An Evaluation of the Role of Social Factors and Brand Factors Affecting Laptop Purchasing Amongst Young People in the United Kingdom

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1.      What this Research Project is about

This paper-based research project will investigate and evaluate the role of social and brand factors affecting laptop purchasing amongst young people in the United Kingdom. The evaluation of the research problem has been prompted by noticeable trend whereby the laptop purchasing power among young people in the United Kingdom is seemingly affected by certain preferences. The marketers have observed that the youth depict preferences when purchasing laptops, most importantly these preferences are informed by social and brand factors (Sultan et al., 2016, p. 303).  This essay will consider the young people bearing in mind they are regarded to be conversant with the technology market. Most of the previously compiled research work focuses on evaluating the preferences of the young peoples’ concerning fast moving consumer goods. Nonetheless, very few if any researchers have made an initiative to examine the preferences of the young people regarding luxurious goods, most especially laptops. As a result, there is little research work in the United Kingdom which determines the impact of social and brand factors on the preference of the young people to purchase laptops. Therefore, this research will be conducted so that to determine the preference of the young people associated with laptops.

2.      What the research will involve

The methodology that will be used in this research will be primarily secondary research. This kind of data is readily available from other sources as such there no specific collection methods. Besides, the process of collecting secondary data is less expensive compared to primary data. However, this data will provide potential disadvantages to the researcher for example; there is the possibility that the data that will not fulfill the needs of the researcher thus might be insufficient to conclude. Researchers find it easy to acquire data from various sources both internal and external to the organization. The secondary data that will be collected will be qualitative and will be compiled from financial statements, sales report, company information, and so on.  The process of analyzing secondary data will include determining which of the collected data is relevant to the research project, interpreting the secondary data to better comprehend the role of preferences in the purchasing power (Afrin et al., 2015, p. 119). The case study will be the selected laptop marketers from Southampton, with the Theory of consumer behavior being used to explain how and why the young purchase under the influence preferences.

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