A Live project on

Understanding the Consumer Behaviour towards Samsung Galaxy Tab

Presented To:Prof. MukeshPorwal

Presented by:
Swati Rathore Prakash Chandra ArchanaYadav
Debanjan Banerjee

Maneesh Singh

Acknowledgement
The submission of this live project report gives us an opportunity to convey our gratitude and regards to all those people who came to our support when we needed help for completing this live project. As we prepare this survey Report on Understanding the Consumer Behavior towards Samsung galaxy Tab at Mohannagar (Ghaziabad). We shared the real marketing skills and knowledge from their experienced, enthusiastic and cordial executives, without whom we would have not been able to achieve our aim. First we would also like to express our deep gratitude and sincere acknowledgement to Mr. MukeshPorwal. He has been a source of everlasting inspiration.

Lastly our heartfelt thanks to ourFamily Members, who knew that we could do it before we did, and ourFriends, who kept us company throughout the period until we successfully completed our live

project.

Date : Mohan Nagar (Ghaziabad)

GROUP MEMBER: SWATI RATHORE PRAKASH CHANDRA ARCHANAYADAV DEBANJAN BANERJEE MANEESH SINGH

CONTENTS
Particulars
1. Introduction

Introduction to Samsung group Samsung Business Strategy.

Introduction to Galaxy Tab 10.1

2. Objective 3. Research Methodology 4. Data Analysis and Interpretation 5. Findings 6. Conclusion and Suggestions
7. Bibliography

8. Appendix

Introduction

The Samsung

Group (Korea)

is

a multinational conglomerate

corporation headquartered in Samsung Town, Seoul, South Korea. The Samsung Group comprises numerous international affiliated businesses, most of them united under the Samsung brand including Samsung Electronics, the world's largest

technology company by sales; Samsung Heavy Industries, the world's second largest shipbuilder; Samsung Engineeringwas ranked 35th, Samsung C&T 72nd in a 2009 ranking of 225 global construction firms compiled by the Engineering NewsRecord, a U.S. construction journal. Samsung Life Insurance was ranked 14th in a 2009 ranking of Fortune Global 500 Industries.SamsungEverlandwas the first theme park in South Korea and in 2002 was the fifth most visited theme park in the world. Cheil Worldwide operates as a subsidiary of Samsung Groupand was ranked #19 among the "World's Top 50 Agency Companies" by revenue in 2010. Shill Hotel, a subsidiary of the Samsung Group, has been ranked #58 among the "2009 World's Best Top 100 Hotels" in the annual reader survey conducted by the prestigious international business magazine, Institutional Investor.

For maintain the growth in the market there should be proper planning and market strategy. In many domestic industries, Samsung Group is the sole monopoly dominating
a single market, its revenue as large as some countries' total GDP. In 2006, Samsung Group would have been the 35th largest economy in the world if ranked, larger than that of Argentina.

History
The building of Samsung Sanghoe in Daegu in the 1930s.

In 1938 Lee Byung-chull (19101987) of a large landowning family in the Uiryeong County came to the nearby Daegu city and founded Samsung Sanghoe a small trading company with forty employees located in Su-dong. It dealt in groceries produced in and around the city and produced noodles itself. The company prospered and Lee moved its head office to Seoul in 1947. When the Korean War broke out, however, he was forced to leave Seoul and started a sugar refinery in Busan as a name of CheilJedang. After the war, in 1954, Lee founded CheilMojikand built the plant in Chimsan-dong, Daegu. It was the largest woollen mill ever in the country and the company took on an aspect of a major company.

Samsung diversified into many areas and Lee sought to establish Samsung as an industry leader in a wide range of enterprises, moving into businesses such as insurance, securities, and retail. Lee placed great importance on industrialization, and focused his economic development strategy on a handful of large domestic conglomerates, protecting them from competition and assisting them financially. He later banned several foreign companies from selling consumer electronics in South Korea in order to protect Samsung from foreign competition. In the late 1960s, Samsung Group entered into the electronics industry. It formed several electronics-related divisions, such as Samsung Electronics Devices Co., Samsung Electro-Mechanics Co., Samsung Corning Co., and Samsung Semiconductor & Telecommunications Co., and made the facility in Suwon. Its first product was a

black-and-white television set. In 1980, the company acquired HangukJeonjaTongsin in Gumi, and started to build telecommunication devices. Its early products were switchboards. The facility was developed into the telephone and fax manufacturing systems and became the centre of Samsung's mobile phone manufacturing. They have produced over 800 million mobile phones to date. The company grouped them together under Samsung Electronics Co., Ltd. in the 1980s.

In the late 1980s and early 1990s, Samsung Electronics invested heavily in research and development, investments that were pivotal in pushing the company to the forefront of the global electronics industry. In 1982, it built a television assembly plant in Portugal; in 1984, a plant in New York; in 1985, a plant in Tokyo; in 1987, a facility in England; and another facility in Austin in 1996. In total, Samsung has invested about $5.6 billion in the Austin location by far the largest foreign investment in Texas and one of the largest single foreign investments in the United States. The new investment will bring the total Samsung investment in Austin to more than $9 billion. Samsung started to rise as an international corporation in the 1990s. Samsung's construction branch was awarded a contract to build one of the two PETRONAS Towers in Malaysia; Taipei 101 in Taiwan and the BurjKhalifa in United Arab Emirates In 1993, Lee Kun-hee sold off ten of Samsung Group's subsidiaries, downsized the company, and merged other operations to concentrate on three industries: electronics, engineering, and chemicals. In 1996, the Samsung Group reacquired the Sungkyunkwan University foundation. Samsung became the largest producer of memory chips in the world in 1992, and is the world's second-largest chipmaker after Intel.Samsung Electronics overtook Sony as one of the world's most popular consumer electronics brands in 2004 and 2005, and is now ranked #19 in the world overall.Behind Apple, Samsung is the world's second largest by volume producer of smart phones with a leading market share in the North America and Western Europe.

Samsung Group headquarters at Samsung Town, Seoul.

TRADITION OF LOGO CHANGE SINCE ITS INCEPTION:-

The Samsung Byeolpyo noodles logo, used from late 1938 until replaced in 1950s.

The Samsung Group logo, used from late 1969 until replaced in 1979.

The Samsung Group logo (three stars), used from late 1980 until replaced in 1992.

The Samsung Electronics logo, used from late 1980 until replaced in 1992.

Samsung's current logo used since 1993.

Products of Samsung in India

1.Mobile

phones 2.Tablet Smart phone 3.Digital camera and Recorder 4.Home Appliances 5.Pc/Peripherals/Printers 6.Memory cards

Pictorial View Of Samsung products:-

Tablet Smart Phones

Samsung Business Strategy

Samsung's product range in India included CTVs, audio and video Products, Information technology products, mobile phones and home appliances . Its product range covered all the categories in the consumer electronics and home Appliances. Analysts felt that the wide product range of Samsung was one of main reasons for its success in the Indian market. Samsung positioned itself on the Technology Platform.

PRICING:
Pricing also seemed to have played a significant role in Samsung's success. The amount of money that one has to pay to buy the product is known as price. Price is the element in marketing mix that produces revenue while the other elements of marketing mix generate cost only. They company must set its price in relation to the value delivered and the value perceived by the customer. Being as a market leader in mobile industry Samsung sets its prices in view of the product itself, target customer class and competitors product prices.

DISTRIBUTION
The process of making the product available to customers to right customers at right places.

Along with the launch of new products, Samsung also consolidated its distribution System Samsung had 18 state-level distribution offices and a direct dealer interface. The direct dealer interface helped the company get quick feedback from dealers, and Enabled it to launch products according to consumer need . We are investing aggressively in marketing to transform our company to be truly market driven and to establish our Samsung brand as the most trusted and preferred Brand in the market." -Jong Yong Yun, vice-chairman & CEO, Samsung Electronic

PROMOTION
In 1995, when Samsung entered India, it realized that Indian consumers were not familiar with the company. So, in order to establish itself in the Indian consumers' mind, Samsung launched corporate advertisements highlighting its technologically superior goods

Introduction to Galaxy Tab:

Global leader in Android mobile devices, Samsung Electronics, has unveiled Galaxy 10.1, the thinnest mobile tablet into the Market. The Galaxy Tab 10.1 is a remarkable example of Samsungs constant innovation and dedication to designing premium tablets that fit the unique needs of consumers around the world.

FIVE MAJOR ATTRIBUTES OF GALAXY TAB The Mini Apps Tray provides a mixture of convenience and flexibility previously unheard of with tablet devices The new Galaxy Tab will support HSPA+ network speeds of up to 21Mbps as well as Bluetooth and Wi-Fi connectivity to deliver rapid mobile download and upload speeds and reduce data transfer times High Speed Packet Access (HSPA) is an amalgamation of two mobile telephony protocols, High Speed Downlink Packet Access (HSDPA) and High Speed Uplink

Packet Access (HSUPA), that extends and improves the performance of existing WCDMA protocols The Galaxy Tab 10.1 is also pre-loaded with Readers Hub and Music Hub giving consumers instant access to more than 2.2 million books, 2,000 newspaper, 2,300 magazines and 13 million songs In addition, with its surround-sound stereo speakers and support for Adobe Flash 10.2, the GALAXY Tab 10.1 will deliver premium entertainment experience whether watching videos, movies or playing games.

FEATURES:

Network: HSPA+ 21Mbps

850/900/1900/2100EDGE/GPRS 850/900/1800/1900 OS Android 3.0 (Honeycomb)

Display: 10.1 WXGA 1280x800 Processor: 1GHz Dual Core application processor
Front: 2.0-Mega Pixel Camera Recording : 720p HD Video Connectivity: Bluetooth technology v 2.1 + EDR USB 2.0 WiFi 802.11 Sensor Gyroscope, Accelerometer, Digital Compass, Ambient Light sensor Memory: 16G / 32G / 64G, microSD (up to 32GB) Size: 256.6 x 172.9 x 8.6 mm, 595g Battery: 6800mAh

OBJECTIVE
To conduct a research for the study of consumer behavior for Samsung Galaxy

Tab 10.1
Proper understanding and analysis of Samsung tab.

To know about brand awareness of Samsung and customers preference about Samsung Galaxy tab. Conduct market survey on a sample selected from the entire population and derived opinion on that research. According to the market survey come know about how much potential of Tab market in our city. And based on the analysis of the result thus obtained and make a report on that research. Along with this I will be gaining the thorough knowledge of technology sector. This will give me more confidence in marketing products given to me. As the Samsung is a well reputed company in India, its great chance for us to observed different products launched by other competitor companys.

Research Methodology
Study on understanding the consumer behaviour towards Galaxy Tab Collection of data: 1. Primary Data: Primary data are the data which are to be collected by self and it is first hand data. 2. Secondary Data: Secondary data are the data which are collected by means of other sources apart from collected by our self. It is also called as second hand data Size of Sample: 100 Type of collection of primary data: Questionnaire

Sample area:Mohannagar, Ghaziabad.

Type of research:- Descriptive research

Analysis & interpretation of data

1. Age group of the respondents Age No. Of respondent Below 20 08 20-30 42 30-40 28 17 40-50 Above 50 05

Interpretation Among 100 respondents,08 respondents are in the age group up to 20,20 to 30 there are 42 ,27 respondents are in the age group of 30 to 40, 17 respondents are in the age group of 40 to 50, and 5 respondents are in the age group above 50.

2. Income group of the respondents Income (annually) No. of respondents

Income group of 48 respondents

Below 3lac

3lac-5lac 30

Above 5lac 22

Interpretation

Among 100 respondents, the income group of people who have below 3 lacks income are 48, 30 respondents are in the age group of 3 lacks to 6 lacks and 22 respondents are in the age group of above 6 lacks.

3. Do you know about Tabs?

Awareness No. Of respondents

yes 67

No 33

Interpretation

Among 100 respondents 67% of them are aware of Tabs and rest 33% are not aware.

4. . Do you know about these Tabs? Name of Tabs No. respondents Apple ipad 28 Samsung Tab 42 HP slate 12 HTC Tab 18

Interpretation

Among 100 respondents, 42% are aware of Samsung, 28% are aware of Apple, 18% are aware of HTC and rest 12% are aware of Hp.

5. Which Tablet do you use? Name of Tabs No. respondents Galaxy Tab 38 ipad 32 HP slate 12 HTC 14 others 4

Interpretation

Among 100 respondents, 38% are using Samsung Tabs, 4% are using other products, 32% are using iPad, 14% are using HTC and remaining 12% are using HP slate.

6. Do you know the effectiveness of yourTab? effectiveness No. Of respondents Yes 82 No 18

Interpretation

Among 100 respondents, 82% of the respondents are aware of effectiveness of Tabs which they are using while remaining 18% are unaware of it.

7. What make you buy this product?

Reasons Features No.respondents 24 Brand 14 Quality 26 Price 12 Design 24

Interpretation

Among 100 respondents, 26% are using because they consider for quality of the product, 14% are using because of brand,24 % are using because of Design,24 % are using because of Features of the product and remaining 12% are using of Pricing factor.

8. From where do you come to know about the Galaxy Tab?

Source No. Of respondents Retailers 23 Internet 27 Advertisement 25 Friends 8 Others 17

Interpretation Among 100 respondents, 25% of them are getting information about Galaxy Tab from advertisements, 23% from Retailers, 17% from other sources, 27% from internet and 8% from friends.

9. Are you satisfied while using Galaxy Tab? Level of satisfaction No. Of respondents satisfied 55 Partially satisfied 35 dissatisfied 10

Interpretation

Among 100 respondents, 35% are partially satisfied with the product, 55% are fully satisfied and remaining 10% are dissatisfied.

10. Did you recommend anyone to use Galaxy Tab?

Response of recommendation Yes No. Of respondents 73

No 27

Interpretation Among 100 respondents, 73% recommend others while remaining 27% dont recommend others.

Findings
Awareness level of the Tab is very good it is around 90%. Among all other Tab most known brand is Samsung Galaxy Tab followed by Apple.People are using Galaxy Tab much more than other brands. All age group people are using this product but it is concentrated more in age group of 20 to 40 years.Similarly all income groups of people are using Tab. People buy Galaxy Tab because of better quality, Features and design. Advertisements and Retailers advice plays better role in deciding the Tab brand Customers are partially satisfied with the product quality. ,internet also plays a major role in it Almost 73 % people recommend others for the product while rest 27% dont recommend others
.

Suggestions
Galaxy tab is used by all groups but it is used less by people who are less than 20 years. So, company may target both segments. Galaxy tab is used by all income group people but high Income group people uses more. So company should focus on the low income people segment also. Lack of loyal customers, so company will have to create loyal customer may be by giving extra benefits to loyal customers. Company should spread more knowledge about its effectiveness. There market strategy needs to be more open and concerning middle class people for its competiveness. Customer perception is that this product is basically for business class people so company needs to target it like it can be used by normal people.

Conclusion

This study about consumer behaviour shows that galaxy tab has got moderate opportunity in Indian market. Indian market is growing very fast and galaxy tab have a stock of latest technology that includes Windows and Android technology. One thing about Samsung galaxy tablet which has strong hand over iPad tablet is its lower price in comparison with iPad. As far as Indian customers are concerned then they are quite sensitive about price rate. So, while going to purchase product tablet from market then you must see the Samsung Galaxy Tab 10.1 tablet.

Bibliography

BOOKS: Chang Se-jin -The inside story of the electronics giants' battle for .

Hughes Bill -Samsung Dummies Kotler Philip -Principles of Marketing

Michel Tony books on galaxy tab

Magazine
Business today Outlook Express

News Papers
The Business line The Economic times The Times of India

Web Resources:
www.epaper.timesofindia.com www.wikipedia.com www.techtip.org www.samsung.com www.samsungmobile.com

INSTITUTE OF TECHNOLOGY AND SCIENCE, GHAZIABAD QUESTIONNAIREFOR ACAMEDIC PURPOSE

NAME Occupation.. Contact no Age

1. Do you know about Tabs? 1. Yes 2.NO

2. Do you know about these Tabs? 1. Nokia 3 .Motorola 2.Samsung 4.Apple

3. Which Tablet do you use? 1. Nokia 3 .Motorola 2.Samsung 4.Apple

4. Do you know the effectiveness of yourTab? 1. Yes 2.No

5. What make you buy this product? 1.Features 3. Quality 2.Design 4. Brand

6. From where do you come to know about the Galaxy Tab? 1. Retailers 3. Friends 2.Internet 4.Advertisement

7. Are you satisfied while using Galaxy Tab? 1. Yes 2.No

8. Did you recommend anyone to use Galaxy Tab? 1. Yes 2.No

9. Where do you consider Samsung tab as? 1. Necessity Goods 3. Luxury Goods 2.Convenient Goods 4.Others

10. Samsung Tab is most useful for the following? 1. Business Class 3. Households 2.Student 4.Others