Swinburne MKT20025: Consumer Decision Making for Samsung Wall TV

This report delves into the consumer decision-making process for Samsung's Wall TV, examining the key stages consumers go through when considering a purchase. It explores the influence of internal and external factors, supported by relevant consumer behavior theories such as Maslow's Hierarchy of Needs, the theory of impulse buying by Hawkins Stern, and the EKB model. The analysis includes a segmentation table and discusses how these theories apply to the product and brand. The report provides strategic marketing recommendations to improve Samsung's approach, including partnerships with e-commerce platforms, social media engagement, celebrity endorsements, and content marketing strategies. The report highlights various situational factors that impact decision-making and concludes with suggestions for enhancing the brand's marketing effectiveness, offering a comprehensive understanding of consumer behavior in the context of the Samsung Wall TV.

Running head: CONSUMER DECISION MAKING PROCESS
CONSUMER DECISION MAKING PROCESS
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1CONSUMER DECISION MAKING PROCESS
Executive Summary
The main aim of the paper is to identify three theories related to the consumer decision making
process or the consumer behaviour and to show the application of the same by the consumers.
The paper will discuss about the different theories and application of the same, the consumer
decision making process for the chosen brand and the products. The paper will make certain
recommendations to improve the marketing activities of the brand.

2CONSUMER DECISION MAKING PROCESS
Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................4
Three relevant theories................................................................................................................4
Recommendations..........................................................................................................................10
Partnering with different E-Commerce platforms.....................................................................10
Use of Social media...................................................................................................................10
Celebrity endorsement can be done...........................................................................................11
Content marketing.....................................................................................................................11
Conclusion.....................................................................................................................................12
Reference.......................................................................................................................................13

3CONSUMER DECISION MAKING PROCESS
Introduction
The consumer goes through a process of decision making before making any purchase in
the market and it called the Consumer decision making process. In this process the consumer
undergoes five main stages and it includes- identification of the needs, collection of sufficient
information about the same, alternatives evaluation, purchase decision and post purchase
decision (Dahiya and Usmani 2015). During this process the consumer is influenced by many
factors that may be internal or external to the consumers such that the consumer may be
influenced by the suggestions of the reference group. Segmentation table refers to a table which
shows how the target market will be divided into homogeneous groups on the basis of factors
such as demographic, psychographic, geographic and socio-economic (Sima and Gheorghe
2015). The company chosen for the purpose of this study is Samsung and the product is the new
wall television introduced by the brand (Samsung Electronics America 2019). The main aim of
the paper is to discuss about the consumer decision making process of the customers of the
brand, the factors that may have an influence on their decision making process, the
recommendations for the customers and others.

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Discussion
Three relevant theories
The three main theories to understand the concept of consumer decision making process
and consumer behaviour is that of the- Motivation Theory of Maslow, the theory of impulse
buying By Hawkins Stern and the EKB model or the model of Engell, Kollet and Balckwell
model (Maniatis 2016). According to the Maslow hierarchy need whenever a need arises a
consumer tries to fulfil that need. According to the theory, people carry out activities for the
purpose of fulfilment of their needs that has a priority system of five parts. This model helps
people in understanding why it is important to tailor the marketing messages in order to reach the
customers in a particular way. A marketing campaign should not only aim at improving the
awareness of the people but also to make a place in the hierarchy needs of the consumer.
Consumers have a tendency to carry out more purchases at the base of the Maslow hierarchy.
The marketer’s create an artificial message for the consumers thereby making use of the theory
effectively. The application of these theories to consumers for each stage of Consumer decision
making process and other situational; factors that might have an impact on their decision making.

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Figure 1: Maslow Theory
Source: (Dohlman et al. 2019)
The second theory is that of impulse buying by Hawkins Stern. While other theories are
based on rational decision making process this theory is focused on impulse buying. According
to Stern, an average consumer’s decision making comprises of rational decision making process
and also impulse buying. External factors mostly have an impact on impulse buying and it is not
at all similar to traditional buying methods. According to this theory, there are four main types of
impulse buying. The first type of impulse buying is related to the purchase of candy bars. The
second type includes reminded impulse buying wherein the consumers are reminded of products
that is kept next to something that they have gone to purchase. The third type of impulse buying

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includes- impulse buying that is suggested for instance the free warranty of some electronic
device. There can also be planned type of impulse buying and this is the fourth category of
impulse buying where in the consumer knows what he wants to buy. Impulse buying creates a lot
of opportunities for the buyers because every small detail about the products can create an
attraction for the customers and therefore lead to impulse buying.
The third theory of consumer behaviour is the EKB model or the Engel, Kollet and
Blackwell model. It is an expansion of the reasoned action model and it includes the process of
five stages that the consumers go through while making any purchase decision. The process
starts with input or absorbing whatever the consumers see on the television, online or any other
channels of advertisements. The next step is the information processing stage where the
consumers compare the data so collected by them with any past data that is available to them- in
form of expectations and others.
Then the third stage is the decision making stage and the consumer reaches this stage
after much rational thinking about the purchase decision and he or she even visualizes
themselves after the purchase has been made and then takes the decision. In case of the EKB
model, the marketers have two main periods of where their input is considered as important. first
of all the marketers should ensure that during the initial stages the consumers get as much
information about the products of the product so that they can at least consider their product for
purchase (Dohlman et al. 2019). The role of marketing again becomes important when they are
externally influenced in the decision making process because the lifestyles and the brands of the
product can have a major impact on the consumers and they may have particular feelings
attached with the brand or the lifestyle and in such a situation the consumers will make a
purchase even if the product does not differs from competitors to a great extent.

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According to the consumer decision making process there are five main stages such as
identification of a need, collection of information about the same, evaluation of alternatives,
purchase decisions and post purchase activities. In case of Samsung the wall television, as soon
as the consumer recognises the need for purchase of a television, the brand carries out various
advertisements showing the different features of the wall television. Such as showing the
television as a next generation TV with LED display to experience the greatness of everything.
The advertisement is designed in such a way that all tech savvy consumers will be attracted once
because these people want to keep themselves updated with all the new technological changes
and by the purchase of TV they can say that they are using the next gen television.

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Figure 2: The wall television of Samsung advertisement
Source: (Samsung Electronics America 2019)
The EKB model can be applied at this stage of gathering of information because the first
stage of EKB model ensures that the consumers are exposed to all the necessary information. In
order to carry out the same- Samsung carries out advertisements in television, through its official
website, posters, hoardings and others (Chaffey and Ellis-Chadwick 2019). The third step in the
consumer decision making process is that of evaluation of alternatives- in this phase the
consumer evaluates all the alternatives available in front of them in order to select the best
alternative. Some of the competitive advantages of the Wall television is that it cannot only be
used for the purpose of watching television at residence but it is professional and at the

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professional level it can provide a better experience to all the business clients as it can be used in
the boardrooms because of the technological edge and also because of the sophisticated design
(Isen 2018).
It provides high quality images with the ability to see details, zoom in ability; it is shock
resistant therefore provides protection to the consumers. It also acts as a prestige good for the
purchaser who can display it in his/ her homes. Therefore it improves the look of the homes.
Then in the fourth stage the consumer finally takes decision related to purchase. He takes this
decision after much thought and after analysing themselves with the product therefore in this
stage the consumer will analyse themselves with the TV and try to predict the aftermaths of the
purchase. For instance those customers who are tech savvy will be very happy with the purchase
because they will feel that they are using the latest technology and then they may engage in
providing reviews that can also act as a form of advertisement. That is advertisement through
word of mouth if they like the product and feel that the utility from the product was worth the
price paid for the same. For all those customers who want to use the TV as a prestige good can
display the TV in their drawing room such that all visitors can see the same.
Therefore in this way in this stage the consumers will try to predict the aftermath of the
purchase (Hill and Alexander 2017). In case of the decision making stage, the Sterns model can
also be used to persuade the consumers to carry out planned impulse buying or even suggested
buying. For instance: consumers may be aware of the product and the marketers can show and
tell about all the competitive advantages of the product such that the consumers purchase the
same. The EKB model can also be applied in case of the decision making stage because the
marketers can use brand image, lifestyle and other factors to influence their purchase decisions.
In the final stage all post purchase activities are undertaken. Various activities are carried out by

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the company in order to understand the post purchase reactions of the consumers such as
conducting surveys and others. There can be various situational factors on the decision making
person (Gursoy 2019). For instance if a person takes reference group people with him and if they
already have a Samsung product or same product they may refer the same to the purchaser. Some
other types of external factors that have an impact on the consumer behaviour and decision
making are family influences, social influences and others. Some of the internal factors that
influences the decision making are the beliefs, past experiences, lifestyle and others.
Figure 3: Difference between the conventional televisions and the wall television
Source: (Samsung Electronics America 2019)
Recommendations
Partnering with different E-Commerce platforms
Samsung can carry out partnership with different e-commerce site in order to promote its
products by offering customers its product through the e-commerce platform. This will ensure
increased accessibility of products to the consumers besides its offline stores and channels.

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Use of Social media
Social media one of the most effective platforms that is used these days in order to
promote the goods and services. This is so because with the help of social media, awareness of
the consumers can be increased since social media such as Facebook and others are used across
different countries. When a consumer gives good review about a product millions of people can
see the review and therefore it can help in improving the goodwill of the brand and it can lead to
impulse purchase because many consumers are brand conscious (Wang and Yu 2017).
Celebrity endorsement can be done
Celebrity endorsement is one of the most common techniques applied by marketers in
order to attract consumers. In case of the Samsung wall television also the same thing can be
done such that consumers get attracted to watch the advertisements and when the consumers
watch an advertisement again and again the product positions itself in the minds of the
consumers and the chances of purchase increases.
Content marketing
Content marketing can be done by the company. It involves properly framing the
message the company wants to send to customers in an attractive way and it also includes
publishing and distributing content. Content involves distributing information appropriately
among the customers and includes retaining and attracting customers with the help of proper
content. It is aimed at driving results from the customers on the basis of the content.