Published Paper Details:

This research examines customer opinion and satisfaction about Samsung goods in the Tiruchirappalli district, a notable market region in Tamil Nadu, India. The study mainly examines customer perceptions of Samsung as a brand and the degree of satisfaction with its goods in areas like cellphones, home appliances, and consumer electronics. The primary aims include identifying the determinants of customer preferences, evaluating the effects of product quality, innovation, price, availability, and after-sales service on contentment, and comprehending the influence of brand image on purchasing choices. Data collection was executed using a standardised questionnaire sent to a representative sample of Samsung customers in the neighbourhood. The comments were examined to discern trends and insights on customer behaviour. The results indicate that product quality and brand trust are essential determinants of customer happiness. Consumers acknowledged Samsung's creativity and technical progress but expressed issues around cost and the accessibility of service centres. The research elucidates generational disparities in perception and satisfaction, revealing that younger customers prioritise features and cost, whilst older populations emphasise durability and after-sales assistance. The report finishes with suggestions for Samsung to improve customer happiness in the Tiruchirappalli area. Recommendations include the implementation of localised marketing tactics, enhancement of service centre availability and accessibility, provision of competitive pricing, and ongoing innovation to address changing customer demands. This study offers significant insights for Samsung and comparable firms seeking to enhance their market presence in regional markets by matching their products with customer expectations.