Marketing Consumer Behaviour

Running Head: MARKETING CONSUMER BEHAVIOUR
MARKETING CONSUMER BEHAVIOUR
Name of the Student:
Name of University:
Author Note:

1MARKETING CONSUMER BEHAVIOUR
Executive summary
Consumer behaviour is identified as a crucial aspect for the business organisations in order to
emphasis on the process of making the products or services a success. The companies are trying
to focus on the consumer behaviour and their unique product purchasing process extensively and
then set its marketing strategies. In this regard, this report is going to discuss the consumer
behaviour and decision making process in course of buying ‘The Wall’ TV of Samsung. In
course of the discussion the report identifies relevant consumer behaviour theories that influence
the customers and Samsung as well. Furthermore, a range of gaps is also found out that compels
to recommend suggestions for attracting more customers to buy ‘The Wall’ TV of Samsung.

2MARKETING CONSUMER BEHAVIOUR
Table of Contents
Introduction......................................................................................................................................3
Target market based on CDMP.......................................................................................................4
Theoretical explanation...................................................................................................................5
Stage 1: Need recognition............................................................................................................5
Define key theories..................................................................................................................5
Influence of customers.............................................................................................................5
Application of the product.......................................................................................................5
Stage 2: Information search.........................................................................................................6
Define key theories..................................................................................................................6
Influence of customers.............................................................................................................6
Application on the product......................................................................................................6
Stage 3: Evaluation of alternatives..............................................................................................7
Define key theories..................................................................................................................7
Influence of customers.............................................................................................................7
Application on the product......................................................................................................7
Stage 4: Purchase behaviour........................................................................................................8
Define key theories..................................................................................................................8
Influence of customers.............................................................................................................8
Application on the product......................................................................................................8
Stage 5: Post-purchase behaviour................................................................................................9
Define key theories..................................................................................................................9
Influence of customers.............................................................................................................9
Application on the product......................................................................................................9
Marketing recommendations...........................................................................................................9
Promotion..................................................................................................................................10
Price...........................................................................................................................................10
Place...........................................................................................................................................10
Conclusion.....................................................................................................................................11
Reference.......................................................................................................................................12
Appendices....................................................................................................................................15
Appendix 1.................................................................................................................................15
Appendix 2.................................................................................................................................16

3MARKETING CONSUMER BEHAVIOUR
Introduction
Consumer behaviour is considered to be the most important aspect for the business
organisations in course of making decisions regarding purchasing a particular product. In this
regard, the needs and requirements of the consumers is inarguably played a pivotal role while
buying the particular product. Karimi, Papamichail and Holland (2015) opined that the consumer
decision making process is based on five steps from figuring out the needs to its post-purchasing
experience. The decision making process is also influenced by the external and internal factors
like family or the life style of the buyer. Henceforth, it can be argued that the purchasing
decision of the customers is a complex process that is depended on a range of factors both
internal and external. On the backdrop of this perception, this report aims to deliver an insightful
explanation into the customer behaviour to purchase ‘The Wall’ TV of Samsung. In course of the
discussion, the theoretical explanations are also discussed for getting a clear image of its impact
on the consumer decision making process. Moreover, three concrete recommendations are also
pointed out that will help the customers to set their minds to buy the Samsung TV.
Target market based on CDMP
The Samsung ‘The Wall’ TV is based on a cutting edge technology far beyond the use
LCD and LED. Basically, ‘The Wall’ TV has a modular micro LED display with an AI picture
enhancement that will create authentic colour composition of the image. It is more like a
premium QLED TV where the customer can experience best quality visual and sound. Moreover,
the looks and durability of ‘The Wall’ are also commendable where the shock resistant
technology with energy efficient mechanism make the ‘The Wall’ a next generation TV with
reliable performance and long lasting quality (samsung.com 2019).