A Report on Consumer Decision Making Process Of

Purchasing A Tablet

Introduction:

A tablet computer, sometimes known as a tablet computer, is a mobile device that combines a
mobile operating system, touchscreen display processing circuits, and a rechargeable battery
into a single, small, and flat compact. Modern tablets are quite similar to modern
smartphones, with the exception that tablets are larger than smartphones and may not be able
to connect to a cellular network.

Instead of using a mouse, touchpad, or keyboard, the touchscreen display is controlled by

movements made with a finger or a digital pen (stylus). The existence and look of physical
keyboards can be used to classify portable computers. The slate and booklet are two types of
tablets that lack physical keyboards and instead rely on a virtual keyboard displayed on their
touchscreen displays to take text and other input.

Fact: Samsung Galaxy Tab S and Apple iPad Pro are most Sold Tablet Computers. Apple
uses IOS and Samsung uses Android Operating Systems.
The tablet's form was conceived in the mid-twentieth century (Stanley Kubrick featured
fictitious tablets in the 1968 science fiction film A Space Odyssey) then prototyped and
perfected in the last two decades of the century. The iPad, Apple's first mass-market tablet,
was debuted in 2010, and it quickly became a hit.

Tablets quickly gained ubiquity following that, and they quickly became a huge product
category with personal, educational, and workplace applications, with sales stabilising in the
mid-2010s. Viewing presentations, video conferencing, reading e-books, watching movies,
exchanging images, and more are all common uses for a tablet PC.

The Consumer Decision Making Process:

There are three types of decision-making: limited decision-making, limited decision-making,

and extended decision-making. Consumer purchase engagement is a metric that measures a
consumer's concern about or interest in the purchasing process. Consumers typically make
nominal decisions when selecting low-involvement, low-cost, and familiar products that are
commonly purchased.

Between nominal and extended decision making, limited decision making involves limited
external search. Extensive decision-making is usually reserved for products with a high level
of engagement, such as pricey or unfamiliar products. The more information that is sought,
the more attributes that must be carefully considered.

Consumers have numerous sorts of buying decision behaviour for different types of products
with varied levels of involvement, such as complex buying behaviour, dissonance reducing
buying behaviour, habitual buying behaviour, and variety seeking buying behaviour.

Application for decision making process:

1. The Overall Reasons For Purchasing A Tablet:

Motivation and personality: Motivation and personality, perception, learning, values,

beliefs, and attitudes, and lifestyle are all useful concepts for understanding purchase
processes and directing marketing activities.

Consumer Behaviour: Tablet Purchasing Mind Map

 2. The Specific Reasons For Purchasing A Tablet:
 Price
 Size
 Brand loyalty
 Design
 Connectivity (3G, 4G, 5G, WIFI)
 Operating System (iOS, Android, Windows)
 Features and Specifications (Camera, Storage, Ram, Graphic Card, Battery life)
 Manufactures (Apple, Samsung, Microsoft)
 Store Accessibly
 Ratings and Reviews
 Apps availability
 Warranty
 After-Sales Service

Steps In Consumer Decision Making Process:

Consumer decision making process includes five steps. They are:

1. Need Recognition
2. Information Search
3. Evaluation of Alternatives
4. Purchase Decisions
5. Post Purchase Behavior
Step 1 - Need Recognition:

This first step involves the consumer in Recognizing the need for a product or service
consumer decision making. In this step, the consumer identifies that he/she has an unsatisfied
need to be satisfied.

 Finding alternative to mobile phones laptops and PC

 Anyone who has to do daily tasks or assignments
 Students to listen classes or consume entertainment
 An Employee whose primary role requires to work with a Convertible Tablet
 The need to have a smaller, Touch screen device rather than a desktop
(PC)/Laptop
 Play video games and stream them on the internet
 Creativity, Production and Content Creation using design softwares and pen
support
 For recording videos while travelling and Drone Control
 The attached tablets in Aero planes and Cars
 Conducting laboratory experiments, aeronautical and military realms

Recognizing the need for the Tablet and then addressing it through a purchase decision. It is
the first step in the consumer purchasing decision-making process, also known as problem
identification. It occurs when a consumer discovers an unmet need or a task that must be
completed. Like any other purchase decision, a consumer's decision to buy a Tablet is usually
preceded by the discovery that they truly require the product. There are a variety of factors
that can cause someone to realise they require a tablet. For example, their old Tablet may be
outdated, they may require additional conveniences that a PC cannot provide, or they may
require an additional laptop to handle office work.

Step 2 - Information Search:

The information search stage in the consumer decision process shifts from day to day as
consumers seek more and more information about products that meet their needs and
preferences.
The Consumers make purchasing decisions based on internal and external factors, previous
interactions, and word of mouth. This is the stage of information search in which the
consumer may visit physical stores as well as use online services to conduct an analysis.

Tablet maker Brads like Samsung and Apple must provide sufficient information to potential
customers to assist them in making this decision. Recommendations and suggestions from
people who have purchased the product and have previous product experience can also be
used to obtain information.

 The consumer will be looking for features, price, different brands, performance,
processor, battery backup, and other factors that will meet their needs. For each
consumer these features will differ.
 Consumers will be searching the information regarding Tablet as per their needs
and preference. Consumers can approach nearby shops, dealers and online
shopping sites to know about Tablet and whether it can satisfy their need. They
also communicate with their friends, relatives or people who own the Tablet for
reviews and more details regarding Tablet of their preference.
 Warranty and service after purchasing the product are also some the factors
consumers look up on during information search for buying the Tablet.

Step 3 - Evaluation of alternatives:

Consumers evaluate products based on their needs and use case in this step. In general,
consumers assess Tablet based on their Durability, Compatibly, Price, After-Sales Service,
and Warranty. In some cases, a feature of social status can also influence the evaluation like
preferring Apple over Microsoft and Samsung.

However, because they only require one product and want to maximise their satisfaction with
the budget in mind, they evaluate the identified alternatives to find the best deal. There are no
universal criteria that consumers can use to compare the available options as these factors are
subjective in nature. Each consumer weighs the options based on the factors that are most
important to him or her Personal, Social, Situational, Psychological, and Cultural factors.

For example, when purchasing a Tablet, one consumer may base his/her decision on price
and customer reviews, whereas another may base their decision on Ratings and Reviews
Compared to other person who looks for Features and Specifications. Some might go with
the Brand Name Samsung Galaxy Tab S and Apple iPad Pro are most Sold Tablet
Computers. Apple uses IOS and Samsung uses Android Operating Systems.

Step 4 - Purchase Decision:

This step entails selecting a product, in this example a Tablet, and deciding whether or not to
purchase it. At this point, the consumer has weighed all of the evidence and reached a
rational conclusion.

So, after conducting extensive research and weighing many options, the consumer will
eventually make the decision to purchase a Tablet. Most Tablet models on the market, have
competing brands with similar features, Prices, Quality, and Design.

It also refers to whether the goods are purchased at a store or online. It's also possible that the
customer goes back to the information stage to double-check his or her purchase decision.
This means that two or more Tablets can satisfy the buyers' evaluation criteria, giving them
an equal chance of being purchased.

To ensure that their goods are chosen above other brands, tablet manufacturers must go above
and beyond to provide exceptional After-Sales Services, Warranties, and other Features and
Specifications that will entice users to their brands. Alternatively, they can develop
advertisements that display their products as more superior than rival brands as this would
help reduce customers’ dissonance.

Step 5 - Post-purchase Evaluation

This step When a buyer discovers whether he is satisfied or dissatisfied with a product
purchase, this is known as Post-Purchase Behaviour. The customer's feelings about a
purchase will have a huge impact on whether he will Buy the goods again and remain Loyal
to the brand, or whether he will look at other brands' products.

In this step, The consumer considers whether the product was a good investment, how he
feels about it, if he or she would return to the brand for future purchases of the same or
similar products, and whether they would recommend it to Friends and Family at this phase.
From a commercial standpoint, it's critical to focus on After-Sales Services in order to keep
customers delighted with the product and give them a favourable impression of the company.

When purchasing a new product, the consumer will be concerned about whether the product
will provide all of the features that the customer required and satisfy them. As a result,
following this process will assist them in selecting the best product from the alternatives.

After the sale, asking customers for feedback on the product will make them more attached to
the brand and more likely to opt for it in the future, as well as recommend it to another
consumer looking to buy a laptop. If the product fails to meet the consumer's expectations,
they will be disappointed in their purchase of the Tablet after conducting extensive research
on the product. Hence, post-purchase behaviour plays an important role in a consumer's
purchase decision.
Research Results On Consumers Purchase Decisions For Tablets: