A STUDY ON CONSUMER

BEHAVIOUR IN BUYING LAPTOPS.

Abstract
In the sphere of marketing, the customer is essential to the business. Consumer buying behavior refers to the
actions taken by people when they select and purchase products and services in order to meet their
requirements and satisfy their goals. It is a decision-making process where individuals assess, purchase, and
dispose of goods and services. It is the study of factors that influence decisions regarding what people buy
for other people or for themselves. In order for businesses to take advantage of market opportunities and
maintain competition, it is essential that the purchasing behavior and decisions of consumers be closely
analyzed.

Various Scholars and Researchers define Consumer Buyer Behavior as follows:

 According to William Willkie “consumer behavior is the mental, emotional, and physical
activities that people engage in when selecting, purchasing, using, and disposing of products
and services so as to satisfy needs and desires”.

 According to Schiffman, “The behavior that consumers display in searching for, purchasing,
evaluating and disposing of products and services that they expect will satisfy their needs”.

 According to Sctallworth, “Consumer Buying Behavior is a set of activities which involves

the purchase and use of goods and services which resulted from the customers emotional and
mental needs and behavioral responses”.

As Kotler said the more you know about consumer behavior, the more marketing strategies will
be made. Previously marketers used to know about the consumers through experience of direct
selling to them, but as there is an increase in the number of firms and markets the marketers
have lost the contacts with the customers and as a result consumer research is being done.

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INTRODUCTION
Laptops are becoming essential tools for both personal and professional tasks in our
increasingly digital environment. The market for laptops is flooded with options as technology
develops, making the decision to buy a laptop challenging and significant. In order throw light
on the different elements customers take into account when making this substantial commitment,
this study intends to look into the complex factors that affect laptop purchasing decisions

The choice to purchase a laptop now requires weighing a variety of features,

characteristics, and user preferences or specific model. People have a wide range of options
available to them, each of which responds to a different set of requirements and preferences,
from performance and cost to design and portability.

Both consumers and laptop makers must be aware of the factors influencing laptop
purchases. For consumers, it can ensure that they make an informed decision that fits their needs
and budget. It gives manufacturers useful information about consumer trends and industry trends,
enabling them to create and promote laptops that appeal to their target market.

To gather information and develop a deeper awareness of the factors driving laptop
purchase decisions, surveys, and will be used. The results of this study will be used to help
consumers successfully navigate the laptop market and offer manufacturers ideas on how to
better meet the demands and preferences of their customer.

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OBJECTIVES OF THE STUDY

 To understand primary factors of customer while buying laptops.

 To understand consumer preferences and priorities

 To analyze how demographics factors influence laptop buying decisions.

 Study impact of budgetary restrictions while decision-making.

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RESEARCH METHODOLOGY
The strategy for conducting research to meet the objectives is referred to as the research
technique. It comprises the populations and sample, research instruments, research approach,
types and sources of data, and data analysis tools.
To investigate the demographic information of the respondents and to explore the relationships
and effects of each factor, the study used a descriptive and informal comparative research design.
Research provides new knowledge or creatively applies the knowledge existing to produce new
concepts, methods, or solutions to specific issues.

METHOD OF DATA COLLECTION

1) Data Collection
The primary data acted as the major information source for examining and identifying the study's
results. However, creating objectives, developing theories, and doing a literature review all
utilized secondary data. To determine the best outcome, a questionnaire survey is used to gather
primary facts and information.

1) Data collection method

A questionnaire is used to collect primary data for this study. And the questionnaire is in digital
form. The main data is acquired via an online form provided by Google.

2) Sampling Method
We used the convenience sampling method for this study. We chose the college students at
random.

3) Sampling size
In order to get the necessary data for this report 66 respondents are the sample size.

SOURCES OF DATA

 Primary Data: - Customers were given structured Questionnaire and their given
responses have been collected.

 Secondary Data: - Various authentic journals, books and literature on the subject,
newspapers, magazines, bank reports and studies were referred for the conceptual
frame work of the study.

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SOURCES OF DATA
 Primary Data: - Customers were given structured Questionnaire
and their given responses have been collected.
 Secondary Data: - Various authentic journals, books and
literature on the subject, newspapers, magazines, bank reports
and studies were referred for the conceptual frame work of the
study.

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