Social Determinants Driving Success of Term Paper

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So to that extent, the choice consumers make is less about product, and more about convenience, and perhaps what the consumer perceives as the necessary choice; meaning they do not have a choice when considering the negative of selecting a different operating system. To this extent, it signifies the extent to which "personal computers" have indeed become very personalized, and consumers cannot risk making changes in the direction of operating systems once they have become accustomed to Microsoft.

The construct of time-style also offers potential for researchers investigating shopping behaviors and styles, for example, in the retail domain (see also Kaufman and Lane 1996). The various dimensions of time-style will likely have an impact on shopping behaviors such as how much pre-purchase planning is undertaken; whether people prefer browsing or "in-and-out" shopping; whether or not shopping lists are made; and whether people prefer to shop alone or with others. In a broader sense, time-style might also influence a desire for convenience in shopping; it might also prove to be a good predictor of behaviors such as searching for product information and buying through the Web. Moreover, with time-style as an intervening construct, one could examine how factors such as culture and one's family ultimately influence individuals' shopping patterns (Ratneshwar, S., Mick, David Glen, and Huffman, Cynthia, 2000, p. 233).

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Unfortunately, studies on Microsoft as a specific consumer choice are limited such that they could not be found to contribute to the specific nature of the research in brief here. To understand the consumer relationship to Microsoft Vista as a consumer/product study, there must first be studies in that area conducted, which would then answer the question of what social determinants are behind the consumer choice of Microsoft Vista as an operating system.

Summary

Though research related specifically to Microsoft Vista and consumer choice is not readily available for analysis, three social determinants have been identified here that serve as the motivation behind consumers' choice of Vista as an operating system. Those determinants are:

Increased sales with increased buying power in the Black community and amongst young children trained in kindergarten in computer technology

Cultural identity, that computers have become an extension of individual identity - that they come pre-packaged with Microsoft operating systems is probably irrelevant

Convenience, because it is the operating system on which the consumer is trained, has become familiar with, and is a convenience that the consumer chooses not to inconvenience his or herself with the alternative product......

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