The Influence of International Marketing Communication on the Purchase Decision of Bangladeshi
Consumers for Samsung Brand Smartphones

Understanding the factors influencing consumer buying behavior in the smartphone market,
specifically in Bangladesh where Samsung is a leading brand, is crucial for researchers, marketers,
and policymakers. By examining these factors, including brand reputation, price, features, and
marketing communication, we can gain insights into consumers' preferences, motivations, and
decision-making processes. This knowledge is essential for developing effective marketing
strategies, fostering competition, and promoting economic growth in the smartphone industry.
However, there is a need to bridge the existing research gap and explore the dynamics of consumer
behavior in the context of the Bangladeshi smartphone market to optimize market expansion, product
development, and customer satisfaction.

2. Literature review

The buying behavior of the consumers of the smartphone phone industry and the factors that
influence it has been extensively studied by researchers. These studies have often relied on the
development of theoretical models to understand and explain consumer behavior in various contexts.
In recent years, the smartphone market in Bangladesh has experienced significant growth, and
Samsung has emerged as one of the leading brands (Rahman and Haque, 2021). The buying behavior of
consumers and the factors that influence it have been extensively studied by researchers. As a
leading global brand, Samsung utilizes various marketing communication strategies to promote its
products and connect with consumers in different markets (Almeida et al., 2021). It is crucial to
explore the factors influencing consumers' purchasing decisions, particularly in relation to
leading brands such as Samsung. This literature review aims to provide a comprehensive overview of
the existing research in this area and identify the gaps that necessitate further investigation.
The topics included in the literature review are relevant to the aims of the study.

Product Features

Features of a product are those aspects that, when the product is used as intended, satisfy the
needs of the buyer (Kotler et al., 2020). Smartphones on the market have many cutting-edge
features, such as wireless connectivity, application installation, a file management system, an
in-built web browser, multimedia presentation and capture, full programmability, many gigabytes of
storage and location, high-resolution displays, and motion sensors (Oulasvirta, Wahlström and
Anders Ericsson, 2011). There is a wide range of smartphone functions available to consumers, and
they choose those that best meet their needs and wants (Shah, Yan and Qayyum, 2021). Samsung has
been at the forefront of technological advancements in the smartphone industry (Haizar et al.,
2020). Samsung was one of the first companies to use curved displays, edge-to-edge screens, and
biometric authentication systems like fingerprint and face recognition. These technological
advances not only give people a sense of newness and excitement, but they also give them real
benefits and make their products work better (Koden, 2022). Previous research has shown actual
evidence that features are the most important consideration when purchasing a smartphone (Rahman
and Sultana, 2022).

Price

Price has always been, and will continue to be, the single most important element in determining
whether or not a customer will make a purchase of a product or service (Nagle and Müller, 2018).
Uriarte-Ruiz (2022) said that low-income consumers only shop for budget phone companies. Alalwan
(2020) found that the price of a mobile phone was an important consideration for consumers.
Dimitriou and AbouElgheit (2019) also recommended that cellphone providers implement a more
appealing pricing plan to attract young individuals in their study.  Samsung offers a wide range of
smartphones at varying price points, targeting different segments of the Bangladeshi market (Rahman
et al., 2019). The company focuses on offering competitive features and specifications at a
reasonable price, allowing customers to perceive smartphones as a worthwhile investment (Hooi Ting
et al., 2011).

Brand Image

In order to set themselves apart from similar products and businesses, brands use distinctive
names, terms, symbols, and designs. A brand can give a corporation an identity and connect its
items to consumers' minds (Leelakulthanit and Hongcharu, 2012). Samsung gets out to its target
audience through channels like TV, online ads, and social media platforms to let them know about
the latest smartphone models, their features, and their benefits (Ardiansyah and Nilowardono,
2019). The company's global advertising campaigns, celebrity endorsements, and sponsorship of
high-profile events contribute to building a positive image in the minds of consumers (Almeida et
al., 2021).   Brands help consumers be certain that they are getting a high-quality product or
service, provide variety in the marketplace, and make informed selections when making a purchase
(Pudaruth et al., 2014). Customers today are looking for smartphones that have special
characteristics including a simple graphical interface for touch screen interactions and a quick
and painless way to examine details (Williams and Shekhar, 2019). Rahim et al. (2016) found that
consumers' perceptions of different smartphone brands influenced their decisions to buy certain
brands. Verma (2020) did not find that one's perception of a company's brand had much of an effect
on their decision to purchase a smartphone.

Purchasing Intention


Purchase intention refers to the likelihood that a shopper will go through with a purchase.  The
ability to actually pay for the goods or services one intends to acquire in the future is a key
factor in whether or not one follows through on one's "purchase intention" (Hooi Ting et al.,
2011). An individual's propensity to acquire anything is a reflection of how they value various
options in light of their own tastes, past experiences, and environmental context (Yazdanparast and
Tran, 2020). A consumer's path to purchase includes discovery, information collecting, evaluation,
purchase, and feedback solicitation (Mason, Narcum and Mason, 2021). Therefore, they will purchase
an item only after giving it some preliminary testing to make sure it lives up to their standards.
Song, Ruan and Jeon (2021) verified that consumers' attitudes, emotions, and goals all had a role
in their smartphone purchasing decisions. Buyers often think of Samsung as a brand that has the
newest features and technological advances, which improves their total product experience (Asdi and
Putra, 2020). When people want to keep up with the latest technology trends, the idea that Samsung
is a new brand can help them decide what to buy (Ardiansyah and Nilowardono, 2019).


Social Influence


Consumer behaviour is heavily influenced by the cultural, social, economic, interpersonal, and
structural factors that make up a society. Parents, peers, and the media are all examples of
sources of social influence (Rocha and Praag, 2020). Social influences on consumer behaviour are
real. They would ask those who already own smartphones for recommendations, tips, and insights. In
the age of social media, Samsung's brand image is influential on online platforms. Positive
ratings, recommendations, and experiences shared on social media by consumers can significantly
influence the purchasing decisions of others (Almeida et al., 2021). As Samsung continues to
provide positive customer experiences, positive word-of-mouth strengthens its brand image and
influences prospective purchasers (Ardiansyah and Nilowardono, 2019).


Perceived Quality


Quality as perceived is a measure of how a market evaluates its most recent purchases. Simply said,
perceived quality is how satisfied a consumer is with the typical means through which customer
services are delivered (Hellier et al., 2003). Samsung has earned a reputation for manufacturing
durable and dependable products of superior quality. When making purchase decisions, Bangladeshi
consumers, like consumers worldwide, place an importance on these characteristics. Many Bangladeshi
consumers prefer Samsung over other brands due to Samsung's consistent delivery of reliable
products (Rahman et al., 2019). Lau et al. (2016)  found that the perceived usefulness, ease of
use, and enjoyment of a smartphone had a major impact on whether or not the user decided to make a
purchase.


Perceived Value


A product's perceived value is the quality the client perceives in relation to the price they paid.
Nath et al. (2015) provided empirical evidence of correlations among the value-added service,
customer happiness, and purchase intention, while Lau et al. (2016) demonstrated that perceived
value is the most influential factor on smartphone purchase intention. Samsung’s extensive
marketing presence helps shape the perception of Samsung as a reputable and desirable brand,
influencing purchase decisions (Almeida et al., 2021). Samsung's international marketing
communication highlights the value proposition of its smartphones, emphasizing features, design,
and performance. By effectively communicating the value and benefits of their products, Samsung
influences Bangladeshi buyers to perceive their smartphones as a worthwhile investment (Asdi and
Putra, 2020).


3. Conclusion

In conclusion, the literature review highlights the significant implications for understanding
consumer behavior in the Bangladeshi smartphone market, particularly concerning the purchase
decisions of Samsung brand smartphones. The review sheds light on the crucial factors that
influence consumers' choices, including product features, price, brand image, purchasing intention,
social influence, perceived quality, and perceived value.

The findings suggest that Samsung effectively influences purchase decisions in Bangladesh by
employing various strategic elements. The brand's marketing communication strategies, such as
creating a positive brand perception, increasing product awareness, and highlighting value
propositions, play a pivotal role in shaping consumers' preferences. Moreover, nurturing emotional
connections with consumers, considering cultural relevance, and leveraging social influence through
positive word-of-mouth and online brand image contribute significantly to Samsung's success in the
Bangladeshi market (Rahman and Haque, 2021).

These implications inform the central question of the study, which seeks to understand the
influence of international marketing communication on the purchase decision of Bangladeshi
consumers for Samsung brand smartphones. By recognizing the importance of product features, pricing
strategies, and brand image in consumer decision-making, marketers can develop effective marketing
campaigns tailored to the specific preferences and needs of the Bangladeshi market. Moreover,
understanding the role of emotional connections and social influence enables businesses to
strengthen their brand positioning and foster customer loyalty. The literature review provides
essential insights for researchers, marketers, and policymakers to optimize market expansion,
enhance product development, and improve overall customer satisfaction in the smartphone industry
of Bangladesh.


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