report analyzing the factors affecting the decision to choose a laptop of economic students in the locality of ho chi minh city

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(Bhasin, 2018)The Ministry of Finance UNIVERSITY OF FINANCE - MARKETING

TRƯỜNG ĐẠI HỌC TÀI CHÍNH - MARKETING

REPORT Business Research

Analyzing the factors affecting the decision to choose a laptop of economic students in the

locality of Ho Chi Minh City

Subject Lecturer/Tutor: Bao Trung Class: [P_21D02

Students:

Nguyễn Thị Anh Thư 2121011919

Huỳnh Lê Vy_2121013343

Trần Nguyễn Đan Trinh 2121011581 Trần Nhật Tuần Anh _ 2121012378

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I ABSTRACT 2 1.1 PROMBLEM 2 12 RESEARCH OBJECTIVE 2 13 RESEARCH QUESTION 2 II INTRODUCTION 3 Il LITERATURE REVIEW 4 II.1 CONCEPT 4

II.2 RELEVANT THEORIES 8

IV HYPOTHESIS DEVELOPMENT 10 WV.1 Previous RESEARCH 10 WV.2 RESEARCH PROPOSAL MODEL 11 W.3 QUESTION LIST 14 Vv METHODOLOGY 17 V.1 PROCESS RESEARCH 17 V.2 RESEARCH METHODS 17

VI = RESEARCH RESULT 20

VI.1 DESCRIPTIVE STATISTICS 20

1 Investigation Description 20

2 Descriptive statistical analysis 20

VI.2 CRONBACH’S ALPHA 21

1 Independent variables: 21

2 Dependent variables: 22

VI.3 EFA ANALYSIS 22

1 Performing EFA for an independent variable óc ccn ch HH HH TH TH TH kg ện 22 2 Performing EFA for a dependent variabÏe ác cà ch HH TH TH Tnhh HH iu 2ó

3 Adjusting the research model 27

VI.4 CORRELATION AND REGRESSION 28

1 Correlation analysi: 28

2 Regression analysi: 30

Vil DISCUSSION 31

VIII CONCLUSION 32

VII.1 = SUMMARY OF RESEARCH RESULTS 32

VIIH.2 — POLICY IMPLICATION 33

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I Abstract

L1 Promblem

Currently, because of the improvement of many devices and the creativity of many manufacturers, they have created many laptops with many different uses with different prices but still suitable for students, making the students at university feel confused when choosing a laptop for themselves

L2 Research objective

¢ Identify popular laptop brands in the market and their market share

e Find out the reasons that affect the choice of laptop brand for economic students in Ho Chi Minh City

¢ Give some factors to help distributors have suitable laptop options to provide students of economics majors in Ho Chi Minh City L3 Research question 1 Descriptive question: v¥ What are the suitable features of the computer for economics students without spending too much? v¥ What are the types of designs currently popular with young people, especially in Ho Chi Minh area? 2 Relationship question: v Is there a relationship between computer quality and student study quality? v Is there a relationship between computer resolution and display quality? v Is there a relationship between computer configuration and computer price? v Is there a relationship between computer price and computer quality?

3 Difference question

Difference between choose laptop of freshman and final year student

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Final year student: On the other hand, final year students often choose durable laptops that do not follow trends for long-term future use, often the laptops they choose are suitable for work after graduation At the same time, the quality and configuration of the laptop is given top priority

I INTRODUCTION

Laptop is an indispensable item for students in the 4.0 era

Absolutely! In the digital age, laptops have become an essential tool for students With a laptop, students can access educational resources, take notes, complete assignments, collaborate with peers, and communicate with their teachers Laptops also provide a convenient way to stay organized and keep track of deadlines

In addition to the convenience factor, laptops also offer a lot of flexibility With a laptop, students can work from virtually anywhere, whether it's at home, in the library, or on the go This can be especially helpful for students who have busy schedules and need to be able to work on their assignments at different times and in different locations Overall, laptops have become a vital tool for students in the 4.0 era, providing them with the technology they need to succeed academically and professionally

There are a lot of great laptops on the market that are perfect for students, depending on their needs and budget Here are a few options to consider:

MacBook Air: This is a great option for students who prefer macOS and want a reliable, lightweight laptop with a long battery life It's also powerful enough to handle most school-related tasks

Lenovo ThinkPad X1 Carbon: This laptop is durable, lightweight, and has a long battery life It also has a comfortable keyboard, making it a great option for students who do a lot of typing

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Dell XPS 13: The Dell XPS 13 is a powerful laptop with a beautiful display and long battery life It's also lightweight and portable, making it a great option for students who need to take their laptop with them to class

HP Pavilion 15: This laptop is affordable and powerful, making it a great option for students on a budget It has a large screen, making it great for streaming lectures and videos

Ultimately, the best laptop for a student will depend on their specific needs and budget It's important to consider factors like battery life, portability, and processing power when choosing a laptop for school

Because of the convenience for students today, manufacturers have launched many laptop brands with many different models, features, Therefore, m order to answer the concems of young people today, we conducted this study with the aim of surveying the factors of buying computers of the majority of students today, especially the economic group in Ho Chi Minh City to help readers gain more knowledge in choosing the nght computer for themselves

TW LITERATURE REVIEW

HIL1 Concept

1 Customer Concept — theories:

v According to the Ordinance on Protection of Consumer Rights of the Standing Committee of the National Assembly: "Consumers (customers) are those who buy and use goods and services for consumption and daily life purposes of individuals, families and organizations "

v The Customer Concept 1s a four stage paradigm that demonstrates how attracting and keeping consumers may help a business expand The customer concept model may be used to assess the organization's level of customer service Both the product market and the service industry may adopt this paradigm The four stages of the customer idea are listed below

1 Starting point: Here, a customer is simply a person who belongs to a Target group Therefore, understanding segmentation, targeting, and positioning is the first thing an

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organization must do It's time to move on to the next phase after the customer has been identified

2 Focus: At this stage, the organization must concentrate on the needs and desires of its customers as well as the value it offers to them What specifically does the client want? Maintaining alignment with the ongoing changes in the corporate sector is crucial for the company To focus on consumer demands and wants, it is therefore necessary to conduct periodic gap analyses as well as market surveys and research

3 Means: What tools does the company have at its disposal to provide value to the client? It is crucial for the company to connect each and every function at this level in order to create a value chain Services ought to be linked to sales, which ought to be coordinated with production, and so on To comprehend how customer value may be produced in a business, look to the value chain Additionally, it's crucial to integrate various sales channels

4 Ends: Three ideas that may be used to characterize the customer equity of a firm are customer share, customer loyalty, and customer lifetime value Therefore, this is the final stage of the customer concept, where the company must make sure that its customers are happy, that they have become "repeat customers,” and that they ultimately remain a customer for life

The Customer Concept Customer Profitable indew dual | Customer need and growth values through capturing customer share, loyaity & ltetime value

2 Consumer behavior concept

v According to Philip Kotler, consumer behavior is defined as: "A set of actions that take place during the process from need recognition to purchase and after purchase” v Consumer behavior refers to the physiological process related to the emotions of the consumer For Marketers, it is important to understand Consumer behavior as it

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provides them with a better understanding of the buying pattern of consumers Consumer behavior is a key aspect of marketing and there 1s a considerable body of literature on the subject The analysis of the concept of consumer behavior shows that the

decisions that the consumer make are shaped by a variety of elements, a glimpse of which the present paper have demonstrated

3 Consumer behavior model

v According to the consumer behavior model, marketing and other stimuli act on the customer's black box and generate buyer responses Depending on the characteristics of the client, how they will perceive and respond to stimuli The buying decision process itself affects the customer's behavior From there, giving the customer's responses, we can easily observe the customer's product consumption behavior through product selection, brand selection, store selection, purchase time, quantity buy

v 7 Types of Consumer Behavior Models: ¢ Nicosia Model

The Nicosia model demonstrates the connection between customer characteristics, consumer decision-making, marketing communications of a business, as well as customer feedback to the company It focuses in particular on how to formulate client demands, comfort zone norms, and prospective payment willingness The characteristics include personality, demography (age, sex, etc.), social influences, and the areas of a city or nation where customers dwell The model also demonstrates how buyers evaluate the value of a product or service using a variety of inputs, perform price comparisons between other goods and services, and so forth.Customer surveys, focus groups, and other methods of gathering feedback are used to determine whether there are any disparities amongst consumers based on various forms of communication

The four main areas of the Nicosia model of consumer behavior are as follows: Field 1: The qualities of the company and the qualities of the customer There are two subfields inside the first field The firm's marketing environment and communication initiatives that influence customer attitudes, the competitive

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environment, and target market characteristics are covered in the first subfield At this point, the customer builds his opinion of the company's product based on how he interprets the message, and subfield two describes the consumer qualities, such as experience, personality, and how he sees the promotional idea toward the product

Field 2: Analysis and search The consumer will start looking for other companies’ brands and comparing the firm's brand to competing ones In this instance, the business encourages the consumer to buy its brands

Field 3: The purchasing action The outcome of motivation will come from persuading the consumer to buy the company's items from a particular store Field 4: Sales feedback information This model examines the company's and the customer's responses to the product after the sale The company will get insight from its sales data, and the customer will utilize his experience with the product to influence his attitude and predispositions toward subsequent messages from the company

Nicosia was able to portray customer behavior using this model when they are recipients of messages and have agents involved in the purchasing process brought about by that flow of information from a business

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Subfield 1 Subfield 2 Attributes of the Company Attributes of the Consumer Marketing strategy, Predispositions Product Quality, etc Social Behaviour, etc

Sales Data Experience

Field 4

Consumption and Feedback

Howard Sheth Model

A sophisticated integration of social, psychological, and commercial impacts on customers’ decisions into one cohesive sequence is the Howard Sheth model of consumer behavior The goal is to create a model of human behavior and the neural mechanisms behind it We are interested in learning what influences people's behavior when they purchase particular goods

The Howard model provides a thorough analysis of how social influence affects human behavior The model shows that, while social impacts can outweigh psychological and marketing considerations, the power of information technology should also not be undervalued In other words, customers are becoming more status-driven and individualized in their purchasing decisions as a result of a convergence It adds on these elements as well as other psychological, price signaling, choice modeling theory, decision-making research in organizations, Whitley 1982, Kahneman's framework, economic theory, and physiology—hence the brain—insights

At the level of routine response behavior, the buyer gradually transforms from the stage of comprehensive issue resolution into a regular client of the business

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The four pillars of this model, or its four fundamental components, serve as the foundation for the whole buyer decision-making process Here are more details on these variables:

Input Variables

The notion or information clue about the brand and its product in terms of product quality, distinctiveness, price, service supplied, and availability is referred to as the stimulus input

These can be divided into the following categories:

1.Significant Stimuli: The physical characteristics of the goods and the brand are the major stimuli It covers the item's cost, caliber, accessibility, distinguishing features, and service

2.Symbolic Stimuli: Marketing tactics like publicity and advertising have an effect on how a customer perceives a product's visual and rhetorical attributes 3.Social Stimuli: The purchasers’ knowledge 1s obtained from a variety of contextual elements, which are referred to as social stimult It encompasses socioeconomic status, family, and peer groupings

Hypothetical Constructs

The core of the model is represented by the fictitious constructions It encompasses all of the psychological factors that are essential to the decision- making process of the buyer.It can be further bifurcated into the following two categories:

Perceptual Constructs

These elements specify how the consumer obtains and interprets the data supplied at the input stage It is a crucial component since it influences the consumer's brand choice and purchases, which may include:

1 Sensitivity to Information: The buyer's degree of comprehension or receptivity to the information that is provided to him or her

2.Perceptual bias: The customer favors a specific brand based on their personal perception of each one