Samsung Galaxy Brand Image

Samsung Galaxy Brand Image
2013 - 2014
INTRODUCTION
Dept. of Management
Kurnool
Osmania Degree College for Women,
2013 - 2014
INTRODUCTION
In today's increasingly competitive environment, quality services and customer

satisfaction are critical to corporate success. Delivering high quality services is closely linked
to profits, cost savings and market share. As stated by Piercy (1995), it is striking that one of
the few elements that links many of the otherwise disparate recommendations made to
managers over the past several decades has been the need to focus on customer satisfaction as
a route to sustained high performance. Companies should, to a much higher degree, be aware
of the fact that customer dissatisfaction equals both defection and long-term losses. In this
regard each every company endeavor its best to satisfy the customer. On basis of customer
satisfaction this project has been made.
In Kurnool there are many people using mobiles. Every class of the society is using mobile
phones. In Kurnool there are lot of dealers who are selling the mobiles of different companies
like NOKIA, SAMSUNG, LG, SONY, HTC, MICROMAX, etc. but among all these
companies this research work deals with SAMSUNG GALAXY S4 Touchscreen
Smartphone. This topic is basically selected because Nokia is the market leader in mobile
industry, but SAMSUNG with his advanced technology concept Galaxy- Future beyond
smart phones and with the help of R&D it might go to be the market leader of mobile
industry. The study provides the knowledge about the details of company, features of
Samsung Galaxy S4, services provided by the company, as well as customer relation and
satisfaction.
Dept. of Management
Kurnool
2013 - 2014
INDUSTRY PROFILE
Dept. of Management
Kurnool
2013 - 2014
INDUSTRY PROFILE
The history history of mobile phones charts improvements to communication devices which
connect wirelessly to the public switched telephone network. The transmission of speech by
radio has a long and varied history going back to Reginald Fessenden's invention and shoreto-ship demonstration of radio telephony.
Before the devices that are now referred to as a mobile phone existed, there were some
precursors. The development of mobile telephony began in 1918 with tests of wireless
telephony on military trains between Berlin and Zossen. In 1924, public trials started with
telephone
connection
on
trains
between
Berlin
and Hamburg.
In
1925,
the
companyZugtelephonie A. G. was founded to supply train telephony equipment and in 1926

telephone service in trains of the Deutsche Reichsbahn and the German mail service on the
route between Hamburg and Berlin was approved and offered to 1st class travelers.
In 1926 the artist Karl Arnold created a visionary cartoon about the use of mobile phones in
the street, in the picture wireless telephony", published in the German satirical
magazine Simplicissimus.
The Second World War made military use of radio telephony links. Hand-held radio
transceivers have been available since the 1940s. Mobile telephones for automobiles became
available from some telephone companies in the 1940s. Early devices were bulky and
consumed high power and the network supported only a few simultaneous conversations.
Modern cellular networks allow automatic and pervasive use of mobile phones for voice and
data communications.
In the United States, engineers from Bell Labs began work on a system to allow mobile users
to place and receive telephone calls from automobiles, leading to the inauguration of mobile
service on 17 June 1946 in St. Louis, Missouri. Shortly after, AT&T offered Mobile
Telephone Service. A wide range of mostly incompatible mobile telephone services offered
limited coverage area and only a few available channels in urban areas. The introduction of
cellular technology, which allowed re-use of frequencies many times in small adjacent areas
covered by relatively low powered transmitters, made widespread adoption of mobile
telephones economically feasible.
Dept. of Management
Kurnool
2013 - 2014
In the USSR, Leonid Kupriyanovich, engineer from Moscow, in 1957-1961 developed and
presented a number of experimental models of handheld mobile phone. The weight of a latest
model, presented in 1961, was only 70 g and it freely took place on a palm. However in the
USSR the decision at first to develop the system of automobile "Altai" phone was made
("Nauka i zhizn" magazine, 8, 1957 and 10, 1958, "Technika-molodezhi" magazine, 2, 1959,
"Za rulem" magazine, 12, 1957, "Yuny technik" magazine, 7, 1957, 2, 1958 and 9, 1996,
"Orlovskaya pravda" newspaper, 12, 1961).
In 1965, Bulgarian company "Radioelektronika" presented on Inforga-65 interrnational
exhibition in Moscow the mobile automatic phone combined with a base station. Solutions of
this phone based on the system, developed by Leonid Kupriyanovich. One base station,
connected to one telephone wire line, could serve up to 15 customer. ("Nauka i zhizn"
magazine, 8, 1965).
The advances in mobile telephony can be traced in successive generations from the early
"0G" services like MTS and its successor Improved Mobile Telephone Service, to first
generation (1G) analog cellular network, second generation (2G) digital cellular networks,
third generation (3G) broadband data services to the current state of the art, fourth generation
(4G) native-IP networks.
Motorola was the first company to produce a handheld mobile phone. On 3 April 1973 Martin
Cooper, a Motorola engineer and executive, made the first mobile telephone call from
handheld subscriber equipment in front of reporters, placing a call to Dr. Joel S. Engel of Bell
Labs.
The prototype handheld phone used by Dr. Martin Cooper weighed 1.1 kgand
measured 23 cm long, 13 cm deep and 4.45 cm wide. The prototype offered a talk time of just
30 minutes and took 10 hours to re-charge. Cooper has stated his vision for the handheld
device was inspired by Captain James T. Kirk using his Communicator on the television show
Star Trek.
John F. Mitchell, Motorola's chief of portable communication products and Martin Cooper's
boss in 1973, played a key role in advancing the development of handheld mobile telephone
equipment. Mitchell successfully pushed Motorola to develop wireless communication
products that would be small enough to use anywhere and participated in the design of the
cellular phone.
Dept. of Management
Kurnool
2013 - 2014
SAMSUNG INDUSTRY PROFILE

Unlike other electronic companies Samsung origins were not involving electronics but other
products.
In 1938 the Samsung's founder Byung-Chull Lee set up a trade export company in Korea,
selling fish, vegetables, and fruit to China. Within a decade Samusng had flour mills and
confectionary machines and became a co-operation in 1951. Humble beginnings.
From 1958 onwards Samsung began to expand into other industries such as financial, media,
chemicals and ship building throughout the 1970's. In 1969, Samsung Electronics was
established producing what Samsung is most famous for, Televisions, Mobile Phones
(throughout 90's), Radio's, Computer components and other electronics devices.
1987 founder and chairman, Byung-Chull Lee passed away and Kun-Hee Lee took over as
chairman. In the 1990's Samsung began to expand globally building factories in the US,
Britain, Germany, Thailand, Mexico, Spain and China until 1997.
In 1997 nearly all Korean businesses shrunk in size and Samsung was no exception. They
sold businesses to relieve debt and cut employees down lowering personnel by 50,000. But
thanks to the electronic industry they managed to curb this and continue to grow.
The history of Samsung and mobile phones stretches back to over 10 years. In 1993 Samsung
developed the 'lightest' mobile phone of its era. The SCH-800 and it was available on CDMA
networks.
Then they developed smart phones and a phone combined mp3 player towards the end of the
20th century. To this date Samsung are dedicated to the 3G industry. Making video,camera
phones at a speed to keep up with consumer demand.
Dept. of Management
Kurnool
2013 - 2014
COMPANY PROFILE
Dept. of Management
Kurnool
2013 - 2014
COMPANY PROFILE
Samsung India Electronics Private Limited (SIEL):
Samsung India is the hub for Samsungs South West Asia Regional operations. The
South West Asia Regional Headquarters looks after the Samsung business in Nepal, Sri
Lanka, Bangladesh, Maldives and Bhutan besides India. Headquartered in New Delhi, India
which commenced its operations in India in December 1995, today enjoys a sales turnover of
over US$ 1Bn in just a decade of operations in the country.
Headquartered in New Delhi, Samsung India has a network of 19 Branch Offices
located all over the country. The Samsung manufacturing complex housing manufacturing
facilities for Colour Televisions, Colour Monitors, Refrigerators and Washing Machines is
located at Noida, near Delhi. Samsung Made in India products like Colour Televisions,
Colour Monitors, Mobile Phones, Tablets, Smart Phones and Refrigerators are being exported
to Middle East, CIS and SAARC countries from its Noida manufacturing complex.
Samsung India currently employs over 1600 employees, with around 18% of its
employees working in Research & Development.
The Samsung Philosophy

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.
Dept. of Management
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2013 - 2014
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.
Samsung Business Principals
Vision 2020
As stated in its new motto, Samsung
"Inspire the World, Create the

This
new
vision
reflects
commitment to inspiring its
Electronics' vision for the new decade is,
Future."
Samsung
communities
Electronics
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.
Dept. of Management
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2013 - 2014
2000-Present Pioneering the Digital Age

The digital age has brought revolutionary change and opportunity to global business, and
Samsung has responded with advanced techno-logies, competitive products, and constant
innovation.
At Samsung, we see every challenge as an opportunity and believe we are perfectly
positioned as one of the world's recognized leaders in the digital technology industry.
Our commitment to being the world's best has won us the No.1 global market share for 13 of
our products, including semiconductors, TFT-LCDs, monitors and CDMA mobile phones.
Looking forward, we're making historic advances in research and development of our overall
semiconductor line, including flash memory and non-memory, custom semiconductors,
DRAM and SRAM, as well as producing best-in-class LCDs, mobile phones, digital
appliances, and more.
Samsung Affiliated Companies:

Samsung is comprised of companies that are setting new standards in a wide range of
businesses, from consumer electronics to petrochemicals, from advertising to life insurance.
They share a commitment to creating innovative, high quality products that are relied on
every day by millions of people and businesses around the world.
Machinery & Heavy Industries
Samsung Heavy Industries
Affiliated Organizations
Samsung Human Resources

Development Centre
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Samsung Lions
The Ho-Am Foundation
Samsung Foundation of Culture

Electronics Industries
2013 - 2014
Financial Services
Samsung Electro-Mechanics
Samsung Life Insurance
Samsung SDI
Samsung Fire & Marine Insurance
Samsung Corning Precision Materials
Samsung Card
Samsung SDS
Samsung Securities
Samsung Mobile Display
Samsung LED
Chemical Industries
Samsung Total Petrochemicals
Samsung Petrochemicals
Samsung Fine Chemicals
Samsung BP Chemicals
Other Affiliated Companies
Samsung C&T Corporation
Samsung Engineering
Cheil Industries
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Samsung Everland
The Shilla Hotels & Resorts
Cheil Worldwide
S1 Corporation
Samsung Medical Centre
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2013 - 2014
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Etymology
According to the founder of Samsung Group, the meaning of the Korean hanja word
Samsung is "tristar" or "three stars". The word "three" represents something "big, numerous
and powerful"; the "stars" mean eternity.
Logos
The Samsung Byeolpyo noodles logo, used

from late 1938 until replaced in 1950s.
The Samsung Group logo (three stars),
used from late 1980 until replaced in 1992
The Samsung Group logo, used from late

1969 until replaced in 1979
The Samsung Electronics logo, used from

late 1980 until replaced in 1992
Samsung's current logo used since 1993.
Dept. of Management
Kurnool
2013 - 2014
PRODUCT PROFILE
Dept. of Management
Kurnool
2013 - 2014
Product Profile
Samsung Galaxy
Galaxy series:
Samsung Galaxy (stylized as Samsung GALAXY) is a series of Androidpowered mobile computing devices designed, manufactured and marketed by Samsung
Electronics. The product line includes the Galaxy S series of high-end smartphones,
the Galaxy Note series of tablets and phablets with the added functionality of a stylus and the
Galaxy Tab series of tablets.
The Galaxy line competes with HTCs One and Desire Series, Sonys Xperia series,
Nokias Lumia series and Apples iPhone.
Categorization:
Since August 2011, all the smartphones of the Galaxy series are categorized in the
following way:
Letter
Meaning
Class
Model Numbers
Super smart
High-end devices
GT-S9nnn
Royal
upper mid-range devices
GT-S8nnn
Wonder
Mid-range devices
GT-S7nnn
Magical
Low-end devices
GT-S5nnn
Young
Meant for young users
(Varies)
As you have seen the above mentioned categorization of Samsung Galaxy Mobile
phones series, here some Samsung Galaxy series mobile phones models with images
accordingly have placed.
Dept. of Management
Kurnool
2013 - 2014
Samsung Galaxy Y (GT-S5360) is an Androidbased smartphone by Samsung, announced in August

2011. Its main features are3G connection with speeds up to
7.2Mbit/s and Wifi.
Samsung Galaxy Y (GT-S5360)
Manufacturer
Samsung
Series
Galaxy
Compatible
GSM 850/900/1800/1900
networks
HSDPA 7.2 Mbps 900/2100
First released
October 2011; 2 years ago
Successor
Samsung Galaxy Young
Type
Smartphone
Form factor
Candybar
Dimensions
104 mm (4.1 in) H
58 mm (2.3 in) W
11.5 mm (0.45 in) D
Weight
97.5 g (3.44 oz)
Operating system
Android 2.3.5 (Gingerbread) (upgradeable to 2.3.6)
CPU
Broadcom BCM21553 ARM11 832 MHz processor, ARMv6
GPU
Broadcom BCM2763 VideoCoreIV LPDDR2 128 MB (neocore: 45.5fps,

Nenamark1: 24.8fps), 1 gigapixel fill, 40nm
384 MB RAM, 290 MB user available RAM OS
190 MB (158 MB user available)
2 GB microSDHC (up to 32 GB)
Memory
Storage
Removable storage
Battery
Data inputs
Display
External display
Rear camera
Connectivity
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Li-ion 1200 mAh

Multi-touch touch screen,headset
controls, proximity,magnetometer, accelerometer,aGPS, and stereo FMradio
240320 pixels, 3.0 inch (133 ppi pixel density) TFT capacitive
touchscreen, 262144 colors, 18-bit, 60Hz Refresh Rate
Main Middle Button
2 megapixel, 16001200 Fixed Focus, 15 fps QVGA 320x240px recording
and stills, Panorama & Smile Shot
3.5 mm TRRS; Wi-Fi Broadcom 4330 chipset (802.11
b/g/n);Bluetooth 3.0; Micro USB 2.0;
Samsung Galaxy W
Manufacturer
Series
Model
Compatible
networks
Related
Type/Weight
Dimensions
Operating system
2013 - 2014
Samsung Electronics
I Series
GT-I8150
GSM/GPRS 850/900/1800/1900 MHz 3GUMTS/HSDPA
850/900/1900/2100 MHz
Samsung Galaxy S II, Samsung Galaxy R
Touchscreen smartphone/3.9 oz (110 g)
115.5 mm (4.55 in) H ; 59.8 mm (2.35 in) W; 11.5 mm (0.45 in) D
Android 2.3.6 (Gingerbread) with TouchWiz UI 4.0
CPU
1.4 GHz single-core QualcommScorpion MSM8255T

Snapdragon SoC processor
GPU
Adreno 205 GPU
Memory/Storage
512 MB RAM/4 GB flash memory
Removable storage microSD (up to 32 GB)
Battery
Data inputs
Display
Rear camera
Front camera
Li-ion 1500 mAh

Multi-touch touch screen,headset controls, GP2Aproximity, 3axis gyroscope, AK8975 magnetometer and AK8975 Orientation sensor,
BMA222 accelerometer, aGPS, Gravity Sensor, Rotation Vector Sensor and
stereo FM-radio
800480 px, 9.34 cm (3.7 in) at 252 ppi WVGA TFT LCD
5 Mpx with auto focus, 720p30fps HD video recording and stills. Single
LED flash.
VGA for video chatting, video recording, and stills
Connectivity
3.5 mm TRRS; Wi-Fi(802.11a/b/g/n); Wi-Fi Direct;Bluetooth 3.0;

Micro USB 2.0;DLNA, GPS;
Other
Exchange ActiveSync, integrated messaging Social Hub, Readers
Hub, Music Hub, and Game Hub
The Samsung
Galaxy
W (i8150),
also
known
as Wonder,
is
an Android smartphone that is a smaller-sized variant of the Samsung Galaxy S II. The
Galaxy W is a less-powerful downgrade compared to the Galaxy S II, with a specification
comparable
to
the
largerGalaxy
R and
a
9.34 cm
(3.7 in) WVGA TFT
LCD capacitive touchscreen with a resolution of 480x800. The phone also features a 5megapixel still-image camera that is capable of 720p video capture. The main differences
between the Galaxy W and other variants are its processor (1.4 GHz single core manufactured
by Qualcomm), its higher pixel density compared to the Galaxy S II and the Galaxy R, and a
slightly different physical design.
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The Samsung
Galaxy
an Android smartphone that
2013 - 2014
R (I9103)
is
was
announced by Samsung on August 10,

2011 as a variant to theSamsung Galaxy S
Samsung Galaxy R (GT-I9103)
Manufacturer
Samsung Electronics
Related
Samsung Galaxy S II
Type
Touchscreen smartphone
Dimensions
125.3 mm (4.93 in) H 66.1 mm (2.60 in) W 9.5 mm (0.37 in) D
Weight
Operating system
135 g (4.8 oz)

Android 2.3.5 (Gingerbread) with TouchWiz UI 4.0
CPU
1 GHz dual-core Nvidia Tegra 250 AP20H SoC processor Ventana
GPU
Memory
Storage
Removable storage
GeForce ultra-low power (ULP)

1 GB RAM
8 GB flash memory
microSD (up to 32 GB)
Battery
Data inputs
Li-ion 1650 mAh

Multi-touch touch screen,headset controls, proximity andambient
light sensors, 3- Axisgyroscope, magnetometer, accelerometer,
aGPS, and stereo FM-radio
Display
800480 px, 10.8 cm (4.27 in) at 218 ppi WVGA Super CLEAR
(LCD)
Rear camera
5 Mpx with auto focus, 720p30fps HD video recording and stills.
Single LED flash.
Front camera
1.3 Mpx for video chatting, video recording (VGA), and stills
Connectivity
3.5 mm TRRS; Wi-Fi(802.11a/b/g/n); Wi-Fi Direct;Bluetooth 3.0;
Micro USB 2.0;DLNA;
Other
Exchange ActiveSync, integrated messaging Social Hub, Readers
Hub, Music Hub, and Game Hub
II. The handset was released in Taiwan and sold across the world.
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Kurnool
Dept. of Management
Kurnool
2013 - 2014
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It runs Android 2.3, has a 3megapixel main camera, a 1650mAh battery, features a refined
metal body and is only 9.9mm thick/thin. And it comes with 4GB of internal storage space
for your Adele MP3s or whatever it is the kids are listening to these days.
Samsung Galaxy S series refers to the high-end/flagship Android smart phones in

the Samsung GALAXY series and includes Super Smart devices of the GALAXY series,
Dept. of Management
Kurnool
2013 - 2014
manufactured by Samsung Electronics. The Samsung Galaxy S Series sold more than 160
million units, with Samsung Galaxy S earning 25 million units, Samsung Galaxy S II earning
40 million units, Samsung Galaxy S III earning 60 million units, and finally Samsung Galaxy
S4 earning 40 million units as of October 2013.
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OBJECTIVES
SCOPE
RESEARCH METHODOLOGY
LIMITATIONS
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OBJECTIVES OF STUDY:1. To study the factors considered while buying the handset
2. To know the awareness level towards SAMSUNG GAXAXY series mobiles in terms
of features, services etc.
3. To study the customer point of view towards the SAMSUNG GAXAXY series mobile
phones.
4. To study the customer requirement in future.
5. To know whether Brand Image as an impact on purchasing preference towards
Samsung Galaxy Series Mobile Phones.
Dept. of Management
Kurnool
2013 - 2014
RESEARCH METHODOLOGY
Research Methodology refers to scientific procedure for the acquisition of knowledge
based on the empirical observation & logical reasoning. Scientific method consists of
systematic observation, classification & interpretation of data. Research Methodology
consists of procedures for obtaining knowledge & logical reasoning.
Data Collection:The collection of data means a purposive gathering of information relevant to the
subject from the units of the population. While dealing with this research project data at the
hand was inadequate and hence it becomes necessary to collect the data.
Methods of Data Collection:Two methods are used to collect the data:1. PRIMARY DATA
2. SECONDARY DATA
1. Primary Data:The data which are collected at first hand either by the researcher or by someone else
especially for the purpose of the study are known as primary data.
Sources of collecting primary data:a. By Observation
b. By Personal interview
Personal interview is conducted with the help of questions which include open ended
and
close
ended
questions.
For
this
project
work
Questionnaire
is
used.
Questionnaire consist a set of questions presented to respondents for their answers.
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2. Secondary Data:The data which have been gathered earlier for some other purpose or exists somewhere
are the secondary data in the hands of the marketing researcher.
Sources of collecting secondary data:1. Books
2. Internet
3. Magazines
Sampling Method:A sample is microcosm of the population from which it is accepted. It can only be
accepted as accurate within certain limits. Sample must be representative so that valid
conclusion about population can be inferred. However a sample cannot reflect image of
population from which it is deawen. Sampling plays a key role in systematic objective of
market surveying. For this project work random sampling method is used.
Sample Size:Large sample gives more reliable result than small samples. However it is not important
to sample the entire target population or substantial portion to achieve reliable result. The size
of the sample decided for this project is 100 respondents.
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LIMITATIONS OF THE STUDY:Though every care has been taken to make the report unprejudiced and authentic,
but the research work has been carried out under the following limitations.
1. The sampling is 100 respondents only it could not be taken has view point of all the
customers throughout the world.
2. The study is limited to Kurnool city only.
3. The study is limited to SAMSUNG GAXAXY Series Mobile phones only.
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DATA ANALYSIS
&
INTERPRETATION
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1. What is your age?
Age Group
Less than 20
21 30
31 40
Above 40
Total
No. of Respondents
23
49
30
18
120
Percentage
19%
41%
25%
15%
100%
Interpretation:
The above table reveals that,
19% of the respondents are in the age group of Less than 20,
41% of the respondents are in the age group of 21 30, where
25% & 15% comes under the age
group of 31 40.
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1. What is your age?
Age of Respondents
41%
45%
40%
35%
30%
25%
25%
Percentage
19%
20%
15%
15%
10%
5%
0%
Less than 20 21 30
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31 40
Above 40
2013 - 2014
2. What is your Educational qualification?
Educational Qualification
PG or Above
Graduate
12th Pass
SSC
Other
Total
No. of Respondents
14
43
37
19
7
120
Percentage
11
36%
31
16
6
100%
Interpretation:
The above table discloses that 36% of the respondents are graduates, 31% are HSc or
Intermediate passed, 16% of them are just SSC, 11% of them are Post graduate or above and
the rest 6% comes under other(Uneducated, Diploma, ITI etc.).
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2. What is your Educational qualification?
Educational Level of Respondents

40
3600%
35
3100%
30
25
Percentage
20
1600%
15
1100%
10
600%
5
0
PG or Above Graduate 12th Pass
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SSC
Other
2013 - 2014
3. What is your occupation?

Occupation
Professional
Business
Self Employed
Student
Other
Total
No. of Respondents
17
29
18
45
10
120
Percentage
14%
24%
15%
38%
9%
100%
Interpretation:
From the above table it is concluded that 38% of the respondents are of occupation
students, 24% of them are Business man, 14% of them are Professionals and 15% of them are
self employed, where only 9% are of other occupation.
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3. What is your occupation?
occupation of respondents
38%
40%
35%
30%
24%
25%
20%
15%
14%
15%
Percentage
9%
10%
5%
0%
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4. What is your annual income?

Annual income
Below 1 Lac
1 2 lacs
Above 2 lacs
Total
No. of Respondents
52
47
21
120
Percentage
43%
39%
18%
100%
Interpretation:
From the above analysis it is accomplished that 39% of the respondents are between the
income group of 1 to 2 lacs, 43% of the respondents are below 1 lac and the rest 18% of the
respondents are under the income level of Above 2 lac annually.
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4. What is your annual income?
Income level of Respondents

43%
45%
39%
40%
35%
30%
Percentage
25%
18%
20%
15%
10%
5%
0%
Below 1 Lac
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1 2 lacs
Above 2 lacs
2013 - 2014
5. Which Companys Mobile phone do you use?

Companys Mobile
Samsung
Nokia
Sony
HTC
Other
Total
No. of Respondents
100
12
3
2
3
120
Percentage
83%
10%
2.5%
2%
2.5%
100%
Interpretation:
It could be seen from in the table, 83% of the respondents are using Samsung Mobile
phones, where only 10% of the respondents are using Nokia and the rest 2.5%, 2% and 2.5% of
the respondents are using Sony, HTC and other mobiles.
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5. Which Companys Mobile phone do you use?
Different Companies Mobiles phone usage

90%
83%
80%
70%
60%
Percentage
50%
40%
30%
20%
10%
10%
3%
2%
3%
Sony
HTC
Other
0%
Samsung
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Nokia
2013 - 2014
6. Why do you prefer Samsung?

Preference factor
Price
Quality
Brand Image
Value added Features
Other
Total
No. of Respondents
16
11
31
36
6
100
Percentage
16
11
31
36
6
100%
Interpretation:
It is concluded from the above table that 36% of the respondents prefer Samsung for the
value added features in the device, 31% of the respondents prefer Samsung for its Brand Image,
16% of the respondents prefer Samsung Mobiles for its price where 11% and 6% for the quality
and other factors.
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2013 - 2014
6. Why do you prefer Samsung?
Preference Factors for purchasing Samsung Galaxy Series

36
40
35
30
25
20
15
10
5
0
Dept. of Management
Kurnool
31
16
11
6
Percentage
2013 - 2014
7. Are you aware of Samsung Galaxy Series mobiles?

Awareness on Galaxy Series
Yes
No
Total
No. of Respondents
78
22
100
Percentage
78%
22%
100%
Interpretation:
From the above table it is said that 78% of the respondents are aware of Samsung
Galaxy Series of smart phones where 22% of the respondents are not aware of Galaxy Brand of
Samsung.
Dept. of Management
Kurnool
2013 - 2014
7. Are you aware of Samsung Galaxy Series mobiles?
Awareness on Galaxy Series

22%
Yes
No
78%
Dept. of Management
Kurnool
2013 - 2014
8. Which Smartphone of Galaxy series do you use?

Galaxy series used
Samsung Galaxy M
No. of Respondents
13
Percentage
13%
(Magical - GT-S5nnn)
Samsung Galaxy R
17
17%
(Royal GT - S8nnn)
Samsung Galaxy S
32
32%
(Supersmart GT - N7nnn)
Samsung Galaxy W
11
11%
(Wonder - GT - S7nnn)
Samsung Galaxy Y
27
27%
(Young - Varies)
Total
100
100%
Interpretation:
From the above table it is concluded that
32% of the respondents are using Samsung Galaxy S series of Smart phones (SI, SII,
SIII, SIV, Win, Grand, Rugby Pro etc.).
The next 27% of the respondents are using Samsung Galaxy Y series of smart phones
(Neo, Pro, Pro Duos, Rugby, etc.).
17% of the respondents are using Samsung Galaxy R series of Smart Phones (Galaxy
Core).
13% of the respondents are using Samsung Galaxy M Series of smart phones (Star, Plus,
Pocket Plus, Pocket Duos, Mini, Duo, etc.)
11%
of the respondents are using Samsung Galaxy W series of Smart Phones (Ace,
Xcover, Ace Plus etc.)
Dept. of Management
Kurnool
2013 - 2014
8. Which Smartphone of Galaxy series do you use?
Series of Galaxy Mobiles used by respondents

35%
30%
25%
20%
15%
10%
5%
0%
Dept. of Management
Kurnool
32%
27%
13%
17%
11%
Percentage
2013 - 2014
9. How did you become aware of Samsung Galaxy series of mobiles?

Media of awareness
Advertisement
Friends / relatives
Sales executives
others
Total
No. of Respondents
45
14
29
12
100
Percentage
45%
14%
29%
12%
100%
Interpretation:
The above table concludes that the media of awareness has been acted by
advertisements of 45%, 14% of the respondents say that the media of awareness for them is
their Friends or relatives, according to 29% of the respondents the media of awareness are sales
executives and the rest 12% gained the awareness through other media such as males,
promotional offers, second hand selling etc.
Dept. of Management
Kurnool
2013 - 2014
9. How did you become aware of Samsung Galaxy series of mobiles?
Media of Awareness
45%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Dept. of Management
Kurnool
29%
14%
12%
Percentage
2013 - 2014
10. How do you distinguish the brand image of Samsung Galaxy series mobiles?
Factors Distinguishing Brand
No. of Respondents
Percentage
Image of Samsung Galaxy

Advertisement
Product quality
Features and durability
Price recognition
others
Total
23
27
33
14
3
100
23%
27%
33%
14%
3%
100%
Interpretation:
From the above table it is interpreted that 23% of the respondents recognize the Brand
Image of Samsung through advertisements, 27% of the respondents through product quality,
33% of the respondents through Features and Durability, 14% through price recognition and
3% through others sources (Used by seniors or loved ones etc. )
Dept. of Management
Kurnool
2013 - 2014
10. How do you distinguish the brand image of Samsung Galaxy series mobiles?
Distinguishing factors on Brand Image of Samsung Galaxy

35%
30%
25%
20%
15%
10%
5%
0%
Dept. of Management
Kurnool
33%
23%
27%
14%
3%
Percentage
2013 - 2014
11. How do you rate the Brand Image of Samsung Galaxy?

Rating on Brand Image
Excellent
Good
Average
Poor
Very Poor
Total
No. of Respondents
27
52
21
0
0
100
Percentage
27%
52%
21%
0%
0%
100%
Interpretation:
From the above table it is interpreted that 52% of the respondents rate the brand image
of Samsung Galaxy as Good, 27% of the respondents rate it as Excellent, 21% of the
respondents rate the brand image of galaxy as Average, where no respondents rate the brand
image of galaxy as poor and very poor.
Dept. of Management
Kurnool
2013 - 2014
11. How do you rate the Brand Image of Samsung Galaxy?
Rating on Brand Image

60%
52%
50%
40%
Percentage
27%
30%
21%
20%
10%
0%
Excellent
Dept. of Management
Kurnool
Good
Average
0%
Poor
Very0%
Poor
2013 - 2014
12. According to your consideration, the preeminent strong point of Galaxy brand image is?
Preeminent Strong Point
Price
Samsung supremacy
Technology Android
Multimedia features
other
Total
No. of Respondents
17
19
46
12
6
100
Percentage
17%
19%
46%
12%
6%
100%
Interpretation:
The table shows that 46% of the respondents are considering Technology as the
preeminent strong point of Galaxy Brand Image, 19% considered it as Samsung supremacy,
17% as Price, 12% as Multimedia features and the rest 6% consider other factors for the brand
image strong specialty on brand image.
Dept. of Management
Kurnool
2013 - 2014
12. According to your consideration, the preeminent strong point of Galaxy brand image is?
Preeminent Point on Samsung Galaxy Brand Image

50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Dept. of Management
Kurnool
46%
17%
19%
12%
6%
Percentage
2013 - 2014
13. Have you developed conviction to Samsung Galaxy?

Conviction on Galaxy
No. of Respondents
Percentage
Brand Image
Yes
No
Total
81
19
100
81%
19%
100%
Interpretation:
The above table shows that 81% of the respondents have conviction on the Brand Image of
Samsung Galaxy, where 19% are not having conviction on Brand Image on Samsung galaxy.
Dept. of Management
Kurnool
2013 - 2014
13. Have you developed conviction to Samsung Galaxy?
Conviction on Galaxy Brand Image

19%
Brand Image
Yes
No
81%
Dept. of Management
Kurnool
2013 - 2014
14. Are you satisfied with the Samsung galaxy mobile you are using?
Satisfaction Level on Galaxy
Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly Dissatisfied
Total
No. of Respondents
29
61
8
2
0
100
Percentage
29%
61%
8%
2%
0%
100%
Interpretation:
The table shows that 61% of the respondents are satisfied with the Galaxy series mobile they
are using, 29% of the respondents are highly satisfied with their mobiles and 8% are in neutral form
like they are neither satisfied nor dissatisfied with their mobile, where 2% of the respondents are
dissatisfied and no respondent is highly dissatisfied i.e. 0%.
Dept. of Management
Kurnool
2013 - 2014
14. Are you satisfied with the Samsung galaxy mobile you are using?
Satisfaction Level on Galaxy Mobiles

70%
60%
50%
40%
30%
20%
10%
0%
Dept. of Management
Kurnool
61%
29%
Percentage
8%
2%
0%
2013 - 2014
15. What according to you is the most important factor that Samsung should concentrate more to
withstand competition?
Competing factors
Decrease the price
Increase advertisements
Further up gradation in technology
Promotional Activities
Total
No. of Respondents
31
19
28
22
100
Percentage
31%
19%
28%
22%
100%
Interpretation:
From the above table it can be seen that, according to the 31% of the respondents the
company should concentrate on the price value, where 28% of the respondents say company
should have further up gradation in technology and the rest 22% say that the Promotional
activities should be encouraged.
Dept. of Management
Kurnool
2013 - 2014
15. What according to you is the most important factor that Samsung should concentrate more to
withstand competition?
Competing Factors
31%
35%
30%
25%
20%
15%
10%
5%
0%
Dept. of Management
Kurnool
28%
19%
22%
Percentage
2013 - 2014
16. Does Brand Image is the main factor for you to purchase Samsung Galaxy Series smart
phones?
Brand Image as a Factor
Strongly agree
agree
Neutral
Disagree
Strong Disagree
Total
No. of Respondents
22
59
17
2
0
100
Percentage
22%
59%
17%
2%
0%
100%
Interpretation:
From the above table it is concluded that, 59% of the respondents agree that the Brand image
is the factor for preferring and purchasing of Samsung Galaxy mobiles, and 22% of the respondents
Strongly agree that Brand image is the major factor for purchasing Samsung Galaxy mobile, where
17% and 2% of the respondents are neutral and disagree that the
Dept. of Management
Kurnool
2013 - 2014
16. Does Brand Image is the main factor for you to purchase Samsung Galaxy Series smart
phones?
Brand Image as Factor to purchase

59%
60%
50%
40%
30%
20%
10%
0%
Dept. of Management
Kurnool
22%
17%
Percentage
2%
0%
2013 - 2014
17. Would you like to recommend the product Samsung Galaxy Smart Phones to others?
Recommendations to others
Yes
No
Total
No. of Respondents
86
14
100
Percentage
86%
14%
100%
Interpretation:
The table shows that 86% of the respondents would like to recommend the Samsung
Galaxy Mobile to others, where 14% of the respondents are not in likeliness to recommend the
product to others.
Dept. of Management
Kurnool
2013 - 2014
17. Would you like to recommend the product Samsung Galaxy Smart Phones to others?
Recommendations to others
14%
Yes
No
86%
Dept. of Management
Kurnool
2013 - 2014
FINDINGS
SUGGESSTIONS
Dept. of Management
Kurnool
Dept. of Management
Kurnool
2013 - 2014

Samsung Galaxy Brand Image

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Samsung Galaxy Brand Image

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Samsung Galaxy Brand Image

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