Assignment on

“Customer Satisfaction on Samsung Refrigerator in Sylhet, Bangladesh”

Course Code: “BUS_4158”
Course title: Marketing Research
Date of Submission: 11/10/2023

Submitted to
Ms. Juhora Jamin Juha
Lecturer
Tourism & Hospitality Management
Department of Business Administrations
Leading University

Submitted By
Ishmam Hannan Arnav
ID: 2031010001
Batch: 56th
Semester: 8th
Major: Marketing
Dept. of Business Administrations
Leading University
Introduction:
Customer Satisfaction with Samsung Refrigerators in Bangladesh
In today's rapidly evolving consumer appliance industry, the concept of customer satisfaction
holds paramount importance. The satisfaction of consumers not only shapes brand reputation but
also influences long-term business success. Within the intricate tapestry of consumer preferences
and brand loyalty, this assignment shines a spotlight on Samsung refrigerators, a prominent
player in the vibrant consumer appliance market of Bangladesh. As Bangladesh experiences
economic growth and rising living standards, household appliances, particularly refrigerators, are
becoming integral parts of modern living. Samsung, with its global reputation for innovation and
quality, has established a substantial presence in the Bangladesh appliance market. The primary
objective of this research is to assess and analyze the levels of customer satisfaction with
Samsung refrigerators in Bangladesh. We aim to uncover the factors that contribute to or hinder
this satisfaction and offer practical recommendations to enhance both customer experience and
product offerings. Our inquiry delves into fundamental questions such as: What aspects of
Samsung refrigerators are most valued by Bangladeshi consumers? How do customers perceive
product quality, features, and after-sales service? By exploring these questions, we seek to
provide insights that benefit both consumers in their decision-making process and Samsung in
refining its strategy to meet the unique demands of the Bangladeshi market. The importance of
this study extends beyond the realm of individual satisfaction—it extends to the broader
understanding of consumer behavior, preferences, and market dynamics in Bangladesh. As we
embark on this journey, we begin by establishing a solid foundation through an exploration of
existing literature and theories concerning customer satisfaction and the refrigerator market in
Bangladesh. This introduction sets the stage for an in-depth analysis of customer satisfaction
with Samsung refrigerators in Bangladesh, shedding light on the dynamics of the appliance
market in this region and offering valuable insights for consumers and businesses alike.

Specific Focus:
1. Customer Satisfaction with Samsung Refrigerators in Bangladesh:
Within the expansive landscape of consumer preferences and brand loyalty, this study zeroes in
on a specific and compelling subject—the satisfaction of customers with Samsung refrigerators
in the dynamic market of Bangladesh. Samsung, a renowned global brand celebrated for
innovation and quality, has carved out a significant niche in the Bangladesh appliance market. As
the nation's economy continues to flourish and living standards rise, household appliances,
especially refrigerators, have become indispensable facets of modern living. Samsung's presence
in this landscape cannot be understated, as the brand's diverse range of refrigerators caters to the
evolving needs and aspirations of Bangladeshi consumers.
2. Why Samsung Refrigerators in Bangladesh Matter:
Understanding customer satisfaction with Samsung refrigerators in Bangladesh is not merely an
academic exercise; it bears tangible implications for both consumers and Samsung as a company.
This focus is not just about assessing the performance of a single appliance but also about
deciphering the nuances of consumer expectations, product quality, and the impact of brand
reputation on purchase decisions.

3. Significance of the Bangladeshi Market:

The Bangladeshi appliance market is a unique blend of tradition and modernity, with consumers
seeking appliances that align with their cultural values while offering contemporary features and
reliability. Samsung, with its global reputation, has positioned itself to cater to these intricate
needs. Therefore, an in-depth examination of customer satisfaction within this context is
paramount for consumers aiming to make informed choices and for Samsung striving to tailor its
offerings to this market's specific requirements. In essence, this study's specific focus lies in
exploring and evaluating the satisfaction of Bangladeshi consumers with Samsung refrigerators.
By doing so, we aim to unearth the factors that contribute to or hinder this satisfaction and,
ultimately, provide recommendations that can enhance both consumer experiences and
Samsung's standing in the vibrant market of Bangladesh.

Research Objectives
This objective serves as the foundation of our survey, aiming to quantify the extent of
satisfaction experienced by customers who own Samsung refrigerators in the Bangladeshi
market. By obtaining a clear measurement of overall satisfaction, we can assess the effectiveness
of Samsung's products and services from the customer's perspective. This objective focuses on
understanding how customers perceive the visual appeal, design elements, and overall aesthetics
of Samsung refrigerators. It will assess whether the refrigerator's design aligns with their
preferences. This objective aims to identify specific design elements or features that customers
find appealing. It will help in determining which design aspects are most influential in shaping
satisfaction. This objective explores how well the refrigerator's features, functionalities, and
performance align with customer needs and expectations. It aims to determine if the features
enhance the user experience. This objective aims to understand if customers feel that the price
they paid for their Samsung refrigerator is justified by the product's features and performance.
This objective examines customers' experiences with Samsung's post-purchase support,
including responses to issues, problem resolution, and overall support quality. This sub-objective
seeks to uncover specific areas where Samsung can enhance its after-sales service and support,
based on customer feedback and suggestions. This objective provides a holistic view of the
customer journey, considering all aspects of product ownership and interaction with the brand.

Customer Satisfaction Survey and questionnaire

Samsung Refrigerator Company is committed to enhancing customer satisfaction and improving
its products and services. They have selected Mr. Rahman, a Samsung refrigerator owner in
Bangladesh, to participate in a customer satisfaction survey. The goal is to gather valuable
feedback on Mr. Rahman's experience with his Samsung refrigerator. The process is designed to
gather valuable insights into the customer's experience and satisfaction, which will inform
product and service improvements.
Survey questions with response options that use a 5-point scale (1.Definitely Satisfied,
2.Satisfied, 3.Moderate, 4. Not Satisfied, 5.Definitely Not Satisfied). Here are questions related
to the objectives:

Overall Quality and Reliability:

1. How would you rate the overall quality and reliability of your Samsung refrigerator?
o Definitely Satisfied
o Satisfied
o Moderate
o Not Satisfied
o Definitely Not Satisfied

Durability and Build Quality:

2. Please rate the durability and build quality of your Samsung refrigerator.
o Definitely Satisfied
o Satisfied
o Moderate
o Not Satisfied
o Definitely Not Satisfied

Design and Aesthetics:

3. How satisfied are you with the design and aesthetics of your Samsung refrigerator?
o Definitely Satisfied
o Satisfied
o Moderate
o Not Satisfied
o Definitely Not Satisfied
Preference for Refrigerator Design:
4. Which design style do you prefer for refrigerators?
o Modern and Sleek
o Classic and Traditional
o No Preference

Features and Functionality:

5. How satisfied are you with the features and functionality of your Samsung refrigerator?
o Definitely Satisfied
o Satisfied
o Moderate
o Not Satisfied
o Definitely Not Satisfied

6. Essential Features:
o Energy Efficiency
o Temperature Control
o Storage Capacity
o Ice and Water Dispenser
o Smart Features

Price Perception:
7. Do you believe the price you paid for your Samsung refrigerator was fair and reasonable?
o Definitely Satisfied
o Satisfied
o Moderate
o Not Satisfied
o Definitely Not Satisfied

8. Would you consider Samsung refrigerators to be a good value for the price?
o Definitely Satisfied
 o Satisfied
o Moderate
o Not Satisfied
o Definitely Not Satisfied

Experience with Customer Support:

9. If you've interacted with Samsung's customer support regarding your refrigerator, please rate
your satisfaction with the support received.
o Definitely Satisfied
o Satisfied
o Moderate
o Not Satisfied
o Definitely Not Satisfied

Methodology
1. Survey Design
Introduction and Consent: Samsung Company initiated contact with selected Samsung
refrigerator owner, seeking his consent to participate in the survey. Consent was obtained
prior to scheduling the survey.
Appointment and Survey Setup: Surveys were scheduled at a mutually convenient time.
Participant was given the option to complete the survey in-person or online, allowing
flexibility for respondents.
2. Survey Execution
Conducting the Survey: Trained surveyors conducted the surveys. Respondent were asked a
series of structured questions related to their Samsung refrigerators, including aspects such as
product quality, design, features, pricing, after-sales service, and overall satisfaction.
Response Format: A 5-point scale (1.Definitely Satisfied, 2.Satisfied, 3.Moderate, 4. Not
Satisfied, 5. Definitely Not Satisfied) was used for rating questions. Open-ended questions
allowed participants to provide additional comments and suggestions.
Inclusivity and Representation: The survey aimed to include a diverse and representative sample
of Samsung refrigerator owner from Sylhet, Bangladesh, encompassing various demographics
and geographic locations.
3. Data Analysis
Quantitative Analysis: Survey responses were quantitatively analyzed to calculate satisfaction
scores and indices for each aspect, enabling a clear assessment of customer satisfaction levels.
Qualitative Analysis: Open-ended responses were qualitatively analyzed to identify recurring
themes, specific feedback, and suggestions provided by respondents.

Discussion
1. Importance of Customer Feedback
The methodology employed in this survey allowed ABC Appliances to engage with customers
directly and obtain their valuable feedback. This customer-centric approach demonstrates the
company's commitment to enhancing customer satisfaction.
2. Survey Flexibility
By offering both in-person and online survey options, the company ensured that respondents
could participate comfortably according to their preferences and schedules. This approach aimed
to maximize survey participation and the collection of diverse feedback.
3. Data Insights
The use of a 5-point rating scale facilitated the quantification of customer satisfaction, providing
numerical data that could be used to assess various aspects of Samsung refrigerators objectively.
4. Qualitative Feedback
The inclusion of open-ended questions allowed respondents to express their opinions,
experiences, and suggestions in their own words. This qualitative data provides valuable insights
beyond numerical ratings.
5. Representation and Diversity
Efforts were made to include a representative sample of Samsung refrigerator owners from
different regions of Bangladesh. This approach ensured that the survey results accurately
reflected the diverse customer base.
6. Actionable Insights
The combination of quantitative and qualitative data provides a comprehensive view of customer
satisfaction. This data will serve as a foundation for actionable recommendations aimed at
improving product quality, design, features, pricing, after-sales service, and the overall customer
experience.

Conclusion:
Elevating Customer Satisfaction with Samsung Refrigerators in Bangladesh
In the pursuit of understanding and enhancing customer satisfaction with Samsung refrigerators
in the dynamic market of Bangladesh, this assignment embarked on a comprehensive journey.
The centerpiece of this exploration was a meticulously crafted survey questionnaire designed to
elicit valuable insights from Samsung refrigerator owners. Through the data collected and
analyzed, we have gained a profound understanding of the factors that influence customer
satisfaction. From product quality and design aesthetics to features, pricing, and after-sales
service, the voices of Bangladeshi consumers have spoken, offering valuable feedback and
perspectives. The significance of this survey extends far beyond the confines of this assignment.
It underscores the importance of customer-centricity in business; reinforcing the idea that success
is rooted in meeting and exceeding customer expectations. The insights obtained through this
survey have illuminated pathways for Samsung to further elevate its offerings and create lasting,
mutually beneficial relationships with its customers in Bangladesh. As this assignment
concludes, it leaves us with the knowledge that customer satisfaction is not a destination but a
continuous journey. It is a commitment to listening, learning, and evolving, ensuring that each
refrigerator produced and each customer interaction reflect the dedication to excellence that
defines Samsung. In the vibrant and ever-evolving market of Bangladesh, this journey continues,
guided by the voices and experiences of the valued customers who rely on Samsung refrigerators
every day.