Consumer Behaviour on Samsung

The Samsung Group: The Samsung Group is a multinational conglomerate corporation headquartered in Samsung Town, Seoul, South Korea. The Samsung Group comprises numerous international affiliated businesses, most of them united under the Samsung brand including Samsung Electronics, the world's largest technology company by sales; Samsung Heavy Industries, the world's second largest shipbuilder;

Samsung Engineering was ranked 35th, Samsung C&T 72nd in a 2009 ranking of 225 global construction firms compiled by the Engineering News-Record, a U.S. construction journal. Samsung Life Insurance was ranked 14th in a 2009 ranking of Fortune Global 500 Industries. Samsung Everland, South Korea's first theme park opened in 1976 as Yongin Farmland. It is now the fifth most popular theme park in the world, beating out Epcot, Disney MGM and Disney's Animal Kingdom. heil Worldwide operates as a subsidiary of Samsung Group and was ranked #19 among the "World's Top 50 Agency Companies" by revenue in 2010.

Shilla Hotel, a subsidiary of the Samsung Group, has been ranked #58 among the "2009 World's Best Top 100 Hotels" in the annual reader survey conducted by the prestigious international business magazine, Institutional Investor The Best Overall Generalist Sales Force survey ranks 22 firms that participated in Institutional Investor’s 2007 All-Asia Research Team survey. Samsung Securities (Investment Bank) was ranked #14 among the "2007 All-Asia Best Overall Generalist Sales Force Rankings" by revenue in 2007. Gartner’s “Market Share Analysis:

Top 10 Consulting Providers’ Revenue, Growth and Market Share, Worldwide and Regional 2009” is intended as a tool for service providers. Samsung SDS was second in Asia Pacific with IBM topping the list, and Accenture third. Samsung Group accounts for about a fifth of South Korea's total exports. In many domestic industries, Samsung Group is the sole monopoly dominating a single market, its revenue as large as some countries' total GDP.

In 2006, Samsung Group would have been the 35th largest economy in the world if ranked, larger than that of Argentina The company has a powerful influence on the country's economic development, politics, media and culture, being a major driving force behind the Miracle on the Han River. Many businesses today use Samsung's international success as a role model. Samsung bought Media Group in 2010. Logo History:

According to the founder of Samsung Group, , the meaning of the Korean hanja word Samsung is "tristar" or "three stars". The word "three" represents something "big, numerous and powerful"; the "stars" mean eternity

The Samsung Byeolpyo noodles logo, used from late 1938 until replaced in 1950s. | The Samsung Group logo, used from late 1969 until replaced in 1979 | The Samsung Group logo (“three stars”), used from late 1980 until replaced in 1992 | The Samsung Electronics logo, used from late 1980 until replaced in 1992 | Samsung's current logo used since 1993| | Group Divisions :

Samsung group is divided In these units :

  • Electronics industries
  • Financial services
  • Chemical industries
  • Machinery and heavy industries
  • Engineering and construction
  • Retail and entertainment
  • Apparel and advertisement
  • Education and medical services
  • Trading and resource development
  • Food supplier and security services

Samsung Televisions : For years in a row, Samsung has taken the top spot in the world TV market, with the launch of best-selling items. In 2009, it sold as many as 31 million flat-panel TVs, maintaining the top position for four consecutive years in terms of world market share. In early 2010, the company had set the year’s sales goal at 39 million units (including 10-million LED TVs).

According to DisplaySearch, the U.S. market research and consulting firm, Samsung is forecast to take a 27-percent share for the global TV market in the second quarter of 2010 while LG Electronics accounts for 26.2 percent of the market. The market researcher predicted that Samsung’s leadership would continue in 2011 Samsung Electronics is creating a new market by introducing the “Finger-Slim” LED TV. Launched in March 2009, the super-slim LED TV has thus far been sold as many as 2.6 million units. In 2009 alone, it was sold more than 2 million units, which brightens the future prospect.

Samsung has led the flat-panel TV market for the past five years with the 2006 introduction of its “Bordeaux” line, followed by the 2007 Bordeaux model, the 2008 “Crystal Rose” line, and the “Finger-Slim” in 2009. The company retained the leading position by successfully selling more than 1 million 3D TVs as of August 2010. As rivals are jumping on the bandwagon, Samsung outstrips them by consistently introducing new, better models.

Today the company offers the full line of TVs, at many price point. This company is developing new LED TV models too. After expanding its TV lineups, Samsung became the industry-first 10-million-seller challenge. One of the new products to watch is the full HD 3D LED TV that was launched the first time in March 2010.

Combining LED features with 3D functionality, the new 3D TV is expected to lead the market for years to come. Samsung showcased the new TV in the International Consumer Electronics Show (CES 2010) held in Las Vegas early this year. In 2009, Samsung TVs were selected in major U.K. publications and retailers as the best TV of the year. For example, Samsung’s LED TV 7000 series was the winner of the “Gadget Awards 2009” by T3, U.K.’s most prestigious electronics magazine. The T3 magazine in its news article on “ten reasons why you should buy Samsung LED TV” listed as the reasons superior picture quality, slim design, energy efficiency and connectivity.

Selected Ad: Its samsung new 3D Led Tv’s ad. The link of the ad is AD and Consumer Behaviour’s Cocepts Segmentation : There are different types of segmentation of a market and this TV covers 3 to 4 different segmentation. This is described as follows : Demographic Segmentation: Age :Every Age Sex:Both Income:High Income Psychological Segmentation: Needs Motive:Self Worth Personality:Innovators Perception:High Risk Involvement:High Involvement Attitude:Positive Attitude Psychographic Segmentation: For people who are status seekers.

Sociocultural segmentation: Social Class:Middle, Upper Family lifecycle:Every Use related Segmentation: Use rate :Heavy users, medium users Awareness status:Intersted Brand Loyality:Strong Use Situation Segmentation: Time :Anytime Objective:Personal, fun Location:Home, work, friend’s place Person:Self, family, friends, colleagues Benefit Segmentation : It is segmented with benefits that products have. This ad shows conviience of 3 D, social acceptance , long lasting. Need: The need for this Tv is acquired need. The need for this product is learned from external surroundings e.g from mass media or from friends. Goal: Goal for getting this product is product specific.

Abraham Maslow’s Need of Hierarchy: This product’s purchase satisfies the egoistic need. That covers the self esteem level of hierarchy. This is a high innovative product ad that will give a level of self satisfaction to person’s ego.

It also covers the social need theory as people can sit together and use this tv for havig fun and even watching it with family also fulfils the social need. Trio Of Needs : Power : The owner can feel powerfull after purchase of product. Affiliation: Everyone has affiliation with the product that’s why every one is attracted towards it in the ad. Achievement: When people buy it they feel self confidece in them. Personality : Personality reflects individual differences. Ad shows different personalities in the ad e.g. business people, old people, youngsters ad children etc. so this product is for all the people with different personalities.

Personality is consistent.although marketer cant chage personality but they ca influence with new products as this product effect people Personality can change. Sometimes people don’t accept chage soon but as their life situations chage they accept changes. As they don’t purchase it at once but they ca purchase it later as when they get married or change home etc.

Consumer Iovativeness and Related Personality Traits: This product is highly innovative ad people who will take first step for purchasing it will be low in dogmatism and their social chracter would be inner directed who would like to take first step.

All other people who have high need for uniqueness, High Optimum stimulatio level and high sensation and variety novelty seeking will move towards to purchase this product befor any other person they know.

Need for Cognition: This ad shows high need for cognition as everyone is so excited ad interested towards the product. Visualisers vs Verbalisers: This ad focuses more o visualisers as it shows every aspect of Tv. Ad in the end it focuses on verbalisers. Brand Personality: Brand shows innovation and uniqueness. Ad also shows the creativity as they made ad very creatively. Personality and Colour:

Black Colour of tv shows the elegance, power ad sophistication whereas different colours used in ad shows different perosnalities, differet emotions and differet situations. Perception Distortion: Physical Appearance: Its physical appearance is Stylish, Sleek and Attractive.

Stereotype: Samsung is perceived as a well known and famous brand. First Impression: First impression we get from the ad is that the product is new and highly innovative ad can be used innovatively. Halo Effect: This TV is judged o its single characteristic that is 3D. Jump to Conclusion: People are enthusiastic to draw conclusion. Before watching full ad they will try to draw conclusion that what is it about. As in ad people rush towards it to know what it is all about. Product Positioning: It is how marketer wants consumer to perceive it. So they focus on benefits of product. In this ad 3D ad smart style of tv is focused for its positioing. Attitude: Favourable attitude is shown as people are experiencing TV in the ad. People form favourable attitudes when they are satisfied with the products or have good experiece with it or have strong brand image and they found it unique. As in this ad they eperience 3D.

Attitudes are learned and in this ad attitudes are learned because people are exposed to mass media. Attitudes usually occur according to situations. In this ad various situatios are shown which show different attitudes. Sources that influence attitude are persoal experiences, family and friends, mass media, direct marketing or internet. Reference groups: People are moving in groups in towards the tv In ad. These could be the reference groups which ifluence a person’s choice.

Reference Group Appeal: Common men are used in the ad to show it is for all and every common person can experience it. Ad people can influenced by watching common people in ad over celebrities. Family Life Cycle Phases: Anyone can buy it but hoeymooners are more likely to buy it.