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Samsung’s sales downturn is down to the disappointing build quality of its flagship handsets compared with rivals and disappointingly incremental upgrades that gave consumers little reason to invest in its newest models, a poll reveals.

In a survey of nearly 600 uSwitch Tech site users, 34.5% said the 'cheap-feeling' plastic construction of Galaxy smartphones is at the root of the phone-maker’s slowing sales.

A further 18% of the sample said slackening demand was down to new flagship phones that weren’t different enough from current-generation editions. And 17.5% reckon Samsung’s policy of flooding the market with endless variations on its handsets is to blame.

Other reasons cited by the sample included Samsung packing its phones with an excess of bloatware (17%) and an over-reliance on novelty features (7%), such as the eyeball-tracking tech-enabled SmartScreen function.

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Meanwhile, 4% cite Samsung’s rather undignified Apple-baiting adverts as the reason for the company's fall from grace and 2% reckon marketing-campaign overkill is the chief factor.

News of changing consumer perceptions around Samsung comes after the company heeded customer calls for a Galaxy handset with a premium build with the unveiling of the Galaxy Alpha.

Set to go on pre-order on August 28th and land on shop shelves on September 12th, the Alpha ditches a plastic build in favour of a metal frame that means Samsung finally has a device that bears comparison with the iPhone and HTC One M8 in the build-quality stakes.

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