Consumer Behavior Analysis: Factors Influencing Laptop Choice

This report examines consumer behavior in the context of laptop purchasing decisions. It analyzes the choices of three individuals with varying demographics, personality traits, and economic backgrounds, evaluating their preferences for different laptop models. The study considers factors such as price, processor, memory, screen size, warranty, and weight. The analysis reveals how economic factors like income and price sensitivity, along with demographic elements like age, gender, and occupation, and personality traits influence laptop choices. The report concludes by providing recommendations for laptop marketers, emphasizing the importance of understanding consumer behavior to tailor products and marketing strategies effectively. The report utilizes survey data and statistical analysis to support its findings, providing a comprehensive overview of the consumer decision-making process in the technology market.

Running Head: SCIENCE OF CONSUMER BEHAVIOUR
Science of Consumer Behaviour
Name of the Student
Name of the University
Course ID

1SCIENCE OF CONSUMER BEHAVIOUR
Executive Summary
The theory of consumer behavior has an important role to play in understanding attitudes of
business client and deciding marketing strategy. Several factors can influence consumers’
decision (Frederiks, Stenner & Hobman, 2015). The paper applies theory of consumer behavior
in deciding choice of laptop. Behavior of different consumers are analyzed using demographic,
social, cultural, personal and economic factors.

2SCIENCE OF CONSUMER BEHAVIOUR
Table of Contents
1.Introduction...................................................................................................................................3
1.1 Background............................................................................................................................3
1.2 Problem Statement.................................................................................................................3
1.3 Aim of the Research..............................................................................................................3
1.4 Research Objective................................................................................................................4
2. Findings and Analysis..................................................................................................................4
2.1 Demographics of respondents................................................................................................5
2.2 Personality of respondents.....................................................................................................6
2.3 Analysis of responses............................................................................................................7
3. Discussion..................................................................................................................................12
3.1 Economic factors.................................................................................................................12
3.2 Demographic, social and cultural factor..............................................................................13
3.3 Personality factors...............................................................................................................14
4. Recommendation.......................................................................................................................14
5. Conclusion.................................................................................................................................14
6. References list............................................................................................................................16

3SCIENCE OF CONSUMER BEHAVIOUR
1.Introduction
1.1 Background
In any business decision behavior of consumers plays an important role. Consumers are
the targeted group of people for whom goods and services are produced. Consumers take their
own decision regarding how much money they are willing to spend on goods and services
(Solomon et al., 2014). Theory of consumer behavior is the study of consumers’ preference and
choices and finally cater to the decision making process of consumers. Decision of consumers
involves six main stages. In the first stage consumers identify their needs (Anker et al., 2015).
The second stage involve collecting information as much as possible about goods of their choice.
In the third stage consumer evaluates the available alternatives. After that consumers decide their
own purchase criteria to select one particular good. Then come the last stage where evaluation is
made regarding the satisfaction level reached by the individual from the purchase made. There
are a number of factors that influences purchase decision of a consumers (Yadav & Pathak,
2016). These factors can be classified as demographic factor, personality, cultural background,
economic and social factor.
1.2 Problem Statement
In a technologically sound world, purchasing decision of laptop is a crucial consumption
decision (Jayasingh & Eze, 2015). The paper evaluates purchasing decision related to five
different laptop model having different specifications. Laptop choices of three different
individuals are evaluated based on designed survey question.
1.3 Aim of the Research

4SCIENCE OF CONSUMER BEHAVIOUR
The paper aims to analyze preference of laptop for three different individuals. It attempts
to find out factor influencing purchase decision of the individual so that proper recommendation
can be made for laptop marketers.
1.4 Research Objective
The main objectives of the research paper are the following
 To find out factor influencing purchasing decision of laptop
 To analyze factor related to demographic and personality important in the decision
making prices
 To make appropriate recommendation to the laptop marketers
2. Findings and Analysis
In the analysis five different types of laptop are chosen. The laptop models are different
in terms of basic configuration like processors, memory, video card, scree size, period of
warranty and weight (Hajli, 2015).
Option 1 Option 2 Option 3 Option 4 Option 5
$0
$200
$400
$600
$800
$1,000
$1,200
$1,400
$1,600
$1,800
$2,000
$349 $449
$1,739 $1,689
$1,199
Prices
Figure 1: Prices of different types of Laptops

5SCIENCE OF CONSUMER BEHAVIOUR
As shown from the above figure, the most expensive laptop model is option 3 followed by option
4, option 5. Price of option 1 and option 2 differs significantly from that of three other.
Now, three different respondents are chosen. Questionnaire has been designed based on different
areas such as demographics, personality indicators and an overall choice of laptop model. Choice
are based on some selected criteria which include price, processor, memory, hard drive and video
card, screen, warranty and weight.
40%
20%
20%
10% 5% 5%
Importance Score
Price
Processor
Memory, hard drive, and video
card
Screen
Warranty
Weight
Figure 2: Important score related to different models of laptop
As shown from the figure above highest weightage has been given on price. Processor
and memory card has an equal weightage of 20% followed by screen size, warranty and weight.
2.1 Demographics of respondents
The demographics of respondent include gender, age, marital status, level of education,
occupation, personal and household income, ethnicity and others (Johnstone & Tan, 2015).

6SCIENCE OF CONSUMER BEHAVIOUR
The first respondent is a 19 years old male. He is a second year university student and
also engage in some casual work. He is single and belongs to Korean culture. For this individual
household income and own income is same with income being $29,700. The decision regarding
his choice of laptop is taken by himself.
The second respondent is a 26 years old female. She has a bachelor degree and currently
working as a flight attendant. She has a de facto marital status and belongs to Australian culture.
For this individual household income is more than double her own income. The decision
regarding his choice of laptop is taken by himself.
The third respondent is a 38 years old male. He has a bachelor degree engaging in
occupation of fashion designer. He is divorced and is an American. For this individual household
income and own is same with income being $99,100. The decision regarding his choice of laptop
is taken by himself.
2.2 Personality of respondents
The first respondent, the Korean second year university student is sympathetic and kind
to others. He is not extraverted. He is careless and inefficient. He is indifferent towards new
experiences and regarding his mood.
The second respondent who is a female flight attendant is extremely extraverted, moody.
Sympathetic to others, open to new experience and is careful and efficient.
The third respondent, the American fashion designer is extremely moody, extraverted and
open to new experience. He is not a sympathetic person. He is neither careful nor efficient.

7SCIENCE OF CONSUMER BEHAVIOUR
I am extraverted I am moody I am sympathetic
and kind to others I am open to new
experiences I am careful and
efficient
0
1
2
3
4
5
6
Personality
Respondent 1 Respondent 2 Respondent 3
Figure 3: Personality statistics of respondents
2.3 Analysis of responses
Option 1 Option 2 Option 3 Option 4 Option 5
0
1
2
3
4
5
6
Price
Respondent 1 Respondent 2 Respondent 3
Figure 4: Responses regarding price

8SCIENCE OF CONSUMER BEHAVIOUR
Among the five available model all the three respondent consider price of option 1 and option 2
as the most favorable. The second respondent is indifferent between prices of rest of three
models. Only respondent 3 considers price of model 5 to be good.
Option 1 Option 2 Option 3 Option 4 Option 5
0
1
2
3
4
5
6
Processor
Respondent 1 Respondent 2 Respondent 3
Figure 5: Responses regarding processors
Based on the choice of processor, the Korean teenagers and Australia flight attendant highly
favor option 3 and option 4. The American fashion designers shows strong preference for option
3 while he is indifferent between option 4 and option 5. Respondent 2 also prefers option 1 and
option 2 based on processor choice while other two considers processors of option 1 and option 2
as poor.

9SCIENCE OF CONSUMER BEHAVIOUR
Option 1 Option 2 Option 3 Option 4 Option 5
0
1
2
3
4
5
6
Memory, hard drive and video card
Respondent 1 Respondent 2 Respondent 3
Figure 6: Responses regarding Memory, hard drive and video card
Respondent 1 highly prefers option 3, option 4 and option 5. Respondent 2 highly prefers option
3, option 4 and option 5. While she also prefers option 2 and remain neutral about option 2.
Respondent 3 shows strong preference for option 3, option 4 and option 5 while he strongly
dislikes option 1 and option 2.
Option 1 Option 2 Option 3 Option 4 Option 5
0
1
2
3
4
5
6
Screen
Respondent 1 Respondent 2 Respondent 3
Figure 7: Responses regarding Screen Size

10SCIENCE OF CONSUMER BEHAVIOUR
So far as screen size is concerned, respondent 1 mostly prefers option 3 followed by option 2 and
option 5. Option 1 and option 4 is preferred by respondent 2 while respondent 3 mostly prefers
option 3.
Option 1 Option 2 Option 3 Option 4 Option 5
0
1
2
3
4
5
6
Warranty
Respondent 1 Respondent 2 Respondent 3
Figure 8: Responses regarding Warranty
Regarding warranty, the first respondent prefers all the five models. Preference however is
greater for option 3 and option 4 having a warranty of 4 years and 1 year respectively.
Respondent 2 and 3 highly dislike option 1, option 2 and option 5 with warranty of only 1 year.
Both respondent 2 and 3 mostly preferred option 3 with a 4-year warranty period.

11SCIENCE OF CONSUMER BEHAVIOUR
Option 1 Option 2 Option 3 Option 4 Option 5
0
1
2
3
4
5
6
Weight
Respondent 1 Respondent 2 Respondent 3
Figure 9: Responses regarding Weight
The Korean student show preference for all the five models when asked about weight. Preference
however is greater for option 1 and option 4. The female flight attendant prefers option 1 and
option 4 while strongly disliking others. The American fashion designer shows preference
towards option 1 and option 4 while for other he remains indifferent.
Overall choice
Option 1 Option 2 Option 3 Option 4 Option 5
0
1
2
3
4
5
6
Rank of Choice
Respondent 1 Respondent 2 Respondent 3
Figure 10: Rank of Choice about different laptops