Influence of the acquisition of the Samsung mobile phone brand in the city of Cúcuta

Abstract

Today, the primary entertainment device is the cell phone, commonly used by most of society to facilitate communication. This significant shift in the technological world has led to the emergence of one of the most recognized brands, Samsung. Consumer perception plays a fundamental role in society, allowing consumers to interpret stimuli within a coherent framework and develop product knowledge. Therefore, the purpose of this study is to analyze consumer behavior regarding Samsung cell phones in the city of Cúcuta, focusing on the influence of purchasing this brand. The results indicate that the brand has a significant impact in Cúcuta. It is concluded that people are interested in cell phones as their primary means of communication and prioritize the Samsung brand due to its accessibility, affordability, and wide variety of products