Project Report On

Consumer buying behavior of Samsung mobile with respect to

Mumbai
Submitted by
Mr. Sohaib Shaikh

Roll no.
Under the guidance of
PROF. AMIT GAVIT
Designation: Faculty

Department: Bachelors of management studies

M.N.M.G. College
Submitted in partial fulfillment of

MUMBAI UNIVERSITY
M.N.M.G. COLLEGE OF COMMERCE

BACHELORS OF MANAGEMENT STUDIES, KHODALA-

JOGALWADI
MUMBAI
2019 – 2020

1
 DECLARATION

I, Mr. Sohaib Shaikh, of M.N.M.G. College Of Commerce & Management of

TYBMS [Semester VI] hereby declare that I have completed my project, titled
“Consumer buying behavior of Samsung mobile with respect to
Mumbai” in the Academic Year 2019-2020. The information submitted herein is
true and original to the best of my knowledge.

_________________
Signature of Student

[Sohaib Shaikh]

2
 CERTIFICATE

This is to certify that, Mr. Sohaib Shaikh, Student of M.N.M.G COLLEGE OF

COMMERCE AND MANAGEMENT has completed this project. The title
“Consumer buying behavior of Samsung mobile with respect to
Mumbai” as a part of T.Y.B.M.S course 2019-2020 has collected the required
information to reliable sources. This project is complete and fit for submission.

___________________ _______________________

Signature of the Principal Signature of Project Guide &

Internal Examiner

_______________ _______________________

(External Examiner) (BMS Co- Ordinator)

3
 ACKNOWLEDGEMENT

I would like to thank the University of Mumbai, for introducing the BMS course,
there by giving its students a platform to keep abreast with the changing business
scenario, with the help of theory as a base and practical as a solution.

This project would have been incomplete without the endless support and
guidance of Professor Prof. Amit Gavit , my project guide.

My friends who have been a great source of inspiration throughout the

making of this project, their support is deeply acknowledged.

Sohaib Shaikh

4
 Index
Sr. No Topic Page no.

1. Introduction 5

2. Mobile features 10

3. Mobile industry in India 17

4. SWOT analysis 20

5. Marketing mix 25

6. Data processing 30

7. Findings 33

8. Review of literature 34

9. Data collection 48

10. Data analysis and interpretation 50

11. Objective of the study 65

12. Limitation 68

13. Recommendation 71

14. Conclusion 73

15. Bibliography 74

5
Introduction
A mobile phone, cellular phone, cell phone, cell phone, or hand phone, sometimes
shortened to simply mobile, cell or just phone, is a portable telephone that can make
and receive calls over a radio frequency link while the user is moving within a
telephone service area. The radio frequency link establishes a connection to the
switching systems of a mobile phone operator, which provides access to the public
switched telephone network (PSTN). Modern mobile telephone services use
a cellular network architecture, and, therefore, mobile telephones are called cellular
telephones or cell phones, in North America. In addition to telephony, 2000s-era
mobile phones support a variety of other services, such as text
messaging, MMS, email, Internet access, short-range wireless communications
(infrared, Bluetooth), business applications, video games, and digital photography.
Mobile phones offering only those capabilities are known as feature phones; mobile
phones which offer greatly advanced computing capabilities are referred to
as smartphones.
The development of metal-oxide-semiconductor (MOS) large-scale
integration (LSI) technology, information theory and cellular networking led to the
development of affordable mobile communications. The first handheld mobile
phone was demonstrated by John F. Mitchell and Martin Cooper of Motorola in
1973, using a handset weighing c. 2 kilograms (4.4 lbs).[4] In 1979, Nippon
Telegraph and Telephone (NTT) launched the world's first cellular network in
Japan. In 1983, the Dyna TAC 8000x was the first commercially available handheld
mobile phone. From 1983 to 2018, worldwide mobile phone subscriptions grew to
over seven billion—enough to provide one for every person on Earth.[5] In first
quarter of 2016, the top smart phone developers worldwide were Samsung, Apple,
and Huawei, and smart phone sales represented 78 percent of total mobile phone

6
sales.[6] For feature phones (slang: “dumbphones”) as of 2016, the largest were
Samsung, Nokia, and Alcatel.

History

Martin Cooper of Motorola made the first publicized handheld mobile phone call on
a prototype Dyna TAC model on 3 April 1973. This is a reenactment in 2007.
A handheld mobile radio telephone service was envisioned in the early stages of
radio engineering. In 1917, Finnish inventor Eric Tigerstedt filed a patent for a
"pocket-size folding telephone with a very thin carbon microphone". Early
predecessors of cellular phones included analog radio communications from ships
and trains. The race to create truly portable telephone devices began after World
War II, with developments taking place in many countries. The advances in mobile
telephony have been traced in successive "generations", starting with the early
zeroth-generation (0G) services, such as Bell System's Mobile Telephone
Service and its successor, the Improved Mobile Telephone Service. These 0G
systems were not cellular, supported few simultaneous calls, and were very
expensive.
The Motorola DynaTAC 8000X. First commercially available handheld cellular
mobile phone, 1984.
The development of metal-oxide-semiconductor (MOS) large-scale
integration (LSI) technology, information theory and cellular networking led to the
development of affordable mobile communications.[1] The first handheld cellular
mobile phone was demonstrated by John F. Mitchell[2][3] and Martin
Cooper of Motorola in 1973, using a handset weighing 2 kilograms (4.4 lb).[4] The
first commercial automated cellular network (1G) analog was launched in Japan
by Nippon Telegraph and Telephone in 1979. This was followed in 1981 by the
simultaneous launch of the Nordic Mobile Telephone (NMT) system in Denmark,

7
Finland, Norway, and Sweden. Several other countries then followed in the early to
mid-1980s. These first-generation (1G) systems could support far more
simultaneous calls but still used analog cellular technology. In 1983, the DynaTAC
8000x was the first commercially available handheld mobile phone.
Digital cellular networks appeared in the 1990s, enabled by the wide adoption
of MOSFET-based RF power amplifiers (power MOSFET and LDMOS) and RF
circuits (RF CMOS), leading to the introduction of digital signal
processing in wireless communications.[1] In 1991, the second-generation (2G)
digital cellular technology was launched in Finland by Radiolinja on
the GSM standard. This sparked competition in the sector as the new operators
challenged the incumbent 1G network operators.
The lithium-ion battery, an indispensable energy source for modern mobile
phones,[12] was commercialized by Sony and Asahi Kasei in 1991.[13][14] In 2001, the
third generation (3G) was launched in Japan by NTT DoCoMo on
the WCDMA standard.[15] This was followed by 3.5G, 3G+ or turbo 3G
enhancements based on the high-speed packet access (HSPA) family,
allowing UMTS networks to have higher data transfer speeds and capacity.
By 2009, it had become clear that, at some point, 3G networks would be
overwhelmed by the growth of bandwidth-intensive applications, such as streaming
media.[16] Consequently, the industry began looking to data-optimized fourth-
generation technologies, with the promise of speed improvements up to ten-fold
over existing 3G technologies. The first two commercially available technologies
billed as 4G were the WiMAX standard, offered in North America by Sprint, and
the LTE standard, first offered in Scandinavia by TeliaSonera.
5G is a technology and term used in research papers and projects to denote the next
major phase in mobile telecommunication standards beyond the 4G/IMT-
Advanced standards. The term 5G is not officially used in any specification or
official document yet made public by telecommunication companies or
8
standardization bodies such as 3GPP, WiMAX Forum or ITU-R. New standards
beyond 4G are currently being developed by standardization bodies, but they are at
this time seen as under the 4G umbrella, not for a new mobile generation.
Types

Smartphones have a number of distinguishing features. The International

Telecommunication Union measures those with Internet connection, which it
calls Active Mobile-Broadband subscriptions (which includes tablets, etc.). In the
developed world, smartphones have now overtaken the usage of earlier mobile
systems. However, in the developing world, they account for around 50% of mobile
telephony.
Feature phone
Main article: Feature phone
Feature phone is a term typically used as a retronym to describe mobile
phones which are limited in capabilities in contrast to a modern smartphone. Feature
phones typically provide voice calling and text messaging functionality, in addition
to basic multimedia and Internet capabilities, and other services offered by the
user's wireless service provider. A feature phone has additional functions over and
above a basic mobile phone which is only capable of voice calling and text
messaging. Feature phones and basic mobile phones tend to use a proprietary,
custom-designed software and user interface. By contrast, smartphones generally
use a mobile operating system that often shares common traits across devices.
Kosher phone
There are Orthodox Jewish religious restrictions which, by some interpretations,
standard mobile telephones overstep. To deal with this problem, some rabbinical
organizations have recommended that phones with text-messaging capability not be
used by children.[21] Phones with restricted features are known as kosher phones and
have rabbinical approval for use in Israel and elsewhere by observant Orthodox
9
Jews. Although these phones are intended to prevent immodesty, some vendors
report good sales to adults who prefer the simplicity of the devices. Some phones
are approved for use by essential workers (such as health, security, and public
service workers) on the sabbath, even though the use of any electrical device is
generally prohibited during this time.[22]
Infrastructure

Cellular network and Wi-Fi

Mobile phones communicate with cell towers that are placed to give coverage
across a telephone service area which is divided up into 'cells'. Each cell uses a
different set of frequencies from neighboring cells, and will typically be covered by
3 towers placed at different locations. The cell towers are usually interconnected to
each other and the phone network and the internet by wired connections. Due to
bandwidth limitations each cell will have a maximum number of cell phones it can
handle at once. The cells are therefore sized depending on the expected usage
density, and may be much smaller in cities. In that case much lower transmitter
powers are used to avoid broadcasting beyond the cell.
In order to handle the high traffic, multiple towers can be setup in the same
area(using different frequencies). This can be done permanently or temporarily such
as at special events like at the Super Bowl, Taste of Chicago, State Fair, NYC New
Year's Eve, hurricane hit cities, etc. where cell phone companies will bring a truck
with equipment to host the abnormally high traffic with a portable cell.
Cellular can greatly increase the capacity of simultaneous wireless phone calls.
While a phone company for example, has a license to 1000 frequencies, each cell
must use unique frequencies with each call using one of them when communicating.
Because cells only slightly overlap, the same frequency can be reused. Example cell
1 uses frequency 1–500, next door cell uses frequency 501–1000, next door can

10
reuse frequency 1–500. Cells 1 and 3 are not "touching" and do not
overlap/communicate so each can reuse the same frequencies.[citation needed]
This is even more greatly increased when phone companies implemented digital
networks. With digital, one frequency can host multiple simultaneous calls
increasing capacity even more.
As a phone moves around, a phone will "hand off" - automatically disconnect and
reconnect to the tower of another cell that gives the best reception.
Additionally, short-range Wi-Fi infrastructure is often used by smartphones as much
as possible as it offloads traffic from cell networks on to local area networks.
Hardware

Mobile phone features

The common components found on all mobile phones are:
 A central processing unit (CPU), the processor of phones. The CPU is
a microprocessor fabricated on a metal–oxide–semiconductor (MOS) integrated
circuit (IC) chip.
 A battery, providing the power source for the phone functions. A modern
handset typically uses a lithium-ion battery (LIB), whereas older handsets
used nickel–metal hydride (Ni–MH) batteries.
 An input mechanism to allow the user to interact with the phone. These are
a keypad for feature phones, and touch screens for most smartphones (typically
with capacitive sensing).
 A display which echoes the user's typing, and displays text messages,
contacts, and more. The display is typically either a liquid-crystal display (LCD)
or organic light-emitting diode (OLED) display.
 Speakers for sound.
 Subscriber Identity Module (SIM) cards and Removable User Identity
Module (R-UIM) cards.
11
 A hardware notification LED on some phones
Low-end mobile phones are often referred to as feature phones and offer basic
telephony. Handsets with more advanced computing ability through the use of
native software applications are known as smartphones.
Central processing unit
Mobile phones have central processing units (CPUs), similar to those in computers,
but optimised to operate in low power environments.
Mobile CPU performance depends not only on the clock rate (generally given in
multiples of hertz)[23] but also the memory hierarchy also greatly affects overall
performance. Because of these problems, the performance of mobile phone CPUs is
often more appropriately given by scores derived from various standardized tests to
measure the real effective performance in commonly used applications.

ELECTRONICS INDUSTRY IN INDIA

HISTORICAL DEVELOPMENTS

The Indian electronics industry had its origins to the year 1965 with an orientation
towards space and defense technologies. This was rigidly controlled and initiated
by the government. This was followed by developments in consumer electronics
mainly with transistor radios,
black & white TVs, calculators, and other audio products. Colour televisions soon
followed. 1982 was a significant year in the history of television in India when the
government allowed thousands of color TV sets to be imported into the country to
coincide with the broadcast of Asian Games in New Delhi. 1985 saw the advent
of Computers and Telephone exchanges, which were succeeded by Digital

12
Exchanges in 1988. The period between 1984 and 1990 was the golden period for
electronics during which the industry witnessed continuous and rapid growth.

CURRENT SCENARIO

The electronics market is one of the largest in the world and is anticipated to reach
US$ 400 billion in 2022 from US$ 69.6 billion in 2012.

The market is projected to grow at a compound annual growth rate (CAGR) of 24.4
per cent during 2012-2020.

The electronics sector consists of consumer and industrial electronics,

computers, communication and broadcasting equipment, strategic electronics
and electronic components.

Total production of electronics hardware goods in India is estimated to reach

US$ 32.7 billion in FY13 and US$ 104 billion by 2020. The communication
and broadcasting equipment segment constituted 31 per cent, which is the highest
share of total production of electronic goods in India in FY13, followed by consumer
electronics at 23 per cent.

The consumer electronics and durables industry is currently poised at about Rs

340 billion.

13
Samsung Electronics Co., Ltd. is a South Korean multinational electronics company

headquartered in Suwon, South Korea. It is the flagship subsidiary of the Samsung

Group, accounting for 70% of the group's revenue in 2012, and has been the
world's largest information technology company by revenue since 2009. Samsung
Electronics has assembly plants and sales networks in 80 countries and employs
around 370,000 people. Since 2012, the CEO is Kwon Oh-Hyun.

Samsung has long been a major manufacturer of electronic components such as

lithium-ion batteries, semiconductors, chips, flash memory and hard drive devices
for clients such as Apple, Sony, HTC and Nokia.

In recent years, the company has diversified into consumer electronics. It is the
world's largest manufacturer of mobile phones and smartphones fueled by the
popularity of its Samsung Galaxy line of devices. The company is also a major
vendor of tablet computers, particularly its Android-powered Samsung Galaxy
Tab collection, and is generally regarded as pioneering the phablet market
through the Samsung Galaxy Note family of devices.

Samsung has been the world's largest manufacturer of LCD panels since 2002, the
world's largest television manufacturer since 2006, and world's largest
manufacturer of mobile phones since 2011. Samsung Electronics displaced
Apple Inc. as the world's largest technology company in 2011 and is a major part
of the South Korean economy. In June 2014 Samsung published the Tizen OS with
the new Samsung Z.

For over 70 years, Samsung has been dedicated to making a better world through
diverse businesses that today span advanced technology, semiconductors, skyscraper
and plant construction, petrochemicals, fashion, medicine, finance, hotels, and more.
Our flagship

14
company, Samsung Electronics, leads the global market in high-tech electronics
manufacturing and digital media.

Through innovative, reliable products and services; talented people; a responsible

approach to business and global citizenship; and collaboration with our partners
and customers, Samsung is taking the world in imaginative new directions.

Display device
One of the main characteristics of phones is the screen. Depending on the device's
type and design, the screen fills most or nearly all of the space on a device's front
surface. Many smartphone displays have an aspect ratio of 16:9, but taller aspect
ratios became more common in 2017.
Screen sizes are measured in diagonal inches; feature phones generally have screen
sizes below 3.5 inches. Phones with screens larger than 5.2 inches are often called
"phablets." Smartphones with screens over 4.5 inches in size are commonly difficult
to use with only a single hand, since most thumbs cannot reach the entire screen
surface; they may need to be shifted around in the hand, held in one hand and
manipulated by the other, or used in place with both hands. Due to design advances,
some modern smartphones with large screen sizes and "edge-to-edge" designs have
compact builds that improve their ergonomics, while the shift to taller aspect ratios
have resulted in phones that have larger screen sizes whilst maintaining the
ergonomics associated with smaller 16:9 displays.[24][25][26]
Liquid-crystal displays are the most common; others are IPS, LED, OLED,
and AMOLED displays. Some displays are integrated with pressure-sensitive
digitizers, such as those developed by Wacom and Samsung,[27] and Apple's "3D
Touch" system.

15
Sound
In sound, smartphones and feature phones vary little. Some audio-quality enhancing
features, such as Voice over LTE and HD Voice, have appeared and are often
available on newer smartphones. Sound quality can remain a problem due to the
design of the phone, the quality of the cellular network and compression algorithms
used in long distance calls.[28][29] Audio quality can be improved using
a VoIP application over WiFi.[30] Cellphones have small speakers so that the user
can use a speakerphone feature and talk to a person on the phone without holding it
to their ear. The small speakers can also be used to listen to digital audio files of
music or speech or watch videos with an audio component, without holding the
phone close to the ear.
Battery
The average phone battery lasts 2–3 years at best. Many of the wireless devices use
a Lithium-Ion (Li-Ion) battery, which charges 500-2500 times, depending on how
users take care of the battery and the charging techniques used.[31] It is only natural
for these rechargeable batteries to chemically age, which is why the performance of
the battery when used for a year or two will begin to deteriorate. Battery life can be
extended by draining it regularly, not overcharging it, and keeping it away from
heat.[32][33]
SIM card
Main articles: Subscriber Identity Module and Removable User Identity Module

Typical mobile phone mini-SIM card.

Mobile phones require a small microchip called a Subscriber Identity Module
or SIM card, in order to function. The SIM card is approximately the size of a small
postage stamp and is usually placed underneath the battery in the rear of the unit.
The SIM securely stores the service-subscriber key (IMSI) and the Ki used to
identify and authenticate the user of the mobile phone. The SIM card allows users to
16
change phones by simply removing the SIM card from one mobile phone and
inserting it into another mobile phone or broadband telephony device, provided that
this is not prevented by a SIM lock. The first SIM card was made in 1991 by
Munich smart card maker Giesecke & Devrient for the Finnish wireless network
operator Radiolinja.[citation needed]
A hybrid mobile phone can hold up to four SIM cards, with a phone having an IMEI
per SIM Card. SIM and R-UIM cards may be mixed together to allow
both GSM and CDMA networks to be accessed. From 2010 onwards, such phones
became popular in emerging markets,[34] and this was attributed to the desire to
obtain the lowest on-net calling rate.
Software

Mobile app
A mobile app is a computer program designed to run on a mobile device, such as a
smartphone. The term "app" is a shortening of the term "software application".
Messaging
A text message (SMS).
A common data application on mobile phones is Short Message Service (SMS) text
messaging. The first SMS message was sent from a computer to a mobile phone in
1992 in the UK while the first person-to-person SMS from phone to phone was sent
in Finland in 1993. The first mobile news service, delivered via SMS, was launched
in Finland in 2000,[citation needed] and subsequently many organizations provided "on-
demand" and "instant" news services by SMS. Multimedia Messaging
Service (MMS) was introduced in 2001.[citation needed]
Application stores

17
Main article: List of digital distribution platforms for mobile
devices
The introduction of Apple's App Store for the iPhone and iPod Touch in July 2008
popularized manufacturer-hosted online distribution for third-party applications
(software and computer programs) focused on a single platform. There are a huge
variety of apps, including video games, music products and business tools. Up until
that point, smartphone application distribution depended on third-party
sources providing applications for multiple platforms, such
as GetJar, Handango, Handmark, and PocketGear. Following the success of the App
Store, other smartphone manufacturers launched application stores, such as Google's
Android Market (later renamed to the Google Play Store) and RIM's BlackBerry
App World and Android-related app stores like F-Droid. In February 2018, 93%
of mobile developers were targeting smartphones first for mobile app development.
Mobile Phone Industry in India
Definition / Scope
Normally, mobile phones are defined as wireless devices that are used to make and
receive calls while moving across various geographical areas as well as to send text
messages. However, today mobile phones have moved beyond their primary role of
voice communication and are used for other purposes such as surfing the internet,
listening to music, watching videos, etc.
Market Overview
 The mobile phone industry is the fastest growing in the world and India adds
more mobile connections every month than any other county and this trend is
evident by the massive influx of handsets into the country.
 The telecom boom in the country provides opportunities to many handset
manufacturers. Among the fastest growing sectors in the country, telecom has been
zooming up the trade curve at a fiery [Link] number of devices launched in India
18
during the first half of 2019 stood at 857 and an estimated 1,700+ devices will be
launched before the end of the [Link]’s a massive increase from previous years
where 1,137 devices were launched during 2018 and 957 devices during 2013.
 The telecom industry in India has been dominated by mobile phones. There
were 840 million plus users of mobile phones in 2018 in the country and thus it is
becoming a dominant device for voice communication and other value based
services.
 Indian brands lead the market when it comes to the most number of devices
launched with 7 out of 10 of the top brands being Indian. Samsung, HTC and Sony
were the only foreign companies that made it into the top 10.
 The mobile phone industry is expected to reach $334.8 billion in 2017 with a
CAGR of 6.8% compared to 2018.
 From April 2000 to January 2018, the telecom Compact Car Market In United
Kingdom Industry has received a foreign direct investment of $59,769 million,
which is an increase of 6% to the total FDI flow as compared to 2013.
 India had 920 million total mobile subscribers in 2018 whereas just 6 years
back, in 2008, the amount was 250 million.
 However, while Indian brands lead in the number of smartphone launches,
most of the devices they launch are priced under Rs 10,000. When it comes to
number of devices launched priced above Rs 10,000, only micromax makes it into
the top 10.
 When it comes to individual brands, leading smartphone vendor Samsung
launched devices across price brands unlike previous years. During H1 2018, the
company only focused on the high end and mid-range markets, but that changed this
year.
 HTC on the other hand increased its focus on the mid-range market launching
a substantially more number of devices in the Rs 10k-20k and Rs 5k-10k market
segments during H1 2019.
19
 Sony too shifted its focus from the high end device market to the mid-range
and low-end market. The company launched just one device priced above Rs 30k
during H1 2019.
 Micromax increased its focus on the low-end market, launching 27 devices in
the sub-Rs 5,000 segment during H1 2019, up from 16 in the same period last year.
The company however launched fewer devices in the Rs 5k-10k and Rs 10k-20k
price brackets this year.
 The segment of devices priced between Rs 5,000 and Rs 10,000 registered the
most number of users during H1 2019. Devices priced above Rs 30,000 however
registered the biggest fall, going from 18% in H1 2018 to just 5% in H1 2019.
 2019 also marked the year of growth for Chinese smartphone brands in India.
The share of users of Chinese brand device grew to 22% during H1 2019, up from
just 7% during the same time last year. Share of Indian brand device users remained
almost flat while the share of users of other international brands dropped massively.

20
 SWOT ANALYSIS

STRENGTHS

 Diversified Business Mix

Samsung offers a wide range of electronic goods under diverse businesses allowing
it to effectively manage and mitigate risk. The company operates through four
business division, namely, Consumer Electronics (CE), Information Technology
&Mobile Communications (IM), Semiconductor Business, and Display Business
(DB). The company’s CE business division offers color TVs, monitors, MP3
players, DVD players, home theater systems, digital camcorders and portable
entertainment devices, Touch of Color TVs and 4th- generation Blu-ray disc
players, among others. It also manufactures and sells handsets, networking
systems and other consumer electronics including home appliances such as air
conditioners, refrigerators, air purifiers, microwaves, washing machines and
remote controlled digital home networks incorporating new technology and design
for consumers.

IM business division of Samsung provides communication systems, laser printers,

computers, and tablets and mobile phones, among others. The company’s
Semiconductor Business division offers dynamic random access memory, static
random access memory, NAND flash memory, Solid State Drives, logic and analog
integrated circuit devices, display driver IC, CMOS image sensor, mobile
application processor, smart card IC, and media player SoC, among others.
Samsung’s Display Business division offers panels for TVs, digital information
21
displays, notebook PCs and desktop monitors. It produces various display panels for
mobile products. The division also manufactures next-generation products such as ultra-
slim, edge-lit LED-backlit LCD panels, and advancements in LED-backlit panel
design, and 240Hz LCD technology. In2013, the company generated 53.8% of
revenue from IM business, followed by, CE business with 22.5%, Semiconductor with
12.7%, and DP business with 11%.

 Wide Geographical Reach

The company operates through more than 200 offices in over 80 countries.
Samsung’s major sales offices are located in Australia, China, Hong Kong,
India, Indonesia, Japan, Malaysia, the Philippines, Singapore, Thailand, Russia,
Ukraine, Kazakhstan, Austria, Serbia, France, Germany, Greece, the UAE, South
Africa, Turkey, Jordan, the US, the UK, Canada, Mexico, Argentina, Brazil, Peru,
and Panama, among others. Geographically, the company operates across five
regions, namely, Korea, America, Europe, Asia and Africa, and China. For the
fiscal year ended December 2013, the company generated 34.7% revenue from
Korea, 17% from America, 14.2% from Europe, 13.7% from Asia and Africa, and
20.4%from China.

WEAKNESSES

 Legal Proceedings

Involvement in litigation mainly on products and their features may result in

increasing expenses, which in turn affect its profits and brand image. In March
2014, ZiiLabs Inc., Ltd filed a patent infringement lawsuit in the US against
Samsung Electronics Co Ltd and Apple Inc alleging that certain products of
Samsung (including various Galaxy phones and tablets, and laptops) and Apple
(including various ranges of the iPhone and iPad, iMac and Mac Book Pro)
infringe a number of ZiiLabs patents.
22
 Moreover, DSS Technology Management, Inc. filed a patent infringement lawsuit
against Samsung Electronics Co, Taiwan Semiconductor Corporation and NEC
Corporation of America in the United States District Court alleging infringement
by Samsung, NEC and TSMC of patents related to semiconductor manufacturing.

In November 2013, LARGAN Precision Co Ltd filed a lawsuit against Samsung,

Samsung Electronics America, Inc. and Samsung Telecommunications America,
LLC, with U.S. District Court for the Southern District of California, for violation
of lens design and other patents owned by LARGAN Precision.

In August 2013, Straight Path IP Group Inc. filed patent protection actions against,
and is seeking damages from Blackberry Ltd, Huawei, Samsung, and ZTE. It
seeks damages on the sale of the electronics manufacturers' alleged infringing
products including handsets, tablet computers, smart TVs, Blu-ray players, and set-
top boxes.

In March 2013, Samsung countersued Ericsson claiming that the mobile equipment
maker infringed several of its patents including those relating to data transmission, a
filing in a U.S. district court showed. The filing comes after Ericsson filed a
suit against Samsung Electronics Co Ltd in November in a U.S. court alleging
the South Korean company infringed its mobile-technology patents after the two
companies failed to agree on licensing terms.

OPPORTUNITIES

 Rising Demand for Smartphones

Rising demand for smartphones could improve Samsung’s earning capability
and market share. Smartphones have the highest near-term purchase intent
amongst any portable connected devices. According to in-house research, global
mobile subscriptions are expected to reach 8.99 billion at a CAGR of 6% from
2013 to 2018. The key drivers include greater product innovation, expanding 4G

23
networks, decreasing prices and increasing competition among smartphone
manufacturers. Samsung offers a wide range of smartphones and developing
products using latest technologies such as LTE. The company’s Galaxy S4
recorded global sales of 10 million and launched S4 LTE-A, the LTE-A
smartphone. The company expects its smartphone shipments to increase by more
than 10% in 2014.
 New Product Launches

The company strives to manufacture innovative products to meet customers’

changing requirements. Launch of innovative products at regular intervals helps
Samsung retain and attract customers and increase its market presence. In June
2014, Samsung introduced the Samsung 845DC EVO Solid State Drives, adding a
new SSD line designed for use in data centers to its award-winning memory
portfolio. During the same month, the company introduced the Samsung Z, the
smartphone powered by the Tizen platform. Furthermore, Samsung announced
plans to release Tizen-based Samsung TV SDK, the first Software Development Kit
that allows developers to build applications for the Tizen-based TV.

In April 2014, Samsung launched the Samsung Galaxy K zoom, new camera
specialized smartphone. During the same month, Samsung announced the
Samsung Level, a new series of premium audio products. The Level series is
comprised of four types of expertly crafted audio products for any type of mobile
user: Level Over, Level On, Level In, and Level Box. The company also
launched the new Galaxy S5 and the Samsung Gear devices – Samsung Gear 2,
Samsung Gear 2Neo, and Samsung Gear Fit. In 2013, Samsung launched Business
Core Printing Solutions for small and medium sized businesses to increase
workplace efficiency through easy-to-use, serverless printing and unveiled the
GALAXY Note 10.1, 2014 Edition. It also launched Samsung GALAXY S4

24
Zoom and the compact GALAXY S4 Mini and Samsung GALAXY S4, the next
generation smartphone.

 Growing Demand for LTE Technology

Demand for providing mobile broadband services using LTE (Long Term
Evolution) technologies is expected to increase, which may present growth
opportunities for the company. According to in-house research, as of year-end
2012, LTE network subscriptions reached 65.6 million worldwide. Looking further
ahead, as networks and devices proliferate, facilitated by multi-standard radio
technology, LTE subscriptions are expected to approach
1.6 billion by 2018, or 17.3% of global mobile subscriptions.

In January 2014, Samsung and KT announced plans to launch commercial

eMBMS (evolved
Multimedia Broadcast and Multicast Service) to KT’s LTE subscribers using the
Samsung Galaxy Note 3. eMBMS is a new LTE technology that
enables multiple users tosimultaneously and efficiently enjoy HD quality video
service for an enhanced multimedia consumption experience. In November 2013,
Telefónica Chile (Movistar) uses Samsung’s advanced and differentiated LTE
network solutions to offer LTE services throughout Chile. In September 2013,
OJSC Mobile TeleSystems and Samsung completed the first stage of MTS LTE
network in Russia’s Pskov region and the beginning of the testing of 4G network
services.

25
THREATS

 Intense Competition

Samsung operates in a highly competitive technology market offering consumer

electronics, memory products, mobile handsets, and displays and lights, among others.
These markets are characterized by short product life cycles, continual performance
enhancements, and rapid adoption of technological and product advancements by
competitors in the retail market, and price sensitivity in the original equipment
manufacturer market. It mainly competes with Dell, Hewlett-Packard, LG
Electronics and Acer in notebooks market; Sony, Toshiba, and Philips in
consumer electronics market; LG Electronics, Panasonic, Sharp Corp., and Sony in
digital appliances market; Nokia, Motorola, Apple, Sony Ericsson, Lenovo, and
HTC in mobile market. The level of competition in low cost smartphone market
is expected to be high, as manufacturers are undertaking many pricing initiatives.
For instance, Intex and Spice together formed a partnership with Mozilla to launch
world’s cheapest smart phone. In India, Celkon launched first Android 4.4 KitKat
smartphone, Campus A35K, for INR2,999, whereas it’s another competitor
Karbonn, introduced an entry-level dual SIM Android-based mobile device for
INR2,790. If the company fails to take such initiatives, its business operations
may be affected.

 Falling Demand for PCs & TVs

Decline in demand for TVs may affect the company’s business operations. The
TV Shipments are expected to fall due to the emergence of mobile devices and
tablets. Although Samsung maintains number one position in total TV market,
including FPTV and LCDTV, the decline in shipments may affect its overall
business growth.

26
 Marketing Mix

Product Price
4 P's of
Marketing
Promotion Place

PRODUCT

The benefit of Samsung in terms of its products is that there is trust on all Samsung
products because of the way Samsung products have performed in the last few
years. Problems with the products have been negligible. And with its smartphones,
Samsung has achieved a status symbol for its customers. At the same time,
Samsung is known for its service and people know that Samsung gives a very fast
service for any of its product.

27
PRICE

Skimming price- Samsung’s smartphones are one of the best in the market and
are the market leader in terms of the features and USP’s that they provide. The
recent Samsung galaxy note 5 is another entrant in the market which is catching
people’s eyes. Thus Samsung uses skimming price for these products wherein it
tries to get a high value in the start before competition catch up.

Competitive pricing- for products other than smartphones, Samsung uses

competitive pricing, televisions, air conditioners, refrigerators and other products have
competition in the form of Panasonic or lg. Samsung is known to be a great
brand but it is not greater than LG for home appliances. In fact LG beats Samsung
where home appliances are concerned.

PLACE

Samsung is present through various channels in the market. It works on the

channel marketing concept wherein there are three segments: Sales and service
dealers, modern retail and distributors. The sales and service dealers handle key
accounts for Samsung and are involved in corporate sales. These dealers may also
open exclusive Samsung showrooms.

The distribution network is the most interesting in the case of Samsung. In several
cities, Samsung has a single distributor through whom they distribute throughout a
territory.

28
PROMOTION
Samsung uses multiple forms of promotions. Samsung as a company believes in
pulling the customer to themselves through advertising but at the same time uses
strong tactics to push the product to the customer through sales promotions.
Thus on one hand, Samsung uses various marketing vehicles across the year
covering festive season as well as non-festive time. On the other hand, it gives
many offers and discounts to trade partners to motivate them to sell Samsung
above competition.

29
COMPETITORS

PANASONIC CORPORATION

Panasonic has been one of the world's most prolific electronics manufacturers since
1919. It operates worldwide through about 600 companies under brands
Panasonic, Quasar, Technics, and others. The company spans multiple fields: Its
consumer business consists of AVC (audio, video, and communications)
equipment, along with hardware and software for linking it together, and home
appliances (washing machines, vacuum cleaners, personal grooming aids, and
commercial HVAC). In the field of devices, Panasonic covers multimedia and
eco- car equipment, industrial electronic components, and batteries. The
company's solutions equipment targets environmentally conscience businesses,
manufacturers, and health care firms.

SONY CORPORATION

Sony is synonymous with consumer electronics. It's especially big in TVs and
game consoles like the new PlayStation4. Officially named Sony Kabushiki
Kaisha, the company designs, makes, and sells a host of electronic equipment,
instruments, and devices for consumer, professional, and industrial markets.
Professional products include semiconductors and components. A top global media
conglomerate, Sony boasts additional assets in the areas of music (Sony Music
Entertainment), film (Sony Pictures Entertainment and Sony Digital Production),
smartphones (Sony Mobile), DVDs (Sony Pictures Home Entertainment), and
TV (Sony Pictures Television). Sony also has several financial services businesses
and an advertising agency in Japan.

30
LG ELECTRONICS INC.

LG Electronics (LGE) makes the products that have tech-savvy consumers

chomping at the bit in the kitchen, in the media room, and on the go. A leader in
consumer electronics, mobile communications, and home appliances, LGE operates
through more than 100 subsidiaries worldwide that design and make flat panel
TVs, audio and video products, mobile handsets, air conditioners, washing
machines, refrigerators, and more. Asia and North America are its two largest
markets, each contributing about a quarter of LGE's sales. LGE owns Zenith
Electronics (acquired in 1995) and LG Display. Founded in 1958 as Goldstar,
LGE established a North American headquarters in 2004. South Korea's LG Corp.
owns about one- third of LGE.

APPLE INC.

Apple Inc. (commonly known as Apple) is an American multinational technology

company headquartered in Cupertino, California, that designs, develops, and
sells consumer electronics, computer software, and online services. Its best-known
hardware products are the Mac personal computers, the iPod portable media
player, the iPhone smartphone, the iPad tablet computer, and the Apple Watch
smartwatch. Apple's consumer software includes the OS X and iOS operating
systems, the iTunes media player, the Safari web browser, and the iLife and
iWork creativity and productivity suites. Its online services include the iTunes
Store, the iOS App Store and Mac App Store, and iCloud.

HTC CORPORATION

HTC Corporation is a Taiwanese multinational manufacturer of smartphones and

tablets headquartered in New Taipei City, Taiwan. Founded in 1997, HTC began
as an original design manufacturer and original equipment manufacturer,

31
designing and manufacturing devices such as mobile phones, touchscreen phones,
and PDAs based on Windows Mobile OS and Brew MP to market to mobile
network operators who were willing to pay a contract manufacturer for customized
products. After initially making smartphones based mostly on Windows Mobile,
HTC expanded its focus in 2009 to devices based on Android, and in 2010 to
Windows Phone. As of 2011, HTC primarily releases and markets its
smartphones under the HTC brand, ranking as the 98th top brand on Interbrand's
Best Global Brands 2011 report. A September 2013 media report stated that
HTC's share of the global smartphone market is less than 3 percent. However a
report published in April 2015 states that the market share has risen to 7.2 percent
due to its strong sales of the HTC One M8 and Desire series. The stock price
has fallen by 90 percent since 2011.

32
DATA PROCESSING
Data processing is, broadly, "the collection and manipulation of items of data to
produce meaningful information." In this sense it can be considered a subset of
information processing, "the change (processing) of information in any manner
detectable by an observer."

The term is often used more specifically in the context of a business or other
organization to refer to the class of commercial data processing applications.

After collecting data, the method of converting raw data into meaningful
statement; includes data processing, data analysis, and data interpretation and
presentation. Data processing involves main stages such as editing, coding,
classification, tabulation and graphic presentation of data.

Data processing is a process of skillfully organising of data for the purpose of

data analysis and interpretation. Data processing can be done manually when
the collected data is limited or it can be done mechanically when the collected data
involve huge quantities.

Data processing is the intermediary stage between data collection and data analysis.
The completed instruments of data collection, such as interview questionnaires,
data sheets, and field notes contain a vast mass of data. The collected data
instruments are like raw materials and therefore, they cannot straightway provide
answers to research questions. Therefore, there is a need for skillful manipulation
of data, i.e., data processing.

Data processing need to be planned at the stage of research design. Most of the
researchers think of data processing only after the completion of data collection. The
researchers may be confronted with certain unexpected problems which can be
avoided if careful planning for data processing is undertaken at the research
design stage. The advance planning may cover such aspects like coding of data,
33
 categorization of variables, tabulation of data, etc. This should be done with
reference to the requirements of testing hypotheses or investigating questions.

DATA PROCESSING STAGES

Processing of data is a process of editing, coding, classification, tabulation and

graphic presentation of data. Data processing is required for the purpose of
analysis and interpretation. Analysis and interpretation of data facilities:

STAGES IN DATA PROCESSING

EDITING

CODING

CLASSIFICATION

TABULATION

GRAPHIC PRESENTATION
 Research Findings Drawing Conclusions Recommendations he various stages in data
processing are as follows:

34
EDITNG OF DATA
This aspect plays a very vital role in the detection of the errors and omissions
and then helps to correct these errors. By this step, there occurs a large amount of
increase in the degree of accuracy, consistency and homogeneity. By this method,
coding and tabulation of the data is done and also scrutiny in a very careful
manner of the completed questionnaires takes place.

CODING
This step involves assignment of some symbols, either alphabetical or numerals
or both, to the answers. By doing this coding of the data, analysation of the data can
be performed in a much efficient manner but a very vital point to be kept in mind
here is that there should be no errors while assigning the codes or should be at the
minimum possible level.

CLASSIFICATION
The step of classification in general terms can be defined as the arrangement of the
data into groups and classes depending on the resemblance and the similarities. With
the help of the classification of the data, the entire data can be condensed and this
condensation can be done in such an elegant way that the various important
characteristics can be very easily noticed. The various features of the variables can
be compared and the data in a tabular form can be prepared.

TABULATION
Classification of the data and the tabulation of the data have been observed to be
interrelated. In this step of the tabulation of the data, data after it has been classified
is then arranged in the form of the tables.

In general terms, it can be said that the tabulation of the data involves orderly
arrangement of the data in columns and the rows and this step takes place after the
classification of data has been done.
35
REVIEW OF LITERATURE

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

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
36
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.

37
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.

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.

38
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.

39
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 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.
40
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.

41
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 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
42
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

43
and how this attitude affects its usage Results of the analysis indicate that 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
44
the other are some 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.

45
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-making styles on the use of coping
strategies as well as a significant interaction effect of these two.

46
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.

47
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 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 +
48
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.

49
DATA COLLECTION METHOD

 Both primary and secondary data were chosen to collect the data that were
used in analyzing the research study.
 Primary data were obtained through questionnaires given to respondents.
 Secondary data were gathered through Journals, articles, internet and other
published materials.

50
DATA ANALYSIS & INTERPRETATION

1. Gender

Particulars Percentage Total

Male 55% 55

Female 45% 45
Total 100% 100

Male
Female

Interpretation: Out of the 100 respondents 55% are Male and remaining 45% are
Female.

51
 2. Age Group

Particulars Percentage Total

Under 18 years 10% 10

19 years – 25 years 15% 15

26 years – 30 years 25% 25

31 years – 40 years 40% 40

Above 40 years 10% 10

Total 100% 100

Under 18 years

19 - 25 years

26 - 30 years

31 - 40 years

Above 40 years

Interpretation: Out of the 100 respondents 10% are under 18 years of age, 15% are
in the age group of 19 – 25 years, 25% are in the age group of 26 – 30 years,
40% are in the age group of 31 – 40 years, and remaining 10% are above 40 years
of age.

52
 3. Do you use a Samsung product?

Particulars Percentage Total

Yes 93% 93
No 7% 7

Total 100% 100

Yes
No

Interpretation: Out of the 100 respondents 93% use a Samsung product and
remaining 7% do not use a Samsung product.

53
 4. Which product of Samsung do you use?

Particulars Percentage Total

64% 60
Mobile
11% 10
Tablet
14% 13
TV
10% 9
Home appliance
1% 1
PC/Laptop
Total 100% 93

Mobile
Tablet
TV

Home appliance
PC/ Laptop

Interpretation: Out of the 93% respondents who use a Samsung Product, 64% use
a Samsung mobile, 11% use a Tablet, 14% use a Samsung TV, 10% use home
appliances of Samsung, and only 1% use a Samsung PC/ Laptop.

54
 5. Are you satisfied with the product quality?

Particular Percentage Total

Yes 96% 89
No 4% 4

Total 100% 93

Yes
No

Interpretation: Out of the 93% respondents who use a Samsung product, 96%
are satisfied with the product’s quality.

55
 6. Are you satisfied by the product’s performance?

Particulars Percentage Total

Yes 99% 92
No 1% 1

Total 100% 93

Yes
No

Interpretation: Out of the 93% respondents who use a Samsung product, 99%
are satisfied by the product’s performance.

56
 7. Which part of the product attracts you?

Particulars Percentage Total

Fashionable 13% 12
Appearance
User Friendly 7% 6

Product Quality 41% 38

After Sales Service 18% 17

Brand Reputation 21% 20

Total 100% 93%

Fahionable Appearance
User Friendly

Product Quality
After Sales service
Brand Reputation

Interpretation: Out of the 93% respondents who use a Samsung product, 13%
are attracted to the product because of its fashionable appearance, 7% by its user
friendly design, 41% by the product’s quality, 18% by the after sales services,
and remaining 21% by the brand reputation.

57
 8. Are you satisfied with the after sales service provided by the company?

Particulars Percentage Total

Yes 91% 85
No 9% 8

Total 100% 93

Yes
No

Interpretation: Out of the 93% respondents who use a Samsung product, 91%
are satisfied by the after sales service provided by the company.

58
 9. What would you rate the customer service provided by the Samsung Company?

Particulars Percentage Total

1 (least satisfied) 5% 4
2 7% 6

3 10% 9
4 15% 14

5 (most satisfied) 63% 60

Total 100% 93

1 (least satisfied)

5 (most satisfied)

Interpretation: Out of the 93% respondents who uses a Samsung Product, 63% are
most satisfied by the customer service provided by the company and 5% are least
satisfied.

59
 10. Would you recommend a Samsung product to your relative/ friend?

Particulars Percentage Total

Yes 70% 70
No 5% 5

Maybe 25% 25
Total 100% 100

Yes
No

Maybe

Interpretation: Out of the 100 respondents 70% will recommend a Samsung

product to their friends/ relatives.

60
 11. Why do you like the Samsung Brand?

Particulars Percentage Total

Advertisement 15% 15
Appearance 25% 25

Price 10% 10
Quality 30% 30

Brand Image 20% 20

Total 100% 100

Advertisement
Apperance
Price

Quality
Brand Image

Interpretation: Out of the 100 respondents, 15% like the Samsung brand due to its
advertisements, 25% because of its appearance, 10% because of its price, 30%
due to its quality, and 20% due to its brand image.

61
 12. Where do you often see the Samsung Advertisements?

Particulars Percentage Total

TV 17% 17
Newspaper 5% 5

Magazine 3% 3
Online 56% 56

Outdoor 18% 18
Radio 1% 1

Total 100% 100

TV

Newspaper
Magazine
Online
Outdoor
Radio

Interpretation: Out of the 100 respondents, 17% often see Samsung

advertisements on TV, 5% in newspapers, 3% in magazines, 56% online, 18%
outdoor, 1% hear it on the radio.
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 13. Do you believe Samsung could become the market leader in majority of their

product categories?
Particulars Percentage Total

Yes 68% 68

No 10% 10
Maybe 22% 22

Total 100% 100

Yes
No

Maybe

Interpretation: Out of the 100 respondents, 68% believe that Samsung could
become the market leader in majority of their product categories.

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 14. What do you think is the differentiating factor of Samsung compared to its

competitors?
Particulars Percentage Total

Affordable price 25% 25

Innovative design 40% 40

Technology 20% 20

Applications 15% 15
Total 100% 100

Affordable Price
Innovative Design
Technology
Applications

Interpretation: Out of the 100 respondents, 25% think affordable price is a

differentiating factor for Samsung from its competitors, 40% say innovative
design, 20% say technology, and remaining 15% say its applications.

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 15. Will you purchase a Samsung product in future?

Particulars Percentage Total

Yes 88% 88
No 2% 2

Maybe 10% 10
Total 100 100

Yes
No

Maybe

Interpretation: Out of the 100 respondents, 88% will purchase a Samsung

product in future.

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OBJECTIVE OF STUDY

 A profound knowledge or understanding would provide a clue as to

preferences of one brand over the other, the motive behind brand loyalty and
how brand awareness is built.
 To understand the marketing strategies adopted by the company.
 To understand the market position of the company.
 To know about the awareness of the products in the market.
 To understand the marketing mix of the company.
 To analyse the data collected and draw conclusions from the same.

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DATA COLLECTION METHOD

 Both primary and secondary data were chosen to collect the data that were
used in analyzing the research study.
 Primary data were obtained through questionnaires given to respondents.
 Secondary data were gathered through Journals, articles, internet and other
published materials.

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LIMITATIONS OF THE STUDY

 The data may not be completely accurate as the sample size was small and

does not represent the entire universe.

 Unable to obtain company certificate due to time constraint.

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FINDINGS

 Out of the total number of customers, maximum no. of customers are

satisfied by the product’s quality.

 From all the products that are available in the market, Samsung mobile are

most in demand as compared to the company’s other products and

Samsung PC/ Laptops are least in demand as compared to the company’s

other products.

 Product quality is the feature which attracts the most people as compared to

the other features of the company’s products.

 The company provides good after sales service.

 Large numbers of customers are satisfied by the customer service provided

by the company.

 Advertisements through internet are the most popular amongst the people

whereas the least popular means of advertisement is radio.

 Maximum number of people thinks that the product’s innovative design is

its differentiating factor from the competitors.

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RECOMMENDATIONS

 The company should try to increase their sales of its PC/ Laptops as they

are very less in demand as compared to the other products of the company.

 The company should not only advertise its mobiles but also other products

of the company.

 The company should try to sort out its legal matters as soon as possible

as it affects the image of the company.

 The company should try to create more innovative designs and increase

the durability of its products.

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CONCLUSION

Samsung has positioned itself as one of the world’s most recognized leaders not
only in cell phones, but in TVs and appliances. The digital age is here and
Samsung is taking every opportunity to advance in this technology to be a
competitive force.

Their unwavering commitment to being the world's best and pledge to be ―better
than its competitors has given them the No.1 global market share for more than a
dozen of their innovative products. Its marketing strategy proved successful by
sponsoring the Olympic Games and other sporting events, as well as partnering
with electronics giant, Best Buy.

For over 70 years, Samsung has been dedicated to making a better world through
diverse businesses that today span advanced technology, semiconductors,
skyscraper and plant construction, petrochemicals, fashion, medicine, finance,
hotels, and more. Our flagship company, Samsung Electronics, leads the
global market in high-tech electronics manufacturing and digital media.

Through innovative, reliable products and services; talented people; a responsible

approach to business and global citizenship; and collaboration with our
partners and customers, Samsung is taking the world in imaginative new
directions.

Samsung has created a revolutionary mode of entertainment that consumers will be

able to experience in their own homes—3D television. Samsung Electronics has
proven that its name synonymous with quality and progress.

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BIBLIOGRAPHY

Research Methodology in Commerce- Michael Vaz- Manan Prakashan

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methodology/explain-data- presentation-and-processing/

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