MAJOR PROJECT REPORT

ON
CUSTOMER SATISFACTION
OF
SMSUNG PRODUCTS
SUBMITTED BY
ANSHU GUPTA
06519201709
STUDENT OF
LINGAYAS LALITA DEVI INSTITUTE OF MANAGEMENT & SCIENCES
MANDI ROAD, NEW DELHI-110047

FOR THE PARTIAL FULFILLMENT

OF
BACHELOR OF BUSINESS MANAGEMENT
UNDER THE SUBMISSION
OF
MR. PRANAV MISHRA
SUBMITTED TO

GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY

DELHI, INDIA

CERTIFICATE

Certified that this project report CUSTOMER SATISFACTION OF SAMSUNG

PRODUCTS is the bonafide work of ANSHU GUPTA who carried out the project work
under the supervision of MR. PRANAV MISHRA

Signature
HEAD OF THE DEPARTMENT
(MR. PRANAV MISHRA)
BBA
Lingayas lalita Devi institute of management and sciences
Mandi road, New Delhi

DECLARATION
I hereby declare that the project work entitled CUSTOMER SATISFACTION OF
SAMSUNG PRODUCTS submitted to the GURU GOBIND SINGH INDRAPRASTHA
UNIVERSITY, DELHI is a record of an original work done by me under the guidance of.
MR. PRANAV MISHRA, LINGAYAS LALITA DEVI INSTITUTE OF
MANAGEMENT AND SCIENCES, MANDI ROAD, NEW DELHI and this project
work has not performed the basis for the award of any Degree to the Best of my
knowledge.

ANSHU GUPT, O6519201709

SIGNATURE OF STUDENT

ACKNOWLEDGEMENT
I owe a great many thanks to a great many people who helped and supported me during
the writing of this report. My deepest thanks to Lecturer, MR. PRANAV MISHRA (the
Guide of the project for guiding) for correcting various documents of mine with attention
and care. He has taken pain to go through the project and make necessary correction as
and when needed. I express my thanks to the HOD of BBA for extending his support.
Thanks and appreciation to MR PRANAV MISHRA for his support. I would also like to
thank my Institute and my faculty members without whom this project would have been a
distant reality.

Table of Contents

Sr.
1
2
3
4

Certificate
Declaration
Acknowledgement
Introduction

Objective

Contents

Research Methodology
6.1 Types of Research

7
8
9
10
11

6.2 Data Collection

Presentation and Analysis
Findinngs of the study
Limitation
Conclusion
Bibliography

EXECUTIVE SUMMARY

Page
2
3
4

As we know consumers are the kings. It is very important to know the consumers
satisfaction of the product. Hence ,I have taken the effort to make a study on consumers
satisfaction towards L.G. Television at hosur. This is taken in order to know their
expectations and to meet the demand in the market.
.
The Samsung Group is a multinational conglomerate corporation
headquartered in
Samsung Town, Seoul, 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".
The Samsung Group is composed of numerous international affiliated
businesses, most
of them united under the Samsung brand including Samsung
Electronics, the world's
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 Korea's total exports and is the leader in many
domestic
industries, such as the financial, chemical, retail and entertainment
industries.

INTRODUCTION
The modern age can be called as the Age of Consumers. In todays cut-throat
competition the consumer is considered as the king. Many policies of various
organizations are aimed at keeping the consumer happy and satisfied. It is very important
for each and every organization to keep its consumers satisfied in order to maintain its
competitiveness in the market. Not only does this help the organization to maintain the
size of its share in the market, it might even help it to increase the size of its share. It
might also be instrumental in increasing the overall market size. This helps in increasing
the overall profitability of the organization. It also helps the long-term survival prospects
of the organization. Consumers when viewed on the macro level exhibit similar traits.
However when we take a closer look and come down to the micro level, we find that the
consumers vary as compared to one another on one aspect or the other based on a variety
of attributes (Kotler, 2003).
In the present business scenario of cutthroat competition, customer satisfaction
has become the prime concern of each and every kind of industry. Companies are
increasingly becoming customer focused. Companies can win customers and surge ahead
of competitors by meeting and satisfying the needs of the customers. World over
businesses have realized that marketing is not the only factor in attracting and retaining
customers. Other major factors responsible for the same are satisfaction through service
quality and value. Even the best marketing companies in the world fail to sell products
and services that fail to satisfy the customers needs. So customer satisfaction is the
keyword in todays fiercely competitive business environment.

CUSTOMER SATISFACTION
Whether the buyer is satisfied after purchase depends on the products
performance in relation to the buyers expectations. In general, satisfaction is a persons
feelings of pleasure or disappointment resulting from comparing a products perceived
performance in relation to his or her expectations. If the performance falls short of
expectations, the customer is dissatisfied. If the performance matches the expectations,
the customer is satisfied. If the performance exceeds expectations, the customer is highly
satisfied or delighted.
The link between customer satisfaction and customer loyalty is not proportional.
Suppose customer satisfaction is rated on a scale from one to five. At a very low level of
customer satisfaction (level one), customers are likely to abandon the company and even
bad mouth it. At levels two to four customers are fairly satisfied but still find it easy to
switch when a better offer comes along. At level five, the customer is very likely to
repurchase and even spread good word out of mouth about the company. High
satisfaction creates an emotional bond with the brand or company, not just a rational
preference.
CUSTOMER EXPECTATIONS
How do buyers form their expectations? From past buying experiences, friends and
associates advice, and marketers and competitors information and promises. If
marketers raise expectations too high, the buyer is likely to be disappointed. However, if
the company sets expectations too low, it wont attract enough customers. Some of
todays most successful companies are raising expectations and delivering performances
to match. These companies are aiming for TCS- total customer satisfaction.
A customers decision to be loyal or to defect is the sum of many small encounters with
the company. The key to generating high customer loyalty is to deliver high customer
value. So a company must design a competitively superior value proposition aimed at a
specific market segment, backed by a superior value-delivery system.

The value proposition consists of the whole cluster of benefits the company promises to
deliver; it is more than the core positioning of the offering. Whether the promise is kept
depends on the companys ability to manage its value delivery system. The value delivery
system includes all the experiences the customer will have on the way to obtaining and
using the offering.
Customer satisfaction is a feeling of pleasure or disappointment on the
offers perceived performance in relation to buyers expectations. Expectation is defined
as what the customer wants/requires from the product/service and perceived performance
is the perception of the customer about the product/service i.e. evaluation of the
product/service after using it. So perception is what the customer actually receives/gets
from the product/service. The evaluation is done by comparing the expectations with the
perceived performance of the product/service. Therefore customer satisfaction is a
function of perceived performance and customer expectations. Customers who are just
satisfied find it easy to switch over when a better offer comes than those who are highly
satisfied. For customer focused companies satisfaction is both a goal as well as a
marketing tool. What a consumer thinks about the product or services offered by a firm
can have a marked effect on the purchase of its products or services. So one of the tasks
before the management is to know what the consumer expect and what they are getting in
return.
Satisfaction is a judgment that a product or service feature, or the product or
service itself, provided (or is providing) a pleasurable level of consumption-related
fulfillment, including levels of under- or over fulfillment. The expectationsdisconfirmation paradigm provides the most popular explanation of consumer
satisfaction. However, and as is occasionally noted, if a customer experiences
disconfirmation after consuming a product, future expectations regarding the product
should be revised toward the performance perceived by the customer. If expectations do
not change in the face of disconfirmation, the implication would be that the customer did
not learn from their consumption experience (Oliver, 1997).

MEASURING SATISFACTION
Although the customer oriented companies seek to create high customer
satisfaction that is not is main goal. If the company increases customer satisfaction by
lowering its price or increasing its services, the result may be lower profits. The company
might be able to increase its profitability by means other than increased satisfaction. Also,
company has many stakeholders, including employees, dealers, suppliers, and
stockholders. Spending more to increase customer satisfaction might diverts funds from
increasing the satisfaction of other partners. Ultimately, the company must operate on the
philosophy that it is trying to deliver a high level of customer satisfaction subject to
delivering acceptable levels of satisfaction to the other stakeholders, given its total
resources.

10

WAYS TO MEASURE CUSTOMER SATISFACTION

1. Survey Customers
This is probably the only way to get customer feedback unless they contact you, which
most people are too busy to bother with unless they are extremely upset for some reason.
You can provide surveys in several ways (through mail, email, or over the phone) and in
order to get the best information, you should allow customers to answer questions on a
weighted scale (as in Rate your experience on a scale of 1 to 5 with 1 indicating
complete dissatisfaction and 5 indicating complete satisfaction). You may also want
to survey repeat customers to see how their experience changes over time.
2. Understand Expectations
If you know what your customers expect from you, it logically follows that you will be
better able to offer them an enjoyable experience. So make an effort to discover the
expectations of your customers in terms of both service and products in order to ensure
that youre meeting their needs.
3. Find Out Where Youre Failing
If youre not meeting customer requirements, you need to find out where the failure is
occurring. Are the products less than what is advertised? Are employees making
promises that cannot be met? Are customer service representatives dropping the ball on
dispelling customer concerns and managing their complaints? Whatever the case, it
would behoove you to know where the lines of communication are breaking down so that
relationships with customers can be mended.
4. Pinpoint Specifics
Whether a customer is satisfied or not, the data you collect will need to accurately assess
what is working and what isnt. So inquiries into level of satisfaction should include more
than just the overall experience. You need to determine the products or services they
purchased, what they liked or disliked about their sales interaction, how the actual
purchase compared to their expectations, and any suggestions they have for
improvement.

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5. Assess the Competition

If you dont know why customers prefer another brand over yours, you cannot hope to
keep them from flocking to the competition. So as part of your survey process, you may
want to consider inviting customers to compare and contrast similar products or
companies to find out what they are offering that you are not.

CUSTOMER SERVICE
Customer service is the provision of service to customers before, during and after a
purchase. Customer service is a series of activities designed to enhance the level of
customer satisfaction that is, the feeling that a product or service has met the customer
expectation. Its importance varies by products, industry and customer; defective or
broken merchandise can be exchanged, often only with a receipt and within a specified
time frame. Retail stores often have a desk or counter devoted to dealing with returns,
exchanges and complaints, or will perform related functions at the point of sale; the
perceived success of such interactions being dependent on employees "who can adjust
themselves to the personality of the guest
customer service plays an important role in an organization's ability to generate income
and revenue. From that perspective, customer service should be included as part of an
overall approach to systematic improvement. A customer service experience can change
the entire perception a customer has of the organization.
Some have argued that the quality and level of customer service has decreased in recent
years, and that this can be attributed to a lack of support or understanding at the executive
and middle management levels of a corporation and/or a customer service policy. To
address this argument, many organizations have employed a variety of methods to
improve their customer satisfaction levels, and other KPIs

12

FEW BASIC RULES ABOUT CUSTOMER SERVICE

Honesty is the Best Policy. Integrity Be honest and own up to your mistakes.
Communicate what you plan to do to change or prevent the same mistake from happening
again. Dont be fooled into believing that a regular mea culpa will get you off the hook.
At some point the plan to fix the problem must take effect!
Break Glass in Case of Fire. Response Time The best tact is to quickly get on the
phone with the customer to explain your companys mistake. Dont rely on email for this
communication if it can be done quickly one on one. If you are communicating to a large
customer base then email is certainly the fastest and most effective way to quickly notify
your customers that you are aware of the problem. Frequent updates is there is a
protracted issue and a brief overview of how you will prevent it from happening in the
future will give your customers confidence that you are aware of the customer impact.
Keeping it Real. Set a Realistic Expectation Customers who have been promised
something that isnt delivered as promised are far more frustrated and disappointed than
if they are notified at the outset they wont have it sooner than later. In other words, under
promise and over deliver is the best policy. This may take some arm wrestling with other
departments who want to take a feature or product to market before it is ready. Set the
expectations correctly internally as to what the fallout may be so everyone understands
the impact to customer satisfaction and ultimately customer retention.
R-E-S-P-E-C-T. Everyone in your company should love your customers. Without them,
you have no company. This doesnt mean you wont have difficult customers who will
push the limits and try everyones patience. But if you dont have a company philosophy
to respect and appreciate your customers, the opposite tone will infect customer
interactions from all departments. All departments, customer facing or not, should care
about customer satisfaction.

BENEFITS OF CUSTOMER SERVICES

13

It isnt fun to have a bad experience with customer service. Sometimes, expectations are
not met when you are on the other side of the phone. Studies show strong customer
service pays great dividends to an organizations long-term stability and growth; many
companies employ a customer relationship management system (cms) to help keep
customers happy. With that said, there are a number of benefits of customer service, so
lets take a look at each of them

Satisfied Customers & Customer Relationship Management

The first benefit of customer service is obtaining customer retention. Happy customers
become repeat customers. This means competent, well-trained customer service
representatives are needed to handle questions and issues; if the company doesn't have this it
often looks for a cmr solution that will reassure customers that their needs will be met.
Representatives who excel at listening to the customer go a long way with the customers
resolution of an issue. Support desk representatives that strive to help the customer can
ultimately lead to better customer satisfaction.
Customer Loyalty & Loyalty Marketing
A key indicator of quality customer service is customer loyalty. Customer loyalty means
what it says. Customer retention occurs when a product or service is consistent in what its
supposed to do. The result can be a steady revenue stream and consistently fulfilling a
costumer's expectations increases the customer's loyalty. A study by US News and World
Report reports 68% of why customers leave a product or service for a competitor is because
of a bad experience.
The typical customer will talk to people about a negative customer service experience
than a positive experience. The typical customer will tell between 8 and 25 people about
a negative experience, and the Internet continues to increase this exposure. A typical
customer will only tell one or two people about a positive experience. However, if you

14

reward customers for their loyalty (with rebates, coupons, freebies, etc.) they feel valued
for their choices and continue to remain a consumer of a company's product or service.

Less Costs Needed to Attract New Customers

Quality customer service relieves pressure on the organization to attract new customers.
Statistics show that it costs more to gain new customers that it is to retain existing ones. The
benefit of customer service comes into play here. A thorough customer service program will
help maintain an existing customer base rather than lose a percentage of it.
Edge on Competitors With Good CRM
If your organization out-performs another competitor in customer service, most likely,
your organization will be one of the leaders in your industry. Interestingly, if a company
offers a product or service at a higher price than a competitor, it doesnt necessarily mean the
more expensive competitor will lose its customer base. According to Accentures 4th Annual
Study on Customer Service for the United States, 73% report they left a service provider
because of poor customer service, versus only 47% who left because of a lower price.
Promotes Customer Service Employee Retention
Customer service representatives who understand they are the face of the company will
help them communicate with customers on the other side of the phone. Proper training in
handling phone calls and trouble-shooting issues can promote job satisfaction, which
translates into longer employee retention.

WHAT IS CUSTOMER LOYALTY ?

Customer loyalty is all about attracting the right customer, getting them to buy, buy often,
buy in higher quantities and bring you even more customers. However, that focus is not
how you build customer loyalty.
You build loyalty by

15

keeping touch with customers using email marketing, thank you cards and more.

treating your team well so they treat your customers well.

showing that you care and remembering what they like and dont like.

You build it by rewarding them for choosing you over your competitors.

You build it by truly giving a damn about them and figuring out how to make
them more success, happy and joyful.

In short, you build customer loyalty by treating people how they want to be treated
Customer loyalty, not customer satisfaction, is key to the success of an organization, and
customer loyalty is fostered when an organization excels along two dimensions:
Design of its Products - including its Service Products
Operational Execution - or Conformance - to the Design
Many companies focus on rewarding customers who have repeat purchases. Such reward
programs have their place in assuring customer loyalty. However, if the product or
service doesn't meet customer needs, no reward program will keep them returning. For
success in the long run, an organization must:
Continuously improve
Quickly identify and resolve problems to the customer's satisfaction -- or more
Learning is the root of continuously improving design and execution, and the life blood
of learning is feedback. Strong, effective customer feedback loops do not just happen.
Structured, comprehensive research programs are necessary to provide the data upon
which to develop projects and initiatives to improve customer loyalty.
The first step in customer loyalty research programs is formulating the objectives. Next,
the current state of customer loyalty needs to be documented. That is, what is the
satisfaction level and the defection rate? Depending on the state of the company's data
bases, the latter figure may be difficult to ascertain.
Then, data collection projects, such as survey questionnaires and other research tools,
must be developed. The goal in these tools is to find out customers' satisfaction level and
how many customers are defecting. Follow-on detailed research should help determine
why customers are defecting. Once the feedback is captured and analyzed, the findings

16

must be communicated to the root source where improvement is needed. The result:
better products and processes that foster customer loyalty and long run profitability.

WHAT IS CUSTOMER CARE?

Customer care involves putting systems in place to maximise your customers' satisfaction
with your business. It should be a prime consideration for every business - your sales and
profitability depends on keeping your customers happy.
Customer care is more directly important in some roles than others. For receptionists,
sales staff and other employees in customer-facing roles, customer care should be a core
element of their job description and training, and a core criterion when you're recruiting.
But don't neglect the importance of customer care in other areas of your business. For
instance, your warehousing and dispatch departments may have minimal contact with
your customers - but their performance when fulfilling orders has a major impact on
customers' satisfaction with your business.
A huge range of factors can contribute to customer satisfaction, but your customers - both
consumers and other businesses - are likely to take into account:

how well your product or service matches customer needs

the value for money you offer

your efficiency and reliability in fulfilling orders

the professionalism, friendliness and expertise of your employees

how well you keep your customers informed

the after-sales service you provide

Training courses may be useful for ensuring the highest possible levels of customer care.

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CUSTOMER SATISFACTION SURVEY

We all know customer satisfaction is essential to the survival of our businesses. How do
we find out whether our customers are satisfied? The best way to find out whether your
customers are satisfied is to ask them.
When you conduct a customer satisfaction survey, what you ask the customers is
important. How, when , and how often you ask these questions are also important.
However, the most important thing about conducting a customer satisfaction survey is
what you do with their answers.
How You Ask Whether Customers Are Satisfied
There are many ways to ask your customers whether or not they are satisfied with your
company, your products, and the service they received.
You can ask them:

Face-to-face
As they are about to walk out of your store or office, ask them.

Call them on the phone

If you have their phone number, and their permission, you can call them after their
visit and ask how satisfied they are.

Mail them a questionnaire

This technique has been used for a long time. The results are predictable.

Email them a customer satisfaction survey

Be careful to not violate Spam laws

Email them an invitation to take a customer satisfaction survey

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When To Conduct A Customer Satisfaction Survey

The best time to conduct a customer satisfaction survey is when the experience is fresh in
their minds. If you wait to conduct a survey, the customer's response may be less
accurate. He may have forgotten some of the details. She may answer about a later event.
Her may color his answers because of confusion with other visits. She may confuse you
with some other company.
What To Ask In A Customer Satisfaction Survey
There is a school of thought that you only need to ask a single question in a customer
satisfaction survey. That question is, "will you buy from me again?" While it is tempting
to reduce your customer satisfaction survey to this supposed "essence", you miss a lot of
valuable information and you can be easily misled.
It is too easy for a customer to answer yes to the "will you buy from me again?", whether
they mean it or not. You want to ask other questions in a customer satisfaction survey to
get closer to the expected behavior and to collect information about what to change and
what to keep doing.
By all means ask the basic customer satisfaction questions:

How satisfied are you with the purchase you made (of a product or service)

How satisfied are you with the service you received?

How satisfied are you with our company overall?

And ask the customer loyalty questions"

How likely are you to buy from us again?

How likely are you to recommend our product/service to others

How likely are you to recommend our company to others.

Also ask what the customer liked and didn't like about the product, your service, and your
company.

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How Often Should You Conduct A Customer Satisfaction Survey

The best answer is "often enough to get the most information, but not so often as to upset
the customer". In real terms, the frequency with which you conduct a customer
satisfaction survey depends on the frequency with which you interact with your
customers. My state renews drivers licenses for five-year periods. It would be silly for
them to ask me each year what I thought of my last renewal experience. Conversely, if I
survey the commuters on my rapid transit system once a year, I will miss important
changes in their attitudes that may be driven by seasonal events.
What To Do With Answers From A Customer Satisfaction Survey
Regardless of how I ask my customers for their feedback, what I ask them in the
customer satisfaction survey, and when I survey them, the most important part of the
customer satisfaction survey is what I do with their answers.
Yes, I need to compile the answers from different customers. I need to look for trends. I
should look for differences by region and/or product. However, I most need to act on the
information I get from my customers though the survey. I need to fix the things the
customers have complained about. I need to investigate their suggestions. I need to
improve my company and product in those areas the mean the most to the most of my
customers. I need to not change those things that they like. Most importantly I need to
give them feedback that their answers were appreciated and are being acted upon. That
feedback can be individual responses to the customers if appropriate, or it can simply be
fixing the things that they tell you need to be fixed.
What's Next in Customer Satisfaction Surveys?
So how do you know what's important? How do you know what really matters to them?
More importantly, how do you know which things to focus your limited resources on first
in order to have the biggest impact on improving customer satisfaction? Read part 2 of
this article, "Key Drivers of Customer Satisfaction".

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ADVANTAGES OF CUSTOMER SATISFACTION SURVEY

Surveys are relatively inexpensive (especially self-administered surveys).

Surveys are useful in describing the characteristics of a large population. No other

method of observation can provide this general capability.

They can be administered from remote locations using mail, email or telephone.

Consequently, very large samples are feasible, making the results statistically
significant even when analyzing multiple variables.

Many questions can be asked about a given topic giving considerable flexibility to
the analysis.

There is flexibilty at the creation phase in deciding how the questions will be
administered: as face-to-face interviews, by telephone, as group administered
written or oral survey, or by electonic means.

Standardized questions make measurement more precise by enforcing uniform

definitions upon the participants.

Standardization ensures that similar data can be collected from groups then
interpreted comparatively (between-group study).

Usually, high reliability is easy to obtain--by presenting all subjects with a

standardized stimulus, observer subjectivity is greatly eliminated.

DISADVANTAGES OF CUSTOMER SATISFACTION SURVEY

A methodology relying on standardization forces the researcher to develop

questions general enough to be minimally appropriate for all respondents,
possibly missing what is most appropriate to many respondents.

Surveys are inflexible in that they require the initial study design (the tool and
administration of the tool) to remain unchanged throughout the data collection.

The researcher must ensure that a large number of the selected sample will reply.

21

It may be hard for participants to recall information or to tell the truth about a
controversial question.

As opposed to direct observation, survey research (excluding some interview

approaches) can seldom deal with "context."

SAMSUNG

Samsung Group (Korean: / Samseong Geurup / [sam's g'up], informally

Samsung) is a South Korean multinational conglomerate company headquartered in
Samsung Town, Seoul. It comprises numerous subsidiaries and affiliated businesses, most
of them united under the Samsung brand, and are the largest South Korean chaebol.
Notable Samsung industrial subsidiaries include Samsung Electronics (the world's largest
information technology company measured by 2011 revenues). Samsung Heavy
Industries (the world's second-largest shipbuilder measured by 2010 revenues), and
Samsung Engineering and Samsung C&T (respectively the world's 35th- and 72ndlargest construction companies). Other notable subsidiaries include Samsung Life
Insurance (the world's 14th-largest insurance company), Samsung Everland (the oldest

22

theme park in South Korea) and Cheil Worldwide (the world's 19th-largest advertising
agency measured by 2010 revenues).
Samsung produces around a fifth of South Korea's total exports and its revenues are
larger than many countries' GDP; in 2006, it would have been the world's 35th-largest
economy. The company has a powerful influence on South Korea's economic
development, politics, media and culture, and has been a major driving force behind the
"Miracle on the Han River"

History
1938 to 1970
In 1938, Lee Byung-chull (19101987) of a large landowning family in the Uiryeong
county came to the nearby Daegu city and founded Samsung Sanghoe (), a
small trading company with forty employees located in Su-dong (now Ingyo-dong). It
dealt in groceries produced in and around the city and produced its own noodles. The
company prospered and Lee moved its head office to Seoul in 1947. When the Korean
War broke out, however, he was forced to leave Seoul and started a sugar refinery in
Busan as a name of Cheil Jedang. After the war, in 1954, Lee founded Cheil Mojik and
built the plant in Chimsan-dong, Daegu. It was the largest woolen mill ever in the country
and the company took on an aspect of a major company.

23

The headquarters of Samsung Sanghoe in Daegu in the late-1930s

Samsung diversified into many areas and Lee sought to establish Samsung as an industry
leader in a wide range of enterprises, moving into businesses such as insurance,
securities, and retail. Lee placed great importance on industrialization, and focused his
economic development strategy on a handful of large domestic conglomerates, protecting
them from competition and assisting them financially.
In 1948, Cho Hong-jai (the Hyosung groups founder) jointly invested in a new company
called Samsung Mulsan Gongsa (), or the Samsung Trading Corporation,
with the Samsung Group founder Lee Byung-chull. The trading firm grew to become the
present-day Samsung C&T Corporation. But after some years Cho and Lee parted ways
due to some differences in management between the two men. He wanted to get up to a
30% group share. After settlement, Samsung Group was separated into Samsung Group
and Hyosung Group, Hankook Tire ...etc.
In the late 1960s, Samsung Group entered into the electronics industry. It formed several
electronics-related divisions, such as Samsung Electronics Devices Co., Samsung
Electro-Mechanics Co., Samsung Corning Co., and Samsung Semiconductor &
Telecommunications Co., and made the facility in Suwon. Its first product was a blackand-white television set.
1970 to 1990
24

In 1980, Samsung acquired the Gumi-based Hanguk Jeonja Tongsin and entered the
telecommunications hardware industry. Its early products were switchboards. The facility
were developed into the telephone and fax manufacturing systems and became the centre
of Samsung's mobile phone manufacturing. They have produced over 800 million mobile
phones to date. The company grouped them together under Samsung Electronics Co.,
Ltd. in the 1980s.

The SPC-1000, introduced in 1982, was Samsung's first personal computer (Korean
market only) and uses an audio cassette tape to load and save data - the floppy drive
was optional
After the founder's death in 1987, Samsung Group was separated into four business
groups - Samsung Group, Shinsegae Group, CJ Group and Hansol Group. Shinsegae
(discount store, department store) was originally part of Samsung Group, separated in the
1990s from the Samsung Group along with CJ Group
(Food/Chemicals/Entertainment/logistics) and the Hansol Group (Paper/Telecom). Today
these separated groups are independent and they are not part of or connected to the
Samsung Group. One Hansol Group representative said, "Only people ignorant of the
laws governing the business world could believe something so absurd," adding, "When
Hansol separated from the Samsung Group in 1991, it severed all payment guarantees
and share-holding ties with Samsung affiliates." One Hansol Group source asserted,
"Hansol, Shinsegae, and CJ have been under independent management since their
respective separations from the Samsung Group." One Shinsegae Department Store
executive director said, "Shinsegae has no payment guarantees associated with the
Samsung Group."

25

In the 1980s, Samsung Electronics began to invest heavily in research and development,
investments that were pivotal in pushing the company to the forefront of the global
electronics industry. In 1982, it built a television assembly plant in Portugal; in 1984, a
plant in New York; in 1985, a plant in Tokyo; in 1987, a facility in England; and another
facility in Austin in 1996. In total, Samsung has invested about $5.6 billion in the Austin
location by far the largest foreign investment in Texas and one of the largest single
foreign investments in the United States. The new investment will bring the total
Samsung investment in Austin to more than $9 billion.

1990 to 2000

Samsung became the largest producer of memory chips in the world in 1992, and is the
world's second-largest chipmaker after Intel (see Worldwide Top 20 Semiconductor
Market Share Ranking Year by Year). In 1995, it built its first liquid-crystal display

26

screen. Ten years later, Samsung grew to be the world's largest manufacturer of liquidcrystal display panels. Sony, which had not invested in large-size TFT-LCDs, contacted
Samsung to cooperate, and, in 2006, S-LCD was established as a joint venture between
Samsung and Sony in order to provide a stable supply of LCD panels for both
manufacturers. S-LCD was owned by Samsung (50% plus 1 share) and Sony (50% minus
1 share) and operates its factories and facilities in Tangjung, South Korea. As on 26
December 2011 it was announced that Samsung had acquired the stake of Sony in this
joint venture.
Compared to other major Korean companies, Samsung survived the 1997 Asian financial
crisis relatively unharmed. However, Samsung Motor was sold to Renault at a significant
loss. As of 2010, Renault Samsung is 80.1 percent owned by Renault and 19.9 percent
owned by Samsung. Additionally, Samsung manufactured a range of aircraft from the
1980s to 1990s. The company was founded in 1999 as Korea Aerospace Industries (KAI),
the result of merger between then three domestic major aerospace divisions of Samsung
Aerospace, Daewoo Heavy Industries, and Hyundai Space and Aircraft Company.
However, Samsung still manufactures aircraft engines and gas turbines.
2000 to Present
Samsung Techwin has been the sole supplier of a combustor module of the Trent 900
engine of the Rolls-Royce Airbus A380-The largest passenger airliner in the world- since
2001. Samsung Techwin of Korea is a revenue-sharing participant in the Boeing's 787
Dreamliner GEnx engine program.
Samsung Electronics overtook Sony as one of the world's most popular consumer
electronics brands in 2004 and 2005, and is now ranked #19 in the world overall. In Q3
of 2011, Samsung has overtaken Apple to become the World's Largest Smartphone
maker.
In 2010, Samsung announced a 10-year growth strategy centered around five businesses.
One of these businesses was to be focused on biopharmaceuticals, to which the Company
has committed 2.1 trillion.
27

In December 2011, Samsung Electronics sold its hard disk drive (HDD) business to
Seagate.

Values and Philosophy Of Samsung

At Samsung, we follow a simple business philosophy: to devote our talent and
technology to creating superior products and services that contribute to a better global
society.
Every day, our people bring this philosophy to life. Our leaders search for the brightest
talent from around the world, and give them the resources they need to be the best at what
they do. The result is that all of our productsfrom memory chips that help businesses
store vital knowledge to mobile phones that connect people across continents have the
power to enrich lives. And thats what making a better global society is all about.
Our Values
We believe that living by strong values is the key to good business. At Samsung, a
rigorous code of conduct and these core values are at the heart of every decision we
make.

People
Quite simply, a company is its people. At Samsung, were dedicated to giving our people
a wealth of opportunities to reach their full potential

28

Excellence
Everything we do at Samsung is driven by an unyielding passion for excellenceand an
unfaltering commitment to develop the best products and services on the market.

Change
In todays fast-paced global economy, change is constant and innovation is critical to a
companys survival. As we have done for 70 years, we set our sights on the future,
anticipating market needs and demands so we can steer our company toward long-term
success.

Integrity
Operating in an ethical way is the foundation of our business. Everything we do is guided
by a moral compass that ensures fairness, respect for all stakeholders and complete
transparency.

29

Co-prosperity
A business cannot be successful unless it creates prosperity and opportunity for others.
Samsung is dedicated to being a socially and environmentally responsible corporate
citizen in every community where we operate around the globe.

MISSION AND VISION

MISSION
Everything they do in Samsung is guided by our mission: to be the best digitalCompany.

30

Samsung grew into a global corporation by facing challenges directly. In the years ahead,
our dedicated people will continue to embrace many challenges and come up with
creative ideas to develop products and services that lead in their markets.

VISION
As stated in its new motto, Samsung Electronics' vision for the new decade is, "Inspire
the World, Create the Future."
This new vision reflects Samsung Electronics commitment to inspiring its communities
by leveraging Samsung's three key strengths: New Technology, Innovative Products,
and Creative Solutions. -- and to promoting new value for Samsung's core networks -Industry, Partners, and Employees. Through these efforts, Samsung hopes to contribute to
a better world and a richer experience for all.

As part of this vision, Samsung has mapped out a specific plan of reaching $400 billion
in revenue and becoming one of the worlds top five brands by 2020. To this end,
Samsung has also established three strategic approaches in its management: Creativity,
Partnership, and Talent.
Samsung is excited about the future. As we build on our previous accomplishments, we
look forward to exploring new territories, including health, medicine, and biotechnology.

31

Samsung is committed to being a creative leader in new markets and becoming a truly
No. 1 business going forward.

PROFILE OF SAMSUNG

SAMSUNG ELECTRONICS
Founded in 1969 in Suwon, Gyeonggi-do, Korea, Samsung Electronics Co., Ltd.
manufactures and sells a wide variety of electronic products, communication devices, and
semiconductors. In January 2009, we restructured our organizational structure to better
reflect the respective characteristics of each business sector and the common technology,
market and customer base denominators within its businesses, thereby
creating synergies. The previous six division-based systems were separated into a Digital
Media & Communications (DMC) business unit and a Device Solution (DS) business
unit. Today, its global presence includes a total of 111 subsidiaries in the form of
production subsidiaries, sales subsidiaries, distribution subsidiaries, research Laboratories
and eight overseas business divisions representing North America, Europe, China,
Southeast Asia, Southwest Asia, Central and South America, CIS, the Middle
East and Africa.

32

SAMSUNG ELECTRONICS IN INDIA

Samsung India Electronics Private Limited (SIEL) is the Indian subsidiary of the US
$55.2 billion Samsung Electronics Corporation (SEC) headquartered in Seoul, Korea.
Headquartered in New Delhi, SAMSUNG India has widespread network of sales offices
all over the country . SAMSUNG India is the hub for SAMSUNGs South West Asia
Regional operations. The South West Asia Headquarters, looks after the SAMSUNG
business in Nepal, Sri Lanka, Bangladesh, Maldives and Bhutan besides India.
SAMSUNG India which commenced its operations in India in December 1995 enjoys a
sales turnover of over US$ 1Bn in just a decade of operations in the country. From being
a virtually unknown entity in the Year 1995, brand SAMSUNG today enjoys an
awareness level of over 65% and a positive opinion of over 80% in the country today
(source: BAS 2007). Initially, a player only in the Colour Televisions segment, it later
diversified into colour monitors (1999) and refrigerators (2003). Today, it is recognized
as one of the fastest growing brands in the sphere of digital technology. SIEL is the
market leader in high end digital television (Plasma, LCD).

MOBILE PHONES

Samsung Electronics sold 235 million mobile handsets in the year 2009. At the end of Q3
2010 Samsung had surpassed the 70 million unit mark in shipped phones, giving it a
global marketshare of 22% trailing Nokia by 12%. Overall, Samsung sold 280 million
mobile phones in 2010, corresponding to a market share of 20.2%. Samsungs 2010
smartphone shares worldwide are rising rapidly. The share in the United States has
doubled in the second quarter of the year from the previous quarter. In the second quarter
the company shipped as many as 3 million smartphones, a 173-percent increase from the

33

same period last year Samsung faces challenges in the phone market. An alliance of
Chinese low wage and Taiwanese technology is catching up closely. Smartphone makers
such as Apple, RIM, and HTC are busy coming up with new models, and Samsung is
working to maintain its top position.

TABLET

The Samsung Galaxy Note is an Android smart phone/tablet

computer hybrid that was introduced in October 2011. It has attracted attention because
of its 5.3-inch screen size between that of conventional smart phones and tablets and
because of its included stylus.
It was released to the public starting with Germany in late October 2011, with other
countries following shortly after that. By the end of November, it was available in most
major markets, including East Asia, Europe and India.

TV/AUDIO/VIDEO

Samsung Electronics is creating a new market by introducing the Finger-Slim LED TV.
Launched in March 2009, the super-slim LED TV has thus far been sold as many as 2.6
million units. In 2009 alone, it was sold more than 2 million units, which brightens the
future prospect.
34

Samsung sold more than 1 million 3D TVs within six months of its launch. This is the
figure close to what many market researchers forecast for the years worldwide 3D TV
sales (1.23 million units). It also debuted the 3D Home Theater (HT-C6950W) that allows
the user to enjoy 3D image and surround sound at the same time. With the launch of 3D
Home Theater, Samsung became the first company in the industry to have the full line of
3D offerings, including 3D TV, 3D Blu-ray play, 3D content, and 3D glasses.

CAMERA/CAMCORDER

Digital cameras and camcorders are the areas Samsung cannot overlook. The company
has introduced several models in these areas such as the WB550 (the premium camera),
the ST550 (the dual-LCD-mounted camera), and the HMX-H106 (64GB SSD-mounted
full HD camcorder).
Samsung in 2009 took the third place in the compact camera segment. Since then, the
company has focused more on high-priced items. In 2010, the company launched the
NX10, the next-generation interchangeable lens camera, thereby commencing the race
toward the new category of camera market.

HOME APPLIANCES

35

Samsung held the leading position thanks to strong sales of its flagship items, Zipel-brand
side-by-side and kimchi refrigerators. In the North American, European, and Russian
markets, it solidified its image as a premier home appliance maker by selling so many
refrigerators, washing machines, air-conditioners, as well as new steam microwave ovens
and robot vacuum cleaners.
In a market clearly split into two extremes of upmarket and budget categories, Samsung
employs a two-pronged strategy to emphasize its premium image for affluent consumers
while marketing lower-end items with fewer bells and whistles for emerging economies
consumers.

PC/PERIPHERALS/PRINTERS

Samsung introduced a host of new products including a premium mini-laptop computer

N310 and slim-sized laptop X420. The N310 and the X420 are the third-generation
laptops with all the advanced features as well as portability and connectivity. Thanks to
these new market entrants, Samsung could sell as many as 6 million laptops for the year.
36

In the printer business division, one of the next-generation strategic areas, Samsung
launched mono-laser printer, multifunction printer, and enterprise-use high-speed digital
multifunction printer models. Samsung was ranked second in the world in the area of
letter-size (A4) laser printers. In other segments such as mono-laser printers,
multifunction printers, and color laser printers, Samsung was first or second place in the
world.
In the area of wireless networking, the mobile telecom protocols such as
Mobile WiMax and WiBro, the protocols developed by Samsung and adopted in 2007 as
international standards, are in wide commercial use in many overseas markets.

MEMORY CARDS

In the area of storage media, Samsung in 2009 succeeded in grabbing more than 10
percent of the world market share by introducing a new hard capable of storing 250Gb
per 2.5-inch disk.[75] In 2010, the company started marketing the 320Gb-per-disk HDD,
the largest in the industry. In addition, it was focusing more on selling external hard disk
drives. Following financial losses, the hard disk division was sold to Seagate in 2011.

37

BUSINESS GROWTH
Only ten years ago, Samsungs only goal was to catch up with Japanese rivals. But now it
is outperforming major Japanese electronics makers in many categories: in terms of
global market share, Samsung is No. 1 in flat-panel TVs and memory chips; it is No. 1 in
mobile handsets: it took the leadership from apple in Q3 of 2011; it is one of the top
suppliers in other home appliances.
In 2005, Samsung surpassed Japanese rival Sony for the first time to become 20th
world's largest and most popular consumer brand as measured by Interbrand. In
2006, Business Week rated Samsung as 20th on its list of global brands, 2nd in the
electronics industry. Business Week also ranked Samsung as 20th in innovation. In 2007,
Samsung Electronics' handset division overtook American rivalMotorola, making it the
world's second-largest mobile phone maker. In 2009, Samsung overtook Siemens of
Germany and Hewlett-Packard of the USA with a revenue of $117.4 billion to take the
No.1 spot as the world's largest technology company.
The semiconductor division of Samsung Electronics is the world's largest memory chip
and second largest semiconductor manufacturer worldwide. This has been the case
for DRAM and SRAM for over a decade.[citation needed]
To become the top brand in the electronics business, Samsung has spent enormous sums
on marketing and branding. As part of fulfilling this strategy, the company devised in
1996 a plan to sponsor major sporting events. It succeeded in becoming an official
sponsor for the 1998 Nagano Winter Olympics. Samsung today is the name that almost
always appears in many big games.

38

Despite being a giant in the global technology business with abundant growth, Samsung,
along with its chairman Lee Kun-hee, is famous for fretting over its future and coming
crises. Since returning from a mini retirement in March 2010, Kun-hee said, Samsung
Electronics future is not guaranteed because most of our flagship products will be
obsolete in 10 years from now.
Global consumers brand recognition of Samsung Electronics has increased steadily:
According to the top-100 brand list compiled by Millward Brown, the British brand
consultancy, Samsung, ranked at 68th on its list, was one of the worlds most valuable
brands whose growth has been most pronounced during the 2009-2010 period. Its brand
value, estimated at as much as US$1.1 billion, grew by 80 percent.
In the Worlds Most Reputable Companies 2010 ranking published by the Reputation
Institute of the United States, Samsung was placed at 22nd, a large advancement from the
previous years 74th. This ranking, compiled by the U.S. consulting company since 2006,
reflects survey results collected from consumers in 24 different countries for global 600
large corporations in terms of annual revenue and its GDP share in respective countries.
The respondents answer questions in seven categories including products and services,
inventiveness, work conditions, corporate governance, social responsibility, leadership,
and financial performance.
Samsung was also ranked 11th in the 50 Most Innovative Companies 2010 list put out
by Business Week, a five-notch increase from the previous years 16th. The ranking,
collated jointly by the U.S. weekly magazine and Boston Consulting Group since 2005, is
based on answers to innovation-related survey questions asked to executives of global
corporations. While survey answers take an 80-percent weight to the compilation of the
ranking, the remaining 20 percent is accounted for by annual share appreciation (10%)
and three-year average sales revenue and profit margin (5% each), respectively.
Samsung had emphasized innovation in its management strategy since the early 2000s
and it again highlighted innovation as part of core strategies when it announced the
Vision 2020 in which the company set an ambitious goal of reaching the $400-billion
sales revenue within 10 years. In order to cement its leadership in the areas of memory
chip and TV production, Samsung has invested aggressively in research and

39

development. The company currently has 24 R&D centers around the world. In the 2010
Business Week innovation ranking, Apple andGoogle retained the leading positions as in
the 2009 list, followed by Microsoft, which gained one notch from 2009s fourth place.
Meanwhile, Samsung took the 33rd place in the Worlds Most Valuable Brands 2010
list made public by the Forbes magazine. Forbes said that Samsungs brand value was as
much as $12.8 billion with an average sale revenue growth rate of 17 percent for the past
three years.

AWARDS WON BY SAMSUNG

Jan 2012: Samsung was presented with the Golden Peacock Award for the most
innovative product for the year 2011 for the MV800 digital still camera.
Jan 2012: Samsung's MV800 digital still camera bagged the Asian Photography 'Best
Innovation in Camera Technology' award for 2011.
Jan 2012: Samsung awarded as the Consumer Durable Company of the year at the 2011
NDTV Profit Business Leadership Awards in recognition for its initiatives and
innovations taken up to respond and adapt to the ever changing business scenario as well
as exceptional ability in business performance fuelling the Indian economy.
Dec 2011: Samsung emerged as the Most Aspirational Brand of the Year 2011 in the Best
Brands Survey 2011 conducted by Financial Express and market research agency
Synovate. Samsung was ranked high for its 'Flaunt Factor' linked to its attributes like
quality, brand reputation and imagery. Samsung also ranked amongst the top 3 brands in
the Overall Ranking of the Top Brands of 2011 and the Most Visible Brand of 2011 list.
Dec 2011: Mr. JS Shin, President & CEO, Samsung South West Asia was awarded the
prestigious "MAN OF ELECTRONICS AWARD 2011" by Consumer Electronics and
Appliance Manufacturers Association for his exceptional all round contribution to the
Indian Electronics and Appliances Industry. Shri. Rajeev Shukla, Hon'ble Minister of
State for Parliamentary Affairs handed over the award to Mr. J.S. Shin.

40

Dec 2011: Samsung Electronics was awarded the best Manufacturer of BEE Star
Labeled Appliances in the Air Conditioner category by the Hon'ble Union Minister for
Power, Shri Sushil kumar Shinde. The Function was presided over by the Hon'ble Prime
Minister of India, Shri Manmohan Singh. Samsung won the Award based on criteria like
the number of star labeled products sold, the energy savings achieved thanks to its
technology and the growth in sales of energy efficient products over the previous year.
Sep 2011: While Samsung ranked 27th in Economic Times' annual Survey on the Top
100 trusted brands in India, it emerged as the most Trusted Consumer Durable brand in
India, while maintaining its position as No. 2 company in the mobile phone category.
Jul 2011: Samsung was awarded as the 'Tablet Company of the Year' by Voice & Data at
the V&D 100 Awards.
Apr 2011: Samsung was awarded the Golden Peacock Awards (GPA) For Corporate
Social Responsibility for its Corporate Citizenship and Community Affairs initiatives that
address education, sports, culture and environment management programs
Mar 2011: Samsung won 3 much coveted awards at the NDTV Gadget Guru Awards
2011 that honour innovation and products that truly make a difference in the world of
technology.
Design of the Year - 3D LED TV UA55C9000
TV of the Year - 3D LED TV UA46C8000
Smartphone of the Year - Galaxy S
Jun 2010: Samsung India won the 'Golden Peacock Eco-Innovation for the year 2010
for its for LED TV ranked as the most innovative product that shows the maximum
customer satisfaction at minimum cost as determined by customers.
Mar 2010: Samsung won 3 awards at the NDTV Tech Life Awards 2010 to honour the
year's coolest gadgets and the best technological innovations.
Best Budget Mobile of the Year: Samsung Corby
Best Television Display of the Year: Samsung 3D LED TV UA46B7000
NDTV Gadget of the Year: (decided by the eminent jury panel and also by viewer's choi
ce through public voting) Samsung LED 3D TV .
41

OBJECTIVE OF THE STUDY

1. Service providers in the market which are not reaching the customer.
2. To study the customer satisifaction towards Samsung products.
3. To study and identify how the customers are benefited.
4. To evaluate the major service provider satisified the customer.
5. To assess the needs, requirements and expectations of the customers in order to
assess their current satisfaction levels.
6. To know the attitude, enthusiasm regarding the service provided to customers.
7. To understand the performance of different brands in the market on various
parameters like product quality, performance of the customer relationship officer
(CRO), service quality, range and selection of products available.

42

Research Methodology

SOURCES OF DATA
The study undertaken there to be mainly based on the primary data i.e. structured
questionnaire is designed. The study also contains secondary data i.e. data from
authenticated websites and journals for the latest updates just to gain an insight for the
views of various experts.
METHODOLOGY & PRESENTATION OF DATA
The data collected is then coded in the tables to make the things presentable and more
effective. The results are shown by tables which will help me out in easy and effective
presentation and hence results are being obtained.
TOOLS AND TECHNIQUES USED FOR ANALYSIS
In this study the technique used for interpreting the results is CHI SQUARE test. It is
used as because sample size is 100.

Sampling Design
RESEARCH DESIGN
The design for this study is Exploratory and Random sampling

43

Collection Method

DATA COLLECTION
Primary data has been used by me in the form of Questionnaire & Observation, which
are the two basic methods of collecting primary data, which suffices all research
objectives.
Secondary data sources like catalogue of the company, product range book of the
company & various internet sites such as motorola.com & google.com have been used.
The data is collected randomly irrespective of the category of the people in the form of
questionnaire and the sample size is 100 respondents. Because it is a pilot study and due
to time constraint the sample size is small.

Research Definition
The word research is derived from the Latin word meaning to know. It is a systematic
and a replicable process, which identifies and defines problems, within specified
boundaries. It employs well-designed method to collect the data and analyses the results.
It disseminates the findings to contribute to generalize able knowledge. The main
characteristics of research presented below are:

Systematic problem solving which identifies variables and tests relationships

between them,

Collecting, organizing and evaluating data.

Logical, so procedures can be duplicated or understood by others

Empirical, so decisions are based on data collected

Reductive, so it investigates a small sample which can be generalized to a larger

44

population

Replicable, so others may test the findings by repeating it.

Discovering new facts or verify and test old facts.

Developing new scientific tools, concepts and theories, this would facilitate to
take
decision.

For the proper analysis of data simple statistical techniques such as percentage were use.
It helps in making more generalization from the data available. The data which will be
collected from a sample of population was assumed to be representing entire population
was interest. Demographic factors likeage, income and educational background was used
for the classification purpose.

45

DATA ANALYSIS AND INTERPRETATION

1. Gender profile :
Table
Gender

No of Respondents

Percentage

Male

37

74

Female

13

26

Total

50

100

46

Interpretation:
74% of the respondents were male and
26% of the respondent s were female.

2. Age Profile :
Table :
Age

No of Respondent

Percentage

15-25

25

50

25-35

12

24

35-45

16

45& above

10

Interpretation:

47

50% of the respondents falls in the age group of 15-25. 24% of the respondents fall in the
age group of 25-35, 16% of the respondents fall in the age group of 35-45 and 10% of the
respondents fall in the age group of 45 and above.

3. Occupation of the respondents:

Table:
Occupation

No of Respondents

Percentage

Business men

12

Student

20

40

Shop keeper

Profession

10

20

Others

10

20

48

Interpretation:
40 % of the respondents were students.
20 % of the respondents were Professors.
20% of the respondents were others.
12 % of the respondents were Business man.

4. How did you get to know about Samsung that you are having at
present.
Table
Sources
Newspaper
Television
Word of mouth
Magazine
Other

No of respondents
8
28
10
2
2

49

Percentage
16
56
20
4
4

Interpretation:
56% of the respondents had the knowledge through television. 20% of the respondents
had the knowledge through word of mouth. 16% of the respondents had the knowledge
through Newspaper. 04% of the respondents had the knowledge through Magazine and
4% through others.

5. Prefer Samsung than any other because of :

Table :

Reasons
Low price
Less physical effort
Better looks
Low maintenance cost

No of respondents
12
20
10
8

50

Percentage
24
40
20
16

Interpretation:
24% of the respondents say its low price .
40% of the respondents say its less physical effort.
20% of the respondents say of its better looks.
16% of the respondents say because of its low maintenance cost

6. What is the image of Samsung in your mind :

Table:
Opinion
Economical
Durable
Smooth Product
Safe Product
Warranty and guarranty

No of Respondent
12
8
10
5
15

they offer

51

Percentage
24
16
20
10
30

Interpretation
24% respondents think product is Economical.
16% respondents think product is Durable.
20% respondents think product is Smooth.
10% respondents think product is safe.
30% respondents think product has good warranty and guarantee offer.

7. Are you satisfied with the product and services of Samsung :

Table:

Satisfactory
Yes
No

No of respondents
44
6

52

Percentage
88
12

Interpretation:
88% of the respondents were satisfied and 12% were not satisfied.

8. For how many years have you been the customer of Samsung :
Table:
Time Period
1 year
Less than 1 year
More than one year

No of respondents
8
6
36

53

Percentage
16
12
72

Interpretation :
16% respondents are using the Samsung products from 1 year.
12% respondents are using the Samsung products from less than one year.
72% respondents are using the Samsung products from more than one year.

9. Which product of Samsung have you used or using :

Table:
products
Mobile
Home appliances
T.V/Audio/Video
PC/Peripherals
All of the above

No of Respondent
23
13
8
4
2

54

Percentage
46
26
16
8
4

Interpretation :
46% respondents are using SAMSUNG Mobile phones
26% respondents are using SAMSUNG Home appliances
16% respondents are using SAMSUNG T.V/Audio/Video.
8% respondents are using SAMSUNG PC/Peripherals.
4% respondents are using all products of the SAMSUNG.

10. What is your perception about Samsung.

Table:
Opinions
Very Good
Good
Average
Bad

No of Respondent
26
11
8
5

55

Percentage
52
22
16
10

Interpretation:
52% respondents think that the products of SAMSUNG are VERY GOOD.
22% respondents think that the products of SAMSUNG are GOOD.
16% respondents think that the products of SAMSUNG are AVERAGE.
10% respondents think that the products of SAMSUNG are BAD.
QUESTIONNAIRE
NAME:
CONTACT NUMBER:

1. Gender
Male

Female

2.Mention your Age-group

15-25
25-35
56

 35-45
45 & above
3. Mention your occupation:
Businessman
Student
Shopkeeper
Profession
Other
4. How did you get to know about Samsung that you are having at present.
Newspaper
Television
Magzines
Word Of Mouth
Other

5. Prefer Samsung than other because of:

low price
Less physical efforts
Better looks
Low maintenance cost
6. what is the image of samsung in your mind?
Economical
Durable
Smooth product

57

 Safe product
warranty and guarantee they offer.
7. Are you satisfied with the product and services of SAMSUNG
Yes
No
8. For how many years have you been the customer of Samsung :
1 year
More than 1 year
Less than one year
9. Which product of Samsung have you used or using :
Mobiles
Home Appliances
T.V/ Audio/ Video
PC/Peripherals
All of the above
10. What is your perception about SAMSUNG.
Very Good
Good
Average
Bad

58

FINDINGS OF THE STUDY

The study shows males are more in number and females are less.
Out of the 50 respondents 50% of the respondents falls in the age group of 15-25.
24% of the respondents fall in the age group of 25-35, 16% of the respondents fall
in the age group of 35-45 and 10% of the respondents fall in the age group of 45
and above.

59

 88% of the respondents are satisfied with the guarantee and warranty.
This study shows that the students are more likely to use the Samsung products
The study shows that most of the customers come to know about Samsung
products.
Out of 50 respondents 52% of the respondents told excellent, 22% told good,16%
told average and 10% told below average
50% of the respondents are highly rating the clarity of the screen of the product.
40% of the respondents are comes under the moderate price for the product.
52% of the respondents are highly satisfied with the product.
88% of the respondents recommend to buy the product
.

LIMITATION OF THE STUDY

I will have to rely upon the information get from secondary sources and RESPONSES
given by respondents, which may not be fully true.
This study will be limited to only some areas Delhi.

60

 It is only for short period of time.

Lack of professional approach since researcher is a student
The sample size is only 50 so the sample may not be truly representative of the Delhi
population.

CONCLUSION

India has large number of population. Among that only one third of population are aware
of SAMSUNG ELECTRONICS remaining are not aware of SAMSUNG.. Hence
decrease in price and creating various types of advertisements will cover whole part of
India. There is a aggressive chance of marketing taking place. This will increase the sales
and retains the large number of customers.
Customers need to be made aware of the productive usages of these
61

Products if SAMSUNG want to target these untapped market segments of customers.

Also SAMSUNG need to modify their advertising strategies in order to educate the
target audience about the product. Hence SAMSUNG will be able to win a major
between the competitors .

BIBLIOGRAPHY
BOOKS AND JOURNALS REFERRED:
Marketing Management, 12th Edition
By: Philip Kotler and Kevin Lane Keller
Marketing Management

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By: S.L Gupta

Websites:
www.google.com
www.samsung.com
www.samsung.com/in/mobile/index.html
www.answer.com

Magazines
Times Of India
Hindustan Times
Business Magzines

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