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

Bhasin, 2018The Ministry of Finance UNIVERSITY OF FINANCE - MARKETING TRƯỜNG ĐẠI HỌC TÀI CHÍNH - MARKETING REPORT Business Research Analyzing the factors affecting the decision to cho

(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

Nguyễn Quốc Hoàng 212101233

Table of Contents

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I Abstract

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

¢ 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

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?

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?

Difference between choose laptop of freshman and final year student

Freshman: tend to follow trends and buy newer laptops regardless of price and quality,

or buy cheap laptops that are easy to use, beautiful designs and have little to do with the quality configuration of the laptop

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

Microsoft Surface Laptop 4: The Surface Laptop 4 is a versatile 2-m-1 laptop with a touch screen, making it great for taking notes and drawing diagrams It's also powerful enough to handle most school-related tasks

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

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

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

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

The Nicosia model of consumer behavior provides no in-depth explanation of the internal elements that may have an impact on a customer's personality or how the consumer forms an opinion about the product For instance, the customer could find the company's message to be very intriguing, but he practically cannot purchase the company's brand since it contains anything that is, in his opinion, forbidden Evidently, it is crucial to incorporate in the model elements that provide additional interpretation of the attributes influencing decision-making

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

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3.Information Seeking: In order to make the best choice, the customer also looks for more information

Learning Constructs

The numerous buyer learning constructs are as follows:

Motive: The unique objective or reason behind the goods purchase

Choice Criteria: The group of guidelines or standards established for product selection is known as the choice criteria

Brand Comprehension: The customer was interested in the information provided about the item or brand

Attitude: A buyer's viewpoint and readiness to buy a product from a certain brand characterize that person's attitude

Confidence: A buyer's confidence is boosted by his or her trust or faith in a certain brand and its goods

Intention: The choice of a certain brand is driven by the buyer's purchasing motivation, preference criteria, brand comprehension, consumer attitude, and confidence

Satisfaction: After making a purchase, the customer assesses his or her degree of satisfaction to determine if the item met expectations or not

Output Variables

The buyer's response to the input factors serves as the output, or as we say, the outcome of their decision-making It has five main parts, which are ordered in the following order:

1 Attention: Attention is defined as the buyer's degree of focus and awareness when understanding the information presented

2.Brand Comprehension: Brand comprehension is the buyer's knowledge of a certain brand and its products

3.Attitude: The buyer's attitude about a brand impacts his or her behavior, attention, and awareness toward it based on personal preferences

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4 Intention: The purpose or goal of the buyer in making a purchase might be

considered the buyer's intention

5.Purchase Behaviour: The culmination of the aforementioned factors is the

consumer actually purchasing the product

INPUTS PERCEPTUAL CONSTRUCTS LEARNING CONSTRUCTS OUTPUTS

The economic model of consumer behavior is predicated on the premise that

people make logical decisions This paradigm contends that the maximization of

utility, based on the rule of declining marginal utility, governs customer behavior According to the law of diminishing marginal utility, as consumption rises, the

marginal utility from each extra unit decreases Consequently, choosing to

purchase a product is influenced by two factors: 1 Cost of the item 2 The level of consumption at this specific moment

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Three Effects of Economic Model

¢ Engel Kollat Blackwell Model

A consumer behavior model of the cognitive process that aids in forecasting what customers will purchase is the Engel Kollat Blackwell Model The model is divided into three groups, or categories Present Situation: This describes the customer's present situation, Desired State, which is where the customer aspires to

be in the future and will aid in achieving their objectives, and Pathway for Movement from One State to Another, which entails a number of stages that may involve a number of goods or services that might assist in moving a customer in the direction of their desired State

The model is composed of five stages: mput, processing, decision stage, decision process factors, and external impacts

Information Input

All of the stimuli that a person is exposed to are included in the input They cause individuals to act in certain ways In order to make judgments about his or her life, the customer is exposed to a variety of outside factors, both marketing- and non- marketing-related It could cover things like the cost or worth of a product, the name and reputation of a corporation, etc

Information Processing

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Several different cognitive styles that are developed through life experiences (earning) make up information processing The model makes use of scenarios to ascertain the benefits, drawbacks, and potentials of this specific choice The model's stx cognitive types are: conscientious, consultative, imaginative, verbal, visual-constructive, logical

Decision process stage

The five essential decision-making phases—problem awareness, search, alternative evaluation, choice, and outcomes (post-purchase evaluation and behavior)—are the stage's main focus

Decision process variables

According to the concept, people's beliefs and decisions have an impact on every stage of the decision-making process It has been demonstrated that decision- making is significantly influenced by culture, emotional state, and contextual factors There are many variables that may be changed simply by changing one's thoughts, such as attitude, learning preferences (introversion vs extroversion), curvilinear models of decision-making, and dual-process models

External influences

"Circles of Social Influence,” such as culture, subculture, socioeconomic class, and family, are examples of the external environmental influences Social challenges impose effect on how consumers make decisions For instance, individuals find it awkward to buy alcohol from a man other than a member of their family Because "family" or common interests are typically supported by those who have been buying from them for years, family ties provide context for product decision-making and assist people in choosing the products that they should purchase

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Input Tinh ng Processing Process Variables Factors

The sociological model of consumer behavior 1s a theoretical framework that aims

to explain why people behave in certain ways It consists of three interrelated parts: the psychological part, which describes how we think about products, the structural part, which describes how we perceive their social roles in society, and the political economy, which describes how the availability of financial resources affects whether we decide to buy or not.The concept holds that a consumer is a member of society and may belong to several social groupings These entities have

an impact on his purchasing decisions It might surprise you to learn that there have always been several social classes, castes, and factions within the human race In accordance with these distinct types of partnerships, his responses alter Knowing the alternatives that are accessible locally and worldwide is crucial because social groupings may affect customers’ decisions by regulating perceived demands

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Pavlovian Learning Model

This type bears Ivan Pavlov's name, a Russian physiologist He conducted an experiment on a dog, seeing how it reacted to the ringing of a bell and being given

a piece of meat The amount of saliva the dog emitted was used to gauge its reactions Learning is characterized as behavioral modifications brought about by practice and informed by prior knowledge Additionally, marketers need to know this The following elements make up the learning process:

Drive

This is a potent internal stimulus that motivates movement A person is motivated

to take action in order to satiate his wishes because of the drive

Drives

It may be intrinsic (in-born), resulting from physiological requirements like sex, pain, thirst, or hunger learned motivation, such as the desire for prestige or social acceptance Weak impulses called causes decide when a customer will react We possess:

Triggering Cues: These act as triggers to start the decision-making process for any purchase

Non-triggering Cues: These have an impact on decision-making without really triggering it

These come in two varieties:

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1.Product cues are exterior stimuli that are directly related to the product, such as the package's color, weight, style, or price

2.Informational cues are outside stimuli, such as advertisements, sales promotions, conversations with others, suggestions from sales staff, etc., that convey

information about the product

Reinforcement

Therefore, when a person has a need to buy something, like clothing, he may pass

by a showroom and be stimulated to buy by the display of clothing by its color and style He puts it to use, and if he loves it, a sale occurs, and he is pleased and content with the purchase Additionally, he tells his friends about it and returns to the same store Thus, learning is a crucial component of consumer behavior, and through learning, marketers work to instill a positive perception of the product in the minds of consumers to encourage repeat purchases

Personality Need Intention Recognition

= Marketing

Environment Purchase Repeat

Discontinuation

® Black Box Model

Black box modeling, or specifically black box financial modeling, is an

overarching term used to describe a computer program designed to transform various data into profitable investment strategies

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At the Center for Marketing Studies at Cambridge University, Professor Geoffrey Jones and a colleague created the first model (or framework) of consumer behavior Rodney Hitchin and other Australian scholars have expanded on it They made the argument that consumers frequently are unsure of the factors influencing their purchasing decisions The responses to those queries are frequently obscured

in the client's memory The three main parts of the model are the environment, the buyer's black box, and the buyer's replies

A useful tool for comprehending how consumers make decisions is the "black box” concept of consumer behavior Even though it can be challenging to determine the precise reasons behind a person's decisions, there are some patterns that can be inferred that can help us understand the buyer's perspective This information may be used when creating products or services to ensure that they satisfy the demands of the consumer and encourage them to make more purchases from you

The black box model also predicts that customers would keep making unnecessary purchases simply because their prior purchases have trained them to do so Consequently, you shouldn't be surprised if your customers keep making the same purchases This approach only looks at how individuals make new purchases; it ignores the circumstances in which the client has already made a purchase

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Black Box Model

Environment Buyer's black box Buyer responses

Marketing Stimul Other * Buyer's characteristics * Buying attitudes and

Thi: enna « Buyer's decision process preferences

+ : * Purchase behavior: What the

» Price * Technological buyer buys, when, where,

° Place * Social and how much

se Promotion * Cultural © Brand and company

relationship behavior

v Most of the customer buying process usually goes through 5 stages which are need recognition, information search, evaluation of options, purchase selection and post- purchase evaluation However, not all products are like that, especially those that are of little interest Consumers can skip or reverse some stages The developments in the psychological processes of the individual are closely linked to the decision-making process The level of complexity in purchasing decision-making is directly related to the level of customer interest in the buying situation The more interested the customer is when buying, the more complicated the buying process becomes

5 Customer care concept — theories: with the goal of not only taking care of but giving customers service experiences with technology products For example, 24/7 switchboard service can connect anytime, anywhere: customer care Center

Customer support operations, as they are often known, offer the actions that assist customers in using the goods of the company as well as the means by which the equipment is maintained Customer care is the post-purchase assistance that is frequently seen as necessary to fulfill warranty requirements Many businesses wrongly think this only matters after a sale has been completed, however Slack (1999: p 30) argues that

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"customer service and support is influenced by, and should influence, earlier stages in the contact with customers and the design and production of products." This attitude emphasizes providing consumers with consistent service through the thoughtful design and inherent serviceability of items The organization's service plan should include providing excellent customer service as a key component Three elements influence customer care:Its original buying cost, the price of failure for clients, and tts index of dependability.Customer care is crucial for any business, and in order to win over customers, businesses must focus not only on the quality of their goods or services but also on providing excellent customer service both during the purchasing process and during the product's post-purchase period

III.2.Relevant theories

Kotler and Armstrong (2018) broadly defined marketing as a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging value with other In a narrower business context, marketing involves building profitable, value laden exchange relationship with customers Marketing as the process by which companies create value for customers and build strong relationship in order to capture value from customers im return According to Phillip Kotler & Gary Armstrong, the buying process starts long before the actual purchase and continues long after Therefore, marketers must focus on the entire buying process, not just the purchase decision

Based on the buyer decision process consists of five stages: need recognition, information search, evaluation of alternatives, the purchase decision, and postpurchase behavior In this research, we focus on the first three stages of the buyer decision process which is related to the purchase of customers’ intention

The buying process starts with need recognition—the buyer recognizes a problem or need The need can be triggered by internal stimuli when one of the person’s normal needs—for example, hunger or thirst—rises to a level high enough to become a drive A need can also be triggered by external stimuli For example, an advertisement or a discussion with a friend might get you thinking about buying a new car At this stage, the

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marketer should research consumers to find out what kinds of needs or problems arise, what brought them about, and how they led the consumer to this particular product Secondly, An interested consumer may or may not search for more information If the consumer’s drive is strong and a satisfying product is near at hand, he or she is likely

to buy it then If not, the consumer may store the need in memory or undertake an information search related to the need For example, once you’ ve decided you need a new car, at the least, you will probably pay more attention to car ads, cars owned by frends, and car conversations Or you may actively search online, talk with friends, and gather information in other ways

Consumers can obtain information from any of several sources These include personal sources (family, friends, neighbors, acquaintances), commercial sources (advertising, salespeople, dealer and manufacturer web and mobile sites, packaging, displays), public sources (mass media, consumer rating organizations, social media, online searches and peer reviews), and experiential sources (examining and using the product) The relative influence of these information sources varies with the product and the buyer

Traditionally, consumers have received the most information about a product from commercial sources—those controlled by the marketer The most effective sources, however, tend to be personal Commercial sources normally inform the buyer, but personal sources legitimize or evaluate products for the buyer Few advertising campaigns can be as effective as a next-door neighbor leaning over the fence and raving about a wonderful experience with a product you are considering

Increasingly, that “neighbor’s fence” is a digital one Today, consumers share product opinions, images, and experiences freely across social media And buyers can find an abundance of user-generated reviews alongside the products they are considering

at sites ranging from Facebook, Instagram, TikTok, YouTube and TripAdvisor

As more information is obtained, the consumer’s awareness and knowledge of the available brands and features increase

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Finally, we have seen how consumers use information to arrive at a set of final brand choices Next, marketers need to know about alternative evaluation, that is, how consumers process information to choose among alternative brands Unfortunately, consumers do not use a simple and single evaluation process in all buying situations Instead, several evaluation processes are at work

How consumers go about evaluating purchase alternatives depends on the individual consumer and the specific buying situation In some cases, consumers use careful calculations and logical thinking At other times, the same consumers do little or

no evaluation Instead, they buy on impulse and rely on intuition Sometimes consumers make buying decisions on their own; sometimes they turn to friends, online reviews, or salespeople for buying advice

IV.1 Previous Research

1 Experimental research model on laptop buying behavior of students in Bangalore city, India in September 2013 by Dr H.S.Adithya Participants are students including both men and women aged from 18 -25 Research conducted over 3 months with n =

7 200 identified 8 important factors that influence students when they buy a laptop and help marketers understand student needs Those elements are Hardware, Design, Original Software, Components, Promotion, Advertising, Brand, Improvement

2 Model of the criteria influencing the decision to buy a laptop of students of the Faculty of Agriculture, An Giang University The research has shown that there are 5 factors affecting the laptop buying decision of students of the Faculty of Agriculture: Strong configuration and quality, Model, Price, Brand, and Promotion

3 Research model of factors affecting customers in buying Laptop by Dr Ashhan Nair and colleagues from Bogazici University, Istanbul, Turkey Research objective: determine factors affecting purchase laptops of consumers, on the basis of which study the difference in the importance of factors between consumer groups The study showed that there are 26 variables classified into 7 factors affecting the purchase of laptops by individual customers: Core Specification, Enhanced Feature Value,

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Physical Appearance, End Features Connectivity and mobility, After-sales service, Peripheral device specifications, Pricing, and payment terms

Model of factors affecting teacher's laptop purchase in Shamsunnahar Tania's research the research objective is to examine the factors affecting teachers' decision to buy laptop and evaluate the difference of these factors affects male and female teachers The study also provides a model of 5 factors affecting consumers’ laptop buying decisions, namely Specification, Special Features, Mobility Features, Brand and Value

Sharma (2012) A Case Study of Rohtak, Bahadur Garh City: A Study of Management and Engineering Students' Brand Preferences for Laptops, In the current environment, the laptop industry is quite competitive Rapid technological advancements have led

to the emergence of new laptop manufacturers every day Additionally, consumer expectations and desires are evolving If laptop makers don't adapt quickly to the changing requirements of consumers, they will find it impossible to exist This report gives a succinct summary of the Indian laptop market The current paper emphasizes laptop use for academic purposes from the perspective of the student The study report also makes an effort to identify and assess several aspects that affect management and engineering students’ decision-making

Nasir, et al (2006) using the Group AHP Approach to Choose Sport Shoes Rapid advancements in the IT business, along with heightened market rivalry, mergers, and acquisitions, have caused academics and industry professionals to focus on consumer purchasing behavior in the portable PC sector According to the NDP group's analysis, which PC World published, American merchants made more money selling laptops and notebook PCs in May 2003 than they did selling desktops For the first time ever, laptops outsold desktops in the United States This research seeks to develop a better understanding of the factors influencing consumers’ laptop purchases This research also examines the distinctions between three customer categories of a firm (stayers, pleased switchers, and unsatisfied switchers) with regard to the variables influencing

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