Customer satisfaction measurement of walton smartphone

1
Customer Satisfaction Measurement
of Walton Smartphone
Submitted To
Md. Mohsan Khudri
Assistant Professor
Department of Business Administration
Uttara University
Submitted By,
SEVEN
Md. Kawsar Ahmed M21411111082 33rd(B)
Sk. Shahidur Zaman M21321111093 31st
Md. Ashikur Rahman M21321113001 31st(CC)
Rashedul Islam Saad M21231111088 29th(B)

3
Contents
Executive Summary.......................................................................................................................................4
Introduction ..................................................................................................................................................4
Origin of the report:..............................................................................................................................4
Purpose of the report: ..........................................................................................................................4
Background of the Company ....................................................................................................................5
Mission:.................................................................................................................................................5
Vision:....................................................................................................................................................5
Methodology.................................................................................................................................................5
Research Design........................................................................................................................................5
Sampling Plan............................................................................................................................................5
Data Collection..........................................................................................................................................5
Data Analysis.............................................................................................................................................5
Analysis .........................................................................................................................................................6
SWOT Analysis: .........................................................................................................................................6
Strengths:..............................................................................................................................................6
Weakness:.............................................................................................................................................6
Opportunities:.......................................................................................................................................6
Threats: .................................................................................................................................................6
Data Analysis.............................................................................................................................................6
Frequencies...............................................................................................................................................8
Frequencies based on likert style questions.........................................................................................9
Correlations.............................................................................................................................................13
Regression...............................................................................................................................................15
Findings.......................................................................................................................................................17

4
Executive Summary
This is our research report of “Customer Satisfaction Measurement of Walton Smartphone” which starts
with the internal and external environment analysis for Walton mobiles, followed by a little research to
understand the customers and ends with a recommendation of better strategies.
First of all, in the internal and external environment analysis, we did a SWOT analysis to understand the
Strengths and Weaknesses, and for identifying both the Opportunities open to them and the Threats
they are facing. The target market for Walton Smartphone has been added.
Secondly, we conducted a survey with 100 participants to find out the mind share and heart share of
Walton smart phone, how Walton users feel about the brand, which type of people use Walton
smartphones most, and what people mostly want with a smartphone.
Finally, we have formulated some recommendations to lead the brand in a superior position. To begin
with, market segmentation and target market should be expanded. Then they should position the brand
in a new way and build the product strategy based on quality, feature and design. In addition, they
should use some more pricing strategies including market skimming and promotional pricing. Their
communication strategy should also be developed including assigning a brand promoter to promote
their brand. Lastly, the distribution channel should be more developed and effective. They can introduce
online shopping backed up with a good and fast delivery system. Besides, their service centers must
ensure fast service for any inconvenience that may consumer face. They must improve their after sales
service and improve their phones performance.
Introduction
Origin of the report: This report is assigned under Md. Mohsan Khudri, Assistant Professor,
Department of Business Administration, Uttara University. The report has been done on Smartphone
sections of Walton. The title of the report is “Customer Satisfaction Measurement of Walton
Smartphone”.
Purpose of the report:
 Analyzing Customers behavior towards Walton smartphone
 Understanding the customers
 Recommendation of better strategies

5
Background of the Company
Walton is a brand of WALTON Group is a conglomerate based in Dhaka, Bangladesh. It comprises
numerous subsidiaries and affiliated businesses, most of them united under the Walton brand. The
subsidiaries include Walton Motors, Walton Mobile and Walton Electronics.
WALTON Group of Industries was founded by S.M Nurul Alam Rezvi in 1977 as a trading company. Over
the next three decades the group diversified into steel, textiles, electronics and automobiles. Walton
entered into the steel industry in late 1970s and the electronics and automobiles in early 2000s; these
areas would drive its subsequent growth. Since the 2000s Walton has expanded towards electronics and
automobiles and these became its most important sources of income. By 2015, Walton is the preferred
choice of millions of customer across the country because of its reliability and commitment to quality
and price. They have started operating many countries in the world and in the process of setting up new
operation in markets such as USA, Europe, Latin America and Africa where they see emerging
opportunities.
Mission: “To grow and increase value by implementing advanced technologies, new products and
services to provide excellent solutions to satisfy customers’ requirements.”
Vision: “To provide the best solution and equipment to customer.”
Methodology
Research Design
The research design of the project is descriptive as it describes data and characteristics associated with
the population using Walton smart phones. Descriptive research is used to obtain information
concerning the current status of the phenomena to describe “what exists” with respect to variables in a
given situation.
Sampling Plan
Choosing the correct samples was a very important fact in this research. Now-a-days people of all ages
and all types use smart phones. So choosing samples from a certain profession, same age or same
location may cause sampling error. For that we took samples from different types of people. The
sample size is 100.
Data Collection
To collect primary data, we provided a questionnaire. The questionnaire was in likert style.
Data Analysis
After collecting primary data, those were analyzed very carefully with the help of SPSS data analyzing
software. All the factors like gender, age, occupation was considered while analyzing. We had 11
ordinal measures, some nominal measures and some scale measures.

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Analysis
SWOT Analysis:
Strengths:
 Quality products at low price with good
 Efficient after sales service
 Large distribution channel
 Broad knowledge of the total market
Weakness:
 Rely on Chinese materials for manufacturing mobile phones
 Unable to capture high income group
 Weak R &D, no innovative designs and features
 Regular updates on operating system are not available
Opportunities:
 Large ta omy
 Increasing demand due to low-cost high speed 3g internet services throughout the country
Threats:
 Existing and potential competitors
 Political instability decreases sales
 Difficult to develop brand awareness in Bangladesh as a domestic company
Data Analysis
We had a survey mainly to find out three things that provided us a good understanding about
customers. First of all, we tried to find out the mind share and heart share of Walton smart phone.
Secondly, how Walton users feel about the brand. Finally what people mostly want with a smartphone.
We have interviewed with 100 people from the age of 18 to above including students, service holder,
businessmen, housewives and others. We have asked their income, price of their smartphones, how
were they influenced to buy Walton smartphones.
Gender
Frequency Percent Valid Percent Cumulative
Percent
Valid
Male 78 78.0 78.0 78.0
Female 22 22.0 22.0 100.0
Total 100 100.0 100.0
We found 22 female responders and 78 male responders out of 100.

7
Marital Status
Percent
Valid
Unmarried 58 58.0 58.0 58.0
Married 42 42.0 42.0 100.0
Total 100 100.0 100.0
58 responders were unmarried and 42 responders were married.
Age of Responer
Percent
Valid
18-30 63 63.0 63.0 63.0
31-40 27 27.0 27.0 90.0
41-50 8 8.0 8.0 98.0
51-60 2 2.0 2.0 100.0
Total 100 100.0 100.0
Most of the responders were between the age of 18 to 30 and the number is 63, 27 responders were
between 31 and 40, 8 were between 41 and 50 and 2 were above 50.
Occupation
Percent
Valid
Student 47 47.0 47.0 47.0
Businessman 20 20.0 20.0 67.0
Service Holder 20 20.0 20.0 87.0
Housewife 6 6.0 6.0 93.0
Other 7 7.0 7.0 100.0
Total 100 100.0 100.0
47 of the responders were students, 20 were businessmen, 20 were service holders, 6 were housewives
and 7 responders were from other occupations.
Income Range
Percent
Valid
Below 15000 45 45.0 45.0 45.0
15000-29999 25 25.0 25.0 70.0
30000-49999 21 21.0 21.0 91.0
50000-69999 5 5.0 5.0 96.0

8
70000 and above 4 4.0 4.0 100.0
Total 100 100.0 100.0
We asked their income range and we got these data about their income.
Frequencies
Statistics
N Mean Media
n
Mode Std.
Deviation
Variance
Valid Missing
Gender 100 0 1.22 1.00 1 .416 .173
Marital Status 100 0 1.42 1.00 1 .496 .246
Age of Responer 100 0 1.49 1.00 1 .732 .535
Occupation 100 0 2.06 2.00 1 1.246 1.552
Income Range 100 0 1.98 2.00 1 1.110 1.232
Smartphone Price 100 0 3.20 3.00 3 1.005 1.010
Influenced by 100 0 2.12 2.00 1 1.266 1.602
Your Walton Smartphone
fulfills your requirements.
100 0 3.04 3.00 4 1.163 1.352
The price range is
affordable
100 0 3.52 4.00 4 1.141 1.303
Look of the phone is
good.
100 0 3.48 4.00 4 1.096 1.202
Battery performance is
good.
100 0 3.37 4.00 4 1.041 1.084
This phone is fast 100 0 2.94 3.00 4 1.153 1.330
Phone is easy to operate 100 0 3.81 4.00 4 .800 .640
Information about this
phone given in ads is
true.
100 0 3.22 3.00 3 .980 .961
After sales service is
convenient
100 0 2.96 3.00 3 1.044 1.089
Overall, Phone
performance is
satisfactory.
100 0 3.20 3.00 4 1.073 1.152
I would like to buy
Walton Smartphone
again.
100 0 3.08 3.00 3 1.041 1.084

9
I will refer others to buy
Smartphone
manufactured by Walton.
100 0 3.08 3.00 3 .939 .882
Frequencies based on likert style questions.
Your Walton Smartphone fulfills your requirements.
Percent
Valid
Strongly Disagree 14 14.0 14.0 14.0
Disagree 17 17.0 17.0 31.0
Neutral 26 26.0 26.0 57.0
Agree 37 37.0 37.0 94.0
Strongly Agree 6 6.0 6.0 100.0
Total 100 100.0 100.0
The price range is affordable
Percent
Valid
Disagree 14 14.0 14.0 21.0
Neutral 16 16.0 16.0 37.0
Agree 46 46.0 46.0 83.0
Strongly Agree 17 17.0 17.0 100.0
Total 100 100.0 100.0
Look of the phone is good.
Percent
Valid
Disagree 11 11.0 11.0 18.0
Neutral 24 24.0 24.0 42.0
Agree 43 43.0 43.0 85.0
Strongly Agree 15 15.0 15.0 100.0
Total 100 100.0 100.0

10
Battery performance is good.
Percent
Valid
Disagree 21 21.0 21.0 25.0
Neutral 18 18.0 18.0 43.0
Agree 48 48.0 48.0 91.0
Total 100 100.0 100.0
This phone is fast
Percent
Valid
Disagree 23 23.0 23.0 36.0
Neutral 28 28.0 28.0 64.0
Agree 29 29.0 29.0 93.0
Total 100 100.0 100.0
Phone is easy to operate
Percent
Valid
Disagree 4 4.0 4.0 6.0
Neutral 19 19.0 19.0 25.0
Agree 61 61.0 61.0 86.0
Strongly Agree 14 14.0 14.0 100.0
Total 100 100.0 100.0

11
Information about this phone given in ads is true.
Percent
Valid
Disagree 10 10.0 10.0 16.0
Neutral 51 51.0 51.0 67.0
Agree 22 22.0 22.0 89.0
Strongly Agree 11 11.0 11.0 100.0
Total 100 100.0 100.0
After sales service is convenient
Percent
Valid
Disagree 29 29.0 29.0 36.0
Neutral 31 31.0 31.0 67.0
Agree 27 27.0 27.0 94.0
Total 100 100.0 100.0
Overall, Phone performance is satisfactory.
Percent
Valid
Disagree 20 20.0 20.0 27.0
Neutral 27 27.0 27.0 54.0
Agree 38 38.0 38.0 92.0
Total 100 100.0 100.0

12
I would like to buy Walton Smartphone again.
Percent
Valid
Disagree 19 19.0 19.0 27.0
Neutral 37 37.0 37.0 64.0
Agree 29 29.0 29.0 93.0
Total 100 100.0 100.0
I will refer others to buy Smartphone manufactured by Walton.
Percent
Valid
Disagree 20 20.0 20.0 25.0
Neutral 42 42.0 42.0 67.0
Agree 28 28.0 28.0 95.0
Total 100 100.0 100.0

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Correlations
Descriptive Statistics
Mean Std. Deviation N
Q1:Your Walton
Smartphone fulfills your
requirements.
3.04 1.163 100
Q2:The price range is
affordable
3.52 1.141 100
Q3:Look of the phone is
good.
3.48 1.096 100
Q4:Battery performance
is good.
3.37 1.041 100
Q5:This phone is fast 2.94 1.153 100
Q6:Phone is easy to
operate
3.81 .800 100
Q7:Information about
this phone given in ads is
true.
3.22 .980 100
Q8:After sales service is
convenient
2.96 1.044 100
Q9:Overall, Phone
performance is
satisfactory.
3.20 1.073 100
Q10:I would like to buy
Walton Smartphone
again.
3.08 1.041 100
Q11:I will refer others to
buy Smartphone
manufactured by
Walton.
3.08 .939 100

14
Correlations
Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11
Q1
Pearson Correlation 1 .502
**
.508
**
.363
**
.303
**
.269
**
.258
**
.093 .309
**
.198
*
.268
**
Sig. (2-tailed) .000 .000 .000 .002 .007 .010 .358 .002 .049 .007
N 100 100 100 100 100 100 100 100 100 100 99
Q2
Pearson Correlation .502
**
1 .404
**
.372
**
.085 .264
**
.068 -.025 .203
*
.203
*
.064
Sig. (2-tailed) .000 .000 .000 .399 .008 .500 .807 .043 .043 .530
N 100 100 100 100 100 100 100 100 100 100 99
Q3
**
.404
**
1 .462
**
.407
**
.462
**
.418
**
.308
**
.278
**
.240
*
.292
**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .002 .005 .016 .003
N 100 100 100 100 100 100 100 100 100 100 99
Q4
**
.372
**
.462
**
1 .473
**
.364
**
.088 .032 .250
*
.205
*
.168
Sig. (2-tailed) .000 .000 .000 .000 .000 .386 .749 .012 .040 .096
N 100 100 100 100 100 100 100 100 100 100 99
Q5
**
.085 .407
**
.473
**
1 .196 .298
**
.359
**
.320
**
.416
**
.467
**
Sig. (2-tailed) .002 .399 .000 .000 .051 .003 .000 .001 .000 .000
N 100 100 100 100 100 100 100 100 100 100 99
Q6
**
.264
**
.462
**
.364
**
.196 1 .311
**
.100 .174 -.066 .101
Sig. (2-tailed) .007 .008 .000 .000 .051 .002 .324 .083 .511 .321
N 100 100 100 100 100 100 100 100 100 100 99
Q7
**
.068 .418
**
.088 .298
**
.311
**
1 .394
**
.361
**
.260
**
.299
**
Sig. (2-tailed) .010 .500 .000 .386 .003 .002 .000 .000 .009 .003
N 100 100 100 100 100 100 100 100 100 100 99
Q8
Pearson Correlation .093 -.025 .308
**
.032 .359
**
.100 .394
**
1 .494
**
.477
**
.467
**
Sig. (2-tailed) .358 .807 .002 .749 .000 .324 .000 .000 .000 .000
N 100 100 100 100 100 100 100 100 100 100 99
Q9
**
.203
*
.278
**
.250
*
.320
**
.174 .361
**
.494
**
1 .627
**
.638
**
Sig. (2-tailed) .002 .043 .005 .012 .001 .083 .000 .000 .000 .000
N 100 100 100 100 100 100 100 100 100 100 99
Q10
*
.203
*
.240
*
.205
*
.416
**
-.066 .260
**
.477
**
.627
**
1 .647
**
Sig. (2-tailed) .049 .043 .016 .040 .000 .511 .009 .000 .000 .000
N 100 100 100 100 100 100 100 100 100 100 99
Q11
**
.064 .292
**
.168 .467
**
.101 .299
**
.467
**
.638
**
.647
**
1
Sig. (2-tailed) .007 .530 .003 .096 .000 .321 .003 .000 .000 .000
N 99 99 99 99 99 99 99 99 99 99 99
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).

15
Regression
Variables Entered/Removeda
Model Variables
Entered
Variables
Removed
Method
1
I will refer
others to buy
Smartphone
manufactured
by Walton.,
The price
range is
affordable,
Phone is easy
to operate,
Information
about this
phone given in
ads is true.,
Battery
performance
is good., After
sales service is
convenient,
Your Walton
Smartphone
fulfills your
requirements.
, This phone is
fast, Look of
the phone is
good., I would
like to buy
Walton
Smartphone
again.b
. Enter
a. Dependent Variable: Overall, Phone
performance is satisfactory.
b. All requested variables entered.

16
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) -.677 .470 -1.440 .153
Your Walton Smartphone
fulfills your
requirements.
.114 .083 .124 1.371 .174
The price range is
affordable
.036 .084 .039 .431 .667
Look of the phone is
good.
-.140 .097 -.143 -1.443 .152
Battery performance is
good.
.160 .095 .155 1.681 .096
This phone is fast -.145 .087 -.156 -1.673 .098
Phone is easy to operate .133 .114 .099 1.165 .247
Information about this
phone given in ads is
true.
.133 .092 .121 1.448 .151
After sales service is
convenient
.217 .091 .211 2.385 .019
I would like to buy
Walton Smartphone
again.
.330 .106 .321 3.111 .003
I will refer others to buy
Smartphone
manufactured by Walton.
.384 .113 .336 3.391 .001
a. Dependent Variable: Overall, Phone performance is satisfactory.

17
Findings
Exploratory Analysis
According to this study, we found about Walton Smartphones:
 Price is affordable.
 People from 41 years old and above seems to like this brand.
 Housewives, female customers and businessmen are almost satisfied with these phones.
 People under 30 years old aren't satisfied.
 It seems most of the people aren't satisfied with the phones speed.
 People are very much unsatisfied about after sales service.
 Most of the people agree that, operating Walton Smartphone is easy.
 Students are unsatisfied with these phones.
 Though a several people would buy Walton smartphone again, a large number of people won't
buy.
 Most of the people won't refer this phone to others.
Reliability
Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based
on
Standardized
Items
N of Items
.825 .825 11
The Cronbach's alpha value is .825. So the result of this study is reliable.

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Conclusion
This study reveals that Walton is an emerging brand and already acquired a fan base. A lot of people like
Walton Smartphones as this is company is local. The prices of this brand is affordable so Walton already
got a large number of customers as most of the population of this country is middle-class or lower
middle class earner.
A large number of people complain about Walton's after sales service as their customer care center
aren't efficient enough to serve a lot of people. Walton must improve these sides to acquire a strong
market base.
Limitations of this Study
 Time and resource was very short to execute such research.
 Females aren't interested to give their opinion and most of the interviewee rejected to answer.
 Low man power was another limitation of this study.
Reference

Customer satisfaction measurement of walton smartphone

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