Consumer Behaviour Analysis: Samsung Galaxy S10 Plus Purchase Report

This report analyzes the consumer behavior surrounding the purchase of a Samsung Galaxy S10 Plus. It begins with an overview of Samsung and its market position, followed by a discussion of the consumer's needs and wants related to the device's features and innovations. The report examines both internal and external sources of information influencing the purchase decision, including the device's specifications, marketing strategies, and brand reputation. It then evaluates alternative devices and the consumer's chosen purchase method. Finally, it explores the consumer's post-purchase behavior and satisfaction with the product. The analysis incorporates relevant marketing theories and concepts to provide a comprehensive understanding of the consumer's decision-making process, making it a valuable resource for students studying consumer behavior and marketing psychology.

Running head : CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Name of the Student
Name of the University
Author Note

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Company overview
Samsung corporation is one of the largest electronic manufacturing companies in the
world. It is a Korean company which was founded by Lee Byung Chul holds the number one
position according to the innovation and technologies used in products. The main competitors of
the company are Apple, One Plus, Google Pixel. Samsung Smartphone leads the market by
holding a total share of 42.5% in the market share for the financial year of 2018. Samsung
smartphones are highly trusted because of their innovations. Their latest innovations includes the
Galaxy s10 , Galaxy s10e and Galaxy s10 plus (Smith-Ditizio and Smith 2019).
Discussion
Analysis of the need and want of the device
The innovations and the latest technologies used in the products has led to an increase in
the customer and market relationship. In today’s business factor innovation is considered as
critical success factor for the smartphone industry. The marketing policies of Samsung has
created the need and want of its latest innovation the Galaxy s10plus. Before the launch of the
device in the market, it had created a huge wave of fans demanding the galaxy s10 plus. The full
screen view, slim and bezel less display, better and advanced selfie camera without the camera
cut out had created an appeal to the tech buyers and other Samsung fans in having an urge to
buy the device (Damayanti 2018). The company had also accommodated a solid line up in San
Francisco before the launch of the device. Samsung is the only brand in the smartphone segment
which provides its customers with a curved screen display. The Galaxy S10 plus is featured with
a 6.4inch curved display with a memory configuration of 8gb ram and 512gb of internal storage
facility. The phone is coupled with a 4100 mAh battery. The most attractive innovation of

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Samsung which has let its customers to have a need and want of the product is of the 16 MP
Ultra Wide / F2.2 and Dual pixel 12MP optimum image stabilization. It also has a12 MP
telephoto lens with F2.4 auto focus (Lee 2019).
Internal and External Sources of Information
According to my opinion the Samsung galaxy s10 plus is a useful product as because this
is the era of using the latest tech gadgets. The Samsung galaxy smartphone has all the
specifications which a computer has. One can complete their official task outside their workplace
also with the help of the gadget. The device is also capable of capturing beautiful image as
because it \has three cameras as discussed earlier. There is also no need of taking huge camera
for clicking beautiful photographs. The company claims that the device is capable of clicking
beautiful photos both in the day light condition as well as in the night light. Besides the big
display which the company provides in the phone, the curved display is something which stands
outside the queue. Besides being the largest displayed phone it is quite comfortable when in
hands. The device is also capable of maintaining itself under water as because it has the IP68
water resistance body. The functioning of the Bixby in the recent Samsung devices is something
which is very much attracting and appealing both to the young generation and it serves to be
useful to the older generation. One can click pictures, call anyone, search anything online and
type message without touching the device. These were the internal sources of information which
has led to the purchase of the device in the recent years.
The external sources of information mainly include the offerings which are provided by
Samsung. The popularity of the brand and the marketing strategies of Samsung has successfully
attracted a lot of customers and has influenced them in buying the smartphone. The overall uni-

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body metallic design along with the latest specifications has made an urge of buying the device
for the consumers. The fast operating software and best in class specifications like the face
scanners, fingerprint scanners, curved infinity display are something which attracts the
Smartphone users to buy the device (Almutairi et al. 2019)
Evaluation of the alternatives
The alternative devices which narrow down the attributes of Samsung’s latest device the
s10 plus are the One Plus 6T, LG G7 thing Q and the largest competitor brand Apple iPhone 10.
All the above mentioned devices are the largest competitions devices of Samsung. These devices
almost have the same features which are provide in the s10 plus. The iPhone 10 is much known
and popular for its branding and specifications provided by Apple. The brand is much more
popular than Samsung and is widely known for its premium smartphones. The LG G7 think Q is
also a wonderful device which has 5 cameras in the back panel of the device. This device is
much popular in the Chinese market and in Malaysia.
Purchase methods
The Samsung Galaxy s120 plus is available in the company online website. It is also
available in the market where the company has its official and registered outlets. The device will
be shortly available in retail markets too. The price of the device ranges from $749.96 to $952.06
dollars (Kang et al, 2019).
Post purchase behavior and satisfaction

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I was very excited when the product was getting its official launch in San Francisco.
I was eagerly waiting for the device to get its availability in the market. I find myself to be very
much satisfied with the product. I am using the product for quite a long period of time. It works
as smooth as it is detailed by the company. I will continue using the product till the company
decides to launch another latest device.

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