Consumer Behaviour of Purchasing Laptop Computers

Running Head: Consumer Behaviour
Consumer Behavior

Consumer Behaviour 1 | P a g e
Table of Contents
Introduction.....................................................................................................2
Information about How Consumers Choose the Selected Category................3
Explanation of the data needed.......................................................................7
Details of the Measurement Tools Used........................................................11
Managerial relevance of the data analysis....................................................13
Reference......................................................................................................15

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Introduction
The world today has grown into a global village; meaning that someone in
Europe does not need to hustle to communicate with someone in Australia or
Asia. The reason why communication is easy; transportation is easy; and
generally, life is easy due to technological advancements. However, the
advancement of technology has largely been attributed to the introduction
and the development of computers. Computers have been used for decades
since their introduction and still in operation (Geisler and Hoang, 2013, pg.
39). They are employed in many sectors of the global economy including
transport, education, and health among others. Therefore, people have
grown fond of using computers in almost everything. Some of the benefits
posted by computers include the creation of IT professions, the creation of
automobile safety features, and advancement of methods of communication.
In other sectors, computers are used to diagnose patients, run simulations
and test projects, as well as to calculate and process immense data.
However, as the world continues to advance technologically, new areas of
computer application emerge while over-dependence on computer systems
continue to increase. In today’s society, there are many computer models
sold in the market. With more and more models of computers filling the
market, the need to create more IT professions arise. Apart from that, the
market base has been steadily growing since the use of computers has been
part of human lifestyle (CRN, 2016).
For this activity, our brands are portable PC. These PCs are either all in one
computer or computer laptops which have a number of advantages
compared to other large computer brands. Some of the benefits of all-in-one
PCs include space saving, sleek appearance and, affordability, and power
saving modes. As mentioned herein, laptops and all in one PC brands are
slim compared to other brands thereby, consuming less space compared to
other bulkier brands. At places like offices and organizations that struggle for

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space to place their bulky computers, all in one computers and laptops are
slim enough to fit in areas that others cannot. Such computers can be carried
from one place to another. The all-in ones are lighter, smaller and can be
moved from the house to the office in one trip (Hong, et al., 2013, pg. 26).
In relation to our brand, this paper will, therefore, provide information
regarding the reasons why consumers would purchase portable PCs rather
than other computer brands. The paper will also discuss expectations,
existing findings, and current market practices involving g computers
(Jarvenpaa and Todd, 2017, pg. 67).
Information about How Consumers Choose the Selected Category
Studies regarding the purchase of personal computers in the Australia show
that there are a number of theories and models that have been formulated
to understand the buying behaviour of consumers. In the process of buying a
product, a customer needs to have his or her decisions made on what
product to purchase and why. The method used to make a decision
regarding whether to buy product A or B is what we refer to as decision-
making. For every product sold in the market, there are purchase decisions
that need to be considered before going for that particular product. For this
product, some of the internal factors that would affect the decisions made
during purchase include motivation, perception, age, attitude, and gender.
However, the external factors include culture, the size of the family,
members, economic conditions like income and earnings, and peer reference
groups. In addition, there are social factors such as the customer’s computer
literacy level and PC references (IDC, 2016).
a) PC Consumer Statistics
According to PC marketing reports, about 92% of individuals in the Australia
are using PCs of which 78% are youths and 22% adults. According to these
reports, out of the entire population that uses PCs, the age structure for