within the past 6 months, I bought a new laptop. How did you recognize that you
ID: 399127 • Letter: W
Question
within the past 6 months, I bought a new laptop.
How did you recognize that you needed the product?
Where or how you search for information on alternative products that would satisfy this need (product)?
What alternatives did the search process generate and what variables did you use to make the final decision to buy?
Where did you buy the product and why?
Were you satisfied after using or consuming the product? Explain.
There are 5 categories of influences as outlined by your text: economic, psychological. social, culture and ethnicity, purchase situation. Which one(s) do you think had the greatest effect on your purchasing decision? Please explain.
Explanation / Answer
The need for purchasing a laptop would arise when you have specific use for it which can be professional, education or entertainment. Also, if you were previously using a laptop and are facing difficulties with it, then also the need might arise of purchasing a laptop.
Searching for alternatives first requires deciding upon the requirements in the laptop. As per that, we can search online, ask our friends and relative, visit stores, etc. Since its a high involvement product the search process takes time and evaluation of alternatives based on many factors like price, color, warranties, location, etc.
Search alternatives would generate certain brands in your mind which you would classify into consideration set (brands you can consider to buy), inert set (brands towards which you are indifferent) and inept set (brands which you shall not consider at all).
The product can be bought online or from a showroom. However, after scanning for products in a showroom and then coming back and buying it online can also happen and is known as showrooming. On the other hand you cn search for the laptop online, study its features and then go and buy from the showroom. This process is known as webrooming.
Satisfaction after using a product arises when the product meets the expectations of the user. If not the consumer is unsatisfied. If the product meets the need of the user much more than the expectations the user is delighted. Satisfaction or unsatisfaction can happen due to various reasons like speed of the laptop, heating issues if any, storage space (internal memory), etc.
Purchae decision of a laptop are mainly affected by economic, psychological and social factors. Economic factors include the price we are paying for the services that we will get from the product and the company. We make a tradeoff between the two and then make the purchase decision. Psychological factors can affect as well. For example, if one is using a phone of Lenovo and has had a bad experience, then he shall never buy a Lenovo laptop because now itshis pyschology that Lenovo products are not satisfcatory. Social factors like peer pressure, social class and status affect the choice of a laptop. For example, a student who recently started his graduation and wants to buy a laptop might want to purchase Apple Macbook in order to show-off to his friends and satisfy the ego of social class.
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