Consumer Decision Making is a process by which consumers identify their needs, collect information, evaluate alternatives, and make the purchase decision. These actions are determined by psychological and economical factors, and are influenced by environmental factors such as cultural, group, and social values. Firms must know how to go about marketing to consumers. Cell phone marketers are well aware of the factors that affect consumer decision making when purchasing mobile phones. Important factors that take into account not only aspects like speed, connectivity, and special features, but psychological characteristics like personality, lifestyle, and brand loyalty. This awareness is exemplified in mobile phone advertisements and commercials, which tend to emphasize style and emotion, showing just how a phone could improve a consumer's lifestyle.
Samsung Electronics spends majority of their budget on advertisement (as seen above) on television, radio, newspaper, magazine and so on. Consumer research helps to drive advertising efforts, informing companies of what their customers want before they even know they want it. By exploring personality factors in branding, Samsung has seen higher levels of success with its new line of smartphones. Their experience shows how exploring psychological factors of branding has huge pay-off potentials for companies selling cell phones. Samsung's commercials suggest that the level of competence and sophistication Apple users are waiting for has already arrived, and that by switching to Samsung, they don't need to wait to reach that level of sophistication.
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