The Role of Advertising in Consumer Behavior: A Case of Samsung Smartphones - Dissertation Example

The paper "The Role of Advertising in Consumer Behavior: A Case of Samsung Smartphones" is a worthy example of a dissertation on marketing. Advertising plays a significant role in the marketing and sales of products and services. This study investigated how advertisements can influence consumer perception and purchase decisions. Sixty participants were asked to view an advertisement of Samsung launching its Samsung Galaxy S7 Edge smartphone and then completed a survey questionnaire on their opinions about the advertisement and the product being advertised. It was found that the price of the phone, the image that the phone will reflect on them, the artists/ celebrities in the advertisement, the features of the phone, the visuals of the advertisement, and the reputation of Samsung were the strong factors that effectively influence the participants’ purchase decision. Some participants, although impressed by the new Samsung smartphone, chose to be loyal to its main rival, the Apple iPhone 6S even if the Samsung phone offered more and better features.

Businesses come up with various strategies to promote their products and services. One large chunk of their budget goes to advertising. Katke (2007) claims that advertising is one avenue that creates an impact on the minds of viewers while providing much exposure for the brand. It is part of the promotional mix designed by businesses to achieve desired marketing objectives and meet its revenue and profitability goals. However, this comes with a corresponding price and may go beyond one’s expectations. For example, Miceli (2016) reports that the price of Superbowl ads has increased by 76% in the past decade and this number continues to rise over the years.  In 2014, the cost of a 30-second Super Bowl ad was $4.4 million dollars and is expected to cost $5 million in 2016, a hefty raise from $2.38 million in 2007.

          Samsung is one company that has maintained its ranking in the market share of smartphones in the past few years, reigning over Apple, Huawei, Xiaomi, Lenovo, and other brands.