Summer Internship Report

ON
““CONSUMER SATISFACTION OF SAMSUNG
VS
OTHER BRANDS”

SUBMITTED IN PARTIAL FULFILMENT OF REQUIREMENTS

FOR THE AWARD OF

Master of Business Administration

Submitted by
MALAY PRATAP SINGH
MBA III Sem
Enrollment No. 2008 PMK-054

Submitted to
DR. SAURABH KUMAR

Institute of Business Management

Mangalayatan University, Beswan, Aligarh
2008-2010

1
 Declaration
I,(Malay pratap singh), S/O (Mr. shilendra
kumar singh) is a bonafied student of M.B.A. at
Mangalayatan University. My enrollment
number is 2008pmk054. I hereby declare that
present summer internship report titled
CONSUMER SATISFACTION OF SAMSUNG
VS OTHER BRANDS is my original work. I
conducted this study at ALIGARH during20 july
2009to 31 Aug.2009. This report has not been
submitted
earlier either with Mangalayatan University and
any other educational organization as an
essential requirement for the award of any
Diploma/ Degree

Signature
Date-

2
 (Name
of Student)

3
 Certificate

It is to certify that Mr. malay pratap singh Enrollment number

2008pmk054 S/O Mr. shilendra kumar singh is a bonafied student
of M.B.A. at Mangalayatan University. To the best of our
Knowledge summer internship report titled CONSUMER
SATISFACTION OF SAMSUNG VS OTHER BRANDS
submitted by him/her is his/her original contribution. The study
was conducted at ALIGARHduring20 JUL.2009to31AUG.2009.

Dean, IBM Project

Guide,
Dr. Saurabh Kumar

Date-: Date-:

4
 Acknowledgment

I am grateful to the Personal Samsung Eectronic, they that have given to

me such a great opportunity to be a part of there family. I am extremely

grateful to all those respected members who one or the other way

supported me wherever. I was in need of there help, they always there, to

help me at every stage, all staff members encouraged me & supported me

in completing this Project Completed, I would be able to prepare the project

report.

Although I have received lots of help from various department but I would

like to give special thanks to few those who made it really possible to work

in the plant, my thanks goes to Dr. K.V.S.M. Krishna (Dean), due to his

untiring effort, unfailing courtesy, encouragement and co-operation, I am

able to bring out this project on them.This project would have been night

mare if my respective Institute of Business Management " Manglayatan

University, Aligarh " would not have given me six weeks time to face the

5
Corporate Environment, so that I am add some thing to my knowledge and

gain some experience.

(Devanshu kumar Sharma)

6
TABLE OF CONTENT

 PREFACE
 ACKNOWLEDGEMENT
 Introduction
 History of Company
 Product Profile
 Comparison between Samsung and other
companies products
 Objective of the Study
 Research Methodology
 Data Interpretation and Finding
 Recommendations
 Limitations
 Conclusion
 Bibliography
 Annexure
 Questionnaire
 CERTIFICATE

7
 Preface
The Indian electronic industry is currently experiencing an unprecedented boom

in demand for all types of electronic products.

Due to increase in disposable incomes and standards of living of middle class Indian

families estimated to be as many as four million in number; and the Indian government's

liberalization measures such as relaxation of the foreign exchange and equity regulations,

reduction of tariffs on imports, and banking liberalization that predict that as the market

grows customer's purchasing abilities rise, there will be greater demand for higher-end

products, which currently constitute only a tiny fraction of the market. These trends have

encouraged many multi-national electronics goods producer from Japan, U.S.A., Korea

and China to enter the Indian market mainly through joint ventures with Indian firms. My

dissertation presents an introduction to the key players in the Indian electronics industry

and the penetration level of Samsung products with respect to other national and

multinational brands present in the Indian Electronic Industry

Although the rapid growth of Samsung Electronics during the 1970s and early

1980s is impressive, it did not surprise observers who were

familiar with the Samsung Group, which was founded in 1938 by Byung-Chull

Lee, a celebrated Korean entrepreneur. Lee started a small trading company with a $2,000

nest egg and forty employees. He called it Samsung, which means "three stars" in Korean.

8
The company enjoyed moderate growth before the Communist invasion in 1950 forced

Lee to abandon his operations in Seoul. Looting soldiers and politicians on both sides of

the conflict diminished his inventories to almost nothing. With savings contributed by one

of his managers, Lee started over in 1951 and within one year had grown his company's

assets

9
INTRODUCTI
ON

10
 Introduction

Samsung Electronics was created in 1969 as a division of the mammoth Korean chaebol

Samsung Group. The unit was established as a means of getting Samsung into the

burgeoning television and consumer electronics industry. The division's first product was

a small and simple black-and-white television that it began selling in the early 1970s.

From that product, Samsung Electronics gradually developed a diverse line of consumer

electronics that it first sold domestically, and later began exporting. The company also

began branching out into color televisions, and later into a variety of consumer electronics

and appliances. By the 1980s Samsung was manufacturing, shipping, and selling a wide

range of appliances and electronic products throughout the world.

Between 1977 and 1987 Samsung Group's annual revenues surged from $1.3

billion to $24 billion (or about 20 percent of South Korea's entire gross domestic product).

Much of that growth was attributable to Samsung Electronics. Byung-Chull Lee died in

1987 and was succeeded by his son, Kun-Hee Lee. Kun-Hee Lee recognized the

importance of the electronics division and moved quickly to make it the centerpiece of the

Samsung Group. To that end, he consolidated many of the Group's divisions and

eliminated some operations. He also introduced various initiatives designed to improve

employee motivation and product quality. Kun-Hee Lee was credited with stepping up

Samsung Electronics's partnering efforts with foreign companies as part of his goal to put

Samsung at the forefront of semiconductor technology.

11
 Mission and Vision
Samsung mission: a reflection of continuity and change Samsung mission expression
has been crafted to envelope both extant and emerging realities:

“To delight and deliver beyond expectation through ingenious strategy, intrepid

entrepreneurship, improved technology, innovative products, insightful marketing and

inspired thinking about the future.”

A breakdown of the statement above reveals a ‘means and end’ approach, where the end

is articulated at the beginning with the means linked to it.

“To delight and deliver beyond expectation…”: the end

This segment not only underlines the importance of the ultimate goal - customer

satisfaction (‘delight’) and ultimate target - the customer, but also of intermediate

processes and principals, Samsung value chain (‘deliver’). As a result of its focus on

developing loyal customers and reliable associates, Videocon is able to exceed

expectations.

“…through ingenious strategy…”: the means

In the cutthroat world of today, it is only by taking recourse to advance planning and

strategy that a business can hope to survive. Although

12
textbook strategy has its uses, reproducing it in verbatim for the real world would be

foolish because of the absence of textbook conditions. Thus, there is a need for a bounded

rationality, a spontaneity and improvisation that is flexible enough for scenarios both

imaginable and unimaginable. Samsung ingenious maneuvers are actually flexi-strategy

that abstracts from shifting ground conditions and decides game-plans, or sometimes

changes the rules of the game.

“…intrepid entrepreneurship…”: the means

An enterprise with the odds stacked against it makes great business sense. This is because

higher the obstacles lower the number of players likely to be active in that field - thus,

fetching extraordinary returns. The only requirement is a bold and confident attitude

willing to brave the odds. Samsung foray into oil and gas is a bold and intrepid endeavor

that arises from immense faith on the surefooted competence of the company’s in-house

managerial talent.

13
“…improved technology…”: the means

Technology is no more a premium input; it has become the bare minimum in recent

years. Rapid advances have only fuelled this phenomenon. Samsung is extremely vigilant

in shunting out dated technology and replacing it with the best-in-class offers of the

times.

“…innovative products…”: the means

Product development, innovation and customisation are the tools Samsung uses to stay

ahead of the competition. This is because a continuous stream of innovative products

excites the market and enhances brand recall. A strategy that Videocon banks on a lot,

especially on the domestic front.

“…insightful marketing…”: the means

The market share battle scene has long shifted from technology and processes to the

psyche of the customer. This means that those with deeper insights into the elusive mind

of the buyer are likely to dominate. Samsung is reinforcing marketing strengths to read

better the pulse of the market and help create products that map perfectly into customer

preferences.

14
“…inspired thinking about the future.”: the means

The future is unpredictable, but not doing anything about it is fraught with grave risk.

Samsung extrapolates future trends on the basis of current changes in technology and

preferences as well as sheer gut feel. Fine-tuned business instincts are worth their weight

in gold, lots of it. The company has perfected its practice almost into an art form with

some calculated gambles like oil and gas proving to be absolute money-spinners.

15
 Products Concerned
Four major products have been taken under study are, television, refrigerators, air

conditioners and washing machine. Some of these goods fall under the white goods

category others fall under the brown goods category.

• Brown goods are typically household electrical entertainment appliances

such as:

 CD and DVD players

 Televisions

 HiFi and home cinema

• White goods comprise major household appliances and may include:

 air conditioner

 dishwasher

 clothes dryer

 freezer and refrigerator

 washing machine

Some types of brown goods were traditionally finished with or looked like wood or

Bakelite. This is now rather rare, but the name has stuck, even for goods that are unlikely

ever to have been provided in a wooden case (e.g. camcorders). White goods were

typically painted or enameled white, and many of them still are. The addition of new

items to these categories shows that the categories still serve a purpose in marketing.

16
 Present status of

electronic Industry

About Consumer Electronics Association

The Consumer Electronics Association (CEA) is the preeminent trade association

promoting growth in the consumer technology industry through technology policy,

events, research, promotion and the fostering of business and strategic relationships. CEA

represents more than 2,100 corporate members involved in the design, development,

manufacturing, distribution and integration of audio, video, mobile electronics, wireless

and landline communications, information technology, digital imaging, home

networking, multimedia and accessory products, as well as related services that are sold

through consumer channels. Combined, CEA's members account for more than $125

billion in annual sales. According to market researchers Suppli Corp. with the arrival of

new generations of core products this is believed that this year is shaping up to be a key

transition year for the consumer-electronics industry. After three consecutive years of

double-digit percentage growth, consumer electronics equipment factory revenue and unit

shipments are expected to expand by 6.7 percent and 8.7 percent respectively this year

with

17
annual growth rates on a general downward trend until at least 2010, the firm also

says.Suppli expects consumer electronics system factory revenues to reach $311.6 billion

this year, up from $292 billion last year,

At the same time, some segments will continue to stand out with well-above-average

performance such as MP3 players, digital TVs and DVD equipment.

"The segments most resistant to the slowdown are those most associated with 'multiple

ownership,' i.e. products that consumers own more than one of

Consumers are more likely to buy a second television or DVD player for the bedroom or

perhaps a second MP3 player for the gym bag.

First is the growth of DVD recorders, which will overtake DVD players in terms

of unit shipments by 2009. The second is the launch of next-generation DVD equipment

that utilizes High-Definition (HD) video.

These new products have been the focus of a protracted and particularly bitter

struggle between rival standards: Blu-ray, led by Sony Corp., and HD-DVD, led by

Toshiba Corp. Some observers believe this dispute is causing a delay in the growth of

next-generation DVD that will not be resolved until a single standard wins, the firm says.

DVD equipment is not the only product segment change in 2006. Sony in November will

launch its long-awaited PlayStation 3 to compete against

Microsoft Corp. and Ninteno with their Xbox 360 and Revolution platforms for

dominance in the market for next-generation video-game consoles. Competition

undoubtedly will not be limited to the DVD and video-game console markets. As

18
shipment growth decelerates and revenues flatten in various product areas, competition is

sure to intensify.

19
Consumer Electronics growth

The Consumer Electronics Association forecasts total CE factory-to-dealer sales to reach

$140 billion in 2006, an eight percent growth over 2005, by CEA in its semi-annual U.S.

Consumer Electronics Sales and Forecasts Report. According to CEA Market Research,

final year-end totals reached $128 billion in 2005, making 1 1 percent growth over 2004.

"The mid-year numbers show continued robust growth in the CE industry, category to

category," said CEA President and CEO Gary Shapiro. In this digital age, consumers are

using technologies as they make new or upgrade purchases for the home, the car, the

office or anywhere.

20
Digital television

Display technologies continue to be the front runner in the CE industry with revenues

reaching $19 billion in 2005 and were expected to exceed $22 billion in 2006.

"Replacement and upgrade purchases continue to drive the display market while prices

continue to fall," said CEA Director of Industry Analysis Sean Wargo. shipment volumes

of digital display are expected to rise as analog sets are becoming obsolete day by day.

move to digital displays as days are increasingly numbered."

Mobile video and navigation

Fueled by rising shipments of portable navigation products, 2006 revenues in the mobile

video and navigation category top $2.3 billion - 21 percent higher than the previous

forecast in the January edition of the Sales and Forecasts Report. Navigation products

were responsible for over half of that total growth.Sector wise impact on consumer

durables

21
ICRA analysed the sector-wise impact

Demand for consumer durables is positively related to disposable income with

consumers, which in turn may be impacted by changes in personal income tax rates. India

has signed a Free Trade Agreement (FTA) with Thailand. Some of the consumer durables

have been included in the Agreement. These include Colour TV (CTV), Colour Picture

Tubes (CPTs), airconditioners (ACs), and refrigerators. With effect from September 1,

2004, customs duty on these products, on imports from Thailand has become 12.5%. As a

result of the entry of multinationals since the 1990s, the Indian consumer durables

industry has become highly competitive.

Initiatives

Peak rate of customs duty reduced from 15% to 12.5%. Levy of special additional duty of

customs (ADC) of 4%. Reduction in customs duty on copper (used in ACs) from 10% to

7.5%. Customs duty on MP3 players and MPEG4 players reduced from 15% to 5%.

Changes in the Fringe Benefit Tax (FBT) structure notably reduction in valuation of

benefits in

the form of tour and travel, hospitality, and use of hotel boarding and lodging facilities.

22
Impact
The marginal increase in effective customs duty (after ADC) on raw materials is unlikely

to be material because of the relatively low import content in most products. In the largest

sub-segment of the consumer durables market-CTVs-the marginal increase in customs

duty on CPTs is likely to result in marginal price increases by domestic CPT

manufacturers. The decline in customs duty on copper is expected to provide some relief

to AC manufacturers who have been impacted by the sharp rise in the price of copper.

Consumer durables Change in India's income demographics to propel demand

The Market size of the consumer durables industry is expected to touch Rs 158.9 billion

in 2005-2006, o robust of 12.4% over 2004-2005.

Rising disposable income and declining prices of durables have resulted in increase in

volumes. An increase hi disposable income has resulted due to increase in the number of

both double income and nuclear families.

Consumer durables are expected to grow at 10%-15% hi both 2006-2007 and 2007-2008.

Driven by the growth in CTVs and air conditioners. Value growth of durables is expected

to be higher than historical levels as price declines for most of the products are not

expected to be very significant . Though price declines will continue, it will cease to be

23
the primary demand driver; instead the continuing strength of income demographics will

support volume growth

24
 Introduction to Customer Satisfaction
Managing customers and satisfying them has become one of the most important

dimensions of enterprise strategy in this age of fiercely competitive environment.

The present era will go down in the business history as the era of focused

attention to customer expectation and to profitability through higher customer

satisfaction.

Satisfying and retaining the customer is the new mantra, through which the

companies are learning to earn loyalty of their customer. According to Kotler there

are two ways to strengthen customer retention. First is to erect high switching

barriers, and second is to deliver high customer satisfaction.

Customer satisfaction, commonly abbreviated CS, is a business term which is used

to capture the idea of measuring how satisfied an enterprise's customers are with the

organization's efforts in a marketplace. It is seen as a key business performance

indicator and is part of the four perspectives of a Balanced Scorecard.

Every organization has customers of some kind. The organization provides products

(goods and/or services) of some kind to its customers through the mechanism of a

marketplace. The products the organization provides are subject to competition

whether by

similar products or by substitution products. It has therefore become essential for

the organizations to understood the customer requirement and deliver them high

25
quality services. A lack of such an approach, thus, leads to their dissatisfaction.

According to Kotler (2001),"It is not enough to be skillful in attracting new

customers; the organization must keep them".

Customer satisfaction is an ambiguous and abstract concept and the actual

manifestation of the state of satisfaction will vary from person to person and

product/service to product/service. The state of satisfaction depends on a number of

both psychological and physical variables which correlate with satisfaction

behaviors such as return and recommend rate.

The level of satisfaction can also vary depending on other options the

customer may have and other products against which the customer can compare the

organization's products.

Work done by Berry, Brodeur between 1990 and 1998 defined ten 'Quality

Values' which influence satisfaction behavior, further expanded by Berry in 2002

and known as the ten domains of satisfaction. These ten domains of satisfaction

include: Quality, Value, Timeliness, Efficiency, Ease of Access, Environment, Inter-

departmental Teamwork, Front line Service Behaviors, Commitment

to the Customer and Innovation. These factors are emphasized for continuous

improvement and organizational change measurement and are most often utilized to

develop the architecture for satisfaction measurement as an integrated model.

The usual measures of customer satisfaction involve a survey instrument with

a set of statements using a Likert Technique or scale. The customer is asked to

26
evaluate each statement and in term of their perception and expectation of the

performance of the organization being measured.

This study aims to explore the current satisfaction level of Samsung product

27
COMPANY
HISTORY

COMPANY HISTORY

28
Samsung Electronics Co., Ltd., is the chief subsidiary of South Korea's giant Samsung

Group and one of the largest electronics producers in Asia. Products built by Samsung

Electronics include televisions and many other kinds of home appliances,

'telecommunications equipment, and computers. Its most important product is

semiconductors. Savvy management and heavy investment in research and development

in the late 1980s and early 1990s were turning the company into a leading contender in

the global electronics industry.

Samsung Electronics was created in 1969 as a division of the mammoth Korean

chaebol Samsung Group. The unit was established as a means of getting Samsung into the

burgeoning television and consumer electronics industry. The division's first product was

a small and simple black-and-white television that it began selling in the early 1970s.

From that product, Samsung Electronics gradually developed a diverse line of

consumer electronics that it first sold domestically, and later began exporting. The

company also began branching out into color televisions, and later into a variety of

consumer electronics and appliances. By the 1980s Samsung was manufacturing,

shipping, and selling a wide range of appliances and electronic products throughout the

world.

Although the rapid growth of Samsung Electronics during the 1970s and early 1980s is

impressive, it did not surprise observers who were familiar with the Samsung Group,

which was founded in 1938 by Byung-Chull Lee, a celebrated Korean entrepreneur. Lee

started a small trading company with a $2,000 nest egg and forty employees. He called it

Samsung, which means "three stars" in Korean. The company enjoyed moderate growth

29
before the Communist invasion in 1950 forced Lee to abandon his operations in Seoul.

Looting soldiers and politicians on both sides of the conflict diminished his inventories to

almost nothing. With savings contributed by one of his managers, Lee started over in 1951

and within one year had grown his company's assets

Lee established a sugar refinery in 1953, a move that was criticized at the time

because sugar could be easily obtained through

American aid. But for Lee the act was important because it was the first manufacturing

facility built in South Korea after the Korean War. From sugar, wool, and other

commodity businesses, Lee moved into heavier manufacturing. The company prospered

under Lee's philosophy of making Samsung the leader in each industry he entered.

From manufacturing, Samsung moved into various service businesses during the

1960s, including insurance, broadcasting, securities, and even a department store. Lee

experienced several major setbacks during the period. For example, in the late 1960s;

shortly before Samsung Electronics was created, Lee was charged with an illegal sale of

about $50,000 worth of goods. The charges turned out to be the fabrication of a

disgruntled government official to whom Lee had refused to pay a bribe. Nevertheless,

one of Lee's sons was arrested and Lee was forced to donate a fertilizer plant to the

government to win his release. Despite that and other problems, Samsung continued to

flourish. Indeed, by the end of the 1960s the conglomerate was generating more than

US$100 million in annual revenues.

Shortly after Lee's son was arrested, Lee decided to break into the mass

communication industry by launching a radio and television station, as well as by

manufacturing televisions and electronic components through the Samsung Electronics

30
division. The industry was dominated at the time by several U.S. and European

manufacturers, and some Japanese companies were beginning to enter the industry.

Nevertheless, Lee was confident that Samsung could stake its claim on the local market

and eventually become a global contender. During the early 1970s the company invested

heavily, borrowed and coaxed technology from foreign competitors, and drew on its

business and political connections to begin carving out a niche in the consumer electronics

industry. In addition to televisions, Samsung branched out into other consumer electronics

products and appliances.

Samsung Electronics's gains during the 1970s were achieved with the assistance of

the national government. During the 1950s and 1960s Samsung and other Korean

conglomerates struggled as the Rhee Sungman administration increasingly resorted to

favoritism and corruption to maintain power. Student revolts in the 1960s finally forced

Rhee into exile. The ruling party that emerged from the ensuing political fray was headed

by military leader Park Chung-Hee. His regime during the 1960s and 1970s was

characterized by increasing centralization of power, both political and industrial, as his

government was obsessed with economic growth and development. So, while Park was

widely criticized for his authoritarian style, his government is credited with laying the

foundation for South Korea's economic renaissance.

In order to rapidly develop the economy, Park identified key industries and large,

profitable companies within them. The government worked with the companies, providing

protection from competition and financial assistance as part of a series of five-year

national economic growth plans. By concentrating power in the hands of a few giant

companies (the chaebols), Park reasoned, roadblocks would be minimized and efficiencies

31
would result. Between 1960 and 1980 South Korea's annual exports surged from $33

million to more than $17 billion.

Samsung Electronics and the entire Samsung chaebol were beneficiaries of Rhee's

policies. Several countries, including Japan, were barred from selling consumer

electronics in South Korea, eliminating significant competition for Samsung. Furthermore,

although Samsung Electronics was free to invest in overseas companies, foreign investors

were forbidden to buy into Samsung. 'As a result, Samsung was able to quickly develop a

thriving television and electronics division that controlled niches of the domestic market

and even had an edge in some export arenas.

During the 1970s and 1980s Samsung Group created a number of electronics-

related divisions, several of which were later grouped into a single entity known as

Samsung Electronics Co. Ltd. Samsung Electron Devices Co. manufactured picture tubes,

display monitors, and related parts. Samsung Electro-Mechanics Co. made VHP and UHF

tuners, condensers, speakers, and other gear. Samsung Corning Co. produced television

glass bulbs, computer displays, and other components. Finally, Samsung Semiconductor

& Telecommunications Co. represented Samsung in the high-tech microchip industry.

Rapid growth in those industries, combined with savvy management, allowed the

combined Samsung Electronics Co., Ltd., to become Samsung Group's chief subsidiary by

the end of the 1980s.

Samsung's entry into the semiconductor business was pivotal for the company. Lee

had determined in the mid-1970s that high-tech electronics was the growth industry of the

future, and that Samsung was to be a major player. To that end, he formed Samsung

Semiconductor and Telecommunications Co. in 1978. To make up for a lack of

32
technological expertise in South Korea, the South Korean government effectively required

foreign telecommunications equipment manufacturers to hand over advanced

semiconductor technology in return for access to the Korean market. This proved crucial

for Samsung, which obtained proprietary technology from Micron of the United States and

Sharp of Japan in 1983. Utilizing its newly acquired knowledge, Samsung became the first

Korean manufacturer of low-cost, relatively low-tech, 64-kilobit dynamic random access

memory (DRAM) chips.

Shortly after introducing its 64K chip, Samsung teamed up with some Korean

competitors in a research project that was coordinated by the government Electronics and

Telecommunications Research Institute. The result was a 1-megabit DRAM (and later a 4-

megabit DRAM) chip. During the mid- and late 1980s, Samsung parlayed knowledge

from the venture to become a significant supplier of low-cost, commodity-life DRAM

chips to computer and electronics manufacturers throughout the world. Meanwhile, its

other electronics operations continued to grow, both domestically and abroad. Samsung

opened a television assembly plant in Portugal in 1982 to supply the European market

with 300,000 units annually. In 1984 it built a $25 million.

Between 1977 and 1987 Samsung Group's annual revenues surged from $1.3

billion to $24 billion (or about 20 percent of South Korea's entire gross domestic product).

Much of that growth was attributable to Samsung Electronics. Byung-Chull Lee died in

1987 and was succeeded by his son, Kun-Hee Lee. Kun-Hee Lee recognized the

importance of the electronics division and moved quickly to make it the centerpiece of the

Samsung Group. To that end, he consolidated many of the Group's divisions and

eliminated some operations. He also introduced various initiatives designed to improve

33
employee motivation and product quality. Kun-Hee Lee was credited with stepping up

Samsung Electronics's partnering efforts with foreign companies as part of his goal to put

Samsung at the forefront of semiconductor technology.

Sales at Samsung Group grew more than 2.5 times between 1987 and 1992. More

importantly, Samsung drew from potential profit gains to more than double research and

development investments as part of Kun-Hee Lee's aggressive bid to make Samsung a

technological leader in the electronics, semiconductor, and communications industries.

Besides partnering with U.S. and Japanese electronics companies, Samsung Electronics

acquired firms that possessed important technology, including Harris Microwave

Semiconductors and Integrated Telecom Technologies. In 1993 Kun-Hee Lee sold off ten

of. Samsung Group's subsidiaries, downsized the company, and merged other operations

to concentrate on three industries: electronics, engineering, and chemicals.

Under the leadership of chief executive Kim Kwang-Ho, Samsung Electronics

took the microchip world by storm when it introduced its 4-megabit DRAM chip in 1994.

Sales of that chip helped to push Samsung's sales from US$10.77 billion in 1993 to

US$14.94 billion in 1994. Profits, moreover, spiraled from US$173,000 to nearly US$1.3

billion. In addition, Samsung had staged a bold grab for domestic market share in 1995 by

slashing prices for consumer electronics and home appliances by as much as 16 percent,

and had wowed industry insiders when it unveiled an advanced thin-film-transistor display

screen-used for laptop computers--at a world trade show in Japan.

Samsung Electronics's rapid rise and technical achievements put the company in

the spotlight in the semiconductor industry. Its 4-megabit chip, in fact, had made it the

leading global producer of DRAM chips by early 1995. Furthermore, Samsung

34
Electronics was increasing its investment in development still further, as evidenced by a

$2.5 billion outlay to develop a 64-megabit DRAM chip by 1998. In mid-1995, Samsung

Electronics was hoping to generated profits of $2.3 billion on sales of $19.3 billion--a

.revenue gain of nearly 30 percent over 1994. In addition to its DRAM chip pursuits, the

company was working to establish a major presence in multimedia products, flat screens,

and telecommunications gear.

35
PRODUCT
PROFILE
36
 Samsung Air Conditioner

This 1.5-ton Air Conditioner with a Rotary compressor has an energy efficiency

ratio (EER) of 9.7 and has 3 fan speeds available. It has Digital temperature control with

auto restart and an anti corrosion body. It comes with LCD remote control and has timer.

It comes with X grill and has Auto shutter grill wherein a four way movement of blades

provides fresh air to every corner and the vents shut down automatically when the air

conditioner is not in use preventing exposure to dust and dirt.

Windows AC

\
Split AC

37
 Samsung Refrigerator

This 230 litres, 2 door refrigerator with a 55 litres freezer capacity, has a frost free defrost

system and a clean back. It has 12 shelves and boxes, which are adjustable. It has other

facilities like deodourising ability and moisture and humidity control. It has rust resistant

cabinet. It offers stabiliser free operation, twin thermo sensor, and fire retardant wires. It is

available in deep red, white silver, da silver colours and prima arc handle. It has 5 star

rating.

38
 Samsung Television

This LCD 26 inch TV has 2 speakers (output of 100 watts). It has 100 programs or

channels with features like PIP (1 Tuner), auto-off, auto sound leveler and OSD. It has

5000:1 Dynamic contrast ratio and resolution of 1366 x 768 pixels and has aspect ratio of

16:9 Wide Screen format. It has S-video input, 2 component inputs, PC input and 3 HDMI

Inputs. This TV has viewing angle of 176 degree and response time of 8 ms.

39
 Samsung Washing Machine

This 6.5 kg top loading fully automatic washing machine with pulsator

wash has 8 preset programmes. The machine allows prewash (soak),

heavy wash, normal wash, delicate wash and quick wash. It also has

additional features like wash load sensor, automatic drainage, auto

restart and child lock. It has silver nano technology and air turbo drying

function. It has a metallic silver colour body with caribbean silver (blue)

colour top.

40
COMPARATIVE
STUDY OF
SAMSUNG AND
OTHER BRANDS

41
 Samsung ac Vs. Voltas ac

Voltas Air Conditioner

This 1.5-ton Air Conditioner with a rotary compressor has an energy

efficiency ratio (EER) of 9.57. It has Digital temperature control, LED

indicators on display panel and LCD Remote Control. It has features like

auto restart, sleep mode, dry mode and on/off timer. It comes with fresh

air switch which allows fresh air intake in the room. It has received 3 star

rating from Bureau of Energy Efficiency.

42
Samsung refrigerator Vs. LG refigaretor

LG Refrigerator
This 230 litres, single door refrigerator with 45 litres of freezer

capacity has a open door alarm, a bigger refrigerator section and a large

chiller.It has quick ice feature which makes ice 50% faster than other

refrigerators.It has a separate vegetable and fruit box but lacks the

deodourizer and the utility drawer.

43
Samsung Washing Machine Vs. LG

Washingmashine

LG Washing Machine
This 6.5 kg top loading fully automatic washing machine with pulsator

wash has 4 preset programmes. The machine allows prewash (soak),

heavy wash, normal wash, delicate wash and hot wash. It also has

additional features like wash load sensor, automatic drainage, auto

restart and child lock. It has transparent washtub window. It has air dry

function. It is available in free silver colour.

44
Samsung TelevisionVs.LG Television

LG Television

This LCD 26 inch TV has 2 speakers (output of 140 watts). It has 100

programs or channels with features like PIP (1 Tuner), auto-off, auto

sound leveler and OSD. It has 15000:1 Dynamic contrast ratio,

brightness of 500 cd/m2 and resolution of 1366 x 768 pixels and has

aspect ratio of 16:9 Wide Screen format. It has S-video input, 2

component inputs, PC input and 2 HDMI Inputs (ver 1.3). This TV has

viewing angle of 160/150 degree and response time of 5 ms.

45
OBJECTIVE

OF STUDIES

46
 Objectives

 To measure the customer satisfaction level of major products of Samsung.

 To identify the customer preferences in case of electronic products.

 To identify the market penetration level of Samsung brands with respect to

other brands.

 To explore the consumers' sphere of knowledge with respect to consumer

electronics.

47
RESEARCH

METHODOLO

GY
48
 Research Methdology
The objective of the present study can be accomplished by conducting a systematic

market research. Market research is the systematic design, collection, analysis and

reporting of data and findings that are relevant to different marketing situations facing

the company. The marketing research process that will be adopted in the present

study will consist of the following stages:

a. Defining the problem and the research objective:

The research objective states what information is needed to solve the problem. The

objective of the research is to find out the customers' satisfaction of major products of

Samsung brand in city.

b. Developing the research plan:

Once the problem is identified, the next step is to prepare a plan for gathering the

information needed for the research. The

present study will adopt the exploratory approach wherein there is a need to gather large

amount of information before making a conclusion.

49
c. Collection and Sources of data:

Market research requires two kinds of data, i.e., primary data and secondary data. Due

to intensive nature of the study, data

gathering involved usage of both primary and secondary data though there was an

extensive usage of primary data. Well-structured questionnaire was prepared for

Samsung users (respondents)for primary data collection. Secondary data was

collected from various magazines, books and web sites.

Sampling Plan: convenient sampling was used

Sampling Units: The respondents were Samsung users.

Sample Size: The study was carried on 50 Samsung product user of Aligarh region to

asses and measure their satisfaction level.

d. Analyze the collected information:

This involve converting raw data into useful information. It involved tabulation of data

and statistical measures on them.

50
e. Report research findings:

This phase marked the culmination of marketing research effort. This report with

the research findings is a formal written document. The research findings and

personal experience were used to propose recommendations to develop satisfaction level

among Samsung users.

51
 DATA
INTERPRETATION
AND FINDINGS

52
 8%
2% 14% Refrigerator
Washing Machine
A.C.
76%
Television

Fig. 1.1

This fig 1.1 shows the perception of respondents towards an electronic industry; it is

deals with the product category that comes to their mind when they think of electronic

industry. Most of the respondent preferred T.V. as a part of electronic industry, as we

have seen that 76% respondent prefer TV, 14%, prefer AC, 8% preferred washing

machine and the rest 2% preferred refrigerator.

53
 6% 6%
13%
6%

12%

29%

10%
1%
17%

Sony L.G. Samsung Videocon Akai Whirlpool Electrolux Voltas Haier Panasonic Bluestar
Sansui

Fig. 1.2

This fig 1.2 Shows the product of different companies ( brand name) that has been used
by respondents, analysis in this case is done by calculating the total number of product
used. LG has been widely used product with 29%. After this Sony comes out to next
with 23%. Nest to this stands Samsung with 17% and Whirlpool with 12%. After this
the preferred brand comes out to be Samsung with share 10%, after this Electroluxe,
Voltas and Panasonic share the same 6% only 1% of the respondent have used Akai
products.

54
 21%
2% 4%

2%
71%

Televsion Refrigerator Washing Machine A.C. Any other

Fig. 1.3

This fig 1.3 shows the product that are best to buy from Samsung. The fig revelas that
71% of the responses were in favour, that television are best to buy from Samsung brand,
it was found that 21% of the respondents were comfortable with the decision of buying a
washing machine from Samsung only 2% of respondent think that Samsung is the best
choice as for as AC are concerned. Above we can see that only 2% respondents like
refrigerator after this 4% of the respondent were in favour buying other such as
( Kelvinator) brand.

55
 22%
12%

32%

34%

Televsion Refrigerator Washing Machine Any other

Fig. 1.4

This fig. 1.4 interprets the buying behaviour of individuals from the brand name other

than Samsung. It was found that 34% of the respondents preferred to refrigerator from the

brand name other than Samsung. As 32% of this individuals prefer to buy washing

machine of the brand 22% of them preferred to buy television 12% preferred to buy any

other product ( as 4% Kelvinator, 4% Videocon 4% LG)

56
 40% 10%

28%

22%

Samsung L.G. Sony Videocon

Fig. 5 (a)

This fig 5 (a) shows that 40% of the individual prefer to buy Samsung television,

whereas 28% of the individuals prefer to buy LG TV 22% of the individual prefer Sony,

whereas 10% of them prefer Videocon , no one preferred Akai brand .

57
 26% 18%
4%

50%
2%

L.G. Onida Whirlpool Electroluxe Videocon

Fig 5 (b)

This fig. 5 (b) Shows that 50% of respondents are in favour of washing machine from

whirlpool, where as 26% of respondents prefer Samsung 18% of the individual prefer

LG where as 4% of them prefer Onida only 2% prefer to buy from Electroluxe brand.

58
 16%
44% Samsung
18% LG
Whirlphool
22%
Videocon

Fig. 5(c)

This fig. 5 (c) Interprets the buying behaviour of respondents for refrigerator from

different brand name, major part of the respondents rely on Samsung. i.e. 44%, LG 22%

prefer Videocon brand , where as share of Whirlphool comes out to be 16% no

respondent prefer Voltas brand.

59
 24%
42%
Samsung LG

34% Non Users

Fig. 5 (d)

Fig. 5 (d) out the total respondents 58% respondents are the users of AC, where as 42%

do not use it. Out of 58% respondents, 34% of the individuals prefer to use AC of

Samsung brand and 24% of the respondents prefer use the AC of LG, whereas no

respondents prefer to buy blue star or Electroluxe.

60
 32%
2% 2%

64%

Excellent Good Average Poor

Chart –6 (a)

This chart 6 (a) shows the quality of Samsung brand i.e. how user friendly it is. In this

case 64% of the individual rated this brand as average. Only 32% respondents rated it as

good whereas 2% treated it to be poor. No respondent say that this brand is very poor.

61
Q.6 (b)
Price

30% 16%

54%

Excellent Good Average

Fig. 6 (b)

This fig 6 (b) interprets the Samsung users perception of prices of different Samsung

products uses by them. According to 54% of the respondents the prices offered to various

products of this brand are good. 30% of the respondents find as average. Only 16% of

them rated the prices Excellent i.e. Over all it is observed that Samsung product offer

value for money and they are offered at much affordable prices compared to other brands.

62
Q 6 C.
Durability
24%
Chart – 6 (c)
2%

This chart 6 (c) interprets

the quality of Samsung

74%
products in term of

durability i.e. how long the

Excellent Good Average
products can with stand.

Consumers Expectation. In

case of durability performance of Samsung product. It was found to be excellent in case

of few respondents i.e. 2% performance for the some case was found to be good in

majority i.e. 24%-74% of the respondents rated its performance as an average. People do

not perceive Samsung products as a durable ones.

63
Q 6d.
Appearance

38%
2%

60%

Excellent Good Average

Chart- 6 (d)

This chart 6 (d) shows the rating of Samsung products on the bais of their appearance. 60

% of the individual rated Samsung products as good in appearance. 2% of the respondent

rated it as on excellent appearing products. Whereas 38% of the respondents rated it as

average. Aesthetically speaking, Samsung products are good to look at.

64
Q 6 e. Reliability

14%
2%

84%

Excellent Good Average

Chart 6 (e)

This fig 6 (e) shows the reliability of L.G. products among its users. It is clear that users

(respondents) have faith in this brand as 84% of the respondents find it the to be average

and rated it 14% rated good on this specific feature whereas 2% rated it excellent. At last

majority perceive Samsung products as average in case of reliability.

65
Q 6 f.
After sales services

16%
2% 2% 6%

74%

Excellent Good Average Poor V.Poor

Chart 6 (f)

When it was asked about the after sales service of the respondents. Majority of the

respondents were satisfied with the After sales services of the brand as 74% of them rated

the after sales services to be average 6% rated it to be good. After this only 2%

respondents were satisfied to excellent sales services 16% of them respondent rated to be

poor. 2% rated it to be very poor.

66
 Decision about purchasing Samsung product in nearfuture

92%
100%

80%

60%
No. of Respondents

40%

20% 4% 4%

0%
Can not say Yes No

Fig. 1.5
This fig 1.5 deals with the purchasing decision of Samsung users (respondents) in near

future, will they be purchasing only Samsung product in near future or not when this

question was asked result was 4% were ready to buy the product in near future as they

respond Yes 4%, did not want to buy Samsung product in near future as they respond No

while 92% of them were not sure about their division in near future as they or may not

buy Samsung product in future as they respond (Can’t say).

67
 60% 54%

50%

40% 34%

No. of Respondents30%

16%
20%

10%

0%
Can not say Yes No

Fig. 1.6

This fig interprets the advise given by respondents to other with respect to Samsung

product this fig shows that 34% of the individuals have advised other to go for Samsung

products whereas as 24% respondents prefer television and 10% prefer top washing

machine Samsung brand 12% of them did not advised any one to do the same while 54%

responded that they may or may not buy Samsung product in near future.

68
 4%
46%

50%

Excellent Good Average

Fig. 1.7

This fig 1.7 shows the final overall rating given by the respondents to the Samsung

product. Excellent comes out to be unachievable. So only 4% of the respondents have

rated it to be the excellent brand name. 50% of them rated it as the good brand while 46%

have rated Samsung as an average brand. No respondents rate it as poor or very poor.

69
 Television

100%
88%
90%
82%
80% 74%
70%
Satisfied
60%
52%
Neither satisfied Nor
50%
dissatisfied
40%
40% No user

30%
20%
20%
12%
10% 6%6% 6% 6%
2%
0%
Picture Sound Appearance After sales
Quality Quality service

70
Q.10 (a)

Picture Quality

6%
6%

88%

Satisfied Neither satisfied nor dissatisfied Non users

Fig. 10. (a)

It is found that 47 respondents (88%) are satisfied with picture quality, 3 respondents

(6%) are neither satisfied nor dissatisfied, 3 respondents are no user & no respondents is

dissatisfied. It is found that the average of picture quality is 2.94 it mean that the

respondents are satisfied with picture quality.

71
 Q.10(b)
Sound Quality

12%
6%

82%

Satisfied Neither satisfied nor dissatisfied Non users

Fig. 10 (b)

This fig. 10 (b) shows 41 respondents (82%) are satisfied with sound quality , 6

respondent (12%) are neither satisfied nor dissatisfied , 3 respondents are no user and no

respondents is dissatisfied. It found that the average score sound quality us 2.87 it means

that respondents are satisfied with sound quality

72
 Q.10(c)
Appearance

20%
6%

74%

Satisfied Neither satisfied nor dissatisfied Non users

Fig. 10 (c)

It is found that 37 respondents (88%) are satisfied with appearance, 10 respondents are

neither satisfied nor dissatisfied, 3 respondents are no user & no respondents is

dissatisfied. It is found that the average of picture quality is 2.79 it mean that the

respondents are satisfied.

73
 Q. 10 (d)
After Sales Service

2%

46%
52%

Satisfied Neither satisfied nor dissatisfied Non users

Fig 10 (d)

This fig 10 (d) shows that 26 respondents (52%) are satisfied with after sales service , 20

respondent (20%) are neither satisfied nor dissatisfied , 3 respondents are no user and no

respondents is dissatisfied. It found that the average score after sales services is 2.32 it

means that respondents are satisfied with sound quality

74
(B) Washing Machine

Washing Machine
80%
70% 70%
70%
60% 56% 58%

50%
40%
30% 28%
30% 26%

20% 16% 14% 14% 14%

10% 4%
0%
Capacity Power Saving Durabilty After sales
services
Satisfied Neither Satisfied nor dissatisfied No user

75
Q.10 (a)

Capacity

14%

56%
30%

Satisfied Neither satisfied nor dissatisfied Non users

Fig 10 (a)

It is found that 28 respondents (56%) are satisfied with capacity, 15 respondents (30%)

are neither satisfied nor dissatisfied, 7 respondents (14%) are no user & no respondent is

dissatisfied. It is found that the average of capacity is 2.65 it mean that the respondents

are satisfied.

76
Q.10 (b)

Power Saving

20%
8%

72%

Satisfied Neither satisfied nor dissatisfied Non users

Fig. 10 (b)

It is found that 10 respondents (20%) are satisfied with power saving, 36 respondents

(72%) are neither satisfied nor dissatisfied, 4 respondents (8%) are no user & no

respondents is dissatisfied. It is found that the average of power saving is 1.94 it mean

that the respondents are satisfied.

77
Q.10 (c)

Durability

16% 14%

70%

Satisfied Neither satisfied nor dissatisfied Non users

Fig. 10 (c)

This chart shows that 35 respondents (70%) are satisfied with durability , 8 respondents

(16%) are neither satisfied not dissatisfied (14%) respondent of are no user and no users

dissatisfied . It means that average of durability is 2.81 it means that respondents are

satisfied with durability.

78
Q.10 (d)

After Sales Services

26%
4%

70%

Satisfied Neither satisfied nor dissatisfied Non users

Fig 10 (d)

It is found that 13 respondents (26%) are satisfied with after sales service, 70%

respondents are neither satisfied nor dissatisfied and 4% respondents are no users. It

found that average score of after sales services is 2.16 it means that majority of

respondents are neither satisfied nor dissatisfied.

79
10. C.

Air Conditioner
90%
80% 80%
80%
70%
60% 60%
60%
50%
40% 40%
40%
30%
20% 20%
20%
10%
0%
Cooling Power Saving Appearance After sales
services
Satisfied Neither satisfied

80
Q.10 (a)

Cooling

40%

60%

Satisfied Neither Satisfied

Fig. 10 (a)

Since the user are only 20% ( 10 user), so among 20%, the 60% person are satisfied by

the cooling of Air Condition and 40% are neither satisfied nor dissatisfied.

81
Q.10 (b)

Power Saving

20%

80%

Neither Non users

Fig. 10 (b)
Since out of 50 respondent only 10 are users, so among 10 users all are neither satisfied

nor dissatisfied by the power saving of Air condition.

82
Q. 10(c)

Appearance

20%

80%

Neither Non users

Fig. 10 (c)

Since , there are 20% of the users of Air Condition it was found that out of 20% of the

user 80% are neither satisfied nor dissatisfied by the appearance and 20% are satisfy by

the appearance.

83
Q.10(d)

After Sales Service

40%

60%

Satisfied Neither Satisfied

Fig. 10(d)

Since there are only 20% of the user of Air Condition it was found that out of 20% of the

user 60% are neither satisfied nor dissatisfied by the after sales services, 40% are

satisfied by the after sales services.

84
Q. 10(D)

Refregerator
70% 64%
60% 56%
48%
50%
42%
40% 36%
30%
30% 26%
22% 22% 22% 22%
20% 14%
10%
0%
Cooling Power Saving Frost Free Appearance

Satisfied Neither Satisfied nor dissatisfied No user

85
Q.10(a)

Cooling

22%

14%
64%

Satisfied Neither satisfied nor dissatisfied Non users

Fig. 10 (a)
It is found that 64% respondents are satisfied with cooling, 14% respondents are neither

satisfied nor dissatisfied and 22% respondent are no users. It is found that the average of

cooling is 2.82 it mean that respondents are satisfied.

86
Q.10(b)

Power Saving

22%
36%

42%

Satisfied Neither satisfied nor dissatisfied Non users

Fig. 10 (b)
It is found that 42% respondents are neither satisfied nor dissatisfied , 36% respondents

are satisfied with power saving, 22% respondents no users of Videocon brand, Average

of power saving is 2.46 it mean that 36% respondents are satisfied.

87
Q.10(c)

Frost Free

22% 26%

8%
44%

Satisfied Neither satisfied nor dissatisfied

Dissatisfied Non users

Fig. 10 (c)
This fig 10 (c) shows that 44% neither satisfied nor dissatisfied , 26% respondents are

satisfied with frost free, and 22% respondents are no users and 8% respondents are

dissatisfied. Average score is 2.3 it means that majority of respondents are neither

satisfied nor dissatisfied.

88
Q. 10 (d)

Appearance

22%

2%
48%

28%

Satisfied Neither satisfied nor dissatisfied Dissatisfied Non users

Fig. 10 (d)

This fig 10 (d) shows that 48% respondents satisfied with the appearance , 28% neither

satisfied nor dissatisfied , 22% no users and 2% respondents are dissatisfied , it means

that the average of appearance is 2.54 respondents are satisfied with appearance.

89
 RECOMMENDATIONS
Televisions and washing machines are the best Samsung products. The company should

try to capitalize on the performance of these products. The marketers should try to

extend this good will to other Samsung products for securing better position in the

market.

 Samsung should adopt aggressive advertisement policies, so that it can sustain in

competition as a competitive brand.

 As74% of respondent shows average level of satisfaction, it recommended that

after sales service should be improved , so that the faith of customer will build, it

helps to make customers to buy other products of Samsung .

 The promotion of Air- Condition should be carried out in such way, that atleast

the Samsung user who are using other products of

Samsung can buy A.C. This can be done by giving them discount on the future purchase

of Samsung products.

90
LIMITATIO

NS

91
 Limitations

Though the present study aims to achieve the above-mentioned objectives in full earnest

and accuracy, it may be hampered due to certain limitations. Some of the limitations of

this study may be summarized as follows:

 Some of the consumers were not having sufficient knowledge about the products

they were using or have used e.g. about the functioning, brand name etc.

 Some of the respondents found it difficult to recall each and every brand they

have used.

 Getting desired responses from the customers for measuring their level of

satisfaction was quite tedious job.

 Sample size is limited due to limited time.

92
CONCLUSION

93
 CONCLUSION

 It has been considered that most of the individual perceive electronic industry

through wide use of television because every one want to get connected with the

whole world so they prefer to buy Television more than any other product.

 Samsung and LG are the most preferred brands among all the others followed by

Sony and whirlpool. LG is the most preferred brand.

 Respondents have been found to be highly satisfied with the Television and

washing machines of Samsung.

 76% respondent preferred TV as a main product electronic industry. Because

television made for entertainment, it become the 1st choice of respondent in

Indian context.

(a) Samsung is the most popular brand in case of Televisions only LG being the

second most popular brand.

(b) In case of washing machine 50% of users are of Samsung and LG comes second

with 26%.

(c) In case of refrigerators L.G. tops the chart as 44% respondents in its favour.

(d) In the case of Air conditioner, 58% use it and 42% do not use Air conditioner.

Out of 58% users of AC, 34 % use LG AC and 24% use Voltas AC.

 As far the price of Samsung is concerned it has been rated as good by

almost 54% of the respondents, clearly indicating its affordability.

94
  Samsung products were found to be durable by the majority of the

respondents.

 Samsung products were rated much higher in case of appearance as nearly

60% of the respondents perceive it good on aesthetics aspect.

 Samsung products were rated average in case of after sales service. Which

is an area of concern in consumer durables.

 As far as the over all satisfaction level is concerned in case of Samsung

products it is found that customers are moderately satisfied.

(1) In case of Television regarding the picture quality, sound quality, appearance and

after sales service the over all satisfaction level of customer is high.

(2) In case of washing machine the degree of satisfaction with regard to capacity,

power saving, durability and after sales services is moderately satisfactory.

(3) In case of refrigerator overall performance has been found to be satisfactory.

 Overall performance of rating Samsung products is

satisfactory. Approximately 50 of the customer rate it as good product, 4% of

them rate it as excellent and 46% of them rate it as average product.

In case of after sales service come people are not satisfied the Samsung. Adequate

measures should be taken to improve upon the after sale, service provided by Samsung.

95
BIBLIOGRAPHY

96
 Website or Webpage

 http://www.google.co.in/search?hl=en&q=samsung&meta=&aq=f&oq

 http://www.samsungworld.com/

 http://www.samsungindia.com/Products/index.php

 http://www.samsungworld.com/global/about/corporate-profile/group-
profile/index.php

 http://www.lgworld.com/global/about/corporate-profile/history/index.php

 http://www.samsung-industries.com/pages/bod/index.php

97
ANNEXURE

98
 Questionnaire
Q.1 Which categories of products come to your mind when you think of electronic
goods Industry? (you can tick more than one)
a) Refrigerator b) Washing machine
c) Air conditioner d) Television
e) Any other (please specify)……………………………………………….

Q.2 Tick mark the company (brand name) whose products you have used at home.
(You can tick more than one)
Sony ---------- Akai ------------- Haier ----
L.G. ---------- Whirlpool ------------- Panasonic ----
Samsung ---------- Electrolux ------------- Bluestar ----
Videocon --------- Voltas ------------ Sansui ----

Q 3. Which of the following products of Samsung brand do you think is the best to
buy? (Please tick any one)
a) Television b) Refrigerator
c) Air conditioner d) Washing machine
e) Any other (please specify)……………………………………………….

Q 4. Which of the following products you think is definitely better to buy from a
company (Brand name) other than Samsung . (Please tick any one)
a) Refrigerator b) Washing machine
c) Air conditioner d) Television
e) Any other (please specify)……………………………………………….

99
Q 5. Tick mark the brand name against each product given below, which you would
prefer over Samsung.
Samsung L.G. Sony Akai None
a) Television
L.G. Onida Whirlpool Electrolux None
b)Washing Machine
Whirlpool L.G. Voltas Electrolux None
c) Refrigerator
L.G. Electrolux Voltas Blue star None
d) Air conditioner

Q 6. Rate the performance of Samsung products on the basis of following

parameters. Please tick mark.

Excellent Good Average Poor Very Poor

a) User friendliness
b) Price
c) Durability
d) Appearance
e) Reliability
f) After sales service

Q 7. Will you be purchasing any Samsung product in near future?

a) Yes b) No c) Can’t say

If yes, Please mention the product………………………………………………

Q 8. Have you ever advised anyone to buy a product of Samsung brand?

a) Yes b) No c) Can’t say

If yes, Please mention the product………………………………………………

100
 Q 9. How would you rate the products offered by brand Samsung . (Give an overall

rating)

a) Excellent b) Good c) Average d) Poore) Very Poor

Q.10 Please tick any one Samsung product given below which you have purchased

and used. Please express your degree of satisfaction as per the scale given below

with respect to the following parameters:

Dissatisfied (1) Neither Satisfied nor dissatisfied (2) Satisfied (3)

Television Degree Washing Degree Air Degree Refrigerat Degree

of Machine of Conditioner of or of
Satisfact Satisfact (A.C.) Satisfact Satisfact
ion ion ion ion
A. Picture Capacity Cooling Cooling

Quality
B. Sound Power saving Power saving Power

Quality saving
C. Appearance Durability Appearance Frost free
D. After sales After Sale After Sales Appearanc

service Service service e

101
102