Hewlett-Packard (hp) desktops consumer behavior in Saudi Arabia Consumer behavior model (macro approach)

Hp is a computer company with its origins in the United States. as the company seeks to expand its market into other regions of the world, it faces the challenge of marketing its product to consumers who share minimal similarities to the consumer in the home market. To succeed in the new market requires innovative solutions that cater for the customers needs and achieve the business aim of making-profit
. The intricacy of related factors and the consumer behavior makes the matter of seeking out solutions complex. The management of the company must operate from a position in which they understand the behavior motives of the consumers so thrive in the market. Saudi Arabia is a strict Muslim country where the people operate within unwritten rules and regulations. The culture influences every aspect of the Saudi people including purchasing decisions.
The Howard-Sheth model- describes the consumers motives of behavior, the purchase decision-making phases, and the components. It is an instructive model to describe consumer conduct in selecting a desired brand from many alternatives. To increase the certainty, this comprehensive model is based on three variables. They include motivating inputs, External factors, and Consequential factors. Islam is an inseparable part of the Saudi community and is ingrained in their culture. The Quran is the holy book of the Saudis and comprises definite instructions in all spheres of life including social, economic, moral, and political aspects. They have no distinction of secular and spiritual life, Islam influence all aspects of their life and is the single most influential determinant in the culture of the Saudis. The motivating inputs comprise mostly of things learned from family and friends. The culture of the Saudis favors the male member of the society over the female. Most of the decisions, including purchasing decisions are the responsibility of the male member of the family. The culture is high in masculinity and engages in husband dominant decision-making because they believe the man is in charge of the household. The motivating input places the responsibility of purchasing something, including a computer on the male. As such, the Hp Company must focus their advertisement and design of the desktop to specifications that best fit male member of the society because he is the decision maker. External factors comprises social variables not under the control of the consumer in the short run, however, the consumer has the influence in the end. This includes the social status and the social viability of the product the consumer is purchasing. A computer is a social viability product as the consiumer gets to show it to his friends and family. it is essential that the Hp Company brands its computers to meet the expectations of the consumers in the various social classes in the country. Consequential factors is concerned with the perception and learning of the consumers. Perception is a mental representation of the information received via the five senses. The Saudis with their fatalistic nature and the belief that everything coming into their lives is predestined have a low rate of uncertainty avoidance. Their trust in religion allows them a greater tolerance for ambiguity and risk. They have a low rate of brand loyalty and uncertainty avoidance. Family is of outmost important to the Saudis; as such, the target of the HP Company should be how their product fit in the daily family life of the Saudis.
Decision model of purchasing an hp PC
The Wentz-Eyrich Model- the model emphases that the purchase process starts before the purchase and continues well after the purchase has been made. The purchase process includes:
Stimulus
Identifying problem
Search for information
Evaluating alternatives
Making the purchasing decision and actual purchasing
Post purchase behavior
Factors interacting in the purchase decision-making
Nature of consumer- comprises of socio-economic characteristics, income, shopping experiences, learning ability, beliefs, social class, and occupation.
Nature and distinctiveness of product- comprises of price, quality, post-purchase services, socio-economic and psychological benefits.
Nature and characteristics of the purchase situation- the consumer is influenced by the salesperson, the socio-economic conditions, and the purchase context.
Factors affecting the purchase decision
Social factors- humans are social beings and often make decisions under the influence of the environment. Social factors include:
Culture- a combination of symbols and artifacts invented by a group of people and transmitted from one generation to the next. Greatly determine behavior include purchase behavior.
Social classes- shows ranking in the society and defines the general accepted behavior of the members in a particular class. Sets members lifestyles and reflect the societys values and institutions.
Reference group- includes the people who the purchaser interact with, and they affect the purchasers behavior pattern by influencing his values, attitude, and behavior.
Age- age play a paramount role in determining an individuals behavior. This influence the motives of purchase and the needs the purchaser intends to meet with the purchase of the product.
Educational level- influence an individuals behavior, motives, and cognition, which ultimately determine the consumption behavior.
Gender- women and men behave differently in different situations, times, and conditions. Men purchase decisions are often rational whereas those of women are often impulsive.
Psychological factors- behavioral sciences indicate there are internal factors that influence the purchasing behavior of consumers. They include:
Motives- this is the internal energy that drives an individual behavior to achieve certain goals. Stimulate needs and desires.
Learning- involves the process of changing how an individual respond to a situation because of experience and training.
Perception- involves giving meaning to the external world based on experiences. It is the process of forming a mental impression.
Personality- it is an intricate complex of behaviors and reactions to stimuli in the external environment and various life occurrences.
Levels of income- the level of income determine the purchasing power of the consumer. The purchasing process includes two important components, i.e., the purchasing desire and the purchasing power. The purchasing power is determined by the consumers level of income.
Marketing factors- marketing seeks to identify what the consumer wants and subsequently design products and services to satisfy the consumer. The products and services are availed to the consumer at a suitable cost and place while constantly informing the consumer about the product to persuade him or her to purchase it. the marketing factor includes:
Influence of salesperson- control the image the consumer has of the product and the producing company.
Advertising- it is the purposeful transfer of information by the producing company to the consumer, to trigger purchase of the products.
Product- a good or service that has certain characteristics that satisfy the needs of an individual or group of people.
Price- this is what the consumer has to part with to get the reward the product has to offer.