DISSERTATION ON

Samsung mobile marketing in India Comparative study

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TABLE OF CONTENTS

Chapter-1- Introduction

Chapter-2- Research Objective and Methodology

Chapter-3- Literature Review

Chapter-4- Data Analysis

Chapter-5- Conclusion

Chapter-6- Recommendations

References

CHAPTER-1INTRODUCTION

Introduction

For over 70 years, Samsung has been dedicated to

making a better world through diverse businesses

that today span advanced technology, semiconductors,

skyscraper and plant construction, petrochemicals,

fashion, medicine, finance, hotels, and more. Our

flagship company, Samsung Electronics, leads the

global market in high-tech electronics manufacturing

and digital media.

Through innovative, reliable products and services;

talented people; a responsible approach to business

and global citizenship; and collaboration with our

partners and customers, Samsung is taking the world

in imaginative new directions.

A digital leader...a responsible global citizen...a

multi-faceted family of companies... an ethical

business...Samsung is all of these and more.

At Samsung Group and Samsung Electronics, our

products, our people, and our approach to business

are held to only the highest standards so that we

can more effectively contribute to a better world.

The Samsung Philosophy

At Samsung, we follow a simple business philosophy:

to devote our talent and technology to creating

superior products and services that contribute to a

better global society.

Every day, our people bring this philosophy to life.

Our leaders search for the brightest talent from

around the world, and give them the resources they

need to be the best at what they do. The result is

that all of our products—from memory chips that help

businesses store vital knowledge to mobile phones

that connect people across continents— have the

power to enrich lives. And that’s what making a

better global society is all about.

Our Values

We believe that living by strong values is the key

to good business. At Samsung, a rigorous code of

conduct and these core values are at the heart of

every decision we make.

People

Quite simply, a company is its people. At Samsung,

we’re dedicated to giving our people a wealth of

opportunities to reach their full potential.

Excellence

Everything we do at Samsung is driven by an

unyielding passion for excellence—and an unfaltering

commitment to develop the best products and services

on the market.

Change

In today’s fast-paced global economy, change is

constant and innovation is critical to a company’s

survival. As we have done for 70 years, we set our

sights on the future, anticipating market needs and

demands so we can steer our company toward long-term

success.

Integrity

Operating in an ethical way is the foundation of our

business. Everything we do is guided by a moral

compass that ensures fairness, respect for all

stakeholders and complete transparency.

Co-prosperity

A business cannot be successful unless it creates

prosperity and opportunity for others. Samsung is

dedicated to being a socially and environmentally

responsible corporate citizen in every community

where we operate around the globe.

Samsung products across different price segments

Samsung Galaxy Note 2

`35,999

Samsung Galaxy Y Duos Lite

`6,280

Samsung Galaxy S3

`29,999

Samsung Galaxy Ace Duos

`12,699

Samsung Galaxy Y

`6,249

Samsung Galaxy Tab 2 310

`17,299

Samsung Wave 525

`4,449

Samsung Galaxy Y Duos

`7,799

Samsung Galaxy Ace

`7,700

Samsung Champ Neo Duos

`2,990

Samsung Galaxy Pocket

`4,999

Samsung Wave 3

`11,999

Samsung Wave 2

`9,000

Samsung Wave 2

`9,000

Samsung Champ Duos

`3,499

Samsung Wave Y

`4,895

Samsung Star Duos

`4,699

Samsung Star Duos

`4,699

Samsung Star Duos

`4,699

Samsung Galaxy S

`14,200

This list of Samsung mobile price in India includes best

price of 80 models of Samsung. The Samsung phone prices have

been collected from 9 online stores in India and only the

best price is shown here. We have included the picture of

the models to help you quickly decide a model to buy. All

prices are in Indian Rupees. Some of the most popular deals

amongst Samsung Mobile Phones are : Samsung Galaxy Y Duos

Price | Samsung Galaxy Y Price | Samsung Galaxy Note

Price | Samsung Champ Deluxe Duos Price

Samsung mobile price list 2012 (with 80 models and pictures)

Samsung Galaxy Note

10.1Rs. 34,500

Samsung Galaxy Note

2Rs. 33,900

Samsung Galaxy S3 I9300 32GBRs. 33,490

Samsung Google Nexus 10

Rs. 32,800

Samsung Galaxy S3Rs. 31,900

Samsung Galaxy Tab 2 10.1

Rs. 27,693

Samsung Galaxy NoteRs. 26,999

Samsung Galaxy Tab

750Rs. 24,990

Samsung Galaxy S3

MiniRs. 24,349

Samsung Galaxy S2

I9100Rs. 23,569

Samsung Galaxy S I9000

Samsung Galaxy S

Plus I9001

Samsung Galaxy Tab

730Rs. 19,975

Samsung Galaxy S Advance

Samsung Galaxy Tab 2

P3100

Rs. 21,088 Rs. 19,990 I9070Rs. 18,199

(WiFi / 3G / 16GB)

Rs. 17,899

Samsung Galaxy S Duos

Rs. 15,650

Samsung Wave 3 S8600

Rs. 15,004

Samsung Galaxy Ace Plus S7500Rs. 14,105

Samsung Galaxy Ace

DuosRs. 12,699

Samsung Omnia M

Rs. 12,284

Samsung Galaxy Ace Duos S6802Rs. 10,829

Samsung Galaxy Ace

S5830Rs. 9,555

Samsung Galaxy Pop

I559Rs. 8,950

Samsung Galaxy Y Pro Duos B5512

Rs. 8,699

Samsung Wave 2 Pro S5330Rs. 8,390

Samsung Galaxy Pop

S5570Rs. 7,999

Samsung Galaxy5 I5503

Rs. 7,999

Samsung Galaxy ChatRs. 7,949

Samsung Galaxy Y

Duos S6102Rs. 7,899

Samsung Galaxy Y Color Plus

S5360Rs. 7,200

Samsung Galaxy Y CDMA I509Rs. 7,050

Samsung Wave Y S5380

Rs. 6,690

Samsung Galaxy Y S5360

Rs. 6,452

Samsung Wave 2 S5253

Rs. 6,303

Samsung Wave525 S5253

Rs. 6,290

Samsung Galaxy Y Duos LiteRs. 6,280

Samsung Star Duos 2

C6712Rs. 6,170

Samsung Primo Duos

W279Rs. 5,990

Samsung Galaxy Pocket

Rs. 5,990

Samsung W279Rs. 5,691

Samsung Star II S5263

Rs. 5,499

Samsung S5610

Rs. 5,490

Samsung Corby II S3850

Rs. 5,399

Samsung S3370

Rs. 4,999

Samsung S3770

Rs. 4,741

Samsung Duo 169 W169Rs. 4,713

Samsung Metro C3752Rs. 4,690

Samsung Ch@t S5270Rs. 4,489

Samsung MPower TV

S239Rs. 4,418

Samsung Metro C3560Rs. 4,290

Samsung Star 3 Duos

S5222Rs. 4,268

Samsung Champ DUOS

E2652Rs. 4,249

Samsung Metro Slider E2550

Rs. 3,870

Samsung C3312

Rs. 3,696

Samsung Champ Deluxe

DuosRs. 3,540

Samsung Pixon M8800Rs. 3,501

Samsung Champ C3303I

Rs. 3,450

Samsung Chat C3222Rs. 3,431

Samsung Champ 2 C3330

Rs. 3,410

Samsung Squash C5010Rs. 3,199

Samsung E2222

Rs. 3,149

Samsung Metro C3520Rs. 3,040

Samsung Metro DUOS

C3322Rs. 2,990

Samsung Champ Neo Duos C3262Rs. 2,841

Samsung Mpower Muzic

F219Rs. 2,779

Samsung Corby TXT

B3210Rs. 2,690

Samsung Hero E3210Rs. 2,599

Samsung Guru Dual 35 E2152Rs. 2,519

Samsung E2252

Rs. 2,266

Samsung Hero E2232

Rs. 1,957

Samsung Guru Music

E1282Rs. 1,644

Samsung Hero Music

E1232BRs. 1,628

Samsung Guru Dual 25 E1225Rs. 1,450

Samsung Guru FM E1220

Rs. 1,303

Samsung Guru E1085T

Rs. 1,189

Samsung Guru E1207Rs. 1,188

Samsung E1205

Rs. 1,138 Samsung Guru E1200TRs. 999

Samsung Guru E1081Rs. 990

Samsung E1200

Rs. 901

Upcoming Samsung Mobile Phones in India

Samsung Galaxy Note

2 Duos

Samsung Galaxy Premier I9260

Samsung Galaxy Music

Duos

Samsung Galaxy Music

Samsung Music Duos

CHAPTER-2RESEARCH OBJECTIVES &

METHODOLOGY

Objective of the study

The following are the objectives of this study

To analyze what today’s consumers is wanting and

efforts made by Samsung India in providing them

the same

To understand the consumer’s perception about

Samsung Smart Phones

To understand the consumer insight about all the

aspects involved in decision making while buying

Smart Phones

Research methodology

DATA COLLECTION METHODS:

Meaning of Research:

Research is simply the process of finding solutions

to a problem after thorough study and analysis of

the situational factors. Research is a careful

critical inquiry in seeking facts and diligent

investigation in order to ascertain something. For

formulation a significant research problem, the

researcher should try to acquire as much knowledge,

of the area in which research is to be done, as

possible. The researcher must be fully aware of the

environment to which the difficulty pertains.

It refers to the method adopted to collect the

relevant data and other information which forms the

basis of the research writing. So, for the

effective writing of the thesis report, the data

must be quality oriented.

Research design:-

A framework or plan for a study guides the

collection and analysis of the data. It is the

controlling plan for a marketing research study in

which the methods and procedures for collecting and

analyzing the information to be collected is

specified.

Type of Research:-

The proposed research is exploratory in nature.

Universe of Research:-

Universe for proposed research will be all the

customers in mobile phone segment, who are using

Samsung mobile phones or others.

Sample Size:-

From the large number of population of Delhi and

NCR region the researcher will be selecting a true

samples of Samsung Mobile Users; who are using it’s

products and watching ads of LCDs on TV, Newspaper,

magazines and other on other media channels. The

proposed sample size is 70 to 100.

Sampling Units:-

Sampling units will be selected from the market of

Delhi and NCR

Sampling Method:-

Random sampling Method adopted for the purpose of

proposed research.

Secondary Sources:-

Before going through the time and expense of

collecting primary data, one should cheek for

secondary data that previously may have been

collected for other purpose but that can be used in

the immediate study. Secondary data may be internal

to be the firm, such as sales invoices and warranty

cards, or may be external to the firm such as

published data or commercially available data. The

government census is a valuable source of secondary

data.

CHAPTER-3LITERATURE REVIEW

Literature review

Samsung Electronics was named “Device Manufacturer

of the Year” by GSMA in 2011, an organization that

represents the interests of the worldwide mobile

communications industry and hosts the Mobile World

Congress trade show in Barcelona. This honor came in

recognition of Samsung’s innovation in the mobile

handset space, responsiveness to consumer tastes and

preferences, and best-in-class products with quality

at their core.

Samsung's GALAXY S II was also named “Best

Smartphone” by GSMA, in recognition of the device’s

powerful performance and overwhelming response from

consumers. GALAXY S II, Samsung’s flagship

smartphone, achieved worldwide sales of over 10

million units in only 5 months, quicker than any

device in Samsung’s history, and surpassed over 20

million sales in 10 months.

Samsung awarded "Device Manufacturer of the Year"

for "success across the board with progress in every

category".

Samsung’s Mobile Communications Business offers the

world’s widest range of mobile phones, tablets,

multimedia players, and mobile related-products and

solutions from cutting-edge smart mobile devices to

mass-market smartphones that have been successful in

emerging markets. With a various product line-up

that supports all major operating systems, Samsung

gives consumers the choice to define their own

mobile experience.

Highlights from 2011 include the launch of Samsung’s

highly successful Android-powered GALAXY S II,

GALAXY Note which introduced a new device category,

and GALAXY Tab 10.1, one of the thinnest tablet

devices in the world. Each of these devices has

strengthened Samsung’s commitment to democratizing

the smart mobile device era and bringing cutting-

edge smartphone experiences to the mass-market.

“We are pleased to receive this honor from GSMA and

believe that it’s a testament to Samsung’s

innovation, quality products, and attention to

consumer preferences. We sold over 97 million

smartphones in 2011, demonstrating that this is the

right approach.” said JK Shin, President of IT &

Mobile Communications Division at Samsung

Electronics.

Meanwhile, GALAXY S II is a beautifully thin (8.49

mm) and lightweight smartphone backed by a dual-core

processor and an unmatched Super AMOLED Plus

display. Samsung’s four content and entertainment

hubs seamlessly provide instant access to music,

games, e-reading and social networking services.

“The GALAXY S II has set a new standard for

smartphones, taking speed, screen and content to a

whole new level,” said JK Shin. “Building on the

phenomenal success of the original Samsung GALAXY S,

we are honored by this award and proud of how this

device has changed the way the market and consumers

experience mobile technology.”

GALAXY II recognized for "A phenomenal success

around the world" that "demonstrated the maturity of

the ecosystem", GSMA judges say

At Mobile World Congress 2012, Samsung demonstrates

continued innovation with GALAXY Note 10.1, a new

device category with an immersive 10.1-inch screen

and S Pen versatility; GALAXY Beam, a projector

smartphone that enables a unique instant sharing

experience around digital content; other additions

to the successful GALAXY device range and its

content and services.

Consumers’ behavior towards mobile phones

In order to comprehend an individual’s choice in a

cell phone’s selection or any other product, it is

imperative to study customer’s purchase behavior. A

definition of study of groups, organizations or

individuals disposes products, ideas, experiences or

services in order to fulfill their needs and wants

and the pot that these procedures have on the

consumer and the society as whole”. From the

perspective of marketing consumer’s purchase process

can be categorized into a five step problem solving

process i.e. 1. Need, 2. information gathering, 3.

Evaluating the given alternatives, 4. Purchase

activity, 5. Post purchase status (Dorsch, Grove and

Darden, 2000). This five step process of decision

making is most suitable for a purchase decision that

requires problem solving behavior or complex

decision making low involvement products. Similarly

the purchase decision for a new handset follows the

same buying process but in some instances it may

also be affected by symbolic preferences linked to

some brands. In consumer choice behavior it’s

important to take some general conditions into

consideration. Considering the case of the classical

problem solving buying process behavior, it is

almost always the case that consumers go for

information search before taking purchase/choice

decision. And it is also common in such behavior

that consumers’ decision practice is directed by

previously made likings for some specific

alternatives. So it shows that customers are

expected to formulate their selection decision that

they conducted (Moorthy, S., Ratchford and Talukdar,

1997) rather than a detailed evaluation of all the

possible alternatives (Chernev, 2003). Laroche, Kim,

and Matsui (2003) opined that along with info search

evaluation of alternatives is an important activity

that determines consumer’s choice and it is often

influenced by “Cognitive Heuristics” or in simple

words a buyer choose a particular product provide if

it fulfills his perceived values based on his past

experiences. In this specific technique of

assessment a buyer automatically eliminates a brand

that do not meet his set principles and even if it

does, it does not have one or two attributes of

extreme importance to him even it has all other

consumer’s choice as to which product to purchase

from a given set of alternatives and whether to

purchase or not.

The Status of India’s Telecom and Handset Market

The past decade has seen a telecommunication

revolution not just in India but throughout the

world. Telecom industry of India is estimated to be

rising a Telecommunication authority 2.7 million

subscribers gets added into the industry on monthly

basis (Ansari and Khan, 2009). Shariq Syed (2008)

suggests that Indian mobile phone market has played

the most in the rise of telecom business in India.

The India mobile handset market should be given

equal credit for the enormous growth of India’s

telecom sector along with telecommunication service

providers. Competitive rivalry for market share is

still intense with the leadership position dominated

by Nokia while Samsung benefits from the growing

market for very low cost handsets. The gray market

remains a key issue with 20% total sales estimated

for 2008 (Kerr and Harris companies and among them

United distributors.

Cellular phones and digital televisions got more

attention of marketing researchers as look upon the

acceptance procedure (Saaksjarvi, 2003). Rogers

(1976) has provided a classification of consumers in

expressions of innovators, early adopters, early

majority, late majority and laggards. But now a

day’s consumers are also give the impression of

being into the compatibility of the new products to

their self-image and life style (Saaksjarvi, 2003).

Funk and Ndubisi (2006) study a significant

involvement between color and the choice of an

automobile. The study by Funk and Ndubisi (2006)

further recognizes the gender moderation on the

relationship between different color dimensions and

the product choice. Barak and Gould (1985) found

that younger consumers are superior fond of stylish

goods than older ones. Young consumers have more

interest in purchasing new products and they have

information seeking behavior. And this behavior

makes them self confident and this self confident

leads to become a opinion leader which leads toward

brand switching (Szmigin and Carrigan, 2001). Gupta

(1987) studied the factors which motivate consumers

while buy durables he found that brand choice,

source of information, role of family members and

customer satisfaction is the significant factors.

Shanthi, R (2005) work on the perceptual dimensions

of brand association with reference to mobile users.

CHAPTER-4PRIMARY FINDINGS & ANALYSIS

Data analysis

FAMILY SIZE

Just Myself

Two

Three

Four

Five

More

0%

5%

10%

15%

20%

25%

30%

35%

Just Myself

Two

Three

Four

Five

More

INCOME RANGE (Rs per annum)

Below 1,00, 000

1,00,000 - 2,00,000

2,00,000 - 5,00,000

Above 5,00,000

0%

5%

10%

15%

20%

25%

30%

35%

Below 1,00, 000

1,00,000 - 2,00,000

2,00,000 - 5,00,000

Above 5,00,000

Do You Own a Samsung phone? YES / NO

Which Is Your Favourite Samsung phone range?

___________

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Yes

No

Who

are the Major Influencers in your Buying Decision of

Samsung Mobile Phones?

Family

Friends

Neighbours

Colleagues

Children

Others

0%

5%

10%

15%

20%

25%

Family

Friends

Neighbours

Collegues

Children

Others

HOW DO YOU LOOK AT YOUR SAMSUNG MOBILE PHONES

A Conveyance Instrument

A need for a life in Delhi

It is always good to have my own Samsung

Mobile Phone

I love talking

A Symbol of Affluence

An Important addition to my lifestyle

0%

5%

10%

15%

20%

25%

A Conveyence Instrument

A need for a life in Delhi

It is always good to have my own Samsung Mobile Phone

I love talking

A Symbol of Affluence

An Important addition to my lifestyle

IN CASE OF YOUR BUYING A SAMSUNG MOBILE PHONE, WHO

ALL DO YOU THINK WILL BE INVOLVED IN THE DECISION

Spouse

Children

Friends

Colleagues

Others

0%

5%

10%

15%

20%

25%

30%

Spouse

Children

Friends

Collegues

Others

How important do you feel is Price as buying

criteria for Samsung Mobile Phones?

It is the most important Criterion

It is important

It is one of the criterions I would look at

Not very important, but higher the better

It does not bother me

0%

5%

10%

15%

20%

25%

30%

35%

It is the most important Criterion

It is important

It is one of the criterions I would look at

Not very important, but higher the better

It does not bother me

How

Much Significance do you attach to the price of the

Samsung Mobile Phones?

Not the Least

25%

I am Aware of the price but that Doesn’t Sole

Affect my Choice 20%

Price makes a Globe of Difference

55%

PLEASE RATE THE FOLLOWING PARAMETERS IN THE ORDER OF

IMPORTANCE (1 IS THE HIGHEST ORDER, 10 IS THE

LOWEST)

Physical Design

Size

Operations

Features

Price

After- sales Satisfaction

Brand Image

Hand set Durability

0

1

2

3

4

5

6

7

8

9

Physical Design

Size

Operations

Features

Price

After- sales Satisfaction

Brand Image

Hand set Durability

GIVEN A PRICE RANGE OF Rs 1000/- TO Rs 20000/- WHICH

SAMSUNG MOBILE PHONES WILL YOU PREFER?

Rs 1000- Rs 5000

Rs 5001- Rs 10000

Rs 10001- Rs 15000

Rs 15001- Rs 20000

PLEASE MARK THE FOLLOWING PARAMETERS ACCORDING TO

WHETHER YOU AGREE OR DISAGREE AS TO WHETHER SAMSUNG

MOBILE PHONE DELIVERS THAT PARTICULAR VALUE

1: VERY STRONGLY DISAGREE

2: STRONGLY DISAGREE

3: DISAGREE

4: NEUTRAL

5: AGREE

6: STRONGLY AGREE

7: VERY STRONGLY AGREE

1 2 3 4 5 6 7

Good Performance 5% 5% 5% 10% 20% 25% 30%

High Product

quality

5% 10% 5% 10% 20% 20% 30%

Few problems

faced

0% 5% 5% 5% 30% 25% 30%

Low cost of

ownership

5% 5% 5% 10% 20% 25% 30%

High innovative

product

5% 10% 10% 10% 10% 30% 25%

High After Sales

Satisfaction

5% 5% 5% 10% 20% 25% 30%

Good Brand Image 5% 5% 5% 15% 30% 25% 15%

High Overall

Satisfaction

5% 0% 5% 10% 20% 25% 35%

Good Performance

High Product quality

Few problems faced

Low cost of ownership

High innovative product

High after Sales Satisfaction

High Overall Satisfaction