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Analysis of Laptop Specifications

Discuss about the Sustainable Consumption in Supermarket Shopping.

In any business decision behavior of consumers plays an important role. Consumers are the targeted group of people for whom goods and services are produced. Consumers take their own decision regarding how much money they are willing to spend on goods and services (Solomon et al., 2014). Theory of consumer behavior is the study of consumers’ preference and choices and finally cater to the decision making process of consumers. Decision of consumers involves six main stages. In the first stage consumers identify their needs (Anker et al., 2015). The second stage involve collecting information as much as possible about goods of their choice. In the third stage consumer evaluates the available alternatives. After that consumers decide their own purchase criteria to select one particular good. Then come the last stage where evaluation is made regarding the satisfaction level reached by the individual from the purchase made. There are a number of factors that influences purchase decision of a consumers (Yadav & Pathak, 2016). These factors can be classified as demographic factor, personality, cultural background, economic and social factor.

In a technologically sound world, purchasing decision of laptop is a crucial consumption decision (Jayasingh & Eze, 2015). The paper evaluates purchasing decision related to five different laptop model having different specifications. Laptop choices of three different individuals are evaluated based on designed survey question.

The paper aims to analyze preference of laptop for three different individuals. It attempts to find out factor influencing purchase decision of the individual so that proper recommendation can be made for laptop marketers.

The main objectives of the research paper are the following

  • To find out factor influencing purchasing decision of laptop
  • To analyze factor related to demographic and personality important in the decision making prices
  • To make appropriate recommendation to the laptop marketers

In the analysis five different types of laptop are chosen. The laptop models are different in terms of basic configuration like processors, memory, video card, scree size, period of warranty and weight (Hajli, 2015).

As shown from the above figure, the most expensive laptop model is option 3 followed by option 4, option 5. Price of option 1 and option 2 differs significantly from that of three other.

Now, three different respondents are chosen. Questionnaire has been designed based on different areas such as demographics, personality indicators and an overall choice of laptop model. Choice are based on some selected criteria which include price, processor, memory, hard drive and video card, screen, warranty and weight.

As shown from the figure above highest weightage has been given on price. Processor and memory card has an equal weightage of 20% followed by screen size, warranty and weight.

Survey Analysis of Laptop Choices

The demographics of respondent include gender, age, marital status, level of education, occupation, personal and household income, ethnicity and others (Johnstone & Tan, 2015).

The first respondent is a 19 years old male. He is a second year university student and also engage in some casual work. He is single and belongs to Korean culture. For this individual household income and own income is same with income being $29,700. The decision regarding his choice of laptop is taken by himself.

The second respondent is a 26 years old female. She has a bachelor degree and currently working as a flight attendant. She has a de facto marital status and belongs to Australian culture. For this individual household income is more than double her own income. The decision regarding his choice of laptop is taken by himself.

The third respondent is a 38 years old male. He has a bachelor degree engaging in occupation of fashion designer. He is divorced and is an American. For this individual household income and own is same with income being $99,100. The decision regarding his choice of laptop is taken by himself.

The first respondent, the Korean second year university student is sympathetic and kind to others. He is not extraverted. He is careless and inefficient. He is indifferent towards new experiences and regarding his mood.

The second respondent who is a female flight attendant is extremely extraverted, moody. Sympathetic to others, open to new experience and is careful and efficient.

The third respondent, the American fashion designer is extremely moody, extraverted and open to new experience. He is not a sympathetic person. He is neither careful nor efficient.

Among the five available model all the three respondent consider price of option 1 and option 2 as the most favorable. The second respondent is indifferent between prices of rest of three models. Only respondent 3 considers price of model 5 to be good.

Based on the choice of processor, the Korean teenagers and Australia flight attendant highly favor option 3 and option 4. The American fashion designers shows strong preference for option 3 while he is indifferent between option 4 and option 5. Respondent 2 also prefers option 1 and option 2 based on processor choice while other two considers processors of option 1 and option 2 as poor.

Respondent 1 highly prefers option 3, option 4 and option 5. Respondent 2 highly prefers option 3, option 4 and option 5. While she also prefers option 2 and remain neutral about option 2. Respondent 3 shows strong preference for option 3, option 4 and option 5 while he strongly dislikes option 1 and option 2.

Factors Influencing Laptop Purchase Decisions

So far as screen size is concerned, respondent 1 mostly prefers option 3 followed by option 2 and option 5. Option 1 and option 4 is preferred by respondent 2 while respondent 3 mostly prefers option 3.

Regarding warranty, the first respondent prefers all the five models. Preference however is greater for option 3 and option 4 having a warranty of 4 years and 1 year respectively. Respondent 2 and 3 highly dislike option 1, option 2 and option 5 with warranty of only 1 year. Both respondent 2 and 3 mostly preferred option 3 with a 4-year warranty period.

The Korean student show preference for all the five models when asked about weight. Preference however is greater for option 1 and option 4. The female flight attendant prefers option 1 and option 4 while strongly disliking others. The American fashion designer shows preference towards option 1 and option 4 while for other he remains indifferent.

The laptop choice of Korean Second year university student is option 5. For the female flight attendant, the choice of laptop is option 4 while that for American fashion designer is option 3.

From the analysis made is section 3, factors influencing choice of laptops for the three different respondents are can be classified as economic factors, demographic, social and cultural effect and personality effect (Mylan, 2015).

In deciding consumer demand the two important economic factors include income and price. Demand varies with varying level of income and price (Roberts, Hughes & Kertbo, 2014).

The theory of consumer demand suggests that there exists an inverse relation between price and demand of a particular commodity. As price increase demand decreases and vice versa (Hainmueller, Hiscox & Sequeira, 2015).

In determining laptop demand, all the three respondent mostly prefer prices of option 1 and option 2. These two laptop models have lower price as compared to three other. Because of importance of prices, in the evaluation criteria highest weightage has been given on price (Lee et al., 2017).

Income by determining affordability determines demand of a good. Not only personal income but also household income in important to determine demand of a specific good. With income consumer can afford a better quality of product (Rezaei, 2015).

Among the three respondent, the third respondent has the highest personal income. This is reason he can afford the most expensive laptop, Dell Inspiration 17 5000 (option 3) with the price being $1739. Respondent 2 though has a higher household income than respondent 3 but a lower personal income. This is why she prefers Dell XPS 13 (option 4) having second highest price. Finally, respondent 2 having a lower household income and personal income and hence, prefers option 5 (Dell Inspiration 15 7000 Gaming) which have a relatively lower price as compared to option 3 and 4.


Gender, age, education level, occupation and ethnicity is related with behavior of consumers (Das, 2014). The male Korean university student prefers Dell Inspiration 15 7000 gaming laptop. Teenagers are more interested to but laptop specifically designed for gaming. The female Australian flight attendant prefers Dell XPS 13. The laptop has a relatively small size screen and light weighted as compared to laptop choice of two other respondents. The male American fashion designer choses the laptop that has the best specification in all attributes and is the most expensive.

Purchasing decision also goes with personality of consumers. The teenager Korean student is not no efficient and careful. Neither is he extraverted. He is only concerned with his own preference and prefers the gaming laptop most (Sasmita & Mohd Suki, 2015). The female flight attendant being extraverted, willing to experience new things, careful and efficient prefers a laptop that is middle range of price and have an overall good specification. The American fashion designer is extraverted, moody and open to new experience demands the most expensive and high definition laptop.

The requirements for laptop depends upon the task performed with the laptop and associated software (Zemack?Rugar et al., 2016). Dell Inspiration 17 5000 is a high definition laptop having best specification. The concerned model is 8th generation mode with Intel Core i7 processor, has 8 GB memory, 1 TB hard drive, 17.3 inches’ screen and weights 2.79 kg. With this specification, the model is perfectly suitable to run high-performance software and play high generation games. The marketer of this laptop should target clients having need of high performance software. The marketers should be well-aware regarding behavioral trend of targeted customers.


The research report analyzes attitude of consumers towards different laptop model. Attitude differs depending upon economic, demographic and personality factor. In deciding laptop demand though highest weightage has given on pricing criteria but none of the three respondent chooses low priced laptop (option 1 and option 2). This indicates other specification of each model and characteristics of individuals play a dominating role in making laptop choices.

References list

Anker, T. B., Sparks, L., Moutinho, L., & Grönroos, C. (2015). Consumer dominant value creation: A theoretical response to the recent call for a consumer dominant logic for marketing. European Journal of Marketing, 49(3/4), 532-560.

Das, G. (2014). Impacts of retail brand personality and self-congruity on store loyalty: the moderating role of gender. Journal of Retailing and Consumer services, 21(2), 130-138.

Frederiks, E. R., Stenner, K., & Hobman, E. V. (2015). Household energy use: Applying behavioural economics to understand consumer decision-making and behaviour. Renewable and Sustainable Energy Reviews, 41, 1385-1394.

Hainmueller, J., Hiscox, M. J., & Sequeira, S. (2015). Consumer demand for fair trade: Evidence from a multistore field experiment. Review of Economics and Statistics, 97(2), 242-256.

Hajli, N. (2015). Social commerce constructs and consumer's intention to buy. International Journal of Information Management, 35(2), 183-191.

Jayasingh, S., & Eze, U. C. (2015). An empirical analysis of consumer behavioural intention towards mobile coupons in malaysia. International Journal of Business and Information, 4(2).

Johnstone, M. L., & Tan, L. P. (2015). Exploring the gap between consumers’ green rhetoric and purchasing behaviour. Journal of Business Ethics, 132(2), 311-328.

Lee, S., Chua, B. L., Kim, H. C., & Han, H. (2017). Shaping and enhancing airport lounge experiences: The application of brand personality and image congruity theories. International Journal of Contemporary Hospitality Management , 29(11), 2901-2920.

Mylan, J. (2015). Understanding the diffusion of Sustainable Product-Service Systems: Insights from the sociology of consumption and practice theory. Journal of Cleaner Production, 97, 13-20.

Panzone, L., Hilton, D., Sale, L., & Cohen, D. (2016). Socio-demographics, implicit attitudes, explicit attitudes, and sustainable consumption in supermarket shopping. Journal of Economic Psychology, 55, 77-95.

Rezaei, S. (2015). Segmenting consumer decision-making styles (CDMS) toward marketing practice: A partial least squares (PLS) path modeling approach. Journal of Retailing and Consumer Services, 22, 1-15.

Roberts, D., Hughes, M., & Kertbo, K. (2014). Exploring consumers' motivations to engage in innovation through co-creation activities. European Journal of Marketing, 48(1/2), 147-169.

Sasmita, J., & Mohd Suki, N. (2015). Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image. International Journal of Retail & Distribution Management, 43(3), 276-292.

Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., & Polegato, R. (2014). Consumer behavior: Buying, having, and being (Vol. 10). Pearson.

Yadav, R., & Pathak, G. S. (2016). Young consumers' intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, 135, 732-739.

Zemack?Rugar, Y., Rabino, R., Cavanaugh, L. A., & Fitzsimons, G. J. (2016). When donating is liberating: The role of product and consumer characteristics in the appeal of cause?related products. Journal of Consumer Psychology, 26(2), 213-230.

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