Laptop Executive Summary

EXECUTIVE SUMMARY

This study specifically investigates the factors affecting purchase intention and the behavior shown by customers while purchasing HP’s laptops. In the current business scenario, organizations are facing heavy competition in attracting and retaining customers. Customers are also becoming more critical and feel less attached to brands. . In the new era of technology advancement, the laptop manufacturing companies are introducing various new features in their brands. All these put pressure on the ordinary consumers and make it complex and confusing decisions as to what to purchase and how to purchase. Therefore this research work will study the consumer buying behavior towards HP’s Laptop. The study also throws light on the

The usage of computer technology has increased over time in every sector. Moreover, with the amazing speed of storing, transferring and accessing the information consumers want the information anytime, anywhere calling for increased use of the laptops. It is witnessed that over a period of time the prices of the computers have become affordable to the masses coupled with finance schemes facilitating buying and use of laptops. Because of the portability feature a significant part of laptop usage is for entertainment too. Laptops are self sufficient product, which come with inbuilt speakers and adequate battery life so that it is not necessary to plug in additional accessories most of the time; hence the overall cost to the consumer is perceived to be lesser. Due to its high visibility, the consumers are image and brand conscious which is reflected in their laptop buying

Problem Recognition – Every purchase begins with recognition of need or wants. Perceiving a difference between a person’s ideal and actual situations big enough to trigger a decision
2. Information Search – Consumers obtain information about product or service that might satisfy identified need from various resources like Internet, Family, Friends and Others.
3. Evaluation of Alternatives – The evaluation stage is the stage of mental trail of product or service. In evaluating the alternatives, many values are taken into consideration such as product characteristics, brand image, conveniences and facilities.
4. Purchase Decision – It is the positive intention of the consumer that leads to a purchase decision. This stage answers questions like from whom to buy and when to