IndexTarget marketCultural factors that influence the purchasing behavior of consumers of Samsung smartphonesCultureSubcultureSocial classPersonal factors that influence the purchasing behavior of consumers Samsung smartphone consumersAgeDemographicPersonal lifestylesSocial factors influencing the purchasing behavior of Samsung smartphone consumersReference GroupOpinion LeaderFamilyConclusionSamsung Group is a South Korean multinational conglomerate headquartered in Samsung Town, Seoul. The Korean meaning of Samsung is "three stars". It includes various partner companies; most of them are brought together under the Samsung brand and is the largest chaebol (business conglomerate) in South Korea. The Samsung Group was founded in 1938 in Korea by Lee Byung-chull. In the beginning, Samsung mainly focused on commercial export. For example, vegetables, dried Korean fish and fruits. Samsung entered the electronics business in the late 1960s and shipbuilding and development businesses in the mid-1970s; these areas would guide the subsequent improvement. SAMSUNG Company's slogan is "Everyone is invited or it's hard to imagine". SAMSUNG Mobile's slogan is "Next is what?". Product Usage Samsung sells smartphones for different types of usage for different users, such as businessmen, seniors, students, and so on. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get Original Essay Basically, the price for Samsung smartphone is between RM500 and RM4,000. Samsung Gadgets announced that it is developing and expanding applications for eco-friendly packaging to help reduce energy consumption and support the recycling of unused resources. The company is also committed to continuously developing the Galaxy series, using next-generation environmentally friendly materials. Samsung Electronics' environmentally friendly efforts are well represented in the new Galaxy S5 as 100% recyclable paper has been used for the manual and packaging. Samsung Gadgets' eco-philosophy and efforts have been maintained throughout the Galaxy series. For example, the Galaxy S4 reduced CO2 emissions by approximately 1,000 tons, equivalent to protecting 110,000 trees, by using 100% recyclable paper packaging fabric. Target MarketSamsung Company's target is a very broad group of consumers spanning from ordinary day to day use gadgets to industrial standard equipment. The target age range of Samsung customers is basically from 20 to 50 years 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 early adult group (aged 14 to 25) is the first target of consumers of Samsung products, usually the target customers of Samsung smartphones. this is because most of them are mostly tech savvy. Samsung has noted that this group has more investment power in recent years than in the past. The reason is that this customer group is developing rapidly in the field of technology. Secondly, Samsung's most important target market is this particular group of adults (ages 26-50). The reason is that this group of consumers has the greatest ability to purchase any item that Samsung should offer in the market, be it cameras, smartphones, smart TVs or any other household items such as washing machines or vacuum cleaners. This customer groupwill continue to develop in the long term to come. Cultural Factors Influencing Buying Behavior of Samsung Smartphone Consumers Culture Culture alludes to the beliefs, customs, rituals and practices followed by a specific group of individuals. The set of core value perceptions, needs, and behaviors learned by a member of society from family and other vital educational activities. Culture varies from local to local and indeed from country to country. Culture is significant when it comes to understanding a person's desires and behaviors. It is important to obtain this and take into account the social factors inherent in each market or situation in order to adapt your article and promotion strategy for a brand. As these will play a role in consumers' recognition, propensities, conduct or desires. Understanding this reality, Samsung continually tries its best to touch the point of interest. Samsung Galaxy S is the new addition in this regard. For example, a nation like Bangladesh, which in a sense is socially exceptionally very rich, has a great fascination and enthusiastic connection with music. Considering this, Samsung has come up with long battery life and huge storage (expandable up to 128 gigabytes) in the Samsung Galaxy S model. This makes the citizen of Bangladesh will accept the Samsung product because the product is suitable for their culture. Subculture A society is made up of several subcultures. Each culture also contains smaller subsocieties, a group of individuals with a shared esteem system based on common encounters and living situations. Each culture includes smaller subcultures that give a particular personality to its individuals. In order to adapt an object or a communication methodology to the particular values ​​or needs of this fragment, subcultures are regularly taken into consideration 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 confers a more particular identification and socialization on its individuals. In every country we can see that the youth era is so dynamic and always looking for highlights. The Samsung System J has indeed captured this part. This is because the Samsung Galaxy J series comes with dual cameras, Infinity display and side fingerprint, so it can appeal to the younger generation for this segment. Social class Social class is one of the critical factors as it influences a person's purchasing choice. It is the part of every society and is the important cause of individual needs and conduct. Individuals from different social classes tend to have distinctive desires and usage plans. There are three common categories among social classes: lower class, middle class, and upper class. For the most part, individuals who belong to the same class are said to share comparable value, interest, and behavior. Consumers who participate in these classes have different purchasing practices. For example, a person belonging to the upper class purchases those items or services that support his status while individuals from the lower class purchase those items that satisfy their basic needs. For those people who belong to the upper class will prefer Samsung Galaxy Note as luxury, but for those people Samsung Galaxy A can already be a better option. Depending on their consumption pattern or purchasing behavior. This is why Samsung Inc has launched several products like Samsung GalaxyNote, Samsung Galaxy S, Samsung Galaxy A and Samsung Galaxy J to cater to people of all social classes. Personal factors influencing consumer purchasing behavior of Samsung smartphones Age and life cycle have potential effect on customer purchasing behavior. Individuals will purchase different 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 can benefit his family and make their future secure. Just like nowadays young people would be more curious about buying bright and vibrant colors than a middle-aged or older person who would tend towards decent and subtle tops. It is clear that consumer taste and preferences regarding products and services change with the section of time. As a result, Samsung often characterizes its target market in terms of the buyers' current lifecycle stage. Samsung mobile phone usage is also influenced by family life cycle stages such as bachelor, newly married couple, young and old couple and independent children use different Samsung phones according to their uses. For example, Samsung introduces the Samsung Galaxy A to children, especially girls, because the selfie camera is suitable for today's trend. Demographics Demographics are also a factor that influences consumer purchasing behavior. Demographics may vary from individual to individual based on age, salary, gender, education and marital status. Based on Bukenya & Wright (2007), experimental evidence supports that socio-demographic factors such as gender, age, education status and income play a vital role in choosing the usage plan in the world where it too can easily take note of the distinction between the purchasing choices and buyer behavior of two distinct individuals from different financial groups. The customer focused Samsung smartphone is for all buyers. It is because they provide different types of items such as Samsung Galaxy Note, Samsung Galaxy S, Samsung Galaxy A and Samsung Galaxy J to meet the demands and needs of customers. For example, Samsung Galaxy A is the leading focus these days among teenagers, especially girls, as Samsung Galaxy A focus allows you to enjoy selfies and photos without worries. A person's personal personality also influences their purchasing behavior. Each person has their own characteristic identity traits that are reflected in their purchasing behavior. Personality is the totality of a man's characteristics. Usually, as personality changes from individual to individual, from time to time and from place to place. Personality is also the sum total of the persevering internal psychological characteristics of an individual that make him interesting. Consumers personally tend to identify with certain brands or use brands as a means of self-expression. This means that brands are also perceived as having personalities in much the same way as humans. A gamer will always look for a best quality gaming computer, while a car lover would happily spend on modified cars, car racing, etc. Personality means a total of appearance, knowledge and different types of skills. That's why a man who believes in innovation will choose Note 9 while a person who loves indigenous products might buy a simple Android phone. Samsung Inc produces different types of smartphones such as Samsung Galaxy Note, Samsung Galaxy S, Samsung Galaxy A and Samsung Galaxy J to cater to thepersonality of today's consumer. Lifestyles Lifestyle is another critical factor that influences customer purchasing behavior. Lifestyle alludes to how an individual lives in a society and acquires things that contribute to his or her environment. An individual's opinions and activities that reflect how he lives within society mean that that is his lifestyle. It can be a person's way of life based on his activities, interests and opinions. For example, if the person has an unhealthy lifestyle, he or she will not focus on organic products. According to Kotler et al, “Lifestyle is a person's pattern of living expressed in his or her activities, interests, and opinions.” Lifestyle captures a person's entire pattern of action or interaction in the world rather than profiling a person's social class or personality. A person's lifestyle is reflected in his activities, hobbies, opinions and thoughts, as a man who believes in simple living and high thinking will purchase Samsung Galaxy J1 Ace while a man who lives a luxurious life will purchase Samsung Galaxy Note. Social Factors Influencing Buying Behavior of Samsung Smartphone ConsumersReference GroupA reference group could be a small group of individuals such as family members, circle of friends, neighbors, classmates, colleagues in the work environment, club members and so away. A reference group also alludes to a group with which a person likes to relate to others and be called as a member of that group. All individuals in the reference group share a common purchasing behavior and have a strong influence on each other. So that an individual attitude or behavior has the potential for formation by reference groups. The effect of reference groups varies between items and brands. Consumers are regularly influenced by other individuals. Typically, for the most part, as a large number of us as consumers need to “belong.” ' And so, we pass this responsibility on to companies as they need to understand our needs in order for them to provide clear value to them. This means that understanding the impact of target groups on consumer purchases is useful for any business. For example, a person named Bryan wanted to buy a cell phone, so he went to the nearby store and bought a Samsung cell phone. This is because his friends and colleagues used the same brand of mobile phone and were satisfied with it. Opinion leaders Opinion leaders can also be one of the social factors that influence consumers' purchasing behavior. Opinion leaders are generally individuals who have the ability to impact others. They usually have deeper expertise in a given area and are often sought out for help in making consumer decisions. “Since most consumers are followers and rely on word of mouth from opinion leaders, targeting highly imaginative opinion leaders seems more financially effective.” An example of an opinion leader used by the Samsung company is that Samsung uses Jolin Tsai as the endorser of Samsung Note 9. This is because Jolin Tsai is a singer, dancer, actress and entrepreneur. He will become the opinion leader who will present the Samsung mobile phone. Apart from this, Youtubers, Vloggers and social media personalities have greatly influenced consumer behavior by following, reviewing and recommending products online through social media platforms. These posts are then viewed by millions of followers every day. When Samsung company uses this kind of advantage by using opinion leaders to promote their product, so that the consumer.