A Study on Effect Ofbranding on Consumer Buying Behaviour-samsung Mobile
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Transcript of 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
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.
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.
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
(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
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),
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
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
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
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
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.
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
(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
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
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.
Chart No : 2
Chart showing gender wise analysis of respondent
Table 4.1
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.
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
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
Chart showing marital status of Respondents
Married91%
Single9%
Table No : 3
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.
Table No : 4
Table showing year of experiance respondents
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.
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
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
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
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.
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
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.
Chart 4.17
Chart Showing respondents satisfaction with present broking company
No27%
Yes73%
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.
Chart No : 4.7
Awareness about the product
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.
Chart No : 4.11
Reason for Preference
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.
Chart No : 4.12
Type of model Using
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.
Chart No : 4.13
Price of 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.
Chart No : 4.14
Primary usage of phone
Table No : 4.15
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.
Level of Satisfaction with Design Type
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
Satisfaction level with availability of models
Table No : 4.17
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
Table No : 4.28
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.
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.
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.
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.
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
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)
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
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
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