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 (PDA’s). 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-u...
