Cheryl Reed requires a laptop for college that has Windows 10 installed but is unsure which laptop to purchase due to cost and her lack of knowledge about laptops. She will follow the five stages of the buying process: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. This involves researching laptop options online to determine which meets her needs and standards before making a selection.

1. Assignment 2: Executive Summary of M3: Assignment 2
Cheryl Reed
Argosy University

2. Statement of the Problem
 The General Problem:
To continue with college, I require a laptop that has Windows 10 already
installed (Reed, 2018).
 The Specific Problem:
Depending upon cost, and also my lack of knowledge regarding laptops, I was
not sure what kind of laptop to purchase (Reed, 2018).

3. Executive
The Executive Summary is a thorough overview of a
report that produces specific and important data of
the report (Labaree, 2009).
It is a separate document sufficiently detailed and
clearness (Labaree, 2009).
This is to make certain that the person reading it is
able to fully comprehend the contents of the research
study (Labaree, 2009).

4. Need Recognition
According to a Study by Comegys, C., Hannula, M.,
& Váisánen, J. (2006), there are 5 stages of the
Buying Process.
 The first stage of is Need Recognition (as indicated
in the Statement of the Problem).
The purchasing technique begins with the knowledge
of need; sometimes known as Problem Recognition).
 This is where the buyer distinguishes between their
true state of want versus need (Comegys, Hannula, &
Váisánen, 2006).

5. Information Search
The next stage of the Buying Decision Process is
Information Search (Comegys, Hannula, &
Váisánen, 2006).
Information Search is where the shopper utilizes
distinctive channels to accumulate data in relation
to accessible items (Kotler & Kelle, 2006).
To do this, I will need to conduct some online
research (Reed, 2018).

6. Evaluating Buying Process
 In the third step, Evaluating Buying Process is Evaluation of
Alternatives (Comegys, Hannula, & Váisánen, 2006).
 Shoppers tend to set standards, or attribute cut-offs for the
items in their decision set (Comegys, et al., 2006).
 These are the foundation levels that an option is required to
have with a specific end goal in mind (Comegys, et al., 2006).

7. Purchase Decision
Fourth in this process is Purchase Decision (Comegys,
Hannula, & Váisánen, 2006).
When completing theEvaluation stage, the buyer has
positioned what they want in the decision process
(Comegys, et al., 2006).
There are two factors which obstructs the assessment and
buying choice stages (Ibid, p. 169).
To begin with, there are the mindsets of others, where
accompanying persons or network may change a buyer's
inclination for a specific brand; regardless of whether they
expected to purchase something else.

8. Post Purchase Behavior
 The fifth and final process is The Post Purchase Behavior
(Comegys, Hannula, & Váisánen, 2006).
 This proceeds even after the real buy is made (Comegys, et
al., 2006).
 On the off chance that advertisers and retailers need the
clients to return, they should comprehend their conduct
after the buy too (Comegys, et al., 2006).

9. References
Bhatnagar, A. and Chose, S. (2004). A latent class segmentation analysis of e-
shoppers. Journal of Business Research, Vol. 57, No. 7, pp. 758-767.
Brant, Tom. (April 10, 2018). The Best Laptops for College Students. PC magazine.
Retrieved from https://www.pcmag.com/roundup/285524/the-best-laptops
for-college-students
Cho, Y., Im, I., Hiltz, R. and Fjermestad, J. (2002). The effects of post-purchase evaluation
factors on online vs. offline customer complaining behavior: implications for customer
loyalty. Advances in Consumer Research, 29, No. 1, pp. 318-326.

10. References
Comegys, C., Hannula, M., & Váisánen, J. (2006). Longitudinal comparison of finish and US online shopping behavior
among university students: The five-stage buying decision process. Journal of Targeting, Measurement and Analysis for
Marketing, 14(4), 336-356. Retrieved from https://login.libproxy.edmc.edu/login?url=https://search-proquest-
com.libproxy.edmc.edu/docview/236969045?accountid=34899
Dubois (2000) (see ref. 13 above, p. 239).
Huber, J. and Klein, N. (1991). Adapting cutoffs to the choice environment: the effects of attribute correlation and reliability.
Journal of Consumer Research, Vol. 18, No. 3, pp. 346-357.
Ibid, p. 169.
Kinnear, T. and Bernhardt, K. (1986). Principles of Marketing (2nd edn); Scott, Foresman and Co., Glenview, IL, p. 146.

11. References
Kotler, P. and Kelle, K. L. (2006). Marketing Management (12th edn).
Prentice Hall, Upper
Labaree, R.V. (2009). Organizing Your Social Sciences Research Paper:
Executive Summary. USC University of Southern California.
Retrieved from libguides.usc.edu/writing guide/executive summary
Rodgers, S. and Harris, M. (2003). Gender and e-commerce: an exploratory
study. Journal of Advertising Research, Vol. 43, No. 3, pp. 322-329.