Analysis Of Purchase Decision

Consumer behaviour influences the purchasing power of the product. Taking the example of Samsung, social and cultural factors shall be discussed. Firstly, focusing on social factor, Samsung has introduced the model Samsung Galaxy S3, motivated by the gaming culture that is prevalent today. Social values within the youth community also demand more entertainment and social media-oriented, rather than a corporate phone. For example, the youth today is driven by online gaming devices and powered by social media culture. Thus, the launch of Samsung Galaxy S3 with a powerful camera and technological for smooth gaming is introduced (KUMAR & SELVI, 2017).

Beliefs within the social structure also influence purchasing power. The generation of youth with a Samsung Galaxy S3 would influence others to buy the same, through their connections and the social need of acceptance. Instead of buying a different mobile, a consumer will be motivated to buy the same model that lies within its social circle. The social and cultural influences that have been discussed above is highly dependent on the beliefs and attitude of the consumer. Man being a social animal, will have the need to be accepted and hence will develop the same values and beliefs as its immediate circle(Sata, 2013).

It is important to remember that the four types of buying behaviour namely complex, habitual, and dissonance-reducing and variety-seeking purchase behaviour are not universal in nature. The target consumer-described above will act on impulse buying as they are influenced by social and cultural factors. Having said this, habitual buying behaviour can be identified, since they are influenced by the habits existing in the social and cultural patterns. Products such as this are purchased out of brand rather than out of brand loyalty (Grimmer & Bingham, 2014). Although it may seem that people have loyalty towards Samsung, it is just that they are influenced by their peers and social circles.

Looking into the gaming culture, dissonance-reducing buying behaviour can also be noticed. Here the purchase is characterized by high involvement in the decision and is done from a small group of choices. The choice here is a Smartphone that is good for gaming. Someone who is influenced by social factors might as well look into the models of Samsung smartphones that is good for gaming purposes. Purchases are also expensive and not as frequent as in habitual buying (Iblasi, Bader, & Al-Qreini, 2016). The individual preference is also at play here.

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Iblasi, W. N., Bader, D. D., & Al-Qreini, S. A. (2016). The Impact of Social Media as a Marketing Tool on Purchasing Decisions. International Journal of Managerial Studies and Research (IJMSR), 14-28.

Kumar, r., & Selvi, k. t. (2017). a Survey On Consumer Behaviour Towards Samsung Mobile. Intercontinental Journal Of Marketing Research Review, 1-6.

Sata, M. (2013). Factors Affecting Consumer Buying Behavior of Mobile Phone Devices. Mediterranean Journal of Social Sciences.