Abstract
The major aim of this study is to analyze customer preference and perception towards the
purchase and willingness of Samsung mobile phones specifically in Chennai city. Samsung
specializes in the production of wide variety of consumer products particularly in mobile
industry. Samsung has become a true digital leader in the electronics sector. The finding
implies that satisfaction, preference, brand loyalty and as significant and positive impact on
customer preference towards Samsung mobile phones, A sample of 100 customers of
mobile phone users is taken. Questionnaire has been analyzed with the help of interpretation
have been made to study of impact. The study concludes that mostly customers prefer
opting for Samsung mobiles are popular so many customer using good features here good
backup, good camera, best quality, more user friendly, at a budget-friendly rate. The
company makes them to get satisfied which provides good value for their money.
Key words: Smart phones, perception, Samsung, Brand and customer satisfaction
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