Discuss about the Social Media Brand Community and Consumer.
The main purpose of this report is to give a clear idea about the purchase behavior of a consumer at the time of purchasing a Galaxy Note phone made by Samsung.Samsung is a highly reputable and leading brand in the field of Android phones. Just like other android phones within the market, the company also offers some innovative and unique features in their products like Galaxy Note. It provides a big screen size display to their consumers by the help of which the corporate people or management students can easily able to make a presentation and this phone also have improved technology which inspires their consumers to purchase this product (Minnema et al., 2016).
By the help of this report, anybody can able to understand the five stages of the decision-making process about consumer purchase behavior of “Galaxy Note”.
The process of consumer behavior is generally started by identifying the needs and problems of a consumer at the time of purchasing that particular product. The people who generally want to use smartphones and also want to enjoy the facility of an android phone and laptop simultaneously should take an initial decision to purchase Galaxy Note.
However, android phones are a form of a personal definition. The purchase of an android phone by a consumer may be triggered by their personal needs such as the use of the internet within their phones, can easily transform money or any other things through online facilities, etc. There also have some other additional triggers which influence the consumers about their personal needs and actual needs regarding to this particular product (Shen et al., 2012).
A consumer has a wish to purchase a branded android phone such as Galaxy Note because it has the extraordinary features in comparison with the other smartphones of same price range (Solomon, 2014). Actually, the factors like influenced by the friends and other people who have Galaxy Note and a form of self-interpretation may trigger a consumer to purchase that particular product.
Actually, the consumers face an issue regarding the thinking that they are not able to meet the social standards of their friends, so they think that maybe they are unable to purchase that particular product. According to buyer’s Black Box Theory, such elements like cultural factors, social settings, and personal factors can affect the consumer mind at the time of purchasing that product.
After identifying the need for an android phone, the consumer has entered into the second stage and start to look for a suitable product. In this stage, the consumer started to give more interest in the marketing information about that product and the feedback or information which is gathered from their friends and other people who have already use this particular product (Zhang & Breugelmans, 2012). However, when the consumer want to purchase a reliable and superior android phone which has a high price rather than a normal phone, then the consumers collect a detail information about that particular product through various methods –
- Internet searching
- Taking feedback from their friends who have already use that product
- Visiting various retail stores and gather knowledge from the advertisements and marketing persons on that retail stores
From this search, the consumer can able to obtain some information and knowledge about that particular product such as –
- Types of shade
- Affordability (depending on their social status and income)
- The store from where they should purchase the product
- Detail knowledge and feedback about the brand and their products
After the information search stage, the consumer now entered into the stage of alternative evaluation. In this stage, the consumer before purchasing the product should compare the similar products from other brands (Siddiqui & Arabia, 2015). The consumers who are loyal to the brands should skip this stage and directly jump to next stage that is the stage of the purchase decision. However, when the consumers purchase a high price product, then generally they also consider some alternative products.
The consumer has many ways to evaluate a product. This factor totally depends on the needs of a consumer. By the help of the buyer's Black Box Theory, it can understand that how should the need of a consumer affect the decision-making process for each brand and product (Goh et al., 2013).
In the case of Galaxy Note phone, the company offered a quality product to their consumers which have some innovative features which are not offered by competitors. In this Galaxy Note phone, the company provides a big size screen which is very trendy according to the recent days and also provides some other innovative features of entertainment, large RAM size, etc. However, if these features can able to attract the consumers then the option of alternative evaluation should get omitted (Sparks et al., 2013). The consumers also evaluate the other products of the same brand.
In the recent days, Samsung is the leading brand who also occupies the market of Apple in the field of android phones. The consumers who already have an interest on Galaxy Note phones are mostly influenced by the advertisements and the attitudes of their friends and other people. According to those people, the Samsung brand always provides stylish, innovative, fashionable and distinctive product to their consumers.
The purchase behavior of a consumer is mostly influenced by two factors –
- Attitude of their friends or other people
- Some unexpected situational factors such as suddenly the price of that product are reduce
In the case of Galaxy Note phone, the attitude of their friends or other people plays a most important role at the time of making decisions about the purchase behavior of a consumer (Claiborne & Sirgy, 2015). Before entering a retail store the consumer is already influenced by their friends and the advertisements of that product. They may also be influenced in the store after getting knowledge from the store person or marketing person. If the consumer wants to purchase that product through online then they are influenced by the promotional advertisement on the on the particular website.
This stage determines the main difference between the performance of the product and expectation of the consumer. After purchasing the product the consumer may be satisfied or dissatisfied which depends on the factor that how well the product can able to meet the expectations of their consumers (Liu et al., 2013).
After purchasing the product dissatisfaction may arise about the quality of the product such as it may not able to provide the quality of the picture as the consumer expect, etc. After purchasing the product the consumer gets more satisfied if they can able to do their presentational jobs easily, or can able to entertain themselves as they expected (Juster, 2015). They also get satisfied when they obtain admiration from their friends and also when they able to feel fashionable and distinctive in their social status. This experience may provide a positive outcome towards that particular product.
In conclusion, this report provides a clear idea about the purchase behavior of a consumer at the time of purchasing a Galaxy Note phone. From this knowledge, it can be said that the purchasing decision of a consumer for a product like ‘Galaxy Note’ absolutely depends on the factors like personal style, individual definition, and the social influence. The uniqueness of Galaxy Note phone shows that it is innovative and distinctive than other branded android phones which influence the consumer to purchase that particular product.
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