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t share by considering question '3' and question '4' together, we can see that respondents owned a total of 205 notebooks and then was divided by current units owned by respondents in terms of each brand. Consequently, market share was counted (see Table 4-4 and Figure 4-1), showing that HP, Asus and Acer and Lenovo are in the four leading notebook brands, together accounting for the over half of the market share. This figure, nonetheless, is less than the finding in IDC's report which revealed market share at over 80% in the third quarter of 2007.

Purchasing Habit and Usage Attitude

Some questions on the survey examine consumer purchasing habits, such as question 3- 'How many notebooks do you have?' and question 5- 'Where do you usually buy notebooks?' In addition, there is one question about the cost of consumption - 'How much do you spend on purchasing notebooks?

As to question 3 in Figure 4-2, the result shows that over 70% of respondents had one notebook whereas 30% of respondents have two or more notebooks. This finding breaks with the traditional idea that consumers nearly always have only one notebook. Nowadays many have more than one notebook. However, establishing the reasons for this is beyond the scope of this research.

In terms of purchase location, as we can see, 3C retailers (the retail outlets sell computing, communication and consumer electronics products) and other retail shops were the most popular. 77% of respondents had bought notebooks in these locations. Almost half of respondents preferred purchasing notebooks in computer exhibitions.

Choosing these locations as purchase locations shows that consumers still prefer to physically touch and see before buying them, as well as appreciating the benefit of product consultations and recommendations. Besides, there were 15% of respondents have experienced e-shopping of notebooks. Although the percentage of respondents purchasing online is relatively low, it is a purchasing channel with large potential that providers would do well to develop.

In respect of consumer spending, 42% of respondents spent between NT$ 30,001 and NT$ 40,000 purchasing a notebook, whereas 26% of respondents spent no more than NT$ 30,000 on each notebook. Only 18% and 10 % of respondents spent NT$ 40,001-NT$ 50,000 and more than NT$ 50,000 respectively (Figure 4-4).

Figure 4-5 shows the like between respondents' brand choices and level of spending. Here we can see that HP and Lenovo had more purchases from respondents who had budget higher than NT$ 50,001 than Asus and Acer. Additionally, over 80% of HP and Lenovo's current users were willing to spend between NT$ 30,001 to NT$ 50,000 purchasing a notebook, in comparison of 60% of Asus' current users and 44% of Acer's current users. 31% and 48% of Asus' and Acer's consumers respectively spent less than NT$ 30,000. Consumers were clearly willing to spend more buying HP and Lenovo notebooks than buying Asus and Acer notebook.

From question 8 to question 12 were focused on usage attitude in terms of brand loyalty. In response to question 8, when asked 'have you switched brands', only 39% 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。