Samsung Report (Consumer Behavior towards Brand according to Them)

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Consumer Behavior
Final Report
Brand: Samsung
Submitted To: Mam. Mehwish Zafar
Names
Arma (31679)
Aashish Pahwani (28311)
Muhmmad Hunain (32570)
Haider (33319)
Samson Saleem (32048)

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Table Of Contents
S. No Topics Pg. No
1 Acknowledgement 3
2 Introduction 4
3 Motivation and Effects 5-9
4 The Self 9-10
5 Personality, Lifestyle and
Values 10-13
6 Attitudes and Persuasive
Communication
13-16
7 Conclusion 17

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Acknowledgment
In the name of "Allah", the most beneficial and merciful who give us knowledge and strength to
complete this assignment. We Sincerely thanks to our Teacher Mam. Mehwish Zafar for his
guidance and encouragement in carrying out this project. Thank you for being kind and patient
while suggesting the outlines of this Report. Thank you to our team mates who all supported for
us that we have completed our report effectively and moreover on time.

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Introduction
Samsung Group is a South Korean multinational conglomerate headquartered in Samsung Town,
Seoul. Samsung was founded by Lee Byung-chul in 1938 as a trading company. Samsung
entered the electronics industry in the late 1960s.Since 1990, Samsung has increasingly
globalized its activities and electronics; in particular, its mobile phones and semiconductors have
become its most important source of income. As of 2017, Samsung has the 6th highest global
brand value.

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Types of Motivational Conflicts
The word conflict has been derived from a Latin word ‘Conflicts’ which means ‘strike two
things at the same time. Conflicts occur in the individual when more than one, equally powerful
desires or motives present at the same time and pressurize for immediate satisfaction. In total
conflict may be a friction between two desires, motives, needs or values, finally the stronger one
will take upper hand.
When the Motives Conflicts??
Sometimes what you want to do in a situation is clear to you, but at other times you no doubt
find yourself conflicted about what choice to make. The major three types of conflicts are:
 Approach-Approach Conflict.
 Avoidance-Avoidance Conflict.
 Approach- Avoidance Conflict.
Approach-Approach Conflict:
This approach occurs when you must choose between two desirable outcomes. Such as you
have two choices. Both choices appeal to you, you have a conflict because you can only
choose one. For example, Samsung have numerous diversifications in Smart phones they
have number of Series Galaxy Notes, Galaxy J series, Galaxy A series. Recently they have
launched “Galaxy J6+” in three different colors Black, Red and Silver. This is the very first
smart phone by Samsung launched in Red color and side finger scanner.
Almost from 5 years Iam a Samsung consumer and have fondness with it. So, when I am
buying Galaxy J6+. I have a conflict in my mind for almost 10-15 minutes either to buy it in
Red color or in Black as we previously studied that Marketers use Colors strategies to have a
certain kind of communication to their customers because every color has its own meaning.

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After 10-15 minutes conflicts I choose Black color as it represents strength, seriousness,
power, and authority.
In this scenario we have one product with two different choices both are appealing. But we
can only choose one. In the middle of this situation the conflict which occurs to decided that
which option to choose that is called Approach-Approach Conflict.
One of the major reasons that Samsung launched GalaxyJ6+ in Red color because of its
customers demand
(https://www.youtube.com/watch?v=wHGqRBcqd6Q)
 Avoidance-Avoidance Conflict
This occurs when you must choose between two unattractive outcomes.
In this conflict the consumer has too choose between two undesirable outcomes. In the
fourth quarter of 2017, Samsung had a global smartphone market share of 18.4 percent.
Samsung is a renowned Brand who have numerous customers from most of them are
those who upgrade their mobile as soon new one is launched in market Samsung
launched its Galaxy S7 and Galaxy S7 Edge. As it launched number of complaints aired
in market about the product. The major one its “Over sensitive Screen” and curved shape.
It can also cause issues when gripping the phone, a certain way whilst trying to take a
picture, with the shutter button proving unresponsive, or even when trying to type out a
message on the keyboard.
The second one is “The S7’s new 12-megapixel camera” has improved low-light
performance and faster auto-focus, but some users are reporting an unexpected error
which stops the camera from working. And there are other issues too. Instead of all these
issues occurred the consumers are still willing to purchase these Handsets. As they know

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that they are paying a huge amount for it and the outcomes that they are choosing are not
desirable for them. Still buying them because it have a classic unique style statement.
After seeing these complaints, the company worked on it to avoid it for their users the
new handsets of Samsung Note9, Galaxy A9, Galaxy A7, Galaxy J4 (2018). Galaxy J6
and J6+ are not come up with curved glass, Camera’s have more features and some of
them have Live focus option too.
Approach-Avoidance Conflict:
This approach exists when One event or goal has both attractive and unattractive features.
Approach means moving toward something. Avoidance means moving away from it.
Obviously, you can't move toward and away from the same thing at the same time.
Somehow, Samsung have Android versions and from the ages it’s a known fact that the
handsets of Samsung either their new series models or the earlier ones got Hang or slow
down after few years, this is one of the most common complain you can hear from
Samsung users or from those who switch from Samsung to another brand because of it.
The company offers its handsets in affordable prices and High-prices too. The consumers
who want to approach their exclusive handsets because of their affordable prices,
Features, Reliability, Security features etc. At the same time, they avoid it too because of
the faults that they have in their recent handsets they have face-identity lock, which
sometimes got fail if you’re wearing glasses, the pen that comes with Galaxy Notes
Series losses its detection or stop working properly. These are the few hurdles for the
company that most of their consumers are avoiding it and switching it to its biggest
competitor iPhone handsets.
After seeing these problems, the company released certain add in which they are hitting
in-directly to their competitors and communicating to its customers not to avoid it but to
approach Samsung.
(https://www.youtube.com/watch?v=R59TevgzN3k)

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Maslow’s hierarchy of needs
Samsung: Samsung electronics is the world’s largest information technology company,
consumer electronics maker and chipmaker by revenue. It fulfills the variety of needs of
consumers of different age groups, gender and social class through its huge brand portfolio.
But if we focus on Maslow’s hierarchy of needs there are five levels of need according to
Maslow which are described as under:
Physiological needs: These are the needs that are considered the main physical requirements for
human survival like; food, water, sleep, shelter, sex. Unfortunately, Samsung doesn’t fit here but
it helps their consumers to fulfill these needs in better way like one can cook and preserve their
food in Samsung home appliances or they can sleep in their dreams in Samsung air conditioners.
Safety needs: Safety and security needs include; Personal security, Emotional security, Financial
security, Health and Well-being and safety needs against accidents/illness. There are multiple
apps from Samsung which consumers can operate from their phone to fulfill these type of needs
like; Smart things (Control a number of devices and appliances whether you're at home or out
and about); Samsung health (Tracks your activity, nutrition, stress data, heart rate, and sleep,
and delivers insights based on your progress); Samsung pass (Offers 'identity management as-a-
service', enabling secure access through biometric authentication) and so on.
Social belonging: According to Maslow, humans need to feel a sense of belonging and
acceptance among social groups and they need to love and be loved – both sexually and non-
sexually – by others. These needs include; Friendship, Intimacy and Family. Because of
availability of these needs Samsung works as a medium to connect their consumers with their
loved ones through their apps and electronic devices. Now you can talk, see and share memories
with your fellow beings.

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Esteem: Esteem needs are ego needs or status needs. People develop a concern with getting
recognition, status, importance, and respect from others. Most humans have a need to feel
respected; this includes the need to have self-esteem and self-respect. By targeting the different
social classes Samsung also offers some high-end devices like; Samsung galaxies, notes, Smart
LED’s and home appliances through which people can fulfill their ego or status needs.
Self-actualization: This level of need refers to what a person's full potential is and the
realization of that potential. Maslow describes this level as the desire to accomplish everything
that one can, to become the most that one can be. Self-actualization can include: Mate
Acquisition, Utilizing Abilities/Talents, Pursuing a goal, Seeking Happiness. Along with high-
end devices Samsung also manufactures some world’s best including Galaxy notes and QLED’s
which fulfill the consumers’ self-actualization needs.
THE SELF
Extended Self: A product or a Thing becomes a part of well-being and it gets attached to
Emotions, sentiments, later becoming the part of Personality
Samsung in recent days launched an astonishing device Note9. The device will become part of
your life as it offers you the most mind-blowing features memory with 1 Tera Byte and space for
Expandable memory so it offers you delete less and store what you love more. So, you can store
1000 of your pictures that recalls all your joyous moments memory when you see them.

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Those who belong to corporate sector This device will be the part of their personality as it makes
their work ease just with their S-pen you can show your presentations anywhere. As it also has
multiple eye-catching features.
https://www.youtube.com/watch?v=rjaL94yEJME
Gender Identity
There is an Indian ad of Samsung’s Bixby voice assistant in which a mother teaches his daughter
a lot of things and reads stories to her. One day her mother becomes very sick, unfortunately she
is unable to speak and move anymore but still she communicates with her daughter, teaches her,
helps her in homework and reads stories to her with the help of Bixby.
As in indian culture majority of the ladies are house wives, they have the key responsibility to take
care of their family and home so considering their common belief Samsung targeted a Women in
their ad.
Self-image congruence model
Who we are, what we want become, who we would like to be and goals we have for life?
and we choose products when attributes match the self
As Samsung Galaxy A9 has introduced a stylish phone with a dynamic camera, super AMOLED
display, having stunning angles and in different colors holding different options of variety which
matches the self-image and personality of the consumer.
As they have launched the first Quad camera smartphone which is an innovation in the market as
consumers prefer phones with the best camera and for photographers it's just a whole studio in a
pocket. There are different preferences of consumer over buying phones but the major one Is the
camera and everyone want themselves to look better in pictures but sometimes they don’t get the

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color, the lighting but now it's not a problem anymore. Its smooth touch, grip and design glams up
your personality
https://www.youtube.com/watch?v=9dkne6Jr_18&t=73s
Brand Personality
Brand personality is a set of human characteristics that are attributed to a brand name. A brand
personality is something to which the consumer can relate.
There are five main types of brand personalities: excitement, sincerity, ruggedness, competence
and sophistication. Customers are more likely to purchase a brand if its personality is similar to
their own.
 Sincerity (down-to-earth, honest, wholesome, cheerful)
 Excitement (daring, spirited, imaginative, up-to-date)
 Competence (reliable, intelligent, successful)
 Sophistication (upper class, charming)
 Ruggedness (outdoorsy, tough)
According to the Survey one of the three most used smartphone brands among the
undergraduates, Samsung is perceived to have an exciting, rugged and sophisticated brand
personality. The consumers who have these characteristics in their personality they prefer to
have Samsung handsets.
A study in Nigeria about smartphone brands and the personalities perceived by
undergraduates of Babcock University from the cross tabulation of smartphone brands and
personality traits tells us that, Samsung is seen as innovative and trendy (28.7% of its users),
masculine (28.7%) and conveying high social status/class. Samsung users do not see it as a
phone one with a down to earth personality (27.9%). Putting this finding on the Aaker five

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dimension of brand personality model, Samsung is perceived as first as a one with an
exciting personality, then as rugged and as sophisticated personality.
From then and now samsung never disappoints their customers and as they are on point of
fulfilling the brand personality traits, “Competence” and “ Sophistication”
Competence is when it makes you feel successful and reliable and intelligent because the brand
defines your personality and while looking towards sophistication it's refers to charm and upper-
class feel, which Samsung possess in all of their products.
Samsung users are risk takers because Samsung believes in innovation and as human personality
changes with time and to meet their personality Samsung believes in change.
A research says, Samsung folk are moderate users of their smartphone. They are conscientious,
agreeable and open to new experiences. They like working out but they also like playing video
games. Samsung users are a little more willing to take risks. (news.com.au, Nov 29, 2013)
Mark &; PearsonBrandArchetypes:
According to Mark & Pearson Brand Archetypes, there are 12 types of band personality.

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Samsung Mobile Brand Personalities:
When we talk about Samsung mobile phone brands, few of the perspectives
come into mind with reference with Mark & Pearson Brand Archetypes which are as
follows:
Lover:
More than anything in the world, the Lover wants to attain intimacy or experience sensual
pleasure. Same is the case with Samsung’s most mobile phone model as they want to
overcome every experience of its user and be on the top of its every competitor. In short, the
want to end every competition with them.
Everyman:
The everyman want only to belong and fit in and desires to connect with others. The mark of
everyman is prominent on brands with a down-home culture. On the other hand is Samsung
which promises its users/customers a lifelong connectivity with others even with the brand
itself
Jester:
Just like the class clown from high school, the Jester wants to live in the moment with full
enjoyment. He only wants to have a great time and lighten up the world. Look past the
laughter and the silly hat and you will see he brand s that helps people have a good and
embrace a fun-loving, freewheeling culture. This portrait the Samsung Brand. It reslly give
the experience of joy and satisfaction.
Social Judgement Theory
Social judgment theory (SJT) is a self-persuasion theory defined as the perception and evaluation
of an idea by comparing it with current attitudes. According to this theory, an individual weighs

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every new idea, comparing it with the individual present point of view to determine where it
should be placed on the attitude scale in an individual mind. SJT is the subconscious sorting out
of ideas that occurs at the instant of perception.
Social judgment theory is a framework that studies human judgment. It is a meta-theory that
directs research on cognitive perspective, which is how you perceive the situations.
Social judgment theory claims that an individual position on an issue depends on three things.
1. The person& most preferred position (their anchor point).
2. The person& judgment of the various alternatives.
3. The person&level of ego-involvement with the issue.
SJT Predicts that people hear a message and they immediately decide whether they accept, reject
or remain non-committed on the message
As Samsung released number of adds in which they are showcasing the down side of their
biggest competitor iPhone. Through these ads they are convincing there consumers to accept that
Samsung is better than iPhone in many ways.
https://www.youtube.com/watch?v=iNphig5qlcM
Self-perceptiontheory
The great example of self-perception theory is Samsung S series.
First of all when it comes to android, when an iPhone user wants to shift to android the only
brand he would choose is Samsung, Samsung has created its position like that if someone wants
to switch towards android the first name would come in his or her mind will be Samung. Not
necessary if they have used Samsung before or not, they surely can take risk on the brand over
other android phones in market.
Lets talk about S series, if a user will use or is already using the S series, they self-perceive that
this series suits them and they like it so they don’t switch to other series that easily. I have seen
people switching from S3 to S4 and s6 to S8 not just because it upgraded but the users have a
self perception over it which is been created by samsung that maybe its touch, software, camera,
or the speed.

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https://www.youtube.com/watch?v=cbsy-zyX6B0
Self-Perception
Self-perception theory posits that people determine their attitudes and preferences by
interpreting the meaning of their own behavior.
Peoples perception towards different Samsung mobiles:
Samsung’s reputation has improved in time for the release of the Galaxy S8 phone. That’s a big
turnaround from Samsung’s status in the minds of consumers plunging to a 10-year low
following the Galaxy Note 7 recall.
Samsung has yet to fully mend from the Note 7 crisis in September. The company’s score is still
three to six points behind where it was before the crisis. To gauge consumer attitudes toward
Samsung, 30,000 adults were interviewed from Jan. 1 of last year through April 18 of this year.
Insight of S7 Note disaster:
A product defect doesn’t have to be a complete reputation killer and provides countless lessons
for other brands enduring recalls. Stephan Shakespeare, cofounder of YouGov, underscored
Samsung’s “quick and comprehensive” response was critical to its reputation rebound. And he
noted the favorable shift in opinions of Samsung was driven by the general population, not by
Samsung customers, and that satisfaction with Samsung products hasn’t changed despite the
Note 7 overheating problem. “This suggests that positive personal experience can trump even
the most negative of headlines,”
General Perception of overall Samsung Phones:

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New data from our Smartphone Mobile Internet Experience (Smix) tracker shows 78 per cent of
Samsung’s current customers believe they will stay with the brand when they get a new phone.
Notably, users of other Android devices are considering making the move to a Samsung,
including 19 per cent of current LG users, 11 per cent of Moto users and 10 per cent HTC users.
Much has been made of the price of Apple’s rival iPhone X and, to a lesser extent, how much
the pubic could expect to pay for Samsung’s new phones.
Our data shows that the public generally believes Samsung provides greater value for money
than Apple with its value score (whether you think the brand represents good value for money)
standing at 19 against Apple’s minus 15.
Samsung can be content that it has managed to recover from the damage its crisis caused. But
notably it has also continued to be popular among current customers, and has positioned itself
well in order to attract customers from other Android phone holders

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Conclusion
The Entire report sums up in many ways that how Samsung has still strong in every situation
how well they use their Market strategies to be the leading player of the Market and sets the
Benchmark for others too. Either its competing with iPhone or any other brand Samsung always
com eup and proved it self in amaze manner. Not only in gadgets Samsung have variety of
Products such as High-end cameras DSLR and SLR, Washing machines, Laptops, Tablets and
many more they also have Swatches and high quality of mobile accessories too.