Consumer Behavior and Marketing Psychology

The paper highlights information about the marketing activities of a company conducted in regards to sale of a laptop in the market. The paper is in connection to the assessment one and two conducted before. The report explains the information about the product laptop and the relation of marketing activities of the company in regards to the consumer behaviour for that product in the market. Marketing communication strategies are determined to evaluate the activities of the business to attract customers. The recommendation will help in evaluating the ways through which the company can increase its sales in the target market.

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Consumer Behavior and Marketing Psychology
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Consumer Behavior and Marketing Psychology 1
Executive Summary
The paper highlights information about the marketing activities of a company conducted in
regards to sale of a laptop in the market. The paper is in connection to the assessment one and
two conducted before. The report explains the information about the product laptop and the
relation of marketing activities of the company in regards to the consumer behaviour for that
product in the market. Marketing communication strategies are determined to evaluate the
activities of the business to attract customers. The recommendation will help in evaluating the
ways through which the company can increase its sales in the target market. The previous
analysis conducted survey about the preference of people to purchase laptop in the business
environment. Then relating to the previous assessment, this assessment elaborates the critical
analysis of the marketing strategies along with the marketing communication strategies that the
business should use in order to attract the interest of customers in the target market. The
strategies are defined on the basis of behaviour of the consumer against the products.
Implementation of the recommended strategies will help the organization in successfully
increasing its sales in the target market. The factors affecting the buying behaviour of the
customers are elaborated in the paper on the basis of which market segmentation, positioning and
communication mix strategies are elaborated to benefits the company with productivity in the
industry. More details about the report are discussed below:

Consumer Behavior and Marketing Psychology 2
Contents
Executive Summary.........................................................................................................................1
Product Overview............................................................................................................................3
Critical Analysis..............................................................................................................................3
Factors Affecting Buying Behaviour of Customers....................................................................3
Market Segmentation...................................................................................................................4
Positioning Strategies..................................................................................................................5
Marketing Communication Mix..................................................................................................5
Strategic Recommendation..............................................................................................................6
Reference List..................................................................................................................................9

Consumer Behavior and Marketing Psychology 3
Product Overview
Laptops have become a crucial part of the life of people. Be it personal or professional use,
people worldwide now majorly use laptops. People in the business environment purchase laptop
for various purposes depending upon their work requirement, like some people use laptop just
for gaming while other purchase laptops mainly for office use. The survey conducted stated that
14 out of 15 people use laptops on a regular basis. The explained that people are in obvious need
to use laptop as their daily basic needs because nowadays, technology has become most
important need for people. Further, the reason for people to purchase the laptop is to meet the
professional needs of the business. 60% people in the environment use laptop for professional
use while the other ones use it for personal purposes. Laptops have replaced computers by
providing movable facility to the people. The laptop store sensitive and personal information of
the user and help them in preparing the project (De Mooij 2019).
Word document, Office, power point presentation is some of the tools that are used by
professional to conduct their business functions in the business environment. Further, it should
also be noted that there are many companies that provides efficient laptops with varied features
to the people in the market. Some of these organizations are Dell, Macbook, Acer, Asus etc.
Further, it should be noted that there are various factors present in the market that affects the
buying behaviour of the consumer to purchase the product. As purchasing a laptop is one time
investment because one laptop, if used wisely can last long. So, the customers take this decision
while looking at all the available factors so that they make the right choice in the business
environment (Samiee, 2016).
Critical Analysis
Factors Affecting Buying Behaviour of Customers
Advertisements: promotions and advertisements acts as a great influencers for the laptop
companies to attract the interest of the customer in the target market. On the basis of survey, it
has been analysed that the people rely on the advertisements of the laptop to get information

Consumer Behavior and Marketing Psychology 4
about its feature and body. So, good advertisement is one of the most important factor that
affects the buying behaviour of the consumer in the external environment (Foxall 2015).
Preference of Use: As discussed in the survey that people purchase laptop for both personal as
well as professional use, so based on that judgement it is analysed that the preference of the
customers affects the buying decision. People who want to purchase laptop for office use will
take one with descent features and long lasting life. While people who want to purchase it for the
personal use will look for best processor etc. (Kumar, A. and Paul 2018).
Reference group: these are those type of people who possess a solid impression on the mind of
consumer in the environment. So, if the people present in reference group is using certain
product then certain the consumer will also purchase it in the market.
Income Level: The income level of the consumer also fluctuate their purchasing decision in the
external market. Like, not every person can afford an Apple product, so instead they switch with
another cheaper brand like Acer or Asus (Hudson, et. al., 2016).
Market Segmentation
The below mentioned is marketing segmentation of the consumer on the basis of various factors
like, perception, standards of living, level of income, interest, purchasing behaviour etc. The
customers are further segmented into two groups for purchase the laptops in the market. The
segmentation process is discussed below:
Demographic Segmentation: This type of segmentation, targets the people on the basis of their
age, gender, level of income, family size, education etc. On the basis of this type of
segmentation, the laptop companies should target people belonging to age group of 15-40 years.
These are the people who mainly purchase laptops in the environment. Further, on the basis of
income level, the company should target people belonging to middle as well higher income level
segment. They should target both men and women who are professionals, IT experts or students
etc. (Lantos 2015).
Behavioural Segmentation: This type of segmentation process is crucial for the business as it
helps them to target people on the basis of brand loyalty, frequency, knowledge, attitude and
usage etc. On the basis of this type of segmentation, the company should target people who have

Consumer Behavior and Marketing Psychology 5
good knowledge about the laptops and use it on a regular basis. The organization should target
the people who regularly checks up on update in the industry. The company should also target
people who have an attitude of purchasing the right product in the market if they like it (Saleem,
et. al., 2015).
Positioning Strategies
It is important for the business to be aware of the position of the product present in the market.
The positioning strategy helps an organization to effectively help the brand achieve the desired
position in the target market. The business should communicate with the customers with the
features of the product so as to increase their interest in the external environment. Laptops hold a
cognitive value in the eyes of the customers. Therefore, in order to implement effective
positioning strategy, it is important for the organization to present all its features and give desired
quality to them in the market (Andrews, and Shimp 2017). Brand image is something that is not
made by the strategic activities of the company but it is made by the perception of the consumer
about the brand in the market. Thus, it should be noted that in order to position the laptop brand
on the top in the market, the company should aim to provide best after sale service along with
efficient quality of product so as to increase the satisfaction level of customers in the target
market. The company should make use of effective marketing and communication mix strategy
to deliver their objective to the client and attain their feedback about the product as well. In this
way, the laptop will attain an identified position in the market (Todorova 2015).
Marketing Communication Mix
Advertising: In the process of advertising, the laptop organization should develop good
promotion strategies to attract the interest of customers in the target market. The laptop
companies should make use of both offline as well as online medium to attract the customers in
the market. The company should develop social media campaign so as to aware the customers
about the new features of the laptop and simultaneously attract them as well (Fill, and Turnbull,
2016).
Personal Selling: In the beginning, the company can promote the product by selling it at the
doorstep and analyse the response of the customers on face. The company should organize a
marketing team who should go door to door to tell people about the laptop in the market. This

Consumer Behavior and Marketing Psychology 6
will influence the customers by looking at its specifications in the target market. The
organization should create a distribution channel to supply the products in the target market
(Bruhn, and Schnebelen 2017).
Public Relations: It is important to maintain good relationship with the people in the environment
if a company wants to increase the sales of laptop in the market. Laptop is one of those products
that are used for a very long period of time. So, it is important for the company to seek the issues
of the clients and maintain good relations with them so as to satisfy them in the market. Good
public relation strategies will create word of mouth marketing for the laptop company in the
market. Public relations will also help the organization to establish a good customer base in the
market and be connected with them all the time. Quick responses from the part of company will
increase the satisfaction of customers in the market (Karjaluoto, Mustonen, and Ulkuniemi
2015).
Discount and Promotions: The laptop organization should provide great offers to the customers
time to time. This will keep them attracted towards the company and it will also help the
organization to retain them in the target market. The company should provide discount to the
new comers in the market so as to attract them and provide them some benefit on the part of
organization.
Direct Marketing: The Company should make use of direct marketing strategies by reaching
door to door and contacting the clients on a personal level as well. The company should train the
employees to maintain good relation with the customers so as to increase their loyalty towards
the brand in the market (Kitchen, and Burgmann 2015).
Strategic Recommendation
 Expansion can be seen as one of the biggest opportunity for an organization that can
increase its profitability in the external competitive market. Thus, it is recommended to
the company that they should aim for expansion in the business environment. The
company should diversify the business operations by opening its outlet in new markets.
This activity will reduce the transportation cost of the product and will deliver the laptop
to the customers in no time. The company should expand the business functions into new

Consumer Behavior and Marketing Psychology 7
market by hiring more and more professional in the business. The new outlet will help the
organization to increase the level of production and sales of the business (Porcu, Del
Barrio-Garcia, and Kitchen 2017).
Business expansion strategy of the company will also help the organization to increase
the brand identity and reach towards more people in the target market. The company
would be able to target more people and provide them services by entering in the new
market. This will also help the organization increase its presence in overall industry and
simultaneously decrease the level of competition as well. Thus, it should be noted that the
business expansion strategy would help the company increase the target base and level of
services in the market. This would also help the organization to increase its profitability
by attracting sales from new regions in the market (Abril, and Rodriguez-Cánovas 2016).
 Secondly, it is recommended to the company that they should make of effective online
marketing and promotion strategies to increase the sales in the target market. Nowadays,
people have started shifting their focus from physical sales to online sales due to which, it
is important for the organization to increase its online presence in the market. The
company should effectively use social media marketing tools increase its presence on the
online platform. The business should develop e-commerce strategies in the market to
increase its sales and attract customers online as well. They should provide discount to
the consumer who purchase the product from online sales in the market. The company
should also ask for survey and feedbacks online so as to attain information about the
client online. Online campaigns will increase the brand presence of the company on
social media platform. This strategy will help the customers to get information about the
regular activities of the company conducted in the business environment. Informative
blogging will help the customers to attain information about the products and different
activities prevailing in the IT industry. This will subsequently increase the sales and
loyalty of the customers towards the company (Dimyati, M., 2015).
 Lastly, it should be noted that the company should make use of effective performance
management strategy to increase the satisfaction of employees in the target market.
Performance management strategy will help the organization to provide benefits to the
employees on the basis of efforts performed in the organization. The company should
make use of performance management tool to analyse the work conducted by the

Consumer Behavior and Marketing Psychology 8
employees in the business environment and reward them accordingly. Through this
process, the company would be able to increase the satisfaction level of the employees as
they will receive recognition on the basis of work done by them. Performance
management tool will help the organization to drive the motivation of the employees
towards achieving organizational goals in the market. The company should also
incentivise the employees on the basis of work conducted by them.

Consumer Behavior and Marketing Psychology 9
Reference List
Abril, C. and Rodriguez-Cánovas, B., 2016. Marketing mix effects on private labels brand
equity. European journal of management and business economics, 25(3), pp.168-175.
Andrews, J.C. and Shimp, T.A., 2017. Advertising, promotion, and other aspects of integrated
marketing communications. Nelson Education.
Bruhn, M. and Schnebelen, S., 2017. Integrated marketing communication–from an instrumental
to a customer-centric perspective. European Journal of Marketing, 51(3), pp.464-489.
De Mooij, M., 2019. Consumer behavior and culture: Consequences for global marketing and
advertising. SAGE Publications Limited.
Dimyati, M., 2015. The role of customer satisfaction in mediating marketing communication
effect on customer loyalty.
Fill, C. and Turnbull, S.L., 2016. Marketing communications: brands, experiences and
participation. Pearson.
Foxall, G.R. ed., 2015. The Routledge companion to consumer behavior analysis. Routledge.
Hudson, S., Huang, L., Roth, M.S. and Madden, T.J., 2016. The influence of social media
interactions on consumer–brand relationships: A three-country study of brand perceptions and
marketing behaviors. International Journal of Research in Marketing, 33(1), pp.27-41.
Karjaluoto, H., Mustonen, N. and Ulkuniemi, P., 2015. The role of digital channels in industrial
marketing communications. Journal of Business & Industrial Marketing, 30(6), pp.703-710.
Kitchen, P.J. and Burgmann, I., 2015. Integrated marketing communication: making it work at a
strategic level. Journal of Business Strategy, 36(4), pp.34-39.
Kumar, A. and Paul, J., 2018. Mass prestige value and competition between American versus
Asian laptop brands in an emerging market—Theory and evidence. International Business
Review, 27(5), pp.969-981.

Consumer Behavior and Marketing Psychology 10
Lantos, G.P., 2015. Consumer behavior in action: Real-life applications for marketing
managers. UK: Routledge.
Porcu, L., Del Barrio-Garcia, S. and Kitchen, P.J., 2017. Measuring integrated marketing
communication by taking a broad organisational approach: The firm-wide IMC scale. European
Journal of Marketing, 51(3), pp.692-718.
Saleem, A., Ghafar, A., Ibrahim, M., Yousuf, M. and Ahmed, N., 2015. Product perceived
quality and purchase intention with consumer satisfaction. Global journal of management and
business research.
Samiee, S., Leonidou, L.C., Aykol, B., Stöttinger, B. and Christodoulides, P., 2016. Fifty years
of empirical research on country-of-origin effects on consumer behavior: A meta-analysis.
In Rediscovering the Essentiality of Marketing (pp. 505-510). Springer, Cham.
Todorova, G., 2015. Marketing communication mix. Trakia Journal of Sciences, 13(1), pp.368-
374.