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Thesis topic: WHAT FACTORS INFLUENCING ON LAPTOP BUYING BEHAVIOR IN HO CHI MINH CITY. THE CASE OF DELL
Thesis made by:
Nguyen Hieu Truc
Dr Vuong Hung Cuong
18th Intake HO CHI MINH CITY 2009/ 2011
CFVG HCMC University of Economics of Ho Chi Minh City 54 Nguyen Van Thu – Dist. 1 Tel: (84 8) 824 10 80 Fax: (84 8) 824 18 86 email@example.com – www.cfvg.org
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TABLES OF CONTENTS ABSTRACT.............................................................................................................4 1 INTRODUCTION................................................................................................5
1.1 Background and rationale of research............................................5 1.2 Problem statement.........................................................................6 1.3 Thesis Objective.............................................................................7 1.4 Thesis scope and limitations..........................................................7 1.4.1 Scope.......................................................................................7 1.4.2 Limitation.................................................................................7 1.5 Thesis Framework..........................................................................8
2 LITERATURE REVIEW....................................................................................9
2.1 Definition of Buying Behavior.........................................................9 2.2 The role of consumer behavior research......................................10 2.3 Buyer decision process.................................................................10 2.3.1 Need recognition....................................................................11 2.3.2 Information search.................................................................12 2.3.3 Evaluation of Alternatives......................................................13 2.3.4 Purchase decision...................................................................14 2.3.5 Post-purchase Behavior..........................................................15 2.4 Factor influencing buying behavior..............................................16 2.4.1 Cultural Influences on Consumer buying decision..................17 2.4.2 Social Influences on Consumer buying decision.....................18 2.4.3 Individual influences on consumer buying decisions..............19 2.4.4 Psychological influences on consumer buying decisions........21 2.5 Research Model............................................................................23
3 PERSONAL COMPUTER SECTOR ANALYSIS..........................................24
3.1 Overview Personal Computer industry.........................................24
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3.2 Vietnam computer market ..........................................................25 3.2.1 Demand and threats..............................................................25 3.2.2 Competitive landscape...........................................................26 3.2.3 Trend and forecast.................................................................27
4 RESEARCH METHODOLOGY......................................................................29
4.1 Research approach.......................................................................29 4.2 Data collection.............................................................................29 4.2.1 Qualitative research...............................................................29 4.2.2 Quantitative research.............................................................29 4.2.3 Sample selection....................................................................30 4.3 Validity and Reliability..................................................................30 4.3.1 Validity...................................................................................30 4.3.2 Reliability...............................................................................31
5 ANALYSIS AND FINDING RESULTS...........................................................32 6 CONCLUSION & RECOMMENDATIONS...................................................33 7 REFERENCES...................................................................................................34 8 Appendices...........................................................................................................36
8.1 Questionnaires.............................................................................36 8.1.1 Qualitative survey..................................................................36 8.1.2 Quantitative survey................................................................38
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it increased 25% compare with the same period in 2009. Evidently. Article-press release). Russia and China. Moreover. Laptops with many benefits have been recurred market of its brother –desktop computer. 2009). according to AT Kearney.5% compare with the same quarter last year. In 2008. Vietnam consumers had been bought 433. ranking from 29th to 23rd in the world.8.1 Background and rationale of research It is undeniable to argue that Vietnam is an emerging country with a fast growing and developing economy. They become more and more familiar and useful tools for people to do their works.The Intermediate copy of research 1 INTRODUCTION 1. According to IDC report. more than 50 percent of households earn more than four million VND per month and Vietnam consumers are savviest on technology products.5% from 2004 to 2008. With a population about 86 million in 2009 (General Statistics Office. Vietnam was ranked the first most attractive retailing market in world (Reuters. according to Nielsen Vietnam. laptops are not something new. multinational brands dominate the Page 5 of 43 . Its growth rate was being 7. luxury product or Vietnamese people. teaching and entertainment. there were about 365. in 2009 the rising of desktop computers sale volumes were only 7% while laptop’s sales volumes increased appreciably by 97%. increased 8. Nowadays. In the first quarter of 2010.3% .600 PCs had been sold in the third quarter of 2008. surpassing India. Consumer spending has increased by more than 75% between 2000 and 2007.911 PCs.5% compare with previous quarter and 12. In fact. especially laptop. Vietnam has been considered as the good target market for personal computers.
The general objective of Dell is survive and earns more money in this hot potential marketplace where there are many competitors and many factors that can influence on consumer’s buying decision. where are high demands also having many competitors come. However. This is the biggest economic center and contributing the major revenue of many industries. Acer. which can further strengthen the core management and enhance corporate value. Dell has to identify who are target consumers and foresee their needs. Texas. To do this. it helps to optimize marketing activities. According to GFK. it took 43. Dell has marked its present in the domestic market from 17/06/2008 and chooses Digiworld as a first local partner. One of main competitors is Dell which is an American multinational information technology corporation based in Round Rock.2 Problem statement Ho Chi Minh City can be considered as commercial capital of Vietnam. personal computers industry is not an exception.2010). United States. sells and supports computers and related products and services. they are HP. there is always the non-stop development of technology in this industry. Dell. and then Dell can deliver to its customers what Page 6 of 43 . Lenovo and Toshiba who concentrate 67. By this local partner and others Dell has launched a campaign to target the local consumer segment. 1. Therefore customer behavior understanding during crisis period is believed to be very important because it transforms inconvenient into new potentialities and more importantly. price of product and exchange rate have been increased highly in recent day. In addition. In this emerging market or any market researching on consumer behavior will provide the basis for solid marketing strategy. that develops. Moreover. Consumer behavior nowadays has become an inevitable topic in marketing management. the majority of laptops had been sold in Ho Chi Minh city in 2009.The Intermediate copy of research Vietnamese PC market. which is fuelling much of current growth. It is also very interesting to point out that half of the market value of the fortune is tied to the intangible assets.9% Vietnam laptop market (GFK report.9% of Vietnam sales volume. and Dell is one of them who are enjoy this emerging market. An understanding in depth of customer behavior is a powerful driver for sales volume.
2 Limitation PC market is the huge market with different companies and products. In the contemporary society.The Intermediate copy of research they want in the best way.1 Thesis scope and limitations Scope There are many aspects in consumer behavior theory which cannot be analyzed fully in one research. Thus.3 What are the awareness and perception of Dell in the mind of consumer What Dell managers should do to improve its market share? Thesis Objective The research aims to identify the main factors influencing buying behavior in case of Dell laptop. 1. however. especially on Dell laptops. this research will be analyzed in the context of Ho Chi Minh City only.4. there are many products and markets need to research on consumer behavior.4 1. 1. This problem could be solved by do the research on consumer behaviors and try to answer these questions: What are influence factors on laptop buying decision and which are the most important? Which one is more important than other between the quality and price of laptop? 1. Redefining consumer profile in Ho Chi Minh City and ranking the position of Dell among its competitors.4. For the time constraint. Consequently. its result could not be used to conclude for the Vietnam’s laptop Page 7 of 43 . this thesis will only focus on personal computer market in Ho Chi Minh City. this research only focuses on buying behavior. Make the recommendations to Dell managers to improve market performances.
Basing on this academic knowledge. this thesis must be expanding more. In order to get the further conclusion for Vietnam market.5 Thesis Framework This thesis has six main parts as below: Chapter 1: Introduction The introduction of this research will be discussed in this chapter which will give you the context of research and the interest of author. Chapter 2: Literature review Author will provide the background of theory in buying behavior which is the general knowledge of decision-making process of consumers and some factors influencing this process. Chapter 6: Conclusion and Recommendations Page 8 of 43 . This will be use for the recommendations and conclusion in next chapter. 1. buying behavior of consumers toward Dell laptops will also be analyzed particularly in next chapter Chapter 3: Personal computer sector analysis Chapter 4: Research methodology This part will present: Research approach Data collection and Analysis Chapter 5: Analysis and Finding results Base on feedback from the questionnaires author will show the analysis results and key finding from this analysis.The Intermediate copy of research market.
but also use to be applied by many marketers. The perspective we take is to touch on just the basic concepts that appear to be commonly accepted as: Buying behavior is the decision processes and acts of people involved in buying and using products. author will make the recommendations to Dell managers in this chapter. the conclusion of this research will be summarized. pick up any textbook that examines customer behavior and each seems to approach it from a different angle. this chapter will explore the definition of buying behavior. 2 LITERATURE REVIEW In fact the human mind contains as many interacting neurons as there are leaves in the jungle. Then. The more complicated it is.The Intermediate copy of research Base on the result of analysis and Key findings. The definition of buying behavior seem to be simple. Principles of Marketing. There are many models of consumer behavior. however. it really is complex one. it is not surprising that buying behavior is not simple. this thesis presents only key notions of Philip Kotler’s model because this model is not only foundation of marketing theory. however. Consequently. Before deciding to make their choices. 2. 2009) Page 9 of 43 . there is a series of actions behind to react various stimuli marketing as the figure below: (Source: Philip Kotler. the more interesting in knowing that buyer behavior is central to marketing management.1 Definition of Buying Behavior Actually. what factors influence it and explain why marketing managers should understand consumer behavior clearly.
But. (5)Post purchase behavior. the buyer’s decision process itself affects the buyer’s behavior.3 Buyer decision process Marketers can study purchases decision of consumer to find answers to questions about what they buy.1: Model of buying behavior This shows that marketing and other stimuli enter the consumer’s ‘black box’ and produce certain responses. marketers could understand consumers well through the daily experience of selling to them. 2. What marketer wants to study is the mysterious things in this ‘black box’.2 The role of consumer behavior research In earlier times. (2) Information search. it is impossible to answer these questions until we make a consumer research. (3)Evaluation of alternatives.3 : (1) Need recognition. Generally. they will have a great advantage over their competitors by using this information to generate marketing programs that can influence their consumers efficiently. many marketing decision makers have lost direct contact with their customers and must now turn to consumer research. the buyer’s characteristics influence how he or she perceives and reacts to the stimuli. where and how much. They spend more money than ever to study significantly the relationship between marketing stimuli and consumer response as below questions: Why they decide to buy this product and not buy other ? What factors influence consumer purchases? What are the changing factors in our society? In fact. it is important to note that in some cases consumers may end the process at any Page 10 of 43 . 2. First. But as firms and markets have grown in size. which has two parts. But this could not answer the question why consumer buy until they study fully five steps of buying process which are shown in Figure 2. Second. (4) Purchase decision. consumers usually pass through all these stages with every purchase decision. Whenever the managers have the reasonable answers of these questions.The Intermediate copy of research Figure 2.
1 Need recognition This figure shows that consumers usually start their buying process with need recognition stage when they sense an imbalance between actual state and desired state. Principle of Marketing) Figure 2. On the other hand. and baseball equipment to meet their innate need to play and learn new skills. and wide-leg jeans to fulfill their need of belonging. we use the model in Figure 2.3 Buyer decision process 2. fashionable sneakers. drive-through dry cleaning service catalog shopping while free Page 11 of 43 . person have different working time are need varying kind of product. Teenagers may want compact discs. For instance. Basically. the need is probably different person by person. young children might want toys. video games. it could depend on how old they were.The Intermediate copy of research time.2001. The need can be triggered by either internal stimuli or external stimuli. Hunger and thirst are internal stimuli while the color. the designing of package. For examples.3.2 because it shows all the considerations that arise when a consumer faces a new and complex purchase situation (Source: Philip Kotler. busy consumers may want ready–to-eat meals. he or she may skip or reverse some of these stages. a brand name was suggested by friend … are considered as external stimuli. Here.
For experience consumers. Page 12 of 43 . public sources (mass-media.3. all important tasks marketers need to do at this stage is determine the factors and situations that usually trigger consumer need recognition. personal sources (family. which is called external search. what brought them about and how they led the consumer to this particular product. acquaintances and coworkers).) The amount of searching consumer does in this stage will depend on his or her perceived risk. - Marketing controlled: is biased toward a specific product. It means that marketers should research consumers to find out what kinds of need or problem arise.2 Information search Next stage of buying decision process is search for information about goods and services to satisfy consumer’s needs. Marking controlled information sources include commercial sources (advertising. Consequently. and security. packaging.The Intermediate copy of research time buyers may want goods and services that offer convenience. as the perceived risk of the purchase increases. there are other factors led consumers want a certain product or service. in case of consumer is knowledgeable and well informed about a potential purchase.. marketers can identify main factors that most often trigger interest in the product for tailoring their products and services or designing promotion programs that involve these factors. because it originates with marketers promoting that product. examining. 2. This process is called internal search while other consumers which have not any information about goods and services will seek information in outside environment. consumer rating organization. review article. comfort. the process of recalling stored information in their memories will be taken place. By gathering such information. community forum.. display…). consumers can get information from any of several sources: - Non marketing controlled: include personal experience (handling. the Internet. salespeople. Generally. friends. Moreover. Behind that. Normally. using the product). the consumer enlarges the search and considers more alternative brands..
the extent of the search undertaken is positively related to the amount of interest in product. Unfortunately. The step. they must base on the set of criteria. support service… These attributes will be different person to person because each of people will have various needs that they expect to satisfy.The Intermediate copy of research he or she is less likely to search for additional information. in case of buying a camera consumer would evaluation alternatives base on: picture quality. you may enjoy reading about the new brand available and spend more time and effort than other buyers in choosing the right shoes. a company must understand which sources and factors would be the most important to its target consumers and then design its marketing mix to make prospects aware of and knowledgeable about its brand. camera size. is called evaluation of alternatives. suppose you are a dedicated runner who reads jogging and fitness magazines and catalogs. consumers who have had a positive prior experience with a product are more likely to limit their search to only those items related to the positive experience. the company has lost its opportunity to sell to the customers. consumers do not use a simple and single evaluations process in all buying situation.3. Furthermore. the product experience also influence on this stage. in order to evaluate for selecting one product or brand among a lot of alternatives to satisfy consumer’s need. Finally. one person will consider the price more than picture quality because he or she only want to know how to take a Page 13 of 43 . price.3 Evaluation of Alternatives After collecting information from internal sources and external sources. That is a reason why marketers need understand how the consumer processes information to make their choices. 2. ease of use. in searching for a new pair of running shoes. a set of alternatives will be ready for evaluating. For instance. If it fails to do this. Basically. For example. For example. which the consumer use information to evaluate alternative brands in the choice set. A consumer who is more interest in a product will spend more time for searching its information and alternatives. Because there are many sources and many factors influence buyers in searching their information to decide purchasing.
For instance. it could not conclude that the single attribute such as price can explain how consumers form their evoke set. there are many ways to narrow the number of choices in the evoked set. in some circumstances marketers consider some attributes are important.1” screen. brand image. another way to choose an alternative is use cutoffs or minimum or maximum levels of an attribute that an alternative must pass to be consider. suppose that Mr. Besides that. He is interested in one with a 13. If they can answer these questions. Second. First. can also have a significant impact on the alternative choice.3. consumers also can rank the attributes under consideration in order of importance and evaluate the products based on how well they perform on the most important attributes.4 Purchase decision After evaluating alternatives. In fact. they can take steps to influence the buyer’s decision.The Intermediate copy of research photograph and his budget is medium while the experience photographer will focus on the picture quality and less pay attention on price because maybe he is rich person. the most important tasks of marketers is determine which criterions are the keys for consumers to select alternatives and how each criterion is evaluated. Consequently. he excludes all laptop without these features. which is the set of beliefs held about a particular brand. consumers intend to decide buying the best alternative in their evoke portfolio which is defined as purchase intention. Thus. Toan intend to replace his old desktop by buying new laptop. this is not actual purchase decision which is argued as the stage of the buyer decision process in which the consumer actually buys the product. The consumer’s beliefs may vary from true attributes based in his or her experience to the effects of selective perception. Page 14 of 43 . Final way. 2GB RAM. select distortion and selective retention. However. Actually. consumer can pick a product attribute and then exclude all products in the set that do not have that attribute. Moreover. 2. but may be these attributes are not significant in the eyes of consumers.
unexpected situation also impact on purchase decision. they may be satisfy or dissatisfy depend on how well this product adapt their expectations or we can call product’s perceived performance which will be engage in post-purchase behavior.3. they always expect certain outcomes from the purchase. These unexpected situations could make her cancel the actual purchase decision. On one hand. consumers can also feel unhappy because of losing benefit of the brands not purchased. then she probably think another alternative for lower price compare with her choice. On the other hand. To reduce Page 15 of 43 . when consumer is going to act. If the product falls short of expectations. the consumer is delighted. otherwise he or she is satisfied and if it exceeds expectations. As a result. when consumers buy a product. there are two factors come between the purchase intention and purchase decision. 2. For instance. the buying decision process is never end after finishing buying decision.The Intermediate copy of research According theory of Philip Kotler.5 Post-purchase Behavior The fact of matter is that. there are always some cognitive dissonances or discomfort cause by post-purchase conflict after purchasing decision was made. the consumer is disappointed. On the other hand. the consumer may lose her job or some other purchase may become more urgent or there are some issues about her preferred product raise to her. How much another person’s attitudes will effect this buyer’s choices depends both on the strength of the other person’s attitudes towards her buying decision and on her motivation to comply her demand. there are jobs for marketers even their consumers bought their product. For example. Normally. The first factor is the attitudes of others such as friends or family of buyers can impact on their decisions even they already chose which product is the best choice. Regularly. consumers are satisfied with the benefits of the chosen brand and glad to avoid the drawbacks of the brands not purchased. husband of female consumer feels strongly that she should buy the lowest price laptop. It meant that.
Personal factors and Psychological factors which will be introduced in figure 2. marketers can reduce dissonance of consumers by effective communication. The art of marketing is how to reduce the cognitive dissonances in order to increase the satisfaction of consumers because the satisfied consumer always give high profit to company. Firstly. marketer can help consumer reduce their dissonance and increase satisfaction which is very important to their company and product. marketer can build the system that consumer do not hesitate to raise their complaint and then try to solve them. There are some ways can help consumers reduce dissonance. According to Philip Kotler. bad word-of-mouth travels farther and faster than good word-of-mouth and can quickly damage consumer attitudes about a company and its product. For example. 2009 there are four group factors that influence strongly consumer behavior from the time a consumer perceives a stimulus through post-purchase behavior. Moreover. advertising that displays the product’s superiority over competing brands or money-back guarantees. In this case. Clearly. they also tell to others but about bad product experience. they can tell to their friends or family about good product experience that they satisfy then the company can earn more profit from these new consumers. dissatisfied consumer responds differently. 2.4 Factor influencing buying behavior The consumer decision-making process does not occur in a vacuum. In contrary.The Intermediate copy of research dissonance. By these ways. company not only loss current consumer but also loss their potential consumers whether their products are good or bad. consumer can seek new information that reinforces positive ideas about the purchase or they can let friends and family know they are displeased. Secondly.4 Page 16 of 43 . Social factors. They are Cultural factors.
Consumer behavior is influenced deeply and broadly by cultural factors. and laws that shape the behavior. 2005. Marketers want to know what important culture. MacDaniel. Page 17 of 43 . customs. subculture.The Intermediate copy of research Figure 2.Essential Marketing 2. During consumer’s childhood. he or she learn many things about value. ritual. and social class are and how they impact on consumer behavior 2. People are different in culture must be differed from buying behavior. language.1 Culture Culture is the essential character of a society that distinguishes it from other cultural group.1.4. Hair.1 Cultural Influences on Consumer buying decision The first major groups of factors that influence consumer decision making are cultural factors. myths. For example.4.4: Factors influencing behavior Source: Lam.
1. unfortunately she has never used it before and does not know which lap top is best for her. national and ethnic background.. 2... For example.2 Social Influences on Consumer buying decision Most consumers are likely to seek out others’ opinions to reduce their search and evaluation effort or uncertainty.1 Reference Group Reference Group includes formal (leader.4. while Vietnamese like traditional food and have more time to prepare family meal. and how people buy goods.) and informal such as friend. In other case.4. For example. political beliefs. geographic regions. while people live in the West of Vietnam like product which has good features. who regularly socialize among themselves both formally and informally. consumers have the relationship with Reference Group. Social class is typically measured as a combination of occupation. 2. people live in the North of Vietnam mostly like well known brand.3 Social class A social class is a group of people who are considered nearly equal instants to community esteem. Then she asks her friend or specialist to choose her best laptop. When Ms Thao want to buy a new laptop for her job. income. wealth and other variable 2. Specially. They can impact on consumers directly or indirect. and who share behavioral norms. education. Page 18 of 43 .The Intermediate copy of research Americans like fast food because they have not much time for eating.4.2 Subculture A culture can be divided into subcultures on the basis of demography characteristics.2. Family. who have a certain influence on purchase decision. they also seek out others’ opinion for guidance. When they want to buy a new product. when.1. tutor. 2. where. Sub-cultural differences may result in considerable variation within a culture in what.. and religious beliefs. when consumer sees her friend buy a new stylish laptop then she likes it and wants to own this kind of laptop. and Roles and Status. classmate.4.
3.4. with their children they could play a role as father or mother.2. economic situation. The higher of status. 2. they play a role of son or daughter.4. One consumer can play many roles which is depend on the relationship between them and others.4.2. 2.2009). they play more important role in society and they tend to consume high class product. For instance. most people do not change their gender. Each role carries a status reflecting the general esteem given to it by society. while men often dislikes shopping for a long time. both of them influence on consumer purchase decision significantly. According Philip Kotler. People often choose products that show their status in society. they do not like bargain price of product.4. lifestyle.1 Gender Physiological differences between men and women result in different needs.3 Roles and Status A roles consist of “the activities a person is expected to perform according to the people around consumers”(Philip Kotler. with the employee they play as manager. such as health and beauty products.2 Family Family members can strongly influence buyer behavior. Page 19 of 43 .The Intermediate copy of research 2. We can distinguish between two families in the buyer’s life. and the act of changing personality or lifestyle requires a complete reorientation of one’s life. and personality and self-concept. occupation. age and life-cycle stage. 2.3 Individual influences on consumer buying decisions A buyer’s decisions are also influenced by personal characteristics that are unique to each individual such as gender. Individual characteristics are generally stable over the course of one’s life. wife and children. Most women enjoy shopping and usually bargain about price. With parents. One site is parents and other site is husband.
4. the worker wills not willing to pay for a laptop with the price more than ten millions VND if his salary is two to three millions VND because his income may be enough only for his living cost. 2. defensiveness. 2001). For example. 2001.3. people have different needs in each of stages which they will pass in their lifetimes. 2. dominance.4. interest and opinions.4. older adult that are call life cycle-stages. adult. autonomy. People coming from the same subculture.5 Personality and Self-concept Each person’s distinct personality which refers to the unique psychological characteristics that leads to relatively consistent and lasting responses to his or her own environment (Source: Philip Kotler. Blue-color workers tend to buy more work clothes. adaptability and aggressiveness. social class and occupation may have quite different lifestyles. Each of stages is correspond in the range of age. Personality can be useful in analyzing consumer behavior for Page 20 of 43 .3 Occupation & Economic situations A person’s occupation affects directly the goods and services that they intend to buy. Marketers try to identify the occupational groups that have an above-average interest in their products and services. entertainment products while adults are interest in household and other comfortable products. To survive consumer could not spend more than the money they earned. As the result.2 Age and life cycle stage From the beginning to the end of the life everyone will pass to many stages such as baby.4 Lifestyle According Philip Kotler. Besides that. and teenager. In fact.3. The technique of measuring lifestyles is known as psychographics.The Intermediate copy of research 2. We can divide personality as: selfconfidence. sociability. whereas office workers buy more smart clothes. the economic situations or incomes also influence on purchase decision. children like toys and teenagers like fashion.3. in the case of laptop sector. For example.3.4. 2. lifestyle is a person’s pattern of living as expressed in his or her activities. child. they will change the goods and services through these periods.
Basically. and beliefs and attitudes. the customer wants to reinforce the self-image of who he or she is. esteem.The Intermediate copy of research certain product or brand choices. arising from states of tension such as hunger. arising from the need for recognition. 2. The fact of matter is that. but this need is not strong enough to buy a laptop because he or she can relax or search through others tool. For someone who sees himself/herself as professional. 2. For example.2 Perception A motivated person is ready to act. On the other hand. HP Envy. 2. motivation. The need can strongly encourage person act when it becomes a motive that sufficiently pressing to direct the person to seek satisfaction.4. the IT student has to use computer for his study. organize and interpret information to form a Page 21 of 43 . It is a key factor that the marketers need to understand in terms of customer behavior. Dell Xps. even the same situation but two people may be act differently because their perception. It means that while buying something. there is another concept related to personality which is called self-concept or self image. one is biological. These factors are what consumers use to interact with their environment.4. learning.4 Psychological influences on consumer buying decisions An individual’s buying decisions are further influenced by psychological factors: perception. Other is psychological. a student learns English need laptop for relax or search dictionary. there are two types of need. which is the process by which people select.4. In contrary.4. thirst. Thus Nescafe ads show people together over a cup of coffee. a person may have many needs at any given time. For example. thus he will be motive to seek information to buy a computer. coffee makers have discovered that heavy coffee drinkers tend to be high on sociability.1 Motivation It is undeniable to argue that. However these sources will not be strong enough to motivate the person to act at a given time. well-cultivated and fashionable will have the trend to buy laptop product with a well designed and high class brand like Sony Vaio. modern.4.
thus it is impossible for them to pay attention to all these stimuli. they will act follow their formulated knowledge. Naturally. In fact people usually receive a large of number of stimuli every day. touching. For example. In order to get attention from people marketer have to make their messages stand out of others. the messages have to fit into an existing mindset of consumers so that they can understand easy. However. When they face of these things or situations again. they could choose again this brand.The Intermediate copy of research meaningful picture of the world (Philip Kotler. thus when they want another laptop. otherwise they will not be influenced by the advertising of this brand anymore and may be choose another brand. consumers usually ask for a lot of information from others or seeing. 2001). People can form different perceptions of the same stimulus because of three perceptual processes: selective attention. and selective retention. 2001. After they use it they learnt that it is good for them. smelling. Page 22 of 43 . selective distortion. The principles of marketing). get attention of consumers is not enough for them to choice our products because people also tend to adapt information to personal meaning which is call selective distortion. Consequently. is also different. This process is called selective attention (Philip Kotler. hearing from advertising to decide which laptop they should buy. tasting something in environment people can learn the knowledge and formulate them in their memory. there is the tendency of people to screen out most of the information to which they are exposed. By seeing. in the first times of buying laptop. It meant that. Moreover. there is the tendency of people to retain only part of the information to which they are exposed which is called selective retention. beside easy to understand the messages have to adapt consumer’s belief and attitudes to make them remember. usually information that supports their attitudes or beliefs.
Attitudes are consistent over time and difficult to change.4. distortion and retention. Beliefs play an important role in forming attitudes. customer may believe that Dell is durable and suitable price.4. For example. buyers may have the attitude as “buy the strong and durable laptop” toward DELL brand. Place Page 23 of 43 . 2. Reference group Product. Price. Learning is described by Philip Kotler in his textbook. the marketers should try to satisfy the existing attitudes rather than to seek to create new attitudes. in many cases.3 Learning In the life.The Intermediate copy of research Because of selective exposure. So. beliefs and attitudes are set up. 2. Base on the objective of this thesis we choose only the following factors will be survey and analysis: External: Cultural factors: Culture: Urban. Marketers are interested in detecting correctly the beliefs that people define for specific products in order to build brand images to affect buying behavior. feelings or tendencies about an object. even the competitors had been entry market before them. It meant that there is an opportunity for marketers who can demonstrate to consumers that their products are better than competitor’s product. 2001 as changes in an individual’s behavior arising from experience. Promotion. 2. marketers have to work hard to get their messages through. Rural Social factors: Family. people always learn from themselves or others when they act.5 Research Model In this thesis we will not research all factors below because the constraint of time and money. Attitudes are understood as consistent evaluation. This fact explains why marketers use so much drama and repetition in sending messages to their market. product or service… For example. idea.4 Beliefs and Attitudes After getting experience and learning. Belief is a descriptive thought that a person thinks about something.4.4.
Income. Age. Today. Personality. and connectivity….The Intermediate copy of research Internal: Personal factors: Gender. Especially. Information Technology (IT) has been played a significant role in the human life. then 366. Dell and Acer were top leaders this industry in term of market share and shipments as the table below. Dell. lightly. with laptops (a sub-segment) being the major contributor to its growth. Page 24 of 43 .4% in market value during 2007-2012. 2008 the number of laptops on global reached one billion (1bn) PCs and there were 305. the personal computers together with the innovation of internet not only open new way of doing business as e-commerce.6 million laptops had been sell to consumer all over the world in 2009. Toshiba and others. belief & attitude. HP. but also is one of factors that encourage the trend of economic globalization. perception. As a non-stop development of technology. businesses ran their day to day operations completely different from what businesses of the modern era do.1 Overview Personal Computer industry Around one hundred and fifty years ago. As a result. Acer. Lonovo. personal computers are more and more familiar to people for helping them not only in daily activities but also improving their knowledge and decision making.7 million units in 2010. lifestyle Psychological: motivation. People worked under candle light doing math calculations on paper. Moreover. Occupation. According to Gartner. people are able to access information anytime and bring to everywhere. laptops had been introduced to the market with its remarkable utilities as portability. Datamonitor forecasts that the global PC industry is projected to grow at a compound annual growth rate (CAGR) of 5. 3 PERSONAL COMPUTER SECTOR ANALYSIS 3. According to Gartner report in 2009. laptop’s manufacturers have been convinced their consumers and open a large potential market all over the world. there are five main competitors on global: HP. In this industry. Moreover. before electricity came about in the early 20th century.
2. PC imports and local production around 433.1 Demand and threats According BMI report. According to General Statistics Office Vietnamese the number of PC per 100 families (no of PC/100 families) were rising considerably (2004: 5. 3. currently Hanoi and Ho Chi Minh Page 25 of 43 .6% in 2007. 2008: 10. computers were the second largest consumer electronics spending category in 2009 at 35%.35).1 Market shares of Preliminary Worldwide PC Vendors 3. The performance of computer market in 2010 is acceptable.73 . However. with high interest and inflation rates and currency instability meaning those consumers cut back on spending to save money.900 PCs fell 27% in Q110 (Source: IDC consumer market report. However. Laptops are owned by an estimated 7% of the Vietnamese population. and in 2010 was estimated by BMI at around 15%.2 Vietnam computer market The PC market had slowed to about 8% growth in 2008. sales showed some signs of and growth is expected to be about 18% in 2009.6 per cent against the first quarter. 2006:7. the demand of using computer has been increased significantly in recent years. These information points out that there is a significant and potential growth of the local PC market. making a year-on-year increase of 12 per cent in 2010’s first half. PC imports and local production in Vietnam took a slow step to recovery in 2010’s second quarter with growth increasing by 6. Vietnamese computer market started the first quarter in 2010 with the unexpected sales volumes growth rate by reducing 27% while the global computer sales volume increased 24%.2009 Figure 3. 2010).14 . In Vietnam. according to World Bank figures. Moreover. PC penetration in Vietnam was around 9.The Intermediate copy of research Source: Gartner.
HP’s sales have been boosted by government and education sector projects. government also supports by some stimulus programs. On the contrary. Intel said that Vietnam was the leading consumer of its net-top product in the Asia Pacific region so far this year. The other deflated element is big stockpiles of old models because consumers may be looking for up to date model. including Dell and Acer. Sony announced that it was starting to sell its VAIO notebook in Vietnam. Other vendors. as it started to shift to importing for domestic sales. Page 26 of 43 . Other multinational vendors including Toshiba and Asus have also enjoyed strong recent growth in Vietnam. However the top three vendors account for less than one-third of sales in this price-sensitive market. The reduction of import tariffs from January 2009 offered a boost to sales of high-end laptop.The Intermediate copy of research City are the biggest markets with 85% of notebook sales (source: BMI. Vendors continued to roll-out new models in 2009 in an attempt to stimulate the market. computer market is deflated by VAT policy and inflation as well as exchange rate. For instance. Sony already has 180 distributors nationwide. Vietnam consumer electronic report. behind the high demand of using computer. the reason of unexpected growth rate in the first quarter of 2010 is VAT increase from 5% to 10%.2 Competitive landscape Multinational brands dominate the Vietnamese PC market. According to BMI. with HP the top selling PC brand in Q110. the government decided cutting in import tariffs on finished electronic products and computers are one of these products. there are also some elements that encourage computer industry growing. when Vietnam joint in WTO in 2006. Fortunately. ahead of Dell and Acer. while Toshiba is below 5%. in August 2009. 3. the Vietnamese government announced a national program to supply computers at favorable prices to Vietnamese schools by 2011. with demand up some 400% compared with the last quarter of 2008. In May 2009. The popularity of the small form factor laptops was a significant focus. Second. have less than 10%. HP’s market share is currently around 15% according to estimates from market research firm IDC.2. 2010). while Acer has a strong position in notebooks. HP is also the leader in the printer segment. as well as by its strategy to target the consumer segment. First.
the growth rate of the laptop market in Vietnam has been beyond all expectations and forecasts. telecoms carriers are emerging as a significant channel option for PC vendors. at around two-thirds of PC sales. At local electronics and home appliance retail centers. The growth rate of desktop imports and local production was only 1 per cent. However. 3. In 2009. Dell has also partnered with local retail company The Gioi Di Dong to sell both online and through the company’s 40 retail outlets. the effects of recent cuts in duty were apparent in electronics retail stores. but still recorded high double-digit growth in whole year (46%) (Source: GFK mobile computer report. which is fuelling much of current growth. of which 59 per cent were desktops and the remainder laptops.2.The Intermediate copy of research Meanwhile. Dell has launched a campaign to target the local consumer segment. which have big PC market growth potential. This explains why in the last several years. Meanwhile. Viettel has a substantial presence in rural areas. working with its partner DigiWorld Corp. and laptops were the top choice for people who sought to purchase computers for work. during the first half 2010. It was expected to fall about 10-15% in 2009.3 Trend and forecast Firstly. As in many other markets.400 imported and locally assembled PCs in the market. there were around 462. compared with the previous quarter. prices for popular notebooks models by vendors such as HP. while the laptop figure was 33 per cent. with leading brands of notebooks selling at notable discounts to their 2008 prices. Sales of laptop were down by around 50% in Q1 2010. Dell has launched a partnership with military-run telecoms company Viettel. Page 27 of 43 . In 2009. Sony and Dell had been reduced by 7-12%. According BMI consumer electronic report. desktops remain the major of the market. the laptop market obtained an impressive growth rate of 70 percent. which will distribute Dell PCs. 2010). Vietnam’s computer market has been witnessing the domination of laptops over desktops. laptops average price will reduce year by year. Secondly.
The Intermediate copy of research Despite a relatively weak performance in the first quarter of 2010.4bn in 2010. BMI forecasts Vietnamese domestic market computer hardware sales (including notebooks and accessories) of US$1. with laptops accounting for above 30% of shipments currently. This thesis will check how much degree that price and hardware configuration impact on buying decision of consumers. up from US$1. Page 28 of 43 . Computer hardware CAGR for the 2011-2015 period will be about 11%.5bn in 2011.
To select reasonable methodologies we have to base on the objective and expectation of our researches. This result will be used to design questionnaire for quantitative research and may be contribute in recommendation. data collection. 4. 4.2. and IDC that we call secondary data. Especially.1 Research approach There are varieties of methodologies for researchers to apply in their researches.2 Quantitative research We have to perform quantitative research because the objective of this research is determine not only which is the most important factors influence on laptop buying Page 29 of 43 . GFK.2 Data collection Data in this thesis will be collected from two main sources: primary data and secondary data. a series of in-depth interview questions will be undertaken with ten supervisors in computer shops and consumer electronic shop randomly to get their opinions of factors that influence on laptop buying decisions and perception of consumers. The qualitative and quantitative research will be primary data. 4. Qualitative and Quantitative will be applied for this research. then base on finding result author will make the recommendation and conclusion.2. 4. The feedback from questionnaire will be analyzed through SPSS software and present as chart or table to mention what author finding from feedback. We will present six contents: research approach. On the other hand.1 Qualitative research Firstly. we also collect the information from some newspapers and articles from market research companies such as Forester.The Intermediate copy of research 4 RESEARCH METHODOLOGY This chapter will describe the methodology applied to conduct the research and we use this as a guideline to help the reader to follow easily steps and analyses. validity and reliability.
Moreover. Until now. but also the impact degree of these factors. In this thesis. because of the limited in time and money we are obliged to be satisfied with an indirect survey by random sampling and the its size is 150 people which could be considered as reasonable size. internet. like if the researcher should get the same result if the study were repeated”. To reach these objectives. the scope of research is Ho Chi Minh City.1 Validity The major objectives are to understand the opinions of consumers when buying laptop to identify factors influencing purchase decision making and to know where Dell’s position in the customer perception is.The Intermediate copy of research decision. At the beginning.3 Sample selection As a rule. Thus. 4. which are based on the key concepts of Philip Kotler model and problem Page 30 of 43 . we have to based on secondary data (from newspapers. which are allocated according to the population percentage of each district. 2009). “The Validity is defined as to which extent the researcher really measure what was supposed to be measured” and “The reliability is defined as the level of trustworthy in the measurement. and market research information) combine with the result of primary data (from qualitative and quantitative surveys). in this case the population is all people in Ho Chi Minh City.3 Validity and Reliability Validity and reliability are the measurements connected to the quality of the research. Before composing the questionnaire for quantitative research. then the final questionnaire will be sent through email and website to get feedback from consumers. the questionnaire is composed by a wide range of questions. 4. However. According to Mari-Louise Andersson . we would like to conduct direct survey by sending interviewers to 16 districts of HCM city to collect samples. 4. the pilot survey will be taken place to make sure responders understand clearly what we intend to ask them.3. there are more than seven million people in Hochiminh city (HCM city Statistical Office.2. the sample must be representing for the population.
We conducted the survey by ourselves to guarantee the reliability of collected results to have the same result for the repeated trial. we limited that one person can give independently the result once a times. if we had enough resource for interviewing more responders. Page 31 of 43 . we could provide better answer to research questions in the context of laptop products.The Intermediate copy of research statement. For online survey. By these reasons we are totally agree that this survey is meaningful for the validity of research result. this way help us to avoid bias data.3.2 Reliability The sampling is mainly made by consumers with a wide range of ages and occupations that we think most related to our thesis. We also believe that with a larger population. 4.
The Intermediate copy of research 5 ANALYSIS AND FINDING RESULTS <Will be develop later> Page 32 of 43 .
The Intermediate copy of research 6 CONCLUSION & RECOMMENDATIONS <Will continue later> Page 33 of 43 .
No. 2010  General Statistic Office. Ayanwale. Global Laptop industry analysis.  http://EzineArticles.  Michael Solomon. Hair. 2010.  Lamb.com/6080639.2009  GFK notebook top line report.  PriceGrabber. Taiwo Alimi and Matthew A. Consumer behavior – A European Perspective. Article Internet.  Adeolu B. Principles of Marketing. Portable Laptop Trends.  Nielsen Vietnam Grocery Report.com.  Gartner report. 12th edition. 2005. 2006  Bartlett.The Intermediate copy of research 7 REFERENCES  Philip Kotler.  IDC personal computers market report. Ayanbimipe The Influence of Advertising on Consumer Brand Preference.2009. and Performance Journal. 19. McDaniel. Page 34 of 43 . Vice President and Principal Analyst.2008. 2010. 2006.  http://EzineArticles.2005  BMI-Vietnam consumer electronics report Q4-2010. Learning. 2008  Kurt Scherf. Abhinav Dalal. Spring 2001. & Higgins Information Technology. Vol. Prentice Hall. Essentials of Marketing fourth edition. 2009. 1. Kotrlik. 2007. 2008. 2009.  Forrester-Ted Schadler Laptop Ownership is rising in Europe. Article Information Age. Part Associates.  Nielsen Vietnam Grocery Report.com/510915.  Aditya Sha.
thesaigontimes.vn/Home/kinh-doanh/Quy-I-Thi-truong-may-tinh-VietNam-giam-manh/2010/06/1MSVC828271/View.com.vn/Home/kinhteso/thitruong/39901/  http://www.vn/articles/chuyen-muc/thitruong/2010/09/1220659/chuyen-tu-may-tinh-de-ban-sang-xach-tay-gia-re/  Vietnam Information Technology Report Q1 2011  http://www.ictnews.The Intermediate copy of research  http://www.pcworld.htm Page 35 of 43 .
1 8.1 Questionnaires Qualitative survey 8.1. Page 36 of 43 . 10/ Theo anh chị thì Dell có nổi tiếng không? Dell xếp thứ bao nhiêu trong các hãng laptop hiện tại trên thị trường.1 Vietnamese version 1/ Những yếu tố nào là quan trọng đối với anh chị khi quyết định mua laptop? 2/ Anh chị hãy kể tên năm hãng máy tính nổi tiếng nhất trên thị trường? 3/ Theo anh chị khách hàng mua máy tính khoảng độ tuổi nào? 4/ Theo anh chị thì khách hàng mua máy tính với những mục địch nào? 5/ Trước khi mua máy tính thì anh chị tự tìm thông tin hay tham khảo một ai khác? Nếu tự tìm thì thường tìm ở đâu? Còn nếu tham khảo thì hỏi những ai? 6/ Anh chị đã từng sử dụng laptop Dell hay chưa? Anh chị đánh giá về máy tính Dell như thế nào? 7/ Anh chị có nghĩ là nam sử dụng Dell nhiều hơn nữ hay không? Vì sao? 8/ Nếu anh chị muốn mua máy tính thì anh chị thích thực hiện việc đó khi nào? Tại sao? 9/ Trong trường hợp bạn đã quyết định mua laptop thì bạn sẽ tới đâu để mua laptop.The Intermediate copy of research 8 Appendices 8.1.1.
1. when would you like to do it? Why? 9/ In case of you have been decided purchasing laptop.1. please tell me what will you do with your laptop? 5/ before decide buying laptop. who will you ask? 6/ Have you ever use Dell laptop? What do you think about it? 7/ Do you think the man will use laptop more than woman ? Why? 8/ If you want to buy a laptop.The Intermediate copy of research 8. where did you usually search? Otherwise. normally how old laptop’s consumers are? 4/ Do you need laptop? If yes.2 English version 1/ According to you which factors are important when you decide purchase laptop? 2/ Would you please list out five famous brand name of laptop on market? 3/ How old are you? According to you. do you search its information by yourself or you ask from someone for its information? In case of search by yourself. where will you go for buying it? Why ? 10/Do Dell are famous brand? Where is Dell position among its competitors? Page 37 of 43 .
2. Tất cả những câu trả lời này đều nhầm mục đích nghiên cứu. Xin anh chị vui lòng giành ít phút để trả lời bảng câu hỏi này. Nếu muốn mua một laptop. Theo anh chị thì DELL là gì? Một nhãn hàng của laptop Một loại thực phẩm Một nhãn hàng may mặc Nổi tiếng trong thị trường bất động sản 7.The Intermediate copy of research 8. Nguyễn Hiếu Trực – CFVG MBA Intake 18 ******************************************* 1.1. anh chị sẽ mua vào thời điểm nào? Chờ có đợt khuyến mãi Sớm nhât có thể Bất cứ khi nào anh chị muốn Khác. 5. Nhãn hiệu nào của máy tính xách tay anh chị thích nhất? Page 38 of 43 . ghi rõ ở đây………. Có Giới tính của anh/chị? Nam Anh chị thuộc khoảng độ tuổi nào? 20-30 41-50 Anh chị sống ở khu vực nào? Thành thị Anh chị làm nghề gì? Chưa Nữ 31-40 >50 Nông thôn Tư vấn Tự do Chủ doanh nghiệp Nghỉ hưu Nhân viên văn phòng Quản lý Kỹ sư Công nhân Sinh viên Khác. 3.1 Vietnamese version Chào anh/chị Tôi cần sự giúp đỡ của các anh chị để hoàn thành đề tài với chủ đề “nghiên cứu những yếu tố ảnh hưởng đến hành vi của người tiêu dùng đối với sản phẩm máy tính xách tay. Cám ơn anh chị rất nhiều.2 Quantitative survey 8. 4.… 6. Anh chị đã sử dụng máy tính xách tay chưa ? 2.1. 8.
ghi rõ ở đây………. ổn định 1 2 3 4 Dịch vụ bảo hành và hỗ trợ tốt 1 2 3 4 Giá cả hợp lý 1 2 3 4 Khuyến mãi 1 2 3 4 13. Cũng với các yếu tố này. ghi rõ ở đây….) Page 39 of 43 . 1 = hoàn toàn không Bạn bè Chuyên gia Gia đình Người bán hàng Khác. nghe nhạc.ghi rõ ở đây …………. Anh chị sử dụng máy tính để làm gì? TOSHIBA ACER Khác. Nếu mua laptop thì anh chị đến đâu để mua? Cửa hàng máy tính lớn (như Phong Vũ.. ổn định Có nhiều khuyến mãi Khác...) Siêu thị điện máy (Wonder buy. 10.. Trò chuyện Chơi game Làm việc văn phòng Thiết kế Tìm tòi và học Không cần sử dụng laptop Giải trí (xem phim. NguyenKim.) Khác. Cholon. 1= không quan trọng. Tự tìm hiểu... không tham khảo 14. anh chị đánh giá Dell đạt đạt được. Có năm mức độ tăng dần từ 1 đến 5. Yếu tố nào khiến anh chị thích nhãn hiệu máy tính đã chọn ở câu 6? Chức năng đầy đủ và cấu hình mạnh Giá cả hợp lý Dịch vụ bảo hành tốt Thiết kế đẹp Bền bỉ..The Intermediate copy of research DELL HP LENOVO/IBM 9. Hoàn Long.. 5 = vô cùng quan trọng? Thương hiệu nổi tiếng 1 2 Tính năng đầy đủ và cấu hình mạnh 1 2 Thiết kế đẹp 1 2 Bền bỉ. 11. Nếu muốn mua laptop thì anh chị tham khảo thông tin từ ai? 5 5 5 5 5 5 5 3 3 3 3 3 3 3 được 4 4 4 4 4 4 4 mức 5 5 5 5 5 5 5 độ như Sự nổi tiếng của nhãn hiệu thế nào?Có năm mức độ tăng dần từ một đến 5. ổn định 1 2 Dịch vụ bảo hành và hỗ trợ tốt 1 2 Giá cả hợp lý 1 2 Khuyến mãi 1 2 12. Xin vui lòng đánh giá mức độ quan trọng của các yếu tố sau đối với quyết định mua máy tính xách tay của anh chị. 5 = hoàn toàn đạt được? Thương hiệu nổi tiếng 1 2 3 4 Tính năng đầy đủ và cấu hình mạnh 1 2 3 4 Thiết kế đẹp 1 2 3 4 Bền bỉ.ghi rõ ở đây….
Có năm mức độ: 1: kém. 4: tốt 5 rất tốt) Thương hiệu nổi tiếng Chức năng đầy đủ và cấu hình mạnh Thiết kế đẹp Bền và ổn định Dịch vụ bảo hành và hỗ trợ Giá cả hợp lý Khuyến mãi 1 1 1 1 1 1 1 2 2 2 2 2 2 2 3 3 3 3 3 3 3 4 4 4 4 4 4 4 5 5 5 5 5 5 5 Page 40 of 43 . Nếu đã có sử dụng laptop của Dell xin vui lòng đánh giá mức độ đạt được của Dell đối với các yếu tố sau? Nếu chưa sử dụng xin vui lòng không trả lời câu hỏi này. 15. ghi rõ ở đây…………. 19.2: trung bình. Nguyên nhân gì khiến các anh chị không sử dụng laptop của Dell? Dịch vụ hỗ trợ không tốt Thiết kế không đẹp Không làm cho tôi nổi bậc với Giá cao người khác Ít khuyến mãi Chưa biết DELL Cấu hình yếu Khác. Nếu muốn mua một máy tính mới hoặc tư vấn cho một người khác mua máy thì bạn có chọn Dell hay không? Có Không 20. Anh chị có đang dùng laptop của Dell không? Có Không Nếu anh chị đã chọn Có ở câu 17 xin vui lòng không trả lời câu 18 18. 3: khá. Thu nhập hằng tháng của anh chi là bao nhiêu? Ít hơn 10 triệu VND Từ 10 đến 15 triệu VND Từ 15 đến 20 triệu VND Nhiều hơn 20 triệu VND 17. ghi rõ ở đây…. Anh chị có thể giành bao nhiêu tiền cho việc mua laptop ? nhỏ hơn 10 triệu VND Từ 10 cho đến 15 triệu VND từ 15 cho đến 20 triệu VND Lớn hơn 20 triệu VND 16.The Intermediate copy of research Nhờ người thân mua xách táy từ Cửa hàng máy tính nhỏ gần nhà nước ngoài Khác.
Please take some minutes to answer this questionnaire. If you want to buy a laptop.1. What is your gender? Male 23. I would like to have your helps. How old are you? 20-30 41-50 24. All collected answers from this survey are only for study purpose. Where are you living? Urban 25. Page 41 of 43 . What is your occupation Manager Engineer Worker Student Other.2. Thank you very much for your help. please detail here ………. Have you ever use laptop ? Yes 22. Nguyễn Hiếu Trực – CFVG MBA Intake 18 ******************************************* 21.. What is DELL? A brand of laptop A food product No Female 31-40 >50 Rural Consultant Freelancer Business Owner Retirement A brand of garment Very famous in Vietnamese real estate market 27. Which is your most preferred brand among the following brand? DELL HP LENOVO/IBM TOSHIBA ACER Other.… 26.2 English version Dear Madam/Sir In order to complete the thesis with the topic “Consumer’s behavior for laptop product”. 28. please detail……….The Intermediate copy of research 8. when will you do it ? Waiting for price reduce or As soon as possible promotion Whenever I like Other.
Who will you ask if you want to buy laptop? Friends Family Other. 1 = not important at all. By evaluation DELL please rank the following factors. Hoàn Long. There are 5 degrees. Please rank the following factors influencing your favor to laptop product. 5 = very important? Reputation 1 Full Feature and Strong Configuration 1 Well-designed 1 Durable 1 Good support service 1 Suitable Price 1 Promotion 1 33.… 30. Where will you come if you want to buy laptop? Big computer Shops (Phong Vũ. There are 5 degrees... 31.. music. Cholon. NguyenKim.. office.) Bring from foreign by friends or Consumer Electronic centers (Wonder buy.. 2 2 2 2 2 2 2 3 3 3 3 3 3 3 4 4 4 4 4 4 4 5 5 5 5 5 5 5 Expert review Sales person No one 34.) Design Searching and Learning No need use laptop Entertainment (video.The Intermediate copy of research 29.. Which following factors influenced your answer to question 6? Full features and strong configuration Suitable Price Good support service Well-designed Durable Promotion Other.….) Other. 5 = very important? Reputation Full Feature and Strong Configuration Well-designed Durable Good support service Suitable Price Promotion 1 1 1 1 1 1 1 2 2 2 2 2 2 2 3 3 3 3 3 3 3 4 4 4 4 4 4 4 5 5 5 5 5 5 5 Reputation of the company 32. 1 = not important at all.….) Small shop Page 42 of 43 . What is the most purposes of using laptop? Chatting Playing Game Woking with (email..
Have you ever use Dell laptop? Between 10 and 15 million VND More than 20 million Yes No If you choose Yes for question 13 please answer question 16 and 17 and do not answer question 15 38. What reasons make you refuse to buy Dell? Bad customer service Not make me stand out of Less Promotion Low performance Bad-designed High price Do not know it before Other. How much could you earn per month? less than 10 million VND Between 15 and 20 million VND 37. 35. 39. How much could you pay for laptop? less than 10 million VND Between 10 and 15 million VND Between 15 and 20 million VND More than 20 million 36.….The Intermediate copy of research family Other.…. 5 very important) Reputation Full Feature and Strong Configuration Well-designed Durable Good support service Suitable Price Promotion 1 1 1 1 1 1 1 2 2 2 2 2 2 2 3 3 3 3 3 3 3 4 4 4 4 4 4 4 5 5 5 5 5 5 5 Page 43 of 43 . Please rank again the following factors after you used DELL laptop? (This question for those chose Yes in question 14. 1: not important. If you want to buy a new one or your friends need your advice. would you like to choose Dell or give Dell as your advisement? Yes No 40.
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