MARKETING STRATEGIES Introduction to Marketing Strategies Marketing strategy is a process that can allow an organization to concentrate its resources

on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage.[1] Marketing strategy includes all basic and long-term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of market-oriented strategies and therefore contribute to the goals of the company and its marketing objectives.

STRATEGY is a very broad term which commonly describes any thinking that looks at the bigger picture. Successful companies are those that focus their efforts strategically. To meet and exceed customer satisfaction, the business team needs to follow an overall organizational strategy. A successful strategy adds value for the targeted customers over the long run by consistently meeting their needs better than the competition does. Strategy is the way in which a company orients itself towards the market in which it operates and towards the other companies in the marketplace against which it competes. It is a plan an organization formulates to gain a Sustainable Advantage over the competition.

By being constantly connected, consumers are allowing marketers access to parts of their lives that not long ago would have been much more difficult to penetrate. Digital technologies, and the content they deliver, have added dynamic segmentation and targeting capabilities to more traditional methods. Custo mers needs, attitudes and propensity to purchase evolve and change by the minute, as the influences that surround them alter their desires, perspectives and physical state.

With the introduction of so many communication options (e.g. e-mail, fixed line, mobile phone, mail, face to face ) the consumers preferred method of response has also evolved. The comparatively blunt 'traditional media' instruments of TV, press, radio and outdoor, those have looked to influence consumer trends over time, have been supplemented by media that can instantly respond to desires and needs.

Internet on the PC The PC is the information vehicle of choice; a recent Forrester report revealed that by 2012 US consumers will research $378 billion in cars, trips, and clothes online before buying. The higher the cost of a product or service, the greater the importance of the internet as a step in the purchasing cycle. Another Forrester survey amongst retail companies estimated that 25% of purchases were sparked by their internet site against 2% of sales actually purchased on the internet.

Mobile Telephony Cell phones and other mobility devices (PDAs etc.) are ideal for location-based advertising and as a tool to remind consumers of specific products and services. The pervasiveness of these devices makes them an excellent vehicle for marketers looking to create stickiness and improve customer loyalty. SMS-based marketing has proven very effective for stimulating purchase of low cost location-based offerings. Digital novelties like electronic coupons are helping to create an ever more constant presence for products and services. As an example, BTCellnet's SMS-based marketing campaign around the Channel 4 program, Big Brother has proven very successful. SMS information teasers raised WAP usage by a significant 20%.

SAMSUNG's new strategy in US market I, and other much wiser bloggers, have already written about how successful SAMSUNG had been in selling phones on the US market. It seems that American people are attracted to Smartphones. Unfortunately, the carriers did make it easy for SAMSUNG to be the #1 in america, either. Samsungs supremacy in the mobile business is no accident. In 2012, the South Korean electronics giant overtook Nokia to claim the number one spot with 23.4 percent of mobile phone market and extended its lead, massively, over Apple in the smartphone market taking 30.3 percent, according to IDC, Gartner and Strategy Analytics (see the tables below). Samsung also knocked Apple off its perch to become the best-loved smartphone vendor in the US-based Brand Keys 2013 Customer Loyalty Index. So whats the secret to its success? Samsung is a master at giving consumers what they want: choice. Samsung offers a mobile phone to suit every customers requirements, at all price points, on a variety of different operating systems, while its rivals offer a restricted or in the case of Apple no choice. All companies that want to engage customers via mobile should emulate Samsung. In the free-market economy, customers must be allowed to choose what type of handset they want to use and to engage with companies via the mobile channel of their choice, be that SMS, mobile Web, email or native app. Companies have to fit their mobile strategy to suit consumer choice. Companies that are prescriptive in their mobile engagement, epitomized by companies that only offer an iPhone or Android app, are pushing all their other customers (both those that have a different handset and those who simply dont want another app cluttering up their cell phone) into the welcoming arms of their competitors. The facts: Despite the growing popularity of smartphones (sales grew 44 percent in 2012,

according to IDC), 59 percent of mobile purchasers still bought a feature phone in 2013. Despite the meteoric rise of the Android operating system (OS), which is used in handsets from Samsung, ZTE, HTC and others, 70 percent of mobile purchasers didnt buy an Android handset in 2013. Apple might be the number two smartphone vendor, but 86 percent of people who purchased a mobile in 2013 didnt buy an iOS/Apple handset. The outlook: Smartphone sales are projected to grow worldwide at 17.9 percent per year between 2012 and 2016. In 2016 Canalys (February 2012) believes there will be 1.3 billion smartphones sold in 2016, which is twice the amount sold in 2012 (see table below). In 2016, Canalys forecasts that twice as many smartphones will be sold as feature/basic phones today feature phones outsell smartphones. Smartphone sales growth will be driven mostly by demand in developing nations, says Canalys. In 2013, 29 percent of smartphone sales will be in China, where low-end smartphones, particularly from local vendors e.g. Lenovo, Huawei and ZTE are expected to do well. While Samsung was the top smartphone vendor in China in Q4, Apple is struggling to make much of an impact, as the iPhone is too expensive, says Canalys. In 2016, IDC forecasts that Android (project market share in 2016: 64 percent) and iOS (19 percent) will have a similar share of the smartphone market as they do today, as will BlackBerry (RIM) (4 percent), but Windows (11 percent) will overtake BlackBerry to take third place. N.B. IDCs forecasts preceded the launch of BlackBerry 10, which caused much media excitement. See the table below. Canalys (February 2012) expects Android-powered handsets to take 71 percent of the smartphone market in 2013, then to gradually decline to 66 percent in 2016. The wildcards in this game are the new HTML5-friendly operating systems

based on Linux. These give handset manufacturers and operators, as well as consumers more choice. These OS include Tizen (Samsung, Intel and supporters), Firefox (Mozilla and supporters) and SailFish (Jolla and supporters). However IDC, (surprisingly, considering the growing number of supporting partners), only forecasts a market share of less that 2 percent for these in 2016. Samsung the champion of consumer choice So lets get back to Samsung Analyzing the products available from the top five handset and smartphone manufacturers tells a very interesting story. In the US alone, Samsung offers 153 different cell phones. Feature phone or smartphone? Cheap or expensive? Big or small? Flat-screen or physical QWERTY keyboard? 4G or 3G? NFC? Bluetooth? WiFi? Flip phone? Rugged phone? GPS? Whatever the customer wants, within reason, Samsung provides. It offers smartphones with a variety of operating systems (OS): Android, Windows, Bada (a home-grown OS) and there are plans to launch phones based on Tizen. The idea behind Tizen, supposedly, is to help Samsung reduce its reliance on Android. Aside: Considering its relative OS ambivalence, is it fair to speculate that Samsung would sell smartphones based on iOS and BlackBerry 10, if Apple (unlikely) and BlackBerry (its been speculated) were prepared to license their proprietary OS? Compare this to the competition (numbers apply to product availability in the US expect the Asian manufacturers to offer a wider range of phones in developing markets and or home markets, such as dual-SIM handsets): Nokia (Finland), formerly the top vendor in both handsets and smartphones, now No2 and No3 respectively, offers 21 handsets worldwide, including feature phones and smartphones, but only 8 handsets in the US. Since Nokia killed Symbian OS (which at the time was long-time market leader), and then abandoned MeeGo, it now only offers smartphones on the Windows platform

currently only flat-screen models. Point of interest: MeeGo spawned two of the new Linux-based OS Tizen and Sailfish. Apple (USA), No3 in handsets, No2 in smartphones, only offers one choice or three if you include older models (albeit a popular one): the iPhone, a touch-screen smartphone running Apples iOS. ZTE (China), No4 handset vendor, offers 22 handsets, including feature phones, Android and Windows smartphones, options include flat screen or QWERTY keyboard, various screen sizes, GPS and 3G/4G. The Chinese manufacturer plans to launch a smartphone powered by Firefox OS at Mobile World Congress this month. LG (Korea), No5 handset vendor, offers 61 handsets, predominantly Android smartphones, in both flat-screen and QWERTY, 3G or 4G, with a dual-core or quad-core processor. HTC (Taiwan), No4 smartphone manufacturer, sells 19 flat-screen smartphones, running either Android or Windows. BlackBerry/RIM (Canada), No5 smartphone vendor, offers 13 smartphones, both touch-screen and QWERTY. The new flat-screen Z10 and QWERTY Q10 the first smartphones based on the long-awaited BlackBerry 10 OS are not yet available in the US. The Z10 is apparently selling well in Canada and the UK. The Q10 isnt on sale anywhere yet. Of course theres a lot more to Samsungs success than handset variety. This includes pricing, marketing, perception and the quality of the product announcing the Q4 results, Samsung credited much of its year-on-year mobile growth to sales of its high-end Galaxy smartphone. But the fact that Samsung offers so much more choice to consumers than its competitors has to be significant. mobiThinking isnt alone in coming to this conclusion according to media reports part of the reason for the recent fall in Apples share price is investor concern at Apples one-smartphone strategy.

And now the stats The first table shows Samsungs growth to become the dominant handset vendor ahead of Nokia, which was the market leader in 2011. The second table shows Samsungs growth to become dominant smartphone vendor. In 2011 both Samsung and Apple were neck and neck as No1 and No2 in Smartphone vendors (prior to 2011, Nokia was the smartphone market leader) but in 2012 Samsung sold more than 50 percent more smartphones than Apple. The third table shows the forecasted shares of smartphone operating systems in 2012 and 2016. The forth table compares the projected growth of mobile devices, including feature phones, smartphones, tablets and notebooks in 2012 and 2016.

SAMSUNG STRATEGIC MARKETING IN INDIA

SAMSUNG redefines fashion phones in India with the latest Galaxy collection Samsung has introduced a collection of mobile phones, Samsung's GALAXY S II

was also named Best Smartphone by GSMA, in recognition of the devices powerful performance and overwhelming response from consumers. GALAXY S II, Samsungs flagship smartphone, achieved worldwide sales of over 10 million units in only 5 months, quicker than any device in Samsungs history, and surpassed over 20 million sales in 10 months.

Samsung awarded "Device Manufacturer of the Year" for "success across the board with progress in every category".

Samsungs Mobile Communications Business offers the worlds widest range of mobile phones, tablets, multimedia players, and mobile related-products and solutions from cutting-edge smart mobile devices to mass-market smartphones that have been successful in emerging markets. With a various product line-up that supports all major operating systems, Samsung gives consumers the choice to define their own mobile experience.

Highlights from 2011 include the launch of Samsungs highly successful Android-powered GALAXY S II, GALAXY Note which introduced a new device category, and GALAXY Tab 10.1, one of the thinnest tablet devices in the world. Each of these devices has strengthened Samsungs commitment to democratizing the smart mobile device era and bringing cutting-edge smartphone experiences to the mass-market.

We are pleased to receive this honor from GSMA and believe that its a testament to Samsungs innovation, quality products, and attention to consumer preferences. We sold over 97 million smartphones in 2011, demonstrating that this is the right approach. said JK Shin, President of IT & Mobile Communications Division at Samsung Electronics.

Meanwhile, GALAXY S II is a beautifully thin (8.49 mm) and lightweight smartphone backed by a dual-core processor and an unmatched Super AMOLED Plus display. Samsungs four content and entertainment hubs seamlessly provide instant access to music, games, e-reading and social networking services.

CHAPTER-2 RESEARCH OBJECTIVES & METHODOLOGY

Objective of the study The following are the objectives of this study To analyze what todays consumers is wanting and efforts made by Samsung India in providing them the same To understand the consumers perception about Samsung Smart Phones To understand the consumer insight about all the aspects involved in decision making while buying Smart Phones

Research methodology DATA COLLECTION METHODS: Meaning of Research: Research is simply the process of finding solutions to a problem after thorough study and analysis of the situational factors. Research is a careful critical inquiry in seeking facts and diligent investigation in order to ascertain something. For formulation a significant research problem, the researcher should try to acquire as much knowledge, of the area in which research is to be done, as possible. The researcher must be fully aware of the environment to which the difficulty pertains.

It refers to the method adopted to collect the relevant data and other information which forms the basis of the research writing. So, for the effective writing of the thesis report, the data must be quality oriented.

Research design:A framework or plan for a study guides the collection and analysis of the data. It is the controlling plan for a marketing research study in which the methods and procedures for collecting and analyzing the information to be collected is specified.

Type of Research:The proposed research is exploratory in nature.

Universe of Research:-

Universe for proposed research will be all the customers in mobile phone segment, who are using Samsung mobile phones or others.

Sample Size:From the large number of population of Delhi and NCR region the researcher will be selecting a true samples of Samsung Mobile Users; who are using its products and watching ads of LCDs on TV, Newspaper, magazines and other on other media channels. The proposed sample size is 70 to 100.

Sampling Units:Sampling units will be selected from the market of Delhi and NCR

Sampling Method:Random sampling Method adopted for the purpose of proposed research.

Secondary Sources:Before going through the time and expense of collecting primary data, one should cheek for secondary data that previously may have been collected for other purpose but that can be used in the immediate study. Secondary data may be internal to be the firm, such as sales invoices and warranty cards, or may be external to the firm such as published data or commercially available data. The government census is a valuable source of secondary data.

CHAPTER-3 LITERATURE REVIEW

Literature review Samsung Electronics was named Device Manufacturer of the Year by GSMA in 2011, an organization that represents the interests of the worldwide mobile communications industry and hosts the Mobile World Congress trade show in Barcelona. This honor came in recognition of Samsungs innovation in the mobile handset space, responsiveness to consumer tastes and preferences, and best-in-class products with quality at their core.

Samsung's GALAXY S II was also named Best Smartphone by GSMA, in recognition of the devices powerful performance and overwhelming response from consumers. GALAXY S II, Samsungs flagship smartphone, achieved worldwide sales of over 10 million units in only 5 months, quicker than any device in Samsungs history, and surpassed over 20 million sales in 10 months.

Highlights from 2011 include the launch of Samsungs highly successful Android-powered GALAXY S II, GALAXY Note which introduced a new device category, and GALAXY Tab 10.1, one of the thinnest tablet devices in the world. Each of these devices has strengthened Samsungs commitment to democratizing the smart mobile device era and bringing cutting-edge smartphone experiences to the mass-market. We sold over 97 million smartphones in 2011, demonstrating that this is the right approach. said JK Shin, President of IT & Mobile Communications Division at Samsung Electronics.

Consumers behavior towards mobile phones In order to comprehend an individuals choice in a cell phones selection or any other product, it is imperative to study customers purchase behavi or. A definition of study of groups, organizations or individuals disposes products, ideas, experiences or services in order to fulfill their needs and wants and the pot that these procedures have on the consumer and the society as whole. From the perspective of marketing consumers purchase process can be categorized into a five step problem solving process i.e. 1. Need, 2. information gathering, 3. Evaluating the given alternatives, 4. Purchase activity, 5. Post purchase status. This five step process of decision making is most suitable for a purchase decision that requires problem solving behavior or complex decision making low involvement products. Similarly the purchase decision for a new handset follows the same buying process but in some instances it may also be affected by symbolic preferences linked to some brands. In consumer choice behavior its important to take some general conditions into consideration. Considering the case of the classical problem solving buying process behavior, it is almost always the case that consumers go for information search before taking purchase/choice decision. And it is also common in such behavior that consumers decision practice is directed by previously made likings for some specific alternatives. So it shows that customers are expected to formulate their selection decision that they conducted rather than a detailed evaluation of all the possible alternatives. Laroche, Kim, and Matsui opined that along with info search evaluation of alternatives is an important activity that determines consumers choice and it is often influenced by Cognitive Heuristics or in simple words a buyer choose a particular product provide if it fulfills his perceived values based on his past experiences. In this specific technique of assessment a buyer automatically eliminates a brand that do not meet his set principles and even if it does, it does not have one or two attributes of extreme importance to him even it has all other consumers choice as to which product to purchase from a given set of alternatives and whether to purchase or not.

The Status of Indias Telecom and Handset Market The past decade has seen a telecommunication revolution not just in India but throughout the world. Telecom industry of India is estimated to be rising a Telecommunication authority 2.7 million subscribers gets added into the industry on monthly basis . Shariq Syed suggests that Indian mobile phone market has played the most in the rise of telecom business in India. The India mobile handset market should be given equal credit for the enormous growth of Indias telecom sector along with telecommunication service providers. Competitive rivalry for market share is still intense with the leadership position dominated by Nokia while Samsung benefits from the growing market for very low cost handsets. The gray market remains a key issue with 20% total sales estimated for 2008 (Kerr and Harris companies and among them United distributors.

Cellular phones and digital televisions got more attention of marketing researchers as look upon the acceptance procedure. Rogers has provided a classification of consumers in expressions of innovators, early adopters, early majority, late majority and laggards. But now a days consumers are also give the impression of being into the compatibility of the new products to their selfimage and life style. Funk and Ndubisi study a significant involvement between color and the choice of an automobile. Barak and Gould found that younger consumers are superior fond of stylish goods than older ones. Young consumers have more interest in purchasing new products and they have information seeking behavior. And this behavior makes them self confident and this self confident leads to become a opinion leader which leads toward brand switching . Gupta studied the factors which motivate consumers while buy durables he found that brand choice, source of information, role of family members and customer satisfaction is the significant factors. Shanthi, R work on the perceptual dimensions of brand association with reference to mobile users.

CHAPTER-4 PRIMARY FINDINGS & ANALYSIS

Data analysis FAMILY SIZE Just Myself Two Three Four Five More
35%

30%

25%

Just Myself Two

20%

Three Four

15%
Five More

10%

5%

0%

INCOME RANGE (Rs per annum) Below 1,00, 000 1,00,000 - 2,00,000 2,00,000 - 5,00,000 Above 5,00,000

35%

30%

25%
Below 1,00, 000

20%

1,00,000 - 2,00,000 2,00,000 - 5,00,000

15%
Above 5,00,000

10%

5%

0%

Do You Own a Samsung phone?

YES / NO

Which Is Your Favourite Samsung phone range? ___________

90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

Yes No

Who are the Major Influencers in your Buying Decision of Samsung Mobile Phones? Family Friends Neighbours Colleagues Children Others

25%

20%
Family

15%

Friends Neighbours Collegues

10%

Children Others

5%

0%

HOW DO YOU LOOK AT YOUR SAMSUNG MOBILE PHONES A Conveyance Instrument A need for a life in Delhi It is always good to have my own Samsung Mobile Phone I love talking A Symbol of Affluence An Important addition to my lifestyle

25%

20%
A Conveyence Instrument

A need for a life in Delhi

15%
It is always good to have my own Samsung Mobile Phone I love talking

10%
A Symbol of Affluence

An Important addition to my lifestyle

5%

0%

IN CASE OF YOUR BUYING A SAMSUNG MOBILE PHONE, WHO ALL DO YOU THINK WILL BE INVOLVED IN THE DECISION Spouse Children Friends Colleagues Others

30%

25%

20%

Spouse Children

15%

Friends Collegues

10%

Others

5%

0%

How important do you feel is Price as buying criteria for Samsung Mobile Phones? It is the most important Criterion It is important It is one of the criterions I would look at Not very important, but higher the better It does not bother me

35%

30%

25%

It is the most important Criterion

It is important

20%
It is one of the criterions I would look at

15%

Not very important, but higher the better It does not bother me

10%

5%

0%

How Much Significance do you attach to the price of the Samsung Mobile Phones? Not the Least I am Aware of the price but that Doesnt Sole Affect my Choice Price makes a Globe of Difference 25% 20% 55%

60%

50% Not the Least 40% I am Aware of the price but that Doesnt Sole Affect my Choice Price Makes a Globe of Difference

30%

20%

10%

0%

PLEASE RATE THE FOLLOWING PARAMETERS IN THE ORDER OF IMPORTANCE (1 IS THE HIGHEST ORDER, 10 IS THE LOWEST)

Physical Design Size Operations Features Price After- sales Satisfaction Brand Image Hand set Durability

7
Physical Design

Size Operations

Features Price

4
After- sales Satisfaction Brand Image Hand set Durability

GIVEN A PRICE RANGE OF Rs 1000/- TO Rs 20000/- WHICH SAMSUNG MOBILE PHONES WILL YOU PREFER? Rs 1000- Rs 5000 Rs 5001- Rs 10000 Rs 10001- Rs 15000 Rs 15001- Rs 20000

45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Rs 1000- Rs 5000 Rs 5001- Rs 10000 Rs 10001- Rs 15000 Rs 15001- Rs 20000

PLEASE MARK THE FOLLOWING PARAMETERS ACCORDING TO WHETHER YOU AGREE OR DISAGREE AS TO WHETHER SAMSUNG MOBILE PHONE DELIVERS THAT PARTICULAR VALUE 1: VERY STRONGLY DISAGREE 2: STRONGLY DISAGREE 3: DISAGREE 4: NEUTRAL 5: AGREE 6: STRONGLY AGREE 7: VERY STRONGLY AGREE

1 Good Performance High Product quality Few problems faced Low cost of ownership High innovative product High After 5% 5% 0% 5% 5%

2 5% 10% 5% 5% 10% 5%

3 5% 5% 5% 5% 10% 5%

4 10% 10% 5% 10% 10% 10%

5 20% 20% 30% 20% 10% 20%

6 25% 20% 25% 25% 30% 25%

7 30% 30% 30% 30% 25% 30%

Sales 5%

Satisfaction Good Brand Image 5% 5% 5% 15% 30% 25% 15%

High Overall Satisfaction

5%

0%

5%

10%

20%

25%

35%

Good Performance

30%

25%

20%

15%

10%

Very Strongly Disagree Strongly Disagree Disagree Neutral Agree Strongly Agree Very Strongly Agree

5%

0%

High Product quality

30%

25%

20%

15%

10%

Very Strongly Disagree Strongly Disagree Disagree Neutral Agree Strongly Agree Very Strongly Agree

5%

0%

Few problems faced

30%

25%

20%

15%

10%

Very Strongly Disagree Strongly Disagree Disagree Neutral Agree Strongly Agree Very Strongly Agree

5%

0%

Low cost of ownership

30%

25%

20%

Very Strongly Disagree Strongly Disagree Disagree Neutral Agree Strongly Agree Very Strongly Agree

15%

10%

5%

0%

High innovative product

30%

25%

20%

15%

10%

Very Strongly Disagree Strongly Disagree Disagree Neutral Agree Strongly Agree Very Strongly Agree

5%

0%

High after Sales Satisfaction

30%

25%

20%

15%

10%

Very Strongly Disagree Strongly Disagree Disagree Neutral Agree Strongly Agree Very Strongly Agree

5%

0%

Good Brand Image of Samsung Mobile Phone

30%

25%

20%

15%

10%

Very Strongly Disagree Strongly Disagree Disagree Neutral Agree Strongly Agree Very Strongly Agree

5%

0%

High Overall Satisfaction

30%

25%

20%

15%

10%

Very Strongly Disagree Strongly Disagree Disagree Neutral Agree Strongly Agree Very Strongly Agree

5%

0%

CHAPTER-5 CONCLUSIONS

Conclusion CONCLUSION Most of the dealers are selling Multi Price Products of Samsung Mobile Phones. They sell different price ranges to gain more volume & more availability to the customers. So dealers preference to push a particular price range, to the customer plays a major role in the mobile market. Dealer preference to sell that price range in which he gains more profit & whose schemes are more beneficial & best suited to him. A dealer also prefers the price range which provides better after sale service. Along with these he will keep in mind the product quality & technology while selling a Samsung Mobile Phones. According to the dealers advertising & promotional schemes along with other schemes also affect the consumers willingness. Aggressive advertising put into effect for a long time in the customers mind which influence the people are T.V, Newspapers & magazines. Consumers prefer a Samsung Phones due to the quality & technological superior features. Consumers also judge the after sale service availability of the company before purchasing a mobile.

Chapter-6 Recommendations

Recommendations RECOMMENDATIONS The dealer recommendations influence the buyers decision to purchase a particular Samsung Mobile Phone. So there is need for good relationship with the dealer in terms of incentives provided by the competitors, so that they might recommend Samsung Phones to the customer. The promotional schemes attract the customer to buy a Samsung Mobile Phones. Therefore Samsung Phones should come out with new & innovative schemes so that volume can be increased. In Delhi Market Brand Name plays a crucial role in the sale of a mobile phone. So Samsung Phones should stress on Relationship Marketing to attain credibility in the market. Better after sales service should be provided to its existing customers, so that they dont switch brands. Better R&D facilities should be provided by Samsung Phones in India, so that it is able to come up with new models with the same pace of its competitors and R&D will also help in minimizing the manufacturing defects. To create brand image, to build good relations with the customers & to retain customer loyalty, Samsung Phones Should ensure that their mobiles are delivered on time & place.

Bibliography

Bibliography Malhotra, Naresh K. (2005): Introduction and early Phases of Marketing Research in Marketing Research: An Applied Orientation, Fourth edition, pp. 30-46

Aucamp, Johan (1971): Behavior and Attitude Research, The effective use of marketing research, Granada Publishing Ltd, pp. 66-99

Harman, H. H. (1960): Modern Factor Analysis, University of Chicago Press, 1960

Hoinville, G., and Jowell, R. (1969): Classification Manual for Household Interview surveys in Gt. Britain, Social and Community Planning Research, London

Joyce, T. (1964): Techniques of brand image measurement in New Developments in Research, Market research society, London

Appendix-Questionnaire

Appendix-Questionnaire CUSTOMER QUESTIONAIRE

AGE: __________ MARITIAL STATUS: FAMILY SIZE ( ) JUST MYSELF ( ) TWO ( ) THREE ( ) FOUR ( ) FIVE ( ) MORE

GENDER: MALE / FEMALE SINGLE / MARRIED

INCOME RANGE (Rs per annum) ( ) BELOW 1,00, 000 ( ) 1,00,000 - 2,00,000 ( ) 2,00,000 - 5,00,000 ( ) ABOVE 5,00,000

DO YOU OWN A Smartphone?

YES / NO

WHICH IS YOUR FAVOURITE SMARTPHONE BRAND? ___________

WHO ARE THE MAJOR INFLUENCERS IN YOUR BUYING DECISION? ( ) FAMILY NEIGHBOURS ( ) COLLEGUES ( ) CHILDREN ( ) OTHERS ( ) FRIENDS ( )

HOW DO YOU LOOK AT YOUR SMARTPHONE ( ) A CONVEYENCE INSTRUMENT ( ) A NEED FOR A LIFE IN DELHI ( ) IT IS ALWAYS GOOD TO HAVE MY OWN SMARTPHONE ( ) I LOVE TALKING ( ) A SYMBOL OF AFFLUENCE ( ) AN IMPORTANT ADDITION TO MY LIFESTYLE

IN CASE OF YOUR BUYING A SMARTPHONE, WHO ALL DO YOU THINK WILL BE INVOLVED IN THE DECISION ( ) SPOUSE ( ) CHILDREN ( ) FRIENDS ( ) COLLEGUES ( ) OTHERS

HOW IMPORTANT DO YOU FEEL IS BRAND AS BUYING CRITERIA? ( ) IT IS THE MOST IMPORTANT CRITERION ( ) IT IS IMPORTANT ( ) IT IS ONE OF THE CRITERIONS I WOULD LOOK AT ( ) NOT VERY IMPORTANT, BUT HIGHER THE BETTER ( ) IT DOES NOT BOTHER ME

HOW MUCH SIGNIFICANCE DO YOU ATTACH TO THE BRAND OF THE SMARTPHONE? ( ) NOT THE LEAST ( ) I AM AWARE OF THE BRANDS BUT THAT DOESNT SOLE AFFECT MY CHOICE ( ) BRAND MAKES A GLOBE OF DIFFERENCE

PLEASE RATE THE FOLLOWING PARAMETERS IN THE ORDER OF IMPORTANCE (1 IS THE HIGHEST ORDER, 10 IS THE LOWEST) ( ) PHYSICAL DESIGN ( ) OPERATIONS ( ) FEATURES ( ) AFTER- SALES SATISFACTION ( ) HAND SET DURABILITY ( ) PRICE ( ) BRAND IMAGE ( ) SIZE

GIVEN A PRICE RANGE OF RS 10000 to RS 15000 WHICH BRAND WILL YOU PREFER? ( ) Nokia ( ) Sony Erricson ( ) Samsung ( ) Motorola ( ) LG ( ) Blackberry ( ) Asus ( ) others________

PLEASE MARK THE FOLLOWING PARAMETERS ACCORDING TO WHETHER YOU AGREE OR DISAGREE AS TO WHETHER SAMSUNG SMARTPHONE DELIVERS THAT PARTICULAR VALUE 1: VERY STRONGLY DISAGREE 2: STRONGLY DISAGREE 3: DISAGREE 4: NEUTRAL 5: AGREE 6: STRONGLY AGREE 7: VERY STRONGLY AGREE

GOOD PERFORMANCE HIGH PRODUCT

QUALITY FEW PROBLEMS FACEd LOW COST OF OWNERSHIP HIGH INNOVATIVE PRODUCT HIGH SALES

SATISFACTION HIGH SALES SATISFACTION GOOD IMAGE BRAND AFTER

HIGH

OVERALL

SATISFACTION