mkt 344-research on consumer behavior

~ Research on Consumer Behavior in Purchasing Laptop ~~ Research on Consumer Behavior in Purchasing Laptop ~

Prepared for:

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Ms. Nasira Siddika

Course Instructor

Course: MKT 344

Section: 05

Fall 2011

Prepared by:Md. Sarwar Hossain ID# 0930068030

Naima Rahman ID# 0930283030

Fatima Tuz Zahra ID# 0930785530

Tanvir Al Aman ID# 0920251530

Asaduzzaman Riad ID# 0930078030

Md. Nazimul Islam ID# 1010640030

North South University

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Letter of Transmittal

December 05, 2011

Ms. Nasira SiddikaCourse Instructor, MKT 344Dept. of BBANorth South University

Subject: Submission of the Group Project Report

Dear Madam,

With due respect, we would like to inform you that it is a great pleasure for us to submit the group report on “Research on Consumer Behavior in Purchasing Laptop” as requirement for BBA program. The purpose of the report is to inform you about how we conducted a research on a specific target group who are interested in purchasing laptop and what are the findings derived from the research. Throughout the completion of the report, we came to know about the diversified importance and various implications of consumer behavior in the marketing of a product.

We firmly believe that this report will meet your approval. We would genuinely appreciate and be keen enough to make further corrections where you think it is necessary. Your kind advice will encourage us to do further research in future.

Sincerely Yours,

Md. Sarwar Hossain ID# 0930068030Naima Rahman ID# 0930283030Fatima Tuz Zahra ID# 0930785530Tanvir Al Aman ID# 0920251530Asaduzzaman Riad ID# 0930078030Md. Nazimul Islam ID# 1010640030

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Acknowledgement

We would like to take this opportunity to express our sincere gratitude to those without

whose blessings and cooperation this report would not have been possible.

First of all we are grateful to the Almighty Allah for making us able to finish this report on

time.

We would like to thank Ms. Nasira Siddika, our instructor for the course Marketing 344,

Section 05, North South University, for her valuable support and encouragement which she

has offered. The knowledge of Consumer Behavior that she has imparted would go a long

way in making future good marketers or entrepreneurs and also it will help us all through our

professional career. Without her help this report could not have been a comprehensive one.

We would also like to express our gratitude to those consumers who participated in our

survey. Their cooperation and provided information allowed us to complete this report

successfully.

This report cannot be solely attributed to only one’s effort but it is indeed the joint effort of all

the fellow members of the group. There were times in the course of preparing this report

when things were tough and future seemed dark. It could not have been possible to write it

without the immense help of all the group members so we all have a great deal of gratitude

towards each other.

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Table of Contents

Topics Page No.1. Executive Summary 06

2. Introduction 07 – 10

3. Methodology 11 – 14

i) Objectives 11

ii) Market Research 12 – 14

4. Analysis of Consumer Behavior 15 – 21

5. Recommendations 22 – 23

6. Appendix 24 – 26

7. References 27

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Executive Summary

The report titled “Research on Consumer Behavior in Purchasing Laptop” discusses

various aspects of consumer behavior which influences them to finally decide upon

purchasing a particular brand of laptop. The report is designed according to the structure

stated in the project outline.

For the ease of understanding, the total report is segmented into different chapters each of

which are assigned in a sequential order to reveal into the main findings. The first chapter of

the report introduces the purpose of the report, the issue being studied and our justifications

for selecting the issue. The second chapter focuses on the methodology employed in

conducting the research. The third chapter analyses the consumer behavior theory

concepts related to the issue. The last chapter highlights the recommendations for

marketing actions based on the findings. And finally, the last chapter presents an appendix

which is summary of the overall findings and also includes the questionnaire.

We took help from various sources to help us thoroughly in the completion of the project.

The sources are listed in the reference section.

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Introduction

Consumer behavior has added a new dimension in purchasing decision nowadays. Today it has

taken a dramatic approach in comparison with past decade. By definition consumer behavior is

“the study of individuals, groups, or organizations and the processes they use to select, secure,

use, and dispose of products, services, experiences or ideas to satisfy needs and the impacts that

these processes have on the consumer and society”. Since consumer behavior reflects all aspects

of consumer psychological motivation, often it is considered as a psychology of marketing. It

focuses on how individuals make decision to spend their valuable resources on consumption

related items includes what they buy, why they buy it, when they buy it, where they buy it, how

often they buy it, how often they use it, how often they use it after the purchase, how they evaluate

it after purchase, the impact of such evaluation on future purchase, and how they dispose it. All

consumer are unique despite any difference, above all, everyone consumes or uses food, clothing,

shelter, transportation, education, services etc on a regular basis. In order to succeed in marketing

any product especially in today’s dynamic and rapidly evolving marketplace, marketers need to

know about consumers in detail. They also need to understand the personal and group influences

that affect consumer purchase decision. There are several units in the market that can be

analyzed. But our main thrust in this project is to analyze the consumer behavior in purchasing

laptop. How a target segmented group reflects their purchasing decision and act as real

purchasers and evaluate the product is the mainly focused topic of our project.

Issue selection

Consumer behavior and decision making are interdisciplinary because it directly emphasizes on purchase

decision making. Consumer purchasing is influenced not only by family, friends, TV ads but also by mood,

situation and emotions which are combinable form of a comprehensive model of consumer behavior that

reflects both the cognitive and emotional aspects of consumer decision making. While we thought to

choose our issue for the research, many issues crossed over our mind but we decided to take an issue that

has massive approaches as well as interesting to the group.

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Therefore, we decided upon “Consumer Behavior in Purchasing Laptop” as our issue. In this digital era

people are very much passionate about latest and updated technologies and they feel much interested to

have a new updated version of laptop as it is an integral part of today’s educational material especially for

university students. This is the main reason for us to choose this issue. If we carefully observe there are

lots of brands having well reputation in the market always trying to differentiate themselves in term of

features, styles and trying to entice buyer with attractive offers. To cope with this situation consumers play

a typical role in case of purchasing products and consumers also go through all the decision making steps

for evaluating the product whether they buy that particular product or not .

Figure: Stages of the Consumer Buying Process

Problem Recognition: A consumer identifies that he has an unsatisfied need to be satisfied.

An undergraduate student, who just got enrolled for a degree, has to deal with his given

assignments to be submitted within deadline. He needs portability in the computer to work at home

as well as at college/ university. This is where he recognizes his problem which can be solved with

a laptop.

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Problem Recognition

Information search

Evaluation of alternatives

Purchase decision

Purchase

Post Purchase

Evaluation


Information Search: This is where the consumer starts searching information about the

products that can satisfy his unsatisfied need.

Internal Search --- Memory and experience

External Search --- Friends and relatives

A successful information search leaves a buyer with possible alternatives, the evoked set; the

undergraduate who wanted to buy a laptop would gather information about laptop brands such as

HP, Dell, Apple, Doel and Acer.

Evaluation of Alternatives: This is the stage where the consumer evaluates products based

on chosen criteria such as performance, durability, warranty, price, after sale services and quality

on competitive basis.

The undergraduate (our sample) who gathered information about laptop brands such as HP, Dell,

Apple, Doel and Acer will now evaluate the product in terms of price, durability, speed, warranty,

performance and color.

Purchase Decision: The consumer selects buying alternative which includes product,

package, store, method of purchase etc. After evaluating of many brands of laptop100 students

gave their opinions for purchasing a laptop.

Numbers Brand Percentages

1 HP 40%

2 Dell 20%

3 Apple 5%

4 Doel 25%

5 Acer 10%

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BRANDS

HPDELLAPPLEDOELACER

Figure: Percentage of Brands Preferred by Consumers

Purchase: Purchase may differ from decision, time lapse between purchase decision and the

actual purchase, product availability. This is where the customer makes the final choice and ends

up in effectively purchasing the product.

Post Purchase Evaluation: Positive post purchase behavior is where the consumer holds a

positive feedback about the product and feels satisfied with the product quality. Negative post

purchase behavior is where the customer is dissatisfied with the product and holds a negative view

about the product.

If the student is happy with the performance of the HP laptop he will recommend his friends to

purchase a HP laptop and will be brand loyal by purchasing more of HP products. On the other

hand, if the student who purchased the Doel is not happy with the laptop he will persuade his

friends not to buy a Doel as his experience about Doel is negative.

Above steps examine the dynamics of new product adaptation and consumer decision making in the

context of all types of consumption choice, ranging from the consumption of new product. Consumer

decision making is nothing but a beginning point of a consumption process.

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Methodology

The first difficult step in consumer research process is to indentify research objective of the particular study.

It is very important as thought-out statement of objectives helps to define the type and the level of

information needed for marketers.

Objectives

Primary research objective: To study the consumer behavior while buying laptop among

students of North South University conducted at the campus.

Secondary research objective: To study the influence of various variables like sex,

educational background, family, income, experiences etc on the preference for laptop brand.

Analyze student lifestyle, attitude and perception: To evaluate the student preferences

about laptops of brands available in the market

Market Research

Market research is often needed to ensure that marketers produce what consumers really want and not

what the marketers think they want. Research often helps marketers reduce risks associated with a new

product, but it cannot take the risk away entirely. It is also important to ascertain whether the research has

been complete.

Our research approaches are explained in the following section.

Primary Research Method11 | P a g e


Primary research method is the research study that is based on purposes of the study. This may need

to find out what consumers are likely to prefer while buying a laptop.

Figure: Primary Research Method

Surveys: Surveys are useful for getting a great deal of specific information. Surveys can contain

open-ended questions (e.g., Are you thinking to buy a new laptop? ___”) or closed-ended, where

the respondent is asked to select answers from a brief list (e.g., “___ Male ___ Female”). Open

ended questions have the advantage that the respondent is not limited to the options listed, and

that the respondent is not being influenced by seeing a list of responses. However, open-ended

questions are often skipped by respondents, and decoding them can be quite a challenge.

Surveys, as any kind of research, are vulnerable to biasness. The wording of a question can

influence the outcome a great deal. While we did our survey with 100 students of North South

University, they responded in a faster mode as we offered them closed ended questions. We gave

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them hard copies of questionnaire and asked them to go through and evaluate. After a while we

collected those hard copies from students and started analyzing students’ attributes, perceptions,

personalities, motivations, needs etc for laptop purchasing.

Online Research Methods: One potential benefit of online surveys is the use of “conditional

branching”. Conditional branching allows the computer to skip directly to the appropriate question.

If a respondent is asked which brands he or she considered, it is also possible to customize brand

comparison questions to those listed. There are certain drawbacks to online surveys. Some

consumers may be more comfortable with online activities than others and not all households will

have access to internet. Today, however, this type of response bias is probably not significantly

greater than that associated with other types of research methods. Online search data and page

visit logs provide valuable ground for analysis. It is possible to see how frequently various terms

are used by those who use a firm’s web site search feature or to see the route taken by most

consumers to get to the page with the information they ultimately want. We also went through

online survey. We got more rapid responses than using paper pen approach. It was easy for us to

evaluate consumer more quickly.

Focus Groups: Focus groups are well suited for some purposes, but poorly suited for others. In

general, focus groups are very good for getting breadth, finding out what kinds of issues are

important for consumers in a given product category. Here, it is helpful that focus groups are

completely “open-ended”. The consumer mentions his or her preferences and opinions, and the

focus group moderator can ask the consumer to elaborate. In a questionnaire, if one did not think

to ask about something, chances are that few consumers would take the time to write out an

elaborate answer. We segmented our focus group to get some specific preferences and opinion.

Personal Interviews: Personal interviews involve in-depth questioning of an individual about

his or her interest in or experiences with a product. The benefit here is that we can get really into

depth (when the respondent says something interesting, we can ask him or her to elaborate), but

this method of research is costly, time consuming and can be extremely vulnerable to interviewer

bias. Though it is costly we did it with 10 students who used to stay near the campus. We went to

their residence and personally asked them questions. Some of them gave us very interesting

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opinions that they want to have long time battery backup in very low cost laptop which is quiet

impossible.

Figure: Modes of Marketing Research

We went through surveys, online research, focus groups and personal interviews to get actual information

about pre-purchase decision, post-purchase decision and finally post-purchase evaluation in respect of

buying a new laptop among the university students. Eventually, we did our research successfully though it

seemed to be a formidable task during the initial stages.

Analysis of Consumer Behavior

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Market Research

Primary Research

SurveysOnline

Research Methods

Focus Groups Personal Interviews


Consumer consumption varies from person to person. Moreover, even the same consumer can make

different decisions depending on the situation. So how we construct coherent marketing strategies

depending on consumer behavior for purchasing a product is our main objective to analyze consumer

behavior.

In the class, we examined how and why consumers behave the way that they do. We learned about

theories developed in marketing, psychology, and other behavioral sciences and also learned how to use

these theories to predict how consumers will respond to different marketing activities.

Got a framework, for analyzing consumer behavior problems.

Learned how consumer behavior can be affected by different marketing strategies

Learned how behavioral evidence can be used to evaluate alternative marketing strategies

Learned to develop a deeper understanding of consumer behavior by studying about relevant

psychological and sociological theories

Finally, we acquired experience in applying these theories to real-world consumer behavior problems

while we conducted our consumer behavior research for purchasing laptop. The implications and analysis

are explained in the following section.

Personal Consumer: Personal consumers are individuals who buy goods and services for

their own use, for household use or may be for a friend. Laptop purchasers are definitely personal

consumer as our target segmentation was a particularly university students.

Consumer Research: Consumer research refers to the process and tools used to study

consumer behavior. We used surveys, online research, focus groups, and personal interviews to

evaluate consumer behavior in making purchase decisions.

Targeting: Our research is targeted to the university students. We took 100 students and divided

100 students into 10 focused groups based on their preferences.

Positioning: Research includes the position of different brands in consumer minds. From our

survey we got an overall idea of brand preference among the students. Based on the findings,

students’ first choice for laptop was HP, second was DOEL, third DELL, fourth ACER, fifth APPLE.

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Impact of Digital Technologies: Nowadays consumers have more powerful access to

information so it becomes very easy for both marketers and consumers to exchange instant

reactions. We got feedback from online research methods very promptly compared to other modes.

Demographic Segmentation: Our research is conducted on demographic segmentation

based on students’ age, gender and which semester they belong to.

Psychological Segmentation: This form of applied consumer research has proven to be

valuable tools that help identify promising consumer segments that are likely to be responsive to

specific marketing messages. The psychological profile of a consumer segment can be thought of

as a composite of consumer measured activities, interests and opinions. We included these three

measurement tools in our survey questionnaire to get a psychological overview of students in

terms of buying laptop.

Psychographic Segmentation: An important aspect of psychographic segmentation is

lifestyle analysis. It has played a great role in choosing brands. Those who maintain luxurious life

their first preference was the brand APPLE since it is more expensive compared to other brands.

Brand preference gave us an idea of individual’s lifestyle.

Sociocultural Segmentation: It is a very important segmentation base as it includes family

lifecycle, social class, and culture. It influences the psychographic segmentation. Since childhood a

person learns how to behave as a consumer from his family lifecycle, social class and culture so it

has an influence on person’s AIO profile.

Use-Related Segmentation: It is an extremely popular and effective form of segmentation

that categorizes consumers in terms of product, service, or brand usage characteristics, such as

usage rate, awareness status and degree of brand loyalty. Rate of usage segmentation

differentiates among heavy users, medium users, light users and non-users of a specific product,

service or brand. In our survey questionnaire we had mentioned some questions that complied with

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use-related segmentation which gave us ideas about their brand loyalty, rate of usage and

awareness about product.

Hybrid Segmentation Approaches: It is a combination of several segmentation variables.

There are three commonly used hybrid approaches are available but for our research we only used

psychographic-demographic profiles and SRI consulting values and life style system (VALS) and

from our research we found out the immense importance of this segmentation category in

marketing a product.

Concentrated Marketing: It refers to targeting just one segment with a unique marketing mix.

In our research we only used one targeted segment that is undergraduate students of North South

University.

Motivation: Motivation is a driving force within individuals that impels them to action. When a

student recognizes his need and feels the importance of buying a laptop, he gets motivated about

buying a laptop. At the beginning of research we gave our concentration in motivational approach

of students’ behaviors as consumers for laptop. That’s why we developed our first question to know

about students’ motivation whether they need a laptop or not. Our first question gave a rhythm to

carry our research further on.

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Figure: Model of Motivation Process

Acquired Needs: Acquired needs are learned in response to culture or environment and are

considered as secondary needs. Laptop is considered to be an acquire need as for our own work

we need a laptop.

Product Specific Goals: The specifically branded product or service that consumers select as

their goals is the product specific goal in this case. 100 students of North South University chose

different product specific goals. Based on this we segmented 10 focused groups which clearly

indicates most preferred brands.

Rational versus Emotional Motives: Rationality implies that consumers select goals based

on product size, weight, price etc. In the survey we found that most of the student selected their

goals on the basis of rational motives. Emotional motives imply the selection of goals according to

personal or subjective criteria. 5% of student selected APPLE laptops as their goal for emotional

motives.

Substitute Goals: Substitute goals derive from frustrations of failure in achieving a goal. In the

research we noticed that though APPLE is one of the best brands in the world, price of this laptop

is so high that restricted 95% students have that particular brand and 95% students attempted their

goals by other brands of laptops.

Perception: It is the process by which an individual selects, organizes, and interprets stimuli into

a meaningful and coherent picture of the world. Simply, it is how we see the world. For different

brands students had different perceptions depending on price, look, color, features, warranty etc.

Perceptual Selection: It depends on two major factors: consumers’ previous experience and

their motives. Our research proved that students selected laptop based on these two factors.

Price/ Quality Relationship: This relationship refers to any price that a consumer uses as a

basis for comparison in judging the quality. 100 students tried to judge 5 laptops with their price.

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Doel laptop was of the lowest price in comparison with other brands and it has been observed that

the quality of Doel was lower than the product of other brands.

Perceived Quality of Products includes intrinsic versus extrinsic cues.

Intrinsic Cues: Intrinsic cues are the physical characteristics of the product (in this

case such as size, color, look etc) that serves to influence. We took personal

interviews of students and they emphasized on intrinsic cues.

Extrinsic Cues: Extrinsic cues are external to the product (such as price, store image,

or brand image) that serves to influence the consumer’s perception of a product’s

quality. We found that most of the students around 40% chose HP for favorite brand

because HP creates a distinct brand image on the consumer mind.

The-Attitude-Toward-the-Object Model: Attitude is a function of evaluation of product-

specific beliefs and evaluations. It is useful to measure attitudes toward brands. To evaluate

consumer behavior we chose five laptop brands as an object model. Our target group

spontaneously responded toward the object model and evaluated different brands.

Attitude-Toward-the-Ad Model: A model that proposes that a consumer forms various

feelings (affects) and judgments (cognitions) as the result of exposure to an advertisement, which

in turn, affects the consumer’s attitude toward the ad and attitude toward the brand. HP has given

an ad that focused on more features and cheap price of laptop. This ad created a positive effect

over the target group and they responded positively. So they chose HP laptop as their first

preference.

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Figure: A Conception of the Relationship among Elements in an Attitude-Toward-the-Ad Model

Ego Defensive: People often purchase products as a means defensive mechanism which helps

them in protecting their ego. When we conducted the research we included the question if a

student wanted to buy a laptop because their friends have that. Though a very small proportion

responded to that yet ego defensive is an important factor in determining one’s purchasing

decision.

Credibility of Informal Sources: It includes the word of mouth approach. These sources are

called opinion leaders .Informal sources may not always be credible. Our targeted group was very

much loyal about informal sources. When we did our survey they discussed with their friends and

gave their opinion on the basis of their discussion.

Credibility of Formal Sources: The credibility of a source is judged on past performance,

reputation, service, quality, spokesperson image, retailers, social responsibility. We gave some

formal ad papers to our target group on selected brands. Our purpose was to see how much they

were credible to informal sources as well as formal sources.

Selected Consumer Related Reference Groups: Consumers are eventually influenced

by a diverse range of people that they come in contact with or observe.

Friendship Group: An informal group has a deep influence on consumer mind after family.

Interestingly we found in our research that boys have direct influence of friendship group rather

than girls.

Shopping Group: Shopping groups are also known as informal groups, consisting of either

family members or friends. They also have a direct influence on consumer.

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Field Observation: It is a cultural measurement technique that takes place within a natural

environment that focuses on observing behavior (sometimes without the subjects’ awareness). Our

research was taken place in natural environment and performed without the subject’s awareness

so that we could focus on observations of behavior.

Recommendations

According to the marketing concept, to be successful a company must determine the needs and wants of

specific target markets and deliver the desired satisfaction better than the competition. We did research on

only one targeted group which is university students. There were five top brands laptop taken as object.

When we did our research we observed some interesting things. We would recommend laptop marketers

some marketing strategies for more effective promotions of their products. We did not introduce any new

marketing tactic rather only focused on extensions of some existing market strategies.

Firstly, we would recommend marketers to segment the consumer on the basis of hybrid

segmentation because it includes -

Psychographic-Demographic Profiles: It covers all the necessary aspects required for

segmentation of a laptop brand. Marketers should target university students because they

are one of the largest consumer groups of laptop. So, their age should be between 18 - 26

years. As we noticed, except few all have similar psychographic profiles as well as

demographic profiles.

SRI Consulting’s VALS: It reflects students’ activities, interests, opinions.

Marketers should select a different type of marketing mix elements. University students are very

aware about new technology; they want more flexibility in products. To make this target group more

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interested about purchasing our product marketers must design marketing mix in an attractive

approach.

Product: Laptop must include more features like less weight in carrying, second

generation processors, windows 7, longer battery backup and so on.

Price: The price should be affordable for students.

Place: Marketers could select private and public universities and set up temporary stalls

to promote their laptop.

Promotion: Promotion part may include some attractive offers like for students would

give 10% discount on first purchase and if any student referred other students he or she

will get 20% discount on further purchase.

Successful relationship with customer helps to spread product promotion so we would recommend

the marketer to maintain a fruitful relationship with consumers.

Customer Value: If the consumer is highly satisfied marketers could give them free

antivirus or free 8 GB pen drive.

Customer Satisfaction: They might give consumers trial offers to use the product for a

specific period of time.

Customer Retention: Satisfied consumers are usually very loyal. To retain them

marketers can offer the loyal consumers 30% discount on any purchase or give offers

like gold cards, platinum cards etc.

A particular group of loyal consumers can be given the opportunity of a surprise dinner for any two

members of their family or two friends.

Perceived risk is a more focused issue for this targeting group. It is the degree of uncertainty

perceived by the consumer as to the consequences of a specific purchase decision. Perceived risk

could be appeared as functional risk, physical risk, financial risk, psychological risk and time risk. A

marketer’s main concern is to attain success so they must be aware of providing information. That

means they should not make false promises. If any risk arises they must strive to fix it at any time,

providing 24 hours assessment and customer service (although it can be costly to the marketers

but they should keep in mind that practically promotional activities require huge investment).

To make products better marketers must concentrate on improving quality and features.

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We believe these recommendations will be effective to marketers as currently they are marketing products

on rough marketing strategies. We hope these recommendations will give them insights and capable of

thinking further in the future.

Appendix

Sample Questionnaire Used for the Overall Research Purpose

1. Are you thinking to buy a new laptop?

a. YES

b. NO

c. MAY BE

2. Why do you feel the necessity of having a personal laptop?

a. YOUR FRIENDS HAVE THEIR OWN LAPTOPS

b. YOU WANT A LAPTOP FOR YOUR OWN WORKING BENEFITS

c. I AM DOING WELL WITHOUT A LAPTOP

3. What will be your first preference for buying a new laptop?

a. PRICE

b. BRAND

c. FEATURES

4. Where did you get information about your chosen laptop?

a. INFORMAL SOURCES LIKE FRIENDS AND FAMILY MEMBERS

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b. FORMAL SOURCES LIKE TV ADS, NEWSPAPERS OR OTHER MEDIA APPROACH

c. BILL BOARDS, BANNERS, TEASERS

5. What feelings influence you to choose that particular brand laptop?

a. YOUR EMOTIONAL ATTACHMENT TO THIS BRAND

b. PROMOTION OF THIS BRAND CREATES APPEAL ON YOUR MIND

c. YOUR FRIENDS/ FAMILY MEMBERS USE THAT BRAND

6. Do you think the brand you chose will fulfill your wants?

a. YES

b. NO

c. MAY BE

7. Since you are a buyer of a new laptop how do you influence your family to permit you to buy your

chosen laptop?

a. PLAYING THE ROLE OF INFLUENCER IN YOUR FAMILY

b. PLAYING THE ROLE OF DECIDER IN YOUR FAMILY

c. PLAYING THE ROLE OF MAINTAINER IN YOUR FAMILY

8. With whom do you want to go to buy that particular laptop?

a. YOUR ANY FAMILY MEMBER

b. YOUR CLOSET FRIEND

c. YOU WANT TO GO ALONE

9. If you are satisfied with your purchase decision will you recommend your friends and family to

purchase any product of that brand?

a. YES

b. NO

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c. MAY BE

10. In the long run are you going to show your loyalty to this particular brand?

a. YES

b. NO

c. MAY BE

Summary of Findings

QuestionNumber

Number of ResponsesOption a Option b Option c

1 65 25 102 9 76 153 80 12 84 33 49 185 21 27 526 77 14 97 66 12 228 35 46 199 69 11 2010 46 21 33

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1 2 3 4 5 6 7 8 9 100

10

20

30

40

50

60

70

80

90

Option aOption bOption c

Figure: Bar Chart Showing the Responses of Sample

References

Text Book Consumer Behavior, 9th Edition

Class lectures

Handouts

Survey

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Web sites http://en.wikipedia.org/wiki/Consumer_behaviour

http://www-rohan.sdsu.edu/~renglish/370/notes/chapt05/

http://philipgraves.net/discussion/

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http://philipgraves.net/discussion/

http://www-rohan.sdsu.edu/~renglish/370/notes/chapt05/

http://en.wikipedia.org/wiki/Consumer_behaviour

mkt 344-research on consumer behavior

Documents

group report

naima rahman id

asaduzzaman riad id

sarwar hossain id

nazimul islam id

tanvir al aman id

fatima tuz zahra id

knowledge of consumer