Understanding Product Knowledge When Purchasing A Computer Essays

Understanding Product Knowledge: When Purchasing A Computer Understanding Product Knowledge: When Purchasing a Computer Buying a computer seems like a daunting task to many. There are many factors to consider when making a purchase. Brand name, functionality, speed and customer support are just some of the factors that one must consider when researching the options. In order to wisely purchase a computer, one must attain a considerable amount of product knowledge, to get the most value for their dollar. Consumers have different levels of product knowledge, which they can use to interpret information and make product choices. (Peter 64) When researching computers, product knowledge could range in consumers minds from abstract to less abstract thoughts about the options. Within this scope of abstract to less abstract options could be 4 sub-categories of product knowledge. These include product class, product form, brand name and the model or features. The most abstract and first of the four categories is product class. This is the most basic of the four categories. Simply for this demonstration, the product class being discussed is a desktop computer or generally the product type. Now this class differs slightly from some other similar computing product classes such as laptop computers, mainframes and personal digital assistants (PDAs). The second of the four sub-categories is product form. The basic product form differentiation that one must make is what do you need a computer for and if you need a home-based PC or business-based PC. This would be considered identifying the product class, a home-based system versus a business based-one. The fact is that the average home user who needs a general-purpose PC to go on the Internet and run productivity applications differs little from the average worker in an office. Indeed, the actual features in a vendor's business line does not differ much from what's in the home, except at the extreme end of the spectrum, such as a non-upgradeable closed-box corporate PC versus a loaded gamer's system with all the entertainment trappings that a business user would find superfluous. (MSN) If the computer is strictly for business or word processing purposes and will rarely be relied upon for gaming and multi-media applications than sound and graphics components are less important beca use there's little need to keep up with the newest games that require the best graphics and sound components. In a nutshell, corporate PCs offer stable network-oriented configurations that may not necessarily offer cutting-edge performance. The third sub-category of product knowledge is brand name. There are tons of brand names to sort through when choosing a computer. Some are more commonly prevalent than others. For instance IBM, Hewlett Packard, Dell, Gateway and Compaq are some of the largest and most commonly recognized brand names in the computer industry. But over the past five years newer players have entered the market. Now you can find computers made by Toshiba, E-Machines, Packard Bell and Sony. Also a raging trend over the last few years are bare bones systems used by do it yourself computer builders. With the advent of plug and play hardware technology, putting together your own system with exactly the hardware and software you would like is possible and relatively easy. You customize the options, buy all the components separately and then build it yourself. This option can also be less expensive than buying a big-box unit from one of the larger players in the industry. The brand name sub-category can be ta ken a step further than just the name on the outside of the case. The brand name of the processor, the main cog in the operation of the computer is heavily competed within the industry. You can buy computers with Pentium based processors made by Intel or Athlon/Duron processors made by AMD. Certain companies use specific branded processors which can even further dilute the decision making process. Marketers are very aware of a consumers interest in a brand name and they attempt to educate them about a brand, and influence them to buy that brand. (Peter, 65) The least abstract but most important sub-category of consumer product knowledge are model or features of the product. Some consumers have more knowledge about models, a more concrete level of product knowledge than brands. (Peter, 65) With