2. Background
Laptop become common technological good
today
Consumer has different criteria to select their
own laptop
Also has different way to dispose and
replacing their old laptop
6. “The criteria for choosing and replacing
laptop mainly because of the laptop
performance”
7. There is some myth about laptop that
make people wrong to threat their laptop
8. Take battery of when plugged
to power source will make
battery life longer
Electricity current to battery automatically
stop when the battery is full.
It will not affect the battery life
Charge laptop when the
battery is 10% or less
Only apply on NiMH or NiCAD battery
Past 10 years, all laptop manufacture use
Lithium-ion or Lithium polymer battery
Run screensaver make
computer screen lifetime
longer
Only for CRT screen to avoid ghost image
phenomena on the screen
LCD screen didn’t have ghost image
phenomena
battery
Screen server
Keep laptop
always on is use
less energy than
turning off and
booting up
process
Less energy is needed to
booting up laptop
Keep laptop always on
will reduce laptop lifetime
Energy Saver
PRODUCT
9. Always want make
their laptop clean
Buy laptop protector such as
sleeve, screen guard,
bodyguard & keyboard silicone
Less using laptop
component
Buy additional tools: external
drive, mouse, external keyboard
User Behaviour
Extend laptop lifetime
Because laptop is expensive
gadget
Keep the selling price
high
If the user want to sell their laptop
Motivation
10. Usually, electronic items will be passed
to younger family members
Moreover, in terms of use, most people
use a laptop outside the house and use
the PC at home.
Laptops are usually bought by parents
rarely buy their own so most children will
not appreciate things
Sometimes their parents also pass it to
their children
11. People lack of awareness
responsibilities to their
waste, not only e-waste
Dispose waste not at the place
Not separating wet waste and dry waste
Didn’t care enough at recycling program
19. • An individual’s consistent
response tendencies across
situations and over
• personality traits
– General personality traits
– Consumption specific
personality traits
20. General Personality traits
General Personality
Traits
Response Tendency Marketing Implication
Self consciousness Aware of oneself in many
situations
Product which appropriate
with self image
Separateness Perceive themselves as
individuals
Ads that reflecting
independence and
individualism
Need for cognition High: think most of the
time. Low: less thinking
Ads with quality argument
(high) or attractive
endorser (low)
Need for achievement Achieve high scores on
performance task
Product that serve to get
the job done, e.g. laptop
21. Consumption Specific Personality
Traits
Consumption- Specific
Personality Traits
Response Tendency Marketing Implication
Market Maven Gather information
about products, shop,
etc.
Promotional message of
new products through
direct mail
Opinion leadership Acquire, store, &
communicate product
information to others
Educate on new
products
Deal proneness Seek the best bargain
possible in shopping
situation
Coupon & discount as
primary method if it is a
sizable segment
22. Predicted personality (cont’d)
From the questionnaires:
92% of the
respondents buy laptop
as needed.
77% said that their
laptop should match
their personality such
as entering personal
element.
70% have particular
preference in choosing
a laptop design.
54% of respondents
dare to try new brand
of laptop.
70% of respondents
prefer the newest
model of laptop.
25. Lifestyle fact
Having personal laptop is
important
Using laptop at
home, campus, cafe, and etc
54% of the respondents dare
to try new brands
70% follow the latest trend by
using the newest model
26.
27. BELIEVERS
Motivated by ideals.
Conventional people with concrete beliefs based on
traditional, established codes, such as
family, religion, community, and nation.
Expressing moral codes that are deeply rooted and
literally interpreted.
Following established routines, organized in large part
around home, family, community, and social or religious
organizations to which they belong.
30. Relationship between Value, Motivation and
Replacing Laptop
“As the old laptop cannot fulfill the user value, the user
replace it with the new one.”
33. Form of Self-Image
• Self-esteem motive is using laptop.
ideal self-image
• people think of us and how people think of us when we
use the laptop.
social self-image
• using branded laptop or use the new laptop.
• Donate the old laptop
ideal social self-image
35. Need and Dormant Needs
Self-actualization
(self-development
and realization)
Esteem Needs (self-
esteem, recognition, status
Social Needs (sense of belonging, love)
Safety Needs (security, protection)
Physlogical Needs (food, water, shelter)
41. PERCEPTION
Almost all respondent have
change their laptop, with
many reason:
Old laptop is broken
Old laptop technology is out of date
Follow the newest trends
59
25
8
8
Replace Laptop
1 Times 2 Times 3 Times Never
What respondent do with
their unused old electronic
gadget:
17%
50%
12%
17%
4%
Unused Electronic Gadget
Treatment
Sell
Keep
Dump
Give to Other
Person
42. 87
13
E-waste Knowledge
Know
Never hear
about e-waste
46
54
Knowledge about the danger of e-waste
Understand
No Understand
Almost all respondent know about e-waste
But only half of them knowing the danger of e-waste
People didn’t have a knowledge
about :
• The danger of e-waste for health &
environment
• Where to dispose e-waste
• How to treat e-waste properly
• Recycling program for e-waste
