Consumer Purchase Intentions for Samsung | Case Study

Influence of Social and Cultural Factors on the consumer’s behaviour
for Samsung
Consumer behaviour influences the purchasing power of the product. Taking the
example of Samsung, social and cultural factors shall be discussed. Firstly, focusing on
social factor, Samsung has introduced the model Samsung Galaxy S3, motivated by the
gaming culture that is prevalent today. Social values within the youth community also
demand more entertainment and social media-oriented, rather than a corporate phone.
For example, the youth today is driven by online gaming devices and powered by social
media culture. Thus, the launch of Samsung Galaxy S3 with a powerful camera and
technological for smooth gaming is introduced (KUMAR & SELVI, 2017).
Beliefs within the social structure also influence purchasing power. The generation of
youth with a Samsung Galaxy S3 would influence others to buy the same, through their
connections and the social need of acceptance. Instead of buying a different mobile, a
consumer will be motivated to buy the same model that lies within its social circle. The
social and cultural influences that have been discussed above is highly dependent on
the beliefs and attitude of the consumer. Man being a social animal, will have the need
to be accepted and hence will develop the same values and beliefs as its immediate
circle(Sata, 2013).
Analysis of purchase decision behaviour of Samsung’s target
consumers
It is important to remember that the four types of buying behaviour namely complex,
habitual, and dissonance-reducing and variety-seeking purchase behaviour are not
universal in nature. The target consumer-described above will act on impulse buying as
they are influenced by social and cultural factors. Having said this, habitual buying
behaviour can be identified, since they are influenced by the habits existing in the social
and cultural patterns. Products such as this are purchased out of brand rather than out
of brand loyalty (Grimmer & Bingham, 2014). Although it may seem that people have
loyalty towards Samsung, it is just that they are influenced by their peers and social
circles.
Looking into the gaming culture, dissonance-reducing buying behaviour can also be
noticed. Here the purchase is characterized by high involvement in the decision and is
done from a small group of choices. The choice here is a Smartphone that is good for
gaming. Someone who is influenced by social factors might as well look into the models
of Samsung smartphones that is good for gaming purposes. Purchases are also
expensive and not as frequent as in habitual buying (Iblasi, Bader, & Al-Qreini, 2016).
The individual preference is also at play here.
References