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National Institute of Fashion Technology
Jodhpur
Consumer Behaviour
“DELL”
Submitted to: Submitted by:
Prof. Ruchika Nitin kumar
MFM-I (2013-2015
Executive summary
A successful marketer must understand consumer’s psychology and
behaviour to successfully grip the target market. To fully understand
consumer need, demand, marketers need to accomplish marketer
research. In this report, we have analyzed consumer’s psychology,
opinion, perception, and behaviour towards Dell-laptop.
Dell, Inc. is an American multinational information technology
corporation based in 1 Dell Way, Round Rock, Texas, and United
States that develops, sells and supports computers and related
products and services. Bearing the name of its founder, Michael Dell,
the company is one of the largest technological corporations in the
world, employing more than 103,300 people worldwide. Dell is listed
at number 41 in the Fortune 500 list. We have focused on brand
equity, image, external and internal factors etc.
Introduction
Origins:
East West University is a foundation that upholds eastern cultures and values,
and evocatively fusions eastern and western thought and innovation. To do
this it offers under graduate degree on different major subjects like Marketing,
Finance, HRM, Economics etc. Consumer behaviour (MKT 410) is one of the
courses of Marketing major. Precisely it teaches us how individuals feel, think
and act in the market place. While doing the course we have learned the
factors of persuading a buyer’s decisions, learning, attitude, memory, self-
concept and so many other vital things. To implement all of those or in other
way to practically experience those issues Mr. Farhan Faruqui, course teacher
of Consumer Behaviour has given us this term paper on “Dell Laptop”.
Objectives:
By doing the report, we will be able to know the target market’s profile of Dell
Laptop, their buying purposes and preference. We will also be able to know
the current market situation of the laptop products. We will be exploring the
facts how individuals get influenced towards laptops, what they feel about
different laptops and what are the comparisons. This report will also let us
know the possible commendations for Dell Laptop.
Scope:
The report is prepared concentrating on Dell Laptop. The area of the survey
was only in Dhaka city. So, all the estimations have been made based on the
city area. It is a comprehensive report based on structured questionnaire
survey, data calculation, people’s opinion, our perception and knowledge, and
books of Consumer Behaviour.
Limitation:
While preparing the report we had to face some problems:
1. For the sake of official secrecy, the concerned officials did not provide
enough information.
2. Time shortage was one of the major problems.
3. Then lacking of information among customer were another major problems.
In many case we found some people who do not have any idea about Dell
Laptop. Many people did not cooperate because they were not interested
4. As because the questionnaire was in English many people could not
understand the questions and thus could not answer well.
Background of Dell-laptop
Dell, Inc. is an American multinational information technology corporation
based in 1 Dell Way, Round Rock, Texas, and United States that develops, sells
and supports computers and related products and services. Bearing the name
of its founder, Michael Dell, the company is one of the largest technological
corporations in the world, employing more than 103,300 people worldwide.
Dell is listed at number 41 in the Fortune 500 list. Dell has grown by both
increasing its customer base and through acquisitions since its inception;
notable mergers and acquisitions including Alienware (2006) and Perot
Systems (2009). As of 2009, the company sold personal computers, servers,
data storage devices, network switches, software, and computer peripherals.
Dell also sells HDTVs, cameras, printers, MP3 players and other electronics
built by other manufacturers. The company is well known for its innovations in
supply chain management and electronic commerce. Fortune Magazine listed
Dell as the sixth largest company in Texas by total revenue. It is the second
largest non-oil company in Texas – behind AT&T – and the largest company in
the Austin, Texas area.
Company Profile:
Basic Information Company Name: Dell Laptop
Business Type: Information Technology Corporation.
Business Line: Different type of Laptops.
Product/Service: Dell Inspiron, XPS, Adamo and Studio.
Company Website: www.dell.com
Company Mission:
Mission is to be the most successful computer company in the world at
delivering the best customer experience in markets we serve.
Analysis of Consumer Behaviour
Profile of the Target Market:
In this part of the report, we have discussed the demographic, psychographic
and socioeconomic factors about the target market of Laptop. From this part it
is easy to find out all potential consumers age, sex, income, education, source
of information, influential factors, personality. This information have been
found out by conducting an extensive survey based on 60 samples and
analyzed by several statistical tools.
Demographic Factors:
Demography is the study of human population in terms of size, density,
location, age, gender, race, occupation and other statistics. The demographic
environment is of major interest to marketers because it involves people and
people who make up market and it also give them a clear description of them.
From the survey we found the result of demographic factors which are
described below:
Gender:
Usually marketers target their products towards a specific portion of the
market based on several analyses. Here we tried to find out the sensitivity and
the variation between the male and female respondents. For that we have
divided our total sample in two groups- male and female. We conducted our
survey based on 60 people’s opinion. Among these people, 60% were male and
40% were female.
From the survey result we found that among these 60% of male, 68% are the
customers of “DELL Laptop” and among the 40% of female, 32% are the users
of “DELL Laptop”. According to our findings it is very clear that the majority
customers of “DELL Laptop“are male.
Probable Strategy:
They should focus more on female customers, because most of the
consumers of DELL Laptop are male.
DELL Laptop should associate its product more with female consumers
by using renowned female personalities in its marketing activities.
DELL Laptop should advertise its product more to their target market.
They can make Television Commercials or Radio advertisements and
play it in between the programs which are made for young people
specially females.
They should introduce more vibrant colours. Example - Orange, green
and purple.
They can use Iconic Rote. For example, they can us e key-board by
proposing female ergonomic key-board.
Age:
Age is one of the most important factors to identify the consumers‟ behaviour
towards “
DELL Laptop”. Age carries with it culturally defined behavioural and attitudinal
norms. It affects ourself-concepts and lifestyles. To find out the responsiveness
about the
“DELL Laptop”, we asked questions to different age group of our sample to find
out the variation of consumer behaviour in different age.
We have surveyed people of different age groups. Among our surveyed
people, 55% of people are within the 16-25 age groups. It is clear that 16-25
age group people are majority in number.
From our survey we also found that 48% of people who are the consumers of
“DELL Laptop” are within the age group of 16-25. The age group of both 26-35
and 36-45 age groups should also be considerable in number as the pie chart
shows 28% and 16% of these groups‟ people use “DELL Laptop”. From this
survey we can say that most of the consumers of “DELL Laptop” are young
teenagers, university students and young professionals. Probable Strategy
They should focus on consumers who are under 16 years old.
They can associate“DELL Laptop”with child celebrities like Justin
Bieber, Henna Montana.
They can introduce special featured Laptop by using cartoon characters
image on the case of Laptop.
They can arrange quiz competition on information of “DELL Laptop”in
schools for creating depth and awareness of “DELL Laptop”with a
view to persuading to buy“DELL Laptop”.
They can offer discounts to whoever can show valid student ID Card.
They can offer preloaded games in the Laptop.
They can also provide free school bag with“DELL Laptop”
They can arrange special fairs in schools.
They can make special school packages with schools who like to
offer“DELL Laptops”to their students for educational purposes.
They should also extensively focus on their big market that is 16-25 age
groups because a large portion of this market hasn’t captured.
They can offer a special type of Laptop for different type of target
customer in the age group of 16-25 like gaming laptop for who like to
play game, studio laptop with high multimedia feature for who like to
listen music.
High configuration laptop for who are studying engineering section like
CSC, EEE, ETE.
Education:
Education has a strong influence on one’s tastes and preferences. It also
influences how one thinks, makes decisions, and relates to others. However,
education seldom provides a complete explanation for consumption patterns.
Those with a limited education are generally at disadvantage not only in
earning money but in spending it wisely.
According to our survey results, most of our surveyed people (49%) are
Masters/MBA.
From the pie chart above, we can see that 56% of “DELL Laptop” customers‟
level of education is Masters/MBA and 32% customer’s level of education is
Under Graduate. So we can say that educated people mostly prefer “DELL
Laptops”.
Probable Strategy:
As most of the customers are educated so“DELL Laptops”should use
green materials to manufacture its products.
They should safely dispose of laptop batteries so that is causes least
harm to the environment for the well aware and environmentally
concerned consumers of “DELL Laptops”.
Advertisement should be more informative and should focus on the
features and the configurations of “DELL Laptops”
They should offer licensed version anti-virus and essential office tools
software
They should practice social marketing which is the most preferable
criteria for educated people.
Occupation:
Most of the occupation predetermines the individual’s income level. One’s
occupation provides status and income. In addition, the type of work one does
and the types of individual’s one works with over time also directly influence
one’s values, lifestyle, and all aspects of the consumption process. In our
questionnaire we have asked question to identify which professions
respondents are appropriate target customer of “DELL Laptops”.
Among our surveyed people, the largest portions (54%) of participants are
students.
From our survey result we found that 40% of people who uses “DELL Laptops”
are students,32% are private employees, and 16% are Government employees
in occupation. So, the company should focus on students more as they are
biggest market and has biggest portion that has been not covered.
Strategy:
As most of the customers are students“DELL Laptops”should increase
the number of laptop models with different design and casing and
should offer student discount.
Have to focus on offering special packages for schools, colleges and
universities.
Colourful advertisement and association with young generation
celebrities will help to attract the students and increase the sales.
They can sponsor events in schools, colleges and universities like talent
competition and game tournaments to attract the attention of the
students who are the largest segment.
For private employees and business people they can emphasize more on
the quality and high features and configured“DELL Laptops”as they
can afford high price laptops also.
Social Factors:
Social factors denote the social status of the target market by considering
social class and other factors.
Social Class:
Income is highly influential in determining social class. To identify the
respondent’s social class we asked them about their individual income to find
their actual position in the society. The survey represents that most of the
participants are in the family income range of 40,001-50,000 or 30,001-40,000.
From our survey we found out that 40% of people who purchase and use “DELL
Laptops”, their family income are in between TK.30001-40,000 and 20% users
of “DELL Laptops” their family income are in betweenTK.40001-50,000. So we
can see that the consumers of “DELL Laptops” are middle class and upper
middle class. Probable Strategy:
Primarily they should focus more on middle class and upper middle class
people as they prefer“DELL Laptops”.
They can use price skimming pricing strategy to capture all layers of
middle class.
They can go to the cost leadership strategy by reducing augmented
features as the country’s economic factors are little bit vulnerable.
Can offer instalment method to grab lower middle class customer.
Secondarily, upper class of the society is the big portion of the laptop
market. Marketer can also attract upper class of the society by
proposing high quality and numbers of feature by charging extra price.
They can charge high price compare to competitors by proposing same
features to provide message towards the upper class customers that
purchasing DELL is part of status.
Other Findings:
We have found some other information like source of information, influential
factors, and ranks based on consumer perceptions which are described below:
The pie chart above has shown that 32% of our participants are influenced by
their friends to purchase the laptop products and 24% people are influenced
by them self and 15% by marketing activities.
Probable Strategy:
DELL should maintain the level of quality to satisfy their existing
customers as they are the reference people for them to the new
potential consumers.
DELL can launch special package in the Friends Day. For example, if two
friends buy two laptops they will be provided PENDRIVE and SPECIAL
SOFTWARE.
They can arrange case competition whereby the participant will be
provided special gifts if they suggest their friends.
For creating loyal customers “DELL Laptops” should focus on after sales
service as they can work as reference people if they become satisfied.
As most customers are spontaneously involved in purchasing “DELL
Laptops”, marketer can use classical conditioning by using the image of
expertise personality like Most of a Jobbar associating “DELL Laptops” in
advertisement.
They can also use Iconic Rote by proposing that, “We offer high
processing ram”
Source of knowing about “DELL Laptop” From our survey result, we came to
know that 33% of people heard about “DELL Laptops” from their Friends/
Relatives and Associate, 20% of the people got information from Websites and
17% from Magazines.
Probable Strategy:
DELL should maintain the level of quality to satisfy their existing
customers as they are the source of information for new potential
consumers which will work as the word of mouth.
DELL can offer special discount for siblings.
They should target different social networking sites and blog for their
online advertisement to grab online customer.
DELL can develop their own website which will be improved, informative
and easily understandable.
They should regularly update their website.
DELL should target life style and technology related magazine for their
advertisement.
They can buy full page magazine to isolate their print ad.
Their ad should contain more colour as colour is more important than
size.
TV commercials can transmit very clear information to people due to its
movement and exposure. Baskin-Robbins has to apply its classical
conditioning ads more on different TV channels.
Rank based on Consumers Perception
This chart has been developed based on Consumers perception about DELL
Laptop. In developing this chart we have used a 5 Space Ranking Tool.
According to this chart, DELL has the highest probability of being ranked no.1
which is strongly supported by the consumers who favoured it as their second
choice. Probable Strategy:
As HP/Compaq is close to be Rank-1 according to consumers perception,
DELL should do SWOT analysis of HP/Compaq.
DELL should increase the life time of battery and after sales service in
which HP/Compaq is stronger than DELL.
DELL should arrange seminar where they will ask for advice about
customization of DELL by providing gift to the respondent.
Self-Concept:
Personality:
Personality is the totality of the individual’s thought having reference to him as
an object. This analysis shows that the personal characteristics of those people
who have taken part in this survey.
From the table we can see that people who stand on average. They tend to be
more delicate, excitable, dominating, youthful and formal. First, DELL has to
give persuasive advertisement by highlighting all the features.
This graph has been developed based on consumers‟ perception about
themselves. We used a 5 space ranking tool o measure those perception. In
this graph, the more close the rankings are towards rank 5 the more the
surveyors are tend to be Delicate, Calm, Submissive, Adult, and Informal. On
the other hand, the more close the ranks toward rank 1 states that the people
are tend to be more Rugged, Excitable, Dominating, Youthful, and Formal. The
ranks show the extremism of individual attributes.
Probable Strategy:
As most of the customers of laptops are Delicate, DELL can introduce
persuasive ad in the Magazine as well as Newspaper which is considered
important media source for delicate people.
In the same time, delicate people are looking for source reliability of
advertisement. DELL can use reliable and expertise celebrity
endorsement for their advertisement like Saied Akbar.
Excitable people love colourful ads, excitable offering, and exciting
events like sports. So DELL can introduce colourful ad, exciting offering
like buy one laptop get one Speaker free. DELL can also sponsor the T20
game.
As youth people love to follow opinion leader, DELL can use the image of
opinion leader like Dr. Muhammad Zafar Iqbal.
As youth people fond of stylish and fashionable case, DELL can offer
stylish and fashionable case by conducting research and development.
As youth people are interested in buying gaming and studio laptop, so
DELL can offer those.
DELL can also arrange laptop fare by targeting youth people.
Dell can arrange seminar on IT revolution which can promote DELL.
As formal people are quality concerned rather than price, DELL can offer
quality features like durability, high configuration, and friendly licensed
operating system.
Psychological Factors:
Conditioning:
Conditioning refers to learning based on association of a stimulus (information)
and response (behaviour or feeling). There are two basic forms of conditioned
learning-classical and operant.
Classical Conditioning:
The process of using an established relationship between a stimulus and
response to bring about learning of the same response to a different stimulus
is called classical conditioning.
Operant Conditioning:
A response that is given reinforcement is more likely to be repeated when the
same situation arises in the future. Reinforcement plays a much larger role in
operant conditioning than it does in classical conditioning. Since no automatic
stimulus-response relationship is involved, the subject must first be induced to
engage in the desired behaviour. Then this behaviour must be reinforced.
Operant conditioning often involves the actual usage of the product.
Through operant condition “DELL Laptop” can grab more customers. For
example, they can introduce special discount program in special occasions.
After purchasing “DELL Laptop” at special discount consumer start liking for its
augmented features. Then consumer tends to buy “DELL Laptop” at full price
whenever they demand for laptop.
Memory
Memory is the total accumulation of prior learning experiences. It consists of
two interrelated components:
Short-Term Memory
Long-Term Memory
Short-Term Memory:
Short term memory is that portion of total memory that is currently activated
or in use. It is often referred to as working memory. It is an active, dynamic
process not a static structure.
Maintenance Rehearsal:
This is the application of short term memory. Maintenance Rehearsal is the
continual repetition of a piece of information in order to hold it in current
memory for use in problem solving or transferable to long term memory.
Strategy
DELL can launch TV commercial specially before IT related program and they
can hire space in front of IDB building, Manik Mia Avenue, Mohakhali Flyover,
in front of Ruposi Bangla to create repeated rehearsal in their memory which
will help to increase the likings of “DELL Laptop”.
Long-Term Memory:
Long-Term Memory is viewed as an unlimited, permanent storage. Long-Term
Memory carries numerous types of information such as concepts, decision,
rules, process, affective states and so forth. In case of long term memory
product stays for a long term and consumer can recall after a certain period of
time.
Semantic Memory:
Semantic Memory is the basic knowledge or feelings about a concept. It
represents the person’s understanding of an object or event at its simplest
level.
After hearing“DELL Laptop”, the attributes come in the mind of the people
are High Status, Durability, High Price, High Memory. These attributes work as
semantic memory to the people’s mind. (According to our survey we found
29% people said High Status, 21% said Durability, 15% said High Price, and 13%
said High Memory come in their mind after hearing the name“DELL Laptop”).
Semantic Memory/ Schema:
It is what a consumer thinks and feels when the brand name is mentioned. It is
the source of personal experiences and opinions through which customers can
differentiate“DELL Laptop” differently. “DELL Laptop” contains several
characteristics, usage situations, episodes and affective reactions. While
surveying the customers, we found several memory events about “DELL
Laptop” which are given below:
Positioning of “DELL Laptop”:
Brand image is nothing but the schematic memory of the human beings. It is
the combination of attributes, benefits, usage situations, users and
manufacturer/marketer characteristics that people applies while interpreting
“DELL Laptop”. It is often used interchangeably with brand image. Product
positioning has a major impact of long term success of brand. It is the place
that marketers want to have in the mind of target customer. To capture a good
share in a market one can offer consumers greater value, either through lower
prices or by providing more benefits that justify higher prices. We tried to find
out the position of “DELL Laptop” in the market by asking a question- What
comes in your mind when you hear the word “DELL Laptop”. Like High Status,
Durability, High Price, High Memory, Portability, Availability, High Battery Life,
Convenient to use.
According to our survey, we found that, majority of people (29%) said High
Status comes in their mind, 21% of total people said Durability, 15% of people
said High Price, 10% of people said Availability, 9% of people said High Battery
Life and 9% Convenient to use.
“DELL Laptop” has to focus on its High Status and Durability of the laptop
because according to people’s opinion their positioning depends mostly on
Status and Durability of the laptop. Their High Price of laptops also plays a vital
role here as 15% people gave their opinion towards it.
Perceptual Mapping:
Perceptual mapping offers marketing managers a useful technique for
measuring and developing a product position. It takes consumer’s perceptions
of how similar various brands or products are to each other and relates this
perceptions to product attributes. Through perceptual mapping we tried to
show “DELL Laptops” position compared with other brands in the market:
Based on our survey, we have completed our measurement and found some
difference between “DELL Laptop” and other brands. The measurement is
shown in perpetual mapping. From the above perpetual mapping, we can see
that “DELL Laptop” has the best quality and is more expensive than other
brands. After “DELL Laptop”, “HP/Compaq” takes place in the second best
position from both the Price & Quality. Then “Fujitsu”, “ACER” and “TOSHIBA”
are in the third, fourth and fifth position respectively.
So, now we can say that “HP/Compaq” and “Fujitsu” are the main competitors
of “DELL Laptop”. “DELL Laptop” falls in the portion of Good Quality and High
Price. “DELL Laptop” is not that much available around Dhaka. Only two
authorized dealers are serving in the whole country. So it is very inconvenient
for people to visit dealer’s stores. So people are quite unhappy for it.
Moreover, people face difficulty at getting after sales service whenever they
needed.
Probable Strategy:
DELL Laptop should emphasize on word of mouth by using Iconic-Rote
that “we offer the best laptop”.
So DELL should increase price by proposing augmented features.
DELL should increase the use of quality materials for increasing
Durability.
DELL should increase the number of dealers.
Attitude:
An attitude is an enduring organization of motivational, emotional, perceptual,
and cognitive process with respect to some aspect of our environment.
Attitude component:
Measurement of cognitive component:
The component consists of the belief that the people have towards different
laptops. To measure the cognitive component towards“DELL Laptop” we
asked consumer to place belief about the best attributes of “DELL Laptop”
and their“Ideal Laptop”in a semantic scale. To fully evaluate it, we also
asked them to place their beliefs about “HP/Compaq”, as they are very
popular and have a position in the market from the very beginning. We
constructed the cognitive component measure like the following way:
High Status ____ ____ ____ ____ ____ Low Status
High Durability ____ ____ ____ ____ ____ Low Durability
High Price ____ ____ ____ ____ ____ Low Price
High Configuration ____ ____ ____ ____ ____ Low Configuration
High Picture Quality ____ ____ ____ ____ ____ Low Picture Quality
Portability ____ ____ ____ ____ ____ Less Portability
Better after Sales Service ____ ____ ____ ____ ____ Low after Sales Service
The belief of customers towards ideal laptop:
Based on our survey, people’s opinion and our perception, for the “Ideal
Laptop”, we gave 30% weight to Status and 20% weight to Price. We gave
equal weight for Durability, Configuration, Picture Quality, Portability, and
After Sales Service that is 10%. We gave30% weight for Status because
whenever people think of “DELL Laptop” they think about status and because
of status of their laptops they are referred by people’s friends, family and
associates. We gave 20 % to price because one of the criteria of maintaining
quality and status is to maintain its price as no one would think a laptop as
High Status if it is not High Priced. We gave 10 % weight to other attributes as
those come after Status and Price as they are the pre-determinants for the list
of probable buying options.
As we know that the closer an attitude index calculated in this manner is to
zero, the better is the result. The total weighted average of “DELL Laptop” is
0.71. The weighted average of “DELL Laptops” Status and After Sales Service
are very high 0.14 and 0.105 respectively which represents bad situation. From
measuring the cognitive components, we found that the difference between
the “Idea Laptop” and “DELL Laptop” Status is 0.467, Durability difference is
0.8167, Price difference is 0.85, Configuration difference 0.6833, Picture
Quality is 0.65, Portability is 0.8, and After Sales Service difference is 1.05. If we
compare it to the “Ideal Laptop”, we find all are in bad situation but the Price
and After Sales Service are in worst situation.
If we compare “DELL Laptops” with “HP/Compaq”, we can see that the total
weighted average of “HP/Compaq” is higher than “DELL Laptops” that is 0.85.
We can say that the situation of “HP/Compaq” is much worse than “DELL
Laptops” in the market.
Changing Cognitive Component:
A common and effective approach to changing attitudes is to focus on the
cognitive component. “DELL Laptops” can change the consumer’s belief
towards their product by changing beliefs, shifts Importance and add beliefs.
Change Belief:
From the surveyed result, we can see that “DELL Laptop” has less efficiency in
After Sales Service. They have to change this belief. By establishing more
service centres, DELL can change consumer’s belief about their After Sales
Service and can especially mention their efficiency on After Sales Service in
their advertisement. Through giving repetitive advertisement on After Sales
Service, people will start to change their belief towards “DELL Laptop” and will
start to believe that they have efficiency on After Sales Service.
Shift Importance:
According to surveyed result, people think that although “DELL Laptop” has
High Status but it has less efficiency in After Sales Service. So if “DELL Laptop”
focuses more on High Status by proposing that “Owning DELL Laptop is a part
of status”. Through this concept “DELL Laptop” may be able to grab more
consumers by shifting their importance in Status.
Add Beliefs:
According to our surveyed result we found that, 13% people believe that DELL
Laptop has High Memory. So DELL can promote that “if one wants to do
corporate work they need high memory which DELL has”. By this way DELL can
add a new belief.
1. Measure of affective component: It is emotion and feeling of the
customer to a particular service. They showed their likings about “DELL
Laptop” in the survey that is given below:
From the above table we can see that 27 people out of 60 people surveyed
“Agree” with the statement “I like the configuration of Dell Laptops”, 24
people also “Agree” with the statement “I am satisfied with the durability of
“Dell” Laptops”; 24 people said they are “Agree” with the statement “Dell
Laptops are affordable”; 17% people Strongly “Agree‟ with the statement “I
like DELL Laptops”. The most noticeable thing is 13 of our surveyed people
„disagree‟ with the statement “Dell Laptops are affordable”; 13 people is a big
number. So “DELL Laptop” has to focus on their affordability.
Probable Strategy:
According to surveyed result, people think that although “DELL Laptop” has
High Status but it has less efficiency in After Sales Service. So if “DELL Laptop”
focuses more on High Status by proposing that “Owning DELL Laptop is a part
of status”. Through this concept “DELL Laptop” may be able to grab more
consumers by shifting their importance in Status.
Changing Affective Components:
It is increasingly common for a firm to attempt to influence consumers liking of
its brand without directly influencing either belief or behaviour. If the firm is
successful, increased liking will lead to a tendency to purchase the brand
should a need arise. Marketers use three basic approaches to directly increase
affect: classical conditioning, affect toward the ad itself and mere exposure.
Classical conditioning:
One way to directly influencing the affective component is through classical
conditioning. To change the affection of the customers we need to use classical
conditioning. “DELL Laptop” can use celebrity on their advertisement. When
people will see their favourite celebrity is using “DELL Laptop”, they will be
convinced by the advertisement. As they like the celebrity, they will like the
advertisement and through this way they may change their concept.
Affect toward advertisement:
Liking the advertisement can increase the tendency to like the product. “DELL
Laptop” can give their advertisement on billboard by using more bright colour
that can easily attract more attention of consumers.
2. Measurement of behaviour component:
A series of decision to purchase or not to purchase a product or to recommend
it or other brands to friends reflect the behavioural component. The
behavioural component tries to predict the actual behaviour of consumers that
in this case whether they are using “DELL Laptop” or not. This was measured
by asking two questions:
1. Last time I used _________________ Laptop.
The result of the survey below:
Here, we can see that 42% of consumers‟ last time consumed “DELL Laptop”,
30% of consumers last time used “HP/Compaq” and another 13% last time
used “TOSHIBA”, 8% of consumers last time used “ACER”, and 7% of
consumers last time used “Fujitsu”.
2. Usually, I recommend ______________ Laptop.
From our survey findings we can see that 48% people usually suggest “DELL
Laptop”, 22% people suggest “HP/Compaq”, 12% suggest “ACER”, 10% suggest
“TOSHIBA”, and 8%people usually suggest “Fujitsu”. We can say that
“HP/Compaq” is the main competitor of “DELL Laptop”.
3. What is the likelihood that you will buy “Dell” Laptops the next time
when you purchase Laptops?
Definitely will buy.
Probably will buy
May or may not buy
Probably will not buy
Definitely will not buy
According to our survey result, 29% customers‟ opinion was “May or may not
buy”,24% “Probably will buy”, 23% people said they “Definitely will buy” the
DELL and equally 12% people said they “Probably will not buy” and “Definitely
will not buy”.
Changing behavioural components:
Behavioural component cannot change directly. With the change of cognitive
and affective component, behavioural component may change. Changing
behavioural prior to changing affect or cognition is based primarily on operant
conditioning.
Operant conditioning:
It is the main source to change the behaviour of the customers. The behaviour
component can be changed based on operant conditioning. If “DELL Laptop”
gives discount to the people and after discount people may like it due to its
augmented features. Finally people will purchase the product with full price.
Through this way “DELL Laptop” can change the behavioural component.
Component Consistency:
A change in one attitude components tends to produce related change in other
components. Marketing managers are ultimately concern with the influencing
behaviour. Nevertheless it is often difficult to influence directly. Consumer will
often listen to sales personnel, attend advertisement, or examine package.
Marketers can therefore, indirectly influence behaviour by providing
information, music or other stimuli that influence a belief or feelings.
Recommendation:
Dell, Inc. is an American multinational information technology corporation
based in 1 Dell Way, Round Rock, Texas, and United States that develops, sells
and supports computers and related products and services. A lot of people of
Dhaka City like the Dell-laptop for it high status, durability, high price and high
memory. But Dell-laptop has some limitations which should be fixed to attract
more consumers, to increase market share, and to build loyal customers. Dell-
laptop has to do the following marketing strategies.
Advertising:
Dell laptop should increase advertisement. Dell should introduce
informative adds in the technology related magazine and daily
newspaper. Dell should also focus on Billboard advertisement.
Sometimes Dell can launch TV commercial.
Improvement of Features:
According to customer’s opinion, it should improve its features.
Otherwise it will not survive in the competitive market and lose the
young customer segment.
Should be affordable:
“DELL Laptop” price should be more affordable. Many people cannot
purchase their laptop because of high price.
Increase in product line:
They should introduce laptops in its store. They have to expand their
product line, have to bring new products.
Convenience:
Baskin-Robbins is not available to the customers. It has only two
authorized dealer in Dhaka which is located at IDB Vhabon. It has to
contract with more dealers in Dhaka city for the convenience of
customers. As its target market is Upper middle class and Middle class
people, it can launch dealership in Gulshan, Uttara, Baridhara etc to
catch the target market.
Conclusion:
Dell, Inc. is an American multinational information technology corporation.
Though it has lots of limitations; it is liked by many customers due to high
status and durability.
