Consumer Behavior and Marketing Psychology †Free Samples for student

Question: Discuss about the Consumer Behavior and Marketing Psychology. Answer: Introduction Laptop computers have become an essential component of personal communication around the world. However, little has been studied about customer decisions during the buying process. With many laptop computer varieties available, each producer is looking for ways of catching the interest of buyers in order to make a profit. It is important for computer manufacturers and sellers to understand the attitudes of consumers who have purchased their products in order to design better stratagems to serve their future clientele better. There is increasing evidence indicating that the understanding the customers makes it easier to design products better. This survey is aimed at understanding attitudes of young female and male consumers in Australia towards HP Company and its products. The current survey was conducted using monkey survey tool to collect data from HP Company clients. Survey Monkey tool can create and administer surveys and even perform the analysis of the data collected. The investigator created the questionnaire on the Monkey survey tool before the commencement of the collection exercise. The study adopted the free version to cut n expenses (https://www.surveymonkey.com/r/WPJ78N9). The web-based survey was sent out to 15 men and women clients to study their attitudes towards HP company products. Authorization for carrying out the study was obtained from University. After consent from the university, emails were sent to the objective group to invite and encourage them to take part and to elaborate the filling of the questionnaires will be done. The email sent also contained particulars about the survey and a request for a signed informed agreement. Admittance to link to the survey was given after receiving an email indicating that participants had a greed. After access, the participant just pointed and ticked spaces to give their responses. Possibility of Recommending HP products The study respondents were asked if they were likely to recommend HP products to their colleagues, friends or family. The results indicated a Net Promoter Score (NPS) of 27. Seven respondents, representing 47% indicates that it was highly likely that they could recommend HP products to their friends and families as shown in Table 1 below.33% indicated that they were not sure whether they would recommend HP products to anyone or not while 20% indicated that they would not recommend HP products to friends and family. Table 1: Possibilities of Recommending HP Products to Friends and Families. Detractors (0-6) Passives (7-8) Promoters (9-10) Net Promoter Score 20% 3 33% 5 47% 7 27 Overall Customer Satisfaction or Dissatisfaction with HP Company Seven respondents, representing 46% of the participants, reported that they were highly satisfied with HP Company while 33% indicated that they were somewhat satisfied. 20% said that they were neither satisfied nor dissatisfied as indicated in Figure 1 below. The levels of satisfaction or dissatisfaction indicated in Figure can be explained by the responses given by the participants while describing HP products. 46.6% indicated reliability as the main reason why they find HP products highly appealing while 40% indicated high quality as the main motivating factor behind their purchasing decisions. Usefulness, uniqueness and good value for money combined attracted 60% of the respondents; with each variable accounting for 20%. Only 6.7% of the respondents described HP products as overpriced; the responses are summarized in Table 2. Words Used to Describe HP Products Answer Choices Percentage Responses Number of Respondents Reliable 46.67% 7 High quality 40.00% 6 Useful 20.00% 3 Unique 20.00% 3 Good value for money 20.00% 3 Overpriced 6.67% 1 Impractical 0.00% 0 Ineffective 0.00% 0 Poor quality 0.00% 0 Unreliable 0.00% 0 Total Respondents:15 Customers Needs vs. HP Products To determine whether the products met the needs of the customers, customers were asked to describe whether HP products met their needs or not. 46.6% indicated extremely well,' 33.3% very well and 20.0% indicated somewhat well. These responses can be linked to the customer's views on the quality of the HP products. Slightly more than half, 53.3%, indicated that HP products are of very high quality while 26.6% felt that the computer they bought was of high quality. 13.3% of the respondents indicated neither high nor low while only 6.7% termed HP products as of low quality. The summary of their responses is indicated in Table 3. Perceived Quality of HP Products by Customers Answer Choices Percentages Response Number of Respondents Very high quality 53.33% 8 High quality 26.67% 4 Neither high nor low quality 13.33% 2 Low quality 6.67% 1 Very low quality 0.00% 0 Total 15 Value of Money for HP Products Getting the value of the money spent on a product is an important factor to ensure repeat purchases and high customer satisfaction. In the discipline of advertising van Biljon Renaud (2008, pp. 230) opine that opinions are stronger than realism considering that customers make their decisions based on the perceptions of deferent stimuli. Sales campaigns are anchored on the advertising mix element of price since matching the price of a product or the funds used by the customer to acquire the commodity to the value is critical. Clients may perceive the price of a product either negatively or positively, which will in turn influence the decision-making process. The manufacturer can profit more altering all the damaging perceptions customers have regarding the price of a commodity. For example, it can help warm the hearts of the customers will do not bother to make inquisitions simply because they perceive the price to very high (Jain Honda 2007, pp. 17). By carrying out advertisings, t he HP Company will alter these opinions among consumers in an attempt to make find out about the actual prices. On top of that, the HP Company will initiate supplementary benefits to the customers including free credit for every new or repeat purchase. As a result, besides inspiring them to make acquisitions, future sales advertisings can help consumers understand reality about commodities and services. HP Brand Loyalty Brand loyalty forms part of the primary anticipated outputs by marketers and companies. When clients show supportive behaviors or have positive views about a brand, mostly yield increased word of mouth about the product and consequent increase in sales (Theoharakis Hooley 2008, pp. 69). These two are noted to be differing kinds of loyalty in which behavioral loyalty elaborates on the recurrent buying behavior of consumers and attitudinal steadfastness, which expounds the constructive behavior of consumers towards a commodity. During the survey, the customers were asked whether they were likely to buy HP products again. 46.7% indicated that they were extremely likely to buy HP products in the future while 40.0% indicated highly likely. Only 13.3% indicated somewhat likely as shown in Table 4. HP marketers will need to work harder to convince the 13.3% that their products remain unparalleled in terms of quality. In addition high customer responsiveness can help to ensure that customer s receive services promptly. Likelihood of purchasing HP products again Answer Choices Responses Extremely likely 46.67% 7 Very likely 40.00% 6 Somewhat likely 13.33% 2 Not so likely 0.00% 0 Not at all likely 0.00% 0 Total 15 Conclusion Understanding of customers views about a product or service is key to ensuring that repeat sales or recommendations are made to other potential customers. As indicated earlier, customers who are either extremely or highly satisfied easily make are loyal to HP brand and easily recommend HP company products to family and friends. References Theoharakis, V. and Hooley, G., 2008. Customer orientation and innovativeness: Differing roles in New and Old Europe. International Journal of Research in Marketing, 25(1), pp.69-79. Jain A Honda BS, 2007, Factors influencing mobile services adoption in rural India.Asia-Pacific Journal of Rural Development,17(1), 17-28. van Biljon J Renaud K, 2008, A qualitative study of the applicability of technology acceptance models to senior mobile phone users. InAdvances in conceptual modelingChallenges and opportunities(pp. 228-237). Springer Berlin Heidelberg.