Factors Influencing Students’ Buying Decision of Laptops: A Case of Students Pursuing Master’s Degree at Lumbini Banijya Campus

Abstract

The focal objective of the study is to investigate various factors that most significantly affect the laptop buying decision of students. Self-administered questionnaire was distributed among the students pursuing Master’s degree at Lumbini Banijya Campus (LBC). The data analysis were carried out by using descriptive statistics like mean, median, mode, standard deviation and coefficient of variation and by using statistical tool like analysis of variance (ANOVA). As shown by the results, product features and brand were seen as the most significant factor affecting the students’ purchasing choice of laptops and price was seen to be the least significant one. While analyzing the association of various product related factors and demographic variables it is found that relationship of gender with price was statistically significant but the relationship of gender with brand, product features and promotion was not statistically significant. Similarly, the relationship of age group with the product related factors was not statistically significant. Likewise, the relationship of family income with price, brand and product features was statistically significant but the relationship of family income with promotion was not statistically significant. Since, the study has pointed out the factors that are considered as highly important by the responders the manufacturers can produce laptops focusing on such factors and local distributors can import laptops focusing on such factors in order to attract students.