Online Survey On Samsung Galaxy S9 Consumer Behaviour

Question

Task: Based on the analysis you conducted in Assessment 1, individually, you are required to create a 10 question survey, distribute it via Survey Monkey (a free online instrument) to collect data from 15 respondents and to provide six-page analysis of the gathered data.
Assessment Description.
In this individual assignment, you will be given an opportunity to critically analyse and understand the driving forces of perception, attitudes, motivation, and cultural factors covered in weeks 3 to 5 that influence consumer behaviour and consequently consumers’ purchasing decisions. Please note that not all of these topics may apply to your chosen product or service.

Answer

Purpose
The aim of the survey is to understand the Samsung galaxy s9 consumer behaviour and marketing psychology. The survey analysis sheds light on different factors, through gathering primary data from the 15 respondents based on the 10 closed-ended questions.

Explanation of the administration process
The survey has been conducted through online methods for comprehending the Samsung galaxy s9 consumer behaviour. A number of random respondents have been chosen, as they are the existing or new Samsung phone users. The survey monkey questionnaire set has been prepared and sent to the random participants via weblink. There were more than 40 responses in the Survey Monkey result, however, the investigator has selected only the complete 15 response sheets. The reason behind taking this survey is to understand the psychological connection of the consumers with the brand name Samsung. Along with this, the survey will also highlight the perceptions about a specific smart phone, which is Galaxy S9, to analyse the Samsung galaxy s9 consumer behaviour.

Succinct summary of the survey results
From the overall results of the survey, it can be stated that the overall Samsung galaxy s9 consumer behaviour and marketing psychology for the specific smart phone is highly positive. While considering the 1^st 3 questions, the data, graphs, and tables show that most of participants are male, belong from the age group of 25-34. Most of the participants belong from $15,000 to $29,999 income status. 80% of participants accepted that they would consider Samsung, whenever they look for innovation and invention as well. According to the survey, the Samsung Galaxy S9 is highly recommendable phone, and it has all the features required for winning customers’ heart. The camera feature is the most motivational feature of the phone. Users mostly select the phone for using social media. Therefore, Samsung is considered as the number 1 brand in Australia, and the phone does not require changing or adding any of the features.

Analysis of the survey results on Samsung galaxy s9 consumer behaviour
Theme 1: Insights on the broader and larger target market customer Samsung
The first question to analyse the Samsung galaxy s9 consumer behaviour is based on the demographic factor of the customers or participants participated in this survey. Among the 15 customers, the above graph and chart shows that there are 12 participants are men and 3 are female. Although both male and female population are the target market of the company Samsung, however, the number of male participants is higher due to its better applicability in the business-related purposes. Apart from this, the features of Samsung phones need proper technical handling, which is mostly managed by the male customers. Therefore, this evidence is supportive for the above result.

The second question highlights another demographic factor of the participants, which is age. Tran et al. (2017) mentioned that Samsung phones and other products are suitable for 20 to 50 all aged people. However, the comparatively younger generation, started from 20 might be the most tech-savvy, and therefore, they have an inclined affection to the Samsung brand name. The above table and graph also sheds light on this fact, as among the 15, 9 participants belong from the age group of 25- 34. It can be assumed that they have sufficient knowledge about technically advanced features offered by the company. The graph also shows that there are participants, who use Samsung mobile after retirement age also and reflects a positivity in Samsung galaxy s9 consumer behaviour. The reason behind this popularity is the brand fascination and the user-friendly characteristics of these mobiles (Nikhashemi, Valaei & Tarofder, 2017).

Samsung has different types of smart phones in a range of prices, started from $1000 to $20000, and so on. Therefore, considering the Samsung galaxy s9 consumer behaviour it is stated that the income status of the customers’ needs to be from middle class to the upper middle class category, however, this does not mean that upper class customers do not use Samsung smart phones. In this survey, it can be seen that around 53.33% of the participants have the income status within the range of $15,000 to $29,999. It is also evidenced that Samsung also provides different low budget feature phones to their customers, therefore, people having income status under $15,000 can also buy and use their products.

Theme 2: Evaluation of the perception, motivation, and attitudes of the customers towards the phone Samsung Galaxy S9
Question number of 4 to analyse the Samsung galaxy s9 consumer behaviour depicts about one of the most common behaviour of today’s generation, as most of the people, especially belong in the category of 20 to 30 years, always look for more innovation and invention offered by their preferable smart phone brands. Like many other companies, Samsung is also giving different innovative and interesting features, but in affordable range. Therefore, as per the analysis on Samsung galaxy s9 consumer behavior, 80% of the participants stated that they always look for good features, and this reflects the fact that Samsung has already created a psychological connection with their customers by fulfilling this demand. This is supported by the report of Ghosh (2016), in which it is mentioned that people are attracted with the story the company is telling, not only to the features of the products. It also reflects the positive Samsung galaxy s9 consumer behavior for this specific brand.

While coming to specifically one smart phone, Galaxy S9, participants also provide positive answers for it. According to the 5^th question, the perception of the participants about that particular phone is very good, as 46.67% of the participants mentioned that the perception is ‘highly positive’ and the smart phone is ‘highly recommendable’. According to the study of Cnet.com, it can be stated that S9 can maintain the blazing-fast speeds, along with performing the fundamental tasks, such as online connection, screen switching, and application loading (Dolcourt, 2019). Therefore, the report is supportive in case of showing the positive and recommendable perspectives associated with the specific mobile.

The 6^th question analysing the Samsung galaxy s9 consumer behaviour can be considered as a elaboration of the above question number 5, as it represents the opinions of customers having highly positive reviews about the phone. According to 93.33% of the participants, the phone already has all types of features and necessary characteristics, which are enough for satisfying the psychological requirements of a customer. The big display, huge internal storage and RAM, high quality camera, larger battery capacity, and many other features makes the acceptance level of the smart phone higher comparatively to other. According to the statement of Kidman (2018), the affordable price also opens up a larger target market for the company. Additional to this, the Android Oreo also provides several additional improvements in the performance level, which is value for money.

The 7^th question is also linked with the above two questions on Samsung galaxy s9 consumer behaviour, as the question sheds light on the most influential motivation factor for the customers while they are going to purchase this product. As per the company website, it can be stated that the camera of the phone introduced a revolutionary dual-aperture camera, which can adopt the light like the human eyes. 46.67% of the participants stated that camera is the most significant motivation factor for the customers. Additional to this, applicability in multiple color variations makes the market demand higher. The 5.8 inch Quad HD and super AMOLED (2960 X 1440) 570 ppi provides an excellent experience to the users, along with a full frontal, edge-to-edge screen, and near bezel-less infinite display (samsung.com, 2020). Apart from this, the wide selfie angel, 3000 mah capacity, and video calling features are also motivational for the potential customers.

The 8^th question is associated with the purpose of purchasing the phone and also reflects on the Samsung galaxy s9 consumer behaviour, in which case, 66.67% of the participants stated that social media usage is the main primary reason. As mentioned in question 5 analysis, speeding up the online connectivity is an unique feature of this mobile. The mobile requires a fresh setting of the Wifi connection with the phone, and it can turn the external slow internet speed to a better connection at any place.

Theme 3: Overall brand reputation and product reputation of Samsung Galaxy S9
The question 9 calculating the Samsung galaxy s9 consumer behaviour represents the global fact about the brand, that Samsung is the number 1 brand in the global smart phone industry. Among 15, 66.67% of the participants strongly agreed with the statement and there is no percentage in the option ‘strongly disagree’. Therefore, it can be stated in this Samsung galaxy s9 consumer behavior evaluation that people could not deny that Samsung has created a larger position, both physically in the market and psychologically in the customer’s mind. Reports suggest that after Apple, which is a brand for specific upper class customers, Samsung owns the most market share in Australian mobile phone industry, which 24.14%, as of the year 2020. The company beats all the other leading brands, such as Oppo, Google, Xiaomi, Huawei, and so on (gs.statcounter, 2020).

From the above discussion and supportive analysis on Samsung galaxy s9 consumer behaviour, it can be easily stated that customers do not want any changes or modifications in the smart phone features of Galaxy S9. This undeniable fact is represented in the question number 10, where 80% of the participants stated that there is no requirement of modification in their preferable phone brand. However, since change is a common trend in the globalised world, therefore, the company requires changing the levels through bringing more and more innovation.

Reference List
Dolcourt, J. (2019). Samsung Galaxy S9 review. Retrieved 16 April 2020, from https://www.cnet.com/reviews/samsung-galaxy-s9-review/2/

Ghosh, S. (2016). Samsung will win on emotion in 2016, says UK marketing boss. Samsung galaxy s9 consumer behaviour Retrieved 16 April 2020, from https://www.campaignlive.co.uk/article/samsung-will-win-emotion-2016-says-uk-marketing-boss/1384540

gs.statcounter. (2020). Mobile Vendor Market Share Australia | StatCounter Global Stats. Retrieved 16 April 2020, from https://gs.statcounter.com/vendor-market-share/mobile/australia

Kidman, A. (2018). Samsung Galaxy S9 review: Plans, price, performance | Finder. Retrieved 16 April 2020, from https://www.finder.com.au/samsung-galaxy-s9

Nikhashemi, S. R., Valaei, N., & Tarofder, A. K. (2017). Does brand personality and perceived product quality play a major role in mobile phone consumers’ switching behaviour?. Global Business Review, 18(3_suppl), S108-S127. Retrieved 16 April 2020, from http://eprints.sunway.edu.my/483/1/Nikhashemi.pdf

samsung.com. (2020). Specifications | Samsung Galaxy S9 and S9+ – The Official Samsung Galaxy Site. Retrieved 16 April 2020, from https://www.samsung.com/global/galaxy/galaxy-s9/specs/

Tran, H. T., Ngoc, N. P., Bui, C. M., Pham, M. H., & Thang, T. C. (2017, July). An evaluation of quality metrics for 360 videos. In 2017 Ninth International Conference on Ubiquitous and Future Networks (ICUFN) (pp. 7-11). IEEE. Samsung galaxy s9 consumer behaviour Retrieved 16 April 2020, from https://www.researchgate.net/profile/Tran_Huyen10/publication/318751919_An_evaluation_of_quality_metrics_for_360_videos/links/5d29d144458515c11c2b7494/An-evaluation-of-quality-metrics-for-360-videos.pdf

Appendix

1. Please state your gender.

2. Please state your age group.

3. Please state your income status.

4. Do you have any interest on the features of smart phones?

5. What is your perception about Samsung brand and its smart phone Galaxy S9?

6. Do you think that Samsung Galaxy S9 has all the necessary features one will need in a smart phone?

7. What would be the most influential motivation factor if you want to purchase the phone?

8. Which purpose would you want to fulfil by purchasing this specific phone?

9. How far do you agree with the statement that ‘Samsung is the number 1 brand in the global smart phone industry’?

10. Do you think that the product needs improvement from any aspect?