Consumer Behavioral Study On The Choice Of Laptops: An Examination Of Dell Brand

Consumer Behavior and Purchase Decision

Discuss about the Consumer Behavior for Laptop Purchasing.

Progress in PC technology has flaunted passed on the buyer with a change inclinations of radios and TVs in the twentieth century. It filled in as a principle driving force in starting how buyers get information and besides the exuberance, quality and thickness with which they recuperate it. Computers are filling in as a wellspring of artificiality despite its part as resource and benefit contraption. The science and Technology are made in this 21st Era. In this advanced edge world, people give much centrality for electrical and electronic contraptions, without which life becomes less charming in this clamoring world. From the accomplice of the PC with the workstation today, where the market has ended up being spoiled for choices with variety of brands, each offering advanced specifications to clients. The examination was to pick whether a relationship existed between the prices, product choice of PC buyers and consumer behavioral estimations and evaluative criteria considered on personality traits of the individual. The fact explored in this examination was the choice of laptops of Dell brand based on their specifications and the purchase decision (Sakkthivel, 2011).

The famous Australian management consultant, Peter F. Ducker once pointed out on the importance of customer in business, where the customer decides the product and economists decide on the wealth and structure of the business. The direction of sale, product quality, price range and overall business structure get decided by the consumer behavior. The consumer behavioral study becomes important for assessing the market trends and affect of price and quality on buying decisions (Matzler, Stieger & Füller, 2011). Consumer personality traits, such as attitude, motivation or perception are incredibly important physiological components which affects the choice of model of a laptop, even considering the brand to be fixed.

The outcome of an earlier study uncovered that, customers’ inspiration to utilize PC and brand affiliation criteria work independently. They think about battery lifetime as critical element while fulfilling those reasons. Purchasers’ states of mind are controlled down to business decisions by social factors, particularly influence by relatives while purchasing high-end items. Respondents demonstrate a positive relationship between their dispositions with one of the most astounding positioning PC Apple (Wahida et al., 2011). Purchasers’ discernment for picking laptop depends upon various factors based on certain information. Previous exploration demonstrated that branded laptops assume a superior part in the student community. In modern era, every work on the planet is by all accounts computerized. Everybody needs a computer to drive a smooth and quick race. Particularly, high-end laptop will endeavor to protect the aggressive race. In the current study a model for the prescient estimation for promoting adequacy was proposed. It was hypothesized that potential purchaser should first be made mindful of the presence of an item. Amid the choice procedure the individual moves from attention to a definitive buy of the item along a subjective compelling and intellectual measurement of conduct.

Factors Influencing Purchase Decisions

The writing on buying choice in this survey based study has been restricted to computer gadget related purchase choices, because of the item classification which will be inspected in this present investigation. Shoppers can lean toward specific items, brands or organizations over others, and to comprehend the purpose for these decisions is particularly fundamental with a specific end goal to showcase existing items more adequately than rivals. Customers’ statistic profile, purchase observations, and their dispositions towards items or brands do impact their buy choices. Numerous variables that influence a purchaser’s electronic shopping buy choice are, understanding of the models, shopping knowledge, client administration, and buyer’s purchase probability. Five stages in the choice procedure to buy sophisticated gadgets are, build up or express the requirement for products, identify the new or updated model, select the generation of the model, select the brand and approve the buy and allocate essential funds (Solomon et al., 2014).

As indicated by consumer decision demonstrate, buyers identify the purchase steps as identifying the physical variables of the article, psychosocial prompts, promotion. Purchasers put these into an arrangement of observations that shape their inclinations towards a certain choice. In view of these inclinations, customers settle on their decisions subject to situational requirements, for example, price of the product. In another exploration by Kim et al. (2002), small sized office or home-office proficient obtainment decisions are affected by wage, performance, cost, and internet connectivity (Angell & Kraemer, 2014).

In the recent work, the ambiguities in the previous literatures have been abridged. The basis of the work has been the three respondents from Korea, Australia and New Zealand.

The scholar used survey questionnaire (attached in appendix) as a tool of the survey for collection of relevant information. The nature of the data for the current study was primary and the methodology adopted for sampling was non probabilistic. The data consisted of personality scores along with demographic information of three respondents for five different models of Dell laptops (Toldos-Romero & Orozco-Gómez, 2015).

The scholar focused mainly on the personality scores and demographical aspects of the respondents. For the purpose of cross sectional studies null hypotheses were framed by the scholar.

1. The personality scores were independent of the choice of laptop models with definite price range.
2. There was no significant relation between family income and importance score of laptops.
3. There was no correlation between age and choice of laptop models of Dell.

Cross tabulation with chi-square test were utilized to conclude the data analysis segment (Gupta & Harris, 2010).

Personality score of the three chosen respondents were found to be equally inclined towards three variants of laptop processors. Total score for the processors was 5 for three of the respondents. A chi-square test () confirmed that there was no statistical significance in the choice of processor. The similar statistical trend () was observed for choice of memory (hard drive, video card), for screen selection (), physical weight of the laptop (). Respondent’s personality significantly affected the choice of laptop with warranty (). Hence, based on the relation () of personality and weighted importance total score (combined score of importance score and individual score of each options) the null hypothesis got failed to be rejected.

Research Methodology and Data Analysis

Family income was initially cross checked with occupation for validity () and statistically significant result was obtained. But when cross tabulated with weighted importance score the result was insignificant (). Hence no relation of income level with importance score was observed.

The next search was based on age of the participants, but it was noticed that because of less number of participants, age and personality score were complementary to each other. Hence age of the participants, when cross tabulated with individual scores of the participants yield similar results with that of the personality of the respondents.  Age of three chosen respondents were 19 (Korean), 26 (Australian), 51 (New Zealander) and the preference of all of them were noticed. Here a relation of price and age with choice of laptop models was identified. Screen size, warranty, and less weight were consistently preferred fields of the Korean who was the youngest of all. The Australian was more inclined towards the processor and screen size. The oldest of them, the New Zealander respondent was significantly interested in processor, screen size and memory size, this was evident as she chose Dell Inspiron 17 5000 model from the models. Korean respondent was more inclined towards screen, warranty and weight of the models whereas both Australian and New Zealander were interested in better processor and memory size.

Conclusion

It was additionally researched that the respondent’s level of fulfillment was respect to price without compromising the quality and style of the laptop models from Dell. Using the concepts of learning theories of psychology, customer behavioral, cognitive and social influence based choice was analyzed for the Processor of a laptop. To-day there is quantities of brands accessible in the market and they vary in costs, quality, limit, type and so forth in the present innovative period, it can be effortlessly said that all working class individuals utilizing laptops to supplanting human work force. Considering this facts customer robust items have concocted diverse names. Be that as it may, shopper likes to buy their brands because of different reasons. Clearly, the brand name, quality, value, technical aspects, style highlights, product warranty, and after deals benefit together affects the buying guide. So the produces should give careful consideration to the above components and to all issues uncovered by the consumer. To properly say, yesterday’s luxuries are the present necessities. Consequently in this computerized world, computers are not any more an extravagance thing.

Relationship Between Personality Traits and Laptop Choice

The whole examination demonstrates that laptop use is particularly famous in all the age groups irrespective of their ethnicity. The makers of Dell laptops were suggested to keep up and improvise on the technology of the processors of laptops (Hudson et al., 2016). It was discovered that irrespective of age, ethnicity, income group or family status, every respondent was greatly influenced by modern and fast processor. Hence, a report on the same was provided to the Dell marketing representative. The average scores for processor for respondents were 3.8, and 4.6 for respondent 2 and 4.  It’s the present day request to run hand with the most recent innovation. This innovation improves understudies assignment as well as appears to assurance support up of the understudies. Understudies got themselves associated with the whole world with the assistance of laptops and by mean of this they can contribute a considerable measure for the country (Huang, Mitchell, & Rosenaum, 2012).

Future scope of study was due to the various limitations of the study, especially the sample size, predetermined brand and shortage of time to collect sample data. This very study with minimum 200 respondents may reveal new aspects of the research work (Moradi & Zarei, 2011).

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