CONSUMER BEHAVIOR

Buying Behavior of Consumers towards Laptops



Abstract

There is a difference between customer and consumer. Customer is the one who make purchases on a regular basis whereas, consumer is the one who take the rational decision whether to buy a product or service or not. The study of how individuals and groups select, use and dispose of goods, services, experiences and ideas to satisfy needs and wants is called consumer behavior. The particular behavior observed while buying a product or service from the buyer is called buying behavior of the consumer. Buying behavior is the decision making process and how people act while purchasing a good or service. This research was aimed to know the consumer behavior while making a decision of purchasing a laptop. It was also intended to find out the changing behaviors of consumers and the level of satisfaction. The buying behavior varies among the people. This study was conducted know how people take the decision to buy a laptop and what internal and external factors are focused while making a decision in the purchase of a laptop. Consumer Purchasing Behavior for Laptops.

Introduction3

Discussion3

Consumer Behavior3

Rational Decision Making Model4

Normative Model of Decision Making6

Elaboration Likelihood Model (ELM)6

Multi-Attribute Attitude Model of Fishbein8

Antecedent-Behavior-Consequences Model (ABC)8

Research Methodology10

Data Collection Methods11

Findings and Analysis13

Conclusion14

Recommendations14

References16

Bibliography17

Appendices A18

Interview Guide18

Appendices B20

Data Analysis and Interpretation20

Interview Transcription-124

Interview Transcription-227

Buying Behavior of Consumers towards Laptops

Introduction

The report provides information about the buying behavior of consumers for laptop. It begins with the definition of the consumer behavior and factors that impacts the decision making process. It follows with the demonstration of the different factors that affect the behavior of the consumers as well as the buying decision process to understand the quintessence of the consumer behavior.

The report will address that whether consumers make decision rationally or irrationally. Rational decision making is method of selection among the choices based on reasons and facts. The cognitive process of selecting a course of action among alternatives is referred to as decision making. The consumers select among the alternative choices for certain good or service. After discussing consumer behavior, we will discuss the importance of the brand name and how they affect the behavior of consumers. The value of brand in decision making process of a consumer will be discussed later in this report.

Discussion

Consumer Behavior

Customers are very essential for the business in the marketing field. The whole marketing process is focused on the customers and their behavior towards the product. Consumer behavior is considered as the behavior related to mental, physical and emotional capabilities of a consumer while selecting, using and disposing of the products and services in order to satisfy their needs and desires (Moorthy, Ratchford and Talukdar, 1997, pp. 265).

He also explained that there are some secrets of the consumer behavior which includes the motivation of the consumers, external factors that affect the behavior, related activities, different behaviors from different people and it varies from time and complexity. The consumer preferences are mostly developed during the decision making process rather than before making ...