MARKETING PRINCIPLES AND BUSINESS

Marketing Principles and Business

Marketing Principles and Business

Answer # 1

The analysis of the stages of the buying decision, allows a better understanding of consumer buying behaviour. Consumer buying behaviour for the laptop is influenced by various factors. A multitude of factors can influence the purchase decision. This is the equation that must resolve to seduce and brands stand out from the competition. Early analysis and contributions of psychology to consumer behaviour mainly focused on two aspects: first, the basic processes underlying consumption and, secondly, the personality characteristics that might influence the choice of certain products. In the case of basic processes, investigations were extrapolated on classical learning, motivation, perception, etc. Thus, since consumer behaviour can be defined as the behaviour that consumers display in seeking, purchasing, using, evaluating and disposing of products, services and ideas waiting to meet their needs, it is primarily to analyze how they make decisions (Carpenter, 2005).

Laptops are becoming increasingly popular among consumers. The consumer purchase decision making process I backed by the availability of the various options such as price, colour, memory, warranty, brand etc. For example, if we decide to buy a laptop, we will take into consideration the ability of memory, the size of the screen and other technological needs all we need depending on whether it is for work or for the home. There are several rule templates that consumers can follow when assessing the different options it has. Before reaching the decision to purchase the laptop, consumer goes through a series of stages among which are:

Recognition of a Need:

At this stage consumer recognize its products needs. Recognition of a problem is the first step in the process of purchase decision. This is where the consumer becomes aware that he has a problem or something missing. He has a need. This is the starting point that should lead the consumer toward a purchase. It also happens that the consumer was not aware of the problem. It is up to the consumer to communicate the existence of this problem, so that it can guide subsequent to a solution. The laptop need can be expressed in latent (hidden) conscious or unconscious. In any case it will result in a state of tension that individuals seek to make them disappear. In marketing and advertising, sellers can initiate the purchase decision of consumers to show the shortcomings of competing products or products they currently have.

All recognition of the problems depends on many influences like our friends, our family and our emotions. In addition, the recognition of laptop product can be generated by previous purchases, anticipation and various events such as weddings and anniversaries. All these factors can push us to recognize some of the products we need.

Choosing a Level of Participation:

It is where consumers decide how much time to invest in trying to meet the need. Once the consumer becomes aware of his problem, he moves to this second stage of the purchase decision. This research is carried out in two ...