MBA404 Consumer Behavior: HP Marketing Psychology Report

This report provides a comprehensive analysis of consumer behavior and marketing psychology in relation to HP products, particularly the HP Pavilion x360. It examines HP's communication mix, including advertising, personal selling, sales promotions, events, public relations, and provides a critical analysis of these strategies. A survey was conducted to understand consumer purchasing patterns, revealing positive perceptions of HP laptops due to their stylish design and affordability. The report also addresses certain drawbacks, such as productivity and customer service issues, and offers recommendations for improvement. It concludes with suggestions for HP to enhance its promotional activities, product designs, and customer service to maintain its market position. Desklib provides solved assignments and past papers for students.

Running Head: MARKETING
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HP Software company
Consumer Behaviour and Marketing Psychology
Essay
Student
10/5/2019

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Executive Summary
Consumers are the king of the marketplace, who through their purchasing decisions, decides the
existence of products in the market. This report majorly focuses on the study of consumer
behavior towards the particular product available in the market. Today, HP the company has
attained a powerful position in the Industry by launching a vast product line of laptops, Pcs, 3D
printer, desk laptops (PCs), business products and range of services plans. To understand and
review the communication strategies if the company, a communication mix of HP has been
conducted. Moreover, to receive the insights about the purchasing pattern of the consumers a
survey was conducted in the context of HP laptops in the form of questionnaire through it was
analysed that 80% of the consumers are the potential clients of the consumers due to its stylish
look and pocket- friendly rates. Whereas 33.33% of the respondents are interested in the product
due to its promotional tactics. Despite od such positive reviews that are certain drawbacks of the
products such as low productivity and low customer services. Therefore, in the assignment
recommendations have been provided.

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Contents
Introduction............................................................................................................................................3
HP 3
Overview of HP pavilion x360 and its market performance.................................................................4
Communication Mix of HP..................................................................................................................6
1) Advertising:.................................................................................................................................7
2) Personal Selling:..........................................................................................................................7
3) Sales Promotion:..........................................................................................................................7
4) Events and Experiences:..............................................................................................................8
5) Public Relations...........................................................................................................................8
Critical Analysis of HP..........................................................................................................................8
Recommendations..................................................................................................................................9
Conclusion...........................................................................................................................................11
Bibliography........................................................................................................................................12

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Introduction
The primary objective of this assignment is to conduct critical analyses of the consumers’
behavior and their decisions towards a market of different products. In this assignment, the
market and performance of HP brands “HP pavilion x360” have been evaluated. In this part of
the report, brief information about the famous laptop company “HP” has been discussed (HP,
2019).
HP
HP is of the most popular American IT company that has maintained its legacy since 1939.
Originally, this company was begun as Hewlett-Packard Company Palo Alto, California, which
was later recognized and became popular from its short and captivating name HP. It offers and
develops premium quality products, which was initially started by developing and providing a
variety of hardware as well as software facilities to customers, large, small-scale businesses and
securing the confidentiality of government documents (HP, 2019).
Overview of HP pavilion x360 and its market performance
HP develops its products with unique features and latest technology in which HP Pavilion x 360
is a highly rated and popular laptop with exceptional features like the touchpad, internal Mic, and
Speakers. To make it more convenient for the customers it has come up with Amazon Alexa,
which makes it easier for the customer to direct and conduct activities through their voice. This
kind of laptop is so feasible that it can be easily bent backward (Hunt, 2019). Such flexibility has
made well organized for the customers as they can utilize it according to their requirements. Its
CPU power of this laptop is approximately up to 4.6GHz which displays its operating power

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better than the other laptops and be utilized up to 10:45 hours without charging. It is 19.7mm
thin with a weight of about 1.59 kg (HP, 2018). In the list of its unique features, it showcases 3
sided micro-edge display. However, the company has launched a laptop in two exclusive colours
that is in Mineral Silver and Natural Silver, Addition to this, keyboard of the laptop the company
has introduced "Geometric design" to the speaker's grill to secure the audio elements so that the
sound can effectively move out (Maher, 2016). HP Pavilion x360 is considered more desirable
for business and office purpose as with the great sophisticated looks, its simplicity and delicacy
make more useful for professional purposes.
Figure 1
Source: (Tabari, 2019)

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Figure 2
Source: (Tech Rader, 2018)
The mixture of such features makes it the most demanded product of HP Company. Through
the company's website and e-commerce websites like Amazon, the customers can purchase this
product. It is available in the market starting from Rs. 40,000 up to lakhs (approximately) with
different inches. In the challenging and dynamic environment, HP Pavilion x360 is positively
attracting and retaining the customer through its outstanding performance. It is considered as
best-looking convertibles. Despite such brilliant features, they are certain drawbacks of this
product like there are certain issues with its battery as it does not last for a longer period.
Although this product is considered to be a trendsetter and has already set bars for another
company (Hunt, 2019).

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Communication Mix of HP
The target customers of HP Company are the business giants, Corporate Houses like IT
companies and government authority. Along with the Small Scale industries and university,
students are the customers of HP. The company utilizes a marketing communication mix to
increase the demand for their products and retain its position in the market.
1) Advertising:
To become more audible and touch the lives of the people, HP has adopted the strategy of digital
media where the company will be connecting to a millennial audience. The company engaged
with the audience through YouTube videos as the company knows that the majority of people are
accessed to the internet and like to spend more time on digital platforms rather than television
(Brockmeyer, 2017). Currently HP has adopted audio advertising strategy for its products.

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Through Pandora ads which has evolved into one of the famous audio platform where millions
of the people are investing and spending their time in listening the advertisement. Through this
platform HP can reach out masses.
2) Personal Selling:
To attract the customers on the large scale HP sells its products directly as well as indirectly.
Through its exclusive stores, customers can purchase the premium quality of products. On
various, e-commerce websites its presence and availability can be observed. Moreover, it also
attracts and enhances the experience of the customers through its subsidiary companies (HP,
2019).
3) Sales Promotion:
To create brand awareness, HP has adopted a 360 branding strategy. The company is
advertising team had developed various campaigns to promote the company and its products.
During the national festivals, HP sells its product on discount (30%-50%) for the on the e-
commerce websites as well in its official stores. It organizes various contests among the people
to promote and generate sales. (Save The Student, 2019) HP understands and values the needs
of students, therefore to provide their services to the students HP has exclusively started an
online store where the students can purchase products like laptops, printers, and earphones at
30% off. Moreover, from various websites, customers can purchase their exclusive producers
from the coupons code (PC World , 2019).
4) Events and Experiences:
HP considers investing in today's generation and along with its partners, the company actively
participates in the conferences, educational events for underprivileged students and various

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projects related to the development of the society. Along with this HP conducts sponsorships
and volunteerism. Moreover, through celebrity endorsement, it promotes education (HP, 2019).
To promote creativity and innovation. HP is striving hard develop the environment where the
potential artist can connect with the brand so that street art of different countries can make place
in the world of art.
5) Public Relations
The company is striving hard to maintain its relationship with its stakeholders like shareholders,
customers, employees and themselves by just simplifying the operations of its model and become
more digitally by reducing the numbers of the employees on the global level by initiating the
employees exist and promoting the voluntary retirement of the employees. For the upcoming
financial year, the company has announced a dividend increase of 10% (Press Center, 2019). In
addition to this, HP has conducted a discussion with its PR managers and took a decision to re-
build its global corporate communications so various modifications can be made to further
enhance the company’s relation with stakeholders.
Critical Analysis of communication mix of HP and its alignment to previous studies
In the previous assignment, the discussion over the brand's premium conduced. Through the
discussion, it was identified that 5 stages of the consumer purchasing method where HP has
recognized the need for valuable electronic gadgets in the corporate culture and the university
students at affordable prices (Maher, 2016). Even for the employers and students, it provides
exclusive ranges of products at discounts. It provides premium quality of products at pocket-
friendly prices in comparison to other technology companies like Dell and Mac. Through various
advertisement campaigns, the company is connecting the technology with the world of youth by

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helping them in the assignments and making their future bright. Through the 5 stages of
purchasing decision, it can be examined that customers emphasis over various decisions while
purchasing a product. Such factors involve price, quality, durability and other elements of
products. HP has performed very well in the segments as it is available in the market at different
ranges according to the needs and wants of the people, has a unique display, 3 sided micro-edge
and is flexible which is the key feature of the products (KRISHNAN , 2019). To gain the
market review of the brand HP a market survey was conducted. The main purpose of conducting
this survey was to perceive the purchasing behaviour of the client. The questionnaire survey was
prepared through the survey money tool. In the survey, 10 questions were prepared which was
collected from 15 respondents. Through the survey, it was concluded that 80% of the participants
have a positive outlook towards brands and rest 20% of the population do not purchase the HP
products. About 40% of the respondents prefer and want to invest in the brand HP as with
attractive promotions it also provides quality products (YouTube , 2019). While making
purchasing decision the majority of the respondents consider the key, feature, and prices of HP.
Approximately 13.33% of the people are influenced to purchase the products due to its
advertisements and other promotional activities (PC World , 2019). Despite of such exceptional
features, there are various technical issues in its processor as after some time od its usage its
limits its managing efficiency due to which the performance of its laptops and other product
suffers. Moreover, there are various products available in the market, which are offering better
services than HP at affordable prices due to which market value of HP is declining. The technical
issues are not limited to its performance but can be observed in its life that is, in its charging.
Many regular customers HP has faced charging issues. While using the laptop they observed that
when the charging wire is attached to it works perfectly, however when it is removed, it

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automatically turnoff even the battery life of the laptops are above 60%. Along with that, it has
recurring issues with the photo editing apps as for the functionality; customers have to reinstall
the app.
Hence for the above analysis it can said that HP is good brand which are offering and wide
range of products to the audience. However, HP has major technical issues which can be ignored.
Therefore, customers must first study and reach the products according to the requirement and
should not ignore the configurations of the product.
Recommendations
Though HP is becoming more valuable product among the youth and adults, however, to sustain
in the market there are certain recommendations for HP
I. From the survey it has been concluded that HP must focus on the promotional activities
and mouth-to-mouth publicity so several people will be encouraged to purchase the
products and over the e-commerce sites as wells over its official site, it must offer
discounts.
II. HP must launch products with different designs so that the interest of the consumers can
be maintained. Along with it HP must introduce compacts laptops with lightweight with
the latest technology so that it can be carried off to the office and colleges with ease.
The company must work upon its track pad by making it fast and smooth (Tabari, 2019).
III. While focusing on the quality of the promotional activities of the products, HP must
enhance the productivity of the products by focusing on the configurations like video
and machine editing. It should emphasis over the audio and display model. Though all
the functions of its product are versatile, there are major issues with its customer

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services. Therefore, the company should enhance the experience of their clients so that
they enjoy the working moments (HP, 2019).
IV. Despite being available at affordable prices, many customers have complained about the
services. One of the client complained and said that that is a very slow laptop and hang
every time while using it and has mailed about their issue but it was not reverted, hence
the company must emphasis over the processors of the laptop.
V. One of the regular customers of HP complained about the sound quality of HP Pavilion,
therefore the company must install advanced technology to improve the sound system.
Mor4over form the survey it has evaluated that 20% of the respondents do not purchase
the products of the company therefore, HP must focus over to attract the rest 20% of the
clients through various promotional activities (Tech Rader, 2018).
VI. Over the managerial level, the managers must support and empower ideas of their team
as well as of their subordinates. Even the ambiguity and lack of confidence among the
workers can put strain on the working and destroys the relationship. The impacts of such
events and disturb the manufacturing and development of the product.
VII. The company must emphasis over the productivity and life of their product by
modernizing and improving the life of the product.