Being the marketing manager of Samsung Company, I was tasked with the duty of establishing how consumers view our products, specifically the newly introduced Smartphone the Samsung Galaxy S4. This required a survey to be undertaken by interviewing consumers who own the phone. This is very important since in the Smartphone market, consumers are known to shift from one phone to another because of poor experiences and satisfaction. Thus, this paper will explain various aspects of consumer behaviour. It will analyse the findings of the interviews undertaken. Finally, the paper will make a presentation to the board of directors where it will conclude by establishing the importance of various aspects of consumer satisfaction and how it will benefit the company. Concepts in Consumer Behaviour When approaching consumer behaviour there are various concepts, theories and models involved (Sharma, 26). Consumer satisfaction is the level at which consumers feel a commodity has met their need or want. Normally customers are satisfied when the product in question fully meets the needs of the customer, which the business establishment has communicated through advertising and other marketing techniques. For example, a consumer is fully satisfied with a smart phone if it meets the technological and physical requirements, which the customer needs, and those that have been indicated on the phone’s specifications that have been communicated by the manufacturer. Thus if a company indicates that a Smartphone has high definition display yet consumers realise it does not, and then the consumer will be unsatisfied. Consumer perception is the manner in which consumers view a particular product with regard to its ability to satisfy them. Consumer perception is a very important aspect of consumer behaviour since it is one of the major motivators behind consumers when they are looking for products to buy in the market (Erlenkamp 26). This is especially the case in the smart phone market, since a phone’s popularity greatly relies on how consumers perceive it regardless of other factors such as the phone’s specification. For example, a study done in the United States of America revealed that most Smartphone users opt to buy phones that they believe are good based on information from their friends and non professional opinions in social media over phones that are better in terms of specifications regardless of the both phones being of the same price range (Himmelsbach 92). Consumer motivation on the other hand, is the process of undertaking various measures and strategies to ensure that consumers in the market are motivated to purchase a particular product or products (Wright 120). Consumer motivation is very significant aspect since it ensures that a business establishment enjoys success since it will attract new customers as well as keep existing customers loyal. Examples of consumer motivation technique include sampling which results in attraction of many consumers. The Product The Samsung Galaxy S4 is a high end Smartphone released by the company in March 2013. The Smartphone was widely anticipated after the company announced its production and the features that the phone would possess. Furthermore, its predecessor, the Samsung Galaxy S3 had been
Name Instructor Course Date Samsung Galaxy S4 Consumer Review and Satisfaction Introduction Consumer satisfaction is one important aspect of any business establishment whose main aim is to realize profits (Oliver 59). This is so since consumer satisfaction ensures that the business establishment maintains a wide range of consumers through consumer loyalty, which gives the establishment an upper hand especially where there is competition…
This exercise is aimed at identifying the external interventions which can be instrumental in increasing motivation in both individual and team situations in organisations, with emphasis on the skills needed to match with their perceived differences. Motivation in simple terms is the brick-and-mortar for laying the psychological foundation for the development of human competence in everyday life.
“Brand loyalty is a reciprocal relationship that begins with the business” (Disneyinstitutechollateral). It is the responsibility of the managerial staff and the employees of 360UP to demonstrate loyalty to its customers by offering great service, low prices, and value in every food purchase.
Product Introduction Estee Lauder’s Future Perfect anti-wrinkle cream is a luxury skin care product commanding a higher price than many competing products, targeted at the 40-70 year old female market. Future Perfect was just recently rebranded as the new Estee Lauder Time Zone skin care line, with minor reformulation of its active ingredients.
The scope of integrated marketing communications has been realized by various companies in different countries, but it has been understood differently in different contexts. Hence there is no rigid definition of this term that can be used to explain its utility in the context of the present company in its present marketing activities (Smith, Berry & Pulford, 1999).
The advertising strategy needs to be aligned to the marketing goals by identifying the nest ways to reach the expected market and thus making sure that the advertising messages are pitched to the right segments of the population. It also needs to be aligned to the marketing goals by ensuing that whatever advertising media are used are the ones that give the most bang for the buck and are able to attract the numbers and range of customers that they intend and need to reach.
If these advertising activities fail to catch the attraction of the public, the product may not move in the market well. New product developers should formulate proper marketing strategies supported with advertising activities in order to market the product successfully in
The author states that customer service can be challenging for some businesses especially when they have some employees who may not be people oriented. Often, this means that employees must receive extra training in order to make sure that they understand how to work with customers. Those employees who are in front of people all the time need extra help.
Apple launched the first generation iPhone on June 29, 2007. Customer satisfaction is crucial in creating customer loyalty. The research study lays major emphasis on the identification of the sentiments of customers that are associated with iPhone features such as the design and ease of use that makes it distinctive and highly attractive.
14 pages (3500 words)Assignment
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