Marketing (Buyer Behaviour) Essay Example | Topics and Well Written Essays - 2000 words

Marketing (Buyer Behaviour) - Essay Example t will provide the business executives with sufficient information regarding the strategies used by HP and Dell in terms of being able to effectively influence the buying behavior of its target consumers. Founded in 1939 by Bill and Dave (HP, 2008a), Hewlett-Packard (HP) manages to grow as the leading computer manufacturer in the global markets. Today, HP operates in more than 170 countries all over the world. Dell was founded by Michael Dell in 1984. (Dell, 2008a) Since then, the company remains focused on addressing the specific needs of the customers when purchasing a computer system. Dell’s strategic decision to penetrate the global markets in 1987 (Dell, 2008b) enabled the company to become one of the biggest computer manufacturers today. Specifically in Australian market, HP and Dell were able to capture the biggest market shares with 21% and 15% respectively. (Tung, 2008) (See Appendix I – Market Shares of Major Computer Manufacturers in Australia on page 11) Under the Needs and Wants, discussion will focus on determining the buyers’ behavior on these two major portable computer manufacturers, a clear market segment and the specific needs and wants of the consumers in terms of using the two branded laptops will be identified. Eventually, the different strategies used in motivating consumers to purchase either of these two products as well as the attitudes or consumers’ preferences with regards to these brands will be discussed. The last part of the report will tackle the impact of consumers’ social class on how marketers are able to communicate with them including how the marketing communication methods used may have affect the consumers’ perception on these products. Between September ___ to ___ of year 2008, a total of 100 market research survey questionnaires will be distributed to a total of 100 laptop owners who are living in Australia. (See Appendix II – Market Research Survey Questionnaire on page 12) Aside from conducting a