consumer decision making in laptop purchase
TRANSCRIPT
CONSUMER DECISION MAKING
IN LAPTOP PURCHASEGROUP( 8) PANACEA
OBJECTIVES
To know the consumer involvement in decision making of laptop purchase
To know about the decision making process
Factors affecting decisions
RISK Factor associated with the decision making
RESEARCH METHODOLOGY Research Methodology adopted for the project is
opinion survey through a customized questionnaire was used for collection of data.
Source of Data: Primary Data Sampling Technique: Random convenient
sampling process was employed for collection of primary data.
Sample size: Sample size is limited to 60 respondents
LITERATURE REVIEW:
Marketing Journals &
Articles on consumer decision making.
CONSUMER DECISION MAKING COGNITIVE VIEW
Information Processing
Formation of
Preferences
Purchase Intentions
•HEURISTICS:Research insights : customers have sufficient information about some of the Laptop BRANDS /alternatives through magazines, T.V. to make a satisfactory decision.
PRE-PURCHASE SEARCH DEGREE OF PERCIEVED RISK: High Functional Risk High Social Risk High Time Risk High Financial Risk
EVALUATION OF ATTRIBUTESEVOKED FEATURESSET:
BATTERY BACKUP
CONFIGURATION
SCREEN SIZE
WEIGHT
SCREEN TYPE
SERVICE Home service
At service centre
PRICE Between 25k to 30k
Between 30k to40k
Between 40k to 45k
More than 45k
CONSUMER DECISION RULE
COMPENSATORY Decision: A holistic evaluation of all attributes before purchase decision
COPING STRATEGIES OF CUSTOMERS
Decision Heuristics- Multiattribute decisions
Cognitive predilections- Concrete reasoning
LIFESTYLE AS A CONSUMER DECISION STRATEGY
Electronic Environment
Consumers used ‘HEADS” to make decisions in laptop purchase
Assumptions
Contextual Factors Task Complexities More information processing abilities and software applications is available to students to help in studies
Time Constraint Time is saved by using laptops to execute decisions
POST PURCHASE EVALUATION After sales service to reduce post purchase
cognitive dissonance
Home service(at a premium price) At service centre(at minimal price)
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31.7
61.7FEATURES
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PRICE
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e...
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BRAND NAME
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SERVICE
Emphasis on different attributes in decision making
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1.73.3
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Configuration
Different Features Analysis
Less P
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Prefe
rred
Highl
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Very H
ighl
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Colour(Appearance)
Less P
referr
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Prefe
rred
Highl
y Pref
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Very H
ighl
y Pref
erred
0.010.020.030.040.050.060.070.0
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28.3
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Screen Size
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Screen Type
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Battery Backup
Less Preferred Preferred Highly Preferred Very Highly Preferred0.0
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60.0Weight
DECISION MAKING(PRICE)
(25-30)K 30-40 K 40-45 K More than 45K0.0
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DECISION MAKING (ADVERTISEMENT)
No Yes0.0
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70.0
41.7
58.3
THANK YOU