Consumers Behavior

Pages:

2

Academic Level:

Masters

Paper Type:

Annotated Bibliography

Discipline:

Business

Using a product (goods or services) and the information from the readings, create a model of buyer behavior for the product. Next, create a model for an organizational buyer vs. an individual consumer.

Submit a 2-3 page paper, (independent of the title page and reference page) double-spaced in Times New Roman font which is no greater than 12 points in size. Be sure to cite any sources in APA Format.

Consumers Behavior

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Consumers Behavior

Consumer Buyer Behavior is the study of consumer behavior of, decision-making, and buying behavior. The buyer behavior model follows a sequence of steps to determine whether a product will be bought. Many factors influence the price of a laptop, including brand name, model number, and duration of ownership. Features can vary greatly depending on the type of computer the buyer wants as an economic model. The model steps include product evaluation, buying motives, decision-making/purchase, and post-purchase media usage as an extension of the user experience

Product evaluation of buyer behavior for purchasing a laptop is the first step of the model. The type of customer that purchases laptops are business people. Therefore, to obtain a larger share of the market, the seller must: Reduce the price while maintaining quality features; increase the number of brands offered in our product line through new introductions and improved marketing efforts; develop a better initial image of our brand by providing effective advertising and promotion to increase awareness among key decision makers; provide innovative solutions with greater functionality, durability, maximum storage capacity (Sedua et al., 2022). The user is often driven by the ability to accomplish their jobs, utilizing all the features and functions of their laptop.

For the buyer, buying a laptop is a big commitment with the motives intended. With laptops becoming more portable and less expensive in recent years, purchasing a laptop might be your most serious purchase. Because everything is so accessible today, there are many options out there to choose from. Many buyers are interested in purchasing a laptop for internet access, music and video streaming, gaming, and productivity (Witell et al., 2020). You can take the time to explore all of your needs and figure out what exactly fits you best with your budget. This includes researching sales and discounts at different retailers and considering factors like performance speed or battery life. After doing this comparison research, one can determine which laptop platforms and brands will hold your interest long-term.

As a consumer when purchasing a laptop, buyers' decision-making considers many factors in determining the best selection of an item. The factors include the length of time needed for work, portability and performance capabilities of the laptop, its compatibility with various programs, and whether it meets their specifications. The user will choose the laptop based on its price, performance, and design aspects. These aspects are important because they help make decisions based on what they are looking for in a laptop (Sedua et al., 2022). Another factor is how much it costs to get a laptop computer. Larger laptops with multiple USB ports can cost more than a smaller model, but there may be more storage space for less money. Also, consider whether you need special software for your job or school, and look at online reviews to see what other people say about their experiences.

The post-purchase buyer behavior for a laptop is the first use, and the initial feedback is the last step in this model. The first use refers to what happens when a buyer makes his/her first set of typing activities on the laptop. The feedback refers to the external reaction of others who have used the product. This is based on the need to use the product and how comfortable they feel with it, leading them to make decisions in future purchases (Idrees et al., 2020). This may include anything from simply taking possession and using the product to getting feedback directly after purchase or after a period of use. The buyer will benefit from a product and use it for a specific purpose. They may also research or look at different products to see whether this is better. They may return to their original purchase decision if they find out that the new product is better than what they initially purchased.

Organizational buyer vs. an individual consumer

An organizational buyer will likely purchase multiple laptop computers for different departments in his/her company, whereas an individual consumer will purchase one laptop for personal use. This is mainly because each individual owns and pays for the computer equipment; thus, it is most likely that their needs are more important than those of an organization. Organizational buyers tend to be more concerned about what the product can do for them and how it will perform. These purchases tend to include additional features that benefit the organization and make the purchasing experience easier (Kemp et al., 2018). For an individual consumer, laptop computers are typically viewed as an additional expense on top of their current workstation or desktop computers. However, as with many other things, organizational buyers tend to view the laptop as an affordable investment in improving productivity. The consumer's focus on personal satisfaction and enjoyment could be hindered by faster processing and longer boot times.

An individual consumer has less time to research and compare prices; he has a limited budget and is always looking for the best value. However, the organizational buyer has more time to research, read reviews, and compare prices. He/she has a sufficient budget and resources to do so. Moreover, he is not concerned about price as much as value. Thousands of online websites sell laptops; therefore, an individual can purchase his laptop anywhere, depending on how much research he wants to invest in any specific brand or geographical location (Sedua et al., 2022). Whereas for organizations, it becomes harder for them to have a global presence and reach out to their clients worldwide, so they have to come up with customized solutions that require more resources in terms of staff and budget.

References

Idrees, M. A., Khan, M. A., & Khan, A. (2020). Factors Affecting Consumer Buying Behavior For Electronic Notebooks. European Journal of Business and Management Research, 5(3). https://ejbmr.org/index.php/ejbmr/article/view/339

Kemp, E. A., Borders, A. L., Anaza, N. A., & Johnston, W. J. (2018). The heart in organizational buying: marketers’ understanding of emotions and buyers' decision-making. Journal of Business & Industrial Marketing. https://doi.org/10.1108/JBIM-06-2017-0129

Sedua, J. F., Indrajit, I., & Prayanthi, I. (2022). The Analysis of Factors Influencing Decisions When Buying Laptop. CogITo Smart Journal, 8(1), 47-56. https://doi.org/10.31154/cogito.v8i1.348.47-56

Witell, L., Kowalkowski, C., Perks, H., Raddats, C., Schwabe, M., Benedettini, O., & Burton, J. (2020). Characterizing customer experience management in business markets. Journal of Business Research, 116, 420-430. https://doi.org/10.1016/j.jbusres.2019.08.050