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Assignment on Consumer Decision Process

   

Added on  2020-04-01

16 Pages4037 Words254 Views
Running head: PURCHASE SITUATIONPurchase SituationName of the Student:Name of the University:Author Note:
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1PURCHASE SITUATIONTable of Contents1. Introduction:................................................................................................................................22. Purchase situation and target market profile:..............................................................................22.1. Description of product and analysis of why the purchase is medium-high involvement:....2Description of the product-laptop:...........................................................................................2Analysis of why purchase of a laptop is medium-high involvement product:................................3High Price:...................................................................................................................................3Technical features:.......................................................................................................................4Major differences between competitor products:........................................................................4Projection of self:.........................................................................................................................5Evaluation of risks:......................................................................................................................52.2 Target market profile:................................................................................................................6Demographic:..............................................................................................................................6Behavioural:.................................................................................................................................6Psychographic:.............................................................................................................................73. Factors influencing the consumer decision making process:......................................................84. Conclusion:................................................................................................................................105. Recommendations:....................................................................................................................11References:....................................................................................................................................13
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2PURCHASE SITUATION
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3PURCHASE SITUATION1. Introduction:The aim of the assignment is to understand the consumer decision process and key factorsinfluencing consumer purchase decisions. The paper takes into account laptops to study thecustomer purchase decision making process. The assignment opens with description of laptop asproduct. It divides the total product of laptop into core, actual and augmented products. The nextpart deals with analysis of laptop as a medium high involvement product. The next section dealswith target market profile of laptops analysing it into demographic, behavioural andpsychgraphic factors. The last section deals with one factor which goes into making customerpurchase decision. The main sources of data are the secondary sources like articles, journals,books and official websites of laptop manufacturing companies. The limitation while preparingthe paper was that of time and budget. 2. Purchase situation and target market profile:2.1. Description of product and analysis of why the purchase is medium-high involvement:Description of the product-laptop:Laptop is a speciality product for consumers are ready to pay more prices. Laptop is aspecialised product, which is manufactured by multinational information and communicationcompanies like Del and HP. It comes with special specification in terms of product features likeRAM and memory. Laptops are available in the market in variety of prices; some are low-pricedwhile others are extremely expensive. The laptop as a product can be divided into three mainparts, the core product, the actual product and the augmented product (Harman et al. 2014).The core product consist of the convenience a laptop creates to a user like the user can carry it
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