Consumer Behaviour and Insight of Samsung Galaxy S9: A Report

Desklib provides solved assignments and past papers to help students succeed.

1CONSUMER BEHAVIOUR
CONSUMER BEHAVIOUR AND INSIGHT OF SAMSUNG GALAXY S9
Student ID:
Student’s Name:
University Name:
Author’s Note:

2CONSUMER BEHAVIOUR
Table of Contents
Introduction................................................................................................................................3
Learning Outcomes (LO1, LO2 and LO3).................................................................................3
Stages of decision making for Samsung Galaxy S9 and its B2B Service..............................3
Important for marketers to map a path to purchase and understand consumer decision
making....................................................................................................................................5
How marketers are responding to the decision-making process, applying concepts and
models....................................................................................................................................5
Comparison of differences of decision-making process of B2C and B2B, with examples
from B2C and B2B.................................................................................................................6
Different approaches to market research that influence stages of decision-making process
for B2B, with examples..........................................................................................................7
How diverse factors influence decision-making and buying behaviour with examples........8
How marketers influence different stages of decision-making process of B2C, and B2B
with examples.........................................................................................................................8
How marketers influence each stage of decision-making process with relevant
models/methods....................................................................................................................10
Conclusion................................................................................................................................10
References................................................................................................................................11

3CONSUMER BEHAVIOUR
Introduction
The report is based on analysis and evaluation of the behaviour of consumers on a certain
product. The report focuses on the various methods or policies applied by the marketers
towards the sale of a product and let the reader have a greater perspective about the various
strategies devised for it. The context for both B2B and B2C marketing had been provided in
detail and this report helps in the evaluation of the various factors necessarily influencing the
sale of the product. Besides, various stages of the decision making process has been discussed
in detail that helps in understanding marketer’s influence on the consumers perspective for
buying the chosen product i.e. Samsung Galaxy S9 and B2B service.
Learning Outcomes (LO1, LO2 and LO3)
Stages of decision making for Samsung Galaxy S9 and its B2B Service
According to Reymen et al. (2015), the main motive of the company is to understand and
read the mind of the customers. As a business owner, someone should figure out how his or
her consumers make decisions in making a decision while purchasing their product. In this
case, Samsung Galaxy 9 market is chosen, as the product to analyse its B2B service. There
are mainly five stages of the owners to understand how a consumer makes choices to operate.
The main stages are realising the problem, Process of searching, Comparing, Selection of
product, and Analysis (Siamagka et al. 2015).
Problem understanding: As opined by Gemser and Perks (2015), the arousal of problem is
the main reason behind the start of a process of decision-making. The customers want the
sense of satisfaction by the amount of need they have for them. The companies could be
targeting these need factor of the consumers, as these will sort out the section of consumers in
need of the product on a geographical basis. The companies can then advertise the product in
the necessary area of highest demand based on the priorities and choice of the consumers. For
Samsung Galaxy S9, the company focused on the strategy of creating the demand in the
consumers for them to buy it such that they get the satisfaction that they need.
Search process: As opined by Reijonen et al. (2015), the consumers are in continuous search
of better products due to the rapid advancement of technological development that leads to
the higher level of consumer satisfaction. Most individuals are mainly focused on finding
something nowadays with the help of digital portals via search engines such as Google. The

4CONSUMER BEHAVIOUR
process of search begins in the consumer once they become well assured that they have been
outdated by the recent technologies. The companies need to feed on this point and make the
consumers believe that the product they are giving to them is the best that can be offered in
the current social structure. The satisfaction of the consumers in this phenomenon is of utter
importance to the companies (Siamagka et al. 2015). Samsung has devised a very efficient
plan for the same by spreading local as well digital advertises that spread the message of the
product being the best to the consumer. The digital market is a high way for the companies
like Samsung to generate revenue.
Options: Several factors influence this phase of the consumer’s decision-making process. The
main factors are the price, quality and many other factors in the process. The consumers
always seek for the best alternative that let them to discover new products available in the
market (Reijonen et al. 2015). Samsung has a stronghold in their customer’s faith and they
keep their customer base updated. Thus, in case of Galaxy S9 the customers are led to believe
that this is the best in the current market.
Selection: The penultimate stage in the making of decision is the stage of selection. In this
stage the consumer selects the best product out of all that is available to him. The companies
need to make their customers have faith their product such that the consumers do not look for
alternative (Gemser and Perks, 2015). For Samsung Galaxy S9, the company has already
stated that this is by far the best product in the entire history of the company as well as in the
current company. The customers are thus led to this product automatically.
Analysis: According to Chen et al. (2015), the most important thing for the company is the
analysis of a certain event for future benefits and profit generation. The companies need to
focus on the subject of buyer satisfaction. This is because a certain fault from the company’s
side can lead to the bad reputation on the entire product marketing. Samsung has efficiently
conducted product reviews and taken the customer’s perspective after they have bought
Galaxy S9. The company thus has tremendously influenced the customer’s decision-making
process by their marketing strategies as a whole.
Important for marketers to map a path to purchase and understand consumer decision
making
According to Han and Yoon (2015), the mapping done to understand the journey of a
customer with the product related to a certain company is called the customer’s journey

5CONSUMER BEHAVIOUR
mapping. The experience that the customer has with a certain company could be graphically
presented by the tool of customer’s journey map. This helps the company to understand the
interaction of the customers with the company. Companies like Samsung focus on this
efficient with all the newly released products of the company (Chen et al. 2015). This helps
them track the response of the customers related to their newly released Samsung Galaxy S9.
Samsung focuses on the aspect of customer journey mapping and its importance because of
the following reasons:
 This helps to analyse the level of interaction that customer have with the company.
The customer satisfaction is of immense importance for the greater sale of Samsung
Galaxy S9.
 It provides an evaluation of diverse needs of the customers and the related products
that the company needs to focus on for innovation.
 The scrutiny of the customers can be done efficiently.
 The analysis of the process of sales, which is huge for the marketing of Samsung
Galaxy S9, can be done.
 The necessary miscommunications between the customers and the product can be
found out easily.
 The focus of the company for further innovative projects can be evaluated.
 Cost calculation based on the sales and customer reviews can be achieved.
How marketers are responding to the decision-making process, applying concepts and
models.
As opined by Govindan et al. (2015), there are mainly models for analysis of the decision
making process. The first and foremost model is the Utility theory, which states the
consumers making a decision depending on the outcome. This theory does not serve a
purpose in the practical field and the company do not strategise based on this. The next
theory is the Satisficing theory, which stated that customers are influenced by the amount of
work they had to do to get the product. For a certain customer, a Samsung Galaxy S9
showroom close to his house will be much influential than the showroom of another company
far away. This theory explains the shortcoming in the previous one. The prospect theory that
is the most advanced theory and used by all is because the customers are much irrational in
their choices and they need to influence to buy the product (Han and Yoon, 2015). This is
followed by many companies like Samsung who give focus on the marketing strategies to

6CONSUMER BEHAVIOUR
influence the customers. Thus, the different models help in the development of methods for
the companies.
Comparison of differences of decision-making process of B2C and B2B, with examples
from B2C and B2B
According to Mirabi et al. (2016), the marketing strategies of B2B and B2C ultimately result
in the sale of the product leading the selling company earning revenue from the particular
product. This helps in both the increase in company’s sale and the revenue earning as well.
The B2B transaction can be of any form of transaction between two business entities and thus
the decision making process for the buying company is tougher because of both being
masters in their own field. The B2B transaction needs critical decision-making and thus both
the buying and the selling company need to analyse the risks and the positives involved in the
transaction.
The transaction between suppliers and the firm is a sort of B2B transaction. This transaction
generates interests for both sides. The firm gains the raw materials that they need and the
supplier gets the money on their behalf. For big companies like Samsung, B2B transactions
are somewhat biased to their side because of their market hold. The companies can
manipulate the suppliers in the buying of raw materials. Other kind of B2B transactions for
the company is meant for the branding and advertisement of the product in any kind of joint
venture activities (Govindan et al. 2015). The B2B decision-making is a critical process for
the companies like Samsung as the cost efficiency is on the most important things for the
company. Thus, the decision-making is done very critically as well as for Samsung Galaxy
S9.
The argument by Jalali et al. (2016) stated that the company and the customers both face
immense difficulty in a B2C transaction. The company has to understand the market mix as
well as the customer’s perspective to increase the sale of the product. The customers have to
be made to believe that the product is the best product to increase the generation of revenue.
The transactions are purely based on the brand name and the strength of advertisement. For
companies like Samsung the branding of Galaxy S90 has been in a huge way such that the
customers understand the quality of the product. The customers on the other hand have to
choose according to best quality available for them. Thus the decision making process for the
company is more critical in this.

7CONSUMER BEHAVIOUR
Different approaches to market research that influence stages of decision-making
process for B2B, with examples
According to Mardani et al. (2015), there are mainly two points in understanding the process
of decision making in the B2B transaction. The B2C transaction involves the transaction
between the business unit and the consumers whereas the B2B is much more complex which
is based on different set of thoughts of a particular set of people in a company accountable for
buying the product from another company. A necessary example can be the buying of the
company Whatsapp by the company Facebook in exchange of lump sum amount of money.
This transaction includes critical analysis of the product and then taking over for company’s
interest. There is a much complex domain of thoughts in the operation of B2B transactions.
This is done by a group of people or a singular person in the company responsible for these
operations. The buyer does not only think about the emotional aspect but it is about the
fortune of both the companies (Han and Hyun, 2015).
Thus stress is given on the rational side more and deals are made for the transaction (Lin and
Huang, 2015).Thus the decision making process is generally based on the skill set of
negotiation and the initiation of a considerable bargain from both sides. The main point is the
decision of who will buy. This is done by the more interested company and thus the sellers
have to analyse the decision-making process of them in order to figure out the character of
the deal in detail. This analysis is done on a committed basis. In companies like Samsung, the
buying of products is followed by the transaction of huge number of benefit (Jalali et al.
2016). The name and the brand of the company is an influence in the negotiation for the
company. The main point is the generation of cost efficiency of the buying company. Big
companies like Samsung get the upper hand in such deals.
On the contrary, Wang and Yu (2017) states that the B2C is more critical as it cannot be
predicted and is based more on the emotional aspect. The brand name of the company is
based much on individual satisfaction apart from digital marketing and other advertisement
strategies. The B2C focuses on transactions between the company and the community. The
decision making process also is based on two points. The main point is the choice and
selection of preferred alternatives. The companies need the customer to believe that they
produce the best material and are in many ways superior to others. The customers must be
satisfied with the products they buy or it will result in misfortune for the company. The
second point is producing according to the customer’s needs. This is very critical as the needs

8CONSUMER BEHAVIOUR
are subject to change according to the situations. The company thus needs to have a specific
plan for devising strategies to be able to deliver effective products to the customers. For
companies like Samsung the Galaxy S9 phone has been marketed well and the customers
have found it interesting. The company has succeeded in manipulating the choices of the
customers based on their preferences.
How diverse factors influence decision-making and buying behaviour with examples
According to Badgaiyan and Verma (2015), there are many factors that influence the key
decision making process in the consumers. The key factors being the brand name of the
company, the price margin and the content of marketing the market follows. Apart from this,
there are other factors as well. The factors include the economic and social condition. The
cultural condition also affects the trend of buying behaviour in the consumer environment.
The economic condition is the major influence for the buying trends in the customers. An
example can be the decreased sales of high price margin products during inflation. The
customers are much concerned about the possible risks that can occur because of the
economical risk in buying the product (Han and Hyun, 2015). The social influence is the
trend of buying a certain product by the influence of others. The consumers are tending to be
influenced by the opinion of the close ones in this case. The trend of buying is based not on
the company but by the influence of surrounding. Besides, the cultural influence is related to
the social environment. However, the cultural factor is much focused on the inner perspective
of individual consumer and is influenced by the level of satisfaction that the customer
achieves by the use of the product (Pappas, 2016). Other factors may be the minor hindrances
faced by the consumer in buying the product such as the retailer behaviours or anything
related to the business policies.
How marketers influence different stages of decision-making process of B2C, and B2B
with examples
In the opinion of Dahiya and Bhatia (2015), the markets have a huge influence in the decision
making process of the consumers. From the consumers perspective there are enormous
amount of products in a certain field is available. Thus, the chance of shifting from a certain
company is high for a certain consumer. The digital marketing and branding of the companies
needs high value to attract the consumers to buy their product. The companies are always
focuses on the subject of making the customers believe that their product is the best in the
market. This will help in gaining the consumers faith in the company. The consumer’s choice

9CONSUMER BEHAVIOUR
is hard to predict. However, the customers are generally attracted towards the products, which
are within the price range and offer considerable output. In both the cases of B2B and B2C
effective analysis of the risks and potential revenue generation must be necessarily done to be
able to predict the trends. For the B2C, the survey must be given importance. The surveys let
the customer know about the launch of a new product as well as gather necessary information
about the trust that they put in the company (Dahiya and Bhatia, 2015). The branding and
marketing is also one of the important aspects of B2C transactions as the knowledge of the
company is reached to the customers by the effective marketing of the product by the
company.
As said by Xu et al. (2015), the B2B marketing needs a little more analysis that is precise.
The B2B marketing is based on the deal of two business firms. Thus, it is needed to predict
and influence the decision making process of the opposite company for the sake of their own
good. The bigger companies in this case have an advantage of manipulating the stakes of the
deal and let the other company know of their position in the market and the brand name. This
lets in a bargain margin from the other company leading to a competitive advantage. The
influence in this kind of transactions must be done strategically (Pappas, 2016). The
strategies must be predefined to let the company arrive at a significant profit after the end of
the conversation. This kind of transactions is generally closed door in contrast to the B2C
transactions. This is because in contrary to the B2C transactions, the marketing and the
advertisements are of minimum value in B2B.
As opined by Swani et al. (2014), in the B2C transactions the company is bound to listen to
the customer choices as the decision taken by the customer affects the company growth
hugely. The negative comments generated by the customers can affect the brand name and
reduce the amount sales. This leads to the customers having a slightly more advantage in the
transactions. The company analyse the trends in the decision making pattern of the customers
and have a major influence on them by affective branding and other things. The name of the
company is also another major factor, which helps in effective growth of sales (Dahiya and
Bhatia, 2015).The diverse set of marketing strategies help in gaining the customer’s attention
to let them know about the prospect of the product that the company is opted to sell.
However, the customers can know the prospects from various surveys and events that are
conducted related to the product in various places that attract people’s attention.

10CONSUMER BEHAVIOUR
How marketers influence each stage of decision-making process with relevant
models/methods
According to Mencarelli and Riviere (2015), the five stages of decision-making are in general
hugely influenced by the branding of the several companies. The first stage or the generation
of necessity are done by the companies, which let people know that technology has changes
from the previous one. The marketing strategies of corporate giants, like Samsung have a
greater advantage to others. The customer’s decisions are generally driven by the brand name
and the cost of the specified product. The brand name serves a larger purpose in this respect.
The cost of the product is another factor, which helps the smaller companies to prosper. The
cost of Samsung Galaxy S9 with the larger companies is generally more owing to the quality
they offer to people. This leads to the change in decision of the consumers. The price margin
is an advantageous factor of influence for change in decision. The choosing of alternatives
and the searching are influenced by the amount of marketing that a company does for a said
product. The consumers are attracted towards products that have high value because it is a
common thought that high value offers high quality. Thus, there is huge number of
companies in every field and each of them provides enormous alternatives. The buying
behaviour of the consumers is thus hugely affected by the marketing trend and trade analysis
of the companies (Hande and Ghosh, 2015).
Conclusion
In conclusion, it can be said that the consumer trends in decision making and buying are
affected by trends set by the companies. The companies offer many strategies for companies,
like Samsung to be attracted. The report gives a detailed analysis of the various methods of
decision-making and the several models associated with the thoughts. Various strategies set
by the companies have been discussed with collective examples. Both the types of B2B and
B2C transactions in relation to the decision-making process have also been clearly discussed.
The reader will be able to gain a keen insight on the various methods of analysis as well the
necessary steps involved in decision-making.

11CONSUMER BEHAVIOUR
References
Badgaiyan, A.J. and Verma, A., 2015. Does urge to buy impulsively differ from impulsive
buying behaviour? Assessing the impact of situational factors. Journal of Retailing and
Consumer Services, 22, pp.145-157.
file:///C:/Users/USER/AppData/Local/Packages/Microsoft.MicrosoftEdge_8wekyb3d8bbwe/
TempState/Downloads/publishedpaper_does_urge_to_buy_impulsively_differ_from_IBB
%20(1).pdf
Chen, A., Lu, Y. and Wang, B., 2017. Customers’ purchase decision-making process in social
commerce: a social learning perspective. International Journal of Information Management,
37(6), pp.627-638.
Dahiya, K. and Bhatia, S., 2015, September. Customer churn analysis in telecom industry. In
2015 4th International Conference on Reliability, Infocom Technologies and Optimization
(ICRITO)(Trends and Future Directions) (pp. 1-6). IEEE.
https://ieeexplore.ieee.org/stamp/stamp.jsp
Gemser, G. and Perks, H., 2015. Co-creation with customers: An evolving innovation
research field. Journal of Product Innovation Management, 32(5), pp.660-665.
Govindan, K., Rajendran, S., Sarkis, J. and Murugesan, P., 2015. Multi criteria decision
making approaches for green supplier evaluation and selection: a literature review. Journal of
Cleaner Production, 98, pp.66-83.
Han, H. and Hyun, S.S., 2015. Customer retention in the medical tourism industry: Impact of
quality, satisfaction, trust, and price reasonableness. Tourism Management, 46, pp.20-29.
https://s3.amazonaws.com/academia.edu.documents/36563510/TM46-2015-
Medical_clinics___Qual-Satis-Trus.pdf
Han, H. and Yoon, H.J., 2015. Hotel customers’ environmentally responsible behavioral
intention: Impact of key constructs on decision in green consumerism. International Journal
of Hospitality Management, 45, pp.22-33.
Hande, P.V. and Ghosh, D., 2015. A comparative study on factors shaping buying behaviour
on B2B and B2C E-commerce platforms in India. EXCEL International Journal of
Multidisciplinary Management Studies, 5(3), pp.1-10.

12CONSUMER BEHAVIOUR
Jalali, M.S., Ferreira, F.A., Ferreira, J.J. and Meidutė-Kavaliauskienė, I., 2016. Integrating
metacognitive and psychometric decision-making approaches for bank customer loyalty
measurement. International Journal of Information Technology & Decision Making, 15(04),
pp.815-837.
Lin, H.F. and Huang, Y.W., 2015. Using analytic network process to measure the
determinants of low cost carriers purchase intentions: A comparison of potential and current
customers. Journal of Air Transport Management, 49, pp.9-16.
https://www.semanticscholar.org/paper/Using-analytic-network-process-to-measure-the-of-
A-Lin-Huang/c6589081b34e8d72d19132892f1516fe7f463bf7
Mardani, A., Jusoh, A. and Zavadskas, E.K., 2015. Fuzzy multiple criteria decision-making
techniques and applications–Two decades review from 1994 to 2014. Expert systems with
Applications, 42(8), pp.4126-4148. http://tarjomefa.com/wp-content/uploads/2018/02/8646-
English-TarjomeFa.pdf
Mencarelli, R. and Riviere, A., 2015. Perceived value in B2B and B2C: A comparative
approach and cross-fertilization. Marketing Theory, 15(2), pp.201-220.
Mirabi, V., Akbariyeh, H. and Tahmasebifard, H., 2015. A study of factors affecting on
customers purchase intention. Journal of Multidisciplinary Engineering Science and
Technology (JMEST), 2(1). http://www.jmest.org/wp-content/uploads/JMESTN42350395.pdf
Pappas, N., 2016. Marketing strategies, perceived risks, and consumer trust in online buying
behaviour. Journal of Retailing and Consumer Services, 29, pp.92-103.
https://sure.sunderland.ac.uk/id/eprint/6488/3/Marketingstrategies2nd%20Revised
%20Manuscript.pdf
Reijonen, H., Hirvonen, S., Nagy, G., Laukkanen, T. and Gabrielsson, M., 2015. The impact
of entrepreneurial orientation on B2B branding and business growth in emerging markets.
Industrial Marketing Management, 51, pp.35-46.
Reymen, I.M., Andries, P., Berends, H., Mauer, R., Stephan, U. and Van Burg, E., 2015.
Understanding dynamics of strategic decision making in venture creation: a process study of
effectuation and causation. Strategic entrepreneurship journal, 9(4), pp.351-379.
http://dare.ubvu.vu.nl/bitstream/handle/1871/53124/Reymen