Factors Affecting Consumer Choice

Running head: FACTORS AFFECTING CONSUMER CHOICE
Factors Affectıng Consumer Choıce
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FACTORS AFFECTING CONSUMER CHOICE 2
Table of Contents
Abstract............................................................................................................................................2
Introduction......................................................................................................................................2
Analysis...........................................................................................................................................2
Respondent (5).............................................................................................................................2
Respondent 2...............................................................................................................................3
Respondent 1...............................................................................................................................3
Three questionnaires/respondents as the target for analysis............................................................3
Problem recognition.........................................................................................................................4
Information search...........................................................................................................................4
Factors that influenced the choice of their laptops..........................................................................6
The Economic States of the buyer...................................................................................................9
Conclusion and Recommendations..................................................................................................9
List of References..........................................................................................................................11

FACTORS AFFECTING CONSUMER CHOICE 3
Abstract
The swift changes in the IT sector along with improved competition and merger in the
marketplace, direct both learners and experts to give full consideration to the consumers buying
decisions in the portable computer sector, for instance, laptop. Laptops are largely used in many
institutions, and their sales have increased at a high level. Its portability is one of the main
reasons why people are buying it at higher rate worldwide. This study seeks to develop a better
comprehension of the factors that influence the customer’s choice when buying a laptop. On the
other hand, it also gives the information on the various stages of the buying process, types of
consumer behavior and finally factors affecting the choice of laptops.
Introduction
Consumer purchasing behavior is the total of a customer’s approach and attitudes,
preferred product and conclusion concerning the customer’s behavior in the market when buying
an item. Similarly, buying behavior means the buying habit of the last consumers who purchase
the product for individual consumption. This is an indication that purchasing behavior is a
mental procedure which is composed of actions taken to while buying and using a certain good.
The information search opens up the podium available alternatives for the specific need.
Analysis
Respondent (5)
First and foremost, as discussed below, certain factors affect the choice of laptops in this
case. The respondent for the questionnaire is a masters holder and a company Director. He is old
enough to make a wise decision on the choice. Again, she is under no influence nor pressure on

FACTORS AFFECTING CONSUMER CHOICE 4
which type of laptop to buy. She has a good income as well. All these factors indicated
influences the choice of a laptop. The respondent has little use of laptop and therefore went for
the cheapest and less performing laptop based on the specification. Her age may be a
contributing factor in the specification and the work she intends to do with the laptop. From the
look of the thing, it appears that the work she is planning to do with the laptop is not that
technical based on the specifications indicated on the gadget.
Respondent 2
Respondent is a young female, who works as a flight attendant. He profession involves a
lot of traveling and therefore might not find enough time to use her laptop. However, she is still
young and may want to pursue further studies, and that indicates she needs a durable laptop with
a warranty. Based on assumptions of the youths, she will use the laptop to do various roles, and
that requires a laptop with good features like the option she has chosen. She is earning good
amount, and therefore she went for a fairly priced laptop.
Respondent 1
The respondent is a teenage student at the university level (2nd year). That is an
indication that he has no much use of the laptop and the features do not need to be that of quality.
He has little income and therefore cannot spend on an expensive laptop compared to others; this
is the main reason for him settling on the cheapest laptop on the options.
Three questionnaires/respondents as the target for analysis
In the most parts of the questionnaires, the customers were asked whether they had a
workstation or not, and the individuals who had a PC were permitted to keep on resting of the