Samsung Galaxy S4 mobile is a new product introduced in March 2013. I think this product will succeed in the long run in the marketplace. S4 has been already sold 10,000,000 units in 2 months, even break the record of any products in Samsung. We can tell how success of this product. S4 really help Samsung maximize their profits. Undeniably, S4 is very similar with S3, but the sales amount is keep increasing. From this, we can see Samsung has many royalty customers, they do repeat purchase. Many brands spend many afford to develop royalty program, as it is the best way to maximize companies’ profit. Royalty customers not only do repeat purchase, they do also “sell” products to their friends and families. It is not hard to see why S4 is very popular now. By the way, of course there are many initial purchase customers. When we ask people what brands of mobile do you know, we can find all of them can say “Samsung”. We know from decision process model, before we buy a good, we must search for information, and we do search from our internal information first. As Samsung is already been saved in our memories, people would do more research about the phone’s details if they would like to buy S4. I believe most of us can recall the S4 advertisement, it has a new function – we can go next page without touching the screen. We might not need this function, but it can wake up our curiosity. When we go to try this function at retail shops or search the information from internet, it might affect our desired states – our existing phone is quite outdated, maybe buy a new phone. Samsung shops are now available in Hong Kong, the shops of course only sell Samsung products, and S4 must be there as well. When we do purchase, we might influence by the salesperson – they might sales other brands to us instead of the brand which we wanted to buy. If we go to Samsung shop, the