CONSUMER’S BUYING BEHAVIOR ANALYSISSAMSUNG MOBILE

GROUP MEMBERS

1. S. M. FORHAD AHMED ID: D0120027

2. MD. Ashraful Alam ID: D0120029

3. MD. Masud Rana ID: D0120038

4. MD. Shafiqur Islam ID: D0120010

S. M. FORHAD AHMEDID NO: D0120027

Topic to discussed: What is consumer buying

behaviour? Company’s pofile Objectives of study People who owns a set Personal Factors Understanding consumer

behaviour

COMPANY’S PROFILE

1970•Black-and-white TV (model: P-3202) production started by Samsung-Sanyo

1969•Samsung-Sanyo Electronics established (renamed Samsung Electro-Mechanics in March 1975 and merged with Samsung Electronics in March 1977)

1966•Joong-Ang Development established (known today as Samsung Everland)

1963•DongBang Life Insurance acquired (renamed Samsung Life Insurance in July 1989)

1958•Ankuk Fire & Marine Insurance acquired (renamed Samsung Fire & Marine Insurance in October 1993)

1954 •Cheil Industries Inc. founded

1951•Samsung Moolsan established (now Samsung Corporation)

1938 •Samsung founded in Taegu, Korea

1938-1969 Samsung's BeginningsOn March 1, 1938, founding chairman Byung-Chull Lee started a business in Taegu, Korea, with 30,000 won.At the start, his business focused primarily on trade export, selling dried Korean fish, vegetables, and fruit to Manchuria and Beijing. In little more than a decade, Samsung-which means "three stars" in Korean-would have its own flour mills and confectionery machines, its own manufacturing and sales operations, and ultimately evolve to become the modern global corporation that still bears the same name today.

From its inception as a small export business in Taegu, Korea, Samsung has grown to become one of the world's leading electronics companies, specializing in digital appliances and media, semiconductors, memory, and system integration. Today Samsung's innovative and top quality products and processes are world recognized. This timeline captures the major milestones in Samsung's history, showing how the company expanded its product lines and reach, grew its revenue and market share, and has followed its mission of making life better for consumers around the world.

WHAT IS CONSUMER BUYING BEHAVIOUR?

Behavior that consumer display in searching for, purchasing, using,

evaluating and disposing of products and services that they expect will satisfy their

needs.

Consumer buying is not mere transfer of item from seller to buyer. Consumer wants buying to become a

happy affair. They would like to see, touch and feel the commodities that they buy. Understanding this

psychology for the consumer many organizations have come to make purchase of happy affair.

OBJECTIVES OF STUDY Primary Objective: To study the buying behavior of Samsung mobile phone

users.

Secondary Objectives:

1. To know and understand the brand preferences of Samsung mobile users

2. To study the usage pattern of Samsung mobile phones

3. To probe the reasons or causal factors behind the purchase of mobile phones

4. To identify the mobile phone buying decision factor

PEOPLE WHO OWNS A SET

89%

11%

People who owns set No set

Majority of the people today owns a set.

04/18/2023

8

PERSONAL FACTORS

0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 5.50

10

20

30

40

50

60Series1; 56

10

30

2 2

Reason for purchase

ANALYSIS

Understanding consumer behaviour

“consumers buy a particular handset more for its utility than for its asthetics…”

We found that about 56% expect better features out of the phone whereas phone reviews and attractive advertisements hardly play any role.

MD. ASHRAFUL ALOM

04/18/2023

11

EVALUATION OF DIFFERENT PURCHASE OPTIONS

For e.g:- this is a chart of feature by people oriented to get in mobile, 29% people are see battery life in mobile and at the same time only 2% people see a video capture power of mobile so this is a evaluation of different feature of mobile, so by the feature u can evaluate the mobile in very poor, poor,avg., good, very good, so this a evaluation of diff. purchase option.

CURRENT MOBILE PHONE

Nokia18%

Samsung41%

Apple12%

Karbon10%

LG2%

Micromax2%

Colours4%

Others10%

PREFERRED SET

Nokia11%

Samsung41%Apple

30%

Colours3%

HTC11%

Blackberry3%

Others3%

FREQUENCY OF USING A PARTICULAR PHONE

Below 1 1 - 2 3 - 4 Above 50

5

10

15

20

25

22

18

8

2

Years

No. of

People

OPERATING SYSTEMCurrent

Android

iOs

Symbian

JAVA

Windows

Chinese

0 5 10 15 20 25 30 35

Frequency

Op

era

tin

g S

yst

em

Preferred

Windows

Android

IOS

Symbian

JAVA

Chinese/Indian

Others

0 5 10 15 20 25 30 35

FrequencyO

pera

ting S

yst

em

MD. MASUD RANA

KIND OF MOBILE SET

Keypad4%

TouchScreen90%

Slide2%

Fold4%

• Touch screen has the majority of preference with a mammoth 90 %.

SOURCE OF INFORMATION (BEFORE)

T.V.

Inte

rnet

Mag

azines

Hoard

ing

boar

d

Friend

Fam

ily

Catalog

ue

Other

s0

5

10

15

20

25

30

35

No.

• People mostly got the information through TV and from word of mouth.

SOURCE OF INFORMATION (NOW)

Newsp

aper TV

mag

azines

Wor

d of

mou

th

Inte

rnet

Friend

s

othe

rs

Other

s0

5

10

15

20

25

30

no.

• Internet is the major source of information for most of the users.

PRICE CONSCIOUS

89%

11%

YesNo

BRAND LOYALTY

Yes No22

23

24

25

26

27

28

29

30

31

30

25

Frequency

Majority of the consumer’s were loyal to

SAMSUNG APPLE

REASON FOR PURCHASE

Current

0 1 2 3 4 5 6 7 8 90

5

10

15

20

25

30

Series1; 25

13

6

17

6

2

13

7

Preferred

0 1 2 3 4 5 6 7 80

2

4

6

8

10

12

14

16

Series1; 14

3

8

15

7

22

SOCIAL INFLUENCE

Current

Friends38%

Parents31%

Relatives8%

Salesperson8%

Preferred

Friends34%

Parents

19%

Sales-person8%

Husband/Wife17%

Friends Parents RelativesCelebrity Salesperson Husband/Wife

MD. SAFIQUL ISLAM

PLACE OF PURCHASE

0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 5.50

5

10

15

20

25

Series1; 10

15

5

23

1

Stro

ngly A

gree

Agre

e

Neutra

l

Disag

ree

Stro

ngly D

isag

ree

0

10

20

30

40

50

60

Large storage space is a necessity

Axis Title

Axis Title

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

0 10 20 30 40 50 60

Shape of the phone is im-portant

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

0 10 20 30 40 50 60 70

60

36

4

Battery back up should be good

SATISFACTION/DISSATISFACTION

77%

23%

YesNo

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

0 10 20 30 40 50 60 70 80 90 100

34%

38%

22%

6%

Phone size matters

Strongly Agree

Agree Neutral Disagree Strongly Disagree

56

34

10

0 0

Screen resolution should be high

PARAMETERS OF SATISFACTION

Bug: Random freezes Malfunction: Sudden Death Syndrome Annoyance: Battery drain Glitch: Audio and microphone issues Problem: Overheating Bug: Wi-Fi dropping or not detecting Problem: Lag Problem: Smart stay doesn’t work Bug: Browser keeps dimming Bug: Messaging app keeps crashing

Problems & Bugs

RECOMMENDATIONS

The survey and analysis that we have conducted has brought out certain interesting facts

and given insights into the buyer behaviour in case of mobile handsets. Using these insights we suggest a few recommendations to the

handset brands to beat the ever-winning brand SAMSUNG.

How to be on top of the game? Focus On Product & Price. Be a Technology Driven Company. Utility is more important.

CONCLUSION

Handset buying is a high involvement product wherein the consumer wants to know from different sources about brands, though SAMSUNG is the first name that comes to their minds

Word of mouth plays an important role in such products and therefore it is important for the product to be of important quality

Companies should therefore concentrate more on developing the first P and make it available at reasonable and reachable prices.

So, the product itself becomes the promotion for the brand…….

THANK YOU!!