ALLIANCE SCHOOL OF BUSINESS

CONSUMER BEHAVIOUR & NEUROMARKETING

INTEGRATED CONSUMER BEHAVIOUR PROJECT: FINAL
REPORT
SUBMITTED TO: DR. SANJEEV S. PADASHETTY

SUBMITTED BY: GROUP-9; SEMESTER-II; MBA JAN-23

[Link] NAME REGISTRATION NO.
1 MOHAMMED AZHAR MASOOD 2023MMBA01ASB037
2 RANI DEPPTHI 2023MMBA01ASB085
3 BASAVARAJ R PATIL 2023MMBA01ASB110
4 SOWJANYA G 2023MMBA01ASB071

CONTRIBUTIONS BY GROUP.

MODULE 1- Basavaraj R Patil MODULE III-

Rani Deepthi

INTRODUCTION & MODULE II, IV- Sowjanya G

EXECUTIVE SUMMARY:
A laptop, designed as the compact version of the personal desktop, was once
considered to be ‘niche’ and thought suitable for ‘specialized field application’.
Down the lane, it has become a product of generic use by the people and they
have become an obligation for students. And with the superfluity of brands that
are in the market today: where each brand is striving to differentiate themselves
from others and enthralling customers through various offers and services, it has
created an ambiguous environment for the consumers, making it arduous
zeroing down to the one they want to own.
Henceforth, to study the procedure of what a consumer goes through during
selecting to buying the particular product, we need to study the borrowed
discipline called “consumer behaviour’. Therefore, the objective of this project
is to learn the consumer preferences and the factors that influence their buying
behaviour and buying decision process.

INTRODUCTION:
CONSUMER BEHAVIOUR:
It’s referred to as “the mental, emotional and physical activities that people
engage in selecting, purchasing, using and disposing of products & services so
as to satisfy needs & desires.”
So, it’s a study about the consumer buying behaviour like who buys? how and
when and why do they buy? It’s stated that the buying decision process could be
affected by marketing stimuli such as price, place and promotion and it can be
affected by the personal motives too. But the main catalyst that triggers the
process is the need for the product and hence the need to know the consumer
buying dynamics.

CONSUMER BUYING DYNAMICS:

PERCEPTION: the process by which an individual, selects stimuli, organizes
information about that-stimuli, and interprets the information. So, regardless the
fact that the product is advanced and innovative, it will fail or not do well if not
perceived well by the potential customers
LEARNING: the continuous process by which an individual acquires
knowledge resulting the change in their behaviour. Thus, learning reflects both
past and current experiences. Human culture, social groups and social class,
institutions and media provide learning experiences that influences the lifestyle
a consumer seek and ultimately the products they want to consume.
PERSONALITY: referred to as the inner psychological characteristics that
both determine and reflect how a person responds to their environmental
stimuli. Yet, it cannot be answered as a unified whole for there are different
personality traits that are need to be studied and analysed to be influenced.

COMPANY PROFILE:

Name of the firm HP (Hewlett-Packard)

Global headquarters Palo alto, California, US
Indian headquarters Electronic city Phase-II, Bangalore,
India
Current CEO Global- Enrique Lores;
India- Ketan Patel
Current Marketing head Global: Vikrant Batra
(CMO); India- Prashant Jain

MODULE I:
Motivation factors that influence consumers to use HP laptops.

1. Functionality: Consumers are motivated to use HP laptops because they

offer a wide range of features and functionality that meet their needs. For
example, HP laptops are available in a variety of sizes and configurations, with
different processors, memory, storage, and display options. This allows
consumers to choose a laptop that is perfectly suited to their individual needs,
whether they are looking for a basic laptop for everyday tasks or a powerful
laptop for gaming or video editing.

2. Performance: HP laptops are known for their high performance and

reliability. They are equipped with powerful processors and graphics cards that
can handle even the most demanding tasks. This makes them ideal for students,
professionals, and gamers alike.
  Processor: HP laptops offer a variety of processors, including Intel Core
i3, i5, i7, and i9 processors. Consumers who need a laptop for basic tasks
such as web browsing, email, and word processing can choose an HP
laptop with an Intel Core i3 or i5 processor. Consumers who need a
laptop for more demanding tasks such as video editing, gaming, or
programming should choose an HP laptop with an Intel Core i7 or i9
processor.
 Memory: Memory is important for multitasking and running multiple
applications at the same time. HP laptops offer a variety of memory
options, including 4GB, 8GB, 16GB, and 32GB of memory. Consumers
who need a laptop for basic tasks can choose an HP laptop with 4GB or
8GB of memory. Consumers who need a laptop for more demanding
tasks should choose an HP laptop with 16GB or 32GB of memory ETC.

3. Value for money: HP laptops offer excellent value for money. They are
priced competitively and offer a wide range of features and functionality. This
makes the HP as a brand known for its budget friendly products which provides
great value to its customers.

 High-quality components: HP laptops are made with high-quality

components, including powerful processors, fast memory, and reliable
storage. This ensures that HP laptops offer excellent performance and
reliability.
 Good customer support: HP offers good customer support for its
laptops. This includes a comprehensive warranty and a dedicated
customer support team that is available to help consumers with any
problems they may have etc.
4. Brand reputation: HP is a well-established and respected brand in the laptop
market. Consumers trust HP to produce high-quality and reliable laptops. HP
has a strong brand reputation for producing high-quality and reliable laptops.
HP is one of the oldest and most established laptop brands in the world, and it
has a long history of innovation in the laptop market. HP laptops are known for
their durability, performance, and value for money. HP laptops are also popular
among consumers because of their wide range of models to choose from. HP
offers laptops for a variety of needs and budgets, from basic laptops for
everyday tasks to powerful laptops for gaming and video editing. HP laptops are
also known for their stylish and sleek design.

5. Customer service: HP offers excellent customer service. This includes a

comprehensive warranty and a dedicated customer support team that is available
to help consumers with any problems they may have. HP offers a
comprehensive
warranty on its laptops, which covers defects in materials and workmanship for
one year.

 HP also offers extended warranty options, which can be purchased

separately.
 HP's customer support team is available 24/7 to help consumers with any
problems they may have with their laptops.
 Consumers can contact HP customer support by phone, email, or chat.
 HP's customer support team is knowledgeable and helpful, and they are
committed to resolving customer issues as quickly as possible.

Personality factors that influence consumers to use HP laptops.

1. Innovators: HP is known for its innovation in the laptop market. The

company has a long history of introducing new and innovative features
to its laptops. For example, HP was one of the first companies to
introduce laptops with thin and light designs, long-lasting batteries, and
high-performance processors. Consumer’s who value innovation are
more likely to use HP laptops because they know that HP is constantly
pushing the boundaries of what is possible in the laptop market. HP
laptops are often the first to adopt new technologies and features, and
they offer consumers the latest and greatest in laptop technology.

2. Early Adopters: HP laptops are often the first to adopt new

technologies. This is because HP is a leading innovator in the laptop
market, and it is constantly looking for ways to improve its laptops. HP
also has a close relationship with many of the companies that develop
new laptop technologies, which gives HP early access to these
technologies. Consumer who are early adopters are more likely to use
HP laptops because they want to be the first to experience the latest and
greatest in laptop technology. Early adopters are not afraid to try new
things, and they are willing to pay a premium for the latest and greatest
laptops.

3. Status Seekers: Status seekers are people who are concerned with their
social status and image. They want to be seen as successful and
accomplished. They also want to be associated with brands which offer
great value, quality and prestigious brands. HP laptops are a status
symbol because they are associated with success, wealth, and power.
Status seekers are often willing to pay a premium for HP laptops
because
 they see them as a status symbol. They want to be associated with a
brand that is known for its high quality, performance, and style.

4. Tech-savy seekers: HP laptops offer a wide range of features and

functionality that appeal to tech-savvy consumers.

 Fast storage: HP laptops are available with a variety of storage options,

including hard disk drives (HDDs) and solid-state drives (SSDs). SSDs
are much faster than HDDs, and they offer better performance for
demanding tasks such as booting up the laptop, loading applications,
and transferring files. Tech-savvy consumers can choose an HP laptop
with an SSD to get the best possible performance.
 High-resolution display: HP laptops are available with a variety of
display options, including high-resolution displays with resolutions of up
to 4K. Tech-savvy consumers can choose an HP laptop with a high-
resolution display for a more immersive viewing experience.
 Long-lasting battery: HP laptops are available with a variety of battery
options, including long-lasting batteries that can provide up to 24 hours of
use on a single charge. Tech-savvy consumers can choose an HP laptop
with a long-lasting battery for better portability and convenience, etc.
 Wide range of ports: HP laptops offer a wide range of ports, including
USB-A ports, USB-C ports, HDMI ports, and headphone jacks. This
gives tech-savvy consumers the flexibility to connect their laptops to a
variety of devices and peripherals.
 Upgradable components: Many HP laptops have upgradable
components, such as memory and storage. This allows tech-savvy
consumers to upgrade their laptops to improve performance or meet
their changing needs.
 Durable design: HP laptops are known for their durable design. They are
built to withstand the rigors of everyday use, and they are often backed
by a comprehensive warranty etc.

5. Quality-conscious consumers: HP laptops are known for their high quality

and reliability. This is because HP uses high-quality components and materials
in its laptops, and it has a rigorous quality control process. HP laptops are also
backed by a comprehensive warranty, which gives consumers peace of mind
knowing that they are protected in case of any problems.
 Quality-conscious consumers are more likely to use HP laptops because they
want to be sure that they are getting a high-quality and reliable product. They
are willing to pay a premium for HP laptops because they know that they are
getting a product that will last and perform well.

MODULE-II:

BUYING DECISION PROCESS:

Need Information Evaluation Purchase Post-

recognition search of decision purchase
alternatives behaviour

The consumer’s choice results from the complex interplay of cultural, personal
and social factors. Keeping those in mind, the decision process is as given
above.

NEED RECOGNITON: The buying decision starts with the customer

recognizing the need for the product that can solve the problem they are facing.

INFORMATON SEARCH: The need drives the potential customer to look for
the information where this can be categorized into two types. One in which the
search is milder type, where the potential customer receives information from
various sources like personal (family, friends, acquaintances), commercials
(advertisements, websites etc.,) and direct sales persons. While the other is the
active type, where the customer uses experiential sources where they are
actively involved investing their time and effort to know about the product.

EVALUATION OF ALTERNATIVES: The information gathered helps the

customers be aware of the various brands of that certain product, and thus based
on their perceptions they come to a conclusion on which brand to choose.

PURCHASE DECISION: The buying of the product is greatly influenced by

one’s perception, attitude and beliefs towards the attributes and the benefits that
brand offers. After the evaluation, the customer makes the decision to purchase
the product and actually do purchase it believing that it might satisfy their need.

POST-PURCHASE BEHAVIOUR: In this, the post-consumption evaluation

is done and the consumer either be satisfied or dissatisfied with their purchase.
So, for the product we chose to study has the same buying decision process and
it works same when it is given as a gift or on the special occasions.

MODULE-III:

SOCIAL AND CULTURAL SETTING:

Consumer attitudes and perceptions towards products, like HP laptops, can

be heavily influenced by the social and cultural settings in India and vary from
those in other countries. Let's discuss some of the key factors in India and how
they might differ from consumer behaviour in a different country.

Social and Cultural Settings in India:

1. Price Sensitivity: India has a large population with varying income

levels. Many consumers are price-sensitive, and this sensitivity often
affects their attitude towards products like laptops. HP laptops, or any
brand for that matter, may be viewed positively if they offer good value
for money.
2. Technology Adoption: India is a rapidly developing tech-savvy nation.
People are generally eager to embrace new technology. HP laptops, with
their reputation for innovation and quality, might be perceived
positively by those seeking advanced features.
3. Branding and Status: In India, branding and status can be significant
drivers of consumer behaviour. HP, as an established and well-regarded
brand, may appeal to consumers who value the prestige and reliability
associated with the brand.
4. Local Language Support: Offering support in local languages can
enhance the appeal of products. HP's ability to provide customer support
and user interfaces in regional languages can positively influence
consumer perceptions.
 5. Cultural Preferences: India's diverse culture, languages, and regional
preferences mean that consumer behaviour can vary widely across
different states and regions. HP might need to tailor its marketing
strategies and product offerings to cater to these regional differences.
6. After-Sales Service: Indian consumers often prioritize after-sales service
and support. A positive experience in this regard can significantly impact
the overall perception of HP laptops.

Consumer Behaviour in a Different Country (e.g., the United States):

In contrast to India, the United States has its own unique social and cultural
settings that can influence consumer attitudes toward HP laptops:

1. Income and Affluence: The U.S. has a higher average income compared
to India, which can lead to a different perception of value for money. In
the U.S., consumers might focus more on features, performance, and
brand reputation rather than price.
2. Brand Loyalty: While HP is a well-known brand globally, American
consumers might have varying levels of brand loyalty and preferences
for other laptop brands based on individual experiences and marketing
strategies.
3. Consumer Reviews and Ratings: In the U.S., online consumer reviews
and ratings play a significant role in shaping perceptions. Consumers rely
heavily on these platforms to make informed purchasing decisions,
which may be different from the case in India.
4. Cultural Factors: American culture values individualism and personal
expression. This may influence consumers to seek laptops that align
with their personal preferences, including design, functionality, and
niche features.
 5. Regulatory and Legal Environment: Consumer protection laws and
regulations in the U.S. may result in higher expectations for product
quality, warranties, and consumer rights, which can influence
attitudes toward HP laptops.
6. Marketing and Advertising: Marketing and advertising strategies in the
U.S. may focus more on lifestyle, personalization, and individualism,
catering to the cultural values of the American consumer.

In summary, the social and cultural settings in India, such as price sensitivity,
technology adoption, and regional diversity, can significantly impact consumer
attitudes towards products like HP laptops. In contrast, in a country like the
United States, factors like income levels, individualism, and consumer reviews
may be more influential in shaping consumer perceptions. To succeed in these
different markets, companies like HP need to adapt their strategies to align with
the unique cultural and social factors in each country.

MODULE IV:
The prominent theory in the behavioral science describes the ‘thinking fast and
slow’ process, also called as System-1 and System-2 thinking.

System 1: is an intuitive thinking approach, involving the innate mental

activities that we’re born with, so the buying decision is fast and impulsive.

System 2: is an analytical approach, involving the cognitive reasoning which is

not innate and creates some mental exertion, so the buying decision is slow and
more rational.

OBSERVATIONS MADE:

 Primary data collection: Online Questionnaire

Sample size: 30

Sample unit: Students & working professionals

  Secondary data collection: Research papers
[Link]
[Link]
making_process_as_it_relates_to_a_consumer_who_is_replacing_their_laptop/links/5764208408ae421c448304ae/
[Link]

INTERPRETAION:

1. CONSUMER PROFILE
2. BRAND PROFILE
FINDINGS:

It has been found that most of the students and the working professionals are
aware of the brands that are present in the market and make decisions rationally
and buy the brand of their choice that is perceived to be satisfying for them.

It has also been supported that most of the candidates follow System-2 thinking
process where they analyse and reason every aspect and step of the procedure of
buying process.

Ans it’s also found that the candidates have a certain extent of brand awareness
and they invest time and effort being the information gatherers themselves than
relying on other sources such as family or friends, in making a purchase rather
than indulging themselves in an impulsive purchase.

LIMITATIONS:

Time constrained restricted the sample size to be small and limited to the
students & working professional excluding other dynamic users of laptops

The responses of the candidates have been on memory based, so the recall or
personal bias is possible

The respondents were hesitant to give complete and accurate responses.

 CONCLUSION:

Through the study done and the research papers, it can be said the motivation of
one’s own and the influence of the various factors has always been an impact of
consumers buying decision making process. However, as the technology
evolved and the awareness among the people increased, the customers are now
shedding out their conventional impulsive buying and adapting more of the
rational thinking and buying.

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