Session 2017-2018

Project report on Consumer buying

behavior towards Samsung TV

SUBMITTED TO: SUBMITTED BY:

Dr. Priyank Mehrotra lovepreet Kaur
Asst. Professor B.Com (Hons)
Department of B.Com (Hons.) Part-II

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 ACKNOWLEDGEMENT
I am using this opportunity to express my gratitude to the
people without whom the project was not possible. I want to
acknowledge all those who guided, encouraged and helped me
in winding up this research project report.
I am grateful to the H.O.D of B.Com (Hons) Bareilly College Dr.
Praveen Kumar Agarwal for allowing me to undertake this
project work. A lot of appreciation and thanks to B.Com
(Hons) faculty teachers Dr. Shiv Shankar Maurya,
Dr.Priyank Mehrotra, Mrs. Vibha Tewari, Dr.Garima Agarwal
& Dr.Sudhanshu Shekhar who has been my guide during the
whole period of project work.
I would like to extend my deep sense of gratitude and thanks to
my parents and friends who not only support me but also
encourage me for the completion of my project report.

Lovepreert Kaur
B.com (Hons.)
Part-II

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 CERTIFICATE

This is to certify that Lovepreet Kaur of B.Com (Hons)

Part II has carried out the project work in Consumer
buying behaviour towards Samsung TV under my
supervision and guidance.
All the work related to this study was done by the
candidate himself and his approach to this study of this
subject of service and scientific.
I am fully satisfied with the project work.

Ms. Priyank Mehrotra

Asst. Prof. B.Com (Hons)

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 CONTENTS

Chapters Page No.

1. Introduction

2. Industry Profile

3. Literature Review

4. Theoretical Background

5. Research Methodology

6. Data Analysis And Interpretation

7. Findings

8. Suggestions

9. Conclusion

10.Questionnaire

11.Bibliography

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 ABSTRACT
Originally starting as a value priced tech manufacture in Korea, Samsung has developed into a top

marketer for premium priced global electronics. Throughout the years, Samsung has released a

continuous stream of innovations stressing product quality and manufacturing flexibility (Kotler,

343).High end cell phones, memory chips, and state of the art LCD TVs have been the primary growth

drivers over the years for Samsung. As hard economic times hit in the US and Asia, Samsung took

another turn cutting profit margins and operating capital, while investing heavily in tech R&D, powerful

ad campaigns, and strategic partnerships. This strategy proved successful as Samsung recorded sales of

110 billion in 2008.I believe Samsung is just scratching the surface, as they will continue their dominance

in electronics while expanding into are as outside home/individual electronics.

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6
 INTRODUCTION

As rapid socio-economic changes sweep across India, the country is witnessing the

creation of many new markets and a further expansion of the existing ones. Indias

consumer market is riding the crest of the countrys economic boom. The Indian

consumer durables industry has witnessed a considerable change in the past couple

of years. Changing lifestyle with access to disposable incomes, easy finance

options and a surge in advertising has been instrumental in bringing about a sea

change in the consumer behavior pattern. According to a study conducted by

FICCI on the Indian consumer durables industry, a shift in consumer preferences

towards higher-end, technologically advanced branded products has been quite

discernable. This shift can be explained by narrowing differentials between the

prices of branded and unbranded products added with the high quality of after sales

service provided by the branded players. The shift has also been triggered by the

availability of foreign branded products in India owing to lower import duties

coupled with other liberal measures as introduced by the government.

INDUSTRY SIZE, GROWTH AND TRENDS

The consumer durables market in India was estimated to be around US$ 49

billion in 2015-16. More than 20 million units of consumer durable appliances

have been sold in the year 2014-15 with colour televisions (CTV) forming the bulk

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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.

THE KEY DRIVERS BEHIND THE GROWTH

The sector has been witnessing significant growth in recent years, helped

by several 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 key trends that impact the Indian

Consumer Durables Industry today are reflected in the diagram.

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Before the liberalization of the Indian economy, only a few companies like

Kelvinator, Godrej, Alwyn, and Voltas were the major players in the consumer

durables market, accounting for no less than 90% of the market. Then, after the

liberalization, foreign players like LG, Sony, Samsung, Whirlpool, Daewoo, and

Aiwa came into the picture.

Today, these players control the major share of the consumer durables market.

Consumer durables market is expected to reach us US$ 20.6 Billion in 2020. It is

growing very fast because of rise in living standards, easy access to consumer

finance, and wide range of choice, as many foreign players were entering in the

market with the increase in income levels, easy availability of finance, increase in

consumer awareness, and introduction of new models, the demand for consumer

durables has increased significantly. Products like washing machines, air

conditioners, microwave ovens, color televisions (C-TV) were no longer

considered luxury items. However, there were still very few players in categories

like vacuum cleaners, and dishwashers Consumer durables sector is characterized

by the emergence of MNCs, exchange offers, discounts, and intense competition.

The market share of MNCs in consumer durables sector is 65%. MNC's major

target is the growing middle class of India. MNCs offer superior technology to the

Consumers whereas the Indian companies compete on the basis of firm grasp of

the local market, their well-acknowledged brands, and hold over wide distribution

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network. However, the penetration Level of the consumer durables is still low in

India.

Indian Consumer durables market used to be dominated by few domestic players

like Godrej, Voltas, Allwyn and Kelvinator. But post liberalization many foreign

companies have entered into Indian market dethroning the Indian players and

dominating Indian market the major categories being CTV, REFRIGRATOR,

MICROWAVE OVEN and WASHING MACHINES.

India being the second largest growing economy with huge consumer class has

resulted in consumer durables as the fastest growing industries in India. LG,

SAMSUNG the two Korean companies have been maintaining the lead in the

market with LG being leader in almost all the categories.

The rural market is growing faster than the urban market, although the penetration

level is much lower .The CTV segment is expected to the largest contributing

segment to the overall growth of the industry. The rising income levels double-

income families and consumer awareness were the main growth drivers of the

industries.

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 INDUSTRY 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 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. The key product lines

under each segment were as follows.

Industry Size, Growth, Trends

The consumer durables market in India was estimated to be around US$ 49 billion

in 2015-16. More than 20 million units of consumer durable appliances have been

sold in the year 2014-15 with colour televisions (CTV) forming the bulk of the

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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 to 229,000 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.

Since the penetration in the urban areas for these products is already quite high, the

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

The CTV production was 15.10 million units in 2015-16 and is expected to grow

by at least 25 per cent. At the disaggregated level, conventional CTV volumes have

been falling while flat TVs have grown strongly. Market sources indicate that most

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CTV 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 2015-

16.High-end products such as liquid crystal display (LCD)and plasma display CTV

grew by 400 per cent and 150 per

Cent respectively in 2015-16 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 2015-16, as competition is likely to intensify to

scale and capture the mass market.

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 COMPANY PROFILE

The Samsung Group is a multinational conglomerate corporation headquartered in

Samsung Town, Seoul, South Korea. It is the world's largest conglomerate by

revenue with annual revenue of US$173.4 billion in 2008 and is South Korea's

largest chaebol. The meaning of the Korean word Samsung is "Tri-Star" or "three

stars".

The Samsung Group is composed of numerous international affiliated businesses,

most of them united under the Samsung brand including Samsung Electronics, the

world's largest electronics company, Samsung Heavy Industries, the world's

second largest shipbuilder and Samsung C&T, a major global construction

company.

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Samsung has been the world's most popular consumer electronics brand since 2005

and is the best known South Korean brand in the world. Samsung Group accounts

for more than 20% of South Korea's total exports and is the leader in many

domestic industries, such as the financial, chemical, retail and entertainment

industries.

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 SAMSUNG INTRODUCTION

Our Vision

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

We believe that through technology innovation today, we will find the solutions we

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.

Its our aim to develop innovative technologies and efficient processes that create

new markets, enrich peoples lives and continue to make Samsung a trusted market

leader

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Our Mission

Everything we do at Samsung is guided by our mission: to be the best digital-

Company.

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.

Their ingenuity will continue to chart Samsungs course as a profitable,

responsible global corporation.

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 SAMSUNG HISTORY

2015

December: Samsung maintained No.1 position in the global TV market for 10

consecutive years

September: Samsung Electronics began mass production of the industrys first

12Gb LPDDR4 mobile DRAM

September: Samsung Electronics unveiled SleepSense, a personal sleep monitoring

device that helps people improve the quality of their sleep

September: Samsung Electronics launched the Gear S2, a stylish smartwatch with
a versatile circular design and rotating bezel

September: Merger of Cheil Industries and Samsung C&T Corporation

August: Samsung Electronics began mass production of the industrys first 256Gb
V-NAND flash memory

August: Samsung Electronics launched the mobile payment service, Samsung Pay

April: Samsung signs on as sponsor for PyeongChang 2018 Olympic Winter

Games
2014

Samsung Electronics started mass production of industrys first 8-Gigabit

LPDDR4 mobile DRAM

Samsung rised to No. 7 in Interbrands Best Global Brands 2014 report

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 Samsung donated 3,000 smartphones in support of the fight against Ebola

Samsung Electronics announced the expansion of Galaxy Note series with the new
Galaxy Note 4 and Galaxy Note Edge

BMW Group and Samsung SDI expanded partnership Signing of MOU for
delivery of further battery cells

Samsung SDI completed merger with Cheil Industries

Samsung Electronics announced operation of its memory facility in Xian, China

Samsung Electronics opened the Samsung Innovation Museum (SIM) at its

headquarters in Suwon, Korea
2013

Samsung Heavy Industries launched the hull of Shells Prelude floating liquefied
natural gas (FLNG) facility, worlds largest floating facility

Samsung Introduces Industrys First 1 Terabyte mSATA SSD

Samsung ranks 8th in Interbrands Best Global Brands 2013

Samsung Galaxy Note 3 and Galaxy Gear unveils at Unpacked 2013

Samsung Starts Mass Producing Industrys First 3D Vertical NAND Flash

Samsung Electronics launched Galaxy S4 in the Korean market and global markets

Samsung Electronics began mass producing the worlds first 20 nanometer 4Gb
ultra high-speed mobile DRAM

Samsung Electronics unveiled Galaxy S4 in the US

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 Samsung Bioepis entered into the development and marketing partnership with
Merck of the US Samsung Display Passes 300 Mil. OLED Panel Output Mark

Samsung recorded the accumulated global shipment volume of 0.1 billion units
with Galaxy S smart phone series
2012

Samsung Electronics opened Samsung Academy in Turkey

Samsung took the 9th place among global top 100 brands with the brand value of
USD 32.9 billion

Samsung Electronics sponsored the 2012 London Paralympic Games

Cheil Worldwide acquired Bravo, a Chinese firm

Cheil Worldwide acquired McKinney Communications, a US-based firm

Samsung Display was established as the worlds largest display company

Vice Chairman & CEO of Samsung Electronics Kwon Oh Hyun took office
2011

Samsung Electronics established an IT community center in the Korean village in

Uzbekistan

Samsung Electronics opened Mandela Multi-Purpose Community Center

Samsung Electronics won the Innovation Awards at the CES 2012 with 30
products

Samsung Electronics was selected as one of the ten brands with the highest values
in Africa
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 Samsung Electronics sponsored the 2011 London World Skills Competition as a
Premier Sponsor

Cheil Worldwide won the Grand Prix at the Cannes International Advertising
Festival

Samsung Biologics held the groundbreaking ceremony of a plant at Songdo

District of Incheon FEZ

Samsung Electronics launched construction of the 7.5G LCD Fab plant in Suzhou,
China

Samsung established Samsung Biologics, a joint venture specialized in

biopharmaceuticals

Samsung made relief activities in earthquake-stricken areas of Japan

Samsung Electronics signed the patent cross license agreement with IBM of the
US
Named Yoon-Woo Lee as a Vice Chairman & CEO

of Samsung Electronics

Launched OMNIA phone

Completed establishing TV manufactory in Russia

2008
Kaluga

Became the official sponsor of 2010 Guangzhou

Asian Game

Developed the world's first 2Gb 50 NANO

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 Samsung takes No. 1 spot in U.S. cellphone market

Opened Global Brand PR Centre Samsung D'light'

No.1 worldwide market share position for TVs

achieved for the 9th quarter in a row

No.1 worldwide market share position for TVs

achieved for the seventh quarter in a row

Developed the world's first 30nm-class 64Gb

NAND Flash memory

2007
BlackJack bestowed the Best Smart Phone award at

CTIA in the U.S.

Attained No.1 worldwide market share position for

LCD for the sixth year in a row

2006 Developed the world's first real double-sided LCD

Developed the worlds' first 50nm 1G DRAM

Unveiled 10M pixel camera phone

Launched "Stealth Vacuum," a vacuum cleaner with

the world's lowest level of noises

Launched the worlds' first Blu-Ray Disc Player

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 Developed 1.72"Super-Reflective LCD Screen

September, The India Retail Forum has awarded Samsung as the Best

2005 Retailer of the year 2005 in the consumer Durables

category. James Damian, SVP, Best Buy and his team

handed over the award to Mr. Ravinder Zutshi, Dy MD

and Samsung India at the India Retail award function held

in Mumbai on 16th September.

February 2005 Mr. S. H. Oh appointed as the President and Chief

Executive Officer of Samsung South West Asia.

November 2012 Samsung received the Golden Peacock Special

commendation Certificate for Corporate Social

Responsibility (Private Sector) for the year 2012 from Mr.

Shivraj Patil, Union Home Minister.

February 2012 India made regional headquarters for Samsung Southwest

Asia.

February 2012 Mr. K. S. Kim appointed as the First President and Chief

Executive Officer of Samsung South West Asia.

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November 2003 Inaugurated Samsung's new, High-Tech, advanced

Refrigerator facility.

August 2003 Commencement of production at refrigerator facility in

Noida.

June 2003 Merger of SIEL with SEIIT.

Software technology park set up at Noida

December 2002 Construction commences for 5,000,000 refrigerator plant

in Noida

October 2002 Samsung unveils new technology for Consumer Home

Entertainment (DNIe)

June 1996 Foundation Stone laid for CTV Factory at Noida, Uttar

Pradesh.

May 1996 Launch in South

Home Appliances Launch

December 1995 Samsung India Electronics (SIEL) products launched in

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 India.

August 1995 Certificate for commencement of business received by

Samsung

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GROWING TO BE THE BEST

Samsung India aims to be the Best Company in India by the Year 2006. Best

Company in terms of both the internal workplace environment as well as the

external context in which the Company operates. Samsung aims to grow in India

by contributing to the Indian economy and making the lives of its consumers

simpler, easier and richer through its superior quality products.

Our aim is to gain technological leadership in the Indian marketplace even as our

goal is to earn the love and respect of more and more of our Indian

consumers. Mr. S.H. Oh, President & CEO Samsung South-West Asia Regional

Headquarters.

Samsung in India

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. Samsung 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.

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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 and

Refrigerators were 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.

SAMSUNG GLOBAL

The DNA of Digital Innovation

Samsung Electronics is a global leader in semiconductors, telecommunications,

digital media and digital convergence technologies with 2012 parent company

sales of US$55.2Bn and net income of US$10.3Bn. Employing approx. 113,000

people in over 90 offices in 48 countries, the company has of 5 main business

units: Digital Appliance Business, Digital Media Business, LCD Business,

Semiconductor Business and Telecommunication Network Business. Recognized

as one of the fastest growing global brands, Samsung Electronics Corporation is

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the worlds largest pro ducer of Colour Monitors, Colour TVs, Memory Chips and

TFT LCDs.

Customized products for Indian Consumers

Samsung understands the local cultural sensibilities to customize its products

according to the Indian market. It has set up a usability lab at the Indian

Institute of Technology in New Delhi to customize Samsung products to

meet the specific needs of Indian consumers. This industry-institute

partnership is helping Samsung to study and analyze consumer response in

aspects of product design, including aesthetics, ergonomics and interface.

Through its research done on consumer preferences in India, Samsung has

concluded that Indian consumers want more sound oriented products. Thus,

the Samsung televisions for India have a higher sound capacity than their

foreign counterparts.

For the semi-automatic segment of Samsung washing machines, Samsung

has introduced for the first time in India a feature called Super Dry. It is

present in three of Samsungs semi automatic models and dries the clothes

better than the rest.

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 Samsung washing machines have an additional menu that takes care of the

local Indian wardrobes. They also have a memory re-start that takes care of

the frequent power failures in India.

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In 1938, Lee Byung-Chull founded Samsung, a small trading company with forty

employees located in Daegu. The company prospered until the Communist

invasion in 1950 when he was forced to leave Seoul and start over in Busan.

During the war, Samsung's businesses flourished and its assets grew twenty-fold.

In 1953, Lee started a sugar refinery. The company diversified into many areas

such as insurance, securities, and retail. In the early 1970s, Lee borrowed heavily

from foreign interests and launched a radio and television station.

Samsung Group later formed several electronics-related divisions, such as

Samsung Electronics Devices Co., Samsung Electro-Mechanics Co., Samsung

Corning Co., and Samsung Semiconductor & Telecommunications Co., and

grouped them together under Samsung Electronics Co., Ltd. in 1980s. Its first

product was a black-and-white television set.

In the late 1980s and early 1990s, Samsung Electronics invested heavily in

research and development, investments that were pivotal in pushing the company

to the forefront of the global electronics industry. By the 1980s Samsung was

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manufacturing, shipping, and selling a wide range of appliances and electronic

products throughout the world. In 1982, it built a television assembly plant in

Portugal; in 1984, it built a $25 million plant in New York; and in 1987, it built

another $25 million facility in England.

The 1990s saw Samsung rise as an international corporation. Samsung's

construction branch was awarded a contract to build one of the two Petronas

Towers in Malaysia, Taipei 101 in Taiwan and the Burj Khalifa in United Arab

Emirates, which is the tallest structure ever constructed. In 1993 and in order to

change the strategy sold off ten of Samsung Group's subsidiaries, downsized the

company, and merged other operations to concentrate on three industries:

electronics, engineering, and chemicals. In 1996, the Samsung Group reacquired

the Sungkyunkwan University foundation. Samsung survived the Asian financial

crisis of 1997-98 relatively unharmed. However, Samsung Motor, a $5 billion

venture was sold to Renault at a significant loss. Additionally, Samsung

manufactured a range of aircraft from 1980 to 1990s.

Most importantly, Samsung Electronics (SEC) has since come to dominate the

group and the worldwide semiconductor business, even surpassing worldwide

leader Intel in investments for the 2005 fiscal year. Samsung's brand strength has

greatly improved in the last few years.

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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-

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 2012 and 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.

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ABOUT SAMSUNG ELECTRONICS

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, thereby creating synergies. The previous six division-based system was

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.

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 PRODUCT PROFILE

650 Series Full HD LC D TV

Developed using our unique Crystal Design with a hint of rose-red color

accentuating a traditional piano-black bezel frame, the 650 Series LCD TV

features Auto Motion Plus 120Hz, an Ultra Clear Panel, DNIe Pro and Wide Color

Enhancer Pro to provide perfect picture quality.

Wide Video MP3 Player (YP-P2)

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Equipped with Bluetooth and a touch screen interface, the YP-P2 lets consumers

enjoy vivid videos on a 3-inch wide LCD screen. Samsungs proprietary DNSe 2.0

technology with EmoTure UI enhances the ultimate multimedia experience.

VRT Front Loading Washer

Designed with Vibration Reduction TechnologyTM (VRT), our washer

dramatically reduces barrel vibrationeven at the highest speed. It also reduces

energy and water consumption to the worlds lowest levels. Further, weve

enhanced washing performance and eco-friendly performance with a diamond-

shaped embossing drum.

6-in-1 Steam Oven

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Simple, yet stylish, our 6-in-1 steam oven combines all of the features of a

conventional oven with advanced steam cooking technology to stimulate healthier

eating. Samsungs versatile steam cooking solution adds a steam function to the

conventional oven, grill and microwave, as well as dry heat and fermenting.

Haptic Touch Screen Phones (SC H-W420/W4200)

Built with TouchWiz UI software, our Haptic model promises a unique user

experience, one that touches all of the senses. The Samsung Haptic features one-

touch access, a widget for creating customized desktops and a G sensor for

automatic horizontal rotation of photos and videos. It is designed for the

innovative, on-the-go user who demands cutting-edge multimedia features,

including a web browser.

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 Ultra-messaging BlackJack II (SG H-i617)

Microsofts Windows Mobile software-enabled HSDPA smart phone boasts a

bigger screen than the BlackJack I and includes a jog wheel. The phone also has

cuttingedge features such as a touch screen, Bluetooth, GPS and wireless LAN

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 STP BY FOUR P

STP refers to Segmenting, Targeting and Positioning. STP is a market strategy of

any company to market its products. Samsung segmented its market for its

products. It does STP for every category of products differently.

STP by products and services

STP by demographics/ firmographics

STP by geography

STP by channel

STP by psychographics

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STP OF CELLPHONE MARKET

Samsung segmented its cellular market in several categories.

GEOGRAPHIC

It has Samsung Guru segment for rural areas as well as Galaxy segment for urban

areas. Samsung is one of the largest manufacturers of mobile phones and it shares

the highest cellphone customers with Nokia in India. It has something for

everyone.

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DEMOGRAPHIC

Samsung has mobile phones for youth, age of 16-29, for businessmen etc. for

middle class youth it has Samsung Guru which is for govt. lower class workers

also. Guru has many variants; it is coming in 3G also. It is a good option if you

want to get a cheap 3G handset. Samsung Galaxy is a good option for youth as it

has many attractive features as Wi-Fi, 3G. Galaxy is also for Businessmen.

Samsung has partnered with IT industry leaders to bring you the most relevant

enterprise solutions and the most comprehensive mobile implementation of

Exchange ActiveSync. Decidedly adept in security concerns and the answer to

your every business need, the Galaxy S II is ready for serious enterprise usage.

PSYCHOGRAPHIC

Samsung mobile is available for those customers too who have their choice based

on their lifestyle. Samsung came with some so fancy mobile phones specially for

girls and cheaper touch screen stylish phones so that everyone can enjoy touch

screen T the rate of normal mobiles. Samsung has its range of mobile phones start

from 1200 to 32,000+.

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STP OF TELEVISION

GEOGRAPHIC

Samsung segmented its television in rural urban as well as semi urban markets.

Samsung has round televisions for rural market as it can bear heavy fluctuations in

electricity which normally happens in villages. Also Samsung has TFTs and LCDs

for both semi urban and urban markets. Earlier Samsung Plasma televisions were

used in urban areas, later they were available on lower rates so that they are now

used by rural areas. Now technology has changed so much and urban areas are

enjoying Samsung 3D LED televisions which have full HD and a great experience

of watching television.

PSYCHOGRAPHIC: Samsung television is also segmented as psychographic

market. A 3D LED TV is a very luxurious thing, on the other hand a round

television, even a flat screen CRT TV is ment for middle class or lower middle

class. LEDs and TFTs are ment for upper middle class.

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STP OF AUDIO/ VIDEO PLAYERS/ CAMERAS (GADGETS)

GEOGRAPHIC & PSYCHOGRAPHIC

Samsung audio/ video players are mainly made for youth. Its not made for rural

areas as it is a waste of time kind of thing for them, its useless for villages as they

have no computers and they are technologically too backward to use these gadgets.

These gadgets also are the status symbol. They are used as luxurious gadgets too.

Samsung cameras and camcorders too are made for urban and semi urban areas

only. Samsung gadgets are so stylish and youth oriented.

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44
STP OF HOMEAPPLIANCES

GEOGRAPHIC

Samsung categorized its home care products geographically. It has appliances for

rural as well as urban areas. Refrigerators are now a day used in rural areas also.

Samsung also produces

WASHING MACHINES

AIRCONDITIONERS

REFERIGERATORS

MICROWAVE OVEN

VACUUM CLEANER

ELECTRONIC COOKER

INDUCTION STOVE

CD/DVD PLAYERS

WRITABLE CDs/DVDs

HOME THEATRE

BLU-RAY

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PSYCHOGRAPHIC

Samsung categorized its home care products according to the lifestyle of

customers. It has luxurious products like Electronic Cooker, Induction Stove, Air

conditioners, Washing machines, Microwave Oven, Robotic Vacuum Cleaner etc.

Most of the products are for urban and semi urban areas and only a few are for

rural areas such as washing machines and refrigerators. Washing machines are still

not so much used in rural areas but it is used in these areas.

Robotic vacuum cleaners are so much luxurious products so as induction stoves.

Air conditioners are both for middle class and premium class.

Samsung side by side refrigerators and Samsung front loader washing machines

are so luxurious products.

OTHER PRODUCTS

SOFTWARE

Samsung Electronics India Software Operations (SISO) is one of the eleven

Research & Development centers of Samsung Electronics Co. Ltd., housed in the

IT hub of India, Bangalore. With its inception dating back to February 1996, as a

liaison office, today it has grown in magnitude and proportions as a center of

excellence in research and software development encompassing a wide range of

46
technology domains. SISO today is a Private Limited Company, head quartered in

Bangalore with ambitious plans of expanding its operation by 2 to 3 times by the

year 2010.

HARDWARE

Samsung is one of the largest manufacturer of IT products. It is the largets

manufacturer of microchips i.e. flash memory, RAM etc. Samsung is famous for

its hard drives. Samsung makes chipsets along with Toshiba.

47
Toshiba Samsung Storage Technology Corporation (abbreviated TSST) is an

international joint venture company of Toshiba (Japan) and Samsung

Group (Korea). Toshiba owns 51% of its stock, while Samsung owns the

remaining 49%. The company specializes in optical disc drive manufacturing. The

company was established in 2012. It is aiming to be the largest in optical drives.

PERSONAL COMPUTERS

Samsung also is a maker of laptops with some great features like waterproof, full

HD LED display, sleek design, long lasting battery life and light weight.

STP OF COMPUTERS

GEOGRAPHIC

Samsung computers are made for semi urban and urban areas. Samsung laptops are

made for students and also for official purpose. Netbooks are so much in fashion

now a days. And mainly it is used by students as it is so easy to carry and stylish

too.

48
DEMOGRAPHIC

Samsung laptops are also available in girly colors. It is basically for college girls.

Netbooks are designed for college purpose and notebooks are used for official

purpose mainly, but no one is bound, they can use as they like.

PSYCHOGRAPHIC

Samsung laptops are both for urban and semi urban markets. Samsung is launching

its new range of luxury laptops Airfoil which takes on Macbook Air. It is so

sleek and beautiful laptop and also it is a luxury product which can be an add-on to

your gadgets. Samsung now came up with new range of laptops this time it is

"premium" QX series - given an "airfoil design exterior" that's aluminium clad like

as certain fruit-branded manufacturer's notebooks. But not entirely constructed

from metal: Samsung's release suggests it's just the lid that's fashioned from.

Problem with Macbook Air that it has no swappable battery life, every time you

have to plug in your charger, there Samsung Airfoil get rid of that, it has a good

battery life with slim design.

49
Samsung also is the maker of computer equipments like-

PRINTERS

RAM

CD/DVD ROM

WRITABLE/ rewritable CD/DVD

MONITOR/ LED/ LCD DISPLAY FOR DESKTOP

FLASH DRIVES

PROJECTORS

PLEOMAX

50
Samsung makes computer hardware under the name of PLEOMAX like

keyboards, mouse, web camera, speakers and other peripheral devices.

51
 LITERATURE REVIEW

MARKET MIX:

The term "marketing mix" was coined in 1953 by Neil Borden in his American

Marketing Association presidential address. However, this was actually a

reformulation of an earlier idea by his associate, James Culliton, who in 1948

described the role of the marketing manager as a "mixer of ingredients", who

sometimes follows recipes prepared by others, sometimes prepares his own recipe

as he goes along, sometimes adapts a recipe from immediately available

ingredients, and at other times invents new ingredients no one else has tried. The

marketing mix (price, product, distribution, promotion) forms the entire

promotional campaign. As stated in Management of a Sales Force by Rosann L.

Spiro, Gregory A. Rich, William J. Stanton, when these are effectively blended,

they form a marketing program that provides want-satisfying goods and services

for the companys market." The term became popular in the article written by Niel

Borden called, The Concept of the Marketing Mix, as explained on the site

netmba.com. He started teaching the term to many after he himself learned about it

with an associate of his. The marketing mix is a broad concept which includes

several aspects of marketing which all inquire to obtain a similar goal of creating

awareness and customer loyalty. The marketing mix is not only an important

concept, but a guideline to reference back to when implementing the price,

52
promotion, product, and distribution. Those are the four main ingredients of the

marketing mix, but there are other components not already mentioned on the

Wikipedia site, including, planning, branding, packaging, display, distribution

channels, personal selling, advertising, servicing, and physical handling. All in all

the current description of the marketing mix is accurate, but missing some vital

pieces of information which will allow individuals to gain a better understanding

and implement a more effective marketing mix. A prominent marketer, E. Jerome

McCarthy, proposed a Four P classification in 1960, which has seen wide use.

53
 PRODUCTS OF SAMSUNG ELECTRONICS

Semiconductors

For more than 20 years since 1993, Samsung has kept the title of the worlds

largest memory chip maker. In 2009, it began a strategy of Green Memory by

which it increased the global DRAM market share to 33 percent. It also started

mass-producing 30 nm-classes NAND flash memories in the same year whose

world share rose as high as 42 percent. It succeeded in 2010 in mass-producing

30 nm-class DRAMs and 20 nm-class NAND flashes, both of which were the first

time in the world. According to market research firm Gartner, during the second

quarter of 2010 Samsung Electronics took the top position in the DRAM segment

due to brisk sales of the item on the world market. Gartner analysts said in their

report, Samsung cemented its leading position by taking a 35-percent market

share. All the other suppliers had minimal change in their shares. Samsung took

the top slot in the ranking, followed by Hynix, Elpida, and Micron, said

Gartner.]Another market researcher IC Insights predicted that Samsung would

become the worlds biggest semiconductor chip supplier by 2014 when it surpasses

Intel. For the ten-year period from 1999 to 2009, Samsungs compound annual

growth rate (or CAGR) has been 13.5 percent, compared with that for Intel paltry

3.4 percent. Extrapolating this trend to the future, Samsung will be able to catch up

with Intel by the year 2014, estimated IC Insights. IC Insights also said that Intels
54
2009 sales revenue had been 52 percent higher than that for Samsung, but that

differential narrowed to only 21 percent during the second quarter of 2010.

Another hitherto not-well-publicized area where Samsung had significant business

in for years is the foundry segment. Samsung had begun investment in the foundry

business since 2006 and now positioned it as one of the strategic pillars for

semiconductor growth.

Hard drives

Digital display: LCD displays, LED displays, plasma displays, OLED displays

55
SLIMMER PANELS

Samsung Electronics TVs and display products have undergone a race toward

ever-slimmer panels. In 2009, the company succeeded in developing the super-slim

panel for 40-inch LED TVs, with the thickness of 3.9 millimeters (0.15 inch).

Dubbed the Needle Slim, the panel is as thick (or thin) as two coins put together.

This is about a twelfth of the conventional LCD panel whose thickness is

approximately 50 millimeters (1.97 inches).

While reducing the thickness substantially, Samsung could maintain the

performance as before, including full HD resolution, 120 Hz refresh rate, and

5000:1 contrast ratio. In October 2007, Samsung broke the 10-millimeter barrier by

introducing the 10-mm thick 40-inch LCD TV panel, followed in October 2008 by

56
the worlds first 7.9-mm panel. Samsung is leading the industry by developing

panels for 24-inch LCD monitors (3.5 mm) and 12.1-inch laptops

(1.64 mm). According to Samsung officials, the biggest factor in reducing the

panel thickness was the LED backlight. They are optimistic that their company

could cut TV width by 40 percent within two years from now.

Home electronics: TVs, DVD players, Blu-ray players, home cinema

systems, set-top boxes, projectors

TELEVISIONS

For years in a row, Samsung has taken the top spot in the world TV market, with

the launch of best-selling items. In 2009, it sold as many as 31 million flat-panel

TVs, maintaining the top position for four consecutive years in terms of world

market share. In early 2010, the company had set the years sales goal at 39 million

units (including 10-million LED TVs).

According to DisplaySearch, the U.S. market research and consulting firm,

Samsung is forecast to take a 27-percent share for the global TV market in the

second quarter of 2010 while LG Electronics accounts for 26.2 percent of the

market. The market researcher predicted that Samsungs leadership would continue

in 2014.

57
Samsung Electronics is creating a new market by introducing the Finger-Slim

LED TV. Launched in March 2009, the super-slim LED TV has thus far been sold

as many as 2.6 million units. In 2009 alone, it was sold more than 2 million units,

which brightens the future prospect.

Samsung has led the flat-panel TV market for the past five years with the 2006

introduction of its Bordeaux line, followed by the 2007 Bordeaux model, the

2008 Crystal Rose line, and the Finger-Slim in 2009. The company retained

the leading position by successfully selling more than 1 million 3D TVs as of

August 2010.

As rivals are jumping on the bandwagon, Samsung outstrips them by consistently

introducing new, better models. Today the company offers the full line of TVs, at

many price point.

58
This company is developing new LED TV models too. After expanding its TV

lineups, Samsung became the industry-first 10-million-seller challenge. One of the

new products to watch is the full HD 3D LED TV that was launched the first time

in March 2010. Combining LED features with 3D functionality, the new 3D TV is

expected to lead the market for years to come. Samsung showcased the new TV in

the International Consumer Electronics Show (CES 2010) held in Las Vegas early

this year.

In 2009, Samsung TVs were selected in major U.K. publications and retailers as

the best TV of the year. For example, Samsungs LED TV 7000 series was the

winner of the Gadget Awards 2009 by T3, U.K.s most prestigious electronics

magazine.

The T3 magazine in its news article on ten reasons why you should buy Samsung

LED TV listed as the reasons superior picture quality, slim design, energy

efficiency and connectivity.

3D experience

Samsung sold more than 1 million 3D TVs within six months of its launch. This is

the figure close to what many market researchers forecast for the years worldwide

3D TV sales (1.23 million units). It also debuted the 3D Home Theater (HT-

C6950W) that allows the user to enjoy 3D image and surround sound at the same

59
time. With the launch of 3D Home Theater, Samsung became the first company in

the industry to have the full line of 3D offerings, including 3D TV, 3D Blu-ray

play, 3D content, and 3D glasses.

The company is trying offer the 3D content streaming service on its 3D TVs. Just

like iTunes store, the Samsung 3D TV aims to allow the user to connect to its own

online store, Samsung Apps, and download applications on the users hard disk

drive.

Smart TVs and apps

Samsung has introduced the Internet TV in 2007 that enabled the audience to

receive information from the Internet while at the same time watching

conventional TV programming. Samsung is also developing a new Smart LED

TV from which consumers can download applications as well as view Internet

content. In 2008, the company launched the Power Infolink service, followed in

2009 by a whole new Internet@TV. In 2010, Samsung started marketing the 3D

TV while unveiling the upgraded Internet@TV, which offers free (or for-fee)

download of applications from its Samsung Apps store, in addition to existing

services such as news, weather, stock market, YouTube videos, and movies.

60
Samsung Apps will provide for-fee premium services starting the latter half of

2010, beginning in Korea and the United States, followed early next year by the

same services in Europe. The services will be custom-tailored for each regions

culture. Samsung plans to offer family-oriented applications such as health care

programs and digital picture frames as well as games.

61
SamyGO community created at 2009 for hacking Samsung B series TV firmwares,

and later supported A and C series TV's also, under GPLv2 license and deployed

new applications like a tool increasing subtitle size and changing its

color, enabling PVR functionality of TV, enabling internal video player on low

end models, supporting DTS codec on B Series TVs, work around for DLNA

problems by playing movies from SAMBA and NFS shares support etc. Also

placed web browser right into TV with mouse and keyboard support and many

more applications... Samsung started to release restricted firmware updates starting

from Feb 2010 for fixing security issues those used by SamyGO community and

disabled firmware downgrade option from TV menus, which believed to disable

62
the SamyGO project. But hackers find workarounds for those new restricted

firmwares.

Samsung expects that Samsung Apps would ultimately become a multi-device

application store attracting users of all kinds of electronic device such as mobile

phones, computers, and cameras. The company also reckons that its Smart TV will

be the future home entertainment hub.The UK consumers association (Which?)

writeup of the latest model in 2011 was highly complementary of the picture

quality.

63
 THEORETICAL BACKGROUND

Scope of market research in view of modern global business.

Research methods provide you with the knowledge and skills you need to

solve the problems and meet the challenges of a fast-paced decision-making

environment. Business research courses are a recognition that students in business,

not-for-profit, and public organizations in all functional areas need training in

the scientific method and its application to decision making. Two factors stimulate

an interest in more scientific decision making: (1) the managers increased need for

more and better information and (2) the availability of improved techniques and

tools to meet this need.

During the last two decades, we have witnessed dramatic changes in the business

environment. Emerging from a historically economic role, the business

organization has evolved in response to the social and political mandates of

national public policy, explosive technology growth, and continuing innovations in

global communications. These changes have created new knowledge needs for the

manager. Other knowledge demands have arisen from problems with mergers,

trade policies, protected markets, technology transfers, and macroeconomic

savings investment issues.

64
The trend toward complexity has increased the risks associated with business

decisions, making it more important to have a sound information base. Increased

complexity means there are more variables to consider. The competition is more

vigorous, with many business downsizing to make competitive gains. Workers,

shareholders, customers, and the public are better informed and more sensitive to

their self-interest. Government continues to show concern with all aspects of

society. Each of these factors demands that managers have more and better

information upon which to base decisions.

To do well in such an environment, you will need to be equipped with an

understanding of scientific methods and a means of incorporating them into

decision making. You will need to know how to identify good research and how to

conduct it. This book addresses these needs.

As the complexity of the business environment has increased, there has been a

commensurate, increase in the number and power of the tools to conduct research.

There is vastly more knowledge in all fields of management. We have begun to

build better theories. The computer has given us a quantum leap in the ability to

deal with problems. New techniques of quantitative analysis take advantage of this

power. Communication and measurement techniques have also been enhanced.

These trends reinforce each other and are having a massive impact on business

management.
65
sources of collection of primary and secondary data for market research.

ta sources may be classified as either internal (organizational) or external sources

of information.

Internal Sources

Internal sources of organizational data are so varied that it is difficult to provide

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 methods 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 information. Systematic

searches should be made through exploratory interviews with everyone who

handles the information. Often company librarians, MIS. PR/communications, or

departmental secretaries can help in pinpointing critical data sources. Internal data

sources may be the only source of information for many studies.

66
External Sources

External sources are created outside the organization and are more varied

than internal sources. There are also better defined methods for finding them.

This discussion is 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. Access may be through online search or CD-ROM. Online databases are

often specialized and focus on information about a particular field.

Major source of published information consists of diverse materials from special

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, speeches by prominent executives, sales

literature, product specifications, and many others. There are miscellaneous

information sources consisting of the productions of various trade, professional and

other associations. These organizations often publish statistical compilation,

research report, and proceeding of meeting.

67
 RESEARCH METHODOLOGY

This report deals with the understanding of Indian consumers satisfaction towards

Samsung TV. We did a survey of 50 customers in Bareilly and based on their

response carried out our analysis.

We asked the respondents about their age, gender and occupation. After getting

their basic information we asked the respondents to rank a few brands of TV. The

brands included the following: LG, Sony,Videocon and Others (which represent

any other local or regional brand which the respondent might prefer).

First of all we collected primary data for defining our objective for marketing

research project in specified TV category from different sources e.g. Articles, news

paper, magazines and books form library.

For Sampling Techniques We have taken combination of two techniques

Probability Sampling Techniques i.e. Simple Random Sampling and Non-

Probability Sampling Techniques i.e. Convenience Sampling. It involves

picking any available set of respondent convenient for representativeness and

accuracy in data and our sample size was 50.

We made questionnaire for the respondents. Based on their choices about how they

make their preferences for specific brands in the TV segment, the project tries to

68
comprehend the types of customers who reside in India when making such

decisions and which parameters they pay more attention to when making their final

decision.

69
RESEARCH LIMITATIONS

Since we have taken Convenience Sampling, the analysis may not represent a

true picture of the target population.

Language Barrier especially with the respondents

Most of the respondents were not aware of marketing jargons such as Brand,

Promotion etc.so we need to explain them or some had pre-conceived notions for

the same.

Casuality of the respondent while filling the form is ruled out.

70
 DATA ANALYSIS AND INTERPRETATION

1. Which brand of TV do you have?

Response

LG 11

SAMSUNG 31

SONY 7

OTHERS 1

Response

35
30
25
20
Response
15
10
5
0
LG SAMSUNG SONY OTHERS

Interpretation: As per table and graph there are 11 respondents have LG TV, 31

Respondents Have Samsung TV , 7 respondents have Sony and 1 Respondent have

other brand.

71
 2. When did you purchase it?

Response

An year ago 8

3year ago 4

4years ago 3

More than 5

year 16

Response

16
14
12
10
8 Response
6
4
2
0
An year ago year ago % years ago More than 5
year

Interpretation: As per table and graph there are 8 respondents purchase tv 1 year

ago , 4 respondents says 3 year ago , 3 respondents says they purchase tv 4 year

ago and 16 respondents purchase tv 5 or more years ago .

72
 3. Why did you choose to Samsung over other brands ?

Response

Trustful brand 9

Affordable 11

Recommended by friends/relatives 11

Any other 0

Response
Trustful brand Affordable
Recommended by friends/relatives Any other

0%

35% 29%

36%

Interpretation: As per table and graph there are 9 respondents says samsung is

trustful brand , 11 respondents says samsung is affordable , 11 respondents says

they recommended by friends or relatives .

73
 4. How do you come to know about Samsung Television?

Response

Through newspaper

advertisement 9

Through television 18

Through magazine 4

Through internet 0

Response

20
15
10
5
0 Response

Interpretation: As per table and graph there are 9 respondents come to know abot

samsung television through newspaper advertisement , 18 respondents come

thorough television and 4 respondents come to know about samsung television

through magazine.

74
 5. Rate your satisfactory level with the picture quality of samsung

Television?

Response

Highly satisfactory 3

Satisfactory 21

Average 7

Dissatisfactory 0

Response
Highly satisfactory Satisfactory Average Dissatisfactory

0%

22% 10%

68%

Interpretation: As per table and graph there are 68 % respondents are satisfied

with the picture quality of Samsung , 22 % respondents says average and 10%

respondents are highly satisfied with the picture quality of Samsung television.

75
 6. Have you ever faced problem related to Samsung television?

Response

Yes 10

No 21

Response
Yes No

32%

68%

Interpretation: As per table and graph there are 68% respondents never faced any

problem related to Samsung television and 32% respondents faced problem many

times .

76
 7. Rate the satisfaction level with the after sales support of Samsung

television?

Response

Highly

satisfactory 3

Satisfactory 19

Average 8

Dissatisfactory 1

Response

20
15
10
5
0 Response

Interpretation: As per table and graph there are 3 respondents are highly satisfied

with after sales support of Samsung television , 19 respondents are satisfied ,8

respondents are feel average with after sale support and 1 respondent was

dissatisfied with after sale support of Samsung television.

77
 8. Do you prefer buying Samsung television on special occasions?

Response

Yes 20

No 11

Response
Yes No

35%

65%

Interpretation: As per table and graph there are 65% respondents buying

Samsung television on special occasions and 35% respondents never mind

occasion.

78
 9. Rate your overall satisfaction level with Samsung television?

Response

Highly satisfactory 4

Satisfactory 16

Average 10

Dissatisfactory 1

Response

16
14
12
10
8 Response
6
4
2
0
Highly Satisfactory Average Dissatisfactory
satisfactory

Interpretation: As per table and graph there are 4 respondents are highly satisfied

with overall services of samsung , 16 respondents are satisfied ,10 respondents are

feel average and 1 respondent was dissatisfied with Samsung television.

79
10. Would you recommended samsung television to other people?

Resonse

Yes 27

No 4

Resonse
Yes No

13%

87%

Interpretation: As per table and graph there are 87% respondents wants to

recommend Samsung tv to their friends or relatives and 13% respondents doesnt

want recommend Samsung tv to anyone.

80
 FINDINGS

1. Found that there are 11 respondents have LG TV, 31 Respondents Have

Samsung TV , 7 respondents have Sony and 1 Respondent have other brand.

2. Found that there are 8 respondents purchase tv 1 year ago , 4 respondents

says 3 year ago , 3 respondents says they purchase tv 4 year ago and 16

respondents purchase tv 5 or more years ago .

3. Found that there are 9 respondents says samsung is trustful brand , 11

respondents says samsung is affordable , 11 respondents says they

recommended by friends or relatives .

4. Found that there are 9 respondents come to know abot samsung television

through newspaper advertisement , 18 respondents come thorough television

and 4 respondents come to know about samsung television through

magazine.

5. Found that there are 68 % respondents are satisfied with the picture quality

of Samsung , 22 % respondents says average and 10% respondents are

highly satisfied with the picture quality of Samsung television.

6. Found that there are 68% respondents never faced any problem related to

Samsung television and 32% respondents faced problem many times .

7. Found that there are 3 respondents are highly satisfied with after sales

support of Samsung television , 19 respondents are satisfied ,8 respondents

81
 are feel average with after sale support and 1 respondent was dissatisfied

with after sale support of Samsung television.

8. Found that there are 65% respondents buying Samsung television on special

occasions and 35% respondents never mind occasion.

9. Found that there are 4 respondents are highly satisfied with overall services

of samsung , 16 respondents are satisfied ,10 respondents are feel average

and 1 respondent was dissatisfied with Samsung television.

10.Found that there are 87% respondents wants to recommend Samsung tv to

their friends or relatives and 13% respondents doesnt want recommend

Samsung tv to anyone.

82
 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 LCD TV.

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 Kolkata 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 rural counters are not getting the current price list of the product as sales

persons are visiting less in these counters company should focus on that matter

seriously.

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.

83
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 and LG, it is necessary

to take major steps to overcome the area of downfall in SAMSUNG with respect to

LG.

84
 CONCLUSION

This study highlighted that Kolkata market is still a virgin market for SAMSUNG

LCD TVs. 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.

85
 QUESSTIONNAIRE

Q1) Which brand of TV do you have?

a)LG

b) SAMSUNG

c) SONY

d) OTHERS

Q2) When did you purchase it?

a) An year ago

b) year ago

c)% years ago

d)More than 5 year

Q3) why did you choose to Samsung over other brands ?

a)Trustful brand

b)Affordable

c)Recommended by friends/relatives

86
d)Any other

Q4)How do you come to know about Samsung Television?

a)Through newspaper advertisement

b)Through television

c)Through magazine

d) Through internet

Q5)Rate your satisfactory level with the picture quality of samsung Television?

a) Highly satisfactory

b) Satisfactory

c) Average

d) Dissatisfactory

Q6) Have you ever faced problem related to Samsung television?

a) Yes

b) No

Q7)Rate the satisfaction level with the after sales support of Samsung television?

a)highly satisfactory

87
b) satisfactory

c) average

d)Dissatisfactory

Q8) do you prefer buying Samsung television on special occasions?

a) Yes

b) No

Q9)Rate your overall satisfaction level with Samsung television?

a) Highly satisfactory

b) Satisfactory

c) Average

d) Dissatisfactory

Q10)would you recommended samsung television to other people?

a)Yes

b) No

88
 BIBLIOGRAPHY

BOOKS AND JOURNALS REFERRED:

SAMSUNG Electronics annual report, 2013

Current state of Indian Economy (FICCI), October 2012

Indian journal of marketing, June 2012

Marketing Management, 12th Edition

By: Philip Kotler and Kevin Lane Keller

WEBSITES:

http://www.google.com

http://www.ibef.org

http://www.displaysearch.com

http:// www.dnb.com

http://www.samsung.com.

http:// www.cygnusindia.com

89