Factors Influencing Purchase Decision of Samsung Galaxy Note 9

marketing and management
Samsung Galaxy Note 9

Marketing Management 1
Table of contents
Introduction......................................................................................................................................1
Brief description of the product.......................................................................................................1
Factors influencing the purchase decision.......................................................................................1
Maslow’s hierarchy of needs...........................................................................................................2
Brand personality of the product.....................................................................................................2
Purchase decision process................................................................................................................2
Step 1: Need recognition..............................................................................................................2
Step 2: Gaining information.........................................................................................................3
Step 3: Evaluating the alternatives...............................................................................................3
Step 4: Making the final decision................................................................................................3
Step 5: Post purchase evaluation..................................................................................................3
Conclusion.......................................................................................................................................4
References........................................................................................................................................5

Marketing Management 2
Introduction
“Customer is the king”. This is the motto of a successful business. A high level of importance
and attention is paid by businesses to understand consumer behaviour. Understanding consumer
behaviour helps in gaining a deeper understanding of consumer’s needs and demands. There are
various factors that influence buying behaviour of a customer. I recently purchased the new
Samsung Galaxy Note 9. It is a leading mobile phone offered by electronics giant Samsung. The
report below aims to identify the factors which influenced my buying behaviour and the steps
that were involved in the decision making process.
Brief description of the product
The new Samsung Galaxy Note 9 is a flagship product of Samsung. The model has a sleek
design and a 6.4inch screen size. The phone is light weight. However the most prominent aspect
of the phone is its long battery life. There is a 21% improvement in the battery size as compared
to the previous model Note 8. The phone has glossy and matte surfaces. It has dual camera and is
available for AED 4500.
Factors influencing the purchase decision
I am very passionate about the mobile phones that I use. I often buy new phones and then within
a few months, I exchange them with something else. So my biggest motivation to buy this
product is my passion towards the same. Several factors can influence buying behaviour. With
the advent of social media, word of mouth publicity can go a long way (Tuten & Solomon,
2017). I am a part of various tech groups and within that group we consistently discuss new
gadgets. Social factors also largely influence customers in their purchase decision (Ramanathan,
Subramanian & VijayGopal, 2017). Being a part of that group is essential for me and hence it is
an influencing factor in my purchase decisions.
Besides this, customer reviews that I read about the product online were also positive and added
to my interest in the product.