Consumer Buying Behaviour and Marketing Psychology

This survey explores the consumer buying behaviour and marketing psychology related to Samsung Galaxy S10 Plus. It includes the key motivations, perceptions, attitudes, and influences of consumers in their decision to purchase the product.

Running head: CONSUMER BUYING BEHAVIOUR AND MARKETING
PSYCHOLOGY
Consumer Buying Behaviour and Marketing Psychology

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 2
Table of Contents
Purpose................................................................................................................................................3
Development of a survey instrument................................................................................................3
Administration processes...................................................................................................................3
Data Analysis and Key Findings.......................................................................................................3
References..........................................................................................................................................8
Appendix..............................................................................................................................................9

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 3
Purpose
The key purpose of conducting this survey is to gain awareness about the consumer
buying with respect to Samsung Galaxy S10 Plus.
Development of a survey instrument
The survey is performed by an online technique like survey monkey. This tool
supports for obtaining the reliable as well as, valid results about research issue
(Pappas, 2016).
Administration processes
The primary stage is to create questionnaire, which entails ten questions.
Subsequently, survey was sent to individual by the online channel in random way
who has bought Samsung Galaxy S10 Plus. The survey was obtained on 15
consumers with no biasness.
Data Analysis and Key Findings
Q1 What was your key motivation to shop Samsung Galaxy S10 Plus?
ANSWER CHOICES RESPONSES No. of Responses
Advertisements 20.00% 3
Price 20.00% 3
Features 33.33% 5
Modern lifestyle 6.67% 1
Friends or family members 13.33% 2
Culture 6.67% 1
As per the table in Appendix 1, it could be evaluated that there is high amount of
respondents such as 33.33% whose key inspiration to buy Samsung Galaxy S10
Plus is the feature. In opposed to this, there is only 2 individual out of 15 whose
motivation is a modern lifestyle as well as, culture. There is indication that
consumers provide first priority to feature in electronics industry. But, it is discussed
that price as well as, advertisement influences consumers to buy products and
supports them for attaining their needs (Ramya, and Mohamed Ali, 2016).
Q2 what is your perception of Samsung Galaxy S10 Plus?
ANSWER CHOICES RESPONSES No. of Responses
Very positive 20.00 % 3
Positive 26.67 % 4
Neutral 20.00 % 3
Negative 13.33 % 2
Very negative 20.00 % 3

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 4
As per the table in appendix 2, there are approximate 26.67 % of consumers that
has favorable perception with respect to Samsung Galaxy S10 Plus. In contrast to
this, there are only 13.33 % of consumers who have unfavorable perception with
respect to mobile. This finding is favoured through the opinion of Bellini Cardinali and
Grandi (2017), as it was evaluated that perception is developed earlier as well as,
most buying products. However, it could be diverse through each other. It is
addressed that favorable brand perception could be the outcome of effective
advertisement, which involves high potentials as well as, emphasizes on developing
the favorable brand picture between consumers.
Q3 What is the primary attitude that you relate with Samsung Galaxy S10 Plus?
ANSWER CHOICES RESPONSES No. of Responses
Exciting 13.33% 2
Happy 20.00% 3
Favorable attitude 40.00% 6
No emotions 6.67% 1
Negative emotions 20.00% 3
From the table in appendix 3, it can be stated that there are 6 out of 15 customers
who think that primary attitudes that relate them with Samsung Galaxy S10 Plus are
the favorable attitude. In contrast to this, there are only 6.67% of customers who
have no emotions with Samsung Galaxy S10 Plus. This result is supported through
the opinion of Mihaela (2015), as it was stated that there are only certain emotions
that are related to each brand. Therefore, it is not essential that the emotion that a
consumer associated with brand can be same as other customers. However, it can
be different for one customer with other customers. It is essential for each brand for
analyzing and increasing the understanding with regards to the emotion of
consumers that are associated with the brand. Moreover, the possibilities of buying
products would increase while the emotion that is related to the brand would
improve. In contrast to this, while a customer cannot feel good about expected
brand, then they would infrequently purchase it (Merugu, and Vaddadi, 2017).
Q4To what extent do you relate with the lifestyle of Samsung Galaxy S10 Plus?
ANSWER CHOICES RESPONSES No. of Responses
Very highly 6.67% 1
Highly 40.00% 6
Average 20.00% 3
Low 6.67% 1
Very low 26.67% 4

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 5
The table of Appendix 4 indicates that there are 40.00% of consumers who are
associated with Samsung Galaxy S10 Plus with their lifestyle at an advanced level.
In contrast to this, there are only 6.67% of consumers whose lifestyles are
associated with Samsung Galaxy S10 Plus at a low level. It is evident that each
brand has certain individual features as well as, qualities that are associated with it.
Therefore, it could be effective for a corporation to entail individual features in brand
as it can be significant to persuade the consumer at a higher extent. However,
personality of a brand can be associated with consumers for influencing the high
amount of consumers (Oladepo, and Abimbola, 2015).
Q5 which brand do like to prefer to buy?
ANSWER CHOICES RESPONSES No. of Responses
Samsung Galaxy S10 Plus 33.33% 5
iPhone XS 33.33% 5
Huawei Mate 20 Pro 26.67% 4
Google Pixel 3 6.67% 1
The table in Appendix 5 demonstrates that there is over 33.33% of consumer’s gives
preference to Samsung Galaxy S10 Plus like iPhone XS but, only 6.67% of
consumers gives preference to Google Pixel 3. There is evidence that the preference
of customers depends on several factors such as their satisfaction level. When they
would satisfy with brand then, they would buy it rather than, dissatisfying to brand.
Moreover, social media is a key source to gain the customer demand for Samsung
Galaxy S10 Plus as there is large number of individuals who is highly engaged in
digital channels (East, et. al., 2016).
Q6 Why do you prefer Samsung Galaxy S10 Plus over other brands?
ANSWER CHOICES RESPONSES No. of Responses
Quality 20.00% 3
Price 13.33% 2
Advertisements 26.67% 4
Features 20.00% 3
Brand Ambassador 6.67% 1
I do not prefer Samsung Galaxy S10 Plus over
other brands 13.33% 2
According to the table of Appendix 6, it can be illustrated that there are about
26.67% of consumers who gives preference to Samsung Galaxy S10 Plus over
another brand because of its advertisement. In contrast to this, only 6.67% of
consumers are persuaded by brand ambassador. This outcome is favored through
view of Afzal and Khan (2015), as it was evaluated that the electronics industry faces

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 6
high competition as compared to other brands. Because of fast pacing electronic
sector, there is a requirement for creating distinct products as well as, services with
other products. It can lead Samsung Galaxy S10 Plus for sustaining in market.
Q7 Are you a loyal customer of Samsung Galaxy S10 Plus?
ANSWER CHOICES RESPONSES No. of Responses
Yes. I do not buy any other brand 53.33% 8
No. I keep trying products from
different brands 26.67 % 4
Usually. But if it is not available then
I shop other brands
20.00% 3
The table in Appendix 7 demonstrates that there are approximate 53.33% of
consumers who are not loyal consumers of Samsung Galaxy S10 Plus as they
possess demanding products through different brands. In opposed to this, only
20.00% of consumers are loyal and do not purchase any brand. This result is
supported through a view of Valaei and Nikhashemi (2017), as it was described that
loyal consumers can influence the other consumers at the higher extent by using
significant WOM (word of mouth) advertising as well as, another kind of influences.
Q8 What has been your biggest influence to buy Samsung Galaxy S10 Plus?
ANSWER CHOICES RESPONSES No. of Responses
Friends 6.67% 1
Price 26.67% 4
Digital media 53.33% 8
Packaging 6.67% 1
Distinct taste 6.67% 1
The table in appendix 8 shows that there are about 53.33% of consumers who highly
persuades by digital media to purchase Samsung Galaxy S10 Plus. In contrast to
this, there are about 6.67% of consumers who highly persuade through packaging as
well as, distinct taste of phones. This finding is supported by view of Hassan (2015),
as it was assessed that packaging of Samsung Galaxy S10 Plus has favorably
persuaded through several factors like price, social media as well as, distinct taste.
Q9 The price of Samsung Galaxy S10 Plus is?
ANSWER CHOICES RESPONSES No. of Responses
Expensive 20.00% 3
Value for money 66.67% 10
Cheap 13.33% 2
According to table in appendix 9, it can be illustrated that there are 66.67% of
consumers who gives value for money hence they selected Samsung Galaxy S10

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 7
Plus. In contrast to this, there are about 13.33% of consumers who opined that
Samsung Galaxy S10 Plus is cheap. There is fact that significant pricing approach
can be implemented by the brand as it will lead to persuading decision making
process related to consumers (Valaei, and Nikhashemi, 2017).
Q10 How likely are you to recommend Samsung Galaxy S10 Plus to others?
ANSWER CHOICES Weighted average The weighted average of
Responses
Very likely 20.00% 3
Likely 40.00% 6
Neither likely nor unlikely 20.00% 3
Unlikely 20.00% 3
The table of Appendix 10 shows that a high amount of participants are likely to
recommend Samsung Galaxy S10 Plus to others. In opposed to this, there are some
amounts of people who unlikely suggest Samsung Galaxy S10 Plus to others. There
is fact that brand could contribute to pulling consumer attention. In such manner,
WOM (word of mouth) can be implemented by company for persuading the
consumers with respect to buying their products as well as, services (East, et. al.,
2016).

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 8
References
Afzal, S. and Khan, J.R., 2015. Impact of online and conventional advertisement on
consumer buying behavior of branded garments. Asian Journal of Management
Sciences & Education, 4(1), pp.125-135.
Bellini, S., Cardinali, M.G. and Grandi, B., 2017. A structural equation model of
impulse buying behavior in grocery retailing. Journal of Retailing and Consumer
Services, 36, pp.164-171.
East, R., Singh, J., Wright, M., and Vanhuele, M., 2016. Consumer behavior:
Applications in marketing. USA: Sage.
Hassan, A., 2015. Effects of TV Advertisement on Consumer Buying Behaviour: A
Comparative Study of Rural-Urban and Male-Female Consumers. International
Journal of Innovation and Applied Studies, 11(3), p.608.
Merugu, P. and Vaddadi, K.M., 2017. Visual Merchandising:(A Study on Consumer
Impulsive Buying Behaviour in Greater Visakhapatnam City). International Journal of
Engineering Technology Science and Research (IJETSR), 4(7), pp.915-927.
Mihaela, O.O.E., 2015. The influence of the integrated marketing communication on
the consumer buying behavior. Procedia economics and finance, 23, pp.1446-1450.
Oladepo, O.I. and Abimbola, O.S., 2015. The influence of brand image and
promotional mix on consumer buying decision-a study of beverage consumers in
Lagos State, Nigeria. British journal of marketing studies, 3(4), pp.97-109.
Pappas, N., 2016. Marketing strategies, perceived risks, and consumer trust in
online buying behavior. Journal of Retailing and Consumer Services, 29, pp.92-103.
Ramya, N. and Mohamed Ali, S.A., 2016. Factors affecting consumer buying
behavior. International journal of applied research, 2(10), pp.76-80.
Valaei, N. and Nikhashemi, S.R., 2017. Generation Y consumers’ buying behavior in
the fashion apparel industry: a moderation analysis. Journal of Fashion Marketing
and Management: An International Journal, 21(4), pp.523-543.

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 9
Appendix
Data analysis and results
Appendix 1
Q1 What was your key motivation to shop Samsung Galaxy S10 Plus?
ANSWER CHOICES RESPONSES No. of Responses
Advertisements 20.00% 3
Price 20.00% 3
Features 33.33% 5
Modern lifestyle 6.67% 1
Friends or family members 13.33% 2
Culture 6.67% 1
Appendix 2
Q2 what is your perception of Samsung Galaxy S10 Plus?
ANSWER CHOICES RESPONSES No. of Responses
Very positive 20.00 % 3
Positive 26.67 % 4
Neutral 20.00 % 3

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 10
Negative 13.33 % 2
Very negative 20.00 % 3
Appendix 3
Q3 What is the primary attitude that you relate with Samsung Galaxy S10 Plus?
ANSWER CHOICES RESPONSES No. of Responses
Exciting 13.33% 2
Happy 20.00% 3
Favorable attitude 40.00% 6
No emotions 6.67% 1
Negative emotions 20.00% 3

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 11
Appendix 4
Q4To what extent do you relate with the lifestyle of Samsung Galaxy S10 Plus?
ANSWER CHOICES RESPONSES No. of Responses
Very highly 6.67% 1
Highly 40.00% 6
Average 20.00% 3
Low 6.67% 1
Very low 26.67% 4
Appendix 5

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 12
Q5 which brand do like to prefer to buy?
ANSWER CHOICES RESPONSES No. of Responses
Samsung Galaxy S10 Plus 33.33% 5
iPhone XS 33.33% 5
Huawei Mate 20 Pro 26.67% 4
Google Pixel 3 6.67% 1
Appendix 6
Q6 Why do you prefer Samsung Galaxy S10 Plus over other brands?
ANSWER CHOICES RESPONSES No. of Responses
Quality 20.00% 3
Price 13.33% 2
Advertisements 26.67% 4
Features 20.00% 3
Brand Ambassador 6.67% 1
I do not prefer Samsung
Galaxy S10 Plus over
other brands
13.33% 2

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 13
Appendix 7
Q7 Are you a loyal customer of Samsung Galaxy S10 Plus?
ANSWER CHOICES RESPONSES No. of Responses
Yes. I do not buy any
other brand
53.33% 8
No. I keep trying products
from different brands 26.67 % 4
Usually. But if it is not
available then I shop other
brands
20.00% 3
Appendix 8
Q8 What has been your biggest influence to buy Samsung Galaxy S10 Plus?

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 14
ANSWER CHOICES RESPONSES No. of Responses
Friends 6.67% 1
Price 26.67% 4
Digital media 53.33% 8
Packaging 6.67% 1
Distinct taste 6.67% 1
Appendix 9
Q9 The price of Samsung Galaxy S10 Plus is?
ANSWER CHOICES RESPONSES No. of Responses
Expensive 20.00% 3
Value for money 66.67% 10
Cheap 13.33% 2

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 15
Appendix 10
Q10 How likely are you to recommend Samsung Galaxy S10 Plus to others?
ANSWER CHOICES Weighted average The weighted average of
Responses
Very likely 20.00% 3
Likely 40.00% 6
Neither likely nor unlikely 20.00% 3
Unlikely 20.00% 3