Decision Making and Influence: Analyzing Laptop Choices with Theories

This report analyzes the decision-making processes behind laptop choices, focusing on three respondents from a survey. It uses personality and demographic theories to explain the differences in their evaluation criteria and final selections. The analysis considers factors such as the respondents' occupations, income, family situations, and personal values to understand their preferences for different laptop features like processor speed, warranty, and weight. The report concludes with recommendations for marketers, suggesting strategies to target specific customer profiles based on their likely needs and priorities. Desklib offers a range of similar solved assignments and study tools to aid students in their academic pursuits.

DECISION MAKING AND INFLUENCE

DECISION MAKING AND INFLUENCE
Table of Contents
Behavior analysis by personality theories.......................................................................................3
Respondent 3...................................................................................................................................3
Respondent 4...................................................................................................................................3
Respondent 5...................................................................................................................................4
Behavior analysis by demographic theories....................................................................................4
Respondent 3...................................................................................................................................4
Respondent 4...................................................................................................................................5
Respondent 5...................................................................................................................................5
Recommendation.............................................................................................................................7
Reference.........................................................................................................................................8
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Behavior analysis by personality theories
Personality analysis signifies the psychological character that can reflect the reaction of
respondents towards a product. Conversion of buyer into customer is the main motive of
behavior analysis through using personality theories. As per (Vukasović and Bratko, 2015)
personality is made up of thoughts patters, behavior and feelings of a person that makes his
unique than others. It is so much necessary to analyze the personality framework of respondent
to make them attracted towards products. In this context we have involved 3 respondents and
analyzed their personality and behavior towards buying 5 different types of laptops. As we know
personality tends to remain consistent throughout life, so analyzing personality of customer can
help a marketer to gain more profits from them by selling their products (Montano, 2015).
Respondent 3
According to the personality analysis of respondent 3 it can be easily concluded that option 3 is
the most feasible choice for him (Dzeng et al., 2015). As we can see, this respondent is a fashion
designer by occupation and tends to choose his laptop as per his own opinion without giving a
second thought to the cost of the laptop. High efficiency of technology is the most reliable
condition required for this respondent .Here money is not the big factor for this respondent
whereas, quality matters for him a lot. The agreement level of this respondent is mostly belongs
to moody nature, which ensures a marketer to make quick sell of his new launched laptop easily
by this respondent. Concerning towards the professional life of this respondent fashion is
something that attracts this respondent more in case of buying any particular model from any
market .This respondent is highly involved in experiencing new technologies and features so
future up gradation of laptop can highly attract such respondent by marketers. The price tag of
the laptop attracts this respondent more as in fashion profession a level of dignity and respect is
mostly gained by best performance of product. It is highly necessary for marketer to provide
most attractive and eye catching model to deal with such customers in the market to achieve high
rated customer satisfactions towards selling of products. As per my opinion and his personality
analysis option 3 is the perfect match for him with respect to his income and affordability
scenario (Terrie, 2018).
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Respondent 4
The most important score given by this respondent with respect to the evolution criteria is the
warranty of the model. Here durability and longevity is mostly concerned by this respondent. As
per, my opinion warranty plays the most important role for any electronic gadget. Choice of
evaluation criteria of this respondent is 20 score regarding the price of the model, as option 3
model is of the highest price. In this case the warranty and price plays the most efficient role
regarding purchasing of the laptop. As we can see, the respondent is a full time mom, her
psychology is more to save money with having a better quality of product, but due to insufficient
knowledge her dependency is mostly towards her family members .The decision choice is mostly
made by her husband and children as she’s a full time mom by occupation, that concludes the
decision making scenario is dependent and not by her own. Moreover the best model is chosen
by this respondent with respect to the decision of her family members. The family income is also
affordable for her to buy the most expensive laptop model. As the family income is affordable,
this full time mom shouldn’t worry about the price due to her dependency onwards her husband
and family regarding making choice. Herb nature according to the psycol.ogy analysis mostly
define about her kind and sober behavior toward others .The agreement level of this respondent
is sympathy and kind nature that express smart personality of this respondent according to choice
of product (Stajkovic, 2018).
Respondent 5
The most significant evaluation score given by this respondent is the weight and warranty of the
laptop model. As per the psychology analysis of this respondent it can be highly stated that being
efficient and careful is the agreement level as per his old age is concerned. In my own perception
his choice of model is legible as he’s the director of a company and only professionalism is
concerned according to him. This respondent is having a master’s degree in his qualification that
indicates his smart choice of technology. The processor of option 4 is high according to the rate
score of this respondent that attracts him the most of this model. A marketer must be concern
about the weight of the laptop as per the old age of this respondent. Money is not a big deal for
this respondent according to his occupation background. Keeping our main focus on his
weakness towards lifting of high weigh laptop, choice made by him is light weight. Having a
genuine priority list according to age and sense of technology is perfectly defined by this
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respondent. According to my personal perception, I can tell that a marketer must be so much
kind and helpful towards this respondent and all other old ager respondent so as to, assure high
dignity and respect of customers towards their products .This respondent can choose option 3
which is mostly choose by other respondent but for me a smart move he have taken by keeping
the warranty and weight of the model to his priority list (Terrie, 2018).
Behavior analysis by demographic theories
Demographic analysis defines the gender, income, family situation, marital status of the
respondent. Demographic analysis is so much efficient to know the background of respondent by
the marketer. A marketer can get an overview of affordability criteria of their respondent by
demographic analysis. By an effective overview of demographic analysis a marketer can easily
judge capability of customer to buy their products rather than passing their time in the shop
(Anyon, 2018). As the connection amongst circumstances and end results typically relies on the
part in the most extensive causal structure, it is important to determine the interrelations between
conceivable causes and perplexing factors, that is to build up a causal hypothesis connecting the
factors together while indicating the request. As it causes to go before any impacts in time. This
hypothesis, in addition to other things, makes a difference to figure out which factors must be
controlled and those which should not be controlled. The hypothesis is produced concurring to
the earlier learning, knowledge, and creative energy of the researcher, assessing the best in class
around then. In this regard as in numerous others, logical hypotheses are scarcely not quite the
same as ordinary deduction or judgment under vulnerability. This hypothesis is steady to
modernize speculations, which stipulates that industrialization can settle changes of their
populace. In any case, reliance scholars have advanced the unequal appropriation of the world's
assets in partitioning the planet into a gathering of industrialized and unindustrialized the poor.
Truth are told that populace control can't exclusively dwell in innovation. Statistic suggestions
on conduct should thusly not repudiate discoveries in different fields and on the off chance that
they do, there should be good reasons. To give in another case, a populace hypothesis created at
the small scale (singular) level should not be disregarded by the effect of organizations and
gatherings, at the full scale level, on the activities of the human specialist, demography should
along these lines incorporate the consequences of sociological research or, at any rate, should not
overlook the critical factors.
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DECISION MAKING AND INFLUENCE
Respondent 3
Gender of this respondent is male with age of 38. The occupation of this respondent is fashion
designer, which evaluates the need of high graphics, processor and screen resolution of the
laptop. Here the choice of this respondent is perfectly compatible with all their needs regarding
fashion designing work of this respondent. The evaluation criteria made by this respondent is the
hard drive, video card and memory of the laptop, which signifies professional work of this
respondent mainly for office work. The highest qualification of this respondent is of bachelor’s
degree which signifies the intelligence level of respondent regarding choice of technology. The
marital status is divorced of this respondent that implies higher possibility of this respondent to
afford the most expensive laptop as per his requirements and self agreement towards the model.
Most of the decision is made by himself who signifies self confidence nature of this respondent
according to his choice of technology. In my own perception, it is harder for anyone to
manipulate the self confidence of this respondent with respect to his choice. A marketer must
take initiatives in showing most dominant and high standard technology to respondent like him
to make their respondents into customer in purchasing of products (Rice, 2018).
Respondent 4
This female respondent is married with having age of 53. Occupation of this respondent is full
time mom, which ensures most of her work in laptop will be based on household and mom care
applications from laptop. The highest qualification level of this respondent is only up to 12
standards that indicate the high dependency level of this respondent towards her family member.
As per demographic analysis it can be seen that most of the important decision making and
situation analysis performance of this respondent is majorly dependent towards her family
members. The ethnicity of this respondent is New Zealand. The nature of this respondent
according to her level of agreement is sympathy and kind, which ensures high possibility of
getting manipulated in decision making when alone (Solomon et al., 2014). As per choice of
laptop is concern it can be demonstrated that her choice is based upon needs of her child and
husband with respect to her dependency strategy towards her family. Being efficient and careful
is the second most important agreement chooses by the respondent which ensures taking right
steps when guided by their family. In my opinion a marketer must maintain a friendly and
informative strategy of explaining their products towards respondents like her (Tan, 2018).
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Respondent 5
This male respondent is of age 63 and carrying an occupation in director of a company.
Acquiring an efficient occupation ensures the use of laptop by this respondent mostly for
professional uses only (Romiszowski, 2016). This respondent has chosen option 4 as the most
compatible choice with respect to the warranty and weight of the laptop and not concerning
about the hard drive, video card and memory signifies a smarter move of this respondent in
choosing a laptop as per concerning about the age of this respondent. The marital status of this
respondent is divorced which draws a conclusion of taking major decision in life and product is
highly concerned with his own perception rather than any dependency on others. The highest
qualification of this respondent is of master’s level that ensures the high standard knowledge of
this respondent with concern in technologies. According to agreement statement it can be
concluded that behavior of this respondent is mostly belongs to the group of being efficient and
careful. In my opinion a marketer must behave genuinely and kindly with such respondent to
ensure a better customer satisfaction scenario in marketing strategies of products (Latif, 2018).
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Recommendation
As we can see option 3 is the most expensive laptop among all of the other options, so most of
the respondents have chosen to go for option 4. As per psychology of most of the respondent,
higher price defines good quality of products. After properly analyzing all the questionnaires, we
have found a respondent who is willing to take option 4 as their choice, due to the weight and
warranty of the product as per the age and marital status of the respondent is concerned. In this
situation a marketer must involve a light weighted with longer durability of laptop having
efficiency in hard drive, memory card and video card. In my opinion this customer is not
satisfied with his choice of laptop since the general requirement of laptop in his professional life
is not giving him proper compatibility. If respondent 5 gets his warranty period and weight as per
his requirements from laptop in option 3 then he could have easily chosen option 3 as his
preferred laptop. A marketer must involve a light weighted laptop with longer durability and
high performing technology that can be useful in professional life. In case of respondent 3 it can
be seen that choice of technology is highly compatible with all his requirements from a laptop in
his professional as per as personal life (Rothman, 2017).
The professional life of this respondent is a fashion designer and for this a high graphics card,
video card and memory card is the most concerning option that is being chosen by this
respondent with affordable price. A marketer must involve more upgraded features of laptop that
signifies a better use of laptop in fashion designing for dealing with customers with respect to
their use of laptop in professional life (Terrie, 2018). Taking a brief look towards respondent 4
it can be easily stated that this respondent is highly inclined towards taking major decision in life
and products towards their family member as per her qualification standard is concern. High
chances of manipulation are possible in case of this respondent due to her sober and kind nature.
A marketer must be lineate and kind in dealing with respondent like her. Providing a better
quality laptop must be the most required terminology of a marketer to ensure a kind deal with
respondent 4. In my opinion special care must be taken by the marketer in turning respondent to
clients to ensure a well being customer satisfaction scenario in the marketing of products
(O’Connor, 2017).
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