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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
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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.
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(.)
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
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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
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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
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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.
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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
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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
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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.
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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
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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.
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Laptop modal at binning of the company
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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
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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.
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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
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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).
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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.
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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
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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
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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
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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.
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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
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having such a combination of powerful sponsors has brought
the team a reputable image. (ManUtd.com, 2004a).
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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
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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
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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.
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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
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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.
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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,
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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
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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
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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).
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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
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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
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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.
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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
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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.
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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
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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.
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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.
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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.
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3. When did you purchase your Laptop?
SR.NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE
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:
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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.
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4. What is main purpose of using Laptop?
SR.NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE
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.
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5. Your satisfaction level towards your laptop?
SR.NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE
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:
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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.
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6. Which types of features prefer most by you in laptop?
SR.NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE
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:
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7. What are the factors which influence your buying decision?
SR.NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE
1 Price 9 36%
2 Availability 7 28%
3 Schemes 4 16%
4 Quality 3 12%
5 advertisement 2 8%
Total 25 100%
INTERPRETATION:
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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.
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8. Are you switch over to any other brand to this brand?
SR.NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE
1 Yes5
80%
2 No 20 20%
Total 25 100%
INTERPRETATION:
The above table indicates that, 20% people want to switch their
present laptop.
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Person do not have laptop.
9. When would you purchase a laptop?
SR.NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE
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:
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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.
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10. What price range will you be prepared to pay for such
a Laptop?
SR.NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE
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:
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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.
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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.
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11. The main purpose of purchasing the laptop?
SR.NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE
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.
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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:
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The above table indicates that, 12% people influencing through
availability of product, 40% through price, 24% through quality, 20%
through schemes & 4% through advertisement.
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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.
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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%
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(iii) Battery backup
SR.NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE
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.
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(iv) Screen size
SR.NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE
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.
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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
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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.
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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.
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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.
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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
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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.
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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%)
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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
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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
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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
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