| dc.description.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. | en_US |
