Customer satisfaction is an ambiguous and abstract manifestation.
The state of satisfaction will vary from person to person and product/service,
which depends on a number of both psychological and physical variables,
which correlate with satisfaction behavior such as return and recommend
rate. The level of satisfaction can also vary depending on other options. The
customer may have and other products against which the customer can
compare the organizations products.

TOOLS FOR MESURE CUSTOMER SATISFACTION

 COMPLAINT AND SUGGESTION SYSTEMS:

A customer-centered organization makes it easy for it customer to

delivery suggestions and complaints. Many restaurants and hotels provide a
form for guests to report likes and dislikes. Samsung do not have any hotline
number for suggestion system Companies are also adding web pages and e-
mails to facilitate two-way communications.

 CUSTOMER SATISFACTION SURVEYS:

Customers are unsatisfied with one out of every four purchases, less
than 5% unsatisfied customer will complain. Most customers will buy less or
switch suppliers. Complain levels are thus not a good measure of

4
satisfaction. Responsive companies measure customer satisfaction directly
by conducting periodic surveys. They send questionnaires or make telephone
calls to a random sample of recent customers. They also solicit buyer’s
views on their competitor performances.

While collecting customer satisfaction data, additional questions to

measure re-purchase intention. This will normally be high if the customer’s
satisfaction is high. It is also useful to measure likelihood or willingness to
recommend the company and brand to others. A high positive word of mouth
score indicates that the company is producing high customer satisfaction.

 GHOST SHOPPING:

Companies can hire persons to pose as potential buyers to report on

strong and weak points experienced in buying the companies and
competitors products. These mystery shoppers can even testy weather the
companies sales personnel handle various situations well. Thus, a mystery
shopper can complain about a restaurant food to test how the restaurant
handles this complaint. Not only should companies hire mystery shoppers
but managers themselves should leave their offices form time to time, entire
company and competitors sales situations where they are unknown, and
experience first-hand the treatment they receive as “customers”. A variant of
this is for mangers to phone their own company with questions and complain
to see how the callers are handled.

5
  LOST CUSTOMER ANALYSIS:

Companies should contact customers who have stopped buying or

who have switched to another supplier to learn why this happened.
interviews when customers first stop buying, it is also necessary to monitor
the customer loss rate.

CUSTOMER EXPECTATION:

Customer expectations are based on the customers’ past buying

experience, the opinion of the friends and associates, market and
competitor’s information and promises. Marketers must be careful to set the
right level of expectation, if the expectation is too low, they may satisfy
those who buy, but fail to attract enough buyers. In contrast, if they raise
expectations too high, buyers are likely to be disappointed.

STATEMENT OF THE PROBLEM:

Marketing is one of the terms in academics that does not have one
commonly agreed upon definition. Even after a better part of century the
debate continues. In a nutshell it consists of the social and managerial
processes by which products, services and value are exchanged in order to
fulfill individuals or group’s needs and wants. These processes include, but
are not limited to advertising.

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 Customer satisfaction, commonly abbreviated as CS, is a business
term which is used to capture the idea of measuring how satisfied an
enterprise’s customers are with the organization’s efforts in a marketplace. It
is seen as a key business performance indicator and is part of the four
perspectives of a balanced scorecard. Every organization has customers of
some kind.

With reasonable review of literature, a thorough work in studying the

effective functioning of Customer Satisfaction in Samsung cell phones is felt
a necessary. In the explained circumstances Customer Satisfaction towards
Samsung cell phones is chosen for study in Samsung priority, Hyderabad,
Andhra Pradesh

NEED FOR THE STUDY:

Although there have been studies on “Customer satisfaction”, its

study, application and affects on “SAMSUNG” mobiles some to be
unimpressive. Hence this study will be a valuable contributing in analyzing
“Customer satisfaction”, and its effect on the organization and industrial
scenario, improving the performance of the organization is essential as a
result undertaking as academic study on “Customer satisfaction” will be a
welcome setup. This study will be definitely helpful in achieving the
organization effectiveness and its market share.

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OBJECTIVES:

 To know about the factors influencing the customer decision of

purchasing Samsung cell.

 To know the customer satisfaction levels.

 To know the target customers for Samsung.

 To determine any changes for promoting.

 To know the opinion of customers regarding price.

 To know the customers influences in choosing particular brand.

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RESEARCH METHODOLOGY:

Research:
This activity involves examining trends and conditions in market
place to identify consumer’s needs and wants.
The analysis begins with a study of market trends, such as consumer’s
lifestyle and income levels, which may suggest unsatisfied wants and needs.
In the present study the information and data is collected with the help
of well-prepared questionnaire.

SOURCES OF DATA:

The two sources, which are used to collect the data, are primary and
secondary.

Primary data:

Data is collected from the user of Samsung cell by means of

questionnaire. The questionnaire consists of close-ended type questions.

Secondary data:

Secondary data is gathered from Samsung company website.

www.samsung.co.in

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Sample size and selection:

The sample size is 100 respondents and they are selected randomly
according to the convenience.

STATISTICAL METHODS:

After collecting the data from respondents the satisfied tools like
tabulation and percentage are used for analysis and interpretation of the data,
for graphical representation bar diagrams.

LIMITATIONS:

The present study suffers from the following limitations.

 The related information has been collected from only 100 different
customers by using the structured questionnaire.

 The time availability of the project carrying 45 days only.

 The study is confined to Hyderabad city, this cannot be stated as in

depth study on this subject

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 CHAPTER - II
REVIEW OF LITERATURE

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 REVIEW OF LITERATURE

Customer satisfaction is typically defined as the degree to which a

product meets or exceeds the customer’s expectations about the products.
The difficulty in separating satisfaction from value and quality involves the
word expectations. It should be obvious that customers can hold
expectations about any part of the product offering, including value and
quality.
O.C. Ferell Michael

Customers today face vas array of product and brand choices, prices
and suppliers. How do they make their choice. We believe that customers
estimate which offer will deliver the most value. Customers are value-
maximizes, with the bounds of search cost and limited knowledge, mobility
and income. The form on expectation of value and act on it.
-Philip Kotler

The extent to which a product’s perceived performance matches

buyer’s expectations. If the products performance falls short of expectations,
the buyer is dissatisfied. If performance matches or exceeds expectations,
the buyer is satisfied or delighted.
-Kotler & Armstrong

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The objective of all marketing efforts should be to maximize customer
satisfaction. Marketers must be certain to provide the best possible product
for the money and to avoid raising consumer expectations for product (or
service) Performance beyond what the product can deliver.
-Leon G. Schiffman

Customer satisfaction depends on a product’s perceived performance in

delivering value relative to a buyer’s expectations. If the product’s
performance falls short of the customer expectations, the buyer is
dissatisfied. If performance exceeds expectations, the buyer is delighted.
Outstanding marketing companies go out of their way to keep their way to
keep their customers satisfied.
-Gary Armstrong

Customer satisfaction is the customer’s perception that a vendor has

met his expectation fully, efficiently and promptly.

Factors affecting customer satisfaction:

Customer satisfaction is the ultimate and final opinion of customer
about the vendor and its product. It is shaped by the vendor’s performance or
the perception of customer about vendor performance on following factors:

 Capability – financial, technological, project management,

managerial.
 Engineering and Technology.
 Response from vender.
 Vender’s ability to meet commitments.

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  Customer service.
 Complaint handling.
 Product-efficiency, quality, price, performance.
 Appearance and customer friendly features.
 Life cycle.
 Smooth and trouble free operation.
 Maintenance requirements.

Measurement of Customer satisfaction:

Measurement of customer satisfaction allows a company to judge the

effectiveness of its business plan and provide information on how much
customer – centric it is!

Business
Related

Customer
Related

Customer
Supplier satisfaction
Related measurement
Reasons

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 Performance Competitor
Related related
 It provides quantified information on.
How many customers have been lost?
How much business has lost?
How much business volume profit, customer delay has caused.

 Satisfied customer act as an extended marketing arm of the supplier.

 A customer is unsatisfied when the supplier has either not come up to

his expectation or not honored his commitment. It hurts the customer
more as somewhere his own profitability and image is also getting
affected due to supplier’s delay. Some of the customer may make it a
point to share their negative unfortunate experience with other fellow
customers that may affect the business of supplier
.
 Due to human psychology an unsatisfied customer is more likely to
speak often on the subject than a satisfied customer. A single
unsatisfied customer could undo the effect of three satisfied customer.

 Only a portion of unsatisfied customer complains while the balance

simply switches to other competitors. They are simply lost without the
supplier coming to know to it or getting an opportunity to undo the
damage.

 Loss of a customer is loss of an opportunity for business and

profitability.

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  Customer satisfaction increases the business and profitability of the
supplier by increasing his realization. It helps him in securing
premium on his product.

 Channelizes the organization’s resources to bridge the gap in customer

satisfaction.

Customer satisfaction measurement methods:

 Identifying needs of customer.
 Factors considered by customer as important.
 Customer feedback on these factors for supplier and other
competitors.
 Benchmark.
 Deviation between customer’s expectations and supplier’s
achievement.
 Deviation between supplier’s achievement and benchmark.

Direct methods:
 Customer feedback surveys.
 Informal chat/interview with the customer.
 Surprise visits to market-consumer sector.

Indirect methods:
 Measurement using transient changes in complaints.
 Measurement using transient changes in loyalty.

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Analysis of Customer Satisfaction Measurement:

The quantitative measurement obtained must be properly tabulated

and analyzed to convey meaningful conclusions. The measurement must be
tabulated to provide the following information:

 Important and decisive factors form the customer’s perception.

 Customer’s expectation from them.
 Average marks obtained by the vendor and other competitors against
each of the above factors.
 The best score or average of two best scored to act as benchmark
where the actual benchmark cannot be easily defined.

Promotion of Customer satisfaction:

There are four major activities involved in the promotion of customer
satisfaction. These are:
 Listening to customer.
 Identifying factors needing attention and developing an action plan.
 Striving to make the organization as one trusted by the customer.
 Developing customer satisfaction as corporate culture.

Skills for handling customers:

A.General skills:
Listen patiently to the customer without commenting or getting irate.
Think for a moment what you have done or how you would have behaved in
his position (walking in the shoes of the customer).
 List possible options.

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  Choose the best one.
 Inform and explain the customer about the action and supplier
proposes to take and how it can benefit him.
 Establish personal rapport with customer.
 Create a positive and strong first impression on the customer.

B.Behavioral skills:

 Develop instantaneous rapport.

 Provide confidence and comfort.
 Avoid controversies.
 Avoid arguments.
 Develop art of handling angry and upset customer.
Customer satisfaction will lead to business growth and profitability and
also to satisfaction among investors.

Customer Satisfaction Process Guidelines:

The property operating customer satisfaction process creates value by
Adapting the organization to its customers. This produces a prosperous
Win-win situation. Make your customer satisfaction process operate at full
Strength by following these guidelines.

 Be Practical-Address the Existing Situation

a. Connect the customer satisfaction process to existing goals and
Priorities.
 Strategic plan, strategic marketing plan, brand or product plan
 Lean management

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 Balanced scorecard
 Total quality, customer driven quality, ISO quality, Baldrige
 quality
 Customer value, customer focus, customer services, customer
 Retention
 New products, product design, engineering, product usability
b. Learn what customers are expecting your product to solve for them.
c. Learn what improvements customers would most appreciate

 Involve Managers

a. Identity managers of each company process that touches your

Customers
b. Ask touch point managers what they want or need to know about
Customers.

 Conduct Actionable Research

a. Design and carry out the study so it produces reliable, accurate
information
b. Analyze results statistically so they can be relied upon
c. Report results clearly and quickly to the touch point managers

 Select Leverage Point

a. Protect (improve): important or strategic items that have low
satisfaction
b. Differentiate (promote): important or strategic items with high

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 satisfaction
 Initiate Satisfaction Projects
a. Develop project charters, missions and rationales
b. Compute benefit/cost estimates
c. Establish success metrics
d .Gain authorization to proceed with specific projects

 Coordinate Satisfaction Project

a. Select teams and project managers
b. Fund projects
c. Carry out project and provide progress report
 Manage a Satisfaction Program
a. Link projects using an overall Satisfaction Program Report or
Dashboard
b. Track project benefits, costs and success metrics with post
Completion audits

CORPORATE OBJECTIVES:

 Customer driven business strategy

 Marketing quality to the customer’s satisfaction
 Customer service benchmarking
 Economic truths of satisfaction

CUSTOMER-DRIVEN BUSINESS STRATEGY:

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 Many organizations simply categories customer satisfaction
measurement as a form of “marketing intelligence” instead of using it as a
management tool to build customers into their business, product and service-
quality improvement processes.

For appreciable growth to be achieved, organizations must now strive

to retain their best customers and employees, relentlessly discover and fix
the problems they experience and find out why their loyalty is at risk.
Simply put, it’s a matter of building value by “managing quality to the
customer’s satisfaction”

MANAGING QUALITY TO THE CUSTOMER’S SATISFACTION:

From our work with clients around the world, we have identified five
important steps an organization must take in order to fully exploit these
opportunities and build a defense against customer dissatisfaction:
 Start measuring customer satisfaction in financial terms
 Establish a baseline of customer satisfaction and loyalty
 customer-response and complaint-handling skills
 Enhance Establish a “Learning from Customers” programme

THE COST OF CUSTOMER DISSATISFACTION:

The intuitive line between customer satisfaction and loyalty is one that
some find hard to quantify. The fact that even satisfied customers defect has
done more to drive companies to inaction than it has to demonstrate the clear
business gains that can be derived from maximizing customer satisfaction

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and harnessing the link between customer and employee value, satisfaction,
loyalty and profit.

Customer satisfaction is seldom expressed in financial terms but there

are five key economic truths that impact an organization wishing to improve
the bottom-line of customer service.

 As satisfaction levels drop, loyalty drops faster.

 Problems drive customers away.
 Many more customers experience problems than you think.
 Effective customer service and response pays back.
 Unhappy customers spread the word!

As satisfaction levels drop, loyalty drops faster:

A popular corporate satisfaction metric is to determine through surveys

what percentage of customers are either “very satisfied” or “some what
satisfied”. Although even “very satisfied” customers may not be 100% loyal,
CTMA’s research shows there is a significant drop in loyalty between the
“very satisfied” and “somewhat satisfied” customers- sometimes as such as
50%

Problems drive customers away:

Although actual loyalty levels vary from one industry to another, there is
typically a 25% drop in loyalty between those customers who haven’t
experienced a problem and those who have. In revenue terms this could be

22
the equivalent of losing some, or all, of the revenue from one in every four
customers who experience a problem.

More customers have problems than you think:

For many organizations, the only measurement of customer problem-

experience comes from their complaints department.

Research suggests that as many as half of your customer may actually

be experiencing problems, even though only 5% may complain and bring the
problem to your attention. (95% may say nothing to you).

Effective customer service and response pays:

CTMA’s research also confirms the importance of effectively

responding to customers when they do complain. Customers can be very
demanding but, with an effective response, it is still possible to obtain a
more loyal customer afterwards than you had before they experienced the
problem!

Unhappy customers spread the word:

How often do we find ourselves taking part in one of those type

conversations -“…you’d never guess what happened to me the other day….”
? You know its not going to be a good-news story. Our research confirms
that customers tend to tell twice as many people about a bad experience with
customer service than a good one.

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 CHAPTER - III
COMPANY PROFILE

24
 COMPANY PROFILE

SAMSUNG – Introduction

History

From its inception as a small export business in Taegu, Korea,

Samsung has grown to become one of the world's leading electronics
companies, specializing in digital appliances and media, semiconductors,
memory, and system integration. Today Samsung's innovative and top
quality products and processes are world recognized. This timeline captures
the major milestones in Samsung's history, showing how the company
expanded its product lines and reach, grew its revenue and market share, and
has followed its mission of making life better for consumers around the
world.

1938-1969 Samsung's Beginnings

On March 1, 1938, founding chairman Byung-Chull Lee started a business

in Taegu, Korea, with 30,000 won.

At the start, his business focused primarily on trade export, selling dried
Korean fish, vegetables, and fruit to Manchuria and Beijing. In little more
than a decade, Samsung-which means "three stars" in Korean-would have its

25
own flour mills and confectionery machines, its own manufacturing and
sales operations, and ultimately evolve to become the modern global
corporation that still bears the same name today.

Black-and-white TV (model: P-3202) production started by Samsung-

1970
Sanyo
Samsung-Sanyo Electronics established (renamed Samsung Electro-
1969Mechanics in March 1975 and merged with Samsung Electronics in March
1977)
Joong-Ang Development established (known today as Samsung
1966
Everland)
DongBang Life Insurance acquired (renamed Samsung Life Insurance in
1963
July 1989)
Ankuk Fire & Marine Insurance acquired (renamed Samsung Fire &
1958
Marine Insurance in October 1993)
1954 Cheil Industries Inc. founded
1951 Samsung Moolsan established (now Samsung Corporation)
1938 Samsung founded in Taegu, Korea

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Our Vision

Samsung is guided by a singular vision: to lead the digital convergence

movement.

We believe that through technology innovation today, we will find the

solutions we need to address the challenges of tomorrow. From technology
comes opportunity for businesses to grow, for citizens in emerging markets
to prosper by tapping into the digital economy, and for people to invent new
possibilities.

It’s our aim to develop innovative technologies and efficient processes that
create new markets, enrich people’s lives and continue to make Samsung a
trusted market leader

Our Mission

Everything we do at Samsung is guided by our mission: to be the best

“digital-Company”.

27
 Samsung grew into a global corporation by facing challenges directly.
In the years ahead, our dedicated people will continue to embrace many
challenges and come up with creative ideas to develop products and services
that lead in their markets. Their ingenuity will continue to chart Samsung’s
course as a profitable, responsible global corporation.

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SAMSUNG HISTORY

2008  Named Yoon-Woo Lee as a Vice Chairman & CEO

of Samsung Electronics
 Launched OMNIA phone
 Completed establishing TV manufactory in Russia
Kaluga
 Became the official sponsor of 2010 Guangzhou
Asian Game
 Developed the world's first 2Gb 50 NANO
 Samsung takes No. 1 spot in U.S. cellphone market

29
  Opened Global Brand PR Centre ‘Samsung D'light'

 No.1 worldwide market share position for TVs

achieved for the 9th quarter in a row
 No.1 worldwide market share position for TVs
achieved for the seventh quarter in a row
 Developed the world's first 30nm-class 64Gb
NAND Flash™ memory
2007  BlackJack bestowed the Best Smart Phone award at
CTIA in the U.S.

 Attained No.1 worldwide market share position for

LCD for the sixth year in a row

2006  Developed the world's first real double-sided LCD

 Developed the worlds' first 50nm 1G DRAM
 Unveiled 10M pixel camera phone
 Launched "Stealth Vacuum," a vacuum cleaner with
the world's lowest level of noises
 Launched the worlds' first Blu-Ray Disc Player

 Developed 1.72"Super-Reflective LCD Screen

September, 2005 The India Retail Forum has awarded Samsung as the Best
Retailer of the year 2005 in the consumer Durables
category. James Damian, SVP, Best Buy and his team
handed over the award to Mr. Ravinder Zutshi, Dy MD and
Samsung India at the India Retail award function held in
Mumbai on 16th September.

30
February 2005 Mr. S. H. Oh appointed as the President and Chief
Executive Officer of Samsung South West Asia.
November 2004 Samsung received the Golden Peacock Special
commendation Certificate for Corporate Social
Responsibility (Private Sector) for the year 2004 from Mr.
Shivraj Patil, Union Home Minister.
February 2004 India made regional headquarters for Samsung Southwest
Asia.
February 2004 Mr. K. S. Kim appointed as the First President and Chief
Executive Officer of Samsung South West Asia.
November 2003 Inaugurated Samsung's new, High-Tech, advanced
Refrigerator facility.
August 2003 Commencement of production at refrigerator facility in
Noida.
June 2003 Merger of SIEL with SEIIT.
Software technology park set up at Noida
December 2002 Construction commences for 5,000,000 refrigerator plant
in Noida
October 2002 Samsung unveils new technology for Consumer Home
Entertainment (DNIe™)
June 1996 Foundation Stone laid for CTV Factory at Noida, Uttar
Pradesh.
May 1996 Launch in South
Home Appliances Launch
December 1995 Samsung India Electronics (SIEL) products launched in
India.
August 1995 Certificate for commencement of business received by
Samsung

GROWING TO BE THE BEST

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 Samsung India aims to be the ‘Best Company’ in India by the Year
2006. ‘Best Company’ in terms of both the internal workplace environment
as well as the external context in which the Company operates. Samsung
aims to grow in India by contributing to the Indian economy and making the
lives of its consumers simpler, easier and richer through its superior quality
products.

“Our aim is to gain technological leadership in the Indian marketplace

even as our goal is to earn the love and respect of more and more of our
Indian consumers.” Mr. S.H. Oh, President & CEO Samsung South-West
Asia Regional Headquarters.

Samsung in India

Samsung India is the hub for Samsung’s South West Asia Regional
operations. The South West Asia Regional Headquarters looks after the
Samsung business in Nepal, Sri Lanka, Bangladesh, Maldives and Bhutan
besides India. Samsung India, which commenced its operations in India in
December 1995, today enjoys a sales turnover of over US$ 1Bn in just a
decade of operations in the country.

Headquartered in New Delhi, Samsung India has a network of 19

Branch Offices located all over the country. The Samsung manufacturing
complex housing manufacturing facilities for Colour Televisions, Colour
Monitors,

Refrigerators and Washing Machines is located at Noida, near Delhi.

Samsung ‘Made in India’ products like Colour Televisions, Colour Monitors
and Refrigerators were being exported to Middle East, CIS and SAARC

32
countries from its Noida manufacturing complex. Samsung India currently
employs over 1600 employees, with around 18% of its employees working
in Research & Development.

SAMSUNG GLOBAL

The DNA of Digital Innovation

Samsung Electronics is a global leader in semiconductors,

telecommunications, digital media and digital convergence technologies
with 2004 parent company sales of US$55.2Bn and net income of
US$10.3Bn. Employing approx. 113,000 people in over 90 offices in 48
countries, the company has of 5 main business units: Digital Appliance
Business, Digital Media Business, LCD Business, Semiconductor Business
and Telecommunication Network Business. Recognized as one of the fastest
growing global brands, Samsung Electronics Corporation is the world’s
largest pro ducer of Colour Monitors, Colour TVs, Memory Chips and TFT
LCD’s.

Customized products for Indian Consumers

Samsung understands the local cultural sensibilities to customize its

products according to the Indian market. It has set up a “usability lab” at the
Indian Institute of Technology in New Delhi to customize Samsung products
to meet the specific needs of Indian consumers. This industry-institute
partnership is helping Samsung to study and analyze consumer response in
aspects of product design, including aesthetics, ergonomics and interface.

33
 Through its research done on consumer preferences in India, Samsung
has concluded that Indian consumers want more sound oriented products.
Thus, the Samsung televisions for India have a higher sound capacity than
their foreign counterparts.

 For the semi-automatic segment of Samsung washing machines,

Samsung has introduced for the first time in India a feature called Super Dry.
It is present in three of Samsung’s semi automatic models and dries the
clothes better than the rest.

 Samsung washing machines have an additional menu that takes care of

the local Indian wardrobes. They also have a ‘memory re-start’ that takes
care of the frequent power failures in India.

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 CHAPTER - IV
DATA ANALYSIS AND
INTERPRETATION

1. Are you using Samsung cell phone?

Using of Samsung cells Sample Percentage

Yes 90 90%
No 10 10%
Total 100 100%

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Interpretation:

From the above table 90% of the customers are having Samsung cells
only 10% are not having Samsung cells.

2. Which type of Samsung cell do you have?

Type of cell Sample Percentage

Cdma 10 10%
Colour & Camera cell 60 60%
Android 30 30%
Total 100 100%

36
Interpretation:

From the above table it is inferred that 60% of customers are having
Colour and camera cells, 30% are having Android cells and only 10% of the
customers are using CDMA. Colour & camera cells are considered as the
most preferable brand.

3. What made you to purchase Samsung cell?

Factors Sample Percentage

Price 20 20%
Quality 50 50%
Service 18 18%
Appearance 12 12%
Total 100 100%

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Interpretation:

From the above table it is inferred that 20% for price,50% for
quality,18% for service, and 12% for appearance. So from the above table
analysis it is clear that most of the customers purchased Samsung cells for
its quality.
4. Who influenced you to purchase Samsung cell?

Factors Sample Percentage

Friends 45 45%
Relatives 25 25%
Advertisements 20 20%
Others 10 10%
Total 100 100%

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Interpretation:

From the above table it is inferred that 45% of the customers are
influenced through friends, 25% through relatives, 20% through
advertisements and 10% through others. From the above analysis most of
the customers are influenced to purchase the Samsung cells by the
suggestion of their friends.

5. Opinions about advertisements?

Opinions about Sample Percentage
Advertisements
Excellent 15 15%
Good 78 78%
Poor 7 7%
Total 100 100%

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Interpretation:

From the above table it is inferred that 15% of the customer’s opinions
about advertisements are excellent, 78% are good and 7% are poor. From the
above table analysis most of the customers responded that the
advertisements of the Samsung cells are good. The company should increase
more advertisements.

6. Opinions of customers on satisfaction?

Opinions of Sample Percentage
customers
Satisfied 75 75%
Dissatisfied 25 25%
Total 100 100%

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Interpretation:
From the above table it is inferred that 75% of the customers are
satisfied and 25% of the customers are not satisfied. From the above analysis
most of the customers are satisfied with the Samsung cells.

7. Rate the after sales service?

After sales service Sample Percentage

Good 55 55%
Satisfactory 35 35%
poor 10 10%
Total 100 100%

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Interpretation:

From the above table it is inferred that 55% of the customers have rate
the after sales service as good, 35% as satisfactory and 10% as poor. From
the above analysis it is clear that most of the customers responded that after
sales service is satisfactory. So after sales service should be improved.

8. Got any benefits within the warranty?

Warranty Sample Percentage
Yes 25 25%
No 75 75%
Total 100 100%

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Interpretation:

From the above table it is inferred that they are getting benefits in the
warranty for Samsung cells are only 25% of the customers are saying “Yes”
and 75% of them are “No”. Most of the customers are negatively responded
from the benefits side in the warranty. Warranty plays a major role in
purchasing decision.

9. Where did you purchase your Samsung mobile?

Place of Sample Percentage
purchasing
Authorized dealer 20 20%
Company 50 50%
showroom
Retailer 15 15%

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 Any other 15 15%
total 100 100%

Interpretation:

From the above table it is inferred that 20% of the customers purchased
their Samsung cell from authorized dealer 15% from company showroom
50% from the retailer and 15% from others. From the analysis it is clear that
most of the customers purchased their mobile from retailer.

10. How do you feel about the price of Samsung cell?

Price Sample Percentage

High 10 10%
Average 30 30%
Low 20 20%
Affordable 40 40%
Total 100 100%

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Interpretation:

From the above table it is inferred that 10% of the customers say that the
price of the Samsung mobiles is high 30% say average 20% low and 40%
say affordable. From the analysis it is clear that most of the customers say
that the price of the Samsung mobiles are affordable.

11. Do you suggest Samsung to others?

Do you suggest Samsung Sample Percentage

To others
Yes 80 80%
No 20 20%
Total 100 100%

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Interpretation:
From the above table it is inferred that 80% of the customers suggest the
Samsung mobile to others and 20% of the customers will not suggest. From
the above analysis it is clear that most of the customers suggest the Samsung
mobile to others.

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 CHAPTER - V
FINDINGS, CONCLUSIONS &
SUGGESTIONS

FINDINGS

1. Most of the customers are using Samsung Cells.

2. Most of the customers are using colour and camera cells.
3. Majority of the customers had purchased Samsung cells due to its
quality.

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4. Most of the customers have influenced to purchase Samsung cell
through advertisements.
5. Majority of the customers are satisfied with the Samsung cells.
6. Majority of the customer’s opinions about advertisements are good.
7. Most of the customers are satisfactory with the after sales service.
8. Most of the customers are negatively responded from the benefits side
in the warranty.

CONCLUSIONS

1. The main source of information about the Samsung cells for the
respondents is advertisements and friends.

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2. The choice of Samsung cells of the respondents include colour and
camera cell and black & white cell preferred by 46% and 42% of the
respondents respectively.
3. Most of the respondents have fully satisfied with the Samsung cell
phones.
4. When asked to rate the performance of the after sales service most of
the respondents were satisfactory.
5. Majority of the respondents was motivated by friends and
advertisements to purchase the Samsung cells.
6. When asked most of the respondents were satisfied by the quality.
7. Majority of the respondents are not satisfied by the warranty benefits.
8. Majority of the respondents are using the colour cell phones.

SUGGESTIONS

1. Timely delivery of products to the dealer is a very important task

because delay in it may loose the business.

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 2. The company should maintain all variety of models because it give
the customers the choice to select or else there is chance of moving
the customers to the other brands.
3. The company should manufacture flip model phones as there are very
less flip model cell phones of the Samsung Company.
4. The price of the products should be decreased so that people can
purchase the cell phones easily.
5. The after sales service should be improved.
6. The company should increase the frequency of advertisements.
7. The company should manufacture less weight cell phones.
8. The company should manufacture stylish models.
9. The company should increase the battery durability.
10.The company should increase the picture clarity, as the other
companies cell phones is better than the Samsung.

ANNEXURE

STUDY ON CUTOMER SATISFACTION TOWARDS SAMSUNG

QUESTIONNAIRE

Name: _________________________________________________________________

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Address: _______________________________________________________________

_______________________________________________________________

_______________________________________________________________

Age: ___________________________________________________________________

Date of purchase: _________________________________________________________

Model: _________________________________________________________________

Education Qualification: ___________________________________________________

Occupation: _____________________________________________________________

Contact Number: _________________________________________________________

1. Are you using Samsung cell phone? ( )

a) Yes b) No
2. Which type of Samsung cell do you have? ( )
a) CDMA b) Colour & Camera cell c) Android
3. What made you to purchase Samsung cell? ( )
a) Price b) Quality c) Service d) Appearance
4. Who influenced you to purchase Samsung cell? ( )
a) Friends b) Relatives c) Advertisements d) Others

5. What is your opinion about advertisements? ( )

a) Excellent b) Good c) Poor
6. Are you satisfied with the Samsung cell? ( )
a) Yes b) No
If yes / no Why ____________________________________
7. Rate the after sales service ( )
a) Good b) Satisfactory c) Poor

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8. Got any benefits in the warranty ( )
a) Yes b) No
9. Where did you purchase your Samsung mobile? ( )
a) Authorized dealer b) Company showroom
c) Retailer d) Others
10. How did you feel about the price of Samsung cell? ( )
________________________________________________ _
11. Which is next to Samsung & why it made?
__________________________________________________
12. Any suggestions?
a) High b) Average
c) Low d) Affordable
13. Do you suggest Samsung to others? ( )
a) Yes b) No
14. Which brand is better than Samsung?

BIBLIOGRAPHY

1. Marketing Strategy, O.C. Ferrell Michael, (2nd edition).

2. Marketing Management, Philip Kotler, (2nd edition).
3. Marketing, Principles of Marketing, Kotler and Armstrong.
4. Consumer Behavior, Leon G. Schiff man, (8th edition).

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5. Marketing Management, Gary Armstrong, (6th edition).
6. Marketing Management, Czikota Kutabe, (2nd edition).
7. Websites:
www.google.com
www.samsung.com

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