MBA404: Consumer Behavior & Marketing Psychology - HP Laptops

This report presents an analysis of consumer behavior related to HP laptops, based on a survey conducted using Survey Monkey. The survey, comprising ten questions, explores factors influencing purchasing decisions, brand preference, feature prioritization, and pricing perceptions. Key findings indicate that brand image, product quality, and processor features significantly impact consumer choices. The analysis also reveals insights into brand switching behavior and the importance of affordable pricing. The report uses consumer behavior theories to explain the survey results, providing a comprehensive understanding of customer attitudes and preferences towards HP laptops in a competitive market. Desklib offers a range of similar resources for students.

2019
[Consumer Behaviour and Marketing Psychology]

Consumer behavior
Table of Contents
Purpose......................................................................................................................................................1
Development of the survey instrument..................................................................................................1
Administration process.............................................................................................................................1
Data analysis and key findings...............................................................................................................1
References................................................................................................................................................7
Appendices................................................................................................................................................8
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Consumer behavior
Purpose
The purpose of the survey is to emphasize on the overall behavior of the customers at
the time of purchasing. The analysis will be made on the HP laptops and also customer
behavior towards this product will be explained.
Development of the survey instrument
The survey is done by considering the Survey Monkey tool for collecting the responses
of the audiences. Survey Monkey is the tool that assists in gathering the authentic and
also valid outcomes about the overall results. It can be said that this is one of the
important tools focuses on collecting the relevant information with proper accuracy and
also it is one of the authentic source that create awareness about the choices and
preferences of the customers by giving the platform to conduct the research.
Administration process
The starting stage is to design the questionnaire that will consist of the 10 questions.
Then the next part was to share the survey with the audience through Survey monkey
and the questions will be presented to the audience in context to HP laptops. The
survey was collected by the 19 people and on the basis of their perception that accurate
information has been gathered by the effective medium known as Survey monkey.
Data analysis and key findings
 Question 1: Do you have a laptop?
Through the survey, it has been analyzed that there are 84.21% of the respondents
agreed and 15.79% of the respondents said no. It is analyzed that in the present
scenario, the majority of the customers have positive buying behavior of purchasing the
laptops. The majority of the people are more focused towards the use of laptops as it is
portable and accessible in nature.
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Consumer behavior
It is stated that majority of the people use the laptops because they have the
psychology of completing the task time. The use of laptop has influenced the overall
attitude of the behavior of customers as majority laptops are used for the business
purpose and also for the educational purpose.
 Question 2: What is your preferred laptop brand?
According to the survey, it is analyzed that 52.63% of the respondents prefer HP
laptops, Dell prefer 42.11%, and Sony is preferred by 5.26%. These are the overall
response given by the respondents and majority of the people selected HP laptops has
good brand image and due to this it has positively affected the purchasing the behavior
of the customers.
It has been examined that when the brand image of the company is positive then it
influences the purchasing behavior of the customers. They will give preference to the
products of the company that has a good brand image in the market. The company has
created its brand image by using the social media sites that has boosted the positive
mindset of the customers towards the services of the company (Godey et al., 2016).
 Question 3: What is the main purpose of using HP laptop (4GB RAM/64GB Hard
disk/i5-3rd generation)?
By conducting a survey, it is investigated that majority of the people use the HP laptops
for official purpose, 26.32% of the people use for educational purpose, 21.05% for
personal use, 5.26% for entertainment and 0.00% for other. By the overall evidence, it
has been seen that people preferred the laptop for their official purpose as the mindset
of the customers has been changed by seeing the different promotions given by the
company.
It is noted that company focuses on maintaining the engagement with the customer on
the social media platform which has create awareness among the people towards using
the products of the company. This has generated a positive behavior of the employees
towards the products and services of the company. So, due to promotional activities
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Consumer behavior
considered by the company the influence can be seen on the buying behavior of the
employees (Lantos, 2015).
 Question 4: Which type of feature do you prefer the most?
By analyzing the graph, it has been examined that 42.11% responded prefer the feature
of processor, 21.05% prefer RAM size, 21.05% prefer all the features and 15.79%
prefer the feature of batter backup. It has been examined that majority of the
respondents prefer the feature of processor.
Majority of the customer give first priority in reference to the attractive feature related
with processor and also it has influenced the customers to prefer the HP laptops in
comparison to the other laptops because of the best feature related to processor. So, it
can be said that it is one of the best feature that has influenced the overall behavior of
the customers towards the services and products of the company (Mathras et al., 2016).
 Question 5: Your buying decisions can be influenced by?
By analyzing the graph, it has been observed that 47.37% of the respondents buying
decisions are influenced because of the quality products. 26.32% decisions are
influenced due to price, 21.05% decisions of the respondents are influenced by features
and 5.26% of the decisions are influenced by the advertisement.
These all the factors due to which the customer buying behavior has been influenced
but quality is one of the factor that has mainly influenced the buying behavior of the
customers. By this evidence, it can be said that quality plays a great role and impact the
purchasing behavior of the customers towards the products and services offered by the
company in the competitive market. Also, there is high level of competition so the
majority of the customers focus towards the good quality products and services
provided in the market. HP Company has focused towards managing the quality of the
products offered in the market so that it could be easy to maintain the large market
share in the competitive market (McConnell and Rydell, 2019).
 Question 6: What are the attributes you prefer while purchasing the HP laptops?
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Consumer behavior
Through the graph, it is analyzed that 47.37% of the respondents said that they prefer
the HP laptops because of the brand image, 31.58% of the respondents stated that they
prefer the product for features, 10.53% prefer for style and 10.53% prefer for
affordability and 0.00% prefer for audio and visual quality.
Most of the people said that brand image is important at the time of purchasing the
products. Brand image of the customers has influenced the purchasing behavior of the
customers and also impacted the sales of the company in the competitive market. In the
highly competitive market, the customers are influenced by the brand image (Oke et al.,
2016).
 Question 7: You like your preferred brand because it is?
It is said that 52.63% of the respondent said that they prefer the brand because of the
light weight, 26.32% prefer for compact feature, 15.79% prefer for sleek feature and
5.26% selected for the color options. These are the factors that states that the customer
buying behavior is influenced due to light weight feature of the company.
It is one of the best feature that attract the customers towards the services and
products of the company. In the highly competitive market the customers prefer the
products that unique in nature and also affordable. Preference of the customer’s
changes if they have different choices or it can be said more choices for the products
and services offered by the company.
In case, of HP laptops the company also has different choices of the products that can
be purchased easily, so it is one of the factor that impact the buying decisions of the
customers. So, the customers think twoc before purchasing the product as they have
many choices to select from different range of products .
So, it can be said that light weight is one of the best feature that has influenced the
overall behavior of the customers towards the products of the company (Oyserman and
Schwarz, 2017).
 Question 8: Have you ever switched from HP laptop to another brand?
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Consumer behavior
It is analyzed that 68.42% of the respondents said that yes they have switched from HP
laptop to another laptop. 31.58% of the respondents stated that they have never
switched from the HP laptop to the other brand. By the evidence it can be said that
customer attitude towards the products can be influenced due to high competition level
in the market.
There are many competitors in the market so their attitude keeps on changing when
they examine the new features in some other brands. It can be stated that when
customers get better feature from the other brand then they are influenced to the other
competitors present in the market and their attitude and buying behavior keeps on
changing.
It is examined that due to highly competitive market nature, the competitors present in
the market offers different types of products to the customers and through they have
different choices which leads to difficulty. When the focus on purchasing the products, it
affect their buying decisions as there are many choices offered by the different
competitors present in the market (Warren, Barsky and Mcgraw, 2018).
 Question 9: Why did you switch from HP laptop?
By analyzing the overall survey, it can be examined that 47.37% of the people switched
due to the other reasons and there are 15.79% of the respondents who said that they
switched due to the design and poor performance. 10.53% of the respondents states
that they switched due to high quality and high price.
Therefore, by the overall evidence, it is analyzed that design and price plays an
important role and if it is high or not unique then it can impact the buying behavior of the
customers. The customers will prefer the product that is of less cost and unique in
design and model. It can be stated that these are the major factor that impact the overall
buying or purchasing decisions of the customers towards the services and products of
the company.
 Question 10: What do you think of the pricing of the HP Laptop?
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Consumer behavior
By conducting the survey, it can be examined that 78.95% of the respondents stated
that the pricing of the HP products are affordable, 10.53% said that it is high priced,
5.26% said that it is very high priced and low price. There is only 0.00% who said that
the prices of the HP laptops are very low.
So, it can be stated that price is one of the major factor that influence the behavior of
the customers. If the price is high then it can affect the sales of the company and if it is
low then the sales will be boosted of the company.
It is important that company should set nominal prices as it can help in boosting the
sales of the company as customer will prefer the products with low price. Also, the
customers prefer the products that are low in price as it helps in maintaining the overall
demand of the services (Bradford et al., 2017).
So, it can be concluded that brand image and pricing is one of the major factors that
influence the buying decisions and purchasing decisions of the customers towards the
products and services of the company. In relation to HP products, the major purchasing
decisions of the customers can be influenced by price and also quality of the products
offered in the competitive market.
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Consumer behavior
References
Bradford, D., Courtemanche, C., Heutel, G., McAlvanah, P. and Ruhm, C., 2017. Time
preferences and consumer behavior. Journal of Risk and Uncertainty, 55(2-3), pp.119-
145.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R.,
2016. Social media marketing efforts of luxury brands: Influence on brand equity and
consumer behavior. Journal of business research, 69(12), pp.5833-5841.
Lantos, G.P., 2015. Consumer behavior in action: Real-life applications for marketing
managers. Routledge.
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.
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Consumer behavior
Appendices
 Results
Question 1: Do you have a laptop?
 Question 2: What is your preferred laptop brand?
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Consumer behavior
 Question 3: What is the main purpose of using HP laptop (4GB RAM/64GB Hard
disk/i5-3rd generation)?
 Question 4: Which type of feature do you prefer the most?
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Consumer behavior
 Question 5: Your buying decisions can be influenced by?
 Question 6: What are the attributes you prefer while purchasing the HP laptops?
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