Topic: Study of consumer buying pattern towards computers ( Desktops, Laptops, Notepads

etc.) .

Objectives:

i) To study the consumer buying patterns towards computers.

ii) To find out the factors that influences the consumer buying patterns towards
computers.
iii) To open new vistas for further research.

Need For Study:

The need for study arises on account of increasing popularity of computers ( Desktops, Laptops
etc.). Day by day the number of people using computers are increasing at an alarming rate. So, it
becomes vital for the marketers to study the buying pattern of consumers towards computers and
to identify the various factors that influences the consumer purchasing pattern so that the
computers according to their taste and preference should be manufactured. Hence, the need for
the study arises.

Scope of study:

1. The research study is confined to consumer purchasing pattern towards computers.

2. The target population comprises of all those who are the users of computers.
3. The area of the study is jallandhar.
4. Sample size is 100.
REVIEW OF LITERATURE:

William (2001), identifies that it is the customer who makes the decision of buying something.
But, there are very few customers who are capable of making an entirely independent and
rational decision. Through, his research he propounded that there are number of external factors
that influences the consumer purchase decision. One of the most important factors is the social
influence, which plays a very important role in a customer purchase decision. The social group
includes the family, the social class and the culture.

R Yuvarani (2009), discovered that everybody in this world is a consumer. Everyday of our life
we are buying and consuming an incredible variety of goods and services. However, we all have
different tastes, likes and dislikes and adopt different behaviour patterns while making purchase
decisions. Many factors affect how we, as individuals and as societies, live, buy, and consume.
External influences such as culture, ethnicity, and social class influence how individual
consumers buy and use products, and help explain how groups of consumers behave. The study
of culture encompasses all aspects of a society such as its religion, knowledge, language, laws,
customs, traditions, music, art, technology, work patterns, products, etc. Culture is an extremely
critical and all pervasive influence in our life.

Emma Dickman (2006), identified that the introduction of colorful laptops in the market has
changed the consumer buying behaviour. Pink laptops in particular are gaining popularity among
womens, girls and young women employees and they are now mostly preferring laptops in pink
colors. Apart from color some other factors that influence consumer purchase are weight, size,
screen size, peripherals, memory, ram, price etc.

Soumya et al. (2010), identified the factors influencing the purchase decision of shoes by the
consumers in Kolkata. They found that Individual buyers take different factors into consideration
while purchasing any commodity, which is a necessity. The probable factors have been classified
into four groups-product, price, place and promotion. The most important factors that influence
consumer purchase patterns towards shoes are quality, durability, valur for price aid, discount
and same quality with low price are considered to be as the most important by the consumers
before purchasing shoes.
Ibrahim Alnawas (2010), discovered that the use of celebraties for endorsing products
influences the consumer purchasing pattern. The findings of the study reveals that : using
celebrity influences consumers' buying behavior positively, Differences in celebrity gender have
a significant effect on consumers' buying behavior.The more likely the celebrity career matches
the endorsed product the more likely to influence consumer buying intentions. The more credible
the celebrities the more the influence on consumer purchase decision.

Mirela and Gordana (2006), examines the significance of social class and income in
understanding consumption and purchasing behavior. They discovered that both social class and
income significantly influence buying behavior. Infact social class proved to be more significant
than income in . The research showed that income better explains purchasing habits and behavior
with less visible products associated with significant expenditures, while social class matters
more with products reflecting life-style values, i.e. more visible and expensive products
associated with class symbols. Since members of different social classes and income categories
differ significantly in buying preferences with all analyzed products/services, it can be concluded
that both variables, depending on specific situations and types of products/services, constitute
important factors that influence purchase pattern of the consumer.

Bill Perez (2007), discovered that the changing trend i.e., the introduction of technology
(internet) has lead to the change in the consumer purchase pattern. After, the introduction of e-
commerce most of the consumer prefer buying through internet. This in turn reduces post
purchase behaviour related to regret and dissatisfaction. Furthurmore, internet has increased
accessibility of the products by the consumer. Hence, with the passage of the time the buying
pattern of consumer is also changing.