The paper 'Samsung Smartphone External Factors " is a good example of a marketing case study. The Smartphone industry has emerged as an essential part of the business and personal life, notably Samsung is habitually favoured by a large number of consumers. As such, consumer behaviour towards Smartphone has increasingly gained momentum given the relative dynamism in the industry. In this respect, a number of external influences affect the consumer’ s decision-making processes. The aim of this paper is twofold: to offer an in-depth analysis of external factors influencing the decision-making process in the Smartphone industry.
This retrospect paper draws upon relevant theories and empirical research in support of its arguments. External Factors Affecting Smartphone Purchase 1.0 Introduction The increased usage of Samsung Smartphone among many consumers has amplified research on external factors influencing its purchase. Evidently, different consumers are typified by divergent characteristics which affect their buying behaviours. Social factor (groups, roles and status, family) and personal factors (personality, self-concept, age, and occupation) potentially influence the buyer’ s decision in purchasing a Smartphone. The product, Samsung Smartphone comes in various shapes, sizes, designs and functionality. Avid users are attuned to the product given its compatibility and functionality in various features.
Some of the well-known models include Samsung Galaxy SIII and Samsung Note II, to name a few. Its growth has seen increased usage in various parts of the globe. Various external factor influence the consumer purchase behaviours on this product. 2.0 External Factors 2.1 Reference Groups Reference groups are groups within the society that have indirect or direct influence regarding the attitude of consumer’ s decision-making (Rani, 2014). Reference groups undoubtedly influence the consumers in three ways namely; informational, value experience and utilitarian.
Normative referents have a stronger influence in comparison to comparative referents, in which the latter, is stronger at the information-seeking stage, whereas comparative referents are weak in alternative evaluation stage (Rani, 2014). Simply put, normative groups consist of peers, colleagues, teachers and parents. Through direct interrelationship with the normative reference groups, individuals can develop attitudes and values (McDaniel et al. , 2010; Boone, and Kurz, 2010). Comparative reference includes celebrities, entertainment stars and sports heroes. From these groups value, expressive influence is realised in which there is a psychological need to associate with a person or group and is often seen through the acceptance of positions showcased by others.
Information seeking, complying with other people’ s preference and adopting other values necessitates effective communication and observations of behaviours and options (Priest, 2013). Reference groups influence products decision based on two features of “ conspicuousness” . Firstly, is that the product must be exclusive; a product may not be conspicuous in the event that everyone virtually owns similar products. Secondly, for a reference group to affect the brand decision, the product should be seen or identified by others.
The smartphone is thought to influences from reference group influence (Priest, 2013). With respect to the theory of conspicuousness, four types of products are evidenced namely; privately consumed luxuries, publicly consumed luxuries, publicly consumed necessities and privately consumed necessities. Boone and Kurz, 2010) places Smartphone as the public consumed luxury with respect to its consumption. He furthers by suggesting that individuals are more vulnerable to influences from publicly consumed products, in which luxury products are increasingly conspicuous that product necessities.
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