Buyer behaviour Assignment Example | Topics and Well Written Essays - 2500 words

Buyer behaviour - Assignment Example The report has been prepared to focus the purchasing behaviour of the user for the Samsung products. Samsung is an international conglomerate company, which was founded in 1938 and is headquartered in Seoul, South Korea. The product portfolio of the company comprise of apparel, medical equipments, electronic components, telecommunications equipment, consumer electronics, ships and semiconductors. Samsung also provides wide range of services such as financial services, advertising, health care and medical services, retail, hospitality, entertainment and construction services (Samsung, 2015). The psychological and sociological drivers of consumer behaviour will be assessed through the marketing analysis of Samsung by using different theories and models. Further, the impact of the marketing mix components on the decision-making process of the consumers will also be taken into consideration for the purpose of this report. The customers of Samsung are grouped on the basis of geographic, demographic and psychographic segmentation. According to geographic segmentation, Samsung is targeting the Chinese and Indian market as a priority and then focusing on other regions. According to demographic segmentation, age does not really matter for the Samsung products and it offers its services and goods for all the family sizes. The company targets the customers of middle, upper middle as well as higher class individuals. The company has segmented the customer into three different categories such as teachers and students, self employed and businessman. On the psychographic segmentation basis, Samsung is targeting the users based on their personality as well as lifestyle (Clow and Baack, 2011). Exposure: Mainly perception starts with exposure towards stimuli. Exposure occurs when stimuli come within any of the following senses such as touch, smell, vision, taste and hearing. It has been