Consumer Behavior Analysis: Laptop Choices & Marketing Strategies

This report analyzes consumer behavior related to laptop purchases, focusing on the decision-making processes of three respondents selecting from five Dell laptop models. It employs personality and demographic theories to understand the differences in their rankings and choices. The analysis incorporates the Freudian Theory, trait theory, and Maslow's hierarchy of needs to explain how psychological factors, age, gender, income, and lifestyle influence consumer preferences. The report identifies key factors such as price sensitivity among students, the importance of lightweight design for female users and elderly consumers, and the influence of gaming interests on laptop selection. Ultimately, the report provides recommendations for marketers to effectively target specific consumer segments by tailoring product features and marketing strategies to align with their unique needs and psychological profiles, enhancing brand loyalty and revenue.

Running head: SCIENCE OF CONSUMER BEHAVIOR
Science of Consumer Behavior
Name of the Student
Name of the University
Author note

1SCIENCE OF CONSUMER BEHAVIOR
Executive summary
The purpose of the report is to analyze as well as to evaluate the behaviour of the consumers
while purchasing a laptop. In this report, the responses of three respondents while selecting
laptops for buying purpose among 5 different laptop models of the Dell brand will be analysed.
In order to access and evaluate the difference between the rankings of the three respondents, the
theories of personality, as well as theories of demographic, will be used. Finally,
recommendations for the marketers to efficiently attract the target consumers will be provided in
this report.

2SCIENCE OF CONSUMER BEHAVIOR
Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
Analysis of consumer behaviour using the theories of personality.............................................3
Analysis of consumer behaviour on the basis of theories of demographic.................................5
Conclusion:......................................................................................................................................8
Recommendation:............................................................................................................................8
Reference List:...............................................................................................................................11

3SCIENCE OF CONSUMER BEHAVIOR
Introduction
The term consumer behaviour is referred to the decision making process of any
individual, group of individual or an organization while purchasing, using, and disposing a
certain product as well as availing a service. Consumer behaviour while making the decision for
purchasing purpose is highly dependent on psychological, behavioural as well as emotional
responses of the consumers. Researchers are working on accessing the degree to which emotions,
preferences as well as attitudes affect the buying behaviour of the consumers and develop
theories on the basis of the assessment (Gajjar, 2013). Studies related to consumer behaviour
demonstrate that purchasing decision of the consumers are highly dependent on the demographic
and personality characteristics along with other behavioral variables like consumer loyalty, brand
advocacy, usage rates, usage occasion and the willingness to provide referrals to one's friends as
well as families. In this report, analysis of consumer behavior of 3 respondents when it comes to
purchasing laptops from 5 laptop models of the same brand will be performed. The analysis will
be conducted by using theories of consumer personality as well as theories associated with
demographics of the consumers. Along with that, an appropriate recommendation for the
marketer of the most chosen laptop options will be provided so that he or she can attract the
consumers by applying theories discussed in the report.
Discussion
Analysis of consumer behaviour using the theories of personality
The personality of the consumers highly regulates their decision making process while
buying a certain product or availing a certain service. According to researchers, the personality

4SCIENCE OF CONSUMER BEHAVIOR
of a potential buyer depends on his or her cultural and social background and psychological
structure (Jiménez-Parra, Rubio & Vicente-Molina, 2014). All of these factors, in turn, impose
an impact on the perception and choice of the consumers. The trait theory measures trait like
self-confidence, consumer innovativeness, and consumer materialism and consumer
ethnocentrism. Brand personality is a major factor that regulates consumer ethnocentrism.
Consumers with the higher financial condition are more concerned about the brand image of the
company. When it comes to the response of respondent 2, being a female user, she has preferred
a lightweight laptop of a costlier range provided that her economic condition is stable. According
to the Freudian Theory of consumer behavior, the behavior of consumers while making a
decision of buying a product gets highly trigger by his unconscious mind (Lantos, 2015).
According to Freud, ID relate to the desires of human beings being triggered by the
unconscious aspect of human mind (Farzana, 2012). This can be demonstrated by the choice of
product made by respondent 2. Being a male user of age 19, the mentioned respondent has a high
inclination towards video games. This desire of gaming has made him chose option 5, which has
a commendable processor, Memory, hard drive, and video card features within a low price range.
In spite of the fact that another laptop of a costlier range was also available in the provided
option, the respondent has chosen the cheaper computer due to his lack of financial capacity.
Another personality trait of the young respondent which can be detected from his response is his
lack of experience. The respondent is least concerned about of the sturdiness, durability as well
as of the laptop unlike respondent 2 who has a similar age range as respondent 1.
When it comes to the response of the respondent 3, it has been noticed that being an
elderly consumer he is highly inclined to buy the lithest consumer. The choice of the laptop is
highly dependent on the psychological state of the consumers. Considering the fact that he has

5SCIENCE OF CONSUMER BEHAVIOR
got weak due to is age, the most import criteria he has is to buy a highly lightweight laptop
which will be easy to carry. Unlike respondent 2, respondent 5 being an elderly consumer has
little or no interest in online and offline games. Hence he does not want his laptop to have high
graphics or high-performance designing device. However, for browsing purpose as well as for
entertainment, he wants his laptop to have a good processor and hard drive. The purpose of the
computer is to fulfil more simple entertainment like listening musing, watching a movie or very
stipulated amount of official file handling and internet use.
Analysis of consumer behaviour on the basis of theories of demographic
The decision-making process of the consumers is highly dependent on their
demographical characteristics that include age, ethnicity, gender, role in the family as well as
yearly income. According to the Freudian Model of consumer behaviour, consumers are
motivated by both symbolic and economic-functional product concerns (Kopetz et al., 2012). For
instance, when it comes to the advertisement of cake mix, importance is given to the
minimization of labour and effort of the housewives since the target consumers, in this case, is
the female population. While analyzing the choice of the laptop of Respondent 2 who is a female
consumer of age 26, it was found that she has chosen option 4. While making a decision, she has
given most importance to the weight, price, and warranty period of the laptop. Respondent 2,
being a female consumer has preferred a lightweight laptop over a heavyweight one. This
demonstrates the fact that sturdiness and durability of the product within a justified price range is
what attract adult female users. Since the family income of respondent 2 is high, the choice of
the laptop also falls in the costlier range. The profession of the consumer also plays a major role
in depicting consumer behaviour. Considering the fact that the mentioned respondent is a flight
attendant, no directed linkage of her profession is there with the usage of the laptop. In this case,

6SCIENCE OF CONSUMER BEHAVIOR
the laptop is most often used by the consumers for the purpose of browsing and entertainment
purpose. Thus, the second highest priority is given to the processor as well as Memory, hard
drive, and video card. Since the consumer belongs to the younger age range, the screen of the
laptop is found to be the factor of least importance to the respondent. One of the chief reasons
behind this is the lack of optical issues due to young age.
When it comes to the response of respondent 1 who is a male consumer of age 19, it has
been found that he has chosen option number 5 as his choice of the laptop. Unlike the previous
respondent, respondent 1 has given most importance to the price of the laptop. This factor of
decision-making process has a direct link with the family income of the respondent which is low.
Moreover, considering the fact that the respondent is a student, he does not have enough
financial support to invest in an expensive laptop. According to the Pavlovian learning model,
the choice of product made by a consumer is highly dependent on his or her controlling power on
both internal as well as the external environment (Spinney et al., 2012). Moreover, since the
consumer is a male teenager, he is likely to have a high inclination towards both online as well as
offline gaming purposes, browsing and for entertainment purposes. Thus, the second most
important is given to the processor and memory, hard drive and video card by respondent 1.
Being a male consumer of a younger age range, least importance is given to the weight of the
laptop.
The last response to be analyzed in this report is the response of respondent 5, who is a
male consumer of age 63. Like respondent 2, he has also chosen option 4 for purchasing purpose.
However, the reasons behind his choices are different from that of the respondent 2. According
to the Maslow's hierarchy of needs Model, the requirement of the consumers from a certain
product or service are highly dependent on his personal requirements (Farzana, 2012). For

7SCIENCE OF CONSUMER BEHAVIOR
instance, being an elderly individual, the first and foremost requirement of respondent 3 is the
sturdiness and durability of the laptop. For this, the consumer has given the highest ranking to
the warranty period of the laptop. Being a retired company director, the financial condition of the
mentioned respondent is highly stable. As a result of this, the price is the least important factor to
him. The second most important is given to the screen of the laptop. Being an aged consumer, it
is the vision of the consumer which is most likely to be weaker than the other two respondents.
Moreover, the weight of the laptop is scored as a major factor to be taken into concern. This is
because, with age, the physical strength of the consumers gets reduced (Spinney et al., 2012).
Hence elderly consumers like respondent 5 prefer lightweight laptops over those which are
heavy.
The demographic characteristics and their link with the choice of laptops are compared in this
paragraph. It is understood from the above discussion that there prevails a lot of differences
between the choice of male and female consumers who fall under the similar age range. On the
contrary several similar demographic characteristics have been encountered between the female
and the elderly consumers (Hazen, Mollenkopf & Wang, 2017). While male consumers of a
younger age are found to be more inclined towards the processor, memory, video card as well as
hard drive of the laptop for gaming purposes, female, as well as elderly consumers, are chiefly
concerned with the weight of the laptop. When it comes to price, both female and male young
users are concerned about the price range of the computer.
Conclusion:
From the above discussion, it can be concluded that the decision making procedure of the
consumers is highly dependent on the demographic characteristics as well as the personality of

8SCIENCE OF CONSUMER BEHAVIOR
the consumers. Consumer behaviour has found to be highly dependent on demographical factors
like age, income, ethnicity, gender or family situation of an individual. Along with that,
emotional stage, psychological stage, lifestyle, perception as well as social values are also some
of the major regulating factor associated with the psychology also determines the decision of the
respondents while purchasing the laptops (Jiménez-Parra, Rubio & Vicente-Molina, 2014).
However, it can be understood from the above discussion that personality and demographic
factor affects the purchasing decision of the consumers from 2 different aspects. Hence, in order
to enhance the consumer base and brand equity of their products, laptop marketers must modify
their products keeping accordance to the specific requirements of the consumers (Cummins et
al., 2014). This will not only help the consumers to enhance consumer loyalty but will also
enhance the overall revenue of the laptop marketing companies.
Recommendation:
In order to attract the target consumers, it is highly crucial to access their decision-
making process and develop strategies in order to satisfy their specific requirement. Considering
the fact that among the 3 respondents only one respondent has chosen option 5 as the laptop to be
purchased, in the following paragraphs recommendation in help the marketer of laptop option 4
which is the Dell Inspiron 15 7000 Gaming, to attract consumer by assessing their demographic
as well as psychological characteristics has been provided below:
Considering the fact that the target consumer of any laptop is the consumers with an age
range of 16 years to 60 years, marketers need to focus on enhancing the durability of the laptop.
Considering the fact that in this era of modernization several female users are keen on playing
online as well as offline video gaming, the market of the mentioned laptop will be able to attract

9SCIENCE OF CONSUMER BEHAVIOR
the female consumers along with the male consumer ID they enhance the warranty of the laptop
(Solomon et al., 2014). From the above discussion can be understood that warranty period is one
of the major concern of both the female as well as elderly laptop users. Thus enhancement of
warrant period will not only attract the female consumers but will also attract elderly laptop users
who like to play online video games.
Secondly, in order to enhance the consumer base of the mentioned laptop, the marketer
should implement strategies to reduce the weight of the consumers. The weight of the mentioned
laptop is as high as 2.65 kgs which is very inconvenient for everyday purposes. In this era of
modernization, the majority of the consumers prefers lightweight laptops since they are easily
portable and can be used for both officials as well as unofficial purposes (Hazen, Mollenkopf &
Wang, 2017). Thus it can be understood that a majority of the consumers are abstaining from
buying the specific laptop due to the above-mentioned reason.
Thirdly, when compared to the price of other laptops available in the global market, the
price at which the market is offering the laptop is highly inconvenient. For instance, in one hand,
at a price of only 349 dollars, other marketers are offering the consumers with Dell Inspiron 11
3000 2-in-1, which though lacks the quality of the processor, the Memory, hard drive, and video
card of the mentioned laptop, is much better with respect to weight, price range and warranty
(Solomon, Russell-Bennett & Previte, 2012). Hence in order to gain competitive advantage, the
company needs to lower its piece range so that the laptop become attractive to both females,
elderly as well as office gong laptop users along with the young game loving teenager group of
consumers.

10SCIENCE OF CONSUMER BEHAVIOR
As suggested by the name of the laptop, the current target market for the laptop is the
consumers who love playing computer games both online as well as offline. However,
considering the fact majority of the game loving consumers are teenagers and is dependent on
the family while making the decision for laptops, the marketer should expand its target market by
modifying the features of the laptop (Schütte & Ciarlante, 2016). Along with the features
provided in the laptop, other features that need to be included by the marketer are lightweight,
high durability and lower price range of Dell Inspiron 15 7000 Gaming.

11SCIENCE OF CONSUMER BEHAVIOR
Reference List:
Cummins, S., W. Peltier, J., A. Schibrowsky, J., & Nill, A. (2014). Consumer behaviour in the
online context. Journal of Research in Interactive Marketing, 8(3), 169-202.
Farzana, W., (2012). Consumers' Psychological factors associated with brand equity of high-
involvement product: case of laptop. World, 2(5).
Gajjar, N. B. (2013). Factors affecting consumer behaviour. International Journal of Research in
Humanities and Social Sciences, 1(2), 10-15.
Hazen, B. T., Mollenkopf, D. A., & Wang, Y. (2017). Remanufacturing for the circular
economy: An examination of consumer switching behavior. Business Strategy and the
Environment, 26(4), 451-464.
Jadhav, V., & Khanna, M. (2016). Factors influencing online buying behavior of college
students: A qualitative analysis. The Qualitative Report, 21(1), 1.
Jiménez-Parra, B., Rubio, S., & Vicente-Molina, M. A. (2014). Key drivers in the behavior of
potential consumers of remanufactured products: a study on laptops in Spain. Journal of
Cleaner Production, 85, 488-496.
Kopetz, C. E., Kruglanski, A. W., Arens, Z. G., Etkin, J., & Johnson, H. M. (2012). The
dynamics of consumer behavior: A goal systemic perspective. Journal of Consumer
Psychology, 22(2), 208-223.
Lantos, G.P., (2015). Consumer behavior in action: Real-life applications for marketing
managers. Routledge.