Consumer Behavior and Marketing Psychology

Running Head: Consumer Behavior and Marketing Psychology
Consumer
Behavior and
Marketing
Psychology
[Type the document subtitle]
Laptop04011
[Pick the date]

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