Analysis of Consumer Behavior: HP Pavilion x360 Laptop Purchase

This report provides a comprehensive analysis of consumer behavior concerning the purchase of an HP Pavilion x360 laptop. It begins by defining consumer behavior and outlining the five stages of the consumer purchasing process: problem recognition, information search, evaluation of alternatives, purchasing decision, and post-purchase behavior. The report then delves into the specific application of these stages to the HP Pavilion x360, examining factors influencing the consumer's decision, including both internal and external searches for information, the evaluation of alternatives (Dell and Mac), and the reduction of cognitive dissonance. Furthermore, it discusses different types of consumer purchasing behavior like planned behavior, limited decision making, and impulsive buying, relevant to laptop purchases. The analysis incorporates references to academic sources to support the findings. The report concludes by assessing the positive impact of the product and its features on consumer satisfaction.

HEWLETT
PACKARD
- Make it matter, keep Inventing
Consumer Behavior and Marketing
Psychology

Introduction • Consumer Behavior may be defined as the
study of individual’s perception towards a
product or service. It identifies key factors
responsible for the purchase, sell of the
product, or service that has helped the
individual to arrive to the situation.
• The chosen product is HP pavilion x360. The
company, Hewlett Packard is based in
America with its headquarters in Palo Alto,
California. In the initial years. It was founded
by Bill Hewlett and David Packard. In the
initial years, it used to manufacture
component parts, hardware and software for
other companies and later shifted to
manufacture personal computers, scanners,
printers and other products.

The stages
of
consumer
purchasing
process
• Recognizing the problem.
• Searching for Information.
• Evaluating Alternatives
• Purchasing Decision.
• Action (Purchase)
• Post Purchase Behavior.

Recognizin
g the
problem
• Firstly the consumer identifies the problem
and feels unsatisfied, where the need for
satisfaction arises.
• The problem is that an undergraduate
student has been assigned with a task
containing a particular deadline.
• Therefore, the individual needs to work both
at home as well as college to finish the
assignment within the deadline.
• The individual realizes that he/she needs a
portable device to solve the problem.
• Therfore, he arrives at the decision to buy a
laptop which can solve the problem.

Searching
Informatio
n
• In this part the individual starts to search for
information for the purpose of selection of
brand.
• There are two types of searches: Internal and
External
• Internal Search is memory based and comes to
a particular conclusion based on past
experience and instincts.
• External Search is a process in which the
individual uses external modes to collect
information such as consulting friends and
family, searching the internet, visiting outlets
and so on.
• Example- The user will search for information
related to several laptop brands such as Mac,
HP, Dell and so on.

Purchasing
Decision
• The purchasing decision depends on several
factors such as price, quality, durability,
features. These are some of the quantitative
features of the purchasing decision.
• Design, Colour, Appearance and Screen
Resolution are some of the qualitative
features influencing purchasing decision.

Action
(Purchase)
• The crucial point where the decision is finally
taken to pay the money and acquire the
product.
• Here the purchasing decision may or may
not change based on the information
acquired from internal and external
searching.

Post
Purchase
Behavior
Positive
• This is the period when the individual has used the
product for some time and forms a positive impression
about the product. The consumer is satisfied with the
product and is fulfilling his/her needs.
• If the individual is satisfied with the features and
performance of the laptop he/she will be happy and
recommend it to other people. Thus the individual
becomes a loyal customer.
Negative
• This is the period when the individual has used the
product for some time and forms a negative impression
about the product. The consumer is dissatisfied with
the product and is not fulfilling his/her needs.
• If the individual is dissatisfied with the features and
performance of the laptop he/she will be unhappy and
not recommend it to other people. Thus the individual
becomes a negative customer.

Types of
Consumer
Purchasing
Behavior
• Planned Behavior
• Limited Decision Making.
• Extensive Research based Decision Making
• Impulsive Buying.

Planned
Behavior
• Buyer involvement is low
• Purchasing Frequency is high
• Price of the products are low.
• Products are necessity goods such as milk,
rice wheat etc.

Limited
Decision
Making.
• It includes products that are occasionally
purchased i.e. low frequency.
• The product category is limited.
• Number of Available brands are huge.
• Products like apparel and jewelry fall in this
category.

Extensive
Research
based
Decision
Making
• Products are complex in Nature.
• They are expensive and the frequency of
purchase is low.
• Time required to arrive to the conclusion is
very high.
• Degree of risk is very high.
• Products such as Cars, house, laptop and
education fall in this category.