A STUDY ON CONSUMER PREFERENCE TOWARDS SAMSUNG MOBILE PHONES IN MADURAI CITY

Special Issue - Innovative Commerce: Bridging Business and Computer Applications (ICBBCA-2026) |PG Department of Commerce with Computer Applications, Mannar Thirumalai Naicker College, Madurai – March 2026| International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)

Abstract

This study aims to explore the consumer preferences towards Samsung mobile phones among users in Madurai City, Tamil Nadu and India. With the rapid growth of the smart phone market and increasing competition, understanding consumer choice factors has become crucial for manufacturers and marketers. The research identifies key determinants that influence consumers when selecting Samsung mobiles, including price, features, brand image, after-sales service, design and user experience. Primary data was collected through a structured questionnaire administered to a sample of respondents in various parts of Madurai City. The study analyses demographic influences such as age, gender, income and occupation on preferences for different Samsung models. Statistical tools like percentage analysis mean score and chi-square tests were used to interpret the data.

References

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Keywords

Samsung Electronics, Consumer Preference, Brand Image, Price sensitivity, Product Features, Marketing Strategic, Madurai City