Chap. 6: Consumer Decision Making

Brien S.

When it comes to making a purchase, consumers implement various skills into their decision making process when buying a product, whether they realize it or not. Products based on ingenuity, popularity, cost, usability, overall performance, etc., will alter or heavily influence a consumer's want to purchase a specific product, look elsewhere, or not buy at all. Marketing managers actively seek these behavioral patterns to best gain knowledge on how to promote their product.

Samsung's products appeal to the consumer with its simple to use user-interface on its mobile devices and electronics. With the new Galaxy S4 (and even in its recent line of televisions), Samsung has boasted the ability to multitask on one device. Through the use of need recognition, Samsung wants the consumer to believe that life without its devices is limited, and tedious. With features such as watching TV while surfing the web, or using Google maps while watching a video, Samsung wants its consumers to realize that they can do so much more within their allotted time of daily tasks. The consumer may not necessarily need to multitask their daily activities, but the appeal alone will encourage buyers into believing this is the new convenient way of doing things. Samsung has now created an external stimuli based on functionality, along with an affordable price and the growing popularity of their devices.

With the bitter rivalry between Apple and Samsung, consumers have an easy approach as to how they will search for their information regarding the Samsung Galaxy. Many consumers will simply compare the features between the Galaxy and Apple's own iPhone, while others may resort to a nonmarketing controlled approach, such as asking friends and family members. Consumers will also search internally, like comparing the newest device to an older version of the Galaxy that they may have previously owned. Consumers can also use a combination of an internal and external searching, allowing them to have a more comprehensive view of the product they're willing to choose.

Once the consumer has made up their mind, they will evaluate their alternatives by comparing the phone to others on the market (price comparison, battery life, design, etc.). The Samsung Galaxy is based heavily on user preference, so when a consumer purchases it they have already deemed it beneficial to them over Nokia, Apple, and LG mobile phones alike. Consumers normally sit on their decision to purchase a Galaxy phone, content with the price advantage over other mobile devices, as well as a hassle-free product that does not require extra peripherals to get the full functionality out of.

With the Galaxy S4 fan base growing rapidly, postpurchase behavior is shown through already sold out preorders as soon as the device is released. This is normally based on the consumer's satisfaction with previous Galaxy devices, and the ability to view mobile reviews between two or more devices at once when the product is released. This also refutes any cognitive dissonance a consumer may have when a Galaxy owner second guesses themselves, leaving them happy and looking forward to the next device.