CONSUMER

BEHAVIOUR ON
SAMSUNG GALAXY
TABLE OF CONTENTS
EXECUTIVE SUMMARY .................................................................................................................. 2
PART A: THE PRODUCT- CONSUMER. ........................................................................................ 3
I. What is Product? Company? Brand? .................................................................................... 3
II. Targeted Consumers for Smartphone of Samsung Galaxy. ................................................. 6
III. Why We Choose This Product? .............................................................................................. 7
PART B: CONSUMER DECISION MAKING PROCESS (CDMP) - PSYCHOLOGY
FACTOR................................................................................................................................................ 8
I. What the relation between consumer’s individual factors to the product or
advertisement? .................................................................................................................................. 8
II. Motivation and Goals............................................................................................................... 9
III. Brand Personality .................................................................................................................. 10
IV. Consumer Imagery................................................................................................................. 11
Part C: Message Effectiveness the Importance of Elements in CDMP. ......................................... 13
I. For Advertisement ................................................................................................................. 13
II. For Product and the Element. ............................................................................................... 16
PART D: SUGGESTION. .................................................................................................................. 19
PART E: CONCLUSIONS. ............................................................................................................... 22
BIBLIOGRAPHY. .............................................................................................................................. 23

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EXECUTIVE SUMMARY
For this report, we have chosen the company Samsung. Samsung is one of that produce
smartphone and offers far more than just mobile phones for everyday use. This report will focus
solely on the consumer decision making process. It notes three key findings, and makes a few
suggestion for this report.

In this project, we will talk about what is product, the background of company and the
brand. Then, we will discuss on consumer decision making based on psychology factors.
Lastly, we will talk about the message effectiveness the importance elements in decision
making. We will look closely at and discuss all of these findings and give a few of suggestion.
Therefore, we can conclude the analysis.

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PART A: THE PRODUCT- CONSUMER.
I. What is Product? Company? Brand?
a. Product.
A smartphone is a handheld personal computer with a mobile operating system and an
integrated mobile broadband cellular network connection for voice, SMS, and Internet data
communication and most of smartphones also support Wi-Fi. Smartphones are typically
pocket-sized, as opposed to tablet computers, which are much larger. They are able to run a
variety of software components, known as “apps”. Most basic apps (e.g. event calendar,
camera, web browser) come pre-installed with the system, while others are available for
download from official sources like the Google Play Store or Apple App Store. Apps can
receive bug fixes and gain additional functionality through software updates; similarly,
operating systems are able to update. Modern smartphones have a touchscreen colour display
with a graphical user interface that covers the front surface and enables the user to use a virtual
keyboard to type and press onscreen icons to activate "app" features. Mobile payment is now
a common theme amongst most smartphones.

Today, smartphones largely fulfil their user's needs for a telephone, digital camera and
video camera, GPS navigation, a media player, clock, news, calculator, web browser, handheld
video game player, flashlight, compass, an address book, note-taking, digital messaging, an
event calendar, etc. Typical smartphones will include one or more of the following sensors:
magnetometer, proximity sensor, barometer, gyroscope, or accelerometer. Since 2010,
smartphones adopted integrated virtual assistants, such as Apple Siri, Amazon Alexa, Google
Assistant, Microsoft Cortana, BlackBerry Assistant and Samsung Bixby. Most smartphones
produced from 2012 onward have high-speed mobile broadband 4G LTE. Smartphones were
starting to grow little by the late 2000s. Smartphones started to expand in the third quarter of
2012. In the third quarter of 2012, one billion smartphones were in use worldwide. Global
smartphone sales surpassed the sales figures for feature phones in early 2013.

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 b. Company.
Samsung is a South Korean multinational conglomerate headquartered in Samsung Town,
Seoul. It comprises numerous affiliated businesses, most of them united under the Samsung
brand, and is the largest South Korean chaebol (business conglomerate).

Samsung was founded by Lee Byung-chul in 1938 as a trading company. Over the next
three decades, the group diversified into areas including food processing, textiles, insurance,
securities and retail. Samsung entered the electronics industry in the late 1960s and the
construction and shipbuilding industries in the mid-1970s; these areas would drive its
subsequent growth. Following Lee's death in 1987, Samsung was separated into four business
groups – Samsung Group, Shinsegae Group, CJ Group and Hansol Group. Since 1990,
Samsung has increasingly globalised its activities and electronics; in particular, its mobile
phones and semiconductors have become its most important source of income. As of 2017,
Samsung has the 6th highest global brand value.

Notable Samsung industrial affiliates include Samsung Electronics (the world's 2nd largest
information technology company measured by 2015 revenues, and 5th in market value),
Samsung Heavy Industries (the world's 2nd largest shipbuilder measured by 2010 revenues),
and Samsung Engineering and Samsung C&T (respectively the world's 13th and 36th largest
construction companies). Other notable subsidiaries include Samsung Life Insurance (the
world's 14th largest life insurance company), Samsung Everland (operator of Everland Resort,
the oldest theme park in South Korea) and Cheil Worldwide (the world's 15th largest
advertising agency measured by 2012 revenues).

Samsung has a powerful influence on South Korea's economic development, politics,

media and culture and has been a major driving force behind the "Miracle on the Han River".
Its affiliate companies produce around a fifth of South Korea's total exports. Samsung's revenue
was equal to 17% of South Korea's $1,082 billion GDP.

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 c. Brand.
Samsung Galaxy is a series of mobile computing devices designed, manufactured and
marketed by Samsung Electronics. The product line includes the Galaxy S series of high-end
smartphones, the Galaxy Tab series of tablets, the Galaxy Note series of tablets and phablets
with the added functionality of a stylus, and the first version of the Galaxy Gear smartwatch,
with later versions dropping the Galaxy branding.

Samsung Galaxy devices use the Android operating system produced by Google, usually
with a custom user interface called Samsung Experience (formerly Touch Wiz). However, the
tradition of Android-exclusivity for the series was broken at CES 2016 with the announcement
of the first Galaxy-branded Windows 10 device, the Samsung Galaxy Tab Pro S.

The S7, S8, S9, Note FE and Note8 Galaxy devices come with a file transfer app (Smart
Switch) pre-loaded, with no app icon. Smart Switch works with all recent Galaxy devices, from
the S2 through to current models.

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II. Targeted Consumers for Smartphone of Samsung Galaxy.

Samsung's targets a very wide range of consumers ranging from normal day to day
usage devices to industrial standard equipment. The usual target age group of customers range
from the 20s to 50s or even older, as long as the person has the ability to purchase and use the
products that Samsung has to offer in the market.

Teenagers to early adults (age 14 until 25), this age group of Samsung product
consumers is usually Samsung's smartphone target customers as they are mostly technology
savvy. This group of customers is growing as Samsung saw that this group has more spending
power in recent years compared to in the past.

Adults (age 26 until 50), this specific group of targets the largest portion of Samsung's
target market as this is the group of consumers that have the most ability to purchase any of the
Samsung’s smartphone that offer in the market. This portion of customers will continue to grow
in the years to come.

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III. Why We Choose This Product?

Samsung has been stepping up their games to catch consumer’s attention towards their products
and it catches our attention to actually want to know more about the product. Samsung also
offers smartphones ranging from budget category to some serious high-end products. And
obviously, consumer have plenty to choose from according to their wish and need which we
think is the main win point for Samsung. So, let’s point out some reasons why we choose this
product:

i. Brand conscious consumer

Today consumer are becoming more and more conscious about the brand they are using.
And often consumer who use the same brand for years are also likely to stick to the same
brand for coming years. Same happens to Samsung.
ii. Wider range of selection
Consumer have plenty to select from as per their wish and need. Samsung has phones
ranging from low end to high end right there for them. If they have loads of money to
spend on them can always look for the Samsung high-end smartphones. If not, there’s
always a budget end phone waiting for them.
iii. Brilliant AMOLED display and big screen.
Consumer loving the bright, colourful things always happen to love Samsung phones. An
independent testing revealed that one of the Samsung devices has the best smartphone
display. So consumer will loving the bright and colourful display in a big screen actually
lean towards the Samsung than other brands. Quite good consumer are even enjoying the
brilliance of AMOLED display ranging from budget end to high end in Samsung phones.
iv. Camera
Cameras are top notch in Samsung phones even if its budget oriented. And consumer
loving taking pictures, selfies are obviously addicted over Samsung mobiles.
v. Excellent service after sales
A lot can happen after buying a phone. Consumer might need to replace their battery in a
year or two or they might crack their screen. That’s why Samsung offers warranty for
consumer’s device. Even if consumer have finished their warranty, they have genuine
service centre around that will be ready to fix our device as soon as possible. On the other
hand, consumer looking to buy Samsung phones don’t need to wander around the city as
the Samsung phones are easily available in each and every mobile retail shop. Also spare
parts, accessories are well found in the markets.

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PART B: CONSUMER DECISION MAKING PROCESS (CDMP) - PSYCHOLOGY
FACTOR.
I. What the relation between consumer’s individual factors to the product or
advertisement?

Personal factors are the individual factors to the consumers that strongly influence their
buying behaviours. These factors vary from person to person that result in a different set of
perceptions, attitudes and behaviours towards certain goods and services. The consumer buying
behaviour is greatly influenced by the age and stage of life. For the group of customers range
from 20s, they are more up-to-date and willing to buy a new smartphone to follow the trends.
From the ads, it shows the guy influenced by his peers that wearing smartphone’s Samsung
Galaxy.

Second, the income of the person influences his buying patterns. The income decides the
purchasing power of an individual. The more the personal income, the purchasing power of the
smartphone Galaxy is high. For the customer with more income, they willing to buy the
smartphones due to the several of function that worth it for them. Based on the ads, it shows
various function of the smartphones such as waterproof, have a memo and wireless charger.
So, for them it worth it to have it even though with the higher price.

The occupation of the individual also influences his buying behaviour. The people tend to
buy those products and services that advocate their profession and role in the society. They
lead to ego needs to accomplish something and have status among others. For an example, as
a secretary they tend to buy this smartphones because it easy for them to write the important
things in the memo note in the smartphones instead using a book.

The consumer buying behaviour is influenced by his lifestyle. The lifestyle means
individual’s interest, values, opinions and activities that reflect the manner in which he lives in
the society. The consumers that willing to buy the smartphone’s Samsung Galaxy is tend to
like outdoor activities, so they willing to buy smartphone that have waterproof.

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II. Motivation and Goals

Unfulfilled needs lead to the motivation which spurs learning. Advertisement of the
product can be cues to stimulate the motivation of the consumer to willing buy the products. If
the person need to buy a new smartphones, he will motivated after see the ads of the Samsung
Galaxy: Growing Up. Then, he will learned how to use the smartphone and tend to buy it.

Consumer also feel motivated when they see the features of the smartphone that have many
function, various pattern and design, and colours. When a person see the ads of the Samsung
Galaxy, he will motivated when he got the information that the smartphones have a various
function such as waterproof, can wireless charge and have a memo note. The smartphone also
have a various colour that can attract consumer to buy such as black, purple, blue and grey.

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III. Brand Personality

Brand personality refers to the basic human characteristics that consumers can easily
attribute to a certain brand. These characteristics make it more relatable and more human
because people tend to feel more affinity to brands whose personality matches their own. The
excitement, competence and sophistication are the specific dimensions of Samsung, and the
characteristics meet the key management idea of people-oriented for the Samsung Company.

1. Excitement

Brand personality of Samsung is excitement because it is smart, interactive and innovative

with unique features of smart phones. People loving the bright, colourful things always happen
to love Samsung phones. An independent testing revealed that one of the Samsung devices has
the best smartphone display. So people loving the bright and colourful display in a big screen
actually lean towards the Samsung than other brands.

The elliptical shape of the logo symbolizes the world moving through space, conveying a
distinctive image of innovation and change. The first letter, "S", and the last letter, "G,"
partially break out of the oval to connect the interior with the exterior, showing SAMSUNG's
desire to be one with the world and to serve society as a whole. The blue color in the Samsung
logo signifies trustworthiness, reliability, and commitment in service.

2. Competence

Samsung mobile phones are usually black and of fine quality, which may make people
think Samsung is competent. The specific dimensions of Samsung, embody the ideal of dignity,
elegance, fashion quality of Samsung

3. Sophistication

The beautiful, exquisite appearance of the Samsung mobile phones and its wide variety
may make people feel sophistication is one of its characteristics.

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IV. Consumer Imagery
a. Brand Image

Brand image is the perceptions of the customers which are reflected by the different
associations they held in mind about the brand``. Keller further defines that images are created
by brand associations which is the perception inside the memory of the customer. Images are
those perceptions that customer think about the brand that appears in their mind. Brand image
is a major factor for the organization to launch their products and services successfully in the
market. Brand image is the meaning consumers associated with the products.

Samsung wants to build brand equity by differentiating their Galaxy line from other brand
manufacturers. When customer think of Samsung, they want them want them to think of quality
and specifications and hence, they build the brand up according to the customer’s lifestyle and
features. Samsung incorporates a graphic element of a galaxy to their visual brand logo so that
it could more easily be recalled by customer. The major characteristics of the brand image of
Samsung are its uniqueness while compare with its competing products. The uniqueness of the
product may differ from each other according to its colour, packaging, weight, design, texture
and others so that customer think Samsung is one of the top brands among Smartphone.

Samsung is a key and experienced mobile phone manufacturer. The company has been
engaged in this business for a long time, producing high-quality devices. The popularity of
Samsung smartphones has always been strong due to many important factors including using
the latest technology innovations and competitive price policy.

Besides, the Korean company regularly updates or changes their line-up because they
study the market attentively to find out customers most essential desires. For example, not
enough storage is one of main complaints of any smartphone user. Samsung provides
customers with broad range – from 2 GB to 64 GB. Most phones have 16 GB, which is basic
but very much enough for all applications. And of course, the storage in any Samsung phone
can be expanded with a memory card. Samsung also provided the best quality camera and long
lasting battery life.

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b. Package Image

Packaging also conveys the brand image. Customer may experience irrepressible
excitement when opening up the packaging on a shiny new product. In fact, the anticipation
felt during an unboxing experience is often just as strong as the emotions felt when one is using
a product for the first time. Example for the Galaxy S7 and Galaxy S7 edge, Samsung
Electronics has taken care to create a memorable unboxing experience. Attention to detail was
applied not just in crafting the smartphones, the packaging also got a full makeover.

The new design sees users open the box as if they were opening a book. This means the
smartphone is only gradually revealed, delivering a novel, intriguing and somewhat nostalgic
experience. The box, which features a sleek black and blue colour scheme, is designed with
simplicity and elegance in mind, just like the device inside. In addition, Samsung has developed
and expanded applications for eco-friendly package to the Galaxy Series, reducing energy use
and supporting the recycling of unused resources.

Samsung Electronics announced it is developing and expanding applications for eco-

friendly packaging to help reduce energy use and support the recycling of unused resources.
The company is also pledging its commitment to continuously developing the Galaxy series,
applying next generation eco-friendly material.

c. Perceived Price

Price directly affect the consumers as it is consider a high involvement product. A brand
like Samsung known they have already become one of the renowned Brands of Smartphone
and always produce a high quality Smartphone. Thus, influential after the brand that is the
price, the price offered Samsung very affordable so that all society, starting from the lower,
middle and upper can afford to purchase Samsung smartphone.

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Part C: Message Effectiveness the Importance of Elements in CDMP.
I. For Advertisement
a. Message Structure and Presentation.

A message is the thought, idea, image, or other information that the advertiser wishes to
convey to the targeted audience. In advertising sense it means the “Meat of an advertising or
commercial that attempts to convey what the advertiser intends through words and or pictures.”
And it can be verbal, nonverbal or a combination of the two. The presentation of advertising
message is of great importance while determining its effectiveness. Focus of the advertising
team should be not only on the content in the message, but also on how the information flow
for communication will be, as well as the best possible message appeal. Message structure is
the organization of all the elements of a message. Research is ongoing to gather information
on the message structure and its influences on the effectiveness.

Messages could be one or two sided. One-sided messages talk only of the benefit or positive
features in the ad. For example, advertisements of Mobile handsets only talk about its positive
features and doesn’t mention any of its side effects. Such messages are effective where the
recipient is not exposed to the competitor’s messages. On the other hand, a two-sided message
features the benefits and weaknesses. An advertisement with such planning becomes highly
talked about and clatwo-sidedority over competitors by highlighting a specific feature.

Samsung’s message structure and presentation clearly shows that they uses one-sided
messages in their advertisement as they discriminates Apple products in the multimedia
advertisement to attract Iphone users or customers who supports Apple Company to change to
Samsung by showing them the features of Samsung Galaxy in a way of discriminating Iphone
users. For example, Iphone has not come out with waterproof phone yet so Samsung uses that
opportunity by having the models in the advertisement to jump in the lake with their phones to
show that Samsung phones are waterproofs. Samsung’s are focusing on the positive factors of
their products as if other competitors don’t exist. For example, Samsung knows most of the
consumers will go for Iphone as their first choice but they still stressed out their positive factors
to change the mind of their targeted audience.

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b. Appeal Used.

An advertising appeal refers to the approach used to attract the attention of consumers
and/or to influence their feelings toward the product, service, or cause. It’s something that
moves people, speaks to their wants or need and excites their interest. Advertisements appeals
are designed in a way so as to create a positive image of the individuals who use certain
products. Marketers use different types of advertising appeals to influence the purchasing
decisions of people. Creating advertising appeal for a product or service begins with identifying
a reason for people to buy it.

This refers to the underlying idea that captures the attention of a message receiver. Appeals
can fall into such categories as emotional, fearful, humorous, and sexual. In this case, Samsung
uses the comparative advertising approach in the advertisement. Comparative advertising is
where the marketers claim product superiority for its brand over one or more explicitly named
or implicitly identified competitors, either on an overall basis or on selected product attributes.

Samsung uses this kind of approach to attract their targeted consumers which is in this
particular issue, Iphone users. For example, Samsung makes fun of Apple by mocking them on
how Iphones are always running out of space. Samsung shows the reality of using an Iphone
to their targeted consumer, where most Iphone users will only buy Apple’s products because
of their brands, their features and also the hype about the product.

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c. The Effectiveness.

Marketing communications are usually designed to persuade a target audience to act in a

desired way, their ultimate test is the receiver’s response. Therefore, the sender must obtain
feedback as promptly and as accurately as possible. Only through feedback can the sender
determine whether and how well the message has been received.

Samsung gets a lot of attention especially with the views that they get from their
advertisement for its funny send up of the Apple Iphone but it is still not enough for Samsung
to beat Apple because some of the consumers will always chose Apple over Samsung because
they feel somewhat attached to that product and they become comfortable using it although it
consumes a lot of money. Therefore, changing products are not on their list but upon seeing
the advertisement and realizing the ugly truth about Iphones may or may not bring awareness
to the Iphone users.

This advertisement screams out persuasion effects because Samsung tries really hard to
get the attention of Apple, mostly Iphone users to think carefully before they make a decision
on buying another Apple products especially Iphones. Persuasion effects is whether the
message was received, understood, and interpreted correctly. Thus, in this case Samsung has
really attracts Iphone users because they definitely have done some research on what Apple’s
loop holes whereas the space issues, Iphone users have been complaining on how 16GB is not
enough to hold up such space and apparently Samsung are taking notes. Samsung use the
opportunity to persuade the consumer’s decision making to buy their products instead of
Apple’s.

d. Do you think the marketer chose the right appeals (advertisement) for the products in
regards to the targeted consumers?

We think the marketer is chosen the right appeals because the focus target customer is
more about their feature that different from other company that sells the mobile phone such as
iPhone, Vivo, and Oppo. The target customer for Samsung is teenager and adult. For the
teenager, they preferred to choose the camera function that has a clear camera and larger storage
that can save many pictures. Through advertisements made, Samsung already attracted
teenager to buy their product because the advertisements display the features that teenager also
adult want about the product. The advertisement has their own attractions. This is because the
advertisement can attract customers to watch until the end of the advertisement and after that
customer will find more information about the product before buying it.

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II. For Product and the Element.
a. The key issues when the consumer wanted to purchase the product are:
i. Feature

Product features are characteristics of product that describe its appearance, components, and
capabilities. A product feature is a slice of business functionality that has a corresponding
benefit or set of benefits for that product's end user. To offer maximum value, product
features must be prioritized effectively. Features should be added based on quantifiable
ways that they will add value for the product’s end users. Product features should also be
prioritized based on how well they achieve business objectives. Product feature is more
important went choice the mobile phone because more feature can make easy to customer
use the product without having a different phone with multifunctional phones.

ii. Pricing and quality

Consumers who are want to purchase the product will concern about price and also
concerned about product quality and durability, suggesting their preference towards
purchasing high-quality products at an equitable price rather than searching for cheaper
products. High quality of product that are more expensive to produce, should have a higher
of price. This issue is related to the customer consider before buying a mobile phone. If the
price is much high but the quality lower customer will unsatisfied.

iii. Charging and operating facilities

Every customer wants a mobile phone that easy to charge. It easy if the mobile phone doesn’t
get tied down with wires or chargers that customer doesn’t want. So it also makes easy for
anyone who wants travel. The issue that customer have is they have to wait until the phone
full battery and take a long time to full. Operating facilities of mobile phone also important
to make sure all the facilities of product useful for customer.

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 iv. Warranty

A warranty is a product manufacturer or service provider's documented guarantee of quality

as promised to a customer. Warranties provide customers with legally-ensured service
replacement or correction of issues insofar as the warranty stipulates in its conditions, for
the duration of its term. A warranty's term generally commences at the date of delivery or
provision. The document stipulates what is guaranteed and what repairs or remediation will
be performed to ensure the promised quality of the service or good, failing these conditions.
Customer will care about the warranty because if something happens to a product that they
buy, they can reclaimed for new product.

b. Resolve the issues with alternatives.

For resolve the issues, there are several alternatives that can be made for make sure all the
issues can be cover. The alternatives that can be use is use are unique feature for the product.
Customer will fine the unique product because it easy to attract customer to buy the product.
The example feature that can make customer purchase the product is camera phone. Camera
phone is important to all of phone product. It’s because phone is easy to carry anywhere like if
go traveling we no need to carry the camera. So just bring phone and can take a beautiful and
nice picture like a professional photographer. Clear photo important to make picture nice. The
solution that can be used for make picture nice is uses dual aperture mode to make a picture
more beautiful. Use lens opens to F1.5 mode to pull in light for a bright and clear photo for the
dark situation and use the lens shifts to F2.4 mode to help picture come out sharp for the
daylight. Smarter camera is new technology that can help customer take picture with use effect
of slow-motion. It can make the video more interesting.

Other feature is Storage. These day phones typically come with at least 32GB of storage as
standard, or perhaps 16GB if you've bought a budget model. But even that is easy enough to
fill up when you get a bit too carried away with installing apps and taking photos and videos.
The solution that can be use is use more storage to save a lot of pictures, so no more deleting
photo. Big storage such as can expand memory for up to 400GB of the total storage plus, can
save photo and video from old phone on new phone with free unlimited high quality storage in
Google Photo can be more interesting for a customer who likes to take a lot of pictures.

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 Then, Security also play important part before purchase the product. Phone usually offered
granular permission management, which allows revoke an application permission to access
certain feature. It to ensure that all data safe even the phone is lost or stolen. Put more security
protection so it not easy to the stealer to open the phone. The solution that can be use is using
the Iris scanner is the latest feature to ensure enhanced security and privacy. Iris patterns are
unique to an individual and only need to look at your smartphone to unlock it. Needless to say,
the scanner helps you prevent unwanted snooping. Multi-layered security, real-time protection
and hardware-based encryption also important to be a part of security phone protection.

Water resistance also important in phone selection. The water resistance technology can
help phone from damaged. But the phone was able to withstand a certain amount of water for
a certain period of time. The period time that phone able to be in water is about 30 minutes. So
if rain or phone affected by water, the phone still can be saved. Size and weight also can be an
important for customer want purchase the product. The suitable size that can easy to hold like
hand size are suitable for a mobile phone. Measurement can be done using two sizes, either
medium size or big size. The suitable size also makes it easy to carry everywhere. For the
weight use a small and thin mobile phone. This is because, at the beginning of the history of
mobile phone development, its large size makes it difficult to carry it anywhere.

Other solution is about pricing and quality. Use a suitable price that compares to the quality
and features that found on the phone. If quality of mobile phone is high, it okay if the price is
high because customer who buy the product get a high quality of product. Then, charging and
operating facilities. For solution, use the fast no wireless charger that easy to battery charge
faster. Fast charging capabilities restore the battery quickly. Just put the phone on the pad
wireless charging and the phone will be charge easier. Do not have to deal with the sight of
messy wires or sit near the switchboard to use a smartphone while it is being charged. Smart
phones are not just for watching cute YouTube videos of cats or for incessant texting. They
offer a chance for real efficiencies in several aspects of facility operations, from mobile
CMMS, to accountability of mechanics, to vendor apps for elevators, HVAC, and BAS, to
accessing cloud-stored maintenance and janitorial records. Lastly, the warranty. The solution
that can be done is warranty must cover all of the product. Support service also must covered
by warranty, ensuring not only a product function but the customer has assistance in
understanding its operation.

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PART D: SUGGESTION.
Based on our analysis, the suggestions we decided to give Samsung is to create brand
image in consumers’ minds. To create a brand image in consumers’ minds, we will think about
“Positioning”. It is because “Positioning” is the process by which a company creates a distinct
image and identity for its products, services, or brands in consumers’ minds. The image and
unique identity are called a “position”. The position, which is intangible and exists only in the
consumer’s mind, represents how marketers want consumers to perceive products and brands.

To differentiate Samsung brand from competing brands, Samsung should stress the benefits
they provide that are relevant and important to consumers. For example, from the advertised
video e have chosen, we have seen that at a part of video, a boyfriend who was holding his
iPhone X and a girlfriend who was holding her Samsung Galaxy had fallen into a river. From
that, it shows that after felt down into the river, Samsung Galaxy is still can be performed well,
while iPhone X could not function perfectly. Therefore, from that Samsung had stressed that
their benefit of waterproof protection which iPhone X do not have.

After having a successful positioning strategy, Samsung will have a distinctive brand image
in which consumers rely in making product choices. Whenever customers think about buying
a smartphone, Samsung will automatically in their top alternative choices. A positive brand
image also leads to consumer loyalty to Samsung, promotes consumer interest in future
Samsung promotions, and “inoculates” consumers against competitors’ promotions such as
iPhone, Vivo, Oppo and so on. When consumers are loyal to Samsung, they would continue
support Samsung by using their products and keep upgrade their Samsung Galaxy to the latest
version.

There are variety of positioning strategies that Samsung may use them, which are umbrella
positioning, premier position, positioning against competition, key attribute and finding an “un-
owned” perceptual position. From the Samsung advertised video, it is obvious that Samsung
were using “positioning against competition” strategies to create their brand image. Positioning
against competition is some positioning statements acknowledge competing brands. In the
advertisement, Samsung is mocking Apple and its fans that line up outside stores to get the
latest iPhone. Samsung poked fun at iPhone running out of space over the years because
Apple’s constant use of 16GB of storage. In a flashback to 2013, Galaxy Note 3 with its 5.5-
inch display and Apple continuing to use a “small” 4-inch panel for the iPhone 5S. In 2016, it
mocks the waterproof feature on the Galaxy series, while the iPhone sits in a bowl of rice.

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In 2017, is the year of the iPhone dongle, with a ridiculous accessory that Apple sells, which
is used to charge and listen to music at the same time? This shows that Samsung had
successfully utilize the “positioning against competition” in the following years.

Furthermore, after positioning, Samsung also has to keep repositioning. Repositioning is

the process by which a company strategically changes the distinct image and identity that its
product or brand occupies in consumers’ minds. The question is: “Why Samsung has to
reposition its brand image again after positioning?” It is because consumers will get used to
the original positioning and Samsung will no longer stands out in their minds. It is also because
of consumers begin to view the old positioning as dull, therefore marketers of Samsung must
freshen up their brands’ identities. For example, in 2017 previous positioning, the slogan of
Galaxy S7 was “Redefine what a phone can do”, means that Samsung brings a new way of
thinking about what a phone can do. Samsung lets consumer to define the possibilities and they
will redefine the phone. To repositioning, in 2018 Galaxy S8 Edge used umbrella repositioning
by slogan of “Unbox your phone” which means the revolutionary design of the Galaxy S8 and
S8+ begins from the inside and outside of the phone. It rethought every part of the phone’s
layout to break through the confines of the smartphone screen, so that a pure content, virtually
no bezel, biggest and most immersive screen on a Galaxy smartphone of the size exists.

After we understand to create Samsung’s brand image, we also have to know about how
consumers will response in the best possible manner in concluding to purchase or use and
dispose the product. Response is an individual’s reaction to a drive or cue. There are two types
of consumer response which are positive and negative feedback that a company receives about
its products, services or business ethics. Positive response means consumer are satisfied with
the company’s products, services or business ethics, while vice versa to negative response.
Which response the consumer makes depends heavily on previous learning; that, in turn,
depends on how previous, related responses have been reinforced.

The first responses of consumers depend on the first products, services and business ethics
which Samsung had given. For instance, in 2017 Galaxy S8 received a large number of good
sales that the perfect phone pushed the company forward after a tough 2016. It is because in
2016, Samsung suffered debacles in its Note 7 and there was only a small fraction of the
millions of people who buy Galaxy devices. Nevertheless in 2017, a huge rollback in
production of Galaxy S8 had covered up all the negative responses of Note 7 on account of
numerous features in Galaxy S8. Good responses of consumers in using the smartphone are

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shown by S8 had been officially accepted by the world that it is one of the best smartphone
ever made from a design and hardware perspective. It had pushed the bad memories of 2016
out of the minds of the most concerned buyers.

Beyond that, how consumer will response in the best possible manner in concluding to
purchase or use and dispose the product is also regarding to reinforcement. Reinforcement is
the reward – the pleasure, enjoyment, and benefits – that the consumer receives after buying
and using a product or services. Therefore, reinforcement is very important in consumer
responses.

To illustrate, if a person had purchased Samsung Galaxy, likes the applications and devices
of the smartphone, and also feels he or she received value for the money paid, that customer
was reinforced and is likely to support Samsung again. If that person becomes a regular
customer, the marketers of Samsung should further reinforce the customer’s continued
patronage by, for example, delivering the best and satisfied post-purchase customer services to
enhance the confidence of customers toward Samsung. Of course, the quality of the products
and service when introducing the products must be maintained, as they are the key elements
reinforcing the customer’s continued attention toward Samsung. In contrast, if a patron leaves
Samsung disappointed with the quality of the Galaxy or business ethics or feels “ripped off”,
reinforcement has not occurred. Because of the absence of reinforcement, it is unlikely that the
customers will believe and use the Samsung Galaxy again. Then it results of consumer’s
response to dispose the products.

On the other hand, if the customers had received a bad service when using Samsung Galaxy,
like the Samsung’s repairing management services is not efficient in servicing customers.
Then, customers choose to dispose the product. After that, the management of Samsung had
discovered the problem and start to reinforce again by improving their customer services. If
the reinforcement is flawless enough, most customers who had given up to Samsung are
possible to believe to Samsung’s products again.

In a nutshell, for Samsung, we can conclude that to have a great brand image and good
brand equity, customers’ responses and reinforcement to customers must be managed well.
Lastly, we hope that the suggestions we supported after our analysis are suitable for Samsung
to move forward and having the biggest market and prominent influences in the technology
smartphone market.

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PART E: CONCLUSIONS.
In conclusion, the populations of consumer who use smartphone today become
enormous amount. Because of this, every company should have competitive advantage more
than any other companies. Therefore, it is better for Samsung to pay more attention on
consumer behaviour of decision making in terms of smartphone. In this analysis, we have found
out several factor that related to consumer’s individual factor towards product or advertisement,
which is their personal factor, income, occupation and their life style that strongly influence
their buying behaviour and pattern. Brand image is one of the most important factors influences
consumers to choose a smartphone. Samsung also good on using the advertisement to appeal
the consumers and the message clearly shows that they uses one-sided messages in their
advertisement as they discriminates Apple products. That is because they want consumer to
use their product. So, consumer can make their decision on choosing Samsung Galaxy
smartphone based on features, pricing and quality, operating facilities and the warranty for
make sure that Samsung covered the damages within the year promises. Therefore, consumer
need to make the decision wisely and must meet the needs and wants.

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