A

SYNOPSIS

On

“A Study of Consumer Behaviour towards

Samsung Mobile Phone in Nagpur City”

Submitted to
RASHTRASANT TUKADOJI MAHARAJ NAGPUR
UNIVERSITY, NAGPUR

in partial fulfilment for the award of degree of

MASTER OF BUSINESS ADMINISRTATION

Submitted by
Divya Bankar

under the guidance of

Kartik Uttarwar

PRIYADARSHINI LOKMANYA TILAK INSTITUTE OF MANAGEMENT STUDIES

& RESEARCH, NAGPUR
(2019-2021)
“A Study of Consumer Behaviour towards Samsung Mobile Phone in Nagpur City”

INDEX

Page No.
Chapter No. Name of Chapter
(from-to)
I Introduction 1-2
II Problem Statement 3
III Need of the Study (Reason for Selection of Topic) 4
IV Objectives of Study 5
V Hypotheses of Study 6
VI Scope of Study 7
VII Limitations of Study 8
VIII Proposed Research Methodology 9
IX Proposed Scheme of Chapterisation for Project Work 10

Project Synopsis of Divya Bankar i

“A Study of Consumer Behaviour towards Samsung Mobile Phone in Nagpur City”

I. Introduction:

Consumer:
Any individual who purchase produce or services for his personal use and not for
manufacturing or resale is called a consumer. A consumer is one who is decision maker
whether or not to buy any item at the store or someone who is influenced by
advertisement and marketing.

Consumer Behaviour:
Consumer behaviour is study of individual and organisation and how the select and
used product and services. It is mainly concern with psychology, motivations and
behaviour. The behaviour of consumers while researching and shopping.
Consumer behaviour is the study of consumers and processes the use to choose,
consume and dispose of products and services, including consumers emotional mental
and behavioural responses.

Types of Consumer Behaviour:

There are four main types of consumer behaviour:
1. Complex Buying Behaviour:
This type of behaviour is encountered when consumers are buying any expensive,
infrequently bought product. They are highly involve in the purchase process and
consumers research before committing to high value investment. Imagine buying a
house or a car; these are an example of complex buying behaviour.
2. Dissonance- Reducing Buying Behaviour:
The consumer is highly involved in purchase process but has difficulties determining
the differences between brands. ‘Dissonance’ can occur when the consumer worries
that they will regret their choice.
Imagine you are buying a lawnmower. You will choose one based on price and
convenience, but after the purchase, you will seek confirmation that you’ve made the
right choice.
3. Habitual Buying Behaviour:
Habitual purchases are characterized by the fact that the consumer has very little
involvement in the product or brand category. Imagine grocery shopping: you go to the
store and buy your preferred type of bread. You are exhibiting a habitual pattern, not
strong brand loyalty.

4. Variety Seeking Behaviour:

In this situation, a consumer purchases a different product not because they weren’t
satisfied with the previous one, but because they seek variety. Like when you are trying
out new shower gel scents.
Project Synopsis of Divya Bankar 1
“A Study of Consumer Behaviour towards Samsung Mobile Phone in Nagpur City”

Samsung is a multinational conglomerate corporation headquartered in Samsung Town,

Seoul, Korea. Samsung started out as a trading company exporting various products
from South Korea to Beijing, China, Founded by Lee Byung-chul in 1983. According to
the founder, the meaning of the Koream work Samsung is “three stars”. The word “three”
represents something “big, numerous and powerful”; the “stars” mean eternity.

Samsung stand for:

S - Solution
A - And
M - Manual
S - Set
U - Under
N - Native
G - Groups

The evolution of mobile phone technology begun in 1983 when Motorola first
introduced their commercial cellular portable phones, the Motorola DynaTAC phone.

Mobile phones evolved over decades from chunky designs to sleek and light weight, and
from keypad to touch screen. Either Apple or Samsung did not first introduce the idea of
smartphone. Back in 1994, IBM launched their cellular phone/PDA (Personal Digital
Assistance), Simon. The claim was that Simon is the first smartphone which had a touch
LCD screen option, and also users could use wireless fax, paging and e-mails which are
similar to smartphones nowadays.

The following picture shows the first commercial mobile phone from Motorola and first
smartphone, Simon from IBM.

Project Synopsis of Divya Bankar 2

“A Study of Consumer Behaviour towards Samsung Mobile Phone in Nagpur City”

II. Problem Statement:

Here the necessity for selecting problems in marketing research is defined.

However, the following questions may arise regarding customer satisfaction.

 This research aims to find the reason that trigger the choice for Samsung mobile phone
while consumer is in purchasing of the product.

 To find out the current preference and satisfaction about the mobiles rooted in the
minds of consumers which could be useful in formulating the strategies in future
operations of Samsung mobile company.

 The problem stated as “To what extent the consumer satisfied with the price and quality
and also which factors create more influence on the consumers”.

 The problem stated as which factors will be enhance to buy their products and which
will help to improve the purchases among the costumers. And find out various problems
phase by costumers while purchasing.

Project Synopsis of Divya Bankar 3

“A Study of Consumer Behaviour towards Samsung Mobile Phone in Nagpur City”

III. Need of the Study (Reason for Selection of Topic):

 The study helps to gain knowledge about the different types of Samsung mobile brands.

 The study helps to factors influencing the consumer to prefer a particular brand and
problems phase by them on using on such brands.

 I choose this topic to know more about Samsung mobile brand

 The study help to know position of Samsung mobile phone in the market

 The study helps to know the consumer behaviour towards features of Samsung mobile
phone

Project Synopsis of Divya Bankar 4

“A Study of Consumer Behaviour towards Samsung Mobile Phone in Nagpur City”

IV. Objectives of Study:

 To know about respondents opinion towards other brands of mobile phone

 To know about awareness of media of Samsung mobile phone
 To know about appropriate media for advertising Samsung mobile phone
 To know about advertisement effectiveness of Samsung mobile phone
 To know about demographic characteristic of respondents
 To find out respondents period of using Samsung mobile phone
 To find out respondents level of satisfaction towards Samsung mobile phone
 To give valuable suggestions to improve quality and service of Samsung mobile phone
in the study
 To analysed the brand repositioning strategies of Samsung mobile phone
 To analysed the marketing strategies of Samsung mobile phone

Project Synopsis of Divya Bankar 5

“A Study of Consumer Behaviour towards Samsung Mobile Phone in Nagpur City”

V. Hypotheses of Study:

Following are the hypotheses are shown:

 There is no significant relationship between educational qualification and level of
satisfaction for Samsung mobile phone.
 There is no significant relationship between the age and preference of Samsung mobile
phone.
 There is no significant relationship between age and level of satisfaction for Samsung
mobile phone
 There is no significant relationship between education qualification and preference of
Samsung mobile phone
 There is no significant relationship between monthly income and preference of Samsung
mobile phone
 There is no significant relationship between occupation and preference

Project Synopsis of Divya Bankar 6

“A Study of Consumer Behaviour towards Samsung Mobile Phone in Nagpur City”

VI. Scope of Study:

 Study is restricted to Nagpur city only

 Study covers various problems by Samsung mobile company and its dealers

 Study covers the market share of Samsung mobile phone

 Study covers the reasons for buying the Samsung mobile phone

 Study covers the history of Samsung mobile phone company

 Study covers awareness consumers towards Samsung mobile phone

Project Synopsis of Divya Bankar 7

“A Study of Consumer Behaviour towards Samsung Mobile Phone in Nagpur City”

VII. Limitation of Study:

 The survey is restricted to 100 respondents

 Study has been restricted to Nagpur city only

 The study has been restricted to users of Samsung mobile phone only

 The sample size is supposed to be representative of the view of the consumer

 The study has been based on secondary data

Project Synopsis of Divya Bankar 8

“A Study of Consumer Behaviour towards Samsung Mobile Phone in Nagpur City”

VIII. Proposed Research Methodology:

1. Primary Data:
Primary data is information collected through original or first-hand research. For
example surveys and focus group discussion. Those data which are collected afresh and
for the first time and thus happened to be original in character and known as primary
data. This data are in the shape of raw material.

2. Secondary Data:
Those data which have been collected by someone else and which have already been
passed through the statistical process or analyse by someone else are known as
secondary data. It is the data which may be published or unpublished, but, have been
collected and is used for some other purpose earlier.

SAMPLING METHODOLOGY:
Sample Size - 50
Sample Unit - list and basic details of all approachable
consumers who use the mobile phone in Nagpur city.
Sampling Area - Nagpur City
Sampling Technique - Simple Random Sampling Technique
Sampling Design - Probability Sampling Technique
Research Type - Descriptive Study
Source of Data - Secondary Source of Data
Research Duration - One Month
Research Instrument - Questionnaire

Project Synopsis of Divya Bankar 9

“A Study of Consumer Behaviour towards Samsung Mobile Phone in Nagpur City”

IX. Proposed Scheme of Chapterization for Project Work:

Chapter Page No.

Name of Chapter
No. (from-to)

I Introduction
II Literature Review
III Problem  Statement 
IV Need of the Study (Reason for Selection of  Topic)
V Objectives of Study 
VI Hypotheses of Study 
VII Scope of Study 
VIII Limitations of Study 
IX Research Methodology 
X Data Analysis & Interpretation
XI Findings & Recommendations
XII Conclusion
XIII Bibliography
-- Annexure

Project Synopsis of Divya Bankar 10