MKT 344-Research On Consumer Behavior

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Prepared for:
Ms. Nasira Siddika
Course Instructor
Course: MKT 344
Section: 05
Fall 2011

Prepared by:
Md. Sarwar Hossain ID# 0930068030
Naima Rahman ID# 0930283030
Fatima Tuz Zahra ID# 0930785530
Tanvir Al Aman ID# 0920251530
Asaduzzaman Riad ID# 0930078030
Md. Nazimul Islam ID# 1010640030

North South University
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Letter
of Transmittal

December 05, 2011

Ms. Nasira Siddika
Course Instructor, MKT 344
Dept. of BBA
North South University

Subject: Submission of the Group Project Report

Dear Madam,
With due respect, we would like to inform you that it is a great pleasure for us to submit the group report on
Research on Consumer Behavior in Purchasing Laptop as requirement for BBA program. The
purpose of the report is to inform you about how we conducted a research on a specific target group who
are interested in purchasing laptop and what are the findings derived from the research. Throughout the
completion of the report, we came to know about the diversified importance and various implications of
consumer behavior in the marketing of a product.

We firmly believe that this report will meet your approval. We would genuinely appreciate and be keen
enough to make further corrections where you think it is necessary. Your kind advice will encourage us to
do further research in future.

Sincerely Yours,

Md. Sarwar Hossain ID# 0930068030
Naima Rahman ID# 0930283030
Fatima Tuz Zahra ID# 0930785530
Tanvir Al Aman ID# 0920251530
Asaduzzaman Riad ID# 0930078030
Md. Nazimul Islam ID# 1010640030
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Acknowledgement

We would like to take this opportunity to express our sincere gratitude to those without
whose blessings and cooperation this report would not have been possible.

First of all we are grateful to the Almighty Allah for making us able to finish this report on
time.

We would like to thank Ms. Nasira Siddika, our instructor for the course Marketing 344,
Section 05, North South University, for her valuable support and encouragement which she
has offered. The knowledge of Consumer Behavior that she has imparted would go a long
way in making future good marketers or entrepreneurs and also it will help us all through our
professional career. Without her help this report could not have been a comprehensive one.

We would also like to express our gratitude to those consumers who participated in our
survey. Their cooperation and provided information allowed us to complete this report
successfully.

This report cannot be solely attributed to only ones effort but it is indeed the joint effort of all
the fellow members of the group. There were times in the course of preparing this report
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when things were tough and future seemed dark. It could not have been possible to write it
without the immense help of all the group members so we all have a great deal of gratitude
towards each other.

Table of Contents

Topics

Page No.
1. Executive Summary 06
2. Introduction 07 10
3. Methodology 11 14
i) Objectives 11
ii) Market Research 12 14
4. Analysis of Consumer Behavior 15 21
5. Recommendations 22 23
6. Appendix 24 26
7. References 27

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Executive Summary

The report titled Research on Consumer Behavior in Purchasing Laptop discusses
various aspects of consumer behavior which influences them to finally decide upon
purchasing a particular brand of laptop. The report is designed according to the structure
stated in the project outline.

For the ease of understanding, the total report is segmented into different chapters each of
which are assigned in a sequential order to reveal into the main findings. The first chapter of
the report introduces the purpose of the report, the issue being studied and our justifications
for selecting the issue. The second chapter focuses on the methodology employed in
conducting the research. The third chapter analyses the consumer behavior theory
concepts related to the issue. The last chapter highlights the recommendations for
marketing actions based on the findings. And finally, the last chapter presents an appendix
which is summary of the overall findings and also includes the questionnaire.
We took help from various sources to help us thoroughly in the completion of the project.
The sources are listed in the reference section.

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Introduction

Consumer behavior has added a new dimension in purchasing decision nowadays. Today it has
taken a dramatic approach in comparison with past decade. By definition consumer behavior is
the study of individuals, groups, or organizations and the processes they use to select, secure,
use, and dispose of products, services, experiences or ideas to satisfy needs and the impacts that
these processes have on the consumer and society. Since consumer behavior reflects all aspects
of consumer psychological motivation, often it is considered as a psychology of marketing. It
focuses on how individuals make decision to spend their valuable resources on consumption
related items includes what they buy, why they buy it, when they buy it, where they buy it, how
often they buy it, how often they use it, how often they use it after the purchase, how they evaluate
it after purchase, the impact of such evaluation on future purchase, and how they dispose it. All
consumer are unique despite any difference, above all, everyone consumes or uses food, clothing,
shelter, transportation, education, services etc on a regular basis. In order to succeed in marketing
any product especially in todays dynamic and rapidly evolving marketplace, marketers need to
know about consumers in detail. They also need to understand the personal and group influences
that affect consumer purchase decision. There are several units in the market that can be
analyzed. But our main thrust in this project is to analyze the consumer behavior in purchasing
laptop. How a target segmented group reflects their purchasing decision and act as real
purchasers and evaluate the product is the mainly focused topic of our project.

Issue selection
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Consumer behavior and decision making are interdisciplinary because it directly emphasizes on purchase
decision making. Consumer purchasing is influenced not only by family, friends, TV ads but also by mood,
situation and emotions which are combinable form of a comprehensive model of consumer behavior that
reflects both the cognitive and emotional aspects of consumer decision making. While we thought to
choose our issue for the research, many issues crossed over our mind but we decided to take an issue that
has massive approaches as well as interesting to the group.
Therefore, we decided upon Consumer Behavior in Purchasing Laptop as our issue. In this digital era
people are very much passionate about latest and updated technologies and they feel much interested to
have a new updated version of laptop as it is an integral part of todays educational material especially for
university students. This is the main reason for us to choose this issue. If we carefully observe there are
lots of brands having well reputation in the market always trying to differentiate themselves in term of
features, styles and trying to entice buyer with attractive offers. To cope with this situation consumers play
a typical role in case of purchasing products and consumers also go through all the decision making steps
for evaluating the product whether they buy that particular product or not .

Figure: Stages of the Consumer Buying Process
Problem
Recognition
Information
search
Evaluation of
alternatives
Purchase
decision
Purchase
Post
Purchase
Evaluation
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N Problem Recognition: A consumer identifies that he has an unsatisfied need to be satisfied.
An undergraduate student, who just got enrolled for a degree, has to deal with his given
assignments to be submitted within deadline. He needs portability in the computer to work at home
as well as at college/ university. This is where he recognizes his problem which can be solved with
a laptop.
N Information Search: This is where the consumer starts searching information about the
products that can satisfy his unsatisfied need.
Internal Search --- Memory and experience
External Search --- Friends and relatives
A successful information search leaves a buyer with possible alternatives, the evoked set; the
undergraduate who wanted to buy a laptop would gather information about laptop brands such as
HP, Dell, Apple, Doel and Acer.

N Evaluation of Alternatives: This is the stage where the consumer evaluates products based
on chosen criteria such as performance, durability, warranty, price, after sale services and quality
on competitive basis.
The undergraduate (our sample) who gathered information about laptop brands such as HP, Dell,
Apple, Doel and Acer will now evaluate the product in terms of price, durability, speed, warranty,
performance and color.

N Purchase Decision: The consumer selects buying alternative which includes product,
package, store, method of purchase etc. After evaluating of many brands of laptop100 students
gave their opinions for purchasing a laptop.

Numbers Brand Percentages
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1 HP 40%
2 Dell 20%
3 Apple 5%
4 Doel 25%
5 Acer 10%

Figure: Percentage of Brands Preferred by Consumers

N Purchase: Purchase may differ from decision, time lapse between purchase decision and the
actual purchase, product availability. This is where the customer makes the final choice and ends
up in effectively purchasing the product.

N Post Purchase Evaluation: Positive post purchase behavior is where the consumer holds a
positive feedback about the product and feels satisfied with the product quality. Negative post
purchase behavior is where the customer is dissatisfied with the product and holds a negative view
about the product.
If the student is happy with the performance of the HP laptop he will recommend his friends to
purchase a HP laptop and will be brand loyal by purchasing more of HP products. On the other
BRANDS
HP
DELL
APPLE
DOEL
ACER
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hand, if the student who purchased the Doel is not happy with the laptop he will persuade his
friends not to buy a Doel as his experience about Doel is negative.

Above steps examine the dynamics of new product adaptation and consumer decision making in the
context of all types of consumption choice, ranging from the consumption of new product. Consumer
decision making is nothing but a beginning point of a consumption process.

Methodology

The first difficult step in consumer research process is to indentify research objective of the particular study.
It is very important as thought-out statement of objectives helps to define the type and the level of
information needed for marketers.

Objectives
+ Primary research objective: To study the consumer behavior while buying laptop among
students of North South University conducted at the campus.

+ Secondary research objective: To study the influence of various variables like sex,
educational background, family, income, experiences etc on the preference for laptop brand.

+ Analyze student lifestyle, attitude and perception: To evaluate the student preferences
about laptops of brands available in the market
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Market Research
Market research is often needed to ensure that marketers produce what consumers really want and not
what the marketers think they want. Research often helps marketers reduce risks associated with a new
product, but it cannot take the risk away entirely. It is also important to ascertain whether the research has
been complete.
Our research approaches are explained in the following section.
Primary Research Method
Primary research method is the research study that is based on purposes of the study. This may need
to find out what consumers are likely to prefer while buying a laptop.

Figure: Primary Research Method
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Surveys: Surveys are useful for getting a great deal of specific information. Surveys can contain
open-ended questions (e.g., Are you thinking to buy a new laptop? ___) or closed-ended, where
the respondent is asked to select answers from a brief list (e.g., ___ Male ___ Female). Open
ended questions have the advantage that the respondent is not limited to the options listed, and
that the respondent is not being influenced by seeing a list of responses. However, open-ended
questions are often skipped by respondents, and decoding them can be quite a challenge.
Surveys, as any kind of research, are vulnerable to biasness. The wording of a question can
influence the outcome a great deal. While we did our survey with 100 students of North South
University, they responded in a faster mode as we offered them closed ended questions. We gave
them hard copies of questionnaire and asked them to go through and evaluate. After a while we
collected those hard copies from students and started analyzing students attributes, perceptions,
personalities, motivations, needs etc for laptop purchasing.

Online Research Methods: One potential benefit of online surveys is the use of conditional
branching. Conditional branching allows the computer to skip directly to the appropriate question.
If a respondent is asked which brands he or she considered, it is also possible to customize brand
comparison questions to those listed. There are certain drawbacks to online surveys. Some
consumers may be more comfortable with online activities than others and not all households will
have access to internet. Today, however, this type of response bias is probably not significantly
greater than that associated with other types of research methods. Online search data and page
visit logs provide valuable ground for analysis. It is possible to see how frequently various terms
are used by those who use a firms web site search feature or to see the route taken by most
consumers to get to the page with the information they ultimately want. We also went through
online survey. We got more rapid responses than using paper pen approach. It was easy for us to
evaluate consumer more quickly.

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Focus Groups: Focus groups are well suited for some purposes, but poorly suited for others. In
general, focus groups are very good for getting breadth, finding out what kinds of issues are
important for consumers in a given product category. Here, it is helpful that focus groups are
completely open-ended. The consumer mentions his or her preferences and opinions, and the
focus group moderator can ask the consumer to elaborate. In a questionnaire, if one did not think
to ask about something, chances are that few consumers would take the time to write out an
elaborate answer. We segmented our focus group to get some specific preferences and opinion.

Personal Interviews: Personal interviews involve in-depth questioning of an individual about
his or her interest in or experiences with a product. The benefit here is that we can get really into
depth (when the respondent says something interesting, we can ask him or her to elaborate), but
this method of research is costly, time consuming and can be extremely vulnerable to interviewer
bias. Though it is costly we did it with 10 students who used to stay near the campus. We went to
their residence and personally asked them questions. Some of them gave us very interesting
opinions that they want to have long time battery backup in very low cost laptop which is quiet
impossible.

Market
Research
Primary
Research
Surveys
Online
Research
Methods
Focus Groups
Personal
Interviews
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Figure: Modes of Marketing Research

We went through surveys, online research, focus groups and personal interviews to get actual information
about pre-purchase decision, post-purchase decision and finally post-purchase evaluation in respect of
buying a new laptop among the university students. Eventually, we did our research successfully though it
seemed to be a formidable task during the initial stages.

Analysis of
Consumer Behavior

Consumer consumption varies from person to person. Moreover, even the same consumer can make
different decisions depending on the situation. So how we construct coherent marketing strategies
depending on consumer behavior for purchasing a product is our main objective to analyze consumer
behavior.
In the class, we examined how and why consumers behave the way that they do. We learned about
theories developed in marketing, psychology, and other behavioral sciences and also learned how to use
these theories to predict how consumers will respond to different marketing activities.
+ Got a framework, for analyzing consumer behavior problems.
+ Learned how consumer behavior can be affected by different marketing strategies
+ Learned how behavioral evidence can be used to evaluate alternative marketing strategies
+ Learned to develop a deeper understanding of consumer behavior by studying about relevant
psychological and sociological theories
Finally, we acquired experience in applying these theories to real-world consumer behavior problems
while we conducted our consumer behavior research for purchasing laptop. The implications and analysis
are explained in the following section.
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Personal Consumer: Personal consumers are individuals who buy goods and services for
their own use, for household use or may be for a friend. Laptop purchasers are definitely personal
consumer as our target segmentation was a particularly university students.

Consumer Research: Consumer research refers to the process and tools used to study
consumer behavior. We used surveys, online research, focus groups, and personal interviews to
evaluate consumer behavior in making purchase decisions.

Targeting: Our research is targeted to the university students. We took 100 students and divided
100 students into 10 focused groups based on their preferences.

Positioning: Research includes the position of different brands in consumer minds. From our
survey we got an overall idea of brand preference among the students. Based on the findings,
students first choice for laptop was HP, second was DOEL, third DELL, fourth ACER, fifth APPLE.

Impact of Digital Technologies: Nowadays consumers have more powerful access to
information so it becomes very easy for both marketers and consumers to exchange instant
reactions. We got feedback from online research methods very promptly compared to other modes.

Demographic Segmentation: Our research is conducted on demographic segmentation
based on students age, gender and which semester they belong to.

Psychological Segmentation: This form of applied consumer research has proven to be
valuable tools that help identify promising consumer segments that are likely to be responsive to
specific marketing messages. The psychological profile of a consumer segment can be thought of
as a composite of consumer measured activities, interests and opinions. We included these three
measurement tools in our survey questionnaire to get a psychological overview of students in
terms of buying laptop.
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Psychographic Segmentation: An important aspect of psychographic segmentation is
lifestyle analysis. It has played a great role in choosing brands. Those who maintain luxurious life
their first preference was the brand APPLE since it is more expensive compared to other brands.
Brand preference gave us an idea of individuals lifestyle.

Sociocultural Segmentation: It is a very important segmentation base as it includes family
lifecycle, social class, and culture. It influences the psychographic segmentation. Since childhood a
person learns how to behave as a consumer from his family lifecycle, social class and culture so it
has an influence on persons AIO profile.

Use-Related Segmentation: It is an extremely popular and effective form of segmentation
that categorizes consumers in terms of product, service, or brand usage characteristics, such as
usage rate, awareness status and degree of brand loyalty. Rate of usage segmentation
differentiates among heavy users, medium users, light users and non-users of a specific product,
service or brand. In our survey questionnaire we had mentioned some questions that complied with
use-related segmentation which gave us ideas about their brand loyalty, rate of usage and
awareness about product.

Hybrid Segmentation Approaches: It is a combination of several segmentation variables.
There are three commonly used hybrid approaches are available but for our research we only used
psychographic-demographic profiles and SRI consulting values and life style system (VALS) and
from our research we found out the immense importance of this segmentation category in
marketing a product.

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Concentrated Marketing: It refers to targeting just one segment with a unique marketing mix.
In our research we only used one targeted segment that is undergraduate students of North South
University.

Motivation: Motivation is a driving force within individuals that impels them to action. When a
student recognizes his need and feels the importance of buying a laptop, he gets motivated about
buying a laptop. At the beginning of research we gave our concentration in motivational approach
of students behaviors as consumers for laptop. Thats why we developed our first question to know
about students motivation whether they need a laptop or not. Our first question gave a rhythm to
carry our research further on.

Figure: Model of Motivation Process

Acquired Needs: Acquired needs are learned in response to culture or environment and are
considered as secondary needs. Laptop is considered to be an acquire need as for our own work
we need a laptop.

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Product Specific Goals: The specifically branded product or service that consumers select as
their goals is the product specific goal in this case. 100 students of North South University chose
different product specific goals. Based on this we segmented 10 focused groups which clearly
indicates most preferred brands.

Rational versus Emotional Motives: Rationality implies that consumers select goals based
on product size, weight, price etc. In the survey we found that most of the student selected their
goals on the basis of rational motives. Emotional motives imply the selection of goals according to
personal or subjective criteria. 5% of student selected APPLE laptops as their goal for emotional
motives.

Substitute Goals: Substitute goals derive from frustrations of failure in achieving a goal. In the
research we noticed that though APPLE is one of the best brands in the world, price of this laptop
is so high that restricted 95% students have that particular brand and 95% students attempted their
goals by other brands of laptops.

Perception: It is the process by which an individual selects, organizes, and interprets stimuli into
a meaningful and coherent picture of the world. Simply, it is how we see the world. For different
brands students had different perceptions depending on price, look, color, features, warranty etc.

Perceptual Selection: It depends on two major factors: consumers previous experience and
their motives. Our research proved that students selected laptop based on these two factors.

Price/ Quality Relationship: This relationship refers to any price that a consumer uses as a
basis for comparison in judging the quality. 100 students tried to judge 5 laptops with their price.
Doel laptop was of the lowest price in comparison with other brands and it has been observed that
the quality of Doel was lower than the product of other brands.

Perceived Quality of Products includes intrinsic versus extrinsic cues.
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O Intrinsic Cues: Intrinsic cues are the physical characteristics of the product (in this
case such as size, color, look etc) that serves to influence. We took personal
interviews of students and they emphasized on intrinsic cues.
O Extrinsic Cues: Extrinsic cues are external to the product (such as price, store image,
or brand image) that serves to influence the consumers perception of a products
quality. We found that most of the students around 40% chose HP for favorite brand
because HP creates a distinct brand image on the consumer mind.

The-Attitude-Toward-the-Object Model: Attitude is a function of evaluation of product-
specific beliefs and evaluations. It is useful to measure attitudes toward brands. To evaluate
consumer behavior we chose five laptop brands as an object model. Our target group
spontaneously responded toward the object model and evaluated different brands.
Attitude-Toward-the-Ad Model: A model that proposes that a consumer forms various
feelings (affects) and judgments (cognitions) as the result of exposure to an advertisement, which
in turn, affects the consumers attitude toward the ad and attitude toward the brand. HP has given
an ad that focused on more features and cheap price of laptop. This ad created a positive effect
over the target group and they responded positively. So they chose HP laptop as their first
preference.

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Figure: A Conception of the Relationship among Elements in an Attitude-Toward-the-Ad Model

Ego Defensive: People often purchase products as a means defensive mechanism which helps
them in protecting their ego. When we conducted the research we included the question if a
student wanted to buy a laptop because their friends have that. Though a very small proportion
responded to that yet ego defensive is an important factor in determining ones purchasing
decision.

Credibility of Informal Sources: It includes the word of mouth approach. These sources are
called opinion leaders .Informal sources may not always be credible. Our targeted group was very
much loyal about informal sources. When we did our survey they discussed with their friends and
gave their opinion on the basis of their discussion.

Credibility of Formal Sources: The credibility of a source is judged on past performance,
reputation, service, quality, spokesperson image, retailers, social responsibility. We gave some
formal ad papers to our target group on selected brands. Our purpose was to see how much they
were credible to informal sources as well as formal sources.

Selected Consumer Related Reference Groups: Consumers are eventually influenced
by a diverse range of people that they come in contact with or observe.

Friendship Group: An informal group has a deep influence on consumer mind after family.
Interestingly we found in our research that boys have direct influence of friendship group rather
than girls.

Shopping Group: Shopping groups are also known as informal groups, consisting of either
family members or friends. They also have a direct influence on consumer.
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Field Observation: It is a cultural measurement technique that takes place within a natural
environment that focuses on observing behavior (sometimes without the subjects awareness). Our
research was taken place in natural environment and performed without the subjects awareness
so that we could focus on observations of behavior.

Recommendations

According to the marketing concept, to be successful a company must determine the needs and wants of
specific target markets and deliver the desired satisfaction better than the competition. We did research on
only one targeted group which is university students. There were five top brands laptop taken as object.
When we did our research we observed some interesting things. We would recommend laptop marketers
some marketing strategies for more effective promotions of their products. We did not introduce any new
marketing tactic rather only focused on extensions of some existing market strategies.
. Firstly, we would recommend marketers to segment the consumer on the basis of hybrid
segmentation because it includes -
- Psychographic-Demographic Profiles: It covers all the necessary aspects required for
segmentation of a laptop brand. Marketers should target university students because they
are one of the largest consumer groups of laptop. So, their age should be between 18 - 26
years. As we noticed, except few all have similar psychographic profiles as well as
demographic profiles.
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- SRI Consultings VALS: It reflects students activities, interests, opinions.

. Marketers should select a different type of marketing mix elements. University students are very
aware about new technology; they want more flexibility in products. To make this target group more
interested about purchasing our product marketers must design marketing mix in an attractive
approach.
- Product: Laptop must include more features like less weight in carrying, second
generation processors, windows 7, longer battery backup and so on.
- Price: The price should be affordable for students.
- Place: Marketers could select private and public universities and set up temporary stalls
to promote their laptop.
- Promotion: Promotion part may include some attractive offers like for students would
give 10% discount on first purchase and if any student referred other students he or she
will get 20% discount on further purchase.
. Successful relationship with customer helps to spread product promotion so we would recommend
the marketer to maintain a fruitful relationship with consumers.
- Customer Value: If the consumer is highly satisfied marketers could give them free
antivirus or free 8 GB pen drive.
- Customer Satisfaction: They might give consumers trial offers to use the product for a
specific period of time.
- Customer Retention: Satisfied consumers are usually very loyal. To retain them
marketers can offer the loyal consumers 30% discount on any purchase or give offers
like gold cards, platinum cards etc.

. A particular group of loyal consumers can be given the opportunity of a surprise dinner for any two
members of their family or two friends.

. Perceived risk is a more focused issue for this targeting group. It is the degree of uncertainty
perceived by the consumer as to the consequences of a specific purchase decision. Perceived risk
could be appeared as functional risk, physical risk, financial risk, psychological risk and time risk. A
marketers main concern is to attain success so they must be aware of providing information. That
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means they should not make false promises. If any risk arises they must strive to fix it at any time,
providing 24 hours assessment and customer service (although it can be costly to the marketers
but they should keep in mind that practically promotional activities require huge investment).

. To make products better marketers must concentrate on improving quality and features.

We believe these recommendations will be effective to marketers as currently they are marketing products
on rough marketing strategies. We hope these recommendations will give them insights and capable of
thinking further in the future.

Appendix
; Sample Questionnaire Used for the Overall Research Purpose

1. Are you thinking to buy a new laptop?
a. YES
b. NO
c. MAY BE

2. Why do you feel the necessity of having a personal laptop?
a. YOUR FRIENDS HAVE THEIR OWN LAPTOPS
b. YOU WANT A LAPTOP FOR YOUR OWN WORKING BENEFITS
c. I AM DOING WELL WITHOUT A LAPTOP
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3. What will be your first preference for buying a new laptop?
a. PRICE
b. BRAND
c. FEATURES

4. Where did you get information about your chosen laptop?
a. INFORMAL SOURCES LIKE FRIENDS AND FAMILY MEMBERS
b. FORMAL SOURCES LIKE TV ADS, NEWSPAPERS OR OTHER MEDIA APPROACH
c. BILL BOARDS, BANNERS, TEASERS

5. What feelings influence you to choose that particular brand laptop?
a. YOUR EMOTIONAL ATTACHMENT TO THIS BRAND
b. PROMOTION OF THIS BRAND CREATES APPEAL ON YOUR MIND
c. YOUR FRIENDS/ FAMILY MEMBERS USE THAT BRAND

6. Do you think the brand you chose will fulfill your wants?
a. YES
b. NO
c. MAY BE

7. Since you are a buyer of a new laptop how do you influence your family to permit you to buy your
chosen laptop?
a. PLAYING THE ROLE OF INFLUENCER IN YOUR FAMILY
b. PLAYING THE ROLE OF DECIDER IN YOUR FAMILY
c. PLAYING THE ROLE OF MAINTAINER IN YOUR FAMILY

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8. With whom do you want to go to buy that particular laptop?
a. YOUR ANY FAMILY MEMBER
b. YOUR CLOSET FRIEND
c. YOU WANT TO GO ALONE

9. If you are satisfied with your purchase decision will you recommend your friends and family to
purchase any product of that brand?
a. YES
b. NO
c. MAY BE

10. In the long run are you going to show your loyalty to this particular brand?
a. YES
b. NO
c. MAY BE
; Summary of Findings

Question
Number
Number of Responses
Option a Option b Option c
1 65 25 10
2 9 76 15
3 80 12 8
4 33 49 18
5 21 27 52
6 77 14 9
7 66 12 22
8 35 46 19
9 69 11 20
10 46 21 33

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Figure: Bar Chart Showing the Responses of Sample

References

+ Text Book
E Consumer Behavior, 9
th
Edition

+ Class lectures

+ Handouts
0
10
20
30
40
50
60
70
80
90
1 2 3 4 5 6 7 8 9 10
Option a
Option b
Option c
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+ Survey

+ Web sites
E http://en.wikipedia.org/wiki/Consumer_behaviour
E http://www-rohan.sdsu.edu/~renglish/370/notes/chapt05/
E http://philipgraves.net/discussion/

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~ ~ R Re es se ea ar rc ch h o on n C Co on ns su um me er r B Be eh ha av vi io or r i in n P Pu ur rc ch ha as si in ng g L La ap pt to op p ~ ~

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