Saxon King- 43715141- Marketing 101: Assignment 3: Consumer Behaviour

The non-habitual purchase which this assignment is based upon is a laptop computer, specifically a Dell XPS14. The decision to purchase this specific product was decided by a process, possibly subconciously, which provided a number of factors/steps to determine its value to the consumer. The five stages in this process asre problem recognition, Information search, Evaluation of alternatives, Purchase decision and post purchase behaviour, In that order.

The first stage which was performed, was that of Problem recognition. In this case, the consumer recognised need for a new computer, to allow for the fulfillment of necessary processes. The decision to fulfil this need was caused by circumstances involving the inability of the previous laptop to fulfil the need it's owner had of it. Other than this direct factor no other factors affected the purchase of a new product.

The next stage undertaken was an information search, this was performed through the use of personal sources and public sources. The personal sources had the greatest effect on this puchase as the product was owned by several of these sources and had caused the consumer to recieve positive information. There were several factors effecting this purchase, close relations opinion, public opinion and the necessary requirements needed.

After extensive information was acquired due to inquires performed, the consumer proceeded to the next step which was the evaluation of alternatives. The consumer compared certain attributes with other brands and makes of computer. The key factor was size and price, as this computer was available at a cheap price and was still small enough for the owners needs it gained favour of competitiors. This links in closely with the next step, Purchase decision. The purchase of the product was strongly effected by a unexpected sitautional factor, that being that the consumer could get the wanted laptop with minimal spending all of a sudden.

The final Step of this process is that of Post purchase behaviour, this is effected heavily by customer satisfaction. In this circumstance there was moderate levels of cognitive dissonance, buyer discomfort caused by post purchase conflict. This was due to the situational circumstances of the purchase, due to the cheap offering the consumer was heavily effected by the drastic change in price, which in turn modified their wanted producted. However except for this matter there was minimal other discomfort with the product. Overall it was pleasing and left the consumer with a high Customer Percieved Value with the item and Company. This helps to show the research and marketing processes used to sell the product.

Bibliography:

Kotler, Burton, Deans, Brown, Amrstrong (2013). Marketing. 9th ed. Frenchs Forest, Australia: Pearson, 148-180.