Consumer Behavior

Dell Inspiration

Submitted To: Prof. Basit Ali

Submitted By: Shahroze Ahmed khan 836-MBA-17

Saad Alam 827-MBA-17

Sana Javed 825- MBA-17

Zohaib Shahbaz Sipra 804- MBA-17

1
TABLE OF CONTENTS
PURCHASE: ............................................................................................................................................................ 3

SPECIFICATIONS: .................................................................................................................................................... 3

NEED RECOGNITION: ............................................................................................................................................. 3

INFORMATION SEARCH: ........................................................................................................................................ 3

INFORMATION EVALUATION ................................................................................................................................. 4

POST PURCHASE DECISION: ................................................................................................................................... 4

GROUP INFLUENCES ON PURCHASE ....................................................................................................................... 4

SOCIAL CLASS: ................................................................................................................................................. 4

CULTURE AND SUB CULTURE:...................................................................................................................... 4

REFERENCE GROUP: ....................................................................................................................................... 5

SITUATIONAL INFLUENCES ..................................................................................................................................... 5

MARKETING MIX.................................................................................................................................................... 5

PERSONALITY ......................................................................................................................................................... 6

SUPEREGO ..................................................................................................................................................................6
EGO............................................................................................................................................................................6

PERCEPTION .......................................................................................................................................................... 7

MOTIVATION ......................................................................................................................................................... 7

INTERVIEW QUESTIONS ................................................................................................................................... 7,8,9

2
Purchase:
Dell Laptop

Specifications:
Dell inspiration 15 3000 Series Core i3 7th Gen 4GB 1TB
Touch Laptop (3567)

To understand consumer buying behavior we conduct an

interview with one of our friend who recently purchased
laptop. We asked structured questions from him. So there are the general concepts that we think
was applied in this purchase.

 As we know consumer Decision Making Process consist of these five stages

1. Need Recognition:
First step in any purchase is need recognition. Our responded is a university student who needs a
laptop for academic purpose. As we know need recognized then there is a difference between
actual and desired state so, our respondent feels difficulty in preparing his assignments that is
the actual stare his desired stage was to have a laptop.

2. Information Search:
Second step is information search in order to purchase a laptop he takes information from several
resources that are as follows:

Web surfing: Our respondent takes information though web surfing he visit several web sites
takes information about laptops that are of good quality and at economical prices.

3
Word of mouth: Our respondent said that he heard some positive word of mouth about Dell
Company So, it creates a positive impact.

Friends and family: Our respondent takes information from family and friends also that which
laptop is best to purchase.

3. Information Evaluation
As we know in this stage customer evaluate the short listed products in our case customer short
listed i3 of dell brand than cost about Rs: 54,465 and i3 of HP that cost around Rs: 50,900. So
instead of a relatively higher price our respondent prefer Dell i3.

Decision:

After the evaluation of resources our respondent makes a purchase decision to buy Dell i3 that he
perceived of best quality.

4. Post Purchase Decision:

When we asked our respondent that how do you feel after purchase he replied I am satisfied with
the performance of this laptop as it provides me desired results and I will recommend my other
friends and family members to do purchase this laptop.

Group Influences On Purchase

Social Class:

Our respondent is belong to middle class so his budget for the purchase of laptop was maximum
from Rs: 50,000 to 55,000.

Culture and Sub culture:

4
There is no as such influence of culture or sub culture on the purchase.

Reference Group:
Our respondent was influenced by reference group who guide him and give their opinions about
product.

Family:

Respondent’s family members understand the need of laptop for him. So, they allow him to
purchase laptop and provide cash.

Situational Influences
Sociocultural factors:

Social factors that affect the consumer behavior are consist of reference group and Social Status.
In our case respondent get influenced by the reference group and when we talk about the Status
he belongs to middle class.

Technological factors:

In analyzing the purchase behavior we found that technology have a role in the purchase of this
product. In our case respondent prefer better technology and new model he purchase i3 that is
more technologically advanced as compare to i2.He also makes purchase online which means
technology did play a role in the purchase situation.

Economic/competitive factors:

As we discussed previously that our respondent is a student and belongs from a middle class
family so economic factor did contribute in the purchase decision as he have a limited budget for
the purchase of the laptop.

Political/Legal:

As such there is no impact of political factor on the purchase. Our respondent purchase laptop in
a legal a prescribed way without involving in any kind of illegal mean to get the laptop.

Marketing Mix
Product: The product is Touch Laptop (Dell Inspiration 15, I3 7th generation, with 1TB hard)

Price: Its retail price is 54,465 PKR

Place: The place where the product has been bought is Hafeez Centre Lahore.

5
Promotion: The TV add promoted this.

Personality
Id
It is the most impulsive part, when you just want it, in this case the respondent want a laptop for
his work. He has a keen demand for it. He was just collecting money to make purchase of it.
When he saw it takes too much time, then he ask to his father to help him out.

Superego
It is the part of you that is always trying you to behave in a socially appropriate way.

The respondent didn’t use any wrong way to make the purchase or to fulfill its utility he just save
his pocket money and make purchase. He didn’t do anything wrong or which harm the social
aspect.

Ego
The respondent controlled his desire and waited for almost 5 months. If it was not possible to
have the laptop because he didn’t have such money, he could have it after passage of some time.

ID - I want to buy a laptop EGO - It’s not right to steal

right now. money.

SUPEREGO - May be, I can wait for some

time and then have a when I have such
money.

6
Perception
It is one of the factor which help to make a decision by a consumer, as the consumer has a need,
he identifies a need of a laptop to do his work. And go for searching about it. Here marketer take
place and bring various products by using the channel of adv. And put in front of customer. And
customer chooses one which fulfills his needs.

Motivation

Customer get motivated by

Laptop as it is easy to use, easy
to handle, one can shift it from
one place to another easily. And
it can be used with electricity.
These are the various features
which motivates the customer to
buy a laptop.

INTERVIEW QUESTIONS
Q1. “What made you to buy a Laptop?

A. I am doing MBA from Comsat LHR so I need a laptop for making projects and
assignments.

Q2. “Why you choose to buy Laptop?”

A. I am a host elite so it is quite difficult to keep a pc there. So I was thinking for a laptop.

Q3. “Who suggest you to buy a Laptop?”

A. My friend suggested me.

Q4. “How long did it take you to buy a laptop?”

A. “Almost 5 months, when I felt real need of it. I started to collect money.

Q5. “Why you wait for so long?”

7
 A. As I need a Laptop of good specification, it was quite expensive, collection of the money
takes too much time.

Q6. From where did you arrange such money?

A. I myself save money for this as well as my father helps me to buy this.

Q7. “Why did you not buy it on installments?

A. “Because it costs me PKR.4500 more.

Q8. “Have you ever asked your parents to buy you any gadget?

A. Not really. When I feel its necessity I start to save money, and when it takes time I asked
from parents to help me out.

Q9. “Do you think that Laptop really fulfills your need?”

A. Yes it fulfills my utility. As it makes my work easier.

Q11. “What if you had the option to buy another thing with this money, will you buy?

A. “No! I don’t. because I need Laptop”

Q10. “Have you bought the Laptop with your own money?”

A. “No! My parents also help me to buy this.

Q11. Why you buy this specific laptop?

A. I have to work on various software’s so I need a laptop with good specification. So I

bought this.

Q12. “Are you brand conscious?

A. “I think I am, because products of brands are of good quality and they are durable

Q13. “Do you buy laptop with this specification of another brand which is quite cheap?

A. “No I don’t. Because Dell laptops are of good quality. Though these are bit expensive but
durable.

Q14. From where you get attracted from this specific model?

A. I saw an advertisement on TV, as well as my friend suggest me to buy this one.

Q15. “Don’t you think the local Laptops are cheap and have the same specification?”

8
 A. “No! I don’t think so, because I have experience of using the local one, these are just a
box”

Q16. “If an item is available in your country, would you still go for foreign made item or
not?”

A. “I will go for foreign made item. The main reason for that is quality of the item.”

Q17. “How did you decide to by the Dell only?”

A. My friend suggest me after that I make a research through which I came to a point that it
is of best quality. As well as it has the most high goodwill.

Q18. “Do you think your decision to buy Dell Laptop was right? How is your experience?”

A. I bought this when I did not have much information about heavy Laptops. I made my
decision merely on the information that I gathered from internet. Its performance is good
but one major issue is that its weight is much great than others.

Q19. “What specification you want to have in your Laptop?”

A. “Its Hard disk, RAM and Processor specifications.”

Q20. “Do you think that the price of laptop was reasonable?”

A. “Yes.”

Q21. Does the advertisement of dell attracts you?”

A. “Yes, it attracts me a lot and make me able to buy this one”

Q22. “From where did you buy the Laptop?”

A. “From Hafeez Centre Lahore”

Q23. “Does it fulfills your expectations?”

A. “Yes”.