Lecture Notes: Consumer Behavior and Laptop Buying Decisions

Consumer vs. Business User

• A consumer buys products for individual or family needs, not for business or work.

The Buying Process

• The buying process can be complex, especially for international students coming to Canada for college.

Expectations and Fulfillment

• Customers have expectations, and unmet expectations lead to dissatisfaction.
• Businesses should guarantee customer satisfaction to encourage repeat business and positive word-of-mouth.

Laptop Recommendations

• MacBook Air M2:
  • Pros: Slim, lightweight design, high-quality display, fanless design
  • Cons: Expensive
  • Price range: 1,500 - $2,000
• Dell XPS 13:
  • Considered as a second option
• HP:
  • Cons: Heavy compared to MacBook

Apple's Pricing Strategy

• Apple rarely offers cheaper prices compared to other channels.

Reasons for Buying a Laptop

• School presentations
• College work
• Gaming
• Listening to music
• Watching movies

Alternatives to Apple

• Some users prefer more flexible and versatile laptops.

Factors Influencing Laptop Purchases

• Detailed information about product features
• Price (cheaper alternatives exist)
• Emotional reasons (e.g., buying something expensive to feel good)

Understanding Customer Needs

• Marketers need to understand the reasons behind customer purchases.
• Examples:
  • Current laptop not working properly
  • New job
  • Starting university
  • Gaming
• Without understanding the reasons, marketers cannot effectively help customers.

Different Use Cases for Laptops

• For business:
  • A professional computer that makes the user look serious.
• For kids in high school:
  • Cheap, easy-to-use, and durable laptops are preferred.