| dc.description.abstract | The quality of life of Vietnamese people has been changed due to the development of Vietnam’s economy and the globalization. In the time of technology and communication brings the laptops become extremely among consumers especially on the students and officers. The laptop market is dynamic and diversified with many kinds of laptop products. Due to that reason the consumers are hard to choose a suitable one that can satisfy their needs, they may be continue changing their laptop many times. Therefore, the purpose of this research is to figure out the differences in laptop purchasing decision of a student buying first laptop for her/his first year in university and new bachelor buying laptop for her/his first career.
By applying the three out of five consumption values influencing consumer choice behavior: social value, emotional value and psychological value with data collected from 300 targeted audiences and some interviews taken place with experts in laptop industry, the research found that both freshmen and officers are affected by the brand, the quality of laptop, the price of laptop, the policy of warranty, the promotion program,… when choosing a laptop. The freshmen consider the price, quality and warranty of laptop whereas the officers consider carefully other factors like the introduction from friends, the brand and design of the laptop. Moreover, the laptop companies or laptop stores should care more about the service after sales as well as the information channel to attract more consumers.
Although there have some limitations in the research, marketer in laptop market can know more about the opinions as well as needs of consumers (freshmen and officers)
to engage with them, a very potential segment in the market. | en_US |
