Chapter 1

INTRODUCTION TO THE STUDY

Consumer perception implies ones behaviour towards any product or service marketed, it is that
marketing concept which encompasses a consumer’s acquaintance about offerings of any
product or service of a particular company. Consumer perception plays a vital role in success of
any marketed product or services as their attitude towards the particular product or service will
decide the retainment of the product or service in the market The number of mobile subscribers
in India has overgrown in the last four years, expected to show rapid growth over the following
years. Recent years have seen an explosion in Mobile Brands and their innovations in features,
performance, and price. Samsung has been one of the largest manufacturers in the world. They
have captured the entire market in a short time. Samsung mobiles are now marketing in several
Asian and European countries.

The innovative features and build quality made Samsung a favourite of millions. In the year
2022, Samsung was the largest vendor of smartphones in India. It has not only captured the
market but made a special place in the hearts of many users
.
Samsung is a south Korean multinational enterprise company headquartered in Samsung town
SEOUL. It company numerous subsidiaries and affiliated business; most of them united under
the brand, and is the largest south Korean business conglomerate. Samsung was founded by LEE
BYUNG-CHUL in 1938 as a trading company. Over the next three decades the group diversified
into areas including food processing, textiles, insurance, securities, and retail. Samsung entered
the electronics industries in the late 1960s and the construction and shipbuilding industries in the
mid-1970s .these areas would drive its subsequent growth. Following LEE’s death in 1987,
Samsung has increasingly globalized its activities, and electronics, particularly mobile phones
and semiconductors, have become its most important source of income. For over 70 years,
Samsung has been dedicated to making a better world through diverse businesses that today span
advanced technology, semiconductors, skyscraper and plant construction, petrochemicals,
fashion, medicine, finance, hotels, and more. Samsung electronics leads the global market in
high-tech electronics manufacturing and digital media.

Research Background

The Indian mobile industry is the fastest-growing globally, and India continues to add more
mobile connections every month than any other country in the world.
The telecom boom in the country provides excellent opportunities to hand set manufacturers.
India is currently facing the onslaught of cheap sub-standard Chinese phones, which occupy 25%
of the market.
India is the world's second-largest tele com market, after China. In India, handsets are
categorized as high, medium, low. The medium cost segment is likely to be the fastest-growing
segment in terms of volume; affordability of feature-rich and set sis also expected to be a key
enabler of handset adoption.
The Indian mobile handset market has gotten even more crowded and fragmented in the lower
and mid–market segment due to new players' entry offering innovative models at attractive
prices to lure buyers. There is a massive demand for low-cost handsets of the total handsets'
sales. The majority of the volume is where one will find most Indian and Chinese manufacturing
playing. Low-cost devise will grab 60% of the market over the next 3 – 4 years. One can get a
headset cheaply with features like a good memory, touch screen, cameras, more extended battery
like, etc. The majority of the Indian manufacturers are in the low price band, which is why the
market is looking quite competitive. However, if they move up the price band, then they face
competition from global players.
When the low-end segment customer goes for repeat purchases, they go for low-cost mobile
phones with extra features. Many of them are willing to pay higher prices for the new features,
and vendors are taking advantage of the customer's psychology by a assessing these factors
In this global era, technology has become an integral part in our lives.
The saying ‘world is at your fingertips’ has become predominant nowadays. From desktop to
laptops, technology has further minimized to smartphones. Smartphone usage has proliferated in
recent years. Some areas of the world have enjoyed rapid deployment and high penetration of
mobile telephony [1]. 70% of the world’s population own at least one Smartphone. In today’s
society, people are becoming more and more rely on technology especially when communicating
with others. Smartphone industry has been booming since 1983. Since then, there have been
many large mobile phone companies stepping their foot into the industry. Western Smartphone
makers, like Apple and Google, are increasingly looking east for growth, giving countries like
India significant influence over the sorts of features they build into their phones.

Contribution:

SAMSUNG Group Korean 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, Telecommunication Systems Division, Computer Division, MP3Business Team,
Mobile Solution Centre, and Telecommunication R&D Centre.
Telecommunication Business produces a full spectrum of products from mobile sand other
mobile devices such as MP3 players and laptop computer sto tele communication 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 14 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 reportedover40% growth and
became the second-largest mobile device manufacturer in the world.
Samsung introduced its first mobile phone to India in 2004. In2008, Samsung Electronics'
Telecommunication Business declared its new business strategy focusing on consumer and
marketing.
Samsung mobile phone sare divided into six major categories – Style, Infotainment, Multimedia,
Connected, Essential, and Business .
This study will provide the company which is to know about the consumer preference with the
facilities and the various features.

• The scope of this main study is the knowledge of the company details, quality, product features,
services & values which provided by the company manufactures and the relation with consumer
satisfaction.

• The Samsung mobile phone has an advanced design with higher technology with regard to
concept galaxy of smart phones.

• This study will solve the problems of the consumer preference which the company produces
this brand.
 CHAPTER – 2
INDUSTRY PROFILE
Company Overview: Samsung Electronics, a subsidiary of the larger Samsung conglomerate, is
a multinational technology company headquartered in South Korea. The company operates in
various segments, including consumer electronics, semiconductors, displays, and mobile
communications.

Mobile Division: Samsung's mobile division has been a prominent player in the global
smartphone market for many years. They are known for producing a wide range of smartphones
catering to different market segments, from budget-friendly options to premium flagship devices.
Key features that have contributed to their success include innovative technology, powerful
hardware, and stylish designs.

Market Position: Samsung has consistently been one of the top smartphone manufacturers
globally in terms of market share. Their Galaxy series of smartphones, including the Galaxy S
and Galaxy Note lines, have been particularly successful and widely recognized. Samsung has
often competed head-to-head with other major players like Apple in the premium smartphone
segment.

Innovation: Samsung has been a pioneer in introducing new technologies and features to the
smartphone market. They were among the first to introduce large, high-quality AMOLED
displays, waterproofing, and advanced camera systems. The company also experimented with
curved displays and foldable smartphones, with devices like the Galaxy Fold.

Competition: Samsung faces competition from various other smartphone manufacturers,

including Apple, Huawei, Xiaomi, and others. The industry is highly competitive, with
companies constantly striving to innovate and offer unique features to attract consumers.

Global Presence: Samsung's smartphones have a significant global presence, being sold in
numerous countries through various distribution channels. They have a wide range of products to
cater to different regional preferences and price points.

Challenges: Despite its success, Samsung's mobile division has faced challenges such as
increasing competition, changing consumer preferences, and market saturation in some regions.
Additionally, legal battles over patents and intellectual property have occasionally impacted their
operations.

Software Ecosystem: Samsung's smartphones often run on their customized version of the
Android operating system called One UI. This interface provides unique features and
customization options for users.

Sustainability and Corporate Social Responsibility: Like other major tech companies,
Samsung has also been focusing on sustainability and environmental responsibility in its
manufacturing processes and product design. This includes efforts to reduce electronic waste, use
more sustainable materials, and improve energy efficiency.
 CHAPTER-3
LITERATURE REVIEW
Review of related literature is one of the first steps in the research process. It consists of a
summary of research findings carried on the same directly and indirectly related topics. This
review provides insight to the researchers regarding what is already known and what remains to
be tested regarding research.
• Therefore, this chapter aims to review the literature on mobile phone-related work. In other
words, the studies have been undertaken by various researchers in India and a broad concerning
mobile phone purchase preferences

• DR. DAWAR Sunny (2019) Samsung brand is considered the most preferred brand in the
RAJASTHAN than Video con. The results have shown that Samsung consumer appear to be
brand loyal, willing to pay a premium price and have a great community sense than Videocon
consumers. The data was collected using the consumer survey method. The usable questionnaires
were collected from275consumers.

• Mr. BANKAPUR BANGARAPPA and DR. SHIRALASHETTI A.S (2017) Customers

preferred brand image, features, battery backup, and resale value with an expected price. Today,
every company is facing tough competition in the world. Customer satisfaction is the most
critical event in management, and companies are trying to identify the needs, wants, and
demands of the customers.

• JOEL BILLIEUX (2017) despite its clear advantage, cellular phone use has been associated
with harmful or potentially disturbing behaviour’s the mobile phone’s problematic use is
considered an inability to regulate one's mobile use

• KANNUSAMY K and KARTHIKA S (2015) Customer's satisfaction is a growing concern

among Indian businesses. The consumer with higher education,
14 information, and awareness demands better value for money. Retaining current customers and
winning future customers is becoming an increasingly challenging task for Indian marketers.
Today, the customers are considered a king, and their buying behaviour has become the focal
point of the business world's attention. Globalized companies face stiff competition and have to
develop products and strategies to develop products and strategies to attract customers

• Mrs. JAGADHAMBAL A and Mrs. KARPAGAMBIGAI K (2015) Business always starts and
closes with customers and hence the customers must be treated like the King

of the market. All the business enhancements, profit, status, image of the organization depends
on customers. Hence all organizations need to meet all the customers' expectations and identify
that they are satisfied customers

• SUBRAMANYAM and VENKATESWARLU (2012) income, advertising, and education level

in a family determine factors of owning a phone set. The study was conducted on factors
influencing mobile phone buyers' buyer behaviour in India's Kadapa district. The researchers
study the various type of marketing strategies play in the consumer buying process.

• Mack and Sharpies (2009) showed that availability is the most crucial determinant of mobile
choice. Other attributes, particularly features, aesthetics, and cost, have implications for mobile
brand choice

• R. VENKATESH KUMAR AND K. TAMIL SELVI (2017), the Customer Behaviour Towards
Samsung Mobiles’ The study helps the researcher to know the consumer behaviour expectations
and their satisfaction level towards

• SAMSUNG mobile. This study also helps the company to know the major problem faced by
the customer in Samsung mobiles. To enhance more consumer behaviour the company has to
consider the suggestion given by the respondance

• DR. T.N.R. KAVITHA AND MR.R. MOHANA SUNDARAM (2014), “A Study on consumer
satisfaction towards Samsung mobiles” This study is carried with the objective determine the
customer preference and satisfaction. And this research is conducted on one particular mobile
phone brand called Samsung with its quality, price, design and satisfaction. And the customers
are being more satisfied by the use of the Samsung mobile phon.

• GUPTA RIDHI and Priyanka (2016) Social media like Facebook, Twitter, and Instagram have
become an essential part of our lives. The number of user son social media is increasing day by
day. With the help of social media, it is possible

to communicate with customers effectively. It provides a platform to interact with

• MALASI (2012) explained the influence of product attributes on mobile phone preference
among undergraduate university students in Kenya. The study indicated that varying the product
attributes has an influence on the undergraduates’ student. Preference on mobile phones. Various
aspects of product and brand attributes were considered such as color themes, visible name labels
and mobile phone with variety of models, packing for safety, degree of awareness on safety
issues, look and design of the phone.

• Liu (2002) in a recent paper, analyzed and found that the choice of the mobile phone is
characterized by two distinct attitudes towards brands: attitudes towards the mobile phone brand
and attitude towards the network. Customer's choice of mobile phone brand is mainly affected by
new features more than size. This trend of choosing is definitely towards phones with a better
capacity larger screens.
 Chapter 4

RESEARCH METHODOLOGY
The methodology section will consist of three sections:-

Section A:- The first section will describe the objectives of the study.
Section B:- The second section will discuss about the research plan and sampling plan used
in the study. The following table can be taken as a guideline for preparing this section.

RESEARCH PLAN
Research Design Descriptive

Research Method Used Survey

Research Technique Used Questionnaire

Data Collection Durg –Bhilai

Sampling Plan Convenience

Sample Size 40

The research should also present why he has chosen the design he has chosen. And he should
also write about something about the design / method / technique and sampling plan to support
his study. In any case the researcher should not write what he has not done in the study.

Section C:- will contain the demographic characteristics of the respondents. A sample is
shown below:

Measure Item Number of Respondents

Age 15-20 6
20-25 29
25-30 1
30-35 NIL
Above 35 NIL
Occupation Student 29
Businessman 4
Employed 2
Unemployed 1
Total 37
A. OBJECTIVE

The primary aim of this research is to investigate and analyze customer behavior towards
Samsung Mobiles in the Durg region. To achieve this overarching goal, the study is guided by
the following specific objectives:

1. To Examine Price Sensitivity and Perceived Value:

Investigate the level of price sensitivity among consumers towards Samsung Mobiles.

Evaluate the perceived value of Samsung Mobile in relation to their price.

Determine the role of price in influencing consumer purchasing decisions.

2. To Assess Product Quality Perception:

Examine how consumers perceive the quality of Samsung Mobiles.

Identify the factors contributing to consumers' evaluation of product quality.

Understand the link between perceived product quality and customer satisfaction.

3. To Analyze the Impact of Fashion Trends:

Investigate the extent to which fashion trends influence consumers' choices of Samsung Mobiles.

Determine the significance of fashionable designs in driving purchasing decisions.

Explore how Samsung alignment with current fashion trends affects brand perception.

4. To Understand Brand Loyalty and Consumer Preferences:

Measure the level of brand loyalty among consumers towards Samsung Mobiles.

Identify factors contributing to brand loyalty and repeat purchases.

Explore the correlation between consumer preferences and brand loyalty.

5. To Investigate Demographic Influences on Buying Behavior:

Examine how demographic variables such as age, gender, occupation, and income impact
consumer behavior.

Understand whether different demographic segments exhibit varying preferences toward

Samsung Mobiles.
6. To Provide Insights for Marketing Strategies:

Generate insights that can be used to tailor marketing strategies to better resonate with consumer
preferences.

Recommend strategies that leverage consumer behavior findings to enhance Samsung market
positioning.

7. To Contribute to Academic Understanding:

Contribute to the academic body of knowledge by providing empirical insights into consumer
behavior within the footwear industry.

Provide a localized case study that enriches the understanding of consumer preferences in a
specific geographic context.

By addressing these specific objectives, this research seeks to uncover valuable insights into
customer behavior towards Samsung Mobiles in Durg. The findings will contribute to both
academic research and practical applications for Samsung and other businesses within the
footwear industry.

B. RESEARCH PLAN

1. Introduction:

Introduce the research topic, its significance, and objectives.Provide background information on
the footwear industry and Samsung brand.Outline the structure of the research plan.

2. Literature Review:

Review relevant literature on consumer behavior, brand perception, price sensitivity, product
quality, fashion trends, and demographic influences within the footwear industry.

3. Research Design:

Specify the research approach (quantitative, qualitative, or mixed methods). Justify the chosen
approach based on the research objectives.
Explain the rationale for selecting a survey questionnaire as the primary data collection method.

4. Sampling:

Define the target population (consumers of Samsung mobiles in Durg).

Describe the sampling method (probability sampling, e.g., random sampling) and sample size
determination.
5. Questionnaire Development:

Detail the process of developing the questionnaire.

Outline the structure of the questionnaire, including demographic questions and Likert scale
statements related to price sensitivity, product quality, fashion trends, and brand loyalty.

Discuss the validation process, such as pilot testing and expert review.

6. Data Collection:

Explain the data collection procedure, including online and/or in-person surveys. Address ethical
considerations, such as informed consent and data confidentiality. Describe the timeline for data
collection.

7. Data Analysis:

Outline the data analysis approach, including descriptive statistics and inferential analysis.
Explain how Likert scale responses will be aggregated and analyzed.
Specify the statistical tools or software that will be used (e.g., SPSS, Excel).

8. Results and Discussion:

Present the findings of the data analysis.

Interpret the results in the context of the research objectives and relevant literature. Discuss
implications of the findings for Samsung and the footwear industry.

C. DATA COLLECTION

Preparation:

Finalize your questionnaire based on the objectives and literature review.

Prepare any necessary materials, such as consent forms and instructions for participants.

Ensure that you have access to the required data collection tools (e.g., online survey platform,
paper surveys).

Participant Recruitment:

Determine your target sample size based on your research design and statistical considerations.

Select your sampling method (e.g., random sampling) and identify potential participants within
the Durg region.
Reach out to participants through appropriate channels, such as social media, email lists, or in-
person locations.

Informed Consent:

Clearly explain the purpose of the study and what participation entails.

Provide participants with an informed consent form that outlines their rights, anonymity, and the
voluntary nature of their participation.

Obtain participants' consent before they begin the survey.

Data Collection:

Distribute your questionnaire to participants through the chosen method (online survey, paper-
based survey, or a combination).

Ensure that participants have a clear understanding of the questions and instructions. Address
any questions they might have.

Encourage honest and thoughtful responses to ensure data accuracy.

Quality Control:

Monitor the data collection process to identify any issues or anomalies.

Conduct periodic checks to ensure that the data is being collected accurately and consistently.

Consider including validation questions or attention checks to assess the reliability of

participants' responses.

Data Recording:

For paper-based surveys, ensure that responses are accurately recorded and organized.

For online surveys, regularly download or export your data to a secure location.

Data Privacy and Security:

Safeguard participants' data by ensuring that it is stored securely and confidentially.

Adhere to data protection and privacy regulations, particularly when collecting sensitive
information.
Data Verification:

Double-check the collected data for completeness and accuracy.

Clean the data by addressing any missing or inconsistent responses.

D. DATA ANALYSIS

Descriptive analysis is a method used to summarize and describe the main features of a dataset.
In your research on customer behavior towards Samsung mobiles in Durg, descriptive analysis
will help you present and understand the characteristics of the collected data. Here's how you can
perform descriptive analysis:

1. Data Preparation:

Organize your collected data into a format suitable for analysis.Remove any unnecessary or
irrelevant information that won't contribute to your research objectives.

2. Central Tendency Measures:

Calculate measures that provide insights into the central location of your data distribution:

Median: The middle value that separates the higher half from the lower half of responses.

Mode: The most frequently occurring value in the dataset.

3. Dispersion Measures:

Calculate measures that provide information about the spread or variability of your data: Range:
The difference between the maximum and minimum values.
Variance: The average of the squared differences from the mean.

Standard Deviation: The square root of the variance.

4. Frequency Distribution:

Create frequency distribution tables or histograms to show how often each response or category
appears in your data.

For Likert scale questions, display the frequency and percentage distribution of each response
level.

5. Cross-Tabulations:
If you have demographic variables (e.g., age, gender) and Likert scale questions, perform cross-
tabulations to see how responses vary across different groups.
6. Visualization:

Create graphical representations to visually present your data: Bar charts: Display frequency
distribution for categorical data. Histograms: Show the distribution of continuous data.
Pie charts: Depict the proportion of responses in each category.

7.Interpretation:

Interpret the results of your descriptive analysis in the context of your research objectives.

Discuss the key findings that emerge from the central tendency measures, dispersion measures,
frequency distributions, and cross-tabulations.

Identify any trends, patterns, or variations in the data.

8. Reporting:

Present the results of your descriptive analysis in the "Results and Discussion" section of your
research report.

Use clear tables, charts, and figures to support your explanations.

Highlight the most important findings that contribute to your understanding of customer behavior
towards Samsung mobiles in Durg.
 CHAPTER-5

DATA TABULATION, ANALYSIS AND RESULTS

In This Research, The Type Of Analysis Used Is Factor Analysis.

Factor Analysis:- Factor analysis (FA) allows us to simplify a set of complex variables or
items using statistical procedures to explore the underlying dimensions that explain the
relationships between the multiple variables/items. (Nunnally J, Psychometric Theory,
1994) In the literature, the strong association between construct validity and FA is well
documented, as the method provides evidence based on test content and evidence based on
internal structure, key components of construct validity.
Factor analysis uses several assumptions:

The variables’ linear relationships Absence of multicollinearity

Relevance of the variables

The existence of a true correlation between factors and variables.

Therefore, it becomes a statistical technique used to see how a group shares a common variance.
While it is mostly used in psychological research, it can also be applied in areas like business and
market study to understand customer satisfaction or employee job satisfaction and in finance, to
study the fluctuation of stock prices.

TABLE 1: DISCRIPTIVE STATISTICS

Descriptive statistics are numerical measures used to summarize and describe the main
features of a dataset. They provide a concise overview of the data's characteristics, helping
researchers and analysts understand and interpret the information.

In descriptive statistics, mean and standard deviation of all the variables are taken with the
sample size being 37.
TABLE 2 : CORRELATION MATRIX

Correlation is a statistical measure that expresses the extent to which two variables are
linearly related (meaning they change together at a constant rate). It’s a common tool for
describing simple relationships without making a statement about cause and effect.

Correlation between all the variables is calculated in Table 2 describing the relation
between all the variables with each other. Positive value of correlation describes higher
correlation than the negative values.

TABLE 3 : COVARIANCE MATRIX

A covariance matrix is a square matrix that summarizes the relationships between multiple
variables in a dataset. It provides information about the degree to which variables change
together, whether they move in the same direction (positive covariance) or in opposite
directions (negative covariance). The diagonal elements of the covariance matrix represent
the variances of individual variables, while the off-diagonal elements represent the
covariances between pairs of variables.
TABLE 4 : COMPONANT SCORE COVARIANCE MATRIX

The component score covariance matrix is a matrix that represents the covariance (or
variances) between factor scores in a factor analysis. Factor scores are estimated
unobservable values that represent the influence of underlying factors on observed
variables. The component score covariance matrix provides insight into the relationships
between these factor scores.

TABLE 5 : COMPONANT SCORE COEFFICIENT MATRIX

The component score coefficient matrix, also known as the regression coefficient matrix or
the factor score coefficient matrix, is a matrix used in factor analysis to estimate the
relationships between the observed variables and the latent factors, allowing you to
calculate factor scores for individuals based on their responses to the observed variables.

TABLE 6: COMPONANT TRANSFORMATION MATRIX

The component transformation matrix, also known as the factor transformation matrix or
the rotation matrix, is a matrix used in factor analysis to transform the original factor
loadings from an unrotated or initial solution to a rotated solution. The purpose of this
matrix is to simplify the factor structure, making it easier to interpret and understand the
relationships between the observed variables and the underlying factors.
TABLE 7: ROTATED COMPONANT MATERIX

A rotated component matrix, also known as a rotated factor loading matrix, is a modified
version of the initial component matrix in factor analysis. It is created after applying a
rotation technique to the initial factor loadings. Rotation is used to simplify the pattern of
loadings, enhance the interpretability of the factors, and make the results more meaningful.

TABLE 8 : COMPONANT MATRIX

A component matrix, also known as a factor loading matrix, is a key output in factor
analysis. It displays the relationships between observed variables (also called manifest
variables) and the underlying factors that have been extracted from the data. Each entry in
the matrix represents the strength and direction of the relationship between a specific
observed variable and a specific factor.
TABLE 9 : SCREE PLOT

A scree plot is a graphical tool used in factor analysis and principal component analysis
(PCA) to help determine the appropriate number of factors or components to retain. It's
used to visualize the eigenvalues of the factors or components in descending order, allowing
you to identify an "elbow point" where the eigenvalues start to level off. This point can
help you decide how many factors or components to retain, as it indicates the point of
diminishing returns in terms of explained variance.
TABLE 10 : TATAL VARIANCE EXPLAINED

"Total variance explained" refers to the proportion of the total variability in a dataset that
is accounted for by a particular statistical model or set of variables. This concept is
commonly used in various statistical analyses, such as factor analysis, principal component
analysis (PCA), linear regression, and more. It helps to quantify how much of the original
variability is captured or explained by the factors, variables, or model under consideration.

In factor analysis and PCA, the total variance explained is a critical metric for determining
the number of factors or components to retain. The goal is to retain a sufficient number of
factors or components that collectively explain a substantial portion of the original
variability in the data.

This table is the total summary of the analysis done of all the components.

TABLE 11 : COMMUNALITIES

In statistics and factor analysis, "communalities" refer to the proportion of variance in an

observed variable that is accounted for by the underlying factors or constructs. In other
words, communalities represent the common variance shared between each observed
variable and the factors extracted from the factor analysis.

TABLE 12 : KMO AND BARTIETT’S TEST

The Kaiser-Meyer-Olkin (KMO) test and Bartlett's test are both commonly used in the
field of multivariate statistics, specifically in the context of factor analysis and principal
component analysis (PCA). They help assess whether a dataset is suitable for these
techniques by evaluating the adequacy of the data's underlying structure.

TABLE 13 : RELIABILITY STATISTICS

Reliability statistics, in the context of research and data analysis, refer to a set of measures
used to assess the consistency, stability, and dependability of a measurement instrument or
tool. These statistics provide insights into the extent to which a measurement accurately
and consistently captures the underlying concept it is intended to measure.
 CHAPTER-6

FINDINGS OF THE STUDY

1. Price Sensitivity and Perceived Value:

Present the mean and standard deviation of responses related to price sensitivity. Analyze
whether participants consider Samsung mobilesreasonably priced. Discuss the relationship
between price sensitivity and perceived value.

2. Product Quality Perception:

Display the distribution of responses indicating how participants perceive the quality of Samsung
mobiles.

Discuss whether participants view Samsung mobiles as durable and meeting their expectations.

Explore the correlation between perceived product quality and overall satisfaction.

3. Impact of Fashion Trends:

Show the frequency distribution of responses regarding the influence of fashion trends on
participants' footwear choices.

Analyze to what extent fashion-forward designs impact the decision to purchase Samsung
mobiles.

Discuss whether Samsung alignment with fashion trends contributes to a positive brand
perception.

4. Brand Loyalty and Consumer Preferences:

Present the percentage distribution of responses indicating brand loyalty among participants.

Analyze the factors that drive brand loyalty towards Samsung mobiles. Explore whether
participants' preferences align with their brand loyalty.

5. Demographic Influences on Buying Behavior:

Cross-tabulate demographic variables (age, gender, income, etc.) with responses related to
different aspects of customer behavior.

Discuss any notable variations in customer behavior based on demographic characteristics.

6. Insights for Marketing Strategies:

Summarize the key findings that offer insights for tailoring marketing strategies to match
consumer preferences.

Recommend strategies that leverage the identified factors influencing customer behavior.

7. Comparisons with Literature:

Compare your findings with the relevant literature you reviewed in your study. Highlight areas
where your findings align with or diverge from existing research.

8. Implications and Recommendations:

Discuss the practical implications of your findings for Samsung and the mobiles industry in
Durg.

Offer recommendations for Samsung to enhance its product offerings, marketing efforts, and
customer engagement based on the study's insights.
 CHAPTER-7

RECOMMENDATIONS
The recommendations provided are intended to guide Samsung efforts in strengthening its
brand presence, enhancing customer satisfaction, and fostering lasting relationships with
its customer base in Durg. By aligning its strategies with the identified consumer
preferences, Samsung can position itself as a mobile brand that truly understands and
caters to the needs and desires of its local audience.

1. Product Quality Enhancement:

Based on the positive correlation between perceived product quality and customer satisfaction,
Samsung should continue to prioritize and invest in the quality of its Mobiles products. Regular
quality checks, feedback loops, and improvements in material selection and manufacturing
processes can contribute to maintaining high product standards.

2. Fashion Trend Alignment:

The study indicates that fashion-forward designs influence customer choices. Samsung should
remain vigilant in tracking and incorporating the latest fashion trends into its mobile collections.

3. Customized Marketing Strategies:

Leverage the insights gained from the study to tailor marketing campaigns that resonate with
specific customer segments.

4.Value Communication:

Highlight the value proposition of Samsung mobiles in marketing materials to address price
sensitivity concerns.

5. Loyalty Programs:

Develop and promote loyalty programs that reward repeat customers. Such programs could
include discounts, exclusive previews of new collections, or special events.

6. Continuous Consumer Insight.

Establish mechanisms for ongoing customer feedback collection. Regular surveys or feedback
platforms can help Samsung stay attuned to changing preferences and trends. Incorporate
consumer insights into product development decisions to align with evolving customer needs.

7. Community Engagement:

Engage with local communities in Durg through social initiatives or events. Building a strong
local presence can strengthen brand loyalty and customer relationships.
8. Sustainability Efforts: Consider incorporating sustainability initiatives into Samsung
operations, as environmentally conscious consumers increasingly value ethical and sustainable
practices.
Communicate these initiatives to appeal to eco-conscious customers.

9. Demographic Tailoring:

Utilize the demographic insights to create targeted campaigns that resonate with specific age
groups, genders, and income levels in Durg.

10. Monitoring and Adaptation:

- Continuously monitor the effectiveness of implemented strategies using key performance

indicators (KPIs).

- Be prepared to adapt strategies based on evolving consumer behaviors and market dynamics.
CHAPTER-8

LIMITATIONS
As with any research study, there are certain limitations that should be acknowledged to
provide a balanced understanding of the scope and implications of the findings. This
chapter discusses the limitations encountered during the research process, which may have
influenced the study's outcomes.

1. Sample Representativeness:

Limitation: The study's findings are based on a specific sample of participants from the Durg
region. The sample may not fully represent the entire population's diversity, which could affect
the generalizability of the results to a broader audience.

Mitigation: While efforts were made to use a representative sampling method, future research
could involve a larger and more diverse sample to enhance the study's external validity.

2. Self-Report Bias:

Limitation: The study relies on participants' self-reported responses, which might be influenced
by recall bias or social desirability bias.

Mitigation: To mitigate this bias, the survey included clear instructions and emphasized the
importance of honest and thoughtful responses. Including validation questions or employing
mixed-methods research could provide a more comprehensive perspective.

3. Cross-Sectional Nature:

Limitation: The study employed a cross-sectional design, capturing data at a specific point in
time. Longitudinal studies could offer insights into changes in customer behavior over time.
Mitigation: Future research could adopt a longitudinal approach to track changes in customer
behavior and preferences over an extended period.

4. Limited Geographic Scope:

Limitation: The study focused specifically on customer behavior towards Samsung mobiles in
the Durg region. Findings may not be applicable to other geographical areas with distinct
cultural, economic, and market dynamics.

Mitigation: Replicating the study in different regions with varied demographics could provide a
more comprehensive understanding of customer behavior across different contexts.

5. External Factors Influence:

Limitation: External factors, such as economic conditions, marketing campaigns, and changes in
fashion trends, could influence customer behavior beyond the scope of this study. Mitigation:
While these external factors were not within the study's control, acknowledging their potential
impact contributes to a nuanced interpretation of the findings.

6. Limited Depth in Qualitative Insights:

Limitation: The study primarily focused on quantitative data collected through surveys, limiting
the depth of qualitative insights into participants' motivations and experiences. Mitigation:
Future research could incorporate qualitative methods such as interviews or focus groups to gain
a richer understanding of participants' perspectives.

7. Response Rate:

Limitation: The response rate of participants could affect the representativeness of the sample
and potential response bias.

Mitigation: To enhance the response rate, reminders could be sent to non-respondents and
incentives could be offered to encourage participation.

While these limitations may impact the study's scope and generalizability, they do not negate the
valuable insights gained from the research. By acknowledging these limitations, future
researchers can refine methodologies and address potential biases to further enhance the
understanding of customer behavior within the footwear industry.
 CHAPTER-9

CONCLUSIONS
 This study concludes that most people prefer using Samsung mobile because it provides
features like a good camera, better battery backup, powerful processor At a budget-
friendly rate. Overall, the customers have a very positive experience regarding the usage
of Samsung mobiles. And are willing to buy Samsung mobile in next purchase.

• Through there is number of new brands of mobiles in the market SAMSUNG had
reputation on its brand

• People can use samsung mobiles for 4-5 years which is more than enough for the life of
mobiles phones

• The price is fair for its brand and life time of samsung mobile phones.
REFERENCES
• DR. DAWAR SUNNY. “Impact of Brand Love on Consumer BEAVIOUR - A
COMPARATIVE STUDY OF SAMSUNG AND VIDEOCON BRANDS.” Asian Journal of
Multidimensional Research 2019

• MR. BANKAPUR BANGARAPPA, and DR. SHIRALASHETTI A.S. “Customer

Satisfaction towards Samsung Mobile Phones in HUBLI-DHARWAD CITY.”
International Journal of Multidisciplinary Research, 2017.

• JOEL BILLIEUX. “Study What Makes Games Addictive” Potential BEHAVIOR,

2017.

• GUPTA RIDHI, and Priyanka. “A Critical Evaluation Examines the Impact of Social
Media on Consumer Purchasing BEHAVIOR WITH REFERENCETOSAMSUNG
Smartphone.” International Journal of Marketing and Technology, 2016.

• KANNUSAMY K.1, and KARTHIKA S. “Customers’ Satisfaction towards Samsung

Smartphone: A Study in GOBICHETTIPALAYAM Town, Erode District.” AL-
BARKAAT Journal of Finance & Management, 2015.

• Mrs. JAGADHAMBAL A, and Mrs. KARPAGAMBIGAI K. “A STUDY Of

CUSTOMERSATISFACTION TOWARDS SAMSUNG MOBILE phones with special
reference to COIMBATORE City.” ZENITH International Journal of Multidisciplinary
Research, 2015.

• SUBRAMANYAM, and VENKATESWARLU. Factors Influencing Mobile Phone

Buyers’ Buyer BEHAVIOR in India’s Kadapa District. 2012.

• Mack and Sharpies “Cost and choice” 2009.

• Liu “Customer choice and trend” 2002.

• Lee and feich “Quality and customer satisfaction” 2001.

• LEE and FEICH (2001)”Quality and customer satisfaction”

• Swait and Adamowicz (2001)”Behaviour of buying decision”

• Liu(2002)”Customer choice and trend”

• Delveccio, Heratd, Reling (2006)”An Emperical study of Brand preferance for mobile
phone”

WEBSITES
https://www.wikipedia.org/ https://www.academia.edu
APPENDICES
A. RESEARCH PROGRESS REPORT

Project Title: A study on factors influencing towardsonline mind behavior of customer

towards electronic product with refrence to Samsung Mobile at Durg.

Date: August 2023

Introduction: This progress report provides an overview of the current status of the
research project focused on understanding customer behavior towards Samsung Mobiles
products in the Durg region. The project aims to investigate various aspects of consumer
preferences, perceptions, and decision-making processes within the footwear industry.

Objectives: The primary objectives of the research project are as follows: To examine price
sensitivity and perceived value among consumers.
To assess product quality perception and its impact on customer satisfaction. To analyze
the influence of fashion trends on purchasing decisions.
To understand the correlation between brand loyalty and consumer preferences. To
investigate demographic influences on buying behavior.
To provide insights for marketing strategies tailored to consumer behavior.

Progress Overview: As of the current date, the research project has made significant
strides in achieving its objectives:

Literature Review:

The literature review has been completed, summarizing key theories, concepts, and
findings related to customer behavior, brand perception, and factors influencing
purchasing decisions in the footwear industry.

Questionnaire Development:

The research questionnaire has been designed and validated. The questionnaire includes
Likert scale statements related to price sensitivity, product quality, fashion trends, and
brand loyalty, along with demographic questions.

Data Collection:
Data collection has commenced, utilizing both online and in-person survey methods. Initial
responses have been received, and efforts are ongoing to achieve the desired sample size.
Data Analysis:
While data analysis is yet to be performed, the plan for descriptive analysis has been
outlined. Descriptive statistics will be calculated to summarize the collected data.
Findings and Conclusions:

Findings will be derived from the data analysis and will be structured to align with the
research objectives. The conclusions will provide insights and recommendations based on
the study's outcomes.

Challenges Faced:

Ensuring a diverse and representative sample has proven to be challenging due to logistical
constraints and limited access to certain demographics.

Balancing the need for detailed responses with participant time constraints in the survey.

Next Steps: Moving forward, the research project will proceed with the following steps:

Complete Data Collection:

Continue data collection efforts to achieve the target sample size.

Perform Descriptive Analysis:

Conduct descriptive analysis to summarize and interpret the collected data.

Analyze and Interpret Findings:

Analyze the data to draw meaningful insights that align with the research objectives.

Develop Recommendations and Conclusions:

Based on the findings, formulate practical recommendations and conclusions that

contribute to the understanding of customer behavior towards Samsung Mobiles.
SURVEY FORM

Dear Samsung Mobile users,

The purpose of this survey is to know the satisfaction level of your using samsung mobile,
from your purchase experiences .

*Whatever information given by you will be kept confdential and will use only for research
purposes.

Kindly fill the form your response is valuable

* Indicates required question

1. Email *

2. Name *

3. Age *

Mark only one oval.

15-20 Years

20-25 Years

25-30 Years

30-35 Years

Above 35

4. Gender *

Mark only one oval.

Male

Female
 Prefer not to say

5. Occupation * Mark only one oval.

Student

Businessman

Employed

Unemployed

6. How often do you use samsung mobile ? * Mark only one oval.

Yes

No

Looking for having that

7. Are you satisfed with the design and build quality of your samsung mobile? * Mark only
one oval.

Strongly agree

Agree

Neutral

Disagree

Strongly disagree

8. Have you experienced any software-related issues or bugs on your samsung mobile? *
Mark only one oval.
Strongly agree

Agree

Neutral

Disagree
Strongly Disagree
9. What factor infuenced your decision to purchase of samsung mobile ? (Price, Features,
Brand Reputation, etc). * Mark only one oval.
Strongly agree

Agree

Neutral

Disagree

Strongly Disagree

10. What you like more about samsung mobile? * Mark only one oval.
Design

Camera

Battery life

Price

11. Samsung mobile technology has improved? * Mark only one oval.
Strongly disagree

Disagree

Neutral

Agree

Strongly agree

12. Are you satisfed with samsung mobile camera quality like, Video, Photo, Cinematic
,etc.? * Mark only one oval.

Strongly agree

Agree

Neutral
 Disagree

Strongly Disagree

13. Are you satisfed with samsung mobile backup for long time uses? * Mark only one oval.

Strongly agree

Agree

Neutral

Disagree

Strongly Disagree

14. What is your opinion about security of samsung mobile? * Mark only one oval.

Strongly agree

Agree

Neutral

Disagree

Strongly disagree

15. How often do you receive software updates on your samsung mobile? * Mark only one
oval.
Strongly agree

Agree

Neutral

Disagree

Strongly Disagree

16. How likely are you to continue using samsung mobile for future? *

Mark only one oval.

 Strongly agree

Agree

Neutral

Disagree

Strongly Disagree

17. How effective are Samsung promotions in attracting your attention to specifc samsung
mobile? * Mark only one oval.
Strongly agree

Agree

Neutral

Disagree

Strongly Disagree