Case Study: Consumer Behavior and Laptop Purchase Decision Process

This case study examines the consumer behavior and marketing psychology behind a laptop purchase. The analysis begins with the identification of a need driven by work requirements and technological obsolescence. The consumer evaluated information sources, primarily from colleagues, customers, and online sources, to inform the purchase decision. Alternatives were assessed based on display quality, weight, and processor capabilities, with price comparisons conducted across various websites. The impact of online versus offline purchase methods was considered, including discounts and installment options. Post-purchase behavior revealed a positive evaluation of the chosen laptop after two months of use, despite initial doubts. The study highlights the consumer's journey through need recognition, information gathering, evaluation of alternatives, and post-purchase assessment, providing insights into the factors influencing the final decision. The case study concludes with a bibliography of relevant academic sources.

Consumer Behavior and
Marketing Psychology

Identification and analysis of need
 Because of my current workplace requirements, I
need to travel frequently and often stay at random
places for work purposes.
 This is one of the main reasons why I needed to shift
from my 5 year old personal computer to a new
laptop come up with a relatively thin and light
Outlook.
 There are others several technical reasons which
prompted me to make this Purchase Decision.
 With advancement in technology the old processor in
my personal computer was not adaptable for running
three or four software said I needed for my work.

Evaluation of information sources
used for purchasing the product
 The primary idea regarding this purchase was obtained
from my colleagues and some of my customers.
 They made me realise that I was not able to work at a
proper place and deliver my assignments on time using
the current PC that I was provided.
 As I mentioned earlier, I began to search online for the
personal laptop that could fulfill my requirements of Work.
 In fact I also contacted some of the local electronic
dealers in my area.
 However since I am comparatively new word in this place
and is not acquainted with the quality of products sold by
the respective dealers, I preferred to keep my Research
Limited to online sources.

Evaluation of information sources used
for purchasing the product Continued…
 The online websites of most leading
laptop brands in Australia where not
providing the direct online purchasing
facility.
 However there is option of registering my
name if I wanted to buy a product from
their list.
 After finalizing a laptop from the Acer
Swift series comma I started making a
price comparison over various websites.

Evaluation of alternatives and
specific attributes of chosen product
 There were certain aspects on the basis of which I made
by comparison between laptops of various brands and
various models.
 The first factor was display. In terms of display I found
Hewlett Packard and Acer to be of equal standard.
 However, in terms of weight Asus transformer mini
laptops how much preferable compared to other brands
like Dell or Lenovo.
 Asus transformer mini also provided me with the latest
processors at much less prices.
 I also found the pixel resolution of the 1920 I also found
the pixel resolution of the 1920 into 1080 pixel* 1080
pixel laptop of Asus transformer mini to be perfect.

Impact of the available purchase
methods on the decision making process
 As I have mentioned earlier the available methods that were
open to me are offline and online purchase Windows.
 By means of local recommendations I upload some agents
who were dealing in electronics.
 They offered me heavy discounts as well as installment
options.
 Although I was initially convinced with the offers, later I
search online and discovered that the prices on the internet
where lower.
 However, I was not sure which was a trusted website to
purchase the product.
 In this context I agreed on my friend’s recommendations and
also on certain some colleagues who had their personal
laptops.

Analysis of post purchasing behavior
 After purchasing the Asus transformer mini laptop I was in a
bit of confusion regarding whether I have chosen the correct
module or the correct brand.
 Among my colleagues, only two were using Asus transformer
mini laptops.
 Most of them used laptops of Hewlett Packard. In fact many
had suggested me to get the Lenovo Bay trail Windows Tablet
since it had the feature of a laptop and is much lighter in which
with a powerful processor.
 However now after purchasing this is a laptop and using it for 2
months I have come to the conclusion that this laptop is able
to come to far with any other leading laptop brand of Australia.
 I like the specific Technology features of laptop brands of Asus
or Toshiba or HP or Hewlett Packard.

Bibliography
 Anderson, C.L. and O'Connor, E.L., 2019. The effect of the health
star rating on consumer decision-making. Food quality and
preference, 73, pp.215-225.
 Huang, Z. and Benyoucef, M., 2017. The effects of social commerce
design on consumer purchase decision-making: An empirical study.
Electronic Commerce Research and Applications, 25, pp.40-58.
 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.
 Krylov, S., 2016. Applied Strategic Customer Analysis Concept.
International Business Management, 10(23), pp.5682-5694.
 Baxter, M., 2018. Product design. CRC Press.

Bibliography…
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