Consumer Behaviour Among Laptop Users

Influences When Purchasing Asus Laptops

Consumer Behaviour- Dr. Jannine Lasaleta
BIB2 London

Group Work by:

Table of Contents                                                                         Page Number
1.0 Introduction 3
1.1 Competitors 3
1.2 Packaging of the Product 4
2.0 Usage Observation and Shop-Along Guide 4
2.1 Brand Loyalty 5
2.2 Underlying Motivation 6
2.3 Values 6
2.4 Shop Along 7
2.5 Hedonic vs. Utilitarian 8
2.6 Self Consciousness 8
2.7 Motivational Strengths 8
2.8 ABC Model of Attitudes 9
3.0 Insights Into Consumer Behaviour and Decision-Making 10
3.1 Means ends chain model 11
3.1 Elaboration Likelihood Model 12
3.2 Social Factors and Brand Communities 13
3.3 The Digital Era and Consumers 14
4.0 Managerial Recommendations 15
4.1 Promotion 17
4.2 Price 18
4.3 Product 19
4.4 Place 19
4.5 Petty Competitive Wars 21
Conclusion 22
References 23

1.0 Introduction
Created in 1989, ASUS takes its name from Pegasus, the winged horse in Greek mythology that symbolizes wisdom and knowledge. ASUS embodies the strength, purity, and adventurous spirit of this fantastic creature, and soars to new heights with each new product it creates. They started off in Taiwan creating motherboards and now ASUS makes products in almost every area of Information Technology too, including PC components, peripherals, notebooks, tablets, servers and smartphones. Asus laptops are mainly sold at Curry’s PC World in the UK, Best Buy in the USA, and online all over the world at Prices depend on the product but they usually range from £150-£550. ASUS has consistently achieved significant year-on-year growth in terms of consumer notebook units, and closed 2011 on a high with revenues hitting US$11.9 billion.
1.1 Competitors
The main competitors that offer similar products with a similar price range are Acer, Dell, Lenovo, HP and...