Inspire the World, Create the Future.
For Smartphone Users.
Purpose.
The purpose of this study is to gather the following information:
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Samsung’s brand perception in CBBE model; Salience, Imagery, Performance, Judgment, Feeling, and Resonance
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Purchase and usage behavior (loyalty of brand and functionality of the product) for Samsung’s premium smartphone user
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To get Insight for future buying patterns
A total of 5 participants were invited for an interview. The interview and communication have been facilitated by phone for three days.
Participants.
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Daniel Phang, 29 years old, Masters Student, owns Samsung S9
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Muhammad Solihin Bin Razali, 32 years old, Department Manager, owns Samsung Note 5
- Hamdan Bin Osman, 63 years old, Retired, owns Samsung Note 3
- Nurul Fatin Elya Binti Hamdan, 20 years old, Student, owns Samsung Note 5
- Siti Fatimah Mat Noor, 30 years old, Customer Care Executive, own Samsung Tab 3 Lite
KEY TAKEAWAYS FROM IN-DEPTH INTERVIEWS
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In terms of brand loyalty, Hamdan Bin Osman mentioned that he will not change to other brands and will stick with the same brand for his next purchase. For Nurul Fatin, the reason why she will stay with the brand is because of the stylus pen that is part of the Samsung phone design. The other three participants will still consider Samsung as their phone for the next purchase but there is a possibility of changing to other brands. Thus, we can’t see strong brand loyalty from the majority of the participants.
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Samsung’s Pen and the widescreen is one of the reasons why they choose Samsung as their smartphone. They have been using a Samsung smartphone for 2-6 years, and they are Samsung users before their current smartphone. The next smartphone to be considered by them if they are changed to the other brand is Huawei & Redmi.
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Some of the users think Samsung was losing its prime time compared to 5-6 years ago. They mentioned that Samsung has somewhat lost touch with being unique and is no longer being experimental with their new models. As such, the aggressiveness from Samsung cannot be perceived now, and this is the reason they are ready to change to another brand.