Factors Influencing Consumer’s Buying Decision on Purchasing Laptops in Bangladesh: A Study on Dinajpur and Rangpur City

Abstract

Wireless connectivity is not considered a luxury now-a-days. It has become a necessity for today’s generation for meeting their computing needs from every place at any time. Following the success of desktop computers, laptop computers have become highly popular as versions of desktops with the full functionality of desktop computing and the portability which allows users to carry them anywhere. Hence, the sale of laptop has been increased in Bangladesh is referred as third fastest growing laptop market in the Asian region. Laptop companies are introducing new features in their laptop brands. Hence, it became difficult and confusing for an ordinary consumer to decide which laptop to purchase and how to purchase. The present study aims to study the influence of various demographic variables on the choice of laptop brands, to identify pre purchase attributes and to identify considerable decision making factors in buying a particular laptop brands. The data were collected through structured questionnaire. A total of 100 respondents were selected from both Dinajpur and Rangpur city through random sampling method. Frequency distribution, factor analysis is used to analyze data through using SPSS software. Kaiser-Meyer-Olkin Measure of Sampling Adequacy (.624) and Cronbach’s Alpha (.849) is used for Scale Reliability. The results from the study show that there were eight pre purchase factors and five decision making factors which influence consumers’ laptop purchase decisions most. Those factors can be stated as follows: Processor, Memory, Hard disk capacity, Guarantee warranty, Battery life, Display, Modem facility, Ease of usage, Price, Quality, Brand image, After sale service and Availability of spare parts etc.