Marketing strategies for laptop using Conjoint Analysis

Abstract

The behaviour of the person is not only influenced by his genes but also by the environment as a whole. Every person has unique set of experiences, expectations which are influenced by cultural norms, social interactions, psychological makeup and personal circumstances in terms of stage of life, economic situation, occupation, lifestyle and personality and results in forming of attitude, opinion, perception, values, beliefs, evaluative criteria which ends up in terms of purchase action thereafter resulting in post purchase behaviour. The basic tools, which help synchronise product with human behaviour/perception, are product itself, the price aspects, promotional aspects, and place/location aspects also to find out the relative importance of Laptop attributes using conjoint analysis. The present work is exploratory in nature based on  field survey of two major cities of Jaipur and Jodhpur in Rajasthan. To summing up the study it concludes about Indian consumer profile that purchase laptop and the marketing mix which influences the purchase of laptops in terms of specific variables like Internet advertisement, Cash discounts, etc.