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Buyer Behaviour The Consumer DecisionMaking Process as it relates to Replacing a Laptop Computer
Pages 8 (2008 words)
Consumer Decision Making Process: Case Study Introduction Consumer behavior is a theoretical concept that addresses different stages a consumer would pass through before they make a particular purchase decision. To define, consumer behavior is “the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products and services, experiences or ideas to satisfy needs and the impacts that these processes have on the consumer and society” (Hawkins 1998, p.6).
Williams is a self employed 30 years old online businessman. Since he is working in the online business sector, he greatly depends on his laptop. Recently, his 2 year old child crushed his laptop and hence many of its functions have been lost. Now Williams wants to purchase a new device replacing his broken laptop. Since he needs to travel around the globe as part of his job, mobility is particularly important to him. Williams needs to communicate with his clients even while travelling. While he is on the move, he needs to check emails, read e-books, and browse internet. Therefore functionality is paramount to him rather than the price of the device. This paper will analyze the characteristics affecting the consumer behavior, types of consumer buying decisions, and components that affect the decision making process. Finally, the paper will give some practical marketing recommendations as well. The characteristics that affect consumer behavior Considering the case of Williams, it seems that personal and psychological characteristics influence his buying behavior more than cultural and social factors. According to Tehran and Tehran (2006, p. ...
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