| Home

Overview


Original Research

IMPACT OF PRODUCT STRATEGY ON CONSUMER PURCHASE DECISION OF LAPTOP AMONG COLLEGE STUDENTS FROM NORTH KARNATAKA

BASAVARAJ GIRIMALLANAVAR 1, Dr. SRINIVASA G 2, and Dr. H. S. ADITHYA 3.

Vol 18, No 11 ( 2023 )   |  DOI: 10.5281/zenodo.10171326   |   Author Affiliation: Assistant Professor, MBA, Cambridge Institute of Technology, Bangalore. Research Scholar, SJCIT, Chikkaballapur Affiliated to VTU, Belagavi, Karanataka 1; Associate Professor, Department of MBA, SJCIT, Chikkaballapur and Research Scholar, Department of MBA and Research Centre, SJCIT, Chikkaballapur Affiliated to VTU, Belagavi, Karanataka 2; Professor and HOD, MBA, SVR College of Commerce & Management Studies, Bangalore 3.   |   Licensing: CC 4.0   |   Pg no: 628-641   |   Published on: 20-11-2023

Abstract

In today's rapidly evolving technological landscape, innovation and development are constantly shaping products to cater to the needs and desires of individuals. Technology plays a crucial role in facilitating communication and the sharing of information among various user groups. One notable trend is the increasing prevalence of laptops as a versatile tool for storing, transferring, and accessing information swiftly, providing consumers with the convenience of having relevant data at their fingertips, regardless of their location. The aim of this study is to assess the influence of product strategy on purchase decisions. The research employs a descriptive and causal research design, with primary data being the primary source of information. To gather primary data, a questionnaire survey was conducted. This study specifically targets college-level students in North Karnataka as its sample population. A total of 150 respondents were selected from various educational institutions in North Karnataka using a convenience sampling method. The data analysis primarily utilized descriptive statistics like mean median, mode, correlation and regression analysis. The findings of this study reveal that product strategy has a positive impact on purchase decisions. However, it is noteworthy that components/ parameters of product strategy do significantly influence the choice of product when it comes to selecting a laptop among college-level students in North Karnataka.


Keywords

Factors of Product Strategy, Consumer Behaviour, Buying Behaviour, Technology.