Introduction:

India is today one of the largest telecom markets in the universe. with an add-on of more than 18 million endorsers every month. Telecom sector has continued to emerge as the premier engine of economic growing. lending to about 2 % of the Indian GDP. Indian telecommunication sector has undergone a major transmutation through important policy reforms. peculiarly under NTP 1999. Driven by assorted policy enterprises. the Indian telecom sector has achieved a phenomenal growing during the last few old ages and is poised to take a large spring in the hereafter.

The industry is expected to make a size of 344. 921 Crore ( US $ 68. 81 billion ) by 2012 at a growing rate of over 26 per cent. and generate employment chances for about 10 million people during the same period. This has in bend propelled the rise of nomadic fabrication companies besides significantly with Nokia and Samsung the largest participants in the organized sector. In the recent old ages. Samsung has sharply marketed its Mobiles and captured a immense market portion. Through this study. we have tried to understand the market and consumer of Indian nomadic phone users which will assist Samsung beef up their selling program.

Consumer Analysis:

We know that the rule of selling is basically to prosecute clients with a trade name and pull them to purchase the merchandise. For this intent. the most indispensable constituent is Consumer Analysis through which we can place the right merchandise at the right topographic point & A ; monetary value to get new clients. retain them and later utilize them to advance our trade name. In order to develop a selling program for Samsung Mobiles. we involved in analyzing a diverse group of nomadic users.

Sing the fact that Samsung has a broad scope of Mobiles. get downing from the basic indispensable phones to the high terminal tablets. we tried to interact with consumers across the Socio-Economic Classs and understand the position of each client. As portion of the consumer analysis. we interviewed five nomadic users. including both users of Samsung nomadic French telephones and other competitor’s French telephones. Apart from the interviews. we besides asked consumers to rank different Mobile makers harmonizing to specific parametric quantities through an on-line study to acquire a quantitative facet to our research. Most of the study respondents were pupils who own a Mobile.

Analysis of the Interviews:

India has grown vastly as a nomadic market in the last five old ages. All our interviewees used at least one nomadic French telephone before the current theoretical account. Mobile French telephones are non merely a agency of communicating merely for most of the users. The monetary value scope of most Samsung Mobiles used in India varies between Rs 1100 to Rs 35000. Because of the monetary value and the length of service of the merchandise. it is a high engagement purchasing on the portion of the consumer. Besides. sing the important difference across theoretical accounts. if we map it in the important difference between trade names quadrant. we realise nomadic phones are bought for extended job resolution.

Consequently. purchasers follow a rational attack in most instances while purchasing nomadic French telephones. The trade name acknowledgment of Samsung was found to be really high. All the individuals we interacted with were cognizant of Samsung Mobiles. In fact other than Nokia. Samsung was the lone trade name which was recognized by consumers across all sections. Based on the inputs we got from the interviews. we realized the chief factors considered by a client while purchasing a nomadic phone are as follows:

a ) Monetary value
B ) Battery Life
degree Celsius ) Sturdiness
vitamin D ) Gross saless and Service web
vitamin E ) Additional characteristics like camera. music participant. cyberspace etc degree Fahrenheit ) Screen size and interface

In today’s Indian Mobile market. there are an umteen figure of participants who try to fulfill these different demands and hence it is of import for Samsung to distinguish its trade names from the others. One advantage of Samsung is its alone presence across all different sections. including CDMA and GSM French telephones every bit good as dual-sim nomadic phones. This variegation scheme has helped Samsung vastly to increase their market portion. For a elaborate apprehension. we summarize the penetrations of different interviewees against each parametric quantity. Value for money: Most of our interviewees believed Samsung was the best value for money phone. particularly in the lower and medium section.

The perceptual experience of Samsung was it offers a clump of characteristics at much lower monetary values than its rivals. Samsung through its “Corby” scope of phones introduced smart phones in India at 30-40 % lower than rivals. One security guard we interviewed upgraded from his bing basic Nokia phone to Samsung GTS 3850 theoretical account by paying merely Rs 6000 to utilize different characteristics like cyberspace. camera etc. However. among the trade names Nokia. Samsung. Sony. HTC and i-phone. Samsung was ranked 3rd in the study consequences in value for money. This was because it compared the high terminal Samsung smart and tablet phones with the rivals. where the dependability of Samsung phones affects its evaluation.

Battery Life: This is another highly of import factor mentioned by most consumers. as bear downing often becomes a fuss. The battery life becomes a finding factor in rural countries. where electric power is irregular. But in metropoliss where people have entree to power. consumers treat this as a threshold bound and don’t dainty this as a relative factor in their purchasing determination. In this forepart Samsung was ranked lowest among all other trade names in the study every bit good as the interviews. Brand value: Though nomadic purchasing is a high engagement purchase. frequently it is non possible for consumers to travel through the complete rational determination doing theoretical account. Hence they rely their purchase based on trade name value they associate with Mobile. From our study and interviews. we found that Nokia has the strongest trade name value. This trade name value was built from personal experiences every bit good as inputs from friends and households. During our interviews we met a cook and a photocopy store worker who declared that everyone in their household have ever bought Nokia and are non interested to switch from the trade name in the hereafter monetary values.

Samsung ranked 2nd in trade name value at the lower and medium section. At the top terminal theoretical accounts. Apple i-phone has the highest trade name value. followed by HTC and Samsung. Variety across monetary value scope: As discussed before. this is one strong point for Samsung as they have come up with many theoretical accounts for different sections. Among the celebrated trade names. merely Nokia and Samsung are present extensively in the lower section. The other participants in the lower section are Micromax. LG etc and other non-branded Mobiles. Gross saless and Service Network: The handiness of the phones across retail shops in assorted metropoliss and towns frequently become an of import factor in purchasing determination. as no 1 is ready to wait. Mobile being a consumer lasting electronic merchandise. the service web besides becomes of import.

While top terminal trade names like HTC or i-phone have limited service Centres and spares handiness. Nokia and Samsung have invested to a great extent in increasing their presence all across India. This we perceived became a really of import factor for consumers in their purchasing determination. particularly for repetition purchases. Sturdiness: Consumers wanted a phone which is hardy and can defy amendss from botching or dropping. All the interviewees we met used their phone extensively and have dropped it at least one time. In this facet. Sony and i-phone were ranked higher in the smart phone sections and Nokia was more sure in the basic phone section. Samsung had low dependability in this facet but all interviewees utilizing Samsung phones confirmed that other than minor contusions in the screen. their phone was working absolutely even after dropping it. Screen Size. User Interface etc: With more and more consumers upgrading in footings of Mobiles. the user interface and screen size are going of import parametric quantities.

For purchasing smart phones. clients prioritize applications. runing system. screen size etc over basic maps. Samsung is vastly popular in this property in the top terminal theoretical accounts after their launch of Corby and Galaxy theoretical accounts. Added amusement characteristics: Mobile consumers these yearss look at Mobile as a complete solution and so want to guarantee most communicating and amusement installations are available in their Mobile. This holds true particularly if consumers are traveling beyond the indispensable nomadic section. Across different theoretical accounts of assorted Mobiles in India. consumers have got the installation of cyberspace browse. music participant. camera. FM wireless. voice recording equipment. games. torchlight etc.

With telecommunication service traveling to 3G now. these factors are going more and more of import for a consumer while taking a phone. In fact for one security guard we interviewed the trigger for purchase of his Samsung Mobile by selling off his old Nokia basic phone was to utilize his phone to entree free cyberspace at the campus and drama nomadic games. This was besides understood as the latent demands of most college pupils and working professionals to whom mobile phone meant much more than doing calls and directing messages.

Factors act uponing Consumer Behaviour:

We discussed above the chief attributes a consumer expression for while make up one’s minding to purchase a nomadic. While doing his pick. we realized the importance of certain factors which we summarize below: Sociable: Mobile is progressively going a position symbol and so people frequently get influenced by his immediate society at place and office to make up one’s mind on the sort of phone to purchase. An interesting point to observe is this is the precise ground for diminution in usage of ‘Chinese’ unbranded phones over the last two old ages. Personal: As discussed earlier. Mobile is now seen as a complete solution to our day-to-day communicating and amusement demands.

So. personal picks of amusement demands and life-style become of import while taking a peculiar Mobile. While people from older coevals prefer more lastingness and lucidity in the phone. people from younger coevals go for improved connectivity characteristics. Corporates prefer to give their employees Blackberry phones to remain connected with official e-mail communications. Psychological: The trade name perceptual experience plays a major function here. While many consumers want to seek a new trade name of Mobile after utilizing a peculiar trade name because of assortment seeking behavior. certain other clients avoid experimenting as the purchase is a high engagement one.

Consumer Decision Making Procedure:

Buying Mobile is a comparatively high engagement purchase for extended job work outing. So. most consumers do research to some extent before finalizing on the trade name. Three out of our five interviewees decided on their trade name after extended treatment with friends and household. They ab initio decided a monetary value scope and shortlisted the available options. Then harmonizing to the properties listed supra. they evaluated the options before concluding determination. It is because of this ground publicity plays a important function in nomadic selling. Unless a prospective consumer comes across any advertizement about a peculiar Mobile phone theoretical account. he/she doesn’t even see it as an option.

The major channels of selling and publicity of nomadic phones in India are through telecasting advertisement. newspaper. cyberspace. hoardings etc. One of the other interviewee who was more technologically dead set himself researched on the available Mobiles from cyberspace and read about feedback of each option from different forums. He wanted to avoid any kind of heuristic or prejudice of his friends while make up one’s minding on his purchase. The last interviewee chose his Mobile because it came at a to a great extent discounted monetary value when he bought it along with a contracted service connexion.

He accepted that he was non impressed by the characteristics of the phone but as monetary value was his chief standards. he settled for this phone as it came bundled with a service web one twelvemonth battalion at much lower rates. This gives us another penetration about the sort of publicity nomadic makers frequently engage in by utilizing service web suppliers besides as their distribution channel. Overall we can sum up the purchase determination procedure of nomadic phones as followers: I ) Need Recognition – why he wants to purchase a new phone

two ) Information Search – what all available options fulfill his budget and needs three ) Evaluation of options – evaluation the options based on precedences and physically ( or virtually in instance of on-line purchase ) seeing the theoretical accounts at the retail merchants end. four ) Purchase Decision – Finalizing the theoretical account based on personal perceptual experiences and primary and secondary feedback received about the nomadic V ) Post Purchase Behaviour – guaranting he gets reliable spares and service Centres locally and at convenient timings when needed

Company Analysis

Company Overview: –

Samsung Group is a South Korean transnational pudding stone company headquartered in Samsung Town. Seoul. It comprises legion subordinates and attached concerns. most of them united under the Samsung trade name. Samsung Electronics commenced its operations in India in December 1995 and is today a taking supplier of Consumer Electronics. IT and Telecom merchandises in the Indian market. Samsung India is the Regional Headquarters for Samsung’s South West Asia operations. which provides employment to over 8. 000 employees with around 6. 000 employees being involved in R & A ; D. Samsung India is a market leader in merchandise classs like LED TVs. LCD TVs. Slim TVs and Side by Side Refrigerators. While it is the 2nd largest nomadic French telephone trade name in India. it leads in the smart phone section in India.

Vision and Goal: –

Samsung India states that

“Our purpose is to derive technological leading in the Indian market place even as our end is to gain the love and regard of more and more of our Indian consumers. ” It aims to be the ‘Best Company’ in India -‘Best Company’ in footings of the internal workplace environment. the work force. the merchandises every bit good as the attempts to do clients happy through merchandises and services. Samsung aims to turn in India by lending to the Indian economic system and doing the lives of its consumers simpler. easier and richer through its superior quality merchandises.

Company’s Analysis of Samsung Mobiles: –

Samsung’s main executive officer. Jung Soo Shin had clearly notified to The Mobile Indian. “India is one of the most of import markets for us and Indian consumers will ever be the first 1s to acquire Samsung’s latest devices. ” Following his promise the flagship smartphone of Samsung. Samsung Galaxy S3 which was launched in May 2012. was made available to Indian consumers in the first stage itself.

Samsung considers India to be a really of import market since it is the 3rd largest nomadic phone market in the universe. In 2012. Samsung is looking at a growing rate of 25-30 per cent in India. driven by nomadic phones and notebooks. The company had registered a turnover of Rs 20. 000 crore last twelvemonth in India. As per estimations Samsung has a market portion of 44. 7 per cent in the smartphone section. while in the overall nomadic French telephone class. it has 34 per cent portion. India is the 2nd state. after Singapore. where the company has set up its br1and shop. The shops are created chiefly to provide to the mid- to high-end merchandises of Samsung. The company operates via more than 260 smartphone coffeehouse across the state and through assorted franchisees. It has a important presence in around 90. 000 multi-brand retail mercantile establishments in the full state.