Computers Consumer Preferences Depend on a Number

Computers

Consumer preferences depend on a number of factors, including perceived satisfaction and perceived utility ("Consumer Preferences," n.d.). The decision of whether to buy a computer that is democratic in its philosophy, versus one that requires a bit more knowledge about customizing to suit personal needs, depends on perceived satisfaction and utility. Some consumers will gravitate toward the ready-made and easy-to-understand computer like those produced by Apple. On the other hand, a large proportion of consumers want to customize their workstations even if doing so requires greater effort. As a computer product designer, I would provide both options to secure the largest market share for my company.

Although Jobs at one point envisioned the democratization of pricing among Apple computers, the opposite scenario emerged in which Mac-based computers were priced about one third higher than their IBM counterparts throughout the 1980s ("Corporate Focus," n.d.). Premium pricing simply became one of Apple's core marketing strategies. Still, Jobs' vision of technology penetration and the democratization of information technology has come to pass. The differences between consumer-level Apple and PC products are relatively negligible, and only start to become apparent for users with special requirements. Even then, enterprise-level systems can be either off-the-shelf ready or fully customizable. Each consumer, whether the consumer is an individual or a business, will have a different set of needs and preferences. Their choices will be guided by utility theory and perceived satisfaction. Personally, I gravitate toward the easier of the two options even though I have a degree of tech savvy. After years of building my own PCs, I started to use Apple products but I still understand the desire for more modular systems than the ones Apple creates.

In recommending both options to a company I work for, I believe we can corner the market. After all, adding attractive features to a bundled computer only serves to enhance already established preferences in consumers, especially those with strong brand loyalty like Mac users (Chernev, 2001). The attractive nature of Apple products, and why some customers remain loyal, is that choices are easy and kept to a minimum. When a new feature is added, it is added in a way that enhances the consumer's previous affection for the product. In other words, new features are not a game-changer. It is important to recognize consumer preference for time saving mechanisms. Too many choices can confuse a consumer and cause them to make purchases elsewhere, which is why the iPhone outpaces competitors in sales. It is easier to buy an iPhone because there are only a few models to choose from, whereas other companies offer a glut of options. Most consumers now are unconcerned with whether they can modify or upgrade their computers, and more concerned with basic capacities to perform the activities they need -- with perceived utility.