They were chosen as my subjects since they bought a high-involvement product which is a laptop . It is considered a high-involvement product since it is quite expensive and would be used for a long period. At the beginning, it was quite hard to look for these two subjects since many people buy different types of high-involvement products. Fortunately, some friends helped me out in finding two subjects who bought different brands of laptop some months ago. The profile of the subjects vary greatly, nevertheless, they are typical consumers since they go through a lot of painful decision-making before buying a product. Also, they needed advice from friends or colleague before making a decision of their own. Consumer A is a technogeek, someone whose main source of living is developing operating systems in an IT company. He is a very busy person living a high-profile life in the city. However, he is the father of a friend that is why he agreed to be my subject. The other subject is a student in a university, a social science major heavily involved with research. I think their background would somehow be significant in their decision process in acquiring a laptop. In order to a have a logical presentation of the process they went through, I decided to tabulate the result in a table.
Technogeek’s old laptop broke down and needed many upgrades to cope up with is demands being an incessant programmer. His need for a laptop is like his need for oxygen. He immediately bought a laptop three days after his old laptop broke down. His need is mainly triggered by his job.
This consumer felt that there were too many demands from her research subjects. Although she has a desktop in her dorm, she needs a laptop to access the wi-fi environment on her campus. She also hangs out late night at some coffee shop writing her papers. Her need is triggered by mobility and access to information anytime she wants