Science of Consumer Behavior: Analysis of Consumer Behaviour While Purchasing Laptops

Running head: SCIENCE OF CONSUMER BEHAVIOR
Science of Consumer Behavior
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1SCIENCE OF CONSUMER BEHAVIOR
Executive summary
The purpose of the report is to analyze as well as to evaluate the behaviour of the consumers
while purchasing a laptop. In this report, the responses of three respondents while selecting
laptops for buying purpose among 5 different laptop models of the Dell brand will be analysed.
In order to access and evaluate the difference between the rankings of the three respondents, the
theories of personality, as well as theories of demographic, will be used. Finally,
recommendations for the marketers to efficiently attract the target consumers will be provided in
this report.

2SCIENCE OF CONSUMER BEHAVIOR
Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
Analysis of consumer behaviour using the theories of personality.............................................3
Analysis of consumer behaviour on the basis of theories of demographic.................................5
Conclusion:......................................................................................................................................8
Recommendation:............................................................................................................................8
Reference List:...............................................................................................................................11

3SCIENCE OF CONSUMER BEHAVIOR
Introduction
The term consumer behaviour is referred to the decision making process of any
individual, group of individual or an organization while purchasing, using, and disposing a
certain product as well as availing a service. Consumer behaviour while making the decision for
purchasing purpose is highly dependent on psychological, behavioural as well as emotional
responses of the consumers. Researchers are working on accessing the degree to which emotions,
preferences as well as attitudes affect the buying behaviour of the consumers and develop
theories on the basis of the assessment (Gajjar, 2013). Studies related to consumer behaviour
demonstrate that purchasing decision of the consumers are highly dependent on the demographic
and personality characteristics along with other behavioral variables like consumer loyalty, brand
advocacy, usage rates, usage occasion and the willingness to provide referrals to one's friends as
well as families. In this report, analysis of consumer behavior of 3 respondents when it comes to
purchasing laptops from 5 laptop models of the same brand will be performed. The analysis will
be conducted by using theories of consumer personality as well as theories associated with
demographics of the consumers. Along with that, an appropriate recommendation for the
marketer of the most chosen laptop options will be provided so that he or she can attract the
consumers by applying theories discussed in the report.
Discussion
Analysis of consumer behaviour using the theories of personality
The personality of the consumers highly regulates their decision making process while
buying a certain product or availing a certain service. According to researchers, the personality