A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile

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INTRODUCTION TO THE STUDY. The marketing concept is consumer oriented and the emphasis is more on the consumer rather than on the product. The essence of modern marketing lies in building of profit along with creating meaningful value satisfaction for the customers, whose needs and desires have to be coordinated with the set of products and production programmes. Therefore, marketing success of an enterprise depends on its ability to create a community ofsatisfied consumers. All the business activities should be carried out in ways which are directed towards the satisfaction of the consumer needs. Consumer behavior is affected by a branded protect host of variables ranging from personal, professional needs, attitudes and values, personality characteristics, social economic and cultural background, age, gender, professional status to social influences of various kinds ---exerted a family, friends, colleagues, and society as a whole. The combination of these factors help the consumer in decision making further Psychological factors that as individual consumer needs, motivations, perceptions attitudes, the learning process personality characteristics are the similarities, which operate across the different types of people and influence their behavior. There are four major factors which influences on the buying behavior of consumer. 1. Cultural factors 2. Social factors 3. Personal factors

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A study on effect ofbranding on consumer buying behaviour-samsung mobile

Transcript of A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile

Page 1: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile

INTRODUCTION TO THE STUDY.

The marketing concept is consumer oriented and the emphasis is more on the consumer rather

than on the product. The essence of modern marketing lies in building of profit along with creating

meaningful value satisfaction for the customers, whose needs and desires have to be coordinated with the

set of products and production programmes. Therefore, marketing success of an enterprise depends on its

ability to create a community ofsatisfied consumers. All the business activities should be carried out in

ways which are directed towards the satisfaction of the consumer needs.

Consumer behavior is affected by a branded protect host of variables ranging from personal,

professional needs, attitudes and values, personality characteristics, social economic and cultural

background, age, gender, professional status to social influences of various kinds ---exerted a family,

friends, colleagues, and society as a whole. The combination of these factors help the consumer in

decision making further Psychological factors that as individual consumer needs, motivations, perceptions

attitudes, the learning process personality characteristics are the similarities, which operate across the

different types of people and influence their behavior. There are four major factors which influences on

the buying behavior of consumer.

1. Cultural factors

2. Social factors

3. Personal factors

4. Psychological factors

Marketing starts with the consumers and ends with the consumer. Satisfaction of the consumers

becomes the most important goal of a business enterprise. The effort to ensure consumer satisfaction lies

in understanding the consumer, his likes dislikes, his expectations and motivation.

An analysis of the consumer’s behavior in terms of consumer consumption patterns, consumer

preferences, consumer motivation, consumer buying process and shopping behavior is very much helpful

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to formulate a firm’s marketing strategy. So the ultimate objective of a business firm is to create a

consumer who is said to be pivot around whom the entire business of a firm revolve.

Thus the marketing concept is consumer oriented and the emphasis is more on the consumer

rather than on the product. The essence of modern marketing lies in building of

profit along with creating meaningful value satisfaction for the costumers, whose needs and desires have

to be coordinated with the set of products and production programmes. Therefore, marketing success of

an enterprise depends as its ability to create a community of satisfied consumers. All the business

activities should be carried out in ways which are directed towards the satisfaction of the consumer needs.

A consumer decision to purchase a particular brand of Samsung mobileproduct consumers result to

complex interplay of a consumer variables the starting point for the company provides the decision

process marketing stimuli in shape of brand, promotion, price and distribution strategy. The potential

consumer along with other stimuli already exciting receives the marketing stimuli in the environment.

The stimuli my social economic, cultural, technological and political in nature.

FACTORS INFLUENCE IN CONSUMER PURCHASE:

1. Cultural factors:

Consumer behavior cultural can be defined as the some total of learned belief, values and

customs that serve to guide and direct the consumer behavior of all members of that society. Cultural

factor is learned through the following three ways:-

1. Formal learning

2. Informal learning

3.Technical learning.

Cultural factor is a most fundamental determinant person’s wants and behavior, the growing child

acquires a set of values, perceptions, preferences and behavior, through his family and key institutions.

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2.Social factors:

Consumer behavior is also influenced by such social factors as reference groups, family and

social roles and status.

3. Personal Factors:

Buyer’s decisions are also influenced by personal characteristics, the buyers’ age, life cycle

stages, occupation, economic circumstances, lifestyle and personality and self-concept.

4. Psychological Factors :

It is useful for the marketer who can identify what generic level need this brand is capable

fulfilling and accordingly position his brand up with relevant marketing inputs. Brands such as food and

clothes are bought to fulfill psychological needs.

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1.INTRODUCTION AND DESIGN OF THE STUDY

INTRODUCTION TO THE STUDy

Mobile phone (also known as a hand phone, wireless phone, cell phone, cellular phone, cellular

telephone or cell telephone) is a long-range, electronic device used for mobile voice or data

communication over a network of specialized base stations known as cell sites. In addition to the

standard voice function of a mobile phone, telephone, current mobile phones may support many

additional services, and accessories, such as SMS for text messaging, email, packet switching for access

to the Internet, gaming, Bluetooth, infrared, camera with video recorder and MMS for sending and

receiving photos and video, MP3 player, radio and GPS. Most current mobile phones connect to a

cellular network of base stations (cell sites), which is in turn interconnected to the public switched

telephone network (PSTN) (the exception is satellite phones).

There are several categories of mobile phones, from basic phones to feature phones such as music phones

and camera phones, to smart phones. PDA functionality to the basic mobile phone at the time. As

miniaturization and increased processing power of microchips has enabled ever more features to be added

to phones, the concept of the smart phone has evolved, and what was a high-end smart phone five years

ago, is a standard phone today.

The most advantage of these mobile devices are the satellite phone. This type of phone communicates

directly with an artificial satellite, which in turn relays calls to a base station or another satellite phone. A

single satellite can provide coverage to a much greater area than terrestrial base stations. Since satellite

phones are costly, their use is typically limited to people in remote areas where no mobile phone

coverage exists, such as mountain climbers, mariners in the open sea, and news reporters at disaster

sites.

The mobile management system project deals with the mobile sales, purchase sales and sales return,

and to get the management report of the project. This mobile management project mainly concentrates

on the customer satisfaction and the Management satisfaction

INDUSTRY PROFILE

The mobile subscriber base is expected to zoom to 893 million by 2012. This is a 150 million

increase of what was projected earlier, as per a report by Cellular Operators Association of India

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(COAI). The COAI’s earlier estimates had shown that mobile user base will reach 743 million by

2012. The major reason stated for the increase is the huge adoption of the mobile services in the

rural areas, reported The Business Line.

India is now the second largest mobile market in the world after China, which has over 650

million subscribers, with India having 400 million mobile users. According to COAI’s projection,

there will be 1.24 billion mobile users in 2015 – which means one phone for every Indian.

“We have revised the projections because the rate at which infrastructure is growing is faster than

what we had expected. Operators are moving into the hinterland and uncovered areas. Secondly,

we are getting almost 50 per cent of our new additions from the rural areas. The third factor is

that the level of competition has increased with new players in the sector which again leads to

faster deployment of networks,” says T. V. Ramachandran, Director-General, COAI.

“Indian growth story is here to stay. I will push back against any view that says to the contrary.

There is still a huge untapped market in both rural and urban areas,” says Atul Bindal, President,

Mobility, Bharti Airtel. According to him, three out of five new subscribers are now coming from

non-urban areas and expect to get the company’s next 100 million users in another two-three

years.

India's fast-growing mobile phone industry kept up its pace of heady growth in January with

subscriber base jumping nearly 75 percent over the same month last year, data released by an

industry body showed

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Figures from the Cellular Operators Association of India showed that the industry had 5.725 million

subscribers, up from 3.27 million at the end of January 2001 and 5.48 million subscribers at the end of

2001.

The data showed that the industry added 246,281 users in January, led by the four main city

markets of Bombay, New Delhi, Madras and Calcutta, which together added 93,070 customers. This

was three percent less than the number of customers added in the previous month, but up 48

percent over January 2001 levels.

Among firms which provide services in these four cities, New Delhi operator Bharti Cellular, a unit of

the soon-to-be-listed Bharti Tele-Ventures, recorded the highest increase of nearly 31,000

customers during the month. COAI said the country's telecom market with the lowest subscriber

potential - called "C" circles - grew the fastest, but on a much lower subscriber base.

The Indian government classifies the country's telecoms market into "metro" and "A", "B" and "C"

circles or zones, based on subscriber potential. According to COAI data, the subscriber base in "C"

circles leapt 99 percent while in the lucrative "metro" market, it grew 81 percent. The subscriber

base in "A" circles grew 87 percent while the "B" circle grew nearly 49 percent.

At the end of January, metro circles had 2.25 million subscribers, "A" circles 1.96 million, "B" circles

1.3 million and "C" circles 200,656 subscribers, the data showed. The telecom industry is one of the

fastest growing industries in India. India has nearly 200 million telephone lines making it the third

largest network in the world after China and USA. With a growth rate of 45%, Indian telecom

industry has the highest growth rate in the world.

History of Indian Telecommunications started in 1851 when the first operational land lines were laid

by the government near Calcutta (seat of British power). Telephone services were introduced in

India in 1881. In 1883 telephone services were merged with the postal system. Indian Radio

Telegraph Company (IRT) was formed in 1923. After independence in 1947, all the foreign

telecommunication companies were nationalized to form the Posts, Telephone and Telegraph (PTT),

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a monopoly run by the government's Ministry of Communications. Telecom sector was considered

as a strategic service and the government considered it best to bring under state's control.

The first wind of reforms in telecommunications sector began to flow in 1980s when the private

sector was allowed in telecommunications equipment manufacturing. In 1985, Department of

Telecommunications (DOT) was established. It was an exclusive provider of domestic and long-

distance service that would be its own regulator (separate from the postal system). In 1986, two

wholly government-owned companies were created: the Videsh Sanchar Nigam Limited (VSNL)

for international telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for

service in metropolitan areas.

In 1990s, telecommunications sector benefited from the general opening up of the economy.

Also, examples of telecom revolution in many other countries, which resulted in better quality of

service and lower tariffs, led Indian policy makers to initiate a change process finally resulting in

opening up of telecom services sector for the private sector. National Telecom Policy (NTP) 1994

was the first attempt to give a comprehensive roadmap for the Indian telecommunications

sector. In 1997, Telecom Regulatory Authority of India (TRAI) was created. TRAI was formed to

act as a regulator to facilitate the growth of the telecom sector. New National Telecom Policy

was adopted in 1999 and cellular services were also launched in the same year.

Telecommunication sector in India can be divided into two segments: Fixed Service Provider

(FSPs), and Cellular Services. Fixed line services consist of basic services, national or domestic

long distance and international long distance services. The state operators (BSNL and MTNL),

account for almost 90 per cent of revenues from basic services. Private sector services are

presently available in selective urban areas, and collectively account for less than 5 per cent of

subscriptions. However, private services focus on the business/corporate sector, and offer

reliable, high- end services, such as leased lines, ISDN, closed user group and videoconferencing.

Cellular services can be further divided into two categories: Global System for Mobile

Communications (GSM) and Code Division Multiple Access (CDMA). The GSM sector is

dominated by Airtel, Vodafone-Hutch, and Idea Cellular, while the CDMA sector is dominated by

Reliance and Tata Indicom. Opening up of international and domestic long distance telephony

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services are the major growth drivers for cellular industry. Cellular operators get substantial

revenue from these services, and compensate them for reduction in tariffs on airtime, which

along with rental was the main source of revenue. The reduction in tariffs for airtime, national

long distance, international long distance, and handset prices has driven demand.

The telecom sector is also afflicted by a number of restraints. These include:

Sluggish pace of reform process.

Lack of infrastructure in semi-rural and rural areas, which makes it difficult to make inroads into

this market segment as service providers have to incur a huge initial fixed cost.

Limited spectrum availability.

But notwithstanding these constraints, telecom sector has undergone a revolution in the past

decade and has played a major part in bridging the rural-urban divide.

Note: The above information was last updated on 21-07-2007

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OBJECTIVES OF THE STUDY

To know the socio-economic status of respondents.

To know the awareness level towards Samsung phones in terms of features, applications and

services etc.

To study the factors to be considered while consumer buying behavior the Samsung phones.

To study the major competitors & market position of the Samsung phones.

To know the branded product buying behavior level of customers’ towards Samsung phones.

To offer suggestions to improve the quality of Samsung phones

SCOPE OF THE STUDY

From this study, the performance and problems of the consumer branded product buying behavior

can be analysed. The study helps to know the factors that influence the customer to by the branded

product. This study helps to know the necessary change in product features and customer feeling about

the Samsung phone. The study will be useful for the company to make necessary changes in price,

designs, apps, and etc.

LIMITATIONS OF THE STUDY

The survey was limited to Coimbatore region only, so it cannot be generalized to all the cities

The samples size is limited to 100 customers only.

Time is one of the major constraints.

At most care taken by the researches to choose the correct information from the respondents.

The study is based upon primary data, so any wrong information given by the respondents may

mislead the findings

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RESEARCH METHODOLOGY

RESEARCH DESIGN

The research design of the project is descriptive as it describes data and characteristics associated

with the population using branded mobile phones. Descriptive research is used to obtain information

concerning the current status of the phenomena to describe “what exists” with respect to variables in a

given situation.

AREA OF STUDY

o The study was conducted in Coimbatore city.

PERIOD OF STUDY

o The study covers a period of 3 months.

METHOD OF DATA COLLECTION

o To accomplish the objectives of the study, both primary and secondary data’s were

collected.

Primary Data

o Primary data is that data which is collected for the first time. It is original in nature in the

shape of raw material for the purpose of collection of primary data a well structured

questionnaire was filled by the respondents. The questionnaire comprises of close

ended as well as ended questions.

Secondary Data

o Secondary data is the data which is already collected by someone. They are secondary in

nature and area in shape of finished product. Secondary data was collected so as to

have accurate results. Required data was collected from various books, magazines,

journals and internet.

SAMPLING METHOD

o The sampling used for the study is convenient sampling. This sampling is selected by the

researcher for the purpose of convenience to access

SAMPLE SIZE

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o For the study, sample sizes of 100 respondents were selected.

TOOLS USED :o Questionnaire was collected on the basis of the various factors affecting of branding on

consumer buying behavior relation statistical tools used for analysis of data .The data

collected was analyzed using the tools like

REVIEW OF LITERATURE:

The challenge of responding to the environmental issues has changed many aspects of the ways

businesses operate, and this is particularly true of electronics companies. "Going green" in the IT

industry is proving a major challenge, as significant shifts in thinking are needed to secure the

benefits associated with being green. Using a content analysis method, we have investigated

and expanded the concept of Green IT, as implemented by four major electronic companies. By

analyzing these companies' environmental reports, we have established a set of theoretical

concepts of Green IT, driven by companies' practical implementations. We proposed nine

propositions outlining the theoretical implications. Additionally, our analysis demonstrated that

the principal focus of electronic companies is green disposal practices, followed by energy

efficiency efforts. We also concluded that regulations and policies coupled with heightened

awareness and environmental responsibility on the part of the company can encourage Green IT

innovation. This paper also provides a discussion of the results and of the contributions made by

this research.

Koloa, Kauai, Hawaii

January 05-January 08

ISBN: 978-0-7695-3869-3

Mobile commerce, or commerce, is an idea that involves different applications, new

technologies and services which are accessible from Internet enabled Mobile devices.

In our study we compare existing 3G mobile services in two countries: Sweden and Japan.

Furthermore, we investigate why these services are at the different stages of the development.

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In addition, we examine what may be the obstacles towards the successful implementation of

commerce in Sweden. A comparison is made with the reflection to our limitations. By comparing

these two countries through the mobile value chain we hope to gain a greater understanding of

the obstacles that Sweden needs to address. Amongst the major obstacles that were observed

during this research were pricing and amount of services provided.

Methodology:

Natalija Siriacenko, Inés Ressaissi, Saloumeh Zavar, Sohail Chaudhry

University of Lund

Umberto Fiaccadori

The brand personality comparison among Nokia Samsung and Sony Ericsson

YAO Jia-jun,LIN Qi,ZHANG Jiang-shan,et al.

Based on the Chinese Brand Dimensions Scales.Doing a research for college students who is a

major consumer of mobile groups about the brand personality according to the market

attention of the top three mobile phone brands such as Nokia,Samsung and Sony Ericsson,. And

further analysis of the difference between the three major brands in the image of the brand

personality.

brand personality personality dimensions

DOICNKI:SUN:SDLL.0.2008-12-028

Erkan Bayraktar,Ekrem Tatoglu, Ali Turkyilmaz, Dursun Delend, Selim Zaime, Measuring

the efficiency of customer satisfaction and loyalty for mobile phone brands with DEA, Expert Systems

with Applications, Volume 39, Issue 1, January 2012, Pages 99–106

The concept of customer satisfaction and loyalty (CS&L) has attracted much attention in recent

years. A key motivation for the fast growing emphasis on CS&L can be attributed to the fact that

higher customer satisfaction and loyalty can lead to stronger competitive position resulting in

larger market share and profitability. Using a data envelopment analysis (DEA) approach, in this

study we analyzed and compared CS&L efficiency for mobile phone brands in an emerging

telecommunication market, Turkey. The constructs of European Customer Satisfaction Index

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(ECSI) model are treated and used as input and output indicators of our DEA model. Drawing on

the perceptual responses of 251 mobile phone users, the DEA models reveal that from the top

six mobile phone brands in Turkey, Nokia features as the most efficient brand followed by LG

and Sonny Ericsson in terms of CS&L efficiency, while Motorola, Samsung and Panasonic rank as

the least efficient brands.

Eduardo Torres‐Moraga, Arturo Z. Vásquez‐Parraga, Jorge Zamora‐González, (2008) "Customer

satisfaction and loyalty: start with the product, culminate with the brand", Journal of Consumer

Marketing, Vol. 25 Iss: 5, pp.302 – 313

The paper takes the form of empirical research on a partial application of the typology.This study introduces a typology underscoring the pursuit of satisfaction and development of loyalty

in three conditions of product presence versus brand presence, that is, product alone, brand alone,

and product and brand combined. Results show that the relationship satisfaction‐loyalty is

significantly present when evaluating products alone albeit a weaker presence than when evaluating

brand alone. Such unequal presence is corroborated in both traditional (bottled wine) and

innovative (electronic) products even though it is much stronger in innovative products. The

relationship satisfaction‐loyalty is also present when evaluating product and brand combined,

indicating that there is an intermediate position between product and brand. In contrast, the

literature treats brand and product‐brand as being in the same category thereby diminishing the

importance of a useful difference between brand and product‐brand.

Myng Hwan Yun, Sung H Han, Sang W Hongb & Jongseo Kim, Incorporating user satisfaction into

the look-and-feel of mobile phone design, Ergonomics, Volume 46, Issue 13-14, 2003

The look-and-feel of the mobile phone was investigated using a consumer survey. Seventy-eight

participants evaluated the design of 50 different mobile telephones on the perceived scale of

image/impression characteristics, including: luxuriousness, simplicity, attractiveness, colourfulness,

texture, delicacy, harmoniousness, salience, rigidity, and overall satisfaction. Stepwise multiple linear

regression analysis were used to evaluate results. The results showed that the image and impression

characteristics of the products were closely related to the human-product interface specifications as

well as overall shape of the product. Design variables such as texture, use of surface curvature, surface

treatment, operating sound, and control response ratio were perceived as important by customers. This

study also suggested a series of statistical processes for selecting and screening the critical design

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variables closely related to the customer's impression of a product. The product evaluation and analysis

methods could be generalized to other consumer products.

Chen Ling, Wonil Hwang, Gavriel Salvendy, Diversified users’ satisfaction with advanced mobile

phone features, Universal Access in the Information Society, August 2006, Volume 5, Issue 2, pp

239-249

This paper reports a study which scrutinized users’ preference levels with five new mobile

phone design features facilitating universal information access through mobile phones: camera,

colour screen, voice-activated dialling, Internet browsing, and wireless connectivity (e.g.

Bluetooth, infrared, etc.). The survey study involved college students and investigated the

degree to which each of the above features impacts the users’ overall satisfaction and enhances

the potential of mobile phones to contribute to different aspects of universal access. Our results

show that colour screen, voice-activated dialling, and Internet browsing feature can strongly

predict users’ satisfaction level, and their preference levels together account for 22.7% of the

variance of the users’ overall satisfaction. Users’ satisfaction levels are significantly different

between models with colour screen feature and those without, and models with Internet

browsing features and those without.

DATA ANALYSIS AND INTERPRETATION

Tools used for the study:

. Questionnaire was collected on the basis of the various factors affecting industrial relation

statistical tools used for analysis of data .The data collected was analyzed using the tools like

Percentage method

3.1 PERCENTAGE ANALYSIS

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Here the various factors are analyzed on the basis of the percentage of satisfied. among the

samples size 150, from these samples the percentage of satisfied level is found to give

conclusion.

Table No : 2

Table showing gender wise analysis of respondents

Particulars Number Of Respondents Percentage Of Respondents

Male 43 43

Female 57 57

Total 100 100

Interpretation:

Out of 100, 57% of respondents belongs to female group and the rest of 43% belongs to male group.

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Chart No : 2

Chart showing gender wise analysis of respondent

Table 4.1

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Table showing age group of respondents

Particulars No Of Respondents Percentage Of Respondents

20 – 30 23 15

31 – 40 48 32

41 – 50 61 41

Above 50 18 12

Total 150 100

Interpretation:

In the age group analysis of the respondents, 41% belongs to 41 - 50 age groups. 32% belongs to

31 – 40 age groups. 15% belongs to 20-30 age groups the rest of 12% belongs to Above 50 years age

groups.

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Chart 4.1

Chart showing age group of respondents

15

32

41

12

0

5

10

15

20

25

30

35

40

45

50

Perc

enta

ge o

f Res

pond

ents

20 – 30 31 – 40 41 – 50 Above 50Age Group

Table 4.4

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Table showing marital status of Respondents

Particulars No Of Respondents Percentage Of Respondents

Single 14 9

Married 136 91

Total 150 100

Interpretation:

91% of the respondents are married and the remaining 9% of them are

unmarried.

Chart 4.4

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Chart showing marital status of Respondents

Married91%

Single9%

Table No : 3

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Table showing qualification of respondents

Particulars Number Of Respondents Percentage Of Respondents

+2 / Below 10 10

Diploma 13 13

Degree 50 50

Others 27 27

Total 100 100

Interpretation:

50% of the respondents qualification is degree, 27% of them are other

qualification, 13% of them are diploma holder and the rest of 10% of them are

+2/below category.

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Table No : 4

Table showing year of experiance respondents

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S.No. Satisfactory Level No of Respondents Percentage of Respondents

1 Less than 1 Years 17 34

2 1to 5 year 13 26

3 6 to 10 year 12 24

4 11 to 15 year 5 10

5 16 to 20 year 3 6

Total 50 100

Source: Primary Data

INTERPRETATION:

From the above table it is clear that, towards the level of satisfaction with consumar

branding on buying behavior-samsung mobile, 34% of the respondent are less then1 to 5year,

26% of them are 1to 5 year, 24% of them are 6 to 10 year, 10% f them are 11to15year and the

rest of 6% of them are 16to20 year.

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17

13

12

5

0

5

10

15

20

25

30

35

40

45

RE

SPO

ND

EN

TS

1to 5year6to 10year11to15year Lesthen 1 year

Table No : 4

Table showing year of experiance respondents

4.3 Table showing income level of the respondents

Particulars No Of Respondents Percentage Of

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Respondents

Below 3 lakhs per annum 5 10

3,00,001 to 6,00,000 per annum 22 45

6,00,001 to 10,00,000 per annum 15 30

Above 10,00,001 lakhs per annum 8 15

Total 50 100

Interpretation:

In the income level of the respondents, 45% of the respondents are under 3,00,001 to

6,00,000 per annum

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4.3 Table showing income level of the respondents

10

45

30

15

0

10

20

30

40

50

60

Below 3 lakhs perannum

3,00,001 to 6,00,000per annum

6,00,001 to10,00,000 per

annum

Above 10,00,001lakhs per annum

TABLE NO 3.4

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SATISFACTION LEVEL WITH DESIGN TYPE & ATTRACTION

PARTICULARS NO OF RESPONDENTS PERCENTAGE

Highly Satisfied 21 40

Satisfied 23 46

OK 3 7

Poor 3 7

Highly Dissatisfied -

Total 50 100

INTERPRETATION:

The above table shows that 46% of the respondents were satisfied with the design type and

attraction. 40% of the respondents were Highly Satisfied with the design type and attraction. 7% of the

respondents were OK with the design type and attraction. 7% of the respondents were poor with the

design and attraction.

Majority of the respondents were Satisfied with the design and attraction.

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4.31 Chart showing satisfaction level in Promptness of Vehicle delivery after service

20

30

40

10

0

5

10

15

20

25

30

35

40

45

Excellent Very Good Good Fair

Table Showing respondents satisfaction with present broking company

Particulars No Of Respondents Percentage Of respondents

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Yes 109 73

No 41 27

Total 150 100

Interpretation:

Towards level of satisfaction with present broking company, 73% of the respondents are

satisfied and the rest of 27% of them are not satisfied.

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Chart 4.17

Chart Showing respondents satisfaction with present broking company

No27%

Yes73%

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Table No : 4.7

Awareness about the product

S.No. Particulars No of Respondents

Percentage of

Respondents

1 Advertisement 51 51

2 Family 15 15

3 Friends 22 22

4 Others 12 12

Total 100 100

Interpretation :

51% of the respondents came to know about product through advertisement, 22% of them

came to know by their friends, 15% of them came to know by their family and the rest of 12%of them

came to know by other source.

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Chart No : 4.7

Awareness about the product

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Table No : 4.11

Reason for Preference

S.No. Reason No of Respondents

Percentage of

Respondents

1 Stylish looks 54 54

2 Cost convenient 31 31

3 Long life 15 15

4 Other (Please specify)

Total 100 100

Interpretation :

54% of the respondents said stylish look for purchasing, 31% of them purchased due to cost

convenient and the rest of 15% of them purchased for long life.

Page 34: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile

Chart No : 4.11

Reason for Preference

Page 35: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile

Table No : 4.12

Type of model Using

S.No. Type No of Respondents

Percentage of

Respondents

1 Basic model 4 4

2 Camera model 19 19

3 Android model 77 77

Total 100 100

Interpretation :

77% of the respondents are using android model, 19% of them are using camera model and the

rest of 4% of them are using basic model.

Page 36: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile

Chart No : 4.12

Type of model Using

Page 37: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile
Page 38: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile

Table No : 4.13

Price of mobile

S.No. Price Range No of Respondents

Percentage of

Respondents

1 Less than Rs.10000 57 57

2 Rs.10001 to 20000 32 32

3 200001 to 30000 11 11

4 Above Rs.30000

Total 100 100

Interpretation :

57% of the respondents are using the mobile for Less than Rs.10000, 32% of them are using

Rs.10001 to 20000 mobile and the rest of 11% of them are using 200001 to 30000.

Page 39: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile

Chart No : 4.13

Price of mobile

Page 40: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile

Table No : 4.14

Primary usage of phone

S.No. Usage No of Respondents

Percentage of

Respondents

1

Social(calling/texting

friends and family) 51 51

2 Business 23 23

3 Gaming 15 15

4 Browsing 11 11

Total 100 100

Interpretation :

51% of the respondents primary usage is Social(calling/texting friends and family), 23%

Of their usage is Business, 15% of their usage is gaming and the rest of 11% of their usage is

browsing.

Page 41: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile

Chart No : 4.14

Primary usage of phone

Table No : 4.15

Page 42: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile

Level of Satisfaction with Design Type

S.No. Satisfaction Level No of Respondents

Percentage of

Respondents

1 Highly Satisfied 49 49

2 Satisfied 35 35

3 OK 12 12

Dissatisfied 4 4

4 Highly Dissatisfied

Total 100 100

Interpretation :

Towards the satisfaction level with design type, 49% of the respondents highly satisfied,

35% of them are satisfied, 12% of them are OK and the rest of 4% of them are dissatisfied.

Page 43: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile

Level of Satisfaction with Design Type

Page 44: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile

Table No : 4.16

Satisfaction level with availability of models

S.No. Particulars No of Respondents

Percentage of

Respondents

1

Highly satisfied with

existing models 49 49

2

Need some improvement

in Existing Models 33 33

3

More models to be

launched 18 18

Total 100 100

Interpretation :

Towards the satisfaction level with availability of models, 49% of the respondents highly

satisfied with existing models, 33% of them said Need some improvement in Existing Models and the

rest of 18% of them said More models to be launched.

Chart No : 4.16

Page 45: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile

Satisfaction level with availability of models

Table No : 4.17

Page 46: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile

Opinion about the Logo Style

S.No. Opinion No of Respondents

Percentage of

Respondents

1 Highly Attractive 79 79

2 Attractive 16 16

OK 5 5

3 Poor

4 Highly Not Attractive

Total 100 100

Interpretation :

Towards the opinion about logo style, 79% of them said highly attractive, 16% of them said

attractive and the rest of 5% of them said OK.

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Page 48: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile

Table No : 4.18

Mobile Menu Design

S.No. Design No of Respondents

Percentage of

Respondents

1 Easy to operate 59 59

2 Need Advanced Level 27 27

3 Very Rishky to Operate 14 14

Total 100 100

Interpretation :

Towards the mobile menu design, 59% of the respondents said easy to operate, 27% of them

said Need Advanced Level and the rest 14% of them said Very Rishky to Operate.

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Page 50: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile

Table No : 4.19

Opinion about Camera Device

S.No. Opinion No of Respondents

Percentage of

Respondents

1 Very Clear 73 73

2 Clear 19 19

OK 8 8

3 Poor

4 Very Poor

Total 100 100

Interpretation :

Towards the opinion about camera device, 73% of the respondents said very clear, 19% of them

said clear and the rest 8% of them said OK.

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Page 52: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile

Table No : 4.20

Colors availability in the product

S.No. Opinion No of Respondents

Percentage of

Respondents

1 Highly enough 23 23

2 Enough 41 41

3 Need some new color 36 36

Total 100 100

Interpretation :

Towards the colors availability in the product, 41% of the respondents said enough, 36% of them

said need some new color and 23% of them said highly enough.

Page 53: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile
Page 54: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile

Table No : 4.21

Opinion about internet speed and Wifi

S.No. Opinion No of Respondents

Percentage of

Respondents

1 Excellent 49 49

2 Good 38 38

Normal 13 13

3 Poor

4 Very Poor

Total 100 100

Interpretation :

Towards the opinion about internet speed and Wifi, 49% of the respondents said excellent, 38%

of them said good and the rest 13% of them said normal.

Page 55: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile
Page 56: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile

Table No : 4.22

Application Support

S.No. Support No of Respondents

Percentage of

Respondents

1 Yes 87 87

2 No 13 13

Total 100 100

Interpretation :

87% of the respondents said it support all application and the rest 13% of them said it is not

supporting all the application.

Page 57: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile
Page 58: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile

Table No : 4.23

Satisfaction Level with sound effect

S.No. Satisfaction Level No of Respondents

Percentage of

Respondents

1 Highly satisfied 37 37

2 Satisfied 44 44

3 OK 12 12

4 Dissatisfied 7 7

5 Highly Dissatisfied

Total 100 100

Interpretation :

Towards the satisfaction level with sound effect, 44% of the respondents are satisfied, 37% of

them are highly satisfied, 12% of them are OK and the rest 7% of them are Dissatisfied.

Page 59: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile
Page 60: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile

Table No : 4.24

Satisfaction Level with Quality

S.No. Satisfaction Level No of Respondents

Percentage of

Respondents

1 Highly satisfied 31 31

2 Satisfied 49 49

3 OK 9 9

4 Dissatisfied 11 11

5 Highly Dissatisfied

Total 100 100

Interpretation :

Towards the satisfaction level with quality, 49% of the respondents are satisfied, 31% of them

are highly satisfied, 11% of them are dissatisfied and the rest 9% of them are OK.

Page 61: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile
Page 62: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile

Table No : 4.25

Satisfaction Level with Cost

S.No. Satisfaction Level No of Respondents

Percentage of

Respondents

1 Highly satisfied 24 24

2 Satisfied 32 32

3 OK 29 29

4 Dissatisfied 15 15

5 Highly Dissatisfied

Total 100 100

Interpretation :

Towards the satisfaction level with cost, 32% of the respondents are satisfied, 29% of them are

OK, 24% of them are highly satisfied and the rest of 15% of them are Dissatisfied.

Page 63: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile
Page 64: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile

Table No : 4.26

Satisfaction Level with Clarity

S.No. Satisfaction Level No of Respondents

Percentage of

Respondents

1 Highly satisfied 33 33

2 Satisfied 41 41

3 OK 15 15

4 Dissatisfied 11 11

5 Highly Dissatisfied

Total 100 100

Interpretation :

Towards the satisfaction level with clarity, 41% of the respondents are satisfied, 33% of them

are highly satisfied, 15% of them are OK and the rest of 11% of them are Dissatisfied.

Page 65: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile
Page 66: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile

Table No : 4.27

Satisfaction Level with after sale service

S.No. Satisfaction Level No of Respondents

Percentage of

Respondents

1 Highly satisfied 12 12

2 Satisfied 21 21

3 OK 19 19

4 Dissatisfied 27 27

5 Highly Dissatisfied 21 21

Total 100 100

Interpretation :

Towards the satisfaction level with after sales service, 27% of the respondents are dissatisfied,

each 21% of them are satisfied and highly dissatified, 19% of them are OK and the rest of 12% of them

are Highly satisfied.

Page 67: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile

Table No : 4.28

Page 68: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile

Satisfaction Level with Mobile settings

S.No. Satisfaction Level No of Respondents

Percentage of

Respondents

1 Highly satisfied 43 43

2 Satisfied 27 27

3 OK 18 18

4 Dissatisfied 12 12

5 Highly Dissatisfied

Total 100 100

Interpretation :

Towards the satisfaction level with mobile setting, 43% of the respondents are highly satisfied,

27% of them are satisfied, 18% of them are OK and the rest of 12% of them are Dissatisfied.

Page 69: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile
Page 70: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile

Table No : 4.29

Satisfaction Level with Battery performance

S.No. Satisfaction Level No of Respondents

Percentage of

Respondents

1 Highly satisfied 22 22

2 Satisfied 35 35

3 OK 29 29

4 Dissatisfied 14 14

5 Highly Dissatisfied

Total 100 100

Interpretation :

Towards the satisfaction level with Battery performance, 35% of the respondents are satisfied,

29% of them are OK, 22% of them highly satisfied and the rest of 14% of them are Dissatisfied.

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Page 72: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile

CHAPTER V

FINDINGS, SUGGESTION AND CONCLUSION

5.1 FINDINGS :

Majority 66% of the respondents are female category and the rest 34% of them are male

category.

Majority 45% of the respondents are below 25 years category and the rest 11% of them

are above 45 years category.

In the occupation wise classification, Majority 39% of the respondents are students and

the rest 15% of them are Professionals.

Majority 47% of the respondents are UG qualified and the rest 7% of them are +2/Below

category.

Majority 61% of the respondents are married and the rest 39% of them are unmarried.

Majority 47% of the respondents monthly income level is Rs.10000 to 15000 and the rest 4% of their income level is Below Rs.10000

Majority 51% of the respondents came to know about product through advertisement and

only 12%of them came to know by other source.

Majority 36% of the respondents said they purchased the items through Company

showroom and only 11% of them purchased by second hand seller.

Majority 47% of the respondents are using the mobile 2-4 years and only 12% of them are using above 6 years.

Majority 67% of the respondents are satisfied with the purchased mobile and only 33% of

them are not satisfied.

Majority 54% of the respondents said stylish look for purchasing and only 15% of them

purchased for long life.

Page 73: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile

Majority 77% of the respondents are using android model and only 4% of them are using

basic model.

Majority 57% of the respondents are using the mobile for Less than Rs.10000 and only

11% of them are using 200001 to 30000.

Majority 51% of the respondents primary usage is Social(calling/texting friends and

family and only 11% of their usage is browsing.

Towards the satisfaction level with design type, Majority 49% of the respondents highly

satisfied and only 4% of them are dissatisfied.

Towards the satisfaction level with availability of models, Majority 49% of the

respondents highly satisfied with existing models and only 18% of them said More

models to be launched.

Towards the opinion about logo style, Majority 79% of them said highly attractive and

only 5% of them said OK.

Towards the mobile menu design, Majority 59% of the respondents said easy to operate

and the rest 14% of them said Very Rishky to Operate.

Towards the opinion about camera device, Majority 73% of the respondents said very

clear and the rest 8% of them said OK.

Towards the colors availability in the product, Majority 41% of the respondents said

enough and 23% of them said highly enough.

Towards the opinion about internet speed and Wifi, Majority 49% of the respondents said

excellent and the rest 13% of them said normal.

Majority 87% of the respondents said it support all application and the rest 13% of them

said it is not supporting all the application.

Towards the satisfaction level with sound effect, Majority 44% of the respondents are

satisfied and the rest 7% of them are Dissatisfied.

Towards the satisfaction level with quality, Majority 49% of the respondents are satisfied

and the rest 9% of them are OK.

Towards the satisfaction level with cost, Majority 32% of the respondents are satisfied

and only 15% of them are Dissatisfied.

Page 74: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile

Towards the satisfaction level with clarity, Majority 41% of the respondents are

satisfiedK and only 11% of them are Dissatisfied.

Towards the satisfaction level with after sales service, Majority 27% of the respondents

are dissatisfied and only 12% of them are Highly satisfied.

Towards the satisfaction level with mobile setting, Majority 43% of the respondents are

highly satisfied and only 12% of them are Dissatisfied.

Towards the satisfaction level with Battery performance, Majority 35% of the

respondents are satisfied and only 14% of them are Dissatisfied.

QUESTIONNAIRE

1. 1.Consumar Name :

2.gender :

3. Age Group : below 2

0 21 to 30 31 to 40

41 to 50 51 & above

4. marital stadus:

a.married b.un married

Page 75: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile

5. Qualification:

a. SSLC b. Diploma c. UG d. PG e. Professional

6. Year of Experience:

Less than 1 Years 1 to 5 years

6 to 10 years 11 to 15 year’s

16 to 20 years

7. Annual Income

Below 3 Lakhs 3 – 6 Lakhs

6 – 10 Lakhs More than 10 Lakhs

8. Are you satisfied with your current job

Highly satisfied Satisfied

Normal Dissatisfied

Highly dissatisfied

9. Whether your job is related to your qualification experience and skills

Yes No

10. How long you are using samsung mobile?

a.Below 2years b. 2-4 years

c. 4-6 years d. Above 6 years

11. Why do you prefer this mobile?

a. Stylish looks b.Cost convenient

b.Long life d. Other (Please specify)

Page 76: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile

12. Which type of model are you using?

a. Basic model b.camera model c. android model

13. What is the price of your mobile?

a. Less than Rs.10000 b. Rs.10001 to 20000

c. 200001 to 30000 d.Above Rs.30000

14, what is the primary usage of your phone?

a)Social(calling/texting friends and family)

b)Business c)gaming d)Browsing

15. Have you satisfied with the designs types (Slim / Broad)?

a. Highly Satisfied b. Satisfied c. OK

d. satisfied e. Highly Dissatisfied

16. have you satisfied the availability of models in the shops?

a. Highly satisfied with existing models

b. Need some improvement in Existing Models

c. More models to be launched

17. What do you think about the Logo Style?

a. Highly Attractive b. Attractive c. OK

d. Poor e. Highly Not Attractive

18. What is your mobile Menu Design?

a. Easy to operate b. Need Advanced Level

c. Very Rishky to Operate

19. What is your opinion about Camera Device?

a. Very Clear b. Clear c. OK

Page 77: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile

d. Poor e. Very Poor

20.Colors availability in the product?

a.highly enough b.enough c.need some new color

21. What is your opinion about internet speed and Wifi?

a. Excellent d. Good c. Normal

d. Poor e. Very Poor

22. In your Microsoft mobile all android apps will supported or not?

a.Yes b.No

Page 78: A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile

23. what is your satisfactory level to your Microsoft mobile phone?

(Please put tick mark)

Particulars Highly satisfied

Satisfied OK Dissatisfied HighlyDis-Satisfied

Sound effect

Brightness

Quality

Cost

Clarity

After sale service

Mobile settings

Battery performance