The smartphone industry has experienced rapid growth due to continuous technological advancements and increasing consumer demand for innovative communication devices. Among various smartphone brands, Samsung has established a strong position in the global as well as Indian market by offering a wide range of mobile phones with advanced features and competitive pricing. In this context, understanding customer perception and satisfaction towards Samsung mobile phones has become essential for evaluating the brand’s market performance. The present study aims to analyze customer perception towards Samsung mobile phones and examine the factors influencing their purchase decisions. The study also evaluates customer satisfaction with regard to product quality, price, features, brand image, and after-sales service. Primary data for the research was collected through a structured questionnaire from Samsung mobile phone users, while secondary data was obtained from books, journals, research articles, and company reports. A convenient sampling technique was adopted, and the collected data was analyzed using simple statistical tools such as percentage analysis and charts. The findings of the study indicate that product quality, advanced features, and brand reputation play a significant role in influencing consumer purchase decisions. The study also reveals that after-sales service and overall product performance contribute greatly to customer satisfaction and loyalty. The research provides valuable insights for understanding consumer behaviour in the smartphone market and highlights the importance of maintaining high product standards and service quality to enhance customer satisfaction.
Phil., et al. (Wed,) studied this question.