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Bachelor Thesis from the year 2010 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A, Harvard University, language: English, abstract: With the increased compound annual growth rate of the mobile phone market in Kuala Lumpur, the sale of mobile phones precisely Samsung smart phones is anticipated to rise in the future. This rising trend shows the vitality of mobile phones in Kuala Lumpur. A lot of research has been done on the effects of consumer buying behavior on smart phones but little attention has been paid to the factors such as self-perception and reference group which influence consumers purchase smart phones. Reference groups and self-perceptions are one of the major factors which influence a consumer to purchase a specific commodity according to (Ditmar et al. 1996). This research seeks to critically analyze Influence of reference groups and self-perception of Samsung Smartphone customer buying behavior in Kuala Lumpur.1.2.Research problem Understanding influence factors of consumer buying behavior are a vital factor for any organization. One of the factors which determine consumer buying is reference groups and self-perception. According to Merton and Rossi (1949), group membership is one of the strongest determinants of how a person will behave. Researches in marketing have long established that reference groups and self-perception have a long time influence on consumer buying behavior. Therefore there is a need for the understanding of how self-perception and reference groups affect consumer buying behaviors and how an organization can harness these factors to have outstanding results of its brand and business in general.Any business that intends to establish itself and meet its objectives, understanding factors which influence its consumers to purchase their or relevant goods is a crucial factor. Understanding the impacts of reference groups and self-perception of smart phones for Samsung Company is important since it is one of the top brands and constantly faces competition from other top brands such as Apple Inc., and Nokia. Therefore this organization needs to understand these factors so as to produce smart phones which are based on the influence of self-perception and reference groups.
