Consumer Behaviour and Marketing Psychology

This assignment explores the influence of marketing activities on consumer buying behaviours and purchasing decisions. It examines the impact of marketing strategies used by Samsung to promote their product, the Samsung Galaxy S10 Plus, and how cultural values, lifestyle behaviours, and individual differences play a role in consumer decision-making. The survey results show that the majority of respondents have positive perceptions of the brand and its product, indicating the effectiveness of Samsung's marketing tactics.

Running head: CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Consumer behaviour and marketing psychology
Name of student
Name of University
Author note

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Table of Contents
Purpose.......................................................................................................................................3
Goals and objectives...............................................................................................................3
Development of a survey instrument.........................................................................................3
Administration processes...........................................................................................................4
Data analysis..............................................................................................................................4
Key findings.............................................................................................................................10
References list..........................................................................................................................10
Appendices...............................................................................................................................11

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Purpose
The main purpose for which the survey is done has been to determine the various
ways by which marketing activities have influenced the buying behaviours of consumers. The
assignment will also allow us to determine the various forces that have influenced the
consumer behaviours and even facilitated their ability to make a purchasing decision
(Parsons, Maclaran and Chatzidakis 2017). The marketing aspects will be managed by
considering the culture of the organisation, lifestyle behaviour and attitudes along with
motivation, encouragement and group or individual differences that can contribute to the
encouragement of customers to make purchases of the smart phone named Galaxy S10 Plus
introduced by Samsung. The new age smartphone has been developed to provide different
facilities to the customers and transform their emotions and perceptions on a positive note
that they have for the organisation (Samsung.com 2019).
Goals and objectives
 To identify the impact of marketing activities undertaken by Samsung to encourage
the perceptions that customers have on the company
 To evaluate the various approaches to marketing by Samsung that can create
awareness among people regarding the smart phone, i.e., Samsung Galaxy S10
 To assess the marketing possibilities of Samsung that can raise the level of motivation
and awareness among clients, furthermore influence their purchasing decisions
 To recommend measures that are subjected to improve the marketing efficiency
through consideration of positive culture and lifestyle behaviours by Samsung to enter
different market segments and enhance the ability of people to make purchasing
decision

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Development of a survey instrument
Survey questionnaire developed:
1. Did you purchase the Samsung Galaxy S10 Plus by Samsung, which has great
features to cater the needs of tech savvy clients?
2. Are the great features present in Samsung Galaxy S10 Plus sufficient to meet your
requirements and expectations from the company?
3. The positive perceptions that people have for the brand has often influenced their
buying behaviours and encouraged them to make purchase decisions too
4. Does the cultural values and beliefs within the society contribute to the
encouragement of buying behaviours and purchasing decisions made by the customers
for the product named Samsung Galaxy S10 Plus?
5. Is it true to believe that Samsung Galaxy S10 Plus has been one of major innovations
by Samsung, which has influenced consumer behaviours?
6. The smart phone falling the premium segment, has enabled customers to check for the
price that has been set by Samsung for Samsung Galaxy S10 Plus
7. The 6.4 inch curved display, advanced camera features, long lasting battery, slim and
bezel less display of Samsung Galaxy S10 Plus have easily influenced the customers
to make a purchasing decision
8. To facilitate the marketing tactics, Samsung has acquired knowledge on consumer
behaviours and analysed the different forces that contribute to marketing excellence
and consumer behaviour influence
9. The social media marketing for Samsung Galaxy S10 Plus has also enriched the word
of mouth promotions and influence purchasing decisions

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
10. The lifestyle behaviours, attitudes and individual differences are also major factors
that can improve the ability of customers to make decisions regarding purchase of
Samsung Galaxy S10 Plus
Administration processes
The process of administration contributes to the management of sampling techniques,
which allows for selection of right sample size required to improve the data collection and
then analyse those to achieve desired outcomes. The random probability sampling technique
has enabled selection of respondents randomly from a heterogeneous group that consists of
large number of people (Pappas 2016). They were provided with the survey questionnaires
where they provided their responses, considered as quantitative data. The non-probability
convenient sampling technique was used to collect qualitative data in the form of responses
by the managers who were called in for interview according to their convenience from the
busy schedule (Kim and Johnson 2013). The sample size is chosen as 15 customer and 5
managers.
Data analysis
Did you purchase the Samsung Galaxy S10 Plus by Samsung, which has great features to
cater the needs of tech savvy clients?
ANSWER CHOICES– RESPONSES–
–
Yes
86.67%
13
–
No
13.33%
2
TOTAL 15

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Analysis
From the survey results, it could be understood that 13 out of 15 respondents already
purchased Samsung Galaxy S10 Plus while only 2 out of 15 respondents do not own the
smart phone. The product has great features, which makes it quite popular and thus most the
people have owned it (Foxall 2014).
Are the great features present in Samsung Galaxy S10 Plus sufficient to meet your
requirements and expectations from the company?
ANSWER CHOICES– RESPONSES–
–
Strongly agree
53.33%
8
–
Agree
40.00%
6
–
Neither agree nor disagree
6.67%
1
–
Disagree
0.00%
0
–
Strongly disagree
0.00%
0
TOTAL 15
Analysis

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Based on the survey, it could be analysed that 14 out of 15 respondents responded
positively and agree to the statement while there were no negative responses provided by any
of them. There has been only one respondent out of 15 respondents who neither agreed or
disagreed to the statement.
The positive perceptions that people have for the brand has often influenced their buying
behaviours and encouraged them to make purchase decisions too
ANSWER CHOICES– RESPONSES–
–
Very likely
80.00%
12
–
Likely
13.33%
2
–
Neither likely nor unlikely
0.00%
0
–
Unlikely
0.00%
0
–
Very unlikely
6.67%
1
Total Respondents: 15
Analysis
From the analysis of survey data, it could be analysed and interpreted that the
majority provided positive responses, i.e., 14 out of 15 respondents while only one out of 15

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
respondents provided a negative response Thus, the majority of responses is positive, which
denotes that the perceptions that customers have towards the brand are positive
(Balakrishnan et al. 2014).
Does the cultural values and beliefs within the society contribute to the encouragement of
buying behaviours and purchasing decisions made by the customers for the product named
Samsung Galaxy S10 Plus?
ANSWER CHOICES– RESPONSES–
–
Strongly approve
53.33%
8
–
Approve
26.67%
4
–
Neither approve nor disapprove
13.33%
2
–
Disapprove
0.00%
0
–
Strongly disapprove
6.67%
1
TOTAL 15
Analysis
Based on the analysis, it is understood that 12 out of 15 respondents fall in the agree
and strong agree category while 2 out of 15 respondents remained neutral in their responses.

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Only one out of 15 respondents disapproved and do not believe that cultural values and
beliefs can contribute to the influence of purchasing decisions for the brand product.
Is it true to believe that Samsung Galaxy S10 Plus has been one of major innovations by
Samsung, which has influenced consumer behaviours?
ANSWER CHOICES– RESPONSES–
–
Very likely
60.00%
9
–
Likely
26.67%
4
–
Neither likely nor unlikely
6.67%
1
–
Unlikely
6.67%
1
–
Very unlikely
0.00%
0
TOTAL 15
Analysis
According to the survey results, 13 out of 15 respondents believed Samsung Galaxy S10 Plus
to be a major innovation of the brand, which has been the majority here. Only 2 out of 15
respondents remained neutral and did not agree to the statement made.

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
The smart phone falling the premium segment, has enabled customers to check for the price
that has been set by Samsung for Samsung Galaxy S10 Plus
ANSWER CHOICES– RESPONSES–
–
Strongly agree
46.67%
7
–
Agree
26.67%
4
–
Neither agree nor disagree
20.00%
3
–
Disagree
0.00%
0
–
Strongly disagree
6.67%
1
TOTAL 15
Analysis
Considering the survey results, it could be illustrated that the Samsung Galaxy S 10
Plus fall in the premium segment, which might often discourage individuals from the regular
market segments. Thus, 11 out of 15 respondents believed that the prices set for the product
should be considered before making purchase while 3 out of 15 respondents did not provide
any positive or negative responses (Shahin Sharifi and Rahim Esfidani 2014). A single
individual out of 15 respondents has provided negative response to the statement.

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
The 6.4 inch curved display, advanced camera features, long lasting battery, slim and bezel
less display of Samsung Galaxy S10 Plus have easily influenced the customers to make a
purchasing decision
ANSWER CHOICES– RESPONSES–
–
Strongly agree
73.33%
11
–
Agree
13.33%
2
–
Neither agree nor disagree
6.67%
1
–
Disagree
0.00%
0
–
Strongly disagree
6.67%
1
TOTAL 15
Analysis
All these extensive features have made the smart phone able to cater the needs of
people, which is essential for influencing buyer behaviour. Thus, the majority of responses is
positive, i.e., 13 out of 15 respondents agreed to the statement while the negative responses
are found to be the least, i.e., one out of 15 respondents.

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
To facilitate the marketing tactics, Samsung has acquired knowledge on consumer behaviours
and analysed the different forces that contribute to marketing excellence and consumer
behaviour influence
ANSWER CHOICES– RESPONSES–
–
Strongly approve
60.00%
9
–
Approve
20.00%
3
–
Neither approve nor disapprove
13.33%
2
–
Disapprove
6.67%
1
–
Strongly disapprove
0.00%
0
TOTAL 15
Analysis
From the results of survey, it could be analysed and interpreted that most of the
responses are positive, i.e., 12 out of 15 respondents while the negative response has been
recorded for only one out of 15 respondents. 2 out of 15 respondents did not agree or disagree
to the statement and thus the neural responses did not create any significant effect on the data
analysis (Samsung.com 2019).

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
The social media marketing for Samsung Galaxy S10 Plus has also enriched the word of
mouth promotions and influence purchasing decisions
ANSWER CHOICES– RESPONSES–
–
Strongly agree
60.00%
9
–
Agree
26.67%
4
–
Neither agree nor disagree
6.67%
1
–
Disagree
0.00%
0
–
Strongly disagree
6.67%
1
TOTAL 15
Analysis
Based on the survey table, 13 out of 15 respondents consider the social media
marketing as an effective marketing tactic to influence buyer decisions regarding purchase of
Samsung smart phone (Bojei et al. 2013). Out of 15 respondents, only one of them provided
negative and neutral responses, which is the least and thus it could be interpreted that social
media marketing has favoured the positive messages spread through word of mouth
promotions too.

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
The lifestyle behaviours, attitudes and individual differences are also major factors that can
improve the ability of customers to make decisions regarding purchase of Samsung Galaxy
S10 Plus
ANSWER CHOICES– RESPONSES–
–
Strongly agree
73.33%
11
–
Agree
20.00%
3
–
Neither agree nor disagree
6.67%
1
–
Disagree
0.00%
0
–
Strongly disagree
0.00%
0
TOTAL 15
Analysis
From the analysis, 14 out of 15 respondents, i.e., the majority of people responded
positively while there were no negative responses. Only one out of 15 respondents remained
neutral in their response.
Literature section

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
As stated by DOGI (2015), the marketing concepts often influence behavioural
aspects, attitudes and emotions among the individuals, which has encouraged them to make a
decision regarding purchase of a brand product too. The marketers nowadays, have focused
on the management of marketing by demonstrating them about the product related design,
features and benefits that are obtained to fulfil their needs and requirements. The cognitive
appraisal theory has been applied in certain cases for evoking emotions and behaviours,
furthermore influence them to make purchases form the specific brand (Rani 2014). The
business organizations have also designed the marketing approaches in such a manner that it
considered the culture of the place, lifestyle behaviours an attitudes of people along with
individual differences, family influences and perceptions that customers have towards the
brand. This has helped in entering different market segments, furthermore created awareness
among the clients and influenced them to make purchasing decisions effectively (Burchell,
Rettie and Patel 2013).
Key findings
From the analysis of findings, it has been understood clearly that most of the
responses are positive and the least is recorded for the negative responses provided by them
in the survey questionnaires distributed. Thus, it is clear that the majority of responses is
positive and it denotes that the marketing strategies and approaches have helped Samsung to
enter different market segments, spread awareness about their latest innovation, i.e., Samsung
Galaxy S10 plus, furthermore influenced the buying behaviours and encouraged them to
make decisions regarding purchase with efficiency (Kumar Roy et al. 2014).

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
References list
Balakrishnan, B.K., Dahnil, M.I. and Yi, W.J., 2014. The impact of social media marketing
medium toward purchase intention and brand loyalty among generation Y. Procedia-Social
and Behavioral Sciences, 148, pp.177-185.
Bojei, J., Julian, C.C., Wel, C.A.B.C. and Ahmed, Z.U., 2013. The empirical link between
relationship marketing tools and consumer retention in retail marketing. Journal of Consumer
Behaviour, 12(3), pp.171-181.
Burchell, K., Rettie, R. and Patel, K., 2013. Marketing social norms: social marketing and the
‘social norm approach’. Journal of Consumer Behaviour, 12(1), pp.1-9.
DOGI, I.C., 2015. Consumer ethnocentrism: a literature review. Lucrări Științifice
Management Agricol, 17(2), p.84.
Foxall, G., 2014. Consumer Behaviour (RLE Consumer Behaviour): A Practical Guide.
Routledge.
Kim, J.E. and Johnson, K.K., 2013. The impact of moral emotions on cause-related
marketing campaigns: A cross-cultural examination. Journal of business ethics, 112(1),
pp.79-90.

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Kumar Roy, S., M. Lassar, W. and T. Butaney, G., 2014. The mediating impact of stickiness
and loyalty on word-of-mouth promotion of retail websites: A consumer
perspective. European Journal of Marketing, 48(9/10), pp.1828-1849.
Pappas, N., 2016. Marketing strategies, perceived risks, and consumer trust in online buying
behaviour. Journal of Retailing and Consumer Services, 29, pp.92-103.
Parsons, E., Maclaran, P. and Chatzidakis, A., 2017. Contemporary issues in marketing and
consumer behaviour. Routledge.
Rani, P., 2014. Factors influencing consumer behaviour. International journal of current
research and academic review, 2(9), pp.52-61.
Samsung.com. (2019). Samsung Australia. [online] Available at:
https://www.samsung.com/au/ [Accessed 17 May 2019].
Shahin Sharifi, S. and Rahim Esfidani, M., 2014. The impacts of relationship marketing on
cognitive dissonance, satisfaction, and loyalty: the mediating role of trust and cognitive
dissonance. International Journal of Retail & Distribution Management, 42(6), pp.553-575.

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Appendices
Did you purchase the Samsung Galaxy S10 Plus by Samsung, which has great features to
cater the needs of tech savvy clients?
ANSWER CHOICES– RESPONSES–
–
Yes
86.67%
13
–
No
13.33%
2
TOTAL 15

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
Are the great features present in Samsung Galaxy S10 Plus sufficient to meet your
requirements and expectations from the company?
ANSWER CHOICES– RESPONSES–
–
Strongly agree
53.33%
8
–
Agree
40.00%
6
–
Neither agree nor disagree
6.67%
1
–
Disagree
0.00%
0

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
–
Strongly disagree
0.00%
0
TOTAL 15
The positive perceptions that people have for the brand has often influenced their buying
behaviours and encouraged them to make purchase decisions too
ANSWER CHOICES– RESPONSES–
–
Very likely
80.00%
12
–
Likely
13.33%
2
– 0.00%

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
Neither likely nor unlikely 0
–
Unlikely
0.00%
0
–
Very unlikely
6.67%
1
Total Respondents: 15
Does the cultural values and beliefs within the society contribute to the encouragement of
buying behaviours and purchasing decisions made by the customers for the product named
Samsung Galaxy S10 Plus?
ANSWER CHOICES– RESPONSES–
– 53.33%

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
Strongly approve 8
–
Approve
26.67%
4
–
Neither approve nor disapprove
13.33%
2
–
Disapprove
0.00%
0
–
Strongly disapprove
6.67%
1
TOTAL 15
Is it true to believe that Samsung Galaxy S10 Plus has been one of major innovations by
Samsung, which has influenced consumer behaviours?

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
–
Very likely
60.00%
9
–
Likely
26.67%
4
–
Neither likely nor unlikely
6.67%
1
–
Unlikely
6.67%
1
–
Very unlikely
0.00%
0
TOTAL 15
The smart phone falling the premium segment, has enabled customers to check for the price
that has been set by Samsung for Samsung Galaxy S10 Plus

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
–
Strongly agree
46.67%
7
–
Agree
26.67%
4
–
Neither agree nor disagree
20.00%
3
–
Disagree
0.00%
0
–
Strongly disagree
6.67%
1
TOTAL 15

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
The 6.4 inch curved display, advanced camera features, long lasting battery, slim and bezel
less display of Samsung Galaxy S10 Plus have easily influenced the customers to make a
purchasing decision
ANSWER CHOICES– RESPONSES–
–
Strongly agree
73.33%
11
–
Agree
13.33%
2
–
Neither agree nor disagree
6.67%
1
–
Disagree
0.00%
0
–
Strongly disagree
6.67%
1

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
TOTAL 15
To facilitate the marketing tactics, Samsung has acquired knowledge on consumer behaviours
and analysed the different forces that contribute to marketing excellence and consumer
behaviour influence
ANSWER CHOICES– RESPONSES–
–
Strongly approve
60.00%
9
–
Approve
20.00%
3
–
Neither approve nor disapprove
13.33%
2

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
–
Disapprove
6.67%
1
–
Strongly disapprove
0.00%
0
TOTAL 15
The social media marketing for Samsung Galaxy S10 Plus has also enriched the word of
mouth promotions and influence purchasing decisions
ANSWER CHOICES– RESPONSES–
–
Strongly agree
60.00%
9
–
Agree
26.67%
4

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
–
Neither agree nor disagree
6.67%
1
–
Disagree
0.00%
0
–
Strongly disagree
6.67%
1
TOTAL 15
The lifestyle behaviours, attitudes and individual differences are also major factors that can
improve the ability of customers to make decisions regarding purchase of Samsung Galaxy
S10 Plus

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
–
Strongly agree
73.33%
11
–
Agree
20.00%
3
–
Neither agree nor disagree
6.67%
1
–
Disagree
0.00%
0
–
Strongly disagree
0.00%
0
TOTAL 15