Customer Psychology Analysis: Lenovo Ideapad 330 Purchasing

This report examines the factors influencing customer buying behavior, specifically focusing on the Lenovo Ideapad 330. It begins by outlining the survey's purpose, which is to identify the attributes driving customer purchasing decisions, assess customer satisfaction, and understand lifestyle changes associated with laptop usage. The report details the survey instrument's development, utilizing primary and secondary research methods, including a survey using SurveyMonkey. The administration procedure and data analysis, including the use of questionnaires and graphical representations, are described. Key findings reveal that consumer decisions are influenced by internal factors like needs and motivations, as well as external factors such as social class and culture. The report highlights customer preferences for Lenovo, particularly the importance of battery life and configuration. It also explores the influence of factors like age, income, and office usage on purchasing decisions, and the factors that lead to customer satisfaction and recommendations for improvements. References to academic research support the findings, providing a comprehensive analysis of customer psychology and buying behavior in the context of the Lenovo Ideapad 330.

CUSTOMER PSYCHOLOGY

Contents
Purpose of Survey.................................................................................................................................2
Development of the survey instrument..................................................................................................2
Administration procedure......................................................................................................................2
Data Analysis........................................................................................................................................3
Key findings..........................................................................................................................................3
References...........................................................................................................................................13

Purpose of Survey
The purpose of report is to examine and identify several factors that affect buying behaviour
of the customers. Consumer preferences and behaviours underwent thinking procedures,
which affect purchasing decision of custmers. The objective of conducting survey is to
measure and know the review of the customers. It further helps to assess opinions, feelings,
and thoughts. Important factors that drive purchasing Lenovo Ideapads 330 includes age,
lifestyle, preferences, and demographics-
To acknowledge the avialiability of attributes in Lenovo ideapads 330.
The discusion and survey will determine changes in lifestyle when using Laptops.
To examine the level of satisfaction created by Lenovo Idealpad 330 to the customers.
Development of the survey instrument
Our professor taught us two kinds of source of collection, which are primary source and
secondary source. For the primary research, he allowed us to use the monkey survey “tool”
and receive responses from friends, which will examine results, and customer psychology.
Survey instrument is a tool to consistently implement scientific protocol to obtain data from
respondents through observation, questionnaire, and interviews.
The questionnaire is quite important as it is a research instrument, which consists of series of
questions for purpose when gathering data from the respondents (Rosén, and Billore, 2019).
Administration procedure
Number of processors will consist of varied supportive activities of Lenovo Ideapad 330,
which has included finance, human resource management, and marketing. While analysing
the perception of the customers, it has been reported as per the requirement, the response of

15 respondents when determining preferences of people. This is the unbiased approach for
the decision making (Rosén, and Billore, 2019).
Data Analysis
With an aim to apply clear and deep understanding of consumer`s behaviour, report has used
technique called “Questionnaire”. It will consist of ten questions, which come up with
identifying age, office use (laptop or Desktop) and also with income level. There is the
estimation of laptop and desktop. Attributes of Lenovo idealpad 330 are seen as most
preferable by customers and determining the factors affecting purchase decision in relation to
Lenovo Idealpad 330 (Biondi et al., 2019).
Key findings
Consumer decision making results into preferences and other buying behaviour, which are
being influenced by external and internal factors. The internal factors include needs and
motivation. More advanced wants are driving forces behind the shopping behaviour of
respondents with factors such as age, lifestyle, income level, motivation, personality, and
learning (Evangelidis, and Osselaer, 2018). Furthermore, external factors comprise of social
class, family, culture, reference group-
Majority of customers prefer to buy Lenovo Idealpad 330
Majority of customers do not purchase other than Lenovo especially because of cost
effectiveness (Habibah, Hassan, and Iqbal, 2018).
Most of the consumers have given preference to the battery life and configuration of the
Laptops (Chukwu, Kanu, and Ezeabogu, 2018).
Consumer`s buying decision making style is related to quality consciousness, service
orientation, and price sensitivity (Singh, and Verma, 2017).

(Source: Survey Monkey, 2020)
The above graphical representation depicts that the respondents of the questionnaire covers
all the young age group. 13 percent of people are under 18, 60 percent of the respondents are
working and between 25-35, 20 percent of the respondents are between 45-54, and 6 percent
of respondents are over 65 years. Maximum respondents are from group 25-34 while using
Lenovo ideapad 330.

(Source: Survey Monkey, 2020)
From the above graph, it can be seen that various respondents having varied income level. 13
percent of the responding population are under $15000, 40 percent of the responding people
are between $15000 and $30000, and 4 respondents out of 15 respondents are between
$50000 and $70000. Furthermore, people amongst respondents are between $70000 and $
150000 (Jayaraman, Vejayon, Raman, and Mostafiz, 2019).

(Source: Survey Monkey, 2020)
From the discussion, it is seen that 80 percent of 15 respondents have been using laptops in
their offices. On the other hand, 20 percent of 15 respondents are desktop users. It has been
seen that most of the youngsters have been shifting the technology (Bovea, Fores, Belis, and
Juan, 2018).

(Source: Survey Monkey, 2020)
From the above graphical representation, it is seen that most of the respondents prefer
Lenovo, which is nearly 9 out of 15. 13 percent of the respondents like dell, 20 percent of
respondents like Apple Mac, and one out of the total respondents like to use other laptops
(Bovea, Fores, Belis, and Juan, 2018). Core technical features include post purchase services,
payment conditions, physical appearance, and peripheral specification; value added features,
mobility, and connectivity. Social status also affects the decision of buying laptops. For
instance- to maintain status, people often buy Apple Mac by valuing similar values and
features, which the computer has. With the up gradation of technology, family and friends
often suggest youth to buy advanced technology at reasonable price (Khan, and Mohsin,
2017).

(Source: Survey Monkey, 2020)
From the above graphical representation, it is seen that Lenovo ideapad 330 preferences has
been looked into on the basis of its attributes and features. 13 percent of respondents prefer
Lenovo ideapad 330 on the basis of configuration, 4 out of 15 respondents prefer Lenovo on
the basis of Size, and 2 out of 15 respondents prefer security in Lenovo. In the consumer
decision-making procedure, it is seen that information gathered learns regarding the
competing brands and its features. Some of the brands will meet initial criteria of the
customers known as consideration. As per the customer`s demand, Lenovo must strategize
the brand into the prospects consideration set, choice set, and awareness set (Khan, and
Mohsin, 2017).

(Source: Survey Monkey, 2020)
From the above figure, it is seen that star rating shows the preferences of Lenovo ideapad
330. Four respondents out of 15 mark 2 star, 7 respondents mark it at three star, four
respondents mark it as four star. After obtaining factor analysis with data parameters, include
motherboard, price, looks, service offered, battery life, hard disk, operating system, and
software loaded (Jones, and Coffey, 2019).
(Source: Survey Monkey, 2020)

From the graphical representation, it is seen that the response of customers in regards to the
use of Lenovo laptops is measured on the basis of customer satisfaction. Four out of total
respondents mark it as satisfied; nine out of total respondents are dissatisfied and two out of
15 respondents are very dissatisfied (Jones, and Coffey, 2019). The factors affecting
purchasing decision include perception, learning, personality, and culture. Brand awareness is
quite important that considers acquiring knowledge needing permanent changes in the
behaviour. The attitude, values, preferences, tastes, and social class dominate human culture.
Personality has been defined through the psychological features, which determine how to
respond to the environment stimuli. Personality has been enduring where person`s response is
consistent over time.
(Source: Survey Monkey, 2020)
From the graphical representation, it is seen that eleven out of total respondents do not want
to any improvement so they do not recommend. Four of total respondents want Lenovo to be
improved (Ramya, and Mohamed Ali, 2016). Organisational buying is the decision-making

procedure through which formal companies as a need while purchasing products and
services.
(Source: Survey Monkey, 2020)
From the graphical representation, it is seen that Lenovo Ideapad 330 needs to be improved
on the basis of its features. As a recommendation, Lenovo Ideapad 330 will have to improve
two features as its priority such as enhancement of battery life and improving the
performance (Law, and Baldwin, 2017).