Decision-making Process for New Computer Purchase
A person starts to think of buying a new computer when a need arises. Essentially, a decision-making process to buy a new item involves the following five steps that begin from problem recognition to post-purchase analysis. The consumer recognizes a want, does research, performs a comparison, selects a brand, purchase and finally evaluates a decision (Solomon, 2014). The main determining factors would include the cost of buying, reason for purchase, and the computer specifications which would determine its efficiency.
Problem recognition arises when a need comes up. A customer may feel that the current computer is outdated, does not match his or her current need, he or she requires a laptop instead of a desktop and so on. The above problems, therefore, are motivations to buy a new computer. A need triggers and catalyzes decision-making. Sometimes a need comes from either external or internal stimuli. For example, when a colleague purchases a new PC and you feel like having one too, it is an externally driven need. However, if a customer lacks a computer or when it is faulted, or when there is a project to carry out, the need to purchase one becomes internally driven. Needs may be functional, social or needs of adjustment (Solomon, 2014). Functional needs solves functional problems, social need makes one to purchase a product for a social recognition and need of adjustment comes from a desire to change from the current product.
In this case, a customer carries out research on the best laptop that would satisfy his or her needs. Research provides customers with possible solutions to their problems. During the research, an individual needs to consider both internal and external factors. The internal factors to take care of include computer memory, manufacturers, compatible operating system, and hard drives sizes among other factors. On the other hand, external factors may include available computer bonuses, information about the brands from relatives and friends, reviews from press and other consumers, and a seller speech or advertisements. Purchasers judge more from relatives, friends and internal research discretion. The information sources categories are personal, public, commercial, and experimental. Among the three computer brands, that is, dell, HP and Mac, the researcher now has enough information but the research still leaves him or her with possible alternatives (Solomon, 2014).
This is where an individual assess the available options that would enable him choose the best alternative. The choosing criteria include the performance, warranty, durability, prices, product services after sell and quality on economical basis (Nasır, Yoruker, Güneş & Ozdemir, 2006). A customer who choses products such as dell, HP and Mac would now evaluate these items in terms of frequency, warranty, color, price, and durability. A client needs to compare the market costs and the users’ reputations and perceptions. The customer then classifies the laptops according to their levels of satisfaction from the best to least brands. The best alternative is the evoked set, meaning the brand set with the highest probability of being bought. However, consumers have the least or no opinions about the inept set. The customer is likely to select the laptop that fulfills the most criteria of the purchaser.
After the best alternative from the selection criteria analysis, the customer decides to select the computer brand that seems outstanding among other. For instance, the purchaser may choose to purchase a laptop due to the battery life longevity. From the alternatives of dell, HP and Mac, the customer decides to settle on purchasing HP laptop due to its long lasting battery life. Moreover, he or she settles on the store to purchase the laptop. At this stage, the customer has already taken care of risks and has known what he or she is going for. The decision must reflect on the reason for creating the need and that the selected brand is the best to carry out the essential need. The stage is very crucial since it will later confirm the whether the decision that was made was proper or not. This is the stage in buying where the buyer either loses or gains (Solomon, 2014).
Purchase differs from purchase decision. A time-lapse exists between purchase decision and purchase. Item availability determines purchase. In this case, the customer makes a final decision and purchases the already decided product. Product purchase must be kept easier to attract customers and improve revenues.
At this stage, the consumer assesses the adequacy of the product in line with the original purpose. The customer can either feel a sense of satisfaction or disappointment. Satisfaction makes a person to feel happy with the quality of the product. If the customer is happy with his or her HP purchase, he will advise friends and relatives to purchase the same. Moreover, he will be a loyal consumer of HP products. On the other hand, when the customer is discontented with the product, he will have negative post-purchase actions by holding unsatisfactory feedback and will persuade relatives and friends not to purchase HP laptops (Nasır et al., 2006).
Communications with customers after purchase of products lower dissatisfaction. For instance, marketers may encourage consumers to suggest areas of improvement as well as provide booklets on how to use their products. Post purchase activities may also involve services such as free repairs of consumers’ products in case of software issues and other program faults (Nasır et al., 2006).
Table 1: Computer Brands and Prices
Computer Brands Prices
Dell XPS 13 $799.00
Apple Mac Book Air $999.99
Brands and prices are retrieved from: http://www.laptopmag.com/best-laptops and http://www.hsn.com/shop/laptops/ec0033.
Most Important Features Considerations during a New Computer Purchase
• Memory processor speed
• Internal memory size
• Hard disk size
• Type of frequency
• Mobility and connectivity features
• Peripheral Specifications
• Physical Appearance
• Core features
• Price and conditions of payment
Nasır, V. A., Yoruker, S., Güneş, F., & Ozdemir, Y. (2006). FACTORS INFLUENCING CONSUMERS’LAPTOP PURCHASES. In 6th Global Conf on Bus. & Econ.
Solomon, M. R. (2014). Consumer behavior: buying, having, and being. Engelwood Cliffs, NJ: Prentice Hall.