Consumer Behavior on Selecting a Laptop
12/22/2012 |
Submitted to: Ms Ambreen Bashir
Submitted By:
Bushra Noshad (8771)
Maha Khalid (8787)
Mehreen Tanweer (9079)
Muhammad Mohsin Javed (9408)
Sonia Amin Rajani (9026) Consumer Behavior | term report fall' 2012 |
Contents Executive Summary 5 PRODUCT CATEGORY 6 COMPETITORS POSITIONING: 6 DELL POSITIONING: 6 HP POSITIONING: 6 SONY VAIO POSITIONING 6 TARGET MARKET: 7 MARKETING MIX: 7 Marketing Mix of DELL: 7 PRODUCT: 7 PRICE: 7 PROMOTION: 7 PLACE: 7 Marketing Mix Of Hp: 7 PRODUCT: 7 PRICE: 7 PROMOTION: 7 PLACE: 8 Marketing Mix of SONY VAIO: 8 PRODUCT: 8 PRICE: 8 PROMOTION 8 PLACE 8 RESEARCH METHDOLOGY 9 PROFILE OF INTERVIEWEES: 10 SEGMENTATION BASES 10 MR. FAHAD KHAWAJA 10 MR. AKBAR 11 VALS: 12 PRECEPTION ABOUT THE LAPTOPS 13 Perceived Prices 13 Perceived Quality 13 COMMUNICATION STRATEGIES 13 UNDERLYING MOTIVATION FOR THE PURCHASE 13 MEANS-END CHAIN 14 Classification of Mr. Fahad’s intrinsic and extrinsic needs. 14 Classification of Mr. Akbar’s intrinsic and extrinsic needs. 15 MULTIATTITUDE ATTRIBUTE MODEL 15 ATTITUDE-TOWARD-OBJECT MODEL: 15 DR. FAHAD’S CASE 15 AKBAR’S CASE: 16 ATTITUDE TOWARD BEHAVIOR MODEL: 16 THEORY OF REASONED ACTION MODEL: 16 CONSUMER’S BELIEFS SYSTEM FOR TWO TYPES OF LAPTOPS: 17 CONSUMER’S BELIEFS SYSTEM FOR TWO TYPES OF LAPTOPS: 17 DECISION MAKING MODEL 18 INPUTS: 18 PROCESS: 18 OUTPUT: 18 POSTPURCHASE EVALUATION: 19 DECISION MAKING MODEL (for both respondents) 20 Conclusive Argument 21 Similarities between the two consumers in this Research 21 Difference between the two consumers in this Research 21 Finding according to Marketers Perspectives 22 Marketing Implication of this Research 22 References 23 Appendix 24 INTERVIEW Questionnaire 24
Executive Summary
The purpose of this report was to allow an versatile opportunity to students to research consumer behavior of two consumers who switched
Submitted to: Ms Ambreen Bashir
Submitted By:
Bushra Noshad (8771)
Maha Khalid (8787)
Mehreen Tanweer (9079)
Muhammad Mohsin Javed (9408)
Sonia Amin Rajani (9026) Consumer Behavior | term report fall' 2012 |
Contents Executive Summary 5 PRODUCT CATEGORY 6 COMPETITORS POSITIONING: 6 DELL POSITIONING: 6 HP POSITIONING: 6 SONY VAIO POSITIONING 6 TARGET MARKET: 7 MARKETING MIX: 7 Marketing Mix of DELL: 7 PRODUCT: 7 PRICE: 7 PROMOTION: 7 PLACE: 7 Marketing Mix Of Hp: 7 PRODUCT: 7 PRICE: 7 PROMOTION: 7 PLACE: 8 Marketing Mix of SONY VAIO: 8 PRODUCT: 8 PRICE: 8 PROMOTION 8 PLACE 8 RESEARCH METHDOLOGY 9 PROFILE OF INTERVIEWEES: 10 SEGMENTATION BASES 10 MR. FAHAD KHAWAJA 10 MR. AKBAR 11 VALS: 12 PRECEPTION ABOUT THE LAPTOPS 13 Perceived Prices 13 Perceived Quality 13 COMMUNICATION STRATEGIES 13 UNDERLYING MOTIVATION FOR THE PURCHASE 13 MEANS-END CHAIN 14 Classification of Mr. Fahad’s intrinsic and extrinsic needs. 14 Classification of Mr. Akbar’s intrinsic and extrinsic needs. 15 MULTIATTITUDE ATTRIBUTE MODEL 15 ATTITUDE-TOWARD-OBJECT MODEL: 15 DR. FAHAD’S CASE 15 AKBAR’S CASE: 16 ATTITUDE TOWARD BEHAVIOR MODEL: 16 THEORY OF REASONED ACTION MODEL: 16 CONSUMER’S BELIEFS SYSTEM FOR TWO TYPES OF LAPTOPS: 17 CONSUMER’S BELIEFS SYSTEM FOR TWO TYPES OF LAPTOPS: 17 DECISION MAKING MODEL 18 INPUTS: 18 PROCESS: 18 OUTPUT: 18 POSTPURCHASE EVALUATION: 19 DECISION MAKING MODEL (for both respondents) 20 Conclusive Argument 21 Similarities between the two consumers in this Research 21 Difference between the two consumers in this Research 21 Finding according to Marketers Perspectives 22 Marketing Implication of this Research 22 References 23 Appendix 24 INTERVIEW Questionnaire 24
Executive Summary
The purpose of this report was to allow an versatile opportunity to students to research consumer behavior of two consumers who switched