Understanding Consumer Preferences and Behaviors in Laptop Purchase

You are attracted towards companies offering additional discount on laptops. Strongly agree (11) and Agree (12) is the majority response. The main features considered most important while purchasing laptop include processor speed, speaker, guarantee and warranty, memory and hard disk. The preferred amount to spend while purchasing a laptop is £350-£449 for 15 respondents. Most respondents prefer taking advice of their friends while purchasing laptops (25). Dell is considered as the brand providing value for money experience by 20 respondents. Laptops are purchased on the basis of recommendations of family members by 8 respondents. The majority of respondents also prefer accessing information regarding new laptops launched in the market (28). After sale service is considered an important factor while purchasing a laptop through any medium (15). Advertising techniques and other modes of promotion attract towards specific brand of laptop for 20 respondents. The most significant source considered while purchasing laptop includes TV advertisement, magazine, laptop finance companies, and all of the above by 5 respondents. Finally, quick service is expected from laptop dealer by 12 respondents, along with discount on accessories, home delivery, instalment payment method.

Dissertation

EXECUTIVE SUMMARY
Consumers are referred to be the most important asset of each and every organisation
where they are the only responsible parties who reflect their profitability index. A prior
understanding of buying behaviour is of utmost importance for the firms where it reflects as an
indicative mean for making a considerable work performance. It basically means to satisfy the
ascertained needs and demands of the users with a precise apprehension of their distinct choices.
Likewise, with a correspondent relationship with it, there exists such influential means that
clearly depicts the purchasing decisions of the potent buyers. A leading cause behind this study is
“To evaluate the purchase decision of students towards buying laptops”, with a sample size of
total 30 students who are enrolled in Chester University. This survey has used both primary and
secondary means of data collection and have analysed the integral content with some effectual
tools of research methodology. It is further depicted to be a deductive study with a positivism
approach and a descriptive design. Secondly, it has represented a qualitative type of the
investigation that has applied both the means of primary and secondary data collection of the
collected sample size. It has eventually formulated the summary of the overall research work
with a respectable and valid proposition of recommendation to all entities that has a similar
association of work.

TABLE OF CONTENT
EXECUTIVE SUMMARY.............................................................................................................2
CHAPTER 1....................................................................................................................................5
INTRODUCTION...........................................................................................................................5
1.1 Background of the research..............................................................................................5
1.2 Research question.............................................................................................................6
1.3 Justification for the research.............................................................................................6
1.4 Methodology.....................................................................................................................7
1.5 Outline of the chapters......................................................................................................7
1.6 Definitions........................................................................................................................8
1.7 Summary...........................................................................................................................8
CHAPTER 2....................................................................................................................................9
LITERATURE REVIEW................................................................................................................9
2.1 Introduction......................................................................................................................9
2.2 Concept of consumer behaviour which influences customer buying decisions...............9
2.3 Personal perception and opinion of students regarding selection of laptops..................10
2.4 Factors which influence the student at the time of buying laptop..................................11
2.5 Ways by which students buying behaviour can be improved........................................13
2.6 Summary of literature review.........................................................................................14
CHAPTER 3..................................................................................................................................15
RESEARCH METHODOLOGY...................................................................................................15
3.1 Introduction....................................................................................................................15
3.2 Research approach..........................................................................................................15
3.3 Research philosophy.......................................................................................................16
3.4 Research design..............................................................................................................16
3.5 Research type..................................................................................................................17
3.6 Data collection................................................................................................................18
3.7 Sampling.........................................................................................................................19
3.8 Data analysis...................................................................................................................20
3.9 Ethical consideration......................................................................................................20

3.10 Research limitations.....................................................................................................21
3.11 Reliability and validity.................................................................................................22
3.12 Summary.......................................................................................................................22
CHAPTER 4: FINDINGS.............................................................................................................24
4.1 Introduction....................................................................................................................24
4.2 Thematic analysis...........................................................................................................24
CHAPTER 5: ANALYSIS AND CONCLUSION........................................................................49
5.1 Introduction....................................................................................................................49
5.2 Conclusion......................................................................................................................49
5.3 Recommendations..........................................................................................................50
REFERENCES..............................................................................................................................52
APPENDIX 1: Questionnaire........................................................................................................55
APPENDIX 2: PERSONAL INTERVIEW...................................................................................59
APPENDIX 3: STATISTICS........................................................................................................60

CHAPTER 1
INTRODUCTION
1.1 Background of the research
Consumer behaviour is a study of individual, groups or organizations and the method
which is used by customers to select, secure, use and dispose of resources to satisfy own needs.
In other words, it can be defined as an applied science that includes social, psychological,
economical, anthropological and statistical theories for individual actions (Solomon, Russell-
Bennett and Previte, 2012). Each and every aspect of consumer behaviour process is different
from another one and this feature influences the behaviour of service users at the time of
consuming products or services. Consumer behaviour is not always stable because it changes
over a period of time and nature of a commodity. In a particular situation, all service users are
not behaving in the same manner. The difference in individual behaviour is due to some internal
and external factors.
At the time of study of consumer behaviour, it assumes that customers are actors in the
marketplace. There are various factors which bring the changes in consumer behaviour during
selection of goods such as behavioural economics, preferences, market psychology, tastes etc
(Horner and Swarbrooke, 2016). Culture becomes crucial when it comes to understand the needs
and behaviour of individual one. In other words, it can be said that culture is one of the factors
which influence consumers’ behaviour. What an individual learns from his parents, friends and
relatives (society) throughout his life, it becomes his culture. This factor has made a significant
impact on each and every person buying decision. Study conducted by various researchers shows
that an individual involves in a social group easily persuade and changes its behaviour towards
buying a product or service. These reference or membership groups influence the image that the
individual has of himself as well as his behaviour (Young, Hwang, K. and et al., 2010).
On the other hand, social role and status is also a reason of alteration in consumer
behaviour and buying decisions. Some marketing factors such as price, product design,
promotion, positioning, packaging and distribution are also affecting customer behaviour either
in positive or negative manner (Korpysa, 2013). Along with this, personal factors like age,
income level, education, gender etc., can also be a prime reason of change in behaviour of

individual in the context of making a decision to purchase a service or a product (Solomon,
2014).
1.2 Research question
Aims
To assess the students purchase decision towards buying laptops: A case of Chester University.
Research objectives
 To evaluate the concept of consumer behaviour which influence customer buying decisions.
 To understood personal perception and opinion of students regarding selection of laptops.
 To determine those factors which influence the student at the time of buying laptop. To suggest the ways by which students buying behaviour can be improved.
Research questions
1. What is the meaning of consumer behaviour which impacts on customer buying
decisions?
2. What are the personal perception and opinion of students at the time of selection of
laptops?
3. What are those factors that influence students during buying laptop?
4. What are the ways by which students buying behaviour towards laptop can be enhanced?
1.3 Justification for the research
From the point of view of customers, they are in a tough spot. They are living totally in
highly developed and technologically advanced society. Consumer buying behaviour is linked to
one of the imperative influence among the consumers to services or products which are offered
by a company (Schiffman & et.al., 2013). On the basis of this, an organization set up some
strategies to make variation in consumer buying behaviour. The present dissertation is conducted
on assessing the students purchase decision towards buying laptops. In the present time, laptops
are just like a mobile computers and today in the world of technology, students are using these
objects to gain more and more knowledge from various sources. Using laptops for various
purposes give learners hands on experience to learn become technology savvy. As a student,
laptop facilitates numerous advantages in many aspects. There are different factors which
influence the learner purchase decision towards buying laptops (Gössling, Scott and et al., 2012).
So, with the help of this, the researcher wants to assess buying behaviour of students regarding

purchase laptops so that it becomes easy to identify those factors which bring changes in
consumer behaviour.
1.4 Methodology
To address the research questions, researcher will hereby use a research methodology. In
this context, a deductive research approach will be used because the study will start by analysing
consumer behaviour and end with a reasoning of student's buying behaviour for purchasing
laptops (Bauer, 2014). In this context, positivism research philosophy will be used by the scholar
because there be will no manipulation in the collected set of information. Further, disruptive
research design will take into the consideration in order to assess those factors which influence
student's purchasing decisions for choosing laptops. Apart from this, qualitative research type
will consider evaluating the gathering of information in the most effective manner. In addition to
this, primary and secondary data collection techniques will be used by the investigator to collect
data for the present research (Billig and Waterman, 2014). Along with this, random sampling
technique will include to select the proper sample for entire study and attain all objectives.
1.5 Outline of the chapters
The present dissertation will be based on the evaluation of student's purchase decision
towards buying laptops. Hence, the structure of the whole investigation is as follows:
Chapter 1: Introduction: The following section will provide the information related to the
background of study. It will include aim, objectives and research questions of the research.
Along with this, it will involve some factors which influence customer behaviour during buying
of a good or service. At the end of this chapter, research methodology, entire structure of
dissertation and definition of important terms will be given.
Chapter 2: Literature review and conceptual framework: This section will deliver an insight of
conducting the entire study in a directional format. This will include some previous studies of
other researchers based on consumer buying topic. In addition to this, different kinds of theories
will be used by the researcher to obtain the clear fasts related to subject.
Chapter 3: Research methodology: In chapter 3, different kinds of tools and techniques will be
used by the scholar to conduct research on the proposed objectives. On this basis, it will be easy
for the researcher to compare actual and expected outcomes on various aspects. Research
techniques, approach, data collection, sampling, ethical consideration etc., will be taken into
consideration by the researcher to attain objectives and answer the research questions.

Chapter 4: Findings: Here, the scholar will use various tools and techniques to evaluate the
collected data. Based on this, results will be presented in a variety of ways to enhance our
understanding of the consumer behaviour.
Chapter 5: Analysis and conclusion: The following chapter will state the meaningful analysis of
findings and conclusions of those outcomes to summarize the achievements. In this section,
some recommendations for future researcher will be given by the researcher to carry out similar
investigation on other aspects.
1.6 Definitions
Consumer: It can be defined as a person who purchases goods or services for personal use.
Buying behaviour: It is a purchase decision making pattern that is a complex mixture of desires
and needs of a person and influence by some factors either in positive or negative aspect.
Consumer behaviour: It is a psychological process that a consumer uses to recognize its needs
and wants for taking purchase decisions.
1.7 Summary
From chapter 1, it has been concluded that consumer behaviour has a crucial aspect of
study. There have been some factors which are influencing the buying behaviour of a person. In
the context of students, consumer behaviour has played an important role in the selection of
laptops. To carry out the following investigation, the researcher has considered different kinds of
methodologies. This has helped in attaining the study objectives and in answering of research
questions.

CHAPTER 2
LITERATURE REVIEW
2.1 Introduction
The present dissertation is based on assessing the students purchase decision towards
buying laptops in terms of consumer behaviour. In the following chapter of literature review,
different objectives will be cover to answer research questions. The foremost objective of this
study has defined a conceptual framework of consumer's behaviour that largely influences their
buying decisions. Another objective has hereby reflected certain personal perception and opinion
of scholars in regard to select the laptops. It is with a subsequent objective of ascertaining the
influential factors that vitally impacts upon the students at the time of buying laptops by together
identifying the ways for amending the discovered behaviour of scholars in buying commodities.
2.2 Concept of consumer behaviour which influences customer buying decisions
According to Solomon, Russell-Bennett and Previte, 2012, consumer behaviour has been
explained as a prior action of buyers in the marketplace. It is basically about the decisions they
use to take for selecting goods and services to buy and use it as per their needs (Solomon,
Russell-Bennett and Previte, 2012). It is a systematic process for understanding buyer's
behaviour and decision making process for purchasing any item. Horner and Swarbrooke, 2016
has stated that “Buyers play different type of role in the marketplace and it consists of part
played as a user, information provider, influencer and payer” (Horner and Swarbrooke, 2016). It
is a process under which an individual evaluates various options that are available in the market
and takes decision for acquiring and using the product selected. As per the study of Young,
Hwang, K. and et al., 2010 “consumer behaviour is influenced by design, price, packaging and
promotional style of a product” (Young, Hwang and et.al., 2010).
Attitude and perception of the purchaser for a particular good also plays a significant role
in decision making process. Solomon, 2014 has described that “consumer behaviour is not a
static process and changes continuously depending on nature of goods and market conditions”
(Solomon, 2014). It reflects financial and social status of the buyer and aid in identifying living
standard of a person. Behaviour of purchasers changes from one product to another product due
to different psychological and situational elements. Understanding the behaviour of buyers
assists in developing effective marketing strategy of a corporation by identifying the exact

requirements of their purchasers. In this context, Schiffman, O'Cass, Paladino and Carlson, 2013
have explained that “Behaviour of customers changes across regions and countries” (Schiffman,
O'Cass, Paladino and Carlson, 2013).
People living in different geographical environment show contrasting behaviour for
purchasing any manufactured item. It also depends upon lifestyle, culture and upbringing of an
individual which influence final decision making process. It is beneficial for the companies to
understand consumer behaviour for designing and planning their overall business operations.
According to Akehurst, Afonso and Martins Gonçalves (2012) “Marketers can study consumer
behaviour for positioning and selling their products to a specific group or a targeted set of
individuals” (Akehurst, Afonso and Martins Gonçalves, 2012). Focused marketing strategies can
be designed by marketers with understanding methods of customer purchasing and after
purchasing reaction of buyer. Understanding customer's reaction assist a firm in making effective
utilization of its physical, human and financial resources in a planned and organized way.
Consumers differs on the basis of culture, preference, sex, age, education level and financial
conditions (Miller, 2013).
While studying the customer behaviour it is important that this entire component should
be considered for carrying out the study. Enterprise can identify various needs and requirement
of the purchaser and can develop its product design. Packaging and promotional strategies are
according to that requirement of the end users. In the support of above statement, Gunter and
Furnham (2014) has explained that “Different contextual elements including marketing
strategies, technological and economical changes affect the overall judgement of purchaser for
buying a good” (Gunter and Furnham, 2014). Buyer's current and future expectation can largely
influence their buying preferences in order to purchase a product. This can be identified by an
appropriate development of promotional strategy in order to address their distinct sort of desires.
2.3 Personal perception and opinion of students regarding selection of laptops
According to Solomon, Russell-Bennett and Previte, 2012, “the success of a business
entirely depends upon its ability to attract and retain the potent number of customers for the
longer period of time” (Solomon, Russell-Bennett and Previte, 2012). Consumer perception
hereby depicts a comparison between how an average customer and a potential purchaser views
the products and services of a company. Such referral is important for an organization as it may
influence the buyer's behaviour either in positive or negative manner. On the basis of customer's

percept, the success or failure rate of a firm can be easily determined. In this context, Horner and
Swarbrooke, 2016 has explained certain basic instances of client's perception (Mishra and et.al.
2014).
It is by an example of an XYZ restaurant where they possess a good reputation in the
town as being the best place for relishing pizza. The general percept of people with reference to
that eating place in the town reflects that if an individual wants to eat or taste an outstanding
pizza, then he or she should definitely go to that restaurant. Furthermore, the author stated that
such kind of persuasion will surely lead to increase the profitability level of that pizza point
(Ozmen and et.al., 2010). On the other hand, if the users have some negative views or opinions
about a venture then it will make a serious effect on their successive factors of business with
degraded profits and revenues.
In contrast to the above remarked statement, Young, Hwang, K. and et.al., 2010 have
asserted that “different service users may comprehend a singular product or service in many
ways” (Young, Hwang, K. and et.al., 2010). Perception of a user towards a peculiar offering may
substantially shift from what the enterprise has planned to serve in its targeted set of market. It is
however a difficult situation for the establishments to fetch a liable interest of their clients and
customers with a single commodity. In such cases, the perception of end number of users in this
context of offering a service becomes unfavourable by which the business loses a significant
chance of creating a better impression on its service users.
In addition to this, Solomon, 2014 has explored in his research that “consumer's
behaviour is much hybrid in the present time by which they continually change their existent
perspectives which is crucial to acknowledge by the entities” (Solomon, 2014). In the current
time, buyers are considered to be more prices sensitive which tend to increase their bargaining
power. In other words, customers are well aware of their greatest power that raises their
expectations from the companies in regard to make offerings of their products and services
(Peters and et.al., 2013).
2.4 Factors which influence the student at the time of buying laptop
As per the view point of Schiffman, O'Cass, Paladino and Carlson, 2013, “there exists
many procedures that involves the fact of consumer's behaviour at the time of buying a
commodity” (Schiffman, O'Cass, Paladino and Carlson, 2013). At an initial stage, a client or user
rigorously tries to find out the goods of their own likings and after which, they select the one

which delivers greater form of utility. After choosing a particular product or service, the user
estimates the amount that has been expended to buy that item. Lastly, they analyse the current
price of the chosen commodities and accordingly frame decisions for purchasing the same. In
this context, Gössling, Scott and et.al., 2012 have stated that “culture is one of the most critical
factor that deeply influences the buying behaviour of students in making purchase of laptops”
(Gössling, Scott and et.al., 2012).
It is a pivotal part of each and every community in which a person is residing where it is
also referred to be an important reason of brining change in their behaviour. In a similar context
of students, their buying behaviour is directly affected by their domicile culture in which they
have taken birth and grew up along with their recent surrounds of leading their lives. In addition
to this, peers group in college, school and hostels also plays an additive role in fluctuating the
buying behaviour of the scholars either in an affirmative or pessimistic manner. By which, they
simultaneously get influenced and shift their purchasing behaviour from one brand to another
distinct brands of laptop (Ramsay, Wagner and Kelly, 2013).
Contradictorily to the above remarked statement, Gunter and Furnham, 2014 have
asserted that “perception is an essential factor for comparing the influential element of culture in
students at the time of buying laptops” (Gunter and Furnham, 2014). For example, by observing
any negative comments of other service users for X brand laptop, the scholar shifts his or her
perception to purchase another notebook brand. So, a preset acuity towards a product influences
the buying behaviour of students. Beside this, Akehurst, Afonso and Martins Gonçalves, 2012
have explained that “there are numerous things that occur around the pupil and they are mostly
unaware of it. This is mainly due to a less cognitive state in them which an inferior information
or knowledge about the occurred instance” (Akehurst, Afonso and Martins Gonçalves, 2012).
Due to which, the students hereby creates such set of perception for a specific brand of
laptops either on the basis of its looks, style or processing speed of system, etc. It then directly
affect their buying behaviour during purchase of that workstation. Solomon, Russell-Bennett and
Previte, 2012 have further stated that “the past experience is also a well reason fact of developing
a good or bad perception for a particular service or product in the scholars” (Solomon, Russell-
Bennett and Previte, 2012). For example, many of the students feel confident in buying a
personal computer from some old existing company that they have been used previously as
compared to any new establishment that have recently entered this market. In this context, past

experience is a leading reason that largely influences student's decisions at the time of purchasing
laptops.
2.5 Ways by which students buying behaviour can be improved
Consumer behaviour is a complete psychology of marketing where the entities are
primarily responsible to scrutinize the entire behaviour of their clients and users. It is referred to
be a foremost consideration of the organisational bodies in terms of marketing their respective
goods and services. This is basically done to attract numerous customers by viably fetching their
interest towards it as specified by Akehurst, Afonso & Martins Gonçalves (2012). Being a
correspondent source of marketing, it largely helps in enhancing the sales of commodities by
together matching with the existent behaviour of consumers which should straight-away depict
an analogous strategy of their marketing. A primary study of consumer behaviour can largely
help the marketers in building an impelling marketing strategy by analysing certain impotent
issues in order to understand their distinct psychological behaviour (Akehurst, Afonso & Martins
Gonçalves, 2012). This will in turn lead to finely address the influential factors that directly
impacts upon their mind-sets before referring to purchase any goods or services. However, any
limited constraints that largely restricts the ability of consumers to process any product related
information is mainly due to deficit knowledge about the commodity as depicted by Chavan &
Changan (2016).
This wholly relates with the buying behaviour of scholars in order to buy a product where
they often deals with such less cognitive issues in regard to make a clear assumption of a choice-
able commodity. With reference to which, the marketers with some amended marketing
campaigns can easily reach out such customers in order to motivate them to buy their products
with some unquestionable clauses in it (Chavan & Changan, 2016). This also requires a
strengthened strategy of decision making by the enterprises where they can opt to make prior
research of their operational set of market through some applicable methods as mentioned by
Gunter & Furnham (2014).
It mainly includes two persuasive means of primary and secondary market researches
with their subsequent tools of investigation. Mail questionnaires, focus groups, telephonic
surveys and observatory methods are some principle methods of primary market research with a
slight distinguished percept of secondary research (Gunter & Furnham, 2014). It is where the
enterprises are hereby liable to refer the preceding statistics of some other entities where they

have already portrayed a comparable data in order to analyse the behaviour of consumers before
buying a product. They have also specified the primary research method as a useful tool for the
firms where they can directly interact with the chosen set of audiences.
2.6 Summary of literature review
This is to summarise the second chapter of literature review where different authors have
conferred their distinct set of views with a debatable matrix of discussion in order to discourse
upon some requisite measures of consumer behaviour. It was segregated into four fundamental
themes where the authors have firstly revealed the factual phases of consumer behaviour. Into
which, it has mainly focussed upon certain specialized concepts of such behaviour that directly
impacts upon their buying decisions (Shen and et.al., 2012). It has subsequently followed another
thematic outlook of personal thoughts and beliefs of students in order to buy a laptop. However,
it has mostly emphasised on the selection part of the commodities where the scholars are hereby
required to consider enormous factors related to it. This mainly includes the parts and other
affiliated compositions of the laptops with some other advantageous clauses of performance.
However, some are hereby identified to be affected by its pricing structure with many additive
alternatives that provides analogous features in terms of performance. An adjacent theme has
defined about such influential factors that mostly endow the students to choose from the
accessible options of laptop and buy with no second thought over it (Banelis, Riebe and Rungie,
2013).
It is consequently followed by an eventual theme to depict some substantial modes to
improve the buying behaviour of students to purchase a laptop. It has described varied potential
ways to carry out a primary investigation of their buying behaviour in order to make a preferable
strategy of marketing by significantly meeting the scrutinised elements of consumer's needs and
demands (Siji, 2015). This in turn will benefit the ventures to cope up with some effectual
strategies of marketing with a primary method of researching their existing number of
preferences hat directly influence their purchasing decisions over here. An improvised marketing
strategy is considered to be the most aided tool for amending the buying decisions of the scholars
in an efficacious manner. It is however with a primary method of researching the market by
directly interacting with the users. This will largely help the companies to closely acknowledge
the actual requisitions of the buyers where they will clearly specify their influential cogitations
behind purchasing a peculiar product (Solomon and et al. 2014).

CHAPTER 3
RESEARCH METHODOLOGY
3.1 Introduction
Research methodology is a way to determine the outcomes of a given research problem in
a specific manner. To carry out an investigation, researchers hereby uses various type of research
methods to response to the unanswered set of questions or for exploring such information that
currently does not exist (Mackey and Gass, 2015). If this study is not carried in a systematic
manner, then there would be less probability to find out the expected results. The application or
selection of various research methodologies is based on the depicted aims and nature of the
research. In this chapter, the investigator will state several research methods to assess the
purchase decision of students in Chester University towards buying laptops. Along with this, the
investigator will also justify all chosen methodologies of research to significantly answer its
questions (Taylor, Bogdan and DeVault, 2015).
3.2 Research approach
Research approach is a method of developing a new theory that raises the overall
understanding of the whole investigation. Inductive and deductive are the two kinds of research
approaches. Deductive approach is used to test validity of assumptions that has been taken by a
researcher in his study while an inductive research approach helps in exploring new theories on
the basis of collected data (Brinkmann, 2014). If the researcher formulates a set of hypotheses
for his investigation that is required to be confirmed or rejected during the research processes,
then he is liable to follow a deductive research approach. On the other hand, in inductive
research approach, the investigator does not make any kind of hypothetical assumptions to carry
out the investigation. In this approach, the study starts with an aim, objectives and research
questions that is needed to be attained during the entire process of research (Silverman, 2016).
For the present dissertation which is based on the assessment of students purchase
decision in the Chester University towards buying laptops, the researcher have used a deductive
approach of research. A primary reason behind selecting the following framework is mainly due
to a deficit hypothetical frame at the beginning of the investigation. Second thing is the
discussion has begun with general a behaviour of the consumers that has ended with the buying

behaviour of student towards purchasing laptops. So, the entire study has flowed from a general
discussion to particular conversation (Flick, 2015).
3.3 Research philosophy
A research philosophy is a belief about the way in which data about a peculiar subject is
been collected, analysed and applied by the investigator. It deals with the nature, source and
development of knowledge. The selection of a particular philosophy for a study makes a huge
impact on the final outcomes. Positivism and interpretivism are the two main part of research
philosophy. Positivism research framework believes that reality is stable and can be observed as
well as defined from an objective point of view (Denzin, 2012). In this method, the role of
researcher is limited for collection of data and making its interpretation it that information via
objectives approach so that findings can be observable and quantifiable. Here, there are no
provisions for human interest at the time of conducting an investigation. In positivism research
philosophy, the scholar needs to focus on those facts which make the final result of the research
more effective and reaches nearby the expected outcomes. On the other hand, interpretivism
research philosophy is also known as interpretivist that assists the researcher to interpret different
elements of the study. Under this, it’s integrating the human interest into the investigation to
make it better and appropriate as per the expectations in order to answer the research questions
(Short, Black and et. al., 2012). Interpretivism approach is based on naturalistic concept of data
gathering via different ways such as observation, interviews, secondary sources etc.
For the present investigation, the researcher has selected a positivism philosophy of
research. The reason behind choosing this framework for current dissertation is its wide coverage
of the situational ranges in order to determine the personal perceptions and opinions of students
at the time of selecting laptops. Along with this, it will also help in deciding some crucial factors
that influence the students during buying laptops. Therefore, the opted research philosophy for
the whole study will allow for accomplishing the objectives in an appropriate manner (Kirkova,
Aktas, Walsh and Davis, 2011).
3.4 Research design
The research design is a master plan that specifies the methods and process of collecting
and analysing the required information for a study. It can be considered as a blue print for
organizing the investigation in a systematic manner. It also assists the researchers to create a plan
for how and from where the data is needed to be gathered and evaluated. Exploratory and

Descriptive are the two leading forms of research design (Keightley, 2010). With the help of a
descriptive research design, it becomes easy for the researcher to identify and describe the
current issues of the investigation. In the other words, descriptive research design refers to the
type of research question, design and data analysis that will be imposed to the given topic of
survey. It emerges a creative way to define and describe the findings of the research in front of
the readers. While, the exploratory research is an investigation which is conducted to address a
particular problem that has not been defined clearly. It assists the researchers to determine the
best research design, data collection techniques and selection of topic for the study (Singh,
2010). The objective of the following framework is to collect preliminary information that will
help in defining the research problems and subsequently suggest a hypothesis. The focus of
exploratory research is on discovering new ideas and insights that diverges to collect statistically
accurate data.
The present dissertation is based on the assessment of purchase decision of students in
Chester University students towards buying laptops. For this, the researcher have selected
descriptive research design because the following study will closely associate with collecting
data from different sources (Gale, Heath and et.al., 2013). Along with this, the assembled
information will define the personal perception and opinion of students in regard to choose the
laptops. In this context, descriptive research design will allow the investigator to assess the
concept of consumer behaviour at the time of purchasing goods or services. So, it can be said
that the chosen framework will help in attaining the research objectives and answer the
investigation questions in more effective manner.
3.5 Research type
Research type is also known as research strategy. It is a method which uses logical
approach to gain information about a specific research problem (Danping and Lee, 2011). It can
be divided into quantitative and qualitative methods. Qualitative research type is used to
understand the reason of conducting an investigation and provides an in-depth meaning of
research issue. The common technique used in the following method is observation, interview,
group discussions, etc. When qualitative research type is adopted by the investigators in their
study, then the sample size for experiment becomes small with either an unstructured or semi-
structured data collection format. Apart from this, quantitative research type is used to transform
the numerical data into statistics. It states the structure format of data gathering and the

techniques employed for collection of information are face to face interviews, paper based
survey, telephonic interviews, online polls, etc. Basically, the sample size for quantitative
research type is large as compared to the qualitative research strategy (Mackey and Gass, 2015).
With context to the current investigation, the researcher has selected qualitative research
type. With the help of this, the scholar will be able to analyse the personal perception and
opinion of students in Chester University, UK at the time of purchasing laptops. Further, the
chosen framework will also facilitate the investigator to find out the answer of research questions
and determine new ways by which students purchasing behaviour can be transformed towards an
optimistic direction (Brinkmann, 2014).
3.6 Data collection
Data collection method is one of the most useful abstractions of each and every
investigation where the researcher is mainly required to collect reliable data to manifest the
conducted survey. It is a prominent measure in which there exist two chief measures for
assembling the requisite statistical data in a significant manner. This is mainly to answer the
framed questions of the study by clearly addressing its pre-defined aims and objectives. With
reference to which, primary and secondary sources of data collection are the two available
methods of data collection (Ozer & Gultekin, 2015). A primary data collection involves a direct
interaction among the researcher and the referred respondents of the investigation. It includes a
framed set of questionnaire for the respondents as a mean of reflecting their views and ideas
thorough it. This is the most entrusted form of collecting data from the audiences where the
investigator can closely critique their acquired statistics with a clustered set of both direct and
indirect questions.
The secondary data collection method reveals to study about the existing facts and figures
of a particular topic with respect to which, the researcher is hereby liable to use some
authenticated derivative instruments like online articles and publications via regimental parties,
etc. The present research have opted for both primary and secondary methods of data collection
where the primary data is basically referred to assemble requisite information from a configured
set of total 30 number of scholar studying in Chester University (Prajapati, Girdharbhai &
Thakor, 2012). This is with a set format of questionnaire with both direct and indirect set of
question to precisely acknowledge their major influential factors that makes a greater impact
upon their buying decisions. Further, interview of students have also been taken for data

collection. Besides this, the secondary method of data collection will hereby include some
impeccable measures of online research to finely address the influential means of consumer's
behaviour that in turn makes a greater impact upon their buying decisions.
3.7 Sampling
This includes choosing the momentous audiences of the research that is mainly being
assumed by the investigator of the study. It is referred to be yet another key element of
conducting the survey with a clear referral of attaining its primed aims and objectives. It mainly
involves two prime measures of sampling the collected set of data either by a random method of
sampling or with a purposive sampling method (Schiffman, O'Cass, Paladino & Carlson, 2013).
The random sampling method is usually to collect the data from a non selective zone where
anyone can render the requisite information to the investigator in order to figure out the framed
goals of the research. Purposive method of sampling is with a distinct conception in which the
researcher is hereby required to choose the respondents from goal-directed audiences. This
includes a non random sampling of data with an active participation of the main audiences of the
investigation. Therefore, with reference to the current tact of research, it has preferred for a
purposive sampling of data.
This is mainly due to the thematic content of this study where its major focus is to
determine the influential factors of consumer behaviour that directly impacts upon their
purchasing decision. Furthermore, it is with a subsequent outlook of ascertaining the
configurable facets of students in order to buy a laptop. It has thus chosen a targeted set of
around 30 numbers of scholars in Chester University as a purposive audience for responding to
the framed set of questionnaire. Apart from this, interview of 10 students have been taken with
the motive to collect adequate amount of data. Such purposive method of sampling the
aggregated data is also known as a non probable technique with a judgemental and subjective
perspective of the researcher (Solomon, 2014). This profoundly assists the actuary to conduct a
spectacular study into a directional manner. It thence reflects a guiding approach to the
researcher in terms of portraying the accumulated data. This represents a specialised approach of
the surveyor to address limited number of respondents which mainly aids in their primary
method of data collection. However, a leading cause behind of not selecting the random
sampling method over the purposive data sampling tactic is the goal-directed nature of this
survey with no such requisition of randomly selected respondents.

3.8 Data analysis
It is yet another consequent measure of researching the collected and sampled set of data
in order to analyse it in an efficacious manner. It however represents a technical aspect of
examining the data with some prompt application of making either a qualitative or a quantitative
study. A qualitative data analysis with its abbreviated interpretation of QDA is a thematic
method of evaluating the gathered set of data. It mainly refers the investigator to carry out the
survey with some postulated formation of themes that clearly indicates the composed set of
research goals (Venkatesh & Kumarasamy, 2015). This in turn aids the researcher to precisely
address the outlined questions of the investigation by interpreting the concentrated data set.
This entirely considers an explanatory formation of data by intercepting the respondents and
their varied situations in regard to relate it with the study. Another form of data analysis is
known as a quantitative method of evaluating the amassed information from the respondents.
With reference to which, it is also known as an exploratory assessment of information
that consists of some definite quantity in terms of defining its numerical existence of data. Such
format of reasoning the data includes some vital tools of statistics for depicting the relative terms
of mean, mode and median. This requires some potent variables to disseminate between them
with some formal statistical procedurals (Zabkar & Hosta, 2013). The current study has opted
for a qualitative method of data analysis with distinct formation of themes to conduct the
research into a directional mode. This has included an observatory way of interpreting the
collected sample of data in relation to the elected topic of the investigation. However, a major
reason behind not choosing another method of quantitative data analysis is the non numerical
context of the study. It is therefore aided by a qualitative measure of data analysis with some
applicable exemplification of themes in it.
3.9 Ethical consideration
It is mainly with relation to carry ethical research by the investigator with some
philosophical means of resources. This is to depict an authentic usage of sources to collect the
requisite information for virtuously carrying out the entire study. Other than this, there exists
some other useful means to reflect an ethical investigation in terms of protecting the gathered
layout of data. This is mainly to safeguard it from unauthentic users (Solomon, Russell-Bennett
& Previte, 2013). This also provides a systemic way of carrying out the research in an
impeccable manner where any faulty measures will not hinder the survey. It will together assist

in gaining requisite findings of the research in terms of placing at a secured position with no
prior assess to any third party who has no such relationship with the data. However, data
protection is referred as a common specimen of maintaining an ethical consideration where the
investigator is hereby accountable to seek certain moralistic guidelines to ethically carry out the
research.
This basically refers to defend the laid information in order to support the people in the
communal groups and surrounds from any malpractices or manipulative concerns of harm. It is
however with a major focus upon the participant bodies of the survey. It is where the current
investigation has portrayed a collective set of total 30 scholars who are perusing in Chester
University. They will be referred by the researcher to address the set goals and objectives of the
study and find out the responses of its formulated queries (Sharma, 2014). It is therefore a prime
responsibility of the investigator to genuinely conduct the research with some authentic sources
of data collection. It also regards to protect the collected set of information from the respondents
in an appropriate manner to avoid any sort of data sharing. This means to guard the information
from any third party individual where with an assured prospective to the respondents where they
can freely answer to the composite queries of the investigator. However, the respondents often
deny rendering a faithful answer to the researcher that duly hampers their entire investigation.
3.10 Research limitations
It is referred to be the most hindering mean of the study where the investigator hereby
deals with numerous reluctant means that duly obstructs the entire study. Such limitations are
mainly with relation to gather an accurate set of information from the respondents. It is where the
predefined set of respondents often does not refer to render appropriate set of data to the
surveyor which ultimately led to a complete destruction of the research. Another leading
drawback is an adequate source of time and money to properly investigate the selected topic
(Saxena and Mittal, 2016). However, to carry out a desirable study, these two are considered to
be the foremost requisition of a researcher where he or she can make a decent investment of time
and money. The time is to hereby relate with both the investigator and the respondents where
each of them requires sufficient amount of time to properly address the set queries of their
research topic.
However, a mere wastage of time is the biggest concern for both the parties with no
probable outcome of the conducted study. With respect to it, the surveyor is hereby responsible

to take some disciplinary measures with a prior scrutinization of such reluctant issues. This will
not only resolve such possible consequences of error but will together assist in smoothly
conducting the entire survey into a directional form with no intervention of any faulty measures
(Ozmen & et.al., 2013). The researcher should thus make a pre-valuation of the requisite amount
of time and money to systematically carry out the overall study. Such precise format of work will
largely assist the investigator to deal with no lateral omissions in the carried research.
3.11 Reliability and validity
Reliability is another major origin of conducting a research where it is also referred to be
an utmost important part of the study. This is to fundamentally eliminate any sort of inconsistent
and dissimilar work by the investigator with some reliable usage of data sources in it. A reliable
research work not only showcases an authentic disposition of an investigation but it together
enhances the efficient consideration of the study (Nanda, 2015). It is thus another prime duty of
the surveyor to address some reliable mean of carrying out the research in an impeccable
manner. It requires some potent measures to be undertaken by the investigator in order to
accomplish the desired aims and objectives of the survey.
Validity is yet another relative cogitation of the researcher in terms of acquiring an
analogous reaction of the respondents that accurately corresponds with the set goals of the
investigation. However, this section has mainly emphasised on the means of data collection and
analysis where the researcher is hereby amenable to use relevant resources, especially in case of
secondary data collection (Mohanty, 2013). This means that the referred sources of secondary
data such as the online publications should not represent the data of preceding years and thence
should not be promulgated before the year 2010. Henceforth, on referring to the present
investigation, the overall study represents a reliable and valid source of data.
3.12 Summary
On summarising the third chapter of research methodology, one can now effectively go
through its outlined measures where it has mainly described about the implicated methods of
conducting the research. It has thoroughly depicted some requisite means of carrying the
investigation in a systematic and ordered format. This section has fundamentally represented the
applicable tools and methodologies of carrying the research in an effective manner. It is with a
basic division of ten distinct sections to define approach, philosophy, design and type of the
report. It has lastly covered some other major areas of data collection and sampling methods with

an implicated sequence of data analysis. This portion has also specified the ethical considerations
for conducting the study into a directional format by together defining its reliable and valid
factors. Lastly, it has explicated some factual limitations of conducting the investigation in an
accurate manner.

CHAPTER 4: FINDINGS
4.1 Introduction
This chapter is in relation to define the measurable ways of data analysis in order to
discuss its conferred outcomes. This is referred to be yet another most important section of this
thesis that aids the investigator to bestow the collected data that has been acquired by the set
respondents. The present research is based on determining the factors that affects the buying
behaviour of students while purchasing laptops (Muruganantham & Bhakat, 2013). It has
referred total 30 numbers of respondents who are the students of Chester University in order to
acknowledge their buying behaviour at the time of purchasing laptops. With reference to which,
the researcher have also prepared a structured questionnaire for achieving the set aims and
objectives of the conducted research. This includes a framed set of queries that has been
answered by the referred number of respondents where they have responded to each of it. This
section vitally assists in primary data collection that has been accumulated from the predefined
sample population. It has reflected a thematic framework to assess the gathered set of
information.
4.2 Thematic analysis
Theme 1: Student's age in Chester University mostly lie between the ranges of 18-22 years.
What is your current age? Number of respondents
18 to 22 years 15
22 to 25 years 10
25 to 28 years 5
Result: The above displayed table have identified a major ration of students who lies under the
age range of 18 to 22 years. However, 10 numbers of respondents have specified their age more
than 22 years where only 5 numbers of respondents are between the age ranges of 25 to 28 years.
Hence, maximum number of respondents lies between the age ranges of 18 to 22 years which
showcases a maximal participation of young generation in this particular survey of Chester
University.

Analysis and discussion: This is to discourse upon the above determined outcomes of this
research where the investigator has largely emphasised upon the age factor of the students from
whom the above data has been configured. However, this prediction has evidently stated a major
participation of young generation in buying laptops. This is mainly due to the attained data where
a large number of respondents, i.e., 15 out of 30 are under the youngest age range of 18 to 25
years. However, it also focused upon another category of scholars where there exist 10 middle
range respondents with their respective age structure that lies under 22 to 25 years that is almost
half of the above foreseen statistics. This could largely help the investigator to make a deep
analysis of the elected topic where the researcher is hereby liable to look upon the buying
behaviour of young generation while purchasing laptops. They are the most active sources of
working online and thus prefer to buy such devices in huge numbers.
Theme 2: Most of the students of Chester University are pursuing their Bachelors and Master
degree education.
What are you pursuing from Chester University? Number of respondents
Elementary Education 2
Vocational Education 4
A Level / GCSC 6
Bachelor's Degree 8
Master Degree or Higher 10

Result: The above presented table have defined an equivalent ratio of students in Chester
University who are pursuing their Bachelor's and Master Degree education. There is a small
difference of only 2 numbers among both these courses. However, there together exist some
other scholars where only 2 numbers of respondents are pursuing their elementary education.
This is the smallest ratio in comparison to the other rendered options. With relation to it, another
minimal ratio of 4 numbers of respondents is being reported into the next level of vocational
education system. However, there exist total 6 number of respondents who are pursuing their
education in A level and GCSC board. Therefore, the enormous ratio has been depicted in the
last two levels of Bachelor's and Master Degree education. Wherein, it has also emphasised upon
the higher degree means of education where the selected sample size is relatively lower than the
above conferred alternative of Bachelor's educational degree.
Analysis and discussion: This is mainly to discuss upon the above ascertained resultants of the
query where a majority of students in Chester University are hereby referred to pursue their
education in the two most concentrated areas of Bachelor's and Master's degree. This hereby
proves that the investigator in this peculiar section is required to deal with a major number of
respondents in the area of higher degrees. It is where most of them are pursuing their higher
degree education in the levels of Bachelor's and Master's grade. However, there together exists
other alternative sections with foundation degree courses and thus has low number of
respondents in it. It is however referred to be an added measure to the researcher where a large

number of students who are pursuing the higher degree courses are more evident to use laptops
for studying purpose and will therefore make a substantive contribution in this investigation.
Theme 3: A majority of students prefers to buy laptops from retail stores, outlets and online
means.
From where do you mostly prefer to buy the laptops? Number of respondents
Online 15
Retail stores and outlets 10
Both 5
Result: The above depicted table have defined that a majority of ratio are in favour of purchasing
the laptops from retail stores and outlets with total 10 respondents in it. However, an analogous
ratio with slight difference have showed that from the rest of the 30 respondents, 15 buyers are
largely in favour of purchasing laptops from online means with 5 number of respondents have
replied in approval of both the means.
Analysis and discussion: This is basically to discourse upon the above acquired statistics in
which a majority of respondents out of total 30 number of responders have approved to purchase
the laptops from retail stores and outlets. It hereby shows their augmented level of awareness
where they have considered this mean for making a face to face negotiation with the vendor. By

which, they can also collect adequate information from the store operator who is attending them
at the time they are buying the laptop.
Theme 4: Most of the scholars are in favour of buying their laptops from Apple enterprise.
Which brand of laptop will
you refer to buy?
Number of
respondents
Apple 10
Dell 5
Sony 8
Samsung 2
HP 5
Result: The framed table have defined that around 10 responders out of 30 are in favour of
buying their laptops from Apple brand, whereas, 5 of them are in favour of Dell with is equal to
the ratio of HP. However, the two brands of Sony and Samsung got a voting of 8 and 2
responders respectively where Sony is closed to Dell.

Analysis and discussion: It is mainly on the basis of above depicted table into which most of the
scholars are in favour of buying laptops from Apple enterprise where few of them have also
showed their interest in other related brands.
Theme 5: Most of the students are aware of customer's buying behaviour where they have
reflected it to be a mean that corresponds with the latest on-going trends of the market and
which together satisfies their needs and demands.
What do you understand by the buying
behaviour of a customer while purchasing a
product?
Number of
respondents
Satisfy the needs and demands of the users. 10
Reflects the latest on-going trends into the
market. 15
All of the above. 5
Result: The above table is referring that a large number of students enrolled in Chester
University are affected by the recent market trends with an enumerated ratio of 15. However, 10
of the total respondents are in favour of such sort of purchasing that satisfy their needs and
demands. Lastly with a calculative and lowest ratio of only 5 respondents, they have conferred
their answer with a dual response in favour of both the alternatives.

Analysis and discussion: It is basically to discuss upon the above interpreted results where 50
per cent of students in Chester University have accepted that they rigorously follow the recent
market trends for buying their laptops. However, 10 responders out of 30 have specified that they
will refer to buy a laptop that will fulfil their needs and demands. It is with an aligned ratio of 17
per cent of respondents who are in favour of both the options and 5 respondents in it.
Theme 6: A majority of scholars in Chester University refers to take valid information about
the laptop from the latest means of internet and social media before purchasing it.
From where do you refer to
take valid information about
laptops before purchasing it?
Number of
respondents
Advertisement on TV 8
Internet and social media 7
Promotional activities of the
enterprises 5
Friends and relatives 8
By considering reviews of 2

existing users
Result: The above table represents the source from which students of Chester University prefers
to gain information. Further, 7 students replied that internet along with social media is one of the
most effective source which they prefer to undertake with the motive to obtain information
regarding purchase of laptop. Further, 8 students replied that advertisement on TV is considered
as crucial source by them with the motive to obtain data.
Analysis and discussion: Collection of primary information has supported in knowing about the
real source from where students prefer to collect information. Internet and social media is one of
the main sources being considered for obtaining information in relation with purchase of laptop.
Moreover, other sources are also considered such as advertisement on TV, advice from friends
and relatives, reviews of existing users etc. Therefore, all such sources assist in purchasing
laptops.
Theme 7: Marketing is hereby reflected to be the biggest influential mean that directly impacts
upon the buying behaviour of consumers as per most of the respondents.
What are the factors that
influence your buying
Number of

behaviour? respondents
Social factors 5
Psychological factors 8
Personal factors 5
Marketing 10
Cultural factors 2
Result: Information collected has supported in knowing about the real factors that influences
purchase behaviour of students at the time when they purchase laptop. Further, psychological
factors are considered to be most important which involves motivation, perception and overall
attitude of students. In case if students are highly motivated in relation with purchase of any
laptop then they can easily indulge into practices of buying product. Apart from this, marketing
is considered to be most important factor which encourages target market to purchase laptop of
specific brand.
Analysis and discussion: Primary information collected has supported in knowing that various
factors are being present which influence buying behaviour. Marketing is one of the most
important factors where promotional tools influence students to purchase laptop. Psychological
factor is also most important on the basis of which products are purchased. Apart from this, some

other factors are also present such as social, personal and cultural on the basis of which laptops
are purchased by students.
Theme 8: As per the conferred replies of the responders in Chester University, a large number
of students have agreed to get affected by the price range of laptops.
What is the most
important consideration of
yours while buying a
laptop?
Number of
respondents
Price range 10
Features 4
Brand 3
After sale services 10
Reviews by existing users 2
Result: Overall analysis has supported in knowing that price is one of the most crucial factor
which is being considered by students at the time of purchasing any type of laptop. Further, it is
well known fact that purchasing power of students is not considered to be strong due to which
they consider price as important element. Further, other factors are also present such as features,
brand, after sale service and review of existing customers which are considered while purchasing
laptops.

Analysis and discussion: Collection of primary information has supported in knowing that price
acts as most important factor while purchasing laptop. Further, students compare prices of
different laptops and decision is taken which well suits with their requirement. Apart from this,
brand along with features are also considered as major one.
Theme 9: Price is thence referred to be a foremost consideration for the scholars that
significantly influences their buying behaviour.
Does price is
regarded as one of
the most important
factor which
influences your
purchase
behaviour?
Number of
respondents
Yes 25
No 5
Result: From the information collected it has been found that price is considered as one of the
most crucial factor at the time of purchasing laptop. Further, 25 students replied that they

compare prices of different laptops and on the basis of same purchase decisions are being taken.
Apart from this, 5 students said that price is not considered as crucial factor while purchasing
laptops.
Analysis and discussion: Collection of primary information has supported in knowing that price
is only one of the most crucial factor while purchasing laptop. Further, students compare prices
of different laptops at the time when they are willing to purchase it.
Theme 10: Majority of students are strongly agreed with an attractive force of additive
discount offers that are often being rendered by the entities.
You are attracted towards
companies offering additional
discount on laptops?
Number of
respondents
Strongly agree 11
Agree 12
Neutral 5
Disagree 2
Strongly disagree 0

Result: Above table represents that students prefer to purchase laptops of brand offering
additional discount. This directly influences purchase behaviour of target market. Moreover, 11
out of 30 students are strongly in favour of this and in turn if any company is providing them
monetary benefit then it is profitable for them.
Analysis and discussion: Collection of primary information has supported in knowing that
majority of the students are influence to purchase laptop of brands which are offering additional
discounts. Further, the kind of monetary benefits offered such as discount and other schemes
encourages them to be brand loyal towards specific brand in the market.
Theme 11: The processing speed of laptops is the most accordant alternative for a majority of
students in Chester University.
What are the main features
you consider most
important while
Number of
respondents

purchasing laptop?
Processor speed 12
Speaker 8
Guarantee and warranty 7
Memory and hard disk 3
Result: Above table represents that processing speed is one of the most crucial factor which are
considered by students at the time when they purchase laptop. Apart from this, other factors are
also regarded to be crucial such as speaker, guarantee and warranty along with memory disk.
Analysis and discussion: Collection of primary information has supported in knowing that speed
of processor is considered to be most important at the time when any student purchases laptop
where 40% of the students are in favour of this. Further, other factors are also considered to be
important by them such as speaker, guarantee and warranty etc.
Theme 12: A majority of scholars in Chester University are in favour of spending a mid range
value to buy their laptops.

How much amount do you
prefer to spend while
purchasing laptop?
Number of
respondents
£350 - £449 15
£450- £750 6
Over £750 9
Result: Above table represents that students prefer to spend amount of £350 - £449 while
purchasing laptop where 15 students are in favour of this. Further, 6 students replied that their
budget lies in between £450- £750 at the time of purchasing laptop and 9 were in favour of over
£750.
Analysis and discussion: Primary information collected has supported in knowing the amount
which students prefer to spend at the time of purchasing laptop. Further, majority of the students
prefer to spend £350 - £449 and this is representing that high amount is being spend by students
at the time when they purchase laptop of any specific brand in the market.

Theme 13: Most of the students have approved the fact of taking a prior suggestion from their
friends and peers before purchasing a laptop.
Do you prefer to take
advice of your friends
while purchasing laptop?
Number of
respondents
Yes 25
No 5
Result: Above table is indicating that students prefer to take advice of their friends and relatives
at the time when they want to purchase any type of laptop. Further, 25 students are in favour of
this and 5 students does not prefer to take any such advice.
Analysis and discussion: Collection of primary information has supported in knowing that
taking advice of friends plays crucial role at the time of purchasing laptop. Further, 25 students
are in favour of this and 5 are against this fact. Seeking advice from colleagues influences the
purchase behaviour of students.

Theme 14: A large number of scholars in Chester University have agreed to get a valuable
experience in terms of money from the company named Dell.
Which brand in the market
provides you value for
money experience?
Number of
respondents
Dell 20
HP 7
Samsung 3
Result: Overall analysis has supported in knowing that Dell as a brand provides value for money
experience to students. Further, students are well satisfied with the laptops offered by Dell and
due to this reason they prefer to repurchase it again. Apart from this, 7 students replied that HP
as a brand is trustable.
Analysis and discussion: Collection of primary data has supported in knowing that majority of
the students prefer to purchase laptops of Dell and this provides them value for money
experience. Apart from this, HP as a brand is also preferred by students.

Theme 15: Many of the scholars are strongly agreed to purchase laptops as per the bestowed
recommendations of their respective family members.
Laptops are purchased on
the basis of
recommendations of
family members?
Number of
respondents
Strongly agree 8
Agree 7
Neutral 5
Disagree 8
Strongly disagree 2
Result: Above table represents that students prefer to take advice of their family members at the
time when they purchase laptop of any specific environment. 8 students are in favour of this
where their family members play most important role in influencing purchase behaviour.

Analysis and discussion: Collection of primary information has supported in knowing that
before purchasing laptop students prefer to take recommendation of their family members and
this in turn influences their purchase behaviour.
Theme 16: Almost all of the respondents have agreed to approach new information in regard
to acknowledge any new launch of laptops in the market.
Do you prefer to access
information regarding new
laptops launched in the
market?
Number of
respondents
Yes 28
No 2
Result: The above table have depicted that 93% with 28 numbers of students from Chester
University choose to acquire some prior information of the new brands into the market that
further aids them to buy their laptops. However, only 2% of them have accepted that they do not
refer to take any such recommendations before purchasing their laptops.

Analysis and discussion: The preceding data acquired with a primary prospective of research
have acknowledged that most of the students refer to buy their laptops after fetching some
genuine acknowledgement of any new launch in the market. This further assists them to make a
considerable choice among the available brands of laptops in the market. However, only 2% of
them have not showcased a prior interest in acquiring information of any new launch in the
market.
Theme 17: Large number of responders is strongly in favour of acquiring after sale services
by the firms from which they are referring to buy their laptops.
After sale service is also
considered as important
factor while purchasing
laptop through any
medium?
Number of
respondents
Strongly agree 15
Agree 5
Neutral 6
Disagree 3
Strongly disagree 1
Result: The above considered table have set a respectable ratio of respondents where 15 of them
are potently agreed in acquisition of after sales services by the laptop dealers, once after they
purchase their laptops. All the same time, 5 of them are merely with an agreeable consent of such
services with another prudent ratio of only 6 at a neutral position. However, there together exist
some discreet audiences who are completely disagreed to this peculiar perception. This includes
3 respondents at a disagreed orientation with 1 responder who is potently disagreed with it.

Analysis and discussion: The above collected data have clearly represented a strengthening ratio
of large number of students who are largely in favour of receiving after sale services from their
respective laptop dealers. This indicates that after sale services play an important role in fetching
a liable interest of the buyers while they refer to purchase a particular product.
Theme 18: Here almost all the referred responders have strongly agreed by another attractive
force of marketing and promotional activities by the laptop brand establishments.
Advertising techniques
and other modes of
promotion attracts you
towards specific brand of
laptop?
Number of
respondents
Strongly agree 20
Agree 4
Neutral 2
Disagree 3
Strongly disagree 1

Result: An enormous ratio of 20 respondents is in favour of certain attractive forces of marketing
and promotion by their laptop dealers. However, there exist around 4 responders who are merely
agreed by such practices with a less interest level into it and 2 of the whole stands at a neutral
position. Whereas, 3 of them are entirely disagreed of it with an enumerated ratio of 1 who
comprises with a potent dissonance towards the same.
Analysis and discussion: The preceding table have identified that most of the scholars in Chester
University gives a huge preference to the marketing and promotional activities of the companies.
This proves that the laptop brands should depict some considerable means of promoting their
products via some impeccable sources of marketing. This will in turn guide them to fetch a liable
interest of the potential buyers towards them.
Theme 19: Television advertisements are reflected to be the most important source of
purchasing laptops by most of the students in Chester University.
What is the most
significant source you
Number of respondents

consider while purchasing
laptop?
TV advertisement 15
Magazine 2
Laptop finance companies 8
All of the above 5
Result: This section have depicted that around 15 responders outsource the information from TV
channels and its advertisements. However, 8 of them are in favour of directly sourcing the data
from the financial companies of laptop who renders an accordant guidance to the scholars as per
their budgets. 2 responders out of 30 are in favour of gathering such information’s from
magazines where 5 of them have supported all three alternatives.
Analysis and discussion: The above accumulated data with its primary nature have specified that
15 responders are with a strong consent of acquiring such information’s from television channels
and their respective advertisements via it. However, 8 respondents are with another consent of
directly assembling such vital information from the financial laptop companies who suggests the
students to buy a brand that comes under their calculative budget.

Theme 20: A speedy service by the dealer is yet another anticipated amenity by a majority of
scholars before buying their laptops.
What kind of facilities do
you expect from laptop
dealer?
Number of
respondents
Quick service 12
Discount on accessories 3
Home delivery 5
Instalment payment
method 10
Result: The preceding array have represented that about 12 scholars of Chester University are
mostly in favour acquiring a quick service from the laptop dealers. However, 5 of them have
corroborated a foremost preference of getting home deliveries by the sellers. 10 responders out
of 30 have voted in favour of purchasing their laptops via instalment methods of payment with
another enumerated ratio of 3 students who has given a prior choice of getting discounted
accessories.

Analysis and discussion: The amassed information from the above conferred illustration has
stated the amenity of quick service to most of the students in Chester University referring to buy
laptops. However, their exists some other subdivided ratio of other referrals who has in favour of
some other defined alignments of home delivery, instalment payment method and huge discount
schemes on purchase of accessories. The respective laptop sellers are thus required to work with
a balanced outlook of all for largely attracting the potential buyers towards them.

CHAPTER 5: ANALYSIS AND CONCLUSION
5.1 Introduction
This is the last chapter of this thesis that has highlighted some major findings that has
been derived after conducting the research into a successful manner. Furthermore, on basis of
conclusion, certain effectual recommendations will be given to the organisations on whose
foundation the overall research is based upon. The current chapter have highlighted some
leading outcomes of the investigation where it has portrayed some leading influential means that
directly tends to affect the purchasing decision of students while purchasing laptops. It is based
on the scholars who are enrolled in Chester University with both outcomes of primary and
secondary data collection from them. It is thus referred to be a beneficial survey where it has
largely supported the entire research work. Besides this, valid recommendations have also been
rendered in order to enhance the buying behaviour of students by easily attracting them towards
their products and services.
5.2 Conclusion
From the above collected information, it has been ascertained that a prior investigation of
consumer's buying behaviour showcases and utmost importance for each and every enterprise. It
is however with relation to the recent case scenario of students in Chester University where their
purchasing decisions are highly affected by some major influential clauses. Therefore, to analyse
such situations, the recent study has focussed upon some major objectives for successfully
attaining its defined aims.
A foremost objective of this investigation was “To evaluate the concept of consumer
behaviour which influences the buying decisions of customers” that has been successfully
achieved by the conducted study. This was basically to relate with the factual conceptions of
consumer behaviour where it directly impacts upon their buying decisions. It has been
discovered by both primary and secondary assemblage of information. It is where the referred
respondents have clearly remarked about such behavioural factors in them that directly negotiate
with their purchasing decisions. Apart from this, it has also revealed certain authoritative facts of
such behaviour where it is a prime responsibility of the companies to primarily outlook the
current preferences of the users prevailing in their operational markets. This is the most requisite
measure to survive into this contemporary era of business where gratifying the preferential needs

and demands of the consumers is always reflected to be a prime goal of all establishments to
proceed towards a succeeding future of their business.
The secondary objective of this research was “To understand the personal perspectives
and persuasion of students in regard to select their laptop”. This objective was also met with a
successful attempt of both secondary and primary data collection. It is where the primary
aggregation of data was precisely aimed at the students of Chester University with a sample size
of 30 respondents from them to answer the investigator's framed queries. They have hereby
ensured some critical measures of their personal perceptions that largely help them to decide
their laptop brands. However, the secondary analysis of data has disclosed some equipotential
means of psychological and socio- cultural factors that were evenly supported by some of their
personal constituents as well. The primary data analysis has together stated some affiliated
clauses of such perceptions with enormous ballot of the responders with different alternatives of
price range, marketing components and promotional means of the firms.
However, the last objective of the research was “To determine those influential factors
that largely impact upon the students at the time of buying laptops”. It was backed up by the
above achieved objective of the investigation with a supportive context of both primary and
secondary data analysis. The primary research has hereby evidenced price and promotional
means like discount offers to be the substantial elements that affects their purchasing decisions
while buying laptops. The secondary data with an analogous depiction have also mentioned these
two means as the most persuasive sources of attracting the potential buyers. It has also specified
an additive procedural of marketing to fetch a liable interest of the users to purchase a particular
commodity.
Moreover, these investigations have also provided a guiding approach to the laptop
dealers and sellers where they should stringently focus upon such authoritative means before
producing their goods and services. This will not only enhance their static state of productivity
but will also help them to perform in a considerable manner with an accredited tool of
competitive advantage.
5.3 Recommendations
This is mainly on basis of the above explicated conclusion that has framed varied
recommendation for the laptop entities to amend their work procedurals by clearly determining
such influential factors that directly impacts upon the buying behaviour of consumers. It is

especially laid down on the basis of above collected data by both the means of primary and
secondary data methods. This will not only improve the work practices of the ventures but will in
turn result into an enhanced ratio of profitability with increased sales and revenues. Below
delineated are some valid recommendations rendered to all the cooperation's with a
correspondent outlook of their products and services:
 As per the present accumulation of data, it has been determined that a large number of
students are well aware of the buying behaviour of a consumer while purchasing a
peculiar product that directly impacts upon their decisions as well. It is therefore
important for the laptop dealers and sellers to work into a configured manner where they
will together conduct a primary survey for analysing such influential means of their
respective buyers.
 However, the conducted study has defined about two such prominent means of pricing
and promotional activities by the establishments that largely attract the potential buyers
for purchasing their products. This has depicted the organisations to work with a strategic
approach of marketing their goods and services where they can also attain a competitive
advantage through it.
 Another pivotal recommendation is to use some effective means of social media for
promoting the products and fetch a liable interest of the users towards it. This is mainly
due to an active participation of youths in today's generation where they are thoroughly
engaged in such online activities. With reference to which, it is therefore important for
the ventures to opt for such beneficial means of marketing for attracting more number of
buyers towards them.

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APPENDIX 1: Questionnaire
QUESTIONNAIRE
Demographic Information
 Name: ___________
 Gender: __________
1. Age:
 18 to 22 years
 22 to 25 years
 25 to 28 years
2. What are you pursuing from Chester University?
 Elementary Education
 Vocational Education
 A Level / GCSC
 Bachelor Degree Master’s Degree or Higher
Information & Awareness
3. From where do you mostly prefer to buy the laptops?
 Online
 Stores and Retail Outlets
 Both
4. Which brand of laptop will you prefer to buy?
 Apple
 Dell
 Sony
 Samsung
 HP
5. What do you understand by the buying behaviour of a customer while purchasing a
product?
 Satisfy the needs and demands of the users.
 Reflects the latest ongoing trends into the market.

 All of the above.
6. From where do you refer to take valid information about laptops before purchasing it?
 Advertisement on TV
 Internet and social media
 Promotional activities of the enterprises
 Friends and relatives
 By considering reviews of existing users
7. What are the factors that influence your buying behaviour?
 Social factors
 Psychological factors
 Personal factors
 Marketing
 Cultural factors
8. What is the most important consideration of yours while buying a laptop?
 Price range
 Features
 Brand
 After sale services
 Reviews by existing users
9. Does price is regarded as one of the most important factor which influences your
purchase behaviour?
 Yes
 No
10. You are attracted towards companies offering additional discount on laptops ?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
11. What are the main features you consider most important while purchasing laptop?
 Processor speed

 Speaker
 Guarantee and warranty
 Memory and hard disk
12. How much amount do you prefer to spend while purchasing laptop?
 £350 - £449
 £450- £750
 Over £750
13. Do you prefer to take advice of your friends while purchasing laptop?
Yes
No
14. Which brand in the market provides you value for money experience?
 Dell
 HP
 Samsung
15. Laptops are purchased on the basis of recommendations of family members?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
16. Do you prefer to access information regarding new laptops launched in the market?
 Yes
 No
17. After sale service is also considered as important factor while purchasing laptop through
any medium?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
18. Advertising techniques and other modes of promotion attracts you towards specific

brand of laptop?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
19. What is the most significant source you consider while purchasing laptop?
 TV advertisement
 Magazine
 Laptop finance companies
 All of the above
20. What kind of facilities do you expect from laptop dealer?
 Quick service
 Discount on accessories
 Home delivery
 Instalment payment method21. Any additive information you would like to share with reference to the buying behaviour
of scholars while purchasing laptops, then you can mention it over here.
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_________________________________________________________________________
APPENDIX 2: PERSONAL INTERVIEW
Question: Any additive information you would like to share with reference to the buying
behaviour of scholars while purchasing laptops

Respondent # 1: At the time of purchasing laptop brand is considered to be one of the most
crucial factor which influences purchase decision. Further, different brands are being compared
and the one which provides value for money experience is being preferred.
Respondent # 4: While purchasing any type of laptop price is considered as one of the most
important factor and prices of different brands are being compared in order to purchase the most
suitable product.
Respondent # 6: Quality is one of the most crucial factors which influence purchase decision.
Generally it is ensured well in advance that quality of product meets expectations and this
becomes one of the main reasons behind purchasing product.
Respondent # 9: While purchasing laptop past experience along with attribute present in the
product is considered as one of the most significant factor while purchasing laptop. Further, this
factor supports them in influencing purchase behaviour.

APPENDIX 3: STATISTICS
EXCEL
Age:
18 to 22 years 15
22 to 25 years 10
25 to 28 years 5
What are you
pursuing from
Chester University?
Elementary
Education
2
Vocational Education 4
A Level / GCSC 6
Bachelor Degree 8
Master’s Degree or
Higher
10
From where do you
mostly prefer to buy
the laptops?
Online 15
Stores and Retail
Outlets
10
Both 5
Which brand of
laptop will you

refer to buy?
Apple 10
Dell 5
Sony 8
Samsung 2
HP 5
What do you understand by the buying
behaviour of a customer while purchasing a
product?
Satisfy the needs and demands of the users. 10
Reflects the latest on-going trends into the
market.
15
All of the above. 5
From where do you refer to take valid
information about laptops before
purchasing it?
Advertisement on TV 8
Internet and social media 7
Promotional activities of the
enterprises
5
Friends and relatives 8

By considering reviews of existing
users
2
What are the
factors that
influence your
buying behaviour?
Social factors 5
Psychological
factors
8
Personal factors 5
Marketing 10
Cultural factors 2
What is the most
important consideration
of yours while buying a
laptop?
Price range 10
Features 4
Brand 3
After sale services 10
Reviews by existing
users
2
Does price is
regarded as one of
the most
important factor

which influences
your purchase
behaviour?
Yes 25
No 5
You are attracted
towards
companies
offering additional
discount on
laptops?
Strongly agree 11
Agree 12
Neutral 5
Disagree 2
Strongly disagree 0
What are the main
features you consider
most important while
purchasing laptop?
Processor speed 12
Speaker 8
Guarantee and
warranty
7
Memory and hard
disk
3

How much
amount do you
prefer to spend
while purchasing
laptop?
£350 - £449 15
£ 450- £750 8
Over £ 750 9
Do you prefer to take advice
of your friends while
purchasing laptop?
Yes 25
No 5
Which brand in
the market
provides you
value for money
experience?
Dell 20
HP 7
Samsung 3
Laptops are
purchased on the
basis of
recommendations
of family