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Pages:
9 pages/≈2475 words
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Level:
Harvard
Subject:
Business & Marketing
Type:
Term Paper
Language:
English (U.S.)
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Total cost:
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Topic:

Explain Complex Consumer Behavior By Taking Any Example (Term Paper Sample)

Instructions:

It was asked to explain complex consumer BEHAVIOR by taking any example. I chose laptop for this paper.

source..
Content:

Consumer Behaviour process
(A case of buying car)
1.Introduction
One essential formula to get success in business is understanding consumer behavior. According to (Solomon, & Bamossy, n.d.)satisfying consumer’s needs is the only way for the survival of any business. It is important to identify and understand the customers’ choices, culture, thought and the factors that influence the target customers. This way more efficient strategy, marketing and advertising campaigns can be developed which is in line with the customers’ needs and ways.
My mother is in her early 60’s and is a recent retiree is the target consumer. She has broken her laptop and is looking for a replacement. The laptop she broke was four year old which was gifted by me. My mother is not at ease with the latest technology developments. Range of vast options is complicated for her. Therefore, she would prefer a device which is simple and easy to use. The device must also be sustainable.
The decision making process will be examined at depth by this report. It will analyze the elements like the characteristics that affect the behavior of the consumer and his/her buying decisions. It will conclude it with the recommendations for the marketing.
2. Literature review Consumer Buying Decisions
this study is made to aimed at the psychological behaviors of the consumers. These factors are perception, motivation as well as attitude. These factors are also in very close association with the loyalty of the brand, perceived quality and the awareness of the brand among the public. The results of this study has concluded that the motivation factors to buy the laptop and the brand of the laptop must be worked on separately. It is observed that in this case, the brand association means the lifetime of the battery as this is one of the important features.
Sheehan, (2011), As per their research, it is concluded that there is a prestigious role of the consumer brand in the consumer segment. In this technological era, everyone requires a laptop or computer to conduct a smooth race. In this case, the branded laptops would protect and safeguard the race related to competitiveness. So, there are so many factors which should be taken into consideration to buy the branded laptop. Sheehan, (2011).  has made a study about the purchasing decision for the branded laptop by the consumers in Muaeng district. There are observations that the time duration, frequency and age of the laptop are not in association with the occupation, education and gender. Foxall, G. (2002). study related to the purchasing behavior about the usage of laptop. Mr. Thanaphat. Foxall, G. (2002). study about the factor which determine the best choice about purchasing the laptop. All these observations found and indicate that there are several factors which help consumers to choose the best one.
2.1 buying behavior in Laptop purchase
The factors associated with the product and the types of goods involved greatly effects the buying decision behavior of the consumers. A buying decision is classified as complex, variety-seeking, dissonance-reducing and habitual according to the consumers’ involvement with the purchase and according to the difference between the brands available.
A laptop is an expensive product and a high involvement of the consumer with the purchase is obvious. So, buying of a laptop shows complex behavior. A consumer has to learn a lot about the product category as a vast range of options with significant differences is available among each brand. There is also a high risk in this purchase as the my mother wants a simple and sustainable product. The customer has to spend a long time period to evaluate the different options available and she herself has to be involved in taking buying decision because there is a wide range as computers, laptops, notebooks and tablets.
As laptop is a costly product and it influences consumers of all ages very highly, 84% of over-55s says that purchasing technological products are their main concerns. These products need more attention and efforts to take a decision to make the purchase less expensive.
A complex buying behavior is also found in taking decision for the purchase of television, household appliances and a car. 95% of seniors compared to 85%or youngsters watches TV with great interest and therefore invest time and money in the purchasing in their favorite hobby (Foxall, 2002).
3. Consumer buying process
Figure-2
3.1 Need Recognition
This is very initial stage when the buyer finds out any need or faces any problem. This need may be arisen due to any kind of internal or external factors. A person’s basic needs may be caused due to internal factors whereas external one is due to the environment, in which an individual resides (Hawkins,Best & Coney, 2010).
3.1.1 Percieved problem and Satisfying need
In this report, the consumer’s need arose when she found that her laptop was not working and realized that this is the time to get it replaced. My mother need user friendly laptop for daily use. Therefore, buying laptop with satisfied her need.
3.1.2 Actual and desired stage
Hence, first stage resulting into recognizing the problem and identifying the need of the laptop. So, the outcome of this step is that my mother must have a laptop which could offer best features with simple technology.
3.1.3 Type of purchase and Effect on decision making
There is an existence of complex consumer behavior if in case the product is very much expensive. Hence, I would prefer to do to complete research related to the same product and have thorough knowledge about it. Also, I need to be aware about advantages and disadvantages of that product (Loudon & Della Bitta, 1993).
3.2 Information Search
I got the need to get a new laptop or any other alternate of it for my mother, due to the breakdown of her existing laptop. This step amongst all is one of the longest steps because it requires information to be collected from various sources. This stage is of utmost importance because at this stage the consumers’ opinions basically start. As per the research, it is found that most of the seniors consider easy to operate and in terms of technology as well. Definitely, this is the case when my mother was not very much into technology.
3.2.1 Sources of information
Hence, I started finding the laptop’s review from my personal resources as I think this is very effective, influential and reliable. Younger friends and the family members who have good experience, can help a lot in getting the ideas about new technology and product (Sheehan, 2011).
I found that most of my friends and relatives have gathered such knowledge from several commercial sources like social media, advertisement or interaction with salespersons in the market of specific product. The information collected from public resources is also reliable and influential as most of the old aged people have great trust on newspaper, TV and other people who are into marketing and share information related to the product (Arora, & Chawla, 2017)
3.3 Evaluation of Alternatives
After collecting the required information from several sources, the next step is finding out several alternatives form the market.
3.3.1 Alternatives and exclusion
I made a list of available brands of laptop. My choice of alternatives are based on price, convinece, easy to use technology. My list consist HP, acer,Apple, Lenovo. The laptop from Apple which I found very much expensive, I deleted them from my choice list. Because, with the high price, I was getting same features and configuration of the laptop which was out of my budget. So I tried finding the one which is in my budget and offering good enough features.
3.3.2 Evaluation and deterimination of criteria
While trying for the best laptop, I found HP as the one which suits the most to my requirements and at the reasonable prices. Definitely, everyone would go for the brand which suits his/her requirements in the best possible way while considering the budget and taste as well. Similarly, I was looking for the laptop which should be quite easy to run, attractive and fulfill all of my needs. As I am a retired person, that is why I am looking for the one which is quite affordable for me as I have to use my savings only for this. But at the same time, I am looking for the one that is a reliable brand and durable product.
3.4 Purchase Decision
At this stage, when the evaluation of the brand has been done properly, the consumer is required to finalize the brand. Of course, this would be the most preferred brand for the consumers. There are two basic factors which may have impact on this decision, these are: people reviews and situational factors which may occur unexpectedly.
3.4.1 Justification of need
So finally, I decided to buy Hewlett-Packard because as per my observations this brand is renowned and earned good repute from the elderly as well. Also, I found that all of them preferred this brand over the new brands available in the market. (Munson, 2014). HP 15-r101na laptop is the best suited to me with affordable price
3.4.2 External influence
After evaluating all of the brands, I had finally planned that I will go for this brand. Though at this stage, I did not purchase the laptop, but yes, I finalized a brand in my mind. But still there were two factors due to which I was confused that I might change my plan. First one amongst them is that my mother might give negative reviews of the brand of my choice. So I might need to go for any other alternative. Another one is that there might be some situational factors which were not even thought of.
3.5 Postpurchase Behavior
So, finally this is the stage when I purchased the laptop for my mother and analyzed it thoroughly. I found that this produc...
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