Samsung Gear VR

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  1. Introduction of Samsung Gear VR

The augmented reality and virtual reality technology have been growing fast being driven by an increase in internet connectivity and advancement in computer technology. Virtual reality is a creation of a virtual world which can connect and interact with the consumers (Desai, Desai, Ajmera and Mehta, 2014). Samsung Gear VR is a virtual reality headwear designed by Samsung. The gadget is based on the mobile-based tools carried out through the Google’s do-it-yourself cardboard initiative. The device can be used with any Samsung Galaxy smartphone which includes Galaxy S6, S6 Edge, S6 Edge+, S7 and S7 Edge. To get started with Samsung Gear VR, one has to install the Oculus app and create an account. The device is light with secure straps. Through the Gear VR, one can check the Oculus video and also simulate a movie theatre. Through Oculus video, one can connect to video from any source such as Facebook and view them. It is also possible to use Netflix, YouTube and also play games. Through the camera pass mode, it is possible to see the world without removing the headset (Lee, 2015).

2. Buyer behaviour in this category.

According to Solomon, Russell-Bennett and Previte (2012), the decision-making process and the acts of the consumer when making purchases is the consumer buying behaviour. There are four types of consumer behaviour which are a routine response, limited decision making, extensive decision making and impulse buying. In the virtual reality market category, most of the consumers are video gamers. This is because virtual reality has been able to change the gaming environment making it more realistic. The consumer behaviour, in this case, is extensive decision making where the consumer is looking for the best to meet their needs. The consumer behaviour, in this case, is influenced by subcultures, social classes, cultural trends, social factors and reference groups. Consumers buying virtual reality gears spend a lot of time looking for the information before making the final decision (Jack and Griffiths, 2015). This includes information on performance, specifications and compatibility. In this case, the consumers in virtual reality go through all the six stages in their buying stages. This includes; problem recognition, information search, evaluating alternatives, purchase decision, purchase and post-purchase evaluation. In the post-purchase evaluation, the consumer determines whether the bought product can meet the specifications. This can be addressed through the provision of warranties and after sale services. In this case, consumer requires a virtual reality gear that can meet the market specifications. The performance and quality of the item are a vital motivation in buying the virtual reality technology item (Hsu and Lu, 2007).


Desai, P.R., Desai, P.N., Ajmera, K.D. and Mehta, K., 2014. A review paper on oculus rift-A virtual reality headset. arXiv preprint arXiv:1408.1173.

Hsu, C.L. and Lu, H.P., 2007. Consumer behavior in online game communities: A motivational factor perspective. Computers in Human Behavior, 23(3), pp.1642-1659.

Jack, V. and Griffiths, M., 2015. Why Do Gamers Buy’Virtual Assets’? An Insight in to the Psychology Behind Purchase Behaviour. Digital Education Review, (27), pp.85-104.

Lee, N. 2015, Samsung Gear VR review (2015): A no-brainer if you own a Samsung phone, Engadget: Wearables, Retrieved 22nd April 2016 from,

Solomon, M., Russell-Bennett, R. and Previte, J., 2012. Consumer behaviour. Pearson Higher Education AU.