The customer would come to this purchase decision by weighing up the options, specifications, price, value for money and the personal value of the product. Factors influencing the customer during the purchasing process: External Factors: social, economic and business Social factors that could influence the customer purchase decision include peer groups and work or school acquaintances. Peers groups affect the purchase process as the buyer may want to fit in with the social standards of the group therefore influencing him or her to buy an item that is popular on the other hand the customer may wish to stand out of the group by buying an object that is perhaps different or higher class. In the case of the HP spectre which is a higher class item the customer would most likely be wanting to stand out from his social group. Economic factors are also influential in the consumer buying process as the price of the product has a large control on whether the customer can afford it, the HP spectre 13 is a high end product and there for is catered towards those who are in the middle or higher class of society Internal Factors: Lifestyle Lifestyle factors influence the customers purchase decision by creating certain needs that may or may not be realistic, for example with the HP spectre 13 the lighter hard drive with increased capacity could be a requirement for the customer therefore influencing the customer to buy the product. An unrealistic need would be the colour of the laptop (in this case rose gold) and the size (13 inch) The changes that could be put in to place in order to better direct the consumer to HP and in particular the HP Spectre would include increased advertising such as TV adverts and signage, an easier user interface and increasing availability by actually making the product available in Australia By implementing these changes HP should see an increase in sales and customer satisfaction