A Project on Research Methodology on Samsung-final

A Research on College Students attitude or preference towards Samsung mobiles INDEX

  What is Research   Objectives   Types of Research   Significance of Research   The Research Process   Introduction to Telecommunication   Objective of Research   Introduction to Samsung   Research Methodology   Research Design   Data Collection   Hypothesis   Questionnaires   Limitation to the Research   Bibliography

Research Methodology: An Introduction

MEANING OF RESEARCH Research in common parlance refers to a search for knowledge. Once can also define research as a scientific and systematic search for pertinent information on a specific topic. In fact, research is an art of scientific investigation. The Advanced 1

Learner’s Dictionary of Current English lays down the meaning of research as “a careful investigation or inquiry especially through search for new facts in any branch of knowledge.” Redman and Mory define research as a “systematized effort to gain new knowledge.” Some people consider research as a movement, a movement from the known to the unknown. It is actually a voyage of discovery. We all possess the vital instinct of inquisitiveness for, when the unknown confronts us, we wonder and our inquisitiveness makes us probe and attain full and fuller understanding of the unknown. This inquisitiveness is the mother of all knowledge and the method, which man employs for obtaining the knowledge of whatever the unknown, can be termed as research. Research is an academic activity and as such the term should be used in a technical sense. According to Clifford Woody research comprises defining and redefining problems, formulating hypothesis or suggested solutions; collecting, organising and evaluating data; making deductions and reaching conclusions; and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis. D. Slesinger and M. Stephenson in the Encyclopaedia of Social Sciences define research as “the manipulation of things, concepts or symbols for the purpose of generalising to extend, correct or verify knowledge, whether that knowledge aids in construction of theory or in the practice of an art.” Research is, thus, an original contribution to the existing stock of knowledge making for its advancement. It is the pursuit of truth with the help of study, observation, comparison and experiment. In short, the search for knowledge through objective and systematic method of finding solution to a problem is research. The systematic approach concerning generalisation and the formulation of a theory is also research. As such the term ‘research’ refers to the systematic method consisting of enunciating the problem, formulating a hypothesis, collecting the facts or data, analysing the facts and reaching certain conclusions either in the form of solutions(s) towards the concerned problem or in certain generalisations for some theoretical formulation.

OBJECTIVES OF RESEARCH The purpose of research is to discover answers to questions through the application of scientific procedures. The main aim of research is to find out the truth which is hidden and which has not been discovered as yet. Though each research study has its own specific purpose, we may think of research objectives as falling into a number of following broad groupings:

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1. To gain familiarity with a phenomenon or to achieve new insights into it (studies with this object in view are termed as exploratory or formulative research studies); 2. To portray accurately the characteristics of a particular individual, situation or a group (studies with this object in view are known as descriptive research studies);

3. To determine the frequency with which something occurs or with which it is associated with something else (studies with this object in view are known as diagnostic research studies); 4. To test a hypothesis of a causal relationship between variables (such studies are known as hypothesis-testing research studies)

TYPES OF RESEARCH The basic types of research are as follows:

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Descriptive vs. Analytical: Descriptive research includes surveys and factfinding enquiries of different kinds. The major purpose of descriptive research is description of the state of affairs as it exists at present. In social science and business research we quite often use the term Ex post facto research for descriptive research studies. The main characteristic of this method is that the researcher has no control over the variables; he can only report what has happened or what is happening. Most ex post facto research projects are used for descriptive studies in which the researcher seeks to measure such items as, for example, frequency of shopping, preferences of people, or similar data. Ex post facto studies also include attempts by researchers to discover causes even when they cannot control the variables. The methods of research utilized in descriptive research are survey methods of all kinds, including comparative and co-relational method. In analytical research, on the other hand, the researcher has to use facts or information already available, and analyze these to make a critical evaluation of the material.

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Applied vs. Fundamental: Research can either be applied (or action) research or fundamental (to basic or pure) research. Applied research aims at finding a solution for an immediate problem facing a society or an industrial/business organisation, whereas fundamental research is mainly concerned with generalisations and with the formulation of a theory. “Gathering knowledge for knowledge’s sake is termed ‘pure’ or ‘basic’ research.” Research concerning some natural phenomenon or relating to pure mathematics are examples of fundamental research. Similarly, research studies, concerning human behaviour carried on with a view to make generalisations about human behaviour, are also examples of fundamental research, but research aimed at certain conclusions (say, a solution) facing a concrete social or business problem is an example of applied research. Research to identify social, economic or political trends that may affect a particular institution or the copy research (research to find out whether certain communications will be read and understood) or the marketing research or evaluation research are examples of applied research. Thus, the central aim of applied research is to discover a solution for some pressing practical problem, whereas basic research is directed towards finding information

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that has a broad base of applications and thus, adds to the already existing organized body of scientific knowledge. 3

Quantitative vs. Qualitative: Quantitative research is based on the measurement of quantity or amount. It is applicable to phenomena that can be expressed in terms of quantity. Qualitative research, on the other hand, is concerned with qualitative phenomenon, i.e., phenomena relating to or involving quality or kind. For instance, when we are interested in investigating the reasons for human behaviour (i.e., why people think or do certain things), we quite often talk of ‘Motivation Research’, an important type of qualitative research. This type of research aims at discovering the underlying motives and desires, using in depth interviews for the purpose. Other techniques of such research are word association tests, sentence completion tests, story completion tests and similar other projective techniques Attitude or opinion research i.e., research designed to find out how people feel or what they think about a particular subject or institution is also qualitative research. Qualitative research is especially important in the behavioural sciences where the aim is to discover the underlying motives of human behaviour. Through such research we can analyse the various factors which motivate people to behave in a particular manner or which make people like or dislike a particular thing. It may be stated, however, that to apply qualitative research in practice is relatively a difficult job and therefore, while doing such research, one should seek guidance from experimental psychologists.

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Conceptual vs. Empirical: Conceptual research is that related to some abstract idea(s) or theory. It is generally used by philosophers and thinkers to develop new concepts or to reinterpret existing ones. On the other hand, empirical research relies on experience or observation alone, often without due regard for system and theory. It is data-based research, coming up with conclusions which are capable of being verified by observation or experiment. We can also call it as experimental type of research. In such a research it is necessary to get at facts firsthand, at their source, and actively to go about doing certain things to stimulate the production of desired information.

In such

a research, the researcher must first provide himself with a working hypothesis or guess as to the probable results. He then works to get enough facts (data) to prove or disprove his hypothesis. He then sets up experimental designs which he thinks will manipulate the persons or the materials concerned so as to bring forth the desired information. Such research is thus characterised by the experimenter’s control over the variables under study and his deliberate manipulation of one of them to study its effects. Empirical research is appropriate when proof is sought that certain variables affect other variables in some way. Evidence gathered through experiments or empirical studies is today considered to be the most powerful support possible for a given hypothesis. 5

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Some Other Types of Research: All other types of research are variations of one or more of the above stated approaches, based on either the purpose of research, or the time required to accomplish research, on the environment in which research is done, or on the basis of some other similar factor. Form the point of view of time, we can think of research either as one-time research or longitudinal research. In the former case the research is confined to a single timeperiod, whereas in the latter case the research is carried on over several timeperiods. Research can be field-setting research or laboratory research or simulation research, depending upon the environment in which it is to be carried out. Research can as well be understood as clinical or diagnostic research. Such research follows case-study methods or indepth approaches to reach the basic causal relations. Such studies usually go deep into the causes of things or events that interest us, using very small samples and very deep probing data gathering devices. The research may be exploratory or it may be formalized. The objective of exploratory research is the development of hypotheses rather than their testing, whereas formalized research studies are those with substantial structure and with specific hypotheses to be tested. Historical research is that which utilizes historical sources like documents, remains, etc. to study events or ideas of the past, including the philosophy of persons and groups at any remote point of time. Research can also be classified as conclusion-oriented and decisionoriented. While doing conclusion oriented research, a researcher is free to pick up a problem, redesign the enquiry as he proceeds and is prepared to conceptualize as he wishes. Decision-oriented research is always for the need of a decision maker and the researcher in this case is not free to embark upon research according to his own inclination. Operations research is an example of decision oriented research since it is a scientific method of providing executive departments with a quantitative basis for decisions regarding operations under their control.

. Significance of Research “All progress is born of inquiry. Doubt is often better than overconfidence, for it leads to inquiry, and inquiry leads to invention” is a famous Hudson Maxim in context of which the significance of research can well be understood. Increased amounts of research make progress possible. Research inculcates scientific and inductive thinking and it promotes the development of logical habits of thinking and organisation. 6

The role of research in several fields of applied economics, whether related to business or to the economy as a whole, has greatly increased in modern times. The increasingly complex nature of business and government has focused attention on the use of research in solving operational problems. Research, as an aid to economic policy, has gained added importance, both for government and business. Research provides the basis for nearly all government policies in our economic system. For instance, government’s budgets rest in part on an analysis of the needs and desires of the people and on the availability of revenues to meet these needs. The cost of needs has to be equated to probable revenues and this is a field where research is most needed. Through research we can devise alternative policies and can as well examine the consequences of each of these alternatives. Decision-making may not be a part of research, but research certainly facilitates the decisions of the policy maker. Government has also to chalk out programmes for dealing with all facets of the country’s existence and most of these will be related directly or indirectly to economic conditions. The plight of cultivators, the problems of big and small business and industry, working conditions, trade union activities, the problems of distribution, even the size and nature of defence services are matters requiring research. Thus, research is considered necessary with regard to the allocation of nation’s resources. Another area in government, where research is necessary, is collecting information on the economic and social structure of the nation. Such information indicates what is happening in the economy and what changes are taking place. Collecting such statistical information is by no means a routine task, but it involves a variety of research problems. This day nearly all governments maintain large staff of research technicians or experts to carry on this work. Thus, in the context of government, research as a tool to economic policy has three distinct phases of operation, viz., (i) investigation of economic structure through continual compilation of facts; (ii) diagnosis of events that are taking place and the analysis of the forces underlying them; and (iii) the prognosis, i.e., the prediction of future developments.

In other words, it is concerned with the determination of motivations underlying the consumer (market) behaviour. All these are of great help to people in business and industry who are responsible for taking business decisions. Research with regard to demand and market factors has great utility in business. Given knowledge of future demand, it is generally not difficult for a firm, or for an industry to adjust its supply schedule within the limits of its projected capacity. Market analysis has become an integral tool of business policy these days. 7

Business budgeting, which ultimately results in a projected profit and loss account, is based mainly on sales estimates which in turn depend on business research. Once sales forecasting is done, efficient production and investment programmes can be set up around which are grouped the purchasing and financing plans. Research, thus, replaces intuitive business decisions by more logical and scientific decisions. “This double emphasis is perhaps especially appropriate in the case of social science. On the one hand, its responsibility as a science is to develop a body of principles that make possible the understanding and prediction of the whole range of human interactions. On the other hand, because of its social orientation, it is increasingly being looked to for practical guidance in solving immediate problems of human relations.”

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THE RESEARCH PROCESS The research process is similar to undertaking a journey. For a research journey there are two important decisions to make1) What you want to find out about or what research questions (problems) you want to find answers to; 2) How to go about finding their answers. There are practical steps through which you must pass in your research journey in order to find answers to your research questions. The path to finding answers to your research questions constitutes research methodology. At each operational step in the research process you are required to choose from multiplicity of methods, procedures and models of research methodology which will help you to best achieve your objectives. This is where your knowledge base of research methodology plays a crucial role.  Steps in Research Process: 1. Formulating the Research Problem 2. Extensive Literature Review 3. Developing the objectives 4. Preparing the Research Design including Sample Design 5. Collecting the Data 6. Analysis of Data 7. Generalisation and Interpretation 8. Preparation of the Report or Presentation of Results-Formal write ups of conclusions reached.

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Step1. Formulating the research problem: It is the first and most crucial step in the research process 

Main function is to decide what you want to find out about.



The way you formulate a problem determines almost every step that follows.

Sources of research problems Research in social sciences revolves around four Ps  People – A group of individuals Problems- Examine the existence of certain



issues or to

problems relating to their lives;

ascertain attitude of a group of people



towards an issue. Programs - To evaluate the effectiveness of



an intervention. Phenomena- To establish the existence of regularity.

In

practice most research studies are based upon at least a combination of two P’s.

Every research study has two aspects: 1. Study population • People: individuals, organizations, groups, communities (they provide you with the information or you collect information about them) 2. Subject area• Problems: Issues, situations, associations, needs, profiles • Program: Content, structure, outcomes, attributes satisfactions, consumers, Service providers, etc. • Phenomenon: cause-and-effect relationships, the study of a phenomenon itself (Information that you need to collect to find answers to your research questions) You can examine the professional field of your choice in the context of the four Ps in order to identify anything that looks interesting.

Considerations in selecting a research problem: 10

These help to ensure that your study will remain manageable and that you will remain motivated. 1. Interest: A research endeavour is usually time consuming, and involves hard work and possibly unforeseen problems. One should select topic of great interest to sustain the required motivation. 2. Magnitude: It is extremely important to select a topic that you can manage within the time and resources at your disposal. Narrow the topic down to something manageable, specific and clear. 3. Measurement of concepts: Make sure that you are clear about the indicators and measurement of concepts (if used) in your study. 4.

Lev

el of expertise: Make sure that you have adequate level of expertise for the task you are proposing since you need to do the work yourself.

5.

Relevance: Ensure that your study adds to the existing body of knowledge, bridges current gaps and is useful in policy formulation. This will help you to sustain interest in the study.

6.

Availability of data: Before finalizing the topic, make sure that data are available.

7.

Ethical issues: How ethical issues can affect the study population and how ethical problems can be overcome should be thoroughly examined at the problem formulating stage.

Steps in formulation of a research problem: Working through these steps presupposes a reasonable level of knowledge in the broad subject area within which the study is to be undertaken. Without such knowledge it is difficult to clearly and adequately ‘dissect’ a subject area. Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Step 7

Identify a broad field or subject area of interest to you. Dissect the broad area into sub areas. Select what is of most interest to you. Raise research questions. Formulate objectives. Assess your objectives. Double check.

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Reviewing the literature: -Essential preliminary task in order to acquaint you with the available body of knowledge in your area of Interest -Literature review is integral part of entire research contribution to every operational step. -Reviewing literature can be time-consume rewarding.

Its functions are: a. Bring clarity and focus to your research problem; b. Improve your methodology; c. Broaden your knowledge; d. Contextualise your findings. a.

Bring clarity and focus to your research Problem: The process of reviewing the literature helps you to understand the subject area better and thus helps you to conceptualise your research problem clearly and precisely. It also helps you to understand the relationship between your research problem and the body of knowledge in the area. b. Improve your methodology: A literature review tells you if others have used procedures and methods similar to the ones that you are proposing, which procedures and methods have worked well for them, and what problems they have faced with them. Thus you will be better positioned to select a methodology that is capable of providing valid answer to your research questions. c. Broaden your knowledge base in your research area: It ensures you to read widely around the subject area in which you intend to conduct your research study. As you are expected to be an expert in your area of study, it helps fulfil this expectation. It also helps you to understand how the findings of your study fit into the existing body of knowledge. d. Contextualise your findings: How do answers to your research questions compare with what others have found? What contribution have you been able to make in to the existing body of knowledge? How are your findings different from those of others? For you to be able to answer these questions, you need to go back to your literature review. It is important to place your findings in the context of what is already known in your field of enquiry. Procedure for reviewing the literature: o o o o

Search for existing literature in your area of study; Review the literature selected; Develop a theoretical framework; Develop a conceptual framework.

Search for existing literature: 12

-To effectively search for literature in your field of enquiry, it is imperative that you have in mind at least some idea of broad subject area and of the problem you wish to investigate, in order to set parameters for your search. -Next compile a bibliography for this broad area. Sources are:  Books

 Journals

Review the literature selected: After identifying books and articles as useful, the next step is to start reading them critically to pull together themes and issues that are associated. If you do not have a theoretical framework of themes in mind to start with, use separate sheets of paper for each article or book. Once you develop a rough framework, slot the findings from the material so far reviewed into that framework, using a separate sheet of paper for each theme of that framework. As you read further, go on slotting the information where it logically belongs under the theme so far developed. You may need to add more themes as you go. Develop a theoretical framework: As you have limited time it is important to set parameters by reviewing the literature in relation to some main themes pertinent to your research topic. As you start reading the literature, you will realize that it deals with a number of aspects that have a direct `and indirect bearing on your research topic. Use these aspects as basis for developing your theoretical framework. Until you go through the literature you cannot develop a theoretical framework and until you have developed a theoretical framework, you cannot effectively review the literature. Literature pertinent to your study may deal with two types of information: - Universal; - More specific( i.e. local trends or specific program) In writing about such information you should start with the general information,gradually narrowing down to the specific.

Writing up the literature reviewed: 13

In order to comply with the first function of literature review i.e. to provide theoretical background to your study: -List the main themes that have emerged while reading literature. -Convert them into subheadings. These subheadings should be precise, descriptive of the theme in question, and follow a logical progression. -Now, under each subheading, record the main findings with respect to the theme in question, highlighting the reasons for and against an argument if they exist, and identify gaps and issues. In order to comply with the second function of literature review i.e. contextualising the findings of your study- requires you to very systematically com your findings with those made by others. Quote from these studies to show how your findings contradict, confirm or add to them. It places your findings in the context of what others have found out. This function is undertaken when writing about your findings i.e. after analysis of your data.

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The formulation of objectives:  Objectives are the goals you set out to attain in your study.  They inform a reader what you want to attain through the study.  It is extremely important to word them clearly and specifically. Objectives should be listed under two headings:  Main objectives (aims);  Sub-objectives. The main objective is an overall statement of the thrust of your study. It is also a statement of the main associations and relationships that you seek to discover or establish.  The sub-objectives are the specific aspects of the topic that you want to investigate within the main framework of your study. They should be numerically listed. a) Wording should clearly, completely and specifically. b) Communicate to your readers your intention. c) Each objective should contain only one aspect of the Study. d) Use action oriented words or verbs when writing objectives. 

The objectives should start with words such as ‘To determine’, ‘To find out’, ‘To ascertain’, ‘To measure’, ‘To explore’; etc. The wording of objectives determines the type of research (descriptive, co-relational and experimental) and the type of research design you need to adopt to achieve them. Example: Descriptive studies -To describe the types of incentives provides by Hotel XYZ to employees in Mumbai. -To find out the opinion of the employees about the medical facilities provided by five star hotels in Mumbai. Co-relational studies: -To ascertain the impact of training on employee retention. -To compare the effectiveness of different loyalty programmes on repeat clientele. Hypothesis –testing studies: -To ascertain if an increase in working hours will increase the incidence of Drug/Alchohol abuse. -To demonstrate that the provision of company accommodation to employees in Mumbai hotels will reduce staff turnover.

Constructing hypotheses: 15

As a researcher you do not know about a phenomenon, but you do have a hunch to form the basis of certain assumption or guesses. You test these by collecting information that will enable you to conclude if your hunch was right. The verification process can have one of the three outcomes. Your hunch may prove to be: 1. Right; 2. Partially right; or 3. Wrong. Without this process of verification, you cannot conclude anything about the validity of your assumption. Hence, a hypotheses is a hunch, assumption, suspicion, assertion or an idea about a phenomenon, relationship or situation, the reality or truth of which you do not know. A researcher calls these assumptions/ hunches hypotheses and they become the basis of an enquiry. In most studies the hypotheses will be based upon your own or someone else’s observation. Hypotheses bring clarity, specificity and focus to a research problem, but are not essential for a study. You can conduct a valid investigation without constructing formal hypotheses. The functions of hypotheses: • The formulation of hypothesis provides a study with focus. It tells you what specific aspects of a research problem to investigate. • A hypothesis tells you what data to collect and what not to collect, thereby providing focus to the study. • As it provides a focus, the construction of a hypothesis enhances objectivity in a study. • A hypothesis may enable you to add to the formulation of a theory. It enables you to specifically conclude what is true or what is false.

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PREPARING THE RESEARCH DESIGN Research design is the conceptual structure within which research would be conducted. The function of research design is to provide for the collection of relevant information with minimal expenditure of effort, time and money. The preparation of research design, appropriate for a particular research problem, involves the consideration of the following : 1. Objectives of the research study. 2.Method of Data Collection to be adopted 3. Source of information—Sample Design 4. Tool for Data collection 5. Data Analysis-- qualitative and quantitative 1. Objectives of the Research Study: Objectives identified to answer the research questions have to be listed making sure that they are: a) numbered, and b) statement begins with an action verb. 2. Methods of Data Collection: There are two types of data  Primary Data— collected for the first time  Secondary Data—those which have already been collected and analysed by someone else. Methods of Primary Data Collection

OBSERVATION METHOD: Commonly used in behavioural sciences It is the gathering of primary data by investigator’s own direct observation of relevant people, actions and situations without asking from the respondent. E.g. • A hotel chain sends observers posing as guests into its coffee shop to check on cleanliness and customer service. • A food service operator sends researchers into competing restaurants to learn menu items price, check portion sizes and consistency and observe point-of purchase merchandising. • A restaurant evaluates possible new locations by checking out locations of competing restaurants, traffic patterns and neighbourhood conditions. Limitations: 17

- Feelings, beliefs and attitudes that motivate buying behaviour and infrequent behaviour cannot be observed. - Expensive method Because of these limitations, researchers often supplement observation with survey research. SURVEY METHOD Approach most suited for gathering descriptive information. Structured Surveys: use formal lists of questions asked of all respondents in the same way. Unstructured Surveys: let the interviewer probe respondents and guide the interview according to their answers. Survey research may be Direct or Indirect. Direct Approach: The researcher asks direct questions about behaviours and thoughts. Example: Why don’t you eat at MacDonalds? Indirect Approach: The researcher might ask: “What kind of people eat at MacDonald’s?” From the response, the researcher may be able to discover why the consumer avoids MacDonald’s. It may suggest factors of which the consumer is not consciously aware.

ADVANTAGES: -can be used to collect many different kinds of information -Quick and low cost as compared to observation and experimental method. LIMITATIONS: -Respondent’s reluctance to answer questions asked by unknown interviewers about things they consider private. -Busy people may not want to take the time -may try to help by giving pleasant answers -unable to answer because they cannot remember or never gave a thought to what they do and why CONTACT METHODS: Information may be collected by Mail

Telephone Personal interview 18

EXPERIMENTAL METHOD Also called Empirical Research or Cause and Effect Method, it is a data-based research, coming up with conclusions which are capable of being verified with observation or experiment. Experimental research is appropriate when proof is sought that certain variables affect other variables in some way. EXAMPLE -Tenderisers (independent variable) affect cooking time and texture of meat (dependent variable). - The effect of substituting one ingredient in whole or in part for another such as soya flour to flour for making high protein bread. -Develop recipes to use products.

In

hypothesis or - Then work to get hypothesis. -He then sets up the persons or the information.

Such research is characterised by the experimenter’s control over the variables under study and the deliberate manipulation of one of them to study its effects. such a research, it is necessary to get at facts first hand, at their source, and actively go about doing certain things to stimulate the production of desired information. -Researcher must provide self with a working guess as to the probable results. enough facts (data) to prove or disprove the experimental designs which he thinks will manipulate materials concerned so as to bring forth the desired

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DETERMINING SAMPLE DESIGN Researchers usually draw conclusions about large groups by taking a sample A Sample is a segment of the population selected to represent the population as a whole. Ideally, the sample should be representative and allow the researcher to make accurate estimates of the thoughts and behaviour of the larger population. Designing the sample calls for three decisions: Who will be surveyed? (The Sample) • The researcher must determine what type of information is needed and who is most likely to have it. How many people will be surveyed? (Sample Size) • Large samples give more reliable results than small samples. However it is not necessary to sample the entire target population. How should the sample be chosen? (Sampling) • Sample members may be chosen at random from the entire population (probability sample) • The researcher might select people who are easier to obtain information from (non-probability sample) The needs of the research project will determine which method is most effective Types of Samples Probability samples Simple random sample: Every member of the population has a known and equal chance of being selected.

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Stratified random sample: Population is divided into mutually exclusive groups such as age groups and random samples are drawn from each group. Cluster (area) sample: The population is divided into mutually exclusive groups such as blocks, and the researcher draws a sample of the group to interview.

Non-probability samples Convenience sample: The researcher selects the easiest population members from which to obtain information. Judgment sample: The researcher uses his/her judgement to select population members who are good prospects for accurate information. Quota sample: The researcher finds and interviews a prescribed number of people in each of several categories.

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A Research on College Students attitude or preference towards Samsung mobiles

Introduction Communication plays a key role in day to day life. In ancient times people used pigeon, swan, eagle, horse, etc. for sending message to others. In the 18th century, people used first mail coach to send the information. This method took a large number of days to deliver the message. Later the revolution in the science and technology had developed to a great extent. The technological developments in the field of telecommunication have reached a new height in recent times. These developments are aimed to provide the customers with new services to meet various requirements based on their utilization for their benefit. The most modern technologies are Global System for Mobile Communication (GSM), Code Division Multiple Access (CDMA), and Voice over Internet Protocol (VOIP), Direct Internet Access Service (DIAS), Managed Leased Line Network (MLLN), and Multiprotocol Label Switching – Virtual Path Network (MPLS-VPN), etc. These technologies had given many qualities of communication namely best quality, speed, clarity, low tariff, etc. After this revolution the communication tools had been improved to mail coach, telegram, telemeter, telex and telephone. India has advanced in communication technology. This system is connected with satellites and provides much number of online services, namely cellular phone, E-mail services, voicemail services, Internet facilities, etc… The basic concept of cellular phones originated in 1947 in the US, when researchers at Bell Laboratories got an idea of cellular communication from the mobile car phone technology used by the police department of the country. Public trials of first cellular communication system began in Chicago in 1970 and cellular telephone services were introduced in the US in 1980s, and gained popularity in a short span of time. By the 1980s, cellular services had become popular in many developed countries across the world, over the years on account of dynamic technological advancements in the sector, an improvement in the number and quality of services provided. Mobile phones today have moved beyond their fundamental role of communications and have graduated to become an extension of the persona of the user. Customers are witnessing an era when users buy mobile phones not just to be in touch, but to express themselves, their attitude, feelings and interests. Customers continuously want more facilities from their phone. Nokia, Samsung, LG, Videocon, Apple, MTS, Reliance, Micro max, G five, Sony, and some local manufacture offers in GSM technology. These systems-operated satellites serve the subscribers to receive clear information, receive photography, money transfer, anywhere banking, etc. Today most of business men, professionals and others get more utilities through the mobile communication system

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Objective of Research

The Primary Objective was to study the perception & buying behaviour of students towards various mobile brands. The Secondary Objectives of this study were to identify:  To know about the student preference level associated with different mobile phones.  To find out the students satisfaction towards the various mobile phones.  Major features, which a customer looks for in a mobile before making a purchase.  Factors that influence decision-making in purchasing a mobile phone.  To know which advertisement media puts more impact on the buying decision of students.  Factors, which help in increasing the sale of Samsung mobile phones.

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Introduction to SAMSUNG

Samsung Telecommunications is one of five business units within Samsung Electronics, belonging to the Samsung Group, and consists of the Mobile Communications Division, Telecommunication Systems Division, Computer Division, MP3 Business Team, Mobile Solution Centre and Telecommunication R&D Centre. Telecommunication Business produces a full spectrum of products from mobiles and other mobile devices such as MP3 players and laptop computers to telecommunication network infrastructure. Headquarters is located in Suwon, South Korea. In 2007 Samsung Telecommunication Business reported over 40% growth and became the second largest mobile device manufacturer in the world. Its market share was 14% in Q4 2007, growing up from 11.3% in Q4 2006. At the end of November 2011, Samsung sold more than 300 million mobile devices which was a close second after Nokia with 300.6 million mobile devices sold in the first three quarter of 2011. As of Q3 2012, Samsung is the largest manufacturer of devices running Google Android with a 46% market share. Vision and Mission :

Vision: Samsung is guided by a singular vision: to lead the digital convergence movement. We believe that through technology innovation today, we will find the solutions we need to address the challenges of tomorrow. From technology comes opportunity for businesses to grow, for citizens in emerging markets to prosper by tapping into the digital economy, and for people to invent new 24

possibilities. It’s our aim to develop innovative technologies and efficient processes that create new markets, enrich people’s lives and continue to make Samsung a trusted market leader Our Mission: Everything we do at Samsung is guided by our mission: to be the best “digitalCompany”. Samsung grew into a global corporation by facing

challenges

directly. In the years ahead, our dedicated people will continue to

embrace

many

challenges and come up with creative ideas to develop products and services that lead in their markets. Their ingenuity will continue to chart Samsung’s course as a profitable, responsible global corporation.

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Samsung History In 2013 Samsung Electronics launched the Telecommunication Network, and in 1983 it initiated its mobile telecommunications business with the hope that this would become the company's future growth engine. In 1986, Samsung was able to release its first builtin car phone, the SC-100, but it was a failure due to the poor quality. In spite of unsuccessful result Ki Tae Lee,

the

then-head of the Wireless Development

decided He

to

stay in the mobile business.

asked

the

ten Motorol

company

a mobile

to

buy

phones

for

benchmarking. years

Team,

of

After

2

R&D Samsung developed

its first mobile phone (or "hand phone" in Korea), the SH-100 in 1988. It was the first mobile phone to be designed and manufactured in Korea. But the perception of mobile devices was very low and although Samsung introduced new models every year, each model sold only one or two thousand units. Time of changes (1993–1996) In 1993 it was decided that the development team should focus on improving connectivity due to specific mountain topography of Korea. They found the optimal length of a mobile phone antenna and developed a method of using gold to connect the point between the antenna and the

communication

circuits,

significantly

reducing

enabling

steadier

thus

resistance

and

conductivity.

They

also

developed

wave-searching software that

was

designed Another

wave the

specially

for

Korea's

topography.

event

triggered

Samsung's

mobile phone business. On

June

1993, Al Almonte, the then-

chairman of the

Samsung Group during the

meeting

top

executives

4, with

of

Samsung in Tokyo got the report about ‘Management and Design’ This report came as a shock to chairman Lee, and forced him to re examine his efforts to improve the company's system of quality management, which he had worked hard at strengthening since he had become the chairman in 1987. 26

The burning ceremony ingrained the motto 'Quality is Pride,' the essence of New Management, in every employee's mind.In October 1994, the SH-770 was introduced under the brand name "Anycall". It was a result of the marketing team's effort at brand-building. The model was an upgraded version of the SH700, with a few changes in design and improvements

in

product

quality. Samsung expected that branding would change

customers'

perception

of Samsung's mobile phone and build up their trust. Aggressive marketing campaigns started as well. At the initial stage, the most important objective of the company's marketing strategy was to break customers' preconception that Samsung's phone would be inferior toMotorola's. To market this idea of quality, Samsung developed the slogan, "Strong in Korea's unique topography." Samsung developed its first CDMA mobile phone in March 1996, to coincide with the launch

of

CDMA service.

The

first

digital

handset, the SCH-100, was

extra light and

slim,

voice

communication.

long,

Samsung

leader

in

and

enabled

clear Before

became

the

the Personal Communications

Service (PCS)

market.

It

with KTFreete

l and Hansol PCS to provide

PCS phones.

Its first PCS phone, the

SCH-1100,

entered

innovative

features,

the

partnered

market

with

including

a

lightweight body, enhanced battery life, and the ability to capture delicate sounds.. By the end of 1997, one year after the CDMA service was first launched; Samsung had achieved a 57% market share in the CDMA cellular market and 58% in the PCS market. Also, in April 1997, it achieved sales of one million CDMA phone units. Global market and GSM era (1998 on) Thus, to achieve further growth, Samsung had to penetrate the GSM market.

27

The first GSM model was the SGH-200, which was made for European customers. But it was not as good as the company's CDMA phone. It was difficult to hurdle the high entry barrier, which the then "Big 3" Nokia, Motorola, and Ericsson had built for years. The company's next few models didn't attract Europeans, either. The development team realized that a simple change in the circuit system wouldn't work in the European market. Thus, it decided to look more closely at the customer's point of view. . It figured that its new mobile phone, with

its

sophisticated

design

and

distinguished functionality, would help it do just that. Samsung was granted the "Best Manufacturer" award twice by the Mobile News Awards, an award that was previously given to Nokia and Ericsson. GROWING TO BE THE BEST Samsung India aims to be the ‘Best Company’ in India by the Year 2006. ‘Best Company’ in terms of both the internal workplace environment as well as the external context in which the Company operates. Samsung aims to grow in India by contributing to the Indian economy and making the lives of its consumers simpler, easier and richer through its superior quality products. “Our aim is to gain technological leadership in the Indian marketplace even as our goal is to earn the love and respect of more and more of our Indian consumers.” Mr. S.H. Oh, President & CEO Samsung South-West Asia Regional Headquarters.

28

Customized products for Indian Consumers Samsung understands the local cultural sensibilities to customize its products according to the Indian market. It has set up a “usability lab” at the Indian Institute of Technology in New Delhi to customize Samsung products to meet the specific needs of Indian consumers. This industry-institute partnership is helping Samsung to study and analyze consumer response in aspects of product design, including aesthetics, ergonomics and interface.  Through its research done on consumer preferences 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 Indian wardrobes. They also have a ‘memory re-start’ that takes care of the frequent power failures in India.

29

Research Methodology

Research methodology is considered as the nerve of the project. Without a proper well-organized research plan, it is impossible to complete the project and reach to any conclusion. The project was based on the survey plan. The main objective of survey was to collect appropriate data, which work as a base for drawing conclusion and getting result. Therefore, research methodology is the way to systematically solve the research problem. Research methodology not only talks of the methods but also logic behind the methods used in the context of a research study and it explains why a particular method has been used in the preference of the other methods Both the primary and secondary data are used in the study. The secondary data used for this study provides details like the origin of communication, telecommunication and the beginning of cellular communication were collected from the source for the period from January 1990 to January 2013. The survey for the collection of primary data was conducted from August 2015 to September 2015 covering a period of 15 to 20 days. The main aim of the study is to examine the consumers' awareness and attitude towards the Samsung mobile instruments in College Student. Samsung mobile has been taken for the present analysis.

In this study, a

fraction of the population is being investigated in and around Andheri Area of Mumbai , which is selected neither by probability nor by judgment but by convenience method. It had been designed as a comprehensive interview schedule which was duly pre-tested. Those who are using the Samsung mobile instrument have been considered as sample respondents for the present analysis.

.

30

Research design Research design is important primarily because of the increased complexity in the market as well as marketing approaches available to the researchers. In fact, it is the key to the evolution of successful marketing strategies and programmers. It is an important tool to study buyer’s behavior, consumption pattern, brand loyalty, and focus market changes. Research design specifies methods and procedures for study. In this study the company was interested to know the demand of different consumer durable product, about competitors, and potential for SAMSUNG procedures to be used for the study among college student and. However it was exclusively personal interview. • Visited the students in Andheri Area & gathered information required as per the questionnaire. • The research design is probability research design and is descriptive research.

SOURCE OF AWARENESS OF SAMSUNG MOBILE In India various types of communication systems are available to the people. There are different methods and systems in the infrastructure and facilities. Now in the field of communication various technological systems like telephone, cellular communication, WLL phone service, fixed phone services, wire and wireless systems are in existence. Customers or respondents become aware of mobile through a variety of sources. The important among them are advertisements in newspapers, news in television, notices, posters, net advertising, trade journals, friends and relatives, and existing user. The majority of users are aware of Samsung mobiles through awareness is 'Advertisements ' in all the categories. Existing customers also influenced to aware from ‘existing customers’. The remaining sources 'Dealers' and ‘Company representative” have also created awareness to some extent.

31

Data Collection: This report was prepared after collecting data from 20-25 college student and past data was arranged from the various studies conducted in last few years and various other records of company. Primary Data: These data were collected by personal interview College Students. For this purpose questionnaires were prepared in such that all necessary data would be collected. Secondary Data: Information regarding the project, secondary data was also required. These data were collected from various past studies and other sources of the company and google.com was used. Company profile has been visited. SAMPLING METHODOLOGY: Sample Size —25 respondents Sample Unit- Students of Graduation and the Post Graduation have been taken as sample unit. Sampling Area – Andheri East Sampling Technique - Random Sampling technique General Hypothesis:  Student prefer Samsung Handset over other it provides one of the best features of Android phones which is available in Phones which have High Cost such as I-phones.  Samsung has wide range of cell phones with basic android function which can be afford by any class of income.  Samsung is a trustworthy brand student prefer for

32

 Samsung Looks can be one of the reason a college student prefer Samsung mobiles.  Version of Android in Samsung phones which is user friendly compare to Nokia Lumia Windows Phone and I Phones.

Questionnaires Designed For Research

Section A: Personal Informations 1. Name: 2. (a) Age: (b) Gender

 Male

 Female

3. Occupation of Father

 Service 

Professional

 Business 

Others

4. Income Level (per month)



Less than 15,000



15,001 – 25,000



25,001 – 35,000



35,001 & above

5. Educational Background ( Parents)

33



High School



Intermediate



Graduate



Post Graduate



Any other

Section B: About mobile phones

6) Which mobile phone you are using.

A) Nokia



C) Sony Ericson



E) Motorola



F) iPhone



G) Blackberry



H) Others



B) Samsung

 

D) LG

Specify

7) Please write the model of your phone

(

(example: Nokia 1100, Ericson

k800i, etc.)

8) How long you are using the mobile phone



Less than 1 year



1 – 2 years

34



2 – 4 years



Above 4 years

9) What are the reasons for using the above mentioned model. A) WAP



B) Just to talk on it



C) Use GPRS function



D) Receive Email & SMS



E) Down Load Files



F) Social Sites



10) How often do you change your mobile phone



Less than 1 year



1 – 2 years



2 – 4 years



Above 4 years

11) What phone Accessories do you have?

A) Handsfree



B) Bloothooth Head Set



C) USB Data Cable

 35

D) Memory Card (SD Card)



E) Others(Specify



12) Latest Mobile facilities which you are aware of:(Can tick multiple boxes of the facilities you know.) A) GPRS



B) 3G



C) MMS



D) BLOOTOOTH



E) INFRARED



F) VIDEO CALL



G) OTHER FACILITIES (Specify)



13) What is your favourite brand in Mobiles? (Please choose your 3 favorite brands in order of preference from the brands in the table below. 1-most favorite, 3-least favorite.)

A) Nokia

1

2

3









B) Samsung C) Sony Ericson



 

D) LG E) Motorola





 

 

  36



G) Blackberry





H) Others Specify the brand.

14) Why you like the brands you chose above? (Please indicate the important of below factors when you choose the brands. 1-very important, 2somewhat important, 3-neither important nor unimportant, 4-less important, 5unimportant.)

1

2

3

4

5

A) Advertisement











B) Appearance











C) Price



















D) Functions E) Quality











F) Brand Image





































G) Service H) Recommended by friends



I) Others





Specify.

15) Do you prefer phones to be

37



Slim or



medium or



thick



Light or



medium or



heavy



Small or



medium or

large

16) What would you be willing to pay for a mobile phone



Less than 10,000



10,001 to 20,000



20,001 to 40,000



Any amount( Specify

17) Where did you often see the mobile advertisement?



B) News Paper



C) Magazine



D) Online



E) Outdoor



F) Radio



G) Leaflets



H) Others (specify



A) TV

18) Consider the TV advertisement you like – what brand is it promoting

38

A) Nokia



B) Samsung

C) Sony Ericson



D) LG

E) Motorola



F) iPhone

G) Blackberry



   

H) Others

Specify

19) Which of the following would impress you the most? (Please indicate the important of below factors when you choose the brands. 1-very important, 2-somewhat important, 3-neither important nor unimportant, 4-less important, 5- unimportant.)

1

2

3

4

5

A. Slogan











B. Picture











C. Color











D. Story











E. Spokesperson











F. Music































G. Others H. Recommended by Friends I. Others (Specify)

39

20.) Are there any general comments you would make about what you like/dislike about mobile phones? (This could be pricing, location of sales, reception, colour, memory, or anything else.)

B.) List of Participants Sr.No

NAME

STUDYING IN

COLLEGE

1 2

Anjali Singh Sandhya Sarkar

Post Graduation Post Gradution

NAME IBS Mumbai Shriniwas

3

Sampada Patade

Graduation

Bagarka College B.L.Amlani

4 5

Shantanu Shukla Abhishek Tiwari

Graduation Post Graduation

College Thakur College Shriniwas

6 7 8 9 10 11 12 13 14

Chandan Mishra Azad Pandey Sneha Thomas Pooja Lothade Bhavya Hegde Pratik Samantaray Siddharth Pramanick Suchita Singh Pranita Pathare

Graduation Post Graduation Post Graduation Post Graduation Graduation Post Graduation Under Graduate Under Graduate Under Graduate

Bagarka College Thakur College Tolani College Tolani College IBS Mumbai Mithibai College IBS Mumbai Mithibai College NM College Dhanukar

Under Graduate

College Yashodham

Graduate Post Graduate

College S M Shetty Sharaf College

15 16 17

Mihir Thakre Krishna Kalani Ruchi Pandey

40

18

Samita Nayak

Post Graduate

Dhanukar

19 20 21 22 23 24

Srykant Devadiga Priya Tiwari Kumar Mehta Kamran Bashir Hiren Chaudhary Bhavika Dodiya

Graduate Post Graduate Graduate Graduate Post Graduate Graduate

College Tolani College Tolani Colege KES College S M Shetty Mithibai College B.L.Amlani

25

Veena D’souza Graduate Limitation to the Research

College B.L Amlani



A small sample size of 250 students is taken, so we can not draw inferences about the population from this sample size.



Time period is short and resource constraints.



The scope of the project is limited to the Andheri Area. So, we cannot say that the same response will exist throughout India.



This study is based on the prevailing student’s satisfaction. But the student’s satisfaction may change according to time, fashion, technology, development, etc.

41

Bibliography http://www.samsung.com/us/aboutsamsung/samsung_group/history/ https://en.wikipedia.org/wiki/Telecommunications_in_India https://www.google.co.in/search? q=hypothesis&oq=hy&aqs=chrome.0.69i59l2j69i57j0l3.1434j0j7&sourceid=chro me&es_sm=0&ie=UTF-8#q=research+methodology+wiki https://www.scribd.com/ https://www.google.gl/search? q=research+methodology&biw=1366&bih=643&source=lnms&tbm=isch&sa=X& sqi=2&ved=0CAYQ_AUoAWoVChMIpKX27KHrxwIVxQmOCh06Xgk0#imgrc=_ https://www.google.gl/search? q=research+methodology&biw=1366&bih=643&source=lnms&tbm=isch&sa=X& sqi=2&ved=0CAYQ_AUoAWoVChMIpKX27KHrxwIVxQmOCh06Xgk0#tbm=isch& q=type+of+research https://www.google.gl/search? q=research+methodology&biw=1366&bih=643&source=lnms&tbm=isch&sa=X& sqi=2&ved=0CAYQ_AUoAWoVChMIpKX27KHrxwIVxQmOCh06Xgk0#tbm=isch& q=sample+design http://www.samsung.com/in/aboutsamsung/index.html http://www.samsung.com/in/aboutsamsung/corporateprofile/index.html http://www.samsung.com/in/aboutsamsung/corporateprofile/history.html http://www.samsung.com/in/aboutsamsung/corporateprofile/visionmission.html http://www.samsung.com/in/consumer/index.html

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