A study on laptop buying behavior of undergraduate students in Ho Chi Minh City

Abstract

Technology are developing in an incredible speed which allows people to invent and produce stronger computers with a cheaper price. In this conjuncture, more and more people in Vietnam are able to use computers to assist their work. Computers are becoming more and more important to a significant number of people and they all want to own a personal computer. Therefore, computers, including laptop, have a very potential market in Vietnam. For those students, laptop is a very necessary tool to assist their study. Hence, universities and colleges students have formed a big and promising segment in the laptop market. Nowadays, consumer have more opportunities to search for a product that can adapt their needs. Consequently, the consumer behavior have changed. To be successful in the laptop market, laptop manufacturers and retailer must understand their consumer behavior to implement an appropriate marketing strategy to have an effective approach. By applying the model of consumer decision making process to analyze the behavior of students through the data 300 respondents, this study found that students pay a lot of attention to laptop’s hardware capabilities, brand name and warranty policy while making a purchase decision. They prefer to buy laptop at authorized distributors and good reputation is most important factor that attract them to a store. Students do concern about the price of the product because their budget for buying laptop mostly come from the support of their family and they do want to have a discount on the product price. Although this research still have some limitations, it give some useful information and suggestions to laptop manufacturers and retailer to expand their market share in the laptop market.