Consumer Behavior Analysis on Purchasing a Laptop: Personality and Demographics

Consumer behavior
0 | P a g e

Table of Contents
Introduction.................................................................................................................................................2
Analysis of consumer behavior of respondent 1..........................................................................................2
Analysis of consumer behavior of respondent 2..........................................................................................3
Analysis of consumer behavior of respondent 3..........................................................................................4
Recommendations.......................................................................................................................................5
Conclusion...................................................................................................................................................6
References...................................................................................................................................................7
1 | P a g e

Introduction
The purpose of this paper is to analyze the consumer behavior of three respondents on
purchasing a laptop on the basis of theories of personality and demographics. Furthermore, it will
also discuss how marketers can attract more customers towards Dell Inspiring 15 7000 Gaming
using learning and memory theories.
Analysis of consumer behavior of respondent 1
On basis of personality theory
According to Big Five personality theory, personality traits of a person plays a significant role in
influencing the product choice of a person (Cisek, Sedikides, Hart, Godwin, Benson &
Liversedge, 2014). It can be seen that the respondent is an introverted and a fairly moody person.
It can be also be seen from the responses that he is open to experience new things and
sympathetic to others. However, he lacks in carefulness and efficiency. Price of the product has
played a significant role in his decision-making process about purchasing the laptop. Weight and
warranty of the laptop have little influence on his choice of the product. According to him, the
price of the first and second laptop is very good compared to others. Similarly, he has evaluated
the given products on the basis of other evaluation criteria like a processor, memory, screen etc.
On evaluating all the available products, he has chosen Dell Inspiron 15 7000 Gaming as his
preferred laptop. According to Solomon, Dahl, White, Zaichkowsky & Polegato, (2014), mainly
three of his personality traits have influenced his behavior. The respondent is open to experience
new things which has played a significant role in his decision-making process. The laptop comes
with advanced features which makes it easy for him to experience new things. He has chosen this
brand as Dell is the most trusted brand in the market.
On the basis of a theory of demographics
Demographic factors like age, ethnicity, gender, family situation, personal and family income
etc. all play a significant role in defining the behavior of the consumer (Buettner, 2017). In this
case, the respondent is a 19 years old male student who is currently studying at the university. He
is also doing some casual work alongside studying. His marital status is single and generally, he
is able to make his own decisions regarding laptops. The ethnicity of the respondent is Korean
and the family income before tax is 29,700 to dollars. In the words of Soto, (2015), mainly there
2 | P a g e