Video Presentasi Tugas Besar Kelompok 5 LAPORAN ANALISIS PERILAKU KONSUMEN DAN STRATEGI PEMASARAN

Summary

This presentation analyzes consumer behavior and marketing strategies for the Samsung Galaxy Z Fold 6. It explores the consumer purchase, usage, and disposal process, emphasizing the product’s unique features, such as the foldable screen and multitasking capabilities. The analysis highlights the influence of social identity and cultural factors on consumer decisions, with a focus on how the device serves as both a productivity tool and a symbol of status. Strategic recommendations for Samsung include enhancing communication, offering better after-sales support, and creating loyalty programs to boost customer satisfaction and retention.

Takeaways

• 😀 The report analyzes consumer behavior towards the Samsung Galaxy Z Fold 6, focusing on purchasing, using, and discarding the product.
• 😀 Consumer behavior is influenced by both utilitarian needs (functionality) and hedonic desires (emotional satisfaction and status).
• 😀 The process of purchasing the Galaxy Z Fold 6 includes identifying the need for a flexible and high-performing device, searching for information, and evaluating alternatives.
• 😀 Social and cultural identity plays a crucial role in consumer behavior, with the product serving as a symbol of status and modernity.
• 😀 Consumers use the Galaxy Z Fold 6 to express their self-identity and enhance their social image, reflecting their aspirations and values.
• 😀 Reference groups, such as professionals and tech enthusiasts, heavily influence purchasing decisions, with the product catering to these aspirational groups.
• 😀 The Galaxy Z Fold 6 is positioned as a premium product targeting consumers who value innovation and exclusivity.
• 😀 The product's features, such as multitasking and AI-driven capabilities, contribute to a unique and engaging user experience that aligns with consumer expectations.
• 😀 Post-purchase, consumers evaluate the product’s performance, especially the durability of the foldable screen and its multitasking functionality.
• 😀 Samsung can enhance customer loyalty through educational marketing campaigns, influencer partnerships, and improved after-sales service such as warranties and affordable repairs.

Q & A

What is the primary objective of the report in the presentation?

The primary objective of the report is to analyze consumer behavior towards the Samsung Galaxy Z Fold 6, integrating various concepts related to purchasing, using, and disposing of products, while considering social, cultural, and identity influences on consumer decisions.

What factors influence consumer purchase decisions, as discussed in the presentation?

Factors influencing consumer purchase decisions include product features, social status, promotional offers, and the Samsung ecosystem. Consumers are often driven by utilitarian needs for functionality and hedonistic desires for emotional satisfaction and enjoyable experiences.

How do consumers evaluate the performance of the Samsung Galaxy Z Fold 6 after purchase?

Consumers evaluate the Galaxy Z Fold 6 based on aspects like speed, responsiveness, and product quality. They expect the device to meet or exceed their functional expectations and provide a satisfactory user experience.

What is the 'extended self' concept, and how is it related to the Samsung Galaxy Z Fold 6?

The 'extended self' refers to how individuals use products like the Samsung Galaxy Z Fold 6 to project their ideal identity, including social and intellectual abilities. The unique features of the device, such as multitasking and AI integration, help consumers enhance their self-image and express their modern, futuristic lifestyles.

How does the concept of identity influence consumer behavior toward the Samsung Galaxy Z Fold 6?

Identity plays a significant role in consumer behavior, as individuals use products like the Galaxy Z Fold 6 to express their self-concept, social identity, and cultural values. This device helps consumers signal their status, align with aspirational groups, and present a desired image of themselves.

What role do social and cultural identities play in consumer decisions about the Galaxy Z Fold 6?

Social and cultural identities influence consumer decisions by shaping their preferences and behavior. Consumers in certain social groups, such as professionals or tech enthusiasts, may choose the Galaxy Z Fold 6 as a symbol of status, innovation, and belonging to an aspirational class.

What is the impact of group references on consumer choices regarding the Samsung Galaxy Z Fold 6?

Group references, both associative (family, friends) and aspirational (influencers, celebrities), significantly affect consumer choices. Consumers often adopt behaviors and preferences based on what is considered desirable within their social circles, guiding them toward products like the Galaxy Z Fold 6.

What is the significance of 'upcycling' in Samsung’s marketing strategy for the Galaxy Z Fold 6?

Upcycling is a key part of Samsung's strategy to promote sustainability. By integrating eco-friendly initiatives like Galaxy Upcycling, Samsung aligns the Galaxy Z Fold 6 with values of responsibility, appealing to consumers who prioritize environmental concerns and wish to project an identity of social and environmental awareness.

What recommendations are made for improving Samsung's marketing of the Galaxy Z Fold 6?

Recommendations for improving Samsung's marketing include strengthening communication strategies that emphasize the durability of the foldable screen, creating educational campaigns about product care, offering financing options like 0% installments, and providing additional warranty services to address customer concerns.

What insights were derived about consumer behavior toward the Samsung Galaxy Z Fold 6?

Insights show that consumers are primarily attracted to the Galaxy Z Fold 6 for its innovative technology, flexible functionality, and status-symbol appeal. The device is seen as a way to express modernity and social status, while its advanced features enhance user experience and satisfaction.