Virtual Global Knowledge

The main purpose of this research is to determine the consumer’s perception with respect to product purchasing decision of HP and DELL. Consumer usage and buying of any product largely depend upon their perception about the product. Perception develops through how effectively product has been marketed. These days firms are putting their best efforts in marketing in order to get customer attention and positive impression onare various ways of preparing them. Although mostly Italian food are liked by many people but I found many families who are still not even think of using the product.

Consumer behavior book is the mixture of psychological, social, economical, and social anthropological situations and environment.Perception is how human recognize and interpret stimuli (SITTER, 2008). Consumers’ perception and factors influencing consumer behavior of quality is measured a essential determinant of product choice (Zenithal, 1988).In other words perception is the first impression that individual draw and on the basis of it select, and interpret information to form a meaningful picture of the world (MUNNUKKA, 2008). That’s why it is believed that consumer perception influence customer level of satisfaction and so their buying and usage decisions.

Kumar et al. (1987) examined those factors which effect buying decisions making of large number of respondents for different food products. Country, origin, and brand of the product impact effectively and largely. Brand of the product is the most important factor since consumers more attracted toward brand. Income, age and awareness are dependant factors.Sabesson (1992), stated that brand of processed food is chosen by its quality, taste of the product and price of product. These are the major factor which affects the criteria for food brand selection.

Consumer preferences of product attribute is different according to product nature as well as its Social and economic nature of consumer (Uusitalo, 2001).Product attributes are often eye-catching in nature (Vishwanathan and Childers, 1999). The attributes model proposed by GwinandGwin (2003) posits that consumer preference of product is based on maximizing utility from the product features subject to financial shortage. Choice theory defines that consumer preference based on product features.