RUNNING HEAD: UNSATSIFACTORY PURCHASE EXPERIENCE: A PURCHASE DECISION OF LENOVO

LAPTOP

PA-2 Assignment Paper on

Unsatisfactory Purchase Experience: A purchase decision of Lenovo laptop

Submitted By:

Sudip Thapa

BN190248

BUS 612 

Market Research

Submitted to:

Dr. Sajeeb Kumar Shrestha

Faculty, Presidential Business School

Westcliff University

August 8, 2020
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ABSTRACT

This PA-2 assignment paper is all about post purchase dissonance of my recent purchase of

Lenovo Laptop. The purchase experience starting from cognitive decision-making factor is

briefly described in this assignment paper with my expectation from the product and service. The

concept of sales presentation is given with regard to my interaction with the sales person.

Further, this paper aims to explore the major outcomes of my dissonance or dissatisfaction of

purchase experience and my emotions associated with the dissatisfaction of my purchase

decision. This paper is prepared with my direct experience of the product and services.

Keywords: Interaction, Lenovo, Laptop, Dissonance, Purchase decision, Dissatisfaction

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INTRODUCTION

The global business world with intense competition has made the customers more sensitive

towards the product and services. Satisfying the needs and demands of customers is one of the

major goal of marketers and business to enhance their growth and equity. This assignment paper

deals with the concept of Post-Purchase Dissonance. Post-Post Dissonance is the consumer state

of mind and feeling of dissatisfaction after making purchase and consumption of goods and

services(Graff et al., 2012). Dissatisfaction usually occurs when our expectations from the

product and services does not meet. Dissatisfaction occurs when there is gap between

expectations and reality. With intense competition in the market, companies are peeking more on

product differentiation and customer satisfaction with blend of value positioning marketing mix

strategies. Brand Loyalty occurs when the customer is fully satisfied with the product and tends

to go for same brand and repeat purchase.

Customer Satisfaction has the core dimension of fulfilling the dynamic needs of customers,

perceived value, affective response, Sales promotion schemes etc. Customer satisfaction being

one of the major goal of marketers occurs if the marketers is able to meet the expectation of

consumers through different value positioning product and services. In the meantime, it is

equally important to make prior market research understanding the consumer behavior, attitude,

values, culture, personality, perception and make positioning and marketing mix strategies

accordingly.
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Purchase of Product or Service

Recently, I have made a purchase of Lenovo Laptop from one of the showrooms located at New

road, Kathmandu. As the purchase involve high involvement purchase decision so the overall

purchase decision was quite sensitive for me. It all stated with my need of laptop for my regular

assignment, research work and for professional use. Before making final purchase of Lenovo

laptop, I didn’t go for deep research and search of information towards the product neither made

any comparison. As I was in immediate need of laptop so one of my friends from abroad

recommend me to purchase Lenovo Legion Y740 model. For convenience, I purchased it from

one of the Lenovo showrooms at Newroad. The specification of my Lenovo Laptop includes 4

GB Ram, 500 GB hard disk, 15-inch display screen, 2 GB graphics Nvidia, octa core processor

of 1.5 Ghz. Thus, my dissatisfaction occurs before my purchase of product with the sales

presentation of one of the salesmen. The sales presentation was very bad and communication the

sales man made with me was very harsh and seems quite annoying. The way he responded my

queries and dilemmas about the product was very inappropriate.

Hence, I purchased Lenovo Legion Y740 model laptop without any comparison or any research

towards the product without any decision criteria.

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Expectations when I bought the Product

Expectations are the degree of desire or something that we seek from the product or services. It is

the strong belief of occurring something that we desire or seek to (Olejniczak, 2017).

Dissatisfaction usually occurs when the product or services does not meet our expectations.

Further, following were some of my major expectation when I bought the product:

Good Sales Presentation:

As the product was high involvement purchase with high cost and I was totally unaware about

the product and its features. So, I had high expectation of good sales presentation by the sales

person of the Lenovo showroom that best satisfies my need. As my expectation was not met

when the sales person didn’t properly interreacted with me.

After Sale Service:

As the salesman of the showroom has assured me of giving free after sale service. With regard to

this I had made high expectation of getting proper after sales services after I bought the product

but the showroom didn’t provide proper service after I took it for maintenance and repair after 1

month.

Proper functioning with Durable Battery backup:

After I bought the product, I had very high expectation of meeting my requirements and

satisfying my needs and solving problem. There lacks a gap between my expectation from the

product and actual perceived product. The Lenovo Legion Y740 laptop which I purchased seems

to be functioning not properly as I expected with frequent loss of power and heating problem

with very less battery backup.

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Interaction with Sales people before, during and after Purchase of Laptop

Proper Sales Presentation leads in appealing the customers and triggering their mindset to make

the purchase decision satisfying their needs. Salespeople are the opinion leaders and

professionals who acquire prior knowledge and expertise about the brand and its product and

services and represent the company (De Carlo & Barone, 2013) Interaction with sales persons

aids in getting prior insights about product features, advantage and other factors associated with

the product and services. Communication with the salesman is significant factor while settling

on a buy choice. Sales representative helps in the decision-making procedure of the client's

needs. The idea that the salesperson esteem creation can be appreciated by looking at his

particular interaction (Hohenschwert, 2017).

Before my purchase decision of Lenovo Laptop, the interaction with sales person was not very

effective. The sales person lacked prior communication skills. The way he made sales

presentation was not as good as expected. Making interaction before purchase, I found out that

sales person lacks prior communication skills and he was unaware about product features and

lack product knowledge. Interacting with the showroom’s sales people was very annoying with

their harsh behavior in dealing with the customers.

During my purchase situation of Lenovo Laptop, the sales person was just pushing me to make

purchase of Lenovo Legion Y740. But in the meantime, he was also unaware about the core

benefits of purchasing the product and was not able to answer my opinions and queries about the

laptop’s working bits, form of hard disk (SSD or HDD), warranty policies etc. Interacting with
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him during purchase was very effective as the sales person was just pushing me to purchase

without presenting and core benefits and features of the product.

Finally, interaction with the sales person after I purchase the product was too ineffective and I

was fully dissatisfied with the service of Lenovo showroom in Kathmandu. I frequently contact

the sales representative about the issues in processor and battery that I faced after I purchase the

product, but the sales person was not very responsive in providing the after-sales service facility

as I expected. Thus, there exists many loopholes in sales presentation and lacks proper

communication skills in sales representative.

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Feelings and Emotions that accompanied my Dissatisfaction

Feelings are the consumer state of conscious belief or reaction towards product or services

(Laros & Steenkamp, 2005). There exist certain feelings and emotions attached with the

purchase decision or purchase situation. When the brand or product and services fails to satisfy

the needs and desire of customers, it leads to intense dissatisfaction accompanied by emotions,

attitude, or feelings towards the product or services. The disgusting environment in the

showroom with bad sales presentation, product which I purchased not meeting my expectations

are some of the major reason for my dissatisfaction. I was not pleased with the service provided

by Lenovo showroom. The harsh way of interacting with the customer made me feel very bad

about the entire showroom experience.

 The interaction of sales person with lack of proper communication skills and lack of prior

knowledge and expertise about the product made me feel low about the purchase decision

instantly but as I was in immediate need of product so I ignored the bad communication

of sales representatives.

 There was very high expectation from the laptop which I purchased with the belief that it

may fulfill my requirements and function properly. But I felt very bad about the overall

responsiveness and functioning of Lenovo laptop.

 There were emotions attached with my purchase of laptop because the product is very

high involvement purchase and also very costly. I had spent my whole 3 months earnings

in the purchase of Lenovo Laptop. I had very high expectations from the product

purchase and very optimist about the brand. The processor heating problem, low battery

backup, unsupportable programs and software and product not meeting my expectation
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made me possess negative attitude and negative feelings towards the product and entire

Lenovo brand.

Major outcomes of my Dissatisfaction

Dissatisfaction leads to possess negative attitude towards the product and negative word of

mouth towards entire brand and company. Dissatisfaction have the core negative outcomes of

driving customers decision to reduce re-purchase intensions and negative attitude towards the

brand. So, it is very important for marketers to satisfy the needs and desire of customers with

proactive marketing mix strategies.

Following are some of the major outcomes of my dissatisfaction:

Negative Attitude towards the brand:

As I was fully dissatisfied with my purchase of Lenovo laptop in terms of low battery backup,

heating processor, unsupportive programs and software, and entire after sale service of the brand.

My dissatisfaction leads to possessing negative attitude towards the product and entire Lenovo

brand.

Re-Purchase Decision/Brand Loyalty:

As the product didn’t meet my expectations and bad experience of the product creating negative

influence forced me to not go for any Lenovo product and not making any re-purchase decision

and not being loyal towards the brand.

Referral/Word of mouth:
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As I suggested other my friends to never go for Lenovo Legion model purchase and not to make

purchase from the showroom of Newroad, Kathmandu. This created negative outcome of

peeking negative word of mouth towards the product.

 The overall dissatisfaction from the purchase led in giving poor ratings and negative

feedback in the review section of the company’s official web portal and other social

media platform.
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CONCLUSIONS

In the world of intense competition and sensitive marketplace, one of the major goal of marketers

is to satisfy the needs and desire of customers which lead in enhancing their brand loyalty and

brand equity. My dissatisfaction on the purchase of Lenovo Legion Y740 laptop occurred when

it didn’t meet my expectations and experiencing very poor after sales service from the Lenovo

showroom.

In nutshell, Dissatisfaction have the core negative outcomes of driving customers decision to

reduce re-purchase intensions and negative attitude towards the brand. So, it is very important for

marketers to satisfy the needs and desire of customers with proactive marketing mix strategies.

Hence, the overall dissatisfaction from the purchase led in giving poor ratings and negative

feedback in the review section of the company’s official web portal and other social media

platform. I hereby set conscious mindset to never peek on Lenovo brand laptop.
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References
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Graff, J., Sophonthummapharn, K., & Parida, V. (2012). Post-purchase cognitive dissonance –
evidence from the mobile phone market. International Journal of Technology Marketing,
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Laros, F. J. M., & Steenkamp, J. B. E. M. (2005). Emotions in consumer behavior: A

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Olejniczak, T. (2017). Post-purchase dissonance - A difficult area of research in Poland. Polish

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