Sony Vaio Consumer Behavior

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Executive Summary
In this Consumer Behavior assignment, students are required to choose a product such as Apple-iPad, Apples-iPhones, laptops, cars, handbags, cosmetics, skin care, food and beverages and so on. The product that I choose is Sony VAIO T Series Ultrabook. First of all, students are required to study and give an introduction about the explanation on the product and address the background of the product. Next, students are required to identify the features and criteria weight age the buying. Students are required to briefly relate their preferences on the criteria and features. Lastly, students are explaining consumer behavioral theory that relevant to their decision making on buying the product. Students will more understanding on consumer behavioral theory through the question of the assignment.

Pictures of the Sony VAIO T series Ultrabook

1.Can touch the screen 2. Have two colours of choice

3.Full flat design and thin and light 4.Instant wake-up and battery saving mode

Table of Content
Title | Page|
Cover page| 1|
Executive Summary| 2|
Pictures of the Sony VAIO T series Ultrabook| 3|
Table of Content| 4|
1.The background of Sony Corporation| 5|
1.1The explanation of the Sony VAIO T series Ultrabook| 6| 2.The features of the Sony VAIO T series Ultrabook | 7| 3.Explain consumer behavioral theory that relevant to my decision making on buying the product. | 9| References| 11|

1.The background of the Sony Corporation
The largest media corporation in the world, Sony Corporation is one of the leading producers of video gaming consoles, video communication, information technology and electronics. Sony Corporation is even the parent company and the main electronic business division of Sony Group. This division was engaged in manufacturing five major operating segments which includes entertainment (music and motion pictures), games, financial services and electronics.

Sony was founded after Second World War in 1946 in Tokyo under the name Tokyo Telecommunications Engineering Corp. by Masaru Ibuka and Akio Morita. The company started with 190,000 yen for began researching. In 1955, the company decided to use the SONY logo on Totsuko products and three years later changed its name to Sony Corporation (http://www.sony.net/ Nov 2012).

It was in 1955 when this company released its first commercial product TR-55 (transistor radio). After that it went on to release many such products and slowly the company changed from its original name and so in January 1958, the company's name was changed to Sony. Trinitron Colour Television in 1968, the colour video cassette player in 1971, the Betamax VCR in 1975, the Walkman in 1979, the world's first CD player in 1982, the 8mm camcorder based on a universal standard in 1985, the first consumer-use digital video camcorder in 1995, the next generation high capacity optical disc "Blu-ray Disc" recorder in 2003 and the world's first consumer use digital HD video camera recorder conforming to HDV standards in 2004, just to mention a few historic Sony milestones (http://www.sony.net/ Nov 2012).

Since then, it has been noted for manufacturing some of the best in-house standards for new storage and recording technologies as a substitute of adopting those products manufactured by other companies. At, present Sony is recognized as one of the leaders in electronics manufacturing products from videocassettes to video players, DVD's to Televisions and from Music Systems to Laptops (http://www.sony.net/ Nov 2012).

1.1The explanation of the Sony VAIO T series Ultrabook
The Sony VAIO named as Video Audio Integrated Operations. In 2008, VAIO was changed to Visual Audio Intelligence Organiser because to...
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