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How many product decisions are made throughout the day? Consider how many product decisions are made every day, some without any thinking. What should I put on? What food should I eat? What will I be doing today? Many product decisions are made on a daily basis, and they assist to move the economies of cities, countries, and, eventually, the world. Product decisions influence the consumer's life. How can such simple decisions be so significant? Why do marketers spend millions of dollars trying to figure out why these decisions are made?  A company should focus on various things; provide value and customer satisfaction, effectively target customers, enhance the value of the company, improve product services, create a competitive advantage environment, understand how customers view their products versus their competitors’ products, expand the knowledge base in the field of marketing, apply marketing strategies towards a positive effect on society (encourage people to support charities, promote healthy habits, reduce drug use etc.)
To define consumer behavior, it is the study of consumers and the processes they use to choose, use (consume), and dispose of products and services. A more in-depth definition will also include how that process impacts the world. Consumer behavior incorporates ideas from several sciences including psychology, biology, chemistry and economics.
"All marketing decisions are based on assumptions and knowledge of consumer behavior,". Researching consumer behavior is a complex process, but understanding consumer behavior is critical to marketers.
The study of consumer behavior not only helps to understand the past but even predict the future. The below underlined factors pertaining to the tendencies, attitude and priorities of people must be given due importance to have a good understanding of the purchasing patterns of consumers, marketing campaigns, economic conditions, personal preference, group influence and purchasing power all are under the situational influence. This is the environment in which a customer is influenced to decide about whether to purchase a product or not.
In this assignment, I will focus on my experience with Samsung while purchasing my phone.
The communication situation.
Communication happens when advertisements are made they can be through billboards, social media, TV and radio adverts based on the products they display.  In my case, I saw an ad on Samsung S6 edge, where they explained the specifications of the phone for instance,
1.    the internal memory space which is 32GB- this was to show that, for anyone who purchased the phone, they do not have to buy any external storage device since the storage is too big.
2.    the camera mega pixels which is 16 megapixels primary camera, the rear is 5 megapixels front shooter for selfies – this was to capture the individuals who love taking pictures and capturing the moments, that Samsung S6 edge got them covered.
3.    it is powered by 1.5GHz octa-core Samsung Exynos 7420 processor and it comes with 3GB of RAM – this is the latest technology and it is to show the customer, they do not have to worry about the slowness of the phone since it is fast enough to cover them.
4.    The Samsung Galaxy S6 Edge runs Android 5.0 and is powered by a 2600mAh non-removable battery – This kind of battery lasts charge for so long and it is an advantage to everyone especially those with so many business calls.
5.    It measures 142.10 x 70.10 x 7.00 (height x width x thickness) and weigh 132.00 grams – this shows that, the phone is portable and the weight is to relatable especially for people who love using their phones chatting and making phone calls.
The above-named features captured my eyes since they are what I desired to have in my phone. However, even before seeing the advert, I had researched about other phones that I would prefer for instance, Huawei, iPhone, HTC and many more. But I had to visit the Samsung shop to find out on how legit the information is. 
I however made a few phone calls to friends and family to hear about their opinion on which phone is the best to buy. They gave me a few ideas and the prices of each. iPhone was a bit expensive according to my budget. No one had experience with Huawei, so I did not consider it as much, HTC had a few users who gave me its advantages.
The purchase situation
I visited the Samsung shop, where I was welcomed kindly by the agents. They asked me how they would help. I loved the services offered. The shop was so clean full of agents who wanted to assist. And displayed items on the desks. The colors of the shop were appealing and made me feel comfortable. The displayed items we as well appealing and made me think of Samsung S6 edge as a nice phone. 
One of the agents took me through what Samsung S6 edge entailed. He ensured we went through the phone with him and even touched it to witness whether what I saw on the advert or what he was telling me was true. It turned out to be what I saw. The price was $225 which was in my price range. Based on what I saw, I made a few phone calls and friends encouraged me to buy Samsung instead of HTC. So, I made the decision to buy Samsung S6 edge.
The usage situation
It was exciting to use the new phone. The features were close to those of iPhone which I would not take a second thought of buying if it was in my price range. Friends wanted to know how the phone was since it was when the phone first got in the market. They all loved it and some went ahead to buy it too. However, the battery as it was stated as a long-lasting battery, it started having problems, where it had to go off anytime and I had to keep on charging it.
I was disappointed with it. Especially with the fact that, the battery is non-removable. I had to take the phone back to Samsung and have it fixed. This was an added cost that I had not planned on. Even after fixing it, the phone still had the same issue. So, I had to purchase another phone other than Samsung. 

The disposition situation
It turns out that, the Samsung S6 make had an issue when molding it. The phones would explode due to the batteries. This was my first time purchasing a Samsung phone and it really got me disappointed. Even with the hitches, I want to believe as a big brand name, they would have done something at least to compensate on the customers loses. 
From my experience with Samsung, other than the phone, the other products are okay especially the fridge. that was not the best experience with Samsung phones. And I would never purchase another Samsung phone. 

May 02, 2023

Business Life

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Company Decision Value

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