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A STUDY ON CUSTOMER SATISFACTION

Towards SAMSUNG

SUBMITTED BY: PROJECT ADVISOR:

AMAN Miss. VANDANA CHAUHAN

140230101014
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CERTIFICATE-I

This is to certify that the project entitled A STUDY ON THE EFFECTIVENESS OF ONLINE
MARKETING IN INTERGRATED MARKETING COMMUNICATION has been submitted to
department of Business Management, A P GOYAL SHIMLA UNIVERSITY BY AMAN.

In partial fulfillment of the requirements for the degree of Master of Business

Administration of this university. To best of my knowledge no part of this project has been
submitted for any degree or diploma anywhere elsewhere and the help received during this
course of investigation and courses of literature and sources of literature have been duly
acknowledged.

Place:
(.........................)

Dated: Project Advisor

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Certificate II

This is to certify that the project entitled A STUDY ON THE EFFECTIVENESS OF ONLINE
MARKETING IN INTERGRATED MARKETING COMMUNICATION Has been, submitted to
Department of Business Management, A P GOYAL SHIMLA UNIVERSITY BY AMAN.

In partial fulfillment of the requirements for the degree of Master of Business

Administration of this university. The project has been approved by the Examination
Committee after conducting an oral examination in collaboration with external examiner.

........................ ..................................

(Project Guide) (External Examiner)

.................................

(Head of Department)
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Acknowledgement

This project has been made possible through the efforts, support and co-operation of various
persons to whom I would like to express my appreciation and gratitude.

First and foremost, it gives me immense pleasure to express my sincere gratitude to

MRS.NAMUKASA ZAMU whose sincere support has enabled me at each and every step
and their experience has always given me the right direction to achieve my goals.

I will have burden on my heart if I do not express my sincere thanks to staff members of
SCHOOLOF MANAGEMENT for there untiring help rendered during the study from time to
time. I am also thankful to him for his valuable advice and sincere guidance during the
research report.
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TABLE OF CONTENT

1 1: Introduction

Company Profile

2 2: Research Design

3 3: Data analysis and interpretation

4 4: Summary of findings and

conclusions

5 5: Appendices And Annexure

6 6: Bibliography

1: Introduction
COMPANY PROFILE

HISTORY
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For over 70 years, Samsung has been dedicated to making a better world through diverse

businesses that today span advanced technology, semiconductors, skyscraper and plant

construction, petrochemicals, fashion, medicine, finance, hotels, and more. Our flagship

company, Samsung Electronics, leads the global market in high-tech electronics

manufacturing and digital media.

Through innovative, reliable products and services; talented people; a responsible approach to

business and global citizenship; and collaboration with our partners and customers, Samsung

is taking the world in imaginative new directions. Samsung Heavy Industries Co., Ltd. is a

shipbuilding and engineering company headquartered in Seoul. It was founded in August

1974. Its principal products are bulk carriers, container vessels, crude oil tankers, cruisers,

passenger ferries, material handling equipment steel and bridge structures. It achieved total

revenues of 13,358.6 billion won in 2011 and is the world's second-largest shipbuilder by

revenues (after Hyundai Heavy Industries).

Samsung Heavy Industries is listed on the Korea Exchange stock-exchange (number 010140)

SAMSUNG'S HISTORY AND ACHIEVEMENT

From its inception as a small export business in Taegu, Korea, Samsung has grown to

become one of the worlds leading electronics companies, specializing in digital appliances

and media, semiconductors, memory, and system integration. Today Samsung's innovative

and top quality products and processes are world recognized. 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.

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ABOUT SUBJECT

Customer satisfaction

A term frequently used in marketing, is a measure of how products and services supplied by

a company meet or surpass customer expectation. Customer satisfaction is defined as "the

number of customers, or percentage of total customers, whose reported experience with a

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firm, its products, or its services (ratings) exceeds specified satisfaction goals." In a survey of

nearly 200 senior marketing managers, 71 percent responded that they found a customer

satisfaction metric very useful in managing and monitoring their businesses.

It is seen as a key performance indicator within business and is often part of a Balanced

Scorecard. In a competitive marketplace where businesses compete for customers, customer

satisfaction is seen as a key differentiator and increasingly has become a key element of

business strategy.

"Within organizations, customer satisfaction ratings can have powerful effects. They focus

employees on the importance of fulfilling customers expectations. Furthermore, when these

ratings dip, they warn of problems that can affect sales and profitability. These metrics

quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-

mouth marketing, which is both free and highly effective."

Therefore, it is essential for businesses to effectively manage customer satisfaction. To be

able do this, firms need reliable and representative measures of satisfaction.

"In researching 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 will be disappointed

and will likely rate their experience as less than satisfying. For this reason, a luxury resort, for

example, might receive a lower satisfaction rating than a budget moteleven though its

facilities and service would be deemed superior in 'absolute' terms."

The importance of customer satisfaction diminishes when a firm has increased bargaining

power. For example, cell phone plan providers, such as AT&T and Verizon, participate in an

industry that is an oligopoly, where only a few suppliers of a certain product or service exist.

As such, many cell phone plan contracts have a lot of fine print with provisions that they
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would never get away if there were, say, a hundred cell phone plan providers, because

customer satisfaction would be way too low, and customers would easily have the option of

leaving for a better contract offer.

1. RESEARCH DESIGN

TITLE OF THE PROJECT:

The title of the study or the project work is entitled A STUDY ON CUSTOMER

SATISFACTION TOWARDS SAMSUNG

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STATEMENT OF THE PROBLEM

Research problem is selected for the purpose of this project to study the consumer behaviour

in relation to their perceptions, attitudes, preference, expectations, satisfaction, and

dissatisfaction with reference to the Samsung.

Objective of the study:

1. To know the customers satisfaction level of Samsung Company.

2. To find out factors influencing while choosing a branch.

3. To find the general problem faced by existing Samsung customers.

4. To find the customers attitude towards Samsung services.

5. To study how the satisfaction level varies from one group to other.

SCOPE OF THE STUDY:

1) It helps to know that which publicity media gives maximum retention to the customer.

2) The study also helps the company to improve their standard of service and handle the

competition in the near future.

3) It also helps in putting possible improvement, additions and new strategies and offers the

customers.

4) It also puts a detailed insight into the different aspect of the company such as

manufacturing, marketing sales, production and services etc.

LIMITATION OF THE STUDY:-

The limitation of the study are as follows:-

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1) The study pertains to only one branch of the Samsung due to the limitation of time

frame.

2) Findings are based on the records available at the Samsung Company and the

information provided by the corporation.

3) This study is restricted to customers only.

4) Sample size is restricted to 80 respondents only due to the time constraints.

METHODOLOGY OF STUDY

These aspects have been thoroughly discussed and based on the findings of the

study conclusions were drawn and recommendations were made to the Samsung.

The views of various authors who all have authority in the -field of the study were presented

in this report for due consideration for their implementation. The expected contribution from

the study is to help the organization to implement the suggestions in this report so that it can

contribute towards the improvement in service and quality.

Researches method :

Instruments: Questionnaire.
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Questionnaire :questionnaire is a list of question or statement pertaining to an issue or

program.It is used for studying the opinions of people. It is commonly used in opinion poll.

SOURCES OF DATA:

For the purpose of this study, data from two sources have been gathered namely:-

(1) Primary Source

(2) Secondary Source

Primary data:- are original source, which are collected directly from the respondents. This

information is collected through questionnaire, personal interview and through observation.

Secondary data:- are those that containing data which have been collected and compiled for

another purpose. These sources consist of readily available information and already complied

statistical statement whose data may be used by the researchers for their study.

The secondary sources includes Annual Reports, Journals, Articles as well as magazines and

manuals.

RESEARCH INSTRUMENT:-

The different instruments are used to analyze the data, they are:

QUESTIONNAIRE

The questionnaire includes multi choice answers to be chosen by the respondents.

TABLES
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This study uses tables represents the data from the various customers, they are represented

both number of samples and percentage.

GRAPHS

The study also employs graphs to represent the data in the table to give better impression and

interpretation of percentage in the table. The graphs used are Bar graph.

PLAN OF ANALYSIS

Since a structured questionnaire was used, data classification was done easily. The data was

grouped easily under various heading. This readily revealed the buying behaviour towards

Samsung Company. Tables were used for tabulating.

Organizational structure:

Advisor
Board of directors/ceo/chairman

House Assistant to
counsel the chairman

President

Chief
Accountant auditor

Vise Vise
president/finance president

CFO CMO CPO coo cco

Functional Chart
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CPO

CFO CMO CPO coo cco

Purchasing Receiving Retail Customer

and Intentry Sales service

Wholesale Order Accounting

sales Entry and billing
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3. DATA ANALYSIS AND INTERPRETATION

TABLE 1

Table showing ages of Respondents:

Sl.No. Age (years) No.of Percentage

Respondents

1 18-25 15 18.75%

2 25-30 26 32.50%

3 35-40 33 41.25%

4 Above 40 6 7.50%

Total 80 100
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GRAPH -1

MONTHLY INCOME OF
RESPONDENTS
35 33

30
NUMBER OF RESPONDENTS

26
25

20
15
15

10
6
5

18-25 25-30 35-40 Above 40

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TABLE 2

Table showing Gender of Respondents:

Sl.No. Gender No.of Percentage

Respondents

1 male 52 65%

2 Fe-male 28 35%

Total 80 100

GRAPH -2

MONTHLY INCOME OF
RESPONDENTS
60
52
NUMBER OF RESPONDENTS

50

40
28
30

20

10

male fe-male
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TABLE 3

Table showing occupation of Respondents:

Sl.No. Age (years) No.of Percentage

Respondents

1 Businessman 09 11.25%

2 Employed 39 48.75%

3 Doctor 03 3.75%

4 Students 29 36.25%

Total 80 100

GRAPH -3

MONTHLY INCOME OF
RESPONDENTS
39
40
35
NUMBER OF RESPONDENTS

30 29

25
20
15
9
10
5 3
0

businessman employed
doctor students
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TABLE 4

Table showing Monthly income of Respondents:

Sl.No. Income No.of Percentage

Respondents

1 Below Rs.10000 05 06%

2 Rs.10000-Rs.20000 36 45%

3 Rs.20000-Rs .30000 24 30%

4 Above Rs.30000 15 19%

Total 80 100

ANALYSIS:

The above table shows that 45% of the respondents belong to the income group of

Rs.10,000-Rs20,000. The people of income group RS 20,000-30,000 with 30% follow them

respectively.

As income group ABOVE RS 30,000 are followed with 19% respectively. And 6% of

respondents with an income group of below 10,000/- per month.

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GRAPH -4

MONTHLY INCOME OF
RESPONDENTS
40 36
35
NUMBER OF RESPONDENTS

30
25 24

20
15 15

10 5
5
0

Below Rs.10000
Rs.10000-Rs.20000
Rs.20000-Rs.30000

INFERENCE:

From the survey it is clear that the middle-high class group of people is much going for the

Samsung products.
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TABLE 5

Table showing from where Respondents get information about Samsung:

Sl.No. Source No.of Percentage

Respondents

1 Advertisements 50 64%

2 Dealers 07 08%

3 Friends & Relatives 15 19%

4 Mechanics 08 09%

Total 80 100%

ANALYSIS:

According to the survey, the customers are mainly influenced by the advertisements

in different Medias, which stand at 64%. Friends and relatives next to follow with 19%,

which influences to buy the Samsung products And 9% & 8% of respondents obtained the

information through mechanics and dealers respectively.

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GRAPH-5

HOW RESPONDENTS GET

INFORMATION ABOUT SAMSUNG
PRODUCTS?
50
50

40

30
NUMBER OF
RESPONDENTS 15
20
7 8
10

Advertisements Dealers Friends & Relatives Mechanics

INFERENCE:

From the survey it is clear that people due to advertisement much going for Samsung

products.
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TABLE 6

Table showing total number of brands considered before buying Samsung

products:

Sl.No. No.of Brands No.of Percentage

Respondents

1 One 00 00%

2 Two 14 18%

3 Three 58 72%

4 Four & above 08 10%

Total 80 100%

ANALYSIS:

72% of the customers have considered three brands before taking the final decision to buy the

Samsung products, and 18% of the customers have considered two brands. And 10% of

respondents have considered four and above brands before buying Samsung products.
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GRAPH-6

NUMBER OF BRANDS CONSIDERED BY

RESPONDENTS BEFORE BUYING
SAMSUNG PRODUCTS
58
60

50

40
NUMBER OF
30
RESPONDENTS
14
20
8
10 0
0

One Two Three Four & above

INFERENCE:

This shows that the Samsung is competing with at least 3 brands of products in the market

and stands in its own position in sales.

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TABLE 7

Table showing time taken for final decision to buy Samsung products by

the Respondents:

Sl.No. Time taken No.of Percentage

Respondents

1 Within a Week 10 12%

2 Within a Month 15 19%

3 Within 3 Months 43 54%

4 Above 3 Months 12 15%

Total 80 100%

ANALYSIS:

By the above table it is clear that 54% of the respondents took time for final decision to buy

the Samsung products. Respectively 19% of the costumers next to follow within a month to

buy the same.And 12% & 15% of the respondents took time for final decision to buy BSNL

that is within a week and above 3 months respectively.

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GRAPH-7

TIME TAKEN FOR FINAL DECISION TO

BUY SAMSUNG PRODUCTS BY THE
RESPONDENTS
43
NUMBER OF RESPONDENTS

50
12 A
40 b
W
o
30 15 vi
W et
i h
20 i
t 3
10 W
h n
10 i
i
t
n
0 h
i
n

Within a Week Within a Month Within 3 Months Above 3 Monthsd

INFERENCE:

This makes clear that the consumers will be always aware regarding the market and they take

time to think, to go for any product.

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TABLE 8

Table showing who makes the final decision to buy the Samsung product:

Sl.No. Decision taken by No. of Percentage

Respondents

1 Solely 22 27%

2 Along with parents 19 24%

3 Spouse 28 35%

4 Friends 11 14%

5 Children 00 00%

6 Others 00 00%

Total 80 100%

ANALYSIS:

The above table shows that 35% of the consumers made decision with spouse. And secondly

27% of the customers took decision solely. Along withparents as next to follow with 24%. &

14% of the respondents made their decision with friends regarding buying the Samsung

products.
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GRAPH-8

WHO MADE THE FINAL DECISION IN

BUYING SAMSUNG PRODUCT
28
30

25 22
19
20
NUMBER OF
15 11
RESPONDENTS
10

5
0 0
0

Solely Along with parents Spouse Friends Childrens Others

INFERENCE:

From the above, it is clear greater no. of consumer made decision with spouse.
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TABLE 9

Table showing how often the Samsung product is used by the respondents.

Sl.No. Frequency No.of Percentage

Respondents

1 Every day 62 78%

2 Weekly 14 17%

3 Occasionally 04 05%

Total 80 100%

ANALYSIS:

This table shows that the 78% respondents of use the telephone for daily use. And 17% of the

customers are next to follow with; who use the Samsung weekly. And 5% of the respondents

use their cars occasionally

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GRAPH-9

FREQUENCY OF SAMSUNG PRODUCTS USED BY THE

RESPONDENTS

100% 78%

0% 17%

5%

Every day Weekly Occasionally

INFERENCE:

From this graph we can make out that businessmen, individuals, professionals, small family

and office going people are the most using the SAMSUNG PODUCTS.
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TABLE 10

Table showing number of users of SAMSUNG PODUCTS in a family:

Sl.No. Users No.of Respondents Percentage

1 One 43 53%

2 Two 19 24%

3 Three 14 18%

4 Four & above 04 05%

Total 80 100%

ANALYSIS:

This table shows that the 53% of the respondents use the care solely. Two users are next to

follow with 24% respectively. Three users are next to follow with 18% respectively.
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GRAPH-10

NUMBER OF USERS OF SUMSANG IN A FAMILY

5%
18%

53%

24%

One Two Three Four & above

INFERENCE:

Here 53% of the respondents opinioned that telephone are used by one person in the family.

And 24% of the respondents opinioned that telephone are used by two persons in the family.

And 18% of them claimed that 3 persons are using the telephone in the family. 5%

respondents opinioned that 4 and above use the telephone in the family.
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TABLE 11

Table showing how the Respondents rate the new technology in SAMSUNG

PRODUCTS:

Sl.No. Opinion No.of Percentage

Respondents

1 Fair 09 11%

2 Good 55 69%

3 Excellent 16 20%

4 Not upto expected level 00 00%

Total 80 100%

ANALYSIS:

This table clearly the 69% indicates that the customers find GOOD technology and 20% 0f

the respondents follow with the opinion EXCELLENT. And remaining 11% of the

respondents with the opinion of FAIR.

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GRAPH-11

OPINION ABOUT NEW TECHNOLOGY IN SAMSUNG

PRODUCT

55

60 N
NUMBER OF 16 o
RESPONDENT 0 E
S 40 t
x
G u
c
o p
20 9 e
F o
l
a d
0 i
r
Fair Good Excellent Not upto expected level

INFERENCE:

From the survey it is clear that majority of the respondents gave their opinion about new

technology in Samsung products as good technology.

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TABLE 12

Tables showing how often the Respondents go for Service:

Sl.No. Frequency No.of Percentage

Respondents

1 Weekly 00 00%

2 Monthly 16 20%

3 Once in 3 Months 44 55%

4 Once in 6 Months 12 16%

5 Not frequently 08 09%

Total 80 100%

ANALYSIS:

This table shows that the 55% of the respondents go for service ONCE IN 3 MONTHS. And

other 20% of the respondents go for ONCE IN 6 MONTHS. And next to follow is with 16%

of the respondents go ONCE IN A MONTH.

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GRAPH-12

HOW OFTEN THE RESPONDENTS GO FOR SERVICING THE

SAMSUNG PRODUCT

0%

9% 20%
16%

55%

Weekly Monthly Once in 3 Months

Once in 6 Months Not frequently

INFERENCE:

From the survey it is clear that majority of the respondents go for service once in a 3 months.
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TABLE 13

Table showing the Quality of SAMSUNG PODUCTS:

Sl.No. Opinion No.of Percentage

Respondents

1 Excellent 15 19%

2 Good 54 67%

3 Fair 11 14%

4 Poor 00 00%

Total 80 100%

ANALYSIS:

From the above table it is clear that 67% of the customers believes that the Samsungs

products are GOOD. And are rated as excellent by the 19% of the respondents and as by the

14% respondents says fair.

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GRAPH-13

OPINION ABOUT QUALITY OF

SAMSUNG PRODUCT

60 54

50
40
NUMBER OF
RESPONDENTS30
15
20 11
10 0
0

Excellent Good Fair Poor

INFERENCE:

This makes clear that most of customer believe that the qualities of SAMSUNG PRODUCTS

are good.
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TABLE 14

Table showing the rate of the Samsung product concerned with price:

Sl.No. Rate No. of Percentage

Respondents

1 Cheap 00 00%

2 Reasonable 64 80%

3 Too Costly 16 20%

Total 80 100%

ANALYSIS:

This table clearly shows that the respondents have shown satisfactory results with spares

concerned with price factor, which stands at 80%. No respondents consider it as low

price.Too costly as next to follow with 20% respectively.

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GRAPH-14

HOW THE RATE OF THE SAMSUNG PRODUCT

CONCERNED WITH PRICE

0%
20%

80%

Cheap Reasonable Too Costly

INFERENCE:

From the above, it is clear that the respondents believe that the rate of call concerned with

prices should be reasonable.

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TABLE 15

Table showing satisfaction of respondents regarding service of

SAMSUNG PODUCTS:

Sl.No. Opinion No.of Percentage

Respondents

1 Excellent 14 18%

2 Good 58 72%

3 Fair 08 10%

4 Poor 00 00%

Total 80 100%

ANALYSIS:

This table shows with regards to satisfaction of respondents. 72% of the respondents were

highly satisfied with the service done by the company. This shows that the wide range of

customers have accepted the service renders capability.And 18% & 10% of the respondents

consider excellent and fair respectively

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GRAPH-15

SATISFACTION OF RESPONDENTS REGARDING SERVICE OF

THE SAMSUNG PRODUCT

58
60

50

40
NUMBER OF
RESPONDENTS30

20 14
8
10 0
0

Excellent Good Fair Poor

INFERENCE:

The above survey shows that most of the respondents believe that the service done by the

companies are good.

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4. SUMMARY OF FINDINGS AND CONCLUSION

SUMMARY OF MAIN FINDINGS

1) 41.25% of the respondants are aged between 35-40.

2) 65% of respondants are male.

3) 48.75% of the customers are professionals and 30% of them are self employed and

salaried.

4) 45% of the customers monthly income is between Rs. 10000/- to 20000Rs.

5) 64% of the customers get to know about Samsung products through advertisement.

6) Most of the times, three brands are considered before buying Samsung products.

7) Spouse makes the final decision to buy the Samsung

8) 80% o the customers have not received any compliment form the SAMSUNG for any

occasions.

9) From the survey I found out that the respondents believe that the rate of call

concerned with prices should be reasonable.

10) From the survey I found out thatmost of the respondents believe that the service done

by the companies are good.

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CONCLUSION

To sum up the art of consumer behaviour plays a very significant role contributing to the

organizations goals, image, survival and growth.

When consumer satisfaction is improved it spreads satisfaction to the employees, supervisors,

manager . It even helps society and the nation through better utilization of the resources of

the SAMSUNG.

The SAMSUNG has adopted so many new techniques to attract the customers. But there is

no effective implementation. If done effectively the SAMSUNG not only satisfy the

customers but it can also delight them, which is very important for the growth of business of

the bank.

Many experts have played very important role in consumer behaviour technique. Every bank

or organizations has to select the right techniques suitable for the organization so as to give

full satisfaction to the customers.

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5. APPENDICES AND ANNEXURES

1.AGE

18-25 [ ]

25-30.1 [ ]

30-35 [ ]

40&above [ ]

2. Gender:-

Male [ ]

Female [ ]

3. OCCUPATION:-

Businessman [ ]

Employed [ ]

Doctor Housewife [ ]

Students [ ]

4. ANNUAL INCOME:-

Below 10,000 [ ]

10,000-20,000 [ ]

20,000-30,000 [ ]

Above 30,000 [ ]
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5. Have you seen the advertisement of Samsung? If yes which media?

Television [ ]

Newspaper [ ]

Magazine [ ]

Hoardings [ ]

6. Total number of brands considered before buying Samsung products?

One [ ]

Two [ ]

Three [ ]

Four & Above [ ]

7. How much time taken for final decision to buy Samsung products by you?

Within a Week [ ]

Within a Month [ ]

Within 3 Months [ ]

Above 3 Months [ ]

8. Who makes the final decision to buy the Samsung product?

Solely [ ]

Along with parents [ ]

Spouse [ ]
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Friends [ ]

9) How often the Samsung product is used by you?

Every day [ ]

Weekly [ ]

Occasionally [ ]

10. How many Number of users of SAMSUNG PRODUCTS in a family?

One [ ]

two [ ]

Three [ ]

four& above [ ]

11. How will you rate the new technology in SAMSUNG PRODUCTS?

Fair [ ]

Good [ ]

Excellent [ ]

Not Satisfactory [ ]

12. How often the you go for Service?

Weekly [ ]

Monthly [ ]

Once in 3 Months [ ]
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Once in 6 Months [ ]

Not frequently [ ]

13. How will you rate the Samsung product concerned with price?

Cheap [ ]

Reasonable [ ]

Too costly [ ]

14. Are you satisfy with the service of Samsung product?

Excellent [ ]

Good [ ]

Fair [ ]

Poor [ ]

Thank you for your Kind and Honest response

Date: - Sign/-
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5. BIBLIOGRAPHY

REFERENCES

Books:

NAME OF THE BOOKAUTHOR

Marketing management Philip Kotler

Product Management M . shiv Kumar

Business Research Method Reddy, Appannaiah

Website:

www.google.com

www.Samsung.org.

www.Samsung.co.in.

News paper:

Times of India

Magazine:

Business Today