Consumer Behavior and Marketing Psychology

This survey investigates and evaluates the purchasing behaviour for the product that is Acer laptop. The survey is evaluated once minimum of the 15 responses has been received which is further used for research and understanding the behaviour of customers.

Consumer Behavior and Marketing Psychology
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Contents
Purpose............................................................................................................................................2
Instrument for survey.......................................................................................................................2
Administration processes.................................................................................................................2
Data Analysis and Key Findings.....................................................................................................2
References........................................................................................................................................9
Appendix........................................................................................................................................11

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Purpose
The goal behind conducting the survey is to investigate and to evaluate the purchasing behaviour
for the product that is Acer laptop.
Instrument for survey
The research shows why the customer decides to purchase Acer Laptop that is examined with the
help of free online instrument that is Survey Monkey. The tool of survey monkey is effective as
it provides the accurate and reliable results that are further used to investigate the buying
behaviour of product.
Administration processes
The administration process shows the formation of the questions for the survey that are linked
with different consumer perception, attitudes, motivation, group and individual differences that
makes them to purchase product. Then, the survey of 10 questions is sent to different
respondents who will share their responses for Acer Laptop. The survey is evaluated once
minimum of the 15 responses has been received which is further used for research and
understanding the behaviour of customers.
Data Analysis and Key Findings
The results of survey are analysed below -

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Q1. Do you have a laptop?
Answer Choices Responses No. of Responses
Yes 75.00% 12
No 25.00% 4
Total 100% 16
From the above table, this can be said that 75% people have an Acer laptop, which meets their
needs. The purchase decision is generally made by the customers because of the present
workplace needs (Rajan, 2018). Along with this, it has been found that workplace makes the
people to travel which makes the customer to make the purchase decision. Thus, this makes the
customers to switch from the personal computer to the use of laptop. However, it has been found
25% people are there who do not have Acer laptop.
Q2. Who gave you the primary idea regarding the purchase of Acer laptop?
Answer Choices Responses No. of Responses
My colleagues 26.67% 4
Family 20.00% 3
Friends 13.33% 2
Corporate websites 33.33% 5
Dealers 6.67% 1
Total 100% 15
From the above table, this can be analysed that every customers made their decision because they
are influenced or motivated for that product (Saleem, Ghafar, Ibrahim, Yousuf and Ahmed,
2015). It is found in the survey that customers are influenced due to different reasons. It is
analysed that corporate websites with 33.33% is major source that have given the purchase idea
for the Acer Laptop as per the survey of customers. It is observed that at the workplace most of
the employees are influenced by colleagues with 26.67%, which is clear from the survey.

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Q3. Have you conducted the online or offline research to get the details for a laptop?
Answer Choices Responses No. of Responses
Yes 93.75% 15
No 6.25% 1
Total 100% 16
From the table, it has been found that customer decisions are based on their research. It can be
said that every person make the research while taking the decisions about the purchase of
product (Chander and Raza, 2015). It has been found that 93.75% person conduct the online or
offline research to get all the information or details for the laptop. There are only 6.25% people
who do not conduct research for Acer laptop though online or offline mode. The information of
the details is one of the major factors that can influence the customer behaviour towards the
purchase.
Q4. Which factor or quality of Acer laptop influenced you the most to purchase it?
Answer Choices Responses No. of Responses
Display 13.33% 2
Performance 46.67% 7
Features 40.00% 6
Design 0.00% 0
Total 100% 15
It has been found that purchase of the laptop might be influenced due to the factor or quality,
which is, makes most of the people to purchase it. It has been found that performance that is
46.67% is one of the major factors that will be influence the customers to purchase the Acer
Laptop. Along with this, it has been found that survey shows that approx. 40.00% people are
influenced by the feature of Acer laptop. The features of the laptop include the lightweight

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laptop, which is majorly preferred by the employees at their workplace (Dhal, 2015). Further,
13.33% people believe that display is the reason due to which they purchase the Acer laptop.
Q5. Have you compared Acer with other brands?
Answer Choices Responses No. of Responses
Yes 73.33% 11
No 26.67% 4
Total 100% 15
It is every essential to understand the customer behaviour before they make the purchase (Li,
Lan, Liu and Yang, 2017). It has been found in the survey that approx. 73.33% people conduct
the comparison between the brands. This shows that they compare the Acer laptop with the other
brands to get the best results out of it. However, also 26.67% people do not compare, as they are
aware about Acer as brand.
Q6. What is the major attraction of Acer laptop over its competitors?
Answer Choices Responses No. of Responses
Good price 20.00% 3
Performance 53.33% 8
Features 13.33% 2
Durability 13.33% 2
Others 0.00% 0
Total 100% 15
In the survey, it is found that 53.33% people believe that performance is the reason due to which
they purchase the Acer laptop over its competitors. However, 20.00% people say that the price of
Acer laptop is very good which makes them to purchase the product. On this, 13.33% and
13.33% people have responded saying that features and durability of the laptop has the equal
important and they find it good while comparing it with the competitors.

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Q7. According to you, who is one of the major competitors of Acer Laptop?
Answer Choices Responses No. of Responses
Dell 56.25% 9
Hewlett-Packard (HP) 31.25% 5
Toshiba 12.50% 2
Others 0.00% 0
Total 100% 16
In the competitive world, the purchasing behaviour of the customers changes due to high number
of competitors available in the market (Solomon, Russell-Bennett, and Previte, 2012). In the
survey, it has been found that 56.25% people believe that dell is one of the major competitors of
Acer in the market. However, on the same time 31.25% people say that HP is the major
competitor of Acer laptop that can bring the changes in the consumer behaviour of the
customers. On the same time, 12.50% people said that Toshiba is competitor of Acer Laptop.
Q8. What technical reasons contributed enough to change your perception towards Acer
from their competitors?
Answer Choices Responses No. of Responses
Latest processor 62.50% 10
Pixel Resolution 31.25% 5
Others 6.25% 1
Total 100% 16
The perception of the consumer towards the purchase of the Acer laptop from their competitors
is one of the major factors that are required to consider (Sharma, 2014). It has been found
62.50% people show their responses for the latest processor of the Acer which makes it more
attractive and can contribute in changing the decision of the customers. On the other hand,

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31.25% people say that Pixel Resolution of the Acer laptop makes the customers to purchase the
laptop. The remaining people with 6.25% still think for some other feature.
Q9. How you would rate your level of satisfaction with your Acer Laptop performance?
Answer Choices Responses No. of Responses
Very Satisfied 18.75% 3
Satisfied 25.00% 4
Neutral 43.75% 7
Dissatisfied 12.50% 2
Very Dissatisfied 0.00% 0
Total 100% 16
From the above table, this can be said that 43.75% people say that they are neutral for the level
of satisfaction with their Acer performance. Along with this, it has been found that 25.00%
people say that they are satisfied with their Acer Laptop. Further, 18.75 say that they are very
satisfied with the performance of the Acer laptop. This shows that most of the people agree with
the fact that they are satisfied with the Acer performance, which means performance of laptop, is
essential element to be considered while making the purchase decision (Gunter and Furnham,
2014). However, it has been found 12.50% people who think that they are dissatisfied with the
performance of Acer laptop.
Q10. Would like to recommend the purchase of Acer laptop to others?
Answer Choices Responses No. of Responses
Yes 75.00% 12
No 25.00% 4
Total 100% 16
The purchase decision leads to the experience of the customers with the product, which makes
them to change their perception towards the product (Gunter and Furnham, 2014). It has been

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found in survey that 75.00% people would like to recommend for the purchase of the Acer laptop
to others. However, it has been found still 25.00% people who would not like to recommend for
purchase of Acer laptop to other. This might happen because they did not have the good
perception towards the Acer laptop that stops them to make the purchase.

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References
Chander, S. and Raza, M. (2015) Consumer Buying Behaviour: A Comparative Study of Male
and Female Users of Electronics. Abasyn University Journal of Social Sciences, 8(1).
Dhal, S.K. (2015) A Study of Consumer Buying Behavior and Perception Towards Laptops in
Orissa. Growth, 2, p.2Q12.
Gunter, B. and Furnham, A. (2014) Consumer profiles (RLE Consumer Behaviour): An
introduction to psychographics. Routledge.
Li, J., Lan, Q., Liu, L. and Yang, F. (2017, May) Consumer Stated Preference for Acer Laptop
from Online Reviews. In WHICEB (p. 20).
Rajan, A.P. (2018) A study on the various optimal factors that influences the buying behaviour
towards laptop with reference to college students. IJAR, 4(10), pp.424-427.
Ramya, N. and Mohamed Ali, S.A. (2016) Factors affecting consumer buying
behavior. International journal of applied research, 2(10), pp.76-80.
Saleem, A., Ghafar, A., Ibrahim, M., Yousuf, M. and Ahmed, N. (2015) Product perceived
quality and purchase intention with consumer satisfaction. Global journal of management and
business research.
Sharma, M.K. (2014) The impact on consumer buying behaviour: Cognitive dissonance. Global
Journal of Finance and Management, 6(9), pp.833-840.
Solomon, M., Russell-Bennett, R. and Previte, J. (2012) Consumer behaviour. Pearson Higher
Education AU.

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Appendix
Link for survey:
https://www.surveymonkey.com/analyze/KMPWnwM4LNTtFhMnMx0Q5esKLDKY2A81X_2F
yaGnQJvPo_3D

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