MINOR PROJECT

ON
ANALYSIS OF CONSUMER SATISFACTION STRATEGIES AT
SAMSUNG MOBILE PHONES

SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENT OF BACHELOR

OF BUSINESS ADMINISTRATION (BBA)
GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY,
DELHI

FACULTY GUIDE

SUBMITTED BY:

SESSION 2013-2016
GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY
SECTOR-16C, DWARKA,
NEW DELHI - 110075

CERTIFICATE
This is to certify that the project analysis of consumer satisfaction strategies at
Samsung mobile phones is an academic work done by Mr. MANPREET SINGH
under my guidance and direction.
To the best of my knowledge and belief, the data and information presented by him
in the project have not been submitted earlier.

Project guide

Acknowledgment
I wish to express my sincere gratitude to Dr.RAVI.K.DHARdirectorof
JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL, Prof. S.K
2

DOGRA our head of department (HOD) for bachelor in business administration

(BBA) and JIMS for providing me an opportunity to do my minor project report on
analysis of consumer satisfaction strategies at Samsung mobile phones. This
project bears an imprint of many people. I thanks to my project guide Prof. VIPUL
SINGH, for his guidance and encouragement.

INDEX

S. No
1.
2.
3.
4.
5.
6.
7.
8.
9.

Topic
Introduction
Objectives
Company profile
History
Sponsorship
Products
Project design
Customer satisfaction index
Bibliography

Page No.
05-06
07
08-09
10-18
19-20
21-26
27-37
38-39
40

SAMSUNG

Founded :

1938

Founders :

Lee Byung-chul

Headquarters :

Seoul, South Korea

Area served :

Worldwide

Key people :

Lee Kun-hee
(Chairman of Samsung Electronics)

Products :

Apparel, chemicals, consumer electronics, electronic components, medical

equipment, precision instruments, semiconductors,
ships, telecommunications equipment

Services :

Advertising, construction, entertainment, financial services, hospitality,

information and communications technology services, medical services, retail

Revenue :

US$ 327 billion (2013)

Net income :

US$ 30.1 billion (2013)

Total assets :

US$ 100.4 billion (2013)

Total equity :

US$ 70.3 billion (2013)

Employees :

427,000 (2013)

Subsidiaries :

Samsung Electronics
Samsung Life Insurance
Samsung Fire & Marine Insurance
Samsung Heavy Industries
Samsung C&T
Samsung SDS
Samsung Techwin etc.

Website :

Samsung.com

Objectives
To Find out Dealers expectation to sell, promote a particular brand of CDMA mobile.
To Find Out the consumers expectation to buy a particular brand of CDMA mobile.
To study a consumer choose a new CDMA handset, how does a CDMA mobile consumer
upgrade handset choice, it mean what features he/she wants in handset.
To know features customer likes more in handset?
To Analysis regarding customers complains.

Company Profile

Samsung India is the hub for Samsung's South West Asia Regional operations. The South West
Asia Headquarters, under the leadership of Mr. J S Shin, President & CEO, Samsung India which
commenced its operations in India in December 1995 enjoys a sales turnover of over US$ 1Bn in
just a decade of operations in the country.
Headquartered in New Delhi, Samsung India has widespread network of sales offices all over the
country. The Samsung manufacturing complex housing manufacturing facilities for Color
Televisions, Mobile phones, Refrigerators and Washing Machines are located at Noida, near
Delhi.
Employing approximately 138,000 people in 124 offices in 56 countries,

Company consists of five main business units:

o Digital media Business
o LCD Business
o Semiconductor Business
o Telecommunications
o Digital Appliance Business
Samsung India Mobile:
Samsung India Mobile a telecom equipment manufacturer, head office in New Delhi and country
head Mr. SUNIL DUTT. Samsung has divided the mobile business in to areas:

GSM Mobile Business.

CDMA Mobile Business.

HISTORY
Name: According to the founder of Samsung Group, the meaning of
the Korean hanja word Samsung () is "Tri-Star" or "three stars". The word "three" represents
something "big, numerous and powerful. The stars mean eternity

1938 to 1970

The headquarters of Sanghoes in Daegu in the late 1930s

In 1938, Lee Byung-chull (19101987) of a large landowning family in the Uiryeong county
came to the nearby Daegucity and founded Samsung Sanghoe (, ), a small
9

trading company with forty employees located in Su-dong (now Ingyo-dong).It dealt in groceries
produced in and around the city and produced its own noodles. The company prospered and Lee
moved its head office to Seoul in 1947. When the Korean War broke out, however, he was forced
to leave Seoul and started a sugar refinery in Busan named CheilJedang. After the war, in 1954,
Lee foundedCheilMojik and built the plant in Chimsan-dong, Daegu. It was the largest woolen
mill ever in the country and the company took on the aspect of a major company.
Samsung diversified into many areas and Lee sought to help establish Samsung as an industry
leader in a wide range of enterprises, moving into businesses such as insurance, securities, and
retail. President Park Chung Hee placed great importance on industrialization, and focused his
economic development strategy on a handful of large domestic conglomerates, protecting them
from competition and assisting them financially.
In 1947, Cho Hong-jai (the Hyosung groups founder) jointly invested in a new company called
Samsung MulsanGongsa, or the Samsung Trading Corporation, with the Samsung Group founder
Lee Byung-chull. The trading firm grew to become the present-day Samsung C&T Corporation.
But after some years Cho and Lee separated due to differences in management between them. He
wanted to get up to a 30% group share. After settlement, Samsung Group was separated into
Samsung Group and Hyosung Group, Hankook Tire, and others.
In the late 1960s, Samsung Group entered into the electronics industry. It formed several
electronics-related divisions, such as Samsung Electronics Devices, Samsung ElectroMechanics, Samsung Corning, and Samsung Semiconductor & Telecommunications, and made
the facility in Suwon. Its first product was a black-and-white television set.

1970 to 1990

The SPC-1000, introduced in 1982, was Samsung's first personal computer (Korean market only)
and uses an audio cassette tape to load and save data the floppy drive was optional
10

In 1980, Samsung acquired the Gumi-based HangukJeonjaTongsin and entered the

telecommunications hardware industry. Its early products were switchboards. The facility was
developed into the telephone and fax manufacturing systems and became the center of Samsung's
mobile phone manufacturing. They have produced over 800 million mobile phones to date. The
company grouped them together under Samsung Electronics in the 1980s.
After Lee, the founder's death in 1987, Samsung Group was separated into four business groups
Samsung Group, Shinsegae Group, CJ Group, and the HansolGroup.Shinsegae (discount store,
department store) was originally part of Samsung Group, separated in the 1990s from the
Samsung Group along with CJ Group (Food/Chemicals/Entertainment/logistics) and the Hansol
Group (Paper/Telecom). Today these separated groups are independent and they are notpart of or
connected to the Samsung Group.OneHansol Group representative said, "Only people ignorant
of the laws governing the business world could believe something so absurd", adding, "When
Hansol separated from the Samsung Group in 1991, it severed all payment guarantees and shareholding ties with Samsung affiliates." One Hansol Group source asserted, "Hansol, Shinsegae,
and CJ have been under independent management since their respective separations from the
Samsung Group". One Shinsegae department store executive director said, "Shinsegae has no
payment guarantees associated with the Samsung Group".
In 1980s, Samsung Electronics began to invest heavily in research and development, investments
that were pivotal in pushing the company to the forefront of the global electronics industry. In
1982, it built a television assembly plant in Portugal; in 1984, a plant in New York; in 1985, a
plant in Tokyo; in 1987, a facility in England; and another facility in Austin, Texas, in 1996. As
of 2012, Samsung has invested more than US$13 billion in the Austin facility, which operates
under the name Samsung Austin Semiconductor. This makes the Austin location the largest
foreign investment in Texas and one of the largest single foreign investments in theUnited States.

1990 to 2000
Samsung started to rise as an international corporation in the 1990s. Samsung's construction
branch was awarded a contract to build one of the two Petronas Towers in Malaysia, Taipei
101 in Taiwan and the BurjKhalifa in United Arab Emirates.In 1993, Lee Kun-hee sold off ten of
Samsung Group's subsidiaries, downsized the company, and merged other operations to

11

concentrate on three industries: electronics, engineering, and chemicals. In 1996, the Samsung
Group reacquired the Sungkyunkwan University foundation.
Samsung became the largest producer of memory chips in the world in 1992, and is the world's
second-largest chipmaker after Intel (see Worldwide Top 20 Semiconductor Market Share
Ranking Year by Year).In 1995; it created its first liquid-crystal display screen. Ten years later,
Samsung grew to be the world's largest manufacturer of liquid-crystal display panels. Sony,
which had not invested in large-size TFT-LCDs, contacted Samsung to cooperate, and, in
2006, S-LCD was established as a joint venture between Samsung and Sony in order to provide a
stable supply of LCD panels for both manufacturers. S-LCD was owned by Samsung (50% plus
one share) and Sony (50% minus one share) and operates its factories and facilities in
Tangjung,South Korea. As of 26 December 2011 it was announced that Samsung had acquired
the stake of Sony in this joint venture.
Compared to other major Korean companies, Samsung survived the 1997 Asian financial
crisis relatively unharmed. However, Samsung Motor was sold to Renault at a significant loss.
As of 2010, Renault Samsung is 80.1 percent owned by Renault and 19.9 percent owned by
Samsung. Additionally, Samsung manufactured a range of aircraft from the 1980s to 1990s. The
company was founded in 1999 as Korea Aerospace Industries (KAI), the result of merger
between then three domestic major aerospace divisions of Samsung Aerospace, Daewoo Heavy
Industries, and Hyundai Space and Aircraft Company. However, Samsung still
manufactures aircraft engines and gas turbines.

2000 to 2014

The Samsung pavilion at Expo 2012.

12

In 2000, Samsung opened a computer programming laboratory in Warsaw, Poland. Its work
began with set-top-box technology before moving into digital TV and Smartphones. As of 2011,
the Warsaw base is Samsung's most importantR&D center in Europe, forecast to be recruiting
400 new-hires per year by the end of 2013.
In 2001, Samsung Techwin became the sole supplier of a combustor module for the RollsRoyce Trent 900 used by theAirbus A380, the world's largest passenger airliner.
SamsungTechwin is also a revenue-sharing participant in theBoeing's 787 Dreamliner GEnx
engine program.

The prominent Samsung sign in Times Square, New York City.

In 2010, Samsung announced a ten-year growth strategy centered around five businesses. One of
these businesses was to be focused on biopharmaceuticals, to which the company has
committed 2.1 trillion.
In December 2011, Samsung Electronics sold its hard disk drive (HDD) business to Seagate.
In first quarter of 2012, Samsung Electronics became the world's largest mobile phone maker by
unit sales, overtaking Nokia, which had been the market leader since 1998.On 21 August's
edition of the Austin American-Statesman, Samsung confirmed plans to spend 3 to 4 billion
dollars converting half of its Austin chip manufacturing plant to a more profitable chip.The
13

conversion should start in early 2013 with production on line by the end of 2013. On March 14
2013, Samsung unveiled the Galaxy S4.
On August 24 2012, nine American jurors ruled that Samsung had to pay Apple$1.05 billion in
damages for violating six of its patents on smartphone technology. The award was still less than
the $2.5 billion requested by Apple. The decision also ruled that Apple did not violate five
Samsung patents cited in the case. Samsung decried the decision saying that the move could
harm innovation in the sector. It also followed a South Korean ruling stating that both companies
were guilty of infringing on each other's intellectual property.In first trading after the ruling,
Samsung shares on the Kospi index fell 7.7%, the largest fall since October 24, 2008, to
1,177,000 Korean won. Apple then sought to ban the sales of eight Samsung phones (Galaxy S
4G, Galaxy S2 AT&T, Galaxy S2 Skyrocket, Galaxy S2 T-Mobile, Galaxy S2 Epic 4G, Galaxy S
Showcase, Droid Charge and Galaxy Prevail) in the United Stateswhich has been denied by the
court.
On September 4 2012, Samsung announced that it plans to examine all of its Chinese suppliers
for possible violations of labor policies. The company said it will carry out audits of 250 Chinese
companies that are its exclusive suppliers to see if children under the age of 16 are being used in
their factories.
In 2013, a New Zealand news outlet reported a number of Samsung washing machines
spontaneously catching on fire. The corporation is expected to spend $14 billion on advertising
and marketing in 2013, with publicity appearing in TV and cinema ads, on billboards, and at
sports and arts events. In November 2013, the corporation was valued at $227 billion.
In May of 2014, Samsung announced it will be shutting down its streaming service on July 1,
2014, also meaning the end of the Samsung Music Hub app that typically comes installed on its
Android phones.
On September 3, 2014, Samsung announced Gear VR, a virtual reality device in collaboration
with Oculus VR and developed for the Galaxy Note 4.
In October 2014, Samsung announced a $14.7 billion investment to build a chip plant in South
Korea. Construction will begin next year with production beginning in 2017. The company has
not yet decided the type of chips to be produced.
14

In October 2014, Samsung also announced it would invest $560 million in the construction of a
new 700,000 square metre production complex in Vietnam.
Samsung plans to launch a new set of services beginning early 2015. The goal of this new suite
of business offerings, dubbed Samsung 360 Services, is to become a help desk of sorts for
businesses IT departments. The customizable services range from technical support to security
solutions for having a Samsung employee embedded in a client's business as an on-site support
manager or technology consultant.

Logo

15

The Samsung Byeolpyo noodles

logo, used from late 1938 until
replaced in 1958.

The Samsung Group logo, used

from late 1969 until replaced in
1979

16

The current Samsung logo design is intended to emphasize flexibility and simplicity while
conveying a dynamic and innovative image through the ellipse, the symbol of the universe and
the world stage. The openings on both ends of the ellipse where the letters "S" and "G" are
located are intended to illustrate the company's open-mindedness and the desire to communicate
with the world. The English rendering is a visual expression of its core corporate vision,
excellence in customer service through technology.
The basic color in the logo is blue, which the company has employed for years, symbolizing
stability, reliability, and corporate social responsibility.

Sponsorship

Samsung are the current sponsors of Premier League football club Chelsea.
17

Samsung, which started as a domestic sponsor of the Olympics in Seoul 1988, has been a
worldwide Olympic partner since the 1998 Winter Olympics.
Samsung operating many sports clubs, football club Suwon Samsung Blue wings, baseball
club Samsung Lions, basketball club Seoul Samsung Thunders, volleyball club Daejeon
Samsung Fire Blue fangs and etc.
Samsung also sponsors a former Star craft Brood War and current Star craft II and League of
Legends professional gaming team named Samsung Galaxy. Samsung has sponsored the team
since 2000.
Samsung Electronics spent an estimated $14 billion (U.S.) more than Icelands GDP on
advertising and marketing in 2013. At 5.4% of annual revenue, this is a larger proportion than
any of the worlds top-20 companies by sales (Apple spent 0.6% and General Motors spent
3.5%). Samsung became the world's biggest advertiser in 2012, spending $4.3 billion, compared
to Apple's $1 billion. Samsung's global brand value of $39.6 billion is less than half that of
Apple.

In 2007 Samsung Business reported over 40% growth and became the second largest mobile
device manufacturer in the world. Its market share was 14% in Q4 2007, growing up from 11.3%
in Q4 2006.At the end of November 2011, Samsung sold more than 300 million mobile devices
which was a close second after Nokia with 300.6 million mobile devices sold in the first three
18

quarter of 2011.As of Q3 2012, Samsung is the largest manufacturer of devices running Google
Android with a 46% market share.

Products
LCD and LED panels

19

The Samsung Galaxy S II, which incorporates a Super AMOLED Plus screen
See also: OLED Display: Samsung applications
By 2004 Samsung was the world's-largest manufacturer of OLEDs, with a 40 percent market
share worldwide, and as of 2010 has a 98% share of the global AMOLED market. The company
generated $100.2 million out of the total $475 million revenues in the global OLED market in
2006. As of 2006, it held more than 600 American patents and more than 2,800 international
patents, making it the largest owner of AMOLED technology patents.
Samsung's

current AMOLED Smartphones

use

its Super

AMOLED trademark,

with

the Samsung Wave S8500 and Samsung i9000 Galaxy S being launched in June 2010. In January
2011, it announced its Super AMOLED Plus displays which offer several advances over the
older Super AMOLED displays real stripe matrix (50 percent more sub pixels), thinner form
factor, brighter image and an 18 percent reduction in energy consumption.
In October 2007, Samsung introducing a ten-millimeter thick, 40-inch LCD television panel,
followed in October 2008 by the world's first 7.9-mm panel. Samsung developed panels for 24inch LCD monitors (3.5 mm) and 12.1-inch laptops (1.64 mm). In 2009, Samsung succeeded in
developing a panel for forty-inch LED televisions, with a thickness of 3.9 millimeters
(0.15 inch). Dubbed the "Needle Slim", the panel is as thick (or thin) as two coins put together.
This is about a twelfth of the conventional LCD panel whose thickness is approximately 50
millimeters (1.97 inches).
While reducing the thickness substantially, the company maintained the performance of previous
models, including full HD resolution; 120 Hz refresh rate, and 5000:1 contrast ratio. On
20

September 6, 2013, Samsung launched its 55-inch curved OLED TV (model KE55S9C) in the
United Kingdom with John Lewis.
In early October 2013, the Samsung Corporation disseminated a press release for its curved
display technology with the Galaxy Round Smartphone model. The press release described the
product as the "worlds first commercialized full HD Super AMOLED flexible display." The
manufacturer explains that users can check information such as time and battery life when the
home screen is off, and can receive information from the screen by tilting the device.

Mobile phones

Samsung Galaxy Note series

Samsung's flagship mobile handset line is the Samsung Galaxy S, which many consider a direct
competitor of the Apple iPhone it was initially launched in Singapore, Malaysia and South Korea
in June 2010, followed by the United States in July. It sold more than one million units within the
first 45 days on sale in the United States.
The company's I9000 Galaxy S and S8500 Wave Smartphone were the winners of the 2010
European EISA Awards in the Smartphone and social media phone categories.
While many other handset makers tended to focus on supporting one or two operating system,
Samsung for a time kept supporting a wider range, like Symbian, Windows Phone, Linuxbased Limo, and Samsung's proprietary Bada.
By 2013 Samsung had dropped all operating systems except Android and Windows Phone. That
year Samsung released at least 43 Android phones or tablets and two Windows Phones.
At the end of the third quarter of 2010, the company had surpassed the 70 million unit mark in
shipped phones, giving it a global market share of 22 percent, trailing Nokia by 12
21

percent. Overall, the company sold 280 million mobile phones in 2010, corresponding to a
market share of 20.2 percent. Partially owing to strong sales of the Samsung Galaxy range of
Smartphones, the company overtook Apple in worldwide Smartphone sales during the third
quarter 2011, with a total market share of 23.8 percent, compared to Apple's 14.6-percent
share. Samsung became the world's largest cell phone maker in 2012, with the sales of 95 million
smart phones in the first quarter.
During the third quarter of 2013, Samsung's Smartphone sales were boosted by a strong
consumer reception in emerging markets such as India and the Middle East, where lower-priced
handsets were popular. As of October 2013, the company offers 40 Smartphone models on its US
website.

Semiconductors

A Samsung DDR-SDRAM
Samsung Electronics has been the world's-largest memory chip maker since 1993. In 2009 it
started mass-producing 30 nm-class NAND flash memories. It succeeded in 2010 in massproducing 30 nm-class DRAMs and 20 nm-class NAND flashes, both of which were the first
time in the world.
According to market-research firm Gartner, during the second quarter of 2010 Samsung
Electronics took the top position in the DRAM segment due to brisk sales of the item on the
world market. Gartner analysts said in their report, "Samsung cemented its leading position by
taking a 35-percent market share. All the other suppliers had minimal change in their shares."
The company took the top slot in the ranking, followed by Hynix, Elpida, and Micron, said
Gartner.

22

Another hitherto not-well-publicized area where the company had significant business in for
years is the foundry segment. It had begun investment in the foundry business since 2006 and
now positioned it as one of the strategic pillars for semiconductor growth.
In 2010, market researcher IC Insights predicted that Samsung would become the world's-biggest
semiconductor chip supplier by 2014, surpassing Intel. For the ten-year period from 1999 to
2009, Samsung's compound annual growth rate in semiconductor revenues has been 13.5
percent, compared with 3.4 percent for Intel.

Televisions
In 2009, Samsung sold around 31 million flat-panel televisions, enabling to it to maintain the
world's largest market share for a fourth consecutive year.
Samsung launched its first full HD 3D LED television in March 2010. Samsung had showcased
the product at the 2010 International Consumer Electronics Show (CES 2010) held in Las Vegas.
Samsung sold more than one million 3D televisions within six months of its launch. This is the
figure close to what many market researchers forecast for the year's worldwide 3D television
sales (1.23 million units). It also debuted the 3D Home Theater (HT-C6950W) that allows the
user to enjoy 3D image and surround sound at the same time. With the launch of 3D Home
Theater, Samsung became the first company in the industry to have the full line of 3D offerings,
including 3D television, 3D Blu-ray player, 3D content, and 3D glasses.
In 2007, Samsung introduced the Internet TV, enabling the viewer to receive information from
the Internet while at the same time watching conventional television programming. Samsung
later developed "Smart LED TV" (now renamed to "Samsung Smart TV") which additionally
supports downloaded apps. In 2008, the company launched the Power Info link service, followed
in 2009 by a whole new Internet@TV. In 2010, it started marketing the 3D television while
unveiling the upgraded Internet@TV 2010, which offers free (or for-fee) download of
applications from its Samsung Apps app store, in addition to existing services such as news,
weather, stock market, YouTube videos, and movies.
Samsung Apps offers for-fee premium services in a few countries including Korea and the
United States. The services will be custom-tailored for each region. Samsung plans to offer
family-oriented applications such as health care programs and digital picture frames as well as
23

games. Samsung's range of smart TVs includes the apps ITV Player and motion
controlled Angry Birds.

Other

The Samsung GX-10 digital SLR camera

Samsung produces printers for both consumers and business use, including mono-laser printers,
color laser printers, multifunction printers, and enterprise-use high-speed digital multifunction
printer models.
In 2010, the company introduced a number of energy efficient products, including the laptop
R580, net book N210, the world's-smallest mono-laser printer ML-1660, and color laser
multifunction printer CLX-3185.
Samsung has introduced several models of digital cameras and camcorders including the WB550
camera, the ST550 dual-LCD-mounted camera, and the HMX-H106 (64GB SSD-mounted full
HD camcorder). In 2009, the company took the third place in the compact camera segment.
Since then, the company has focused more on higher-priced items. In 2010, the company
launched the NX10, the next-generation interchangeable lens camera.
In the area of storage media, in 2009 Samsung achieved a ten percent world market share, driven
by the introduction of a new hard disk drive capable of storing 250 GB per 2.5-inch disk. In
2010, the company started marketing the 320Gb-per-disk HDD, the largest in the industry. In
addition, it was focusing more on selling external hard disk drives. Following financial losses,
the hard disk division was sold to Seagate in 2011.
In the MP3 player segment, Samsung has launched products including the M1 MP3 player, and
the world's-smallest DivX MP3 player R1.

24

PROJECT DESIGN

A. Approach To The Problem

25

 In Indian Mobile CDMA Market the SAMSUNG CDMA mobile is in growth stage.
In growth stage we need to do following type of market studies.

Awareness studies: In this study we need to know how much customer awareness
about the availability/lucrative features of Samsung handsets in the market.
Attitude studies: This study elaborates the expectations and thinkings of seller
and consumer as far as the CDMA mobile handset is concern.
Positioning: By this study we would know positioning of Samsung CDMA mobile
handsets in the mobile market.
Promotion test: By this study we would know what are the factors that improve
the sales of Samsung CDMA mobile handsets?
Tracking studies: This study shows how Samsung CDMA mobile is competing with the
competitors is. What are the factors we need to change/improve to beat the competitors?

26

Availability of handsets in shops

120.00%
100.00%93.39%95.28%
80.00%

74.52%
63.65%

71.69%

60.00%
Mobile retail stores in terms of %

40.00%
20.00%

18.86%

25.47%
9.43%
5.66%

0.00%

Handsets

Above figure shows that Samsung is most preferred brand in CDMA mobile handsets
among all the brands.

LG is close competitor of Samsung with 93%+ availability in retail mobile stores.

The availability of Spice, Huawei and Haier is also good in CDMA market with
availability more than 50% mobile retail stores.

CDMA Mobile Market Share

27

120%
100%
80%

Market Share

60%
40%
20%
0%

Mobile Stores

Zigzag line shows CDMA market shares in retail stores.

CDMA mobile market share is vary in different stores.

Majority of CDMA mobile market share in stores vary between 20% - 40%.

28

CDMA Mobile Market Share

Samsung

No of mobile stores

LG

Spice

Haier

80
70
60
50
40
30
20
10
0

Market Shares in mobile stores

Samsungs market share is high among all the brands. In majority of mobile retail stores
Samsungs CDMA mobile market share is half or more than 50%.

In most of the mobile stores Samsungs CDMA mobile market share is 30% - 40%.

29

 LG is close competitor of Samsung; in majority of mobile shops market share of both of the
brand is almost equal.

Consumer Demand of CDMA handsets of different brands

Extremly high

Very high

High

Average

Less

No response or product is not available

Very Less

Not at all demand

30

31

In more than 70% of stores Samsungs demand is high/very high.

Comparative Study of Consumer demand:

70.00
60.00
50.00
40.00
Consumer demand in terms of %

30.00
20.00
10.00
0.00

Above figure shows consumer demand of Samsung CDMA mobile is very high. In 61% of retail
mobile stores consumer demand is very high.
32

 Approximate in 10% of retail mobile stores Samsung consumer demand is extremely high.

LG is close competitor of Samsung CDMA mobile, having 48% of very high consumer demand.

Haier demand is also very good among the consumer because of low price handsets.

Consumer pull
Very high

above avg

Avg

below avg

not at all

Product not available

Huawei
Spice
Haier
LG
Samsung
0

20

40

60

80

100

Consumer pull in terms of %

After sales service

33

120

140

Verg good

Good

Average

below avg

Worst

Product not available

Huawei
Spice
Haier
LG
Samsung
0

20

40

60

80

100

120

After sales service in terms of %

From the above graph we can conclude that after sales service of LG CDMA mobile is some what
better than Samsung CDMA mobile.

After sales service is not satisfactory for all the brands.

Distribution
Verg good

Good

Average

below avg

Worst

Product not available

Huawei
Spice
Haier
LG
Samsung
0

10

20

30

40

50

60

Distribution in terms of %

34

70

80

90

100

Consumer pull After sales service

Note: This is conclusion concluded by Chi square test by SPSS software. Only major
component has taken.
There is no significance impact of after sales service to consumer pull.

There is very high consumer pull despite average after sales services.

In most of the shops after sales service is good but not very good despite this consumer pull is
high, where as in some shops after sales service is just average but consumer pull is high.

So we can say that there is no significance impact of after sales service to consumer pull.

Consumer pull Distribution

35

Note: This is conclusion concluded by chi square test by SPSS software. Only major component
has taken.

36

According to American Customer Satisfaction Index (ACSI)

Samsung Beats Apple in New Smartphone Customer Satisfaction Study

from ACSI
ANN ARBOR, Mich., (July 31, 2013) Samsung hits a home run with its Galaxy S III and Note
II, according to a Smartphone brand study released today by the American Customer Satisfaction
Index (ACSI). The new study provides 2013 customer satisfaction benchmarks for 10 of the past
years top-selling Smartphone models in the United States.
Samsungs flagship model for 2012, the S III, receives an ACSI benchmark of 84 (on a 0 to 100
scale), beating Apples iPhone 5 at 82, the companys most recent Smartphone offering. Another
Samsung model, Note II, shares the top of list at 84. Galaxy S4 is not included because the ACSI
study was fielded just prior to its launch.

37

While U.S. customers give Samsungs Smartphones the top scores, Korean consumers prefer Apple.
According to the National Customer Satisfaction Index (NCSI) in South Korea, which uses the same
technology as the ACSI, the iPhone 5 has higher customer satisfaction than Galaxy S III.

The Smartphone segment of the cell phone market is growing at a rapid clip, and ACSI data
suggest that Smartphone users are much more satisfied than are feature phone users. Overall,
Smartphones earn a customer satisfaction score of 76 compared to 69 for feature phones.
While feature phones are cheaper, and therefore viewed by many customers as better value,
Smartphones excel in quality, says ClaesFornell, ACSI founder and Chairman. Smartphone
receive strong marks for feature variety, design and ease of use, with battery life as their only
real shortcoming.
The iPhone 4S matches its successoriPhone 5with an ACSI score of 82. Apples iPhone 4 is
just a point below at 81. On the other hand, at a score of 78, customer satisfaction with the
Galaxy S II, precursor to the S III, is lower. Motorola Mobilitys Droid Razr Maxx HD comes in
at 80, while the Droid Razr scores 77. The low end belongs to BlackBerry, far below
competition, with 67 and 64, respectively, for its Curve and Bold Smartphone.
Not only does Samsung edge ahead of all iPhones, Apple customers themselves dont see much
difference between the iPhone 4, 4S or 5, says ACSI Director David VanAmburg. The latest
earnings report from Apple was better than expected, but the name of the game for Apple has
always been innovation. Samsung, on the other hand, shows a strong upward ACSI trend from
the Galaxy S II to the Galaxy S III. If the S4 performs as wellor even betterin the eyes of
customers, Samsung could threaten Apples dominance in overall customer satisfaction.
The Smartphone brand study complements and expands the ACSIs coverage of the cell phone
industry, updated in May 2013, gauging customer satisfaction with each companys complete
array of product offeringsSmartphone and feature phones. As reported earlier, Apples overall
ACSI score is 81, a 2% drop compared with 2012, but strong enough to retain the industry lead.
Unlike Apple, which has a Smartphone-only lineup, Samsung offers both feature and
Smartphone. At 76, Samsung continues to lag Apple for overall customer satisfaction.
Nevertheless, the companys 7% gain in 2013 is a clear reflection of the strength of Galaxy S
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According to Samsung: Satisfaction should not be a

guarantee, It should be a given.

Bibliography
1)

www.samsung.com

http://www.samsung.com/in/aboutsamsung/

2)

www.wikipedia.org

http://en.wikipedia.org/wiki/Samsung
http://en.wikipedia.org/wiki/Samsung_Telecommu
nications
http://en.wikipedia.org/wiki/Mobile_operating_syst
em

3)

www.theacsi.org/

http://www.theacsi.org/news-and-resources/pressreleases/acsi-press-releases-2013/press-releasesmartphone-brand-study-2013

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