THE STUDY ON CONSUMER BUYING BEHAVIOR AND SATISFACTION TOWARDS SAMSUNG PRODUCTS

In an increasingly competitive marketplace, understanding consumer behavior is crucial for companies aiming to maintain market leadership. This study explores consumer buying behavior and satisfaction levels with Samsung products, focusing on key factors influencing purchasing decisions, such as brand perception, product features, pricing, and customer service. The research employs both secondary and primary methodologies, with surveys conducted among 83 respondents to assess their preferences, satisfaction, and loyalty towards Samsung products. Findings indicate that the majority of respondents (71.1%) belong to the 18-25 age group, highlighting the prominence of young consumers in Samsung’s customer base. Most purchases (55.4%) are made in physical stores, emphasizing the continued importance of retail locations. Display quality and brand reputation are significant factors influencing consumer decisions, with 53% and 44.6% of respondents, respectively, rating them as highly important. Additionally, 41% of participants reported being very satisfied with Samsung products, while 32.5% expressed a high likelihood of recommending them to others. However, pricing remains a concern, as 54.2% perceive Samsung products to be more expensive compared to competitors. While after-sales service satisfaction is moderate, with 45.8% expressing satisfaction, 34.9% of respondents are very likely to repurchase Samsung products.This study provides insights that can guide Samsung in refining its marketing strategies and customer engagement efforts. By addressing consumer concerns and leveraging their preferences, Samsung can enhance brand loyalty and maintain its competitive edge in the market.