A

SUMMER TRAINING PROJECT REPORT

ON

“A COMPARATIVE ANALYSIS OF APPLE Vs. SAMSUNG

SMARTPHONES ”
SUBMITTED TO

AWADHESH PRATAP SINGH UNIVERSITY, REWA (M.P.)

FOR THE AWARD OF
MASTER OF BUSINESS ADMINISTRATION
MBA (SEMESTER – IVth)
BY
ABHISHEK SINGH DIKHIT

UNDER GUIDANCE OF
PROF. RUDRA PRATAP SINGH

DEPARTMENT OF VIMR
VINDHYA INSTITUTE OF MANAGEMENT & REASEARCH,
SATNA (M.P.)

2022 – 2023

1
 VINDHYA INSTITUTE OF MANAGEMENT & RESEARCH
SATNA (M.P.)

GUIDE’S CERTIFICATE
This is to certify that ABHISHEK SINGH DIKHIT has satisfactorily
completed the research project work on “A COMPARATIVE ANALYSIS
OF APPLE Vs. SAMSUNG SMARTPHONES ” Under my guidance for the
partial fulfillment of MBA (Semester –IV th) submitted to Awadhesh Pratap
Singh University, Rewa during the academic year 2022 – 2023.

To best of my knowledge and belief the matter presented by Him/her is

original work and not copied from any source. Also, this report has not
been submitted earlier for the award of any Degree of Awadhesh Pratap
Singh University, Rewa.

Place: Satna Prof. Rudra Pratap Singh

Date: ( Project Guide )

2
 VINDHYA INSTITUTE OF MANAGEMENT & RESEARCH
SATNA (M.P.)

DECLARATION
I undersigned, hereby declare that this research project report entitled “A
Comparative Analysis of Apple Vs. Samsung Smartphones” Prescribed
by Awadhesh Pratap Singh University, Rewa during the academic year
2022 – 2023 under the guidance of Prof. Rudra Pratap Singh is my
original work.
The matter presented in this report has not been copied from any source.
I understand that any such copying is liable to be punishable in any way
the university authorities deem to be fit. Also, this report has not been
submitted earlier for the award of any Degree or Diploma of Awadhesh
Pratap Singh University, Rewa or any other University.
This work humbly submitted to Awadhesh Pratap Singh University for
partial fulfillment of Master of Business Administration (Semester – IV th).

PLACE: SATNA
DATE: name of the student-
Abhishek Singh Dikhit

3
 VINDHYA INSTITUTE OF MANAGEMENT & RESEARCH
SATNA (M.P.)

ACKNOWLEDGEMENT
Whenever we are standing on most difficult step of the dream of our life, we often
remind about the great god for his blessings & kind help and he always helps us in
tracking of the problems by some means in our lifetime. I feel great pleasure to
present this project entitled “A Comparative Analysis of Apple Vs. Samsung
Smartphones ”
I am grateful to those who help me a lot in preparation of this project report. It is
their support and blessings, which has brought me to write this project report. I
have a deep sense of gratitude in my heart for them.

I am very thankful to my project guide Prof. Pradeep Kumar Shukla for his whole
hearted support and affectionate encourage without which my successful project
would not have been possible.
Finally, I am very grateful to Mighty God and inspiring parents whose loving and
caring support contributed a major share in completion of my task.

name of student-
Abhishek Singh Dikhit

4
 TABLE OF CONTENT PAGE
Sr. No. NAME OF CHAPTER
NUMBER
1. INTRODUCTION AND RESEARCH METHODOLOGY 6
1.1 Definition 7
1.2 Meaning of Study 9
1.3 Problem Statement 9
1.4 Aims and Objectives 10
+` 1.5 Hypothesis 10
1.6 Research Methodology 10
1.7 Research Designs 11
1.8 Sample Size 12
1.9 Scope of Study 12
1.10 Limitation of the Study 12

2. REVIEW LITERATURE 13
3. COMPANY PROFILE 15
4. DATA ANALYSIS AND INTERPRETATION 36
5. HYPOTHESIS TESTING 57
6. FINDINGS AND CONCLUSION 61
7. SUGGESTIONS 63
8. BIBLIOGRAPHY 64
9. ANNEXURE 65

5
 INTRODUCTION

Mobile phones aren't just a rich person's fashion today. It is transforming the way thousands of
people do business in a country where even landline phones were a luxury a decade ago. As an
essential element of daily life, the purchase of a mobile phone is an important decision with a
variety of mobile phone brands available to choose from.
Smartphones are a class of mobile phones and of multi-purpose mobile computing devices. They
are distinguished from feature phones by their stronger hardware capabilities and extensive
mobile operating systems, which facilitate wider software, internet (including web browsing over
mobile broadband), and multimedia functionality (including music, video, cameras, and gaming),
alongside core phone functions such as voice calls and text messaging. Smartphones typically
include various sensors that can be leveraged by their software, such as a magnetometer,
proximity sensors, barometer, gyroscope and accelerometer, and support wireless
communications protocols such as Bluetooth, WI-Fi, and satellite navigation.

Early smartphones were marketed primarily towards the enterprise market, attempting to bridge
the functionality of standalone personal digital assistant (PDA) devices with support for cellular
telephony, but were limited by their battery life, bulky form, and the immaturity of wireless data
services.
The description of a modern smartphone sounds just like a computer, with multi-core processors,
gigabytes of memory, and a real operating system. So, a smartphone is a mobile device that
behaves in many ways like a portable computer that's always connected to the internet and a
GSM/3G/4G phone network too.
Each mobile phone manufacturer consistently updates their offerings with the latest technological
updates and many customers have a preferred brand that suits them or a brand they have become
familiar with. Across the globe, even people with low incomes are now adopting cellular phones
as tools for enhancing their business.
Presently, Apple and Samsung are seen as the largest manufactures of Smartphones across the
world. Earlier, the mobile phone market was ruled by companies like Nokia and Motorola, Apple
took over the market when it launched ‘iPhone’ in 2007. The product became actually popular
among users, having large and multi-touch user interface.
6
 Apple continued on dominating the Smartphone market within the years; however Samsung
introducing Samsung galaxy series in 2013 brought increased competition for it. It was
Samsung’s massive advertising coupled with unique Android features that the Samsung galaxy
has overtaken the iPhone to become the most popular Smartphone brand in the world.

This aggressive competition between these two tech giants has resulted in endless court battles.
Steve Jobs, CEO of Apple said, “I will spend my last dying breath if I need to, and I will spend
every penny of Apple’s $40 billion in the bank, to right this wrong. I’m going to destroy
Android, because it’s a stolen product. I’m willing to go thermonuclear war on this.”

Kwon Oh-Hyun, Samsung Vice Chairman

“Smartphones, TV’s and other key IT products are entering a slow growth phase and our rivals
are changing value chains by introducing new technology and business models.”

DEFINITION

A smartphone's features is usually more oriented towards mobile phone options than the PDA-like
features. There is no industry standard for what defines a smartphone, so any mobile device that
has more than basic cellphone capabilities can actually be filed under the smartphone category of
devices

What Is a Mobile Phone?

A mobile phone is more frequently called a cellular phone or cellphone. These communication
devices connect to a wireless communications network through radio waves or satellite
transmissions. Most mobile phones provide voice communications, Short Message Service
(SMS), Multimedia Message Service (MMS), and newer phones may also provide Internet
services such as Web browsing, instant messaging capabilities and e-mail.
Short for personal digital assistant, this is the name given to small handheld devices that combine
computing, telephone/fax, Internet and networking features. A typical PDA can function as a

7
cellular phone, fax sender, Web browser and personal organizer. These devices are usually pen-
based, which requires the use of a stylus rather than a keyboard for input. PDAs today are
available in either a stylus or keyboard version. Traditionally, PDAs have not had phone or fax
services.
What Is a Smartphone?

A smartphone is considered to be the combination of the traditional PDA and cellular phone, with
a bigger focus on the cellular phone part. These handheld devices integrates mobile phone
capabilities with the more common features of a handheld computer or PDA. Smartphones allow
users to store information, e-mail, and install programs, along with using a mobile phone in one
device. A smartphone's features is usually more oriented towards mobile phone options than the
PDA-like features. There is no industry standard for what defines a smartphone, so any mobile
device that has more than basic cellphone capabilities can actually be filed under the smartphone
category of devices.

It's definitely a lack of standardization that makes the category of mobile devices so confusing to
the consumer. As technology changes, so do the functions that these different devices perform.
Years ago, many people differentiated PDA and smartphone simply by looking for touch-screen
capabilities. If it had a touch screen it was a PDA, if it didn't, it was a smartphone. The Sony
Ericsson Smartphone, for example, offers users both a touch screen and a full QWERTY
keyboard. Despite the fact that the manufacturer calls this product a smartphone, the generic term
for a PDA oriented device with cellular phone capabilities is called a PDA phone.

Even if you can now decide for yourself if a mobile device is simply a cellular phone, a
smartphone, a PDA or PDA phone, the fine lines between these types of mobile devices are about
to get blurred again as we add in new terms to the mix like Pocket PC, and Smartphone (with a
capital letter).

8
 MEANING OF STUDY
Apple Inc. v. Samsung Electronics Co., Ltd. was the first of a series of ongoing lawsuits between
Apple Inc. and Samsung Electronics regarding the design of smartphones and tablet computers;
between them, the companies made more than half of smartphones sold worldwide as of July
2012. In the spring of 2011, Apple began litigating against Samsung in patent infringement suits,
while Apple and Motorola Mobility were already engaged in a patent war on several fronts.
Apple's multinational litigation over technology patents became known as part of the mobile
device "smartphone patent wars": extensive litigation in fierce competition in the global market
for consumer mobile communications. By August 2011, Apple and Samsung were litigating 19
ongoing cases in nine countries; by October, the legal disputes expanded to ten countries. By July
2012, the two companies were still embroiled in more than 50 lawsuits around the globe, with
billions of dollars in damages claimed between them. While Apple won a ruling in its favor in the
U.S., Samsung won rulings in South Korea, Japan, and the UK. On June 4, 2013, Samsung won a
limited ban from the U.S. International Trade Commission on sales of certain Apple products
after the commission found Apple had violated a Samsung patent, but this was vetoed by U.S.
Trade Representative Michael Froman.
On December 6, 2016, the United States Supreme Court decided 8-0 to reverse the decision from
the first trial that awarded nearly $400 million to Apple and returned the case to Federal Circuit
court to define the appropriate legal standard "article of manufacture" because it is not the
smartphone itself but could be just the case and screen to which the design patents relate.

PROBLEM STATEMENT

In present context, mobile phone has a huge impact in lives of people daily. In our country the
mobile phone industry is still in its growth stage, as compared to the industrially advanced
countries. It is for the fact that the economy of our country has been in the developing stage.
Now-a-days, the customers are more dynamic. Their taste, needs and preference are changing
with the advancement in technology and communication with the outside world.
Assumption: The annual income of the candidates is 15, 00,000 and above.

9
AIMS AND OBJECTIVES
The main objective of this study is to understand the mobile brand preference and the various
factors affecting the choice of brand. The objectives of the study are as follows:

 To understand the trend in mobile phone usage by customers.

 To get knowledge about APPLE mobiles and Samsung mobiles.
 To know Customer satisfaction about using their handset.
 To know about the consumer preference level associated with APPLE & SAMSUNG
 To find out the customer satisfaction towards APPLE & SAMSUNG

HYPOTHESIS
A prediction statement that describes, what you expect, will happen or will be the end result of
the study.
Null Hypothesis (Ho): There is no significant difference in consumer preference regarding
Apple and Samsung brands of Smartphones in Nagpur City.
Alternate Hypothesis (Ha): Consumers prefer to use Apple Smartphone more as compared to
Samsung in Nagpur City.

RESEARCH METHODOLOGY
The process used to collect information and data for the purpose of making business decisions.
The methodology may include publication research, interviews, surveys and other research
techniques, and could include both present and historical information.

1. Area of Study: The survey was conducted in Nagpur city in Maharashtra state. Nagpur is
upcoming smart city in Maharashtra. Nagpur is a right area for conducting research.

2. Sources of Data: The study has used both the primary data and secondary data. Field survey
method was employed to collect primary data from 50 respondents in three areas from Nagpur
(DT). Framed questionnaire is used for data collection. Secondary data were collected through
various journals, magazines, reports and newspapers.
10
3. Sampling Design: For the purpose of the study 50 respondents have been chosen in Nagpur
city by using stratified random sampling technique. The questionnaire was prepared and
administered in person to all the respondents.

The present study is brand building of Colgate by adopting the descriptive and analytical research
based on empirical observations and comprehensive survey. The descriptive research means it
includes surveys and fact - findings enquiries of different kinds. The major purpose of descriptive
research is description of the state of affairs as it exists at present. In analytical research, the
researcher has to use facts or information already available and analyze these to make a critical
evaluation of the material. Initially the researcher develops a set of questions relating to the
consumers' behavior towards various brands of shampoo. Then the questions are developed and
reviewed by the subject experts. Some modifications, additions and deletions of questions are
made according to the opinion of the experts.

RESEARCH DESIGN
Descriptive Research is being used because a large number of respondents are to be studied based
upon the various factors. This research is adopted so as to know what is happening in the market
with respect to product, the customer and their attitudes.
Sources of Data: - 1) Primary Data 2) Secondary Data.
Primary Data:
Primary data are those, which were collected afresh and for the first time and thus happen to be
original in character. However, there are many methods of collecting the primary data; all have
not been used for the purpose of this project. The once that has been used is:-
• Questionnaire.

Secondary Data:
Secondary data is collected from previous resources and literature to fill in the respective
project. The secondary data was collected through:-
• Text Book.
• News Papers.
• Articles.

11
• Journal
• Website.

SAMPLE SIZE

A sample size of 100 respondents was used for this study.

1.9. SCOPE OF THE STUDY

The present study is conducted in Nagpur city and it is decided to consider different between
Samsung and iPhone mobile phones.

 This study helps to know the factors which influencing the consumer to purchase
Mobile Phones between Samsung and iPhone.
 A Study on Customer Purchase Behavior towards Mobile Phone with Special Reference
to Nagpur.
 This study helps to know the marketing strategy of Samsung and iPhone.
 This study also helps to know the consumers satisfaction level towards iPhone and
Samsung branded mobile.

1.10 LIMITATIONS OF THE STUDY

 The research has been prepared within a span of one month and thus there was limited
time for conducting the research and literature review.
 The research is based on the sample size of 50 and mainly quantitative measure
was taken to measure the brand preference of mobile phones among customers.
 The age group has been selected above 15 years so as to reduce the response error.
 Opinions of respondents have been taken as a sense of truth which may not be correct.
 Research is limited to within Nagpur City.

12
2. REVIEW LITERATURE

SIMONSEN, 2012
On one hand technology innovation is an opportunity, on the other hand it is a danger as well to
apple with increasing innovative competitors for instance Samsung. (Simonsen, 2012). The
growing technology gives innumerable opportunities to join the high-tech market thus curtailing
the life of a product. Consumers use smart phones for everything from browsing the internet to
doing business. Phones now come with utilities like flashlights, tip calculators and a digital level.
Smart phones are also widely used for gaming. Graphics on these devices have improved
immensely in the last decade and are expected to get even better (Alexa LoMonaco, 2014).
Smartphones are becoming hand held computers and are being for shopping, browsing sharing
information and paying for products. According to Knap man (2012) a user of Smartphone is
strongly influenced by brand during purchase.

AAKER 1991,
Aaker (1991, p. 270) proposed that brand equity views comprising of brand awareness, brand
loyalty, perceived quality, brand associations and brand assets is reinforced by brand association,
delivering good quality product, attracting loyal customer , creation of high brand awareness and
celebrity endorsement. Perceived quality is just the complete assessment of a customer for a
standard process of receiving customer services (Hellier, et al, 2003). In recent studies the deep
correlation between perceived quality and customer satisfaction has been proved (Parasuraman,
et al, 1994). As per Keller (1998, p.54) brand loyalty is frequently attributed to a behavioral
intellect through which a number of repeated buying takes place and it compels the customer to
keep buying with the same brand and cast off the advances of contenders. In accordance with
Cush (2010) Samsung had numerous content customers in the United States and Samsung
concluded 2009 as the top market share holder for handsets, in addition no. 1 phone marketer in
2010 according to Strategic Analytics. Aaker (1991, p.48) reports that a portion of brand loyalty
is mirrored in the willingness of the consumer to pay additional price to get their chosen brand of
smartphone. As presented by Aaker (1991, p. 85), the comprehended value apportions with the
consumer’s point of view of the overall quality and dominance of a service or product with

13
respect to its anticipated purpose relative to the alternative. The cause for very great perceived
quality of Apple in comparison to Samsung could be accredited to Apple’s diversity of products.
Apple is well known for its ground breaking designs, providing the customers with a justification
to buy their products.

DAVIS 1989
(Davis 1989; Sanders and Manrodt, 2003; Venkatesh, 2000). A vital form of empirical study in
information systems has gathered proof for the presence of an influence of user friendliness on
preliminary user reception and continued usage of them. (Venkatesh, 2000). Brand is a structure
and it deals with the physical viewpoint. It is an amalgamation of the most important aims and
features which come to mind when brands are mentioned. It symbolizes the strength and its
evident added value. The physical viewpoint of a brand is the most important thing that defines a
brand and also consists of brand´s model. Kapferer (2004, p.108) Brand is a tradition and in a
way it has its own different culture which one can derive from the products. A product
symbolizes not only the tradition but also the way of interaction. Brand puts across the culture
and is driven by the sense that they express the culture of the place they start from. One
important role that culture plays is that it links brand to the organization and plays vital role in
distinguishing brand.

KAPFERER (2004),
Kapferer (2004, p.108).The smart phone company has transfigured into the topmost industry and
has become one of the most competitive market. The clash within the smartphone industry is
growing with fresh handsets being presented and the extent of pioneering technology dissolving
hurdles. Technical advances have made a significant effect on smart phones. Cell phones were
used to take pictures make only phone calls, play and send messages. As per the online education
portal, students of college who are in the age group of 18-29 year old use their phones for real-
time data greater than other age group. Three-fourth of students use their phones during free
time, 74% when commuting and 52% even use it before they get out of bed in the morning.

14
3. COMPANY PROFILE

Introducing Apple – iPhone

Apple Inc. is an American multinational technology company headquartered in Cupertino,

California, that designs, develops, and sells consumer electronics, computer software, and online
services. It is considered one of the Big Four of technology along with Amazon, Google, and
Facebook.
The company's hardware products include the iPhone smartphone, the iPad tablet computer, the
Mac personal computer, the iPod portable media player, the Apple Watch smartwatch, the Apple
TV digital media player, and the HomePod smart speaker. Apple's software includes the macOS
and iOS operating systems, the iTunes media player, the Safari web browser, and the iLife and
iWork creativity and productivity suites, as well as professional applications like Final Cut Pro,
Logic Pro, and Xcode. Its online services include the iTunes Store, the iOS App Store and Mac
App Store, Apple Music, and iCloud.

Apple was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne in April 1976 to develop
and sell Wozniak's Apple I personal computer. It was incorporated as Apple Computer, Inc., in
January 1977, and sales of its computers, including the Apple II, grew quickly. In August 2018,

15
Apple became the first public U.S. company to be valued at over US$1 trillion. The company
employs 123,000 full-time employees and maintains 504 retail stores in 24 countries as of 2018.
It operates the iTunes Store, which is the world's largest music retailer. As of January 2018, more
than 1.3 billion Apple products are actively in use worldwide. The company also has a high level
of brand loyalty and is ranked as the world's most valuable brand. However, Apple receives
significant criticism regarding the labor practices of its contractors, its environmental practices
and unethical business practices, including anti-competitive behavior, as well as the origins of
source materials. Apple has been in the business for quite some time now and they have indeed
reported great success. It is currently one of the leading companies in the technological world and
their products are growing in popularity with each passing day.
Apple’s success was not automatic; work was put into achieving it. Proper measures were put in
place and high quality and effective delivery of both products and services was ensured.
The history of iPhone began with a request from Apple Inc. CEO Steve Jobs to the company's
engineers, asking them to investigate the use of touchscreen devices and tablet computers (which
later came to fruition with the iPad). Many have noted the device's similarities to Apple's
previous touch-screen portable device, the Newton Message Pad. Like the Newton, the iPhone is
nearly all screen.

In April 2003, at the "All Things Digital" executive conference, Jobs expressed his belief that
tablet PCs and traditional PDAs were not good choices as high-demand markets for Apple to
enter, despite receiving many requests for Apple to create another PDA. He believed that cell
phones were going to become important devices for portable information access, and that mobile
phones needed to have excellent synchronization software. At that time, instead of focusing on a
follow-up to their Newton PDA, Jobs had Apple focus on the iPod. Jobs also had Apple develop
the iTunes software, which can be used to synchronize content with iPod devices. iTunes was
released in January 2001. On September 7, 2005, Apple and Motorola released the ROKR E1, the
first mobile phone to use iTunes. Jobs was unhappy with the ROKR, feeling that having to
compromise with a non-Apple designer (Motorola) prevented Apple from designing the phone
they wanted to make. In September 2006, Apple discontinued support for the ROKR, and released
a version of iTunes that included references to an as-yet unknown mobile phone that could
display pictures and video.

16
On January 9, 2007, Steve Jobs announced iPhone at the Macworld convention, receiving
substantial media attention. Jobs announced that the first iPhone would be released later that year.
On June 29, 2007, the first iPhone was released.

Corporate identity
Logo
According to Steve Jobs, the company's name was inspired by his visit to an apple farm while on
a fruitarian diet. Jobs thought the name "Apple" was "fun, spirited and not intimidating"

FIRST APPLE LOGO OFFICIAL LOGO APPLE THIRD LOGO CURRENT LOGO
(1976-77) (1977-98) (1998-03) (SINCE 2003)

Apple's first logo, designed by Ron Wayne, depicts Sir Isaac Newton sitting under an apple tree.
It was almost immediately replaced by Rob Janoff's "rainbow Apple", the now-familiar rainbow-
colored silhouette of an apple with a bite taken out of it. Jobs insisted that the logo be colorized to
humanize the company. The logo was designed with a bite so that it would not be confused with a
cherry. The colored stripes were conceived to make the logo more accessible, and to represent the
fact the Apple II could generate graphics in color.

Stores

The first Apple Stores were originally opened as two locations in May 2001 by then-CEO Steve
Jobs, after years of attempting but failing store-within-a-store concepts. Seeing a need for
improved retail presentation of the company's products, he began an effort in 1997 to revamp the
retail program to get an improved relationship to consumers.

17
Over the years, Apple has expanded the number of retail locations and its geographical coverage,
with 499 stores across 22 countries worldwide as of December 2017. Strong product sales have
placed Apple among the top-tier retail stores, with sales over $16 billion globally in 2011.

Corporate culture

Apple was one of several highly successful companies founded in the 1970s that bucked the
traditional notions of corporate culture. Jobs often walked around the office barefoot even after
Apple became a Fortune 500 company.
As the company has grown and been led by a series of differently opinionated chief executives, it
has arguably lost some of its original character. Nonetheless, it has maintained a reputation for
fostering individuality and excellence that reliably attracts talented workers, particularly after
Jobs returned to the company. Numerous Apple employees have stated that projects without
Jobs's involvement often took longer than projects with it.
At Apple, employees are specialists who are not exposed to functions outside their area of
expertise. Jobs saw this as a means of having "best-in-class" employees in every role. In 2015,
Apple had 110,000 full-time employees. In September 2017, Apple announced that it had over
123,000 full-time employees.
Apple has a strong culture of corporate secrecy, and has an anti-leak Global Security team that
recruits from the National Security Agency, the Federal Bureau of Investigation and the United
States Secret Service

18
SAMSUNG

Samsung Mobile Division is one of five divisions within Samsung Electronics, belonging to the
Samsung Group.
Samsung is a South Korean multinational conglomerate headquartered in Samsung Town, Seoul.
It comprises numerous affiliated businesses, most of them united under the Samsung brand, and is
the largest South Korean chaebol (business conglomerate).

Samsung was founded by Lee Byung-chul in 1938 as a trading company. Over the next three
decades, the group diversified into areas including food processing, textiles, insurance, securities,
and retail. Samsung entered the electronics industry in the late 1960s and the construction and
shipbuilding industries in the mid-1970s; these areas would drive its subsequent growth.
Following Lee's death in 1987, Samsung was separated into four business groups – Samsung
Group, Shinsegae Group, CJ Group and Hansol Group. Since 1990, Samsung has increasingly
globalised its activities and electronics; in particular, its mobile phones and semiconductors have
become its most important source of income. As of 2017, Samsung has the 6th highest global
brand value.

Samsung has a powerful influence on South Korea's economic development, politics, media and
culture and has been a major driving force behind the "Miracle on the Han River". Its affiliate
companies produce around a fifth of South Korea's total exports. Samsung's revenue was equal to
17% of South Korea's $1,082 billion GDP.
Samsung Electronics commenced its operations in India in December 1995 and is today a leading
provider of Consumer Electronics, IT and Telecom products in the Indian market. Samsung India
is the Regional Headquarters for Samsung’s Southwest Asia operations, which provides
employment to over 45,000 employees with around 11,500 employees being involved in R&D.
Samsung began operations in India through its manufacturing complex located at Noida (UP),
which today houses facilities for Colour Televisions (including 3D, LED and LCD Televisions),

19
Mobile Phones, Refrigerators, Washing Machines and Split Air Conditioners categories. Samsung
commenced operations of its second state-of-the-art manufacturing complex at Sriperumbudur,
Tamil Nadu in November 2007. Today, the Sriperumbudur facility manufactures Colour
Televisions, Fully Automatic Front Loading Washing Machines, Refrigerators and Split Air
Conditioners. Samsung India has three R&D Centres in India–two in NCR and one in Bangalore.
While the Noida R&D Centres develops software solutions for high-end televisions such as
Plasma TVs, LCD TVs and Digital Media Products, the other Centre is engaged in R&D solutions
for product hardware. The Bangalore R&D Centre works on major projects for Samsung
Electronics in the area of telecom, wireless terminals and infrastructure, Networking, SoC
(System on Chip) Digital Printing and other multimedia/digital media as well as application
software.

Apart from development of innovative technology, Samsung places great importance on acting
as a responsible corporate citizen in the communities where it operates. Its CSR programs
respond to the social and environmental needs and seek to give back to communities that support
the company. In 2009, Samsung launched the company’s Corporate Social Responsibility
initiative ‘Samsung Hope Project’ with projects in the areas of education, culture, sports, social
welfare and community development. Each programme, under the Hope Project, uniquely
addresses the needs of individual communities while emphasizing on innovations for
development of the community including education, technology, engineering and IT technical
training.

Logo

First Logo 1960s 1980-1993 Current Logo

20
Font
In July 2016, Samsung unveiled its SamsungOne font, a typeface that hopes to give a consistent
and universal visual identity to the wide range of Samsung products. SamsungOne was designed
to be used across Samsung's diverse device portfolio, with a focus on legibility for everything
from smaller devices like smartphones to larger connected TVs or refrigerators, as well as
Samsung marketing and advertisements. The font family supports 400 different languages
through over 25,000 characters.

Audio logo
Samsung has an audio logo, which consists of the notes E♭, A♭, D♭, E♭; after the initial E♭ tone it is
up a perfect fourth to A♭, down a perfect fifth to D♭, then up a major second to return to the initial
E♭ tone. The audio logo was produced by Musikvergnuegen and written by Walter
Werzowa.

Corporate culture

The Company’s CSR initiatives such as Samsung Smart Class and Samsung Technical Schools
have been recognised by several reputed organisations, and the Company has won accolades from
these projects aimed at giving back to the society. Samsung donates around US$100 million per
annum to the Samsung Medical Center, a non-profit healthcare provider founded by the group in
1994. Samsung Medical Center incorporates Samsung Seoul Hospital, Kangbook Samsung
Hospital, Samsung Changwon Hospital, Samsung Cancer Center and Samsung Life Sciences
Research Center. The Samsung Cancer Center, located in Seoul, is the largest cancer center in
Asia.
Samsung Medical Center and pharmaceutical multinational Pfizer have agreed to collaborate on
research to identify the genomic mechanisms responsible for clinical outcomes in hepatocellular
carcinoma.

21
 A BRIEF HISTORY OF MOBILE PHONE AS TECHNOLOGY

The idea for cellular telephony originated in the US. The first cellular call and the first call from a
hand held cellular device also were placed in the US.

The mobile phone merges the landline telephony system with wireless communication. The
landline telephone was first patented in 1876. Mobile radio systems have been used since the
early 1900’s in the form of ship to shore radio, and were installed in some police cars in Detroit
starting in 1921. The blending of landline telephone and radio communication came after the
Second World War. The first commercially available "mobile radiophone service" that allowed
calls from fixed to mobile telephones was offered in St. Louis in 1946. By 1964 there were 1.5
million mobile phone users in the US. This was a non-cellular system that made relatively
inefficient use of the radio bandwidth. In addition, the telephones were large, energy intensive
car-mounted devices. In the drive to produce a more efficient mobile telephone system,
researchers W. Rae Young and Douglas Ring of Bell Labs developed the idea of cellular
telephony, in which geographical areas are divided into a mesh of cells, each with its own cell
tower. This allowed a far more efficient use of the radio spectrum and the "cell" phones needed
less power to send and receive a signal. The first installation was in 1969 on the Amtrak
Metroliner that traveled between New York City and Washington. Four years later Martin Cooper
of Motorola made the first cellular call from a prototype handheld cell phone.

22
MARKETING:
Consumer buying is not mere transfer of item from seller to buyer. Consumer wants buying to
become a happy affair. They would like to see, touch and feel the commodities that they buy.
Understanding this psychology for the consumer many organizations have come to make
purchase of happy affair.
Marketing is more important as it relates to consumer and their needs, whatever may be the
objectives of business, the main in which it has to concentrate will be marketing. Business today,
concentrating on marketing is found to be fairly successful though success depends on many other
factors.

Why Mobile Marketing is Important?

Mobile marketing is important because your customers treat their mobile phones like someone
who is closer to them than their lovers, parents, or pets. Who wouldn’t love mobile phones?
Mobile phones now outnumber us. There are more mobile phones on the planet than humans.
Mobile phones are the best devices for you in advertising your products. Mobile marketing
makes businesses succeed faster than older forms of marketing.

The following are five considerations on the importance of mobile marketing that marketers need
to evaluate as part of their digital strategy:

1. Time Spent On Mobile Devices Is Increasing

In 2016, Americans spent an average of 10 hours per day on mobile devices. Nearly a third of
this time was spent on smartphones or tablets, according to eMarketer. This means that the
average American spends over 500 hours per year navigating websites or talking on their mobile
device, providing ample opportunity to capture their attention and get them discussing your
business on a device they use so frequently as part of their daily lives. Advertising trends are also
responding to this development: It is estimated that by 2019, nearly 72% of marketing dollars
will be spent developing apps and advertisements for mobile platforms.

23
2. Mobile Commerce And Mobile Marketing Go Hand-In-Hand
Consumers are using their mobile devices to purchase items from Amazon, eBay and other e-
commerce platforms. Businesses as large as Walmart and as small as mom and pop shops are
recognizing this, and developing user-friendly portals and websites to facilitate sales. In fact, it is
projected that by the end of 2017, 60% of e-commerce visits will start on a mobile device.
Businesses that develop integrated mobile campaigns that guide consumers from product
introduction to sale will see a considerable boost in revenue.

3. Shoppers Purchase in Stores

Mobile technology gives consumers the opportunity to shop and compare while they walk down
the store aisle. Businesses that have active mobile marketing campaigns can take advantage of
this: Search engine optimization and an easily navigable website can give your business an edge
when the consumer is ready to purchase. Moreover, search engines are altering their algorithms
to give higher preference to mobile-friendly sites. This creates the need for businesses to
improve their web presence and tie new forms of automated marketing into their operations.

4. Short Message Service (SMS) Open Rates Are Higher Than Email
SMS has an open rate of 98%, and up to 90% of people who open the message will read it within
three seconds. This is far higher than email marketing or other digital channels. Tailoring your
SMS messages so they appeal to prospective customers will give them a reason to further
research your products or services, and they will likely start on the device in which they just
received the message.

5. Mobile Marketing Reaches A Broader Market

Smartphones and tablets are becoming increasingly popular tools for communication across all
demographics. They are smaller, lighter, cheaper and more portable than computers and laptops.
Manufacturers are also responding to consumer demand and developing faster, more powerful
and less expensive mobile devices. These developments mean that marketers have a golden
opportunity to put their marketing messages into the hands of their consumers, and mobile
allows marketers and advertisers to reach a much wider audience by doing so.

24
 Digital marketing is continually evolving, and mobile marketing plays a key role in that strategy.
The shift toward mobile devices is a trend that will continue to progress, and businesses need to
ensure they have a cohesive mobile marketing plan to connect with those digital consumers.

CONSUMER

A consumer is an individual who pays to consume the goods or services produced by a

Seller. The consumer engages in any of the following activities;
 Evaluating of goods and services
 Acquisition of goods and services
 Using of goods and services
 Disposing of goods and services
A consumer firstly determines his wants then buys a product and uses it further for personal use or
organizational use.

CONSUMER BUYING BEHAVIOUR:

Consumer behavior is defined as “the process and activities that people engage in when searching
for, selecting, purchasing, using, evaluating, and disposing of products and services so as to
satisfy their needs and desires” (Belch and Belch, 1993). It is the only consumer who consumes
goods and services in the market.
Today’s customer is more educated, informed, knowledgeable and highly demanding. The
marketer’s main aim is to convince them to buy their products. The global marketplace is a study
of diversity among consumers, producers, marketers, retailers, advertising media, cultures and
customs and of course the individual or psychological behavior. The study of consumer behavior
is also very important to the marketers because it enables them to understand and predict buying
behavior of consumers in the marketplace. Consumer research is the methodology used to study
consumer behavior; it takes place at every phase of the buying process. It starts before the
purchase of a product continues during the purchase and even after the purchase. Researchers
viewed two different buyers buying the same product for different reasons, paid different prices,
used in different ways and have different emotional attachments towards the things. The market

25
strategies are framed and reframed again and again to achieve organizational objectives by
knowing and influencing their consumers. Therefore, the knowledge and information about
consumers is critical for making successful marketing strategies. The relationship between
consumer buying behavior and marketing strategy must be consistent to attain organizational
objectives. Consumer behavior is interdisciplinary approach based on concepts and theories about
people that have developed by behavioral scientists, philosophers and researchers in diverse
disciplines of psychology, sociology, social psychology, cultural anthropology and economics.
The study of consumer behavior also helps management to understand consumer needs to
recognize the potential of consumer in lieu of new technology and to articulate new things in term
of the consumers’ needs so that products will be universally accepted in the market well.

FACTORS INFLUENCING CONSUMER BEHAVOUR

Consumer buying characteristics affect buying behavior as consumer purchases are influenced
strongly by cultural, social, personal, psychological characteristics. Whenever a consumer buys
anything from the market, final decision is affected by various factors like:
Cultural
Social
Personal
Psychological

26
The first stage of understanding buyer behavior is to focus on the factors that determine the
“buyer characteristics” in the “black box”. The marketer must be aware of these factors to
develop an appropriate marketing mix and strategies for its target market.

1. Cultural Factors
Consumer behavior is deeply influenced by cultural factors such as buyer’s
culture, Sub-culture and social class.

Culture – It is the part of every society and is the important cause of person wants and
behavior. The influence of culture on buying behavior varies from region to region.

Subculture - Each culture contains different subcultures such as religions, nationalities,

geographic regions, racial groups etc. Marketers can use these groups by segmenting the market
into various small portions.

Social Class - People from different social classes tend to have different desires and
consumption patterns. Disparities resulting from the difference in their purchasing power.
According to some researchers, behavior and buying habits would also be a way of identification
and belonging to its social class. In this way marketing activities could be tailored according to
different social classes.

2. Social Factors
Social factors impact the buying behavior of consumers. The important social factors are:
reference groups, family, role and status.

Reference Groups - Reference groups have potential in forming a person attitude or behavior.
The impact of reference groups varies across products and brands.

Family - Buyer behavior is strongly influenced by the members of a family. Therefore

marketers are trying to find the roles and influence of the husband, wife and children. If the

27
buying decision of a particular product is influenced by wife then the marketers will try to target
the women in their advertisement.

Roles and Status - Each person possesses different roles and status in the society depending
upon the groups, clubs, family, organization etc. to which he belongs. For example a woman is
working in an organization as a finance manager. At the same time, she is playing two roles
simultaneously: role of a finance manager as well as role of a mother.

3. Personal Factors
Personal factors can also affect the consumer behavior. Some of the important personal factors
that influence the buying behavior are: lifestyle, economic situation, occupation, age, personality.

Age - Age and life-cycle have potential impact on the consumer buying behavior. It is obvious
that the consumer’s taste and preferences about goods and services changes with the passage of
time. Family life-cycle consists of different stages such young singles, married couples,
unmarried couples etc. which help marketers to develop appropriate products for each stage.

Occupation - The occupation of a person has significant impact on the buying behavior of
consumer. For example a marketing manager of an organization will try to purchase business
suits, whereas a low level worker in the same organization will purchase rugged work clothes.

Economic Situation - Consumer’s economic situation has great influence on his buying
behavior. If the income of a customer is high then choice of more expensive products will be
there and a person with low income will purchase inexpensive products.

Lifestyle - Lifestyle of customers is another import factor affecting the consumer buying
behavior. Lifestyle refers to the way a person lives in a society and purchases the things according
to his surroundings.
Personality - Personality changes from person to person, time to time and place to place. It
also has a great influence on the buying behavior of customers. Personality is the totality of
characteristics of a man.

28
4. Psychological Factors

There are four important psychological factors affecting the consumer buying behavior.
These are perception, motivation, learning, beliefs and attitudes.

Motivation - The level of motivation affects the buying behavior of customers. Every person
has different needs such as physiological needs, biological needs, social needs etc.

Perception - Selecting, organizing and interpreting information in a way to produce a

meaningful experience of the world is called perception. There are three different perceptual
processes which are selective attention, selective distortion and selective retention.

Beliefs and Attitudes - Customer possesses specific beliefs and attitudes towards various
products. Since such beliefs and attitudes make up brand image and affect consumer buying
behavior therefore marketers are interested in them. All these factors combine to perform a
comprehensive model of consumer behavior that reflects consumer decision making process. The
major factors and the process of decision-making shape the behavior and preferences of consumer
behavior.

29
Mobile Phones Market Growth in India

Mobile phone services have recognized the world over as an important tool for socio-economic
development of a nation. India is currently the world’s second-largest telecommunications market
and has registered exceptional growth in the past few years. The reasons for growth of the
telecom sector in India are reform measures by the Government of India, active participation of
the private sector and wireless technology. With the intense competition operators need to work
closely with mobile handset makers and software developers to match their handset portfolios
according to consumer’s desires and needs. The increasing availability and rapid take up of
sophisticated connected devices is changing the way of our lives and communication. The
convergence of mobile phones broadcast and internet markets has created a burden of choice for
consumers – the choice to consume more than ever before, anywhere, anytime and anyhow.
The mobile phone market has expanded by over 5percent to about 1.91 billion units in 2014. The
opportunity for smart phones in the premium category is now fading, global research firm Gartner
has said.
The main aim of marketing is meet and satisfy target customers need and wants buyer behavior
refers to the peoples or organization conduct activities and together with the impact of various
influence on them towards making decision on purchase of product and service in a market. The
field of consumer behavior studies how individuals, groups and organization select, buy, use and
dispose of goods, service, ideas, or experience to satisfy their needs and desires understanding
consumer behavior and knowing customer are never simple. The wealth of products and service
produced in a country make our economy strong.

30
The main factors of more competition are:
□ Customers want better services and products at a lower cost.
□ A number of functions in just one mobile phone: E-mail, text messaging,
□ Internet surfing, 3D, Wi-Fi, gaming, Mp3, Mp4.
□ New technology improvement in mobile phones as 4D technology in smartphones.
□ Better network services

The rapid upheaval of technology and storming fast internet has led to an enormous growth in
the number of smartphone users in India. The unprecedented demand for smartphones in India
has made it the second largest smartphone market in the world. The latest forecast by eMarketer,
the US-based market research firm, suggests that more than a quarter of India’s population will
be using smartphones by the end of this year. People in India are steadily catching pace with
technology.

31
THE GREAT SMARTPHONE WAR

APPLE V/S SAMSUNG; WHERE IT ALL BEGAN.

For three years, Apple and Samsung have clashed on a scale almost unprecedented in business
history, their legal war costing more than a billion dollars and spanning four continents.
Beginning with the super-secret project that created the iPhone and the late Steve Jobs’s fury
when Samsung—an Apple supplier!—brought out a shockingly similar device, Kurt Eichenwald
explores the Korean company’s record of patent infringement, among other ruthless business
tactics, and explains why Apple might win the battles but still lose the war.

The battle between technological giants; the US owned Apple and Korean owned Samsung results
in more innovative products for mobile phone users around the world. It is affecting everything
from the price we pay for our phones, to what they are capable of doing and whether we have the
freedom to choose between the rival brands. The rivalry on innovative technology in phones
between Apple and Samsung started when Samsung unveiled its first Galaxy Smartphone; Galaxy
S at the 2010 Las Vegas trade show, the Galaxy SII in Barcelona and the Galaxy SIII at a London
exhibition centre. With the launching of Galaxy S4 on a chilly night in March 2013, broadcasting
“live” in Times Square, in New York City, Samsung opened a competition against Apple on
Apple’s own turf. The consumer and media buzz generated by the launch, and the hype that
preceded it, cemented Samsung’s position as Apple’s most serious Smartphone competitor. The
New York Times called the launch “a challenge in iPhone’s backyard”. But with Apple as the
largest technology company in the world by revenue and profit, more than Google and Microsoft
combined and with legions of devoted fans, who queue for hours, sometimes days, to be the first

32
to get their hands on new Apple products, Apple has set about intimidating anyone who tries to
come close to their innovative skills. Apple’s founder, Steve Jobs, holds a mythical status among
technology aficionados and the company still upholds superiority even after his death.
Apple is widely regarded as a great innovator in the consumer electronics industry. It is famous
for beautiful designs and new applications. In contrast, Samsung has always been regarded as a
follower for a long time. But since the launch of Galaxy S4, Samsung has regarded Apple’s
revolutionary design of the iPhone as “not so earthshaking” and continued to be rivals. They have
battled in the marketplace and in the courts worldwide. While it is without a doubt that Apple still
leads in innovative skills. Marketing seemed to have been overtaken by Samsung, which can be
understood by going through their rivalry and fights over Patent, Copyright, Intellectual Property
Rights and Marketing techniques. Regarded as the fiercest fights in global business today, both
the companies have poured millions of dollars in lawsuits and ads attacking each other and
looking for a way to gain ground.

Apple has always been very protective over its copyright and intellectual property. The founder
Steve Jobs even talked about “go[ing] to thermonuclear war on Google” for allegedly copying
Apple’s technology. Job’s successor, Tim Cook, also vowed to “use whatever weapons we have
at our disposal” to protect Apple’s intellectual property. In such a situation, Samsung has found
itself in a place where many of their own innovative values have been undermined by Apple as
violating property rights. Apple does not acquire intellectual property rights just for the sake of
having them; the company vigorously enforces and defends those rights through litigation.

33
IPhone 13 OR SAMSUNG GALAXY S21: Top-Selling Mainstream
Flagships Clash

We live in a Golden Age for flagship smartphones that cram the capabilities of a laptop into a
small frame, so the iPhone 13 isn’t short of competition. Its most notable rival is arguably the
Samsung Galaxy S21, which also provides an advance over its forerunners while keeping itself
more affordable than earlier entries in its long-running series. Like the iPhone 13, it’s one of the
best not-too-expensive phones out right now.

The question is, which flagship is better: The iPhone 13 or the Samsung Galaxy S21? We answer
this question by putting the two devices through an exacting head-to-head comparison. We look at
their specs, designs, displays, performance, cameras, software, and price.
The latest and best phones from Samsung and Apple are now on shelves, but which is best.
But which is best? Let’s delve into the key differences between the two devices and see which one
is the best fit for your pocket and budget.
Here is a comparison chart of the two leading smartphones of the brand Apple and Samsung.

APPLE IPHONE 13 SAMSUNG GALAXY S21

General
Sim Type Dual Sim, GSM+GSM Dual Sim, GSM+GSM

Dual Sim Yes Yes

Sim Size Nano+Nano SIM Nano+Nano SIM

Device Type Smartphone Smartphone

Release Date September 14, 2021 January 14, 2021

Design
Dimensions 146.7 x 71.5 x 7.65 mm 151.7 x 71.2 x  7.9 mm

Weight 173 g 169 g

34
 Display
Type Color OLED screen (16M) Color Dynamic AMOLED 2X (16M)

Touch Yes, with Multitouch Yes, with Multitouch

Size 6.1 inches, 1170 x 2532 pixels 6.2 inches, 1080 x 2400 pixels, 120 Hz

Aspect Ratio 19.5:9 20:09

PPI ~460 PPI ~421 PPI

Screen to Body Ratio ~ 87.2%

Glass Type Corning Gorilla Glass Victus

Super Retina XDR Display, HDR Display,

True Tone, Wide Color (P3), Haptic Touch,
Features 1200 Nits Max Brightness (HDR), Support for Always-on Display, HDR10+
Display of Multiple Languages and Characters
Simultaneously

Notch Yes, Small Notch Yes, Punch Hole

Memory
RAM 8 GB

Storage 128 GB 128 GB

Storage Type UFS 3.1

Card Slot No No

Connectivity
GPRS Yes Yes

EDGE Yes Yes

3G Yes Yes

4G Yes Yes

5G Yes Yes

VoLTE Yes Yes, Dual Stand-By

Wifi Yes, with wifi-hotspot Yes, with wifi-hotspot

Bluetooth Yes, v5.0, A2DP, LE Yes, v5.0, A2DP, LE

USB Yes, Lightning Port Yes, USB-C v3.2

USB Features USB on-the-go, USB Charging USB on-the-go, USB Charging

Wireless Charging Yes Yes, 15W

Extra
GPS yes with A-GPS, Glonass Yes, with A-GPS, GLONASS, BDS, GALILEO

Fingerprint Sensor No Yes, In Display

Face Unlock Yes Yes

Barometer, Three-axis Gyro, Accelerometer,

Sensors Accelerometer, Gyro, Proximity, Compass, Barometer
Proximity Sensor, Ambient Light Sensor

3.5mm Headphone Jack Lightning No

Extra NFC NFC

Water Resistance Yes, 6 m upto 30 min Yes, 1.5 m upto 30 min

35
 IP Rating IP68 IP68

Dust Resistant Yes Yes

Camera
12 MP f/1.6 (Wide Angle) 12 MP f/1.8 (Wide

Rear Camera 12 MP f/2.4 (Ultra Wide) with autofocus Angle) 64 MP f/2

(Telephoto)

12 MP f/2.2 (Ultra Wide)

Panorama, Night Mode, Deep Fusion, Smart

Features HDR 4, Photographic Styles, Burst Mode, Auto-HDR, Panorama
Photo Geotagging

4K @ 24/25/30/60fps UHD, 8K @ 24fps UHD, 4K @ 30/60fps UHD, 1080p @ 240/30/60fps

Video Recording
1080p @ 25/30/60fps FHD FHD, 720p @ 960fps HD

Flash Yes, Dual LED Yes, LED

Front Camera 12 MP f/2.2 with Retina Flash Punch Hole 10 MP f/2.2 (Wide Angle)

Front Video Recording 4K @ 30/60fps UHD, 1080p @ 30fps FHD

Technical
OS iOS v15 Android v10

Chipset Apple Bionic A15 Samsung Exynos 2100

CPU Hexa Core Processor 2.9  GHz, Octa Core Processor

1x2.9 GHz Cortex-X1 & 3x2.80 GHz Cortex-A78 & 4x2.2

Core Details
GHz Cortex-A55

GPU Apple 4 Core GPU Mali-G78 MP14

IP Rating IP68 IP68

Java No No

Browser Yes Yes

Multimedia
Email Yes Yes

HEVC, H.264, MPEG-4 Part 2 and Motion

Video JPEG, HDR with Dolby Vision, HDR10 and Yes
HLG
FM Radio No No

Document Reader Yes Yes

Battery
Type Non-Removable Battery Non-Removable Battery

Size Li-ion Battery 4000 mAh, Li-Po Battery

Fast Charging Yes 25W Fast Charging

Reverse Charging Yes

36
iPhone 13 vs. Galaxy S21: Tough design versus streamlined look

Both the iPhone 13 and Galaxy S21 are pleasant to behold, with a sleek shape and a shiny
aluminum chassis that peeks through in all the right places. The iPhone 13 does boast the newest
ceramic shield screen that has proven to be the toughest anti-crack screen on any smartphone.
The Galaxy's Corning Gorilla Glass Victus is also tough with a good anti-scratch surface, but it
cracks easier than the iPhone's ceramic shield. The iPhone also has a glass backing, which makes
it feel a little heavier and more substantial in the hand, while the Galaxy has a lighter,
polycarbonate feel. The designs are similar in quality but look quite different side by side.

iPhone 13 vs. Galaxy S21: Brains versus brawn

The great debate between Galaxy phones and iPhones has always been the camera. Some
smartphone photographers swear by the vibrant colors and amazing zoom features that are
provided by Samsung, while others insist that Apple's computational photography technology
can't be beat. When it comes to the new iPhone 13 versus the Galaxy S21, the same debate rages
on.

Overall, when comparing the two, the Galaxy does offer more detail in zoomed-in photos than
the iPhone. The Galaxy also offers a 64MP camera as opposed to the 12MP setup on the iPhone,
so it definitely has its advantages.

37
iPhone 13 vs. Galaxy S21: Processing speed versus refresh rate

We can't talk performance without discussing refresh rate. Although the Pro versions of the
iPhone 13 model have the long-awaited 120Hz refresh rate, the baseline iPhone 13 does not.
Sadly, the iPhone 13 and the 13 mini will feature the same 60Hz refresh rate as the 11 and 12
models before them. This means that video playback, gameplay, and scrolling functionality will
be much smoother on the Galaxy S21. That 120Hz refresh rate makes a big difference, although
it can also affect battery life.

When it comes to processing speed, there's really no match for Apple's A15 Bionic chip. The
performance and display of these handsets is pretty similar overall, although the iPhone 13 might
have an edge because of its faster processor and brighter display.

iPhone 13 vs. Galaxy S21: Price

The iPhone 13 and the Galaxy S21 are going for nearly the same price of $799. There's a variety
of ways to buy both smartphones, so the price and buying options won't make a big difference no
matter which brand you go with. It’s fair to say that the two smartphones stand on fairly even
footing in this regard, and that’s what makes the decision potentially difficult

38
iPhone 13 vs Samsung Galaxy S21: Display

Samsung hits straight back with a slightly more impressive display. These are similarly sized
OLEDs at 6.2-inches for the Samsung and 6.1-inches for the Apple, and both get plenty bright.

But while the iPhone 13 has the slightly sharper 1170 x 2532 resolution (versus the 1080 x 2400
Galaxy S21), the Samsung wins out in one vital aspect.

Apple restricted its 120Hz refresh rate improvement to the Pro model this year, leaving the
iPhone 13 on sluggish old 60Hz. The Galaxy S21, by contrast, runs at a full 120Hz.

TAKEAWAY

The iPhone 13 and the Samsung Galaxy S21 are almost identical in price, which can make it
difficult to decide which 2021 phone is right for you.

Both phones feature sharp OLED displays, with the Samsung bringing the additional
advantage of a 120Hz display. Both also come in an array of colours, though the iPhone
features a more premium-feeling glass back. Both phones pack powerful top-of-the-line
processors that can handle gaming and offer longer battery lives than their predecessors. Both
also feature 12- megapixel camera arrays, with the S21 offering better equipped for zoom with
a third telephoto lens and 8K video support and the iPhone taking advantage of Apple’s new
Cinematic mode, along with support for Dolby Vision.

I’d give the edge to the iPhone 13, however. It’s considerably newer than the Galaxy S21 for one
thing. Combined with Apple’s superior legacy support, this means that it’s going to feel fresher
for longer.

It’s also way faster than the Galaxy S21, with a much more capable custom chipset. The iPhone
13’s camera system takes better pictures in most scenarios, too, with the notable exception of
zoomed shots.

The two phones also feature different operating systems, which may sway you depending on
whether you’re an Android or an iOS fan.

Both of these phones get the balance right between price and performance, offering nearly-
flagship experiences for less money than their bigger brothers.

They have their flaws, but for the most part it’s a safe bet buying either phone.

39
 Marketing Strategy: Apple vs. Samsung

Earlier, the mobile phone market was ruled by companies like Nokia and Motorola, Apple took
over the market when it launched ‘iPhone’ in 2007. The product became actually popular among
users, having large and multi-touch user interface.
Apple is valued for its design, a core value of the company. The aura of Steve Jobs still hangs in
the brand universe introducing a notion of worship. The reputation of Apple as it is today is based
on the desire strategy that it sets up at each product launch. The company cultivates the secret and
maintains the loyalty of its followers, always more numerous to queue up in front of the Apple
Store. Long leader in the smartphone market since the iPhone, Apple has been dethroned by
Samsung. The release of the Galaxy S3 marked this gap and the American brand had to reduce
the production of the iPhone 5.

In comparison, Samsung's marketing strategy is tough and powerful. Global advertising,

messaging, use of extreme and terribly expensive posters or high-impact audiovisual campaigns;
the brand wants to be seen to become a leader. In 2013, nearly $ 14 billion was spent on
marketing and advertising, enough to put your eyes on it.
Samsung is banking on marketing when Apple plays all its cards on the design of its products.
Its aggressive marketing has allowed it to become world leader and gain the largest number of
market shares. From the beginning, the brand stood out with relatively low prices for smartphones
with capabilities equal to those of the other side. With a wide range, Samsung devices are more
attractive to techies lured by open source, easy mobile customization, innovative features and
technical capabilities. Recent smartphones and tablets of the brand are now positioned on the high
end.

40
Samsung took to Social Media to troll Apple:
In 2010, Steve Job well stated that “No one is ever going to buy a big phone” – and Samsung can
hardly hold its behavior.
By using this quote, in which the image also says “Guess who surprised themselves and changed
their minds”. Then they promote the Galaxy Note 4 with the hashtag #MoreThanBig.

Stats & Facts

• Samsung accounted for 37% of smartphone sales and Apple 29% in May 2016.
• Samsung Galaxy S7/S7 Edge accounting for 16% of sales and the iPhone 6s/6s Plus at 14.6%.
• Apple rocked out Samsung by selling 74.8 million iPhones, leaving behind Samsung’s 73
million Smartphones sales in 2015.
• Apple doesn’t use Twitter accounts, Facebook profiles, or indeed have a blog.
• Samsung makes use of all major social media channels, celebrity endorsements, and all
other good & effective marketing strategies.

Samsung is doing a lot of things to prove they are innovative and therefore, can experiment and
learn from their experiences. Apple is known for innovation and don’t have to prove this by using
by social media platforms. They have to make sure to keep their status as a quality leader and
therefore, cannot experiment as much as Samsung. So they lay back.

Apple is the dominating brand in the US market and Samsung holds the lead globally.
Apple continued on dominating the Smartphone market within the years; however Samsung
introducing Samsung galaxy series in 2013 brought increased competition for it. It was
Samsung’s massive advertising coupled with unique Android features that the Samsung galaxy
has overtaken the iPhone to become the most popular Smartphone brand in the world.

41
 Apple vs. Samsung: A Battle of Marketing Relevancy

Presently, Apple and Samsung are seen as the largest manufactures of Smartphones across the
world.
There is some kind of peculiarity between the Marketing Strategies of both the brands.
These are:

1. INNOVATION AND TECHNOLOGY

Apple is broadly considered as a great innovator in the smartphone industry. It is famous for
beautiful designs and new applications.
In comparison, Samsung is viewed as a follower for a long time. Since the launch of Galaxy S4,
Samsung has considered Apple’s innovative design of the iPhone as “not so stunning”, and
continues to be a notable competitor.
Winner: It is without a doubt that Apple leads in innovation.

2. SOCIAL MEDIA PRESENCE

Apple has a strange strategy when it comes to brand promotion. It has a minimalist presence on
social media. It promotes through TVCs.
Samsung, meanwhile, is present on an array of social media channels like YouTube, Twitter, and
Facebook pages for Samsung Mobile, Samsung TV, and more.

42
Samsung has also connected with major apps and platforms to target audience with social
campaigns.
Samsung India has launched a nationwide television and digital campaign showcasing its
initiative to take customer service to the doorsteps of customers in the rural area. Conceptualized
by Cheil India, the campaign film is called #SamsungCares.
The advertisement called as Samsung Cares has been a hit in social media, with the YouTube
video reaping more than 64 million views currently.
Winner: Needless to say, Samsung wins.

3. ADVERTISING

Apple has launched online advertisement campaigns to reach the users. The iPhone website has
clean, clear and witty interface.
The iPhone advertisement of Apple is similar, always with white background, exotically alluring
to the users. And, Apple is never hesitating to highlight the advantages of the products to the
target audience.

Similarly, Samsung is giving importance on advertisement of Galaxy S. It promotes mobile

phones- bringing a dark blue interface in contrast to the white background brought by Apple.

43
Galaxy S is promoted as somewhat vibrant, fast and thinnest mobile phone and the advantages
embraced are explained clearly.
Winner: There is a tie between Apple and Samsung.

4. CUSTOMER ENGAGEMENT
Apple launched ‘Your Verse’ to highlight how different people use ipad to do things incredibly
and in their own way. This campaign launched in 2014 became more of a story of people using
ipad instead of the product itself.
Samsung launched its own campaign, ‘Incredible Art Piece’. This campaign was expressly
designed to promote Galaxy Note pen style. This campaign itself became a Guinness World Book
entry with the record of maximum number of artists working on a single art work.
It highlights the basic difference in the approach of both the brands. While Apple’s epicenter lies
around how people use its products to make a difference to their life, Samsung emphasizes and
advertises its features.
Winner: Talking of advertising, both comes as a winner as the purpose of the strategies i.e.
Customer Engagement is achieved.

5. PUBLIC RELATIONS AND PUBLICITY

Apple is using publicity for free and yet powerful way to interact with customers. In case of
Apple, when more and more people are seen having and iPhone, other individuals get compelled
to have the one; this is known as halo effect.
In contrast, Samsung is using Social Media such as Facebook to promote its products and all
possible channels or marketing.
Winner: The winner is Apple as its effect is powerful that influence customer.

6. VIRAL VIDEO MARKETING

It got started in 2012 when Samsung brought the campaign ‘The Next Big Thing is Already Here’
to promote their new smartphone series, Galaxy S II.
In the ad, the company poked fun at Apple customers. The ad not only teased iPhone users with
lines like “Why don’t you guys just get 4G phones?” but also took the chance to feature their
larger screens.

44
In the episode in this competition is another dig at Apple; Samsung’s Grad Pool Party ad was
released in May 2013 to promote their latest smartphone, Galaxy S4.
That act helped Samsung to jump-start market share, and proved to become a viral video content
powerhouse.
Samsung has increased its video efforts by over 360% in the past 5 years; on the contrary, Apple
has only leveraged it by 5.8% campaigns a year, within the recent 5 years.
Winner: Samsung is winning on the pure scale of its marketing efforts.

7. ENTERTAINMENT
Apple may win at innovation & publicity but when it comes to marketing, Samsung prioritize
complete entertainment.
Samsung believes in its value and adores the power of a celebrity.
Samsung made sure its product was front and center at the Oscars. Millions of viewers see host
Ellen DeGeneres taking selfies with guest stars using a Samsung phone.

The brand partnered with famous music icon JayZ for his ‘Magna Carta Holy Grail’ album, and
teamed up with Usher for product placements in his ‘Looking for Myself’ music video.
Apple also generated the buzz among the music industry for procuring ‘Beats’ by Dr. Dre but it
felt to be a little late.
Winner: Samsung for keeping effective entertainment value.

45
4. ANALYSIS AND INTERPRETATION OF DATA

TABLE 1
GENDER
Gender Respondents

Female 70
Male 30

CHART 1

Gende

7
0
6
0
5
0 Responden
4
0
3
0

FemaleMale

INTERPRETATION
From the above table, out of 50 respondents, 70% of the respondents are females and 30% of the
respondents are males. There is the majority of the females.

46
 TABLE 2
MARITAL STATUS
Status Respondents

Single 70
Married 30

CHART 2

Marital

7
0
6
0
5
0
4
0
3
0

Singl Marrie

INTERPRETATION
From the above table, out of 50 respondents, 70% of the respondents are single and 30% of the
respondents are married. There is the majority of the females.

47
 TABLE 3
AGE GROUP
Age Group Respondents
16-25 58
26-35 26
36-45 7
46-55 5
Above 55 4

CHART 3

Ag

6
0
50
40
30
20
10
0

16- 26- 36- 46- Above

INTERPRETATION
From the above table, it is evident that majority of respondents under study (60%) belong the age
group of 16-25 years, 30% of respondents belong to 26-45 years category, 4% of respondents
belongs 36-45 & 46-55 and the remaining 2% belong to above 55 years category.

48
 TABLE 4
OCCUPATION
Occupation Respondents

Business 11
Professional 11
Service 12
Student 60
Not Working 6

CHART 4

Occupati

1 1 1
6
BusinessProfessional Service Student Not Working

INTERPRETATION

From the above table, it is found that 60% of respondents are possessing Study, 12% of
respondents are possessing Business, Professional & Service & remaining 6% processing Other
or Not Working.

49
 5. BETTER SMARTPHONE CHOICE IN GENERAL ASPECTS.
TABLE 5

Answer Percentage (%)

Apple 60
Samsung 40

CHART 5
AppleSamsung

40%

60%

INTERPRETATION
Out of 100 respondents 60 finds out Apple’s iPhone as best as well as easy and convenient on an
overall basis. IPhone has gained a market trust by proving the quality of their product in terms of
all the technological aspects and has simultaneously emerged as an innovator.
Apple chose to get their customers a product that is so useful to them that they would not even
think of going for its substitute. They opted to go for a product that is easy-to-use, clean and
simple to ensure that their customers were getting what they want without having to put too
much effort into it. This is what set Apple apart from Samsung in the entire world and this is also
what has contributed to its huge success.

50
 6. FEATURES FOR PREFERENCE OF THE SMARTPHONE.

TABLE 6

Answer Percentage (%)

Feature 36
Look 12

Quality 37
Price 15

CHART 6

FeatureLookQuality

15
36

37
12

INTERPRETATION
Out of 100 respondent 36 prefer their mobiles for features, 12 prefer look, 37 prefer their mobile
quality & 15 prefer their price in the market.
iPhone has been prominently introducing the new features in their smartphones which are
accepted well by the Apple lovers. The features that are found in iPhone are unique such as more
colorful OLED screen, Beastly A12 Bionic processor, Camera enhancements, new tool for
portrait shots etc. Though the price of iPhone is generally higher than that of Samsung, users are
ready to give up their money on iPhone as the features, quality and display of iPhone has
attracted and benefited the customers in many ways. On the other hand Samsung has provided
comparatively lesser features to the users which influences the decision of the customers and
makes iPhone as their most preferred choice

51
 7. REASONABLENESS OF PRICE AS PER THEIR BRAND VALUE.
TABLE 7

Answer Percentage (%)

Apple 53
Samsung 47

CHART 7

47
% Apple Samsun
53%

INTERPRETATION
Out of 100 respondent 53 says APPLE has a better brand image and worthiness is while 47 says
it is Samsung.
There is no denying that Apple currently enjoys a fan base that is among the most hardcore in the
entire world today. Apple has made use of the Apple brand to penetrate a good number of
extremely competitive markets. Apart from simply being intimate with its entire customer base,
the Apple brand is also loved by its customers and it has managed to develop a real sense of
community among a good number of its users. The customer franchise and brand equity that is
embodied by the Apple Brand is actually very strong.

52
 8. SMARTPHONE HAVING MORE ATTRACTIVE FEATURES.
TABLE 8
Answer Percentage (%)

Apple 61

Samsung 39

CHART 8

39%
61 Apple Samsun
%

INTERPRETATION
Out of 100 respondent 61 says APPLE has more features rather than Samsung.
There is no product in the market that has higher value than the Apple product and there is no
software in the market that is more intuitive than the Apple Software. Compare any other
smartphone to the iPhone and you will think that it was developed by rookies. There is just no
way of comparing the two.
Critics might argue that both have the same core features. While we cannot deny that this is so,
this is not the point to be made here. The main point here is that Apple is the top layer of the
design and technology world and their customers are gladly willing to pay whatever it will cost
them to get that Apple product.

53
 9. CONSUMER SATISFACTION WITH THE PRICE OF APPLE OR SAMSUNG

TABLE 9
Answer Percentage (%)
Yes 78
No 22

CHART 9

22

78

INTERPRETATION
Out of 100 respondent 78 respondents are satisfied with their particular mobile while only 22
were not satisfied.
Due to the fact that Apple concentrated more on catering to the customers’ needs above every
other thing, they really did not need to compete with others on price and they had the chance
determine their own prices. This is simply because they were bringing into the market something
that outshines every other thing that a company can bring into the market, value!
The iPhone situation has however been a bit out of the norm, Despite the fact that the phone’s
current retail price is in the hundreds, a good number of the buyers buy it together with a three or
two year cellular service plan.

54
 10. SMARTPHONE HAVING BETTER AFTER SALES SERVICES.

TABLE 10

Answer Percentage (%)

Apple 74
Samsung 26

CHART 10
AppleSamsung

26%

74
%

INTERPRETATION
Out of 100 respondents 74 says APPLE provides better service after sale while only 26 says
Samsung.
Sometimes after sale service of a smartphone is of more importance than specifications when
buying a new phone. Generally all phones are shipped with 1 year warranty with 6 month
accessories warranty.
Similarly Samsung has number of service centers in India and that’s why it has the biggest
market of smartphones. Not every brand provides you with a good after sales service. But
certainly apple has the best after sales service one can hope for. Not that it has a service center in
each city but getting a service is hassle free and there on call service is great too. When you call
and covey them their issue they provide you with almost every possible help they can do in real
time.

55
 11. SMARTPHONE BRANDS THAT HAS FULFILLED THE CONSUMER NEEDS
AND EXPECTATIONS WITH THEIR PRODUCTS.
TABLE 11
Answer Percentage (%)
Samsung 34
Apple 54
Other 12

CHART 11

12%
34%

Apple price less than Samsung

Look
54%

INTERPRETATION
Out of 100 respondents 34 believes that Samsung has stood up to their expectations of a
smartphone with almost every necessary features in a cell phone. 54 of the 100 feels that iPhone
has been more satisfying with their inventions and didn’t disappoint the Phone users and upheld
their brand value. The rest 12 belongs to the other smartphone brands like MI, ASUS, HTC etc.
Not too far ago, Samsung wasn’t as popular as now. They struggled to keep up with the
smartphone market, but now Samsung has progressed so much that they are the main competitor
of the Apple Inc. What helped Samsung to become an industry leading Technology Company,
was the marketing strategy they applied.
Apple has received a very wide recognition for being a premium brand that both earns and
demands a price premium.

56
5. HYPOTHESIS TESTING
The Hypothesis Testing assumed for the sample of data stands true for the entire population or
not. Simply the hypothesis is an assumption which is tested to determine the relationship
between the two data sets.

Null Hypothesis (Ho): There is no significant difference in consumer preference regarding

Apple and Samsung brands of Smartphones in Nagpur City.
Alternate Hypothesis (Ha): Consumers prefer to use Apple Smartphone more as compared to
Samsung in Nagpur City.

For the purpose of testing the hypothesis, the Researcher has considered the following
responses;

1. BETTER SMARTPHONE CHOICE IN GENERAL ASPECTS.

TABLE 1

Answer Percentage (%)

Apple 60
Samsung 40

CHART 1
Apple

40

60

57
INTERPRETATION
Out of 100 respondents 60 finds out Apple’s iPhone as best as well as easy and convenient on an
overall basis whereas only 40 choses Samsung. IPhone has gained a market trust by proving the
quality of their product in terms of all the technological aspects and has simultaneously emerged
as an innovator. Apple chose to get their customers a product that is so useful to them that they
would not even think of going for its substitute. This is what set Apple apart from Samsung in
the entire world and this is also what has contributed to its huge success.

2. SMARTPHONE HAVING MORE ATTRACTIVE FEATURES.

TABLE 2
Answer Percentage (%)

Apple 61

Samsung 39

CHART 2

39%
61 Apple Samsun
%

INTERPRETATION
Out of 100 respondent 61 says APPLE has more features rather than Samsung.
There is no product in the market that has higher value than the Apple product and there is no
software in the market that is more intuitive than the Apple Software. There is just no way of
comparing the two. The main point here is that Apple is the top layer of the design and
technology world and their customers are gladly willing to pay whatever it will cost them to get
that Apple product.

58
 3. SMARTPHONE HAVING BETTER AFTER SALES
SERVICES. TABLE 3
Answer Percentage (%)
Apple 74
Samsung 26

CHART 10
AppleSamsung 26%

74%

INTERPRETATION
Out of 100 respondents 74 says APPLE provides better service after sale while only 26 says
Samsung. Not every brand provides you with a good after sales service.
But certainly apple has the best after sales service one can hope for.
Not that it has a service center in each city but getting a service is hassle free and there on call
service is great too. When you call and covey them their issue they provide you with almost
every possible help they can do in real time.

4. SMARTPHONE BRANDS THAT HAS FULFILLED THE CONSUMER NEEDS

AND EXPECTATIONS WITH THEIR PRODUCTS.
TABLE 4
Answer Percentage (%)
Samsung 34
Apple 54
Other 12

CHART 4

59
 12%
34% Apple price less than Samsung Look Weight

54%

INTERPRETATION
Out of 100 respondents 34 believes that Samsung has stood up to their expectations of a
smartphone with almost every necessary features in a cell phone. 54 of the 100 feels that iPhone
has been more satisfying with their inventions and didn’t disappoint the Phone users and upheld
their brand value. Not too far ago, Samsung wasn’t as popular as now, but now Samsung has
progressed so much that they are the main competitor of the Apple Inc.

OVERALL INTERPRETATION
The study of the above charts and table discloses that the people in Nagpur city are more biased
towards Apple’s iPhone than Samsung’s smartphones. There is really no denying that Apple is at
its best. Apple has received a very wide recognition for being a premium brand that both earns
and demands a price premium. Though the price of iPhone is generally higher than that of
Samsung, users are ready to give up their money on iPhone as the features, quality and display of
iPhone has attracted and benefited the customers in many ways.
Sometimes after sale service of a smartphone is of more importance than specifications when
buying a new phone. Here Apple has a commanding position as it is clearly show how the
customers should be treated even after the products are sold to them. Its features has attracted the
customers more and their continuous innovation has made them the leader in the smartphone
world.
This reveals that the Consumers prefer to use Apple Smartphone more as compared to Samsung in
Nagpur City.

Thus Researcher rejects the Null Hypothesis.

60
 6. FINDINGS
The following are the significant findings that have been noted from the personal information of
the respondents through this study.
Few years back mobile phones were not common among the consumer.
But with the mobile revolution now we can find almost every consumer with mobile and
smartphones.
Most of the consumer prefers APPLE than SAMSUNG and least prefer other.
Mostly the consumers are satisfied with the services provided by the different mobile companies.
Maximum numbers of respondents were attracted towards the price & battery and the least like
the style and memory.
Maximum number of consumer are loyal to their particular service providers and they were using
that particular brand since a long time.
Due to the ever-changing tastes of consumers in the technology industry, companies had to
follow the pace and offer progressive and evolving gadgets to their customers.

CONCLUSION

1. Customers get attracted towards the brand value of the mobile phone and they want a mobile phone to
be a status symbol for them in the society.

2. Apple mobiles contain higher level of security as compared to Samsung mobiles. Samsung mobiles
contain better battery backup as compared to apple mobile phones.

3. Customers are highly satisfied with the brand they use, they are generally loyal with the services
provided by their mobile brand and use the same for a long period of time.

4. Consumer prefer apple more in Nagpur as compared to Samsung mobiles.

5. Customers are satisfied with apple mobiles more in Nagpur city as compared to Samsung mobiles.

61
 Apple and Samsung keep on experimenting bringing various competitiveness strategies, such as
new product launch, major innovations, mockups of the rival’s offer, product line extensions,
aggressive advertising campaigns as well as lawsuits.
There are differences between these two brands as they adopt several techniques to reach the
audience in their market effectively.
Apple is a leader in the innovation and Samsung is a strong competitor to it.
Simply put, Apple gives customers what they want and they do not take any time to play games
like many other companies do.
Samsung uses prompting strategies by lowering the prices, making it more affordable for
customers.
Thus, to keep up with their existing positions and to become a declared leader, both of the brands
need to have effective marketing strategies.

Null hypothesis is rejected according to the study.

Reason- Consumer prefer apple mobile in Nagpur city.

Alternate hypothesis is accepted according to the study.

Reason- Consumer are more inclined towards apple mobiles as they provide a status symbol in the society
, it also provides high security and has the best camera .

62
There is no denying that over the years, there have been quite a number of companies that have
been taken to be the primary competitors of Apple. In the phone market, Apple has had to
compete with HTC, Palm, Nokia and Rim. In the iPod market, it has had to compete with Sony,
Creative and many more than have long been forgotten.
The marketing strategy that Apple uses mainly depends on developing products that they
themselves can use. For instance, the iPhone was actually developed for the Apple employees
who were not satisfied with what they were getting from their mobile phones. They went out to
create exactly what they would like to use.
So Samsung also had to change in order to gain upper hand on the market and the new Samsung
marketing strategy was the key to revolution.
Furthermore Samsung is the largest tech business by revenue and seventh most valuable brand
today. The Samsung marketing strategy was one of the most effective strategies ever created
because it helped a cost-driven company to change its structure and became an authority
manufacturer.

63
 7. SUGGESTIONS

From the result inferred by the data collected and little secondary information the following
suggestions are given to improve consumer buying behaviour.
To explore the market, mobile industry have to concentrate more on youth segment by giving
more advanced features.
Compared to urban and suburban the mobile phone usage in rural is low so the mobile
companies have to go for campaigns to create awareness among the rural people.

Today, Samsung has sparked in terms of innovation and instead of satisfying the needs of the
society, they have literally started to create the need for people.
Regardless of what different opinions say, the fact still remains that Apple is a very successful
company. One that has been able to put in place effective marketing and branding strategies that
have taken it to the top. It is definitely one company that businesses can learn a lot from. This is
what set Apple apart from Samsung in the entire world and this is also what has contributed to its
huge success. What differentiated Steve Jobs from all other marketers the world over is the fact
that it was clear to him that as a marketer his primary role was not just to increase sales and make
more money. He also made this fact clear in the way he chose to present his products. Critics
might argue that both have the same core features. While we cannot deny that this is so, this is not
the point to be made here. The main point here is that Apple is the top layer of the design and
technology world and their customers are gladly willing to pay whatever it will cost them to get
that Apple product.
Therefore in order to be competitive and survive in the market it is essential for Samsung to grow
and outshine

64
 8. BIBLIOGRAPHY

BOOKS:-
Ashish Banerjee, Principle of economics
H.L. Ahuja Modern Microeconomics
Theory and Application
C.K. Kothari Research Methodology
Marketing research – G.C. Beri
Research Methodology – C.R. Kothari
Principal of Marketing – Philip Kotler.

WEB RESOURCES:-
www.Apple .com
www.samsung.com
www.google.com
www.yahoo.com
www.scribd.com
www.thestalwart.com
www.seminorprojects.com
www.managementparadise.com
www.encyclopedia.com
www.indiainfoline.com
www.managementparadise.com

65
 9. ANNEXURE

Name

Gender
□ Male
□ Female

Marital Status
□ Single
□ Married

Age
□ 16 - 25
□ 26 - 35
□ 36 - 45
□ 46 - 55
□ Above 55

Occupation
□ Business
□ Professional
□ Service
□ Student
□ Not Working

1. Which model you used ?

□ APPLE
□ Samsung
□ Other (Please Specify)

2. Why do you prefer APPLE or Samsung ?

□ Best features  Best look

66
□ Best Quality  Price

3. Which provide you better touch?

□ Apple
□ Samsung

4. Which among has more features?

□ Apple
□ Samsung

5. Are you satisfied with price of APPLE or Samsung?

□ Yes
□ No

6. Which among these provide you better after sale service?

□ Apple
□ Samsung

7. What will be more preferred in APPLE or Samsung NOTE?

□ Lumia price less then Samsung Note
□ Look
□ Weight

8. Which Mobile Phone provide better Features. (Please Tick)

Items Samsung Apple

Price
Style
Screen Dimension
Battery Life/Timing
RAM (Memory )
Camera Clarity
Sound Quality

67
Weight
Slim
Dual SIM
Wi-fi/GPRS/MMS
Fashionable
Bluetooth, Hands free
Service sale counter nearby
Touch Pad/Screen
3G Technology
Company Services
Models & Designs
Mobile Accessories
Software & Application
Contacts Storage/Messages Storages

9. Which companies have technical maintainence & additional (like long life)?
□ Apple  Samsung

10. Which are the reasons for using the APPLE or SAMSUNG NOTE?
 Wap  GPRS functions
 Just to talk on it  Receive email & Mms
 Download files  Others

11. Why you like brand you choose above?

 Advertisement  Appearance
 Functions  Price
 Brand Name  Quality

12. What kind of model you prefer?

 Slim  Medium
 Thick  Light
 Large  Heavy

68