Cheryl Reed requires a laptop for college that has Windows 10 installed but is unsure which laptop to purchase due to cost and her lack of knowledge about laptops. She will follow the five stages of the buying process: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. This involves researching laptop options online to determine which meets her needs and standards before making a selection.
2. Statement of the Problem
The General Problem:
To continue with college, I require a laptop that has Windows 10 already
installed (Reed, 2018).
The Specific Problem:
Depending upon cost, and also my lack of knowledge regarding laptops, I was
not sure what kind of laptop to purchase (Reed, 2018).
3. Executive
The Executive Summary is a thorough overview of a
report that produces specific and important data of
the report (Labaree, 2009).
It is a separate document sufficiently detailed and
clearness (Labaree, 2009).
This is to make certain that the person reading it is
able to fully comprehend the contents of the research
study (Labaree, 2009).
4. Need Recognition
According to a Study by Comegys, C., Hannula, M.,
& Váisánen, J. (2006), there are 5 stages of the
Buying Process.
The first stage of is Need Recognition (as indicated
in the Statement of the Problem).
The purchasing technique begins with the knowledge
of need; sometimes known as Problem Recognition).
This is where the buyer distinguishes between their
true state of want versus need (Comegys, Hannula, &
Váisánen, 2006).
5. Information Search
The next stage of the Buying Decision Process is
Information Search (Comegys, Hannula, &
Váisánen, 2006).
Information Search is where the shopper utilizes
distinctive channels to accumulate data in relation
to accessible items (Kotler & Kelle, 2006).
To do this, I will need to conduct some online
research (Reed, 2018).
6. Evaluating Buying Process
In the third step, Evaluating Buying Process is Evaluation of
Alternatives (Comegys, Hannula, & Váisánen, 2006).
Shoppers tend to set standards, or attribute cut-offs for the
items in their decision set (Comegys, et al., 2006).
These are the foundation levels that an option is required to
have with a specific end goal in mind (Comegys, et al., 2006).
7. Purchase Decision
Fourth in this process is Purchase Decision (Comegys,
Hannula, & Váisánen, 2006).
When completing theEvaluation stage, the buyer has
positioned what they want in the decision process
(Comegys, et al., 2006).
There are two factors which obstructs the assessment and
buying choice stages (Ibid, p. 169).
To begin with, there are the mindsets of others, where
accompanying persons or network may change a buyer's
inclination for a specific brand; regardless of whether they
expected to purchase something else.
8. Post Purchase Behavior
The fifth and final process is The Post Purchase Behavior
(Comegys, Hannula, & Váisánen, 2006).
This proceeds even after the real buy is made (Comegys, et
al., 2006).
On the off chance that advertisers and retailers need the
clients to return, they should comprehend their conduct
after the buy too (Comegys, et al., 2006).
9. References
Bhatnagar, A. and Chose, S. (2004). A latent class segmentation analysis of e-
shoppers. Journal of Business Research, Vol. 57, No. 7, pp. 758-767.
Brant, Tom. (April 10, 2018). The Best Laptops for College Students. PC magazine.
Retrieved from https://www.pcmag.com/roundup/285524/the-best-laptops
for-college-students
Cho, Y., Im, I., Hiltz, R. and Fjermestad, J. (2002). The effects of post-purchase evaluation
factors on online vs. offline customer complaining behavior: implications for customer
loyalty. Advances in Consumer Research, 29, No. 1, pp. 318-326.
10. References
Comegys, C., Hannula, M., & Váisánen, J. (2006). Longitudinal comparison of finish and US online shopping behavior
among university students: The five-stage buying decision process. Journal of Targeting, Measurement and Analysis for
Marketing, 14(4), 336-356. Retrieved from https://login.libproxy.edmc.edu/login?url=https://search-proquest-
com.libproxy.edmc.edu/docview/236969045?accountid=34899
Dubois (2000) (see ref. 13 above, p. 239).
Huber, J. and Klein, N. (1991). Adapting cutoffs to the choice environment: the effects of attribute correlation and reliability.
Journal of Consumer Research, Vol. 18, No. 3, pp. 346-357.
Ibid, p. 169.
Kinnear, T. and Bernhardt, K. (1986). Principles of Marketing (2nd edn); Scott, Foresman and Co., Glenview, IL, p. 146.
11. References
Kotler, P. and Kelle, K. L. (2006). Marketing Management (12th edn).
Prentice Hall, Upper
Labaree, R.V. (2009). Organizing Your Social Sciences Research Paper:
Executive Summary. USC University of Southern California.
Retrieved from libguides.usc.edu/writing guide/executive summary
Rodgers, S. and Harris, M. (2003). Gender and e-commerce: an exploratory
study. Journal of Advertising Research, Vol. 43, No. 3, pp. 322-329.
Editor's Notes
This 5 Stages of the Buying Process report will enable me to first provide resolvement of the Statement of the Problem, which in turn, will produce the Executive Summary (Reed, 2018).
This distinction calculates, than contrasts the buyer's genuine and needed state affect that then requires affirmation (Comegys, Hannula, Váisánen, 2006). One of the clearly perceivable effects is measurement factors, including age, sex, wage, race, direction, family measure, and matrimonial status (Kinnear and Bernhardt, 1986); (Foresman, Scott and Co). There are in like manner found effects which impact the required affirmation (Comegys, et al., 2006).
A PC offers a wide choice of processors. For example, there are PC’s that amplifies execution or favors battery life and that plays to the two qualities. Intel Core CPUs has the advantages of both power and battery effectiveness. Chrome book offers a battery that lasts throughout the day; which ordinarily keeps running on a low-controlled processor. Power positioned high on my list of requirements; therefore, an Intel Core i7 CPU will give the most power (Brant, April 10, 2018).
Storage of files is also vital. On the off chance that I intend to introduce a great deal of projects or need to cling to documents, I required 256GB of space or more; capacity influences speed as well. I get more stockpiling for less cash, I realize that it will be recognizably slower than a strong state drive (SSD), however the higher cost and lower limit of a quicker SSD might be an exchange off that I may of been willing to make (Brant, April 10, 2018).
Almost all laptops have a one-year guarantee on parts and work. Service contracts are likewise accessible; however, dependent on how one utilizes the PC, the typical guarantee doesn't cover a spilled drink or a drop on a hard surface (Brant, April 10, 2018).
Huber and Klein (1991) have indicated two qualities to these levels. The first expresses that when the unwavering quality of the trait the client is thinking about is high, the levels on that characteristic are more extreme than when dependability is low.
Additionally, the second trademark is that when there is a positive connection between's two properties, the levels on those traits are more extreme than they would be if the relationship was negative or of equivalent extent; as for value, these levels may vary on the internet.
Bhatnagar and Ghose (2004) found that cost was not one of the central points for online customers when they assess diverse options. This might be on the grounds that buyers may think the internet costs are extensively comparative; thus they don't have to give careful consideration to the sticker price.
There may be some situational factors that may influence the buying choice. The cost of the item may have all of a sudden gone up, or some other buying choices turns out to be more pressing. As web based shopping, as a rule, happens in a more private condition, other individuals' persuasions are lessened at the purpose of procurement. Notwithstanding when a customer has chosen the correct item they will purchase, there are as yet a couple of procurement sub-choices to be made Dubois (2000). These sub-choices incorporate value extend, purpose of offer, time of procurement, volume of procurement, and technique for installment.
With regards to post-buy fulfillment, there is prove offered by Rodgers and Harris (2003) that shoppers with various qualities have distinctive edges with regards to faithfulness towards the store regardless of whether they were disappointed with their buy. Normally, if a client isn't happy with the buy, quite possibly they will complain about the item or the benefit. As these processes, including conventional and electronic trade vary, it isn't amazing that there are noted contrasts in the level of disappointment of the buy in an online versus a in-store purchase situation (Cho, Im, Hiltz & Fjermestad, 2002).
