RESEARCH ON CUSTOMER PERCEPTION ON LENOVO LAPTOPS COMPARE TO THEIR COMPETITORS BY GROUP NO.:- 8...
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Transcript of RESEARCH ON CUSTOMER PERCEPTION ON LENOVO LAPTOPS COMPARE TO THEIR COMPETITORS BY GROUP NO.:- 8...
RESEARCH ON CUSTOMER PERCEPTION ON LENOVO LAPTOPS
COMPARE TO THEIR COMPETITORSBY
GROUP NO.:- 8
PRESENTED BY:-SANTANU BHUKTAKUMAR SHIVAM MADHULIKA SINGHRAVI RAJSAKSHI SINGHTARVEENJEET SINGH
Type Public
Industry Computer Hardware Electronics
Founded 1984(Beijing)(as Legend)
2004(as Lenovo)
Founder(s) Liu Chuanzhi
Headquarters Beijing, China and Morrisville, North Carolina, United State.
Area served Worldwide
Key people Yang Yuanging(Chairman, President, and CEO)
Literature ReviewBeing a Chinese company clouds the
way for the newly-established Lenovo's success, it created an impression of low-quality mass produced machines as well as of difficult government and state issues .These concerns however are all image-related, but they are not to be shrugged-off just like that by most consumers,Accoordings to IDC (2013).
RESEARCH OBJECTIVES
To study and understand the buying behaviour of consumers for Lenovo laptops.
To find the customer perceptions of Lenovo and it’s competitors buyers.
To have an idea about the parameters consumers consider while buying Lenovo laptops computers.
To know advantages of Lenovo over it’s competitors.
To study the image of Lenovo and the image of its major competitors.
RESEARCH PROBLEM
The image of Lenovo PCs over its major competitors.
HYPOTHESES
The price of the laptops has significant impact on the type of laptops purchased by them.
There is a significant relationship between key factor and buying a laptop.
There is significant relationship between the value added by Lenovo laptop and buying Lenovo laptop.
Actors play significant role to buy a Lenovo laptop. ThinkPad of Lenovo laptop is positive impact to buy Lenovo
laptops.There is significant relationship between availability of service
centres and buying a laptop. EMI option of Lenovo gives positive impact on image of
Lenovo laptops. Preinstalled OS has direct impact on purchase of Laptop .Gender has significant impact on satisfaction level of Lenovo
laptops. There is a significant relationship between value added of
Lenovo and satisfaction level of Lenovo laptops.
RESEARCH METHODOLOGY Sample size :-
n=40Type of research :-
* Exploratory * Descriptive
Sampling frame:- * Noida
INDEPENDENT VARIABLES:- • Price • Features• ThinkPad• Availability of service centers• Purpose of uses• Add value
DEPENDENT VARIABLES:- 1. Customer preference buying Lenovo laptops. 2.Customer satisfaction level of using Lenovo
laptops.
DATA COLLECTION Collection of data Primary data: The method of collection of
primary data is through Quasi questionnaire. Secondary data: The secondary data was
collected from newspapers, articles and internet sources.
TEST USED Descriptive and Inferential Statistics.The central tendency techniques like mean,
median and mode were used. And we also used Chi-square ,t- test.
The level of significance has been kept at 5 %.
Which brand do you prefer in term of buying a laptop?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Dell 13 32.5 32.5 32.5
Lenovo 5 12.5 12.5 45.0
Samsung 1 2.5 2.5 47.5
HP 18 45.0 45.0 92.5
Others 3 7.5 7.5 100.0
Total 40 100.0 100.0
ANALYSIS
What are your price range?
Frequenc
y
Percent Valid Percent Cumulative
Percent
Valid
Rs 20000-
250003 7.5 7.5 7.5
Rs 25001-
3500012 30.0 30.0 37.5
Rs 35001-
4500020 50.0 50.0 87.5
And above 5 12.5 12.5 100.0
Total 40 100.0 100.0
Hypothesis1: The price of the laptops has significant impact on the type of laptops purchased by them.
Which brand do you prefer in term of buying a laptop? * What are your price range? Crosstabulation
Count
What are your price range?
TotalRs 20000-25000 Rs 25001-35000 Rs 35001-45000 And above
Which brand do you prefer in term
of buying a laptop?
Dell 3 4 6 0 13
Lenovo 0 2 2 1 5
Samsung 0 0 1 0 1
HP 0 5 9 4 18
Others 0 1 2 0 3
Total 3 12 20 5 40
CHI-SQUARE VALUE:- 0.507>0.05
Hypothesis2: There is a significant relationship between key factor and buying a laptop.
What is the key factor you look first while buying a
laptop?
Harddisk Display Lan Card Touch or
without touch
Which brand do you prefer
in term of buying a laptop?
Dell 13 0 0 0
Lenovo 3 1 0 0
Samsung 0 0 0 0
HP 6 6 1 1
Others 0 1 0 0
Total 22 8 1 1
What is the
key factor
you look
first while
buying a
laptop?
Total
Sounds
Which brand do you prefer in
term of buying a laptop?
Dell 0 13
Lenovo 1 5
Samsung 1 1
HP 4 18
Others 2 3
Total 8 40
CHI-SQUARE VALUE:- 0.074>0.05
Hypothesis3: There is significant relationship between the value added by Lenovo laptop and buying Lenovo laptop.
Which brand do you prefer in term of buying a laptop? * What value added services does Lenovo give?? Crosstabulation
Count
What value added services does Lenovo give??
Services Product options Price ranges Higher number of
service centers
Which brand do you prefer in term
of buying a laptop?
Dell 5 3 5 0
Lenovo 2 0 2 1
Samsung 0 0 1 0
HP 1 3 11 3
Others 1 0 2 0
Total 9 6 21 4
CHI-SQUARE VALUE:- 0.511>0.05
Hypothesis4: Actors play significant role to buy a Lenovo laptop
Does actors play a big role while choosing to buy a
Lenovo laptop?
Total
Yes No
Which brand do you prefer in term of buying
a laptop?
Dell 6 7 13
Lenovo 2 3 5
Samsung 0 1 1
HP 2 16 18
Others 0 3 3
Total 10 30 40
CHI-SQUARE VALUE:- 0.142>0.05
Hypothesis5: ThinkPad of Lenovo laptop is effects to buy Lenovo laptops.
Which brand do you prefer in term of buying a laptop? * How was the idea of Lenovo's thinkpad? Crosstabulation
Count
How was the idea of Lenovo's thinkpad?
TotalSatisfactory Good Very Good
Which brand do you prefer in term of
buying a laptop?
Dell 5 7 1 13
Lenovo 2 3 0 5
Samsung 0 1 0 1
HP 4 14 0 18
Others 1 2 0 3
Total 12 27 1 40
CHI-SQUARE VALUE:- 0.551>0.05
Hypothesis6: There is significant relationship between availability of service centres and buying a laptop
Which brand do you prefer in term of buying a laptop? * How far would you like to travel to
find out a Lenovo service center? Crosstabulation
Count
How far would you like to travel to find out a
Lenovo service center?
0-5Km 6-10Km 11-15Km
Which brand do you prefer
in term of buying a laptop?
Dell 6 4 2
Lenovo 3 2 0
Samsung 0 1 0
HP 11 4 2
Others 2 1 0
Total 22 12 4
Count
How far would
you like to
travel to find
out a Lenovo
service center?
Total
15Km+
Which brand do you prefer
in term of buying a laptop?
Dell 1 13
Lenovo 0 5
Samsung 0 1
HP 1 18
Others 0 3
Total 2 40
CHI-SQUARE VALUE:- 0.955>0.05
Hypothesis7: EMI option of Lenovo gives positive impact on image.
CHI-SQUARE VALUE:- 0.294>0.05
Which brand do you prefer in term of buying a laptop? * Does Lenovo gives EMI option while buying a laptop?
Crosstabulation
Count
Does Lenovo gives EMI option while buying a
laptop?
Total
Yes No
Which brand do you prefer in term of
buying a laptop?
Dell 10 3 13
Lenovo 4 1 5
Samsung 0 1 1
HP 10 8 18
Others 1 2 3
Total 25 15 40
Hypothesis8: Preinstalled OS has direct impact on purchase of Laptop
CHI-SQUARE VALUE:- 0.551>0.05
Which brand do you prefer in term of buying a laptop? * The laptop should come with the
following Operating System pre-installed: Crosstabulation
Count
The laptop should come with the following
Operating System pre-installed:
Windows Linux Ubontu
Which brand do you prefer
in term of buying a laptop?
Dell 13 0 0
Lenovo 4 1 0
Samsung 1 0 0
HP 15 1 1
Others 2 1 0
Total 35 3 1
Count
The laptop
should come
with the
following
Operating
System pre-
installed:
Total
No OS
Which brand do you prefer
in term of buying a laptop?
Dell 0 13
Lenovo 0 5
Samsung 0 1
HP 1 18
Others 0 3
Total 1 40
Hypothesis9: Gender has significant impact on satisfaction level of Lenovo laptops.
Group Statistics
What is Gender? N Mean Std. Deviation Std. Error Mean
How would you rate Lenovo compared
to its nearest competitors on basis of
performance?
Male 19 3.16 .602 .138
Female 21 3.10 .889 .194
Independent Samples Test
Levene's Test for Equality of
Variances
t-test for
Equality of
Means
F Sig. t
How would you rate Lenovo
compared to its nearest
competitors on basis of
performance?
Equal variances assumed .744 .394 .258
Equal variances not
assumed.263
t-test for Equality of Means
df Sig. (2-
tailed)
Mean
Differenc
e
How would you
rate Lenovo
compared to its
nearest
competitors on
basis of
performance?
Equal variances
assumed38 .798 .063
Equal variances
not assumed35.330 .794 .063
t-test for Equality of Means
Std. Error
Difference
95% Confidence
Interval of the
Difference
Lower
How would you rate Lenovo
compared to its nearest
competitors on basis of
performance?
Equal variances assumed .243 -.429
Equal variances not assumed .238 -.421
P- VALUE:- 0.798>0.05
Hypothesis10: There is a significant relationship between add value of Lenovo and satisfaction level of Lenovo laptops.
Group Statistics
What value added
services does Lenovo
give??
N Mean Std.
Deviation
How would you rate
Lenovo compared to its
nearest competitors on
basis of performance?
Services 9 2.67 .707
Product options 6 3.00 .000
Group Statistics
What value added services
does Lenovo give??
Std. Error Mean
How would you rate
Lenovo compared to its
nearest competitors on
basis of performance?
Services .236
Product options .000
Independent Samples Test
Levene's Test for Equality of
Variances
t-test for
Equality of
Means
F Sig. t
How would you rate Lenovo
compared to its nearest
competitors on basis of
performance?
Equal variances assumed 7.962 .014 -1.140
Equal variances not
assumed-1.414
t-test for Equality of Means
df Sig. (2-
tailed)
Mean
Differen
ce
How would you
rate Lenovo
compared to its
nearest
competitors on
basis of
performance?
Equal
variances
assumed
13 .275 -.333
Equal
variances not
assumed
8.000 .195 -.333
P- VALUE:- 0.275>0.05
FindingsImage of Lenovo laptops is not good
compare to their competitors like Dell and HP.Most of the customers prefer Dell and HP compare to Lenovo laptops in Noida.
But image of Lenovo laptops is good compare to their competitors like Samsung,Acer,Asus and other laptops in Noida.
SUGESSION
Most of the customer still not prefer Lenovo laptops.
Company need to add some new innovative ideas to capture laptop markets in India.
Most of customer looks for good features in affordable price, so company need to utilize this.
Video
http://www.youtube.com/watch?v=gXNXxTmw8kM
Referenceshttp://sociology.about.com/od/Statistics/a/D
escriptive-inferential-statistics.htmhttp://en.wikipedia.org/wiki/Lenovohttp://www.idc.com/getdoc.jsp?containerId
=prUS24213513Sondhi, Chawala (2011). Reseach
Methodology. Noida: Vikas.International Data Corporation(2013),New York.