2.3 Identification of Key Consumer Persona

Consumer persona is distinguished based on their interests: (a) the value hunter (b) the researcher (c) the brand devotee (d) the social butterfly (e) the mobile shopper (f) the replenisher (g) the “gifter” etc. Among the categories, a key consumer persona for Samsung is the brand devotee.

The brand devotees are loyal customer who willingly promote Samsung products. They are usually internet savvy and familiar with different product lines, functions, and rollout dates—to the point can be referred to as “brand ambassadors” or repeat purchasers. Samsung motivates and engages its brand devotees by delivering valuable products, building strong relationships, and providing high-quality customer service that go beyond one-off interactions. The idea is that when buyers are connected to their mobile devices, they are most likely to trust and feel loyal to the brand—especially when perks like loyalty programs are available at physical stores or the company website (Chattaraman et al, 2014; Bustamante & Rubio, 2017).

Table 2: Model for identifying Samsung’s Key Consumers

Demographics and story: Demographics of customers are based in the UK, where brand devotees use mobile phones for various daily activities such as calls, messaging, video conferencing, education, internet, e-commerce, telehealth etc. UK has high literacy level, but phone users who prefer high-tech smartphones for multitasking purposes are mainly youths.

Profile 24 – 45 years

Motivation for Samsung mobile usage: For solutions that improve customers’ lives such as stable video streaming, optimized digital cameras, high-graphics gaming, and speed internet service.

Goals for using Samsung: To enjoy brand value, multitask with user-friendly smartphones, and gain more access to Internet of Things (IoT) as more devices that connect customers become available.

Pinpoints a Samsung mobile solves: Samsung is providing exceptional retail solutions by engaging employees (especially those in customer service areas) and allowing them to use displayed products so they can fall in love with them and impulsively want to transfer the knowledge to customers--with passion for the brand and products. Thus, customer service staff are encouraged to go beyond delighting customers and make them die-hard Samsung fans.

Source: The Author (2022)

A customer persona may be fictional or real. It simply refers to a personal identity of consumers/customers used to explain marketing and sales efforts, and more importantly, identify people who are buy or experience positive customer experience. Thus, consumer persona can be categorized under (a) ideal customers (b) realistic customers, and (c) negative personas or edge cases.

Here is an example of a B2B customer persona for John Doe, who works as a sales representative for a mid-sized e-commerce company in the United Kingdom:

Customer Persona: John Doe

Demographic Male, 38, married with two young children, high income, urban, university graduate.

Background John works long hours, spends time with family and friends, and is never far away from his mobile phone.

Needs Needs high quality, affordable and stylish mobile phone that can serve multipurpose needs.

Goals Keeping memories of time with family/friends; working remotely or when there’s no access to a laptop; accessing emails and cloud-based information

Challenges John has used Apple iPhones for many years and does not know the real differences between Android and iOS phones.

Perceptions High opinion on the functionality, market value and social status attached to iPhones, concerns about Apple’s privacy issues.

High opinion of new Samsung phones formed from family, friends, and aggressive marketing ads; Worried about vulnerability to malware, and the perceived ease of using new device functions (including apps and cloud-based platforms)

Motivations Popularity of Samsung phones among family and friends and affordable pricing

Source: The Author 2022

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