Buyers behaviour - samsung galaxy - Essay Example

This is more so in a market where competition is intense, sellers are many, and the target market is relatively the same. Such a market environment informs the analysis of Samsung Galaxy in terms of the behaviour exhibited by its buyers. Samsung Galaxy buyers, just like any other consumer, are rational, and they seek to maximize their welfare at the minimum cost possible. However, this does not mean that they can only buy cheap phones that are offered in the market. Purchases of Samsung Galaxy are influenced by a number of variables, all of which are captured by the decision making theory.

In problem recognition, buyers identify their need to buy a phone. This creates a difference between what they have and what they want to purchase. The need or desire to buy Samsung Galaxy constitutes the main problem for which the buyer seeks a resolution. Once the problem has been recognized, the buyer has to move to the next step, which is information search (Jackson, 2008, p.47). The information available to the buyer influences the decision that the buyer makes. While total market information may be hard to capture, product reviews, friends, and advertisements among others act as sources of information for the buyer.

Price, quality, product features, brand image, company reputation, product design, and past experiences (Grant, 2011, p.73) are some of the key variables that matter to a Samsung Galaxy buyer. . On the same note, the respective companies target relatively the same markets. In this respect, product differentiation is vital as buyers move to settle on the best available alternative (Kerin, et al. 2006, p.205; Ward & Aleksandra, 2008, p.227). The actual product choice by the buyer depends on the prior steps in the theory of decision making (Michell, 2011, p.180). Here, the buyer will settle on the alternative product that suits his/her need, desire, tastes, and preferences, not overlooking product affordability and quality factors.

For majority Samsung Galaxy buyers who were interviewed, the most influential factors in product choice are product features and design. These two are complemented by price, brand image, Samsung’s reputation in the telecommunications industry, and consumer past experiences with Samsung products. The outcomes exhibited by Samsung Galaxy buyers in regard to the decision making theory show mixed reactions about the product, the company, and the market environment. Samsung Galaxy features like camera, GPS, entertainment, calendar/address book, media player, internet access/search/email, handset, design, price, and battery life scored more than more average level of importance to many buyers.

Preferences for Blackberry and iPhone in the same line are equal to, exceed, or exhibit lower levels compared to the Samsung Galaxy. On the same note, market trends and personal concerns for each buyer on the product vary significantly (Castells, 2007, p.246; Peters, 2009, p.69). Also, an outstanding factor in the whole analysis is consumer awareness and Samsung’s reputation in the industry. In this respect, the price, features and design of the smartphone inform