Marketing Report: Consumer Behavior and Samsung S10

This report analyzes consumer behavior through the lens of the five-stage model of buying decisions, using the purchase of a Samsung S10 smartphone as a case study. The report begins by defining consumer behavior and identifying key influencing factors such as brand, convenience, dependency, price, and product features. It then applies the five-stage model – need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior – to the author's personal experience with buying the Samsung S10. The analysis highlights how each stage was influenced by various factors, including the desire for a better camera and access to more applications, the use of online resources and friends' recommendations for information gathering, the comparison with alternative smartphones, and the ultimate satisfaction with the purchase. Finally, the report provides recommendations for businesses, emphasizing the importance of attractive branding, effective promotion, and understanding consumer needs to influence purchasing decisions and enhance customer satisfaction. The report concludes by summarizing the importance of each factor in the overall purchase decision-making process, particularly focusing on the influence of price and design in the context of smartphones. The report includes references to academic sources to support the analysis.

MARKETING
MANAGEMENT

INTRODUCTION
Behavior of consumers with respect to purchasing a product is
influenced by wide range of factors or elements. Consumer
behavior refers to the study of the methods through which groups,
individuals and organizations select, purchase, utilize and dispose
of products, ideas, experiences and services for satisfying their
wants and needs (De Mooij, 2019).

The product used for analysing the five stage model of decision
making was Samsung S10 mobile phone. The analysis identifies
how Smartphone purchase decision is influenced at different
stages. In addition, a specific recommendation is developed in the
presentation to understand and improve decision making process
and provide better customer experience.
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Finding and analysis
Consumer behavior is the study of how people are making
decisions about spending their important and valuable resources
such as effort, money and time on any product or service for
consumption (Shin & et.al., 2018). In this study it has been
identified and analysed that while purchasing smart phone a
customer is highly influenced by factors such as price, design and
brand.

Purchase behavior
The examination not purchase behavior assist in identifying answers
to three main questions, 1. Identify the reason behind a purchase
made by consumer, 2.Factors affecting the purchase, 3.The changing
factors within the society or market place.

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Needs of consumers are affected by external factors such as culture,
demographic factors, social status, subcultures, reference groups,
family, and marketing activities. Internal factors including learning,
perception, memory, attitudes, emotions, personality, and motives also
influence needs and desires of consumers.

Factors the influence the smart phone purchasing decision, these
factors are as discussed below -
Brand - Brand is not only a symbol or name, the brand develops
an impression in the minds of customers about the quality of
product or service it offers to them. Such as Samsung brand is
one of the well known brand of smart phone therefore, it attracts a
lot customers.
Convenience - Due to time scarcity consumers appreciate
convenience. Convenience means to a condition in which work is
made easy, simple and require less exertion, without any difficulty
of distress (Harris, 2019)

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Dependency - Dependency on anything refers to its utilisation
intensely & habitually, and reluctance to stay away from the same
(Evans, 2018).
Price – It has been identified that price of Samsung smart phone
is very attractive that influence purchase decision on customers
will to pay for a higher range of smart phone.
Product features – Samsung S10 offers a very attractive design,
high quality cameras and other features with brand value that
influence customer’s purchase decisions.

Five stage model of purchasing decision
Need recognition - I discussed in the above findings that I was
using a old phone that doesn't support many mobile applications
and also has a bad quality camera. Therefore, it developed a need
for me to buy a new smart phone for myself (Van Heuven, &
Wen, 2019).

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Search of information – It is also analysed that there are various
source of collecting data of information related to a product or
service. Such a, Friends, Internet, Website etc, it help to identify
the main attribute of products and services . It also assist to make
comparison among the alternatives, for instance in Samsung S10
and Apple Iphone X.

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Evaluation of Alternatives - In this stage customer compare the
selected product with other alternatives to make the best purchase.
For example, I compared all the Smart phones in the price
segment and also evaluated the phones suggested by my friends.
When I tested all the Smart phones such as Samsung S10, Apple
iPhone X and 11, I understood that they all are very amazing
Smart phones in the market. I was impressed by all the three
phones..

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Final decision – This is the last stage in the decision making
process as identified in this study. In this stage customer basically
evaluate the results of the evaluation stage. For example. identified
from the evaluation stage that even though the closest alternative for
Samsung S10 was Apple iPhone X and 11, as they are offering same
high quality features as offered by Samsung..