'The Buyer is Boss\r'

'Millie and liza have been friends for the longest time. near months ago they decided to sh are an apartment, and that is how they raise the twain-bed fashion solely they are currently renting. Asked what their first major misdirect was after the move, they chorused that they just now both got laptops. twain of them had desktops, Millie take down has a overlord type which helps in her do work as a graphics designer. Liza, a writer, had an old(a) desktop which sufficed for word publishing and internet access.However, they accentuate they needed the laptops because â€Å"the apartment is small, there is no room for two desktops,” justifying that they needed the gadgets and did not just take them. However, they had different ideals for a laptop they have in mind. Millie, being a graphic designer, needed a high-end mobile computer which will be superior in memory and speedâ€and the bigger the monitor, the better. Liza, on the other(a) hand, was more conscious act ive the price. She precious a laptop that will work just like her old desktop, and she has set a reckon to stick strictly on.Friends have warned them that laptops will greet more than powerful desktops do, provided the need for space was of primacy. They went on to look for and window shopping. Through hick Answers, a web service where people provoke connect to each other for questions and answers about some anything, they found the trump out suggestions: computer stores in the field of battle and eBay. While the computer stores option gave competitive prices and models, the two girls complyd they will get cheaper units from eBay. They checked the turn up for a couple of weeks using a wizard user account, and finally found the laptops.It was Liza who found hers first. It was an mid-model Compaq Presario 1400 which was â€Å"released in 2002 according to my rehunt. ” Apparently, Liza was researching each of the fruit she saw and took note of which will give her th e vanquish computer with what little money she has. Millie got hers, a second-hand MacBook, about a month after, and she too went by the research ordeal. They asserted that shopping in eBay will aim lots of patience, research, and inquisitiveness, else one might end up â€Å"with a D-class item”.Luckily, their finds were both A classes. Both Liza and Millie were contented with their laptops, but they now agree with their friends that â€Å"it is costlier to live with a laptop… we have to barter for mice to avoid overusing the trackpads, and soon we might need a [laptop] cooler, and I noticed that my laptop hangs more a lot than my old desktop,” says Liza. But given a election to spend their money on some other things, Millie declined. â€Å"With these space-saving gizmos, nothing else will be better. ” AnalysisAllen (2003) describes the five unconscious processes in a vendee’s buy decisiveness making: problem recognition, information searc h, evaluation of alternatives, purchase finish, and post-purchse behavior. Looking at the buy process that transpired surrounded by Liza and Millie, it is obvious that they both went through the whole process. They realized the need to get laptops, gathered information, selected the best offers, bought the items, and came up with the feedback. Both of them had criteria for the laptops they wantâ€recommendations, function (save space), and usage.However, Millie rivet on quality and performance because of the demands of her job, while Liza was more concerned about her budget. All these are part of their awareness, then follows the search for information. Rohan (nd) asserts that information search may be internal (based on fellowship and past experience) or external. Millie and Liza resorted to external sources. on that point are four types of external sources: personal (family and friends), commercialised (advertisements), public (news and bulletins), and experiential (tried point of intersection). (Buying Decision Process, 2006) In the case, a mixture of personal and commercial were utilized.Because the criteria for the laptops are clear, the process was easy for the two. They were able to sort out the purchase decision process of where, when, and if to buy, after which they came up with the think feedback that they were satisfied with their purchases. In some instances, parts of the emptor decision process may be skipped or reversed. This is determined by high- intimacy or low-involvement. High-involvement purchases are those that admit investment as they are costlier and have upright effects to its buyers (e. g.appliances, jewelry) while the low-involvement purchases are simple things that atomic number 50 be bought (e. g. bread, milk, burger). (Buying Decision Process, 2006) Brooks (1999) ratifies this by motto that the buyer decision process is passing situational and involvement level-dependent. Furthermore, he states that involvement may be influenced by economic, psychological, performance risk, and decision novelty factors. This theory is highly visible in the case. Millie and Liza had high-involvement purchases to make, and the factors played a major role.Economically, Liza was more conscious than Millie, but it is the other way around with regard to the product’s performance risk, though psychologically and in relation to decision novelty the two were consistent. The buyer decision process happens everyday to everybody. All buying processes require a person to go through at least two or lead steps in the process, which may lead to a sale or not. When applied theoretically, the buyer decision process is a good tool for consumers to demand their wares, and for merchants to know how to target their consumers. For Millie, Liza, and their sellers, it definitely worked.\r\n'