Brands of Laptop

8/12/2019 Brands of Laptop

1/88

TABLE OF CONTENTS(a) preface

(b) Acknowledgement

(c) declaration

(d) Certificate

TOPIC TITLE Page No.

1. Introduction .

2. History .

3. Objective .

4. Research methodology .

5. Data collection mothod .

6. Snapshot of toothpaste brands

7. factor analysis .

8. Research technique for brands position

9. Limitations .

10. Suggestions .

11. Conclusion .

12 Bibliography .

13 Questionnaire


2/88

PREF CE

The Project work is field which uses tools and techniques to transfer

subjectivity in the environment into objectives, also the findings of the

research, when applied show results, which can be measured and

evaluated so there is feedback this is what makes it a dynamic activity.

This survey is an analytical study of a different facts of the product. The

focus is given on the Brand profile. This project entitled five brands of

laptop , is for the partial fulfillment of B.B.A.(Hons) Degree.

The idea behind this project is to give practical knowledge and to

make them to face real life situation. The project survey is commonly

used for the collection from the respondents through questionnaire. In

this method statistical techniques have been used systematically. This

project survey is not only with my own efforts but also that of others.


3/88

(.)

B.B.A II Semester

CKNOWLEDGEMENT

Preparing a project of this nature is an arduous task and I was fortunate

enough to get support from a large number o persons. I wish to express my deep

sense of gratitude to all those who generously helped in successful completion of

this report by sharing their invaluable time and knowledge.

It is my proud and previledge to express my deep regards to Respected ,

Head of Department .. , Department of , Dr. Hari Singh

Gour University Sagar for allowing me to undertake this project.

I feel extremely exhilarated to have completed this project under the able

and inspiring guidance of Miss. . She rendered me all possible help

me guidance while reviewing the manuscript in finalising the report.

I also extend my deep regards to my teachers all family members, friends

and all those whose encouragement has infused courage in me to complete to

work successfully.

(..)

B.B.A II Semester


4/88

DELCL R TION BY THE C NDID TE

Date :

I declare that the project work entitled company profile report

titled " FIVE BRANDS OF LAPTOP" on Market Segmentation is my own

work conducted under the supervision of Miss. . Department

of Business Management, Dr. Hari Singh Gour centerl University Sagar

(M.P.) To the best of my knowledge the I also ensure that this work

done by me is purely original and is my own creativity

(

B.B.A II Semester


5/88

CERTIFIC TE

The project report titled " FIVE BRANDS OF LAPTOP " been

prepared by . BBA II Semester 16 th batch, under the guidance and supervision

of Miss for the partial fulfillment of the Degree of B.B.A.

Signature of the Signature of the Signature of the

Supervisor Head of the Department Examiner


6/88

INTRODUCTION

A Laptop is a portable personal computer with a clamshell form

factor, suitable for mobile use. A laptop has most of the samecomponents as a desktop computer, including a display, akeyboard, a pointing device such as a touchpad (also known asa trackpad) and/or a pointing stick, and speakers into a singleunit. A laptop is powered by mains electricity via an AC adapter,and can be used away from an outlet using a rechargeablebattery. Laptops are also sometimes called notebook

computers or notebooks . Other terms, such as ultrabooks ornetbooks , refer to specific types of laptop / notebook. Most ofthe modern day laptop computers also have a webcam and amic (microphone) pre-installed.

Portable computers, originally monochrome CRT-based anddeveloped into the modern laptops, were originally consideredto be a small niche market, mostly for specialized fieldapplications such as the military, accountants and salesrepresentatives. As portable computers became smaller,lighter, cheaper, and more powerful and as screens becamelarger and of better quality, laptops became very widely usedfor a variety of purposes.


7/88

HP is an American multinational corporation, providingproducts, technologies, software, solutions and services andhaving its headquarters in Alto, California. The current CEO ofHP is Margaret Cushing Whitman. It has grown sinceits merger with Compaq in 2002 along with the mightyacquisition of EDS in 2008. The revenue as of 2012 is US$120.357 billion.

Lenovo is the Chinese multinational technology corporation.Lenovo is the worlds second -largest PC vendor by 2012 unitsales. Lenovo acquired the American company IBMs PCbusiness, despite cultural conflicts the corporation has arevenue of US$ 29.57 billion. The current CEO of the companyis Yang Yuanqing

Dell is an American multinational corporation. It is the thirdlargest PC vendor in the world. Dell owns a wholly acquiredsubsidiary called Alienware. The total revenue as of 2012stands at US$ 63.07 billion. The current CEO of Dell is Micheal S.Dell. However, there is a sharp decline in the sales of theproducts by 21% since last year and there is high anticipation ofDell in a leveraged buyout amounting to more than US$

20billion

Apple Inc., formerly Apple Computer, Inc., is anAmerican international corporation having its headquarters7in Cupertino, California. Its market capitalization as of 2013 is


8/88

431.96B. The current CEO of Apple is Timothy D. Cook. Thefourth quarter ending on 29 th September, 2012 saw revenue of$36 billion and net profit of $8.2 billion. The sales of laptops

making up 80 percent of the Macs sold during the quarter.

Sony Incorporation is a Japanese multinational companyhaving its headquarters in Konan Minato, Tokyo. The currentCEO of Sony is Kazuo Hirai. The company is involved in givingservices and products that include computer hardware,entertainment, video games, laptops etc. The revenue as of

2012 stands at 6.395 trillion


9/88

HISTORY OF LAPTOP

The first mass-produced microprocessor-based portable

computer was the Osborne 1 in 1981, which used the CP/Moperating system. Although it was large and heavy compared totoday's laptops, with a tiny 5" CRT monitor, it had a near-revolutionary impact on business, as professionals were able totake their computer and data with them for the first time. Thisand other "luggables" were inspired by what was probably the

first portable computer, the Xerox Note Taker. The Osbornewas about the size of a portable sewing machine, and moreimportantly, could be carried on commercial aircraft.

dell

From 1997 to 2004, Dell enjoyed steady growth and it gainedmarket share from competitors even during industry slumps.Dell attained and maintained the #1 rating in PC reliability andcustomer service/technical support, according to ConsumerReports, year after year, during the mid-to-late 90s through2001 right before Windows XP was released.

Dell surpassed Compaq to become the largest PC manufacturer

In 2003, the company was rebranded as simply "Dell Inc." torecognize the company's expansion beyond computers.


10/88

Lenovo In the 1980s, with economic reform in progress, the Chinese

government hired Liu Chuanzhi to distribute importedcomputers. Liu founded Lenovo in 1984 with a group of tenengineers in Beijing with 200,000 yuan. Their first significanteffort, an attempt to import televisions, failed. The grouprebuilt itself within a year by conducting quality checks oncomputers for new buyers. Lenovo soon started developing a

circuit board that would allow IBM-compatible personalcomputers to process Chinese characters. This product wasLenovo's first major success. In 1990, Lenovo started tomanufacture and market computers using its own brand name.

hp

The Hewlett-Packard Company or HP is an Americanmultinational information technology corporationheadquartered in Palo Alto, California, United States. Itprovides products, technologies, software, solutions andservices to consumers, small- and medium-sized businessesand large enterprises, including customers in the government,health and education sectors.

Apple

The Mac Book was a brand of Macintosh notebook computersmanufactured by Apple Inc. from early 2006 to late 2011. It


11/88

replaced the iBook series and 12-inch PowerBook series ofnotebooks as a part of the Apple Intel transition fromPowerPC. Positioned as the low end of the Mac Book family,the Apple Mac Book was aimed at the consumer and educationmarkets. It was the best-selling Macintosh in history, andaccording to the sales-research organization NPD Group inOctober 2008, the mid-range model of the Mac Book was thesingle best-selling laptop of any brand in US retail stores for thepreceding five months.

Sony

Although Sony made computers in the 1980s exclusively for thelocal (Japan) market, the company withdrew from thecomputer business around the turn of the decade. Sony's re-entry to the global computer market under the new VAIO

brand, began in 1996 with the PCV series of desktops.


12/88


13/88

Laptop modal at binning of the company


14/88


15/88

MM oo d d ee r r nn l l aa p p t t oo p p oo f f t t hh ee c c oo mm p p aa nn t t


16/88


17/88


18/88

RESEARCH OBJECTIVE

The research study tends to follow and achieve specific objectives.

The objectives of this particular study are:-

To know the personal views of Udaipur people regarding choices

among various branded PC Laptop.

To study which branded PC Laptop is mostly preferred by people asper their choices.

Comparison between various branded PC Laptop.

Find out factor influencing the people at the time of purchasing

Laptop QUALITY, DURABILITY, VARIETY, PRICE.


19/88


20/88

degree of positive or negative affect associated with

psychological object (Reid, 2001).

From these definitions a clear trend is appearing with regard to

the perception of brand image with key figures around the mid-

nineteen hundreds, supporting a collective view that an

individual takes in a collaboration of ideas that the company

puts forward as a representation of themselves. This allows

them to draw a clear conclusion of a company from a few

certain points which strike a cord with the individuals.

Theory behind brand image

According to Tyler (1957), there are three approaches to brand

image: Subjective, Objective and Literal.

The first type, is a subjective image, this is when a potential

customer hears or sees the brand name/logo and feel obliged

to purchase the product or service, despite a lack of

understanding as to why this is the case. The case simply


21/88

relates to how the brand is perceived as significant to an

individuals self -consciousness.

The second type of brand image is the objective form which is

the attempt to generate an emotional need for the product,

leaving you with the feeling that you need to purchase the

product so as to satisfy this need.

The third is literal image, i.e. a logo which represents acompany. This implies that upon seeing this picture/logo, the

name of the company does not need to be uttered as the

picture tells the consumer the whole story e.g. Nike with the

tick or McDonalds with the golden arches. Evidently, the

approach used to obtain and sustain a brand image will vary

upon several factors as reflected by the analysis presented by

Tyler.

Oxenfeldt and Swanns idea was that the brand image s hould

allow the company to establish its position within its marketsegment, protecting it from competition, thus allowing them to

build upon this with market share growth (Park et al, 1986).


22/88

Moreover Park et al (1986) put forward in Bhats article that

the importance of establishing a brand image relevant to its

market segment in which it is based, is significant so as toascertain a strong brand position, help create a barrier to entry

for potential competitors: thus raise the brands performance in

the market.

Further, Meenaghan stated that at the product/brand level

the components of identity are in effect the elements of the

marketing mix, which combine to form the image of the brand

in the mind of the consumer (1995). From this, it is clear that

to gain a strong brand image, one needs to exploit all areas of

the marketing mix to achieve what Oxenfeldt and Swannstressed and that brand image is the key component in

establishing market dominance. Also, Krishman (1996) in

Faircloths assessment with the aid of the Landor survey

discovered that there is a strong correlation between brand

equity and brand image. The stronger the brand equity, the

stronger the brand image and vice versa.


23/88

Reids (2001) understanding of brand image concerns the

product of in teraction involving the consumers specific

experience with a certain brand, helped by advertising whichreveals how the brand is to be understood and used,

predominantly for brands that contend at parity. Another

contemporary understanding of brand image was put forward

by Hsieh (2002), who felt that building a brand image based on

the identified benefit-based image dimensions consisted of a

set of benefit brand associations. This helped consumers

understand with clarity what a brand can do for them-

symbolically, economically, sensorial or as a utility. White and

Hsieh (2002) seem to recognise the key importance that

advertising plays in promoting the elements of a brand image

thus differentiating the brand from rival brands, giving them a

competitive advantage.

To summarise, it is plain to see that these academics are in

complete agreement that one of the key attributes of a

company, if not the key attribute, is the brand image. It is

evident that there is a clear link between brand image and


24/88

market share, as depicted by Krishmans research. In addition,

establishing a strong brand image is indeed a powerful way of

developing market power, which consequently helps to createa tight control over its position within the market. Due to

barriers to entry, a rounded marketing plan focussing on all

aspects of the marketing mix; this also helps to retain a

consistent consumer interest.

Brand image: practical example

In this section we will relate how brand image is encompassed

in modern organisations and how they use this as a

comparative advantage over there rivals to ensure that they

keep there competitive edge.

Manchester United

In the Brand Strategy journal, the players were seen to be key

to any clubs brand image. The actions of players and th e

perception by supporters is hence key to brand image. For

example, ex-Man Utd David Beckham opened the Manchester

Commonwealth Games wearing an Adidas sweatshirt. These

images were then broadcast across the globe and this was


25/88

much more powerful then his endorsement through

advertising. (Brand Strategy briefing: Saving face of

sponsorship).

These sort of images enable organisations such as Man Utd to

develop into icons which according to Douglas B. Holt is one

step further than brand image, as they succ eed because they

forge a deep connection with the culture. In essence, they

compete for culture share. This can clearly be applied to

industries, like, the football industries, as many fans have a

strong link between them and their club i.e. it is part of their

culture.

Summary

In summary, from our research, it is clear that there is a link

between successful advertising and a well-established brand

image. This was made clear in our theory research, which was

also represented, in our practical examples. Furthermore, it

appears that to generate a strong brand image, requires

continuous, diverse advertising over a period of time, which


26/88

satisfies all areas of the marketing mix, allowing a firm to

generate a rounded brand image.

Once this brand image is achieved, it can be built upon, as it will

give a firm a competitive advantage, act as a barrier to entry

and will act as a stable base so as to develop their organisation.

This argument was put forward by Park et al (1986) and backs

up the information that was provided in Jobber which stated

that there are several benefits that arise from having a strong

brand image: company value, consumer perceptions and

preferences, barrier to competition, high profits, base for brand

extensions, quality certification and tru st (1996).

The theories suggest that behind nearly all brand images thereis a logo, signifying the brand and reflecting all the ideas one

associates with the brand i.e. quality, style etc. It is an

important factor in differentiating a firm from its rivals, as

Rooney (1995) states brand leaders are often too close to

being identical, hence any factor which differentiates your

brand from the main stream is of value.


27/88

Meenaghan (1995) noted that to build up a successful brand

image, a well-rounded marketing plan will be required

focussing on all areas of the marketing mix. It needs to focus onthe organisations strengths in all areas and ensure that the

good/service is positively differentiated from its closest rivals.

Marketing Mix

Promotion:

Manchester United has established a range of global,

commercial partnerships with certain blue chip firms such asVodafone and Nike. Indeed this has helped put Manchester

United on the global scene. Nike has launched their new Cool

Motion double layer kit, promoted by many of the players such

as Scholes and Ferdinand, wearing Nike Boots, which have

helped connect the famous market leader with this Premier

Football team. Further, legends such as Cantona have helped

create this maverick image for Manchester United, but also


28/88

having such a combination of powerful sponsors has brought

the team a reputable image. (ManUtd.com, 2004a).


29/88

British Sky Broadcasting and Manchester United Television

Since 1991, the English league has become the most popular

and televised league in the world enabling Manchester Unitedsplaying achievements to be followed globally and on a regular

basis. Manchester United has developed a partnership with

BSKYB, who provide the distribution, production and

programming. MUTV operates a magazine format of past

matches, interviews with players and staff and up to the minute

information on the club. This is a clear example of brand

extension and brand differentiation. Meenaghan (1995) stated

that one must ensure that the good/service is positively

differentiated from its closest rivals. In addition, White and

Hsieh cited that differentiating the brand from rival brands,

gives one a competitive advantage. This is certainly the case

with Manchester United as it currently has 75,000 UK

subscribers to MUTV, indicating high levels of brand loyalty.

ManUtd.com Website


30/88

Cocoran, I, (2001) noted the partnership with Lycos has helped

the club take advantage of its content and brand strength via

the development of local-language sites for its non-Englishspeaking fans, specifically in South East Asia. It is clear that

Manchester United have recognised the advantages of digital

branding as a form of brand extension and in doing so they

have transferred the teams success on the pitch toward a

global audience of millions, by embracing the power of the

web.

Club Tours -Global extension of the brand.

Manchester United has strengthened its brand image by

expanding its market share in unt apped areas around the

globe. Through information researched,

(www.brandchannel.com , 2004) Peter Draper, the clubs

Director of Marketing, explains how, Currently, 90 percent of

our business comes out of the UK, but 80 percent of the fan

base is abroad. Theres clearly an opportunity for us there. The

team has undergone tours of the US, China and the Far East in

order to promote Manchester United merchandise, encourage
http://www.brandchannel.com/http://www.brandchannel.com/http://www.brandchannel.com/


31/88

new sponsors and establish a firm fan base abroad. Manchester

United has opened at least ten mega-stores across Asia, and

plans to develop one hundred Manchester United brandedfootball restaurants over the next ten years, with the aim to

cash in on the lucrative interest many Asian nations hold in the

English game.

Manchester United has succeeded in promoting the brand

globally and adapting its image to different markets which is

highlighted by the fact that they have 40 million fans in Asia

(Lifestyle, 2004). Park et al (1986) stated that establishing a

brand image relevant to the market segment in which it is

based, is significant so as to ascertain a strong brand position.

David Gill cites in his PLC report of 2003 that the key

marketing strategy for the Manchester United brand

development team is to expand operations into any country

where they feel it is possible to convert the local populationinto loyal followers of the club and future customers in the

multinational empire.


32/88


33/88


34/88

Place

Old Trafford Club Stadium

The club recognised at an early stage in the brands development, the

potential earning power of the clubs home ground, Old Trafford with

68,000 supporters walking through the gates on any given match day.

Currently shown in Manchester United financial data is that 36% of the

clubs revenue is generated from match days. (ManUtd.com, 2004c).

Reid (2001) stressed that the brand has to be experienced, therefore by

providing a well equipped stadium, this helps attract a greater influx of

foreign visitors.

Price

The use of price can be viewed as the sole negative factor of

Manchester United brand image. Exploitation is evident in the form of

the fans that pay outrageous prices for gate admissions (34) and

replica shirts (45) and via their business partners, the exploitation of

children in the sweatshops of Asia as exposed by the BBCs current

affairs flagship Panorama. While the clubs players such as Ferdinand,Giggs and Keane are paid so handsomely to wear the products of

leading sports manufacturers the workers in the sweatshops of

Indonesia and other Asian countries are earning 72 pence for 24 hours


35/88

of work. (Skynews.com, 2002). The enormous difference between what

the goods cost to manufacture and their price is the reason behind the

clubs huge profits and enormous transfer kitty. It is clear that there is a

large disparity between with the wealth of Manchester United and the

workers who make the products so crucial to the global spread of the

brand image.


36/88

Brand Preference

Customers buying products are buying utility, function, and

performance as much as image and status (Terpstra and Sarathy,

1997, p. 375). Actually, Customer merchandise has implications more

than their utilitarian, functional, and commercial significance

(Czikszentmihalyi and Rochberg-Halton, 1981; Ericksen, 1996; Leigh and

Gabel, 1992; Levy, 1959; Mick, 1986). Consumers do not consumeproducts for their material utilities but consume the symbolic meaning

of those products as portrayed in their images (Elliot, 1997, p. 286).

Therefore, the acquired goods are not only bundles of attributes

that yield particular benefits (Holt, 1995, p. 1) but also indications of

symbolic meanings to the public. Consumers are more likely to usebrands to express how they are either similar to or different from

people of their in-group (Markus and Kitayama, 1991).

Bhat and Reddy (1998) also reported that brands have practical

and emblematic importance for consumers. The emblematic

importance, which is attached to brands, is often broadcasted via theuse and consumption of brands (Gottdeiner, 1985; McCracken, 1986).

Consequently, there seems to be a noteworthy relationship between

brand images, consistent with the emblematic importance of brands,


37/88


38/88

toward products and brands (Ericksen, 1996; Sirgy, 1982, 1985, 1991;

Sirgy, et. al., 1997). Specifically, the more similar a consumers self -

image is to the brands image, the more favorable their evaluations of

that brand shou ld be (Graeff, 1996, p. 5).

Brand Personality

Contrary to product-related attributes, which refer to be

performance-oriented for customers, brand personality seems to be

representative/self-expressive oriented (Keller, 1993). Brand

personality refers to the set of human characteristics associated with a

brand (Aaker, 1997, p. 347). Moreover, researchers found that brand

personality facilitates a consumer to articulate his/her self (Belk, 1988),

an ideal self (Malhotra, 1988), or exact aspects of the self (Kleine,

Kleine, and Kerman, 1993) via the use of a brand. Additionally, thisconcept was the essential determinant of consumer preference and

usage (Biel, 1993).

Brand personality can be shaped and influenced by any

direct/indirect contact that the consumer has with the brand (Plummer,

1985). The direct influences included the brands user imagery, which is

defined as the set of human characteristics associated with the typical

user of a brand (Aaker, 1997, p. 348); the firms workers and/or boss;

an d the brands endorsers. On the other hand, the indirect influences


39/88


40/88

Value has been recognized as the fundamental basis for all

marketing activity (Halbrook, 1994, p. 22). Value has also been stated

as a cognitive -based construct which captures any benefit-sacrifice

discrepancy in much the same way disconfirmation does for variations

between expectations and perceived performance (Patters on and

Spreng, 1997, p. 421). Therefore, it is the outcome of a cognitive

assessment procedure. Moreover, it is an affective evaluative reaction

(Oliver, 1996).

Customer perceived value in commerce marketplace was defined

as the trade -off between the multiple benefits and sacrifices of a

suppliers offering, as perceived by key decision -makers in the

customers organization, and taking into consideration the available

alternative suppliers offerings in a specific use situation (Eggert and

Ulaga, 2002, p. 110). That is, there existed three elements in this

definition: (1) the multiple components of value, (2) the subjectivity of

value perceptions and (3) the importance of competition (Eggert and

Ulaga, 2002, p. 109).

First of all, the multiple benefits refer to a mixture of

product/service attributes and/or technological support available

related to a specific use condition (Monroe, 1990). The multiple

sacrifices were occasionally illustrated in monetary forms (Anderson, et


41/88

al., 1993). Secondly, custom ers perceived value is subjective, not

objective (Kortge and Okonkwo, 1993). In other words, different

customers might have a variety of perceived values for consuming the

same product/service. Thirdly, customers perceived value is associated

with competition on the market. Competitors generate sustainable

competitive advantage by means of bringing a better trade-off between

utilities and sacrifice in a merchandise/service.

Alternatively, customer perceived value was consisted of a take

factor- the be nefits a purchaser obtained from the vendors

contribution- and a give factor - the buyers costs (financial and/or

non-monetary) of receiving the offering (Dodds, 1991; Zeithmal, 1988).

Even much of the precedent studies have emphasized product quality

as the primary take factor and price as the give factor (Grewal et

al., 1998; Lichtenstein, Netemeyer, and Burton, 1990; Zeithmal, 1988).

But, service is also a logical driver of perceived value (Parasuraman

and Grewal, 2000, p. 169). For the reason that outstanding before/after

sale services provided by the seller really increase the benefits obtained

(the take factor) and also decrease the buyers non -monetary costs,

such as time, effort, and mental stress (the give factor) (Parasuraman

and Grewal, 2000, p. 169). Consequently, customer perceived value

was composed of service quality, product quality, and price

(Parasuraman and Grewal, 2000, p. 169).


42/88

1. Service quality

Perceived service quality was defined as the discrepancy between

expected quality and experienced quality (Gronroos, 2000, p. 67).

Expected quality refers to the expectations of the customer;

experienced quality is the outcome of a series of internal decisions and

activities (Gronroos, 2000, p. 101). In other words, customers

subjectivity has a significant influence on perceived service.

Based on a concrete background of empirical and conceptualresearch, Gronroos (2000, p. 81) provided a list of The Seven Criteria of

Good Perceived Service Quality: professionalism and skills (i.e.,

service providers have required knowledge to offer skills in order to

solve customers problems in a professional way), attitudes and

behavior (i.e., service providers are considerate of/friendly to

customers), accessibility and flexibility (i.e ., service providers are easy

and adaptive for customers to reach), reliability and trustworthiness

(i.e., service providers are dependable and honorable), service

recovery (i.e., service providers are willing to correct mistakes as soon

as they can), serviscape (i.e., customers feel comfortable in the

environment related to the service process), reputation and

credibility (i.e., service providers can be trusted by customers).

2. Product quality


43/88

Generally speaking, people buy products to satisfy needs and

wants. That is, consumers would like to obtain a mixture of utilities

when they procure items for consumption, and different customers

seem to acquire a variety of benefits from the same kind of goods. In

order to supply the benefits for consumers, marketers need to

successfully incorporate the components that constitute a product.

These components include product features (quality, design, branding,

and packaging) and customer service (purchase services and usage

services) (Bearden, Ingram, and LaF orge, 2001, p. 185). Product quality

refers to how well a product does what it is supposed to do as defined

by the customer (Bearden, Ingram, and LaForge, 2001, p. 186).

3. Price

The price of a product/service can be analyzed associated with

customers qu ality expectations and/or their past experiences. If the

price is judged too expensive, consumers might not purchase. A low

price policy causes poor positioning and neglected opportunities.

However, price appears to be a standard for quality in some

circum stances. A higher price level equals a better quality in the minds

of customers, especially when the service is highly intangible

(Gronroos, 2000, p. 80).

Hypotheses


44/88

Based on the literature discussed above, the hypotheses of this

study are as follows:

1. There existed a significant relationship between brand preferencesand respondents demographic characteristics.

2. There existed a significant relationship between brand personality

and respondents brand preferences.

3. Brand preferences were significantly associated with variation in

customers perceived value.


45/88

RRee ssee aa r r c c hh MM ee t t hh oo d d oo l l oo gg y y

DDee f f iinn iitt iioo nn oo f f RRee ssee aa rrcchh ::--

RESEARCH in common parlance refers to a search for knowledge

.Also can be defined as a scientific and systematic search for pertinent

information on a specific topic. Research is a careful investigation orinquiry especially through search for new facts in any branch of

knowledge.

TTYYPPEE OOFF RREESSEEAARRCCHH

The research design comprise of the plan and structure of

investigation conceived so as to arrive at the responses to the research

queries. It there by addresses the aims and objectives of the study,

both descriptively and analytically.

SSAAMM PPLLIINNGG TTEECCHHNNIIQ Q UUEE


46/88

The sampling technique adopted for the study is non-probability

Random sampling technique according to the convenience of the

researcher. A questionnaire was administered to different software

companies to obtain data for the purpose of analysis.

SAMPLE SIZE

Data is collected using a sample of 50 Respondents.

SSAAMM PPLLEE DDEESSCCRRIIPPTTIIOONN

The sample mainly consists of data from the primary sources that

are utilized for the purpose of this study. This is done by means of

administrating questioners to in different software companies in the

city of Udaipur.

Secondary data like company journals, newsletters, records etc. were

also relied on for retrieving further information.


47/88

DD A AT T A A C C OOLLLLE E C C T T I I OON N MM A AT T H H OODD

Both secondary and primary sources of data are utilized for the purpose

of this study. Primary data is collected by means of administering a

questionnaire to the different software companies. Secondary data is

collected from various records, manuals and other sources.

S. No. Particulars Description

1. Project Title A STUDY OF CUSTOMER PURCHASE

DECISION TOWARDS LAPTOPS. (Special

Reference to Udaipur)

2. Sample Size 50

3. Sample Unit Students, Service Mens, Shopkeepers,etc.

4. Area Covered Udaipur

5. Sampling Procedure Random Sampling

6. Research Design Exploratory

7. Data Collection Method Survey

8. Research Instrument Questionnaire

9. Type of Questionnaire Structured

10. Type of Questions Close Ended, Open Ended Questions

11. Method of Survey Census Survey

12. Type of Sampling Stratified Sampling


48/88

Importance of research work:

The purpose of this study is to examine the impacts of

demographic Factors and footwear benefits sought on consumer

purchasing outcomes in the urban market.

Research results show that age, household size, education,

occupation and income significantly affect amount of money

spent, pairs of footwear purchased and purchase plans, but not

average price paid. Gender and residence of respondent were not

significantly related to purchasing outcomes.

The study identified two groups of shoppers seeking significantly

different benefits in purchasing footwear products: the functional

shoppers and the alpha shoppers. As compared to the functional

shoppers, alpha shoppers purchased more pairs of footwear, paid

higher price for footwear and spent larger HRK1 amount on

footwear. The results are indicative for the segmentation strategy

in the footwear market.


49/88


50/88

DDaa t t aa A Ann aa l l y y ss i i ss && I I nn t t ee r r p p r r ee t t aa t t i i oo nn

1. Do you have a Laptop?

SR.NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE

1 Yes 25 50%

2 No 25 50%

3 Total 50 100%

INTERPRETATION:

The above table indicates that, 25% people have laptop & 25%people do not have laptop.


51/88


52/88

The above table indicates that, 24% people have Lenovo, 16%

people have Compaq, 8% have Dell, 16% have Sony, 8% HCL, 8% have

Acer, 16% have HP laptop.


53/88

3. When did you purchase your Laptop?


1 Less than 6 months 10 40%

2 6 months to 1 year 8 32%

3 1 -2 years 4 16%

4 2 5 years 2 8%

5 More than 5 years 1 4%

9 Total 25 100%

INTERPRETATION:


54/88

The above table indicates that, 16% people plans for purchasing

laptop in 1-2 yr., 4% plan more than 5 yr., 40% plan in less than 6

months, 32% plan in 6 month to 1 yr.


55/88

4. What is main purpose of using Laptop?


1 Personal13

52%

2 Official 10 40%

3 Both 2 8%

9 Total 25 100%

INTERPRETATION:

The above table indicates that, 52% purchasing laptop for person

use, 8% purchase for both purpose, 40 % purchase for official use.


56/88

5. Your satisfaction level towards your laptop?


1 Strongly satisfied9

36%

2 Satisfied 13 52%

3 Dissatisfied 2 8%

4 Strongly dissatisfied 1 4%

5 partially satisfied 0 0%

Total 25 100%

INTERPRETATION:


57/88

The above table indicates that, 52% people satisfied with their

brand laptop, 36% strongly satisfied with their laptop, 8% people

dissatisfied with their laptop, 4% people strongly dissatisfied with their

laptop.


58/88

6. Which types of features prefer most by you in laptop?


1 Processor 9 36%

2 Battery backup 8 32%

3 Screen size 5 20%

4 Ram 2 8%

5 Hard disk 1 4%

Total 25 100%

INTERPRETATION:


59/88


60/88

7. What are the factors which influence your buying decision?


1 Price 9 36%

2 Availability 7 28%

3 Schemes 4 16%

4 Quality 3 12%

5 advertisement 2 8%

Total 25 100%

INTERPRETATION:


61/88

The above table indicates that, 28% people influencing through

availability of product, 36% influencing through price, 16% through

schemes, 12% through Quality of laptop & 8% through advertisement.


62/88

8. Are you switch over to any other brand to this brand?


1 Yes5

80%

2 No 20 20%

Total 25 100%

INTERPRETATION:

The above table indicates that, 20% people want to switch their

present laptop.


63/88

Person do not have laptop.

9. When would you purchase a laptop?


1 Less than 6 months 11 44%

2 6 months to 1 year 10 40%

3 1 -2 years 3 12%

4 2 5 years 1 4%

5 More than 5 years 0 0%

Total 25 100%

INTERPRETATION:


64/88

The above table indicates that, 44% people purchase laptop in

less than 6 months, 40% in 6 month to 1 yr., 12% in 1-2 yr. & 4% people

plans for purchasing laptop in 2-5 yr.


65/88

10. What price range will you be prepared to pay for such

a Laptop?


1 Rs. 25000 - 30000 12 48%

2 Rs. 35000 - 40000 6 24%

3 Rs. 45000 - 50000 2 8%

4 Rs. 30000 - 35000 3 12%

5 Rs. 40000 - 45000 2 8%

6 Above 50000 0 0%

7 Total 25 100%

INTERPRETATION:


66/88

The above table indicates that, 12% choose the range of 30000-

35000, 48% for 25000-30000, 8% choose for 45000-50000 & 8% choose

for 40000-45000.


67/88


68/88

The above table indicates that, 27% choose Compaq, 4% choose

Dell, 27% choose Sony, 4% for HCL, 4& for Acer, 11% for Lenovo, 8% for

IBM.


69/88

11. The main purpose of purchasing the laptop?


1 Personal 13 52%

2 Official 9 36%

3 Both 3 12%

4 Total 25 100%

INTERPRETATION:

The above table indicates that, 52% people choose for personal

use, 12% for both use & 36% for Official use.


70/88

12. What are the factors which influence your buying

decisions? (Rank 1-5)

SR.NO. PARTICULARS NO. OF RESPONDENTS RANK PERCENTAGE

1 Price 10 1 40%

2 Availability 3 2 12%

3 Schemes 5 4 20%

4 Quality 6 3 24%

5 Advertisement 1 5 4%

6 Total 25 100%

INTERPRETATION:


71/88

The above table indicates that, 12% people influencing through

availability of product, 40% through price, 24% through quality, 20%

through schemes & 4% through advertisement.


72/88


73/88

The above table indicates that, 44% give preference to battery

backup of laptop, 32% to processor, 8% for screen size, 8% for RAM, 8%

for HDD.


74/88

14. Please tick one of the option for each of theconfiguration items for your desire laptop?

(i) ProcessorSR.NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE

1 Celeron 2 8%

2 Centrino 5 20%

3 Duo 9 36%

4 Pentium 5 20%

5 Core 4 16%

6 Total 25 100%


75/88


76/88


77/88

(iii) Battery backup


1 2.5 hrs. 3 12%

3 3.5 hrs. 10 40%

4 3 hrs. 5 20%

2 4 hrs. 7 28%

5 Total 25 100%

INTERPRETATION:

The above table indicates that, 40%b gives preference to 3.5 Hrs.,

12% for 2.5 Hrs., 20% for 3 Hrs., 28% for 4 Hrs.


78/88

(iv) Screen size


1 12 3 12%

3 15 17 68%

4 14 5 20%

5 Total 25 100%

INTERPRETATION:

The above table indicates that, 68%b gives preference to 15, 20%

for 14 & 12% for 12.


79/88

FFIINNDDIINNGG && CCOONNCCLLUUSSIIOONN

Marketing is a very crucial activity in every business organization.

Every product produced within an industry has to be market.

ted other wise it will remain as unsold stock, which will be of no

value. I have realized this fact after completion of my project. Despite

of various difficulties and limitations faced during my project on the

topic A STUDY OF CUSTOMER PURCHASE DECISION TOWARDS

LAPTOPS. I have tried my level best to find out the most relevant

information for the organization to complete the assignment that was

given to me. After completion of my project I have gained several

experiences in the field or sales marketing. I have got the opportunity

to meet various people, which fluctuate in different situation and time.

project has given me the opportunity to have first experience in the

corporate world.

Theoretical knowledge of a person remains dormant until it is

used and tested in the practical life. The research has given to me the

chance to apply my theoretical knowledge that I have acquired in my

classroom to the real business world. I have completed my project in

which are involved in its successful completion. In spite of few


80/88

limitations and hindrance in the project I found that the work was a

challenge and fruitful. It gives enough knowledge about the computers

market and the distribution process undertaken by an organization.

This summer training project has enabled my capability in order to

manage business effectively and in my career in future.


81/88

SSuu ggggee ss tt iioo nn && RRee ccoo mm mm ee nn dd aa tt iioo nn

Laptop Company having large number of channel partners but it is

not supporting & taking care all of them equally which results in

increasing discontentment among new channel partners because its

not possible for company to support all of them equally. Company

should take some positive action against it.

Company executive should visit dealers on regular basis.

They Should pay proper attention towards checking of various

components of PC before end user delivery. Otherwise it tends

towards defame of brand name in comparison to rivals.

Need to expend customer care center .

Proper attention should be paid for advertisement planning

otherwise it may lead to problem for dealer as well as for company.

Company should tie up with some event management company to

organize various promotional activities like canopy, Carnival.


82/88

Company should make policy for fixed end user price for all dealers

so that fair game will be played & dealer would not to compromise

on their margin.


83/88

BBI I BBLLI I OOGGRR A AP P H H Y Y

The lists of reference for the purpose of completing this marketingproject are as given below:

BOOKS:

Marketing Research By: G. C. Beri

Marketing Research By: Boyd and Stasch

Marketing Management By: Philip Kotler

Kothari C. R. (2005) RESEARCH METHODOLOGY New Age

International Limited, Fifth Edition

Saxena Rajan, Marketing Management: Tata Mcgraw, New Delhi,

2006

INTERNET:

www.hcl.in

www.indiainfoline.com

www.google.co.in

www.hp.com

www.acer.com

www.dell.com


84/88

www.ibm.com

www.hclinfosystem.in

www.altavista.com

www.khoj.com

LIMITATION OF LAPTOP

laptops remain more expensive than desktop PC.

Heat generated from using a laptop on the lapcan also cause skin discoloration on the thighsknown as "toasted skin syndrome.

Because of their portability, laptops are subjectto more wear and physical damage thandesktops.

Battery life is limited because the capacity dropswith time, eventually requiring replacement afteras little as a year.


85/88

Market Competition Dell's major competitors include Hewlett-Packard (HP), Acer,

Fujitsu, Toshiba, Gateway, Sony, Asus, Lenovo, IBM, MSI,Samsung, Appleand Sun Microsystems Dell and its subsidiary,Alienware, compete in the enthusiast market againstAVADirect, Falcon Northwest, VoodooPC (a subsidiary of HP),CustomPotato, and other manufacturers. In the second quarter of2006, Dell had between 18% and 19% share of the worldwide

personal computer market, compared to HP with roughly 15%.

In late 2006, Dell lost its lead in the PC-business to Hewlett-Packard. Both Gartner and IDC estimated that in the thirdquarter of 2006, HP shipped more units. worldwide than Delldid. Dell's 3.6% growth paled in comparison to HP's 15%growth during the same period. The problem got worse in thefourth quarter, when Gartner estimated that Dell PC shipmentsdeclined 8.9% (versus HP's 23.9% growth). As a result, at the

end of 2006 Dell's overall PC market-share stood at 13.9%(versus HP's 17.4%)


86/88

conclusion

Portability is usually the first feature mentioned in any

comparison of laptops versus desktop PCs. Physical portability allows that a laptop can be used in many places not only at home and at the office, but alsoduring commuting and flights, in coffee shops, inlecture halls and libraries, at clients' location or at ameeting room, etc. The portability feature offers severaldistinct advantages:

Productivity : Using a laptop in places where a desktop PCcan not be used, and at times that would otherwise bewasted. For example, an office worker managing their e-mails during an hour-long commute by train, or a studentdoing his/her homework at the university coffee shopduring a break between lectures.

Immediacy : Carrying a laptop means having instant accessto various information, personal and work files. Immediacyallows better collaboration between coworkers orstudents, as a laptop can be flipped open to present aproblem or a solution anytime, anywhere.

Up-to-date information : If a person has more than one

desktop PC, a problem of synchronization arises: changesmade on one computer are not automatically propagatedto the others. There are ways to resolve this problem,including physical transfer of updated files (using a USBflash memory stick or CDRs) or using synchronization


87/88

software over the Internet. However, using a single laptopat both locations avoids the problem entirely, as the filesexist in a single location and are always up-to-date.

Connectivity : A proliferation of Wi-Fi wireless networksand cellular broadband data services (HSDPA, EVDO andothers) combined with a near-ubiquitous support bylaptops means that a laptop can have easy Internet andlocal network connectivity while remaining mobile. Wi-Finetworks and laptop programs are especially widespreadat university campuses.

Other advantages of laptops:

Size : Laptops are smaller than desktop PCs. This isbeneficial when space is at a premium, for example insmall apartments and student dorms. When not in use, alaptop can be closed and put away.

Low power consumption : Laptops are several times morepower-efficient than desktops. A typical laptop uses 20 90W, compared to 100 800 W for desktops. This could beparticularly beneficial for businesses (which run hundredsof personal computers, multiplying the potential savings)and homes where there is a computer running 24/7 (suchas a home media server, print server, etc.)

Quiet : Laptops are often quieter than desktops, due bothto the components (quieter, slower 2.5-inch hard drives)and to less heat production leading to use of fewer andslower cooling fans.

Battery : a charged laptop can continue to be used in caseof a power outage and is not affected by short power


88/88

interruptions and blackouts. A desktop PC needs a UPS tohandle short interruptions, blackouts and spikes; achievingon-battery time of more than 20 30 minutes for a desktop

PC requires a large and expensive UPS. All-in-One : designed to be portable, laptops have

everything integrated into the chassis. For desktops(excluding all-in-ones) this is divided into the desktop,keyboard, mouse, display, and optional peripherals such asspeakers

Documents

Brands of Laptop