One of the best ways to gauge and understand consumer buying behaviour is to try and analyze your own thought process and information-search process while in the process of choosing/buying a product. I am in the process of searching for information on netbooks in India. (If you have any inputs/personal experience in using netbooks, please help!). During the course of my information-search, 2 theoretical learnings became evident in practice:
1. The internet is a POWERFUL tool for a brand
I had no idea of an Acer Aspire D250 till today. But thanks to some STRONG Online PR and active, engaged users posting comments, I have developed a positive opinion about the product. Since comments in furoms, portals are mostly user-based (are they?) the reason to beleive the claims are strong and hence, they tend to make an immediate impact on one’s perception.
2. A negative brand experience (especially for high-value items) can leave a terrible taste in the mouth of the consumer.
I used an HP Pavillion Notebook for a year and the (apparently common!) hinges problem struck my Laptop too. The result, of course, was that in my perception HP as a brand took a huge hit and the perception continues even now (3 years later) when I consider netbooks – a different category where HP is also present.
As for my decision of netbook, I am sold on an Ideapad S10-3C for now – arguably the best available in India right now at that price point. And of course, Lenovo Laptops are sturdy and I personally like their Keypads a lot – they are very finger-friendly!