Authors : Sweatha. R; Dr. Ethen Malar J.

Volume/Issue : Volume 9 - 2024, Issue 1 - January

Google Scholar : http://tinyurl.com/45fx2jvh

Scribd : http://tinyurl.com/27nn3w9b

DOI : https://doi.org/10.5281/zenodo.10558970

Abstract : The key factor of a company is on its marketing campaign; different organizations use different techniques with the aim to withstand the current market competition. As of now, the new trend is showing the world a familiar face which is considered to be a powerful strategy that has been used by the companies. Generally, consumers tend to possess a product to acquire a status around themselves. Hence, their psychological factor relating to status and reputation in the society has taken into account and this has led to the booming of this New Trend Market. The mobile phone market is creating significant impact on the Indian Economy. The project entitled “Influence of the New Trend on Consumer Behaviour towards Samsung Galaxy S20” is carried out with an objective to determine the consumer preference and level of satisfaction. Though, the features of Samsung Galaxy S20 is comparatively poor than other smartphone brands, the new trend Market of endorsing well-known people has created more demand and increased the sale to a greater extent. Therefore, the research aims to study consumer awareness and find out the problems encountered by the consumers of the Samsung brand. To conclude the influence of this new trend market, a survey is conducted in Chennai city, among the general audience between the age group of 15 to 55 years in-order to determine the desired results.

Keywords : Brand, Consumer Behaviour, New Trend, Marketing, Advertising.