A demographic study for consumer product (laptop) evaluation based on add-on featuresSubmitted by Group 4, IIFT, EPGDIB 2009-11
Ver 1.0 Page 3 of 18
(in consumer business context) referred to as the study of when, why,how, where and what people do or do not buy products. Consumer involvement is a sourceto explain the differences in the degree of both mental and physical effort of a consumer andhis decision making. During the past five decades, consumer involvement receivednoteworthy attention among academicians as it is considered to have paradigmatic
implications on the consumers’ decision.
Consumer buying behavior is focused on whether people respond to stimuli, likeadvertisements or mail shots or Additional Add-On being provided by the companies, bymaking a purchase.Present study has its focus on understanding how consumers ' perceive and consider the
On Features” in products that help consumers draw
inferences which changes theperceived utility of the base good itself.The goods such as Laptops come with a cluster of features. The features can be classifiedasAligned Features: that enhance an existing featureNon-Aligned Features: that provides a new capabilityConsumer reactions depend on the type of add-ons being offered.As the commercial appeal of add-ons continues to grow, it becomes increasingly importantto understand their role in the marketplace