Samsung Galaxy 10.1

Final Report

Consumer Decision Making Process, Perception and Reference Group in Purchasing Samsung Galaxy Tab 2 10.1

Prepared for Prof. Val. Ortega

by: Kam Kai Heng (12717040) Satrio Adi Bintoro (12525545)

13 September 2012

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Executive Summary

The content of this report is consumer decision process and two influencing factors that affect first time buyer on purchasing Samsung Galaxy Tab 2 10.1. This report is divided into several parts begin with analysis of the product and target market. Then followed by consumer decision process of purchasing tablet PC. The third stage refers to how perception and reference group affect the consumer decision process and last part is recommendation to marketeers based on information analysed.

Primary and secondary sources are used to provide ample analysis on consumer decision process and how perception and reference group affect the buying process. Discussion in the report shows that three reasons that trigger tablet purchase are: group pressure, tablet as complementary product, and entertainment function. Further, the