CONSUMER BEHAVIOUR

DATED: 21st March 2020

CONSUMER BEHAVIOUR
ASSIGNMENT NO 1

SUBMITTED BY
ALINA ALI BBA171001
 CONSUMER BEHAVIOUR

ASSIGNMENT 1: DECISION MAKING

This assignment is divided into two parts and should be done individually.

Refer to the decision making concepts you’ve studied in class, think of a situation where you
wanted to make a decision regarding purchase of a product/service and all the factors that
influenced your purchase. There are two parts of this assignment.

Part 1: Describe in detail about your personal decision making process for the
product/service you have chosen.

Stage 1: Need recognition

My laptop broke down just a month ago and I couldn’t do my assignments and other essential
tasks. I realized my need and made up my mind to buy a new one. Factors that were critical for
me included durability, performance, warranty, color, features, price and quality of laptop. The
plan to buy laptop was the result of an internal stimuli – to purchase a laptop in order to do my
assignments and work.

Stage 2: Your information process

In order to minimize the difference between meeting my actual and desire state I actively
started gathering information about latest laptops. Since a laptop falls under the category of a
high involvement product therefore it demanded information to be conducted at an
extensive level. Initially, I interviewed my family, friends and asked for their opinions, all the
necessary pros and cons were disclosed to me and then research was conducted on a large
scale in which I looked for reviews and ratings for all possible brands .I conducted a poll on
Facebook regarding different laptops, this really helped me to gather useful insights, I also
visited different websites of the brands to have a better grip of what they are offering and how
much will it be able to satisfy my need.

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Stage 3: Consideration of alternatives choices to fulfill your need/want (the

choice set of products)

After the valuable information was collected, there were quite a few alternatives that seemed
to solve my problem .Initially, my awareness set consisted of several options for buying laptop
such as Dell, HP,lenovo,Apple, Acer,Samsung.Asus and Razer. However, brands that were
eligible to fall in category of Evoked set consisted of Dell, HP,Acer and Samsung,Apple,Lenovo.
I was aware of all these brands and could easily recall them.Razer and Asus were ruled out of
the available alternatives and moved to inert set as I couldn’t recall them while making
decision. Now from the evoked set, brands that were as per my criteria were HP, Dell,
Samsung and Acer and hence they occupied the consideration set. The other brands that
couldn’t qualify to the consideration set consisted of Apple and Lenovo which ultimately
shifted to inept set, the reason for rejecting these brands included affordability and storage
issues.

Stage 4: Your personal evaluation of alternatives (attributes, importance,

perception scores – use simple additive method). You can have as many
attributes and brands as you want.
Attributes Importance DELL HP ACER SAMSUNG
Durability 20 18 14 10 16
Performance 25 20 17 19 15
Warranty 15 15 10 7 5
Color 10 9 5 8 6
storage features 15 14 10 10 5
Price 15 10 7 8 9
Preference Score 100 86 63 62 56

SIMPLE ADDITIVE METHOD

Dell laptop

18+20+15+9+14+10=86

Hp laptop

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14+17+10+5+10+7=63

Acer laptop

10+19+7+8+10+8=62

Samsung laptop

16+15+5+6+5+9=56

Stage 5 & 6: Final choice and whether it fulfills your need

The
th above calculation (Simple Additive Method) done shows that Dell has scored substantially
more as compared to all the other available alternatives in terms of attributes, Therefore I am
inclined to make decision in favour of Dell Laptop. If the performance of Dell Laptop meets or
exceeds my expectation that is it meets all the factors such as performance, durability etc.
then I will be satisfied and commit to this brand.

Part 2: Indicate any three potential marketing efforts by other similar brands that
could influence or shift your decision to an alternative product (another brand or
product similar to your choice).

If other brands come up with any of the following ideas I will switch to an alternative brand.

1. If a brand comes up with better configuration and enhanced features such as touch
screen, spill proof, is light-weighted and more portable then my buying decision will be
influenced.
2. Since laptops are expensive these days, therefore, if a brand comes up with an idea of
allowing payments to be made through monthly installments then it will attract and
instigate a lot of buyers.
3. If other accessories like wireless mouse, headphones etc. are provided with the laptop
as complimentary then it will grasp the attention of a lot of potential buyers. Also the
better the customer care service the more the the number of customers fan following.

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