A STUDY ON

CONSUMER BUYING BEHAVIOUR TOWARDS

SAMSUNG ELECTRONICS LTD

With special reference to

Dhanalakshmi electronic,kumta
Submitted in partial fulfilment of the requirement for the award of the degree in

BACHELOR OF BUSINESS ADMINISTRATION

COURSE
Degree course of
KARNATAKA UNIVERSITY DHARWAD

Submitted by
MOHAMMED SAQEEB SHAIKH
REG NO: 19N12556

Project guide
Prof.ASADULLAH MJ

ANJUMAN INSTITUTE OF MANAGEMENT &

COMPUTER APPLICATION
(Anjumanabad ,bhatkal)
2021-2022
| DECLARATION

I hereby declare that the project report "consumer buying

behaviour towards Samsung electronics" has been provided by me
during the year 2022-23 under the valuable guidance of
Prof.ASADULLAH MJ in Anjuman institute of management and
Computer Application ,bhatkal in partial fulfillment of the
requirement of Karnataka university Dharwad for the award of BBA
degree

I also declare that this is the result of my own effort and

not been submitted to any other university for the award of any
degree

Place:bhatkal Name: Mohammed Saqeeb

REG NO: 19N12556

ACKNOWLEDGMENT

Nothing happens in this world without the assent of Allah the creator and the
greatest benefactor of mankind .All my work indeed is the result of the intelligence
sowed by the almighty.

The project work entitled "A study on consumer buying behaviour towards
samsung electronics with reference to Dhanalakshmi electronics is the
outcome of the combination of my theoretical knowledge and practice experience I
would like to acknowledge all those who helped me to bring out this project

I express my deep sense of gratitude to my internal guide, Prof. Asadullah MJ for

providing me the golden opportunity to work on this project in a successful manner

I would also like to express my gratitude to Dhanalakshmi Elec. proprietor Mr.

Shankar naik for completing this report

Above all I thank my beloved parents, family members for helping me and
encouraging me throughout my project work and also my friend who have helped
me in completing this assignment on time.
 CONTENTS
Sl.No CONTENT Page No
1 Chapter -1
• Introduction
• Objectives
• Scope
• Researchmethodology
• Limitation of the
study
2 CHAPTER 2
• Industry profile
• Samsung group
• Samsung electronics
India limited
• Swot analysis
3 CHAPTER 3
• Introduction to
Dhanalakshmi
electronics
• Brand available in
Dhanalakshmi
electronics
• Product profile
4 CHAPTER 4
• Analysis &
interpretation
5 CHAPTER 5
Summary of findings
Suggestion &
Recommendation
Conclusion
Annexure & Bibliography
CHAPTER ¹
● INTRODUCTION
● OBJECTIVES
● SCOPE
● RESEARCH METHODOLOGY
● LIMITATION OF STUDY
INTRODUCTION
Samsung is a South Korean company originally founded as a grocery
trading store by Lee Byung-Chull in March 1938. The company
forayed in the electronics industry in 1969 and its first electronic
product was a black-and-white television. Soon, the company also
started exporting its products and became a major electronic
manufacturer in its home country. In 1970, the company acquired a
50 per cent stake in Korea Semiconductor.

Witnessing a rapid expansion in the early 1980s, the company

established separate branches for its various electronics businesses.
It is at this time that the company also made investments in two
research & development institutes which helped it become the
market leader in information technology services. By 1990s, the
company had become one of the top five electronics makers in the
world and was mainly known for its semiconductors, LCD screens
and other technology products.

Samsung forayed into mobile phones in 2000 with the launch of a

feature phone with built-in camera that could take up to 20 photos at
a time. By late 2000, the company had launched several phones, but
its global success story started with the launch of the Galaxy S series
of smartphones that used the company’s OLED screen technology
and hummingbird processor. Besides smartphones, the company is
also a major vendor of tablet computers, particularly Android-
powered Samsung Galaxy Tab-series, and is regarded as the
originator of the phablet category through its Samsung Galaxy Note-
series devices.
Now, Samsung is one of the major manufacturers of electronic
components globally. It is also one of the major suppliers of
electronic products like batteries, semiconductors, chips, flash
memory and hard drive to companies such as Apple, Sony, Nokia,
etc. Samsung has also been the world's largest manufacturer of
television since 2006, and of smartphones since 2011. In 2017, the
company overtook Intel to also become the world's largest
manufacturer of semiconductor chips.

Objectives & Scope of research

Objectives are:
1. To find number of brand of consumer durable in Kumta
2. To study brand preference of consumer for consumer durable good
3. To find most important parameter for selection of brand of colour
television,Refrigerator,Washing machine,DVD, Microwave oven
4. To study profit margin of major brand in consumer durable

The major objectives of the study is to analyse the position of samsung vis-a-
vis its competitors and to identify weak areas and provide recommendation for
the sale

The consumer durable market has grown considerably in last few year in india
.
with the growth the level of competition has grown as well. Literally of the
market. The challenge is not only to get the new customer but also yo continue
with the existing customer
The objective of doing the project is to :
● To identify the dealer and consumer perception about the Samsung
product with respect to its competitors in CTV and AC segment
● To suggest some differentiating strategies to stay ahead in competition in
CTV and AC segment
● To identify the factor affecting the four Ps i.e
● product
● Price
● Promotion
● Placement
Example:
What are the parameter on which consumer makes his purchase decision?
Parameters Rank
● price ……
● Packaging……
● Product feature….
● Brand name…..
● Product quality…..
● Product design…

SCOPE OF STUDY:
This project give us great exposure to the consumer durable market because it
includes product knowledge and field survey job in which we visited the
consumer durable store in kumta

1. In term of purchasing power parity(ppp) india is the 3rd largest economy

in the world
2. Indian consumer durable market is expected to reach $450 b by on 2030
3. India has the youngest population amongst tge major countries. There
were lot of people in the different income categories nearly the two third
population is below the age of 35 and nearly 50% is below 25
4. There were 56 million people in middle class who were earning
US$4,400-US$21,800 a year and there were 6 million rich household in
india
5. The upper middle and high-income household in urban areas were
expected to grew to 40 Million in 2021 in against 14.6 Million in 2000

Research Methodology
Research is the systematic design collection analysis and reporting of data
and findings relevant to a specific procedure and method that have been
adopted for the achievement of the project objectives

A.Research Design
 Research design is important primarily because of the
increased complexity in the market as well as marketing approaches available
to the research . In fact it is the key to the evolution of successful marketing
strategies and programmer.According to kerlinger,"Research Design is a plan
conceptual structure and strategy of investigation concieved as to obtain
answer to research question and to control variance.

The research design refers to the overall strategy that you

choose to integrate the different components of the study in a coherent and
logical way, thereby, ensuring you will effectively address the research
problem it constitutes the blueprint for the collection, measurement, and
analysis of data.

B.Method of Data collection:

This report was prepared after collectinh data from the
retailer/dealer and past data arranged from the various studies conducted in
last few year and various other record of company

Primary data:
Primary data is a type of data that is collected by
researchers directly from main sources through interviews, surveys,
experiments, etc. Primary data are usually collected from the source—where
the data originally originates from and are regarded as the best kind of data in
research.

Secondary data:
Secondary data is research data that has previously been
gathered and can be accessed by researchers. The term contrasts with
primary data, which is data collected directly from its source.

Limitation of study:
Although i tried my best in preparation of this project ,but this study has some
limitation
1.The period of the project was not sufficient to study all factor in deep

2.Visiting various place for the study consumed a lot a time

3.Ramadan is the month were we muslim fast .While fasting i travel lot of
places in kumta and feel weakness in my body

4.Wheather condition is one of the major problem

5.Many consumer/retailer showed less interest in providing information and

havent co -operated

6.Some of confidential information viz.credit period,schemes,policies and sales

figure were not disclosed by the competitors
CHAPTER ²
● SAMSUNG PROFILE
● SAMSUNG GROUP
● SAMSUNG ELECTRONICS INDIA LIMITED
● SWOT ANALYSIS
Industry profile
Samsung Electronics is one of the world's largest semiconductor
manufacturers and South Korea's top electronics company. It makes
a wide variety of consumer devices, including TVs, LCD panels, and
printers; semiconductors such as DRAMs, static RAMs, flash
memory, and display drivers; and communications devices ranging
from smartphones to networking gear. The company, which is the
flagship member of Samsung Group, also makes microwave ovens,
refrigerators, air conditioners, and washing machines. Samsung
Electronics has pushed significantly beyond the borders of South
Korea with international customers accounting for about 85% of
sales. The company was incorporated back in 1969.
The consumer durable industry can be broadly classified
into two segment consumer electronics and consumer appliance
consumer appliance can be further categorized into brown goods and
white goods.the key product lines each segment were as follow

Industry Size,Growth,Trends
Consumer Durable market pie chart
A= Refrigerator 25℅
B= Washing machine 10℅
C= Air Conditioner 15℅
D= CTV 45℅
E= Smart Watches 5℅

Samsung first entered the electronics industry in 1969 with

several electronics-focused divisions. Their first products were
Samsung Data Systems (now Samsung SDS) was established in
1985 to serve businesses’ growing need for systems development.
That helped Samsung quickly become a leader in information
technology services. Samsung also created two research and
development institutes that broadened the company’s technology line
into electronics, semiconductors, high-polymer chemicals, genetic
engineering tools, telecommunications, aerospace, and
nanotechnology.

Samsung asblack-and-white televisions. During the 1970s the

company began to export home electronics products overseas. At
that time Samsung was already a major manufacturer in Korea, and it
had acquired a 50 percent stake in Korea Semiconductor

The 2000s witnessed the birth of Samsung’s Galaxy smartphone

series, which quickly not only became the company’s most-praised
products but also were among the best-selling smartphones in the
world. Samsung also supplied the microprocessors for Apple’s
earliest iPhone models and was one of the largest microprocessor
manufacturers in the world in the late 20th and early 21st centuries.
Since 2006 the company has been the top-selling global
manufacturer of televisions. Beginning in 2010, the Galaxy series
expanded to tablet computers with the introduction of the Galaxy Tab
and in 2013 to smartwatches with the introduction of the Galaxy
Gear. Samsung introduced a foldable smartphone, the Galaxy Fold,
in 2021

Brand in Consumer electronics sectors / Competitors

1. Samsung (Samsung Electronics Co.)

Digital IQ: 140

Samsung’s “SmartThings” app creates an ecosystem for the

connected home space. The app includes a guided quiz that helps
customers create their own Smart Home, closing with a suggested
bundle of products to purchase. The move puts the Index’s only
Genius brand ahead of most peers, which are largely failing to invest
in mobile apps that span multiple product areas.

2. Dell (Dell Inc.)

Digital IQ: 138

Dell outperforms its immediate peers in search visibility for applicable

category keywords (e.g., “laptop”). It is the only brand with first-page
visibility across the majority of affiliated terms, underscoring the
superior optimization of site content visible to web crawlers. The
brand’s extensive comparison engine, coupons, and price match
tools also set its e-commerce engine apart from competitors

3. Apple (Apple Inc.)

Digital IQ: 135

With incomparable brand equity as well as unparalleled omnichannel

and mobile capabilities, the well-known brand has the leeway to
invest conservatively in email marketing and web advertising. In the
rapidly growing wearables space, Apple leads the competition with
an estimated 75% market share. Its most profitable product, the
iPhone, dominates the competition – generating more than 10 times
the profit of Samsung smartphones.

5. LG (LG Corporation)
Digital IQ: 134

The brand site combines extensive overviews of key technologies

(i.e. OLED) with a fluid handoff to relevant product pages.
Meanwhile, LG’s extensive customer service options are intuitive and
provide quick access to repair tracking, a particularly vital asset for
the Consumer Electronics sector.

7. Nikon (Mitsubishi)
Digital IQ: 128

Nikon has one of the best commerce handoff features in the Index,
with links to online and local retailers prominently displayed on
product pages. Its diverse marketing emails range from Learn &
Explore tutorials to store promotions.

9. SanDisk (SanDisk Corporation)

Digital IQ: 122

SanDisk also displays strong merchandising efforts on Best Buy via

its Mobile Storage Shop. On social media channels, the brand
repurposes UGC to promote its products.
10. GoPro
Digital IQ: 120

GoPro dominates the social landscape. Its Facebook community is

more than twice the size of the Index average and its Instagram
posts generate 27 times more engagement. Like Beats, GoPro
leverages the social following of sports stars, with 130 athletes
across 35 sporting disciplines producing content on its behalf.
Ordinary people can also submit content to be featured as the “Photo
or Video of the Day” on GoPro’s social pages. This content can
potentially be monetized as stock photo imagery, in addition to
playing an integral role in the brand’s marketing tactics.

Careers:
1.Globally Recognized power Brand
Samsung Electronics today reported financial results for the fourth
quarter and the fiscal year 2021.

The Company posted KRW 76.57 trillion in consolidated revenue, a

quarterly record and KRW 13.87 trillion in operating profit in the
quarter ended December 31, 2021. For the full year, it reported KRW
279.6 trillion in revenue, a new historic high and KRW 51.63 trillion in
operating profit.

2.International Award
Samsung Electronics today announced that it has won 48 awards at
the world-renowned International Design Excellence Awards (IDEA)
2021, including seven Silvers, three Bronzes and thirty-eight finalists.

3.Excellent Work Culture

The work culture at Samsung is based on the fundamental belief that
employees are its most important asset. Respect and genuine
concern for each employee in the organisation is the basic principle
on which the organization functions.

We believe that by giving mutual respect , recognition,trust,open

communication , transparency and opportunities for growth,
employee will perform to their fullest potential and will be sincere
dedicated and committed to their jobs
Samsung india also strives to increase Not only the efficiency of
operation , but also the overall quality of our work Environment and
our contribution to society as a whole

Social Contribution :
Samsung India Electronics Private Limited (“Samsung India” or
“Company”) has prepared the CSR Policy in alignment with its
objective, principles and values, delineating its responsibility as a
socially and environmentally responsible corporate citizen
The Board of the Directors of the Company approved
this Policy, formulated by the CSR Committee, after taking into
account the recommendations by the CSR Committee. The Board
may amend the Policy as may be required from time to time, basis
recommendations of the CSR Committee
Samsung India expects to make interventions and
investments for improving the quality of life of people by focusing on
social causes. The specific programs/ activities under these focus
areas are finalised in due course during the year and submitted for
approval of the Board. Samsung India may take up other projects,
programs or activities relating to entries as per Schedule VII of the
Companies Act as it may consider appropriate from time to time. This
may include but not be limited to the following areas:
• Promoting education, including special education and employment
enhancing vocational skills especially among children, youth, women,
the elderly and differently-abled, and livelihood enhancement
projects.
• Ensuring environmental sustainability, ecological balance,
protection of flora and fauna, animal welfare, agroforestry,
conservation of natural resources and maintaining quality of soil, air
and water.
• Protection of national heritage, art and culture including restoration
of buildings and sites of historical importance and works of art;
setting up public libraries; promotion and development of traditional
art and handicrafts.
• Training to promote rural sports, nationally recognized sports,
Paralympic sports and Olympic sports
• Contribution to the Prime Minister’s National Relief Fund or any
other fund set up by the Government of India such as PMCARES, or
any fund set up by any government of a State or UT of the Union of
India for socio economic development and for relief and welfare of its
citizens
• Contributions provided for programs of or collaborations with
educational institutions, and skilling bodies approved by the
Government of India or any government of a State or UT of the Union
of India and eligible as implementing partners as per CSR Rules.
• Promoting healthcare including preventive healthcare and
sanitation, including making available safe drinking water and aid for
differently-abled persons.
• Rural development projects.
• Disaster relief(s).
Subject to the legal provisions, the Board shall have the discretion to
take a call on whether any activity falls within the entries above and
in Schedule VII and its decision shall be final. Company shall give
preference to the local areas and areas around it where it operates,
for spending the amount earmarked for CSR activities for year.

Activities excluded from the purview of Samsung India’s CSR

expenditure:
• Activities which are exclusively for the benefit of employees of the
Company or their family members
• Activities undertaken in pursuance of normal course of business of
the Company • Direct or indirect contribution to political parties, if any
• Expenditure on item/s not in conformity with Schedule VII of the
Companies Act 2013, as amended
• One-off events
• Expenses incurred for the fulfilment of any obligations/compliance
under any Act/Statute

Our Mission

Everything we do at Samsung is Guided by our mission to be best

"digital Company"

Highlights
2020 ● Ranked top 5 in
interbrand best Global
Brands 2020
● Supported the global
fight against COVID-19
with CSR initiatives
such as the Smart
Factory program and
provided human
resources training
facilities as community
treatment centers in
Korea
● Released 6G White
Paper
● Launched the
Generation17 program
in partnership with
UNDP
● Introduced Galaxy Z
Flip and Galaxy Z
Fold2 with innovative
form factors
● Launched Samsung
Galaxy S20 series,
Samsung’s first full-5G
flagship lineup
● Unveiled 110”
Samsung MICRO LED
● Introduced AI-powered
laundry lineup with top-
tier energy efficiency
● Expanded Bespoke
lineup to the global
market
● Received industry’s first
global recognition for
environmental
 sustainability of its
semiconductor
solutions
● Launched mass
production at the new
EUV manufacturing line
in Hwaseong, Korea
● Commenced mass
production of 16Gb
LPDDR5 DRAM in
Pyeongtaek, Korea

2019 ● Unveiled the world’s

first 75-inch MicroLED
● Unveiled ‘Samsung
Bot’, robotics platforms
for the future of AI
● Announced a new CSR
vision: 'Together for
Tomorrow! Enabling
People'
● Marked a decade as
the global industry
leader in digital signage
● Released 5G
smartphone ‘Galaxy
S10 5G
● Completed the
development of EUV-
based 5nm process
technology
● Announced plans for
KRW 133 trillion
investment in logic chip
business by 2030
● Began mass production
of industry’s first 12Gb
LPDDR5 mobile DRAM
 for premium
smartphones
● Unveiled industry’s first
108MP image sensor
for smartphones
● Released the ‘Galaxy
Fold’, creating a whole
new mobile category
● Introduced BESPOKE
refrigerator, opening a
new era of
personalized
appliances
● Provided the world’s
first 8K HDR10+
content on its TVs
● Celebrated its 50th
year anniversary

2018
● Launched 'QLED 8K'
and world’s first
modular TV ‘The Wall’
● Unveiled Samsung and
HARMAN's '2018
Digital Cockpit'
● Builst cutting-edge EUV
semiconductor line in
Hwaseong, Korea
● Launched 'Galaxy
S9/S9+' and 'Galaxy
Note9'
● Debuted world’s first
'3D Cinema LED' for
movie theatre
● Announced medium-to
long-term global
expansion plans of
 renewable energy
● Mass-produced world's
first 'fifth-generation V-
NAND' and developed
'8GB LPDDR5 D-RAM'
● Announced to invest
KRW 180 trillion and
hire 40,000 for next
three years to revitalise
economy
● Established seven
global AI centres in
Korea, the US, the UK,
Canada, and Russia
● Supplied world's first
5G network commercial
equipment in the US
(FWA) and Korea (NR
Mobile)

2017 ● Completed acquisition

of HARMAN
● Began mass production
at new semiconductor
plant in Pyeongtaek,
South Korea
● Started mass
production of its 2nd
generation 10nm
FinFET process
technology and
strengthened advanced
foundry portfolio with
new 11nm LPP and
7nm LPP with EUV
technology
● Unveiled Galaxy S8,
S8+, and Note8
 ● Brought QLED TVs and
The Frame to global
markets
● Bixby voice capabilities
now available in over
200 countries globally
● Debuted world's first
Cinema LED Screen
● Ranked no.6 in
Interbrand's Best
Global Brands 2017

2016 ● Announced plan to

acquire HARMAN
● Announced
comprehensive
roadmap to enhance
long-term shareholder
value creation
● Acquired Dacor, Joyent
and Viv Labs
● Started industry’s first
mass production of
system-on-chip with 10-
nanometer FinFET
technology
● Introduced world’s first
Universal Flash
Storage (UFS)
removable memory
card Line-up, offering
up to 256-Gigabyte
(GB) capacity
● Brought Galaxy S7 and
Galaxy S7 edge to the
global market
● Began mass producing
world’s fastest DRAM –
 based on newest high
bandwidth memory
(HBM) interface
● Revealed spectacular
2016 Quantum dot TV
lineup to begin a new
decade of global TV
leadership

2015 ● Maintained No.1

position in the global
TV market for 10
consecutive years
● Began mass production
of the industry’s first
12Gb LPDDR4 mobile
DRAM
● Unveiled SleepSense,
a personal sleep
monitoring device that
helps people improve
the quality of their sleep
● Launched the Gear S2,
a stylish smartwatch
with a versatile circular
design and rotating
bezel
● Began mass production
of the industry’s first
256Gb V-NAND flash
memory
● Launched the mobile
payment service,
Samsung Pay
● Acquired YESCO, an
American-based
manufacturer of LED
displays, and launched
 its LED signage
business
● Unveiled the Galaxy S6
and Galaxy S6 edge
with the world’s first
curved display on both
sides
● Announced mass
production of industry’s
first 14nm FinFET
mobile AP

2014 ● Ranked as the 7th most

valuable brand in the
world, in Interbrand’s
‘Best 100 Global
Brands 2014’ report
● Unveiled the Galaxy
Note Edge, the world’s
first smartphone with a
curved edge screen,
along with the Gear S,
the first wearable
device featuring 3G
connectivity
● Acquired SmartThings,
a U.S.-based IoT
(Internet of Things)
platform developer
● Renewed Samsung’s
agreement with the
IOC, extending its
sponsorship of the
Olympic Games
through to 2020
● Opened a new
semiconductor factory
in Xi’an, China
 ● Released the world’s
first 105” curved UHD
TV
● Started DRAM mass
production with the
industry’s first 20nm
process technology
(4Gb DDR3)
● Unveiled the world’s
first 85’’ bendable UHD
TV

2013 ● Launched Galaxy S4 in

the global markets
● Began mass producing
the world's first 20
nanometer 4Gb ultra
high-speed mobile
DRAM

2012 ● Took 9th place among

global top 100 brands
with a brand value of
USD 32.9 billion
● The LCD business was
sent to Samsung
Mobile Display

2011 ● Began construction of

the 7.5G LCD
manufacturing plant in
Suzhou, China
● Signed a patent sharing
license agreement with
IBM
2010 ● Acquired the medical
equipment company,
Medison
● Became the #1 global
electronics company in
sales
● Began mass producing
20nm-class, 64-gigabit
3-bit NAND flash
memory
● Merged with Samsung
Digital Imaging
● Launched the Galaxy
smartphone series with
the Android OS

2009 ● Developed the world's

first 40 nanometer
DRAM
● Samsung's brand value
was ranked No. 19 in
the world by
Interbrand's 2010 Best
Global brand

Growing to be the best

Samsung is a technology conglomerate whose corporate mission

and vision statements focus on innovation for global societal
improvement through technological products. The company’s mission
statement indicates superiority, which implies excellence and
leadership in the semiconductors, electronics, and other markets. On
the other hand, Samsung’s vision statement promotes an inspiration-
focused strategic objective that makes the business an influencer
among people and societies around the world. Thus, the combination
of the corporate vision and mission statements creates the idea of a
technological conglomerate that aims for industry leadership and
global influence. In order to follow Samsung’s corporate mission and
corporate vision, the business organization must ensure competitive
advantages against major technology companies, including Apple,
Sony, Intel, Microsoft, and LG. This competitive landscape imposes
strong forces and strategic challenges that require high rates of
innovation and high quality standards in Samsung’s operations and
technological product development and design, as well as the
utilization of advanced technologies to support operations.

Customized product for Indian consumer

Samsung understands the local cultural sensibilities to customise its

product according to the Indian market. It has set up a "usability lab"
At the Indian institute of technology in New Delhi to customise
Samsung products to meet the specific need of Indian consumers .
This industry-institute partnership is helping samsung to study and
analyse consumer response is aspect of product design , including
aesthetics ergonomics and interface
Through its research on consumer preference in India,
Samsung has concluded that Indian consumers want more sound
oriented products. Thus, the Samsung televisions for India have a
higher sound capacity than their foreign counterparts.
For the semi-automatic segment of Samsung washing machines
,Samsung has introduced for the first time in india a feature called
Super Dry . It is present in three of samsung's semi-automatic
models and dries the clothes better than the rest
Samsung washing machines have an additional menu that
takes care of the local wadobes. They also have a memory restart
that takes care of the frequent power failure in india

Samsung in india has a presence in the following

1. Consumer electronics (CE)/ Audio visual(AV) Business
2. Home Appliance (HA) Business
 3. Information technology (IT) business

Its operation are broadly divided into the following key sub-
function
● Sales and marketing
● Manufacturing
● Software Centre operation

1. Sales and Marketing function

Headquarter in New delhi,Samsung india has a network of 19
branches and 16 Areas sales office (ASOs) located all over the
country , and the number expected to grow, as the organisation
continues to expand to its horizon

The sales and Marketing fucntion at Samsung is primarily divided

into two categories:
● Sales and Marketing (IT)
● Sales & Marketing(AV/HA)

The manufacturing Function:

Samsung is reportedly looking to shift its Chennai facility and plans to
start importing TV units from Vietnam, it's largest production hub. As
per a ToI report, the company has already alerting its local suppliers
about its withdrawal plans. The Chennai-based TV manufacturing
plant of Samsung produces around 3 lakh units every year.

Ironically, the shifting plan has come come just months after joint
inauguration of its Noida facility by Prime Minister Narendra Modi and
Korean President Moon Jae-in. The Noida facility was seen as a big
boost for the ‘Make in India’ initiative.

According to the report, the move comes after the Union government
introduced import duty on parts used in manufacturing TV panels.
The government, during the Union Budget, imposed an import duty
on "open cell", which is one of the most important parts of a TV
panel. Initially, a 10 per cent duty was imposed, which was later cut
down to half after protests from TV manufacturers.

The manufacturing capacities of the Samsung product

manufactured in India are:

PRODUCT CAPACITY DETAILS

CTV 1.5 Million Curved &Flat Tv
COLOUR 1.5 Million CRT & TFT LCD
MONITOR monitor
REFRIDGERATO 0.6 Million Frost-free and
R conventional
refrigerators
WASHING 0.5 Million Fully Automatic
MACHINE and semi
Automatic
AC 0.4 Million Window and split

Samsung has two manufacturing plants -- in Noida and in

Sriperumbudur, Tamil Nadu -- five R&D centres, and one design
centre in Noida, employing over 70,000 people and expanding its
network to over 1.5 lakh retail outlets. Established in 1995, Samsung
India laid the foundation stone of Noida plant next year. In 1997,
production commenced and the first television was rolled out. In
2003, refrigerator production began.

According to HC Hong, President and CEO, Samsung India, a bigger

manufacturing plant will help them cater to the growing demand for
Samsung products across the country. Samsung India, that
registered 27 per cent growth in mobile business revenue for the
financial year 2016-17 -- accounting for a whopping Rs 34,300 crore
of its reported Rs 50,000 crore sales - won't be able to hide the smile
when the new facility kicks off production from July 9.

The Software R & D centre

Samsung R&D Institute India-Bangalore (SRI-B) is the largest R&D

Center outside of South Korea and a key innovation hub in the
Samsung group.
With the best of talent from India and overseas, our focus is on
creating cutting edge technologies across multiple areas of
Samsung’s business, that transform experiences of users both
globally, as well as in local markets.

The specific purpose of SRI-B in the Samsung family is twofold: to

create USPs for global flagship devices with by creating significant
advancements in Modem, Multimedia, AI, Internet of Things, and to
make for India by catering to the specific needs of Indian consumers.
At SRI-B, employees not only have an opportunity to work on areas
involving pure research but also carry it forward as proof of concept
towards Advanced Development, by seeing the research being
implemented.

In addition to all mobiles made by Samsung, SRI-Noida specializes in

models in the mid-tier segment, particularly ones based on Android
Go platform. SRI-Noida also works on Samsung M Series , J Series
and A Series.

In 2019, the center won mBillionth

award for Samsung Global Goals for its contribution towards United
Nations Sustainable Development Goals SRI-Noida Sector 62 Noida
SRI-Noida started in 2007 in sector 59 Noida, with regional
adaptation followed by multimedia verification. SRI-Noida is engaged
in the development and verification of software for all range of mobile
phones. The center has grown over the decade and now has more
than 2300 employees.

Apart from Software Development & Verification,

SRI-Noida also works on research in the areas of advanced
technologies such as AI, IoT & 5G. SRI-Noida has filed around 300
patents in India & Globally. SRI-N collaborates with academic
institutes like IITs for research & innovation in domains of AI, Mobile
Security, Healthcare, and Audio Processing. The center also has an
academic tie-up with BITS Pilani for its corporate M.Tech program.

Samsung india moves operation to the net

Samsung may shift a major part of its smartphone production to India
from Vietnam and other countries with the South Korean electronics
major finalising plans to produce devices worth over $40 billion (Rs 3
lakh crore) in the country, people familiar with the matter said.

The country’s largest consumer electronics company by revenue has

appointed CH Choi as the new division leader for the consumer
electronics business, while Jinsock Lee will be the division leader for
the network business. Joonbum Park will continue to be the division
leader for the mobile phone business, Samsung India said in a
release.In a significant restructuring, Mohandeep Singh will be the
new head of sales, marketing and operations for the consumer
electronics business. He was earlier handling the mobile phone
business as its chief.
Dipesh Shah, who is the managing director of
Samsung R&D Institute Bangalore, will also head a newly created
India customer Elexperience and business strategy team to create
multiple device experience for Indian consumers.
The enterprise business team will be headed by Akash Saxenaa. He
was earlier heading mobile phone B2B sales.

Samsung india electronics limited

● Mobile phone
● GSM
● CDMA
● TV video and Audio
● Tv Diptv, projection tv, LED tv,Plasma tv,Flat tv
● Dvd player
● Camcorder
● Audio
● Home theater
● Digital Audio player
● Digital still camera
● Information technology product
● Note pe
● Hard disk drive
● Cd/Dvd Rom
● Cd/Dvd writer
● Computer Monitors
● Laser printers and laser Based multifunctional product
● Fax
● Home Appliance
● Microwave oven
● Refrigerator
● Air Conditioner,split A/c,window A/c
● Washing machine fully Automatic and Semi Automatic

Awards and Achievemets : 2022

Samsung Electronics Wins 71 iF Design Awards 2022
on 19-04-2022Share open/close
Wins three Gold Awards for designs that offer experiences
customizable to different lifestyles
Awarded 71 trophies in nine categories ranging from product designs
for TVs, home appliances, smartphones and others to User
Experience(UX) design
Samsung Electronics received a total of 71 awards, including three
Gold Awards, at the International Forum (iF) Design Award 2022, a
prestigious German international design competition. Samsung
Electronics received Gold Awards for its portable screen The
Freestyle, mobile phone Galaxy Z Flip3 and wireless vacuum cleaner
Bespoke Slim. This year Samsung received the most awards out of
11,000 submissions from 57 countries

“It is important for a design to connect the changing values with

innovative technologies,” said Jinsoo Kim, Executive Vice President
at Corporate Design Center in Samsung Electronics. “We are
committed to offering a meaningful experience that both meets the
various demands of customers and improves the quality of our lives.”

● Three Gold Award Winning Products Recognized for Designs

That Offer Customized Experiences to Different Lifestyles

● Total of 71 Awards, From Product to UX Design, Including TV,

Home appliance and Smartphones

SWOT ANALYSIS

Strength
1. Dominates the Smartphone Market
2. Research and Development
3. Award Winning Brand
4. Ecologically Friendly Innovations
5. Stronghold in the Asian Markets
Weakness
1. Heavily dependent on the American Markets
2. Decline in Smartphone Sales
3. Product Failures
4. Dependence on Low-end Smartphones
5. Hereditary Leadership
6. Bribery Scandal

Opportunities
1. Triple Protection Proposition
2. HR Management
3. Diversification and Acquisitions
4. Introduce Innovative Products
5. 5G Technology

Threats
1. Heavily dependent on the American Markets
2. Decline in Smartphone Sales
3. Product Failures
4. Dependence on Low-end Smartphones
5. Hereditary Leadership
6. Bribery Scandal

Conclusion
Through the SWOT analysis of Samsung, it is clear that the company
is still a global leader in chip making and smartphone brands. It has
always sustained sufficient revenue and profits as it progresses into
the future.

The primary challenge it has to face is cutting back on its

overreliance on the American markets and explore the potential to
operate in other markets. It needs to focus mainly on the Asian
continent that is developing at an exceeding rate. Its limited customer
base in the US is not reliable enough and may lead to limited
revenue and profits. That can become a persistent issue for the
company. They need to expand internationally and incorporate a new
consumer demographic to thrive.
Chapter³
● INTRODUCTION TO DHANALAKSHMI ELECTRONICS
● BRANDS AVAILABLE IN DHANALAKSHMI ELECTRONICS
● PRODUCT PROFILE
Introduction to Dhanalakshmi electronics
Established the year 2008 was initially started with the capital of ₹
10,75,000 being located at prime location Kumta town. Firm enjoyed
the advantages of being accesible to all visiting people of different
localities of kumta town and nearby villages.the firm started with only
two brands( ie:LG & Samsung) . It enjoyed the goodwill of parents
organization M/s Shankar naik and co which has been running
business for past 20 years . Though the initial response for first few
month was poor later on it picked up tremendously . As the proprietor
has good rapport with the people of all communities. He has also
gained the experience of finance and management as he has worked
with the various consumer electronics and home appliance
companies like whirlpool, samsung, onida, and videocon as product
demonstrator and later being promoted as marketing executive for
the different parts of the state

After coming back he started dhanalakshmi electronics worlds when

there was an already established competitor M/s Bhuvan electronics
who had been a household name. But in later days it had managed
to wrest substantial number of customers under its fold with the
friendly interaction with the customers and prompt after sale service
canvassing by the satisfied customer also this led to great height in
quarterly sales figure and profit margin. For the first two years firm
dealt with only two brands ie. Samsung for its color TV and other
electronics products. Whirlpool for its home appliance goods . Even
today lots of customers recognize Dhanalakshmi as a Samsung
brand shop.
Today Dhanalakshmi electronics has been one of the leading
enterprises of the town….

Facilities provided by :Dhanalakshmi electronics

They provide various facilities to the customer to fulfill there esteem
needs the facilities provided by dhanalakshmi electronics
● 0% interest finance: They provide 0℅ interest on purchase of
goods on installment basis for the convenience of the customer
● Door to Door service : they deliver the goods at customer's door
provide door to door service to the customer on thr purchase of
goods
● After sales service: They provide after sales service for their
customers when there is any sort of major or minor problem with
the products, after receiving just a call by the customer they
send their technician to tackle the problem.

Brands Available in dhanalakhsmi electronics

Dhanalakshmi electronics deals with various brand , some of the

major brands are
● SAMSUNG
● LG
● ONIDA
● SONY
● VIDEOCON
● GODREJ
● ELECTROLUX
● SANSUI
 ● PHILIP
● VOLTAS
● SHARP
● KENSTAR
● Whirlpool
PRODUCT PROFILE :

1.Colour television

2.Digital Audio/Video
3.Air conditioner

4.Refrigerator

5.Washing machine
6.Microwave Oven
Chapter⁴
1.Data analysis and interpretation
DATA ANALYSIS ND INTERPRETATION
Q1. Have you purchased any consumer durable during exhibition
Particular No of Respondent
Yes 58
No 42
Total 100

No of Respondents
120

100

80

60

40

20

0
Yes No Total

No of Respondents
58℅ of Customer have not purchased any consumer durable From
Exhibition
1. Only 42℅ people have purchased
2. It Show that Consumer are coming in the exhibition for
knowledge of product and also they want to know that
weather there is actual price difference in exhibition and
shop or not
3. Consumer also want compare to the different brand which
are available in the exhibition
4. So exhibition are more useful to increase brand awareness
5. People are less interested to purchase product from the
exhibition
Q.2 While purchasing Consumer Durable which parameter
influences you?
Particular No of
Respondent
Price 30
Product feature 22
Brand 26
Service 16
Durability 6
Total 100

No of Respondents
120

100

80

60

40

20

0
Price Product Feature Brand service Durability Total

No of Respondents
Q3. From where do you prefer buying consumer durables
Particular No of Respondent
Exhibition 17
Companies 36
authorized Shoppe

Multi retail 47
showroom
Total 100

No of Respondents

Exhibition Companies Authorized shoppee Multi Retail Showroom Total

Inference:
1. A majority of customer prefer to buy from showroom . Very less
proposition of consumer purchase from exhibition
2. 47% Customers prefer to buy from the showroom because the
showroom are more convenient to customer they also think that
these shop give more discount
3. People are less interested to buy from the exhibition they only
visit the exhibition for price quotation of the product comparison
of the produxt
 Q4. You prefer to buy from the same as you have mentioned in
Q3.because of following reasons
Particular No of Respondents
Attractive price 26
Service 30
Demonstration 16
Offer 20
Convenience 08
Total 100

No of Respondent
120

100

80

60

40

20

0
Attractive price Service Demonstration Offers Convenience Total

No of Respondent
Inference
1. Customer buy from showrooms because of the service and
convenience
2. Customer are preferred to buy from the showroom because of
they think that these convenient store may provide good after sell
service
3. Customer also thinks that there is more chance to bargain and
they can get more discount in these showrooms
4. Price also a factor that attract the consumer is these showroom
Q5. What are you expectation on aftersales service at
Dhanalakshmi electronics

Particular No of Respondents
Excellent 58
Satisfactory 19
Average 16
Poor 7
Total 100

No of Respondent
120

100

80

60

40

20

0
Excellent Satisfactory Average Poor Total

No of Respondent
Inference:
1. The above data represents that 58℅ of the respondents expect
excellent service after the purchase of product from
Dhanalakshmi Electronics
2. This data also represent that 19℅ of the respondents expect
satisfactory
3. It represents that 16℅ of the respondents expect average after
sales service
4. Finally it indicates 7℅ of the respondents expect poor after sales
service
Q6. What do you suggest Dhanalakhsmi electronics for its
marketability in future
Particular No of
Respondents
Yes 40
No 60
Total 100

No of Respondents
120

100

80

60

40

20

0
Yes No Total

No of Respondents

Inference:
The above graph indicates that 40℅ of respondents suggest
marketability for Dhanalakshmi in future and the remaining60℅
Q7. Will you refer your Friend and relatives to buy/visit
Dhanalakshmi electronics for their purchase
Particular No of Respondents
Yes 70
Maybe 25
No 5
Total 100

No of Respondents
120

100

80

60

40

20

0
Yes Maybe No Totak

No of Respondents
Inference:
1. From the above data we get know that 70℅ respondent prefer
visiting the Dhanalakshmi electronics and suggest the same to
their friends and relatives
2. We also get to know that 25℅ of the respondents may or may not
prefer visiting Dhanalakshmi and suggest the same to their friends
and relatives
3. We even get to know that 5℅ of the respondents do not prefer
visiting dhanalakshmi and suggest the same to their friends and
relatives
SUMMARY & FINDINGS
1. At the shop, most of the dealer sold entire consumer durable
product including C-TV, Refrigerator , washing machine ,
DVD , Microwave oven
2. Here LG is leading in colour television Washing machine ,
Refrigerator
3. Study Show that Quality is more important parameter for
more sale of colour television than price is considered by
consumer
4. Study show that the quality of the product is the most
important parameter for Refrigerator than price is
considered by consumer
5. Quality is most important parameter which effects sales of
Washing machine
6. Kenstar is most preferable brand for microwave oven
because of its quality
7. LG Gives high profit margin as compared to other
competitors
8. SAMSUNG product is costly as compared to LG and
VIDEOCON
9. One more findings says that there was big problem of after
sale service
10. Many dealers were facing the problem of after sale
service because there is no follow up call from samsung
11. Demo calls also not done properly
12. LG and Videocon is the main competitor of Samsung
13. Adverstising of Samsung CTV is more effective are
compared to the competitors
SUGGESTION & RECOMMEDATION
● Company should improve the after sales service of product
as it is the main factor for the sales of consumer product
● If the Samsung LTD reduces their product price like LG and
Videocon then samsung will take over the LG in all
categories
● Company should distribute free key chain, calendar, t-shirts,
for making brand popular among people
● Company should introduce low price and low power
consumption refrigerator for acquiring the middle income
group
● Dealer desire more advertisement to be done through local
newspaper and cable Tv ads, to make consumer aware
about the product
● Prompt service in time is desired
● Advertisement of the company product should focus on
quality rather than price
● Company should target upper middle class or premium class
customer
● Company should introduce low cost product to satisfy the
need of low or middle class
● SAMSUNG Ltd should concentrate on after sales service
● SAMSUNG Ltd should try to tap the rural market.

CONCLUSION
From the Study we can conclude that consumer durable play a
major role in the day to day life of human being Consumer
durables are has taken place as a necessity now a day's one
finds its hard to survive without them

The comfort alone should not be considered as

the basis of measurement of the performance of the consumer
durables industry. It should also include the necessity part.
Samsung india electronic one of the leading consumer durables
provider should also concentrate on the research and
development in the country itself so as to fulfill the demand of the
local resident in the desired manner
ANNEXURE
Consumer Survey Questionaire

NAME:
SEX:
MALE ( ) FEMALE ( )
ADDRESS:_________________________

__________________________________

Contact Number:___________________

Q1.Your occupation?
a) Profession
b) Business
c) Housewives
d) Other (specify)______________

Q2. Household monthly income:

a) Upto 5000
b) 5000-10000
c) 10000-15000
d) 15000 & above

Q3. Have you purchased any consumer durables during Exhibition?

a) Yes ( )
b) No ( )
Q4. While purchasing consumer durables which parameter influences you?
a) Price
b) Product price
c) Brand
d) Service
e) Durability

Q5. From where you prefer buying consumer durables

a) Exhibitions
b) Co.shoppee
c) Showroom

Q6. You prefer to buy from the same as you have mentioned in Q3. Because
of following reasons
a) Attractive
b) Service
c) Demonstration
d) Offers
e) Convenience

Q7. How frequently you change your consumer durables

a) 1-3 years
b) 3-5 years
c) 5-10 years
d) More than 10 years
Q8. Do you prefer any financing scheme to purchase consumer durables?
a) Yes ( )
b) No ( )

Q9. Why do you change your products?

a) Due to wear & tear
b) Due to advanced technology
c) Promotional offer
d) Others

Q10. What do you take into account while purchasing any home appliance
a) Quality
b) Price
c) Brand image
d) Other (specify)

Q12. What are your expectation on after sales service at Dhanalakshmi

electronics
a) Excellent
b) Satisfactory
c) Average
d) Poor

Q13. How do you rate Dhanalakshmi electronics point of purchase Display &
store attraction?
a) Excellent
b) Satisfactory
c) Average
d) Poor
Q14. What do you suggest Dhanalakshmi electronic for its marketability in
future

__________________________________

Q15. Will you refer your friends and relatives to buy/ visit Dhanalakshmi for
their purchase?
a) Yes
b) Maybe
c) No

If No, Quote ReaSon___________________________

BIBLIOGRAPHY
Website Accessed

www.samsung.com/in

www.samsung.co

www.google.com

Books Referred

Consumer behaviour by Schiff man & kanuk

Consumer buying behaviour Model

Consumer Decision Making model