CUSTOMER SATISFACTION TOWARDS SAMSUNG PRODUCTS IN TIRUCHIRAPPALLI

Abstract

A consumer is an individual who purchase or has the capacity to purchase goods and services offered for sale by marketing institution in order to satisfy personal or family needs, wants and desires. Consumers are the most important people for any organization. Satisfaction is an overall psychological state that reflects the evaluation of a relationship between the consumer and a company, environment, product, service. According to Philip kotler consumer satisfaction is defined as, personal feeling of pleasure resulting from comparing a product’s performance in relation to his or her expectation. For the purpose of analysis Chi- square statistical tool was used. The primary data were analyzed through chi- square test. Samsung is one of the leading companies in manufacturing of vast range qualitative products. These products are available at different ranges and prices in the market. Samsung productivity range includes: Refrigerator, Air- conditioner, TV, Laptops, Mobile phone, Washing Machine, Microwave oven, Digital camera, Personal computers, Printers, Speakers, DVD players and other. The factors considered by the customer before purchasing the Samsung products are Quality, Price, Design and Availability. Income of the people also decides the purchasing power. So, the Samsung Company should concentrate also on low income segments to capture market and position themselves in the minds of the customer with required quality and price.