Out of the five top selling laptops in the sales chart, four of them can be found at prices between £300 and £350. Interestingly, however, despite being in the lower cost range, none of these devices – with the exception of the Compaq – are from a budget brand. In addition to this, the retailers we spoke to reported that it was price promotions and special offers that have pulled in the laptop sales.
This generation of sales by promotion led me to think about just what is leading customers to buy. Is it purely down to price point or are other factors, such as branding, playing a part too?
A colleague of mine recently asked some advice about buying a new laptop. She’d been having problems with her old Sony Vaio, and so didn’t want another one of those, and asked me which devices from either HP or Dell I would recommend as a new purchase.
So, after pontificating for some time about the value offerings from some of the lesser-known brands, I left her with a recommendation for one of the Acer Aspire devices, which was available for £360. The next day she came back and told me she’d bought a brand new HP laptop for £450.
Aside from teaching me what a terrible salesman I am, this incident did raise the possibility that the power of branding can have quite an effect on customers. For example, the Lenovo brand is a fairly recent arrival on these shores, and its IdeaPad S206 can be found at some outlets for £300. How many times has it appeared in these charts? Not once.