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Consumer Behavior Survey Analysis

   

Added on  2020-05-28

11 Pages1844 Words76 Views
Running Head: Consumer BehaviorConsumer BehaviorSurvey analysis

Consumer behavior1IntroductionConsumer behavior is the study of how various customers behave before after and during the purchase of the product. It is essential for organizations to understand the behavior of their respective consumersin order to cater to their needs effectively (Claiborne & Sirgy, 2015). This study helps marketers analyze why and how their products bought and what are is it that gives them a competitive advantage or disadvantage with respect to other players of the industry. It is imperative that the decision makers ofthe firm understand the behavior and buying patterns of their consumers and mold their offerings to suit the same (Solomon, 2014).This report lays emphasis on the buying behavior of consumers who have recently purchased Dell XPS 13 laptop. For the purpose of the understanding the buying behavior, a survey was conducted and filled by consumers of the products. The survey consisted of 10 questions that assisted in understanding the perception, motivation and attitude of consumers before and during the process of buying. At present a group of 20 people have filled the survey. The diversity in terms of age, cultural background and lifestylehas been ensured among the participants of the survey. The following patterns have been demonstratedin the survey results.Buying motivationThe first step in the buying process is to gain an idea about what to buy. There are various aspects that can motivate a customer to buy a particular product (Crentsil, Huang & Amma, 2015). In this case, over42 % people bought the laptop because their friend or acquaintance had a similar product. This symbolizes the importance of trust while buying the product. As a company, Dell could start promoting their positive customer reviews so as to instil higher purchases Hudson, Huang, Roth & Madden, 2016).Over 38% of the people were impressed by the advertisements of the product and hence decided to make the purchase. This reflects the importance of promoting products through television, newspaper, social media as well as billboards. Buying preferenceOnce the customer has had the desired motivation, it is natural that the consumer would research aboutthe product and define the attributes that are most important to him while buying the product. While

Consumer behavior2buying a laptop, the consumer will fetch details about the processor, screen, price, and brand as well as after sale customer service of the particular product (Fölting, Daurer & Spann, 2017). Over 80% of the participants analyzed the details of the laptop’s processor which is Intel core i5-6200U. This indicates that a processor is one of the most noted attributes of a laptop and is sure to affect buying preferences of consumers. Over 50% of the participants reported that the screen size is an important feature of a laptop that impacts their buying behavior. Similarly, 45% people considered RAM and 30% people considered price of Dell to be important attributes that shifted their preference towards buying this particular device.Buying attitudeThe amount of time spent upon making the final decision before buying a product is also important in understanding consumer behavior. Certain products are bought under an impulsive decision like buying a pen or a piece of clothing. On the other hand, certain products require keen decision making as well asthought process before finally buying it such as a car (Juster, 2015). In case of a laptop, 50% of the people took one week’s time to finalize their purchase and 35% of people took 2-3 days to buy Dell XPS.Another important factor that must be considered while understanding consumer behavior is how frequently is the consumer buying the particular product. Here the generic product (laptop) is considered rather than specific product (Dell XPS 13). Over 60% of the people buy a laptop once in 5 years and over 25% of the people buy a laptop in an even longer duration than 5 years. This will let the marketer know that once a consumer has bought the laptop, there is no utility of targeting the same consumer for some time.Competition checkIn the process of buying a product of any particular brand, customers often analyze the competition thatexists in the market. People compare that device with two or more similar devices before finally reaching a conclusion. While buying Dell XPS, customers analyzed competing brands like Apple, Lenovo, Acer, Samsung, HP and Asus. 40% of the people considered Apple the best alternative to their current device while 25% of the people considered Lenovo for the same. This information is important for marketers as it helps them gain a deeper insight about the existing competition and consumer opinion about that competition.

Consumer behavior3Buying attributesUntil this point we have focused on why people bought Dell XPS 13. This segment of the report throws light on the attributes that people consider while generally buying a laptop. This information is important for any organization to understand and analyze what is it that people look for while buying a laptop. Once again over 50% of the participants considered the processor before making a laptop buyingdecision. 30% of the people were brand sensitive and considered price of the laptop to be the most important attribute while buying the device. Besides these two people have rated the brand value, weight and the overall looks of the laptop important factors while buying a laptop.Buying reasonAs a marketer, it is important that organizations understand the basic reason behind why people need their products. This would help them understand consumer need, mold their product and hence cater tothat particular need of their consumers. Over 55% of the people needed a laptop to complete their office duties and hence the use of the device assisted them in their professional work. 25% of the peopleused their laptops for entertainment purposes. Marketers targeting to fulfill the first need could ensure their product is portable, handy and light weight. On the other hand, marketers catering to the second need could work upon providing customers with a large screen and great resolution (Harwani & Singh, 2014).Buying ChannelIt is essential for marketers to also understand the channels that people use while buying their products.Over 70% of the people have bought the product online. 45% of the people said that the laptop was bought online because it saves time. The understanding of the buying channel is important for organizations so that they can target the consumers through those channels and work towards promoting that channel (Scarpi, Pizzi & Visentin, 2014). Organization can also work upon making the consumer buying process easier on the most preferred channel. In order to promote offline sales, the brand could offer discounts on the same.

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