Factors Influencing Laptop Buying Behaviour among Consumers in Dhaka City

Abstract

Purchasing a new laptop is not an easy task and with so many brands and hardware available, it can be a sad experience to choose one that fits our needs. There are so many choices that it’s hard to decide. Technology is changing fast so our chosen laptop model may even expire before we take it out of the box! We can think about how much RAM we need, for example, which processor to choose or which graphics card to choose, which display to look for, which hard drive would be best for us. Moreover, due to globalization, many laptop brands in Bangladesh are supplying their products. Whenever we talk about technology in Bangladesh, the first technological shopping center comes to our mind is the IDB Bhaban where there are at least 300 computer accessories shops and most of them are selling laptops of different brands. These laptops differ in their specifications. Therefore, there are many areas to look at that make it difficult to know where to start the decision to buy a laptop.

The main purpose of the study is to explore the factors influencing the laptop consumer buying decision in Dhaka City. This research was prepared for the lack of well-known research on laptop consumer behavior in Dhaka City. The method used is a survey questionnaire, in which the target population is made up of university students and office workers. To collect the factors, 50 respondents were selected as samples through targeted sampling techniques and collected data from primary and secondary sources to use detection tools.

The findings of the report show that laptop price and after-sales service are factors that influence brand ownership, including laptop size, weight, hard drive and RAM capacity, operating system, and processor type. In addition, attributes of laptop specifications (such as reliability, portability, durability, and performance) have been found to have important significance in influencing brand ownership. In addition, other respondents believe that the brand has the greatest influence on the purchase decision. This can be seen from the fact that the most interesting brands are HP and Acer, well-known brands that produce high-quality products and influence consumer purchasing decisions. There are also several recommendations that are suggested both for Bangladeshi customers so that they can carefully choose while deciding to purchase any laptop and there are also recommendations for laptop sellers or brands so that they all can identify their shortcomings and improve their product offerings to attain customer’s needs.