Topic: "The Influence of International Marketing Communication on the Purchase Decision of
Bangladeshi Consumers for Samsung Brand smartphones"

Introduction:

International companies have paid a lot of attention to the fast growth of the smartphone market in
Bangladesh (Van Kleef et al., 2010). One of the most popular brands in the country is Samsung,
which has a large market share (Nahar et al., 2019). But as competition gets tougher, Samsung needs
to know what makes Bangladeshi consumers decide to buy something so it can stay on top of the
market.

International marketing communication is a very important way for smartphone companies to talk to
customers and change how they buy. Effective communication can help spread the word about a brand,
give it a good name, improve how people see its quality, and change how people see its prices (Mao
et al., 2020). But in different cultures and regions, different ways of communicating and different
messages may work better or worse.

So, the goal of this study is to find out how international marketing communication affects
Bangladeshi consumers' decisions about which Samsung smartphones to buy. The study will look at the
different things that affect how people act and how well different marketing communication channels
work in Bangladesh to promote Samsung smartphones.

The results of this study could help Samsung and other smartphone makers come up with better ways
to market their products to Bangladeshi customers and grow their market share in that country. By
knowing what makes Bangladeshi consumers decide to buy something, Samsung can tailor its marketing
messages to meet their needs and preferences. This will lead to more sales and more money for the
company.

Literature Review:

The focus of the literature review is on the things that make people buy smartphones like Samsung
in Bangladesh.

2.1. Product Features

Consumers can tailor a product to their specific requirements by taking advantage of its various
features (Kotler & Armstrong, 2007). Wireless connectivity, application installation, file
management, an in-built web browser, multimedia presentation and capture, full programmability,
many gigabytes of storage and location, high-resolution displays, and motion sensors are just some
of the high-tech features available on today's smartphones in the mobile phone industry (Oulasvirta
et al., 2011). Users pick smartphones based on the specifications that best suit their own
requirements and preferences. Their contentment is influenced by a wide variety of factors
(Muhammad YUSUF et al., 2019).

2.2. Price

The price of a product tells customers where to trade it, and it will always be the most important
factor in their buying decisions (Punj, 2012). Customers can alter a product to better meet their
needs by utilizing the variety of alternatives available (Kotler & Armstrong, 2007). The most
cutting-edge features of today's smartphones include wireless networking, application and file
management, an integrated web browser, multimedia presentation and capture, full programmability,
endless terabytes of storage and location, high-resolution displays, and motion sensors (Oulasvirta
et al., 2011). When deciding which smartphone to purchase, consumers frequently take a variety of
personal characteristics into account. Numerous factors affect their level of happiness (Muhammad
Yusuf et al., 2019).

2.3. Brand Image

A brand is something that helps consumers recognize a specific product or business in a crowded
marketplace. A brand identifies a corporation and its products or services by name (Ghodeswar,
2008). Most companies place a premium on their company name, which can be a powerful marketing
tool. It may also provide a competitive advantage for the company. Brands provide consumers with
confidence in the product's quality, variety in selection, and the tools they need to make educated
purchases (Juwaheer et al., 2014).

2.4. Purchasing Intention

Customer intent to buy is measured by the percentage of people who say they are likely to make a
purchase. A person may have a "purchase intention" for a set of goods or services in the future
without actually having the financial resources to make those purchases (Kahn, 1995). It reveals a
consumer's propensity to buy a product and how they consider various alternatives in light of these
propensities and other circumstances. In order to make a purchase decision, consumers will first
become aware of the product, then learn more about it, then form an opinion about the product, and
finally purchase and provide feedback on the product (Mudambi & Schuff, 2010).

2.5. Social Influence

Someones behavior is influenced by the people around them (Kotler & Armstrong, 2007). Smartphone
owners and users would be polled for their input and anecdotes. Personal recommendations were
discussed by Mokhlis and Yaakop (2012), while Garga et al. (2019) discovered that the reference
group is one of the most influential factors in a consumer's decision to purchase a smartphone.

2.6. Customer Expectations

Consumers have preconceived notions based on their prior experiences with the brand (Gruner &
Homburg, 2000). Bayraktar et al. (2012) investigated consumers' views on product and service
quality in addition to overall satisfaction. There is a direct correlation between meeting client
expectations and fostering customer loyalty (Anderson et al., 1994).

2.7. Perceived Quality

The quality of a product is judged by the market based on how recently it has been used. How
satisfied a customer is with the service they received in a general context (Hellier et al., 2003).
The adaptability and dependability of a service or product are measured by this criterion. In other
words, customization describes how well a service or good meets the needs of the buyer. In
contrast, reliability describes how consistently and reliably a company's product or service
performs without any defects. According to Alshare et al. (2020), successful cell phone companies
focus on providing great quality at affordable pricing.

Conclusion

In the end, this literature review shows how important different things are when deciding whether
or not to buy a smartphone. Customers have to think about a lot of things when choosing a
smartphone, including the product's features, price, the brand's image, their plans to buy, the
influence of their friends and family, their expectations, and how good the phone seems to be.
Based on their needs and preferences, customers tend to give different things different amounts of
importance. These results have important implications for marketers, who need to understand these
factors in order to make targeted marketing strategies. For my thesis, this literature review helps
me answer the question of how customer preferences for specific smartphone features and the impact
of brand image affect the decision to buy. More research is needed to figure out how these factors
affect customer decisions and how they interact with each other.


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