Survey - Laptop Market

Survey – Laptop Market
MBA ASSIGNMENT – 984952
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Survey – Laptop Market
Table of Contents
Purpose.............................................................................................................................3
Motivation...................................................................................................................................3
Attitude & Culture........................................................................................................................4
Administration Processes...................................................................................................4
Data Analysis.....................................................................................................................6
Motivation...................................................................................................................................6
Attitude & Culture........................................................................................................................7
Key Findings.......................................................................................................................9
Bibliography....................................................................................................................10
Appendix.........................................................................................................................12
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Survey – Laptop Market
Purpose
The contemporary business world is highly complex and competitive. The spread of
globalisation and liberalisation has had a huge impact on the global market and has brought a
large number of changes in consumer buying preferences. Consumers are faced with so many
choices in the market that business organizations are carrying out millions of researches
every day, in order to identify the factors what have an impact on the buying behaviour of the
consumers.
The laptop market is one market that experiences high number of customers every day
because people from all walks of life i.e. business, education, employees, etc. require a laptop
to do most of their tasks. This report has been prepared to conduct a research/survey on the
factors that play a role in consumer buying decision while purchasing a laptop. Survey
monkey, one of the top websites that assists in preparing questionnaires, has been used to
design a questionnaire comprising of 10 questions that would try to analyse the attitude,
perception, culture, motivational factors, that influence a consumer’s purchase decision while
buying a laptop. A total of 15 responses will be used to carry out this research.
Development of a survey instrument
As discussed above, the survey questionnaire had been prepared through Survey Monkey,
which is an online website that provides multiple tools and strategies to carry out a survey. A
total of 10 questions were used to analyse different consumer attributes that influenced their
purchase decision and buying behaviour. The main areas that were targeted to be studies
through the survey questionnaire were motivation, attitude and culture.
Motivation
Motivation, in the field of consumer behaviour, is defined as a psychological force that drives
an individual to develop a need and identify a course of action that would help him or her in
satisfying that need (Consumer Behaviour , 2011). Motivation is generally considered to exist
as a result of an unsatisfied need. The questions that were targeted at identifying the factors
that motivated the respondents to make a purchase decision were the 1st, 2nd, 8th, 9th and the
10th question.
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Survey – Laptop Market
Attitude & Culture
In the field of consumer behaviour, attitude is defined as a collection of beliefs, feelings and
behavioural intentions that a person has towards an object, a brand or a retail store. The
global market has been experiencing a huge shift in the consumer attitude since the time
when technology boomed up and offered online markets (Le Roux & Maree, 2016). The
questions that were targeted at identifying the attitude of the consumers towards the product
or the source of purchase were the 3rd, 4th, 5th, 6th and the 7th question.
Culture, in the field of consumer behaviour, is defined as the set of values, beliefs and
customs that direct the behaviour of individuals and influences their purchase decision. The
study of culture in the field of consumer behaviour is considered to be important because
business organizations can increase their sales by gaining a deeper sight into the values,
beliefs and customers that govern the purchase decision of their target market.
Administration Processes
The survey questionnaire was prepared through Survey Monkey and a week’s time was fixed
for receiving feedbacks from different sources. The survey questionnaire was published on
multiple websites that specialised in getting responses from consumers. In a week’s time, 15
responses were received through online resources and referrals, which was then finalised to
study the desired goals. The research was based on random sampling technique as the
responses received were from random consumers.
The responses received from random consumers were helpful in gaining a deeper insight into
the effect of motivation, culture and attitude on consumers who had recently purchased a
laptops through different sources. The results of the survey questionnaire, in terms of number
of times a same answer was received, is given below:
1. Why did you buy a new laptop?
This if my first laptop - 2
My old laptop broke down - 10
My old laptop is outdated - 3
2. Did you get an exchange offer for your old laptop?
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