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Brand awareness affects perceptions and taste. People like the familiar and are prepared to ascribe all sorts of good attitudes to items that are familiar to them (Aaker & Joachimstaler 2000). Therefore, this research starts from reviewing the brand awareness of different notebook brands. Asus, Acer, Sony, HP and Lenovo gained the top five level of brand awareness in this research. Next, we figured out which factors are most important in effecting the consumer decision making process. Based on research findings, price is not the only factor to influence consumer behaviour.

Besides, product and service quality, function, appearance and brand image are also the key factors. That is to say, more than bargain price consumers also expect notebook product with a premium product and high service quality, the function to fulfil specific needs, and the appearance and brand image to conform to their personal image. A positive recommendation and more frequent promotional activities ensure that consumers are influenced at different points in time could stimulate consumer purchase intention. Respondents show that they do not think loyalty and advertisements affect their buying decision making.

Nevertheless, our research reveals that 61% have never switched the brand, 63% are willing to repurchase their current brand, and 54% are willing to recommend the brand to others. Thus, we can assume that there is medium level of loyalty in the notebook market, resulting from the fact that most people are experience their first notebook. Moreover, the results of surveying the important product attribute accord with the reasons why people typically switch brands- function, product quality, appearance, and price. In the other words, consumers consider functional attributes (product quality, service quality, function, appearance) more than non-functional attributes (price, brand image, loyalty) when buying a notebook.

This research has examined Taiwan consumer perceptions of brand and preferences, HP's strategy, and finally examined the effectiveness of this strategy and how it influences purchasing behaviour. At a strategic level this survey has found that HP, as an American brand playing in a Taiwanese notebook market, has got a very good reputation of reliability in comparison to its competitors. However, other brand image attributes in terms of popularity, professionalism, technology leadership, value, innovation, fashion, personalisation and green credentials have gained weaker responses than Asus and Acer, while still stronger than Lenovo. It deserves to be mentioned that the key elements of HP's brand communication- personalisation, technology leadership and innovation have not been impressed in consumers' minds.

Why do not consumers perceive what HP wants to deliver? According to the research findings, only 60% people have been seen HP advertisements before. Most people saw HP advertisements through press advertising and the Internet. However, in comparison with how other brands gaining brand awareness, TV advertising has been much less effective in delivering HP message to the public. Moreover, while its marketing and promotional a本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。