Professional Documents
Culture Documents
Cellular Telephony
The technology that gives a person the power to communicate anytime, anywhere - has
spawned an entire industry in mobile telecommunication. Mobile telephones have
become an integral part of the growth, success and efficiency of any business / economy.
The most prevalent wireless standard in the world today, is GSM. The GSM Association
(Global System for Mobile Communications) was instituted in 1987 to promote and
expedite the adoption, development and deployment and evolution of the GSM standard
for digital wireless communications.
The GSM Association was formed as a result of a European Community agreement on
the need to adopt common standards suitable for cross border European mobile
communications. Starting off primarily as a European standard, the Group Special Mobile
as it was then called, soon came to represent the Global System for Mobile
Communications as it achieved the status of a world-wide standard. GSM is today, the
world's leading digital standard accounting for 68.5% of the global digital wireless
market.
The Indian Government when considering the introduction of cellular services into the
country, made a landmark decision to introduce the GSM standard, leapfrogging
obsolescent technologies / standards.
Although cellular licenses were made technology neutral in September 2005, all the
private operators are presently offering only GSM based mobile services. The new
licensees for the 4th cellular licenses that were awarded in July 2001 too, have opted for
GSM technology to offer their mobile services.
The primary objective was to study the perception & buying behaviour of customers
towards various mobile brands with special reference to SAMSUNG.
The secondary objectives of this study were to identify:
The scope of the research is based on the telecom industry and it throws light on the
brand preference of mobile phones with respect to Samsung.
Studying about the brand preference of Samsung mobile phones through the
respondents.
RESEARCH METHODOLOGY
SAMPLING METHODOLOGY:
Sampling Size 100 respondents
Sampling Area - Delhi and N.C.R.
Sampling Technique Random and Convenience sampling technique
RESEARCH DESIGN:
Visited the customers across Delhi and NCR & gathered information required as per
the questionnaire.
DATA COLLECTION:
Primary data has been used by me in the form of Questionnaire, which is the basic
method of collecting primary data, which suffices all research objectives.
Secondary data sources like various internet sites such as samsung.com & other
websites have been used.
CONCEPTUAL FRAMEWORK
INDUSTRY PROFILE
In the early 1990s, the Indian government adopted a new economic policy aimed at
improving India's competitiveness in the global markets and the rapid growth of exports.
Key to achieving these goals was a world-class telecom infrastructure.
In India, the telecom service areas are divided into four metros (New Delhi, Mumbai,
Chennai and Kolkata) and 20 circles, which roughly correspond to the states in India.
The circles are further classified under "A," "B" and "C," with the "A" circle being
the most attractive and "C" being the least attractive. The regulatory body at that time
the Department of Telecommunications (DOT) allocated two cellular licenses
for each metro and circle. Thirty-four licenses for GSM900 cellular services were
auctioned to 22 firms in 1995. The first cellular service was provided by, Modi Telstra
in Kolkata in August 1995. For the auction, it was stipulated that no firm can win in
more than one metro, three circles or both. The circles of Jammu and Kashmir and
Andaman and Nicobar had no bidders, while West Bengal and Assam had only one
bidder each.
In 1996, the Telecom Regulatory Authority of India (TRAI) bill was introduced in the
Lok Sabha, and the president officially announced the TRAI ordinance on 25 January
2003. The government decided to set up TRAI to separate regulatory functions from
policy formulation, licensing and telecom operations. Prior to the creation of TRAI,
these functions were the sole responsibility of the DOT.
High license fees and excessive bids for the cellular licenses put tremendous financial
burden on the operators, diverting funds away from network development and
enhancements. As a result, by 2005 many operators failed to pay their license fees and
were in danger of having their licenses withdrawn. In March 2005, a new telecom
policy was put in place (New Telecom Policy 2005).
Under this new policy, the old fixed-licensing regime was to be replaced by a
revenue-sharing scheme whereby between 8-12 per cent of cellular revenue were to
be paid to the government.
6
Notable Samsung industrial subsidiaries include Samsung Electronics (the world's largest
information technology company measured by 2012 revenues, and 4th in market
value), Samsung Heavy Industries (the world's 2nd-largest shipbuilder measured by 2010
revenues), and Samsung Engineering and Samsung C&T (respectively the world's 13th
and 36th-largest construction companies). Other notable subsidiaries include Samsung
Life
Insurance (the
world's
14th-largest
life
insurance
company), Samsung
Everland (operator of Everland Resort, the oldest theme park in South Korea), Samsung
Techwin (an aerospace, surveillance and defence company) and Cheil Worldwide (the
world's 15th-largest advertising agency measured by 2012 revenues).
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.
In 2013, Samsung began construction on building the world's largest mobile phone
factory in the Thai Nguyen province of Vietnam. Samsung has been able to achieve the
largest market share of nearly 31% in the global smartphone segment, as of 2013.
HISTORY
1938 to 1970
In
1938, Lee
Byung-Chull (19101987)
of
large
landowning
family
in
the Uiryeong county came to the nearby Daegu city and founded Samsung
Sanghoe , a small trading company with forty employees located in Su-dong (now
Ingyo-dong). It dealt in groceries produced in and around the city and produced
its own noodles. The company prospered and Lee moved its head office to Seoul
in 1947. When the Korean War broke out, however, he was forced to leave Seoul
and started a sugar refinery in Busan named Cheil Jedang. After the war, in
1954, Lee founded Cheil Mojik and built the plant in Chimsan-dong, Daegu. It
was the largest woollen mill ever in the country and the company took on the
aspect of a major company.
Samsung diversified into many areas and Lee sought to help establish Samsung as an
industry leader in a wide range of enterprises, moving into businesses such as insurance,
securities, and retail. President Park Chung Hee placed great importance on
industrialization, and focused his economic development strategy on a handful of large
domestic conglomerates, protecting them from competition and assisting them
financially.
In 1947, Cho Hong-jai (the Hyosung groups founder) jointly invested in a new company
called Samsung Mulsan Gongsa, or the Samsung Trading Corporation, with the Samsung
Group founder Lee Byung-chull. The trading firm grew to become the present-day
Samsung C&T Corporation. But after some years Cho and Lee separated due to
differences in management between them. He wanted to get up to a 30% group share.
After
settlement,
Samsung
Group
was
separated
into
Samsung
Group
1970 to 1990
In 1980, Samsung acquired the Gumi-based Hanguk Jeonja Tongsin and entered the
telecommunications hardware industry. Its early products were switchboards. The facility
was developed into the telephone and fax manufacturing systems and became the centre
of Samsung's mobile phone manufacturing. They have produced over 800 million mobile
phones to date. The company grouped them together under Samsung Electronics in the
1980s.
After Lee, the founder's death in 1987, Samsung Group was separated into four business
groupsSamsung Group, Shinsegae Group, CJ Group, and the Hansol Group. Shinsegae
(discount store, department store) was originally part of Samsung Group, separated in the
1990s
from
the
Samsung
Group
along
with
CJ
Group
10
1990 to 2000
Samsung started to rise as an international corporation in the 1990s. Samsung's
construction branch was awarded a contract to build one of the two PETRONAS
Towers in Malaysia, Taipei
the Burj
Khalifa in United
Arab
Emirates. In 1993, Lee Kun-hee sold off ten of Samsung Group's subsidiaries, downsized
the company, and merged other operations to concentrate on three industries: electronics,
engineering, and chemicals. In 1996, the Samsung Group reacquired the Sungkyunkwan
University foundation.
Samsung became the largest producer of memory chips in the world in 1992, and is the
world's second-largest chipmaker after Intel (see Worldwide Top 20 Semiconductor
Market Share Ranking Year by Year). In 1995, it created its first liquid-crystal
display screen. Ten years later, Samsung grew to be the world's largest manufacturer of
liquid-crystal display panels. Sony, which had not invested in large-size TFT-LCDs,
contacted Samsung to cooperate, and, in 2006, S-LCD was established as a joint venture
between Samsung and Sony in order to provide a stable supply of LCD panels for both
manufacturers. S-LCD was owned by Samsung (50% plus one share) and Sony (50%
minus one share) and operates its factories and facilities in Tangjung, South Korea. As of
26 December 2011 it was announced that Samsung had acquired the stake of Sony in this
joint venture.
Compared to other major Korean companies, Samsung survived the 1997 Asian financial
crisis relatively unharmed. However, Samsung Motor was sold to Renault at a significant
loss. As of 2010, Renault Samsung is 80.1 per cent owned by Renault and 19.9 per cent
owned by Samsung. Additionally, Samsung manufactured a range of aircraft from the
1980s to 1990s. The company was founded in 1999 as Korea Aerospace Industries (KAI),
the result of merger between then three domestic major aerospace divisions of Samsung
Aerospace, Daewoo Heavy Industries, and Hyundai Space and Aircraft Company.
However, Samsung still manufactures aircraft engines and gas turbines.
11
2000 to 2014
In 2000, Samsung opened a computer programming laboratory in Warsaw, Poland. Its
work began with set-top-box technology before moving into digital TV and smartphones.
As of 2011, the Warsaw base is Samsung's most important R&D centre in Europe,
forecast to be recruiting 400 new-hires per year by the end of 2013.
In 2001, Samsung Techwin became the sole supplier of a combustor module for
the Rolls-Royce Trent 900 used by the Airbus A380, the world's largest passenger
airliner. Samsung Techwin is also a revenue-sharing participant in the Boeing's 787
Dreamliner GEnx engine program.
In 2010, Samsung announced a ten-year growth strategy centred around five
businesses. One of these businesses was to be focused on biopharmaceuticals, to which
the company has committed 2.1 trillion.
In December 2011, Samsung Electronics sold its hard disk drive (HDD) business
to Seagate.
In the first quarter of 2012, Samsung Electronics became the world's largest mobile
phone maker by unit sales, overtaking Nokia, which had been the market leader since
1998. In the August 21 edition of the Austin American-Statesman, Samsung confirmed
plans to spend 3 to 4 billion dollars converting half of its Austin chip manufacturing plant
to a more profitable chip. The conversion should start in early 2013 with production on
line by the end of 2013. On March 14, 2013, Samsung unveiled the Galaxy S4.On August
24, 2012, nine American jurors ruled that Samsung had to pay Apple $1.05 billion in
damages for violating six of its patents on smart phone technology. The award was still
less than the $2.5 billion requested by Apple. The decision also ruled that Apple did not
violate five Samsung patents cited in the case. Samsung decried the decision saying that
the move could harm innovation in the sector. It also followed a South Korean ruling
stating that both companies were guilty of infringing on each other's intellectual
property.
12
In the first trading after the ruling, Samsung shares on the Kospi index fell 7.7%, the
largest fall since October 24, 2008, to 1,177,000 Korean won. Apple then sought to ban
the sales of eight Samsung phones (Galaxy S 4G, Galaxy S2 AT&T, Galaxy S2
Skyrocket, Galaxy S2 T-Mobile, Galaxy S2 Epic 4G, Galaxy S Showcase, Droid Charge
and Galaxy Prevail) in the United States which has been denied by the court.
On September 4, 2012, Samsung announced that it plans to examine all of its Chinese
suppliers for possible violations of labour policies. The company said it will carry out
audits of 250 Chinese companies that are its exclusive suppliers to see if children under
the age of 16 are being used in their factories.
In 2013, a New Zealand news outlet reported a number of Samsung washing machines
spontaneously catching on fire. The corporation is expected to spend $14 billion on
advertising and marketing in 2013, with publicity appearing in TV and cinema ads, on
billboards, and at sports and arts events. In November 2013, the corporation was valued
at $227 billion.
In May of 2014, Samsung announced it will be shutting down its streaming service on
July 1, 2014, also meaning the end of the Samsung Music Hub app that typically comes
installed on its Android phones.
On September 3, 2014, Samsung announced Gear VR, a virtual reality device in
collaboration with Oculus VR and developed for the Galaxy Note 4.
In October of 2014, Samsung announced a $14.7 billion investment to build a chip plant
in South Korea. Construction will begin next year with production beginning in 2017.
The company has not yet decided the type of chips to be produced.
In October 2014, Samsung also announced it would invest $560 million in the
construction of a new 700,000 square metre production complex in Vietnam.
Samsung plans to launch a new set of services beginning early 2015. The goal of this new
suite of business offerings, dubbed Samsung 360 Services, is to become a help desk of
sorts for businesses IT departments. The customizable services range from technical
support to security solutions to having a Samsung employee embedded in a client's
business as an on-site support manager or technology consultant.
13
by
team
of
watchmakers
at
Nouvelle
Piquerez
S.A.
in
Bassequort, Switzerland. Rolex's decision to fight Rollei on every front stemmed from
the close resemblance between the two names and fears that its sales would suffer as a
consequence. In the face of such a threat, the Geneva firm decided to confront. This was
also a demonstration of the Swiss watch industry's determination to defend itself when an
established brand is threatened. Rolex sees this front-line battle as vital for the entire
Swiss watch industry. Rolex has succeeded in keeping Rollei out of the German market.
On March 11, 1995, the Cologne District court prohibited the advertising and sale of
Rollei watches on German territory.
AST Research
Samsung bought AST (1994) and tried to break into North America, but the effort was
unsuccessful. Samsung was forced to close the California-based computer maker
following mass defection of research staff and a string of losses.
With his friends J. Alexander Martin, Carl Brown, and Keith Perrin, half of his house was
turned into the first factory of FUBU, while the other half remained as the living quarters.
Along with the expansion of FUBU, Samsung invested in FUBU in 1995.
15
16
CONTROVERSIES
Financial scandals
In 2007, former Samsung chief lawyer Kim Yong Chul claimed that he was involved
in bribing and fabricating evidence on behalf of the group's chairman Lee Kun-hee and
the company. Kim said that Samsung lawyers trained executives to serve as scapegoats in
a "fabricated scenario" to protect Lee, even though those executives were not involved.
Kim also told the media that he was "side-lined" by Samsung after he refused to pay a
$3.3 million bribe to the U.S. Federal District Court judge presiding over a case where
two of their executives were found guilty on charges related to memory chip price fixing.
Kim revealed that the company had raised a large amount of secret funds through bank
accounts illegally opened under the names of up to 1,000 Samsung executivesunder his
own name, four accounts were opened to manage 5 billion won.
Antitrust concerns
You can even say the Samsung chairman is more powerful than the President of South
Korea. Korean people have come to think of Samsung as invincible and above the law,
said Woo Suk-hoon, host of a popular economics podcast in a Washington Post article
headlined "In South Korea, the Republic of Samsung", published on December 9, 2012.
Critics claimed that Samsung knocked out smaller businesses, limiting choices for
Korean consumers, and sometimes colluded with fellow giants to fix prices while
bullying those who investigate. Lee Jung-hee, a South Korean presidential candidate, said
in a debate, Samsung has the government in its hands. Samsung manages the legal
world, the press, the academics and bureaucracy.
Viral marketing
The Fair Trade Commission of Taiwan is investigating Samsung and its local Taiwanese
advertising agency for false advertising. The case was commenced after the Commission
received complaints stating that the agency hired students to attack competitors of
Samsung Electronics in online forums.
17
Samsung Taiwan made an announcement on its Facebook page in which it stated that it
had not interfered with any evaluation report and had stopped online marketing
campaigns that constituted posting or responding to content in online forums.
OPERATIONS
Samsung comprises around 80 companies. It is highly diversified, with activities in areas
including
construction, consumer
electronics, financial
services, shipbuilding,
18
Imarket Korea
Imarket Korea is listed on the Korea Exchange stock-exchange (number 122900).
Samsung Card
Samsung Card is listed on the Korea Exchange stock-exchange (number 029780).
Samsung SDS
Samsung SDS is a multinational IT Service company headquartered in Seoul. It was
founded in March 1985. Its principal activity is the providing IT system(ERP, IT
Infrastructure, IT Consulting, IT Outsourcing, Data Centre). Samsung SDS is the Korea's
largest IT service company. It achieved total revenues of 6,105.9 billion won (US$5.71
billion) in 2012.
Samsung C&T Corporation
Samsung C&T Corporation is listed on the Korea Exchange stock-exchange (000830).
Samsung Electro-Mechanics
Samsung Electro-Mechanics, established in 1973 as a manufacturer of key electronic
components, is headquartered in Suwon, Gyeonggi-do, South Korea. It is listed on the
Korea Exchange stock-exchange (number 009150).
Samsung Electronics
Samsung Electronics is a multinational electronics and information technology company
headquartered in Suwon and the flagship company of the Samsung Group. Its products
include
air
conditioners,
computers,
digital
televisions, liquid
crystal
displays (including thin film transistors (TFTs) and active-matrix organic light-emitting
diodes (AMOLEDs), mobile phones, monitors, printers, refrigerators, semiconductors,
and telecommunications networking equipment It is the world's largest mobile phone
maker by unit sales in the first quarter of 2012, with a global market share of 25.4%. [76] It
is also the world's second-largest semiconductor maker by 2011 revenues (after Intel).
Samsung Electronics is listed on the Korea Exchange stock-exchange (number 005930).
19
Samsung Engineering
Samsung Engineering is a multinational construction company headquartered in Seoul. It
was founded in January 1969. Its principal activity is the construction of oil refining
plants; upstream oil and gas facilities; petrochemical plants and gas plants; steel making
plants; power plants; water treatment facilities; and other infrastructure. It achieved total
revenues of 9,298.2 billion won (US$8.06 billion) in 2011.
Samsung Engineering is listed on the Korea Exchange stock-exchange (number
02803450).
Samsung Everland
Samsung Everland engages in an array of services closely associated with the day-to-day
lives and business operations of its customers. Its business scope covers the three main
sectors of Environment & Asset, Food Culture, and Resort.
Since its inception in 1963 and the launch of theme park "Everland" in 1976, Samsung
Everland has steadily built its presence across the markets of golf, building management,
food and beverage, energy, and environment. Through this process, Samsung Everland
has managed to achieve its current market standing. As a corporation trusted by the local
community and renowned globally as a pioneer in the infrastructure of life, Samsung
Everland strives to help its customers lead fulfilling lives and achieve success in their
business operations by building the infrastructure for every aspect of life including
entertainment, culinary, and business.
Samsung Fine Chemicals
Samsung Fine Chemicals is listed on the Korea Exchange stock-exchange (number
004000).
Samsung Fire & Marine Insurance
Samsung Fire & Marine Insurance is a multinational general insurance company
headquartered in Seoul.[80] It was founded in January 1952 as Korea Anbo Fire and
Marine Insurance and was renamed Samsung Fire & Marine Insurance in December
1993.
20
Samsung Fire & Marine Insurance offers services including accident insurance,
automobile insurance, casualty insurance, fire insurance, liability insurance, marine
insurance, personal pensions and loans.
As of March 2011 it had operations in 10 countries and 6.5 million customers. Samsung
Fire & Marine Insurance had a total premium income of $11.7 billion in 2011 and total
assets of $28.81 billion on 31 March 2011. It is the largest provider of general insurance
in South Korea.
Samsung Fire has been listed on the Korea Exchange stock-exchange since 1975 (number
000810).
Samsung Heavy Industries
Samsung Heavy Industries is a shipbuilding and engineering company headquartered in
Seoul. It was founded in August 1974. Its principal products are bulk carriers, container
vessels, crude oil tankers, cruisers, passenger ferries, material handling equipment steel
and bridge structures. It achieved total revenues of 13,358.6 billion won in 2011 and is
the world's second-largest shipbuilder by revenues (after Hyundai Heavy Industries).
Samsung Heavy Industries is listed on the Korea Exchange stock-exchange (number
010140).
Samsung Life Insurance
Samsung Life Insurance Co., Ltd. is a multinational life insurance company
headquartered in Seoul. It was founded in March 1957 as Dongbang Life Insurance and
became an affiliate of the Samsung Group in July 1963. Samsung Life's principal activity
is the provision of individual life insurance and annuity products and services. As of
December 2011 it had operations in seven countries, 8.08 million customers and 5,975
employees. Samsung Life had total sales of 22,717 billion won in 2011 and total assets of
161,072 billion won at 31 December 2011. It is the largest provider of life insurance in
South Korea.
Samsung Life Insurance is listed on the Korea Exchange stock-exchange (number
032830)
21
22
23
Yes
98
No
02
Interpretation:
It was found out that all the 98% respondents were using mobile phones.
24
44
Samsung
12
Motorola
12
Sony
22
Others
10
Total
100
Interpretation:
The above chart shows the percentage of various handsets used by the respondents.
Out of 100 respondents 44 respondents are using Nokia while 12 are using Motorola,
22 are using Sony, 12 are using Samsung and rest uses the other brands.
No. of respondents
Yes
84
No
16
Total
100
Interpretation:
The chart shows maximum number of respondents who were satisfied with their handset
Out of 100 respondents 84 respondents are satisfied with the handsets they are using
while 16 are not satisfied with their handsets.
No. of respondents
Yes
98
No
02
Total
100
Interpretation:
27
The pie chart shows the percentage of respondents who were aware of the brand
Motorola. Out of 100 respondents 98 are aware of brand Motorola.
5. In what time you are thinking to change your handset or buying a new one?
No. of respondents
A week
18
A month
22
Six month
40
A year
20
Total
100
Interpretation:
The above chart depicts the respondents buying behaviour with reference to time. Out of
100 respondents 40 changes their handset in a time period of 6 months, 22 changes their
28
handset in a month, 20 changes their handset in a year while just 18 of them changes their
handset in a week.
10
Samsung
36
Motorola
14
Sony
28
Others
12
Total
100
Interpretation:
This chart depicts the respondents next preference for mobile phones. Out of 100
respondents 28 respondents are willing to switch over to Sony Ericsson, 36 are willing to
switch over to Samsung.
29
72
Grey market
16
Others
12
Total
100
Interpretation: This shows the source of purchase of handset of the respondents .Out of 100 respondents
72 respondents purchases their handset from the dealers, 16 respondents purchases their
handset from grey market while the rest 12 respondent purchases their handset from the
other sources available.
No. of respondents
Yes
80
No
20
Total
100
Interpretation:
This shows that maximum respondents consider Motorola mobile phones value for their
money. Out of 100 respondents 80 considers Motorola mobile phones value for their
money rest 20 respondents contradicts on this.
31
9. What according to you is the most important additional feature that should
be present in a mobile phone?
No. of respondents
24
44
12
12
8
100
Camera
Bluetooth
MP3
MMS
Others
Total
*
Interpretation:
This shows the various additional features which customer takes into account while
purchasing handset. Out of 100 respondents 44 gives preference to Bluetooth as an
additional feature while purchasing a handset, 24 respondents gives preference to camera,
12 gives preference to mp3, 12 gives preference to mms while the rest 8 respondents
prefer to have some other additional features apart from these.
32
No of respondents
Very important
62
Important
32
Average
Total
100
Interpretation:
This shows that the after sales service is considered to be of prime importance to the
respondents. Out of 50 respondents 62 considers after sales services very important while
32 respondents consider it a little less than very important and the rest 6 respondent gives
it an average position.
33
Nokia, Samsung, Motorola and Sony Ericsson are the favourite as brands among
the customers in Delhi Market, closely followed by others.
The general opinion about SAMSUNG mobile phones is that it is either good or
satisfactory.
According to the study the most important additional feature that must be present
in the mobile phone is Bluetooth followed by camera.
Most of the respondents think that after sale service is the very important part of
the mobile industry.
Almost all of the respondents believe that SAMSUNG mobile phones are value
for money.
CONCLUSION
34
Hereby I can conclude from this research that Samsung has the maximum brand
preference as compared to other brands.
Most of the dealers are selling more than one brand. They sell different brands to gain
more volume & more availability to the customers. So dealers preference to push a
particular brand to the customer plays a major role in the mobile market.
According to the dealers advertising & promotional schemes along with other schemes
also affect the consumers willingness. Aggressive advertising put into effect for a long
time in the customers mind, which influence the people, are T.V, Newspapers &
magazines.
Consumers prefer a MNC brand due to the quality & technological superior features.
Consumers also judge the after sale service availability of the company before purchasing
a mobile.
35
A small sample size of 100 customers was considered due to lack of time &
resource constraints.
The scope of the project is limited to the city of Delhi and N.C.R. So, we cannot
say that the same response will exist throughout India.
Primary data takes from various resources. They may tell lies or may not interest
in the study.
Secondary data takes from websites and documents which may not be correct or
manipulate/distort by someone.
With regard to uneducated customers it was difficult to get across to them all the features
of their respective mobile phones
RECOMMENDATIONS
36
Samsung should provide better service and try to solve the hanging problems.
Samsung should offer more range of Rs. 10,000 or less than Rs. 10,000 mobile
phones.
The company should continue to work on the Strategy of T.Q.M (Total Quality
Management)
Consumers do not get satisfied with the promotional policies of the company.
New techniques of promotion are required to create awareness about the entire
range of company products.
37