Customer Satisfaction Samsung
Customer Satisfaction Samsung
INTRODUCTION
INTRODUCTION
Samsung Group 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. In many South Korean industries Samsung Group enjoys a monopoly
position. 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". Many businesses today use Samsung's international success as a role model.
Background of Samsung Electronics:
In 2009, the company took the position of the world’s biggest IT maker by surpassing the
previous leader Hewlett-Packard. Its sales revenue in the areas of LCD and LED displays and
memory chips is number one in the world.
In the TV segment, Samsung’s market position is dominant. For the four years since 2006,
the company has been in the top spot in terms of the number of TVs sold, which is expected
to continue in 2010 and beyond. In the global LCD panel market, the company has kept the
leading position for eight years in a row.
With the Galaxy S model mobile phone, Samsung’s Smartphone lineup has retained the
second-best slot in the world market for some time. In competition to Apple's iPad tablet,
Samsung released the Android powered Samsung Galaxy Table.
CHAPTER-2
COMPANY PROFILE
Company Profile
Samsung India Electronics Private Limited (SIEL):
Samsung India is the hub for Samsung’s 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.
Samsung India currently employs over 1600 employees, with around 18% of its
employees working in Research & Development.
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 products—from memory chips that help businesses store vital
knowledge to mobile phones that connect people across continents— have the power to
enrich lives. And that’s 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.
Vision 2020
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.
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.
Chemical Industries
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
Samsung Mobiles in India is managed by Samsung Telecommunications India (STI) who are
the design and technology leaders in the market of mobiles. The Samsung mobile division in
India manufacturers and markets wide variety of mobile telecommunications products with
pre pay and post pay markets in the consumer as well as business segments.
There are 3 different conglomerates which are united under one Samsung group. Samsung
Electronics is the part of its business conglomerate and also the world’s largest electronics
company. Samsung Mobiles is also a part of Samsung Electronics which works in semi
conductors, telecommunications, digital media and digital LCD appliances. The Headquarter
of Samsung is in South Korea and at present it operates in more than 100 countries.
The mobile phones by Samsung are mainly divided into 6 major categories that include style,
Multimedia, Infotainment, Essential, Business and Connected.
The company is known for introducing consumer oriented innovative and breakthrough
technology products and the new brand positioning of the company is reflected in its spunky
and new tagline – “Next is What?” which is used in all the communication material of
Samsung.
Tablet Smartphone
Smartphone
Dual Sim Phone Find the perfect balance with DUAL SIM.
Touch Phone Leading the TOUCH revolution.
Qwerty Messaging Phone
Multimedia Phone MULTIMEDIA magic unlimited.
CDMA Phone Discover a unique lifestyle with CDMA.
Essential Phone
PRODUCT | GSM GT-S5620
Network
GSM&EDGE Band
Display
Type : TFT
Resolution : 240x400
Size
Weight : 92g
Dimension : 108.8 x 53.7 x 12.4
Battery
Quick Spec
PRODUCT | GSM GT-C6112
Network
GSM/Edge
Display
Type : TFT
Resolution : 320x240
Size
Weight : 112g
Dimension : 105.8x50x16.5mm
Battery
Quick Spec
PRODUCT | GSM GT-B7610
Network
Display
Type :
Resolution :
Size
Weight : 165g
Dimension : 112.6 x 57.8 x 16.5 mm
Battery
Quick Spec
PRODUCT | GSM GT-B3410
Network
GSM, GPRS
Display
Type : TFT
Resolution : 320x240
Size
Weight : 113.7g
Dimension : 102.3x52.4x15.9mm
Battery
Quick Spec
Product | Galaxi 1500 Product | MPOWER TXT
(CDMA) M369
Better Design
Better Screen
Better Web browsing Better Multi-tasking
MAIN OBJECTIVE
SUB OBJECTIVES
To understand the price sensitivity of the market in respect to the Samsung services.
To understand the various sales promotional schemes being offered by various mobile
handsets providers.
RESEARCH METHODOLOGY
“To manage the business well is to manage its future and to manage the future is
to manage information”.
To collect the information, marketing research is to be done. Marketing research
has been defined as “the systematic gathering, recording and analyzing of data about
problems relating to marketing of goods and services from producer to consumer”.
-By American Marketing Association
Research Methodology refers to the various methods and techniques involved in
the process of research. The information required for the preparation of the report is
collected through two
Sources viz;
1. Primary Data
2. Secondary Data
1. PRIMARY DATA:
The data collected for a purpose for a particular problem in original is known
as “Primary Data”. It consists of all the answers in first hand.
Sources of primary data:
The sources are divided into basically two types internal and external. Internal
source analysis is referred to as sales analyses. The external sources include the sales
man, dealers and consumers. On the basis of requirement the information is collected
from anyone or all of the sources.
Methods of collecting Primary data:
The collection of information is referred to as primary method. There are
various methods in which primary data can be adopted and thus can be broadly
classified as survey methods and experimental methods.
Survey methods:
The survey is a complex operation, which requires some technical Knowledge.
Survey methods are of personal character and depending on the information required
there are six major types of surveys.
Facts Survey - Collects only facts.
Opinion Survey – Opinions in various problems are collected.
Attitude Survey – Determines the attitudes of the consumers.
Future inventions Survey – Used to find on discover future trends.
The Reason why Survey – Seeks to determine why a person has done
something to do something in future.
Ones survey may contain several types since it may give several better kinds of
information. The various kinds of surveys are carried out through different methods.
Usually three general methods are used to conduct a survey.
2. SECONDARY DATA:
The data collected from the public sources i.e., not originally Collected for the
first time is called secondary data. Suppose we want to know the population of the
city, we need not go house to house to collect the same but can referred to the census
report.
SAMPLING METHODS
Empirical surveys concerning the proportion of satisfied versus dissatisfied customers reveal
that a large amount of service industries suffer from an insufficient number of satisfied
customers. A survey conducted in the BD by Dr.siraj (2001) reveals extreme low levels of
overall customer satisfaction. He examined the overall customer satisfaction levels in various
service branches: Grocery chains (31%), fast-food outlets & Res. (24%), and banks (15%).
One can argue that these results constitute a low range of general service provision. However,
even companies which focus their efforts on achieving satisfied customers, rarely exceed a
customer satisfaction ratio above 50-70% (Scheby, 1998). However , it is important to
emphasize that it is almost impossible to compare various levels of satisfaction, as the
numbers depend heavily on the specific method of measurement. As a result, it is not possible
to refer to the degree of satisfied versus dissatisfied customers in absolute terms, but only in
relative terms.
Based on the results above, the impression rises that the discipline of satisfying customers is
not always successfully translated into activities practiced by service companies. This fact
has supported our interest in conducting an investigation concerning the relationship between
service providers and customer satisfaction.
Customer Satisfaction is seen as a key performance indicator within business and is often part
of a Balanced Scorecard. In a competitive marketplace where businesses compete for
customers, customer satisfaction is seen as a key differentiator and increasingly has become a
key element of business strategy.
"Within organizations, customer satisfaction ratings can have powerful effects. They focus
employees on the importance of fulfilling customers’ expectations. Furthermore, when these
ratings dip, they warn of problems that can affect sales and profitability. . . . These metrics
quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-
mouth marketing, which is both free and highly effective."
In researching satisfaction, firms generally ask customers whether their product or service has
met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When
customers have high expectations and the reality falls short, they will be disappointed and
will likely rate their experience as less than satisfying. For this reason, a luxury resort, for
example, might receive a lower satisfaction rating than a budget motel—even though its
facilities and service would be deemed superior in “absolute” terms.
The importance of customer satisfaction diminishes when a firm has increased bargaining
power. For example, cell phone plan providers, such as AT&T and Verizon, participate in an
industry that is an oligopoly, where only a few suppliers of a certain product or service exist.
As such, many cell phone plan contracts have a lot of fine print with provisions that they
would never get away if there were, say, a hundred cell phone plan providers, because
customer satisfaction would be way too low, and customers would easily have the option of
leaving for a better contract offer. There is a substantial body of empirical literature that
establishes the benefits of customer satisfaction for firms.
CHPATER-5
DATA ANALYSIS
& INTERPRETATION
1. What type of professionals are using cell phones?
Employees 35 35%
Businessmen 29 29%
Students 30 30%
Others 6 6%
Inference:
From the above table, it indicates that, the different type of professionals using cell
phones are employees 35(35%), businessmen 29(29%), students 30(30%) and others 6(6%).
It shows the common importance of phones now days.
1. Column chart representing the usage of cell phones
40%
35%
35%
30%
30% 29%
25%
20%
15%
10%
6%
5%
0%
Employees Businessmen Students Others
Percentage
2. Income level of respondents who are using cell phones?
6000-10000 45 45%
10000-18000 26 26%
18000-25000 22 22%
Above 25000 7 7%
Inference:
The above table indicates that the majority of respondents with the income level of
6000-10000 using mobiles are 45(45%), and then move down to 10000-18000 the 26(26%)
of respondents using mobiles, then 18000-25000 22% of respondents using mobiles and
above 25000 7% of respondents are using mobiles.
2. Cone chart representing income level of respondents:
5%
0%
6000-10000 10000-18000 18000-25000 Above 25000
. 3. Which brand cell phone you have?
Samsung 48 48%
Nokia 25 25%
LG 20 20%
Others 7 7%
Inference:
According to the above table, it indicates that 48% of respondents are using Samsung
cell. 25% of respondents are using Nokia, 20% of respondents using Samsung and 7% of
respondents using Others(China, Carbon, M.V.L etc) It means the market of Samsung is good
than compared to other competitors such as Samsung and LG etc.
3. Cylindrical chart showing which brand cell phone respondents are using:
48%
50%
40%
25%
30%
20%
20%
7%
10%
0%
Samsung Nokia LG Others
Percentage
4. Which type of Samsung cell you have?
Inference:
The above table shows that 41(41%) of respondents are using Essential Phones,
32(32%) of respondents are using Qwerty Phones, 17(17%) of respondents using Smart
Phones and 10(10%) of respondents are using Touch Phones.
4. Pie chart representing the type of Samsung Phones used by respondents:
Smart
Phones
17% Essential Phones
41%
Qwerty Phones
32%
5. Why do you prefer Samsung?
Quality 48 48%
Comfort 12 12%
Price 24 24%
Prestige 16 16%
Inference:
The above table shows that 48(48%) of respondents use Samsung cell phone due to its
quality, 12(12%) voted for comfort, 24(24%) voted for price factor, and 16(16%) use it for
the purpose of prestige. Most of the peoples use Samsung cell phones due to its quality.
5. Line chart showing what factors effect the respondents to buy samsung cell phone:
Percentage
Prestige 16%
Price 24%
Respondents
Comfort 12%
Quality 48%
Satisfied 66 66%
Not satisfied - -
Inference:
According to the survey, the table indicates that 23(23%) of respondents are highly
satisfied with Samsung cell, 12(12%) are moderately satisfied, and 66(66%) of
respondents are satisfied with Samsung.
6. Cone chart representing consumer satisfaction towards Samsung cell phone:
70%
60%
50%
Percentage
40%
30%
20%
10%
0%
Highly Moderately Satisfied Not satisfied
satisfied satisfied
Percentage 23% 12% 66% 0
7. Who influenced you to buy Samsung cell?
Friends 41 41%
Relatives 14 14%
Advertisements 38 38%
Others 7 7%
Inference:
The above table shows the influencing factors which forced the respondents to buy
Samsung cell phone are 41(41%) through friends, 14(14%) through relatives, 38(38%) are
through the influence of advertisements, and 7(7%) through other factors..
Cylindrical representing influencing factors which forced the respondents to buy
Samsung cell phone:
Percentage
41%
38%
14%
7%
Very high 8 8%
High 22 22%
Medium 66 66%
Low 4 4%
Inference:
According to the table the opinion of the respondents about the prices of Samsung are
8(8%) of respondents said the price is very high, 22(22%) said high, 66(66%) said the prices
are medium, and 4(4%) of respondents replied the price of Samsung cell phones are low.
Column chart stating the opinion of respondents towards the prices of Samsung cell
phones:
60%
50%
40%
30%
High, 22%
20%
Very high, 8%
10% Low, 4%
0%
Very high High Medium Low
9. Are you loyal to Samsung?
Yes 80 80%
No 20 20%
Inference:
The above table states the brand loyalty of Samsung. More number of respondents are
loyal to the brand i.e., 80(80%), and 20(20%) are not loyal due to some reasons.
9. Pie chart showing the brand loyalty of respondents towards samsung cell phone:
20%
80%
10. Are you satisfied with value added features of Samsung?
Satisfied 70 70%
Not satisfied - -
Inference:
According to the above table, 18(18%) of respondents are highly satisfied with the
value added features of Samsung, 12(12%) are moderately satisfied, and 70(70%) of
respondents are satisfied.
Column chart representing the opinion of respondents towards the value added features
of Samsung:
Moderately satisfied 7 7%
Satisfied 61 61%
Not satisfied - -
Inference:
The above table indicates that, 32(32%) of respondents are highly satisfied with the
battery backup capacity of Samsung cell, 7(7%) are moderately satisfied, and 61(61%) are
satisfied.
11. Pyramid chart stating the customer opinion towards battery backup capacity of
Samsung cell phone:
60%
50%
32%
40%
30%
20% 7%
10% 0
0%
Highly satisfied Moderately Satisfied Not satisfied
satisfied
7
Impressive 49 49%
Not impressive - -
Inference:
According to the above table, 29(29%) of respondents are very impressive with the
sales promotional activities of Samsung, 22(22%) are moderately impressive, and 49(49%)
are impressive.
12. Column chart representing opinion of consumer towards the sales promotional
activities of Samsung:
40%
29%
30%
22% Percentage
20%
10%
0
0%
Very impressive Moderately Impressive Not impressive
impressive
13. What is your opinion on advertisements of Samsung?
Excellent 53 53%
Good 38 38%
Fair 9 9%
Poor - -
Inference:
The above table indicates that, 53(53%) of respondents said that the
advertisements of Samsung are excellent, 38(38%) said good, and 9(%) said fair.
13. Cone chart representing consumer opinion towards the advertisements of Samsung:
53%
38%
9%
0
Excellent 51 51%
Good 47 47%
Fair 2 2%
Poor - -
Inference:
According to the above table, 51(51%) of respondents said that the after sales
service of Samsung is excellent, 47(47%) said good, and 2(2%) said fair.
14. Column chart representing the opinion of consumer after sales service of Samsung:
40%
Respondts
30%
20%
10%
2%
0
0%
Excellent Good Fair Poor
Percentage 51% 47% 2% 0
CHAPTER-6
FINDINGS
& SUGGESSIONS
FINDINGS
handsets of Samsung.
through advertisements.
Samsung.
SUGGESTIONS
2. The consumers feel that the prices of Samsung Phones should be reduced.
4. According to the survey the consumers prefer more models with different
price levels will attract the consumers. So the company has to concentrate on
The study is confined only to Kurnool city and not the customers around the world.
The methods used in this project are random sampling methods and the result
obtained may not be fully accurate and believable.
The research has been centered to only 100 customers rather than millions of people.
Some of the customers are not interested to give the accurate information about the
product.
This study is based on the figure available and the information given by the
customers.
QUESTIONNNAIRE
Questionnaire
Dear sir/madam…
Contact no:
1. Profession [ ]
2. Income level [ ]
A. Yes b. No
Signature
BIBLIOGRAPHY
BIBLIOGRAPHY
4. Website - www.samsung.co.in
www.google.com
www.wikipedia.org