A

PROJECT REPORT
ON

“A STUDY ON CONSUMER BEHAVIOUR OF SAMSUNG

PHONE AMONG WOMEN SEGMENT ”

SUBMITTED BY
GUNJAN ANIL MANYAL

HIRACHAND NEMCHAND COLLEGE OF COMMERCE

B.B.A. PROGRAMME
SOLAPUR
2021– 2022
 A
STUDY
OF

“A STUDY OF CONSUMER BEHAVIOUR OF SAMSUNG

PHONE AMONG WOMEN SEGMENT”

PROJECT REPORT SUBMITTED TO

SOLAPUR UNIVERSITY, SOLAPUR

IN PARTIAL FULFILMENT FOR AWARD OF DEGREE

OF

BACHELOR OF BUSINESS ADMINISTRATION

2021 – 2022

THROUGH
THE PRINCIPAL
HIRACHAND NEMCHAND COLLEGE OF COMMERCE
B.B.A. PROGRAMME
SOLAPUR
DATE: PRINCIPAL
 CERTIFICATE

This is to certify that work on the Project Report entitled,

“_____________________________________________
_____________________________________________”
Presented by Mr/Miss ____________________________,
in the partial fulfilment of the requirement for the award of
Bachelor’s Degree in Business Administration (B.B.A.) to the
Solapur University; Solapur has been carried out under my
guidance.

To the best of my knowledge and belief the matter

presented in this report has not been submitted earlier.

Principal Signature of Guide

H.N.C.C. Solapur Dr. Rajni Kshirsagar
Date:
 DECLARATION

To,
The Principal,
Hirachand Nemchand College of Commerce,
Solapur

Respected Sir,
I, the undersigned, hereby declared that Project Report
entitled “A study of consumer behaviour of Samsung phone
among women segment ” written and submitted by me to the
University of Solapur, in the partial fulfilment of the requirement for
the award of degree of Bachelor of Business Administration
(B.B.A.) under the guidance of Dr. Rajni Kshirsagar is my original
work. The empirical findings in this report are based on the data
collected by myself. While preparing this report, I have not copied
from any other report.
I understand that any such copying is liable to be
punished in a way the University Authorities may deem fit.

Date: Signature of the Student

Gunjan Anil Manyal
 ACKNOWLEDGEMENT

It gives me immense pleasure in thanking all those who helped me I successful

completion of this project titled “ A STUDY ON CONSUMER BEHAVIOUR OF
SAMSUNG PHONE AMONG WOMEN SEGMENT ”

I express my sincere thanks to our principal, Dr. Satyajit Shah sir and our HOD,
Dr. Pankaj Dolas sir for their kind cooperation and their support .

I am extremely thankful and pay my gratitude to my faculty Dr. Rajni . Y.

Kshirsagar for her valuable guidance , time , inspiration and support on completion of
this project .

At last but not least my gratitude goes to library staff, my friends who directly or
indirectly helped me to complete this project report .

Gunjan Anil Manyal

 INDEX

CHAPTER CHAPTER’S NAME PAGE

NO. NO.

1. INTRODUCTION TO THE STUDY 1 -5

1.1. INTRODUCTION 1
1.2. OBJECTIVES AND IMPORTANCE 2
1.3. SCOPE AND LIMITATIONS 3
1.4. RESEARCH METHODOLOGY 4-5

2. INTRODUCTION TO THE ORGANISATION 6 –7

2.1. INTRODUCTION TO THE INDUSTRY 7-8
2.2. BRIEF HISTORY OF THE ORGANISATION 8-9
2.3. SUBSIDIARIES , ASSOCIATES OF THE 9
COMPANY
2.4 DEPARTMENTS OF THE COMPANY 9
2.5 IMPORTANT STATISTICAL INFORMATION 10-11
2.6 FUTURE PROSPECTS 11-12
2.7 ORGANIZATION STRUCTURE 12

3. THEORETICAL BACKGROUND 13-21

4. DATA ANALYSIS AND INTERPRETATION 22–45

5. FINDINGS 46 – 49

6. SUGGESTIONS 50

7. CONCLUSION 51

APPENDIX
 P.A.H Solapur University , Solapur

CHAPTER 1
INTRODUCTION TO THE STUDY
1.1 Introduction-
The development of mobile phones and technologies has been an
extended history of innovation and advancements cropped up due to dynamic
changes in consumers needs and preferences. Among these developments,
mobile phone devices have had one of the fastest household adoption rates of
any technology in the world‟s modern history .
Nowadays, mobile handsets have become an integral part of human
daily life and personal communication across the globe. In the current highly
competitive mobile phone market, manufacturers constantly fight to find
additional competitive edge and differentiating elements to persuade
consumers to select their brand instead of competitors. This study seeks to
know the factors that underlying a person‟s decision in choosing brand of
mobile phones to use.
The mobile phone is transforming the way women deal with
technology by leveling differences between sexes. A mobile phone helps them
lead a more secure, connected and productive life. Mobile phone ownership
provides distinct benefits to women, including improved access to educational,
health, business and employment opportunities. Women business owner in
particular perceives the phone as essential tool. More than half women uses
mobile phone to earn additional income.
The reason to study this topic is what features does a women see
while buying a Samsung phone . This leads Samsung mobile phone company
to come up with a variety of mobiles with different features.

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1.2 Objectives and Importance of study-

Objectives-
1. To study the perception and buying behavior of women towards Samsung mobile
phone .
2. To study the major features which a woman looks for in a mobile before making a
purchase.
3. To know the factors that influence decision making in purchasing a mobile phone.
4. To understand the effectiveness of promotional activities of Samsung mobile
phone .

Importance of the study –

1. The study of women helps firms and organizations to improve their marketing
strategies by understanding issues such as how
2. The psychology of women how she think, feel, reason, and select among different
alternatives (e.g., brands, products, and retailers)
3. The psychology of how the woman is influenced by his or her environment (e.g.,
culture, family, signs, media)
4. The woman behavior while shopping or making other marketing decisions
5. Limitations in woman knowledge or information processing abilities influence
decisions and marketing outcome.

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1.3 Scope and Limitation of the study-

Scope-
 The study is carried out only among the women in Solapur city.
 This study is carried out among the women with age group of 16-50yrs.
 This study will help to analyse purchase behavior of women in different
segmentation (student , household, working )

Limitations –

 The scope of research is limited to solapur city.

 The scope of research is limited to the women who use Samsung mobile
phone.
 The results made in the study depend fully on the information given by the
respondent.

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1.4 Research methodology -

“ Research Methodology is the specific procedures or techniques used to

identify ,select , process and analyse information about a topic .”

A. Data collection –
There are two types of data –
i. Primary Data –
“The first hand information/fresh data collected by researcher specifically
for solving research problem known as primary data.”
This project includes interviewing the respondents using google forms to
collect the primary data .
ii. Secondary data –
“The data which has been gathered earlier/previously by someone , readily
available for research ,for reference is known as secondary Data.”
This project has referred various sources like internet , research papers as
well as books of Research methodology.
B. Sampling Details –
“Sampling is a process used in a statistical analysis in which a predetermined
number of observations are taken from a larger population .”
1. Sampling Method –
“A sampling method is a procedure for selecting samples members from a
population”
 The method that we have used to draw sample from the population is
convenience sampling method .
 Convenience sampling is defined as “A method adopted by researchers
where they collect market research data from a conveniently available
pool of respondents .
2. Sample size –
“Number of samples selected from population for the survery or study
known as Sample size.”
 It is denoted as „n‟

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 Sample size for this research is is n=100 women users of samsunh

phone

3. Sampling units –
“ The individuals whose characteristics are to be measured in analysis are
called sampling units. ”
 The sampling unit for this research is all types of women purchasing
Samsung mobile phones of all age and income groups living in solapur
city .
4. Research area-
The research area for this survey is solapur city.
5. Data collection period –
“The average amount of time it takes to collect data from customers is
called Data collection period .”
 The data collection period for our project is two weeks .

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CHAPTER 2

INTRODUCTION TO THE ORGANIZATION

2.1 Introduction to the Industry-

This project falls under telecommunication industry. The

phenomenal growth of the IT industry in India has brought to the fore the growing
importance of India as a knowledge powerhouse. In fact it is the sector that is
increasingly contributing to the high growth rate recorded in the country. However,
since the mobile phone service industry is growing at a stable rate there are a large
number of customers and therefore there is little pressure to take customers from
competitors. The Exit barriers for the mobile industry are moderate because the initial
investment is so huge that it takes time to recover the money & exit could result in
losses but at the same time there are no government or social restrictions involved.
Competition has caused prices to drop and calls across India are one of the cheapest in
the world. The customers can switch to another operator at very little cost. The
competitors can easily attract customers by offering better services, lower prices and
aggressive advertisement campaigns.

In the era of globalization international company needs to fulfill the

demands of consumer oriented economy across the Asia. In which Indian Mobile
industry is a part of the telecommunication sector of India. Mobile phones were
formally launched in India on August 1995 in Kolkata. After the introducing these
phone in the global telecommunication market many companies (including Nokia)
have entered into the Indian market. Technological advances and new technology in
mobile industry is rapidly growing than other sector and every week we can see new
applications and features in mobile handset which entitle those phones as smart
phones. According to Telecom regulatory Authority of India, India is the world‟s
fastest growing Mobile handset market, with 771 Million mobile phone subscribers as
on February 2011. Per capita consumption (phones per 100 people) has recently
touched up to 60.99 and surprisingly every month approximately 17.1 million mobiles
adding into mobile users in India. Indian mobile industry has a traditional channel for

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marketing where companies imports mobile phone by shipping, then they passes to
wholesalers and wholesalers supply to retailer, who sells to grass route customers.

To control the complexity and economic cohesion within various sectors

Government of India emerged some regulatory steps like TRAI. According to
Ministry of Telecommunication, Govt. of India- “this is important that with the entry
of the private sector in the provision of telecommunication services a need was felt by
Government to have an independent regulatory Body”. Telecom Regulatory authority
of India (TRAI) has established by Govt. of India in 1997 to regulate the
telecommunications Business in India.

2.2 Brief history of the organisation –

The Samsung Group (Korean: 삼성) is a South Korean multinational

conglomerate headquartered in Samsung Town, Seoul. It comprises numerous

affiliated businesses, most of them united under the Samsung brand, and is the largest
South Korean chaebol (business conglomerate).

Lee Byung-Chul founded Samsung in 1938 as a trading company. Over the next three
decades, the group diversified into food processing, textiles, insurance, securities, and
retail. Samsung entered the electronics industry in the late 1960s. Following Lee's
death in 1987, Samsung was separated into five business groups. Samsung Mobile
Division is one of five divisions within Samsung Electronics, belonging to the
Samsung Group, and consists of the Mobile Communications Division,

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Telecommunication Systems Division, Computer Division, MP3 Business Team,

Mobile Solution Centre, and Telecommunication R&D Centre. Telecommunication
Business produces a full spectrum of products from mobiles and other mobile devices
such as MP3 players and laptop computers to telecommunication network
infrastructure. Headquarters is located in Suwon, South Korea.

Samsung Electronics Co., Ltd. is a global leader in semiconductor,

telecommunication, digital media, and digital convergence technologies. Employing
approximately 222,000 people in 205 offices across 71 countries, the company
operates two separate organizations to coordinate its nine independent business units:
Digital Media & Communications, comprising Visual Display, Mobile
Communications, Tele-communication Systems, Digital Appliances, IT Solutions,
Digital Imaging; and Device Solutions, consisting of Memory, System LSI, and LCD.
Recognized for its industry-leading performance across various economic,
environmental, and social criteria, Samsung Electronics was named the world‟s most
sustainable technology company in the 2011 Dow Jones Sustainability Index. In 2007
Samsung Mobile Division Business reported over 40% growth and became the
second-largest mobile device manufacturer in the world. Samsung introduced its first
mobile phone to India in 2004. In 2008, Samsung Electronics' Telecommunication
Business declared its new business strategy focusing on consumer and marketing.
Samsung mobile phones are divided into six major categories – Style, Infotainment,
Multimedia, Connected, Essential, and Business.

2.3 Subsidiaries, Associates of the company-

 Samsung Display
 Samsung Electronics America (SEA)
 Samsung (China) Investment (SCIC)
 Harman and its subsidiaries2
 Samsung Electronics Vietnam (SEV)
 Samsung Electronics Vietnam THAINGUYEN (SEVT)
 Samsung (China) Semiconductor (SCS)
 Samsung Semiconductor (SSI)
 Samsung Electronics Europe Holding (SEEH)

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 Samsung Display Vietnam (SDV)

 Samsung Asia Private (SAPL)
 Samsung Electronics Huizhou (SEHZ)
 Samsung India Electronics (SIEL)
 Samsung Electronica da Amazonia (SEDA)
 Samsung Austin Semiconductor (SAS)
 Shanghai Samsung Semiconductor (SSS)
 Thai Samsung Electronics (TSE)
 Samsung Electronics (UK) (SEUK)
 Samsung Electronics GmbH (SEG)
 Samsung Electronics HCMC CE Complex (SEHC)
 Samsung Electronics Europe Logistics (SEL)
 Samsung Electronics Hungarian (SEH)
 Samsung Suzhou LCD (SSL)
 Samsung Electronics France (SEF)

2.4 Departments of the company-

Samsung Electronics Co., Ltd. is the chief subsidiary of South Korea‟s giant
Samsung Group and the largest electronics producer in Asia. Samsung Electronics
operates four main divisions including Digital Media, Semiconductors, Information
& Communications, and Home Appliances. The company sells televisions, video,
and audio equipment; computers and related products; phones, cellular phones, and
fax machines; home appliances; semiconductors; network-related products; factory
automation products; fiberoptics products; closed circuit security products; motors
and compressors; and solar energy systems. In 2000, Samsung Electronics held the
leading market position in the code division multiple access (CDMA)Handset,
DRAM, SRAM, and color monitor markets.

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2.5 Important statistical information of Samsung -

Samsung posted its yearly financial results, and they revealed a new
revenue record for the calendar year - KRW279.6 trillion (that‟s about $232 billion).
That‟s a massive 18% increase on a yearly basis, thanks to improved sales in all
divisions across the Samsung Electronics company. Both operating profit and revenue
in Q4 2021 improved as well - sales jumped 24%, while the income grew by 53%
compared to Q4 of 2020. The Korean giant revealed in a press release that growth
between October and December was driven mainly by the finished product
businesses, such as smartphones, including foldables Galaxy Z Fold3 and Galaxy Z
Flip3, as well as TVs and home appliances. Overall market demand for smartphones
increased in the last quarter due to strong year-end seasonality, including the
Christmas holidays and New Year. Revenue was also driven by Device Ecosystem
products, such as tablets and wearables.

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Samsung expects uncertainties related to the pandemic and component shortage to

persist in 2022, but it still hopes to continue growing.

2.6 Future prospects –

At its core, Samsung‟s vision for the future is built on what the company calls
“everyday sustainability.” It is a concept that inspires Samsung to put sustainability at
the heart of everything it does. The company has been realizing its vision by adopting
new, low-impact product manufacturing practices, footprint-reducing packaging and a
more sustainable customer experience, and by responsibly disposing of products at the
end of their lifecycles. Samsung‟s efforts to reduce carbon emissions throughout the
production cycle have also earned recognition from the Carbon Trust, the world‟s
leading authority on carbon footprint. Last year, the company‟s Carbon Trust-certified
memory chips helped reduce carbon emissions by nearly 700,000 tons. Samsung‟s
efforts in this area extend well beyond semiconductors and include expanding the use
of recycled materials. To introduce everyday sustainability to more products,
Samsung‟s Visual Display Business plans to use 30 times more recycled plastics than
it did in 2021. The company also revealed plans to expand its use of recycled
materials to include all mobile products and home appliances over the next three
years.In 2021, all of Samsung‟s TV boxes included recycled materials. For this year,
the company revealed that it will be expanding the use of recycled materials to
include the boxes‟ interior packaging as well. Now, recycled materials will be
incorporated into Styrofoam, box holders and plastic bags. The company also
announced the global expansion of its award-winning Eco-Packaging program. The
expansion of he program, which transforms cardboard boxes into cat houses, side
tables and other useful furniture items, will include packaging for home appliances
such as vacuum cleaners, microwave vens, air purifiers and more. Samsung is also
building sustainability into the ways that customers experience its products. Such
experiences will be integral to empowering people to reduce their carbon footprint
and make positive changes together for a better tomorrow. As an example, the
company introduced notable enhancements to its first-of-its-kind SolarCell Remote,

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which eliminates battery waste with a built-in solar panel that can be charged during
both day and night.

2.7 Organization Structure-

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CHAPTER 3

THEORETICAL BACKGROUND

3.1 Concept and Nature of Consumer Behaviour-

In the modern competitive markets, consumers plays a very important role. A

company or a firm that does not attend to the needs of its consumers, very soon, finds
its markets share deelining very fast. Consumer has become the cause and purpose of
every business activity. No business can afford to ignore the consumers, and
therefore, the study of consumer behaviour is catching attention from business-people
as well as from marketing-academicians. Every concerned person wishes to know
what the consumer will do, how will he behave and why will he respond positively or
negatively.

Three terms such as buyers, customers and consumers are used interchangeably in this
context. Technically they differ from one another. A buyer means a purchaser. A
customer means a regular loyal purchaser. ( A customer is a buyer who has formed a
custom of making regular purchases of a particular product or from a particular shop.)
A consumer is an ultimate end-user of a product or service. This minute technical
difference in the description of these terms is generally ignored and the terms are
used interchangeably. Thus, when we talk about consumer's or customer's behaviour,
in fact, we are, then, talking about the buyer's behaviour.

Different marketing scholars have defined the buyer's behaviour in different ways.
Some of these definitions are as follows-

Edward Cundiff , Richard Still and Norman Govoni. : Buyer behaviour is an

orderly process whereby the individual interacts with his Or her environment
for the purpose of making market-place decisions on products and services.
F.F. Webster – Buyers behaviour is all psychological , social and physical
behaviour of potential customers as they become aware of products and
services and evaluate purchase , consume and tell other people about products
and services.

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From the above definitions of consumer behaviour , we can describe its important
features , which throw light on the nature of consumer behaviour .

i. Buyer behaviour involves psychological and social processes . The

psychological processes are basically individualistic and the social processes
are group – based .
ii. Buyer behaviour includes both consumers and business buyers behaviour.
iii. Buyer behaviour studies , understands and attempts to predict human actions
in buying role.
iv. Buyer behaviour is largely influenced and shaped by social and cultural
environment.
v. Buyer behaviour starts from becoming aware about a product or service and
includes the post purchase evaluation indicating satisfaction or non-
satisfaction, based on the experience of product consumption.
vi. Buyer behaviour includes communication , purchasing and consumption
behaviour.

3.2 Factors affecting Consumer Behaviour -

Philip Kotler has classified the different factors

affecting consumer behaviour into following groups-

A. Cultural factors –
Culture is the basic cause of a person's wants and behaviour.
Most of our consumption is culture-bound. Culturel is defined as the set of
basic values, perceptions, wants and behaviours learned by a member of a
society from family and other important institutions.
Consumers do not select and prefer products that are culturally unfit.
Every society has its own culture and it varies greatly from country to country.
If these cultural influences are not properly attended , embarrassing mistakes
may take place. If a company does not adjust to these cultural differences , it
will not be able to make effective marketing .

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Subculture –

Each culture contains a subculture , which is smaller and more specific part of the
culture. A sub culture is a group of people with shared value systems based on
common life experiences and situations . Racial groups , religion, nationalities ,
geographic regions constitute sub-cultures. Sub cultures can become important
market segments. Marketers can focus on the needs of each such subculture and
can design marketing programmes and marketing offers that best suit to them .
Sub cultures have great effect on food preferences , choice of clothes , recreational
activities etc.

Social class- social class is another important component of culture . Every

society has some form of social class structure . social classes are society
relatively permanent and ordered divisions whose members share similar values ,
interests and behaviours. A social class is determined by a combination of factors
such as occupation, income , education, wealth etc. Usually all members of a
particular social class have a much common buying behaviour. A social class
decides the individuals higher or lower status in the society. A social class , is
useful to the marketer for two reasons –
i. A social class shows a distinct product and brand preference in the areas
like clothing, furniture , automobile, entertainment and recreation , etc.
ii. Every social class has different preference for advertising medium, ad-
message and ad-language.

B. Social factors-
The social factors influencing the consumer behaviour include small
groups, family and social roles and status.

Small groups: A group is described as a combination of two or more

people who interact to accomplish individual or mutual goals. An
individual's behaviour is strongly influenced by many small groups.
Groups are classified as membership groups and reference groups. A
membership group is the one to which a person belongs and which has a

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direct influence on his behaviour. A reference group is the one with which
a person identifies himself. He may have a regular contact with his
reference group or may have little contact with it. He may presently belong
to it or may want to belong to it. A reference group helps in forming a
person's attitude and behaviour. It serves for direct and indirect points of
comparison. Reference groups include family, peer groups, social clubs,
religious organisations and fraternal organisations. They influence a
person's attitude and self-concept and expose a person to new types of
behaviour and life-styles. It ultimately has an effect on a person's product
and brand choices. A marketer can wisely use the reference group for
deciding the target markets.

Every reference group has an opinion leader. He is a person in a

reference group who because of his special skill, knowledge, personality or
such other characteristics has an influence on others. The marketers try to
identify and reach to such opinion leaders.

Family: A family is the most important and traditionally influential

primary group. A primary group is the one where people are engaged in
intimate, face to face contact and co-operation. Family members can
strongly influence buyer behaviour. A family is the most important buying
organisation in a society. The roles and influences of husband, wife, in
laws, children, grand-parents in a family have extensive and deep impact
on the purchase of products and services by that family.

NUUF (New Urban Upwardly Mobile Families) are emerging in developed

and developing societies. These NUUF units are resources rich, enlightened
and alert and besides this, possess a positive inclination towards consumerism
and materialism. They are producing wide influence on production and
marketing of goods and services.

Social Roles and Status: A person belongs to different groups in a society

like family, work organisation, social club, political party etc. The person's
position in each group can be defined in terms of his role and status. A role

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consists of activities a person is expected to perform according to other

persons around him. And a status reflects the general esteem given to that
role by the society. Thus, a role always carries a status . People always
purchase the product that will suit their role and show their status in the
society.
C. Personal factors –

The personal factors include the buyer's age and life cycle stages,
occupation, economic situation, life-style. personality and self concept.

Age and life cycle stages:

The choice of a buyer in respect of goods and services relate to his
age and stage in the family life cycle. Tastes in food, clothes, furniture,
entertainment are often age related. Our product preference and brand choice
get changed as we grow old. Moreover, stage of the life cycle has an impact
on buying behaviour. The product choice of a young bachelor, a married
couple, a couple with small children and a family with growing adolescent
children is different in such stage.

Occupation: It influences the product choice, brand choice and the choice of
the manufacturer as well. Usually we purchase the products that suit our
business or profession and designation.
Economic situation : Buying behaviour is influenced by the payability of the
buyer. Economic situation is basic and most important in buying decision. A
want cannot be converted into a demand unless the will to purchase is
supported by the ability to purchase.

The payability of a buyer depends on the size of his income as well as the
regularity of the income. The personal income, savings, interest rate are all the
crucial aspects of the payability of the buyer. When size of income is small the

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consumption, obviously, becomes restricted. Additionally if the regularity of

income is uncertain and poor, the consumption propensity becomes weak.

Life-style: Life-style is described as a person's pattern of living as expressed in

his/her activities, interests and opinions. It portrays the whole person interacting
with his/her environment. It attempts to provide a profile of a person's way of
being and acting in the world. The three of lifestyle, viz., activities, interests and
opinions talk much loudly about his behaviour. Activities inform about his work,
hobbies, shopping, sports, social events, etc. Interest talk about his taste of food,
fashion, recreation, concern for family opinions, tells us how he views and
reviews himself, social issues, business products, etc. Life-style thus, provides the
marketer an idea about changing consumer values and how these behaviour values
and changes therein , will affect his buying behaviour.
Personality and Self-concept: Kotler describes personality as the unique
psychological characteristics that lead to relatively consistent and lasting
responses to one's own environment. Every person has a distinct personality and
that has influence on his/her buying behaviour. Personality is usually described in
terms of traits. A trait is a measurable attribute that is relatively permanent. The
psychologists have observed the following prominent traits. They are self-
confidence, dominance, sociability, autonomy, defensiveness, adaptability,
aggressiveness. People prefer the product that suits their personality best. Thus, a
strong correlation exists between the choice of a product or brand and the
personality of the buyer.

Self concept or self image is the complex mental picture of the person's self.
There is a postulate about self concept. It says that the possessions of people
contribute and reflect their identities. Thus, 'we are what we have'. So, there is a
relationship between the consumers self concept and his possessions and a
marketer must understand this relationship. The conclusion is that people buy
products to support their self-image.

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D. Psychological Factors:
According to Philip Kotler four major psychological factors influence a
person's buying choice. They are motivation, perception, learning and beliefs and
attitudes.

Motivation tells an individual to do certain things because it is appropriate and

meaningful to do it. Learning and motivation shape human behaviour. Motivation is
the internal cause of behaviour, whereas learning is the external cause of behaviour.
Motivation is always need-based. Every human being has biological and
psychological needs. The biological needs are hunger, thirst and comfort whereas the
psychological needs are recognition, esteem and belongingness. A need becomes a
motive when it is aroused to a sufficient level of intensity. A motive is a need that is
sufficiently pressing to direct the person to seek satisfaction. Psychologists have
developed different theories of motivation.
Perception: A motivated person is ready to act. Here comes perception in the picture.
Now, how this person will act depends upon his own perception of the situation.
Perception is a process by which people select, organise and interpret the information
to form a meaningful picture of the world. It is a cognitive process. We receive
information through our five senses such as sight, hearing, smell touch and taste.
Perception processes this information to draw a meaning from it and thus make it
understandable. Since perception is individualistic, the understanding of an
information-input is also largely personal. Thus, people can form different perceptions
of the same stimulus. This happens because of three perceptual processes, viz.,
selective attention, selective distortion and selective retention.

Selective attention is the tendency for people to screen out most of the information to
which they are exposed. Therefore, the marketers have to work especially hard to
attract the consumer's attention.

Selective distortion describes the tendency of people to interpret information in a

way that will support what they already believe. Therefore, the marketers have to
understand how the mind-set of consumers will affect the interpretations of
advertising and sales information.

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Selective retention is the tendency to retain and remember the information that
supports the attitude and beliefs of people. This tells us why marketers have to
use drama, colours and repetition in their messages.

Learning- Learning is a relatively permanent change in behaviour as a result of

experience or cognition. Most of the human behaviour is a learned phenomenon.
Psychologists and social scientists have provided us with considerable insight into
the learning process. Learning is produced through an interplay of drives, stimuli,
cues, responses and reinforcement. Thus, learning consists of basic drives or
motives, cues or stimuli that prompt those drives, responses to those cues and
reinforcement to those responses. Learning becomes permanent when a particular
behaviour is positively rewarded. Thus, when a customer for the first time
purchases a product and it gives him the expected level of satisfaction, he
develops a brand loyalty.

Learning theories are divided into behavioural and cognitive schools. The
behaviourist contend that learning occurs through connection or associations in
the environment. Classical conditioning and Instrumental conditioning are the two
well-known learning theories. The classical conditioning suggests that behaviour
is a function of making connections between drives and cues. Instrumental
learning (conditioning) occurs when satisfaction results from a particular
decision.

Cognitive learning is related to problem-solving and involves analysis and

interpretation of the problematic situation and decision making.

Marketers can use the learning theories to develop effective marketing mix and to
build relation between an action and reward i.e. how purchasing of their products
will become most rewarding.

Beliefs and attitudes: A belief is a descriptive thought that a person holds about
something. And an attitude is a person's consistently favourable or unfavourable
evaluation, feeling and action tendency towards an object or idea. Through actions

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and learning people acquire beliefs and attitudes. A belief may be based on real
knowledge, opinion or faith and may or may not carry an emotional charge.
People formulate certain beliefs about specific products and services and that
build up the product and brand images. People then act according to these images.
If somehow, unfortunately a wrong belief is developed, then it inhibits purchases.
The marketers should immediately correct them.

Attitudes develop likes and dislikes of people which are reflected in their product
preferences. Attitudes are very difficult to change and so marketers should try to
introduce products that suit the existing attitude rather than to change an attitude.

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CHAPTER 4
DATA ANALYSIS AND INTERPRETATION
Table 4.1- Table showing Age Group of respondents –

Sr. No. Age group of respondents Frequency Percentage

1 16-26 49 49
2 27-37 14 14
3 38-48 20 20
4 48 & above 17 17
Total 100 100
Graph 4.1 – Graph showing Age Group of respondents -

Age group of Respondents

16-26
17%
27-37
49% 38-48
20%
48 & above
14%

Interpretation-
The above graph shows that most of the respondents are from the age group 16-26 i.e.
49% where there are most of the students and employees as they today‟s generation
are attracted more towards technology whereas 14% respondents are from age group
27-37 , whereas 20% are from age group 38-48 in this there are some working women
who may need Samsung phone for their business purpose whereas there are some
housewives who may need Samsung phone for daily communication , payment of
bills and 17% respondents are 48 and above as there may be some housewives who
must be doing their business from home i.e. online selling .

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Table 4.2 – Table showing occupation of respondents -

Sr.
Occupation Frequency Percentage
No.
1 Student 46 46
2 Housewife 34 34
3 working 20 19
Total 100 100

Graph 4.2 – Graph showing occupation of respondents-

Occupation of Respondents
working 20%

Housewife 34%

Student 46%

0 10 20 30 40 50

Interpretation –

The above graph shows that 46% of the respondents are students, whereas 34% of the
respondents are housewives and 20% of the respondents are working . This range of
every respondents was previously decided before conducting this survey.

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Table 4.3 – Table showing type of family of respondents -

Sr. No. Type of Family Frequency Percentage

1 Joint 45 45

2 Nuclear 55 55

Total 100 100

Graph 4.3 – Graph showing type of family of respondents –

Type of Family

45% joint
55%
Nuclear

Interpretation –
The above graph shows that 55% of respondents live in a nuclear family (couples and
their children) while 45% of respondents live in a joint family (consisting three
generations ) . The percentage of nuclear families is high because most of the people
are adopting to western culture .

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Table 4.4 – Table showing preference of respondents when buying a

phone -

Sr. No. Preference when buying a phone Frequency Percentage

1 First hand 96 96
2 Second hand 4 4
Total 100 100

Graph 4.4 – Graph show preference of respondents when buying a

phone-

Preference when buying a phone

4%
First hand
Second hand

96%

Interpretation-
The above graph shows that 96% of the respondents prefer buying a first hand (new)
phone , while 4% of the respondents prefer buying second hand phone . The
percentage of respondents buying first hand phone is more because most of the people
like to keep pace with updated technology and buying first hand phone is more
reasonable than buying second hand phone as it may probably cost same .

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Table 4.5 –Table showing price range of respondents while buying a

phone

Sr. No. Price range while buying a phone Frequency Percentage

1 Upto5000 2 2
2 5000-15000 37 37
3 15000-25000 37 37
4 25000and above 24 24
Total 100 100
Graph 4.5 – Graph 4.5 showing price range of respondents while
buying a phone –

Price range of respondents while buying a

37% phone 37%
40

30 24%

20

10
2%

0
Upto 5000 5000-15000 15000-25000 25000and above

Interpretation –

The above graph shows that 37% of the respondents can afford buying a mobile
phone in price range of ₹5000-₹15000 , whereas 2% of the respondents can afford
buying a mobile phone in the price range if upto ₹5000 , while 37% of the
respondents can afford buying a mobile phone in the price range of ₹15000-₹25000,
while 24% of the respondents can afford buying mobile phone of price range of
₹25000 and Above .The percentage of the respondents of price range ₹5000-₹15000
is higher because this price range is affordable for respondents also a mobile phone
from this range can satisfy basic purposes of respondents .

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Table 4.6 – Table showing preferred outlet while buying a phone by

the respondents –

Sr. No. Preferred outlet while buying a phone Frequency Percentage

1 Mobile shops 55 55
2 E-websites 19 19
3 Hypermarkets and malls 10 10
4 Places that offer payment installments 8 8
5 Nearest store to my home or work 8 8
Total 100 100

Graph 4.6 – Graph showing preferred outlets while buying a phone

by the respondents –

Preferred oultes
Nearest store to my home or work 8%

8%

Hypermarkets and malls 10%

E-websites 19%

Mobile shops 55%

0 10 20 30 40 50 60

Interpretation –

The above graph shows that 55% of the respondents prefer buying mobile phones
from mobile shops whereas 19% of the respondents prefer buying mobile phone from
E-websites while 10% of the respondents prefer buying mobile phones from
Hypermarkets and malls while 8% of the respondents prefer buying mobile phone
from places that offer instalments and 8% of the respondents prefer buying mobile
phone from nearest store to their home or work . The percentage of the respondents
buying mobile phones from mobile shops is higher because mobile shops offer
gurantee and warranty to customers .

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Table 4.7- Table showing purpose of buying mobile phones by the

respondents

Sr.
Purpose of buying smart phone Frequency Percentage
No.
1 Business purpose 9 9
2 Communication (audio and video) 46 46
Want to keep updated with technology (personal
3 25 25
image)
4 software flexibility 11 11
5 Frequent updates and variety of models 9 9
6 For features and functions 2 2
make daily life more easier in communication,
7 1 1
knowledge explore
8 play games 1 1
Total 100 100

Graph 4.7 – Graph 4.7 showing purpose of buying phones by the

respondents

Purpose of buying phones by the respondents

play games 1%

make daily life more easier in 1%

communication, knowledge explore

For features and functions 2%

Frequent updates and variety of 9%

models

software flexibility 11%

Want to keep updated with 25%

technology (personal mage

Communication (audio and video) 46%

Business purpose 9%

0 10 20 30 40 50

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Interpretation –

The above graph shows that 46% of the respondents use mobile phone for
communication purpose i.e. for audio and video and communications whereas 25% of
the respondents use mobile phone for the purpose of keeping updated with technology
while 11% of the respondents use mobile phone for the purpose of software flexibility
while 9% of the respondents use mobile phone for the purpose of business while 2%
of the respondents use mobile phone for the purpose for exploring features and
functions , while 1% of the respondents use mobile phones for playing games and 1%
of the respondents use mobile phone for making their life easier in communication
and exploring knowledge .The percentage of the respondents who use mobile phones
for communication purpose is more as they use mobile phones for communicating as
basic purpose like calling , messaging ,etc.

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Table 4.8 –Table showing purpose of changing mobile by

respondents –

Sr. No. Change of cell phone Frequency Percentage

1 when it is ruined 84 84
2 when you get bored from your phone 10 10
3 when there are new mobile versions 6 6
Total 100 100

Graph 4.8 – Graph showing purpose of changing mobile phone by

respondents –

Purpose of changing mobile phones

6%

10% when it is ruined

when you get bored

from your phone
when there are now
mobile versons

84%

Interpretation –

The above graph shows that 84% of the respondents change their mobile phone when
their phone gets ruined , while 10% of the of the respondents change their mobile
phones when they get bored from using their old phone and 6% of the respondents
change their mobile phones when there are new versions of the mobile phone . The
percentage of the respondents who change their mobile phone when it is ruined is
higher because they think that instead of repairing old phone they should go for
buying new phone as it would save their cost and also help them to explore new
features .

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Table 4.9 –Table showing awareness level of Samsung phones by the

respondents –

Sr. No. Awareness Frequency Percentage

1 Advertisement 43 43
2 friends 29 29
3 television 22 22
4 By watching kdrama and bts 2 2
5 Previous use 1 1
6 age old company 1 1
7 family 2 2
Total 100 100

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Graph 4.9 – Graph showing awareness level of Samsung phones by

the respondents –
Awareness level of samsung phones by the respondents

50

45 43%

40

35
29%
30

25 22%

20

15

10

5 2% 2%
1% 1%
0

Interpretation –

The above graph shows that 43% of the respondents are aware about Samsung phones
through advertisement , whereas 29% of the respondents are aware about Samsung
phones through their friends , while 22% of the respondents are aware about Samsung
phones through television , whereas 2% of the respondents are aware about Samsung
phones through by watching kdramas , while 1% of the respondents are aware about
Samsung phones through experience , while 1% of the respondents are aware about
Samsung phones by knowing that it is a age old company and 2% of the respondents
are aware about Samsung phones through their family . The percentage of
respondents that are aware about Samsung phones through advertisement is high
because of its unique sales promotion technique .

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Table 4.10 – Table showing decisions made by respondents while

buying Samsung phones-

Decisions you make while buying Samsung

Sr. No. Frequency Percentage
phone
1 good previous experience 50 50
2 Friend Recommendations 22 22
3 Internet reviews 13 13
4 social media 10 10
5 TV 4 4
6 Never used Samsung phones 1 1
Total 100 100

Graph 4.10 – Graph showing decisions made by respondents while

buying Samsung phones –

Decisions made by respondents while buying Samsung phones

50%

50

45

40

35

30
22%
25

20 13%
10%
15

10 4%
1%
5

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Interpretation –

The above graph shows that 50% of the respondents take decision of buying Samsung
phones from their previous experience as they may have been satisfied with its
features , quality, and it is easy to use also they may have been satisfied with the
amount they have been spending for the product , whereas 22% of the respondents
take decision of buying Samsung phones from their friend recommendations while
13% of the respondents make decision of buying Samsung mobile phone by internet
reviews, whereas 10% of the respondents make decision of buying smart phone by the
influence of social media , while 4% of the respondents take decision of buying
Samsung mobile phone from television and from influence of celebrities and 1% of
respondents have never used Samsung phones .

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Table 4.11 – Table showing reasons for choosing Samsung phones by

the respondents-

Reason for choosing Samsung

Sr. No. Frequency Percentage
phones
1 Due to quality 68 68
2 I didn't choose it 18 18
3 due to price 7 7
4 Due to design 7 7
Total 100 100

Graph 4.11 – Graph showing reasons for choosing Samsung phones

by the respondents –

Reasons for choosing Samsung phones

80 68%

60

40
18%
20 7% 7%

0
Due to quality I didn't choose due to price Due to design
it

Interpretation –

The above graph shows that 68% of the respondents buy Samsung mobile phones
because of its quality whereas 7% of the respondents buy Samsung mobile phones
because of the price , while 7% of the respondents buy Samsung phone due to its
design and 18% of the respondents didn‟t made decisions of purchase as they may
had bad experience of previous use .

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Table 4.12 –Table showing features you see while purchasing a

Samsung phone –

Features you see while purchasing a

Sr. No. Frequency Percentage
phone
1 design 45 45

2 operating system 49 49

3 brand 57 57

4 camera/video capabilities 69 69

5 technical specifications 50 50

6 availability of applications 41 41

7 easy to use 60 60

8 screen size 43 43

9 battery life 66 66

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Graph 4.12 –Graph showing features you see while purchasing a

Samsung phone –

Features you see while buying a phone

69
70 66
60
57
60
49 50
50 45 43
41
40

30

20

10

Interpretation –

The above graph shows that 45% of the respondents buy Samsung phone because of
its unique design whereas 49% of the respondents buy Samsung phone because of its
good operating system while 57% of the respondents buy Samsung phone because of
its good brand name , while 69% of the respondents buy Samsung phone based on its
good camera and video capabilities , whereas 50% of the respondents buy Samsung
phone because of its technical specification , whereas 41% buy Samsung phone
because it has new applications , whereas 60% of the respondents buy Samsung
phones as its user friendly and easy to use , while 43% of the respondents buy
Samsung phones because of its screen size and 66% of the respondents buy Samsung
phone because of its good battery life .

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Table 4.13 – Table showing recommendation by the respondents of

Samsung mobile phones to others-

Sr. No. Recommendation Frequency Percentage

1 Yes 80 80
2 No 20 20
Total 100 100

Graph 4.13 – Graph showing recommendation by the respondents of

Samsung mobile phones to others-

Recommendation of samsung phones

20%

yes
80%
no

Interpretation –

The above graph shows that 80% of the respondents will recommend Samsung
phones to others as they may have good previous experience also it is a phone that
every income group can buy as it has phones starting from low range to high range
whereas 20% of the respondents will not recommend Samsung phones as they may
have bad experience while using this phone.

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Table 4.14 – Table showing reasons for preferring Samsung phone in

next purchase –

Reasons for preferring

Sr. No. Samsung phone in next Frequency Percentage
purchase

1 Design 7 7

2 Battery life 7 7

3 New features 12 12

4 Good quality 14 14

5 Previous Experience 12 12

6 Price 3 3

7 Camera quality 6 6

8 Brand name 5 5

9 User friendly 9 9

10 After sales service 2 2

11 Color scheme 3 3

12 Wouldn't prefer 20 20

Total 100 100

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Graph 4.14 –Graph showing reasons for preferring Samsung phones

in next purchase –

Reasons for preferrong Samsung mobile phones in next purchase 20%

20

18

16

14%
14

12% 12%
12

10
9%

8
7% 7%
6%
6
5%

4
3% 3%
2%
2

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Interpretation –

The above graph shows that 7% of the respondents will purchase Samsung phone in
next purchase due to its unique design whereas 7% of the respondents will purchase
Samsung phone in next purchase due to its good battery life while 12% of the
respondents will purchase Samsung phone in next purchase because of its new
features whereas 14% of the respondents will purchase Samsung phone in next
purchase because of its good quality while 12% of the respondents will purchase
Samsung phone in next purchase because of good previous experience while 3% of
the respondents will purchase Samsung phone because of its reasonable price while
6% of the respondents will purchase Samsung phone in next purchase due to its good
camera and video quality while 5% of the respondents will purchase Samsung phone
because of its good brand name in the market , while 9% of the respondents will
purchase Samsung phone in next purchase because its user friendly and easy to use
while 2% of the respondents while purchase Samsung phone in next purchase because
of its goof after sales service whereas 3% of the respondents will purchase Samsung
phone in next purchase because it has different colour schemes and 20% of the
respondents will not prefer Samsung phone because they may have bad experience
will using it.

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Table 4.16 – Table showing Rating towards Samsung phones -

Strongly Strongly
Services Agree Neutral Disagree
agree disagree

Multi-featured and
29 50 20 0 1
affordable

Forefront in
26 60 13 1 0
technologies

variety of models 38 47 14 1 0

Phones are stylish 29 48 20 3 0

Better touch of
20 58 18 1 3
sensitivity

Good picture and video

25 47 20 8 0
quality

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Graph 4.15 –Graph showing rating of Samsung phones –

60 Rating of samsung phones

60 58

50
50 48
47 47

40 38

Strongly
agree 29 29
30
agree
26
25
netrual
20 20 20 20
disagree20 18

Strongly 14
disagree 13

10 8

3 3
1 1 1 1
0 0 0 0 0
0

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Interpretation –

The above graph shows that from total 100 respondents 29% strongly agree that
Samsung phones are multi-featured and affordable as Samsung phones provides
different features and it affordable by every income group whereas 50% respondents
agree , whereas 0% of the respondents disagree whereas 1% of the respondent
strongly disagrees .

For forefront in technologies 26% of the respondents strongly agree that Samsung
phones are forefront in technologies they are innovating new technology like wireless
display , water and dust resistant , whereas 60% of the respondents agree , while 1%
of the respondent disagree and 0% of respondents strongly disagree .

For variety of models 38% of the respondents strongly agree that Samsung has
different variety of models it has models that are affordable by every income group ,
whereas 47% of the respondents agree ,while 1% of the respondents disagrees and
0% of respondents strongly disagrees .

For Samsung phones are stylish 29% of the respondents strongly agree that
Samsung phones are stylish as they innovated have foldable phones which are easy to
carry also there are larger displays which becomes easy to read , whereas 48% of the
respondents agree , while 3% of the respondents disagree .

For better touch of sensitivity 20% of the respondents strongly agree Samsung
phones provide better touch of sensitivity as smooth touch makes our job better and
faster , whereas 58% of the respondents agree , while 1% of the respondents disagree
and 3% of the respondents strongly disagree .

For good pictures and video quality 25% of the respondents strongly agree
that Samsung phones offer good pictures and video quality it offers high resolution
images which contains more pixels also Samsung phone cameras help people to not
just document a moment in time but rather to truly capture it in near lifelike form ,
whereas 47% of the respondents agree and 8% of the respondents disagree .

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Table 4.16 – Table showing overall Rating of Samsung phone –

Sr. No. Rating of Samsung phone Frequency Percentage

1 1 12 12
2 2 3 3
3 3 56 56
4 4 29 29
Total 100 100

Graph 4.16 – Graph showing overall rating of Samsung phone –

RATING OF SAMSUNG PHONE

56%
60

40 29%

20 12%
3%
0
1 2 3 4

Interpretation –

The above graph shows that 56% of the respondents rated 3 on the scale i.e. good on
the scale as they may liked Samsung phones because of its unique features quality
and also it is user friendly also it is a phone that can be affordable for every income
group , whereas 29% of the respondents rated 4 on the scale i.e. excellent as they may
have liked features of the phone whereas 12% of the respondents rated 1 i.e. poor on
scale and 3% of the respondents rated 2 on scale .i.e. average on the scale .

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CHAPTER 5

FINDINGS
1. It was found that , 49% of the respondents were form the age group 16-26
,14% of the respondents were from the age group 27-37, 20% of the
respondents were from the age group 38-48 and 17% of the respondents were
from the age group 48 & above .
2. It was found that, 46% of the respondents were students , 34% of the
respondents were housewife and 20% of the respondents were working
women while conducting the survey.
3. It was found that, 45% of the respondents live in a joint family (Consisting of
three generations) and 55% of the respondents live in a nuclear family (couple
and their children ).
4. It was found that, 96% of the respondents prefer buying first hand phone (new
phone) and 4% of the respondents prefer buying second hand phone . As
buying first hand phone (new phone) is more reasonable than buying a second
hand phone as it may probably cost same.
5. It was found that 2% of the respondents prefer buying phones in the price
range of Upto₹5000 , 37% of the respondents prefer buying phones in the
price range of ₹5000-₹15000 , 37% of the respondents prefer buying phones in
the price range of ₹15000-₹25000 and 24% of the respondents prefer buying
phones in the price range of ₹25000 and above .
6. It was found that, 55% of the respondents prefer buying mobile phones from
mobile shops , 19% of the respondents prefer buying mobile phones from E-
websites ,10% of the respondents prefer buying mobile phones from
hypermarkets and malls ,8% of the respondents prefer buying mobile phones
from places that offer payment installments and 8% of the respondents prefer
buying mobile phones from nearest store to my home or work .
7. It was found that, 9% of the respondents purchase mobile phones for business
purpose , 46% of the respondents purchase mobile for communication purpose
, 25% of the respondents purchase mobile phones as they want to keep
updated with technology , 11% of the respondents purchase mobile phones for
purpose of software flexibility ,9% of the respondents purchase mobile phones

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for the purpose of frequent updates and variety of models , 2% of the

respondents purchase mobile phones for the purpose of features and functions
, 1% of the respondent purchase mobile phone for the purpose of making life
easier in communication and to explore knowledge and 1% of the respondent
purchase mobile phone for the purpose of playing games .
8. It was found that, 84% of the respondents change their mobile phone when it
is ruined , 10% of the respondents change their mobile phone when they get
bored from using their phone and 6% of the respondents change their mobile
phone when there are new versions of mobile phone .
9. It was found that, 43% of the respondents are aware about Samsung phone
through advertisement , 29% of the respondents are aware about Samsung
phone through their friends , 22% of the respondents are aware about Samsung
phones through television , 2% of the respondents are aware about Samsung
phones through watching kdrama and BTS , 1% of the respondent are aware
about Samsung phones through their previous use , 1% of the respondent are
aware about Samsung phones as it is age old company and 2% of the
respondents are about Samsung phones through their family.
10. It was found that , 50% of the respondents make decision of buying Samsung
phones through their previous use , 22% of the respondents make decision of
buying Samsung phones by their friend recommendations , 13% of the
respondents make decision of buying Samsung phones by internet reviews ,
10% of the respondents make decision of buying Samsung phones through
influence of social media , 4% of the respondents make decision of buying
Samsung phone through influence of TV and 1% of the respondent has never
used Samsung phones .
11. It was found that , 68% of the respondents choose Samsung phones due to
quality, 18% of the respondents didn‟t choose it, 7% of the respondents choose
Samsung phones due to its price and 7% of the respondents choose Samsung
phones due to its design .
12. It was found that 45% of the respondents observe „design‟ feature while
purchasing Samsung mobile phone , 49% of the respondents observe
„operating system‟ feature while purchasing Samsung mobile phone , 57% of
the respondents observe its „brand name‟ while purchasing Samsung phone
,67% of the respondents observe „camera and video capabilities‟ feature while

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purchasing Samsung mobile phone , 50% of the respondents observe

„technical specifications‟ feature while purchasing Samsung mobile phones ,
41% of the respondents observe „its availability of applications‟ feature while
purchasing Samsung mobile phone , 60% of the respondents make purchase
decision of Samsung mobile as it is „easy to use‟, 43% of the respondents
observe „screen size‟ as its feature while purchasing Samsung mobile phone
and 66% of the respondents observe its „battery life‟ while purchasing
Samsung mobile phone .
13. It was found that , 80% of the respondents will recommend Samsung phone to
others and 20% of the respondents will not recommend to others. As Samsung
phones have good features and battery life also it has unique design.
14. It was found that , 7% of the respondents will buy Samsung mobile phone in
next purchase because of its design , 7% of the respondents will buy Samsung
mobile phone in next purchase because of its battery life , 12% of the
respondents will buy Samsung mobile phones in next purchase because of its
new features , 14% of the respondents will buy Samsung mobile phone in next
purchase because of its good quality , 12% of the respondents will buy
Samsung mobile phones in next purchase because of previous experience ,
3% of the respondents will buy Samsung mobile phones in next purchase
because of its price , 6% of the respondents will purchase Samsung mobile
phones in next purchase because of its good camera quality , 5% of the
respondents will purchase Samsung phone in next purchase because of its
brand name , 9% of the respondents will purchase Samsung mobile phone in
next purchase because of it is user friendly , 2% of the respondents will
purchase Samsung mobile phones in next purchase because of its good after
sales service , 3% of the respondents will purchase Samsung mobile phone in
next purchase because of its color scheme and 20% of the respondents will not
prefer Samsung mobile phones .
15. It was found that, out of 100 respondents 38% of respondents strongly agree
that Samsung offers different variety of phones , for Samsung phones are
multi featured and affordable out of 100 respondents 29% of the respondents
strongly agree for Samsung phones are forefront in technologies out of
respondents 26% strongly agree , for Samsung phones are stylish out of 100
respondents 29% of the respondents strongly agree and 0% of respondents

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strongly disagree . For Samsung phones have better touch of sensitivity out of
100 respondents 20% of the respondents strongly agree and 18% of the
respondents feel neutral and for Samsung phones have good picture and video
quality 25% of the respondents strongly agree and 0% of the respondents
strongly disagree.
16. It was found that , 12% of the respondents rated 1 as overall rating of Samsung
mobile phone , 3% of the respondents rated 2 as overall rating of Samsung
mobile phone , 56% of the respondents rated 3 as overall rating of Samsung
mobile phones and 29% of the respondents rated 4 as overall rating of
Samsung mobile phones .

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CHAPTER 6
SUGGESTIONS
Suggestions –

1. It is suggested that , Samsung company could provide proper update in order

to offer latest features to the customers .
2. It is suggested that, since most of the customers are dissatisfied regarding heat
emission of Samsung mobiles , it will be good if company can take steps to
resolve this issue .
3. It is suggested that, Samsung company can improve the battery backup and
camera quality for their mobile phones .
4. It is suggested that , Samsung company can find solutions when screen gets
stuck and it becomes unresponsive .
5. It is suggested that, Samsung company can fix the issue of battery drain.
6. It is suggested that ,Samsung company can fix problems of screen refresh
problems .

HNCC 50 BBA Programme

 P.A.H Solapur University , Solapur

CHAPTER 7

CONCLUSION

Conclusion-

The major purpose of this study is to analyze purchase behaviour towards

Samsung smart phones among women segment .Through this study it was found that
many women are switching to smart phones they are developing themselves . Also
through this study it was found that women prefer phone of mid range i.e. ₹15000-
₹25000 as this range is affordable and Samsung mobile phones offers good phones in
this price range . Also in this study it was found that while buying Samsung mobile
phones women mainly observe its basic feature of communication i.e. audio and video
and apart from that they also observe its design , battery life , quality , different
colours offered and new features apart from other brands. The study shows that
women are influenced to factors like cultural factors , social factors , personal factors
and Psychological factors , Women are influenced by a combination of these factors
according to their need and desire. Through this study it was also found that women
are aware about Samsung mobile phones through advertisements and television also
Samsung involves heavy promotions in their advertising strategy . Samsung uses
networking sites such as facebook, twitter , you tube etc. to maintain their online
presence regularly . They also declare announcements of their new products on the
social networking sites .

So, from the overall project work it can be concluded that women prefer
buying Samsung phone as it is affordable phone and can be used for daily purpose or
business purpose also women are influenced buying Samsung phone from their family
and friends and overall Samsung phones fulfils the basic purpose.

HNCC 51 BBA Programme

 BIBLIOGRAPHY

 Books Referred:

1. Marketing Management (Analysis, planning , implementation and control)-

Philip Kotler (9th edition) – Published by prentice hall
2. Marketing Management (Kotler ,Keller, Koshly , Jha ) – A South Asian
perspective - Pearson prentice hall
3. Marketing Management- Rajan Saxena –(2nd edition) –Tata McGraw Hill

 Websites Referred:

1. https://www.britannica.com/biography/Lee-Kun-Hee
2. https://www.slideshare.net/bibekshrestha79/customer-satisfaction-towards-
samsung
3. https://news.samsung.com/global/samsung-electronics-unveils-together-for-
tomorrow-vision-at-ces-2022
4. https://www.surveymonkey.com/r/CQCG3SP
5. http://ictactjournals.in/paper/IJMS_V7_I1_Paper_3_1344_1348.pdf
6. https://www.researchgate.net/publication/343065766_A_STUDY_ON_CUST
OMER_BUYING_BEHAVIOR_TOWARDS_MOBILE_PHONES_IN_BHU
BANESWAR
7. https://www.google.com/search?q=introduction+of+mobile+industry+in+india
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49&dpr=1