CHAPTER – 1

INTRODUCTION
1.1 INTRODUCTION
Customer satisfaction is the overall essence of the last destination of any
marketing activities. It is a part of customer’s experience which exposes supplier’s
behavior on customer’s expectation. The customer’s expectation involve prompt
services, qualitative goods, types of manufacturers and ways of advertisement as
well as supplier of goods or products in a market. This process is the sum total of
supplier’s behavior towards the buyers and vice-versa. Good qualities as per the
customer expectation; with price details buyers to purchase those goods. Besides
this, there is the matter related to the expectations of the buyers in different
markets by supplying varieties of products or goods or services whenever
demanded, by the manufacturers or suppliers.

By keeping in view these facts there is no doubt to be said that there is the
expectation about the product of Samsung Company (Mobile Phone). India has a
wide range of market because of the different test of customers. It is as per the
needs of the customer’s expectation. That is why even today Samsung Smart
Phone has acquired the largest share in Indian Market.

1
1.2 OBJECTIVE OF THE STUDY
The present study is based on the expectations and impression of buyer
behavior towards the Samsung Smart Mobile Phone. On the basis of this, the
following are the objectives which are as follows:

 To find out the level of satisfaction of the customer on Samsung Mobile.

 Understand the market conditions for Samsung Mobile.
 Different promotional tools used by Samsung Mobile.
 To study the consumers behavior, and perception about the Samsung
Mobile.
 To study about the need of improvement in existing Marketing System.
 To study about the difficulties as faced by Executives of Samsung Smart
Mobile of Samsung Company.

1.3 SCOPE OF THE STUDY

The study is conducted on the customer in Samsung Mobile, Patna. The study
helps the organization

 To know the customer satisfaction in Samsung Mobile.

 To know the expectation of customers towards its different products.

2
1.4 RESEARCH METHODOLOGY
As we know that no research work is completed without the collection and
interpretation of data which has been collected from the various sources.
Besides this, there is a time constant and money constant also.
The data collected from the various sources has been classified as the
primary data and secondary data. First hand collected data are the primary
data whereas data collected from the reports, magazines and journals etc.
are the secondary data.
For primary data a questionnaire would have been prepared in a
systematic and well structured manner so that its interpretation can be
correctly find out. For this purpose an interview has also been conducted.

1.4.1 PRIMARY SOURCES

It has been collected by forming a proper questionnaire. Questionnaire is a
systematic and structured manner of collecting data for conducting
experiment. The nature of the questionnaire is very inductive and
fundamental.

1.4.2 SECONDARY SOURCES

Information was collected from secondary sources such as Internet,
Newspapers, Magazines etc.

3
1.5 TOOLS FOR ANALYSIS
 Bar Chart- A bar chart is a chart or graph that presents categorical data
with rectangular bars with heights or lengths proportional to the values
that they represent.
 Pie Chart- A pie chart is a special chart or graph that uses “pie slices” to
show relatives sizes of data. The chart is divided into sectors, where
each sector shows the relative size of each value.

1.6 LIMITATIONS OF STUDY

The present course of study has the following limitations

 Limited time period.

 The method lacks flexibility. In case of inadequate or incomplete
information the result may deviate.
 It is very difficult to check the accuracy of the information provided.
 Since all the products and services are not widely used by all the
customers it is difficult to draw realistic conclusions based on the
survey.
 Limited sample.

4
1.7 CONCLUSION
Samsung Smartphone has occupied the Indian market to the large
extent. It has adopted and followed good marketing strategy and
planned way of effective distribution and also having provide after-
sales service to keep the customers happy with the Samsung Mobile
phones.

5
 CHAPTER-2
INTRODUCTION TO ORGANIZATION
2.1 BACKGROUND
From its inception as a small export business inTaegu, Korea, Samsung has
grown to become one of the world’s leading electronics companies, specializing in
digital appliances and media, semiconductors, memory, and system integration.
This timeline captures the major milestones in Samsung’s history, showing how
the company expanded its product lines and reach, grew its revenue and market
share, and has followed its mission of making life better for consumers around the
world. Samsung has evolved as a world’s leading brand resonating with the global
leadership and success ladder. It is the world’s topmost leader in smart phone
production, second leader as a technological organization and a brand that is
ranked among top ten of the world. The diverse perspectives, cutting-edge
technologies, innovation, and bold investments are the catalysts for growth and
tremendous success. The South Korean electronics multinational paved its path as
a subsidiary of Samsung group from 1969. There are a plethora of products such
as batteries, semiconductors, hard drives, televisions, air conditioners and smart
phone being manufactured by the company. Samsung electronics is spread across
80 countries and has developed a reputation by emphasizing on innovation in its
management strategies. Some of its highlighted features are:-

2018

 Samsung J2, J8 (2018) launched

6
2017

 Samsung Galaxy J7 Prime, Pro & Max (2017) launched

2016

 In January 2016, Samsung announced it will be working with Microsoft to

develop IoT devices based on Windows 10, where the companies will
work together to develop products that will run on the platform, as well as
integrate with other companies developing hardware and services on
Microsoft’s OS.

2015

 In 2015, Samsung has been granted more U.S. patents than any other
company – including IBM, Google, Sony, Microsoft and Apple. The
company received 7,679 utility patents through Dec. 11.

2013

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

markets.
 Samsung Electronics began mass producing the world’s first 20 nanometer
4Gb ultra high-speed mobile DRAM.
 Samsung Electronics unveiled Galaxy S4 in the US.
 Samsung Bioepis entered into the development and marketing
partnership with Merck of the US.
 Samsung recorded the accumulated global shipment volume of 0.1 billion
units with Galaxy S smart phone series.

7
2011

 Samsung Electronics established an IT community center in the Korean

village in Uzbekistan.
 Samsung Electronics opened Mandela Multi-Purpose Community Center.
 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.

2007

 Samsung Electronics achieved No. 1 worldwide market share position for

TVs for the 7th quarter in a row.
 Samsung Electronics developed the world’s first 30nm-class 64Gb NAND
Flash TM memeory.
 Samsung Electronic’s BlackJack bestowed the Best Smart Phone award at
CTIA in the U.S.

8
2006

 Samsung Electronics developed the world’s first real double-sided LCD.

 Samsung Electronics developed 1.72” Super-Reflective LCD Screen.

2005

 Samsung Electronics developed the largest Flexible LCD Panel.

 Samsung Electronics ranked 27th in “the World’s Most Admired Company”
of Fortune.
 Samsung Electronics became the official sponsor of Chelsea, the renowned
English Premier football club.
 Samsung Electronics released the world’s first 7 mega pixel camera phone.

2000

 Recorded cumulative sales of over 100 million units of color TVs.

1999

 Samsung Aerospace (known today as Samsung Techwin), Daewoo Heavy

Industries, and Hyundai Space and Aircraft formed a single business entity,
Korea Aerospace Industries.
 Samsung Electronics became first in the world to mass-produce and offered
a full line up of digital TVs.
 Samsung Electronics developed the world’s first 3D TFT-LCD Monitor.
 Samsung Electronics developed wireless Internet phone (Smart Phone), a
small, multi-function phone.

9
1993

 Samsung Advanced Institute of Technology (SAIT) developed first-ever

digital video disk recorder (DVD-R).
 Samsung Electronics acquired U.S. firm HMS.

1992

 Samsung Electronics developed mobile phone system.

 Samsung Electronics completed development of 250MB disc drive.
 Samsung Electronics began manufacturing in China.

1987

 Samsung Advanced Institute of Technology opened for R&D purposes.

1983

 Samsung Electronics began production of personal computers (PCs).

1980

 Samsung Electronics began producing air conditioners.

1979

 Samsung Electronics began mass production of microwave ovens.

1970

 Samsung-Sanyo started to produce black-and-white TV (model: P-3202).

1954

 Cheil Industries Inc. founded.

10
1951

 Samsung Moolsan established (now Samsung Corporation).

1938

 Samsung founded in Daegu, Korea.

11
2.2 INTRODUCTION
Samsung is a South Korean multinational conglomerate company. Its
headquarters is in Samsung Town, Seoul. It comprises numerous subsidiaries and
affiliated business. Most of them united under the Samsung brand and is the
largest South Korean chaebol.

Samsung was founded by Lee Byung-chul in 1938 as a trading company. Over the
next three decades, the group diversified into areas including food processing,
textiles, insurance, securities and retail. Samsung entered the electronics industry
in the late 1960s and the construction and shipbuilding industries in the mid-
1970s; these areas would drive its subsequent growth.

Samsung Company has the largest market of its electronics goods; particularly
mobile phone, since it is based on the new and advance technology and able to
satisfy the consumers’ needs also in the ready and available market at the cheaper
price.

Samsung has a powerful influence on South Korea’s economic development,

politics, media and culture, and has been a major driving force behind the “Miracle
on the Han River”. Its affiliate companies produce around a fifth of South Korea’s
total exports. Samsung’s revenue was equal to 17% of South Korea’s $1,082 billion
GDP.

In 2013, Samsung began construction on building the world’s largest mobile

phone factory in the Thai Nguyen province of Vietnam. Samsung has been able to
achieve the largest market share of nearly 31% in the global smart phone
segment, as of 2013. The flagship company, Samsung Electronics, leads the global
market in high-tech electronics manufacturing and digital media.

12
Samsung Electronics commenced its operations in India in December 1995 and is
today a leading provider of Consumer Electronics, IT and Telecom products in the
Indian market. Samsung India is the Regional Headquarters for Samsung’s South
West Asia operations, which provides employment to over 8,000 employees with
around 6,000 employees being involved in R&D. In 2010, Samsung India achieved
a sales turnover of US$3.5 billion.

Samsung India is a market leader in product categories like LED TVs, LCD TVs, Slim
TVs and Side by Side Refrigerators. While it is the second largest mobile handset
brand in India, it leads in the smart phone segment in India.

Samsung India has won several awards and recognitions for both its corporate
initiatives as well as its product innovations in audio visual, home appliances, IT
and telecom product categories.

Samsung Company consists of five main business units:

o Digital Media Business

o LCD Business
o Semiconductor Business
o Telecommunications
o Digital Appliance Business

13
2.3 ORGANIZATIONAL STRUCTURE
2.3.1 PRODUCT LINE OF SAMSUNG ELECTRONICS
The organizational structure of the company is spread over four major
arenas namely digital media, telecommunication network, LCD and home
appliances, and semiconductors. Each of these business units produces products
in a variety of domains.

The organizational structure of an organization is decided based on the size of the

company, the type of the industry of functioning and on the marketing strategies
adopted by the company. It is the way in which job tasks are grouped and
coordinated with each other. The key elements in organizational structure are
division of labor, span of control, departmentalization, formalization, chain of
command, centralization or decentralization. All these key elements when
coordinated and combined into a single thread of control govern the present and
future of the organizational success.

Formalization is the degree to which officials are guided by the culture, rules, laws
and regulations. The degree of standardization is known as formalization. In
Samsung Electronics, all the employees at every level of the hierarchy are strictly
guided to follow the orders and decisions made by the chairman without any
challenges. The structure in Samsung is centralized as lower level managers are
not competent or do not have the authority to make any kind of decision. The
decision chain filters from the topmost level seaming down to the ground level of
management. Moreover, the lower management do not even have a stance in
decision structure. In this centralized structure all decisions are critical and
significant acting as a decisive factor for the company. This ensures that the
decisions taken are well consistent with the organizational strategic objectives and

14
reduces to take up the risk of wrong decisions. Even though Samsung has a
geographically dispersed structure, yet, the division of power and decision making
abilities lies in the hand of top management team or more specifically the
chairman. Samsung also ensures a constant spirit of dealing with all the
stakeholders. The span of control is the number of employees functioning under a
single manager. For the chairman of Samsung, this span of control covers the
entire organization spread across the globe. Otherwise, the structure of the
Samsung has a large degree of span of control. The chain of command is the flow
of line of authority from the top level of management to functional level of the
organization. The authority is inherent in the hands of the leaders and top of the
managers with the responsibility lying over their competent shoulders. The unity
of command follows from the strict organizational structure and management
being accountable to just one authoritative leader. The work specialization and
the division of labor is based on the fields of functioning and production of the
organization. The main element of the organization is the theory of
departmentalization which can be done based on various platforms and
dimensions. The functional departmentalization of Samsung Electronics is done
into four key areas of digital marketing, telecommunications, home appliances
and semiconductors. This departmentalization is done inside the organization and
calls for in depth specialization in every field with orientations, skills and
coordination among the divisions. This functional departmentalization can also be
seen from the in the view of product departmentalization in which employees
function in different projects and groups targeting the type, nature and
requirements of the products and the consumer base regarding the same. This
kind of departmentalization in Samsung makes the product line close to the
customers and hence is successful in making the organization as the world’s
leader. However, this can be presented in the following chart.

15
16
2.3.2 MODEL OF ORGANIZATIONAL STRUCTURE OF SAMSUNG
COMPANY
The model of the organizational structure in the Samsung Electronics company is
a department organizational structure with CEO as a commanding officer for the
whole organization spread globally and with multiple heads, managers or leaders
taking up the departments of finance, technology, marketing, research and
development, or finance. This structure is the best suited of the organization as it
segregates the skills and expertise and give an ability to best harness and exploit
the expertise. However, sometimes there might be a lack of coordination and a
narrow scope of learning and responsibility and a hindrance in the goals of far-
sighted employees. Sometimes, the structure of Samsung can also be viewed as
matrix structure with partly department oriented management and others based
on the demarcation based on the product line or product organizational structure.
But, it is seen that these structures may lead to duplicate managerial roles in each
product line. The four major groups divided under fourteen divisions have
manipulated the globe and have marked an imprint of Samsung Electronics all
over.

The management of Samsung Electronics switched from a single CEO

management system to a two-person team including GeeSung as CEO and vice
president and Lee as COO and president of the company.

17
18
2.4 PROBLEMS IN ORGANIZATIONAL STRUCTURE OF SAMSUNG
ELECTRONICS
The problems with the present structure of Samsung is the main strength i.e. One
man decision making structure. There is a complete uncertainty of sustaining of
leadership. Even a wise emperor falls trap of mistakes and hence, a single decision
making power may make several mistakes which cannot be challenged or
questioned by the inner circle of management. Any sort of differences or
challenges may lead to job threat and hence, may result into wrong or sometimes
blunder decisions. All the important or unimportant decisions are taken up by
chairman Lee and there is a lack of leadership by professional managers.

The sustainability of the family control over the Samsung and using cross
shareholding to hold one of the largest portion of the shares can prove to be a
threat in future.

The competition of the executives are against one another rather than behavior
of cooperating and group work.

There is a need of transition from the founder management and the leading
generation towards professional management and its rule over the decisions in
the company. But care should also be taken to avoid future confusion, or
intersecting conflicts, and to overcome cultural differences.

The unique leading model is not as proactive as expected. According to the

organizational structure, there is a complete lack of accountability towards the
external stakeholders. There is a leading trend of cross shareholding among the
affiliates which is shifting the funds across various subsidiaries.

19
This current organizational structure on one hand empowers the critical decision
making by concentrating the responsibility and a vision for focus in hands of some
top managements only. This also leads to a fast execution in any department and
any part of the organization by reacting to the dynamism effectively and by
discussing the pros and cons of the market scenario thereby making rapid and well
thought decisions. This is one of the secrets of quality of the Samsung Electronics
products and their speed of product introduction. The response from customers
are critically analyzed and hence quickly a new launch of product can be planned.
But this system may not expand well geographically. Samsung electronics is
spread across 80 countries and decisions if taken by just top management residing
at the headquarters may lead to differences in execution. Different geographic
areas may call for different requirements and hence decision making must be
decentralized into the hands of managers for a particular branch as they
understand the local needs ad culture and thereby will be able to make better
decisions. The support and knowledge from expert and skilled personnel can be
blended with the intellectual minds of the management and hence decision
making process can be refined and qualified. The legacy of the family hierarchy
may also call for challenges and criticism in regard with operational efficiency and
in concern with incorporation of highly talented personnel by giving them
opportunities to lead and rule the organization.

Hence, Samsung must adopt a hybrid structure with centralization for critical and
globally important decisions and to let small decisions be taken up by the lower
managing authorities. The structure must become a bit less tightened up and
must open the doors for intellectual talent pool to be able to innovate and provide
services for the organization. The organization should be flexible in order to
remain competent in this dynamic world.

20
2.5 ORGANIZATIONAL EFFECTIVENESS
The organizational effectiveness is prudent and strategic utilization of resources
of all the departments to create and maintain competitive advantage. There are
various approaches to attain the organizational effectiveness namely goal
approach, system resource approach, strategic constituency approach, internal
process approach, competing value approach.

The goal oriented approach assumes the organization to be planned and logical
entities for accomplishment of rationales of the organization. The organizational
formal goals are dependent upon the social acceptability and the brand value. The
effectiveness cannot be measured solely based on the goal approach as there may
be multiple conflicting goals. Samsung is visionary to set up goals for the future
and innovation to justify the procedures and means to fulfill the objectives. The
vision 2020 of Samsung is goal oriented and aims at creating a promising and
exciting future. The profound vision is itself appealing i.e. “Inspire the world,
Create the future”. The product outputs and the marketing outputs are compared
with the set objectives by the top management to evaluate the present
performance and set future missions. This approach is more critical about the
outputs and the results.

The system resource approach assumes the organization to be an open system of

function being aligned towards the inputs. It calls for effective utilization of
valuable resources. It anticipates a blend of high quality of raw material and lower
costs. Samsung is quite efficient is system resource approach for effectiveness as it
guarantees good quality of material at premium costs. This effectiveness approach
focuses its roots in means or the process of operation rather than the ends or
result and products of the operation.

21
 The strategic constituency approach fulfills the demands and requirements of the
agencies or stakeholders in its supporting environment. This approach is highly
ideal for organizations which are relying on the feedback or response to the
demands of the customers. For Samsung as a leading brand for electronics and
phones, this model is a perfect suit for the type of the organization and its sales.
The marketing success and development lies to a great extent over the response
from the customers. But critical care must be taken for satisfaction of every
stakeholder associated with the organization. The internal process approach is an
outcome borne out of fixed output approach of goal orientation. But, it has a deep
insight into the health, culture, commitment, coordination or satisfaction of the
staff. When there is an effectiveness check into the organization then process and
product both can be enhanced and improved.

22
2.6 PRODUCTS OF SAMSUNG TABLETS & MOBILES

Samsung Smartphones

Samsung Galaxy J8 (Black, 4GB RAM, 64GB Storage)

Features
 Camera: 16+5 MPDual rear camera with Auto focus and 4x Digital zoom|
16 MP front camera with F1.9 LED flash
 Display: 15.24 centimeters (6-inch) HD Super AMOLED capacitive touch
screen display with 1480x720 pixels
 Memory, Storage & SIM: 4GB RAM | 64GB storage expandable up to
256GB | Dual nano SIM with dual standby (4G+4G)
 Warranty: 1 year manufacturer warranty for device and 6 months
manufacturer warranty for in-box accessories including batteries from
the date of purchase
Samsung Galaxy A9 (2018) Samsung Galaxy A8 Star
Samsung Galaxy A7 (2018) Samsung Galaxy J7 (2018)
Samsung Galaxy Note9 Galaxy S9+
Samsung Galaxy J6+ Galaxy S9

23
 Samsung Galaxy J7 Pro

Product Features:
 Dual Sim, VoLTE, 4G, 3G, Wi-Fi, NFC
 Octa Core, 1.6 GHz Processor
 3 GB RAM, 64 GB inbuilt
 3600 mAh Battery
 5.5 inches, 1080 x 1920 px display
 13 MP Rear + 13 MP Front Camera
 Memory Card Supported
 Android, v7.0

Samsung Galaxy J7 Prime

24
Product Features:
 Dual Sim, VoLTE, 4G, 3G, Wi-Fi
 Octa Core, 1.6 GHz Processor
 3 GB RAM, 16 GB inbuilt
 3300 mAh Bttery
 5.5 inches, 1080 x 1920 px display
 13 MP Rear + 8 MP Front Camera
 Memory Card Supported
 Android, v6.0.1

Samsung Galaxy J7 Max

Product Features:
 Dual Sim, VoLTE, 4G, 3G, Wi-Fi
 Octa Core, 1.6 GHz Processor
 4 GB RAM, 32 GB inbuilt
 3300 mAh Battery
 5.7 inches, 1080 x 1920 px display
 13 MP Rear + 13 MP Front Camera
 Memory Card Supported
 Android, v7.0

25
Samsung Galaxy On Max

Product Features:
 Dual Sim, VoLTE. 4G, 3G, Wi-Fi
 Octa Core, 2.39 GHz Processor
 4 GB RAM, 32 GB inbuilt
 3300 mAh Battery
 5.7 inches, 1920 x 1080 px display
 13 MP Rear + 13 MP Front Camera
 Memory Card Supported, upto 128 GB
 Android, v7
Samsung Galaxy J2(2018)

26
Product Features:
 Dual Sim, VoLTE, 4G, 3G, Wi-Fi
 Quad Core, 1.3 GHz Processor
 1 GB RAM, 8 GB inbuilt
 2000 mAh Battery
 4.7 inches, 540 x 960 px display
 5 MP Rear + 2 MP Front Camera
 Memory Card Supported, upto 128 GB

Samsung Galaxy C9 Pro

Product Features:
 Dual Sim, VoLTE, 4G, 3G, Wi-Fi
 Octa Corw, 1.95 GHz Processor
 6 GB RAM, 64 GB inbuilt
 4000 mAh Battery
 6 inches, 1080 x 1920 px display
 16 MP Rear + 16 MP Front Camera
 Memory Card Supported
 Android, v6.0.1

27
Samsung Galaxy J7 Nxt

Product Features:
 Dual Sim, VoLTE, 4G, 3G, Wi-Fi
 Octa Core, 1.6 GHz Processor
 2 GB RAM, 16 GB inbuilt
 3000 mAh Battery
 5.5 inches, 1280 x 720 px display
 13MP Rear + 5 MP Front Camera
 Memory Card Supported
 Android, v7

Samsung Galaxy J7 Prime (32GB)

Product Features:
 Dual Sim, VoLTE, 4G, 3G, Wi-Fi
 Octa Core, 1.6 GHz Processor

28
  3 GB RAM, 32 GB inbuilt
 3300 mAh Battery
 5.5 inches, 1080 x 1920 px display
 13 MP Rear + 8 MP Front Camera
 Memory Card Supported
 Android, v6.0.1

Samsung Galaxy A9 Pro

Product Features:
 Dual Sim, VoLTE, 4G, 3G, Wi-Fi
 Octa Core, 1.8 GHz Processor
 4 GB RAM, 32 GB inbuilt
 5000 mAh Battery
 6 inches, 1080 x 1920 px display
 16 MP Rear + 8 MP Front Camera

29
Samsung Galaxy S7

Product Features:
 Dual Sim, VoLTE, 4G, 3G, Wi-Fi
 Octa Core, 2.3 GHz Processor
 4 GB RAM, 32 GB inbuilt
 3000 mAh Battery
 5.09 inches, 1440 x 2560 px display
 12 MP Rear + 5 MP Front Camera
 Memory Card (Hybrid)
 Android, v6.0 (upgradable to v7.0)

30
2.7 CONCLUSION
It has been focused during the study that the Samsung Mobile has achieved a
good reputation among the users. It has wider range of mobile phone and among
those mobile phones Samsung Galaxy J8, J7 Max, J2, C9 Pro, S7, etc. are some of
the famous and good features mobile phones which are most likely by the Indian
consumers at large.

The present structure of the organization is a golden key to the door of success. It
is the catalyst for organizational success stories and developing brand image.
Samsung uses smart strategies for advertisements used for marketing and based
over its customers. It focuses over the special noteworthy features to be
highlighted for their use. They excel in pioneering the market by accelerating the
technological productivity.

The price for all the products are based over the motto of providing a trendy
technology with a high command over brand quality and image in a premium
price. The Samsung stores are spread all over the world providing a digital
experience. The structure of Samsung is successful till date to produce world class
range of products which is accepted and appreciated by the customers globally.
The strategy of the company is more of end focused and less of mean focused.
This is as a result of the centralized hierarchy of organizational control which pays
more attention over innovation and production of various range meeting the
demands of the customers and less attention towards the methods, means or
process undertaken in order to produce goods or services. Decisions from the top
management are filtered down the control line to be followed by the executives
and employees and to return the final product in the market. Samsung Electronics
is a huge organization with a spread across various geographic nations but still a
centralized structure being guided by the Chairman Lee leading major
31
organizational decisions and flow of commands. Organizational structure is a
vision inside the key competent factors and strategies of the company to
overcome the challenges of the market and the consumer demands and excelling
in the field of production, research and development.

32
 CHAPTER – 3
THEORETICAL PERSPECTIVE
3.1 INTRODUCTION
Mobile phones are nowadays basic needs for everyone. One always feels that
he/she is in touch of the mobile phones because of his/her in dire needs. It is
overall gadgets which include all the necessary application such as app-related to
education, app-related to newspaper, app-related to online shopping, app-related
to medical awareness, etc. Because of good distribution network, Samsung
Mobile market has occupied a very pivotal place in the country like India.
Customer’s Satisfaction is one the important aspects, which every company must
try to fulfill. Samsung Mobile market has been proved it passively at its very early
stage in Indian market scenario. Customer satisfaction gives the positive impact on
the products and it is their satisfaction by which the loyalty builds. Therefore, it can
be said that the customers are the essence of market. It is up to the company that
how tactfully and effectively, it manages the affairs of the existing markets and
their customers. This help the customers to make strong opinions regarding the
company and expect that such company will run smoothing in the long-run also
by meeting their different complaints regarding the existing products.

33
3.2 CUSTOMER SATISFACTION
For satisfaction, firms generally ask customers whether their product or service
has met or exceeded expectations. Thus, expectations are a key factor behind
satisfaction. When customers have high expectations and the reality falls short,
they become disappointed and they are likely rate their experience as less than
satisfying.
Customer satisfaction is a part of customer’s experience that exposes a supplier’s
behavior on customer’s expectation. It also depends on how efficiently it is
managed and how promptly services are provided. This satisfaction could be
related to various business aspect like marketing, product manufacturing,
engineering, quality of products and services, responses customer’s problems and
queries, completion of project, post delivery services, complaint management, etc.
Customer satisfaction is the overall essence of the impression about the supplier
by the customers. This impression which a customer makes regarding supplier is
the sum total of all the process he goes through, right from communicating
supplier before doing any marketing to post delivery options and services and
managing queries or complaints post delivery. During this process the customer
comes across working environment of various departments and the type of
strategies involved in the organization. This helps the customer to make strong
opinion about the supplier which finally results in satisfaction or dissatisfaction.
It is necessarily required for an organization to interact and communicate with
customers on a regular basis to increase customer satisfaction. In these
interactions and communications it is required to learn and determine all
individual customer needs and respond accordingly. Even if the products are
identical in competing markets, satisfaction provides high retention rates.
Higher the satisfaction level, higher the sentimental attachment of customers with
the specific brand of product and also with the supplier. This helps in making a
strong and healthy customer-supplier bonding. This bonding forces the customer

34
to be tied up with the particular supplier and chances of defection very less. Hence
customer satisfaction is very important panorama that every supplier should focus
on to establish a renounced position in the global market and enhance business
and profit.
3.3 MARKETING STRATEGY OF SAMSUNG MOBILE
Marketing strategy is a clear vision for company’s future. A clear or planned
strategy helps positively to achieve business goals, activities, aims and strategy
marketing to prioritize each of your tasks as they arrive. Marketing strategies helps
to the great extent regarding to the resources and its trading. Marketing plan
makes up a development large part of marketing strategy of company. Marketing
strategy is being framed by framing following questions:-
1) Marketing strategy explains how to identify our customers?
2) How to reach them? And how to retain them?
Samsung follows a good marketing strategy. It has covered its customers through
ads, Samsung spends money on ads and marketing. Its distribution and direct
deals help in watching the customers and after sales service help in retain the
customers.
Marketing strategy helps in to translate the company objectives, mission, vision
into effectives of marketing initiatives. It increases sales by promoting through
good promoters, so that it can get recognition and attention of the consumers.
Marketing is the promotion of your business getting the recognition and attention
of your target. Going hand-in-hand with this is the enhanced brand recognition.
The most important benefit of marketing is therefore quite simply improving the
businesses profits by boosting of sales. Marketing is cheaper than traditional form
of marketing.
Samsung has a vast product portfolio and its presence is in several different
product categories. The brand image driver for Samsung are the Samsung
Smartphone’s such as Samsung Note series or the Samsung Galaxy series.
35
A good means of marketing generates the strategy that underlies sales
techniques, business communication, and business developments. It is an
integrated process through which companies build strong customer relationships
and create value for their customers and for themselves.
Marketing activity used to identify the customer, to satisfy the customer, and to
keep the customer. With the customer as the focus of its activities, it can be
concluded that marketing management is one of the major components of
business management. Marketing evolved to meet the stasis in developing new
markets caused by mature markets and overcapacities in the last 2-3 centuries.
The adoption of marketing strategies requires business to shift focus from
production to the perceived needs and wants of their customers as the means of
staying profitable.

Marketing strategy of ay company’s product; is largely depend upon the sales

promotion and Samsung Mobile Company is also not beyond that. Sales
promotion includes incentive-offering and interest-creating activities which are
generally short-term marketing events other than advertising, personal selling,
publicity and direct marketing. The purpose of sales promotion is to stimulate,
motivate and influence the purchase and other desired behavioral responses of
the firm’s customers.

It offers a direct inducement to act by providing extra worth over and above what
is built into the product at its normal price. These inducements are temporary in
nature and are offered usually at a time and place where the buying decision is
made. Sales promotion is being used as a tool to achieve most of the major
promotional objectives of the company or firm.

36
3.4 OBJECTIVE OF MARKETING STRATEGY OF SAMSUNG MOBILE
The present study is based on the following objectives:-
1) To study the customer perception towards Samsung mobile.
2) To study the factor influence the purchase decision of Samsung mobile.
3) To study impact of technology affects the sales of Samsung mobile.

37
 Table No.3.1
Demographic profile of Samsung Mobile

Demographic Profile No. of Percentage

respondents
Gender Male 37 47
Female 43 53
Under 20 Years 19 23.75
21-30 Years 38 47.5
Age 31-40 Years 11 13.75
41-50 Years 9 11.25
Above 50 Years 3 3.75
Secondary level 7 8.75
Higher secondary 10 12.5
level
Educational Graduate/Diploma 28 35
Qualification Post-graduate 28 35
Professional 5 6.25
Others 2 2.5
Private 33 41.25
Public 8 10
Designation Self-Employed 7 8.75
Business 5 6.25
Student 22 27.5

Others 5 6.25
Up to Rs.20000 52 65
Monthly Rs.20000-Rs.30000 16 20
income Rs.30000-Rs.40000 3 3.75
Above Rs.40000 9 11.25
Sources: Demographic profile published in Business Standard Magazine, 2017,
Pg No. 37-39.
38
From the above it is depicted that 53 percent of the respondents are female that
follows 47.5 percent of the respondents are from the age group 21-30 years. It can
also be depicted that the highly educated persons like to use the Samsung mobile
and in terms of percentage, it is 34 percent. On the basis of designation it has been
focused that there are larger groups of students who are using such mobile and
they are 27.5 percent. As far as income group is covered its largest percentage 65
percent although it is buying by the middle and below middle class people.

Table No. 3.2

Preference to Purchase a Smart Phone

Options No. of respondents Percentage

Good previous experience 24 30
Friends recommendations 37 46.25
Internet Reviews 6 7.5
Printed ads 2 2.5
Television 6 7.5
Social Media 3 3.75
Other 2 2.5
Total 80 100
Sources: Personal Interview

The above Table reveals majority 46.25 percent of respondents decide to buy
smart phone from their friend recommendations and least 2.5 percent of
respondents decide to buy smart phone from printed advertisement.

39
 Table No. 3.3
Excellent features of Samsung Mobile
Yes I
wouldn’t
buy it
without Yes it is No it is not No it is not
this rather really important
feature important important at all Total
Secondary level 2 2 2 2 8
Education Higher secondary 4 4 0 1 9
wise level
distribution Graduation/Diploma 11 15 2 1 29
Post-graduate 10 11 2 4 27
Professional 2 1 1 1 5
Others 0 2 0 0 2
Total 29 35 7 9 80
Sources: Primary Data and Secondary Data (Based on Questionnaire)

3.5 CONCLUSION
The conclusion of this research of Samsung mobile is expected to
show another success by making the right strategic decision. They
have positioned their products well, and they have let their customers
knew they are offering something for everyone. This research each
study helps the company to make right position of product in the
market. This study helps the researcher for further research.

40
 CHAPTER-4
DATA ANALYSIS
4.1 INTRODUCTION
The present chapter focuses on the data analysis and its interpretation. A
questionnaire has been prepared and distributed among a number of people to
get the feedback of Samsung Mobile. Some face to face interviews have also been
conducted so that it becomes helpful to analyze those data. Analysis of data
reveals that why a consumer chooses the Samsung Mobile. Some of the data
based on the questionnaire has been mentioned and interpreted in this chapter.
4.2 ANALYSIS AND INTERPRETATION OF DATA
Data has been collected and analyzed for the purpose of the present project
work. Data analysis and its interpretation help in concluding remarks and the
opinions and views of the researchers. The present chapter is based on the
different questionnaire and accordingly data has been framed.

4.2.1 ANALYSIS OF DATA

Data analysis is a process of inspecting, cleansing, transforming,

and modeling data with the goal of discovering useful information,
informing conclusions, and supporting decision-making.

4.2.2 INTERPRETATION OF DATA

Data interpretation refers to the implementation of processes through

which data is reviewed for the purpose of arriving at an informed conclusion. The
interpretation of data assigns a meaning to the information analyzed and
determines its signification and implications.

41
4.3 SOURCES OF COLLECTION OF DATA
Data regarding the fulfillment of the present project work have been collected
through the different sources. These sources are primary data and secondary
data.
Primary Data:-
Primary data are the data gathered for the specific research project and directly
taken from the very source of information.
i. Personal Interview with the People.
ii. Responses of people through questionnaire.
Secondary Data:-
Secondary data are the data, which already exists and were collected for some
other purpose or for similar previous studies. Secondary data were proved to be
instrumental in structuring the questions to be asked for collecting primary data.
i. Various books
ii. Website of Samsung Mobiles.
iii. Samsung Mobile documents and magazines.

42
4.4 PRESENTATION OF DATA IN THE FORM OF QUESTIONNAIRE AND
CHART
1. How many years have been using Samsung Mobile?
Years No. of Respondent Percentage
1-2 Yrs 5 10%
2-3 Yrs 5 10%
3-4 Yrs 8 16%
More Than 4 Yrs 32 64%
Total 50 100%

10%
10%

1-2 Yrs
16%
2-3 Yrs
64%
3-4 Yrs
More Than 4 Yrs

Interpretation: The above graph shows that the 10 percent opinion of

the respondents only using Samsung Mobile for 1-2 years, 10 percent
respondents using 2-3 years, 16 percent respondents using for 3-4
years and rest 64 percent respondents using more than 4 years.

43
2. Do you think Samsung Mobile products are more Quality &
beneficial than others?

No. of Respondent Percentage

Yes 40 80%
No 10 20%
Total 50 100%

20%

Yes
No

80%

Interpretation: By observing above data and graph it has found that

the 80 percent respondent opinion is that Samsung Mobiles are more
qualitative and beneficial than others. Whereas the opinion regarding
the Samsung Mobiles of nearly 20 percent respondents is almost
negative.

44
3. On the basis of price and feature comparison, is Samsung Mobile
economical?

No. of Respondent Percentage

Agreed 32 64%
No Comments 3 6%
Disagreed 15 30%
Total 50 100%

30%

Agreed
64% No Comments
Disagreed
6%

Interpretation: It is observed that 64 percent of respondents have

agreed that Samsung Mobile is economical in comparison to other
mobile phones having same features.

45
4. Are you satisfied with Samsung Mobile?

Particulars No. of Respondent Percentage

Yes 35 70%
No 15 30%
Total 50 100%

30%

Yes
No

70%

Interpretation: On the basis of the data collected through

questionnaire from the respondents, it can be observe that 70 percent
customers are satisfied with features and qualities of Samsung
Mobile, whereas only 30 percent are unsatisfied because they are
either using or seeking to use the mobile having the same features (as
in Samsung Mobile) of the mobile of other branded companies.

46
5. How do you find the services provided by Samsung Mobile?

Particulars No. of Respondents Percentage

Excellent 15 30%
Very Good 28 56%
Average 5 10%
Poor 2 4%
Total 50 100%

4%
10%
30%

Excellent
Very Good
Average

56% Poor

Interpretation: On the basis of the above data, a pictorial chart has

been drawn and divided in different segments which are related to
services provided by the Samsung company to its customers. It has
been observed that 56 percent customer’s opinion is that it is
excellent, 30 percent customer’s opinion is that it is very good in
services, whereas 10 percent customer’s opinion is that the services
of Samsung Mobile Company is average. Besides these 4 percent
customer’s opinion is that its service performances are very poor.

47
6. How the Respondents did come to know about the Samsung
Mobile?

Particulars No. of Respondents Percentages

Television 25 50%
Hoarding & Banners 8 16%
Friends & Relatives 10 20%
Magazines & Newspapers 5 10%
Others 2 4%
Total 50 100%

4%
10%

Television
Hoarding & Banners
20% 50% Friends & Relatives
Magazines & Newspapers
Others

16%

Interpretation: It is observed that 50 percent of the respondents came to know of

Samsung Mobile through Television, 16 percent of the respondents through
Hoarding & Banners, 20 percent of the respondents through the Friends &
Relatives and 10 percent of respondents from Magazines & Newspapers, 4
percent of respondents through others. The above graph explains that majority of
respondents are through Televisions.

48
7. What is the Selling Scale of Samsung Mobile?

No. of Respondents Percentage

Excellent 30 60%
Good 8 16%
Fair 6 12%
Poor 5 10%
Very Poor 1 2%
Total 50 100%

70%
60%
60%

50%

40%

30%

20% 16% 12%

10%
10%
2%
0%
EXCELLENT Good Fair Poor Very Poor

Interpretation: Data collected from the respondents have been divided on the
basis of the priorities. The above graph shows that 60 percent of people says
excellent about selling scale system of Samsung Mobile, 16 percent good, 12
percent fair, 10 percent poor and rest 2 percent says very poor.

49
8. What is your perception about Samsung Mobile?

Particulars No. of Respondents Percentage

Good 20 40%
Ordinary 15 30%
No Comments 5 10%
Poor 10 20%
Total 50 100%

Percentage

20%

40% Good
Ordinary
10%
No Comments
Poor

30%

Interpretation: The above data and chart reveals about the different perception of
the respondents for the Samsung Mobile. There perception have been
categorized as – Good, Ordinary, No Comments and Poor.

The overall respondents are 50 and their perceptions have also been categorized
in terms of percentage which is 100 percent.

50
9. Why do you use Samsung Mobile?

No. of Respondent Percentage

Good Price 5 10%
Better Quality 32 64%
Easily Available 8 16%
Diversified Categories 5 10%
of Product
Total 50 100%

10% 10%

Good Price
16%
Better Quality

Easily Available

Diversified Categories of
Product

64%

Interpretation: In the above graph it has been observed that 10 percent of

respondents say Samsung Mobile have Good Price, Better Quality (64 percent),
Easily Available to the customers (16 percent), Diversified Categorize of Product
(10 percent). Here, most of the respondents use Samsung Mobile due to its better
quality.

51
10. Decision influenced by to purchase Samsung Mobile?

Influencer No. of Respondents Percentage

Parents 8 16%
Self 27 54%
Friends 9 18%
Relatives 4 8%
Others 2 4%
Total 50 100%

4%
8% 16%

Parents

18% Self
Friends
Relatives
Others

54%

Interpretation: Although, there are many factors that influence to take the
decision to purchase the Samsung Mobile. In the present study the following
influencing factors have been selected and categorized, such as – Parents, Self,
Friends, Relatives and Others.

During the course of collecting the information from a number of respondents , it

has been found that the percentage of self influencing factor is much higher and
this is due to the more awareness, consciousness and its easily availability in the
market.
52
11. Name the Brand of Products which you use?

Mobile No. of Respondents Percentage

Samsung 38 38%
Vivo 10 10%
Oppo 12 12%
Redmi 14 14%
Macromax 10 10%
Apple 16 16%
Total 100 100%

40%
38%
35%

30%

25%

20%
16%
15% 14%
12%
10% 10%
10%

5%

0%
Samsung Vivo Oppo Redmi Macromax Apple

Interpretation: The above graph shows that 38 percent of

respondents says that Samsung is the main brand to customer
generally followed by Redmi and Apple because of the price
competitiveness and having the different features. Although, all the
features available in other brands are not very useful as compare to
Samsung Mobile.

53
4.5 CONCLUSION
On the basis of the data analysis, its interpretation and different
questionnaire, it reveals that the Samsung Mobile is one of the big
brand among the other brands of the same features. It is more
popular because it has succeeded to cater the different targeted
customers in Indian market.

54
 CHAPTER-5
CONCLUSION & SUGGESTIONS
5.1 CONCLUSION
During doing the project work it has focused that throughout the
decades Samsung Smartphone has successfully run in the market then
and even today. It has its global market and also have different
varieties having different features as per the needs of the customers.
It has succeeded to adopt and implement those strategies by which
Samsung Smartphone gathered the whole global market.
5.2 SUGGESTONS
Following are the suggestion which has been drawn and they are:-
 In order to attract and make the customer to purchase through online,
the company can provide special offer who purchase through online
mode.
 The latest technology is required all type of people, so marketing
strategy can be adopted to retain the old customer as well as to bring
new customer. Provide the product with least technology as well as
user friendly model.
 Give proper information to the retailers about new products and
provide catalogue.
 Company should improve their post sale services.

55
ANNEXURE
QUESTIONNAIRE
Name : …………………………………………………………………………………………………
Age : ……………………………………………………………………………………………………..
Contact No. : …………………………………………………………………………………………
Address : ……………………………………………………………………………………………….
………………………………………………………………………………………………………………
………………………………………………………………………………………………………………
1.How many years have you been using Samsung Mobile?

a) 1-2 Yrs b) 2-3 Yrs c) 3-4 Yrs d) More Than 4 Yrs

2. Do you think Samsung think Samsung Mobile products are more

Quality and beneficial than others?

a) Yes b) No

3. On the basis of price and feature comparison, is Samsung Mobile

economical?

a) Extremely Agreed b) Highly Agreed

c) Agreed d) No Comment

e) Disagreed

56
4. Are you satisfied with Samsung Mobile?

a) Yes b) No

5. How do you find the services provided by Samsung Mobile?

a) Excellent b) Very Good

c) Average d) Poor

6. How the Respondent did come to know about the Samsung

Mobile?

a) Television b) Hoarding & Banners

c) Friends & Relatives d) Magazines & Newspapers

e) Others

7. What is the Selling Scale System of Samsung Mobile?

a) Excellent b) Good c) Fair

d) Poor e) Very Poor

8. What is your perception about Samsung Mobile?

a) Good b) Ordinary

c) No Comments d) Poor

9. Why do you use Samsung Mobile?

a) Good Price b) Better Quality

c) Easily Available d) Diversified categories of product

57
10. Decision influenced by purchase Samsung Mobile?

a) Parents b) Self

c) Friends d) Relatives

e) Others

11. Name the brand of Products which you use?

Samsung Mobile ( ) Vivo ( )

Oppo ( ) Redmi ( )

Micromax ( )

12. Any Suggestions

……………………………………………………………………………………………………………
……………………………………………………………………………………………………………
……………………………………………………………………………………………………………

58
 BIBLIOGRAPHY
BOOKS:
 Brews, Peter J., and Christopher L. Tucci 2004, ‘Exploring the Structural
Effects of Internetworking’, Strategic Management Journal, vol.25, no. 5, pp.
429-452.
 Chang, S.J., & Choi, U 1998, ‘Strategy, structure and performance of Korean
business groups: A transactions cost approach’, The Journal of Industrial
Economics, pp. 141-158.
 Child, J. 1972, ‘Organizational structure, environment and performance: the
role of strategic chocie’, Sociology, vol. 6,no. 1, pp. 1-22.
 Fredrickson, J. W. 1986, ‘The strategic decision process and organizational
structure’, Academy of management review, vol. 11, no. 2, pp. 280-297.
 Hunter, J. 2002, ‘Improving organizational performance through the use of
effective elements of organizational structure’, Leadership in Health
Services, vol. 15, no. 3, pp. 12-21.
 Marketing Management, The McGraw.Hill Company Rajan Saxena (Third
Edition).
 Baker, M. (2000) Marketing Management and Strategy, 3rd edition,
Macmillan Business.
 Davies, M. (1998) Understanding Marketing, 1st edition. Prentice Hall.
NEWS PAPERS & MAGAZINES:
 Economic Times
 Business Line
 Business Standard
 Fast Company
 Fortune

59
WEBSITES:
 www.samsung.com
 www.google.com
 www.samsung.com/fi/about Samsung/ corporate
profile/vision.html.

60