Consumer Behavior on Selecting a Laptop

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  • Topic: Laptop, Brand, Hewlett-Packard
  • Pages : 21 (5574 words )
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  • Published : March 18, 2013
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12/22/2012
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Submitted to: Ms Ambreen Bashir
Submitted By:
Bushra Noshad (8771)
Maha Khalid (8787)
Mehreen Tanweer (9079)
Muhammad Mohsin Javed (9408)
Sonia Amin Rajani (9026)
Consumer Behavior| term report fall' 2012|

Contents
Executive Summary5
PRODUCT CATEGORY6
COMPETITORS POSITIONING:6
DELL POSITIONING:6
HP POSITIONING:6
SONY VAIO POSITIONING6
TARGET MARKET:7
MARKETING MIX:7
Marketing Mix of DELL:7
PRODUCT:7
PRICE:7
PROMOTION:7
PLACE:7
Marketing Mix Of Hp:7
PRODUCT:7
PRICE:7
PROMOTION:7
PLACE:8
Marketing Mix of SONY VAIO:8
PRODUCT:8
PRICE:8
PROMOTION8
PLACE8
RESEARCH METHDOLOGY9
PROFILE OF INTERVIEWEES:10
SEGMENTATION BASES10
MR. FAHAD KHAWAJA10
MR. AKBAR11
VALS:12
PRECEPTION ABOUT THE LAPTOPS13
Perceived Prices13
Perceived Quality13
COMMUNICATION STRATEGIES13
UNDERLYING MOTIVATION FOR THE PURCHASE13
MEANS-END CHAIN14
Classification of Mr. Fahad’s intrinsic and extrinsic needs.14
Classification of Mr. Akbar’s intrinsic and extrinsic needs.15
MULTIATTITUDE ATTRIBUTE MODEL15
ATTITUDE-TOWARD-OBJECT MODEL:15
DR. FAHAD’S CASE15
AKBAR’S CASE:16
ATTITUDE TOWARD BEHAVIOR MODEL:16
THEORY OF REASONED ACTION MODEL:16
CONSUMER’S BELIEFS SYSTEM FOR TWO TYPES OF LAPTOPS:17
CONSUMER’S BELIEFS SYSTEM FOR TWO TYPES OF LAPTOPS:17
DECISION MAKING MODEL18
INPUTS:18
PROCESS:18
OUTPUT:18
POSTPURCHASE EVALUATION:19
DECISION MAKING MODEL (for both respondents)20
Conclusive Argument21
Similarities between the two consumers in this Research21
Difference between the two consumers in this Research21
Finding according to Marketers Perspectives22
Marketing Implication of this Research22
References23
Appendix24
INTERVIEW Questionnaire24

Executive Summary

The purpose of this report was to allow an versatile opportunity to students to research consumer behavior of two consumers who switched their brand in a particular product category over the last 6 months to one year.

The product category and brand chosen was a high involvement product that was "Laptop" which falls in the type of "Complex Buying Behavior".
The consumer interview in this research were two and one of the consumer belonged to a service industry and while the other was a business man.
The report focused on consumer's chosen brand's position and their competitors, methodology of research, profile of consumers, VALs, perception, motivation, learning process of consumer, DDM (decision making model), Means-end chain to compare and elaborate underlying motivation of both consumers.

Similarities & difference between the both consumers decision and behavior and what is Marketer's perspective, and marketing implication of this research.
This research is based on the insight and information gathered from both consumer by focused and detailed interview, empirical and objective based questionnaire and secondary information gathered from research articles, website, social media statistics, and blogs and review websites.

PRODUCT CATEGORY
We have selected laptops in electronics category. The first respondent Mr. Fahad Kahawaja switched from Sony Vaio to Dell. The second interviewee Mr. Akbar switched from Dell to HP. The laptop market is competitive. Competing brands are Apple, Dell, HP, Sony, Toshiba etc. Technology, price, designs, user-friendliness, performance speed etc are the various aspects that are considered by consumers in assessing these brands. COMPETITORS POSITIONING:

DELL POSITIONING:
DELL positions itself as ‘technology for everybody’. The company offers products and services that are ‘easy to buy and use’. “We strive to make sure that everyone — in any environment — can take advantage of technology. We are constantly curious and we never stop trying to find smarter ways to get things done.” Every customer can figure out their respective niche in any of Dell’s...
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