Consumer Behaviour and Marketing Psychology of HP Laptops

This survey focuses on the customer behaviour at the time of purchasing HP Laptops. The survey instrument is developed through Survey Monkey tool. The survey questions are designed to collect responses so that purchasing behaviour of the customers can be evaluated.

Running head: HP Laptops
CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY

HP Laptops
Table of Contents
Purpose.................................................................................................................................. 1
Development of the survey instrument...................................................................................1
Administration process...........................................................................................................1
Data Analysis......................................................................................................................... 2
Key findings............................................................................................................................ 3
 Attitude........................................................................................................................ 4
 Motivation....................................................................................................................4
 Consumer perception..................................................................................................4
 Group and individual differences.................................................................................5
 Culture......................................................................................................................... 5
 Family and lifestyle......................................................................................................5
References............................................................................................................................. 7
Appendices............................................................................................................................ 8
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Purpose
The Purpose of doing the survey is to focus on the customer behaviour at the time of
purchasing the products. The survey will be conducted on “HP Laptops” and the key
motive behind conducting the survey is to having proper understanding about the
purchasing pattern of the customers.
Development of the survey instrument
Survey money is best survey instrument tool which is used to collect the responses
in reference to HP laptops. The survey is designed through survey money tool as it
helps in collecting correct and authentic responses.
With the help of survey monkey tool, it is easy for the respondents to share their
opinions and also reliable results are collected. The objective of the survey questions
is to collect the responses so that purchasing behaviour of the customers can be
evaluated.
Administration process
The survey is based on the 10 questions that will help to collect the responses of the
customers in reference to buying behaviour towards the HP laptops. The initial stage
of designing the survey is to frame 10 questions which will be answered by the
respondents.
After designing the questionnaire, the survey will be shared with the audience
through Survey Monkey and by opening the link; the respondents can easily give
answer to the questions. The responses are collected from the 15 respondents
which will help to evaluate the buying behaviour of the individuals.
15 respondents will give response of the questions by opening the link of survey
money questionnaire which is shared with them. On the basis of the response given
by 15 respondents, data analysis will be done.
Data Analysis
Q1. Have you purchased HP laptop?
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By doing survey, it can be examined that there are 80% of the respondents who said
yes as they have positive perception towards purchasing of the product and there
are only 20% of the respondents who said that they do not use HP laptop.
Q2. Which one is your preferred laptop brand?
In reference to the survey, there are 40% of the respondents who prefer HP laptops,
33.33% prefer Dell laptops, 20% prefer Apple laptops, 6.67% prefer Microsoft and
0% prefer Sony laptops.
Majority of respondents said that they prefer to purchase HP laptops due to good
brand image and this has positively impacted the purchasing behaviour of the
customers.
Q3. What factors you consider at the time of buying HP laptops?
By referring to the survey, it is evaluated that 40% of the respondents said that they
consider feature at the time of purchasing HP laptop, 26.67% said that they consider
style, 20% said that they consider price and 13.33% said that they consider brand
image.
Q4. The preferred brand was selected because of?
By analysing the survey, 53.33% said that they selected preferred brand because of
price, 33.33% said that due to light weight and 13.33% prefer because of the colour
options.
Q5. Have you used any other brand apart from HP?
By seeing the survey, there are 80% of the respondents who agreed and said yes, in
reference of using other brand and 20% of the respondents said no.
So, Majority of the respondents said that use the other brands as well apart from the
HP laptops, so it can be seen that customers have the wide range to select from.
Q6. From where did you get the information related to HP laptops?
According to the survey, majority of the respondents 46.67% said that they availed
the information from friends and relatives, 40% said attained information from social
sites, 6.67% from Magazines and 6.67% from Hewlett Packard store.
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But in this case, it is seen that majority of the people got the information from their
relatives.
Q7. Which feature of HP Laptops attracts you?
Through survey, it is seen that 53.33% of the respondents are attracted due to
product feature, 26.67% due to price, and 13.33% due to style and at last 6.67% of
the respondents are attracted because of the customer support service.
Q8. Factor that influence your buying decision?
It is examined that from the factors related to features, price, advertisement and
quality, 40% of the respondents buying decision is influenced by the factor related to
features, 33.33% because of price, 13.33% due to advertisement and 13.33%
because of quality.
Q9. What is the purpose of using HP laptop?
There are different purposes related with using the HP laptops. It is analysed through
survey that 46.47% of the respondents said that they use HP laptop for their
personal use, 33.33% said that they use it for official purpose and 20% said that they
use it for educational purpose.
Q10. Why do you think HP laptop is more popular than other brands?
Through survey, HP laptop is more popular because of brand image as it has been
said by 46.67% respondents, 33.33% said due to marketing and sales, 20% said that
due to design and 0% said that due to price. So, majority of respondents said that
HP laptops are famous because of the brand image.
Key findings
The key findings will be based on the themes as it will help to analyse the customer
buying behaviour in reference to HP laptop.
 Attitude
It is noticed that the primary attitude of the customers is positive in reference to HP
laptops as there are majority of the people who purchased HP laptop, so by this it
can be said that there are many customers who have a positive attitude towards the
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product. But still, it is necessary for the company to focus on grabbing large market
area network.
It is recommended that company should emphasize on doing promotions and should
consider the strategy related to word of mouth. The strategy that will be used by the
company will help to motivate the other customers who have not purchased the
product and also on the other hand the company can emphasize on maintaining
customer support service.
 Motivation
It has been examined that motivation is one of the important aspect that can
influence the customer buying decision in relation to HP laptops. It is seen that the
key motivation in reference to HP laptop can be discounts and offers that should be
given as it can help in boosting the sales but there are many customers who are
familiar with the brand.
So, in this it is recommended for the company to focus on giving discounts and offers
to the customers so that they can be motivated towards the product ( Oyserman and
Schwarz, 2017). It will also help in changing the mind-set of the customers in
reference to the HP laptops.
 Consumer perception
It is analysed that customer perception impacts the buying pattern. Perception is the
factor that is developed among the customers before purchasing the product but it is
in the hand of the company to change the perception of the customers (Oke et al.,
2016).
It is seen that positive brand perception is only because of advertisement or by
promotions done by company and due to this positive image is created among the
customers. So, it is recommended that company should emphasize on sales
promotion so that customer perception in relation to HP laptops can be persuade.
 Group and individual differences
In the present era, there are many customers who do not purchase any brand and
also there is evidence that group and individual difference can impact the customer
buying pattern (Yasmin, 2017).
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There are many customers who purchase the product due to the group and
individual difference. So, in this case it is recommended that company should use
word of mouth strategy to boost the sales.
In relation to cognitive appraisal theory, the company should consider anticipation
appraisal that emphasizes on future and also can elicit the emotions related with
anxiety and hopefulness.
 Culture
Culture is also considered as one of the important factor in reference to purchasing
behaviour of the customers. The culture is the factor that directly impacts the buying
decision of the customers (De Mooij, 2019).
In reference to HP laptops friends and relatives create the culture and it creates
positive culture among the people. It can be said that culture is related with the need
of the customers. In this case, it is necessary for the company to offer discounts and
vouchers at the time of offering the laptops in the market.
It will directly impact the sales of the company and will induce the customers to
purchase the product. Word of mouth can also be strategy through which the
company can create positive culture among the customers that will directly influence
the buying behaviour of the customers (Mathras et al., 2016).
In reference to this, the culture can also be maintained of company emphasizes on
the CSR activities. It is noticed that CSR activities influences the buying decisions of
the customers. So, these factors should be considered by the company.
 Family and lifestyle
In reference to family and lifestyle factor, it is noticed that it is one of the major factor
that influence the overall decisions of the customers in terms of buying. It is seen
that people purchase those products that are used by their relatives (McConnell and
Rydell,2019).
From this survey, it is seen that there are many people who got the information from
their relatives that means word of mouth is one of the strategy which is used. It is
analysed that people purchase those products that are bought by their family
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members and it is the factor that affect the buying decisions of the customers
(Warren, Barsky and Mcgraw, 2018).
Therefore, it can be recommended that to influence the buying decision of the
customers towards the products, it is important for the company to focus on giving
discounts.
The company can also promote the products through social media platform as it
directly influences the buying behaviour of the customers. Also, discounts and offers
should be offered to the families as it can influence their buying behaviour towards
the products offered in the market (He et al., 2019).
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References
De Mooij, M., 2019. Consumer behavior and culture: Consequences for global
marketing and advertising. SAGE Publications Limited.
He, W., Zhang, W., Tian, X., Tao, R. and Akula, V., 2019. Identifying customer
knowledge on social media through data analytics. Journal of Enterprise Information
Management, 32(1), pp.152-169.
Mathras, D., Cohen, A.B., Mandel, N. and Mick, D.G., 2016. The effects of religion
on consumer behavior: A conceptual framework and research agenda. Journal of
Consumer Psychology, 26(2), pp.298-311.
McConnell, A.R. and Rydell, R.J., 2019. Implications for Understanding Consumer
Behavior. Handbook of Research Methods in Consumer Psychology, p.143.
Oke, A.O., Kamolshotiros, P., Popoola, O.Y., Ajagbe, M.A. and Olujobi, O.J., 2016.
Consumer behavior towards decision making and loyalty to particular
brands. International Review of Management and Marketing, 6(4S), pp.43-52.
Oyserman, D. and Schwarz, N., 2017. Conservatism as a situated identity:
Implications for consumer behavior. Journal of Consumer Psychology, 27(4), pp.532-
536.
Warren, C., Barsky, A. and Mcgraw, A.P., 2018. Humor, comedy, and consumer
behavior. Journal of Consumer Research, 45(3), pp.529-552.
Yasmin, A., 2017. Impact of brand image on consumers’ purchase
decision. International Journal of Research in Social Sciences, 7(10), pp.627-644.
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Appendices
Question 1
Question 2
Question 3
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Question 4
Question 5
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Question 6
Question 7
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Question 8
Question 9
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Question 10
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