Friska Ardniyani-29111380 Hanna Friska-29111020

Hilda-29111304Reski Mapriharto-29111326Gilang Surawijaya-29111350

Background

Laptop become common technological good today

Consumer has different criteria to select their own laptop

Also has different way to dispose and replacing their old laptop

Objective

Identify consumer behavior in select and having laptop and led to disposing and replacing the laptop

Demographic & Consumption Pattern

  CountGender  

Male 14Female 10

Age  21 – 30 y.o 2231 – 40 y.o 2

Occupation  Student 22Worker 2

Demographic & Consumption Pattern

Demographic & Consumption Pattern

“The criteria for choosing and replacing laptop mainly because of the

laptop performance”

Myths and Behaviour E-WasteThere is some myth about laptop that

make people wrong to threat their laptop

Take battery of when plugged to power source will make

battery life longer

Electricity current to battery automatically stop when the battery is full. It will not affect the battery life

Charge laptop when the battery is 10% or less

Only apply on NiMH or NiCAD batteryPast 10 years, all laptop manufacture use

Lithium-ion or Lithium polymer battery

Run screensaver make computer screen lifetime

longer

Only for CRT screen to avoid ghost image phenomena on the screen

LCD screen didn’t have ghost image phenomena

battery

Screen server

Keep laptop always on is use less energy than turning off and

booting up process

Less energy is needed to booting up laptop

Keep laptop always on will reduce laptop lifetime

Energy SaverPRODUCT

Always want make their laptop clean

Buy laptop protector such as sleeve, screen guard,

bodyguard & keyboard silicone

Less using laptop component

Buy additional tools: external drive, mouse, external keyboard

User Behaviour

Extend laptop lifetimeBecause laptop is expensive

gadget

Keep the selling price high

If the user want to sell their laptop

Motivation

Usually, electronic items will be passed to younger family members

Moreover, in terms of use, most people use a laptop outside the house and use the PC at home.

Laptops are usually bought by parents rarely buy their own so most children will not appreciate things

Sometimes their parents also pass it to their children

People lack of awareness responsibilities to their waste, not only e-waste

Dispose waste not at the placeNot separating wet waste and dry wasteDidn’t care enough at recycling program

Based on paper from Plyush Sharma

Personal

Culture

INDIVIDUALISM

MASCULINITY

Independence Interdependence 37.00

37.50

38.00

38.50

39.00

39.50

37.92

39.50

IDV -

5.00

10.00

15.00

20.00

25.00

30.00

35.00

40.00

38.71

Masculinity Gender Equality 30.00

31.00

32.00

33.00

34.00

35.00

36.00

37.00

38.00

37.42

32.92

MAS -

5.00

10.00

15.00

20.00

25.00

30.00

35.00

40.00

35.17

UNCERTAINTY AVOIDANCE INDEX

POWER DISTANCE

INDEX

Risk Aversion Ambiguity Intolerance 30.50 31.00 31.50 32.00 32.50 33.00 33.50 34.00

31.92

33.83

UAI

UAI -

5.00

10.00

15.00

20.00

25.00

30.00

35.00

32.88

Power Social Inequality 30.50 31.00 31.50 32.00 32.50 33.00 33.50 34.00

31.60

33.75

PDI

PDI -

5.00

10.00

15.00

20.00

25.00

30.00

35.00

32.56

LONG TERM ORIENTATION

Tradition Prudence -

5.00

10.00

15.00

20.00

25.00

30.00

35.00

40.00 32.31

39.50 LTO

LTO -

5.00

10.00

15.00

20.00

25.00

30.00

35.00

40.00

35.39

Reference Group Influence

People around us shape our decision

Reference Group Influence

Predicted personality

• An individual’s consistent response tendencies across situations and over

• personality traits – General personality traits– Consumption specific

personality traits

PREDICTED

General Personality traits General Personality

Traits

Response Tendency Marketing Implication

Self consciousness Aware of oneself in many

situations

Product which appropriate

with self image

Separateness Perceive themselves as

individuals

Ads that reflecting

independence and

individualism

Need for cognition High: think most of the

time. Low: less thinking

Ads with quality argument

(high) or attractive

endorser (low)

Need for achievement Achieve high scores on

performance task

Product that serve to get

the job done, e.g. laptop

Consumption Specific Personality Traits

Consumption- Specific

Personality Traits

Response Tendency Marketing Implication

Market Maven Gather information

about products, shop,

etc.

Promotional message of

new products through

direct mail

Opinion leadership Acquire, store, &

communicate product

information to others

Educate on new

products

Deal proneness Seek the best bargain

possible in shopping

situation

Coupon & discount as

primary method if it is a

sizable segment

Predicted personality (cont’d)

From the questionnaires:

92% of the respondents buy laptop as needed.

77% said that their laptop should match

their personality such as entering personal

element.

70% have particular preference in choosing

a laptop design.

54% of respondents dare to try new brand

of laptop.

70% of respondents prefer the newest model of laptop.

Predicted Lifestyle

Predicted Lifestyle

Lifestyle fact

Having personal laptop is important

Using laptop at home, campus, cafe, and etc

54% of the respondents dare to try new brands

70% follow the latest trend by using the newest model

BELIEVERS

Motivated by ideals.

Conventional people with concrete beliefs based on traditional, established codes, such as family, religion, community, and nation.

Expressing moral codes that are deeply rooted and literally interpreted.

Following established routines, organized in large part around home, family, community, and social or religious organizations to which they belong.

VALS on E-Waste

Value and Motivation

Relationship between Value, Motivation and Replacing Laptop

“As the old laptop cannot fulfill the user value, the user replace it with the new one.”

Predicted Self

Self Personality(influenced from

environment)

EGOThey are know but they didn’t do

someting to reduce, reuse or recycle

Privete Self Image and Social Self Image

Reflected from number of purchase and motive

Form of Self-Image

• Self-esteem motive is using laptop.

ideal self-image

• people think of us and how people think of us when we use the laptop.

social self-image

• using branded laptop or use the new laptop.• Donate the old laptop

ideal social self-image

Design, 1, 4%

Specification, 11, 46%

Specification + Price, 3, 13%Specification + Brand, 2, 8%

Price + Brand, 1, 4%

Price + Brand + Specification, 2, 8%

Price + Brand + Design, 1, 4%

all, 3, 13%

Criteria in Choosing LaptopDesign

Specification

Specification + Price

Specification + Brand

Price + Brand

Price + Brand + Specifica-tion

Price + Brand + Design

all

• Social Consistency Motive

• Self Consistency Motive

• Social Approval Motive

• Self Esteem Motive

Ideal Self Image

Ideal Social Self

Image

Social Self

Image

Actual Self

image

The Consumer’s Holistic Self-Image

Need and Dormant NeedsSelf-actualization

(self-development and

realization)

Esteem Needs (self-esteem, recognition,

status

Social Needs (sense of belonging, love)

Safety Needs (security, protection)

Physlogical Needs (food, water, shelter)

Predicted Need Laptop User

Buy

UtilizeObsolete

Dispose

Dispose

Keep

Sold

Give

Prior

Prior Knowledge, Categorization,Consumer Comprehension

Laptop

Performance (fast,reliable)

Value for Money (price)

Brand (reputation)

Design(mobile,

comfort, stylish)

Prior Knowladge

LAPTOP

Design

Price

Specification

Warranty

Brand

Value for Money

Security

Resource for Other Things Stylish

Light & Ergonomic

Performance

ReliableSocial

Recognition

Trusted

Knowledge Structure : Laptop

PERCEPTION

Almost all respondent have change their laptop, with

many reason:

Old laptop is brokenOld laptop technology is out of date

Follow the newest trends

5925

88

Replace Laptop

1 Times 2 Times 3 Times Never

What respondent do with their unused old electronic

gadget:

17%

50%

12%

17%

4%

Unused Electronic Gadget Treatment

SellKeepDumpGive to Other PersonKeep& Dump

87

13

E-waste Knowledge

Know

Never hear about e-waste

4654

Knowledge about the danger of e-waste

Understand

No Understand

Almost all respondent know about e-wasteBut only half of them knowing the danger of e-

waste

People didn’t have a knowledge about :

• The danger of e-waste for health & environment

• Where to dispose e-waste• How to treat e-waste properly• Recycling program for e-waste

The recommendationRecommendation &Conclusion

Education about what electronic waste

Support companies that make

clean products

Buy laptop that suit you

Thank You!!Thank You!!