MBA404 - Consumer Behavior: Acer Laptop Purchase Decision Analysis

This report provides an in-depth analysis of the consumer behavior involved in the purchase of an Acer laptop. The author, a student, details their personal experience using the five-stage consumer decision-making process: need recognition, information search, option evaluation, purchase decision, and post-purchase evaluation. The report explores the factors influencing each stage, including internal and external sources, and the role of motivation. It also compares Acer laptops to competitors like Asus, Samsung, Dell, and LG. The report references academic sources to support the analysis and discusses post-purchase behavior and the attributes that influenced the decision. The assignment demonstrates an understanding of consumer behavior theories and marketing psychology in a real-world context.

F R O M : S T U D E N T N A M E
Consumer Behaviour and
Marketing Psychology

Introduction
(Consumer behaviour)
Psychology related to thinking, feeling and
reasoning of selecting different brands.
Pattern by which consumer gets prejudiced
under his or her situation .
Ability of process which influence decision
and outcome.
Motivation factors linked with products that
influence interest of consumer.

Acer laptops
Acer laptop is one of the best product of
Taiwanese multinational electronic company.
These laptops are famous for good quality in
affordable price.
Though Acer products are not very famous
but still offer good performance.

Identify need and want linked with purchase decision.
Every individual has different need and want
but they all go through same process while
making a purchase.
Marketer divided this decision making
process in to five stages.
Five stages- need recognition, information
search, option evaluation, purchase decision,
post-purchase evaluation.

Decision making process
Need recognition-
 I first recognized my need and then try to
fulfill that need.
 I was not fully aware about product and how
product can solve my problem.
 I started developing idea about product or
service.

Information search
 I started gathering information about the
product.
 I was sure that I need solution for my problem
but was not sure about product .
 Online search gets activated.

Option evaluation
 Complete initial information and try to
explore learned data.
 Search for available option starts.
 Still customer is not able to make their mind
for purchase.

Purchase decision
 I have decided for making purchase because i
have related information.
 Looking for clear decision path.
 Need addition reinforcement which can lead
to purchase.

Post-purchase evaluation
 Path linked with buying is complete because
purchase has been done.
 I explored product in order to understand my
purchase decision.
 I looked for promise made by the company
before purchase.

Internal sources
Personal need and motives
Attitude

External sources
Culture
Social
Suggestion

Alternatives of Acer products
Asus
Samsung
Dell
LG

Attributes of Acer products
Light weight
Storage
Good quality with high performance
Affordable price

Available purchase methods
Purchasing by requirement
Market purchasing
Speculative purchasing
Contract purchasing

Post- purchase behaviour
Light weight
Storage
Good quality with high performance
Affordable price

References
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