Brand Awareness Of Samsung 5j1s21
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Table of contents
1. Introduction to Brand awareness
3
2. Types of brands
7
3. Need for study
10
4. statement of the problem
11
5.
12
Objectives of the Study
6. Plan of analysis
17
7. Industrial Background of the study
18
8. Company profile
20
9. Origin of the Organization
24
10. Services offered by the Company
31
11. Growth of the company
38
12. Survey Reports
39
13. Findings
81
14. Suggestions
84
15. Conclusion
85
16. Bibliography
86
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Abstract: Today the world economy has undergone a radical transformation in the last two decades. The companies are emerging at the faster level. The technology and advances have permitted companies to widen substantially both the Markets and suppliers sources. Now as companies are emerging with their new products, marketing has become exuberant activity in expanding the market globally. Marketing starts with human need and wants. It is a human activity directed at satisfying needs and wants through exchange process. Marketing management deals with identifying and meeting human and social needs. It is basically a meeting needs profitability. In other words we can say that “It is the process of planning and executing conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals”. The aim of marketing is to know and understand the customer so well, that the product or service fits him and sells itself. It acts as an instrument to lift up the standard and life style of the economy with the help of marketing; we are able to get the products at our doorstep at our choice and needs. The whole economy would be sluggish if marketing did not exist. Marketing is of critical importance because it maintains stability in the economic condition. Marketing is an existing, dynamic and contemporary field. It is recognized as the most significant activity in the society. Marketing has a widest connection which includes in its fold selling, buying, Transportation, warehousing, pricing and packaging. All these activities geared up together to reach strong preferences for particulars “BRAND AWARENESS” As such today’s companies are facing the toughest competition everywhere marketing is playing a very important role.
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INTRODUCTION TO BRAND AWARENESS With the opening of the market or the post liberalization period has resulted in many companies entering the markets with offerings of their goods and services. In the earlier stages of economic revolution consumer had to accept what the manufacturer has produced. But today’s consumers are much more educated, demanding, expect lot more to suit their ever changing life styles. There by their quality expectations have been elevated from time to time in order to rebuild it-self around its customer. The manufacturer should be able to satisfy, with the type of product and services to match the ever-changing customer requirements. In developing a marketing strategy for products, the sellers have to confront the branding decision. Brand is a major issue in product. Customers have strong preference for particular versions and brands of basic goods and services. The manufactures eventually learn that market power lies with the brand name companies. Consumers buying decisions are influenced by the brand. In this competitive world, the “Brand plays an important role and a brand is very prominent asset owned by an organization. Brand is endowed with awareness, perceived quality, associations and brand loyalty. Brand is presented as creative idea. A brand is a promise of the seller to deliver a specific set of benefits or attributes or services to the buyer. Brand represents a level of quality. Meaning A Brand is symbol, a mark, a name that acts as a means of communications which brings about an identity of a given product.
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A Brand in short is an identifier of the seller or the maker. A brand name consists of words, letter or numbers that can be vocalized. Brand mark is the visual representation of the brand like a symbol, design, distinctive coloring or lettering. Brand creates a bond between the customer and a product. Definition: According to American marketing association “A Brand is defined as a name, item, sign, symbol or special design or some combination of these elements that is intended to identify the goods or services of one seller or a group of sellers. A brand differentiates these products from those of competitors. In the word of Philip kotler “A brand is a name, term, sign, symbol or design or combination of them. Intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. Role of Branding In today’s world brand names come to create identify to distinguish one product from another. The following points to pin down its precise role.
Brand is a massive asset: Brand is an intangible asset, because it is impossible to duplicate brand name.
Brand is promotional tool: The product differentiation is done by a brand through sales promotion.
Brand is a weapon to protect Market: A consumer has tried and liked a product, the brand enables him to identify the product and repeat the purchase.
Brand is antidote for middle men’s survival: The class of middle man always tends to go for a successful brand.
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Brand is a means of identifications of customers: Brand is the easiest way of identifying product or service by customers.
A brand can convey the consumers through six levels as shown below:
Brand Conveying the Consumer Attributes Benefits Values Culture Personality Attributes: a brand first brings to mind certain attributes for a particular product. Benefits: consumers are buying benefits of the product with brand. Values: the brand tells about values which says same thing about the product values. Culture: the brand represents a different culture. Personality: a brand project a personality which can be person, animal or object. : the brand suggests its own target audience to use the product.
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Brand Awareness of the Product Aware of brand, when its presence is ed in the mind of consumers. The level of awareness can range from mere recognition to recall to top of mind to dominant. The company is spending money to keep brand in consumer’s memory. A strong brand awareness means easy acceptance of new products. Brand with strong awareness can brought and sold to create brand name with enduring strength. An organization can put its customer awareness, identify and develop it further to build strong brand. It is enhanced by creating a brand loyalty and establishing brand identity of a product. Brand awareness is asset which brand managers create and enhance to build brand equity. It is related to the nature and features of product. It leads to brand strength which is constituted by measuring the variable like leadership, stability, Market, geographic, trend, and protection etc… Creating brand awareness with the use of advertising, promotion event management etc… a different brand has different kind of awareness which retains recognition. Brand awareness satisfies a need of the consumer. A consumer as aims, ambitions, motivation drives and desire. Consumer feels more powerful when he uses the brand. Satisfactions or preference for a brand shows how loyal the consumer is likely to be brand. Now a day’s consumers are experience with brand awareness for different product, where the consumers expectations levels are increased towards brand, product etc…
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INDUSTRY PROFILE Digital technology leader, Samsung India Electronics Ltd., a subsidiary of the US$55.2 billion recognized as one of the fastest growing brands. It has been operating in India since 1995. Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies. Employing approximately 123,000 people in 93 offices in 48 countries, the company consists of five main business units: Digital Appliance Business, Digital
Media
Business, LCD
Business, Semiconductor
Business
and
Telecommunication Network Business.
Samsung Electronics is a leading provider of high tech Consumer Electronics, Home Appliance, IT and Telecom Products in the country. It is the world's largest producer of color monitors, colorTVs, memory chips and TFT-LCDs. In its tenure of over 10 years in the country, Samsung India has set up manufacturing facilities for Colour Televisions, Microwave Ovens, Washing machines, Air conditioners, Color Monitors and more recently, Refrigerators in the country. All the facilities are located at its Manufacturing Complex at Noida, Uttar Pradesh. The Company set up a Software Technology Park for Digital Visual Display Products at Noida in the year 2002. In the year 2004, Samsung India has been made the Regional Headquarters for Samsung operations in South West Asia.
Vision Samsung India's Vision entails helping people improve the quality of their lives by providing them with superior quality, state-of-the-art technology products at the right time and the right price. But beyond its role as a purveyor of quality products in India, Samsung seeks to contribute to the economic growth of the country though its export commitments and large scale production facilities generating secured
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employment
for
hundreds
of
Indian
people.
At Samsung, we strive to contribute to the development of the electronics and components industry in India by enhancing the knowledge levels of our workforce through the introduction of our advanced management systems and production know-how in our manufacturing facilities by introducing our Indian vendors to our world class quality systems and helping them in improving them in their own quality systems and production processes and setting benchmarks for the industry both in of after sales service for our products, quality systems and management techniques at our facilities or our products themselves. At Samsung, we believe in returning to the community some of the profits we earn from it, through the social causes we espouse. We view ourselves not as an MNC operating in India, but as an 'Indian Company' operating here, conforming to the laws of the country and committed to working for the Indian community. We want and to be seen as the 'Most Respected' Indian Company.
Value & Philosophy
What makes SAMSUNG one of the world's leading companies? Ever since it was founded in 1938, SAMSUNG has continually refined its mission statement to respond both to change in itself and in the world: "Economic contribution to the nation," "Priority to human resources," "Pursuit of rationalism." Each slogan represents significant moments in SAMSUNG's history, reflecting different stages of the company's growth from a domestic industrial leader into a global consumer electronics powerhouse.
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Our Management Philosophy "We will devote our human resources and technology to create superior products and services, thereby contributing to a better global society." Our management philosophy represents our strong determination to contribute directly to the prosperity of people all over the world - a single human society. Key to our efforts is our own people, whose talent and creativity are dedicated to doing their best at all times. Technology also plays an important role in making it possible to achieve higher standards of living. And superior products and services are what we are all about. We believe that the success of our contributions to society and to the mutual prosperity of people across national boundaries truly depends on how we manage our company. Thus, we challenge the world to create the future with our customers. Our determination is growth - a perpetual challenge - but always working within the context of cooperation and inclusion of our customers.
Research & Development The company’s thrust on Product Innovation and R&D have given the company a competitive edge in the marketplace. Samsung has set up Samsung India Software Centre (SISC) and Samsung India Software operations unit (SISO) for software development at Noida and Bangalore respectively. While the Samsung India Software Centre in developing software solutions in Samsung’s global software requirements for hi-end television like Plasma and LCD TVs, SISO is working on major projects for Samsung Electronics in the area of telecom: wireless terminals and infrastructure, Networking, SoC (System on Chip) Digital Printing and other multimedia/digital media as well as application software. In addition to working on global R&D projects, SISO is also helping Samsung India’s CDMA business by focusing on product customization for the Indian market. While the Samsung India R&D Centre has around 300 employees, SISO currently employs over 800 highly skilled professionals.
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With an investment of over USD 100 million, SISO is charting out major growth plans in the country, with its current focus being in the 4G & Multimedia area. SISO has already applied for 145 patents based on the software development carried out here in India. In fact, SISO has a special Intellectual Property Team working on securing Patents for its breakthrough projects. SISO plans to continue its focus on Multimedia & Protocol development; build a strong competency in technology and focus on WCDMA technology and Interface. Samsung India is also carrying out Hardware R&D at its Noida R&D Centre. The focus of the R&D Centre is to customize both Consumer Electronics and Home Appliance products to better meet the needs of Indian consumers. From colour televisions designed for higher sound output, to washing machines with special ‘Saree Wash Course’, DNIe vision series of Flat CTVs especially designed for the Indian market to Samsung mobiles with regional language menus, the Samsung R&D Centres in India are helping the company to continuously innovate and introduce products customized for the Indian market.
WIRELESS INFRASTRUCTURE
Overview Architecture point of view,UMTS logically is divided into CS Domain and PS Domain. CS Domain refers to the set of all CN entities offering CS type of connection for traffic as well as all the entities ing related signaling. PS Domain refers to the set of all CN entities offering PS type of connection for traffic as well as all the entities ing related signaling. The network elements MSC and GMSC belongs to CS domain whereas the elements SGSN and GGSN belongs to PS domain.
UMTS UMTS Core Network is a Third Generation (3G) mobile communications systems being developed by Samsung within the framework defined by the ITU and known as IMT-2000. UMTS will deliver low-cost, high-capacity mobile communications offering data rates as high as 2Mbit/sec under stationary conditions with global roaming and other advanced capabilities.
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3G core network system enables s to transmit voice, data, and even moving images. In order to realize these services, 3G improves the data mission speed up to 144Kbps in a highspeed moving environment, 384Kbps in a low-speed moving environment, and 2Mbps in a stationary environment. 3G provides services like Internet connection, transmission of largescale data and moving contents photographed by digital cameras and videos, and software ing. Architecture point of view, logically is divided into CS Domain and PS Domain. CS Domain refers to the set of all CN entities offering CS type of connection for traffic as well as all the entities ing related signaling. PS Domain refers to the set of all CN entities offering PS type of connection for traffic as well as all the entities ing related signaling. The network elements MSC and GMSC belongs to CS domain whereas the elements SGSN and GGSN belongs to PS domain. The concept of 3G wireless technology represents a shift from voice-centric services to multimedia-oriented (voice, data, video, fax) services. Heavy demand for remote access to personalized data is fueling development of applications, such as the Wireless Application Protocol (WAP) and multimedia management, to complement the 3G protocols.
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COMPANY PROFILE: Established in 1991, the firm holds vast experience in the field of computers, peripherals and Government projects still preserving the motto to explore new horizons. Making great strides in the field of Information Technology, Ascent E-Digit Solutions offer e-solutions and products of leading companies like Samsung, Sony, HCL, Wipro, Acer, Toshiba, Optoma, Lenovo, Benq, APC, Belkin and Luminous in retails and Distribution mode to many sectors, and giving the customers their pile of profit. Over 1500 employees working under the guidance of an expert board of directors.We mainly focus on Government products and provide IT solution for Corporate and Educational Institutions. Our diverse workforce has ever pushed for a more customer satisfaction and thus ensures a pleasant buy and service experience. Awards and Achievements: Ascent endeavors to induce teamwork and thus ensures to offer better solutions and enhanced business experience. With profound ability in the field, we honor our employee by giving rewards and recognitions, to bring out groundbreaking technologies, wherein our most important consideration being customer satisfaction. The awards and certifications we have bagged from IBM, Samsung, Acer, Wipro and Sony, etc., best expresses our strengths. We are elated to disclose the associations and organizations that have bestowed us with the awards
Best Crowd Pulling Award in the year 1998
Computer Fair Best Web reseller Excel lance Award - 1998
Best Reseller award for System Integration in 1999
MICROTEK Best Performance Award in the years 1999,2000,2001
Best Stall Award in the year 2000 Computer Fair
CRN Reseller Developing Market Award in the years 2000-2001,2001-2002
IBM Best Competitive Breakthrough Partner – 2005
Lenovo Best Business Partner of the year 2006 – 2007
DQ Week Award for Best Channel Partner from the year 2007-2012
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Samsung Best Upcountry Partner for south India 2010
CRN India's Best Enterprise VAR -2012
Ethics & Compliance : A positive vibe is to promote strong ethical standards in giving right solutions to the end customer. Before introducing the product to the end- complete verification is carried out for the products. Our expertise only deals with ISO certified products which include more MNC brands.
Alliances & Partners : In parallel with the expansion, Ascent identifies ways of triggering technological growth through its partners. With long-standing relationship with partners and alliances, we pursue new trends of technology and are set out to bring a seamless solution for our clients’ IT requirements. Glance at our association with various s
Long time partnership with ELCOT for supplying few of the IT products.
Regional Distributor for WIPRO
Regional Distributor for SONY, BENQ PROJECTORS, WIPRO, SAMSUNG PRINTER products.
Authorized Service Provider for Wipro, ACER, EPSON & SAMSUNG Products.
Toshiba I-Shop
ACER Business partner
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Microsoft Certified Partner
IBM Business Partner
LENOVO Business Partner
Star Elite Partner for SONY Vaio Laptops.
REVIEW OF LITERATURE Review of literature shows the previous studies carried out by the researcher in this field. Previous studies are reviewed in order to gain insight into extent of research. The research problem can be more understood and made specific referring to theories, reports, records and other information made in similar studies. This will provide the researcher with the knowledge on what lines the study should proceed and serves to narrow the problem. The main objective of the study is to measure Brand Awareness of TNPL products among the people and the reviews are as follows: Brand A traditional definition of a brand was: “the name associated with one or more items in the product line, that is used to identify the source of character of the item(s)” (Kotler, 2000). The American Marketing Association (AMA) definition of a brand is “a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors” Brand Equity (Rooney, 1995) defines brand equity as a set of assets and liabilities linked to a brand’s name and symbol that adds to or subtracts from the value provided by a product or service to a customer. However, many factors can be attributed to the value of the brand for example awareness, recall and recognition. Brand equity as a differentiating factor that can influence consumers’ response to brand’s marketing activities. In an attempt to define the relationship between customers and brands, the term brand equity in the marketing literature emerged
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There have been different perspectives or considering brand equity; the customer-based perspectives, the financial perspectives and combined perspectives. The first perspective of brand equity is from a financial market’s point of view where the asset value of a brand is appraised (Farquhar, 1991). Customer-based brand equity is evaluating the consumer’s response to a brand name (Keller, 1993). While this study focus on the customer based perspectives.
1. Brand Awareness Aaker (1991) defines brand or name awareness as “the ability of a potential buyer to recognise or recall that a brand is a member of a certain product category.” Therefore it is important that a link between product class and brand is implicated because the scope of brand awareness is very wide, ranging from an unsure sensation that the brand name is recognised, to a conviction that it is the only one in the product class. Brand awareness refers to the strength of a brand’s presence in the consumer’s mind. It is a measure of the percentage of the target market that is aware of a brand name . Marketers can create awareness among their target audience through repetitive advertising and publicity. Brand awareness can provide a host of competitive advantages for the marketer. These include the following:
Brand awareness renders the brand with a sense of familiarity. Name awareness can be a sign of presence, commitment and substance. The salience of a brand will decide if it is recalled at a key time in the purchasing
process. Brand awareness is an asset that can be inordinately durable and thus sustainable. It may be extremely difficult to dislodge a brand that had achieved a dominant awareness level. Brand awareness is vitally important for all brands but high brand awareness without an understanding of what sets one apart from the competition does one virtually no good.
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Brand awareness is measured according to the different ways in which consumers a brand, which may include brand recognition, brand recall, top of the mind brand and dominant brand.
Brand recognition: It related to consumers’ ability to confirm prior exposure to that brand when given the brand a cue. It requires that consumers can correctly
discriminate the brand as having been previously seen or heard. Brand recall: Brand recall relates to consumers’ aptitude to retrieve the brand from memory given the product category, the needs fulfilled by the category or a purchase or usage situation as a cue. It requires consumers to correctly generate the brand from
memory when given a relevant cue. Top-of-mind brand: This is the brand name that first comes to mind when a
consumer is presented with the name of a product classification. Dominant Brand: The ultimate awareness level is brand name dominance, where in a recall task; most consumers can only provide the name of a single brand.
According to Aaker (1996), for new or niche brands, recognition can be important. For well-known brands recall and top-of-mind are more sensitive and meaningful. Brand knowledge and brand opinion can be used in part to enhance the measurement of brand recall.
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NEED FOR THE STUDY Today costumers are facing a growing range of choice in the different brands of products and services. They are making their choice on the basis of their perceptions of brand, quality service and value. Companies need to understand the rapid growth of global market place. Where, the companies should choose brand names with an eye to their global reach. This study is not concerned only with brand awareness but deals also with other facts. It includes a wide preview of
From where did they come to know about the product?
Did they feel that the brand is important to purchase?
If given, would they like to purchase same brand product again?
Did they feel that the branded product matches their expectations?
How the brands influence the market?
How relevant the brand towards trend?
Do brand suggestive to the products?
Are they satisfied with the brand, price, quality etc…?
These questions will help in understanding better, what factor influence the people about brand awareness? The marketers have realized that they have to take technical decisions concerning the brand to cater to the needs of the consumers to develop brand identify and brand position. The company must understand how their consumers perceive brand, quality and how much they expect. Therefore, it becomes very necessary to understand, analyze and evaluate the brand awareness in a systematic manner and act accordingly for existence.
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STATEMENT OF THE PROBLEM In the emerging knowledge based economy it has become necessary to know how much market power lies with the brand name. The study of brand awareness is essential in marketing planning. Customer needs and preferences keep changing where brands ultimately command customer’s loyalty. The realistic side of the problem is to know the acceptance level of the brand awareness towards the product. This study will help us to understand the brand awareness and what problems are being faced by the consumers, to which appropriate measures to be taken to solve the problems. This project has mainly been taken up to understand the brand awareness, buying motives to ensure the “Brand awareness towards Samsung” apart from this, it is to understand the new opportunities in the market for the improvement of brand awareness and sales towards the products
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OBJECTIVES OF THE STUDY
To identify the consumer needs.
To know the brand image Samsung.
To measure the brand image towards Samsung.
To know the consumer attitude and demand towards the brand Samsung.
To find opinion about brand and service provided by Samsung.
To find the effectiveness of ment in developing the brand Samsung.
To know the consumers reaction towards brand Samsung. in respect of price, offers etc…
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SCOPE OF THE STUDY
The study plays a very important role in market research. It also helps to understand and identify the human action towards brand.
The information thus gathered by conducting a systematic market research would help to finding out the brand awareness of the consumers.
This study was mainly focused towards people of Erode who belong to different age group and reside in different localities, in order to find out their preference given to particular brand.
LIMITATIONS OF THE STUDY
The study is restricted to some areas of Erode city.
The findings of the study are based on the assumption that the respondents divulged correct information.
The study is relevant only to present situation and not to future.
Bias and unwillingness of certain respondents to answering some questions may hinder the study.
The study is time bound, due to rapid changes in the market, expectation level of consumer’s, introduction of new products.
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The study may not be applicable over a period of time
RESEARCH METHODOLOGY Data is the information collected from various sources. It is concerned with gather accurate and proper knowledge about the problem that is in hand. Formally there are 2 types of gathering information namely primary data and secondary data. Data collection mode: Two methods have been used to collect the relevant data, which are essential for the study, they are: Primary Data: data is collected to obtain desired information through structured questionnaire. Secondary Data: it is compiled through books, magazines, newspapers and internet etc…
Sampling plan: A small selection of the large group which is taken for interviewing is called sampling. A sample is taken representative and adequate which gives proper information. In order to study “brand awareness towards Samsung” the following sampling plan was adopted. Sample size: A sample size of hundred was taken in order to carry the study. Sampling unit:
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For this survey the target population consisted of people residing in various localities of Erode between the age group 20-40 who are the s of Samsung. Instrument of data collection is questionnaire.
Sampling technique: A simple random technique was adopted to select the representative sample from the sampling unit. DATA COLLECTION Data for this study is collected from both primary and secondary data.
PRIMARY DATA
The primary data is collected through a structured questionnaire which was prepared to interview the respondents.
SECONDARY DATA The secondary data was collected through discussion with officials of the company to
get general information; data was also collected from newspapers, books, magazines, company records and internet etc…
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PLAN OF ANALYSIS The data is collected from both primary and secondary sources and also been tabulated in the form of tables and drawn in to graphs depicting the various finding significantly. The data collected through questionnaire are analyzed in detail and divided in to various categories of preferences and conclusion are drawn on the possible changes are causes for brand preference and market share is given based on the research study.
ANALYSIS AND INTERPERTATION: Table -1 Classification of respondents of the basis of their age group Total respondents 100:
Sl. No.
Age Group
No of Respondents
Percentage
1 2 3 4
20 – 30 30 – 40 40 – 50 50 & Above
50 25 20 05
50 % 25 % 20 % 5%
Total
100
100 %
Interpretation The above table interprets that 50% of the respondents belong to the age group of 20 30 years. 25% of the respondents belong to the age group of 30 – 40 years. 20 % of the
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respondents belong to the age group of 40 – 50 years and the remaining 5 % belong to the age group 50 and above. Majority of respondents are between the age group of 20-40 yrs Graph - 1 Classification of the respondents on the basis of their age group
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Table -2 Classification of respondents on the basis of their sex Total respondents 100:
Sl. No.
Sex
No of Respondents
Percentage
1
Male
67
67 %
2
Female
33
33 %
Total
100
100 %
Interpretation The above table interprets that the male respondents form 67 % and the female respondents are form 33 %. Male respondents form the opinion group being comparatively more than the female respondents.
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Graph -2 Classification of respondents on basis of their sex
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Table - 3 Classification of the respondents on the basis of their Occupation Total respondents 100:
Sl. No. 1
Occupation Working
No of Respondents 70
Percentage 70 %
2
Non Working
30
30 %
Total
100
100 %
Interpretation The above table interprets that the working class constitutes 70 % and the non working class 30 % of the respondents. Majority of the respondents are form working class who use Samsung, apart this interesting to note that even non working class also use Samsung significantly.
Graph - 3
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Classification of the respondents on basis of their Occupation
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Table - 4 Classification of respondents on the basis of their monthly income Total respondents 100:
Sl. No. 1
Income <5000
No of Respondents 10
Percentage 10 %
2
5001 – 10000
40
40 %
3
10001 - 15000
23
23 %
4
15001 and above
27
27 %
Total
100
100 %
Interpretation The above table interprets that 10 % of respondents belong to the income group of less than 5000, 40 % of respondents belong to the income group of 5001 – 10000, 23 % of respondents belong to the income group of 10001 – 15000 and the remaining 27 % of respondents belong to the income group of 15001 and above. The above data indicates that most of the respondents belong to the middle and upper income group which play an important role in purchase of Samsung.
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Graph - 4 Classification of respondents on the basis of their monthly income
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Table - 5 Classification of respondents on the basis of owning a Samsung mobile Total respondents 100:
Sl. No.
Own a Mobile
No of Respondents
Percentage
1
Yes
93
93 %
2
No
07
07 %
Total
100
100 %
Interpretation The above table interprets that 93 % of respondents own a Samsung Mobile and 7 % of the respondents do not own a Samsung mobile. At present majority of the respondents own Samsung Mobile.
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Graph - 5 Classification of respondents on the basis of owning a mobile
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Table - 6 Classification of respondents on the basis of their awareness towards different Mobile Handsets Total respondents 100:
Sl. No. 1
Mobile Handsets Samsung
No of Respondents 34
Percentage 34 %
2
Micromax
18
18 %
3
Nokia
23
23 %
4
Sony
22
22 %
5
Motorola
03
03 %
Total
100
100
Interpretation The above table interprets that 34 % of the respondents are aware of the brand Samsung, 18 % of the respondents are aware of the brand Micromax, 23 % of the respondents are aware of the brand Nokia, 22 % of the respondents are aware of the brand Sony and 3 % of the respondents are aware of the brand Motorola. Majority of the respondents are aware of Samsung.
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Graph - 6 Classification of respondents on the basis of their awareness towards different mobile connection
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Table - 7 Classification of respondents on the basis of their usage of other Mobiles other than Samsung. Total respondents 100: Sl. No. 1 2 3 4 5
Other Mobile Brands Samsung Nokia Sony Micromax Motorola Total
No of Respondents 51 15 20 12 02 100
Percentage 51 % 15 % 20 % 12 % 02 % 100
Interpretation The above table interprets that 51 % of the respondents are using Samsung, 15 % of the respondents are using Nokia, 20 % of the respondents are using Sony, 12 % of the respondents are using Micromax and 2 % of the respondents are using Motorola. Majority of the respondents are using Samsung Mobiles only.
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Graph - 7 Classification of respondents on the basis of their usage of other network other than Samsung
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Table – 8 Classification of respondents on the basis of their influence to purchase through different media Total respondents 100: Sl. No. 1 2 3 4 5
Media T V Ads Print Media Radio (FM) Hoardings Word of mouth Total
No of Respondents 25 27 08 12 28 100
Percentage 25 % 27 % 08 % 12 % 28 % 100
Interpretation The above table interprets that 25 % of the respondents are influenced to purchase by TV Ads, 27 % of the respondents are influenced to purchase by Print Media, 08 % of the respondents are influenced to purchase by Radio (FM), 12 % of the respondents are influenced to purchase by Hoardings, 28 % of the respondents are influenced to purchase by Word of mouth. Majority of the respondents are influenced to purchase by TV Ads, Print Media and Word of mouth.
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Graph - 8 Classification of respondents on the basis of their influence to purchase through different media
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Table - 9 Classification of respondents on the basis of their reference to purchase Total respondents 100: Sl. No. 1 2 3 4 5
Reference Family Dealers Friends Self Others Total
No of Respondents 15 21 33 29 02 100
Percentage 15 % 21 % 33 % 29 % 02 % 100
Interpretation: The above table interprets that 15 % of the respondents are influenced by Family to purchase, 21 % of the respondents are influenced by Dealers to purchase, 33 % of the respondents are influenced by Friends to purchase, 29 % of the respondents are influenced by Self and remaining, 02 % of the respondents are influenced by Others reference. Majority of the respondents are influenced by the Friends to purchase Mobile.
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Graph - 9 Classification of respondents on the basis of their reference to purchase
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Table - 10 Classification of respondents on the basis of their opinion towards promoting a brand through different Medias. Total respondents 100: Sl. No. 1 2 3 4
Media T V Ads Radio Print Hoardings Total
No of Respondents 47 21 18 14 100
Percentage 47 % 21 % 18 % 14 % 100
Interpretation: The above table interprets that 47 % of the respondents are given opinion to promote Brand by TV, 21 % of the respondents are given opinion to promote Brand by Radio, 18 % of the respondents are given opinion to promote Brand by Print remaining 14 % of the respondents are given opinion to promote Brand by Hoardings. Majority of respondents are given their opinion towards promoting a brand by TV Media
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Graph - 10 Classification of respondents on the basis of their opinion towards Promoting a Brand through different media.
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Table - 11 Classification of respondents on the basis of their opinion towards Brand is important to make a purchase. Total respondents 100: Sl. No. 1 2
Opinion Yes No Total
No of Respondents 53 47 100
Percentage 53 % 47 % 100
Interpretation: The above table interprets that 53 % of respondents are given opinion towards Brand is important to make purchase. 47 % of respondents are given opinion towards Brand is not important to make purchase. Majority of respondents are given importance to brand.
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Graph - 11 Classification of respondents on the basis of their opinion towards Brand is important to make a purchase.
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Table - 12 Classification of respondents on the basis of their opinion towards Brand Samsung is influenced their purchase. Total respondents 100: Sl. No. 1 2
Opinion Yes No Total
No of Respondents 53 47 100
Percentage 53 % 47 % 100
Interpretation: The above table interprets that the 53 % of respondents are given their opinion that Brand Samsung influence their purchase. Remaining 47 % of the respondents are not influenced by the Brand Samsung. Majority of the respondents are influenced by the “Brand Samsung”.
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Graph - 12 Classification of respondents on the basis of their opinion towards Brand Samsung is influenced their purchase.
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Table - 13 Classification of respondents on the basis of their opinion as they hear the Brand name ‘Samsung’ Total respondents 100: Sl. No. 1 2 3 4
Reasons Music Punchline Brand Ambassador Theme of Advertising Total
No of Respondents 25 27 13 35 100
Percentage 25 % 27 % 13 % 35 % 100 %
Interpretation: The above table interprets that the 25 % of respondents are given their opinion that as they hear Brand Samsung they like Music, 27 % of respondents are given their opinion that as they hear Brand Samsung they like Punch line, 13 % of respondents are given their opinion that as they hear Brand Samsung they like Brand Ambassador and 35 % of respondents are given their opinion that as they hear Brand Samsung they like Theme of Advertising. Majority of the respondents are given their opinion that they like theme of advertising as they hear brand name “Samsung”.
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Graph - 13 Classification of respondents on the basis of their opinion as they hear the Brand name ‘Samsung’
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Table – 14 Classification of respondents on the basis of their preference towards Samsung Total respondents 100: Sl. No. 1 2 3 4 5 6
Reasons Samsung as a Popular Brand Service Price Offers and schemes Easy to purchase Others Total
No of Respondents 25 32 13 13 12 05 100
Percentage 25 % 32 % 13 % 13 % 12 % 05 % 100 %
Interpretation: The above table interprets that the when respondents were asked their usage preference towards Samsung. 25 % of the respondents said, they like the Samsung as a popular Brand. 32 % of the respondent said they like the service provided by the Samsung. 13 % of the respondents said they were motivated by price, 13 % of respondents said they like the offers and schemes and 12 % of the respondents said that is easy to purchase and 5 % of the respondents said they used Samsung due to other reasons. Majority of the respondent usage preference towards Samsung, because of Service and Brand.
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Graph - 14 Classification of respondents on the basis of their preference towards Samsung
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Table - 15 Classification of respondents on the basis of their opinion towards the Brand Ambassador to promote a product Total respondents 100: Sl. No. 1 2
Opinion Yes No Total
No of Respondents 45 55 100
Percentage 45 % 55 % 100 %
Interpretation: The above table interprets that 45 % of the respondent said that Brand Ambassador is necessary to promote a product. 55 % of the respondent said that Brand Ambassador is not necessary to promote a product. Majority of the respondents are given their opinion that brand ambassador is not necessary to promote a product.
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Graph - 15 Classification of respondents on the basis of their opinion towards the Brand Ambassador to promote a product.
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Table - 16 Classification of respondents on the basis of their opinion towards the Brand “Samsung” Total respondents 100: Sl. No. 1 2 3
Brand Samsung Suggestive Appropriate Easy to Total
No of Respondents 35 29 36 100
Percentage 35 % 29 % 36 % 100 %
Interpretation: The above table interprets that 35 % of the respondents given importance that Samsung brand is suggestive. 29 % of the respondents given importance that Samsung brand is Appropriate and 36 % of the respondents given importance that Samsung brand is Easy to Majority of the respondent’s given their opinion that Samsung brand is Suggestive & Easy to .
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Graph - 16 Classification of respondents on the basis of their opinion towards the Brand “Samsung”
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Table - 17 Classification of respondents on the basis of their opinion towards the Brand “Samsung” is not the name of the product but image created for the service. Total respondents 100: Sl. No. 1 2
Opinion Agree Disagree Total
No of Respondents 63 37 100
Percentage 63 % 37 % 100 %
Interpretation: The above table interprets that 63 % of the respondents agreed that Samsung brand is not the name of the product but image created for the service. And 37 % of the respondents are disagreeing that Samsung brand is not the name of the product but image created for the service. Majority of the respondents are agreed that “Samsung brand” is not the name of the product but image created for the service.
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Graph - 17 Classification of respondents on the basis of their opinion towards the Brand “Samsung” is not the name of the product but image created for the service.
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Table - 18 Classification of respondents on the basis of their identification of the Brand Samsung through Punchline “Everyone’s invited or its hard to imagine”. Total respondents 100: Sl. No. 1 2
Opinion Yes No Total
No of Respondents 49 51 100
Percentage 49 % 51 % 100 %
Interpretation: The above table interprets that 49 % of the respondent identify the brand Samsung through Punchline ‘Express Yourself” and 51 % of the respondents are not able to identify the brand Samsung through Punchline ‘Everyone’s invited or its hard to imagine”. Majority of the respondents are not identifying the brand Samsung through Punchline “Everyone’s invited or its hard to imagine”.
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Graph - 18 Classification of respondents on the basis of their identification of the Brand Samsung through Punchline “Everyone’s invited or its hard to imagine”.
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Table - 19 Classification of respondents on the basis of their opinion towards the Samsung retail outlet in creating the brand image. Total respondents 100: Sl. No. 1 2
Opinion Yes No Total
No of Respondents 58 42 100
Percentage 58 % 42 % 100 %
Interpretation: The above table interprets that 58 % of the respondent agreed that Samsung retail outlet creates the brand Image and 42% of the respondent agreed that Samsung retail outlet not creates the brand Image. Majority of the respondents are agreed that Samsung retail outlet creates the brand Image.
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Graph - 19 Classification of respondents on the basis of their opinion towards the Samsung retail outlet in creating the brand image.
‘
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Table - 20 Classification of respondents on the basis of their opinion towards Brand Samsung establish a relationship based on love to collect loyal consumers. Total respondents 100: Sl. No. 1 2
Opinion Yes No Total
No of Respondents 73 27 100
Percentage 73 % 27 % 100 %
Interpretation: The above table interprets that 73 % of the respondents are given positive opinion towards Brand Samsung about relationship to collect loyal consumers, and remaining 27 % respondents are given Negative opinion towards brand Samsung about relationship to collect loyal consumers. Majority of the respondents are given the importance towards relationship to collect loyal consumers by brand Samsung.
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Graph - 20 Classification of respondents on the basis of their opinion towards the Brand Samsung establish a relationship based on love to collect loyal consumers.
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Table - 21 Classification of respondents on the basis of their opinion towards ment plays a vital role in developing the brand. Total respondents 100: Sl. No. 1 2
Opinion Yes No Total
No of Respondents 80 20 100
Percentage 80 % 20 % 100 %
Interpretation: The above table interprets that 80 % of the respondents are given positive opinion towards ment plays a vital role in developing the brand, and 20 % of the respondents are given negative opinion towards ment plays a vital role in developing the brand. Majority of the respondents are given the importance ment plays a vital role in developing the brand.
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a. If Yes, Which Media. Sl. No. 1 2 3 4
Media TV Hoarding Print Radio Total
No of Respondents 42 12 29 17 100
Percentage 42 % 12 % 29 % 17 % 100 %
Majority of the respondents are given the importance television ment plays a vital role in developing the brand
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Graph - 21 Classification of respondents on the basis of their opinion towards ment plays a vital role in developing the brand.
a. If Yes, Which Media
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Table - 22 Classification of respondents on the basis of their opinion about Brand with service provided by Samsung Total respondents 100: Sl. No. 1 2 3 4
Opinion Very good Good Satisfactory Poor Total
No of Respondents 29 43 18 10 100
Percentage 29 % 43 % 18 % 10 % 100 %
Interpretation: When the respondents asked about their opinion towards brand with service provided by Samsung, 29 % of the respondents said that it was very good, 43 % of the respondents said that it was good, 18% of the respondents said that it was satisfied and 10% of the respondents said that it was poor. Majority of the respondents said that the brand with service provided by Samsung is good.
Graph - 22
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Classification of respondents on the basis of their opinion about Brand with service provided by Samsung.
FINDINGS After general survey and introduction with the Samsung s it was found.
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That most of the respondents own mobile. That most of the respondents were between the age group of 20 to 40 years. That the male s were more in number compared to the female s. That most of the respondents were from middle and upper middle class. That most of the respondents are from working class. That majority of the respondents are aware of Samsung mobile. That the majority of the respondents are using Samsung mobile connection only. That the majority of the respondents are influenced to purchase by TV Ads. That most of the respondents are never too switched over to other brand. That majority of the respondents have given opinion to promote a brand through TV. That the majority of the respondents give importance to brand for any purchase. That the majority of the respondents influenced their purchase by brand Samsung. That the majority of the respondents liked ment as they hear “Brand Samsung”. That the majority of the respondents bought Samsung mobile connection because of popularity in brand and service. That the majority of the respondents are in favour of that brand ambassador is not necessary to promote a brand. That the majority of the respondents express that Samsung brand is easy . That the majority of the respondents struck to Samsung mobile connection as not a name but because of its brand image. That the majority of the respondents couldn’t identify brand “Samsung” through the Punchline “Express Yourself”. That the majority of the respondents are agreed to that Samsung retail outlet creates brand image. That the majority of the respondents are expressed advertising is important for a brand. That the majority of the respondents are in the favour of brand with service given by Samsung is good.
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SUGGESTIONS Samsung conduction survey, collection and always of gathers data and interaction with s, it is suggested. That Samsung should make their plans more economical for all classes. That Samsung should focus on the age group of 50 and above. That Samsung should chalk out new plans to attract more female s. That Samsung should make new and lucrative strategies and schemes separately for students and pensioners to make them brand loyal. That Samsung should keep on bringing out new time attractive offers and schemes to increase brand value. That Samsung should bring ment in print media and audio to attract more consumers towards brand. That Samsung should focus more on music, theme of advertising than the brand ambassador. That no doubt Samsung has more visual identity, but it should work to create strong brand identity. That no doubt Samsung has a colorful ment where it should focus more on the words “Express Yourself” which is a part of the brand identity. That no doubt Samsung is a popular brand s it should creates brand identity extends to rural and remote areas too.
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CONCLUSIONS It is concluded that the overall field of Samsung is appreciable, in the prevailing cut threat competition among the powerful telecom industry it appeared that Samsung has not only entered play but to win and indeed it has one. If Samsung continues its brand identify, awareness, image and service as it is doing now it would not be exaggerating Samsung may force other brands vanish from the market. It appears that the brand Samsung has no doubt made these mobile handsets available in the hands of people of all walks, but with an eye on monetary gain. It is a privilege to flash or own a brand Samsung mobiles, it has become an identity of pride and fashion. The growth of Samsung was graphically ascending but steadily spreading its wings all over the market with uniformity. The Samsung brand enables customer to identify so well that he is tempted to levy it again. There by setting him to be among the upper and privilege class. Brand awareness of the Samsung mobile it as such providing ideas, feelings to a common man to enjoy the service. Samsung is boom bridging the long distance eliminating the feeling of separation. Samsung Enterprise is enjoying a virtual monopoly as it has made a very good place for itself in the competitive market. “Samsung has swept the market in a true sense”
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Bibliography: www.samsung.co.in. www.idoub.com www.slideshare.com www.economictimes.com www.etnow.com
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ANNEXURE QUESTIONNAIRE
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1. Introduction to Brand awareness
3
2. Types of brands
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3. Need for study
10
4. statement of the problem
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5.
12
Objectives of the Study
6. Plan of analysis
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7. Industrial Background of the study
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8. Company profile
20
9. Origin of the Organization
24
10. Services offered by the Company
31
11. Growth of the company
38
12. Survey Reports
39
13. Findings
81
14. Suggestions
84
15. Conclusion
85
16. Bibliography
86
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Abstract: Today the world economy has undergone a radical transformation in the last two decades. The companies are emerging at the faster level. The technology and advances have permitted companies to widen substantially both the Markets and suppliers sources. Now as companies are emerging with their new products, marketing has become exuberant activity in expanding the market globally. Marketing starts with human need and wants. It is a human activity directed at satisfying needs and wants through exchange process. Marketing management deals with identifying and meeting human and social needs. It is basically a meeting needs profitability. In other words we can say that “It is the process of planning and executing conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals”. The aim of marketing is to know and understand the customer so well, that the product or service fits him and sells itself. It acts as an instrument to lift up the standard and life style of the economy with the help of marketing; we are able to get the products at our doorstep at our choice and needs. The whole economy would be sluggish if marketing did not exist. Marketing is of critical importance because it maintains stability in the economic condition. Marketing is an existing, dynamic and contemporary field. It is recognized as the most significant activity in the society. Marketing has a widest connection which includes in its fold selling, buying, Transportation, warehousing, pricing and packaging. All these activities geared up together to reach strong preferences for particulars “BRAND AWARENESS” As such today’s companies are facing the toughest competition everywhere marketing is playing a very important role.
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INTRODUCTION TO BRAND AWARENESS With the opening of the market or the post liberalization period has resulted in many companies entering the markets with offerings of their goods and services. In the earlier stages of economic revolution consumer had to accept what the manufacturer has produced. But today’s consumers are much more educated, demanding, expect lot more to suit their ever changing life styles. There by their quality expectations have been elevated from time to time in order to rebuild it-self around its customer. The manufacturer should be able to satisfy, with the type of product and services to match the ever-changing customer requirements. In developing a marketing strategy for products, the sellers have to confront the branding decision. Brand is a major issue in product. Customers have strong preference for particular versions and brands of basic goods and services. The manufactures eventually learn that market power lies with the brand name companies. Consumers buying decisions are influenced by the brand. In this competitive world, the “Brand plays an important role and a brand is very prominent asset owned by an organization. Brand is endowed with awareness, perceived quality, associations and brand loyalty. Brand is presented as creative idea. A brand is a promise of the seller to deliver a specific set of benefits or attributes or services to the buyer. Brand represents a level of quality. Meaning A Brand is symbol, a mark, a name that acts as a means of communications which brings about an identity of a given product.
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A Brand in short is an identifier of the seller or the maker. A brand name consists of words, letter or numbers that can be vocalized. Brand mark is the visual representation of the brand like a symbol, design, distinctive coloring or lettering. Brand creates a bond between the customer and a product. Definition: According to American marketing association “A Brand is defined as a name, item, sign, symbol or special design or some combination of these elements that is intended to identify the goods or services of one seller or a group of sellers. A brand differentiates these products from those of competitors. In the word of Philip kotler “A brand is a name, term, sign, symbol or design or combination of them. Intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. Role of Branding In today’s world brand names come to create identify to distinguish one product from another. The following points to pin down its precise role.
Brand is a massive asset: Brand is an intangible asset, because it is impossible to duplicate brand name.
Brand is promotional tool: The product differentiation is done by a brand through sales promotion.
Brand is a weapon to protect Market: A consumer has tried and liked a product, the brand enables him to identify the product and repeat the purchase.
Brand is antidote for middle men’s survival: The class of middle man always tends to go for a successful brand.
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Brand is a means of identifications of customers: Brand is the easiest way of identifying product or service by customers.
A brand can convey the consumers through six levels as shown below:
Brand Conveying the Consumer Attributes Benefits Values Culture Personality Attributes: a brand first brings to mind certain attributes for a particular product. Benefits: consumers are buying benefits of the product with brand. Values: the brand tells about values which says same thing about the product values. Culture: the brand represents a different culture. Personality: a brand project a personality which can be person, animal or object. : the brand suggests its own target audience to use the product.
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Brand Awareness of the Product Aware of brand, when its presence is ed in the mind of consumers. The level of awareness can range from mere recognition to recall to top of mind to dominant. The company is spending money to keep brand in consumer’s memory. A strong brand awareness means easy acceptance of new products. Brand with strong awareness can brought and sold to create brand name with enduring strength. An organization can put its customer awareness, identify and develop it further to build strong brand. It is enhanced by creating a brand loyalty and establishing brand identity of a product. Brand awareness is asset which brand managers create and enhance to build brand equity. It is related to the nature and features of product. It leads to brand strength which is constituted by measuring the variable like leadership, stability, Market, geographic, trend, and protection etc… Creating brand awareness with the use of advertising, promotion event management etc… a different brand has different kind of awareness which retains recognition. Brand awareness satisfies a need of the consumer. A consumer as aims, ambitions, motivation drives and desire. Consumer feels more powerful when he uses the brand. Satisfactions or preference for a brand shows how loyal the consumer is likely to be brand. Now a day’s consumers are experience with brand awareness for different product, where the consumers expectations levels are increased towards brand, product etc…
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INDUSTRY PROFILE Digital technology leader, Samsung India Electronics Ltd., a subsidiary of the US$55.2 billion recognized as one of the fastest growing brands. It has been operating in India since 1995. Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies. Employing approximately 123,000 people in 93 offices in 48 countries, the company consists of five main business units: Digital Appliance Business, Digital
Media
Business, LCD
Business, Semiconductor
Business
and
Telecommunication Network Business.
Samsung Electronics is a leading provider of high tech Consumer Electronics, Home Appliance, IT and Telecom Products in the country. It is the world's largest producer of color monitors, colorTVs, memory chips and TFT-LCDs. In its tenure of over 10 years in the country, Samsung India has set up manufacturing facilities for Colour Televisions, Microwave Ovens, Washing machines, Air conditioners, Color Monitors and more recently, Refrigerators in the country. All the facilities are located at its Manufacturing Complex at Noida, Uttar Pradesh. The Company set up a Software Technology Park for Digital Visual Display Products at Noida in the year 2002. In the year 2004, Samsung India has been made the Regional Headquarters for Samsung operations in South West Asia.
Vision Samsung India's Vision entails helping people improve the quality of their lives by providing them with superior quality, state-of-the-art technology products at the right time and the right price. But beyond its role as a purveyor of quality products in India, Samsung seeks to contribute to the economic growth of the country though its export commitments and large scale production facilities generating secured
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employment
for
hundreds
of
Indian
people.
At Samsung, we strive to contribute to the development of the electronics and components industry in India by enhancing the knowledge levels of our workforce through the introduction of our advanced management systems and production know-how in our manufacturing facilities by introducing our Indian vendors to our world class quality systems and helping them in improving them in their own quality systems and production processes and setting benchmarks for the industry both in of after sales service for our products, quality systems and management techniques at our facilities or our products themselves. At Samsung, we believe in returning to the community some of the profits we earn from it, through the social causes we espouse. We view ourselves not as an MNC operating in India, but as an 'Indian Company' operating here, conforming to the laws of the country and committed to working for the Indian community. We want and to be seen as the 'Most Respected' Indian Company.
Value & Philosophy
What makes SAMSUNG one of the world's leading companies? Ever since it was founded in 1938, SAMSUNG has continually refined its mission statement to respond both to change in itself and in the world: "Economic contribution to the nation," "Priority to human resources," "Pursuit of rationalism." Each slogan represents significant moments in SAMSUNG's history, reflecting different stages of the company's growth from a domestic industrial leader into a global consumer electronics powerhouse.
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Our Management Philosophy "We will devote our human resources and technology to create superior products and services, thereby contributing to a better global society." Our management philosophy represents our strong determination to contribute directly to the prosperity of people all over the world - a single human society. Key to our efforts is our own people, whose talent and creativity are dedicated to doing their best at all times. Technology also plays an important role in making it possible to achieve higher standards of living. And superior products and services are what we are all about. We believe that the success of our contributions to society and to the mutual prosperity of people across national boundaries truly depends on how we manage our company. Thus, we challenge the world to create the future with our customers. Our determination is growth - a perpetual challenge - but always working within the context of cooperation and inclusion of our customers.
Research & Development The company’s thrust on Product Innovation and R&D have given the company a competitive edge in the marketplace. Samsung has set up Samsung India Software Centre (SISC) and Samsung India Software operations unit (SISO) for software development at Noida and Bangalore respectively. While the Samsung India Software Centre in developing software solutions in Samsung’s global software requirements for hi-end television like Plasma and LCD TVs, SISO is working on major projects for Samsung Electronics in the area of telecom: wireless terminals and infrastructure, Networking, SoC (System on Chip) Digital Printing and other multimedia/digital media as well as application software. In addition to working on global R&D projects, SISO is also helping Samsung India’s CDMA business by focusing on product customization for the Indian market. While the Samsung India R&D Centre has around 300 employees, SISO currently employs over 800 highly skilled professionals.
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With an investment of over USD 100 million, SISO is charting out major growth plans in the country, with its current focus being in the 4G & Multimedia area. SISO has already applied for 145 patents based on the software development carried out here in India. In fact, SISO has a special Intellectual Property Team working on securing Patents for its breakthrough projects. SISO plans to continue its focus on Multimedia & Protocol development; build a strong competency in technology and focus on WCDMA technology and Interface. Samsung India is also carrying out Hardware R&D at its Noida R&D Centre. The focus of the R&D Centre is to customize both Consumer Electronics and Home Appliance products to better meet the needs of Indian consumers. From colour televisions designed for higher sound output, to washing machines with special ‘Saree Wash Course’, DNIe vision series of Flat CTVs especially designed for the Indian market to Samsung mobiles with regional language menus, the Samsung R&D Centres in India are helping the company to continuously innovate and introduce products customized for the Indian market.
WIRELESS INFRASTRUCTURE
Overview Architecture point of view,UMTS logically is divided into CS Domain and PS Domain. CS Domain refers to the set of all CN entities offering CS type of connection for traffic as well as all the entities ing related signaling. PS Domain refers to the set of all CN entities offering PS type of connection for traffic as well as all the entities ing related signaling. The network elements MSC and GMSC belongs to CS domain whereas the elements SGSN and GGSN belongs to PS domain.
UMTS UMTS Core Network is a Third Generation (3G) mobile communications systems being developed by Samsung within the framework defined by the ITU and known as IMT-2000. UMTS will deliver low-cost, high-capacity mobile communications offering data rates as high as 2Mbit/sec under stationary conditions with global roaming and other advanced capabilities.
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3G core network system enables s to transmit voice, data, and even moving images. In order to realize these services, 3G improves the data mission speed up to 144Kbps in a highspeed moving environment, 384Kbps in a low-speed moving environment, and 2Mbps in a stationary environment. 3G provides services like Internet connection, transmission of largescale data and moving contents photographed by digital cameras and videos, and software ing. Architecture point of view, logically is divided into CS Domain and PS Domain. CS Domain refers to the set of all CN entities offering CS type of connection for traffic as well as all the entities ing related signaling. PS Domain refers to the set of all CN entities offering PS type of connection for traffic as well as all the entities ing related signaling. The network elements MSC and GMSC belongs to CS domain whereas the elements SGSN and GGSN belongs to PS domain. The concept of 3G wireless technology represents a shift from voice-centric services to multimedia-oriented (voice, data, video, fax) services. Heavy demand for remote access to personalized data is fueling development of applications, such as the Wireless Application Protocol (WAP) and multimedia management, to complement the 3G protocols.
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COMPANY PROFILE: Established in 1991, the firm holds vast experience in the field of computers, peripherals and Government projects still preserving the motto to explore new horizons. Making great strides in the field of Information Technology, Ascent E-Digit Solutions offer e-solutions and products of leading companies like Samsung, Sony, HCL, Wipro, Acer, Toshiba, Optoma, Lenovo, Benq, APC, Belkin and Luminous in retails and Distribution mode to many sectors, and giving the customers their pile of profit. Over 1500 employees working under the guidance of an expert board of directors.We mainly focus on Government products and provide IT solution for Corporate and Educational Institutions. Our diverse workforce has ever pushed for a more customer satisfaction and thus ensures a pleasant buy and service experience. Awards and Achievements: Ascent endeavors to induce teamwork and thus ensures to offer better solutions and enhanced business experience. With profound ability in the field, we honor our employee by giving rewards and recognitions, to bring out groundbreaking technologies, wherein our most important consideration being customer satisfaction. The awards and certifications we have bagged from IBM, Samsung, Acer, Wipro and Sony, etc., best expresses our strengths. We are elated to disclose the associations and organizations that have bestowed us with the awards
Best Crowd Pulling Award in the year 1998
Computer Fair Best Web reseller Excel lance Award - 1998
Best Reseller award for System Integration in 1999
MICROTEK Best Performance Award in the years 1999,2000,2001
Best Stall Award in the year 2000 Computer Fair
CRN Reseller Developing Market Award in the years 2000-2001,2001-2002
IBM Best Competitive Breakthrough Partner – 2005
Lenovo Best Business Partner of the year 2006 – 2007
DQ Week Award for Best Channel Partner from the year 2007-2012
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Samsung Best Upcountry Partner for south India 2010
CRN India's Best Enterprise VAR -2012
Ethics & Compliance : A positive vibe is to promote strong ethical standards in giving right solutions to the end customer. Before introducing the product to the end- complete verification is carried out for the products. Our expertise only deals with ISO certified products which include more MNC brands.
Alliances & Partners : In parallel with the expansion, Ascent identifies ways of triggering technological growth through its partners. With long-standing relationship with partners and alliances, we pursue new trends of technology and are set out to bring a seamless solution for our clients’ IT requirements. Glance at our association with various s
Long time partnership with ELCOT for supplying few of the IT products.
Regional Distributor for WIPRO
Regional Distributor for SONY, BENQ PROJECTORS, WIPRO, SAMSUNG PRINTER products.
Authorized Service Provider for Wipro, ACER, EPSON & SAMSUNG Products.
Toshiba I-Shop
ACER Business partner
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Microsoft Certified Partner
IBM Business Partner
LENOVO Business Partner
Star Elite Partner for SONY Vaio Laptops.
REVIEW OF LITERATURE Review of literature shows the previous studies carried out by the researcher in this field. Previous studies are reviewed in order to gain insight into extent of research. The research problem can be more understood and made specific referring to theories, reports, records and other information made in similar studies. This will provide the researcher with the knowledge on what lines the study should proceed and serves to narrow the problem. The main objective of the study is to measure Brand Awareness of TNPL products among the people and the reviews are as follows: Brand A traditional definition of a brand was: “the name associated with one or more items in the product line, that is used to identify the source of character of the item(s)” (Kotler, 2000). The American Marketing Association (AMA) definition of a brand is “a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors” Brand Equity (Rooney, 1995) defines brand equity as a set of assets and liabilities linked to a brand’s name and symbol that adds to or subtracts from the value provided by a product or service to a customer. However, many factors can be attributed to the value of the brand for example awareness, recall and recognition. Brand equity as a differentiating factor that can influence consumers’ response to brand’s marketing activities. In an attempt to define the relationship between customers and brands, the term brand equity in the marketing literature emerged
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There have been different perspectives or considering brand equity; the customer-based perspectives, the financial perspectives and combined perspectives. The first perspective of brand equity is from a financial market’s point of view where the asset value of a brand is appraised (Farquhar, 1991). Customer-based brand equity is evaluating the consumer’s response to a brand name (Keller, 1993). While this study focus on the customer based perspectives.
1. Brand Awareness Aaker (1991) defines brand or name awareness as “the ability of a potential buyer to recognise or recall that a brand is a member of a certain product category.” Therefore it is important that a link between product class and brand is implicated because the scope of brand awareness is very wide, ranging from an unsure sensation that the brand name is recognised, to a conviction that it is the only one in the product class. Brand awareness refers to the strength of a brand’s presence in the consumer’s mind. It is a measure of the percentage of the target market that is aware of a brand name . Marketers can create awareness among their target audience through repetitive advertising and publicity. Brand awareness can provide a host of competitive advantages for the marketer. These include the following:
Brand awareness renders the brand with a sense of familiarity. Name awareness can be a sign of presence, commitment and substance. The salience of a brand will decide if it is recalled at a key time in the purchasing
process. Brand awareness is an asset that can be inordinately durable and thus sustainable. It may be extremely difficult to dislodge a brand that had achieved a dominant awareness level. Brand awareness is vitally important for all brands but high brand awareness without an understanding of what sets one apart from the competition does one virtually no good.
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Brand awareness is measured according to the different ways in which consumers a brand, which may include brand recognition, brand recall, top of the mind brand and dominant brand.
Brand recognition: It related to consumers’ ability to confirm prior exposure to that brand when given the brand a cue. It requires that consumers can correctly
discriminate the brand as having been previously seen or heard. Brand recall: Brand recall relates to consumers’ aptitude to retrieve the brand from memory given the product category, the needs fulfilled by the category or a purchase or usage situation as a cue. It requires consumers to correctly generate the brand from
memory when given a relevant cue. Top-of-mind brand: This is the brand name that first comes to mind when a
consumer is presented with the name of a product classification. Dominant Brand: The ultimate awareness level is brand name dominance, where in a recall task; most consumers can only provide the name of a single brand.
According to Aaker (1996), for new or niche brands, recognition can be important. For well-known brands recall and top-of-mind are more sensitive and meaningful. Brand knowledge and brand opinion can be used in part to enhance the measurement of brand recall.
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NEED FOR THE STUDY Today costumers are facing a growing range of choice in the different brands of products and services. They are making their choice on the basis of their perceptions of brand, quality service and value. Companies need to understand the rapid growth of global market place. Where, the companies should choose brand names with an eye to their global reach. This study is not concerned only with brand awareness but deals also with other facts. It includes a wide preview of
From where did they come to know about the product?
Did they feel that the brand is important to purchase?
If given, would they like to purchase same brand product again?
Did they feel that the branded product matches their expectations?
How the brands influence the market?
How relevant the brand towards trend?
Do brand suggestive to the products?
Are they satisfied with the brand, price, quality etc…?
These questions will help in understanding better, what factor influence the people about brand awareness? The marketers have realized that they have to take technical decisions concerning the brand to cater to the needs of the consumers to develop brand identify and brand position. The company must understand how their consumers perceive brand, quality and how much they expect. Therefore, it becomes very necessary to understand, analyze and evaluate the brand awareness in a systematic manner and act accordingly for existence.
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STATEMENT OF THE PROBLEM In the emerging knowledge based economy it has become necessary to know how much market power lies with the brand name. The study of brand awareness is essential in marketing planning. Customer needs and preferences keep changing where brands ultimately command customer’s loyalty. The realistic side of the problem is to know the acceptance level of the brand awareness towards the product. This study will help us to understand the brand awareness and what problems are being faced by the consumers, to which appropriate measures to be taken to solve the problems. This project has mainly been taken up to understand the brand awareness, buying motives to ensure the “Brand awareness towards Samsung” apart from this, it is to understand the new opportunities in the market for the improvement of brand awareness and sales towards the products
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OBJECTIVES OF THE STUDY
To identify the consumer needs.
To know the brand image Samsung.
To measure the brand image towards Samsung.
To know the consumer attitude and demand towards the brand Samsung.
To find opinion about brand and service provided by Samsung.
To find the effectiveness of ment in developing the brand Samsung.
To know the consumers reaction towards brand Samsung. in respect of price, offers etc…
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SCOPE OF THE STUDY
The study plays a very important role in market research. It also helps to understand and identify the human action towards brand.
The information thus gathered by conducting a systematic market research would help to finding out the brand awareness of the consumers.
This study was mainly focused towards people of Erode who belong to different age group and reside in different localities, in order to find out their preference given to particular brand.
LIMITATIONS OF THE STUDY
The study is restricted to some areas of Erode city.
The findings of the study are based on the assumption that the respondents divulged correct information.
The study is relevant only to present situation and not to future.
Bias and unwillingness of certain respondents to answering some questions may hinder the study.
The study is time bound, due to rapid changes in the market, expectation level of consumer’s, introduction of new products.
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The study may not be applicable over a period of time
RESEARCH METHODOLOGY Data is the information collected from various sources. It is concerned with gather accurate and proper knowledge about the problem that is in hand. Formally there are 2 types of gathering information namely primary data and secondary data. Data collection mode: Two methods have been used to collect the relevant data, which are essential for the study, they are: Primary Data: data is collected to obtain desired information through structured questionnaire. Secondary Data: it is compiled through books, magazines, newspapers and internet etc…
Sampling plan: A small selection of the large group which is taken for interviewing is called sampling. A sample is taken representative and adequate which gives proper information. In order to study “brand awareness towards Samsung” the following sampling plan was adopted. Sample size: A sample size of hundred was taken in order to carry the study. Sampling unit:
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For this survey the target population consisted of people residing in various localities of Erode between the age group 20-40 who are the s of Samsung. Instrument of data collection is questionnaire.
Sampling technique: A simple random technique was adopted to select the representative sample from the sampling unit. DATA COLLECTION Data for this study is collected from both primary and secondary data.
PRIMARY DATA
The primary data is collected through a structured questionnaire which was prepared to interview the respondents.
SECONDARY DATA The secondary data was collected through discussion with officials of the company to
get general information; data was also collected from newspapers, books, magazines, company records and internet etc…
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PLAN OF ANALYSIS The data is collected from both primary and secondary sources and also been tabulated in the form of tables and drawn in to graphs depicting the various finding significantly. The data collected through questionnaire are analyzed in detail and divided in to various categories of preferences and conclusion are drawn on the possible changes are causes for brand preference and market share is given based on the research study.
ANALYSIS AND INTERPERTATION: Table -1 Classification of respondents of the basis of their age group Total respondents 100:
Sl. No.
Age Group
No of Respondents
Percentage
1 2 3 4
20 – 30 30 – 40 40 – 50 50 & Above
50 25 20 05
50 % 25 % 20 % 5%
Total
100
100 %
Interpretation The above table interprets that 50% of the respondents belong to the age group of 20 30 years. 25% of the respondents belong to the age group of 30 – 40 years. 20 % of the
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respondents belong to the age group of 40 – 50 years and the remaining 5 % belong to the age group 50 and above. Majority of respondents are between the age group of 20-40 yrs Graph - 1 Classification of the respondents on the basis of their age group
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Table -2 Classification of respondents on the basis of their sex Total respondents 100:
Sl. No.
Sex
No of Respondents
Percentage
1
Male
67
67 %
2
Female
33
33 %
Total
100
100 %
Interpretation The above table interprets that the male respondents form 67 % and the female respondents are form 33 %. Male respondents form the opinion group being comparatively more than the female respondents.
25
Graph -2 Classification of respondents on basis of their sex
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Table - 3 Classification of the respondents on the basis of their Occupation Total respondents 100:
Sl. No. 1
Occupation Working
No of Respondents 70
Percentage 70 %
2
Non Working
30
30 %
Total
100
100 %
Interpretation The above table interprets that the working class constitutes 70 % and the non working class 30 % of the respondents. Majority of the respondents are form working class who use Samsung, apart this interesting to note that even non working class also use Samsung significantly.
Graph - 3
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Classification of the respondents on basis of their Occupation
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Table - 4 Classification of respondents on the basis of their monthly income Total respondents 100:
Sl. No. 1
Income <5000
No of Respondents 10
Percentage 10 %
2
5001 – 10000
40
40 %
3
10001 - 15000
23
23 %
4
15001 and above
27
27 %
Total
100
100 %
Interpretation The above table interprets that 10 % of respondents belong to the income group of less than 5000, 40 % of respondents belong to the income group of 5001 – 10000, 23 % of respondents belong to the income group of 10001 – 15000 and the remaining 27 % of respondents belong to the income group of 15001 and above. The above data indicates that most of the respondents belong to the middle and upper income group which play an important role in purchase of Samsung.
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Graph - 4 Classification of respondents on the basis of their monthly income
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Table - 5 Classification of respondents on the basis of owning a Samsung mobile Total respondents 100:
Sl. No.
Own a Mobile
No of Respondents
Percentage
1
Yes
93
93 %
2
No
07
07 %
Total
100
100 %
Interpretation The above table interprets that 93 % of respondents own a Samsung Mobile and 7 % of the respondents do not own a Samsung mobile. At present majority of the respondents own Samsung Mobile.
31
Graph - 5 Classification of respondents on the basis of owning a mobile
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Table - 6 Classification of respondents on the basis of their awareness towards different Mobile Handsets Total respondents 100:
Sl. No. 1
Mobile Handsets Samsung
No of Respondents 34
Percentage 34 %
2
Micromax
18
18 %
3
Nokia
23
23 %
4
Sony
22
22 %
5
Motorola
03
03 %
Total
100
100
Interpretation The above table interprets that 34 % of the respondents are aware of the brand Samsung, 18 % of the respondents are aware of the brand Micromax, 23 % of the respondents are aware of the brand Nokia, 22 % of the respondents are aware of the brand Sony and 3 % of the respondents are aware of the brand Motorola. Majority of the respondents are aware of Samsung.
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Graph - 6 Classification of respondents on the basis of their awareness towards different mobile connection
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Table - 7 Classification of respondents on the basis of their usage of other Mobiles other than Samsung. Total respondents 100: Sl. No. 1 2 3 4 5
Other Mobile Brands Samsung Nokia Sony Micromax Motorola Total
No of Respondents 51 15 20 12 02 100
Percentage 51 % 15 % 20 % 12 % 02 % 100
Interpretation The above table interprets that 51 % of the respondents are using Samsung, 15 % of the respondents are using Nokia, 20 % of the respondents are using Sony, 12 % of the respondents are using Micromax and 2 % of the respondents are using Motorola. Majority of the respondents are using Samsung Mobiles only.
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Graph - 7 Classification of respondents on the basis of their usage of other network other than Samsung
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Table – 8 Classification of respondents on the basis of their influence to purchase through different media Total respondents 100: Sl. No. 1 2 3 4 5
Media T V Ads Print Media Radio (FM) Hoardings Word of mouth Total
No of Respondents 25 27 08 12 28 100
Percentage 25 % 27 % 08 % 12 % 28 % 100
Interpretation The above table interprets that 25 % of the respondents are influenced to purchase by TV Ads, 27 % of the respondents are influenced to purchase by Print Media, 08 % of the respondents are influenced to purchase by Radio (FM), 12 % of the respondents are influenced to purchase by Hoardings, 28 % of the respondents are influenced to purchase by Word of mouth. Majority of the respondents are influenced to purchase by TV Ads, Print Media and Word of mouth.
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Graph - 8 Classification of respondents on the basis of their influence to purchase through different media
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Table - 9 Classification of respondents on the basis of their reference to purchase Total respondents 100: Sl. No. 1 2 3 4 5
Reference Family Dealers Friends Self Others Total
No of Respondents 15 21 33 29 02 100
Percentage 15 % 21 % 33 % 29 % 02 % 100
Interpretation: The above table interprets that 15 % of the respondents are influenced by Family to purchase, 21 % of the respondents are influenced by Dealers to purchase, 33 % of the respondents are influenced by Friends to purchase, 29 % of the respondents are influenced by Self and remaining, 02 % of the respondents are influenced by Others reference. Majority of the respondents are influenced by the Friends to purchase Mobile.
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Graph - 9 Classification of respondents on the basis of their reference to purchase
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Table - 10 Classification of respondents on the basis of their opinion towards promoting a brand through different Medias. Total respondents 100: Sl. No. 1 2 3 4
Media T V Ads Radio Print Hoardings Total
No of Respondents 47 21 18 14 100
Percentage 47 % 21 % 18 % 14 % 100
Interpretation: The above table interprets that 47 % of the respondents are given opinion to promote Brand by TV, 21 % of the respondents are given opinion to promote Brand by Radio, 18 % of the respondents are given opinion to promote Brand by Print remaining 14 % of the respondents are given opinion to promote Brand by Hoardings. Majority of respondents are given their opinion towards promoting a brand by TV Media
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Graph - 10 Classification of respondents on the basis of their opinion towards Promoting a Brand through different media.
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Table - 11 Classification of respondents on the basis of their opinion towards Brand is important to make a purchase. Total respondents 100: Sl. No. 1 2
Opinion Yes No Total
No of Respondents 53 47 100
Percentage 53 % 47 % 100
Interpretation: The above table interprets that 53 % of respondents are given opinion towards Brand is important to make purchase. 47 % of respondents are given opinion towards Brand is not important to make purchase. Majority of respondents are given importance to brand.
43
Graph - 11 Classification of respondents on the basis of their opinion towards Brand is important to make a purchase.
44
Table - 12 Classification of respondents on the basis of their opinion towards Brand Samsung is influenced their purchase. Total respondents 100: Sl. No. 1 2
Opinion Yes No Total
No of Respondents 53 47 100
Percentage 53 % 47 % 100
Interpretation: The above table interprets that the 53 % of respondents are given their opinion that Brand Samsung influence their purchase. Remaining 47 % of the respondents are not influenced by the Brand Samsung. Majority of the respondents are influenced by the “Brand Samsung”.
45
Graph - 12 Classification of respondents on the basis of their opinion towards Brand Samsung is influenced their purchase.
46
Table - 13 Classification of respondents on the basis of their opinion as they hear the Brand name ‘Samsung’ Total respondents 100: Sl. No. 1 2 3 4
Reasons Music Punchline Brand Ambassador Theme of Advertising Total
No of Respondents 25 27 13 35 100
Percentage 25 % 27 % 13 % 35 % 100 %
Interpretation: The above table interprets that the 25 % of respondents are given their opinion that as they hear Brand Samsung they like Music, 27 % of respondents are given their opinion that as they hear Brand Samsung they like Punch line, 13 % of respondents are given their opinion that as they hear Brand Samsung they like Brand Ambassador and 35 % of respondents are given their opinion that as they hear Brand Samsung they like Theme of Advertising. Majority of the respondents are given their opinion that they like theme of advertising as they hear brand name “Samsung”.
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Graph - 13 Classification of respondents on the basis of their opinion as they hear the Brand name ‘Samsung’
48
Table – 14 Classification of respondents on the basis of their preference towards Samsung Total respondents 100: Sl. No. 1 2 3 4 5 6
Reasons Samsung as a Popular Brand Service Price Offers and schemes Easy to purchase Others Total
No of Respondents 25 32 13 13 12 05 100
Percentage 25 % 32 % 13 % 13 % 12 % 05 % 100 %
Interpretation: The above table interprets that the when respondents were asked their usage preference towards Samsung. 25 % of the respondents said, they like the Samsung as a popular Brand. 32 % of the respondent said they like the service provided by the Samsung. 13 % of the respondents said they were motivated by price, 13 % of respondents said they like the offers and schemes and 12 % of the respondents said that is easy to purchase and 5 % of the respondents said they used Samsung due to other reasons. Majority of the respondent usage preference towards Samsung, because of Service and Brand.
49
Graph - 14 Classification of respondents on the basis of their preference towards Samsung
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Table - 15 Classification of respondents on the basis of their opinion towards the Brand Ambassador to promote a product Total respondents 100: Sl. No. 1 2
Opinion Yes No Total
No of Respondents 45 55 100
Percentage 45 % 55 % 100 %
Interpretation: The above table interprets that 45 % of the respondent said that Brand Ambassador is necessary to promote a product. 55 % of the respondent said that Brand Ambassador is not necessary to promote a product. Majority of the respondents are given their opinion that brand ambassador is not necessary to promote a product.
51
Graph - 15 Classification of respondents on the basis of their opinion towards the Brand Ambassador to promote a product.
52
Table - 16 Classification of respondents on the basis of their opinion towards the Brand “Samsung” Total respondents 100: Sl. No. 1 2 3
Brand Samsung Suggestive Appropriate Easy to Total
No of Respondents 35 29 36 100
Percentage 35 % 29 % 36 % 100 %
Interpretation: The above table interprets that 35 % of the respondents given importance that Samsung brand is suggestive. 29 % of the respondents given importance that Samsung brand is Appropriate and 36 % of the respondents given importance that Samsung brand is Easy to Majority of the respondent’s given their opinion that Samsung brand is Suggestive & Easy to .
53
Graph - 16 Classification of respondents on the basis of their opinion towards the Brand “Samsung”
54
Table - 17 Classification of respondents on the basis of their opinion towards the Brand “Samsung” is not the name of the product but image created for the service. Total respondents 100: Sl. No. 1 2
Opinion Agree Disagree Total
No of Respondents 63 37 100
Percentage 63 % 37 % 100 %
Interpretation: The above table interprets that 63 % of the respondents agreed that Samsung brand is not the name of the product but image created for the service. And 37 % of the respondents are disagreeing that Samsung brand is not the name of the product but image created for the service. Majority of the respondents are agreed that “Samsung brand” is not the name of the product but image created for the service.
55
Graph - 17 Classification of respondents on the basis of their opinion towards the Brand “Samsung” is not the name of the product but image created for the service.
56
Table - 18 Classification of respondents on the basis of their identification of the Brand Samsung through Punchline “Everyone’s invited or its hard to imagine”. Total respondents 100: Sl. No. 1 2
Opinion Yes No Total
No of Respondents 49 51 100
Percentage 49 % 51 % 100 %
Interpretation: The above table interprets that 49 % of the respondent identify the brand Samsung through Punchline ‘Express Yourself” and 51 % of the respondents are not able to identify the brand Samsung through Punchline ‘Everyone’s invited or its hard to imagine”. Majority of the respondents are not identifying the brand Samsung through Punchline “Everyone’s invited or its hard to imagine”.
57
Graph - 18 Classification of respondents on the basis of their identification of the Brand Samsung through Punchline “Everyone’s invited or its hard to imagine”.
58
Table - 19 Classification of respondents on the basis of their opinion towards the Samsung retail outlet in creating the brand image. Total respondents 100: Sl. No. 1 2
Opinion Yes No Total
No of Respondents 58 42 100
Percentage 58 % 42 % 100 %
Interpretation: The above table interprets that 58 % of the respondent agreed that Samsung retail outlet creates the brand Image and 42% of the respondent agreed that Samsung retail outlet not creates the brand Image. Majority of the respondents are agreed that Samsung retail outlet creates the brand Image.
59
Graph - 19 Classification of respondents on the basis of their opinion towards the Samsung retail outlet in creating the brand image.
‘
60
Table - 20 Classification of respondents on the basis of their opinion towards Brand Samsung establish a relationship based on love to collect loyal consumers. Total respondents 100: Sl. No. 1 2
Opinion Yes No Total
No of Respondents 73 27 100
Percentage 73 % 27 % 100 %
Interpretation: The above table interprets that 73 % of the respondents are given positive opinion towards Brand Samsung about relationship to collect loyal consumers, and remaining 27 % respondents are given Negative opinion towards brand Samsung about relationship to collect loyal consumers. Majority of the respondents are given the importance towards relationship to collect loyal consumers by brand Samsung.
61
Graph - 20 Classification of respondents on the basis of their opinion towards the Brand Samsung establish a relationship based on love to collect loyal consumers.
62
Table - 21 Classification of respondents on the basis of their opinion towards ment plays a vital role in developing the brand. Total respondents 100: Sl. No. 1 2
Opinion Yes No Total
No of Respondents 80 20 100
Percentage 80 % 20 % 100 %
Interpretation: The above table interprets that 80 % of the respondents are given positive opinion towards ment plays a vital role in developing the brand, and 20 % of the respondents are given negative opinion towards ment plays a vital role in developing the brand. Majority of the respondents are given the importance ment plays a vital role in developing the brand.
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a. If Yes, Which Media. Sl. No. 1 2 3 4
Media TV Hoarding Print Radio Total
No of Respondents 42 12 29 17 100
Percentage 42 % 12 % 29 % 17 % 100 %
Majority of the respondents are given the importance television ment plays a vital role in developing the brand
64
Graph - 21 Classification of respondents on the basis of their opinion towards ment plays a vital role in developing the brand.
a. If Yes, Which Media
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Table - 22 Classification of respondents on the basis of their opinion about Brand with service provided by Samsung Total respondents 100: Sl. No. 1 2 3 4
Opinion Very good Good Satisfactory Poor Total
No of Respondents 29 43 18 10 100
Percentage 29 % 43 % 18 % 10 % 100 %
Interpretation: When the respondents asked about their opinion towards brand with service provided by Samsung, 29 % of the respondents said that it was very good, 43 % of the respondents said that it was good, 18% of the respondents said that it was satisfied and 10% of the respondents said that it was poor. Majority of the respondents said that the brand with service provided by Samsung is good.
Graph - 22
66
Classification of respondents on the basis of their opinion about Brand with service provided by Samsung.
FINDINGS After general survey and introduction with the Samsung s it was found.
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That most of the respondents own mobile. That most of the respondents were between the age group of 20 to 40 years. That the male s were more in number compared to the female s. That most of the respondents were from middle and upper middle class. That most of the respondents are from working class. That majority of the respondents are aware of Samsung mobile. That the majority of the respondents are using Samsung mobile connection only. That the majority of the respondents are influenced to purchase by TV Ads. That most of the respondents are never too switched over to other brand. That majority of the respondents have given opinion to promote a brand through TV. That the majority of the respondents give importance to brand for any purchase. That the majority of the respondents influenced their purchase by brand Samsung. That the majority of the respondents liked ment as they hear “Brand Samsung”. That the majority of the respondents bought Samsung mobile connection because of popularity in brand and service. That the majority of the respondents are in favour of that brand ambassador is not necessary to promote a brand. That the majority of the respondents express that Samsung brand is easy . That the majority of the respondents struck to Samsung mobile connection as not a name but because of its brand image. That the majority of the respondents couldn’t identify brand “Samsung” through the Punchline “Express Yourself”. That the majority of the respondents are agreed to that Samsung retail outlet creates brand image. That the majority of the respondents are expressed advertising is important for a brand. That the majority of the respondents are in the favour of brand with service given by Samsung is good.
68
SUGGESTIONS Samsung conduction survey, collection and always of gathers data and interaction with s, it is suggested. That Samsung should make their plans more economical for all classes. That Samsung should focus on the age group of 50 and above. That Samsung should chalk out new plans to attract more female s. That Samsung should make new and lucrative strategies and schemes separately for students and pensioners to make them brand loyal. That Samsung should keep on bringing out new time attractive offers and schemes to increase brand value. That Samsung should bring ment in print media and audio to attract more consumers towards brand. That Samsung should focus more on music, theme of advertising than the brand ambassador. That no doubt Samsung has more visual identity, but it should work to create strong brand identity. That no doubt Samsung has a colorful ment where it should focus more on the words “Express Yourself” which is a part of the brand identity. That no doubt Samsung is a popular brand s it should creates brand identity extends to rural and remote areas too.
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CONCLUSIONS It is concluded that the overall field of Samsung is appreciable, in the prevailing cut threat competition among the powerful telecom industry it appeared that Samsung has not only entered play but to win and indeed it has one. If Samsung continues its brand identify, awareness, image and service as it is doing now it would not be exaggerating Samsung may force other brands vanish from the market. It appears that the brand Samsung has no doubt made these mobile handsets available in the hands of people of all walks, but with an eye on monetary gain. It is a privilege to flash or own a brand Samsung mobiles, it has become an identity of pride and fashion. The growth of Samsung was graphically ascending but steadily spreading its wings all over the market with uniformity. The Samsung brand enables customer to identify so well that he is tempted to levy it again. There by setting him to be among the upper and privilege class. Brand awareness of the Samsung mobile it as such providing ideas, feelings to a common man to enjoy the service. Samsung is boom bridging the long distance eliminating the feeling of separation. Samsung Enterprise is enjoying a virtual monopoly as it has made a very good place for itself in the competitive market. “Samsung has swept the market in a true sense”
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Bibliography: www.samsung.co.in. www.idoub.com www.slideshare.com www.economictimes.com www.etnow.com
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ANNEXURE QUESTIONNAIRE
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