Detailed Consumer Behavior Analysis Report: Dell XPS 13 Laptop

This report presents an analysis of consumer behavior related to the Dell XPS 13 laptop, based on a survey conducted among 20 participants. The study investigates buying motivations, preferences, and attitudes, revealing that recommendations from friends and advertising significantly influence purchasing decisions. Key findings indicate that processor and screen size are critical attributes, and many consumers spend about a week finalizing their purchase. The majority use their laptops for office work and purchase online. The report also examines brand comparisons, with Apple and Lenovo identified as key competitors. The frequency of laptop purchases and the importance of online channels are also analyzed. The report aims to provide marketers with insights to refine their strategies and effectively target consumers.

Running Head: Consumer Behavior
Consumer Behavior
Survey analysis

Consumer behavior 1
Introduction
Consumer behavior is the study of how various customers behave before after and during the purchase
of the product. It is essential for organizations to understand the behavior of their respective consumers
in order to cater to their needs effectively (Claiborne & Sirgy, 2015). This study helps marketers
analyze why and how their products bought and what are is it that gives them a competitive advantage
or disadvantage with respect to other players of the industry. It is imperative that the decision makers of
the firm understand the behavior and buying patterns of their consumers and mold their offerings to
suit the same (Solomon, 2014).
This report lays emphasis on the buying behavior of consumers who have recently purchased Dell XPS
13 laptop. For the purpose of the understanding the buying behavior, a survey was conducted and filled
by consumers of the products. The survey consisted of 10 questions that assisted in understanding the
perception, motivation and attitude of consumers before and during the process of buying. At present a
group of 20 people have filled the survey. The diversity in terms of age, cultural background and lifestyle
has been ensured among the participants of the survey. The following patterns have been demonstrated
in the survey results.
Buying motivation
The first step in the buying process is to gain an idea about what to buy. There are various aspects that
can motivate a customer to buy a particular product (Crentsil, Huang & Amma, 2015). In this case,
over42 % people bought the laptop because their friend or acquaintance had a similar product. This
symbolizes the importance of trust while buying the product. As a company, Dell could start promoting
their positive customer reviews so as to instil higher purchases Hudson, Huang, Roth & Madden, 2016).
Over 38% of the people were impressed by the advertisements of the product and hence decided to
make the purchase. This reflects the importance of promoting products through television, newspaper,
social media as well as billboards.
Buying preference
Once the customer has had the desired motivation, it is natural that the consumer would research about
the product and define the attributes that are most important to him while buying the product. While

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buying a laptop, the consumer will fetch details about the processor, screen, price, and brand as well as
after sale customer service of the particular product (Fölting, Daurer & Spann, 2017). Over 80% of the
participants analyzed the details of the laptop’s processor which is Intel core i5-6200U. This indicates
that a processor is one of the most noted attributes of a laptop and is sure to affect buying preferences
of consumers. Over 50% of the participants reported that the screen size is an important feature of a
laptop that impacts their buying behavior. Similarly, 45% people considered RAM and 30% people
considered price of Dell to be important attributes that shifted their preference towards buying this
particular device.
Buying attitude
The amount of time spent upon making the final decision before buying a product is also important in
understanding consumer behavior. Certain products are bought under an impulsive decision like buying
a pen or a piece of clothing. On the other hand, certain products require keen decision making as well as
thought process before finally buying it such as a car (Juster, 2015). In case of a laptop, 50% of the
people took one week’s time to finalize their purchase and 35% of people took 2-3 days to buy Dell XPS.
Another important factor that must be considered while understanding consumer behavior is how
frequently is the consumer buying the particular product. Here the generic product (laptop) is
considered rather than specific product (Dell XPS 13). Over 60% of the people buy a laptop once in 5
years and over 25% of the people buy a laptop in an even longer duration than 5 years. This will let the
marketer know that once a consumer has bought the laptop, there is no utility of targeting the same
consumer for some time.
Competition check
In the process of buying a product of any particular brand, customers often analyze the competition that
exists in the market. People compare that device with two or more similar devices before finally
reaching a conclusion. While buying Dell XPS, customers analyzed competing brands like Apple, Lenovo,
Acer, Samsung, HP and Asus. 40% of the people considered Apple the best alternative to their current
device while 25% of the people considered Lenovo for the same. This information is important for
marketers as it helps them gain a deeper insight about the existing competition and consumer opinion
about that competition.

Consumer behavior 3
Buying attributes
Until this point we have focused on why people bought Dell XPS 13. This segment of the report throws
light on the attributes that people consider while generally buying a laptop. This information is
important for any organization to understand and analyze what is it that people look for while buying a
laptop. Once again over 50% of the participants considered the processor before making a laptop buying
decision. 30% of the people were brand sensitive and considered price of the laptop to be the most
important attribute while buying the device. Besides these two people have rated the brand value,
weight and the overall looks of the laptop important factors while buying a laptop.
Buying reason
As a marketer, it is important that organizations understand the basic reason behind why people need
their products. This would help them understand consumer need, mold their product and hence cater to
that particular need of their consumers. Over 55% of the people needed a laptop to complete their
office duties and hence the use of the device assisted them in their professional work. 25% of the people
used their laptops for entertainment purposes. Marketers targeting to fulfill the first need could ensure
their product is portable, handy and light weight. On the other hand, marketers catering to the second
need could work upon providing customers with a large screen and great resolution (Harwani & Singh,
2014).
Buying Channel
It is essential for marketers to also understand the channels that people use while buying their products.
Over 70% of the people have bought the product online. 45% of the people said that the laptop was
bought online because it saves time. The understanding of the buying channel is important for
organizations so that they can target the consumers through those channels and work towards
promoting that channel (Scarpi, Pizzi & Visentin, 2014). Organization can also work upon making the
consumer buying process easier on the most preferred channel. In order to promote offline sales, the
brand could offer discounts on the same.

Consumer behavior 4
Conclusion
Consumer buying behavior is highly important to organizations as this helps them analyze consumer
needs, preferences and their attitudes while buying the particular product. This report has laid emphasis
and tried to understand the consumer buying behavior of people who have recently purchase Dell XPS
13. The analysis is done with the help of conducting a survey which has yet been filled by 20
participants. It has been observed that the most customers’ buying choices are influenced by company
promotions as well as by their friends or peers. While buying a laptop people consider various attributes
like price, processor, screen size, weight, looks as well as the product brand. Dell XPS 13’s most valuable
attribute is its processor followed by the screen size.
A lot of people took a week’s time to make their decision while a few took about 2 to 3 days to decide
the laptop they wish to buy. Most of the participants required the laptop to conduct their office work
while some needed it for their personal entertainment. The frequency with which a product is bought is
also important for marketers to note in order to channelize their promotions. The survey results
evidenced that majority of the people buy the laptop once in 5 years. Lastly, over 70 % of participants
used an online channel to buy the product.
Such details helped get a deeper insight about the buying behavior of Dell Consumers. This information
helps marketers in making better marketing decisions as well as helps the brand target customers in an
effective manner.

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References
Claiborne, C.B. and Sirgy, M.J., 2015. Self-image congruence as a model of consumer attitude
formation and behavior: A conceptual review and guide for future research. In Proceedings of
the 1990 academy of marketing science (AMS) annual conference (pp. 1-7). Springer, Cham.
Crentsil, K.A., Huang, H., and Amma A., (2015). Consumer Perception of Product
Quality, Microeconomics and Macroeconomics, Vol. 3(2) pp. 25-29. Doi:
10.5923/j.m2economics.20150302.01.
Fölting, J., Daurer, S. and Spann, M., 2017. Consumer Preferences for Product Information and Price
Comparison Apps.
Harwani, S.V. and Singh, S., 2014. An Insight on Consumer Impulse Buying Behavior. International
Journal for Administration in Management, Commerce and Economics, 2, pp.124-130.
Hudson, S., Huang, L., Roth, M.S. and Madden, T.J., 2016. The influence of social media interactions on
consumer–brand relationships: A three-country study of brand perceptions and marketing
behaviors. International Journal of Research in Marketing, 33(1), pp.27-41.
Juster, F.T., 2015. Anticipations and purchases: An analysis of consumer behavior. Princeton University
Press.
Scarpi, D., Pizzi, G. and Visentin, M., 2014. Shopping for fun or shopping to buy: Is it different online and
offline? Journal of Retailing and Consumer Services, 21(3), pp.258-267.
Solomon, M.R., 2014. Consumer behavior: Buying, having, and being (Vol. 10). Upper Saddle
River, NJ: Prentice Hall.

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Appendices

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