Consumer Behavior Report: Analyzing Laptop Choices & Marketing

This report analyzes the consumer behavior of three respondents regarding their laptop purchasing decisions, utilizing personality and demographic theories. The analysis reveals how factors like personality traits (based on the Big Five theory), age, gender, income, and cultural background influence consumer choices. The report examines the respondents' evaluation criteria for laptops, highlighting the importance of factors like price, weight, memory, and processor. Furthermore, it provides recommendations for marketers of Dell Inspiron 15 7000 Gaming, suggesting the use of instrumental conditioning and cognitive learning theories to attract more customers by emphasizing product benefits and incorporating additional features. The report concludes that understanding both personality and demographic factors is crucial for effective marketing strategies.

Consumer behavior
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Table of Contents
Introduction.................................................................................................................................................2
Analysis of consumer behavior of respondent 1..........................................................................................2
Analysis of consumer behavior of respondent 2..........................................................................................3
Analysis of consumer behavior of respondent 3..........................................................................................4
Recommendations.......................................................................................................................................5
Conclusion...................................................................................................................................................6
References...................................................................................................................................................7
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Introduction
The purpose of this paper is to analyze the consumer behavior of three respondents on
purchasing a laptop on the basis of theories of personality and demographics. Furthermore, it will
also discuss how marketers can attract more customers towards Dell Inspiring 15 7000 Gaming
using learning and memory theories.
Analysis of consumer behavior of respondent 1
On basis of personality theory
According to Big Five personality theory, personality traits of a person plays a significant role in
influencing the product choice of a person (Cisek, Sedikides, Hart, Godwin, Benson &
Liversedge, 2014). It can be seen that the respondent is an introverted and a fairly moody person.
It can be also be seen from the responses that he is open to experience new things and
sympathetic to others. However, he lacks in carefulness and efficiency. Price of the product has
played a significant role in his decision-making process about purchasing the laptop. Weight and
warranty of the laptop have little influence on his choice of the product. According to him, the
price of the first and second laptop is very good compared to others. Similarly, he has evaluated
the given products on the basis of other evaluation criteria like a processor, memory, screen etc.
On evaluating all the available products, he has chosen Dell Inspiron 15 7000 Gaming as his
preferred laptop. According to Solomon, Dahl, White, Zaichkowsky & Polegato, (2014), mainly
three of his personality traits have influenced his behavior. The respondent is open to experience
new things which has played a significant role in his decision-making process. The laptop comes
with advanced features which makes it easy for him to experience new things. He has chosen this
brand as Dell is the most trusted brand in the market.
On the basis of a theory of demographics
Demographic factors like age, ethnicity, gender, family situation, personal and family income
etc. all play a significant role in defining the behavior of the consumer (Buettner, 2017). In this
case, the respondent is a 19 years old male student who is currently studying at the university. He
is also doing some casual work alongside studying. His marital status is single and generally, he
is able to make his own decisions regarding laptops. The ethnicity of the respondent is Korean
and the family income before tax is 29,700 to dollars. In the words of Soto, (2015), mainly there
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are four demographic factors which play a crucial role in defining the behavior of the consumers.
These are age, gender, income and education of the consumer (Harmeling, Moffett, Arnold &
Carlson, 2017). As the respondent is young, his lifestyle needs are generally related to his studies
alongside fun and movies. His chosen laptop will be able to meet all the demands of his lifestyle.
He has made his decision regarding the product based on the utility of the product. As he is
single, he is at liberty to make his own decisions regarding the laptop.
Analysis of consumer behavior of respondent 2
On the basis of personality theory
From the results of the survey, it can be said that the respondent 2 is an extrovert and a moody
person. She is also an extremely efficient and organized person. A personality of a consumer
plays a significant role in their purchasing decisions about the products. The consumer is also
open to experience new things and sympathetic to others. She has given the highest preference to
the weight of the laptops to ensure the functionality of the product. She wants a laptop which will
be lightweight, efficient and able to provide its service to her for a longer period of time. The
fourth laptop or Dell XPS 13 is the product chosen by her. As per Turkyilmaz, Erdem & Uslu,
(2015), an extremely organized consumer will focus on the efficiency and functionality of the
product. She fits this category, she has given preference to the functionality of the product.
Despite being an extrovert, she is careful to choose a product within a medium range of price.
She has evaluated the fourth option on the basis of its price, weight, screen, processor and its
memory (Tomporowski, P., Pendleton & McCullick, 2017). She has given a positive feedback on
the all five evaluation criteria about the product except the evaluation criteria of a price.
On the basis of a theory of demographics
The purchasing behavior of a consumer depends on some demographic factors like age, gender,
income, family situation etc. The choices of young consumers differ from the choices of aged
consumers. In this case, the consumer is young and she is working as a flight attendant. She is
able to make her own decisions based on the product description. In the words of Zeugner-Roth,
Žabkar & Diamantopoulos, (2015), the ethnicity of the consumer also plays a significant role in
defining the purchasing behavior of a consumer. The consumer is from Australian background.
Australian consumers prefer to choose products with higher value and higher efficiency,
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compared to consumers from other ethnic groups. In this case, she has also chosen a laptop with
high value, efficiency, and functionality (Bower & Cohen, 2014). Marital status of a person also
influences their purchasing behavior (Menon, Bharadwaj, Adidam & Edison, 2015). Consumers
in a relationship generally do not rush their decisions regarding the product, unlike the single
consumers. In this case, she has chosen a product which may have a higher price but comes with
high functionality. Education helps the consumer to make correct and informed choices about a
particular product. She has a bachelor degree which helps her to make rational decisions for her
benefit.
Analysis of consumer behavior of respondent 3
On the basis of personality theory
A purchase done by the consumer is a reflection and an extension of their own personalities. A
consumer generally likes to choose a product which will meet their demands and fit into their
lifestyle. According to the survey, the third respondent is an extrovert and moody person, similar
to the previous respondent. He is also very moody and open to the concept of experiencing new
things in his life. The customer has given maximum preference to the memory of the laptops
while evaluating them during the survey. Screen and processor of the laptops are the second most
important evaluation criteria according to him. According to Pappas, (2016), it can be said that
this respondent is not a very organized and efficient person. He has chosen this particular laptop
because its functionalities meet his personality and lifestyle needs. His personality needs to have
a product which can provide great functionality to him at all times (Ashby & Valentin, 2017). A
laptop with sufficient memory will serve his purpose and he will be able to do his work with
convenient ease. He is not an efficient person, but this laptop will help him to do his work
efficiently. These are the reason behind him choosing Dell Inspiron 17 5000 among all other
products.
On the basis of a theory of demographics
The demographic data from the survey shows that this respondent is an American male, whose
age is 38 years. He is a divorced person and he works as a fashion designer. HIs highest
education level shows that he has a Bachelor degree. Mainly, he is the sole decision-maker when
it comes to purchasing a laptop. His family income is sufficient which allows him to purchase
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the laptop. In the words of Lantos, (2015), education allows a consumer to make an informed
decision while purchasing. It allows them to save their income and make a right purchase. The
culture and principles of a person also have a significant role in influencing purchasing behavior
of a person. His ethnicity plays a significant role in his choice regarding the right laptop for him.
Recommendations
Marketers use learning and memory theories in order to attract more customers towards the
organization. They can use theories in various ways like classical conditioning, operant
conditioning, and cognitive learning approaches. The characteristics of the consumer for Dell
Inspiring 15 7000 Gaming laptop is that they are not usually extrovert and his mood swings from
time to time. It means that he can switch to another product depending on their mood. This
consumer is sympathetic towards others and the marketers can develop a marketing campaign to
appeal to his sympathetic nature. This customer is open to trying new things, which means the
marketer can use this while marketing their products. The marketers can use the theory of
instrumental conditioning and cognitive learning theory. Using operant conditioning, the
marketers can advertise the benefits of purchasing the laptop to their potential customers. They
can enforce it by advertising that if the laptop is not bought, then it will be a huge loss for the
consumers. As the customers are ready to try new things, they must include some additional
features in their products. They should also promote these features by using proper marketing
strategy. These consumers can be rewarded with their purchase to increase the volume of sales
and also to increase the number of customers of the product. However, using memory theory in
the marketing of products is tough, as the memory of a people lasts for a short time. However, if
the marketers display their product in every advertisement either in television, online media or
print media. It will increase the memorability of the products among the consumers, increasing
the number of sales of the product also the number of customers buying the products. These are
the ways by which the marketers can market Dell Inspiring 15 7000 Gaming among their
customers.
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Conclusion
The paper analyzes the consumer behavior of three respondents on the basis of a theory of
personality and theory of demographics. It can be concluded from the paper that both these
factors play an influential role in defining the behavior of the consumers. Furthermore, it can be
summarized from the paper that marketers can use learning and memory theories to attract more
customers.
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References
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Tomporowski, P., Pendleton, D. M., & McCullick, B. A. (2017). Varieties of learning and
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