Table of contentsTarget marketCultural factors influencing consumers' purchasing behavior on a Samsung smartphoneCultureSubcultureSocial classPersonal factors influencing consumer behavior consumer purchasing on a Samsung smartphoneAgeDemographicPersonalLifestylesSocial factors influencing consumer purchasing behavior on a Samsung smartphoneGroup ReferenceLeader OpinionFamilyConclusionSamsung Group is a South Korean multinational conglomerate headquartered in Samsung Town, Seoul. The Korean meaning of Samsung is "three stars". It brings together various partner companies; most of them are united under the Samsung brand and constitute the largest South Korean chaebol (business conglomerate). The Samsung group was established in 1938 in Korea by Lee Byung-chull. Samsung mainly focused on commercial export in the beginning. For example, vegetables, dried Korean fish and fruits. Samsung entered the electronics industry in the late 1960s and the development and shipbuilding businesses in the mid-1970s; these areas would be the origin of its subsequent improvement. SAMSUNG company slogan is “Everyone is invited or it's hard to imagine”. SAMSUNG Mobile's slogan is "Next, what?" » Product Usage Samsung sells smartphones for different types of usage for different users, such as businessmen, elderly people, students, etc. Say no to plagiarism. Get a tailor-made essay on “Why violent video games should not be banned”?Get an original essay Basically, the price of Samsung smartphone is around RM500 to RM4,000. Samsung Gadgets announced that it is developing and expanding applications for the environment. respectful packaging to help reduce energy consumption and support the recycling of unused resources. The company is further committed to continuously developing the Galaxy series, using next-generation eco-friendly materials. Samsung Electronics' eco-friendly efforts are well represented in the new Galaxy S5, as it uses 100% recyclable paper for the manual and packaging. The eco-friendly philosophy and efforts of Samsung gadgets have been maintained throughout the Galaxy series. For example, the Galaxy S4 reduced approximately 1,000 tonnes of CO2 emissions, equivalent to protecting 110,000 trees, by using 100% recyclable paper packaging fabric. Target MarketThe target of Samsung company is a very wide range of consumers ranging from ordinary daily today we use gadgets to standard industrial equipment. The target age range of Samsung's customers is basically 20 to 50 years old or even older, provided that the individual has the ability to purchase and use the products that Samsung has to offer in the market. The youth to young adult group (aged 14-25) is the primary target of consumers of Samsung products, which are generally the target customers of Samsung smartphones. This is because most of them are mostly tech savvy. Samsung has found that this group has greater investment power in recent years than in the past. The reason is that this customer group is growing rapidly in the technological field. Second, the biggest target of Samsung's target market is this particular group of adults (aged 26-50). The reason is that this group of consumers is the most able to purchase any item that Samsung should offer in the market, whether it iscameras, smartphones, smart TVs or any other household items such as washing machines or vacuum cleaners. This group of customers will continue to grow in time to come. Cultural Factors Influencing Samsung Smartphone Consumer Purchasing Behavior Culture Culture refers to the beliefs, customs, rituals, and practices followed by a specific group of individuals. The set of fundamental values, perceptions, needs, and behaviors learned by a member of society through family and other vital formations. Culture varies from place to place and even from nation to nation. Culture is important when it comes to understanding a person's desires and behaviors. It is important to obtain it and take into account the social factors inherent to each market or each situation to adapt your product and your brand promotion strategy. Because these will play a role in the recognition, propensities, behavior or desires of consumers. Understanding this reality, Samsung continually does its best to hit the sweet spot. The Samsung Galaxy S is the newcomer in this direction. For example, a nation like Bangladesh, which is exceptionally rich socially in a certain sense, has a great appeal and enthusiastic connection with music. Considering this, Samsung has come up with extended battery life and huge storage (expandable up to 128 GB) in its Samsung Galaxy S model. This makes the Bangladeshi citizen to accept Samsung's product because the product is adapted to its culture.SubcultureA society is made up of several subcultures. Every culture also contains smaller subsocieties, a group of individuals sharing a shared esteem system based on common encounters and life situations. Every culture includes smaller subcultures that impart a particular personality to its individuals. In order to adjust a product or a communication methodology to the values ​​or particular needs of this fragment, subcultures are regularly taken into account by brands for the segmentation of a market. Subcultures include subcastes, religious orders, geographic locations, and dialect. The behavior of individuals belonging to different subcultures is different. Each subculture gives a more particular identification and socialization to its individuals. In every country we can see that young people are so dynamic and are continually looking for highlights. Samsung System J actually captured this part. This is because the Samsung Galaxy J series comes with dual camera, Infinity display and side fingerprint, which can attract the younger generation for this segment. Social Class Social class is one of the critical factors as a factor affecting a person's purchasing choice. This is the part of every society and is the important cause of individual needs and behaviors. Individuals come from various social classes and tend to have distinct needs and usage designs. There are three common categories among social classes: lower class, middle class, and upper class. For the most part, individuals with a place in the same class share comparable value, interest, and behavior. Consumers in these classes have diverse purchasing practices. For example, an upper-class person purchases items or services that promote their status, while lower-class individuals purchase items that meet their basic needs. For people belonging to the upper class, theSamsung Galaxy Note will be their luxury, but for these people, Samsung Galaxy A can already be a better option. Because this corresponds to their consumption pattern or their purchasing behavior. This is the reason why Samsung Inc offers several products such as Samsung Galaxy Note, Samsung Galaxy S, Samsung Galaxy A and Samsung Galaxy J to satisfy people of all social classes. Personal factors influencing consumer purchasing behavior of Samsung smartphone. Age and life cycle have potential impact on customer purchasing behavior. Individuals will purchase various items at completely different stages of the life cycle. A young single person would hardly be interested in buying a house, property, insurance policies, gold, etc., but compared to a person who has a family, he would be more curious to buy something that would benefit his family and secure his future. Similarly, these days, young people would be more curious to buy bright and garish colors than a middle-aged or elderly person who would be inclined towards decent and subtle projects. It is clear that consumer tastes and preferences for products and services change over time. Therefore, Samsung frequently characterizes its target market in terms of the current stage of the buyer life cycle. Samsung mobile usage is also influenced by the stages of the family life cycle, such as single stage, newly married couples, young and old couples and independent children, who use various Samsung phones according to their uses. For example, Samsung introduces Samsung Galaxy A to children, especially girls, because selfie camera is a current trend. Demographics Demographics are also a factor affecting consumer purchasing behavior. Demographics can be different from one individual to another depending on their age, salary, gender, education and marital status. Building on Bukenya and Wright (2007), experimental evidence asserts that sociodemographic factors such as gender, age, education level and income play a fundamental role in the choice of utilization plan in the world. They can also effortlessly account for the distinction between the purchasing choices and purchasing behavior of two distinct individuals from various financial groups. The target customer of the Samsung smartphone is for all buyers. This is because they offer several types of items such as Samsung Galaxy Note, Samsung Galaxy S, Samsung Galaxy A, and Samsung Galaxy J to satisfy the needs and requirements of the customers. For example, Samsung Galaxy A is the main focus of teenagers nowadays, especially girls, because Samsung Galaxy A Focus allows you to enjoy selfies and photos without worry. Personal The personality of the person also influences their purchasing behavior. Each person has their own characteristic identity traits which are reflected in their purchasing behavior. Personality is the set of characteristics of a man. Usually, personality changes from one individual to another, from time to time and from place to place. Personality is also the sum total of an individual's persevering internal psychological characteristics that make them interesting. Consumers personally tend to identify with certain brands or use brands as a means of expression. This means that brands are also seen as possessing personality in the same way that humans do. A gamer will always look for a best quality gaming computer, while a car enthusiast will happily spend on a modified car,car races, etc. Personality means a total of appearance, knowledge and different types of skills. This is why a man who believes in innovation will go for the Note 9, while a person who loves indigenous products can buy a simple Android phone. Samsung Inc offers different types of smartphones such as Samsung Galaxy Note, Samsung Galaxy S, Samsung Galaxy A and Samsung Galaxy J to meet the personality of today's consumer. Lifestyles Lifestyle is another critical factor that influences customer purchasing behavior. Lifestyle refers to the way an individual lives in a society and purchases things that fit their environment. An individual's opinions and activities that reflect the way he lives in society mean that this is his lifestyle. It can be a person's lifestyle, characterized by their activities, interests and opinions. For example, if the person has an unhealthy lifestyle, they will not focus on organic products. According to Kotler et al., “lifestyle is a person's way of life as expressed in his or her activities, interests, and opinions.” Lifestyle captures a person's entire pattern of action or interaction in the world more than their social class or personality profile. A person's lifestyle is reflected in his activities, hobbies, opinions and thinking because a man believing in simple living and high thinking will buy Samsung Galaxy J1 Ace while a man living a luxurious life will buy the Samsung Galaxy Note. Social factors influencing consumer purchasing behavior. Samsung Smartphone Reference GroupA reference group can be a small group of people such as family members, circle of friends, neighbors, classmate, colleagues.in the work environment, members of the club, etc. A reference group also refers to a group with which a person likes to be related by others and called upon as a member of that group. All individuals in the reference group share a common purchasing behavior and exert a strong influence on each other. So that an individual attitude or behavior has the potential to be formed by reference groups. The effect of reference groups varies across items and brands. Consumers are regularly affected by other individuals. Usually for the most part, because so many of us, as consumers, have a need to “belong.” “So we pass that responsibility on to businesses, because they need to understand our needs to be able to provide clear value to them. This means that understanding the impact of reference groups on consumer purchases is useful to any business. For example, a person named Bryan wanted to buy a mobile, so he went to the nearest store and bought a Samsung mobile. In fact, his friends and colleagues used a mobile from the same brand and were satisfied with it. Opinion Leader Opinion leaders can also be one of the social factors affecting consumer purchasing behavior. Thought leaders are generally individuals who have the ability to influence others. They typically have deeper expertise in a given area and are often called upon to help make consumer decisions. “Given that most consumers are followers and rely on word of mouth from opinion leaders, targeting highly imaginative opinion leaders seems more financially efficient.” An example of an opinion leader used by the Samsung company is Samsung which uses Jolin Tsai as an endorser of the Samsung Note 9. Indeed, Jolin.