Purchase decision

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Question 1

Introduction

Today, the demand of consumer is increasing. People want to buy the latest gadget to satisfy their wants. That's why we study marketing. Marketing is define as a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others(Kotler, 2000)

Marketing

is not just selling and advertising, it is a process to enhance selling by satisfying customers through understanding of customer needs, development of value products/services, setting right prices, efficient distribution channels and effective promotion.

Needs, Wants and Demand are the basic concept of marketing. Needs is a state of felt deprivations that include physical needs and social needs. Want is a tangible transformation from needs that is influence by culture and personality. Demands are wants that are backed up by ability and willingness to buy goods or services. When you have a need, later it will chance to want. And finally it change to demand. To satisfy the demand you must but the product you want.

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In order to buy a product, we need process called buyer decision process. Through this process, we will get the product we want as we compare one product to the other product to get the best.

Buyer decision process:

series of choices made by a consumer prior to making a purchase that begins once the consumer has established a willingness to buy.

There are 5 steps of buyer decision process:

  1. Need recognition
  2. Informational search
  3. Evaluation of alternatives
  4. Purchase Decision
  5. Post-purchase decision

1. Need Recognition

In this era the technology is evoluting at the very fast rate and thus students are require to use make use of the technology in their learning process and the possession of gadget such as the notebook is essential for student to learn optimally. I decide to buy a new laptop because I going to study abroad, so two months before I leave I bought new laptop. I do have laptop before, but it was already broken, cannot be used anymore. And also I need it to contact my family and my other friend via skype which is free so that I can save my money.

2. Informational Search

After I decide to buy a laptop, I gather information about the best laptop from each brand. I spent about 1 month to buy the laptop. I need to find information which laptop is good enough for me. I went to several shops to look and ask the shop keeper about the specification, the shop keeper then give me few brochures for different type of laptop. At home I read through it one by one, and look at the one that have good specification. After looking at the brochures, there are four brands that I concern with; these are Sony, Toshiba, Apple and Acer. These laptops are said to be the market leader.

I bought a magazine that discuss about these laptops, and enter the discussion forum in internet to gather information about their experience of using these laptops, the advantage and the complaints of using these laptops. I discuss with my cousin who is expert in choosing laptop. Most of the people said that the RAM and the processor is the most important things, the higher it is the faster is the laptop.

This is the second step of decision making process, “Informational Search”, this stage is where the consumer is gathering information of the product from family, sales people, public sources, etc. This stage is very important that affect the decision making of buying the laptop. The more information gathers, the better is the decision.

3. Evaluation of Alternatives

After I gather the useful information, I evaluate the criteria of the good laptop must have. There are the specification, software given in the laptop, battery life hour, physical appearance, warranty and price. These criteria is support my need.

First, specification, good laptop must have high specification to ensure its performance. Sony vaio vgn cs 36 has RAM 4 gb, processor intel core 2 duo 2.53 GHz, Hard Drive 320 gb, NVIDIA GeForce 9300M GS notebook graphics processing unit screen size 14.1 inches, Apple Mac Book Pro has processor Intel core 2 duo 2.26 GHz, Ram 2GB, 160GB HDD, NVIDIA GeForce 9400M and screen size 13.3 inches. Toshiba portege M900 has processor Intel® Centrino®2 Processor Technology including Intel® CoreTM2 Duo Processor T9600 (2.80GHz, 6MB L2 Cache, 1066MHz FSB), Ram 2GB, 320GB HDD, screen size 13.3 inches. Acer Tavelmate 8371 has processor Intel core 2 duo, Ram 4GB, 500GB HDD, screen size 13.3 inches. All of these laptops have the minimum specification I wants. I prefer to buy laptop with good graphic card.

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The second criterion is application. Sony vaio included Genuine Windows Vista Home Basic 32-bit (English Version) with Service Pack 1, and also vaio music box, vaio movie story, WebCam Companion + Magic-i™ Visual Effects, vaio media plus, SonicStage Mastering Studio, etc.

The operating system for apple is Apple MacOS X 10.6 Apple included the special software for macbook only, such as, Front Row , Apple iCal , Apple iChat , Photo Booth , Apple Safari , Apple Spaces , Apple iTunes , Apple Dashboard , Apple QuickTime , Apple Spotlight , Apple iLife '09 , Apple DVD Player , Apple Quick Look , Apple Address Book , Apple Time Machine , Apple Mac OS X Mail , Drivers & Utilities , Apple XCode Developer Tools.

Toshiba operating system is Genuine Windows Vista® Business Edition, the software included are Microsoft® Office Professional 60-days Trial Version, Norton Internet SecurityTM2009 (60 days trial), Google Toolbar for Internet Explorer, ), iGoogle, Toshiba ConfigFreeTMConnectivity Doctor, Toshiba Face Recognition, Toshiba ECO Utility, TOSHIBA Password Utility, Toshiba Zooming Utility, Toshiba Power Saver Utility, Toshiba Assist, Toshiba DVD Player, Ulead DVD MovieFactory® for Toshiba, Adobe Reader, Toshiba Speech System, Toshiba Camera Assistant Software, Toshiba Disc Creator, Toshiba Flash Cards, Toshiba SD Memory Utility, HDD Recovery.

Acer operating system is GenuineWindows Vista®Business, the software included are Acer Crystal Eye, Acer GridVista™, Acer Assist, Acer Bio-Protection, Acer PowerSmart Manager, Acer Launch Manager, Acer eRecovery Management, McAfee Internet Security Suite 60-day trial version, Adobe® Reader®, Adobe® Flash® Player, Google™ Toolbar, Google™ Desktop, eSobi, Office Ready, Windows Live Essentials

The third criterion is battery life hour. I really concern in this criteria, because the longest it can be used, the better it is, which can help me to learn optimally. Sony Vaio battery life hour is up to 3 hours. Apple is said to be the best battery, its can hold up until 8 hours, which is really helpful for me to learn optimally, when there is no electricity plug. Toshiba is the worst in these four laptops, which can only hold for 2 hours. And last Acer it can hold up to 7 hours. The minimum battery life hour I want is two hours; these all laptop is in the requirement. The best is apple which last for 8 hours.

Fourth criterion is physical appearance. This criterion is not so important, but if it is look good, I will feel proud of using it. Sony Vaio vgn-cs 36 has many colour, black, white, red, pink, blue, brown and also has a special edition with crocodile skin in three colours, brown, pink, black. It's weight is about 2.6 kg. MacBook pro has simple design which has three colours, black, white and silver. But black colour is not produced anymore. The weight is about 1.9 kg. Toshiba is available in four colours, black white, pink, white. The weight is 2.15 kg. Acer only available in one colour, which is black. This laptop is the slimmest which has weight 1.65 kg. The best design in these 4 laptops is Sony Vaio, but it is really heavy. Acer is the lightest laptop which has weight only 1.65 kg.

The fifth criterion is warranty. Usually the manufacturer gives warranty for 1 year. But, if I always ask for the warranty to make sure that the laptop I buy is a new product, not refurbished laptop, which means that the shop sell old laptop, but they make it like a new one. Sony Vaio only gives 1 year warranty. Apple also give 1 year warranty and they give technical support - phone consulting for 90 days. Toshiba gives 3-year carry-in International Limited Warranty (parts & labor), 1-year battery (carry-in). And last acer, gives 3-year carry-in International Limited Warranty (parts & labor), 1-year battery (carry-in). Toshiba is the best in giving warranty, which is 3 years international warranty. They have the best customer service, while Sony has the worst customer service.

The last criterion is price. This is the most important criterion; because my parent gives me budget $ 2000. So, I must make sure the laptop I choose is in the range of the budget. Sony vaio price is $1800, Apple MacBook is $ 1600. Toshiba price is $1700, and last Acer is $1650. It's entire in the range, so I can choose from those four laptops.

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This stage is very important; I must evaluate all of it, to make sure that all of it is in my criteria. If they are not in my criteria, I must eliminate it, to make easier to choose the laptop.

Table of comparison between laptops:

Laptop

Sony Vaio- VGN CS36

Apple MacBook Pro

Toshiba Portege M900

Acer Travelmate 8371

Specification

RAM 4 gb, processor intel core 2 duo 2.53 GHz, Hard Drive 320 gb

Intel core 2 duo 2.26 GHz, Ram 2GB, 160GB HDD,

Intel® CoreTM2 Duo Processor T9600 2.80GHz, Ram 2GB, 320GB HDD

Intel core 2 duo, Ram 4GB, 500GB HDD,

Operating System

Genuine Windows Vista Home Basic 32-bit

Apple MacOS X 10.6

Genuine Windows Vista® Business Edition

Genuine Windows Vista® Business Edition

Battery

3 hours

8 hours

2 hours

7 hurs

Warranty

1 year

1 year

3 year international warranty

3 year international warranty

Price

$1800

$1600

$1700

$1650

Physical Appearance

4. Purchase Decision

After I evaluate the alternatives I decided to choose apple MacBook, because macbook is the cheapest and the battery life hour is 8 hours, which is the longest. But before I buy, I discuss with my dad about the macbook, and my dad said that if you buy apple, there might be difficulties, as I never use apple OS before. So, the final decision is I buy Sony vaio, as the specification is good and the physical appearance is attracting me.

5. Post-purchase decision

The first 2 moths I using it, there is no problem, but later, the fan making noise. I know that there is something wrong with the fan. When I going back to my country, I went to the service center to repair it. It spent about a week to repairing, and until now, there is no sound again. I disappointed of my laptop, It really easy broken, just two moths after I bought it already broken, I should buy apple if I know this is going to happen.