Presented by: Student Name

CONSUMER REFLECTION
PRESENTATION
 Introduction

 I recently purchased a new laptop.

 For this presentation, I have observed and analyzed

my consumption behavior for choosing the product in
light of consumer behavior theoretical concepts.
Presentation includes

 Reason for purchase

 Purchase behavior reflection

 Psychological process underlying

purchase

 Comparison of consumption with

another culture
 Consumer buying process

 The model that is used

for evaluating the
entire purchase
process is a consumer
purchase process
model that includes
the five distinct stages
presented here.
 Reason for selection

Recognition of need Information search

 I decided that I had  The internal search was carried

to replace my out by thinking about the
current laptop for brands and the features that I
improving my already know of and the
efficiency and to external search was carried out
complete my work with the help of the internet
on time and my friends and relatives.
Evaluation of alternatives

 Factors considered:
 Performance of the laptop
 The durability
 Warranty being provided by the organisation
 Price of the laptop
 After-sales services provided by the companies
 General quality perception of the brands
 Purchase decision

 I was planning to continue using this laptop for

another five years at least.

 I wanted a decent processor for the laptop and I

also wanted a graphics card that matched my
gaming needs.

 I decided to shortlist Dell and HP as the two brands

that I would be considering when evaluating the
alternatives
Context of purchase

 I decided to buy the Dell

G Series laptop

 The brand had all the

essentials like
 Budget pricing
 A powerful processor
 Immersive entertainment
 Quick responsiveness
 Post purchase assessment

 I was very pleased with the service provided

by the organisation.

 It was delivered safely to my address before

the expected time.

 Packaging came with sufficient cushioning to

keep the device completely safe.
 My perception

 I will recommend Dell to my

friends and family

 I have become loyal to this

brand

 I will purchase more of the

products offered by them
 Comparison

Middle-income group High-income groups

 Wary of the prices  Greater purchasing ability

 purchasing power was  Not much budget

restricted by the income constraint

 This was a significant  Purchase premium

factor when evaluating the products at exclusive
alternatives and finalizing retailers
the product
 Journal Article

 The article that I have selected to analyse my

purchase is "Framing effects in consumer
judgement and decision making" by Tobais
Krüger, Tobais Vogel & Michaela Wänke.

 It evaluates the process of making a rational

choice during consumer purchase decision
making, the framing effect and how they
impact the actual human behaviour and
rationality.
 Key concepts

 Framing effect - A phenomenon where systematically

different decisions are made for the same decision
problem presented in an equivalent way.

 The decisions become different when the options are

presented with a negative or a positive connotation.

 Example - Advertising the product as having 90%

natural flavors or stating it has 10% artificial flavors
has a different effect.
 Application

 I noticed the framing effect when going through

the cost and the offers presented by the laptop
companies.

 HP website had the delivery charges stated

separately for the laptops while Dell presented
and all-inclusive price and claimed free delivery.

 I found the former more attractive and this form

the basis for my purchase decision.
 Conclusion

 The internal and external factors that

influenced my decision of selecting the laptop
that I purchased and the consumption
decision making is evaluated here.

 The model that is used for evaluating the

entire purchase process is the consumer
purchase process model.
References