A STUDY ON

CUSTOMER BUYING BEHAVIOUR AND THEIR

SATISFACTION LEVEL WITH SPECIAL REFRENCE TO
SAMSUNG
AT RAJAHMUNDRY
A Project Report Submitted to JNTUK,
Kakinada
In partial fulfillment for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION

SUBMITTED BY

P.SRIKAR
Reg. No:15551E0093
Under the Esteem Guidance of

Mrs.RUPA, MBA ( PHD)

Department of Management Studies

Department of Management Studies

GODAVARI INSTITUTE OF ENGINEERING AND
TECHNOLGY
(ACCREDITED by NBA Approved by AICTE to JNTUK)
Chaitanya knowledge city, NH-16, RAJAHMUNDRY (A.P)
2015-2017

GODAVARI INSTITUTE OF ENGINEERING AND

TECHNOLGY
1
 (ACCREDITED by NBA Approved by AICTE to JNTUK)
RAJAHMUNDRY-533294
(2015-2017)

Department of Management Studies

CERTIFICATE
This is to certify that the project entitled A STUDY ON
CONSUMER BUYING BEHAVIOUR AND THEIR
SATISFACTION LEVEL WITH SPECIAL REFRENCE TO
SAMSUNG AT RAJAHMUNDRY, submitted to JNTUK, Kakinada
in partial fulfillment of the requirement for the award of the Degree
of MASTER OF BUSINESS ADMINISTRATION carried out by
P.SRIKAR, Reg. No. 15551E00093 is a bonafied work done under
my guidance.

Head of the Department

Project Guide
DR.P R K.RAJU
MRS.RUPA MBA (PHD)

2
 DECLARATION

I hereby declare that this project report titled A STUDY ON

CONSUMER BUYING BEHAVIOUR AND THEIR SATISFACTION

WITH SPECIAL REFRENCE TO SAMSUNG at Rajahmundry and

submitted by me towards the partial fulfillment for the requirement

of the MASTER OF BUSINESS ADMINISTRATION degree in

GODAVARI INSTITUTE OF ENGINEERING & TECHNOLOGY,

affiliated to JAWAHARLAL NEHRU TEHNOLOGICAL UNIVERSITY-

KAKINADA, is my own work and it is not submitted to any other

Universities/institutions or published anywhere for the award of any

degree or diploma.

3
Place:
Date:

P.SRIKAR

ACKNOWLEDGEMENT

I express my deep sense of gratitude to VV.Krishna Principal of

Giet Engineering College, who has given me permission to do the
project work and had given valuable suggestions.
I express my deep sense of gratitude to Dr. P R K RAJU,
Director and Head of the department of MBA Department, Godavari
Institute of Engineering & Technology, who has given me permission
to do the project work and had given valuable suggestions.
At the outset, I would like to express my gratitude to
MS.RUPA MBA(PHD) internal guide, Godavari Institute of Engineering
& Technology, Rajahmundry for permitting me to take up this project.
Finally, I would thank my parents and friends who had
helped me a lot to fulfill this research work.

(P.SRIKAR)
4
5
INDEX

Chapter 1:

Introduction

Objectives of the Study

Need for the Study

Scope of the Study

Research methodology

Limitations of the Study

Chapter 2:

Industrial Profile

Chapter 3:

Company Profile

Chapter 4:

Theoretical framework

Chapter 5:

Data analysis and interpretation

Chapter 6:Finding and suggestions

6
 Conclusions

Questionnaires

CHAPTER I

7
 INTRODUCTION

Globalization has removed the boundaries of business and globe has become a
global village. So now the customer has a wide range of choices around him
to choose and buy. In order to satisfy the global customer, extensive product
lines, customer centric marketing, highly focused global sales and global
marketing strategies has become trend for the companies.

Marketing is used to identify the

customer, satisfy the customer, and keep the customer. With the customer as the
focus of its activities, it can be concluded that marketing management is one of the
major components of business management. The adoption of marketing strategies
requires businesses to shift their focus from production to the perceived needs and
wants of their customers as the means of staying profitable. The term marketing
concept holds that achieving organizational goals depends on knowing the needs
and wants of target markets and delivering the desired satisfactions. It proposes
that in order to satisfy its organizational objectives, an organization should
anticipate the needs and wants of consumers and satisfy these more effectively
than competitors.

8
 A customer (also known as a client, buyer, or purchaser) is
usually used to refer to a current or potential buyer or user of the products of an
individual or organization, called the supplier, seller or vendor. This is typically
through purchasing or renting goods or services.

However, in certain contexts,

the term customer also includes by extension any entity that uses or experiences
the services of another. A customer may also be a viewer of the product or service
that is being sold despite deciding not to buy them. The general distinction
between a customer and client is that a customer purchases products, whereas a
client purchases services.

The essence of modern marketing concept is that all

elements of business should be geared towards the satisfaction of consumer .This
requires a thorough understanding of consumer behavior and buying motivations
without such insights, marketers will fail to segment markets effectively and define
strategies for an effective penetration into the defined market segment
.Recognizing the importance of consumer understanding, research into consumer
motivation ,beliefs, attitudes ,leanings perception and opinions has made
tremendous stride during the last decade Today in telecommunication industries
consumer satisfaction depend on comfort and convenience in during the offers and
services of the telecomm services. Reliability, modern style and economy are
demanded by the mass segment while convenience is important feature for the
emerging segment seeking the power pleasure of mobile service users. So this
study customer satisfaction on Samsung telecomm services is needed at this point.

9
 OBJECTIVES OF STUDY

The setting of objective is the corner stone of a systematic

study. The study will be fruitful one when the basis laid down is a concrete one
they represent the desired solution to the problem and help in proper utilization of
opportunities.

The objectives of the research are:

To find out which sales promotion tools will increase the sales.
To find out how brand ambassador can influence sales promotion.
To find out the market share of Samsung products
To know the features that attracts the customer to subscribe to Samsung
products
To know the level of satisfaction of customers towards Samsung products
services."

NEED FOR THE STUDY

10
 Customer satisfaction survey is a systematic process for collecting
consumer data, analyzing this data to make it into actionable information.
Driving the results throughout an organization and implementing
satisfaction survey is a management information system that continuously
captures the voice of the customer through the assessment of performance
from the customers point of view.

RESEARCH METHODOLOGY

Data is collected from both primary and secondary Sources.

11
Primary data:

1. Primary data is collected through a structured survey.

2. Self-designed questionnaire is used to collect the data.

Secondary data:

1. Secondary data is collected through Internet.

2. Data provided by company executives.

Sample size:

Samples are devices for learning about large masses by observing a few
individuals. The selected sample is 50

Scope of the study

The approach to study has been made from the point of view of Samsung

12
 products around Rajahmundry. It has not taken into consideration the view
point of other networks in Rajahmundry.

The scope of consumer behavior has been briefly touched upon in the
previous section where it was explained that how consumer behavior
includes not only the actual buyer and his act of buying but also the
various roles played by different individuals and the influence they exert
on the final purchase diction.

So the scope of the study is designed to cover the aspects like consumer
buying behavior, discount rate mechanisms etc.

Limitations of the study

Time factor was the main limitation for the study as the project was

13
 restricted to small period.

The research was limited only to the Rajahmundry city so the result cant
be generalized to the whole market.

The sample taken for research was concerned only for 50 customers rather
than millions of customers scattered around the world.

Since the project has to be completed within a short period of time the
information collected could be biased.

Some of the premium segments could not be met due to time lack and by
not obtaining prior appointment due to tight schedule of the respondents

14
 CHAPTER II

INDUSTRIAL PROFILE

The Consumer Durables industry consists of durable goods and appliances for
domestic use such as televisions, refrigerators, air conditioners and washing
machines. Instruments such as cell phones and kitchen appliances like
microwave ovens were also included in this category. The sector has
been witnessing significant growth in recent years, helped by several

15
drivers such as the emerging retail boom, real estate and housing
demand, greater disposable income and an overall increase in the level of
affluence of a significant section of the population. The industry is
represented by major international and local players such as BPL, Videocon,
Voltas, Blue Star, MIRC Electronics, Titan, Whirlpool, etc. The consumer durables
industry can be broadly classified into two segments: Consumer Electronics and
Consumer Appliances. Consumer Appliances can be further categorized into
Brown Goods and White Goods.

Industry Size, Growth, Trends

The consumer durables market in India was estimated to be

a r o u n d U S $ 5 b i l l i o n i n 2007-08. More than 7 million units of consumer
durable appliances have been sold in the year 2006-07 with color televisions
(CTV) forming the bulk of the sales with 30 per cent share of volumes.
CTV, refrigerators and Air-conditioners together constitute more than 60 per
cent of the sales in terms of the number of units sold. In the refrigerators market,
the frost-free category has grown by 8.3 per cent while direct cool segment has
grown by 9 per cent. Companies like LG, Whirlpool and Samsung have registered
double-digit growth in the direct cool refrigerator market.

In the case of washing machines, the semi-automatic category with a

higher base and fully-automatic categories have grown by 4 per cent to 526,000
units and by 8 per cent to229000 units, respectively. In the air-conditioners
segment, the sales of window ACs have grown by 32 per cent and that
of split ACs by 97 per cent. S i n c e t h e p e n e t r a t i o n i n t h e u r b a n a r e a s
f o r t h e s e p r o d u c t s i s a l r e a d y q u i t e h i g h , t h e markets for both C-TV
and refrigerators were shifting to the semi-urban and rural areas. The
growth across product categories in different segments is assessed in the
following sections:-

Consumer Electronics

16
The CTV production was 15.10 million units in 2007-08 and is expected
to grow by at l e a s t 2 5 p e r c e n t . At t h e d i s a g g r e g a t e d l e v e l ,
conventional CTV volumes have been falling while flat TVs
h a v e g r o w n s t r o n g l y. M a r k e t s o u r c e s i n d i c a t e t h a t m o s t C T V
majors have phased out conventional TVs and have been instead
focusing more on flat TVs. The flat segment of CTVs now account for over60
per cent of the total domestic TV production and is likely to be around 65
per cent in 2007-08.High-end products such as liquid crystal display
(LCD)and plasma display CTV grew by 400 per cent and 150 per Cent
respectively in 200910 following a sharp decline in prices of these
products and this trend is expected to continue. The audio/video player
market has seen significant growth rates in the domestic market as
prices have dropped. This trend is expected to continue through 2009- 2010,
as competition is likely to intensify to scale and capture the mass market.

17
 CHAPTER III

COMPANY PROFILE

Samsung became the largest producer of memory chips in the world in 1992, and is
the world's second-largest chipmaker after Intel. In 1995, it built its first liquid-

18
crystal display screen. Ten years later, Samsung grew to be the world's largest
manufacturer of liquid-crystal display panels. 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. Samsung Electronics, which saw record
profits and revenue in 2004and 2005, overtook Sony as one of the world's most
popular consumer electronics brands, and is now ranked #19 in the world overall.
Behind, Nokia, Samsung is the world's second largest by volume producer of cell
phones with a leading market share in the North America and Western Europe.

AB O U T SAMSUNG ELECTRONICS

It was 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 there by 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

3.1MISSION AND VISION STATEMENT

19
VISION STATEMENT

Samsung is guided by a singular vision: to lead the digital convergence movement.

SAMSUNG believe that through technology innovation today, SAMSUNG will
find the solutions they need to address the challenges of tomorrow. From
technology comes opportunity for businesses to grow, for citizens in emerging
markets to prosper by tapping into the digital economy, and for people to invent
new possibilities. SAMSUNGs aim is to develop innovative technologies and
efficient processes that create new markets, enrich peoples lives and continue to
make Samsung a trusted market leader.

MI S S I O N STATE M E N T

Everything they do in Samsung is guided by our mission: to be the best digital-

Company.
Source:
Samsung Electronics website
Fig: Holistic Marketing Framework

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.

20
 3.2History

1938 to 1970

The headquarters of Sanghoes in Daegu in the late 1930s

In the late 1960s, Samsung Group entered the electronics industry.
It formed several electronics-related divisions, such as Samsung Electronics
Devices, Samsung Electro-Mechanics, Samsung Corning and Samsung
Semiconductor & Telecommunications, and made the facility in Suwon. Its first
product was a black-and-white television set.

1970 to 1990

The SPC-1000, introduced in 1982, was Samsung's first personal computer

(Korean market only) and used an audio cassette tape to load and save data
the floppy drive was optional
In 1980, Samsung acquired the Gumi-
based Hanguk Jeonja Tongsin and entered telecommunications hardware. Its early
products were switchboards. The facility was developed into the telephone and fax
manufacturing systems and became the center of Samsung's mobile phone
manufacturing. They have produced over 800 million mobile phones to date. The
company grouped them together under Samsung Electronics in the 1980s.
21
After Lee, the founder's death in 1987, Samsung Group was separated into four
business groupsSamsung Group, Shinsegae Group,CJ Group and
the 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".

In 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, Texas, in
1996. As of 2012, Samsung has invested more than US$13,000,000,000 in the
Austin facility, which operates under the name Samsung Austin Semiconductor.
This makes the Austin location the largest foreign investment in Texas and one of
the largest single foreign investments in the United States.

22
 CHAPTER IV

Theoretical Framework

CUSTOMER BUYING BEHAVIOUR

Definition of customer Buying Behavior:

Buying Behavior is the decision processes and acts of people involved in buying and
using products.

Need to understand:

23
 why consumers make the purchases that they make?

what factors influence consumer purchases?

the changing factors in our society.

Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. A
firm needs to analyze buying behavior for:

Buyers reactions to a firms marketing strategy has a great impact on the firms
success.

The marketing concept stresses that a firm should create a Marketing

Mix (MM) that satisfies (gives utility to) customers, therefore need to analyze
the what, where, when and how consumers buy.

Marketers can better predict how consumers will respond to marketing

strategies.

Stages of the Consumer Buying Process

Six Stages to the Consumer Buying Decision Process (For complex decisions). Actual
purchasing is only one stage of the process. Not all decision processes lead to a
purchase. All consumer decisions do not always include all 6 stages, determined by
the degree of complexity...discussed next.

The 6 stages are:

1. Problem Recognition(awareness of need)--difference between the desired state

and the actual condition. Deficit in assortment of products. Hunger--Food.
Hunger stimulates your need to eat.
Can be stimulated by the marketer through product information--did not know
you were deficient? I.E., see a commercial for a new pair of shoes, stimulates
your recognition that you need a new pair of shoes.

2. Information search--

o Internal search, memory.

24
 o External search if you need more information. Friends and relatives
(word of mouth). Marketer dominated sources; comparison shopping;
public sources etc.

A successful information search leaves a buyer with possible alternatives,

the evoked set.

Hungry, want to go out and eat, evoked set is

o chinese food

o indian food

o burger king

o klondike kates etc

3. Evaluation of Alternatives--need to establish criteria for evaluation, features the

buyer wants or does not want. Rank/weight alternatives or resume search. May
decide that you want to eat something spicy, indian gets highest rank etc.
If not satisfied with your choice then return to the search phase. Can you think
of another restaurant? Look in the yellow pages etc. Information from different
sources may be treated differently. Marketers try to influence by "framing"
alternatives.

4. Purchase decision--Choose buying alternative, includes product, package,

store, method of purchase etc.

5. Purchase--May differ from decision, time lapse between 4 & 5, product

availability.

6. Post-Purchase Evaluation--outcome: Satisfaction or Dissatisfaction. Cognitive

Dissonance, have you made the right decision. This can be reduced by
warranties, after sales communication etc.
After eating an indian meal, may think that really you wanted a chinese meal
instead.

25
Sources of collection of primary and secondary data for market research.

The sources may be classified as either internal (organizational) or

external sources of information.

Internal Sources

Internal sources of organizational data are so varied

t h a t i t i s d i f f i c u l t t o p r o v i d e generalizations about their use. Accounting
and management information systems create and store much of the internal data.
Research and development, planning, and marketing functions
also contribute. Examples are departmental reports,
production summaries, financial and accounting reports, and marketing and
sales studies. The collection methods30 used are unique to the specific situation,
and collection success depends on knowing just where and how to look.
Sometimes the information may exist in central files (i.e., at
headquarters), in computer database, or in departmental chronological files.
In other organizations, a central library keeps all relevant infor
m a t i o n . S y s t e m a t i c searches should be made through exploratory interviews
with everyone who handles the
information. Often company librarians, MIS. PR/Communication
o r d e p a r t m e n t a l secretaries can help in pinpointing critical data sources.
Internal data sources may be the only source of information for many studies.

External Sources

External sources are created outside the organization and are more
varied than internal s o u r c e s . T h e r e a r e a l s o b e t t e r d e f i n e d m e t h o d s
f o r f i n d i n g t h e m . T h i s d i s c u s s i o n i s restricted to published sources,
although other sources of information may be useful. Published sources of data
can be classified into five categories. The newest and fastest growing one
is computerized database. They are composed of interrelated data files. The files
are sets of records grouped together for storage on some medium.

26
Access may be through online search or CD-ROM. Online databases are often
specialized and focus on information about a particular
field.M a j o r s o u r c e o f p u b l i s h e d i n f o r m a t i o n c o n s i s t s o f d i v e r s e m
a t e r i a l s f r o m s p e c i a l collections. Within this category there are many
reference books, each a compendium of a range of information.
A second group includes university publications, of which there are masters
theses, doctoral dissertations, and research records. A third group
includes company publications such as financial reports, company policy
statements, and speeches by prominent executives, sales literature, product
specifications, and many others.

CHAPTER V

27
 DATA ANALYSIS AND INTERPRETATION
Table No. 1:

Table showing the age of the respondents.

Age No of respondent Percentage

below 18 15 30
18-30 years 13 26
30-49 years 12 24
above 50 years 10 20
Total 50 100

percentage
100
90
80
70
60
50
40 percentage
30
20
10
0

Inference: From the above graph it is shown those 30% respondents are below 18,
26% are 18 and 30, 24% are 30-49, 20% above 50 years.

28
Table No. 2:

Table showing the education background of respondents

Educational No of
background respondents percentage
matriculate 4 8
Graduation 11 22
Post-graduation 24 48
others 11 22
total 50 100

percentage
100
90
80
70
60 percentage
50
40
30
20
10
0
matriculate Post-graduation total

Inference:
From the above graph it is clear that 8% respondents are matriculate, 22% are
graduate, 48% are post graduation, and 22% are others. It means the majority of
people are the people who are graduated i.e. 48%

29
Table No. 3:

Table showing occupation of respondents

Occupation No of respondent Percentage
Business 9 18
Service 11 22
Student 23 46
Others 7 14
Total 50 100

Percentage
100

80

60
Percentage
40

20

0
Business
Service Student
Others
Total

Inference:
From the above graph it is clear that 18% respondents are businessman, 22% are
service, 46% are student, and 14% are others than them.

30
Table no .4
Table showing gender of the respondent

Gender No of respondent percentage

Male 14 28
Female 36 72
Total 50 100

percentage
100

80

60 percentage
40

20

0
Male
Female
Total

Inference:
From the above graph it is clear that, 28% of the respondents are male and 72%
people are female. It means the majority goes to the female.

31
Table No. 5:

Table showing the income of the respondents

No of
Income respondents percentage
below 5ooo 9 18
5000-10000 8 16
10000-25000 17 34
above 25ooo 16 32
Total 50 100

percentage
100
90
80
70
60
50 percentage
40
30
20
10
0

Inference: From the above graph it is clear that, 18% of respondents are having
income below 5000, 16% are having between 5000 to 10000, 34% are having
between 10000 to 25000 and 32% are having above 25000.

32
Table No. 6:

Table showing the mobile users among respondents

No of
Mobile user respondents percentage
Yes 40 80
No 10 20
total 50 100

percentage
100

80

60 percentage
40

20

0
Yes
No
total

Inference:
From the above graph it is clear that, most of the people are using in mobile as
80% are user of internet and rest 20% people are non user.

33
Table No. 7:

Table showing period of mobile users

No of
Period of mobile respondents percentage
less than 1 year 14 28
1-3 years 9 18
3-5 years 17 34
more than 5 years 10 20
total 50 100

percentage
100
80
60
40 percentage
20
0

Inference:

34
From the above graph 28% respondent are users who use internet for less than 1
year, 18% are between 1-3 years, 34% are between 3-5 years and 20% are more
than 5 years.
Table No. 8:

Table showing the customer of Samsung

Samsung product No of respondent percentage

yes 36 72
no 14 28
total 50 100

percentage

100

80
percentage
60

40

20

0
yes no total

35
Inference:
From the above graph it is clear that 72% of the respondents are user of Samsung
and 28% of respondent arent user of Samsung.
Table No. 9:

Table showing the interest of responders towards Samsung brand

interested on
Samsung brand No of respondent Percentage
Yes 37 74
No 13 26
Total 50 100

Percentage
100

80

60 Percentage
40

20

0
Yes
No
Total

Inference:

36
From the above graph it is clear that 74% are interested on Samsung brand and
rest 26% people are not interested.

Table No. 10:

Table showing the buying behaviour of customers regarding shopping

Products bought No of respondent percentage

tablet 6 12
laptop 17 34
mobile 18 36
fridge 5 10
others 4 8
total 50 100

percentage
100

80

60
percentage
40

20

0
tablet laptop
mobile fridge
others total

37
Inference:
From the above graph it is clear that 12% of respondent are interested to buy tablet,
34% are using laptop, 36% are using for mobile, 10% are interested in fridge, and
rest 8% are interested for specific things. It seems people are interested for mobile
product of samsung.

Table No. 11:

Table showing the no of time of purchasing of customers of Samsung products.

Samsung first time No of respondent percentage

6 month back 4 8
6 month-1 year 23 46
3-5 year 17 34
more than 5 years 6 12
Total 50 100

percentage
100
90
80
70
60
50 percentage
40
30
20
10
0

Inference:

38
From above graph it is clear that 8% people are using Samsung products from 6
month, 46% people are using it from 6months-1 year, 34% people 3-5 years, and
12% people are using it from more than 5 years. It means people are using
Samsung products from 6 months to 1 year mostly.

Table No. 12:

Table showing the frequency of purchasing of Samsung product

Frequency of purchase No of respondent Percentage

once 13 26
2-4 times 14 28
more than 5 times 17 34
more than 6 times 6 12
total 50 100

Percentage
100
80
60
40
20 Percentage
0

39
Inference:
From the above graph it is clear that 26% people used it for once, 28% used it for
2-4 times, 34% used it more than 5 times,12% people used for more than 6 times. it
means most of the people used it for more than 5 times.

Table No. 13:

Table showing the satisfaction level of respondents.

Satisfaction level No of respondent Percentage

high satisfied 4 8
satisfied 11 22
dissatisfied 22 44
high dissatisfied 13 26
Total 50 100

Percentage
100
80
60
40 Percentage
20
0

Inference:

40
From the above graph it is clear that 8% people are highly satisfied, 22% are
satisfied, 44% are dissatisfied, and 26% are highly dissatisfied. It means most of
the people are dissatisfied with the Samsung products.

Table No. 14:

Table showing the customers preference to buy product

No of
likely to buy respondents Percentage
Samsung 27 54
others 23 46
total 50 100

Percentage
100

80

60 Percentage
40

20

0
Samsung
others
total

Inference:

41
From the above graph it is knowing that majority of the respondents are 52% that
mean most of the people are interested to buy Samsung products rather 46% people
are interested to buy other products.

Table no 15

Table showing the experience of customers in respect to Samsung products

No of
Experience respondents Percentage
good 4 8
very good 11 22
worst 22 44
not that much 13 26
Total 50 100

42
 Percentage
100
80
60
40
Percentage
20
0

Inference:
from above graph it clears that 8% people like Samsung products,22% says it is
very good, 44% people says that it is worst, 26% says it is not that much good. The
majority is 44% that mean people are not happy with Samsung products.

Table no 16

Table showing the planning of respondents to buy Samsung products.

No of
Plans for buying respondents Percentage
Television 7 14
Laptop 12 24
Mobile 22 44
Others 9 18
Total 50 100

43
 Percentage
100

80

60
Percentage
40

20

0
Television
Laptop Mobile
Others
Total

Inference:-
Above table shows that 14% people are interested to buy television, 24% in
laptop, 44% in mobile, and 18% in others. It means most of the people are
interested to buy mobiles.

Table no 17

Table showing the customers reason to buy Samsung products.

Reason to buy Samsung No of
product respondents Percentage
good customer service 11 22
good price 13 26
timely service 17 34

44
 various items 9 18
Total 50 100

Percentage
100
90
80
70
60
50
40
30
20 Percentage
10
0

Interpretation:
above table shows that 22% people said that it gives good customer service, 26%
people says it is good in price, 34% people are satisfied with its timely delivery,
18% are satisfied with its various item. It means 34% people like Samsung
products because of its timely service.
Table no 18

Table showing the barriers to buy through flipkart

No of
Barriers respondents Percentage
I cannot trust Samsung brand 11 22
I dont like its function 9 18
I enjoyed with other brands
more 21 42
45
 other reasons 9 18
Total 50 100

Percentage
100
80
60
40
20
0

Percentage

Interpretation:
Above table shows that 22% dont like Samsung because they did not trust on it,
18% people dont like it because they dont like its function, 42% people enjoyed
with other brands rather than Samsung, 18% people have some other specific
reason. It means more people enjoyed with other brands rather than Samsung.

46
 CHAPTER VI

FINDINGS AND SUGGESTIONS

FINDINGS

Majority of the people i.e. 54% do like SAMSUNG is between 30%-50%. It

shows that Samsung has got strong grip in the market and if the dealers will
contribute more enthusiastically than market share may grow farther.

47
 54% of people are desiring of more innovative products from Samsung. It
shows that majority of the dealers need to improve their counter size in order
to expand the market.

From the study, it is revealed that 62% of the people dont like to go with
Samsung brands .they enjoyed going with other brands rather than Samsung.

Samsung is having healthy display share (between 55% to 75%) in 18%

people rather than i.e. it shows that many of the people are keeping
Samsung products in their houses.

Samsung products are found more expensive in comparison to other brand

so its not affordable for poor people.

Majority of the dealers i.e. 52% dont have the sufficient catalog of the
product. Samsung should strive to ensure that the catalogs are sent out
regularly and quickly, as this is the cause of most grievances of the channel
partners.

Majority of the dealers are aware of current pricelist due to the

effectivecommunication with the company. Without effective communicatio
n value cannot be passed deliver superior value to the target market.
68% of the dealers are dissatisfied with the Samsung products. In turn, it
helps to achieve superior efficiency in making goods widely available and
accessible to target markets.

The rating shows that Samsung is successful in delivering distinctive

customer value.

More people are dissatisfied with Samsung.

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 It found that majority of the people like to buy Samsung mobile from
Samsung brand.

SUGGESTIONS

SAMSUNG should redress the grievance of the dealers regarding the supply
of catalogs, so that the dealers can show various models to the prospects and
endorse to buy SAMSUNG .

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 The company should modify some of the models as these models dont have
any output connection specially the 22 model as it is the largest selling
model in most of the counters.

Dealers in rajmandary dont have enough space to display LCD in their

counter thats why they are not willing to keep LCD display stand in their
counter. Company should customize the display stand so that it can be easily
fix in the wall, in this way SAMSUNG can improve the display share as
SAMSUNG also believes that JO DIKHTA HAI WO BIKTA HAI.

The company should think about poor people and launch product according
To the aspect of every customer.

Company should introduce low cost products to satisfy the needs of the low
or middle class as SONY is having 19 model in this segment.

Branding and promotional activities should be done effectively as it creates a

long lasting image in the mind of the customers.

As there is a bottle neck competition between SAMSUNG other brands, it is

necessary to take major steps to overcome the area of downfall in
SAMSUNG with respect to other brands.
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CONCLUSION

This study highlighted that Rajamandry market is still a virgin market for
SAMSUNG product. Customers need to be made aware of the productive usages
of these 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

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 Less as student more as learner it let me know the market condition and
thought of people in respect to Samsung product in Rajahmundry market.

As a management student acquiring the practical knowledge regarding the

theoretical concepts on the ground of realities is really add much more value
to the path of learning.

This framed study had given me the worth take insights regarding the
concept CONSUMERS BUYING BEHAVIOUR AND THEIR
SATISFACTION LEVEL ON SAMSUNG BRAND in Rajamahendravaram.

Less as a student and more as a learner, it taught the various Marketing

concepts and Research execution to meet the excellence in academics.

BIBLIOGRAPHY

Lamb, Hair and Mc Daniel, marketing, Thomson publishers

51
 Philip Kotler, marketing management, 11th edition, Pearson

www.managementparadise.com

www.scridb.com

GODWARI INSTITUTE OF ENGINEERING AND TECHNOLOGY

SURVEY ON CONSUMERS BUYING BEHAVIOUR AND THEIR
SATISFACTION LEVEL ON SAMSUNG BRAND, IN
RAJMUNDARY
QUESTIONARY SAMPLE:

52
 Name ..

Contact no

City

Age :-

. Below 18 years ..18-30 years

.... 30-49 years ..above 50
years
Educational background

. matriculate graduation
.post graduated other
Occupation

Business/self employed
service/executive
. Student
others
Gender

Male .Female
Average monthly income

Less than 5000 ..5000-10000

10000- 25000 .. more than
25000
Do you use mobie?

..yes ..no
How long have you been using mobile?

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 ..less than 1 year 3-5 years
..1-3 year more than 5
years

Have you ever purchased any brand of Samsung?

..yes .no
Are you interested on Samsung brand?

.yes no
Which category of goods have you brought which belong to
Samsung?

.. Tablet ..laptop
mobiles ..freezer
Others..
When did you buy Samsung brand for the first time?

last 6 months . 6month-1 year

3-5 years .more than 5
years
How frequently did you purchased Samsung product

.once ...2-4 times

...more than 5 times more than 6
times
Over all were you satisfied with your experience of buying
Samsung products?

.high satisfied ..satisfied

.dissatisfaction ..high
dissatisfied
Which brand satisfies you more?

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 .Samsung others
Which category of items you are planning to buy of Samsung
brand?

.television ..laptop
.mobiles .others
What is your main reason to buy product of Samsung?

good customer service good price

service timely various
item
What according to you the most important barriers to
purchase Samsung product?

..I cannot trust Samsung brand.

..I dont like its functions.
..I enjoyed with other brands more
..some other specific problem.

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