Discuss about the Science of Consumer Behavior for Global Marketing.
The choice of laptops according to the different buyers depends on the knowledge they have for the laptops. The prices are open, but the challenge is in the contents of the laptops. In this field, many people opt to call a friend who is familiar with laptops to assist in the buying process. Though gender and age can be factors to be considered in the purchase of the laptops, level of education is the key factor to be considered in this case.
Laptop “one” has a very good price. Everybody would like to access it, and know the reason behind the good pricing. However, it will depend with the amount of money that they have, according to their monthly salary, or the families’ salary. Its processor is poor. This characteristic makes the buyers heartbroken, and thus a step behind. No one would like to be associated with poor quality when it comes to technology. Processor is as important as any other drive in a laptop, and so it needs to be very good. Its memory is very poor. Not only the memory of the laptop, but also the hard drive and the video card. The hard drive and the memory are important compared to the video card. However, depending on its price, these poor contents are not worthy and therefore should be changed or lower the price. The screen of the laptop is poor. Every laptop should have a good screen. This is because; the screen will go hand in hand with the eyes. Good screen means that one is comfortable when reading, writing and no stain at all. Poor screen means that one has to strain all through. Poor screen may lead to eye damage. Its warranty is good. Therefore the laptop can be taken back for repair at the point of purchase in case of damage, failure or malfunction. This shows that the company is concerned with the consumers’ welfare and satisfaction with their items. The weight of the laptop is very good. Sometimes, weight is not a good factor to consider, since it has nothing to do with the quality of an object (Bruwer, Saliba, & Miller, 2011). However, it is good to know that laptops have different weights. Some weights make a laptop safe in case it falls down, while others make it fragile. It therefore depends with the choice of the buyer, according to his or her knowledge on laptops. However, it is important to consult the importance of each part before purchasing a laptop. The price of laptop two is very good. It can be afforded by anyone who needs a laptop according to their salary. However, processor is poor. The first and second laptops have similar characteristics in terms of price and processors. As discussed, the processor of a laptop is as important as any other inner part of the laptop. It should therefore be quality, so as to give the desired end result. The memory, hard drive, and video card of the second laptop are poor (Prothero, Dobscha, Freund, Kilbourne, Luchs, Ozanne, & Thøgersen, 2011). Though not as poor as those of the first laptop, nothing said to be poor can be better. Therefore, the laptop should be improved in the memory and hard drive areas. Video card can be ignored or otherwise repaired, since the buyer will pay for it. Whoever is interested in the second laptop should be aware of the danger he is facing since the hard drive and the memory are some of the most important parts of a laptop. The screen of the second laptop is good. It cannot be compared to that of the first laptop, which is poor. Screen is one of the most important parts of a laptop, since it is the reason as to why one has to stay awake and alert all through. Quality screen is important and should be considered during the purchase of a laptop. The warranty of the second laptop is good. This means that the buyer will have to take the laptop for repair anytime it has problems, or when it needs service (Cornwall, 2008). The weight of the laptop is also good. These means that it cannot be broken in case it falls down. The potential buyer of this second laptop can afford it compared to the monthly salary that he earns.
The third laptop has a very poor price the price is too high compared to the monthly salary of the buyer. Its processor is so good which is the dream of every buyer (Darley, Blankson, & Luethge, 2010). Its memory, hard drive and video card are very good too. Its screen is very good, and mostly compared to the rest of the laptops. Its warranty is very good too, thus giving the owner a chance to visit the company anytime the laptop has technical issues. Its weight is also good, which is similar to the weight of the second laptop, but not better than the first laptop.
The fourth laptop has a very poor price, similar to that of the third laptop. However, it is in accordance with the salary of the buyer (Dennis, Merrilees, B., Jayawardhena, & Tiu Wright, 2009). The processor is very good, similar to that of the third laptop. Its memory, hard drive and video card are good, but not as good as those of the third laptop. Its screen is average, which is better than but not as good as that of the third laptop. However, it is better compared to that of the first and second laptops. Its warranty is very good, therefore a good chance to take the laptop for checkup, service and repair any time it needs the service. Its weight is very good also, but not as good as that of the third laptop (East, Robert, Jaywant Singh, Malcolm Wright, and Marc Vanhuele, 2016).
The fifth laptop has a poor price. It is however suitable for the buyer, depending on the salary earned by the buyer (Pickett-Baker & Ozaki, 2008). The processor of the laptop is very good, similar to that of the third and forth laptops. Its memory, hard drive and video card are also very good, similar to that of the third laptop, but better than that of the fourth laptop. Its screen is good, but not as good as those of the third and fourth laptops. However, its screen is similar to that of the second laptop, but better than that of the first laptop. Its warranty is good, and its weight is good too.
The first student chose laptop 5. The laptop choice goes hand in hand with his desires, ability to think and sort out issues, his level of education and his gender (MacInnis, & Folkes, 2009). Generally nothing is wrong with the laptop since everything suits him, including his ethnicity. Though the price is poor, he can be able to purchase it since he has a better salary apart from the side hustle.
The third person is a divorced man, with a bachelor as his level of education. This man chose the third laptop. The laptop is very good, compared to his interests. At his age, he needs to be committed to whatever he does, and so everything around him should be good. He is able to buy the laptop despite its poor price, since his salary is good (Foxall, 2014) I think he chose the laptop as a result of gender, salary, ethnicity and age, and status which make up his personality.
The fourth respondent is a female. She is a mother, and the age of 51. Her occupation is full time and she is married. Her level of education is year 12, and makes no decisions on laptops on her own. Therefore she depends on her husband and children to play the role of making decisions on laptops. Her ethnicity is New Zealand (De Mooij, 2010). The respondent chose the third laptop. The laptop is good and everything about it is good, despite its high price. However, depending on the support that the respondent has, everything to do with the price is okay. I think she accepted the laptop depending on the family earning, her nature of job, her age and ethnicity (Solomon, Russell-Bennett & Previte, 2012). The laptop is suitable for her, though no one can tell which laptop she could have chosen If given the opportunity without any assistance.
The marketer of the third laptop should know that the customers interested in his laptops are from diverse ethnics (Morin, 2011). They are both men and women, who are educated. Though some of them may lack sufficient knowledge, they have relatives who can advice them or make choices on the laptops. He should therefore understand every language, and be aware of any interest of the potential buyers, depending on their personality. He should also be conscious when selling, since most of the customers are students, who are familiar with technology, and know more about laptops. Therefore, dealing with these customers will call for patience, since they are curious and stable when it comes to making a final decision. The marketer should have plenty of the laptops, and also make sure that everything is quality. He should not be lured by the increased demand since it may force him to convince customers to buy other less efficient laptops, which is a way of chasing customers.
References
Bruwer, J., Saliba, A., & Miller, B. (2011). Consumer behaviour and sensory preference differences: implications for wine product marketing. Journal of Consumer Marketing, 28(1), 5-18.
Cornwall, T. B. (2008). State of art and science in sponsorship-linked marketing. Journal of
Darley, W. K., Blankson, C., & Luethge, D. J. (2010). Toward an integrated framework for online consumer behavior and decision making process: A review. Psychology & marketing, 27(2), 94-116.
De Mooij, M. (2010). Consumer behavior and culture: Consequences for global marketing and advertising. Sage.
Dennis, C., Merrilees, B., Jayawardhena, C., & Tiu Wright, L. (2009). E-consumer behaviour. European journal of Marketing, 43(9/10), 1121-1139.
East, Robert, Jaywant Singh, Malcolm Wright, and Marc Vanhuele. Consumer behaviour: Applications in marketing. Sage, 2016.
Foxall, G. (2014). Consumer Behaviour (RLE Consumer Behaviour): A Practical Guide. Routledge.
MacInnis, D. J., & Folkes, V. S. (2009). The disciplinary status of consumer behavior: A sociology of science perspective on key controversies. Journal of Consumer Research, 36(6), 899-914.
Morin, C. (2011). Neuromarketing: the new science of consumer behavior. Society, 48(2), 131-135.
Pickett-Baker, J., & Ozaki, R. (2008). Pro-environmental products: marketing influence on consumer purchase decision. Journal of consumer marketing, 25(5), 281-293.
Prothero, A., Dobscha, S., Freund, J., Kilbourne, W. E., Luchs, M. G., Ozanne, L. K., & Thøgersen, J. (2011). Sustainable consumption: Opportunities for consumer research and public policy. Journal of Public Policy & Marketing, 30(1), 31-38.
Solomon, M., Russell-Bennett, R., & Previte, J. (2012). Consumer behaviour. Pearson Higher Education AU.
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