Table of contents

1. Introduction to Brand awareness

2. Types of brands

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

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 todays companies are facing the toughest competition everywhere marketing
is playing a very important role.

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 todays 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.

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 todays 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 mens survival: The class of middle man always tends to
go for a successful brand.

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
User
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.
User: the brand suggests its own target audience to use the product.

Brand Awareness of the Product

Aware of brand, when its presence is registered 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 consumers 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,
support 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 days consumers are experience with brand awareness for different product, where the
consumers expectations levels are increased towards brand, product etc

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

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 terms 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.

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 companys 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 Samsungs 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 Indias 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.

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 User 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 user traffic as
well as all the entities supporting related signaling. PS Domain refers to the set of all CN
entities offering PS type of connection for user traffic as well as all the entities supporting
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.

10

3G core network system enables users 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
downloading.
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 user traffic as well as all
the entities supporting related signaling. PS Domain refers to the set of all CN entities
offering PS type of connection for user traffic as well as all the entities supporting 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.

11

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 Account Breakthrough Partner 2005

Lenovo Best Business Partner of the year 2006 2007

DQ Week Award for Best Channel Partner from the year 2007-2012

12

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-user 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 affiliates

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

13

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 brands 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 brands marketing activities. In an attempt to define the relationship
between customers and brands, the term brand equity in the marketing literature emerged

14

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 markets point of view where the asset value of a brand is
appraised (Farquhar, 1991). Customer-based brand equity is evaluating the consumers
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 brands
presence in the consumers 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.

15

Brand awareness is measured according to the different ways in which consumers remember 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.

16

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.

17

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 customers 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

18

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 advertisement in developing the brand Samsung.

To know the consumers reaction towards brand Samsung. in respect of price, offers
etc

19

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
consumers, introduction of new products.

20

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:

21

For this survey the target population consisted of people residing in various localities
of Erode between the age group 20-40 who are the users 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

22

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

23

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

24

Table -2
Classification of respondents on the basis of their sex
Total respondents 100:

Sl. No.

Sex

No of Respondents

Percentage

Male

67

67 %

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

26

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 %

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

27

Classification of the respondents on basis of their Occupation

28

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 %

5001 10000

40

40 %

10001 - 15000

23

23 %

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.

29

Graph - 4
Classification of respondents on the basis of their monthly income

30

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

Yes

93

93 %

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

32

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 %

Micromax

18

18 %

Nokia

23

23 %

Sony

22

22 %

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.

33

Graph - 6
Classification of respondents on the basis of their awareness towards different mobile
connection

34

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.

35

Graph - 7
Classification of respondents on the basis of their usage of other network other than Samsung

36

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.

37

Graph - 8
Classification of respondents on the basis of their influence to purchase through different
media

38

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.

39

Graph - 9
Classification of respondents on the basis of their reference to purchase

40

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

41

Graph - 10
Classification of respondents on the basis of their opinion towards Promoting a Brand through
different media.

42

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.

47

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

50

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 remember
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 remember
Majority of the respondents given their opinion that Samsung brand is Suggestive & Easy to
remember.

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 Everyones 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 Everyones invited or its hard to imagine.
Majority of the respondents are not identifying the brand Samsung through Punchline
Everyones invited or its hard to imagine.

57

Graph - 18
Classification of respondents on the basis of their identification of the Brand Samsung
through Punchline Everyones 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 advertisement 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
advertisement plays a vital role in developing the brand, and 20 % of the respondents are
given negative opinion towards advertisement plays a vital role in developing the brand.
Majority of the respondents are given the importance advertisement plays a vital role in
developing the brand.

63

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 advertisement plays a vital
role in developing the brand

64

Graph - 21
Classification of respondents on the basis of their opinion towards advertisement plays a vital
role in developing the brand.

a. If Yes, Which Media

65

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 users it was found.

67

 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 users were more in number compared to the female users.
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 advertisement 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 remember.
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 couldnt 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
users, 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 users.
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 advertisement 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 advertisement 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.

69

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

70

Bibliography:
www.samsung.co.in.
www.scribd.com
www.slideshare.com
www.economictimes.com
www.etnow.com

71

ANNEXURE
QUESTIONNAIRE

72