data representation final

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Rough Draft

Research Report

INTERNATIONAL INSTITUTE OF INFORMATION TECHNOLOGY

Yash Choudhary MBA AUG 10


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DECLARATION

I, Yash Choudhary declare that the mini research project report entitledCustomer satisfaction for Samsung products and its after sales services. is a

bonafide record of the original project work carried out by me and it has not

been submitted earlier elsewhere for the award of any other degree or

diploma or any other similar title.

Place: Pune (Yash choudhary)

Date: MBA-BM AUG 10

105344429


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ACKNOWLEDGEMENTS

I would like to express my profound appreciation towards all those who

have been instrumental in preparation of the project report. I would like to

thank my faculty Dr T. S. Mallikharjuna Rao for his guidance and his entireefforts.

I would also like to thank Mr Kedar Agarwal, Manager of SAMSUNG

INDIA LIMITED Jaipur Showroom, with help and permission of whom I was able

to undergo my research project smoothly. I would like to thank all the

respondents who were so co-operative and patient in filling up the

questionnaire. I would like to thank all my friends who helped me with their

ideas to make this project a success.


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CERTIFICATE

This is to certify that the mini research project report entitled

Customer satisfaction for Samsung products and its after sales services. for

the partial fulfilment of the requirements of the degree of Master of Business

Administration (MBA) at International Institute of Information Technology is a

bonafide record of the original project work carried out by YASH CHOUDHARY

Registration No. 105344429 under my supervision and it has not been

submitted earlier elsewhere for the award of any other degree or diploma or

any other similar title. It is evaluated purely for internal assessment purpose

only.

Place: Pune

Date: (Dr T.S. Mallikharjuna Rao)

Project Supervisor

Assistant Professor

SOMT


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INDEX

Page No.

Chapter 1: Introduction.

Chapter 2: Review of Literature..

Chapter 3: Methodology..

Chapter 4: Analysis of Data

Chapter 5: Major Findings..

Chapter 6: Conclusion

BIBILIOGRAPHY

APPENDIX

6

9

11

12

28

30


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TABLES

CHARTS

Table No. Context Page no.

4.2.1 Product Category 12

4.2.2Perception

13

4.2.3 Likes & Dislikes 14

4.2.4 Quality of Product 16

4.2.5 Value of Product 17

4.2.6 Brand Preference & Loyalty18

4.2.7 Competitors 20

4.2.8Services 21

4.2.9 Likes & Dislikes (Services) 23

4.2.10 Demographic Features 25

Chart No. Context Page no.

4.2.1 Product Category 12

4.2.2Perception

13

4.2.3 Likes & Dislikes 14

4.2.4 Quality of Product 16

4.2.5 Value of Product 17

4.2.6 Brand Preference & Loyalty18

4.2.7 Competitors 20

4.2.8 Services 21

4.2.9 Likes & Dislikes (Services) 23

4.2.10 Demographic Features 25


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1.1 Introduction

To satisfy the customer is the ultimate goal for any company and a customer can be satisfied

not just providing him with a product but a package which involves product as well as

services.

To ensure the quality of the package and to update the package as desired by the customer

one needs to determine the factors affecting customer demands and satisfaction and data

to analyse it, so that proper steps can be taken to have an edge in the market.

For this purpose of improving the product package and to know the customer behaviourand current market trends, this research was conducted.

As we go through this report we will come across more detailed information about the

purpose, methodology, analysis and findings of this research.

1.2 Background to the research

The background of this research comprises of 3 major aspects. Firstly, to know the reason

for the declining share of the company in past few years. To reach to accurate area to we

worked upon, whether it is the competitors in the market providing better products and

services or the quality of products and services have declined

Second thing was to know the role of after sales services and how they affect the customers

purchasing decision and their brand loyalty.

Third aspect consists of the perception and views of customers about the products they are

using and what are their future expectations. And also to know the satisfaction level of thecustomers so that further improvements can be made in the areas which lack behind.


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1.3 Motivation for the research

The motivation was at two possible levels:

To contribute to the understanding, from an academic perspective, of the customer

behaviour and expectations.

To assist the case study organisation in gaining a deeper understanding of its own

situation.

1.4 Problem statement

The main research problem of the thesis is: To gain an understanding of the factors

reducing the customer base of SAMSUNG INDIA in its various product segments and

performance of its after sales services.

Various Subset problems were identified during the research to answer the main Problem

1.4.1 How can it help in the context of academic purpose?

1.4.2 What are the expectations of customers?

1.4.3 What are likes & disliked of customers?

1.4.4 What are factors contributing to the brand loyalty of customers?

1.4.5 How does a customer rate current products and services?


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1.5 HypothesesAs a researcher you do not know about a phenomenon, but you do have a hunch to form

the basis of certain assumption or guesses. You test these by collecting information that will

enable you to conclude if your hunch was right.

The verification process can have one of the three outcomes. Your hunch may prove to be:

1. Right2. Partially right

3. Wrong.

Without this process of verification, you cannot conclude anything about the validity of your

assumption.

Hence, a hypotheses is a hunch, assumption, suspicion, assertion or an idea about a

phenomenon, relationship or situation, the reality or truth of which you do not know. A

researcher calls these assumptions/ hunches hypotheses and they become the basis of an

enquiry.In most studies the hypotheses will be based upon your own or someone elses observation.

Hypotheses bring clarity, specificity and focus to a research problem, but are not essential

for a study.

You can conduct a valid investigation without constructing formal hypothesis.

1.6 Overall research design

It was decided that both qualitative and quantitative data will have to be considered while

doing the research. It also became clear after considering various research methods that

Questionnaire method will be the best way to conduct the research.

More details about the research method is provided in chapter 3


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The top two flat panel television (FPTV) makers - Sony and Samsung - are trying for the top

slot in the market share sweepstakes, riding on the current cricket fever set off by the WorldCup.

Both the firms are claiming leadership position on different counts - Sony based on

shipments, and Samsung based on customer sales. FPTVs include liquid-crystal display (LCD)

panel, light emitting diode (LED) panel and plasma television sets.

Sony India has planned for a Rs 100-crore multi-media campaign with its new brand

ambassador, Mahendra Singh Dhoni, the Indian skipper. As a special consumer connect

initiative, Sony has announced a lucky draw promotion, under which 100 lucky families willget a chance to meet Dhoni.

All the other companies in the industry are witnessing good growth in their sales during the

season, with special promotions becoming the norm. These companies include international

brands like LG and Panasonic, besides leading Indian brands like Onida and Videocon. Onida

has witnessed 15-20 per cent rise in sales of FPTVs during the World Cup season, so far,

taking its market share up from three per cent to six per cent this year. It is targeting a

market share of 10 per cent next year.

With the season coming up and all the competitors geared up to grab the larger chunk of

the market it becomes necessary for the company to be proactive than to be reactive.

2.1 About Samsung

In the Worlds Most Reputable Companies 2010 ranking published by Reputation Institute

of the United States, Samsung was placed at 22nd, a large advancement from the previousyears 74th. This ranking, compiled by the U.S. consulting company since 2006, reflects

survey results collected from consumers in 24 different countries for global 600 large

corporations in terms of annual revenue and its GDP share in respective countries. The

respondents answer questions in seven categories including products and services,

innovativeness, work conditions, corporate governance, social responsibility, leadership,

and financial performance.[1]

[1] Worlds Most Reputable Companies, Forbes, May 24, 2010


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Samsung was also ranked 11th in the 50 Most Innovative Companies 2010 [2] list put out by

Business Week, a five-notch increase from the previous years 16th. The ranking, collated

jointly by the U.S. weekly magazine and Boston Consulting Group since 2005, is based on

answers to innovation-related survey questions asked to executives of global corporations.

While survey answers take an 80-percent weight to the compilation of the ranking, the

remaining 20 percent is accounted for by annual share appreciation (10%) and three-yearaverage sales revenue and profit margin (5% each), respectively.

Samsung had emphasized innovation in its management strategy since the early 2000s and

it again highlighted innovation as part of core strategies when it announced the Vision 2020

in which the company set an ambitious goal of reaching the $400-billion sales revenue

within 10 years. In order to cement its leadership in the areas of memory chip and TV

production, Samsung has invested aggressively in research and development. The company

currently has 24 R&D centres around the world. In the 2010 Business Week innovation

ranking, Apple Computer and Google retained the leading positions as in the 2009 list,

followed by Microsoft, which gained one notch from 2009s fourth place.

Meanwhile, Samsung took the 33rd place in the Worlds Most Valuable Brands 2010 [3] list

made public by the Forbes magazine. Forbes said that Samsungs brand value was as much

as $12.8 billion with an average sale revenue growth rate of 17 percent for the past three

years.

2.2 CONSUMER SATISFACTION PROCESS

The paramount goal of marketing is to understand the consumer and to influence buying

behaviour. One of the main perspectives of the consumer behaviour research analyses

buying behaviour from the so-called information processing perspective. According to the

model, customer decision-making process comprises a need satisfying behaviour and a wide

range of motivating and influencing factors. The process can be depicted in the following

steps:

Need recognition realisation of the difference between desired situation and the

current situation that serves as a trigger for the entire consumption process.

Search for information - search for data relevant for the purchasing decision, both

from internal sources (one's memory) and/or external sources.

Pre-purchase alternative evaluation - assessment of available choices that can fulfil

the realised need by evaluating benefits they may deliver and reduction of the

number of options to the one (or several) preferred.

Purchase - acquirement of the chosen option of product or service.

Consumption - utilisation of the procured option.

Post-purchase alternative re-evaluation - assessment of whether or not and to what

degree the consumption of the alternative produced satisfaction.

Divestment - disposal of the unconsumed product or its remnants.

This research has addressed these points in order to evaluate the degree of customer

satisfaction and its application in improving the products and services.

[2]The 50 Most Innovative Companies 2010 Business Week, April 15, 2010

[3]The World's Most Valuable Brands 2010, Forbes, July 28, 2010


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This chapter explores the possible alternatives and preferred research methodology options

to be used in the conduct of the research project.

Research Methodology refers to a back philosophy of research. As an example of

methodology in theoretical work, the development of paradigms satisfies most or all of the

criteria for methodology. A paradigm, like an algorithm, is a constructive framework,

meaning that the so-called construction is a logical, rather than a physical, array of

connected or intercalated elements.

3.1 Method of Data Collection

Data collection method used in the research was primary data collection method and modeof inquiry was structured mode.

After considering all the other alternatives Questionnaire method was chosen for

conducting the research regarding it as the best suitable for the project.

3.2 Tools of Analysis

For the analysis of the data collected, graphs and tables are used which are prepared using

Microsoft Excel2010.The percentage of the data was calculated to know the share

acquired by the various variables of the research, so that they can we used to point out thepositive and the negative areas.

3.3 Area of Study

3.3.1 Geographic

The area selected for conducting the research was Jaipur, It being a fast growing

multicultural city which provided with variety of demographics to make the study effective.

3.3.2 Demographic

Study was conducted for people of all age and income groups to find the different behaviour

of different age and income groups.

3.3.3Period of Study

Study was conducted through the period of 5

th

March 2011 to 21

st

March 2011.


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This chapter talks about the elements of the empirical data which was gathered during theresearch project.

Though, it was difficult to analyse this data as there was a consensus in the answers given by

the respondents to every question. Most of the respondents answered the same answer.

4.1 Schematics

Following is the schematic of the different categories that are covered in coming up dataanalysis.

4.2.1 Product Category

4.2.2 Perception

4.2.3 Likes & Dislikes

4.2.4 Quality of Product

4.2.5 Value of Product

4.2.6 Brand Preference & Loyalty

4.2.7 Competitors

4.2.8 Services

4.2.9 Likes & Dislikes (Services)

4.2.10 Demographic Features


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4.2 Statistical Data

4.2.1 Product Category

1511

3 37

11

No.

of

People

Product Category

L.C.D T.V L.E.D T.V DVD Player Home Theatre Washing Machine Refrigerator

Which Product of Samsung do you use

Product No. Of People Percentage

L.C.D T.V 15 30

L.E.D T.V 11 22

DVD Player 3 6

Home Theatre 3 6

Washing Machine 7 14

Refrigerator 11 22

Table 4.2.1

Chart 4.2.1

This is the Product distribution of Samsungs various product ranges where we can see

that most of the share is acquired by the Television segment.


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4.2.2 Perception

What is your overall perception of the product described above?

Perception No. Of People Percentage

Poor 0 0

Average 3 6

Good 26 52

Excellent 21 42

0 3

2621

No.

of

People

Perception

Poor Average Good Excellent

Table 4.2.2

Chart 4.2.2

We can clearly see here that majority of the people consider Samsung as good or highquality product and none of the customers think it is of poor value.


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4.2.3 Likes & Dislikes

Characteristics No. Of People Percentage

Features 27 54

Design 8 16

User Friendliness 2 4

Durability 10 20

Price 3 6

278

2

10

3

No.

ofP

eople

Likes about Product

Features Design User Friendliness Durability Price

Table 4.2.3.1

Chart 4.2.3.1

Features of the products have emerged as the most appealing point about the

products, with user friendliness being the area to be worked upon the most.


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Characteristics No. Of People Percentage

Features 12 24

Design 20 40

User Friendliness 2 4

Durability 9 18

Price 7 14

1220

2 9 7

No.

of

People

Dislikes about product

Features Design User Friendliness Durability Price

Table 4.2.3.2

Chart 4.2.3.2

Design of the product is the point which is most unappealing to customers and should

be considered while launching new products.


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4.2.4 Quality of Product

Quality No. Of People Percentage

Low Quality 0 0

Average Quality 1 2

Good Quality 34 68

High Quality 15 30

0 1

3415

No.

of

People

Quality of Product

Low Quality Average Quality Good Quality High Quality

Chart 4.2.4

Table 4.2.4

Most of the customers are very much satisfied and happy about the product quality.


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4.2.5 Value of Product

Ratings No. Of People Percentage

Not a Value 0 0

Average Value 6 12

Good Value 38 76

Excellent Value 6 12

0 6

38

6

No

.of

People

Perceived value of product

Not a Value Average Value Good Value Excellent Value

Table 4.2.5

Chart 4.2.5

Customers regard their individual products and good value product. They dont

consider them as no value product but still company need to work upon making it

excellent value product.


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4.2.6 Brand Preference & Loyalty

Attractions No. Of People Percentage

Brand name 10 20

Better features 4 8

User friendly 1 2

Better Looks 3 6

All the above 32 64

104 1 3

32

No.

of

People

Brand Preference

Brand name Better features User friendly Better Looks All the above

Table 4.2.6.1

Chart 4.2.6.1

Despite being told the fact to the customers that they may be paying extra to

Samsung for the same features which may be available in other brands also people

like to prefer Samsung. This clearly indicates their good experience with the brand.


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Opinion No. Of People Percentage

Yes 45 90No 5 10

45

5

No.

of

People

Brand Loyalty

Yes No

Table 4.2.6.2

Chart 4.2.6.2

This could have been a surprise if we havent seen the trends in the above questions.

Almost all the customers would like to stick to the brand, no doubt because they

perceive it as a high value & high quality delivering brand.


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4.2.7 Competitors

Brands No. Of People Percentage

Sony 24 48

LG 15 30

Philips 6 12

Videocon 0 0

Whirlpool(Refrigerator) 3 6

IFB(Washing machine) 1 2

Godrej( Refrigerator) 1 2

24 156

03 1 1

No.

of

People

Competitors

Sony LG Philips

Videocon Whirlpool(Refrigerator) IFB(Washing machine)

Godrej( Refrigerator)

Table 4.2.7

Chart 4.2.7


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4.2.8 Services

Opinion No. Of People Percentage

Yes 49 98

No 1 2

49

1

No.

of

People

After Sales ServicesYes No

Table 4.2.8.1

Chart 4.2.8.1

This embarked as the USP of the company as the people enjoyed the aftersales

services, which is clearly a sign that they are confident that they will not face any

problems with the product for a long time.


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Ratings No. Of People Percentage

Very good 33 66

Good 17 34

Neither good nor bad 0 0

Bad 0 0

Very bad 0 0

33

17

0 0 0

No.

of

People

Service RatingsVery good Good Neither good nor bad Bad Very bad

Table 4.2.8.2

Chart 4.2.8.2

Customers are very much satisfied with the after sales services and regard it as

excellent.


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4.2.9 Likes & Dislikes (Services)

Features No. Of People Percentage

Promptness 21 42

Hospitality 0 0

Value for money 2 4

Timeliness 1 2

Home service 26 52

21

0 2 1

26

No.

of

People

Positve Features of Service

Promptness Hospitality Value for money Timeliness Home service

Table 4.2.9.1

Chart 4.2.9.1

Home Service is the best feature liked most by the customers and should be

maintained in order to keep customers satisfied.


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Features No. Of People Percentage

Promptness 17 34

Hospitality10 20

Value for money 2 4

Timeliness 8 16

Home service 0 0

None of the Above 13 26

1710

28

0

13

No.

of

People

Negetive Features of Service

Promptness Hospitality Value for money Timeliness Home service None of the Above

Table 4.2.9.2

Chart 4.2.9.2

Promptness is the area where the company is lacking, reason being a large customer

base. Company should try to employ more service personals and open more service

centres to cater to every customer.


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4.2.10 Demographic Features

Age No. Of People Percentage

20-29 25 50

30-39 23 46

40-49 2 4

Over 50 0 0

25 23

2 0

No.

of

People

Age Range

20-29 30-39 40-49 Over 50

Table 4.2.10.1

Chart 4.2.10.1

Majority of customer base is of young people and therefore company should make

products and marketing strategy keeping in mind the perspective of young people.


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Income in Rs. No. Of People Percentage

Below 20k 13 26

20K29K 12 24

30K39K 8 16

40K49K 11 22

Over 50K 6 12

13 12

8

11

6

No.

of

People

Income Range

Below 20k 20K29K 30K39K 40K49K Over 50K

Table 4.2.10.2

Chart 4.2.10.2

It is a distributed data when it comes to income group, but we can clearly make out

that most of the portion is covered by average income group or middle class people

and so the products and marketing strategy should be made accordingly.


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Chapter5.arFindings

Findings can be explained as a conclusion reached after examination or investigation. It is a

statement or document containing an authoritative decision or conclusion.

This chapter will talk about some of the findings that came up during this research

One of the major findings is perception of customers about the product and brand.People perceive it as a very good value package, which clearly leads to high brand

loyalty percentage.

One more major finding has been the satisfaction level of customers about the after

sales services. People are really very satisfied and it has contributed greatly to give

Samsung an edge in market as people prefer the brand more than its competitors.

Another important finding has been about the customer base. It is clear with the

research that the major portion of income is not from the very high income group

but from average income group.


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5.1 Suggestions

More focus on physical appearance of the product should be given in order to satisfy

the visual appeal of the customer.

Though services are doing well still improvement needs to be done in regard to

promptness. I would suggest a quarterly call up service to customers, to know if their

product is working fine. This way company can be more proactive that being reactive

and will cut short the time to deliver the services.

Research should be done on its nearest competitor to know why it is the best

alternative for Samsung and what can be done to avoid losing customers to it.

Products for lower segment of the market should be introduced in order to increase

its customer base in masses.

5.2 Limitations of the Study

Every project has certain limitations and it is important to keep in view of these limitations

while concluding any research report.

As the research was conducted in Samsung showroom the customers may have

chosen to say more positive points than negative.

Again as the research was done on the people who were in the showroom implies

that those were the people who were already considering buying the product and

hence were satisfied about the product.

Another constraint was the time period. As it was a selling season, many new

products were launched and advertised making the sales figures not accurate and

also affecting behaviour of the people and most of the purchases are impulse

purchases during the season.


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Chapter6 C

According to the research done here and the data collected, it can be said that people

perceive Samsung as a high quality brand, which is why the expectations from the company

are also high to deliver innovative and quality products.

Though the company is performing well and is satisfying customer, because of the cutting

edge competition from other companies like Sony and LG it needs to be on its toes and try

to minimize the error margin.

Company should not only work upon the weak areas but also should come up with newinnovative products and services to place it well in the market and bypass the competition

to some extent. This will also help company not only in increasing customer base but in

retaining them too.


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Bibliography

http://businesstoday.intoday.in/story/sony-and-samsung-battle-it-out-for-flat-tv-market-

share/1/14082.html (Review of literature, Cover story)

http://en.wikipedia.org/wiki/Methodology (Methodology)

http://en.wikipedia.org/wiki/Samsung_Electronics (Profile of the company)

http://upetd.up.ac.za/thesis/available/etd-07302006-065725/unrestricted/01chapter1.pdf

(sample research work)

http://www.businessweek.com/interactive_reports/innovative_companies_2010.html?chan

=magazine+channel_special+report (Report on innovative company rankings)

http://www.businessweek.com/interactive_reports/innovative_companies_2010.html

(Rankings of innovative companies)

http://www.forbes.com/2010/05/23/apple-google-sony-cmo-network-global-reputable-

companies_2.html (Rankings of reputed companies according to their global market

reputation)

http://www.ihmctan.edu/PDF/notes/Research_Methodology.pdf (Concepts of Researchmethodology)

http://www.iiiee.lu.se/publication.nsf/$weball/38f5dcb1ca0cb7e9c1256d9b0044c760/$file/

customer%20satisfaction.pdf (Concept of Customer Satisfaction)

http://www.ruf.rice.edu/~bioslabs/tools/report/reportform.html (Sample Report)

http://www.thefreedictionary.com/findings (Definition findings)


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Appendix

Questionnaire

ID Question Selection Response/Comments

1 Which Product of

Samsung do you use?

1. LCD T.V

2. LED T.V

3. DVD Player

4. Home Theatre

5. Washing Machine6. Refrigerator

2 What is your overall

perception of the

product described

above?

1. Poor

2. Average

3. Good

4. Excellent

3 What do you like most

about this product?

1. Features

2. Design

3. User Friendliness4. Durability

5. Price

4 What do you like least

about this product?

1. Features

2. Design

3. User Friendliness

4. Durability

5. Price

5 Which level of quality

best describes this

product?

1. Low Quality

2. Average Quality

3. Good Quality

4. High Quality

6 Select how you feel

about the product

described above.

1. Not a Value

2. Average Value

3. Good Value

4. Excellent Value


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7 Samsung is costlier as

compared to other

brand products that

provides same

features as Samsung,

but still why do you

prefer Samsung?

1. Brand name

2. Better features

3. User friendly

4. Better Looks

5. All the above

8 If another company

offers same features,

quality and price as

Samsung, will u still go

for Samsung?

1. Yes

2. No

9 Which other brand do

you prefer other than

Samsung?

1. Sony

2. LG

3. Philips

4. Videocon

10 Do Samsung provide

good after sales service

compared to other

brands?

1. Yes

2. No

11 How do you rate the

after sale service of

Samsung?

1. Very good2. Good

3. Neither good nor

bad

4. Bad

5. Very bad

12 What things you like

about the after sales

service of Samsung?

1. Promptness

2. Hospitality

3. Value for money

4. Timeliness

5. Home service

13 What things you dislike

about the after sales

service of Samsung

1. Promptness

2. Hospitality

3. Value for money

4. Timeliness

5. Home service

14 What is your age range? 1. 20-29

2. 30-39

3. 40-49

4. Over 50


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15 What is your Gender 1. Male

2. Female

16 What is your income

range?(Per Month)

1. Below 20k

2. 20K29K

3. 30K39K

4. 40K49K

5. Over 50K

data representation final

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