MKT201-Consumer Behavior
Assignment Cover Sheet
Group Project Proposal
Group 3 – Class BA1804
Analyzing consumer behavior for Samsung products is crucial due to Samsung's significant
market presence in Vietnam. Understanding the factors that influence consumer purchasing
decisions can help Samsung enhance its marketing strategies, improve customer satisfaction,
and increase market share in a competitive environment.
I- INTRODUCTION
1.1 general introduction about samsung
Samsung Electronics is one of the world's largest technology corporations, founded on
March 1, 1938 by Lee Byung-chul in South Korea. Starting from a small company
specializing in import and export in Sudan, Samsung has grown strongly and expanded into
many different fields such as textiles, insurance, securities and retail in the 1950s and 1950s.
60. However, the biggest breakthrough came in 1969 when Samsung Electronics was
founded, marking a turning point in the field of electronics and technology.
Currently, Samsung Electronics is headquartered in Suwon, South Korea, and is one of the
global leaders in the electronics industry. Samsung not only produces consumer electronics
such as smartphones, televisions, and home appliances, but is also a major manufacturer of
important components such as memory chips and OLED displays. Samsung Electronics
continuously achieves annual revenue of over 200 billion USD. More than 300,000
employees work in branches and factories worldwide. In particular, Samsung holds the
leading position in the smartphone, memory chip, and TV screen markets.
Samsung officially entered the Vietnamese market in 1996 and has become one of the
largest foreign investors here. Samsung currently has many large manufacturing factories in
Bac Ninh, Thai Nguyen and City. Ho Chi Minh.
1.2 Problem statement
Samsung products have many breakthroughs from design to features, however, some high-
end Samsung products, such as the Galaxy S and Galaxy Note series, have very high prices,
even equal or higher than similar Apple products. This can create more potential for
customers to switch to other brand products at more affordable prices. They also often come
with many pre-installed applications (bloatware) that the user does not need or cannot
remove. This can reduce device performance and create a poor user experience.
1.3 Objectives
Find out the demographic characteristics of Samsung product users in Vietnam.
Identify the main factors that influence the decision to purchase Samsung products.
Evaluate consumer satisfaction with Samsung products.
To explore the consumer perception formula for visual performance and Samsung's
subsequent efforts.
Provide useful insights for Samsung to improve its market strategy in Vietnam.
1.4 Scope of research
The main objective of the study is to analyze consumers' opinions about samsung products
and known as consumer satisfaction and preferences towards samsung products. This
research will be applied to student research at FPT University.
II- REVIEW OF LITERATURE
2.1 Data source (data source)
Primary Data:
Data was collected by preparing questions for students of FPT Can Tho school
Secondary data:
Secondary data related to the study was collected from published sources such as text books,
magazines and the internet.
2.2 Research methods (research methods)
This study uses the descriptive research method such as Research is conducted based on the design
question format. Research description includes surveys and fact-finding of state requirements for
jobs as they exist today. The questionnaire included respondents' socioeconomic characteristics such
as gender, age, education level, etc. And get feedback, customer satisfaction level and attitude of
respondents.
2.3 Statistical tools used for analysis (statistical tools used for analysis)
The research tools and techniques applied to analyze primary data are as follows:
Simple percentage division
Simple percentage breakdown of job descriptions Categorize respondents depending on each type.
It is mainly used to standardize and compare collected data. This analysis is done for most of the
questions raised in
Question list.
FORMULA: Percentage=Number of respondents / Total number of respondents*100
Analyze and interpret (analyze and explain)
From the data collected through the survey, we will analyze and interpret that data.
Name
Gender
Specialized
Age
18-24
25-34
35-44
45-54
Over 54
Income
- Have you ever used Samsung electronic products?
Used to
Using
Never been used
- How long have you used Samsung products?
Less than 1 year
1-2 years
2-3 years
3-5 years
Over 5 years
- How do you rate the quality of Samsung products?
Very high
High
Short
Very low
- How satisfied are you with the quality of Samsung products?
Very pleased
Satisfied
Normal
Unsatisfied
dissatisfaction
- How do you evaluate the product's value for money?
Excellent
Medium
Poor
- Which part of the product influences your purchase:
Design
Configuration
Brand reputation
Cost
Usage experience
- Scale of 1-5 with 1 being the lowest and 5 being the highest. Please evaluate the importance of the
criteria when choosing products in the high-end segment.
Battery life
Screen
Price
Screen quality and resolution
Camera
Design
Special feature
Capacity
Memory
Ram and processor
Accessories included
IV. DETECT
List and redefine content and numbers that have been imported from survey work
V- SUGGESTIONS
From the data processed through the survey, we will provide appropriate answers to solve the
problem.
IV- CONCLUSION
Concluding the main content of the entire research article and through this research article, it can
help at least in any way to the brand as well as the company.
PRESENTER
