consumer buying behavior.docx

[INDIVIDUAL DECISION MAKING AND THE ROLE OF MEMORY]

NAME ID WORK PARTICIPATION

Man Hoo Yeung 2142980

Man Hon Yeung 2149333

Chin Wang Yeung 2143044

Hiu Tung Lau 2143163

Chun Yin Leung 2159466

2015

SAMSUNG GALAXY NOTE

GROUP : 36

EXECUTIVE SUMMARYThis assignment is made for assuming the buying behavior of Samsung Galaxy Note 3. It is complex to

make buying decision of mobile phone purchasing because mobile phone is used for lifetime. So it is

important to purchase mobile phone once in a while and need after servicing program. Samsung Galaxy

Note 3 has variation in color and high defined configuration. According to this report, Buying factors

are mostly influenced on one determination and that is durability.

We need to develop extensive market research of Samsung Galaxy note buyer. Sit is the important

aspects of for making research on buying decisions. Marketing aspects is very changing and consumers

have different demand trends. So this will make motivate to develop new markets. Social value on

purchasing Samsung Galaxy Note 3 is the big factor of measurement. Middle high society is the

ultimate buyer. Mobile phone is not limited in one factor. Different factors are compliance for buying

Samsung Galaxy.

But all factors regarding buying decisions are important for differentiating and getting phone with all

priorities fulfillment. Mobile phone is lifetime asset and it is crucial point of deciding all factors. But

Samsung Galaxy Note has strong determination of good purchasing.

There will be shortage on buying behavior process information. We try our level best to develop new

sense on buying behavior.

2 | P a g eTuesday, October 20, 2015

Table of ContentsEXECUTIVE SUMMARY................................................................................................2

Introduction.......................................................................................................................4

Motives in buying Samsung Galaxy Note........................................................................4

Their specific need criteria...............................................................................................5

All the product types/brands they would consider............................................................6

What they know about each product type/brand..............................................................7

Their evaluations of each product type/brand.................................................................7

Any prior experiences of these product types/brands......................................................8

How confident they would be in making a product type/brand choice if they had to

make an immediate decision.............................................................................................8

If not, ask them whether they would want any additional information before making a

product type/brand choice.................................................................................................8

What kind of information they would look for.................................................................9

What sources of information they would use and why....................................................9

What sources of information they would trust and why................................................10

How much time they would expect to take to search for this information....................10

How they evaluation and selected alternative................................................................10

How many alternatives are evoked?...............................................................................10

How many alternatives are purchased?.........................................................................113 | P a g e

Tuesday, October 20, 2015

Which decision rules are used to make a decision?.......................................................11

How many brands/providers are selected for the category?..........................................11

Implications of finding....................................................................................................12

Conclusion.......................................................................................................................14

References........................................................................................................................14


Introduction

Samsung Galaxy Note 3 has unique and compulsive decision making oriented buying behavior. It is not

used for once purpose. Today buying behavior towards Samsung Galaxy Note 3 is based on extensive

research about mobile review and consideration. Consumer believes in Samsung Galaxy for its strong

brand perspectives. Longevity and high mobile application consideration are the prime factors of

buying process. So our marketing research is concentrating on some attitude implications, extensive

information search and different buying perspectives. Most people buy Samsung Galaxy Note 3 for

getting mobile and digital facilitation. Of course there is another factor influencing on decision making

is Brand prompt (Atique, 2013). Some people eager to buy Samsung Galaxy Note 3 for getting the new

combination of application using. So these factors are evaluated in finding criteria. Buying behavior

pattern is varied on age differences of people. A same product with different desires is the factor

amount of interest searching (Bray, 2011).

Motives in buying Samsung Galaxy Note

Motives in buying behavior are quite interesting and brand base. A strong perspective personality and

affordable persons can buy Samsung Galaxy Note 3 for fulfilling the desire level. Motives cannot be

definite on one way. Initial strong motive is arisen on necessity. Motives criteria are discussed in

below:

Prime necessity fulfillment Necessity is the prime factor of motivation. Primarily consumer buys

Samsung Galaxy Note for making uninterrupted calling and fast application configuration. Another

factor is to fulfill the all computer processing system in short form (Gupta, 2011). Samsung Galaxy has

motivated people to desire for configured mobile.

Brand bragging It is no doubt about the brand quality maintenance of Samsung. Samsung Galaxy

Note will give motivation to buy latest model with developed application (Kally, 2013).


Color and appearance Samsung is continuously developing different model outlook and this

appearance will attack people. Especially teenage and young people love to match Samsung Galaxy

appearance with fashion outfit or favorite color.

Smooth and high definition organized application Samsung buyer people analyze mobile not for

calling or messaging (Mohankumar and Dineshkumar, 2014). Samsung lover want to define high

configured selfie mode camera and can play high GB game. Recently a market survey has confined a

new theory and that is younger generation love to buy Samsung Galaxy for smooth downloading and

built in 4.3.5 version of storing of Clash of Clans game.

Fixed satisfaction Samsung brand has no doubt of changing mobile set and durable, strong inter

personality people get motivation on Buying Samsung Galaxy.

Knowledge sharing From previous experience existing Sams (Yurchisin, Dr. Jennifer, 2012)ung users

will give suggestion and direct observation of another persons’ good configured using.

Their specific need criteria

Specific need criteria are based on different confined group. In general Brand lover and strong

personality people will buy Samsung galaxy and get beyond satisfaction during mobile purchasing and

after servicing.

Especially 20 to 50 aged people buy Samsung Galaxy for brand name and want to get facilitation of

superfast downloading. Application user love to get super fast downloading and superfine mega pixel

camera desire are needed (Atique, 2013).

Game user will motivate on Samsung Galaxy for playing continuous game and extensive range of

downloading.

People will determine for Samsung Galaxy for durable and comfort in using. So it is the special need

criteria for every people. The internal information search process (Mohankumar and Dineshkumar,

2014)


All the product types/brands they would consider

Considering factors are well enough to be listed. Here we develop one brand from one criterion.

Samsung Galaxy Note sub brand is root level mobile application with enrichment of built in memory,

authentic software.

These three sub brand mobile will give comfort of small office writing and project developing.

Prefer to get Samsung Galaxy with same configuration of Iphone at affordable rate.

Will cover all application form and has 8.9.4 version.

According to mobile sub brands, corporate people like to get Samsung GALAXY Note 3 for office

application using and online project development.

Galaxy Norte 2 has strong GPS connection with automated tracking record. Mainly intelligence group

and military group will prefer this sub brand (Bray, 2011).


Samsung Galaxy note 1: high definition of gps connectionfull extensive game downloadingSamsung galaxy Note 2:digital penreaderhigh configured office tool applicable for corporate presentationSamsung galaxy Note 3:built in memory and buffre free internet using.smart in color and brand for younger generation.

Game lover teenage or above 20 aged people love to get Samsung Galaxy Note 1. It has developed

mega pixel front camera. This is the ultimate concept of front image clicking (Kally, 2013).

What they know about each product type/brand

Samsung Galaxy Note 3 has covered up project build up application. Samsung Galaxy Note 3 mobile is

preferred for using corporate level. It has office tool presentation and built in memory for using project

completion and guideline (Kally, 2013).

Samsung Galaxy Pocket is considered as large range of music collection. Strong sound power of music

loaded mobile will a unique combination.

Samsung Galaxy advance X will give strong performance about mobile application fast download.,

All these sub brand mobile set has common features of fast downloading, antivirus software

installment, specified camera and good use of video calling over Skype and Viber (Yurchisin, Dr.

Jennifer, 2012).

Their evaluations of each product type/brand

Each mobile has strong anti software installment so that Samsung user can access on any web page.

Auto built memory card is important aspect feature for storing any applications. Durability and strong

soft touch screen has smoothen in using. Convenient button system will give much pain on. But soft

touch screen smooth to operate phone easily. Samsung Galaxy is durable and strong as because

Samsung users share experience about Samsung using (Kally, 2013). These are water proof and no

defect arises after fell off ground frequent times.

Any prior experiences of these product types/brands

Prior experience is good memorable. Samsung galaxy feels people as just like it is their assets. Mobile

configuration, audible soft touch and smooth downloading comfort will make positive experience. This


positive experience is shared by every Samsung users and new consumers will motivate from running

users of Samsung. Samsung mobile store will not give up after selling. They give extra effort to make

assurance about servicing on problematic set. They will replace and provide other features such as

Bluetooth, screen protector, Earphone. A Galaxy set is running on long time so that it has developed

emotional attachment with consumers (Mohankumar and Dineshkumar, 2014).

How confident they would be in making a product type/brand choice if they had to make an immediate decision

Samsung users usually give immediate decisions regarding buying process. Samsung is well known

electronic brand (Yurchisin, Dr. Jennifer, 2012). As an electronic brand, they will be considered as

best. So from literature reading, article, Samsung new brand reviews and most importantly existing

users experience hearing will make no doubt on immediate purchase process. Necessity is very import

aspects of buying decision making but Samsung users will little bit sure about quality assurance.

Samsung users will experience Apple products’ features in affordable form. Samsung Galaxy users are

sure about the mobile experience accordance to purchase ability.

If not, ask them whether they would want any additional information before making a product type/brand choice

Samsung Galaxy Tab products need specific market analysis regarding buying process. Samsung

Galaxy Note 3 mobile set needs pre purchase knowledge gathering. It is important for determining a fix

asset purchasing (Kally, 2013). This is not temporary usable. Some buyer has strong interpersonal

determination about using mobile phone as daily necessity such as corporate project making,

presentation, meeting out frame perpetration. So it very important to get assurance about requirement

fulfills. There is needed to be considered:


What kind of information they would look for

Mostly Samsung Galaxy note feature updating information is mostly important aspects. This specific

line information is required for changing previous Samsung mobile sets. Some people have buying

attitude towards collection of new market introductory mobile sets with developed features (Yurchisin,

Dr. Jennifer, 2012). Brand craziness people are keen interest in supplement of new Samsung features.

But for authentic personality persons will buy Samsung with analysis of product review, feature update

and compare with self requirements according to existing requirements (Atique, 2013).

What sources of information they would use and why

Primary sources such as brand promotion, sales agent explanation will give accurate decision making

regarding Samsung Galaxy set purchasing. Secondary sources such as product review through journal,

paper advertisement, online survey and mostly TV advertisements will get accurate information about

purchase decision making (Bray, 2011).10 | P a g e

Tuesday, October 20, 2015

are mobile servicing centre near to my home or area?which application make easy access of internet connect of Mobilecan I get Samsung set at affortable rate

What sources of information they would trust and why

Samsung literature review and mostly sales represent product review will get accurate information. For

authentic information gathers, existing Samsung users can be ultimate source of information for

purchase decision making.

How much time they would expect to take to search for this information

According to consumer evaluation time review analysis, Information gathering will get maximum 2

days of collection (Bray, 2011). At new decade, Samsung always update about upcoming mobile

review at internet, e journal and Samsung websites. Mobile fair can give direct information about

product review, price, and warranty period and mostly after servicing requirements.

How they evaluation and selected alternative

Evaluation must be based on product quality and it is sure about the evaluation of Samsung Galaxy

Note must be positive. According to Smartphone criteria, Samsung cover up all situations. It is most

important of the using abilities. Consumer can use Smartphone at delicate ways. Compare to other

brand, Samsung can be used at impulsive (Mohankumar and Dineshkumar, 2014). There is no delicate

handling is observed (Mohankumar and Dineshkumar, 2014).

At negative aspects of evaluations, it costs high price compare to other handsets. So alternative

thinking will measure at Nokia brand. Compare to Samsung Brand it has similar configuration but at

affordable rate. Nokia has fast downloading feature Asha.

How many alternatives are evoked?

Alternative can be revoked with reducing the requirement amounts. It is hard to find all qualitative

Smartphone features at affordable rate. So budget amount need to be made for purchasing process.

Another easy solution is to determine another Brand markets. It is important to hold second thought of

brand regarding purchase process. Samsung has extensive range of mobile differentiation. Samsung


Galaxy pocket is the prime formation of Smartphone. So it will be better to make alternative within

Samsung mobile sets. Samsung tablet PC can recover all Smartphone features at similar price range

(Mohankumar and Dineshkumar, 2014).

How many alternatives are purchased?

At pre purchase stage, consumer will select main brand set for purchasing. Then they will go to

Samsung purchase centre. Samsung sales representative will give enormous suggestions regarding

purchase decision making (Bray, 2011). Then buyer will give another chance to evaluate another

Smartphone considering price, quality, comparative update features. So need to determine at least 4

Smartphone comparison factors.

Which decision rules are used to make a decision?

According to compensatory decision rules, consumer will buy decisions for strong durable ability

against all mechanical defects. At non compulsive decision rules, consumer can purchase considering

the factors of analysis and comparison evaluation. This evaluation will get satisfaction purchase

decision making as because an individual consumer evaluate and make extensive market research at pre

purchase step (Yurchisin, Dr. Jennifer, 2012).

Mostly compulsive decision rules will get motivation regarding purchase decision making. But for

durable necessity non compulsive market research will give motivate on decision making.

How many brands/providers are selected for the category?

For Jelly Bean android application, consumer will identify the factors where it is contained. After that

they will consider smoothen comfort touch (Bray, 2011). On this evaluation consumer will get extra

knowledge about the digital pen system is kept on Samsung Galaxy. At non compulsive decision rule,

Nokia, Motorola, Apple will be selection factors of brand.


Implications of findingWe make a market survey determining the comprehensive market analysis about decision making.

Considering fact of buying behavior according to income:

Income amount price range of Samsung

Galaxy

Perception regarding

purchase decision

Ultimate situation

≥$5000 $1500 to $4500 It is according to range Confirm for buying

$5000-$10000 $12500 It is beyond price range

for my income

Need more financial

support

$10000-$20000 $15500 Need to analyze several

brands

Pre purchase evaluation

$20000-$50000 $45000 Yes I will purchase unless

it will not cover up my

application requirements

Will motivate on buying

≤$50000 to more $60000 Latest trend need to buy Yes confirm to buy

Now we will consider the purchase evaluation of Samsung Galaxy Note 3


buy for developing long term duration

assets86%36%

application and full of download faciliation 78.56

31%

color nad body image appearance

19%

need to keep collec-tion and change with

recent trend 14%

buying behavior probability percentage

Market researcher John Kelly gets some information criteria with recent market trend atmosphere

situations:

About 43% people have strong perspective regarding the buying process at recent market trend.

About 67% young market has recent perception about purchasing Samsung Galaxy Note for

downloading strategic game. These strategic games needs about 4.3.5 build version to

downloading and operating games (Atique, 2013).

Girls have strong interpersonal demand for match up Samsung Galaxy body display according

to fashion outfit style.

Mostly about $5000 to $10000 income range earners can afford Samsung Smartphone. It will

be great opportunity of mid level income earners to get Smartphone at affordable rate

(Yurchisin, Dr. Jennifer, 2012). These consumers always do pre purchase market research for

proper purchase.


ConclusionAbove all Samsung consumers does not need to evaluate pre market analysis for Smartphone

purchasing. Consumer buying behavior varies on different levels. For impulsive buying behaving

process consumers need to define and survey Smartphone for permanent asset development. It is acute

process of product survey and brand enquires.

References

Atique, S., (2013) ,Tendency of consumers impulsive buying behavior, no. 083002, August, pp. 4-335.

Bray, J., (2011), Consumer behavior theory, vol. 4, pp. 3-33.

Gupta, V.K., (2011), A Dissertation on Consumer Buying Behavior, vol. 23, May, pp. 4-34.

Kally, R. ,(2013) ,Consumer Decisions and Strategy, March.


recognization brand image has established on consumer mind at 78%extensive evaluation will define positive categories on purchase decision at 65.78%post purchase will give satisfactic and give motivation of promotional activites at 65.34%

Mohankumar, A. and Dineshkumar, U. (2014), A Study On Customer Purchase Behaviourtowards

Mobile Phone, vol. 24, no. 2278-487X, pp. 1-4.

'Yurchisin, Dr. Jennifer', Exploring the effects of impulsive buying, vol. 123, pp. 10-145.


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