Discuss about the Synamics and Environmental Implications.
The term consumer behavior can be defined as the study of the activities of an individual, a group or organization associated with the purchase, usage as well as disposal of products as well as services. The behavior of consumers during purchasing a product or availing a service is highly dependent on the emotional, physiological as well as behavioral responses of the consumers (Gajjar, 2013). Thus consumer behavior can be defined as an interdisciplinary social science which is comprised of psychology, social anthropology, sociology, ethnography, and marketing theories. In this report, marketing behavior of the consumer while purchasing a laptop will be analysed. In this report, the responses of three respondents while making decision among 5 different laptop option will be analysed. In order to access and evaluate the difference between the ranking of the three respondents, the theories f personality as well as theories of demographic will be used during the analysis process. Finally, a recommendation to enhance the desire of the consumers for purchasing will be provided in this report.
In any kind of product and its marketing plan, the consumer behavior regulates the operational structure highly with the strategic implementation. The personality of a person also determines the choice and buying trends. This trends and buying behavior regulates the profitability of the market as well as the strategic implementation of the industry (Lantos, 2015). The personality of a potential buyer depends on his or her cultural and social background and psychological structure. All of these factors regulate the buyer’s perception and choice.
When it comes to respondent 3, being a middle-aged individual he has chosen option 3 that is the Dell Inspiron 17 5000. His decision of selecting the most distributed featured computer demonstrates his high needs of professional use. Being a fashion designer needs more optical clarity with detailed shedder and higher resolution (Farzana, 2012). At the same time, being a bachelor he wants to spend some time by playing video games. Dell Inspiron 17 5000 has considerably higher memory, processor with external graphics card that indicates it higher capability to handle high quality games with advanced graphics rendering. The higher graphical quality also allows differentiating various colour shade which is highly acclaimed for an artistic person like this respondent.
While analysing the response of Respondent 4 who is a house wife of age 51, it has been seen that she has chosen option 3 which is Dell Inspiron 17 5000. However, unlike another respondent, the decision while buying the laptop was taken by her Children and Husband. From her selection, it is clear that that computer performance is the major factor for her choice. This psychological need reflects that the respondent needs a computer with better picture quality and higher performance (Kopetz et al., 2012). However, she also privatise the monitor resolution that again emphasises that this computer is going to be used more for entertainment purposes. At the same, she is also sensitive to the quality and durability of the product that is noticeable through her prioritising of warranty period.
Respondent 5 who is the eldest of the respondents have selected to go with option 4 which is Dell XPS 13. The choice of the laptop is highly dependent on the psychological state of the consumers. This laptop is the lightest weight as well as portable for use. As a retired aged person the respondents do not want this laptop as a high graphics gaming or high performance designing device. The purpose of the computer is to fulfill more simple entertainment like listening musing, watching a movie or very stipulated amount of official file handling and internet use (Spinney et al., 2012). The 6M cache and 3.4GHz boosted processor allow the user to browse the internet smoothly.
Consumer behavior has found to be highly dependent on demographical factors like age, income, ethnicity, gender or family situation of an individual. Age is considered as a highly crucial factor that imposes impact on consumer behavior (Solomon et al., 2014). With age, the thought process of individual changes due to changes in his physical ability, lifestyle as well as experience. For instance, out of the five laptops selected for the survey, respondent 5 who is the eldest of the respondents have selected to go with option 4 which is Dell XPS 13. The choice of the laptop is highly dependent on the purpose for which the laptop is bought by the consumers. Being a retired Company director, the respondent has enough financial stability to buy an expensive laptop (Hazen, Mollenkopf & Wang, 2017). Since the tendency of using laptop for playing games is much lesser in elderly people, processor is another least important factor for him. However, due to physical stability and weak vision due to age, the respondent has given priority to the sturdiness of the laptop along with the size of screen.
When it comes to respondent 3, being a middle aged individual he has chosen option 3 that is the Dell Inspiron 17 5000. His decision of selecting the costliest computer demonstrates his high income. According to the Engel, Kollet, Blackwell theory of consumer behavior, the choice of consumer is highly dependent on his or her financial stability as well as professional requirement (Solomon, Russell-Bennett & Previte, 2012). Given that the profession of the mentioned respondent is fashion designing, he has given highest importance to Memory, hard drive, and video card. Unlike the previous consumer, least importance is given to warranty period of the laptop.
While analyzing the response of Respondent 4 who is a house wife of age 51, it has been seen that she has chosen option 3 which is Dell Inspiron 17 5000. However, unlike another respondent, the decision while buying the laptop was taken by her Children and Husband. According to the Theory of Reasoned Action, least power of decision making is provided to the dominated member of a household (Schütte & Ciarlante, 2016). The theory can be clearly justified when the marketed product of the mentioned respondent is compared to the ranking given by her. The ranking and the decision taken by the respondent are highly contrasting. For instance, while her chief concern is the price, the laptop bought by her is the costliest of the 5 option provided.
Conclusion
From the above analysis, it can be said that the behavior of consumers while purchasing a product or availing a service is highly dependent on the emotional, physiological as well as behavioral responses of the consumers. Consumer behavior has found to be highly dependent on demographical factors like age, income, ethnicity, gender or family situation of an individual. On the other hand, the psychological state, emotional stage, social value, lifestyle, perception also regulates the buyers purchasing decision significantly. The selected laptops are designed to fulfill all the consumer desires irrespective of the demographical or psychological division. However, from the conducted survey it has been clearly observed that the psychological and demographical differences influence the consumer behavior and product choice significantly. Therefore, to increase the consumer attraction by fulfilling the buyer’s desires the company should follow certain marketing strategy while assembling their computer products.
The following recommendation can be very beneficial for the company to develop their profitable product designing strategy.
References:
Cummins, S., W. Peltier, J., A. Schibrowsky, J., & Nill, A. (2014). Consumer behavior in the online context. Journal of Research in Interactive Marketing, 8(3), 169-202.
Farzana, W., (2012). Consumers’ Psychological factors association with brand equity of high-involvement product: case of laptop. World, 2(5).
Gajjar, N. B. (2013). Factors affecting consumer behavior. International Journal of Research in Humanities and Social Sciences, 1(2), 10-15.
Hazen, B. T., Mollenkopf, D. A., & Wang, Y. (2017). Remanufacturing for the circular economy: An examination of consumer switching behavior. Business Strategy and the Environment, 26(4), 451-464.
Jadhav, V., & Khanna, M. (2016). Factors influencing online buying behavior of college students: A qualitative analysis. The Qualitative Report, 21(1), 1.
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Kopetz, C. E., Kruglanski, A. W., Arens, Z. G., Etkin, J., & Johnson, H. M. (2012). The dynamics of consumer behavior: A goal systemic perspective. Journal of Consumer Psychology, 22(2), 208-223.
Lantos, G.P., (2015). Consumer behavior in action: Real-life applications for marketing managers. Routledge.
Schütte, H., & Ciarlante, D. (2016). Consumer behaviour in Asia. Springer.
Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., & Polegato, R. (2014). Consumer behavior: Buying, having, and being (Vol. 10). Pearson.
Solomon, M., Russell-Bennett, R., & Previte, J. (2012). Consumer behaviour. Pearson Higher Education AU.
Spinney, J., Burningham, K., Cooper, G., Green, N., & Uzzell, D. (2012). ‘What I’ve found is that your related experiences tend to make you dissatisfied’: Psychological obsolescence, consumer demand and the dynamics and environmental implications of de-stabilization in the laptop sector. Journal of Consumer Culture, 12(3), 347-370.
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