b.com project (calicut university)

1. 1
INTRODUCTION
The mobile manufacturing companies are growing rapidly and introducing new
models with latest technologies to the society. Consumers are aware of the
recent facilities available in the mobile phones in different companies and also
the prices of mobiles.
Communication plays a key role in day to day life. The technological
developments in the fields of telecommunication have reached a new height in
recent times. These developments are aimed to provide the customers with new
services to meet various requirements based on their utilization for their benefit.
Mobile phones today have moved beyond their fundamental role of
communications and have graduated to become an extension of the persona of
user. Customers are witnessing an era when users buy mobile phones not just to
be in touch, but to express themselves, their attitude, feelings and interests.
Customers continuously want more facilities from their phone. Satisfied
customers are the greatest assets of a firm.
The brand awareness and image of a business are vital to its success. Brand
awareness is the key for the success of every business. If a company was to
succeed, it must win the hearts and minds of its customers. Brand awareness
depends on the product’s actual performance in relation to buyer’s expections.
Brand is a name, term, design, symbol or others features that distinguesnes one
seller’s products from others. Brand awareness is the ability to recognise or
recall the brand within a given product category in sufficient detail to make a
purchase decision consumers can propose recommend or use the brand.
Samsung is most popular brand in field of electronics. Cho Hong- jai,(the
Hyosung group’s founder) jointly invested a new company called Samsung
Trading Corporation, with the Samsung Group founder Lee Byung-Chull.
Samsung Trading Corporation separated into Samsung group. Samsung Mobile
company is offered variety of phones to this customers and it’s update
immediately. Samsung faces tough competition from reputed brands. This study
give more clarification about the competition and competitors. This study
focused on “Brand awareness towards Samsung Mobile products with
competitor’s products.

2. 2
1.1REVIEW OF LITERATURE
In general, awareness describes people’s perception and cognitive
reaction to a condition or event. Awareness does not necessarily imply
understanding as it is an abstract concept. Awareness may be focused on
an internal state, such as an instinctive feeling, or on external events such
as sensory perception.
Marton and Booth (1997) give good examples of awareness: People
have earlier experience of a certain situation and are aware of that. They
are also aware of who they are, the background to circumstances, where
being located as well as the emotions to the place, what time of year it is
and what day it is, and also what to do the rest of the day. Even through,
there is awareness of everything at the same time, the intensity varies.
People’s awareness is reshaping its structure constantly, and what we call
awareness is the sum of the individual’s experience. So it is possible to
do one thing while still be aware of many other things.
Aaker (1991) defines brand or name awareness as “ the ability of a
potential buyer to recognize or recall that a brand is a member of a certain
product category.” Therefore it is important that a link between product
class and brand is implicated because the scope of brand awareness is
very wide, ranging from an unsure sensation that the brand name is
recognised, to a conviction that it is the only one in the product class.
Brand awareness refers to the strength of a brand’s presence in the
consumer’s mind. It is a measure of the percentage of the target market
that is aware of brand name. Marketers can create awareness among their
target audience through repetitive advertising and publicity. Brand
awareness can provide a host of competitive advantages for the marketer.
Androulida kis; G Kandus (2001) correlated the brand of mobile phone
to users’ security practices. Users show different behavior in an array of
characteristics, according to the brand of the mobile phone they are using.
As such, there is a categorization of areas, different for each brand, where
users are clearly lacking security mind, possibly due to lack of awareness.
Such a categorization can help phone manufacture enhance their mobile
phone in regards to security, preferably transparently for the user.

3. 3
Tajzadeh Namin A. A; Rahmani Vahid; Tajzadeh Namin Aidin
(2012) analyzed that the process of deciding over a brand may be
influenced by situation and content. The findings suggest a significant
relationship between the variables “brand attitude”, “corporate attitude”,
and “product choice “. In addition, no significant relationship was found
between individual decision making processes and product choice.
Serkan Aydin, Gokhan Ozer, Omer Arasil, (2005) had focused on to
measure the effects of customer satisfaction and trust on customer
loyalty, and the direct and indirect effect of “switching cost” on customer
loyalty. The findings of this study show that the switching cost factor
directly affects loyalty, and has a moderator effect on both customer
satisfaction and trust.
Jonathan, Lee, Janghyuk, Lee and Lawreence, Feick,(2001) analysed
that moderating role of switching costs in the customers satisfaction-
loyalty link, and to identify customer segments and to retain them. Thus
the purposes of this paper are to examine the moderating role of
switching costs in the customer satisfaction-loyalty link; and to identify
customer segments and then analyze the heterogeneity in the satisfaction-
loyalty link among the different segments. An empirical example based
on the mobile phone service market in France indicates support for the
moderating role of switching costs. Managerial implication of the results
are discussed.
1.2 STATEMENT OF THE PROBLEM
Now in the modern days, telecommunication field had many obstacles. Now
telecommunication instruments are affecting all of us and for the most part,
improving the quality of life and the components of mobile. The numbers of
mobile cellular phone users are increasing day by day in India. The choice of
the manufactures is affected by many factors namely, dual SIM,MP3 players,
cameras, bluetooth, etc.

4. 4
This study has been undertaken by the researcher to examine behavioural
profile of customers of the mobile. This present titled “A Study of Brand
awareness towards Samsung mobile products with competitor’s products in
Mala” is considered relevant as the study has its own significance in the recent
technological era.
1.3 SIGNIFIANCE OF THE STUDY
In earlier days telecommunication field had many obstacles. The number of
mobile cellular phone users are increasing day to day in India. Companies make
aggressive marketing, advertising and promotional efforts which compel other
manufactures to focus on their marketing efforts as well. These companies
resort to price reductions, new function additions, value addition and focus
advertising and promotional campaigns.
This study entitled to “A Study of Brand awareness towards Samsung Mobile
products with competitor’s products” was conducted over a period of two
weeks. 50 different customers are selected as sample. Samsung mobile field
faces tough competition from different reputed brands. It gives more pressure to
develop more innovate technologies in Samsung mobile phones.
1.4 OBJECTIVES OF THE STUDY
1. To study about the popularity of Samsung mobile phones among
different customers
2. To examine the profile of the Samsung mobile communication
facilities in the study area.
3. To know about innovative technologies in Samsung mobile phones.
4. To know about important competitors
1.5 DATA AND METHODOLOGY
The process used to collect information and data for the purpose of marketing
business decisions. The methodology includes publication research, interviews,
surveys and other research techniques, and could include both present and
historical information.

5. 5
Descriptive Research
Descriptive research is fact finding investigation. It is designed to gather
descriptive information. It provides information for formulating complex
studies. The data needed for study are collected through observation,
interview and mailed questionnaire. It tries to answer the questions who,
what, where, when and how. Descriptive research is used to identify and
obtain information on a particular problem or issue.
Method of data collection
1. Survey
2. Observation
1. Survey: Survey is a method of exploratory research used for
collecting primary data on verbal or written communication with
representive sample of individuals or respondents from target
population. Here 50 customers are used as sample from different
age of people for this research.
2. Observation: It refers to the recording of data as they come to the
notice of the investigator. It is the careful and systematic watching
of facts as they occur in the course of nature.
Tools and Techniques
1. Questionnaire
2. Table
3. Graph
Source of data
Primary Data
Primary data are original from which the researcher directly collects data that
have not been previously collected. They are collected for the first time.

6. 6
Primary data were collected through interview and questionnaire. Here, primary
data are considered as the questionnaire to which the statistical methods are
applied for the purpose of analysis and interpretation.
Secondary Data
Secondary data are those data, which have already been collected, tabulated and
presented in some form by someone else for some other purpose. Secondary
data are collected from various source such as reports, publication, office
records, etc. In this dissertation, secondary data were obtained from internet,
books, journals, etc.
1.6 LIMITATIONS OF THE STUDY
1. Time is limited, so that detailed study cannot conducted
2. Personal bias are arised
3. Limited sample, only 50 samples are used
4. Inexperiance in conducting research
5. Respondents did not respond clearly.

7. 7
2.1 INDUSTRY PROFILE
The history of the mobile phone charts the development of device which
connect wirelessly to the public switched telephone network. Mobile telephone
for automatic became available from some telephone companies in the 1940s.
Early devices were bulky and consumed high power and the network supported
only a few simultaneous conversations. Modern cellular networks allow
automatic and pervasive use of mobile phone for voice and data
communications. The mobile phone service was started on 17 June 1946 in St
Louis, Missouri. A wide range of mostly incompatible mobile phone service
offered limited coverage area and only a few available channels in urban areas.
The introduction of cellular technology, which allowed re-use of frequencies
many times in small adjacient areas covered by relatively low powered
transmiltters, made wide spread adoption of mobile phones economically
feasible.
The advances in mobile phone can be traced in successive generations from the
early “OG” service like MTS and it successor improved mobile phone service,
to first generation(1G) analog cellular network, second generation(2G) digital
network, third generation (3G)broadband data service to the current state of the
art, fourth generation (4G) native- IP network.
The basic concept of cellular phones originated in 1947 in the United State,
when researcher at Bell Laboratories got an idea of cellular communication
from the mobile car phone technology used by the police department of the
country. By the 1980s, cellular services had become popular in many developed
countries across the world, over the advancements in the sector, an
improvement in the number and quality of services provided.
Mobile Industry History in India
Telephone service in India begun in small scale with the commissioning
of a 50- line manual telephone exchange in 1882 in Kolkata. India’s
telecom sector was a notoriously unreliable and only available to a small
section was a government monopoly until 1994 when liberalization

8. 8
gradually took place. Cellular service was launched in November 1995 in
Kolkata.
The India telecom industry has grown rapidly during the last few years ,
but has witnessed a substantial tall in growth more recently India has the
third largest telecom network in the world and second largest mobile
network with 865 million subscribers at the end of 2012. Overall telecom
subscriber penetration increased to 73% at the end of 2012.
Telecom manufacturing
The growing number of telecom companies have set up manufacturing
facilities for the production of mobile phone and other telecom equipment
to cater to India’s growing telecom market and exports too. Nokia’s
plant, located in a Special Economics Zone (SEZ)at Sriperumbudur near
Chennai manufacture mobile handsets and network infrastructure
equipment includes base stations. Samsung electronics mobile handset
plants is located in Gurgaon, near Delhi.
2.2 COMPANY PROFILE
For over 70 year, Samsung has been dedicated to making a better world
through diverse businesses that today span advanced technology.
Samsung electronics was established in 1969 with the support of South
Korea’s president, Park Chung- hee. Financial assistance was provided
when necessary and he even prohibited foreign companies doing business
in South Korea. Park Chung- hee allowed some foreign businesses into
South Korea, on the understanding that they provide the skills,
knowledge and technology to South Korea. This helped Samsung
electronics in many ways and enabled the company to create electronics
chips and hoards.
The company started building bigger manufacturing plants for its
appliances and electronics from 1982 and 1987 in New York, New
England and Portugal. Serving his company for 50 years, Lee Byung-
Chull died in 1987 and his position was taken by his son Kun-Hee Lee.

9. 9
In 1948, Hong-jai (the Hyosung group’s founder) jointly invested in a
new company called Samsung Mulsan Gongsa, or the Samsung Trading
Corporation, with the Samsung Group founder Lee Byung- Chull. The
trading firm grew to become the present-day Samsung C&T Corporation.
Later, Samsung Group was separated into Samsung Group and Hyosung
Group, Hankook Tire, etc. In 1980, the company acquired Hanguk Jeonja
Tongsin in Gumi and started to build telecommunication devices. Its
early products were switch boards.
The facilities were developed into the telephone and fax manufacturing
systems and became the centre of Samsung’s mobile phone
manufacturing. Samsung has also been listed among the top 10 most
trusted brands in India. Cellular phones today have become essential
accessory for the rural and urban Indian consumers. It is soon going to be
same in rural India as India adds almost 1.5million are introduced more
than 150 models and variety of Dual SIM phones, Samsung Galaxy, etc.
Samsung Mobile is offered variety of phones to their customers and it’s
outdated immediately when the customers dislike a specific model. The
company offered phone types are such as Touch phones, smart phones,
Dual SIM phone, fun phones, Life style phone, editors choice phone,
Music phone and etc.
The Samsung group is a South Korean based conglomerate company that
includes a number of subsidiaries. It’s one of the largest businesses in
Korea, producing nearly one fifth of the country’s total exports with a
primary focus in the electronics, and defense industries. Other major
subsidiaries of Samsung include insurance, advertising, and entertainment
industry businesses.
The successful diversification become a growth strategy for Samsung,
which rapidly expanded into the insurance, securities, and retail business.
Samsung was focused on the redevelopment of Korea after the war with a
central focus on industrialization.

10. 10
1980 to Present
In 1980, Samsung entered the telecommunications hardware industry
with the purchase of Hanguk Jenja Tongsin. Initially building telephone
switchboard, Samsung expanded in to telephone and fax systems which
eventually shifted to mobile phone manufacturing.
The mobile phone business was grouped together
with Samsung Electronics which began to invest heavily in research and
development throughout the 1980’s. During this time Samsung
Electronics expanded to Portugal, New York, Tokyo, England, and
Austin, Texas. Samsung grew as an international Corporation throughout
the 1990’s.
In 1993, Samsung began to focus on three industries- electronics,
engineering, and chemical. The reorganization included selling off ten
subsidiaries and downsizing. Samsung has also continued to expanded in
the mobile phone market, becoming the largest manufacturing of mobile
phones in 2012.
Samsung Mobile in India
Samsung mobile in India is managed by Samsung Telecommunication
India (SIT) who are the design and technology leaders in the market of
mobile. The Samsung mobile division in India manufactures and markets
wide variety of mobile telecommunications products with pre pay and
post pay markets in the consumer as well as business segments. The
headquratur of Samsung is in South Korea and at present it operates in
more than 100 countries.
The mobile phones by Samsung are mainly divided into 6 major
categories that include style, multimedia, infotainment essential, business
and connected.
The company is known for introducing consumers oriented innovative
and break through technology products and the new brand positioning of
the company is reflected in its splenky and new tagline – “Next is What?”
which is used in all the communication material of Samsung.

11. 11
Some of the popular handsets of Samsung are;
1. Samsung Corby
2. Samsung Guru 100
3. Samsung Pixon M 8800
4. Samsung Omnia Pro
5. Samsung Galaxy Acce NXT
6. Samsung Galaxy Mega 2 with 6 inch display
Competitors
Nokia
Micro Max
APPO
Vivo
Sony
LG
Blackberry

12. 12
BRAND AWARENESS
Brand:
Brand refers to a special word, symbol, letter or the mixture of all these.
When we go to market and demand the products like Lux soap, Colin
glass cleaner shoes, Samsung T.V., Britannia good day- biscuit, Bajaj
Chetak scooter and Liberty shoes, the names attached with each of the
products are nothing but the brands. A brand is the idea or image of a
specific product or service that consumers connect with, by identifying
the name, logo, slogan, or design of the company who owns the idea or
image. Branding is when that idea or image is marketed so that it is
recognizable by more and more people, and identified with a certain
service or product when there are many other companies offering the
same service or product.
Branding is also a way to build an important company asset, which is a
good reputation. Whether a company has no reputation, or a less than
stellar reputation, branding can help change that. Branding can build an
expectation about the company services or products, and can encourage
the company to maintain that expectation, or exceed them, bringing
better products and services to the market place. Brand has two
components Brand Name and Brand Mark. For example, Asian Paints is
a brand name and the symbol of Gattu on its pack is its brand mark.
Brand Awareness is the extent to which a brand is recognized by
customers, and is correctly associated with a particular product.
Expressed usually as a percentage of the target market, brand awareness
is the primary goal of advertising in the early months or years of a
product’s introduction. A buyer is aware of the existence of the brand
but the knowledge about it is limited and obviously has no particular
emotional attachment to it as a result he may or may not think of
purchasing the brand.
Brand awareness is related to the functions of brand identities in
consumer’s memory and can be reflected by how well the consumers
can identified the brand under various conditions. Brand awareness
includes brand recognition and brand recall performance.

13. 13
Brand recognition refers to the ability of the consumers to correctly
differentiate the brand they previously have been exposed to. This does
not necessarily require that the consumers identify the brand name.
Instead, it often means that consumers can respond to a certain brand
after viewing its visual packaging images. Brand recall refers to the
ability of the consumers to correctly generate and retrieve the brand in
their memory.
A brand name that is well known to the great majority of households is
also called household name. The eventual goal of most businesses is to
make profits and increase sale. Businesses intend to increase their
consumers pool and encourage repeat purchases.
Apple is a brilliant example of how there is a very high recognition of
the brand logo and high anticipation of a new product being released by
the company.
An iPod is the first thing that pops into our minds when we think of
purchasing an mp3 player. IPod is used as a replaceable noun to
describes an mp3 player. Finally, high brand awareness about a product
suggests that the brand is easily recognizable and accepted by the market
in a way that the brand is differentiated from similar products and other
competitors. Brand building also helps in improving brand loyalty.
Brand awareness is the probability that consumers are familiar about the
life and availability of the product. It is the degree to which consumers
precisely associate the brand with the specific product. It is measured as
ratio of niche market that has former knowledge of brand.
Aim:
Increasing the brand awareness to effect the final purchase decision and
volume of sale.

14. 14
Building brand awareness is essential for building brand equity
It includes use of various renowned channels of promotion such as
advertising, word of mouth publicity, social media. To create brand
awareness, it is important to create reliable brand images, slogans, tag
lines. The brand message to be communicated should also be consistent.
Strong brand awareness leads to high sales and high market share. Brand
awareness can be regarded as a means through which consumers become
acquainted and familiar with a brand and recognize that brand.
Brand awareness is the primary goal of advertising.
IMPORTANCE OF BRAND AWARENESS
To a small business, building brand awareness can seen like a big task
.A brand , and knowing how to make it grow, can seem like an
intangible thing to grasp.
Companies like Pepsi or Microsoft can maintain the recognition and
awareness of their brand with big outlays on advertising of their
campaigns across all formats. They can use advertising and marketing
companies for maintenance of their images. Small businesses do not
have access to such luxuries. However, that does not mean that a small
business cannot create and grow brand awareness.
They should follow the following steps to build brand awareness.
1. Define your brand identity: your name, logo, color, scheme, slogan,
etc. All are massively important to nail down.
2. Think of a core idea that the business will embody, for
example:”reliability”. Then proceed to base your identity and
branding around that
3. Defining these elements will the business to develop a cohesive
identity.

15. 15
4. Make your identity and branding consistent across all platform-
social network, business literature and so forth.
ADVANTAGES OF BRAND AWARENESS
1. Brand awareness assumes an important role as it help to differentiate
one product to another. It is possible through numerous promotional
activities
2. The higher awareness for a product in the market leads to better sales
figures. A favourable impression will create an awareness that will
encourage the customers to buy. That is why the companies are trying
very hard to spread awareness about their different products amongst
the consumers.
3. The main advantages of the brand awareness is that the shopper has
been able to connect emotionally with the brand and its values. If a
customer visits a shop for a specific product then he may come
across various phone different brands but with the same
distinguishing features. It is at this point that emotional connectivity
and familiar comes into being as the consumers will be guided by
his/her own instincts .
Measures of brand awareness
Aided awareness:- This type of awareness is generated in a consumers.
When asked about a product category, if the consumer is aided with a
listed of company names and he recognize the company from the given
set it is categorized as aided awareness.
Spontaneous awareness:-When asked about a product category, the
consumers are asked to list brand they know without any cues.

16. 16
Top of the mind Awareness:-When the name of the company is
automatically recollected because the consumer very promptly
associates the brand with the product category, it is called a top of the
mind awareness of the product. It’s the first brand name listed by the
consumers when asked to name brands they know without any cues.
DISADVANTAGES OF BRAND AWARENESS
1. The main disadvantage of brand awareness is that it may limit the
recognition of a particular product to a specific zone.
2. If a consumer is unable to connect to that brand, he will definitely
switch over to a different brand. His own experience with a precise
brand and even rumors from friends and relatives will affect his
buying decision.
3. At this point too much awareness will not prove beneficial for the
company and therefore it is very important to maintain a perfect
balance between awareness and hearsays.

17. 17
4.1Table showing customers of given brands
Table4.1
Particulars Number of respondents Percentage
Samsung 27 54
Micro max 10 20
Apple 10 20
Nokia 3 6
total 50 100
Graph 4.1
Interpretation
It is observed that 54% of respondents are using Samsung mobile phones, 20% of
respondents are using Micro Max and Apple mobile phones equally, and 6% of
respondents are using Nokia set.

18. 18
4.2Table showing the buyer of Samsung product
Table 4.2
Particulars Number of responses Percentage
Customers of Samsung 35 70
Customers of other
brands
15 30
Total 50 100
Graph 4.2
Interpretation
It is observed that 70% of respondents are the customers of Samsung brand, 30% of
respondents are the customers of other brands.
0
20
40
60
80
100
120
140
160
samsung
customers
customers of
other brands
total
percentage
no.of respondents

19. 19
4.3Table showing number of customers prefers luxuries mobile
phones.
Table 4.3
particulars Number of customers percentage
Customers prefer
luxuries phone
23 46
Customers do not
prefer luxuries phone
27 54
Graph 4.3
Interpretation
From this observed that 54 % customers are not prefer luxuries phones, 46%
customers are prefer luxuries phones.
0
10
20
30
40
50
60
customers
perfer luxuries
phone
customers do
not perfer
luxuries phone
percentage

20. 20
4.4Table showing number of years using the Samsung mobile
Table 4.4
Graph 4.4
Interpretation
From this observation that 40% of customers are using Samsung mobile more than 5
years, 20% customers are using this brand more than 3 years, 10% of customers are
using this brand less than 3 years, 30% of respondents are using Samsung mobile less
than 2 years.
Number of Responses
Number of responses Percentage
Less than 2 years 15 30
2 to 3 years 5 10
3 to 5 years 10 20
More than 5 years 20 40
Total 50 100

21. 21
4.5 Table showing performance of Samsung mobile product
Table 4.5
Number of responses Percentage
Performance of Samsung
mobile as per customer’s
expectations
34 68
Performance of Samsung
mobile do not as per
customer’s expectations
16 32
Graph 4.5
Interpretation
From this study observed that 68% of customers using their mobile phone according
to their expectations, 32% of customers are not using their mobile phone according to
their expectations.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
performance
of phone as
per
expectations
performance
of phone do
not as per
expectations
percentage
no.of responses

22. 22
4.6 Table showing the customers of Samsung brand get information through
different sources.
Table 4.6
Particulars Number of responses Percentage
Advertisement 30 60
Retailers 4 8
Friends 7 14
others 9 18
total 50 100
Graph 4.6
Interpretation
This study observed that 60% of customers get information about this brand from
advertisements, balance 40% of customers get knowledge from retailers, friends and
other sources.
no.of responses
ads
retailers
friends
others

23. 23
4.7Table showing that level of satisfaction with Samsung mobile phone
Table 4.7
Particular Number of responses percentage
Highly satisfied 23 46
Satisfied 17 34
Moderately satisfied 8 16
Dissatisfied 2 4
Total 50 100
Graph 4.7
Interpretation
The main objective of the study is to find out satisfaction level of customers. 46% of
customers are highly satisfied with the Samsung mobile phone, 4% of customers are
not satisfied with the Samsung mobile, balance 50% customers are satisfied with
Samsung mobile phone.
0
5
10
15
20
25
30
35
40
45
50
highly satisfied satisfied moderately
satisfied
dissatisfied
percentage

24. 24
4.8Table showing opinion about special features of Samsung mobile
Table 4.8
Particular Number of responses percentage
Quality 35 70
Price 10 20
Performance 5 10
Total 50 100
Graph 4.8
Interpretation
This study observed that 70% of customers are choosing Samsung mobile because of
its good quality, so Samsung maintains its good quality products.
percentage
quality
price
performance

25. 25
4.9Table showing about after sale service of Samsung brand
Table4.9
Graph 4.9
Interpretation
From this study, observed that 100% customers are satisfied with after sale services of
Samsung brand, no one are not dissatisfied with after sale services provided by
Samsung.
0
10
20
30
40
50
60
good average semi average below average
Particulars Number of responses percentage
Good 26 52
Average 18 36
Semi average 6 12
Below average 0 0
total 50 100

26. 26
4.10 Table showing special features did the customer feel great in Samsung
mobile phone
Table 4.10
Particulars Number of responses percentage
Price 15 30
Design 4 8
Quality 16 32
Sale service 15 30
total 50 100
Graph 4.10
Interpretation
It is observed that, 32% of customers are satisfied with quality of Samsung mobile
phone, 30% of customers are satisfied with both price and sale service respectively.
8% of customers are satisfied with design of Samsung mobiles.
percentage
price
design
quality
sale service

27. 27
4.11 Table showing customers recommend Samsung product to others
Table 4.11
Particular Number of responses percentage
Customers
recommend product to
others
40 80
Customers are not
recommend product to
others
10 20
Graph 4.11
Interpretation
This study reveals that 80% customers are recommend Samsung product to others,
20% of customers are not recommend to others for using the product.
0
10
20
30
40
50
60
70
80
90
recomment to
others
not recomment
to others
percentage

28. 28
4.12 Table showing defects in Samsung product
Table 4.12
Particulars Number of responses percentage
Expensive 20 40
Low quality 0 0
Low performance 0 0
No defect 30 60
Total 50 100
Graph 4.12
Interpretation
60% customers are says that they are not found any defect in current Samsung mobile
phone, they are satisfied with Samsung mobile, 40% customers are not satisfied with
Samsung mobile because of high price.
percentage
expensive
low quality
low performance
no defect

29. 29
4.13 Table showing the Samsung mobile as” best in the market”
Table 4.13
Particulars Number of responses percentage
Customers declare the
product best in the market
38 76
Customers not declare the
product best n market
12 24
Graph 4.13
Interpretation
76% customers are declare that Samsung mobile is the best product in the market,24%
customers are declare that Samsung mobile is not best product in the market.
percentage
Customers declare that best in
the market
customers not declare best in
the product

30. 30
4.14 Table showing the evaluation of Samsung mobile by customer
Table 4.14
Particulars Number of responses percentage
Good 20 40
Average 15 30
Semi average 10 20
Below average 5 10
Total 50 100
Graph 4.14
Interpretation
40% of customers evaluate the Samsung mobile is good, balance 60% of customers
are evaluate the Samsung mobile is average, semi average and below average
respective.
0
5
10
15
20
25
30
35
40
45
good average semi average below average
no. Of responese
percentage

31. 31
4.15 Table showing usage of any other brands before.
Table 4.15
number of responses percentage
Customers are used
any other brands before
and not satisfied
45 90
Customer are not used
any other brands before
5 10
Graph 4.15
Interpretation
From this study, 90% customers are used any other brands before using
Samsung products but they are not satisfied with that product, 10%
customers are not used any other brands before using Samsung products.
0
10
20
30
40
50
60
70
80
90
customers
are used
otherr
brands
before
customers
are not used
other
brands
before
percentage
percentage

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4.16Table showing aspects to build a brand image according to
customers opinion.
Table 4.16
Number of responses Percentage
Quality 25 50
Communication
strategies
5 10
Competitive pricing 15 30
Good value added
services
5 10
Graph 4.16
Interpretation
I t is observed that 50% customers recommended that to improve the
sale of Samsung products by improve in quality, 30% recommended that
by adopting competitive pricing , 10% said that by adopting
communication strategies and good value added services.
percentage
quality
communication strategies
competitive pricing
good value added services

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4.17Table showing Samsung product’s get good mouth publicity.
Table 4.17
Number of responses Percentage
Samsung products get
mouth publicity
38 76
Samsung do not get
mouth publicity
12 24
Graph 4.17
Interpretation
76% customers are sure about, Samsung products get good mouth
publicity, 24% said that the products do not get mouth publicity.
percentage
samsung product get
mouth publicity
samsung product do not
get mouth publicity

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FINDINGS
 Quality products are the highlights of Samsung brand.
 It is observed that 52% consumers are satisfied with after sale
services, and their opinion about this is good, 36% consumer’s
opinion about after sale service is average.
 76% customer’s opinion that Samsung product is “ best in the
market”.
 It is observed that 76% consumer’s opinion that the Samsung
brands get good mouth publicity.
 68% customers are satisfied with Samsung mobile and it
performance according to their expectations.
 60% consumers are get information about Samsung brand through
advertisement, 18% through other source and 14% through
friends.
 It is observed that 46% customers are highly satisfied, 34%
and16% are satisfied and moderately satisfied respectively.
 54% consumers are not prefer luxuries phones and 46% are prefer
luxuries phones.
 54% people of different age are the customers of Samsung brand,
20% respondents are customers of both Micro Max and Apple.
 70% of respondents are the customers of Samsung brand, 30% are
customers of other brands.
 This study reveals that 40% customers are using Samsung brand
more than 5 years, they are build long relation.
 The main objective of study is to find out satisfaction level of
customers, 96% customers are satisfied with Samsung phone.
 80% customers are recommend Samsung brand to others
 60% customers are says that they are not found any defects in
current mobile, they are satisfied with Samsung phone.
 92% customers are feel that price, sale service and quality are the
great feature in Samsung mobile.

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SUGGESTIONS
 To develop more mobile phones at affordable rate to normal
customers.
 Samsung brand can collect useful information and suggestions
from the ultimate customers by giving them list of queries along
with the products in its pack.
 Complaints and suggestions of each customer considered well. It
will help to create loyal consumers and build goodwill.
 Open small shops in the rural areas for convenient purchasing. It
helps to more awareness about this brand in rural people.
 Complaint and suggestion box must be put in the shops to collect
complaints and suggestions.
 Give more attention in developing according to customer’s
expectations.
 Develop more advertising policies.
 Make changes as per customer’s suggestions and opinion.
 Solve customer’s complaints without taking more time.

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CONCLUSION
The project is an experience on “A Study on Brand Awareness
towards Samsung mobile products with competitor’s products”.
Samsung is a well – organized and reputed brand in the mobile
industry. Samsung brand is known become a familiar mobile
company in both urban areas and rural areas. They never
compromise quality of products for anything. People purchase
brand products trust them in quality. Quality products are the
highlight of Samsung brand. All customers are satisfied with after
sale services of Samsung mobile brand.
The study reveals data success of an brand
depends upon the satisfaction of consumers such as quality,
availability, price, etc. The customers are satisfied with these
factors. The brand provides good care to their customers.

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BIBLIOGRAPHY
BOOKS
 Dr. K. Venugopalan - “Business Research Methods”.
 A. Vinod – “Marketing Management”.
 Dr. Sharma D.D – “Marketing Research”.
WEBSITES
 www.samsungco.in
 www.samsung.com
 www.samsungmobilepress.com

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QUESTINNAIRE
1. Customer awareness about given mobile brands?
a) Samsung b) micro max c) Apple d) Nokia
2. Are you buyer of Samsung product?
a) Yes b) no
3. Do you prefer luxuries phone?
a) Yes b) No
4. How long you use Samsung mobile phone?
a) Less than 2 year
b) 2 to 3 year
c) 3 to 5 year
d) More than 5 year
5. The performance of your mobile phone is as per your expectation?
a) Yes b) no
6. What is your source of information about Samsung product?
a) Advertisement b)retailers c)friends d) others
7. What is your level of satisfaction towards the Samsung products?
a) Extremely satisfied b) satisfied c) moderately satisfied d) dissatisfied
8. What is your point of view in the following aspect according to your
experience?
a) Quality b) price c) design d) service
9. What is your point of view about the after sale service according to your
experience?
a) good b) average c) semi average d) below average
10.What special features do you feel really great in Samsung products?
a) Price b) design c) quality d) sale service
11.If you recommend Samsung mobile products to any other person?
a) Yes b) no

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12.What are the defects of Samsung mobile phone according to your point of
view?
a) Expensive b) low quality c) low performance
13. Do you think this products is “ Now best in the market”?
a) Yes b) no
14.How do you evaluate Samsung product with other phone?
a) Good b) average c) semi average d) below average
15.Have you used any other mobile brands before?
a) Yes b) no
16.Which of the following according to you, help build a good image?
a) Quality
b) Communication strategies
c) Competitive pricing
d) Good value added services
17. Do you think Samsung products get good word of publicity
a) Yes b) no
Any suggestions:
Thank you for your co. operation………..

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