Influence Of Personality And Demographics On Laptop Purchase Decisions

Respondent 1

Discuss about the Research in Business Individual Report.

There are different types of influences on a person in his or her life. This is because of the reason that there are different sorts of scenarios and situations in which people grow up. It is only natural for the circumstances and characteristics of personality to govern the way in which an individual performs in the overall situations in his or her life and the decisions which they take in different aspects of their lives.

With the advancement of technology and development it has become very essential for individuals to ensure that they remain connected on the internet. Different sorts of work are best possible in case individuals have access to a net connection. Laptops have made it possible in recent times to ensure that the lives of people become smoother and a perfect balance is established in their lives. There are different types and categories of laptops to suit the needs of all generation of consumers and users. There are the young student age group which have the needs centred on projects, assignments and other study work. The work professionals require to balance their overall work according to their genre and domain. Along with this it is also essential for the people who have retired either to watch episodes, movies of their choice or for other technical reasons.

Technology has made it possible for work to be catering to the needs of all age groups based on their needs as well as budgets. In this report, there are a total of 5 respondents who have been part of a survey involving their personal details and their laptop choice based on the 5 options which have been previously provided to them. Out of these five self assessment sheets, of the five respondents, three are chosen to analyse how the different factors of personality or demographics has an impact on the laptop choices of these respondents.

The first choice for this analysis is respondent 2. It is seen from the survey report that the respondent is a female and she is 26 years old. The occupation of the girl is that of a flight attendant. The highest degree which the respondent holds is a Bachelor’s. she has also stated that the laptop decisions are usually taken by her on her own. The respondent belongs to the country of Australia. The income of the household pre-tax is $ 129500 out of which the respondents own income was $ 60500 which is close to half of the total family income.

Respondent 2

The evaluation criteria as mentioned by the respondent are given as follows:

From the above scoring it is clear that, the totals for options 1, 2, 3, 4 and five are respectively,  23, 19, 20, 27 and 19 respectively. Therefore for the respondent two the best laptop is option 4 which is the Dell XPS 13.

Regarding the personality assessment of the respondent it can be clearly stated on the basis of the results of the survey that she is extraverted, moody, very sympathetic and kind to others open to newer and better experiences and very careful and efficient.

Therefore it can be said that the respondent is independent, young, extraverted, open to new possibilities and therefore does not shy away from choosing a laptop which is a perfect balance between size, performance, warranty and storage. The screen size and the weight make it portable and easy for her to carry in case she needs it. The warranty helps her in using the laptop fearlessly and getting an assurance of change in case it is damaged within a short span. Her choice of processor and memory make it clear that she intends to use it well and is knowledgeable about the specifications.

The second respondent chosen for this analysis is respondent 3. It is seen from the survey report that the respondent is male and is aged 38 years. He is a fashion designer by profession. The highest level of education of the respondent is that of a bachelor’s degree. The respondent is a divorcee and is an American by nationality. The entire family income is basically the income of the respondent which is $ 99100.

The evaluation criteria which the respondent is shared is are follows:

Based on these criteria the scores for the options 1, 2, ,3, 4 and 5 are 13, 14, 21, 16 and 19 respectively. Therefore for respondent 3, the ideal laptop is option 3, that is the Dell Inspiron 17 5000.

The personality assessment of the respondent with respect to the survey shows that he is quite extraverted, extremely moody, very less sympathetic and kind to others, fairly open to new experiences and very less careful or efficient. In order words the impact of his divorce has an effect on his personality and the traits of his personality.

Being a divorcee the price of the laptop even if high does not cause a huge impact on the person as he does not have to worry about any sort of family expenses. The warranty and the weight is also high but it is proper for use in his personal chamber or place of work.  The graphics of the laptop play an important role in his choice of computer because he is a fashion designer and the photographs and specifications are important to him. The memory and latest version also make the laptop meet his needs.

Respondent 3

The third and final respondent chosen for this analysis is respondent 4. It is clear from the survey report that the respondent is a female whose age is 51 years and she is a full time homemaker and mom. Her highest education level is class 12 examinations. She is married and does not ever take laptop decisions on her own. Such decisions as stated by her are tae by her husband and children. She belongs to New Zealand and out of the total pre-tax income of the family comprising $ 126900, she has zero contribution.

The evaluation criteria as stated by the respondent are given as follows:

Based on the evaluation criteria as shared by the respondent, the scores for options 1, 2, 3, 4 and 5 are 23, 21, 25, 20 and 22 respectively. There is clearly no amount of parity on the choice of this particular respondent. All the scores are close to each other and do not follow any specific pattern of choice. The laptop which is ideal according to this particular respondent is option 3. This is the Dell Inspiron 17 5000.

It is highly unlikely that this respondent is going to buy the laptop for her own use or with her own money. Therefore the implications of price and specifications have no impact whatsoever on her. She is very much unlikely in understanding the implications of specifications, which include memory, hard disk, storage, warranty and graphics among others. Therefore this choice is clearly not in proper knowledge or understanding or for proper use. This also deviates the survey from its normal aim of understanding the customer preferences and opinions with regard to laptops.

The personality analysis report of the respondent clearly shows that she is moderately extraverted, quit moody, extremely sympathetic and kind to others, open to newer and better experiences and quite careful and efficient which are typically the characteristics of a mother and a homemaker.

Discussion and Conclusion:

Organized and consistent performance has an impact which reflects in the decision making which is also organized and consistent. In addition to this, the personality types determine the types of factors which individuals consider at the time of decision making. It is also true that the features such as extraversion, introversion, neuroticism and also features like classical conditioning, self actualization, ego, among others impacts the behavior which individuals have on others. This is clearly reflected in the survey which has been conducted which is clearly understandable from the survey. It is very vast and can be regarded as a representative of the sample.

It can be stated that the target range of customers who are likely to buy a laptop out of the five options which have been provided are those who are working and need it for their work purposes or the students who require it for their studies. Therefore it is recommended that the option 4 which is the Dell XPS 13 is the laptop which is the best possible option out of the different provided options to the customers. This is because of the reason that the specifications of the laptop are up to date and the hard drive is also of a great capacity. The screen size is not too small and it is good enough to be portable. The warranty of the laptop is also that of 2 years and therefore proper enough to be used by professionals without any fear of damage. The price though a bit on the higher side is easily affordable by the people who are working professionals.

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