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History of Samsungcompany
About SAMSUNG Group
The SAMSUNG Group is South Korea's third largest
conglomerate]] that produces electronics, mobile phones, and
petrochemical products and operates subsidiaries like
SAMSUNG Electronics, SAMSUNG Telecom, Zenith
Electronics and SAMSUNG Chem in over 80 countries.
SAMSUNG Group sponsors the SAMSUNG Cup HYPERLINK
"http://en.wikipedia.org/wiki/Go_(board game)" Go
Tournament.
SAMSUNG Group founder Koo In Hwoi established Lak Hui
Chemical Industrial Corp. in 1947. [3]
In 1952, Lak Hui (currently
SAMSUNG Chem) became the first Korean company to enter
the plastics industry. As the company expanded its plastics
business, it established GoldStar Co., Ltd., (currently
SAMSUNG Electronics Inc.) in 1958.
In 1959,Goldstarproduced Korea's first radio. Many consumer
electronics were sold under the brand name GoldStar, while some
other household products (not available outside South Korea) were](https://image.slidesharecdn.com/am-150502040021-conversion-gate01/85/Am-8-320.jpg)
Am
- 1. 1 A PROJECTREPORT ON DEALER SATISFACTION OFSAMSUNG PRODUCTS WITH THE CONSIDERATION OF CUSTOMER VALUE AND SATISFACTION In Meerut region during 15 Feb to 8 March Submitted To: - Submitted By:- Resp.Mr. Shushant Mittal Sir SHIVANI ARORA YAMINI MUDGAL GOVIND SHARMA RAMESH ROY PGDM (IInd sem.)
- 2. 2 Acknowledgement It is indeedof great moment to pleasure to express my senses of per found gratitude & indebt ness to all the people who have been instrumental in making my tanning a rich experience. I got the opportunity to do a challenging project in dealer. The project is the important part of our study and gives us a real practical exposure to the corporate world and it is almost impossible to do the same without the guidance of peoples in and around us. Practical study is the area which confirms the theoretical idea of a subject. Both are essential tool in order to provide any marketing strategy, designimplementation and their uses. The survey is nothing but gathering data of any theoretical marketing strategy. These two aspects are in similarity to the learning and knowledge. I acknowledge the in depth guidance provided by Mr. Shushant Mittal sir. They are provided us the valuable information regarding RESEARCH METHODOLOGY. I am also thankful for providing me the computer lab as when required in order to complete the project in time I feel very pleased to express my gratitude to all those people who helped me out during the preparation of this project. At last but not the least I would like to thanks to my friends and seniors for their valuable suggestions and encouragement.
- 3. 3 PREFACE A project trainingprogram has been incorporated in the PGDBM curriculum of “Institute Of Productivity and Management” where the surveyor (student) has to apply all experience and knowledge, which he has gained during his management study. A project gives training where the surveyor has to prepare a synopsis by interpreting the data, which they received in the form of answers of his questions, which he has prepared during his project work. The student has to apply all his classrooms and practical study in such a way that they receives the response as per there wish. As we are in the initial stage of our management study so this project has helped us a lot and helped us to clearly understand the marketing behavior and to closely face the marketing trends, which would help us in our near future, so that we can sustain ourselves in adverse marketing situation and bring out a perfect solution whenever required. So in this project, which was assigned to us , I have undertaken the survey on dealer satisfaction of SAMSUNG products. In Meerut region. I have applied all my experience which I have gained during my study period.
- 4. 4 INDEX Introduction…………... ………………………………………………..1 Company profile….………………………………. …………………..2 Vision .………………………………………………… …………..7 Global opportunities………………………………………9 Slogan……………………………………………… …………………….11 Mission……………………………………………… ……………………15 Quality innovation…………………………………………… ……..16 Code of conduct of SAMSUNG……………………………………… ……..17 SAMSUNG India………………………………………………… ………………..19 objective…………………………………………… …………………...22
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- 6. 6 INTRODUCTION Dealer behaviour isthe study of how he purchases, how he sells, how they get feedback from consumers and after that he came to conclusion about particular SAMSUNG product. It is a subcategory of marketing that blends elements from different fields. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics, psychographics and behavioural variables in an attempt to understand peoples wants. It also tries to assess influences on the consumer from groups such as Family, friends, reference groups, and society in general. By understanding the consumer, we will be able to make a more informed decision as to which strategy to employ.
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- 8. 8 History of Samsungcompany AboutSAMSUNG Group The SAMSUNG Group is South Korea's third largest conglomerate]] that produces electronics, mobile phones, and petrochemical products and operates subsidiaries like SAMSUNG Electronics, SAMSUNG Telecom, Zenith Electronics and SAMSUNG Chem in over 80 countries. SAMSUNG Group sponsors the SAMSUNG Cup HYPERLINK "http://en.wikipedia.org/wiki/Go_(board game)" Go Tournament. SAMSUNG Group founder Koo In Hwoi established Lak Hui Chemical Industrial Corp. in 1947. [3] In 1952, Lak Hui (currently SAMSUNG Chem) became the first Korean company to enter the plastics industry. As the company expanded its plastics business, it established GoldStar Co., Ltd., (currently SAMSUNG Electronics Inc.) in 1958. In 1959,Goldstarproduced Korea's first radio. Many consumer electronics were sold under the brand name GoldStar, while some other household products (not available outside South Korea) were
- 9. sold under thebrand name of Lucky. The Lucky brand was famous for its hygiene products line such as soaps and Hi-Ti laundry
- 10. detergents, but mostassociated with its Lucky and Perioe toothpaste. In 1995, it was renamed "SAMSUNG", the abbreviation of "Lucky GoldStar". More recently, the company associates its tagline "Life's Good", with the letters SAMSUNG. About SAMSUNG Company Established in 1958, SAMSUNG Electronics, Inc. (SAMSUNG) is a global leader and technology innovator in consumer electronics, home appliances and mobile communications, employing more than 82,000 people working in over 110 operations including 81 subsidiaries around the world. With 2007 global sales of USD 44 billion*, SAMSUNG is comprised of four business units - Mobile Communications, Digital Appliance, Digital Display and Digital Media. SAMSUNG is the world’s leading producer of CDMA/GSM handsets, air conditioners, front-loading washing machines, optical storage products, DVD players, flat panel TVs and home Theater systems.
- 12. 10 SAMSUNG has createdreputation for progressive technology and innovation with the release of some of the latest technological developments in consumer electronics, home appliances and IT products. For example, SAMSUNG is currently the world's number one manufacturer of plasma display modules. SAMSUNG Electronics' goal is to enable the intelligent networking of digital products that will make consumers' lives better than ever. SAMSUNG Electronics has established itself as a major international sports sponsor with partnerships including the SAMSUNG Super Racing Weekend touring cars tournament in conjunction with Eurosport and the ICC cricket tournaments for example the ICC Trophy in England 2004 and the Cricket World Cup 2007. In 2005 SAMSUNG are proud to sponsor all of ITV’s Formula 1 coverage for the duration of the 2005 F1 season. For more information, visit the sponsorship page. 2005 will see SAMSUNG strengthen our range of large screen, HD and Digital Ready Plasma and LCD TV’s. Our TV products are not just leaders in technology and innovation but also offer sleek design and style, our TV products really will be the centre of attention this year. This year our Digital Appliances will reinforce our presence in the UK in 2005. New and unique products will see us playing a major role in the home appliances market. Flagship products
- 13. 11 that will leadour ranges include a stylish Side by Side Refrigerator with built in LCD TV, large capacity Direct Drive Washing Machines, round cavity Microwaves and new Vacuum Cleaners with multi-cyclonic technology. Also new in 2005 are SAMSUNG’s stylish and innovative 40 & 80 series LCD Monitors and a growing range of the award winning Optical Storage Super Multi Drives. Corporate Name SAMSUNG Electronics U.K. Ltd Established January 30th 1985 Company Number 02143888 The Place of registration Registered in England and Wales Corporate Office SAMSUNG House, 250 Bath Road, Slough, Berkshire, SL1 4DX Tel: 01753 491500 Fax: 01753 693 061 URL: http://uk.SAMSUNGe.com esident Mr Brian Na
- 14. 12 Vision SAMSUNG Electronics continuesto pursue its 21st century vision of becoming a worldwide leader in digital—ensuring customer satisfaction through innovative products and superior service while aiming to rank among the world’s top three electronics, information, and telecommunications firms by 2010. On our way, we hold tight to a philosophy of “Great Company, Great People,” underscoring our belief that only great people can create a great company. SAMSUNG strives for greatness in what we’ve identified as our three core capabilities: Product Leadership, Market Leadership, and People Leadership—each strength a key part of realizing our growth strategies for “fast innovation” and “fast growth”.
- 15. 13 VISION Global Top 3by 2010 Global Top 3 Electronic/Telecommunication company GROWTH STRATEGY “Fast innovation, Fast growth” CORE COMPETENCY “Product leadership, Market leadership, People leadership” CORPORATE CULTURE No excuse, “we” not “I”, Fun workplace Global Operation
- 16. 14 SAMSUNG Electronics isplaying an active role in the world market with its assertive global business policy. As a result, SAMSUNG Electronics controls 110 local subsidiaries in the world with around 82,000 executive and employees. SAMSUNG Group 1. SAMSUNG.Philips LCD 2. SAMSUNG Chemical 3. SAMSUNG Telecom 4. SAMSUNG Powercom 5. SAMSUNG Twins 6. SAMSUNG Dacom Business areas and main products Mobile communications (a) CDMA Handsets, (b)GSM Handsets, (c) 3G Handsets, (d)Cellular Phones Digital appliance a) Air Conditioners, b) Refrigerators, c) Microwave Ovens, d) Washing Machines, e) Vacuum Cleaners, f) Home Net, g) CompressorsforAir Conditioners and Refrigerators
- 17. 15 Digital display a) PlasmaTVs, b) LCD TVs, c) Micro Display Panel TVs, d) Monitors, e) PDP Modules, f) OLED Panels, g) USB Memory, h) Flat Panel Computer Monitors Digital media a) Home Theater Systems, b) DVD Recorders, c) Super Multi DVD Rewriters, d) CD±RW, e) NotebookPCs, f) Desktop PCs, g) PDAs, h) PDA Phones, i) MP3 Players, j) New Karaoke Systems, k) Car Infotainment SLOGAN
- 18. 16 "Life's Good" representsSAMSUNG 's determination to provide delightfully smart products that will make your life good. The SAMSUNG Electronics Life's Good signature consists of the SAMSUNG logo, seal, and the slogan, "Life's Good" set in Charlotte sans typeface curved around the SAMSUNG symbol. The curving of the slogan reinforces SAMSUNG's personality and uniqueness. The consistent usage of this signature clearly establishes the unique identity of the company and unifies every division and product from SAMSUNG Electronics across the globe. THE SYMBOL
- 19. 17 The symbol ofSAMSUNG is the face of future. The letter “L” and “G” in a circle symbolizes world, future, youth, humanity & technology.SAMSUNG philosophy is based on humanity. It also represents SAMSUNG’s efforts to keep close relationship with our customers around the world. The symbol consists of two elements. 1. The logo in SAMSUNG gray 2. The stylized image of human face in the unique SAMSUNG red color. Red color represents our friendliness and gives a strong impression of SAMSUNG’s commitmentto deliver the best. The circle symbolizes The Globe. The stylized image of a smiling face in the symbol conveys “Friendliness and Approachability”. The one eye on the symbol represents “Goal-oriented, Focused & Confident”. The slogan of SAMSUNG is “Life’s Good”. It expresses “Brand’s Value, Promises, Benefits,Personality. THE PARTNERSHIP----- SAMSUNG Electronics chooses to promote harmony and build constructively on a labor-management relationship rather than an employee-employer relationship. This illustrates that management and workers are not in a vertical relationship, but in a horizontal one. This culture is necessary for SAMSUNG Electronics as it strives to become one of the world's top companies. Such a relationship is transformed into a value-creation relationship whereby both parties
- 20. endeavor to addressmutual problems and create new values together.
- 21. 18 SAMSUNG BRAND IDENTITY:- Thebrand of SAMSUNG is delightfully smart. SAMSUNG strives to enhance the customer’s life and lifestyle with intelligent features, institutive functionality and exceptional performance. The brand platform:- The SAMSUNG brand is composed of four basic elements – 1. Value 2. Promise 3. Benefits 4. Personality The Brands core Value that neverchanges. a. Trust, b. Innovation, c. People d. Passion The benefits that are consistently deliveredto the customer includes 1.Reliable products 2.Simple design 3.Ease of use 4.Extraordinary Experience
- 22. 19 Personality describes thehuman characteristic that are expressedto the customerthrough 1.Trustworthy, Considerate 2.Practical, Friendly The Internal Culture of SAMSUNG: SAMSUNG practices four cultures 1.Learning Culture 2.Boundary less Environment 3.A Carrier 4.Growth According to SAMSUNG, the Learning Culture continuously helps the employee to learn more and more to develop the habit of continuous learning. Boundary less Environment means that there is no difference between the levels of employees. There is transparency between the work and mutual understanding between all the employees. A carrier is highly growing in SAMSUNG and one who is the employee can develop their carrier largely. A new comer will feel fully comfortable in the company and for a new comer the company is very helpful in the overall growth of personality.
- 23. 20 Growth in SAMSUNGis very high for those who are in the company and for those who want to join in SAMSUNG. The company is growing with fast innovation and the BLUE Ocean strategy is one of the examples of growth. Mission The mission of SAMSUNG is to provide the customers with utmost satisfaction through leadership. The fundamental policy of development is to secure product leadership that the Customers may have the utmost satisfaction. ProductLeadership We are focusing on six development areas to become the product leader. 1. New Machine 2. Reliability 3. Conventional Installation 4. Environment Friendly Product 5. Low Noise & Vibration 6. Energy Saving Quality Innovation
- 24. 21 The policy ofquality assurance is to provide customers with utmost satisfaction by supplying zero defects. SAMSUNG proceeds ina hierarchal manner. It is named as “SAMSUNG WAY”. From top to bottom: No.1 SAMSUNG – is the VISION(MANAGEMENT IN ACTION ( SAMSUNG's management system) “Jeong-DO”Management is SAMSUNG’s unique application to ethics. SAMSUNG will succeed throughfair management practices and constantly developing our business skill. A) Honest with our customer b)Providing great values to customer through constant innovation & and development. c) Equal opportunities d)Equal Treatment Management Principle - Creating value for customer
- 25. 22 Code of conductof SAMSUNG: 1. Responsibilityand obligations to customers : • Respectfor Customers • Creating Value • Providing Value • 2 Fair competition • Pursuit of Free Competition • Compliance with Laws and Regulations 3 Fair Transaction : • Equal Opportunity • Fair Transaction Procedure • Support and Aid for Business Partners 4 Basic Ethics for Employees • Basic Ethics • Completionof Duty • Self Development • Fairness in Performance • Avoidance of conflictwith company interest 5 Corporate Responsibilities to employees
- 26. 23 5 Corporate Responsibilitiesto employees • Respectfor human dignity • Fair Treatment • Promoting Creativity 6 Responsibilities to societyand country • Rational Business Development • Protectionof stock holder interest • Contribution to social development • Environmental Conservation
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- 28. 24 SAMSUNG Electronics IndiaPvt. Ltd., a wholly owned subsidiary of SAMSUNG Electronics, South Korea was established in January 1997 after clearance from the Foreign Investment Promotion Board (FIPB). SAMSUNG set up a state-of-the art manufacturing facility at Greater Noida, near Delhi, in 1998, with an investment of Rs 500 Crores. SAMSUNG corporate office is located at Plot no.51, Udyog Vihar, Kasna Road, Greater Noida, India. This facility manufactured Color Televisions, Washing Machines, Air-Conditioners and Microwave Ovens. ''Company is setting up a chain of exclusive premium showrooms. SAMSUNG plans to launch 60 premium Brand Shoppes by the end of the first quarter of this year. At present, SAMSUNG has a total of 83 SAMSUNG stores across the country, of which 45 are shoppes and 38 are exclusive stores. Brand shoppes will be placed in the premium segment and the target audience will comprise buyers interested in premium and high end products. SAMSUNG Brand Shoppe goes beyond the conceptof a normal exclusive store by having a more interactive environment and additional lifestyle orientation on display so that the customercan actually experience the SAMSUNG products in his or her own home settings. SAMSUNG Electronics India Ltd (SAMSUNGEIL), consumer durables leader with 27% market share, is planning a brand new image. To attract inspirational and young consumers across India, company will
- 29. roll out anew marketing strategy. The exercise will cost the company Rs 360 crore.
- 30. 25 SAMSUNG Electronics Indiais the fastest growing company in the consumer electronics, home appliances, and computer peripherals industry today. SAMSUNG Electronics is continually providing, superior technology products & value for money to more than 50 lakh households in India. SAMSUNGEIL is celebrating the 11th anniversary this year. SAMSUNG Soft India the innovation wing of SAMSUNG Electronics in Bangalore is SAMSUNG Electronics' largest R&D centre outside Korea. We at SAMSUNGSI focus on niche technology areas such as mobile application development, digital video broadcast and biometrics software and support SAMSUNG Electronics with our expertise. Motivated by a passion for technology, a strong work culture and loyalty to the organization, we are determined to see SAMSUNG becomeone of the top three brands globally. Prominent consumer electronic company, SAMSUNG Electronics Inc. has said that it expects the sale of its products in India to up by 15 per cent in 2008. Moon Bum Shin, managing director of SAMSUNG Electronics India has said that the company has earmarked 4.8 billion rupees for investment purpose in India this year. The said money will be used to market as well as manufacture new products. SAMSUNG Electronics, which is originally a South Korean Company with branch in India, informed that its sales of GSM mobile phones, color televisions, air conditioners and other household goods in the
- 31. Indian market wasto the tune of 95 billion rupees ($2.4 billion) in 2007. As per Shin's estimate, the sales in 2008 would be around 110 billion rupees. In order to achieve its target, Shin said SAMSUNG Electronics will concentrate on catering to the high-end consumermarket which will help boostsales this year. India churns out six (6) per cent of SAMSUNG Electronics global revenues of $42 billion. The Indian branch of SAMSUNG exports to 40 countries
- 32. 26 India challenges The challengesfaced by SAMSUNG when entered in Indian market 1. Low brand awareness about SAMSUNG in India. 2. One of the last MNCs entered in India (SAMSUNG, Panasonic entered in 1995 in India). 3. High import duty 4. Compitition from local market players and other MNCs in consumerdurable segment. 5. Price sensitiveness of the Indian consumer
- 33. 27 Objective 1. To findout the dealer satisfaction with the consideration of Customer value. 2. To determine the role of media in marketing awareness of existing and its latest innovative technology. 3. To identify the factor and features by which a consumer influenced to buy the SAMSUNG products. 4. To find out the services provided by the SAMSUNG is appropriate or not.
- 34. 28 OBJECTIVE OF THESTUDY The objective was to find out the dealer satisfaction of SAMSUNG products, role of media in marketing awareness of SAMSUNG products from dealers and the services they are getting from SAMSUNG so that if any problems then can be resolved to increase the sale. PICTURE SHOWING THE PRODUCT OF SAMSUNG IN ONE OF THE SHOP
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- 36. 29 Research comprises definingand redefining problems, formulating hypothesis or suggested solutions, collecting, organizing and evaluating data; making deductions and reaching conclusions to determine whether they fit the formulating hypothesis. RESEARCH METHODS OF MY PROJECT: DESCRIPTIVE RESEARCH: Descriptive research includes surveys, fact-findings enquiries of different kinds. The major purpose of this research is description of the state of affairs, as it exists at present. The main character of this method is that the researcher has no control over the variables; he can only report what has happened or what is happening. It also includes attempts by researchers to discover causes even when they cannot control the variables. The method of research utilized in descriptive research is survey methods of all kinds including comparative and co relational methods. RESEARCH METHOD: Data collection method
- 37. 30 TYPES OF DATA: Inmy project I have classified the data into two specific types: PRIMARY DATA PRIMARY DATA : As it is known that primary data are collected a fresh and for the first time, and thus happen to be original in character. So, in order to collect this type of data various methods are being used, such as: OBSERVATION QUESTIONNAIRE INTERVIEW SAMPLE DESIGN: The sample technique adopted is random sampling method. Since sample is going to be chosen from different areas so it is geographical sampling which is predefined so as to get maximum information, which rare true and reliable without biasness. SAMPLING METHOD: Random sampling
- 38. 31 SAMPLE SIZE:- I haveused sampling method for survey purpose. The sample size for questionnaire is 20. PERIOD OF STUDY: This study is carried out for a period of 15 days. It commenced on 21th Ferburary 2009 and completed on 5th March 2009. FIELD AREA: This research study work is carried out in MEERUT. RESEARCH INSTRUMENT: The research instrument for the purpose was questionnaire and some personnel interviews of some whole sellers.
- 39. 32 Data analysis Q1-You aredealing with the SAMSUNG brands from?
- 40. 33 No of yearsNo of respondents %age of respondents 5 years 10 50% 5-10 years 6 30% More than 10 years 4 20% %age of dealersdealing with SAMSUNG brand 5 years 20% 5-10 years 50% 30% morethan 10 years Interpretation: - Above graph shows that half of the dealers selling from 5 years and rest of them more than 5 years that means they are satisfied with company. So they are doing regularly. Q2-Which products of SAMSUNG are most preferable by customers? Product No of respondents %age of
- 41. 34 respondents TV 8 32% Washingmachine 4 16% Refrigerator 5 20% AC 2 8% Computer 4 16% Mobile 2 8% %ageof salingof products 8% TV W.M.16% 32% Refr 8% A.C. 20% 16% Com uters Mobile Interpretation:-This chart is showing that %age of sales of TV is 32% which is more than that of others. It means the selling of TV is more than that of other SAMSUNG products Q3. In which seasonthe selling of products is more? Months No of respondents %age of respondents Jan-March 3 15% Apr-June 9 45%
- 42. 35 July-Sep 1 5% Oct-Dec7 35% selling of product 15% 35% jan-mar apr-june july-sep oct-dec 5% 45% Interpretation:-This chart is showing that in the month of April to June the sales of SAMSUNG products is very high than that of other which is 4%.it mean it may after that in the month of Octoberto Decemberthe sales of SAMSUNG product is also more. Q4.Which factors influence the consumers to purchase the SAMSUNG products? Factors No of respondent %age of respondents Quality 4 18% Price 3 14%
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- 44. 36 Brand image 1254% Services 1 5% %age of factors influence consumer to purchase SAMSUNG product quality 5% 18% price sales promotion 14% activities 54% 9% brand image services Interpretation:-Brand image is influenced mostof the people to purchase the consumerdurable. Q5.Opinion of the creditfacilities are provided by the company? Level of satisfaction No of respondents %age of respondents Very satisfied 2 10% Somewhat satisfied 4 20% Somewhat dissatisfied 11 55%
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- 46. 37 %age of levelof satisfaction of dealers very satisfied 15% 10% 20% somewhat satisfied somewhat 55% dissatisfied very dissatisfied Interpretation: - the dealers are not getting the credit facility by the SAMSUNG which make them more dissatisfied. Q6. Media plays an important role of making the awareness of the product. What do you think? Percentage No of respondents 20%-30% 1 30%-50% 4
- 47. 38 50%-70% 9 70%-90% 6 5% 30%20% 20%-30% 30%-50% 50%-70% 70%-90% 45% Interpretation:-60%to 70% of the people get aware from media. Q7. What are the factors in media which makes the consumer more attentive towards the new, improved and innovative products and technology? Factors of media No of respondents %age of respondents Television 17 59% News paper 5 17% Internet 2 14% Magazine 1 3% Hoardings 2 7%
- 49. 39 % of respondents 3%7% television 14% news paper intrnet 17% 59% magazines hoardings Interpretation: - the factor in media which makes the consumermore attentive towards the new, improved and innovative products and technology is Televisionwhich plays important role in advertisement in comparisonto others. Q8. Are you satisfied with the promotional activities of the company? Level of satisfaction No of %age of respondents respondents Very Satisfied 2 10% Somewhat satisfied 13 65% Somewhat dissatisfied 5 25% Very dissatisfied 0 0%
- 50. 40 %of respondents very satisfied 25%0% 10% somewhat satisfied somewhat dissatisfied 65% very dissatisfie d Interpretation:-This chart is showing that most of the dealers are somewhat satisfied with the promotional activities of the company because the %age of somewhat satisfied is more than that of other which is 65 % and 25% dealers are somewhat dissatisfied also. Q9. What is your annual sale of SAMSUNG products? Income level No. of %age of respondents respondents Less than 5 lac 4 20% 5 to 10 lac 9 45% 10 to 15 lac 5 25% More than 15 lac 2 10%
- 51. 41 %of respondent's annualincome 10% 20% 25% >5 lac 5-10 lac 10-15 lac <15 lac 45% Interpretation:-By this chart we have come to know that the area where we have done survey the %age of annual income of dealers is more within the limit of 5 to 10 lac and after that the %age of 10 to 15 lac takes place. Q10. Are you satisfied with the distribution system of SAMSUNG? Levels No. of respondents % of respondents Satisfied 3 15% Somewhat satisfied 12 60% Somewhat dissatisfied 5 25% Very dissatisfied 0 0%
- 52. 42 %age of respondents 25%0% 15% very satisfied somewhat satisfied 60% somewhat dissatisfied very dissatisfied Interpretation:-By this chart we have come to know that 60%of dealers are some what satisfied with the distribution system of SAMSUNG Company but 25% people are somewhat dissatisfied also and only 15% dealers are satisfied with the distribution system of company. ResearchFindingsi.e. Findings from the ResearchWork/Survey One Dealer centre is closed in phase-2 due to improperdemand. Most of the revenue generated by SAMSUNG TV in the comparisonto its others products. With this research we find that the awareness about the
- 53. SAMSUNG products ismore.
- 54. 43 The role ofmedia is very effective in making people aware about the SAMSUNG brand specially Television plays an important role to influence the peoples. So we found that the products are many more with the dealers but the demand of Television is very high as selling of TV is much more than that of others. After analyzing the data we find that SAMSUNG having a good position in the market and almost taking advantages in every area as compared to the other brands. We also get that customers get influenced by various factors and make their buying decision.The most influencing factor is brand image and advertising is the second influencing factorin buying decision. Suggestionsand recommendations Company should make advertisement of SAMSUNG products aggressivelyin the way of hoardings which increase the more visualizes customer. Company should provide credit facility to the dealer in a better way by which they can increase their sale Dealers should consider the demand of people time to time so that they come to know what people want in a particular period of time.
- 55. 44 SAMSUNG needsto mend and maintain its service network and adopt a good pricing strategy. Limitations in research No of dealers were very less in Meerut so we had to reduce our sample size. Sample size could be more so that the better results could come.
- 56. 45 As Meerutis a big city so we faced so many problems during our survey. Sometimes respondents were no willing to fill the questionnaire or we have to wait for long time to talk or we have to talk only with their helper boys. CONSUMERSURVEY DURING EXHIBITION From 21th feb. to 09th march a consumer exhibition was organized at the college of Engineering ground. The exhibition was sponsored by Sakal group in which number of companies participated.
- 57. 46 EXHIBITIONS PICTURES SHOWINGTHE PRODUCTS CONCLUSION Coming to home from a tiring job and then to open the wardrobe just to bad smelling dirty clothes waiting to receive the delicacies of your hand can easily draw tears from your eyes, but now an easy solution available in almost all households is the presence of SAMSUNG refrigerator. My study found that, the dealers are somewhat satisfied with the SAMSUNG Company but some retailers are not satisfied by the company neither in the way of credit facility nor by the distribution
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- 59. 47 About the SAMSUNGcompany I found that SAMSUNG having a good position in the market in terms of pricing but lacking badly in terms of its retailer satisfaction. Customergets to know more by the television and they are influenced to buy new products by the unique products that are newly come to the market. My study also found that there are various factor influencing customerin buying decisionand the most influencing factor is brand image and advertisement and other factors play a secondaryrole in buying decision. BIBLIOGRAPHY Marketing management: By Philip Kotlar Marketing research: text and cases
- 60. 48 Researchmethodology: By C.R.Kothari Websites:-- 1.http://www.SAMSUNGe.com/about/sustainability/management_system.jsp 2. http://www.SAMSUNG.net/about/history/history01.jsp 3.The code of ethics-- ** http://www.SAMSUNGinnotek.com/ethics/english/Justice/JusticeAct/SAMSUNGrule/SA MSUNGrule_main.htm QUESTIONNAIRE Dear sir/madam, We are the student of “Institute of Productivity and Management”, Meerut conducting a survey on dealer satisfaction of SAMSUNG products as a part of our curriculum. I assure that information are given by you will be secret. Q1- You are dealing with the SAMSUNG brands from.. (1) 5 years (2) 5-10 years (3) More than 10 years Q2-How many products of SAMSUNG you sale? Please mention their names also.
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- 62. 49 (3)…………………... (4)…………………… (5)………………….. (6)…………………… (7)……………………(8)…………………… (9)…………………… (10)…………………… Q 3-Which products of SAMSUNG is most preferable by customers? (Please specify ……………………………………………… Q4-In which season the selling of products is more? (1)Jan-march (2) April-June (3)July-sep .(4) Oct-Dec Q5-Which factors influence the consumers to purchase the SAMSUNG products? (1). Quality (2) Price (3). Sales promotion activities (4) Brand image (5). Services Q6- Opinion on the availability of credit facilities provided by the company? (1)Very satisfied (2) Somewhat satisfied (3)Somewhat dissatisfied (4) Very dissatisfied Q7-Media plays an important role of making the awareness of the product. What do you think? (1) 20% to 30% (2) 30% to 50% (3) 50% to 70% (4) 70% to 90% Q8- What are the factors in media which makes the consumer more attentive towards the new, improved and innovative products and technology? (1)Television (2) News paper (3) Internet (4) Magazines (5) Hoardings (6) specify if any…………… Q9-Are you satisfied with the promotional activities of the company? (1) Very satisfied. (2) Somewhat satisfied. (3) Somewhat dissatisfied.
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- 64. 50 Q10- Opinion ofdealers on the regular supply of goods? ............................................................................................... ……………………………………………………………. Q11- What is your annual sale of SAMSUNG products? (1) Less than 5 Lac (2) 5Lac to 10 Lac (3) 10 Lac to 15 Lac (4) More than 15 Lac Q12-Are you satisfied with the distribution system of SAMSUNG? (1) Very satisfied. (2) Somewhat satisfied .(3) Somewhat dissatisfied. (4) Very dissatisfied. Q13-what is your suggestion to the company for improving the performance of sales? (1) By improving the advertisement (2) By providing the discount (3) By improving the quality (4) By increasing the margin Q14- Apart from the above options if any other suggestion you have then please specify …..... ……………………………………………………………......................... ........................... Name-……………………………………………… Age-……………………………………………….. Address-…………………………………………… Contact no.-………………………………………..