Exercise 01: Market Research (5%) Individual

Exercise 1 

Brand X: Samsung

Brand Y: Samsung Electric Toothbrush

1. What was the first invention of the Samsung company?

The first invention of Samsung company is black and white televisions. In 1970, Samsung-Sanyo produced its first black and white televisions and expanded its reach into shipbuilding, petrochemicals, and aircraft engines.

2. How the first invention of Samsung company influenced the company?

The first invention of Samsung company influences the company to start exporting home electronics products to overseas customers. Besides that, this invention also as a foundation for Samsung company to explore the electronics sector. Currently, Samsung company is one of the world’s largest producers of electronic devices. 

3. Who are the target audiences for this product?

The target audiences for this product are customers in all aged groups. The Samsung electric toothbrush can supply high-quality oral care in daily life for all ages customers.

4. What brands are the main competitors for Samsung company?

The main competitors for Samsung company are Colgate, Philips, and Oral-B.

5. Why electric toothbrush is vital in society?

The electric toothbrush is highly more efficient compared to a manual toothbrush. The electric toothbrush is using modern technology to provide a rapid automatic bristle motion. This vibration is more micro-movements for customers to eliminate plaque that causes teeth problems such as tooth decay and periodontitis. 

6. What are the problems that customers face when using an electric toothbrush?

The problem that customers face when using an electric toothbrush is the price of the electric toothbrush. An electric toothbrush is more expensive compared to a manual toothbrush because of higher costs. It is not affordable for some customers. Not only that, the variety of cleaning modes is discomfort for some people when they use electric toothbrushes.

7. What are the customers’ needs and wants from this product?

The customers require this product which can be long-lasting. Wireless charging technology can extend the life of this product compared to a battery. Not only that, they also want this product to be convenient in daily life. Touchscreen and Bluetooth technology is easier for customers to adjust and set the cleaning mode and time.

8. What are the advantages of this product for the customer?

Samsung electric toothbrush is an electric toothbrush that uses the latest technology. This product uses wireless charging technology, which is more convenient for customers when using this product than a battery. Besides that, this product also has a Bluetooth toothbrush that can change cleaning mode and time which is suitable for customers with smartphones.

9. What are the factors that affect customer behaviour?

The factors that affect customer behaviour are cognitive of customers. Most of the customers especially the elder have the wrong cognition about the vibrations from the ultrasound that will damage teeth. However, young aged customers have an exact cognitive that ultrasonic teeth cleaning is less damaging.

10. What are the reasons customers choose another brand?

The customers choose another brand because of its relevance. Samsung company is a company that is famous in explore electronic products such as smartphones and television. Even though electric toothbrush is also one of the electronic products, it does not have strong relevance to Samsung company. 

References:

1. Bondarenko, P. (2023a) Samsung, Encyclopædia Britannica. Available at: https://www.britannica.com/topic/Samsung-Electronics (Accessed: 07 June 2023). 

2. Norris, T. (2019) Electric toothbrush vs. manual toothbrush: Which is better?, Healthline. Available at: https://www.healthline.com/health/dental-and-oral-health/electric-toothbrush-vs-manual#TOC_TITLE_HDR_1 (Accessed: 07 June 2023).