The Marketing Strategy of Samsung: Analysis Based on Consumer Behavior
DOI:
https://doi.org/10.54691/bcpbm.v34i.3094Keywords:
Samsung; consumer behavior; Covid-19.Abstract
Samsung is the second-largest mobile phone manufacturer in the world, and it has been a hot commodity in the global telecommunications market, with both GSM and CDMA having a high market share.Samsung's understanding of customer psychology and behavior, as well as its ability to manage emergencies quickly and effectively, provide it a competitive advantage in the market. Based on a study of Samsung's customers' buying patterns (emotion and cognition, advertising, brand perception, perceived pricing, and consumer decision) and the company's own products (product characteristics, design, style, and quality), we can see that, a high level of pricing may be appropriate for the market even though Samsung is already one of the well-known brands of smartphones and consistently produces high-quality smartphones., more research is still required, but following the discovery of COVID-19, Samsung changed its marketing strategy to concentrate on the online market, and Samsung's quick response to the outbreak minimized the damage.This article can offer some implications to corporate managers, consumers, and policy makers.
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