Table of Contents
Target Market
Samsung smartphones are influenced by cultural factors
National and Ethnic Heritage
Counterculture
Socioeconomic Status
Samsung smartphones are influenced by the personal buying habits of consumers
How old
Population characteristics
Private
Life Styles
Samsung smartphones are influenced in part by social factors
Group of reference
Influential Individual
Relatives
In summary
Samsung Group is South Korea’s multinational conglomerate. Its headquarters are in Samsung Town in Seoul. Samsung means “three star” in Korean. It includes a variety of partner businesses. The majority of them have come together under the Samsung brand. Lee Byung Chull, a Korean entrepreneur, founded the Samsung Group in 1938. The main focus of Samsung was trade export. The export of vegetables, fruits, and dried Korean fish was one example. Samsung entered the electronics market in the 1960s. In the mid-1970s, the shipbuilding and development businesses were created. These zones would be key to the company’s continued growth. SAMSUNG Company’s slogan is “Everyone’s invited or Its difficult to imagine”. SAMSUNG Mobile’s tagline was ‘Next Is What?’ Product UsageSamsung offers smartphones for different uses, including businessmen, seniors, students, and others.
The Samsung smartphone costs between RM 500 and RM 4,000. Samsung Gadgets has announced that it is expanding its eco-friendly packaging applications to reduce energy consumption and encourage the recycling of unused materials. Samsung Electronics is also pledging to continue developing the Galaxy Series and using next-generation eco-friendly materials. Samsung Electronics’ commitment to the environment is well represented in the Galaxy S5’s new packaging and manual, which uses 100% recyclable paper. Samsung Gadgets has maintained its eco-friendly philosophy throughout the Galaxy Series. The Galaxy S4 reduced approximately 1, 000 tons CO2 emissions, which is equivalent to saving 110, 000 trees. Samsung targets customers between the ages of 20 and 50, or older, provided they have the ability to purchase and use the products offered by the company. Samsung’s primary target audience for smartphones is typically the younger to mid-aged group (14-25). This is due to the fact that most of them are tech-savvy. Samsung found that this group is more likely to invest than they were in the past. This is due to the rapid development of technology in this market. The second group that Samsung targets is the largest is the adults aged 26-49. This is because the target market includes consumers who are most likely to be able to purchase any product Samsung may offer, including smartphones, smart TVs, cameras and vacuum cleaners. In the future, this group of customers will continue to grow.
Samsung smartphone culture influences the consumer’s buying decisions The collective set of values, beliefs, needs, and behaviors that are taught to a person by their family or other significant educators. Culture is different from one location to another, and from one country to the other. Understanding the desires and behaviours is a key part of culture. It is important that you get it and understand the social factors in each market. These factors will impact the consumer’s perception, propensities, conduct, and desires. Samsung understands this and continues to work hard to get there. Samsung Galaxy S, the latest addition to this endeavor, is now available. Bangladesh is a country that is socially extremely rich. This means it has a strong connection and appeal to music. Samsung Galaxy S models come with a huge memory storage and extended battery life (expandable to 128 gigabyte). The product is culturally appropriate, so Bangladeshis will readily accept it.
SubcultureA subculture is a group of people. There are also smaller sub-societies within each culture. This is a collection of people who have an esteem system that is based upon common life experiences. Each culture contains smaller subcultures which give each individual a distinct personality. Brands regularly consider subcultures when segmenting markets to determine if a product or communication strategy can be adjusted to reflect the specific needs and values of each fragment. Subcultures could include geographical locations, religions, dialects, or sub-castes. Different subcultures have different behavior. Each subculture offers more socialization and identification for its members. The youthful generation in every country is very dynamic. They constantly look for the highlights. This segment was captured by the Samsung System J. Samsung Galaxy J Series has Dual Cameras, Infinity Displays, Side Fingerprints and can therefore attract this segment’s young generation.
Social Class. This is an important factor that influences a person’s purchasing decision. It is an important part of society and a significant cause of individual conduct and needs. Individuals from different social classes have distinct needs and use patterns. There are three types of social classes that have the same common characteristics: lower, middle and upper. The majority of the time, people belonging to the same social class share the same value, interests, and behaviour. These consumers have different buying habits. The upper class buys items and services that are supportive of their status while the lower-class purchase those that satisfy their basic needs. The upper-class will choose Samsung Galaxy Note for their luxury, but Samsung Galaxy A is an option for them. It suits their buying habits and consumption patterns. Samsung Inc created several products, such as the Samsung Galaxy Note, Samsung Galaxy S and Samsung Galaxy A to meet every social class.
Samsung smartphoneAgeAge is a factor that can impact the consumer’s buying habits. Different items will be purchased at different times in a person’s life. Young singles would not be interested buying property, houses, insurance policies, or gold. However, people with families would be more keen to purchase items that would benefit their family and ensure their financial security. As such, young people are more likely to be interested in bright colors than older or middle-aged people. They would prefer simple and sensible plans. It is obvious that consumer preferences and tastes change with time. Samsung then uses the lifecycle stage of their target audience to define it. Samsung mobile use is also affected by stages of life like the bachelor stage, newly-married couple, and independent kids. Samsung Galaxy A is introduced to children by Samsung, particularly girls, because the trend of selfies has made it a popular phone.
DemographicDemographic also as a factor affecting consumer buying behaviour. Individuals’ demographics can vary based on their age, gender, education, and conjugal status. Bukenya & Wright (2007) found that socio-demographic characteristics such as sex (age, education, income) play a key role in deciding the use plan. This also allows one to easily notice the differences between different individuals coming from different financial circles. Samsung smartphone’s customer focus is for every buyer. This is because they provide many different types of item, such as Samsung Galaxy Note or Samsung Galaxy S. Samsung Galaxy A is, for example. This Samsung Galaxy A is designed to let you take and share selfies with your friends without any worry.
Personality can also influence buying behavior. Every person is unique and has their own distinctive identity traits that reflect in his/her purchasing behavior. Personality refers the whole of a man’s characteristics. Personality changes often because it is not the same for everyone.
Personality also refers to an individual’s unique psychological traits that make him/her interesting. Brands and brands are often used by consumers to express their individuality. Brands are perceived to have the personality just like humans. A gamer will look for the best quality gaming computers, while a car fan would prefer to buy modified cars or racing cars. Personality refers to a person’s total appearance, knowledge, and various skills. Note 9 is for men who believe in innovation, while Note 9 will be purchased by a woman who prefers an indigenous product. A Note 9 buyer may also choose to purchase a simple Android phone. Samsung Inc makes a variety smartphones to satisfy the desires of modern consumers, such as Samsung Galaxy Note or Samsung Galaxy S.
The customer’s lifestyle is an important influencer of their buying decisions. Lifestyle refers to how an individual lives and purchases the goods that are compatible with his/her environment. Lifestyle refers to an individual’s beliefs and actions that reflect his/her way of living in society. It could be the person’s way of life as defined by their interests, activities, and opinions. For example, a person who has a poor lifestyle will avoid organic products. Kotler et.al. define lifestyle as a person’s life style, which is expressed in their interests, hobbies, and opinions. Lifestyle encompasses a person’s entire pattern of living and interactions in the world. This is different from profiling someone’s social classes or personalities. The lifestyle of a person is determined by his hobbies, interests, opinions, and thinking. A man who values simplicity and high thought will buy Samsung Galaxy J1 Ace. While a woman who leads a lavish life will purchase Samsung Galaxy Note.
Samsung smartphone consumer buying behavior: Social factors Referring to a reference group, it also refers to a group that a person is close to and calls themselves a member. The members of the group all have common buying behavior and strong influence on one another. Reference groups have the potential to influence individual behaviours and attitudes. The effects of reference group can be different for different brands and items. Other people can often affect consumers. Most of the time, this is because a lot of us consumers need to feel ‘belong. This responsibility is shared with companies, who must understand our needs in order to offer clear value. Businesses can understand the effects of reference groups and consumer buying. Bryan, a man named Bryan, wanted to purchase an Android mobile. So he visited a nearby Samsung store and purchased one. It was because Bryan and his friend were using the exact same brand of mobile phone and were both satisfied.
Opinion LeaderOpinion leader may also play a role in influencing consumer buying behavior. Opinion leaders can be individuals with the ability to influence others. These people are typically more experienced in a specific area and often consulted to help consumers make better decisions. Targeting creative opinion leaders can be more economically profitable, as most consumers follow their lead and rely heavily on them for information. Samsung has used Jolin Tai, an opinion-leader, as its endorser for Samsung Note 9. Jolin Tai is a performer, actress, dancer, and entrepreneur. Jolin Tsai will be the voice of reason to introduce the Samsung mobile phone. YouTubers and Vloggers as well as social media personalities have had a major influence on consumer behaviour through their online reviews, recommendations, and trailing of products. These posts are viewed daily by millions. Samsung uses this type of advantage to get the word out through opinion leaders, which can lead to consumers buying their products.
FamilyThe most influential group on customer behavior is the family. Family members play an important role in shaping one’s choices and behavior. Children are now able to get information through social media and their friends. They also have the ability to influence his buying habits and preferences. The family members have a profound effect on buyer behaviour.
Samsung Company used an advertisement to promote a couple package. This means that a couple buying a Samsung brand phone can receive 45% off and 12% discount on their purchase of samsung brand phones. Samsung Inc aims to determine the influence and roles of husband, wife and kids. Marketers will target women if they believe that a wife is influential in deciding whether he buys a product. Samsung introduced Samsung Note 9 main, a smartphone that is easy to use. This will encourage the father/mother and their children to purchase the Samsung brand.
Conclusion. Culture is a way of life that can be accepted and has the greatest impact on consumer behavior. Culture can be divided into groups of moderate size, although it can theoretically be shared by many people. Samsung galaxy brands must be able to comprehend and account for the unique social factors of each market and every situation. This allows them to tailor their product and marketing methods. These will be a factor in consumers’ perceptions, propensities as well as their behaviour and expectations. Samsung must use individual factors to help clients make informed choices and choose the right item. Samsung’s person factor addresses customer behaviour according to their personal, social, and economic circumstances. These factors change from one person to the next, resulting in unique perceptions, attitudes, or behaviours towards certain products and/or services.
The society is made up of individuals with different preferences and behaviors. Human beings live in complex social environments. They are influenced by many individuals with different buying habits. Social factors include family, group reference, and opinion leaders. Samsung Inc. should use strategies like advicement or advancement to affect the individual preferences. It can encourage customers to continue buying the same products.
