CHAPTER 1 INTRODUCTION
1.1 Brief History Samsung Electronics Co., Ltd. is a South Korean multinational electronics company headquartered in Suwon, South Korea. It is the flagship subsidiary of the Samsung Group and has been the world's largest information technology company by revenues since 2009. Samsung Electronics has assembly plants and sales networks in 88 countries and employs around 370,000 people. Samsung has previously been known for its position as a manufacturer of components such as lithium-ion batteries, semiconductors, chips, flash memory and hard drive devices for clients such as Apple, Sony, HTC and Nokia. In recent years, Samsung Electronics has expanded upon its manufacturing roots and diversified into consumer markets leading to an ever increasing portfolio of products and revenue stream.

Fig. 1.1: Samsung Logo Samsung Electronics currently stands as one of the world's largest vendors in the mobile phone and smart phone markets fueled by the popularity of its Samsung Galaxy line of devices. The company is also one of the largest vendors in the tablet computer market thanks to its Android-powered Samsung Galaxy Tab collection and is generally regarded as pioneering the phablet market through the Samsung Galaxy Note family of devices. Samsung has been the world's largest maker of LCD panels since 2002, the world's largest television manufacturer since 2006, and world's largest manufacturer of mobile phones since 2011. Samsung Electronics displaced Apple Inc. as the world's largest technology company in 2011 and has been a major part of the Economy of South Korea. Since its founding in 1938, SAMSUNG has maintained a mission statement that responds both to its own change, and to new developments 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.
1969 to 1987 - Early years Samsung Electric Industries was established as a subsidiary of Samsung Group in 1969 in Suwon, South Korea. Its early products were electronic and electrical appliances including televisions, calculators, refrigerators, air conditioners and washing machines. In 1970, Samsung Group established another subsidiary, Samsung-NEC, jointly with Japan's NEC Corporation to manufacture home appliances and audiovisual devices. In 1974, the group expanded into the semiconductor business by acquiring Korea Semiconductor, one of the first chip-making facilities in the country at the time. The acquisition of Korea Telecommunications, an electronic switching system producer, was completed at the start of the next decade in 1980. By 1981, Samsung Electric Industries had manufactured over 10 million black-and-white televisions. In February 1983, Samsung's founder, Lee Byung-chull, made an announcement later dubbed the "Tokyo declaration," in which he declared that Samsung intended to become a DRAM (dynamic random access memory) vendor. One year later, Samsung became the third company in the world to develop a 64kb DRAM. In 1988, Samsung Electric Industries merged with Samsung Semiconductor & Communications to form Samsung Electronics.
1988-1995 - Consumer struggles Samsung Electronics launched its first mobile phone in 1988, in the South Korean market. Sales were initially poor and by the early 1990s Motorola held a market share of over 60 percent in the country's mobile phone market compared to just 10 percent for Samsung. Samsung's mobile phone division also struggled with poor quality and inferior products until the mid-1990s and exit from the sector was a frequent topic of discussion within the company. Samsung Electronics acquired a 40 percent stake in AST Research, a United States-based personal computer maker, for US$378 million in February 1995.
1995-2008 - Component manufacturing It was decided that by Lee Hun Kee that Samsung needed to change strategy. The company shelved the production of many under-selling product lines and instead pursued a process of designing and manufacturing components and investing in new technologies for other companies. It was hoped in this way Samsung would gain an understanding of how products are made and give a technological lead sometime in the future. This patient vertical integration strategy of manufacturing components has borne fruit for Samsung in the late-2000s. As Samsung shifted away from consumer markets, the company devised a plan to sponsor major sporting events to remain in the public eye. One such sponsorship was for the 1998 Winter Olympics held in Nagano, Japan. As a chaebol, Samsung Group wielded wealth that allowed the company to invest and develop new technology rather than build products at a level which would not have a detrimental impact on Samsung's finances. Samsung had a number of technological breakthroughs particularly in the field of memory which are commonplace in most electrical products today. This includes the world's first 64Mb DRAM in 1992, 256 DRAM in 1994, 1 GB DRAM in 1996. In 2004, Samsung developed the world's first 8 GB NAND Memory chip and a manufacturing was struck with Apple in 2005. A deal to supply Apple for memory chips was struck in 2005 and Samsung remains a key supplier of Apple components. However the Samsung-Apple relationship has soured following Samsung's emergence in the consumer market.
2008 to present - Consumer products The Samsung word mark as it appears on many Samsung products The Samsung display at the 2008 Internationale Funkausstellung in Berlin for four consecutive years, from 2000 to 2003, Samsung posted net earnings higher than five-percent; this was at a time when 16 out of the 30 top South Korean companies ceased operating in the wake of the unprecedented crisis. In 2005, Samsung Electronics surpassed Japanese rival, Sony, for the first time to become the world's twentieth-largest and most popular consumer brand, as measured by Interbrand. In 2007, Samsung Electronics became the world's second-largest mobile-phone maker, overtaking Motorola for the first time. In 2009, Samsung achieved total revenues of US$117.4 billion, overtaking Hewlett-Packard to become the world's largest technology company measured by sales. In 2009 and 2010, the US and EU fined the company, together with eight other memory chip makers, for its part in a price-fixing scheme that occurred between 1999 and 2002. Other companies fined included Infineon Technologies, Elpida Memory and Micron Technology. In December 2010, the EU granted immunity to Samsung Electronics for acting as an informant during the investigation (LG Display, AU Optronics, Chimei InnoLux, Chunghwa Picture Tubes and HannStar Display were implicated as result of the company's intelligence). Despite consistent growth, Samsung, along with its chairman Lee Kun-hee, has developed a reputation for insecurity regarding its financial stability and the potential for future crises to arise. After returning from a temporary retirement period in March 2010, Kun-hee stated that "Samsung Electronics' future is not guaranteed because most of our flagship products will be obsolete in 10 years from now." Samsung has emphasized innovation in its management strategy since the early 2000s and it again highlighted innovation as part of core strategies when it announced the Vision 2020 in which the company set an ambitious goal of reaching $400 billion in annual revenues within ten years. In order to cement its leadership in the areas of memory chip and television production, the company has invested aggressively in research and development. The company has 24 research-and-development centers around the world. In April 2011, Samsung Electronics sold its HDD commercial operations to Seagate Technology for approximately US$1.4 billion. The payment was composed of 45.2 million Seagate shares (9.6 percent of shares), worth US$687.5 million, and a cash sum for the remainder. In the first quarter of 2012, the company became the highest-selling mobile phone company when it overtook Nokia, selling 93.5 million units compared to Nokia's 82.7 million units. Samsung also became the largest smart phone vendor as a result of strong sales of its Galaxy SII and Galaxy Note devices. In May 2013, Samsung announced that it had finally managed to test speed-enhanced fifth generation (5G) technology successfully.
In April 2013, Samsung Electronics' new Galaxy S smart phone the Galaxy S4 was made available for retail. Released as the upgrade of the best-selling Galaxy S III, the S4 was sold in some international markets with the company’s Exynos processor. In July 2013, Samsung Electronics forecasted weaker than expected profits for its April to June quarter. While analysts expected around 10.1 trillion won, Samsung Electronics estimated an operating profit of 9.5 trillion won ($8.3 billion). During the same month, Samsung acquired the media streaming device manufacturer Boxee for a reported $30 million. On August 5, 2013, invitations were received for the "Samsung Unpacked 2013 Episode 2" event on September 4, 2013 in Berlin, Germany during the annual IFA conference. While the invitation does not present any details of the event, industry figures stated that the launch of the Galaxy Note III device is expected, as Samsung used the 2012 IFA conference to launch the Galaxy Note II.
Category of Samsung Products: -
Samsung Company makes products which are as mentioned below: - * Mobile phones: - i. Tablet Smartphone ii. Smartphone iii. Smart Feature Phones iv. Galaxy Note v. Dual Sims Phone vi. Qwerty Messaging Phone vii. Multimedia Phone viii. CDMA Phone ix. Galaxy Camera * Tablet * T. V. – Audio/ Video: - i. Television ii. Blu – ray iii. DVD Player iv. Home Theatre v. AirTrack vi. Bluetooth Speaker vii. Mini Component * Personal Computer/ Peripherals/ Printer: - i. Tablet PC ii. Notebook iii. Monitor iv. Optical Disc Drive v. Laser Printer/ Multifunction * Memory/ storage: - i. SSD ii. Memory Cards * Home Appliances: - i. Refrigerator ii. Air Conditioner iii. Washing Machine iv. Microwave Oven v. Smart Oven vi. Dish Washer

Fig. 1.2: Some product of Samsung Company Samsung Electronics promotes that all its products are collected and recycled at the end of their lifecycle, so that it can contribute to reserving clean environment by reusing resources. The company has established recycling infrastructure in Korea. It also finances for the collection and recycling of its products in many other countries. Samsung Electronics continuously work to increase the amount of recyclable products. Below are the amounts that Samsung Electronics recycled across all its product groups in Korea and Japan from 2004, in Europe from 2005, and in the United States from 2006.

1.2 Objective of the study
Consumer Perception: As it is well known proverb of marketing that “Consumer is the king” it is mandatory for any researcher to know the opinion of the consumer regarding the products on which he is going to conduct the study. This research work will include consumer goods which have been taken as the part of the questionnaire. 1. To study the awareness of the consumer about the brand. 2. To know the people’s perception about Samsung Company’s products. 3. To find out that the people are satisfied with the services provided by the Samsung Company. 4. To give genuine suggestions to the study. 5. To know the success of the Samsung company in the Indian market. 6. To study about the laying foundation to become a world class company. 7.
1.3 Research Methodology

Primary Data Secondary Data a. Primary Data: The study proposed to collect primary data through questionnaire using survey method. So as to give a precise, accurate, realistic and relevant data.

b. Secondary Data: It has been important for the completion of any report provides a reliable, suitable, equate and specific knowledge. The data is collected from various magazines, fact sheets, newspapers and websites published by the company.

c. Sample: 30 samples are used for survey. The samples were students, business class people and family.

d. Sources of data: The nature of the data that has been used by the researcher is both primary and secondary in nature.

i. Primary Data: Questionnaire, personal meetings, interview method was used to collect the primary data.

ii. Secondary Data: Offer documents, factsheets, newspapers, magazines published from time to time and internet, company sources.

e. Hypothesis: Samsung is the best in marketing – mix, i. e., product, price, promotion and place for the consumer durable products.
1.4 Importance of the study 1. Display Share Tracking: It will help us to find out these information. It will be used to reveal potential demand of each product. With the help of display tracking we will find out the highest selling product and lowest selling product in the market. it will help in taking decision during the line expansion and line pruning. 2. Consumer perception: This is done with the aim of capturing the true words and emotions of consumer, and in turn using this information to improve or developed products or to determine people attitude toward the products.
It will help company to get feedback from consumer. It will prevent the undervaluation of competitor and we can find the strength and weakness of our product. This will help us to stay ahead in competition. It will encourage value creating investment. It will help in maximizing the consistency of value creation. Measuring performance will help us for market share analysis.
So, the researcher can say that this study is more suitable for Samsung to compete and survive in local market.
1.5 Limitations of the study 1. The sample size is small to make a universal statement. 2. The final conclusion can be also affected by some of the extraneous variables. 3. The sample represents the position of Samsung in Mumbai that to in small area ,i.e, Borivali (West) the finding may not be a true representative and it cannot be generalized. 4. Biasness of the respondent. 5. Lack of sufficient information. 6. Lack of the instruments to find out the reasonable outcome.

CHAPTER 2 REVIEW OF LITERATURE Samsung on 5th September 2013 launched Galaxy Note 3 and Galaxy Gear at IFA, a trade event in Berlin. Samsung said that both devices will go on sale in 149 countries by September 25. In India, both the devices are likely to be launched before end of September. No country-specific pricing has been announced so far. The highlight of the event was Galaxy Gear, a smartwatch. Samsung has launched it at least weeks ahead of a similar product expected from its rival Apple. Samsung electronics will invest $500 million to built a packaging & testing facility in north western China. South Korea’s biggest company expands operations in China. Samsung’s new plant investment comes on the heels of last year’s $ 7 billion chip complex, also in industrial city of Xi’an & January $ 1.7 billion injection into the firm’s operations in Kunshan, a fast – growing manufacturing hub west of Shangai. British manufacturer Dyson said it had begun legal action against what it claims is a “cynical rip off” by the Korean group of the British firms patented technology. It had issued proceedings in the English High Court against Samsung Electronics, a subsidiary of the Korean conglomerate, relating to the steering mechanism used by the Samsung Motion Sync vaccum cleaner. Samsung, the world's largest maker of handsets, memory chips and televisions, is seeking to diversify its clients and exert greater control over its sprawling manufacturing network, which includes 250 supplier factories in China. Construction of the packaging and testing facility is expected to begin in January 2014 and aims to be finished by the end of that year. Samsung Electronics Company, the world’s largest maker of televisions and memory chips is bracing for tougher competition amid low industry – wide growth as it seeks to cement leadership in its main businesses. Samsung Chief Executive Officer Choigee Sung said during the company’s annual shareholder’s meeting in Soel that the electronics industry would enter a low – growth period. European Union regulators have told Samsung Electronics to offer more concessions to settle EU charges that its use of patent lawsuits against rival Apple breached antitrust rules after a first offer fell short. If Samsung fails to allay the European Commission's concerns, it could face a fine of as much as $18.3 billion or 10 percent of its 2012 revenues. Samsung and Apple, the world's top two smartphone makers by volume and sales, are locked in patent disputes in at least 10 countries as they vie for control of the lucrative and fast-growing mobile market. EU spokesman Jonathan Todd said that the Commission can confirm that Samsung had submitted proposals. Also the Commission has assessed them and asked Samsung to improve them. He did not provide details. Reuters reported on June 25 that Samsung was in early talks with the EU antitrust regulator to settle the case. Samsung declined to comment. The company dropped its injunction requests against Apple in Europe after the Commission filed charges against it last year, saying such actions against companies willing to pay the fees were anti-competitive. Samsung Electronics has decided to significantly ramp up its research activities in India. The Korean consumer electronics major plans to increase its Indian R&D headcount from the present 3,000-odd engineers to more than 5,000 by 2010. Samsung is also working towards driving intellectual property from its Indian research operations. The latest thrust on research in India comes from the realisation that product innovation has been key to the company's competitive edge in the market. Samsung has three R&D facilities in India: Samsung India Software Centre (SISC), Software Engineering Lab (SEL) at Noida and Samsung India Software Operations unit (SISO) in Bangalore. Samsung Electronics invests around 8-9 per cent of its global sales turnover in R&D every year. The focus of research is also changing in India. While previously the Indian R&D used to focus on project delivery for global headquarters, Samsung is now looking at developing latest technology independently in India. SISC is into developing software solutions for Plasma, LCD TV and digital media products like camcorder, DVD and Blue Ray player. It is also involved in software development for Samsung's global TV solutions for the hospitality industry. SISC's future areas of work include WiMax and IPTV. Samsung is also carrying out hardware R&D in India to customise products for the Indian market. On the other hand, SISO is working on major telecom projects in the areas of wireless terminals, networking and application software. SEL's main focus area is to support Samsung's telecom operations in the country. Samsung southwest Asia regional headquarters president and CEO H. R. Lee said that R & D was a key focus area for Samsung in India. They were looking at their R & D operations not only for supporting the local operations but taking a lead role in their global projects. And also they are planning to employ 2000 people by 2010. Lee said that SISC had already filed 60 patents and another 10 more will be filed by December. They had also started collaboration for joint research with leading engineering institutes like IITs and more such partnerships were planned to grow the R & D base in India. Kyocera, an electronic components maker with businesses from office machines to mobile phones, is aiming to expand in smartphones this year while several other second-tier Japanese handset makers are throwing in the towel. Kyocera, unlike its peers, had put its primary focus not on the familiar home market but on the competitive US market, while pursuing a niche in rugged handsets that is shielded from smartphone juggernauts Apple and Samsung Electronics. The dominance of Samsung and Apple is spurring consolidation. Microsoft Corp agreed to buy Finland's Nokia Oyj, which was once the world's largest handset maker but has recently fallen on hard times. Kyocera has a 5.3% share of the North American handset market, in fourth place behind Samsung Electronics, Apple and South Korea's LG Electronics, according to Gartner data for the first half of the year. Samsung Electronics, the world's largest maker of televisions, expects a recovery in the TV market in the second half of this year, helped by an improving US economy and the launch of new high-end sets. With LCD TV prices falling by 15% on average every year, mainstream manufacturers are adding new features and going up market with bigger screens that boast four times better resolution than lower-priced LCD models from Chinese rivals. Samsung is feeling pressure from Chinese manufacturers such as TCL, the world's fifth largest TV maker. Global LCD TV demand grew 3.7% in the second quarter, thanks to a 29% rise in China. Excluding China, LCD TV shipments fell 3.5%, dropping 14% in Europe and 9% in North America. The China market now accounts for 27% of global demand on a unit basis, bigger than Europe and North America. The South Korean firm has staked its display future on OLED - organic light emitting diode - technology and its success with smaller screens has boosted its smartphone market share and earnings. As part of another push to expand its premium segment line-up, Samsung took the wraps off two curved OLED TV models with UHD quality ahead of rivals at IFA. But the big screens are likely to take it on a much slower road to profit. Samsung, which launched its first OLED TV in June, slashed the 55-inch ultra-thin curved screen model by $4,000 to 9.9 million won ($9,000) last month, and cut the same-size ultra high-definition (UHD) models by $1,500 to $4,000. OLED is widely believed to offer the potential for better quality than standard liquid crystal displays, with crisper picture resolution, faster response times and high-contrast images, but price tags in the range of $9,000 remain a hurdle. Samsung and rivals such as South Korea's LG Electronics and Japan's Sony are also expanding into the UHD market, which offers four times better resolution that conventional LCD models and is fast gaining traction in the large-sized over 60-inch markets. Daiwa Capital Markets forecast an UHD TV sale of around 1 million sets this year, or just 0.5% of LCD TV demand. It expects UHD TV sales to account for around 5 percent of LCD TV shipments over the next three to four years. OLED TVs are likely to show a much slower growth due to manufacturing challenges. Shipments are seen at just a few thousand this year but will grow to 1.6 million units in 2015 and 9.0 million in 2017, according to Daiwa. Speaking on the sidelines of IFA, Europe's largest consumer electronics trade show, Kim said that Samsung's focus will remain on the premium segment, offering increased model ranges and competitive prices. Kim Hyun-suk, head of Samsung's TV business, told Reuters in an interview that The first half of the year had been quite tough for the television market. At that time the US economy is recovering, so they could foresee that the second half would have been quite positive or would recover. As Samsung and Apple continue to slug it out across the globe for domination of the smartphone market, the South Korean maker continues to edge out the California company. Samsung is now more profitable than Apple, according to second-quarter financial results released by Samsung in Seoul, South Korea. But while the two rivals have successively one-upped each other with ever sleeker, more technologically sophisticated phones, new competition is stirring. Samsung Electronics unveiled its highly anticipated digital wristwatch that can snap photos, track workouts and use an array of apps - gadgetry that the company hopes will catapult it into a market of smart portable devices that leave cell phones in users' pockets. At a much-hyped unveiling ceremony ahead of Berlin's Internationale Funkausstellung, one of the world's largest trade shows for consumer electronics, Samsung's head of mobile communications, JK Shin, introduced the device by pretending to receive a text message on stage. Samsung Electronics has announced that it has begun mass production of 3GB RAM for mobile devices. The South Korean manufacturer expects most high-end smartphones to come with 3GB RAM from next year. Samsung said that six of the smallest 20nm class 4GB LPDDR3 chips are arranged in symmetrical structure while manufacturing this 3GB RAM. Apart from improving power-efficiency, the new low-power RAM will provide data transfer rate of 2,133Mbps. Only 0.8mm in height, it will help make gadgets slimmer and create more space for battery in gadgets. Samsung Electronics plans to introduce a wristwatch in September that can make phone calls, play video games and send e-mails , potentially beating its archrival, Apple, to market with a piece of technology that moves mobile communications beyond the smartphone. The watch, called Samsung Galaxy Gear, would be shown off "around the time" of an electronics industry trade fair in Berlin that begins September 6, a person briefed on the matter said. Samsung has scheduled a media event for September 4 at which it is also expected to introduce the Note III, a new version of its "phablet," a cross between a phone and a tablet. The value of stocks held by Samsung Electronics chairman Lee Kun-hee reached around 10 billion US dollars thanks to surging prices in Samsung Electronics shares, a local information provider said on Tuesday. Stocks owned by chairman Lee, including a 3.38 percent stake in Samsung Electronics, were valued at 10.86 trillion won (9.8 billion US dollars) as of last Friday, making Lee the richest stock holder in the country, according to corporate information provider Chaebol. Samsung Electronics premiered its latest flagship phone, the Galaxy S4, which sports a bigger display and features like gesture controls and will spearhead its efforts to challenge Apple on its home turf. Market watchers said that the much-awaited Galaxy S4 may have disappointed investors who had overblown expectations following months of speculation regarding new features. Shares in Samsung Electronics fell 1.7 percent in early trade in Seoul on Friday, hours after the launch of the company's latest flagship smartphone in New York City. Bada – a mobile operating system being developed by Samsung Electronics. It is designed to cover both high-end smartphones and lower-end feature phones. Samsung claims that bada will rapidly replace its proprietary feature phone platform, converting feature phones to smartphones. The name 'bada' is derived from, the Korean word for ocean or sea. Samsung Electronics had another go when it had launched the Galaxy Gear in Berlin, but a source familiar with the matter said that the smart watch device would be no game change – more of a fashion accessory than an effort to redefine the genre. Samsung Electronics is a three times larger and growing market share. CEO (storage division) of Samsung Electronics co told reporters that Samsung Electronics India Information and Telecommunication ltd (seiit) had targeted an installed base of five million personal storage device solutions by 2002-end, while planning an increased service coverage in the country up from the current three million. Samsung that provides "across the table swap services" in 11 cities for hard disk drives had planned to take this facility to 25 cities by the end of 2002. The company spokesman said Samsung Electronics Co, Asia's biggest maker of semiconductors, flat screens and mobile phones, will more than quadruple the capacity of its pilot solar-cell production line by the first half of next year. The company spokesman James Chung said that Suwon, South Korea-based Samsung started a 30-megawatt solar-cell production line for research and development last September and will incrementally increase capacity to 130 megawatts next year. Chung said, responding to a Seoul Economic Daily report that Samsung hadn't decided when it will begin selling solar cells. The company will start commercial production by the first half of next year. Korean major Samsung Electronics plans to double investment in its research and development hub in India to $60 million by 2005 and increase manpower to 600 employees. In Samsung India Software Operations (SISO), which was set up in 1996, the Korean parent has invested $30 million till date and the company at present has 400 employees. SISO Managing Director GyuCool Kim said that the given strengths of their existed competency levels and the software capability that had been existing in India. He expected SISO to play a leading role in contributing to Samsung’s global business. Samsung Electronics has expanded its printer line-up by launching the world's smallest laser multi-functional printer SCX 3201 in the Indian market. Ranjit Yadav, Director, Mobile and IT, Samsung Electronics said that the Samsung Printer business was in its hi – growth phase. The launch of SCX3201 is going to be example of their continuous endeavour to launch innovative products with the superior performance features. Samsung printer SCX3201 could print, copy and scan and comes with the standard one – year onsite warranty.

CHAPTER 3 DATA COLLECTION & ANALYSIS 1. Do you have any products of Samsung?
Yes No Yes | No | 25 | 5 |

Fig. 3.1

Findings: * 17% of samples don’t use any of the Samsung products. They used the products of rival companies like Videocon, LG, Reliance, Hitachi, Onida, etc. * 83% of samples had atleast one product of all the Samsung Company including mobile phones, refrigerator, T. V., Computer/ its peripheral, etc.

2. Which one?
Mobile Phone T. V. Camera Computer Microwave
Refrigerator

MobilePhone | T. V. | Camera | Computer | Microwave | Refrigerator | AirConditioner | 14 | 19 | 2 | 26 | 0 | 17 | 8 |

Fig. 3.2

Findings: * About 14 samples use mobile phones of Samsung company and most of other samples used mobile phones of Reliance company and very less samples used mobile phones of Sony Ericson. * About 19 samples had T. V. of Samsung company and other samples used T. V. of other rival companies. * About 26 samples had computer of Samsung company and other samples used just the peripherals of the computer. * No one had microwave of Samsung company. 69 % of the samples used microwave oven of LG and 31% of the samples didn’t have microwave oven. * About 17 samples had refrigerator of Samsung company and most of other samples used refrigerators of LG. * About 8 samples had Air Conditioners of Samsung company. Other samples had Air Conditioners of LG, Bluestar, Videocon and Haier.

3. How would you rate the Samsung Company?
Excellent Good Average Poor

Excellent | Good | Average | Poor | 14 | 9 | 4 | 3 |

Fig. 3.3
Findings:
* About 47% of the samples have rated the company as excellent. * About 30% of the samples have rated the company as good. * About 13% of the samples have rated the company as average. * About 10% of the samples have rated the company as poor.

4. How satisfied are you with your service from Samsung products?
Extremely satisfied Very satisfied Neutral Very dissatisfied
Extremely dissatisfied

ExtremelySatisfied | Very satisfied | Neutral | Very dissatisfied | Extremely Dissatisfied | 14 | 9 | 0 | 4 | 3 |

Fig. 3.4
Findings:
* About 14 samples are extremely satisfied by Samsung products. * About 9 samples are very satisfied by Samsung products. * About 4 samples are very dissatisfied by Samsung products. * About 3 samples are extremely dissatisfied by Samsung products.

5. Would you like to recommend any of the products to your reference group? Yes No

Yes | No | 23 | 7 |

Fig. 3.5
Findings:
* 77% of the samples would like to recommend any of the Samsung products to the reference group. * 23% of the samples would not like to recommend any of the Samsung products to the reference group.

6. What is your opinion on regarding after – sale – service of the company?
Strongly Agree Agree Neutral Disagree Strongly Disagree

Strongly Agree | Agree | Neutral | Disagree | Strongly Disagree | 13 | 9 | 2 | 4 | 2 |

Fig. 3.6
Findings:
* 43% of the samples strongly agree that after – sale – service of the company is good. * 30% of the samples agree that after – sale – service of the company is good. * 7% of the samples are neutral about the after – sale – service of the Samsung company. * 13% of the samples disagree that after – sale – service of the company is good. * 7% of the samples strongly disagree that after – sale – service of the company is good.

7. On what basis you purchase Samsung company’s products?
Price Product Quality Brand name Packaging Features Rating | Price | Product | Quality | Brand Name | Packaging | Features | 1 | 14 | 2 | 7 | 7 | 0 | 1 | 2 | 7 | 3 | 4 | 13 | 1 | 2 | 3 | 5 | 5 | 11 | 3 | 1 | 6 | 4 | 3 | 2 | 6 | 4 | 1 | 15 | 5 | 0 | 17 | 1 | 2 | 1 | 6 | 6 | 1 | 1 | 1 | 1 | 26 | 0 |

Fig. 7: (a)

Fig. 7: (b)

Fig. 7: (c)

Fig. 7: (d)

Fig. 7: (e)

Fig. 7: (f)
Findings:
* The price factor is kept in mind while purchasing the products of Samsung company. The samples have marked price at 1st rating scale. * The product is rated at 5th as the samples purchase the product if there is a need of the products from the company. * Quality has gained 3rd in the rating scale. * The brand name is 2nd as per the rating scale. Now – a – days samples are aware about the brand and have become brand conscious. * Packaging is at the 6th position. The samples don’t purchase the products of the company due to its packaging. * The features are at 4th position. The samples consider their needs and budget first and then the features of the products

8. How much are you satisfied with your last/ current purchase?
Fully Partly Unsatisfied

Fully | Partly | Unsatisfied | 14 | 12 | 4 |

Fig. 8

Findings: * 47% of the samples are fully satisfied with their last/ current purchase. * 40% of the samples are partly satisfied with their last/ current purchase. * 13% of the samples are unsatisfied with their last/ current purchase.

9. How do you make your purchase decisions?
Aided Unaided

Aided | Unaided | 27 | 3 |

Fig. 9

Findings: * 90% of the samples make their purchase decisions with the help of their family and friends. * 10% of the samples make their purchase decisions by themselves.

10. Which purchase pattern is followed at your place?
Individual Family

Individual | Family | 7 | 23 |

Fig. 10

Findings: * 23% of the samples purchase individually according to their choice. * 77% of the samples purchase according to their family’s choice.

11. What is the impression of Samsung product’s impression in your mind? Excellent Good Poor Worst Excellent | Good | Poor | Worst | 17 | 10 | 3 | 0 |

Fig. 11

Findings: * 57% of the samples are much more impressed with the Samsung products. * 33% of the samples are much impressed with the Samsung products. * 10% of the samples feel that the Samsung products are poor in performance. * None of the samples feel that the Samsung products are worst in performance.

12. How much are you loyal to the Samsung products? continuing to use the same brand shifted to some other brand planning to shift Continuing to use the same brand | Shifted to some other brand | Planning to shift | 19 | 7 | 4 |

Fig. 12
Findings:
* 64 % of the samples are continuing to use the same brand, i.e., Samsung company’s products. * 23% of the samples have shifted to another brand as they were not happy with the services. * 13% of the samples are planning to shift to another brand as they found the services provided by the Samsung company poor. 13. Which of the following deal in all the consumer durables? Samsung Sony L. G. Haier Videocon Bluestar Bajaj Hero Honda Samsung | Sony | L. G. | Haier | Videocon | Bluestar | Bajaj | Hero Honda | 30 | 0 | 0 | 0 | 0 | 0 | 0 | 0 |

Fig. 13
Findings:
All the samples agreed that as compared to other above mentioned companies Samsung company provides all the consumer durable products with different variety in it.

14. When do you purchase the products? during Discount offers during gift option offers any other (please specify) During discount offers | During gift option offers | Any other | 14 | 11 | 5 |

Fig. 14
Findings:
* 46 % of the samples purchase the Samsung products at the time of the discount offers. * 37 % of the samples purchase the Samsung products at the time of the gift option offers. * While remaining 17 % of the samples purchase the Samsung products when they need it. As per a sample she purchased a refrigerator without any offers as the old refrigerator was not working properly and they had to purchase it as now – a – days this items are becoming necessity. A day can’t pass without these products.

15. Do you take any prior knowledge/ information about the features of the Samsung products before purchasing it? Yes No Yes | No | 17 | 13 |

Fig. 15
Findings:
* 57 % of the samples don’t take any prior knowledge/ information about the features of the Samsung products before purchasing it. * 43 % of the samples take any prior knowledge/ information about the features of the Samsung products before purchasing it.

CHAPTER 4 CONCLUSIONS, SUGGESTION& RECOMMENDATION
5.1 Conclusions Food, clothing and shelter were considered primary needs of the human world. From the study the researcher can conclude that the consumer durables play an important role in the day – to – life now – a – days. Consumer durables are luxurious products which are becoming necessity and one finds it difficult to survive without them. The comfort alone should not be considered as the basis of measurement of the performance of Consumer Durable industry, it should also include the necessity part. Samsung electronics one of the leading consumer durable providers should also concentrate on research and development in the country so that it can fulfill the demands of the local residents in the desired manner and provide more technologically developed products. The consumers expect to have good after – sale – service after they purchase the products. More than half of the samples are unhappy with the services provided by the company. The work of the company is very impressive as it has created its distinct image in the minds of the consumers. The company is spread all over the country with very respective position. There were some issues with the Apple company but then to its working is going smoothly. The products of the Samsung company are demanded all over the world – in developed countries and even in developing countries.
5.2 Suggestions & Recommendations * The company should more concentrate on Research & Development to know the likes, dislikes, preferences, etc. of the consumers rather than wasting their money in various sales promotion techniques. * Samsung India electronics should also target the lower end markets where their sale is very low due to the existence of the local players. * Samsung should make the market strategy keeping in mind both the lower – end as well as the premium markets. * The company should also concentrate on after – sale – service. * The company should fulfill the demands of the consumers on time so that it builds loyalty in the minds of the consumers and the consumers will shift or not plan to shift to other products. * The company should launch the products which are reasonable so that the developing countries can easily afford it.