Market Research

Samsung Mobiles

Final Report

Faculty Guide:
Prof Sridhar Telidevara













Submitted by:
GROUP AD1
Debdripta Sengupta
Harsh Mohan
Hirangi Pandya
Mohit Sethi
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EXECUTIVE SUMMARY
DETERMINATION OF THE CUSTOMER PERCEPTION, USER
PREFERENCES AND BUYING BEHAVIOUR TOWARDS SAMSUNG
SMARTPHONES IN MANIPAL
GROUP AD1
March 26, 2014
Smartphones have increasingly become a necessary part of the lives of the modern man.
Owing to the large market potential many competitors exist in the market and the players are
increasing on monthly basis. As many as 990 million smartphones were sold in 2013 [1],
which is an indicator of the market size and potential. New companies are also finding this
market lucrative enough to enter and compete with the big names. They are offering almost
same features in the devices to the customers at a much lower price. They are operating on
cost differentiation in the market.
Samsung smartphones is the leading company in terms of both revenue and sales currently
in India. The company is primarily concerned about the entry of these new players in the
market and the effects it will have on Samsung. As Samsung has already established itself
as a brand which delivers high quality smartphones in the premium segment. The entry of
the new players pose a threat to the company and Samsung wants to understand the market
and customers and their perceptions.
The main objective of this research project is to determine the customer perception, user
preferences and buying behaviour towards Samsung smartphones in Manipal. Manipal was
specifically chosen as it has a very wide range of audience in terms of where they come
from. The research had some clear objectives such as (1) to list the factors influencing the
buying behaviour of the customer towards smartphones (2) To identify the opportunities for
Samsung smartphones in Manipal and (3) To analyse the changing needs and preferences
of the Samsung smartphone users. We used stratified proportionate random sampling and
determined that the sample size of 100 would be appropriate for our research.
The research was divided in three phases namely exploratory research, conclusive research
and finding and analysis. During the exploratory phase secondary research, focus group
discussions and in depth interview were conducted. The main idea was to familiarise with
the topic of research and to know what the target population who will be a part of the
research. The outputs of this stage were the pilot questionnaire which was further modified
to the final questionnaire after dry running the same on a small set of test audience.
Conclusive research consisted of collecting and collating the data relevant for our research.
We mainly used two formats for collecting the data which were online and face and face
interview. Finally after collecting the data SPSS tool was used to analyse the findings and
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come out with the final conclusion. Off the many variables identified during the interviews the
analysis of data concluded that only 6 variables were relevant and the same can be clubbed
and formed two factors which were significant enough to help us analyse the findings
comprehensively
Based on our findings and analysis of data we have concluded that design and Design and
Brand Loyalty are the two major factors which contribute to the consumer perception and
their buying behaviour.






















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1. INTRODUCTION
The advanced development of technology, smartphones have become a necessity for most
people. With this increase in demand, more and more companies are manufacturing
smartphones. India is one the fastest growing markets of smartphones in the world.
Smartphone sales in India increased by 166.8% in 2014. Some of the companies selling
smartphones in India are Samsung, Apple, Micromax, Karbonn, etc. Our project focuses on
customer perception towards Samsung smartphones.
Samsung was founded by Lee Byung-Chull in 1938. It was first established as a trading
company. It is a South Korean multinational conglomerate company that is headquartered in
Seoul. Today it operates in more than 88 countries and employees more than 3, 70,000
personnel. The first phone that Samsung launched was SH-700, which was launched in
1993. In 2009, it launched its first ever smartphone, I7500. Today it offers more than 40
models of smartphones. With a market share of 31.5 % and a whopping revenue of Rs.
11,328 crore, Samsung leads the Indian markets.
Samsung has a 13% market share in smartphones in India. Other companies like Apple,
Micromax, carbon having a market share of 1%, 10% and 7% respectively. Micromax and
Karbonn offer similar features at lower prices than Samsung. Thus these are the major
competitors of Samsung in India.

1.1. Manipal
Manipal is a university town located in Karnataka, India. Manipal has a population of 20,000
where number of students is 17000 and the other 3000 are office-goers, academicians,
doctors, etc. Manipal had the highest density of mobile phone users in India in 2006. 98% of
the population had mobile phones.
Manipal is home to Manipal University which has 19 colleges. Major education institutions in
Manipal include T. A. Pai Management Institute, KMC, Manipal Institue of Technology, etc.
Thus majority of population of Manipal consists of students. Since students from all over the
country come to Manipal, it has a very diverse population in terms of age, culture,
educational background, etc.

1.2. Rationale for the Project
This project will determine the factors influencing the buying behaviour and perceptions of
Samsung Smartphone users in Manipal. It will help us identify the opportunities for Samsung
smartphones in Manipal.
With the analysis of this factors and opportunities, we can decide how to sustain or improve
the sale of Samsung smartphones in Manipal.
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2. OBJECTIVES AND SCOPE

2.1. Management Objective
To sustain and improve the sales growth of the Samsung smartphones in Manipal through
thorough data analysis of the consumer awareness/ perception/ brand association/ TOM/
intention to buy.
2.2. Research Objectives

1. To list the factors influencing the buying behaviour of the customer towards
smartphones

2. To identify the factors responsible for the sales of Samsung smartphones

3. To identify the opportunities for Samsung smartphones in Manipal

4. To analyse the changing needs and preferences of the Samsung smartphone users

2.3. Research Questions

1. What factors satisfy/dissatisfy the users of Samsung smartphone?

2. What motivates the switching behaviour?

3. Does brand perception influence decision making?

2.4. Scope
The research study is limited to Manipal region where most population is students. People
from the age of 18-40 years will be surveyed.
A stratified proportionate random sampling method is used where the sample is divided into
two stratas. The first strata is students and the second strata is non-students. The second
strata will include office-goers, doctors of KMC, academicians of TAPMI, MIT, etc. and local
shop-keepers selling mobile phones.

3. DEFINITION OF CONSTRUCTS

For our research we used both Exploratory and Descriptive (Conclusive) Research to meet
our objectives. Exploratory research helped us to identify the factors which influence the
buying behaviour and the perception of customers towards smartphones. Descriptive
Research was used to compare how those factors made a person choose the brand of the
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smartphone they own or intend to own and if there is any difference in the preferences of the
Samsung smartphone users and non-Samsung smartphone users.
3.1. Secondary Research

In this we searched about the market share of various brands of smartphones, variants of
smartphones offered by them and compared them with Samsung smartphone to find out the
current market position for Samsung smartphones. Also customer expectations, and their
views about the smartphone they own and what factors influenced their buying behaviour
and compared it with Samsung smartphone owner views and preferences.

3.2. Focus- group discussion and In-depth interview

In order to know the perception of customers and the factors which influence the buying
behaviour of a customer towards smartphones two focus-group discussion (One in MIT and
one in TAPMI) were conducted with 8-10 members selected through stratified proportionate
simple random sampling (basically for students) and in-depth interviews for non-students
consisting of doctors, academicians, retailers.

The main focus areas were:
Factors they look for in a smartphone
On what factors one remain loyal to their brand
What factors influences switching of brand
Attitude and response towards Samsung smartphones

3.3. FGD findings
During the FGD and the in-depth interview phases, our research identified various variables
which were needed to be included in the questionnaire. Few of the variables which were
identified during our FGD are as follows:
1. Screen Size
2. Convenience-carrying
3. Screen glass
4. Water/dust resistant
5. Advertisements
6. Promotions
7. Mode of buying (online/stores)
8. Competitors
9. Age specific models
10. Awareness
11. Brand switching
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12. Customer care services
13. Brand
14. Price sensitivity
15. Battery life
16. Technical specifications
17. Brand loyalty
18. Brand association
19. Recommendations
20. Packaging
21. Warranty
Along with these, there are several other factors which popped up during these stages and
had to be incorporated in the questionnaire. These can be classified into three broad
categories:
Parameters
o Brand
o Design
o Price
Brands
o Samsung
o Apple
o Micromax
o Karbonn
o Nokia
o Sony
Features and services
o Battery life
o Customer care
o Technical specifications
All the factors listed above were discussed during the two FGDs conducted in our research
process.

3.4. In-depth interview findings
Key constructs arising from interview were:
Price
Brand
Loyalty
Technical specifications
Design
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Value for money
Battery life
After sales service
Switching behaviour
Customer care
Recommend to others

3.5. Questionnaire design
All the factors which are discussed in FGD and in-depth interview stages are combined to
prepare a questionnaire. Before doing the final research with the final questionnaire, a pilot
questionnaire was prepared and was tested with around 15-20 respondents to understand
the internal consistency of the responses and to achieve higher degree of reliability from the
final questionnaire. We identified few minor changes to be made in the pilot questionnaire
and prepared the final questionnaire. The final questionnaire contained 21 questions. The
questions were open ended, with few were Likert scale variables while others were
dichotomous responses.
3.5.1. Pilot Questionnaire
Number of people: 15-20
Location: TAPMI and Tiger Circle, Manipal
Learnings: Accuracy of questions, add different options in the questions, decrease the
number of questions
3.5.2. Final Questionnaire
Design: Based on the factors identified in FGD, interview and pilot testing
Type: Likert scales, multiple choice, dichotomous
Mode of data collection: Online, face-to-face collection

3.6. Sampling design
Sampling Methodology: Stratified Proportionate Simple Random Sampling
Target: Students (Strata 1) & Non-students (Strata 2)
Sample Size:
Total Size = 100
Manipal population = 20000 with population of students = 17000 and non-students = 3000
Therefore, the proportion of students = 0.85
Proportion of non-students = 0.15
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Size of strata 1 = 85
Size of strata 2 = 15
3.7. Conclusive research

3.7.1. Modes of data collection

Online questionnaire floated in TAPMI and MIT exclusively for the student
population
Face-to-face collection in the KMC Hospital region to attract highest number of
respondents at the smallest time. This method is mainly targeted for the non-students.
Face-to-face collection from the customers and retailers of mobile stores in Manipal.
This will help to gather responses from both students and non-students.

3.7.2. Analysis
Factor Analysis using SPSS
o To group similar respondents with similar characteristics together into distinct
groups
o To study the profile characteristics of respondents

Discriminant Analysis using SPSS
o To identify the factors which discriminate between the buyers and non-buyers
of Samsung smartphones

4. FACTS AND FINDINGS
The Likert scale variables which are included in the questionnaire are:
I. Service
II. Design
III. Technical specifications
IV. Agreeing to switch
V. Loyalty
VI. Customer care
VII. Battery
VIII. Price
IX. Security features
X. Intention to use
XI. Recommend others

In order to test the internal consistency of the responses of all the 11 independent variables,
a reliability test analysis is run to generate the Cronbachs alpha. The following table
describes that 99 valid responses are processed without any exclusions.
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Case Processing Summary

N %
Cases Valid 99 100.0
Excluded
a
0 .0
Total 99 100.0
a. List wise deletion based on all variables in the procedure.


The desired value of Cronbachs Alpha is more than 0.7. To achieve that the number of
independent variables is reduced to 6 and we get a Cronbachs Alpha of 0.727 as shown
below.

Reliability Statistics
Cronbach's Alpha N of Items
.727 6

The following table gives the details of the 6 independent Likert scale variables with which
the final reliability test is run. These variables generate a Cronbachs Alpha of 0.727. The
model can be further strengthened by improving the Cronbachs Alpha to 0.792 if the
variable Design is removed. However, that would decrease the number of independent
variables to 5.

Item-Total Statistics

Scale Mean if Item
Deleted
Scale Variance if
Item Deleted
Corrected Item-
Total Correlation
Cronbach's Alpha if
Item Deleted
Design 15.90 9.806 .052 .792
Technical spec. 16.45 8.863 .249 .746
Use_Fault(Loyalty) 16.43 7.207 .548 .662
Price 16.19 7.769 .524 .673
Intention to use 16.03 6.662 .739 .600
Recommend Others 16.11 6.508 .714 .603

4.1. Factor Analysis
Factor Analysis is a data reduction tool. In our market research analysis, the factor analysis
is conducted to identify the linear combination of independent variables called factor which is
not directly observable but can be inferred from the input variables. This will address our
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management objective of identifying the factors which influence the consumer awareness
and buying behaviour.




The following matrix shows the correlation between the independent variables. An
independent variable has a correlation coefficient of 1 with its own value.

Correlation Matrix

Design
Technical
spec.
Use_Fault
(Loyalty) Price
Intentio
n to use
Recommend
Others
Correlation Design 1.000 .077 .037 .016 -.007 .068
Technical spec. .077 1.000 .360 .061 .169 .184
Use_Fault(Loyalty) .037 .360 1.000 .324 .550 .478
Price .016 .061 .324 1.000 .657 .600
Intention to use -.007 .169 .550 .657 1.000 .849
Recommend
Others
.068 .184 .478 .600 .849 1.000
Sig. (1-tailed) Design

.226 .358 .439 .471 .251
Technical spec. .226

.000 .273 .047 .034
Use_Fault(Loyalty) .358 .000

.001 .000 .000
Price .439 .273 .001

.000 .000
Intention to use .471 .047 .000 .000

.000
Recommend
Others
.251 .034 .000 .000 .000


Descriptive Statistics

Mean Std. Deviation
a
Analysis N
a
Missing N
Design 3.53 .774 99 0
Technical spec. 2.97 .788 99 0
Use_Fault(Loyalty) 2.99 .898 99 0
Price 3.23 .780 99 0
Intention to use 3.39 .855 99 0
Recommend Others 3.31 .911 99 0
a. For each variable, missing values are replaced with the variable mean.

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In order to establish the strength of factor analysis, we establish the reliability and validity of
the obtained reduction. Value of KMO statistics greater than 0.5 denotes factor analysis could
be used for the given set of data. The p-value of 0.000 which is less than 0.05 indicates the
rejection of the hypothesis that the correlation matrix of the variables is insignificant.

KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .726
Bartlett's Test of Sphericity Approx. Chi-Square 227.647
df 15
Sig. .000





Communalities of the 6 variables are found out. It indicates how much of each variable is
accounted for by the underlying factors taken together.

Communalities

Initial Extraction
Design 1.000 .290
Technical spec. 1.000 .691
Use_Fault(Loyalty) 1.000 .600
Price 1.000 .673
Intention to use 1.000 .883
Recommend Others 1.000 .812
Extraction Method: Principal Component Analysis.

The percentage of variance explained by each of the factor is computed by using eigenvalues
as shown in the table below. There are two factors with eigenvalues greater than 1. As shown
in the following table, the percentage of variance explained by first factor is 47.368% and
that for second factor is 65.824%
Total Variance Explained
Component Initial Eigenvalues
Extraction Sums of Squared
Loadings
Rotation Sums of Squared
Loadings
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Total
% of
Variance
Cumulative
% Total
% of
Variance
Cumulative
% Total
% of
Variance
Cumulative
%
1 2.842 47.368 47.368 2.842 47.368 47.368 2.735 45.579 45.579
2 1.107 18.456 65.824 1.107 18.456 65.824 1.215 20.245 65.824
3 .965 16.079 81.904

4 .546 9.094 90.997

5 .403 6.722 97.719

6 .137 2.281 100.000

Extraction Method: Principal Component Analysis.
The Scree Plot plots the eigenvalues generated for each of the 6 components of which 2 have
eigenvalues more than 1. Thus, we consider two components from the 6 independent
variables.


The component matrix and the rotated component matrix shown below provide the
correlation coefficient between the factor score and the 6 independent variables.

Component Matrix
a

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Component
1 2
Design .064 .535
Technical spec. .340 .759
Use_Fault(Loyalty) .708 .313
Price .756 -.318
Intention to use .923 -.175
Recommend Others .892 -.126
Extraction Method: Principal Component
Analysis.
a. 2 components extracted.



Rotated Component Matrix
a


Component
1 2
Design -.071 .534
Technical spec. .141 .819
Use_Fault(Loyalty) .608 .479
Price .812 -.120
Intention to use .938 .060
Recommend Others .895 .100
Extraction Method: Principal Component
Analysis.
Rotation Method: Varimax with Kaiser
Normalization.
a. Rotation converged in 3 iterations.



Component Transformation Matrix
Component 1 2
1 .969 .249
2 -.249 .969
Extraction Method: Principal
Component Analysis.
Rotation Method: Varimax with Kaiser
Normalization.
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Component Score Coefficient Matrix

Component
1 2
Design -.098 .474
Technical spec. -.054 .693
Use_Fault(Loyalty) .171 .336
Price .329 -.212
Intention to use .354 -.072
Recommend Others .332 -.032
Extraction Method: Principal Component
Analysis.
Rotation Method: Varimax with Kaiser
Normalization.
Component Scores.
The following table identifies which of the independent variables contribute to which of the
two factors. The factor loadings in the rotated component matrix determine which of the
variables would come under which factors. Our analysis shows the factors as follows:
1. Component 1 (Loyalty, Price, Intention to use, Recommend others)
2. Component 2 (Design, Technical Specification)
Based on these factors we labelled the two components as:
1. Brand perception factor
2. Model perception factor
Component 1 Component 2
Independent
variables
Loyalty, Price,
Intention to use,
Recommend others
Design, Technical
Specification
Labelling the
factors
Brand perception
factor
Model perception
factor



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Discriminant

The purpose of discriminant analysis is to identify which customers are likely to buy
Samsung smartphones and which are not going to buy them.

Analysis Case Processing Summary
Unweighted Cases N Percent
Valid 99 100.0
Excluded Missing or out-of-range group
codes
0 .0
At least one missing
discriminating variable
0 .0
Both missing or out-of-range
group codes and at least one
missing discriminating variable
0 .0
Total 0 .0
Total 99 100.0
We examine whether there are any signicant differences between groups on each of the
independent variables using group means and ANOVA results data. The Group Statistics and
Tests of Equality of Group Means tables provide this information. If there are no signicant
group differences it is not worthwhile proceeding any further with the analysis.

From the generated results shown below, for example, there is a significant group mean
differences for Design, Loyalty


Group Statistics
Own Samsung? Mean Std. Deviation
Valid N (listwise)
Unweighted Weighted
Without Samsung Design 3.18 .931 40 40.000
Technical spec. 2.85 .736 40 40.000
Use_Fault(Loyalty) 2.65 .736 40 40.000
Price 3.28 .847 40 40.000
Intention to use 3.48 .877 40 40.000
Recommend Others 3.43 .958 40 40.000
With Samsung Design 3.76 .536 59 59.000
Technical spec. 3.05 .818 59 59.000
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Use_Fault(Loyalty) 3.22 .930 59 59.000
Price 3.20 .738 59 59.000
Intention to use 3.34 .843 59 59.000
Recommend Others 3.24 .878 59 59.000
Total Design 3.53 .774 99 99.000
Technical spec. 2.97 .788 99 99.000
Use_Fault(Loyalty) 2.99 .898 99 99.000
Price 3.23 .780 99 99.000
Intention to use 3.39 .855 99 99.000
Recommend Others 3.31 .911 99 99.000


Tests of Equality of Group Means

Wilks' Lambda F df1 df2 Sig.
Design .860 15.830 1 97 .000
Technical spec. .984 1.556 1 97 .215
Use_Fault(Loyalty) .902 10.559 1 97 .002
Price .998 .199 1 97 .656
Intention to use .994 .601 1 97 .440
Recommend Others .990 1.013 1 97 .317


Pooled Within-Groups Matrices

Design
Technical
spec.
Use_Fault
(Loyalty) Price
Intention
to use
Recommend
Others
Correlation Design 1.000 .032 -.091 .035 .024 .115
Technical spec. .032 1.000 .340 .068 .181 .199
Use_Fault(Loyalty) -.091 .340 1.000 .356 .607 .540
Price .035 .068 .356 1.000 .656 .599
Intention to use .024 .181 .607 .656 1.000 .848
Recommend
Others
.115 .199 .540 .599 .848 1.000


Box's Test of Equality of Covariance Matrices

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Boxs M tests the null hypothesis that the covariance matrices do not differ between groups
formed by the dependent. We want this test not to be signicant so that the null hypothesis
that the groups do not differ can be retained.

Log Determinants
Own Samsung? Rank Log Determinant
Without Samsung 6 -5.364
With Samsung 6 -6.698
Pooled within-groups 6 -4.933
The ranks and natural logarithms of determinants printed are
those of the group covariance matrices.


Test Results
Box's M 119.167
F Approx. 5.278
df1 21
df2 25784.923
Sig. .000
Tests null hypothesis of equal
population covariance matrices.



Summary of Canonical Discriminant Functions

This provides information on each of the discriminate functions (equations)
produced.
The maximum number of discriminant functions produced is the number of
groups minus 1. We are only using two groups here, namely With Samsung
and Without Samsung, thus only one function is displayed. The canonical
correlation is the multiple correlation between the predictors and the
discriminant function. With only one function it provides an index of overall
model t which is interpreted as being the proportion of variance explained
(R2).With a canonical correlation of .575, 33.1% of the variance in the
discriminating model can be explained due to the changes in the independent
variables.

Eigenvalues
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Function Eigenvalue % of Variance Cumulative %
Canonical
Correlation
1 .495
a
100.0 100.0 .575
a. First 1 canonical discriminant functions were used in the analysis.


Wilks Lambda indicates the significance of the discriminating function. P-value = 0 denotes
discriminant function to be significant.
Wilks' Lambda
Test of Function(s) Wilks' Lambda Chi-square df Sig.
1 .669 37.798 6 .000



The values in the table below denote the relative contribution of the variables in
discriminating the two groups. Considering the absolute values of all the 6 variables, we
notice Design and Loyalty to have the maximum relative contribution in discriminating the
two groups.

Standardized Canonical Discriminant
Function Coefficients

Function
1
Design .733
Technical spec. -.024
Use_Fault(Loyalty) 1.009
Price .103
Intention to use -.357
Recommend Others -.529

The Pearson coefficient values in the Structure matrix shown below measures the relative
importance of the predictors.
Structure Matrix

Function
1
Design .574
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Use_Fault(Loyalty) .469
Technical spec. .180
Recommend Others -.145
Intention to use -.112
Price -.064
Pooled within-groups correlations between
discriminating variables and standardized
canonical discriminant functions
Variables ordered by absolute size of
correlation within function.


Canonical Discriminant Function
Coefficients

Function
1
Design 1.016
Technical spec. -.030
Use_Fault(Loyalty) 1.178
Price .131
Intention to use -.416
Recommend Others -.581
(Constant) -4.100
Unstandardized coefficients



Functions at Group Centroids
Own Samsung?
Function
1
Without Samsung -.846
With Samsung .573
Unstandardized canonical
discriminant functions evaluated at
group means


Classification Statistics

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Classification Processing Summary
Processed 99
Excluded Missing or out-of-range group
codes
0
At least one missing
discriminating variable
0
Used in Output 99



Prior Probabilities for Groups
Own Samsung? Prior
Cases Used in Analysis
Unweighted Weighted
Without Samsung .500 40 40.000
With Samsung .500 59 59.000
Total 1.000 99 99.000


Separate-Groups Graphs


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Classification Results
b,c


Own Samsung?
Predicted Group Membership
Total

Without Samsung With Samsung
Original Count Without Samsung 28 12 40
With Samsung 12 47 59
% Without Samsung 70.0 30.0 100.0
With Samsung 20.3 79.7 100.0
Cross-validated
a
Count Without Samsung 23 17 40
With Samsung 13 46 59
% Without Samsung 57.5 42.5 100.0
With Samsung 22.0 78.0 100.0
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Classification Results
b,c


Own Samsung?
Predicted Group Membership
Total

Without Samsung With Samsung
Original Count Without Samsung 28 12 40
With Samsung 12 47 59
% Without Samsung 70.0 30.0 100.0
With Samsung 20.3 79.7 100.0
Cross-validated
a
Count Without Samsung 23 17 40
With Samsung 13 46 59
% Without Samsung 57.5 42.5 100.0
With Samsung 22.0 78.0 100.0
a. Cross validation is done only for those cases in the analysis. In cross validation, each case is classified by the
functions derived from all cases other than that case.
b. 75.8% of original grouped cases correctly classified.
c. 69.7% of cross-validated grouped cases correctly classified.


The above table shows the hit ratio = 75.8% for the original grouped cases correctly
classified. Thus research on discriminant analysis generates a satisfactory result.

5. CONCLUSION
Our research results has successfully mapped the findings with the management and research
objectives. We were able to identify the variables which influence the buying behaviour of
the consumers. Two important variables which influence the buyers perception are brand
loyalty and the design of the smartphone. Also, our factor analysis was able to identify two
major factors which drive the buyers perception. We labelled those two factors are Brand
perception factor and Model perception factor. We found out the reasons for the switching
behaviour of customers and the frequency of the switches a customer has made. Our findings
has also ascertained the fact that there are few other competitors like LG, Apple, Nokia etc.
which are readily recalled by the customers when they think of smartphones.

6. CHALLENGES AND LEARNINGS
The major challenges faced during the entire research phase are:
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1. Time constraint- We had to conduct an exploratory research and then a conclusive
research with a sample of 100 in a period of 1 month. It was a challenge to complete it
within the deadline. However, we completed it with final responses of 99.
2. All relevant aspects and perspectives were not covered during FGD. For example, we
identified new concerns from the customers like overheating of the device, battery
charging time etc. during our FGD. We included these factors later on. Thus, two
FGDs were conducted in order to get an exhaustive list of independent variables.
3. During the in-depth interview, few questions were misinterpreted by the respondents.
Before preparing the questionnaire we rectified our mistake and made the necessary
changes.
4. While measuring the internal consistency of the responses through the reliability
statistic Cronbachs alpha, our research had to exclude 5 Likert scale variables and
complete the final conclusive analysis with only 6 Likert scale variables. There was a
trade-off between including more variables in the analysis and maintaining a desired
level of internal consistency.















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Appendix

Questionnaire


1. Which of the following age category do you fall into?

18-25
26-40
> 40

2. Please indicate your gender

Male
Female


3. Which of the following indicate your type of employment

Public employment
Private employment
Self-employment
Student
Unemployed

4. Do you own a smartphone?

Yes
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IT for Business T.A. Pai Management Institute, Manipal

No


5. Which of the mobile brands do you use?

Samsung
Karbonn
Micromax
Apple
Nokia
Sony
LG
Other ( ) please mention the name


6. Please select the option for the following factors on the Likert scale on the basis of your
satisfaction:


Strongly
Disagree
Disagree Neither Agree Strongly Agree
Are you happy with
the services of your
smartphone?

Does the design of
the phone satisfy
you?

Are you satisfied with
the technical
specifications of the
phone w.r.t. the price
and other phones in
the same price
range?

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Will you disown the
smartphone for a
competitor's product
in the same price
range?

Are you ready to use
your smartphone
even if you find any
fault in your device?

Are you satisfied with
the customer care
services of your
smartphone?

Are you satisfied with
the battery life of the
smartphone you
own?



7. What brands do come to your mind when you think about smartphones?

Samsung
Karbonn
Micromax
Apple
Nokia
Sony
LG
Other ( ) please mention the name




8. When you call to complain or query anything, how satisfied are you with the current brand on
the following:
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Very satisfied Satisfied Dissatisfied Very dissatisfied Neutral

Overall customer
care service


Ability to get
attendant quickly


Attitude of the
attendant

Ability to provide
a solution


9. Overall, how satisfied are you with the current brand:
Very satisfied
Satisfied
Dissatisfied
Very dissatisfied
Neutral

10. I intend to continue using my current smartphone for a long time to come
Strongly Agree
Agree
Neutral
Disagree
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IT for Business T.A. Pai Management Institute, Manipal

Strongly Disagree

11. I will encourage friends and relatives to buy the brand I am using
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
12. For how long you are using your current smartphone?
<1year
1-2 year
2-3 year
>3year


13. In past how many times have you switched the brand?
Once
Twice
Thrice
>3 Times

14. What were the reason for your switch?

Poor Battery life
Overheating of the device
Poor Customer Service
Change of Geographic Location
Device stopped working
Better substitute products
Other ( ) please mention
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15. Are you having any thoughts about switching your current brand?
Yes
No


16. If yes what are the reasons?
Poor Battery life
Overheating of the device
Poor Customer Service
Change of Geographic Location
Device stopped working
Better substitute products
Other ( ) please mention


17. Which of the factors among the following help(s) you associate with the Brand of the mobile
brand the most?


Company Background
Presence across India
Brand Ambassador
Pricing
Design
Technology
Brand Reliability
Brand Performance
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18. Who recommended you to buy Samsung smartphones?
Friends
Family
Advertisement
Online Review
Other ( ) please mention the name


19. Where do you buy smartphones?

Online
Company Stores
Other stores

20. What is your opinion about the price of the smartphone you own?

Highly Under priced
Under priced
Normal
Overpriced
Highly Overpriced

21. What products do come to your mind when you think about Samsung?

Smartphones
Laptops
Desktops
Television
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Others ( ) please mention the same