TABLE OF CONTENT
4 - 6
PERSONAL FACTORS INFLUENCING CONSUMER BEHAVIOR TOWARD PURCHASE OF SMART PHONES
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SOCIAL FACTORS INFLUENCING CONSUMER BEHAVIOR TOWARD PURCHASE OF SMART PHONES
9 - 10
PSYCHOLOGICAL FACTORS INFLUENCING CONSUMER BEHAVIOR TOWARD PURCHASE OF SMART PHONES
11 - 12
13 - 14
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For Samsung Electronics, 2003 was a watershed year. It successfully positioned itself as one of the world’s best mobile phone manufacturers and its products were featured all over the media. Many were calling its mobile phones as “the best gift for Christmas or the Mercedes of mobile phones. Samsung’s achievements were particularly remarkable considering that its primary focus had previously been in semiconductors and home appliances. Indeed, when it first made the decision to enter the mobile phone business, industry observers viewed the move as foolhardy and reckless. But, much to their surprise, Samsung’s foray into the market turned out to be a great success, contributing significantly to the company’s profit growth and brand reputation.
In 2003, Samsung posted net profits of 6 trillion won ($5 billion) on annual sales of 43.6 trillion won ($37.9 billion). As of April 2004, its market capitalization stood at around 100 trillion won ($87.4 billion). It had also surpassed Sony, which had been a benchmark for Samsung, in terms of revenues and market capitalization. Samsung’s exports currently account for two-thirds (79%) of total sales. In addition, Samsung has built its brand around the world in 2003, the ‘Samsung’ brand was ranked 25th in the annual BusinessWeek or interbrand study of the world’s most valuable brands, having grown from $8.31 billion in 2002 to $10.85 billion in 2003.
Few would deny the claim that Samsung has achieved remarkable success in the global market. As such, it could be worthwhile to take a closer look to find out which factors have contributed most to its success. In particular, we should focus our attention on the company’s emerging mobile phone business, which has achieved some of the most outstanding gains of any of Samsung’s business lines.
Samsung Electronics was established in 1969 in order to provide an engine of future growth for the Samsung Group. Though the electronics industry seemed promising in the 1960s, none of the Korean firms had advanced technology. Samsung began by producing low-end black–and-white televisions in a joint venture with Sanyo, a Japanese electronics company. After three years, it began to produce black-and-white televisions under its own name, “Samsung.” In the 1970s, it began producing other home...
References: 1. Joo, T., “Samsung Electronics Co., LTD.: Digital Convergence in the U.S. Mobile Phone Market (A), Darden Graduate School of Business Case, UVA-S-0106, 2003.
2. Nam, J., Hamlin, R., Gam, H. J. Kang, J. H., Kim, J., Kumphai, P., Starr, C. and Richards, L. (2007). The fashion-conscious behaviours of mature female consumers. International Journal of Consumer Studies, 31 (1), pp 102-108.
3. Venkatesh, V. and Morris, M. G. (2000), Why don’t men Ever Stop to Ask for Directions? Gender, Social Influence and their role in Technology Acceptance and Usage Behaviour. MIS Quarterly, 24 (1), pp. 115-139.
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