Analysis of Customer’s Perception on Samsung Android Smart phones in Mangochi District, Republic of Malawi

Robert E. Chester

Samsung | Mangochi

Vol:3; No:2;Jun-17 | ISSN: 2455-3921

This study portrays the consumers usage on Samsung phones in Mangochi District, Republic of Malawi, is done keeping in mind the Samsung market trends in the district and also what drives the consumers to buy Samsung products in today’s time. The aim of this research is the consumers’ perception of the brand Samsung in Mangochi District. The main objective of the study is to explore the Samsung market trends in the district and to find its sustainability as an exclusive showroom, to bring out the factors from their perception of Samsung and finally the consumer’s perception of the brand Samsung in the district. The analysis has come out with major findings in all aspects of the brand like buying behaviour with respect to age, occupation and educational qualification of the respondents. The analysis has also created a link between the various factors like cost, location, and comparison of Samsung with other company brands available in the market. With respect to the consumer perception, it has been found out that they have a positive feedback towards the brand and hence there is an ample scope for the sustainability of an exclusive shop in the district of Mangochi.

J.Robert E. Chester, Associate Professor & Head, Department of Management and Commerce, DMI-St John the Baptist University, Central Africa