4ps of Samsung Galaxy Tab 7.0

1.1 Company Background

Samsung was founded by Byung Chull Lee in March 1, 1938 in Taegu, Korea. In Korea, Samsung means ‘Three Stars'. At first Byung Chull Lee started his business with trade export of dried food, vegetables, and fruit to Manchuria and Beijing. In decade Samsung ultimately evolve to become the modern global corporation that manufacturing electronic goods. Now Samsung are a well-known company and also known as Apple production biggest rival (Samsung History, 1995-2013).

1.2 Selected Product

The product that the author selected is Samsung Galaxy Tab 3 7.0 inch tablet a third generation of Samsung tablet by that was released on middle of this year. There was 3 types that were released there are Galaxy Tab 7.0, Galaxy Tab 8.0 and Galaxy Tab 10.1. The author consider considered the product unique because she likes to read a lot and this tablet offers her reading mode. She can download books online and read it in her tablet instead of bringing one everywhere she goes. The slim design and light weight of the tablet also convenient her to bring it anywhere she wants. The function that combines both smartphone and laptop gives her ability to do her assignment anywhere she wants and she can use it to contacts her friends while doing her assignment. With the S-pens she can turn her tablet into a sketch pad too, since she really likes sketching.

1.3 Product Description

The product price is RM990 including the casing and screen protector, the actual price is RM880. The only available colour that was offered is white. Samsung also give free gifts such as, the casing, the keyboard, S-pens and free 16GB memory cards for the memory slot.

2.0 Buyer Decision Making Process

2.1 Buyer Decision Making Process Explanation-

? Problem recognition- The author problem recognition is that she had a tablet before a ASUS brand 7.0 inch tablet, however because it does not satisfy her needs she needs a new one. The one that she can use to make call. Problem with ASUS is that it does not have the Sim card slot which can offer the usage of internet via data plan instead of Wifi. Sometimes, there are place where it does not offer public wifi so with the sim card she can use the data plan to surf instead of wifi.

? Information search- She did information search on all the available tablets offers in the market as well as the newest release. She found several tablets that are interesting to her. She also searches on the specifications of the tablets so she can make her decision later on.

? Information evaluation- After she did with the information search, she decided to choose Samsung. The reason why she chose Samsung is because it is more user friendly than Apple and it is less expensive than Sony. After deciding on Samsung, she went and search on the available tablets they offers. There are 3 types of tablet that they release at the same time that, Galaxy Tab 3 7.0, Galaxy Tab 3 8.0 and Galaxy Tab 10.1.

? Decision making- After the information evaluation there are two types of Samsung tablet that she wanted the Tab 10.1 and Tab 7.0. However, she decided to buy Galaxy tab 7.0 because 10.1 is too big.

? Post purchase evaluation- She is happy with the product. She likes to read and Samsung 7.0 offers reading mode for its users. She can download reading materials direct from online and read it on her tablets. She can also surf the net even without wifi as long as she got the sim card in her tablet.

(Kotler & Armstrong 2001 pg.193)

2.2 Characteristic of Buyer Behaviours-

2.2.1 Individual/Psychology Influences

o Personality- The author personality is very simple. She does not actually look at the brand but the function more. What concern her most when she was looking for a tablet are the price and the function. Brand name is not an option.

o Perception- Perception means the way that she sees the product and her perception toward Samsung is, it is a user friendly product. She is using Samsung smartphone now, and it understands her needs as a user and the price is reasonable it does not limit it function.

o Learning- She learnt from using an Asus brand tablet before and she was dissatisfy with the function, that unable her to use it as a phone as well. Sometimes when you are outside and there is no wifi connection, 3G or 4G data comes in handy, and since Asus did not prepare sim card slot I can't use the data plan. Thus her objective is to get a tablet that can use data plan.

o Motivation- Her motivation to buy this is actually because it is a need. Tablet is a combination of laptop and smartphone. She can use both smartphone and a laptop function with just a 7.0 inch tablet. When she bought it she wants to fulfil her self-actualisation needs according to Maslow's Hierarchy of needs. It is not a want but a need, because as a student, a tablet is more convenient if compare to laptop and it is important for her to do her assignments.

o Attitudes- The author is a Samsung products fan, so her top priority when she was choosing tablet is actually Samsung. Her attitude toward this product is she likes it, very much.

2.2.2 Situational Influences

The situational influences when she bought this tablet are technology and sociocultural. Her old tablet was broken and she really needs one badly because it would be easier to do her work. The technology is getting more and more advances nowadays. Everyone wants to get their hand on the latest innovation. She also wanted to get her hand on one, she want to be in the early adopter user in the product adoption stages. For sociocultural, nowadays people uses tablet because it is a new product that combine both laptop and smartphone function. S-pens function also enabled the author to sketch whenever and wherever she wants.

2.2.3 Marketing Mix

For its marketing mix, the factor influences her most are the price and the product itself. The price is a lot more cheaper if compare to any other 7 inch tablet in the market that has the same function. As for the product, its brand is one of the reasons that influence her. She trusted Samsung more than Sony or Apple. Samsung Galaxy Tab 3 7.0 has the function that she really needed.

2.2.4 Group Influences

The group that influence her in her decision are her family and friends. Her father and mother both used Samsung phones, even her home personal computer is Samsung. As for her group of friends, most of them are using Samsung products as well. They told her that Samsung is a reliable product. With everyone surround her uses the same brand product it makes her feel secure while using it.

2.3 Discussion on Buyer Behaviour and Decision Making-

Buyer behaviours do influences the decision making process. Learning and motivation under the individual influences influenced me when I am doing the problem recognition. From my learning I know what my problem is and from my motivation I know what I want. Situational influences influenced me in my information evaluation process. For group influences and marketing mix influenced me the most in decision making process.

3.0 Marketing Mix

3.1 4Ps and 3ps of Samsung Galaxy Tab 3 7.0:

o Price -The product price is the cheapest among all of those named brand 7.0 inch tablets. It is affordable less than RM1000. Samsung used skimming pricing strategies when they launch their products.

o Place - Samsung types of channel structures for consumers' goods- Producer?Wholesaler?retailer?consumer. Their distribution channel is selective distribution, they selected their distributers before distribute their products into certain region.

o Promotion - for its promotion, Samsung uses advertising to promote their product. They use mass media to promote their new product. For Samsung Galaxy Tab, they use the internet and television advertisement to get to their customers attention. Through their advertisement, they try to persuade and to inform their customers that they have launch a new product that is the third generation of Samsung Tab (Kotler & Armstrong, 2001 .pg 544). For their sales promotion, they