Effect of brand image and product features toward purchasing laptops

Abstract

This independent study, Effect of Brand Image and Product Features on Purchasing Laptops, aimed to investigate two factors, brand image and product features that affect to purchasing laptops. This study focused on attitude toward brand image, how brand image affect on consumers’ mind that generate purchasing decision, and what factors of product features that affect on purchasing laptops. The subjects of the study consisted of 172 people who worked or use services at D-Computer Company. Selected by accidental sampling and were asked to complete a questionnaire. The main finding of the surveys was that the majority of respondents recognize brand HP (Hewlett-Packard). Regarding of brand image, they almost trust the product that renowned brand and they agree with the product that renowned brand image can enhance their image. For laptops, brand image was the factor that affect on purchasing the most, next they gave priority to product quality, after-sale services, and services. For product features, they gave priority to product design, weight, and small size of laptops, also affected to almost respondents that were female.