Consumer Buying Behavior for Laptops: Stages and Types

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Consumer Buying
Behavior for Laptops

Stages of Consumer Buying Process

Problem Recognition
Identification of unsatisfied needs
Example: Need of a laptop by an
undergraduate student

Information Search
Search information regarding the product
Internal and External search
Information gathered about possible laptop
brands

Evaluation of Alternatives
Evaluation of products based on chosen
criteria
I’ll evaluate laptops based on their price,
durability, speed, warranty, performance and
color

Purchase Decision
Choose one of the buying alternatives
Example: I’ll purchase HP laptop

Purchase
This step marks the time when the product
actually gets purchased.
This decision depends on various factors such
as product availability, time lapses between
the decision of purchase and the actual
purchase etc.

Post Purchase Evaluation
Positive Post Purchase behavior: positive
feedback about the product. E.g. I’ll
recommend HP laptop to others if I’m
satisfied with its performance.
Negative Post Purchase behavior:
Dissatisfaction with the product. E.g. will not
recommend HP laptop to any of my friends.

Types of consumer buying behavior

Factors influencing consumer behavior

Cont..
In case of laptop:
Personal – Life style and occupation
Psychological – Learning, motivation
Social class – Sharing similar interests
Culture – Culture adoption among peers

References
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 Gardner, William L., and Mark J. Martinko. "Using the Myers-Briggs Type Indicator
to Study Managers: A Literature Review and Research Agenda." Journal of
Management. 22.1 (1996): 45-83.
 Henderson, John C., and Paul C. Nutt. "Influence of Decision Style on Decision
Making Behavior." Management Science. 26.4 (1980): 371-386.
 Kennedy, Bryan R., and Ashely D. Kennedy. "Using the Myers-Briggs Type
Indicator in Career Counseling." Journal of Employment Counseling. 41.1 (2004):
38-44.
 Bettman, James R. (1979). "An Information Processing Theory of Consumer
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 Yang, Haiyang and Ziv Carmon (2010), "Consumer Decision Making," in Jagdeth
Sheth & Naresh Malhotra (eds.), Wiley International Encyclopedia of Marketing,
New York: Wiley.