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A Study on Customer Preference Towards Samsung Smartphone with Special

Reference to Coimbatore

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 © 2023 IJRTI | Volume 8, Issue 4 | ISSN: 2456-3315

A Study on Customer Preference Towards Samsung

Smartphone with Special Reference to Coimbatore
1Mrs. B. POORNIMA, 2LOGESHWAR. S
1
[Link]., [Link]., Ph.D Assistant Professor Department of Commerce with Banking & Insurance, Sri Ramakrishna College of
Arts & Science, Coimbatore,
2
III [Link] B&I, Department of Commerce with Banking & Insurance, Sri Ramakrishna College of Arts & Science, Coimbatore.

ABSTRACT: This study aims to address the common problems faced by Samsung smartphone users and develop strategies
to overcome them. The study will focus on customer preference and opinions by conducting descriptive research to identify
the problems faced by Samsung smartphone users, including issues related to battery life, software glitches, slow
performance, and user interface [Link] study may help developing strategies that Samsung can implement to
improve the user experience, improving software performance, efficient power management techniques, and enhancing
user-friendly.

Keywords: Problems faced, Preference, Opinions and Developing strategies.

Introduction
Samsung Smartphones evolved in Asian and European countries by capturing the market and its users in a meantime.
Samsung has been one of the largest manufacturers in the world. The innovative features and quality made Samsung a delight of
millions. Founded by Lee Byung-chul. Samsung launched its first Android smartphone Galaxy series in 2010, which intended to
take on Apple's iPhone which was the biggest step in the company's victory, still today one of the best selling smartphone series for
the company. The rapid tech development triggered competition but Samsung still won the Top Brand Award, even though it had
dropped from 46.0% in 2020 to 37.1% in 2021. Despite its success, the company has faced a lot of struggles in recent years like
intense competition, decline in sales, high-ended market saturation, quality issues, rising costs, and lack of innovation.
Statement of the problem
As of now there are millions of Samsung smartphone users in India who are facing issues and obstacles which may tend
customers to switch over to other brands of competitors like Apple, xiaomi, realme, vivo, and on the other hand Samsung sales are
reported less in recent days in the market. This study is to cover the “Customer preference towards Samsung Smartphones with
special reference to Coimbatore'' to identify the users behaviour towards the new specification that Samsung makes different from
other brands and the problems involved in it and also consider the users' opinions and suggestions in the study.
Objectives of the study
● To examine the awareness of respondents towards Samsung Smartphones
● To identify the preferences of Samsung Smartphones
● To know the usage level of the respondents
● To examine the problems faced in Samsung Smartphones
● To identify the satisfaction level of Samsung Smartphones users
Scope of the study
The scope of the study is to examine the Samsung smartphones users’ Brand expectations, Users perception, Product
features, Influencing factors and Buying behaviour of the customers.
Research methodology
This study is formed to identify the user's preference toward Samsung Smartphones. Questionnaires are entrusted to 50
respondents for data collection. A research methodology refers to how a given piece of research is distributed and the techniques
or procedures regarding a particular research topic. It is a fundamental framework for a study that guides the gathering and analysis
of the data.
Sources of data
● Primary Data
● Secondary Data
Sampling technique
The sample was collected by Convenience Sampling method as the respondents are selected based on availability and
willingness to take part.
Sample size
Selection of sample size is an important step in the research study. The sample size is based on respondents who use
Samsung Smartphones. The results of the sample are expected within a specific range. The sample size of the study is 50
respondents.
Period of the study
The period of study is limited to 6 months.
Area of the study

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The study is subject to Coimbatore, a city in Tamilnadu. It is the second-largest city after Chennai, to study on customer
preference towards Samsung Smartphones.
Tools for analysis
● Percentage analysis
● Rank analysis
● Chi square
Review of literature
Asmita Dabas, Amit Sangwan, Vikram Singh, (2020), states that in a competitive market like India, building the brand image of
mobile phones is a challenging task. By comparing Samsung Mobile phones with other mobile phones like Sony Ericsson, Nokia,
Motorola and LG, examines the brand positioning strategy of Samsung mobile phones.
Ahmed Muneeb Mehta, Ullah Zargham, Jaffar Butt, Maham Tariq, Rimsha Khalid, (2021), explained that a strong competitor
of the overall industry among all the brands of mobile phones in Pakistan is Samsung, as worldwide market brand image and
customer satisfaction influences brand loyalty. To analyse the factors that are influencing to purchase Samsung smartphones and
stay with brand loyalty.
Dadah Muliansyah, Yoyok Cahyono, Ade Onny Siagian, (2021), study to determine Samsung Mobile Consumer satisfaction in
Makassar City that all independent variables, namely Features and Perceived Quality, have a positive effect on consumer satisfaction
is influenced by the features and perceived quality variables.
Agus Suryo Murtopo, Muhammad Husin Nur Muzakki, (2022), explained that the consumer behaviour, the variable of research
are price, brandtrust, and online service, while the variable affected is purchasing decision, in which buyers interact face to face
with the sellers. To analyse the effect of price, brandtrust, and online service on purchasing decisions made in online purchase of
Samsung smartphones.
Doan Hoang Hai, (2023), explained that Apple and Samsung are the two "kings" in the smartphone market, and the competition is
quite large, each company has its own special points, competing in every market, as their legal battle has not affected either revenue.
The potential for Apple and Samsung product development focus on its customer base.
Overview of the study
Problems faced by Samsung smartphone users
● Battery life issues:One common issue faced by Samsung smartphone users is the battery draining too quickly. This can be due
to various reasons, such as running too many apps simultaneously or having too many apps running in the background.
● Overheating: Some Samsung smartphones may overheat, especially when using demanding apps or charging the phone for
long periods. This can be due to excessive use, running too many apps simultaneously, or a hardware malfunction.
● Software glitches: Samsung smartphones may occasionally experience software glitches, resulting in slow performance or
crashes. Samsung smartphones may become slow over time due to the accumulation of cached data, running too many apps
simultaneously, or outdated software.
● Screen and Camera issues: Some Samsung smartphone users may experience screen-related problems, such as unresponsive
touch screens or cracked screens. Some Samsung smartphone users report issues with the camera, such as blurry or washed-
out images.
● Software updates: Samsung smartphone users may face problems while updating their device's software. This can be due to
issues with the update process, software compatibility issues, or insufficient storage space.
Findings
A. Percentage analysis
Groups (F) (%)

Gender
● Male 29 58 %
● Female 21 42 %

Age group
● Below 18 years 3 6%
● 18 - 28 years 19 36 %
● 28 - 38 years 12 24 %
● 38 - 48 years 11 22 %
● Above 48 years 5 10 %

Occupation
● Student 11 22 %
● Employee 17 34 %
● Business 10 20 %
● Profession 12 24 %

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Area of residence
● Urban 22 44 %
● Semi - urban 18 36 %
● Rural 10 20 %

Mode of awareness
● Family & relatives 13 26 %
● Friends & colleagues 11 22 %
● Newspaper & magazines 7 14 %
● Tv Advertisement 12 24 %
● Social media 7 14 %

Amount spent on purchase

● Less than Rs.15,000 10 20 %
● Rs.15,000 - Rs.25,000 26 52 %
● Rs.25,000 - Rs.35,000 10 20 %
● Rs.35,000 - Rs.45,000 4 8%

Usage period
● Below 2 years 13 26 %
● 2 - 3 years 28 56 %
● 3 - 4 years 6 12 %
● Above 4 years 3 6%

Switch over to other brands

● Yes 20 40 %
● No 30 60 %
➢ Majority (58%) respondents are “Male”
➢ Most (38%) respondents are belongs to the age group of “18 - 28 years”
➢ Most (34%) respondents are of “Employee”
➢ Most (44%) respondents are residence in the area of “Urban”
➢ Most (26%) respondents awareness are influenced by “Family & relatives”
➢ Majority (52%) respondents spending “Rs.15,000 - Rs.25,000” for purchase of Samsung smartphone
➢ Majority (56%) respondents using Samsung smartphone for a period of “2 - 3 years”
➢ Majority (60%) respondents cannot switch over to other brands - “No”
B. Rank analysis
1 2 3 4 5
S M R
5 4 3 2 1

Display & 35 11 4 0 0
sensor 231 46.2 I
175 44 12 0 0

Camera 8 12 24 4 2
quality 170 34 III
40 48 72 8 2

Sound 1 1 8 37 3
quality 110 22 IV
5 4 24 74 3

Storage & 6 26 11 7 0
space 181 36.2 II
30 104 33 14 0

Privacy & 0 0 3 2 45
security 58 11.6 V
0 0 9 4 45

➢ S - Score, M - Mean, R - Rank

➢ It is concluded that the respondents ranked 1 as top priority to the feature “Display & sensor”

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 © 2023 IJRTI | Volume 8, Issue 4 | ISSN: 2456-3315

C. Chi square analysis

Personal factor - Age group
Study factor -Opinions towards new models launched (Very good, Good, Not bad, Bad, Very bad)
Hypothesis: When personal factor and study factor have no relationship, hypothesis is selected.
P Value < 0.05 = Significant, > 0.05 = Not significant
Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
Pearson Chi-Square 30.886a 16 .014
Likelihood Ratio 28.949 16 .024
Linear-by-Linear
.111 1 .739
Association
N of Valid Cases 50
a. 23 cells (92.0%) have expected count less than 5. The
minimum expected count is .12.
➢ The comparison between Age group and Opinion of respondents towards the new models launched in Samsung smartphone
has the level of significance less than 0.05, which shows there is significance relationship between Age group and the
respondents opinion.
Suggestions
1. Customers might think of value for money, so Samsung has to provide products with reasonable price range and quality of
service.
2. Samsung need to improve customer retention by good service centre, as some of service centre are long distant which the users
facing issue on travelling
3. Also Samsung should focus on after sale services, which is important to stay back the old customers and to pick up potential
buyers. Their after sale services are said to be the worst in recent days, in which the complaints are not even responded and
resolved.
4. Samsung smartphones prices are said to be costly as they spent on its innovation, but some costly range of products like
Samsung S23 Ultra , the users’ facing overheating issues, which is to be fixed.
5. Innovations are always welcomed, but the unique Samsung foldable phone mechanism is an obstacle for the users, as the screen
may crack when its folded and display problem occurs, So Samsung has to focus on its R&D to resolve this problem.
Conclusion
The study concludes that the users’ of Samsung smartphone have facing several issues and obstacles like Battery issues,
Overheating, Display issues, Warranty and replacement problems with a poor customer service, Samsung should have to focus on
these issues and to provide product and service with improved, effective and efficiency together with quality and price which the
customer to feel worth-buying. So Samsung needs to create good reflection to customers so that attracts old and new customers. In
this study, even though respondents facing issues, they are likely to stick with the brand, only few may like to switch over to other
brands, but the majority seems to be loyal. Although having a positive brand image, Samsung must concentrate on customers, if
not, it tends to lose brand value and customer loyalty.
References
1. Asmita Dabas, Vikram Singh, [Link], (2020), A Study of Brand image of Samsung Mobile Phones in the Market of Gwalior.
International Journal of Movement Education and Sports Sciences (IJMESS) ,Volume 4, Issue 1.
2. Ahmed Muneeb Mehta, Ullah Zargham, [Link], (2021), conducted a study on “The game changer; understanding how brand
image and customer satisfaction influences brand loyalty. A study of Samsung mobile phones in Pakistan”. PalArch's Journal
of Archaeology of Egypt or Egyptology, Volume 18, Issue 1.
3. Dadah Muliansyah, Yoyok Cahyono, [Link], (2021), conducted a study on “The Impact Analysis of Features and Perceived
Quality on Consumer Satisfaction of Samsung Mobile Phones in Makassar City”. Budapest International Research and Critics
Institute (BIRCI), Volume 4, Issue 1.
4. Agus Suryo Murtopo, Muhammad Husin Nur Muzakki, [Link], (2022), conducted a study on “Online Consumer Behavior in
Buying Samsung Smartphones”. Jurnal Bisnis : Teori dan Implementasi (JBTI), Volume 12, Issue 3.
5. Doan Hoang Hai, [Link], (2023), conducted a “Comparative Analysis of Market and Product Development Potential of Apple
and Samsung”. International Journal of advanced multidisciplinary research and studies, Volume 3, Issue 1.
Bibliography
1. Kotler, Philip & Gary Armstrong. (2018). Principle of Marketing Seventeenth Edition. United Kingdom: Pearson Education
Limited.
2. Sharon Ng & Angela Y. Lee (2015). Handbook of culture and consumer behaviour. Oxford
3. Miguel A. Labrador, Oscar D. Lara Yejas. Human Activity Recognition - using wearable sensors and smartphones. Computer
& Information Science series.
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