RESEARCH PROJECT REPORT

On

“A STUDY ON CUSTOMER PERCEPTION

Guided By: Submitted by:

Session 2022-2023
School of Management
Babu Banarasi Das University
Sector I, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India
PLAGIARISM CERTIFICATE
 DECLARATION

This is to declare that I, ABHISHEK MISHRA (University Roll No.1210672012)

student of MBA, have personally worked on the project entitled “A STUDY ON

CUSTOMER PERCEPTION TOWARDS SAMSUNG SMART PHONE IN

LUCKNOW CITY”. The data mentioned in this report were obtained during genuine

work done and collected by me. The data or information obtained from primary (first-

hand sources) and any other alternative sources are absolutely acknowledged. The

result and analysis embodied during this project has not been submitted to the other

University or Institute for the award of any degree.

ABHISHEK MISHRA
ROLL NO.1210672012
MBA 4th Semester
BBD UNIVERSITY, LUCKNOW
 ACKNOWLEDGEMENT

First and foremost am indebted to the Almighty. It provides Pine Tree State immense

pleasure to position on record my feeling and reverence to my guide and supervising

faculty Dr. Rinki Verma from Babu Banarasi Das University, Lucknow for all the

timely help and support rendered. But for her constant motivation, encouragement and

adept guidance during the entire course of research, my endeavor would not have

culminated in fruition. The sincerity and dedication put in by her for the sake of my

Research Report is remarkable. I would like to thank her for the opportunity I was

given to conduct my Research and further my Research Report under his guidance. I

am grateful to Prof. (Dr.) Sushil Pande, the Dean/Incharge -SOM of Babu Banarasi

Das University, Lucknow for sparing his valuable time for me on different

occasions. I really appreciate all the bank employees who provided the requisite data

for my research work. It was their cooperation and input that made this research

possible. I express my gratitude to all the library staff of Babu Banarasi Das

University, Lucknow. Close to my heart is the support of my dear Colleagues, family

and friends. They were always there for me with their wise counsel and sympathetic

ear. I could not have done any of this without you all. Thank you once again.

ABHISHEK MISHRA
ROLL NO.1210672012
MBA 4th Semester
BBD UNIVERSITY, LUCKNOW
                                                           
 PREFACE

It was a privilege for me to work in a reputed organization. This has given us an

opportunity to work in a truly professional environment where team work score over

individual effort, where there is a helpful atmosphere. A well planned, properly

executed and evaluated training helps a lot in inoculating good work culture. The

project on “A STUDY ON CUSTOMER PERCEPTION TOWARDS SAMSUNG

SMART PHONE IN LUCKNOW CITY” has been made to facilitate effective

understanding about the marketing aspects. The project research has provided me an

opportunity to gain practical experience, which has helped me to increase my sphere

of knowledge to a greater extent. I have tried to summarize all our experience and

knowledge acquired up till now, in this report. This project is a keen effort to obtain

the expected results and fulfill all the information required. At the end annexure and

bibliography are given for effective understanding

This project report is prepared as the partial fulfillment of two year degree programme

of MBA curriculum of Babu Banarasi Das University, Lucknow. This Research

project is a compulsory part of the academics. This research is done in the fourth

semester of the MBA program.

Today employees expect quality of work life, more than financial benefits from the

organization. With the advent of new technologies, factors related to mental health in

Tata Motors Limited are taken into consideration more than ever. Studies have

revealed that one of the factors affecting the productivity of employees in an

organization is quality of work life. Another influential factor is job satisfaction which

is important in the improvement of work environment conditions and organizational

efficiency. Quality of work life is an experience which an employee feels about the

job and work place in organization. The purpose of this paper is to identify the

relationship between two variables like, quality of work life and job satisfaction. The

study is an attempt to explore the better understanding of quality of work life and

employee job satisfaction in Tata Motors Limited. Findings of the study will help the

management and employees of Tata Motors Limited to understand the level of quality

of work life of Tata Motors Limited employees.

The project is followed by 8 Chapters.

Chapter 1: Definition & concept of Employees Satisfaction and Quality of Work

Life at Tata Motors Limited

Chapter 2: Literature Review and Company Profile

Chapter 3: Research methodology, objective of research.

Chapter 4: Analysis & interpretation of collect data’s.

Chapter 5: Findings
Chapter 6: Suggestions & conclusions

Chapter 7: References

Chapter 8: Annexure

This report is an honest work towards the topic. There can be many short comings in

it because of the lack of the time, unavailability of data and other constraints.
 TABLE OF CONTENT

S. No Particular Page No.

1 Bona-fide Certificate of Dean -School of Management i

2 Plagiarism Certificate ii

3 Declaration iii

4 Acknowledgment iv

5 Executive Summary v

6 Introduction 1

7 Company Profile 12

8 Literature Review 27

9 Objective of the Study 37

10 Research Methodology 39

11 Data Analysis and Interpretation 43

12 Findings 64

13 Limitations of The Study 66

14 Suggestions and Recommendations 68

15 Conclusion 70

16 Bibliography 73

17 Annexure 76
CHAPTER - I
INTRODUCTION

1
 Chapter – I
INTRODUCTION

INTRODUCTION

The number of mobile subscribers in India has overgrown in the last four years,

expected to show rapid growth over the following years. Recent years haveseen an

explosion in Mobile Brands and their innovations in features, performance, aesthetics,

and price. Mobile companies are springing upto offer their best. Samsung has been

one of the largest manufacturers in the world. They havecaptured the entire market in

a short time. Samsung mobiles are now marketingin several Asian and European

countries. The innovative features and build quality made Samsung a favorite of

millions. In the year 2011, Samsung wasthe largest vendor of smart phones in India.

These phones come in all ranges and provide good services. It has not only captured

the market but madea special place in the hearts of many users. Other mobile brands

could not affordto ignore this vast and potential total addressable market and are

givingtoughcompetition to Samsung.

STATEMENT OF THE PROBLEM

In the present scenario, cellular phone companies have heavy competition in the

mobile market. The study covers the buying behaviour of consumers and the features

that make Samsung mobile different from others. Furthermore, this study also covers

their strategies exercised by the company to be the first in India.

2
SCOPE OF THE STUDY

The scope of the study is to identify the product features, buying motives,

andbehaviours’ of students in the Christ College Irinjalakuda.

3
INDUSTRY
PROFILE

4
 Chapter – I
INDUSTRY PROFILE

INDUSTRY PROFILE

The Indian mobile industry is the fastest-growing globally, and India continues to add

more mobile connections every month than any other country in the world. The

telecom boom in the country provides excellent opportunities to handset

manufacturers. India is currently facing the onslaught of cheap sub-standard Chinese

phones, which occupy 25% of the market. India is the world's second-largest telecom

market, after China. In India, handsets are categorized as high, medium, low. The

medium cost segment is likely to be the fastest-growing segment in terms of volume;

affordability of feature-rich handsets is also expected to be a key enabler of handset

adoption. The Indian mobile handset market has gotten even more crowded and

fragmented in the lower and mid–market segment due to new players' entry of fering

innovative models at attractive prices to lure buyers. There is a massive demand for

low-cost handsets of the total handsets' sales. The majority of the volume is where one

will find most Indian and Chinese manufacturing playing. Low-cost

devise will grab 60% of the market over the next 3 – 4 years. One can get a headset

cheaply with features like a good memory, touch screen, cameras, more extended

battery like, etc. The majority of the Indian manufacturers are in the low price band,

which is why the market is looking quite competitive. However, if they move up the

price band, then they face competition from global players. When the low-end

segment customer goes for repeat purchases, they go for low-cost mobile phones with

5
extra features. Many of them are willing to pay higher prices for thenew features, and

vendors are taking advantage of the customer's psychologybyaassessing these factors..

CHAPTER - II
COMPANY
PROFILE

6
 Chapter – 2

COMPANY PROFILE

COMPANY PROFILE

SAMSUNG The Samsung Group (Korean: 삼 성 ) is a South Korean multinational

conglomerate headquartered in Samsung Town, Seoul. It comprises numerous

affiliated businesses, most of them united under the Samsung brand, and is the largest

South Korean chaebol (business conglomerate). Lee Byung-Chul founded Samsung in

1938 as a trading company. Over the next three decades, the group diversified into

food processing, textiles, insurance, securities, and retail. Samsung entered the

electronics industry in the late 1960s. Following Lee's death in 1987, Samsung was

separated into five business groups. Samsung Mobile Division is one of five divisions

within Samsung Electronics, belonging to the Samsung Group, and consists of the

Mobile Communications Division, Telecommunication Systems Division, Computer

Division, MP3Business Team, Mobile Solution Centre, and Telecommunication R&D

Centre. Telecommunication Business produces a full spectrum of products from

mobiles and other mobile devices such as MP3 players and laptop computers to

telecommunication network infrastructure. Headquarters is located in Suwon, South

Korea. Samsung Electronics Co., Ltd. is a global leader in semiconductor,

telecommunication, digital media, and digital convergence technologies. Employing

approximately 222,000 people in 205 offices across 71 countries, the company

operates two separate organizations to coordinate its nine independent business units:

Digital Media & Communications, comprising Visual Display, Mobile

7
Communications, Tele-communication Systems, Digital Appliances, IT Solutions,

Digital Imaging; and Device Solutions, consisting of Memory, System LSI, and LCD.

Recognized for its industry-leading performance across various economic,

environmental, and social criteria, Samsung Electronics was named the world’s most

sustainable technology company in the 2011 Dow Jones Sustainability Index. In 2007

Samsung Mobile Division Business reportedover40% growth and became the second-

largest mobile device manufacturer in the world. Samsung introduced its first mobile

phone to India in 2004. In2008, Samsung Electronics' Telecommunication Business

declared its new business strategy focusing on consumer and marketing. Samsung

mobile phones are divided into six major categories – Style, Infotainment,

Multimedia, Connected, Essential, and Business

8
CHAPTER - III
LITERATURE
REVIEW

9
 Chapter – 3

LITERATURE REVIEW

LITERATURE REVIEW

 Dr. Dawar Sunny (2019) Samsung brand is considered the most preferred brand in

the Rajasthan than Videocon. The results have shown that Samsung consumers

appear to be brand loyal, willing to pay a premium price and have a great

 community sense than Videocon consumers. The data was collected using the

consumer survey method. The usable questionnaires were collected

from275consumers.

 Mr. Bankapur Bangarappa and Dr. Shiralashetti A.S (2017) Customers preferred

brand image, features, battery backup, and resale value with an expected price.

Today, every company is facing tough competition in the world. Customer

satisfaction is the most critical event in management, and companies are trying to

identify the needs, wants, and demands of the customers.

 Joel Billieux (2017) despite its clear advantage, cellular phone use has been

associated with harmful or potentially disturbing behaviors; the mobile phone's

problematic use is considered an inability to regulate one's mobile use.

 Gupta Ridhi and Priyanka (2016) Social media like Facebook, Twitter, and

Instagram have become an essential part of our lives. The number of user

sonsocial media is increasing day by day. With the help of social media, it is

possible to communicate with customers effectively. It provides a platform to

interact with consumers. With the help of such interaction, it is possible to identify

the need sand wants of consumers. From various studies, it is found that

10
 consumers can make decisions related to purchase and help to formulate

marketing strategies. Due to the importance of social media, marketers advertise

their products through social networking sites. Social media is also having a

positive impact on the buying behavior of a consumer. Due to its importance in

the present scenario, it is essential to study its effects on consumers' buying

behavior regarding Samsung Smartphone.

 Kannusamy K and Karthika S (2015) Customer's satisfaction is a growing concern

among Indian businesses. The consumer with higher education, information, and

awareness demands better value for money. Retaining current

customers and winning future customers is becoming an increasingly challenging

task for Indian marketers. Today, the customers are considered a king, and their

buying behavior has become the focal point of the business world's attention.

Globalized companies face stiff competition and have to develop products and

strategies to develop products and strategies to attract customers.

 Mrs. Jagadhambal A and Mrs. Karpagambigai K (2015) Business always starts

and closes with customers and hence the customers must be treated like the King

of the market. All the business enhancements, profit, status, image of the

organization depends on customers. Hence all organizations need to meet all the

customers' expectations and identify that they are satisfied customers.

 Subramanyam and Venkateswarlu (2012) income, advertising, and education level

in a family determine factors of owning a phone set. The study was conducted on

factors influencing mobile phone buyers' buyer behavior in India's Kadapa district.

The researchers study the various type of marketing strategies play in the

consumer buying process

 Mack and Sharpies (2009) showed that availability is the most crucial

11
 determinant of mobile choice. Other attributes, particularly features, aesthetics,

and cost, have implications for mobile brand choice.

 Liu (2002) in a recent paper, analyzed and found that the choice of the mobile

phone is characterized by two distinct attitudes towards brands: attitudes towards

the mobile phone brand and attitude towards the network. Customer's choice of

mobile phone brand is mainly affected by new features more than size. This trend

of choosing is definitely towards phones with a better capacity larger screens.

 Lee and feich (2001) argue that customer satisfaction contributes positively to

customer retention. Lee and feich (2001) found that switching cost plays a vital

role in explaining the link. Switching costs further linked with quality. The mobile

company's focus on quality will increase customer satisfaction..

 R. Venkatesh Kumar and K. Tamil Selvi (2017), “A Survey on Customer Behaviour

Towards Samsung Mobiles’’ The study helps the researcher to know the consumer

behaviour expectations and their satisfaction level towards samsung mobile. This study

also helps the company to know the major problem faced by the customer in Samsung

mobiles. To enhance more consumer behaviour the company has to consider the

suggestion given by the respondence.

 Dr. T.N.R. Kavitha and Mr.R. Mohana Sundaram (2014), “A Study on consumer

satisfaction towards Samsung mobiles” This study is carried with the objective

determine the customer preference and satisfaction. And this research is conducted on

one particular mobile phone brand called Samsung with its quality, price, design and

satisfaction. And the customers are being more satisfied by the use of the Samsung

mobile phone. The Samsung Group is a multinational conglomerate headquarters in

Samsung Town, Seoul, and. South korea. It is the world‟s largest conglomerate by

revenue with annual revenue of US $ 173.4 billion in 2008 and is South Korea‟s largest

chaebol,. The meaning of the Korean word Samsung is “Tri-Star” or “Three stars”. Lee

12
 Byung-chul started “Samsung group” as a trading company at a grocery store in March

1st 1938. The Samsung group is composed of international affiliated businesses, most of

them United under the Samsung Electronics, the world largest electronics company,

Samsung Heavy Industries, the world‟s second largest shipbuilder and Samsung C&T, a

major global construction company. Samsung has been the world‟s most popular

consumer electronics brand since 2005 and is the best known South Korean brand in the

world. Samsung group accounts for more than 20% of South Korean's total exports and

is the leader in many domestic industries, such as the financial, chemical, retail and

entertainment industries. Samsung group products around a fifth of South Korea‟s total

export and it‟s revenues are larger than many countries GDP. It would have been the

world‟s largest economy. In many South Korean industries Samsung group enjoys a

monopoly position. The company has a powerful influence on South Korea‟s economic

development, politics, media and culture and has been a major driving forces behind the

“Miracle on the Han River. Many businesses today use Samsung‟s International as a role

model.

Androulidakis, G., & Kandus, G. (2017) found that consumers' security habits differ

depending on the make of their mobile devices. A user's behaviour might vary across

a number of dimensions depending on the mobile phone brand they're using.

Therefore, there is a classification, unique to each brand, of places where people are

obviously missing security mind. Such a classification may aid phone makers in

making more secure mobile phones, ideally in a way that is invisible to the user. Das

(2018) used a survey approach to conduct empirical study on what variables influence

the purchasing decisions of young customers in the coastal areas of Odisha, India,

when it comes to mobile handsets. The survey found that among young customers,

women, college graduates, students, and city dwellers all had a strong preference for

handsets that combined a reputable brand name with sleek design, innovative value

13
added capabilities, and a pleasant user experience. Pakola et al. (2021) made an effort

to probe the motivations behind cellular phone purchases by consumers. Price and

features were found to be the most influencing variables in the acquisition of another

cell phone, while cost, sound quality, and suggestions from companions were viewed

as the most critical in selecting a mobile service provider. Additionally, Saif (2019)

examined the variables that influence Pakistani customers' choosing of a mobile

phone. According to the findings, consumers place a high premium on cutting-edge

technology, which not only functions as a driving factor when deciding to buy a new

smartphone but also acts as a key differentiator between competing models.

Subramanyam and Venkateswarlu (2020) investigated what variables influenced

people to purchase mobile phones in India's Cuddappah district. To better understand

the impact that marketing plays in consumers' decision-making, researchers analysed

the many approaches used by the market to attract the attention and understanding of

both current and future buyers. In their analysis, Tajzadeh Namin A. A. & Rahmani

Vahid Tajzadeh Namin Aidin (2020) found that consumers' decisions on which

brands to purchase were affected by factors such as household income, exposure to

advertising, and level of education. According to the results, there is a link between

consumers' perceptions of brands, companies, and the products they choose to use

(specifically, mobile phones). There was also no correlation between unmediated or

mediated decision-making and product preference. For most people, having a family

is what makes them want to get a cell phone. According to Malasi (2020), Kenyan

college freshmen were surveyed about their mobile phone preferences and how those

preferences were affected by various product features. According to the results, the

preferences of undergraduate students for mobile phones change when the product

features are altered. Color schemes, clearly displayed brand names, a selection of

14
mobile phone models, secure packaging, the user's level of safety consciousness, the

phone's aesthetic, and its overall design were all taken into account. The

accompanying applied structure and study speculation were developed for this

investigation, based on a survey of the aforementioned studies and literatures. This

leads us to identify six independent variables (cost, social impacts, solidness, brand

name, item attributes, and after deals benefits) that might influence the reliant

variable (i.e., the decision to purchase).

 Androulidakis ; G. Kandus (2011) correlated the brand of mobile phone to users’

security practices,. Users show different behavior in an array of characteristics,

according to the brand of the mobile phone they are using. As such, there is a

categorization of areas, different for each brand, where users are clearly lacking

security mind, possibly due to lack of awareness. Such a categorization can help

phone manufacturers enhance their mobile phones in regards to security,

preferably transparently for the user.

 Tajzadeh Namin A. A. ; Rahmani Vahid ; Tajzadeh Namin Aidin (2012) analysed

that the process of deciding over (choosing) a brand may be influenced by

situation and content. The findings suggest a significant relationship between the

variables “brand attitude”, “corporate attitude”, and “product (cell phone) choice”.

In addition, no significant relationship was found between individual decision

making processes (independent or mediated) and product choice.

 Serkan Aydin, Gökhan Özer, Ömer Arasil, (2005) had focused on to measure the

effects of customer satisfaction and trust on customer loyalty, and the direct and

indirect effect of “switching cost” on customer loyalty. The findings of this study

show that the switching cost factor directly affects loyalty, and has a moderator

effect on both customer satisfaction and trust

15
 Jonathan, Lee ,Janghyuk, Lee and Lawrence, Feick, (2001) analysed that

moderating role of switching costs in the customer satisfaction-loyalty link; and to

identify customer segments and to retain them. Thus the purposes of this paper

are: to examine the moderating role of switching costs in the customer

satisfaction-loyalty link; and to identify customer segments and then analyze the

heterogeneity in the satisfaction-loyalty link among the different segments. An

empirical example based on the mobile phone service market in France indicates

support for the moderating role of switching costs. Managerial implications of the

results are discussed.

 The Dream Catchers Group (2008) investigated if demographic variables or if

telephone features included on phones students already owned were predictive of

young consumers' perceptions of bundled features. In addition, this study set out

to determine if there were any significant differences in students' perceptions of

bundled features across demographic variables (rural vis-a-vis HBCU, gender,

grade level, cellular telephone brand, major, and age).

 Oyeniyi, Omotayo Joseph - Abioudun, Abolaji Joachim (2010) emphasis on

customer loyalty and customer switching cost. Switching cost is one of the most

discussed contemporary issues in marketing in attempt to explain consumer

behaviour. The present research studied switching cost and its relationships with

customer retention, loyalty and satisfaction in the Nigerian telecommunication

market. The study finds that customer satisfaction positively affects customer

retention and that switching cost affects significantly the level of customer

retention.

16
 Rodolfo Martínez Gras ; Eva Espinar Ruiz (2012) highlight a new dimension in

information and technology with respect to teenagers in spain. The main objective

of this article is to analyze the relationship between Information and

Communication Technologies and Spanish adolescents. Specifically, researchers

have studied, through qualitative methodology, the characteristics of teenagers’

access and uses of technological devices. and analyzed the purposes that motivate

the utilization of Information and Communication Technologies, highlighting a

close relationship between technologies and peer communication and

entertainment. On the contrary, there is an under-utilization of all these devices for

teaching and learning purposes.

 Wafa' N. Muhanna ; Awatif M. Abu-Al-Sha'r (2009) aims at investigating

Jordanian university undergraduate and graduate students' attitudes towards the

learning environment where cell phones are used as learning tools in classroom.

The study comprised two independent variables, level and gender, as covariates.

The findings indicate that undergraduates are more favorable to cell phone

environment than graduate students. The study also reveals that cell phone has

more influence on male students than on female students.

 Nasr Azad ; Ozhan Karimi ; Maryam Safaei (2012)had presented an empirical

study to investigate the effects of different marketing efforts on brand equity in

mobile industry. The results show that there is a positive and meaningful

relationship between marketing mix efforts and brand equity. In other words,

more advertisements could help better market exposure, which means customers

will have more awareness on market characteristics. Among all mixed efforts,

guarantee influences more on brand equity, which means consumers care more on

product services than other features. Finally, among different characteristics of

17
 brand equity, product exclusiveness plays an important role. In other words,

people are interested in having exclusive product, which is different from others.

 Nasr Azad ; Maryam Safaei (2012)states that there are many evidences to believe

that customers select their products based on brand name. Products also maintain

their own characteristics, which make them differentiable from others. In this

paper, researchers have present an empirical study to determine important factors

influencing customers' purchasing intend for cellular phones in capital city of Iran,

Tehran. The results of the study show that there are some positive relationships

between exclusive name and quality perception, between exclusive name and

word of mouth advertisement, between quality perception and fidelity, between

word of mouth advertisement and brand name and between brand name image and

brand name.

 Mehran Rezvani; Seyed Hamid Khodadad Hoseini; Mohammad Mehdi

Samadzadeh (2012) investigates the impact of Word of Mouth (WOM) on

Consumer Based Brand Equity (CBBE) creation. WOM characteristics such as,

volume, valence, and source quality are studied to find how intensely they each

affect brand awareness, perceived quality, and brand association. The results

suggested that volume and valence, two elements of WOM, affect CBBE and no

significant relationship between source type and brand equity was seen.

 Sany Sanuri Mohd. Mokhtar; Ahmed Audu Maiyaki ; Norzaini bt Mohd Noor

(2011) explores the relationship between service quality and customer satisfaction

on customer loyalty with regards to mobile phone usage among the postgraduate

students of a university in Northern Malaysia. The results show that both service

quality and customer satisfaction significantly affect the level of customer loyalty

of mobile phone users in Malaysia. It was therefore, recommended that mobile

18
 service providers should pay special attention to their service quality and the

factors that drive customer satisfaction.

 Shakir Hafeez ; SAF Hasnu (2010) states that Customer satisfaction is a crucial

element for the success of all businesses. One of the biggest challenges for a

market is how to satisfy and retain the customers. This study is based on

Mobilink’s prepaid customers. The findings suggest that overall customer

satisfaction and customer loyalty is comparatively low among the customers of

Mobilink. The Customer loyalty in Pakistan’s mobile sector is relatively low

because it is an emerging industry, new players are entering in this market and

customers are more fascinated to try the new service providers. However it is

expected that when the industry will be well established, the results will be more

comparable to other studies.

 Shibashish, Chakraborty and Kalyan Sengupta (2008) endeavors to make a

detailed study on important demographic variables of customers affecting brand

switching of customers. This study will highlight pertinent aspects of prediction of

switching proclivity of customers from one service provider to another.

 Harsha de Silva, (2011), generally shows that adoption of (primarily) mobile

telephones has significant benefits not just to the adopter, but to the community at

large. In this context, the objective of the current article is to examine, from a user

perspective, the influences (as well as the interplay of these influences) on mobile

phone adoption by the poor in a selected set of countries in the emerging Asian

region.

 Brenda, Mak, Robert Nickerson and Henri Isaac (2009),investigates the factors

affecting the attitudes towards the social acceptance of mobile phones in public

places and how this attitude affects its usage Results of the analysis indicate that

19
 the attitudes about mobile phone use in public places depend on country, and age

factors. This attitude in turn significantly affects the usage frequency of mobile

phones. In addition, usage frequency also is affected by gender and work status.

 Arvind Sahay and Nivedita Sharma (2010) focused on brand relationships are

indeed important for different categories of young consumers; second, to

investigate the effect of peer influence, family influence, and brand relationships

on switching intentions amongst young consumers; and third, to look at the impact

of price changes on switching intentions in the context of brand relationships.

Researcher’s results suggest that young consumers develop relationships on all

brand relationship dimensions.

 Ramakrishnan Venkatesakumar, D. Ramkumar and P. Thillai Rajan, (2008),

confirms that Brand loyalty and brand switching behaviour of the consumers are

evergreen issues of research and strategic importance to the marketers and

academic researchers. The current research aims to address the significance of

product attributes in brand switching behaviour through multi-dimensional scaling

and results suggest that a set of product attributes trigger the intention to switch

the current brand.

 Heikki Karjaluoto, Jari Karvonen et al, (2005), had analyzed that Mobile phone

markets are one of the most turbulent market environments today due to increased

competition and change. Thus, it is of growing concern to look at consumer

buying decision process and cast light on the factors that finally determine

consumer choices between different mobile phone brands. On this basis, this

research deals with consumers’ choice criteria in mobile phone markets by

studying factors that influence intention to acquire new mobile phones on one

hand and factors that influence on mobile phone change on the other are some

20
 general factors that seem to guide the choices. The two studies show that while

technical problems are the basic reason to change mobile phone among students;

price, brand, interface, and properties are the most influential factors affecting the

actual choice between brands. Luca Petruzzellis (2010), referred and concluded

that technology nowadays is overcome by customer preferences and needs. In

particular, the role of the brand is to be analysed with respect to its influence in

shifting customer preferences from the technical performances (tangible elements)

to the emotional/symbolic ones (intangible elements). The researchers had

provided an analysis of the brand attitude and perception tested and viewed

through user eyes.

 Chu-Mei Liu (2002), inferred that Branding is important to manufacturers,

retailers and consumers. Brands with higher brand equity have higher sales. The

growth of mobile phone subscriptions is considerably faster in the Philippines.

Advertising and promotion are undertaken through cooperation between the

service providers and mobile phone manufacturers. The study tries to find out the

effects of the different activities on consumer choice of mobile phone brands.

 Hans Kasper, Josée Bloemer, Paul H. Driessen, (2010), has thrown light on how

consumers cope with confusion caused by overload in information and/or choice.

The paper investigates whether consumers who face different degrees of

confusion use different coping strategies depending upon their decision-making

styles. The researchers found that consumers of mobile phones can be

characterized by combinations of decision-making styles and find three clusters

based on decision-making styles: “price conscious and cautious” consumers,

“brand-loyal and quality-driven” consumers, and “functionalist” consumers.

Results show significant main effects of the degree of confusion and the decision-

21
 making styles on the use of coping strategies as well as a significant interaction

effect of these two.

 Anne Martensen, (2007), examine tweens' (8-12 year-olds) satisfaction with and

loyalty to their mobile phones and the relationship between these. The results

indicate that tweens are far more satisfied with their mobile phones than adults are

and that the mobile phones fulfill children's expectations to a much higher degree.

Still, brands are not able to turn tweens into loyal customers who will recommend

their mobile phones to friends. Tweens' loyalty is lower than what is experienced

for adults and the relationship between satisfaction and loyalty is very weak.

 Pratompong Srinuan, Mohammad Tsani Annafari, Erik Bohlin, (2011), states that

subscriber characteristics, including age, government officer, self-employed,

internet use, central region, and southern region, are significant in explaining the

switching behavior of Thai mobile subscribers. This study also shows that the

largest mobile operators will gain more switching subscribers than smaller

operators. The study shows that the expected impact of implementing MNP

without national mobile roaming regulations would be worse for smaller mobile

operators. The smaller operators need to compete on both price and quality

improvement. In the short run, it would not be possible for the smaller operators to

compete with the larger operators due to the inequality in the quality of network

coverage.

 Ajax Persaud, Irfan Azhar, (2012) concludes that consumers' shopping style,

brand trust, and value are key motivations for engaging in mobile marketing

through their smartphones. Further research should focus on specific tactics

marketers use to engage customers beyond marketing messages, that is, how they

engage customers in dialogue to build relationships, encourage purchases and

22
 build loyalty. This could reveal how customers really want to engage in mobile

marketing.

 Ahmed Alamro, Jennifer Rowley, (2011) explored that there are 11 antecedents of

brand preference; these can be theoretically clustered into three groups: awareness

antecedents (controlled communication (advertising), and uncontrolled

communication (publicity, word of mouth)); image antecedents (service value

attributes (price, quality), provider attributes (brand personality, country of origin,

service (employee + location)), and corporate status (corporate image, corporate

reputation)); and, customer attribute antecedents (satisfaction, perceived risk, and

reference group). Multiple regression showed the contribution of each of these

antecedents to brand preference. Tweens' loyalty is lower than what is

experienced for adults and the relationship between satisfaction and loyalty is very

weak.

 Pratompong Srinuan, Mohammad Tsani Annafari, Erik Bohlin, (2011), states that

subscriber characteristics, including age, government officer, self-employed,

internet use, central region, and southern region, are significant in explaining the

switching behavior of Thai mobile subscribers. This study also shows that the

largest mobile operators will gain more switching subscribers than smaller

operators. The study shows that the expected impact of implementing MNP

without national mobile roaming regulations would be worse for smaller mobile

operators. The smaller operators need to compete on both price and quality

improvement. In the short run, it would not be possible for the smaller operators to

compete with the larger operators due to the inequality in the quality of network

coverage.

23
 Ajax Persaud, Irfan Azhar, (2012) concludes that consumers' shopping style,

brand trust, and value are key motivations for engaging in mobile marketing

through their smartphones. Further research should focus on specific tactics

marketers use to engage customers beyond marketing messages, that is, how they

engage customers in dialogue to build relationships, encourage purchases and

build loyalty. This could reveal how customers really want to engage in mobile

marketing.

 Ahmed Alamro, Jennifer Rowley, (2011) explored that there are 11 antecedents of

brand preference; these can be theoretically clustered into three groups: awareness

antecedents (controlled communication (advertising), and uncontrolled

communication (publicity, word of mouth)); image antecedents (service value

attributes (price, quality), provider attributes (brand personality, country of origin,

service (employee + location)), and corporate status (corporate image, corporate

reputation)); and, customer attribute antecedents (satisfaction, perceived risk, and

reference group). Multiple regression showed the contribution of each of these

antecedents to brand preference by the consumer and in the formation of brand

affect and loyalty. It was found that extraversion and openness are positively

related to hedonic product value and that the personality traits directly (openness)

and indirectly (extraversion, via hedonic value) influence brand affect which in

turn drives attitudinal and purchase loyalty.

 Fred Robins, (2003) analyzed that the marketing of the next generation of mobile

phones. It begins with comments on the state of the telecom industry and draws

attention to elements of technological and product convergence, highlighting the

point that while industry convergence on digital technology is a fact, today’s

mobile telephony marketplace is nonetheless characterized by three generations of

24
 technology and the latest generation, 3G, embraces three related but competing

standards. The research examines 2G, 2 and a half G and 3G developments around

the world and identifies factors relevant to the marketing of 3G, including

recognition of geographical and user diversity and the consequent need for

marketers to keep these various user perspectives in mind. However, customer

desire for personalisation, including personalised 3G services, are important

features of the marketplace, as will be the availability of simple, secure payment

systems.

 Jaakko Sinisalo, Jari Salo, Heikki Karjaluoto, Matti Leppäniemi, (2007) states that

the purpose of this study is twofold. First, in order to guarantee a coherent

discussion about mobile customer relationship management (mCRM), this paper

presents a conceptualization of mCRM delineating its unique characteristics.

Second, the authors develop the empirically grounded framework of the

underlying issues in the initiation of mCRM. Researchers have identifies issues

that can be divided into three categories (exogenous, endogenous and mCRM-

specific) the company has to take into account when moving towards mCRM.

25
CHAPTER - IV
OBJECTIVES OF
THE STUDY

26
 Chapter – 4

OBJECTIVES OF THE STUDY

OBJECTIVES OF THE STUDY

 To know the consumer opinion towards Samsung mobiles.

 To identify the factors determining the purchasing behaviour of people.

 To identify multiple strategies to enhance the consumer perception towards

Samsung mobiles.

27
CHAPTER - V
RESEARCH
METHODOLOGY

28
 Chapter – 5

RESEARCH METHODOLOGY

NATURE OF STUDY

The nature of study states as descriptive.

NATURE OF DATA

The study is based on both primary data and secondary.

SOURCE OF DATA

Primary data is collected through a questionnaire. Secondary data is also applied

in the study for a proper understanding of the concepts used in the study.

SAMPLE DESIGN

Considering the time factor and the cost involved in random sampling, Stratified

sampling was used to select the respondents. To have a wider group of

respondents suitable for study, the respondents were chosen based on their

specialization. 20 students were selected from B.COM and 30 students were

selected form BBA.

NATURE OF POPULATION

A questionnaire had been distributed to the students of Christ College

Irinjalakuda.

SAMPLE UNIT

The sample unit is students of Christ College Irinjalakuda.

Methods of sampling

Stratified sampling

29
 1.5.4 Size of sample

Sample size is 55 for convenience. 1.6 Tools of analysis

The following tools are used in the study

 Percentage analysis

 Chart

30
CHAPTER - VI
DATA ANALYSIS
&
INTERPRETATION

31
 Chapter – 6

Data Analysis and Interpretation

DATA ANALYSIS AND INTERPRETATION

1. Showing mobile phone user percentage.

Respondents No of respondents Percentage of respondents

Yes 50 91

No 5 9

Total 55 100

No of respondents
Yes No

9%

91%

INTERPRETATION

The above figure revels that about 91% of the respondents in christ college have

mobile phone and the remaining 9% don’t have a phone.

32
2. Showing number of respondents who are aware of Samsungbrand

Respondents No of Respondents Percentage of respondents

Yes 50 100

No 0 0

Total 50 100

No of Respondents
Yes No

100%

INTERPRETATION

The above figure and table shows the 100% of the respondents are awareofSamsung

brand.

33
3. Showing Samsung mobile user percentage

Respondents No of respondents Percentage of respondents

Yes 43 86

NO 7 14

Total 50 100

No of respondents
Yes NO

14%

86%

INTERPRETATION

From the above figure and table, Around 86% the responders are using or haveused

Samsung mobile. Only 14% people have not used a Samsung mobile.

34
4. showing previous mobile brand used by respondents

Brand No of respondents %of respondents

Apple 6 12

Realme 14 28

Xiaomi 18 36

Other 12 24

Total 50 100

No of respondents
Apple Realme Xiaomi Other

12%
24%

28%

36%

INTERPRETATION

The above Figure and Table shows the percentage of users who have usedmobileof

other brand. 36% have used xiaomi devices, 28% have used realme and12%have used

Apple and the remaning 24% or users have used mobile of some other brand

35
 5. showing the reason for giving up previous brand

Respondents No of respondents %of respondents

Smart Upgrade 28 56

Not Getting Updates Anymore 6 12

Crashing or Freezing Issue 14 28

Other 2 4

Total 50 100

No of respondents
Smart Upgrade Not Getting Updates Anymore
Crashing or Freezing Issue Other

4%

28%

56%

12%

INTERPRETATION

56% gave up previous brand to upgrade their device, 28%were facing freezingand

crashing issue 12% were using outdated device and were not getting anyupdates 4%

had other reason for giving up their devices

36
6. showing the factors influencing while purchasingmobile

Factors No of respondents %of respondents

Brand Name 12 24

Service 15 30

Design 9 18

Specifications 14 28

Total 50 100

No of respondents
Brand Name Service Design Specifications

24%
28%

18%
30%

INTERPRETATION

From the above table Brand name and after sale service are the main factors that

influence in the purchasing mobile

37
7. Showing revealing the brand name influence whenbuyingmobile

Respondents No of respondents %of respondents

Agree 38 76

Disagree 12 24

Total 50 100

No of respondents
Agree Disagree

24%

76%

INTERPRETATION

The above table and figure reveals that brand name has influence on about

76%ofbuyers and remaining 24% of respondents are not influenced by brand name.

38
8. showing the opinion of users whether price an imperativefactor to consider

Respondents No of respondents Percentage of respondents

Yes 44 88

NO 6 12

Total 50 100

No of respondents
Yes NO

12%

88%

INTERPRETATION

88% of the users responded that price is an important factor to consider whenbuying

mobile. The remaining 12% responded no

39
9. showing comparison of mobile brand with Samsungmobile

Factor No of respondents %of respondents

Fast processor 18 36

Better battery backup 12 24

Good camera 15 30

None of these 5 10

Total 50 100

No of respondents
Fast processor Better battery backup Good camera None of these

10%

36%

30%

24%

INTERPRETATION

From the above data we can see that 30% and 36% users prefer Samsung because of

its good camera and fast processor respectively

40
10. showing do they faced any problembecause of Samsung

Responds No. of respondents %of respondents

Yes 22 44

No 28 56

total 50 100

No. of respondents
Yes No

44%

56%

INTERPRETATION

The above figure and table reveals that 44%of users have faced some problemswhile

using Samsung mobile

41
11. showing problems faced while using Samsung Mobile

Factor No of respondents %of respondents

Heating issue 18 36

Poor camera 8 16

Insufficient storage 14 28

Others 10 20

Total 50 100

No of respondents
Heating issue Poor camera Insufficient storage Others

20%

36%

28%

16%

INTERPRETATION

From the above figure we can understand that, heating is the major problemfacedby

Samsung mobile users and insufficient storage is the second most commonproblem

faced by the respondents when using Samsung mobiles.

42
12. showing opinion about build quality of Samsungmobile

opinion No of respondents %of respondents

Best 10 20

Good 18 36

Average 15 30

Bad 7 14

total 50 100

No of respondents
Best Good Average Bad

14%
20%

30%

36%

INTERPRETATION

From the above figure and table we can see that most users said the build qualityof

Samsung mobile is good and average.

43
13. showing the factors that influences users to buyaSamsung mobile

Factor No of respondents %of respondents

Processor 18 36

Camera 23 46

Storage 5 10

Other 4 8

Total 50 100

No of respondents
Processor Camera Storage Other

8%

10%

36%

46%

INTERPRETATION

From the above figure and table we can see that camera and processor is a factor

which attracts 46% and 36% of respondents and 10% of the respondents areattracted

by storage space

44
14. showing whether samsung offer value for money

Responds No. of respondents %of respondents

Yes 42 84

No 8 16

Total 50 100

No. of respondents
Yes No

16%

84%

INTERPRETATION

The above Table and Figure shows that Samsung mobile offer value for money

45
15. showing favorite feature in Samsung mobile

Factor No of respondents %of respondents

Processor 13 26

Camera 27 54

Storage 10 20

Others 0 0

Total 50 100

No of respondents
Processor Camera Storage Others

20%
26%

54%

INTERPRETATION

The above table and figure shows the camera is the favourite feature of most of the

respondents in Samsung mobile

46
16. showing opinion about the battery backup

Replies No. of respondents %of respondents

Good 30 60

Average 17 34

Bad 3 9

Total 50 100

No. of respondents
Good Average Bad

6%

34%

60%

INTERPRETATION

From the about table, we can say that battery backup provided by the Samsungmobile

is good

47
17. showing opinion about the customer service of Samsung

Result No. of respondents %of respondents

Good 30 60

Average 15 30

Bad 5 10

Total 50 100

No. of respondents
Good Average Bad

10%

30%

60%

INTERPRETATION

The table and figure reveals that service provided by Samsung mobile is

goodasresponded by 60% the remaining 30% responded average.

48
18. showing whether user are getting receiving regular softwareupdates

Responds No. of respondents %of respondents

Yes 35 70

No 15 30

Total 50 100

No. of respondents
Yes No

30%

70%

INTERPRETATION

From the table we can see proper updates and security patches are given

to70%ofusers

49
19. showing the number of users who will suggest Samsungtofriends and relative

Responds No. of respondents %of respondents

Yes 37 74

No 13 26

Total 50 100

No. of respondents
Yes No

26%

74%

INTERPRETATION

The above table and figure shows that 74% of users will suggest Samsung to their

friends and family

50
20. showing preference in next purchase

Responds No. of respondents %of respondents

Yes 36 72

No 14 28

Total 50 100

No. of respondents
Yes No

28%

72%

INTERPRETATION

From the table we can see that 72% of users are ready to buy Samsung mobileintheir

next purchase

51
21. showing the level of satisfaction/rating towards Samsungmobile

Responds No. of respondents %of respondents

Highly Satisfied 13 26

Satisfied 23 46

Neutral 10 20

Dissatisfied 4 8

Total 50 100

No. of respondents
Highly Satisfied Satisfied Neutral Dissatisfied

8%

26%

20%

46%

INTERPRETATION

The above table reveals that 46% percentage of users are satisfied with

samsungmobiles. 20% had a neutral opinion

52
CHAPTER - VII
FINDINGS

53
 Chapter – 7

Findings

FINDINGS

 Almost 96% of the respondents have a mobile phone.

 100% of respondents are aware of the Samsung brand

 The majority of users have or are using Samsung mobile

 The majority of users used Xiaomi device as their previous mobile

 Uses buy a new device to upgrade their old device or after facing cashing

andfreezing issue

 Brand name and after-sale service are the main factors that influence the

purchasing mobile

 The brand name influences about 76% of buyers

 The majority of the users responded that price is an essential factor to consider

when buying mobile

 Users prefer Samsung because of its good camera and fast processor

 44%of users have faced some problems while using Samsung mobile

 Heating is the major problem faced by Samsung mobile users

 The majority of users said the build quality of Samsung mobile is good

andaverage.

 The camera and processor is a factor that attracts more users to Samsung mobile.

the camera is the favorite feature of user in Samsung mobile

 Samsung mobile offer value for money and good battery backup

 Service provided by Samsung mobile is good

54
 Proper updates and security patches are given to 70% of users

 74% of users will suggest Samsung to their friends and family

 72% of users prefer Samsung in next purchase

 Most of the users are satisfies with Samsung mobiles

55
CHAPTER - VII
LIMITATIONS OF
THE STUDY

56
 Chapter – 7

LIMITATIONS OF THE STUDY

LIMITATIONS OF THE STUDY

 One of the important disadvantages of this study is based only onChrist

college the result may not be taken as a universal suggestion

 The customers perception may change in accordance with time

 The increasing number of competitors is also a leading disadvantagewhichmakes it too

hard to speculate Samsung mobiles

57
CHAPTER - VIII
SUGGESTIONS
AND
RECOMMENDATIONS

58
 Chapter-8

Suggestions and Recommendations

SUGGESTIONS AND RECOMMENDATIONS

 The company can focus on providing powerful processor and improving camera

quality as they are the user's favourite and attractive feature of Samsung mobile

 Steps must be taken to resolve the heating and lagging issue which many users

face

 Since 44% of users have faced some problems while using Samsung mobile, the

company must take a survey and try to fix these problems through up dates

 The company can improve their after sale service for their mid-range device users.

59
CHAPTER - IX
CONCLUSION

60
 Chapter-9
Conclusion

CONCLUSION

This study concludes that most people prefer using Samsung mobile becauseit

provides features like a good camera, better battery backup, powerful processor At a

budget-friendly rate. Overall, the customers have a very positive experienceregarding

the usage of Samsung mobiles. And are willing to buy Samsungmobilein next

purchase.

61
BIBLIOGRAPHY

62
 BIBLIOGRAPHY

BIBLIOGRAPHY

 Dr. Dawar Sunny. “Impact of Brand Love on Consumer Behavior-AComparative

Study of Samsung and Vide ocon Brands.” Asian Journal of

Multidimensional Research 2019.

 Mr. Bankapur Bangarappa, and Dr. Shiralashetti A.S. “CustomerSatisfaction

towards Samsung Mobile Phones in Hubli-DharwadCity.”International Journal of

Multidisciplinary Research, 2017.

 Joel Billieux. “Study What Makes Games Addictive” Potential Behavior, 2017.

 Gupta Ridhi, and Priyanka. “A Critical Evaluation Examines the Impact ofSocial

Media on Consumer Purchasing Behavior with ReferencetoSamsung

Smartphone.” International Journal of Marketing and Technology, 2016.

 Kannusamy K.1, and Karthika S. “Customers’ SatisfactiontowardsSamsung

Smartphone: A Study in GobichettipalayamTown, ErodeDistrict.” Al-Barkaat

Journal of Finance & Management, 2015.

 Mrs. Jagadhambal A, and Mrs. Karpagambigai K. “A Study on

CustomerSatisfaction towards Samsung Mobile Phones with Special

ReferencetoCoimbatore City.” ZENITH International Journal of

MultidisciplinaryResearch, 2015.

 Subramanyam, and Venkateswarlu. Factors Influencing Mobile PhoneBuyers’

Buyer Behavior in India’s Kadapa District. 2012.

 Mack and Sharpies . “Cost and choice” 2009.

 Liu .“Customer choice and trend” 2002.

63
 Lee and feich . “Quality and customer satisfaction” 2001.

BOOKS

Gudergan, S., Lovelock, C., Kotler, P., Best, R., Patterson, P., Walker, R., &Perrott,

B.Contemporary marketing management. Frenchs Forest, N.S.W.: PearsonCustom

Publishing,2004

WEBSITES

https://www.wikipedia.org/

https://www.academia.edu

64
ANNEXURE

65
 QUESTIONNAIRE

NAME:

1. Are you using a mobile phone?

⎕ Yes
⎕ No
2. Are you aware of the Samsung brand?

⎕ Yes
⎕ No
3. Are you using a Samsung Mobile Phone?

⎕ Yes
⎕ No
4. which other brands have you used?

⎕ Apple
⎕ Realme
⎕ Xiaomi
⎕ Other
5. what made you give up the previous brand?

⎕ Smart Upgrade
⎕ Not Getting Updates Anymore
⎕ Crashing or Freezing Issue
⎕other
6. What are the factors influencing while purchasing mobile?

⎕ Brand Name
⎕ Service
⎕Design
⎕Specifications
7. brand name is an Important factor when making a buying decision?

⎕ Agree
⎕ Disagree
8. Is Price an imperative factor to consider?

66
⎕ Yes
⎕ No
9. By comparing your previous brand with Samsung, in what all features Samsung

outshines?

⎕ Faster processor
⎕ Better battery backup
⎕ Good camera
⎕ None of these
10. While using Samsung mobile do you faced any problems?

⎕ Yes
⎕ No
11. What are the problems faced while using Samsung mobile?

⎕ Heating issue
⎕ Poor camera
⎕ insufficient storage
⎕ others
12. What is your opinion about the build quality of Samsung mobile?

⎕ Best
⎕ Good
⎕ Average
⎕ Bad
13. Motivational factors to buy a Samsung mobile?

⎕ Processor
⎕ Camera
⎕ Storage
⎕ Others
14. Does Samsung mobile phones offer value for money?

⎕ Yes
⎕ No
15. Which is your favorite feature in Samsung mobile?

67
⎕ Processor
⎕ Camera
⎕ Storage
⎕ others
16. How do you feel about the battery backup?

⎕ Best
⎕ Average
⎕ Bad
17. What is your opinion about the customer service of Samsung?

⎕ Good ⎕ Average ⎕ Bad

18. Are you receiving regular software updates and security patches?

⎕ Yes
⎕ No
19. Will you prescribe/recommend Samsung brand phones to others?

⎕ Yes
⎕ No
⎕ Maybe
20. Do you prefer Samsung in your next purchase?

⎕ Yes
⎕ No
21. Level of Satisfaction/Rating towards the Samsung Brand?

⎕ Highly Satisfied
⎕ Satisfied
⎕ Neutral
⎕ Dissatisfied

68