Abstract
Samsung Electronics smartphones are highly attractive, quality, and unique in many ways. These attributes enable the company to stand as a leader in the market. The introduction of the new Samsung Galaxy Note 20 Ultra was met with joy by the company’s loyal consumers. The consumer profile developed in this paper under demographics indicate that many of the products consumers are adults between 35 and 60 years. There is also an increasing number of youths of the age between 25 and 30 years who are also loyal consumers. Additionally, the profile also acknowledges that consumers who purchase the new products are usually business class, the elite in the community, and professionals. The groups are highly educated and technologically skilled. Furthermore, the product is bought by high-income earners. On the other, the Psychographics sections group the values and lifestyles of the consumers into thinkers, achievers, and experiences. Finally, the last part of consumer behavior patterns reveals that many consumers shop online, and they are repeat consumers.
Introduction
The demand for a product depends on its quality, uniqueness, price and customer expectations and preferences. The analysis of the target market is important for any company that focuses on enhancing success in its operations. Understanding consumers helps a company in developing products that meet their expectations thus building a long-lasting relationship. This paper focuses on developing a consumer profile for Samsung Galaxy Note 20 Ultra. Samsung Galaxy Note 20 Ultra is one of the new smartphones on the market developed by Samsung Electronics. Samsung Electronics is one of the leading manufacturers of smartphones in the world. It is the leader in the market followed by Apple Inc.
The new smartphone surpasses the high customer expectations. This smartphone has various features that are appealing to many customers. Some of these features include a powerful battery that can hold power for long, it has a dual SIM, connectivity options such as Bluetooth, 3G and 4G support, GPS, and Wi-Fi. It has an internal storage of 128GB, a 6.4-inch touchscreen, and a resolution of 1440 by 2960 pixels among many other features as revealed by Maina (2018). The consumer profile in this paper will be developed in three main areas namely demographics, psychographics, and behavior patterns.
Demographics
Demographics refers to information regarding consumer populations with regards to business functions such as product design and marketing. This paper will focus on demographic information such as Ages ranges, level of education, income ranges, locations, and skill level(s).
Age Ranges
Samsung Galaxy Note 20 Ultra has two groups of customers. The first group is adults of age between 35 to 60 years who are professionals and high-income earners. This is a group which has a profound experience and understanding of modern technology. The company has included special features in the smartphone that meet the needs of the professionals such as mobile banking and stocks applications. The other group is the youth or aged between 24 years and 30 years.
Level of Education
People who use the new Galaxy Note 20 Ultra have good education and knowledge. These are people who have passed through university education with good experience of modern technology and how it works. The youth who are wealthy and still pursuing their education in university are among the people using this product since it offers a wide range of applications that assist them in their studies, work, and also entertainment.
Income Ranges
Samsung Galaxy Note 20 Ultra customers are high-income earners and professionals. Additionally, it is also bought by a small group of middle-income earners. These are those people who have decent jobs, particularly the white-collar jobs. People who are less price sensitive since they are always ready to spend more to acquire a quality product. As a result, the company has incorporated various unique applications that assist them to perform their duties without any problem. Another group of people who buy this smartphone is the business class who give close attention to their customers. Samsung has met their expectations by even introducing a wireless charger for the phone allowing the benefit when traveling.
Location(s)
Samsung Electronics Company customers are all spread all over the world. The company has profound markets in Asia, Europe, United States, Australia, and Africa among many other regions of the world. It has ensured access to this product by establishing distribution and retail stores in this region. Additionally, its customers are able to make their purchases via online shopping.
Skill(s) Level
Galaxy Note 20 Ultra is a smartphone with so many attractive features powered by new technology. This implies that the consumers using this phone are those who are highly skilled. Understanding modern technology and being able to apply all the features that are available in this product require people with a profound knowledge and deep technological skills.
Psychographics
AIO Statement
According to Bhasin (2018), AIO stands for Activity, Interest, and Opinion. It is a psychographic approach used to analyze consumers of a particular product. Utilizing the AIO approach, the best statements for the Samsung Galaxy Note 20 Ultra can be as follows.
- I often like browsing on the new Samsung Galaxy Note 20 Ultra (Activity).
- I am very interested in the features attached to this product (Interest).
- It is best suited for the elites in society who have good technological experience (opinion).
Psychographics, the consumers of Samsung Galaxy Note 20 Ultra are classified with regards to values and lifestyles. The users of this product can be classified into different values and lifestyle segments. The first segment is the thinkers who are highly resourced people. They are mature, well-educated professionals, and skilled. They are also the consumers who are well informed about world affairs. Such consumers are also high-income people whose leisure activities are family oriented.
The second segment is the achievers who are also a high resource group of people. They are very successful in the jobs and are motivated by their families and their jobs. The last segment of consumer values and lifestyles is experiences. Like the other two, they are high resource people who are young in age say 25 years. They are ready to spend heavily on quality products which can give them satisfaction. All these segments define the values and lifestyles of the loyal consumers who purchase Samsung smartphones (Babin & Harris, 2018).
Behavior Patterns
Many consumers for Samsung Galaxy Note 20 Ultra shop through online e-stores for the company. These are those consumers who are well informed about what is happening in the market. Such consumers use the e-stores to purchase any product they want from Samsung or any other company. On the other hand, other consumers shop at Samsung retail stores near them.
The target consumers for the new smartphone are visiting the Samsung website and its e-stores to acquire any information regarding the new arrivals and innovations that the company has made on its products. They also research information regarding the features installed in any smartphone that is available in the market (Trivedi, 2011).
Additionally, the target consumers for the Samsung Galaxy Note 20 Ultra are the methodical shoppers. They are those consumers who take their take to visit the online shop or e-store and browse through the available products analyzing their features and comparing them until they select the perfect product that meets their expectations. Such consumers are always ready to buy a product after browsing through so many when they come across one whose features satisfy their needs.
Furthermore, the target consumers for the product under study use the product in the ways advertised or intended. Samsung Electronics ensures that it provides clear information through its smartphone’s manuals regarding all the ways in which the consumers should use the product. This is part of the education that the company offers to its consumers to make them aware of how they should use the product.
Moreover, the consumers of Samsung Smartphones and more specifically the Galaxy series smartphones dispose of their products by either selling them to their friends at a lower price or giving them to their relatives such as their children and others. On the other hand, they express satisfaction after purchasing the product. However, when a new smartphone appears on the market, they are willing to dispose of what they have in order to acquire the new one.
Finally, the target consumers are brand loyal and have a buy repeat behavior. Many consumers targeted by Samsung have developed a long-lasting relationship with the company based on the need for satisfaction created by their smartphones. They are ever going back to the company to buy the new smartphones whose features are better than those of the existing ones (Trefis Team, 2018).
In conclusion, the consumer profile reveals that the Samsung Galaxy Note 20 Ultra is appealing to professionals, elites, and business class people who are highly educated, technologically skilled and high-income earners.
References
Babin, B., & Harris, E. (2018). Consumer behavior (8th ed.). Boston, MA: Cengage Learning.
Bhasin, H. (2018). AIO – activities, interests and opinions. Retrieved from https://www.marketing91.com/aio-activities-interests-opinions/
Maina, S. (2018). What Samsung’s new Galaxy Note 20 Ultra tells us about the smartphone market. Retrieved from https://www.thestreet.com/opinion/samsung-galaxy-note-9-and-smartphone-market-14679408.
Trefis Team. (2018). Here Are The Key Factors That Will Drive Samsung’s Revenue Growth. Retrieved from https://www.forbes.com/sites/greatspeculations/2018/03/01/here-are-the-key-factors-that-will-drive-samsungs-revenue-growth/#1b86c044fb00
Trivedi, M. (2011). Regional and Categorical Patterns in Consumer Behavior: Revealing Trends. Journal of Retailing, 87(1), 18-30.
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