A

RESEARCH PAPER
ON
CUSTOMER BEHAVIOR FOR BUYING
BRANDED OR ASSEMBLED COMPUTER

Submitted To
Prof. Regina Aldrin

Submitted By
Vijay Koria (42)
Pratik Padaliya (71)
Rajesh Patani (77)
MBA-II

INTRODUCTION
Innovations are been made each and everyday. Each of them changes lifestyle of
human beings who adopts those innovations. Especially in last few centuries
COMPUTER, is such an innovation, which has not only changed lifestyle of us, but we
can say that it has changed our life itself.
Computer is such an innovation, which is most important for us. The technology
for computer is changing everyday. Now a day we find such computers, which are been
made as per the choice of the person. Branded companies like HP, COMPAQUE, HCL,
and ZENITH are making computers. Computers are also been made according to
requirements of customers, which is called computer assembling. So we can have two
types of computers in market one is Branded and the other one is Assembled.
This research paper CUSTOMER BEHAVIOR FOR BUYING BRANDED
OR ASSEMBLED COMPUTER, was required to be prepared to have the comparison
between the Branded and Assembled computer. This research paper shows the consumer
behavior towards choosing Branded or Assembled computers.
There are some objectives behind this research paper else than comparison
between Branded and Assembled computer and it will be discussed in further part.

WHY THE READER SHOULD REFERE THIS

RESEARCH PAPER

The research will become a guide in knowing the popularity of Branded or

Assembled computers among current customers or the prospected ones.
This research can be helpful for a customer to take the buying decision if he wants
to go with the market trend.
This research can also be helpful for companies to improve their products
wherever required, by going through the analysis and conclusions of the research

RESEARCH OBJECTIVE
This research was conducted to know buying behavior of customers regarding
Branded or Assembled computer. Objectives of this research are as follow
1) To study the customer preference regarding Branded or Assembled
computer
2) To find out customers requirements for computers

RESECRCH METHODOLOGY
We have collected both primary and secondary data.

Data collection Sources

1) Secondary Data Collection:

Magazines

2) Primary Data:

Survey

Sample Size
Sample Size for this research was 136

Sample Units
Sample units for this research are Gandhinagar, Ahemadabad and Rajkot.

Instruments for Data Collection

The instrument for the research was structured questionnaire

Mode of the Data Collection

We collected the data by getting the questionnaire filed up by the respondent. We
had collected the questionnaire personally.

LITERATURE REVIEW
In India PC penetration is only 14 per 1000 while in Malaysia currently computer
penetration is 5.5 million.
The downward movement of computer price is positively correlated with the
increase in computer sales out side urban areas.
The IT vision for India 2008, the goal for computer penetration is 65 per 1000
people. To get there, the union communications and information technology
ministry is encouraging computer manufacturer to come up with sub 10K PCs.
This April Xenitis launched its sub 10K range with a price of Rs. 9790 followed
by HCL info system in August, which launched a model priced at Rs. 9990.
Zenith was one of the companies to introduce low-price PCs, today there is
sizeable competition with many others introducing PCs with a Rs 10000 price tag.
The present era is that of customization Zenith was the first to realize this need,
and hence the launch of customized computer.
Says Tathagata Dutta, cofounder and M.D. of Xenitis Group, The affordability
factor is a major hindrance for computer buyers in India. We also felt that there is
huge potential in first time buyer segment. Hence, we decided that the sub 10K
PCs would open this gateway.
George Paul, Executive Vice President Marketing, HCL Infosystems,
Increasingly, people are looking at improving their life style. They see computer
as a learning device for their children. When we increase affordability and easy
use of PCs, people come forward to buy PCs, thereby increasing PC penetration.

 HCL Infosystems has partnered with Union Bank to offer low EMI packages. At
just Rs 499, the HCL Ezeebee range includes its sub 10K range to further push its
initiative, PC in every home.
Analyst from IDC feels that the PC market is not dictated by price alone. The PC
penetration at household level is dictated by 3As- Affordability, Availability and
Applicability.
HCL Infosystems today has over 3000 channel partners. This force addresses the
issue of physical presence in a majority of cities especially in rural India where
toll free numbers and customer service are not available, and face-to-face
interaction works best.
Xenitis with over 1200 dealers and 140 distributors is aiming to take its sub 10K
PCs to all the corners of the country and wants to educate the masses through road
shows.
Zenith has more than 700 channel partners and almost 135 Zenith exclusive retail
showrooms.

FINDINGS
Chart No. 1

21%

23%
Branded
Assembled
Not Owning
56%

This chart shows that out of 136 respondents 56 % have Assembled

computers, 23 % have Branded computers and 21 % are not having computer.

Chart No. 2

100

96

80
Education

60

51

Business
Entertainment

40
20

23

22

Professional

This graph shows that most of the customers use the computer for the
educational purpose. The second purpose of having a computer is entertainment.
Customers are using computers for the business purpose also.

Chart No. 3

80

60
Dissatisfied

40
20

Satisfied

68

2
29

0
Branded

Assembled

This graph shows that out of 136 respondents 108 owns computer and out of those
108 customers 31 owns Branded computer and rest 77 owns Assembled computer. Out of
31 Branded computer owners 29 are satisfied and 2 are dissatisfied. And out of 77
Assembled computer owners 68 are satisfied and 9 are dissatisfied.

Chart No. 4

19%
Branded
Assembled
81%

This chart shows that if customers are asked to purchase a new computer
81 % of Branded computer owners want to buy again a new Branded computer and 19 %
want to shift from Branded to Assembled.

Chart No. 5

16%
Branded
Assembled
84%

This chart shows that if customers are asked to purchase a new computer 84 % of
Assembled computer owners want to buy again a new Assembled computer and 16 %
want to shift from Assembled To Branded.

Chart No. 6

43%
57%

Branded
Assembled

This chart shows that when a customer, who is not owning a computer and wants
to purchase a new computer, 57 % of them want to buy new Branded computer and 43 %
of them want to buy an Assembled computer.

Chart No. 7
100

97
78

80

Friend

60

Consumer Fair
Ads

40
20

18

Others
10

This graph shows that most of the customers get information about computer from
friends. The second source of information is commercial advertisements. Customers get
information from consumer fairs and from some other sources also like teachers, sales
persons etc

Chart No. 8

30%

13%

29%

9%

Configration
Looks
Price
Service
Brand Name

19%

This chart shows first priority of respondents who want to purchase Branded
computer

Chart No. 9

11%
33%
24%

Configration
Looks
Price
Service

1%
31%

Brand Name

This chart shows first priority of respondents who want to purchase Assembled
computer

Chart No. 10

6%

5%

19%
Memory
Processing Speed
Multimedia Functions
Licenced Softwares

70%

This chart shows that 70% respondents give first priority to high processing speed
function,19% respondents give first priority to memory capacity and 6% and 5%
respondents give priority to multimedia functions and incensed software respectively

Chart No. 11
100

97

80
60

60

Friends
Relatives

40

Others

22
20
0

This graph shows that most of the customers get advise for the purchase from
friends. The second choice is relatives. Customers get advise from other than friends and
relatives like sales person, experts etc

Chart No. 12

100
80
48

60
40
20
0

Installment
Cash

22
43
23
Branded

Assembled

This chart shows that out of 136 respondents 45 were interested in purchasing
new Branded computer and 91 were interested in Assembled computer. Out of 45
respondent of Branded computer 22 want to buy in installments and 23 want to buy
through cash payment. And Out of 91 respondent of Assembled computer 48 want to buy
in installments and 43 want to buy through cash payment.

Chart No. 13

34%
Advertisements
Not Advertisement
66%

This chart is about customers who are interested in installment payment. Out of
136 respondent 70 were interested in buying computer by installment. From that 70
respondent 66 % are getting information about computers from commercial
advertisements

CONCLUSION
From the research we can conclude that,
1) Customers of the Branded computer are highly satisfied than Assembled
computer.
2) The percentage of customers shifting from Branded to Assembled is higher than
the percentage of customers shifting from Assembled to Branded

3) Most of the prospected customers are interested in buying Assembled computer.

4) Brand name and configuration are the first priority for many of the customers of
Branded computer.

5) Configuration and price are the first priority for many of the customers of
Assembled computer.
6) Most of the customers give first priority to processing speed among all the
functions of computer when they are purchasing the computer.
7) Half of the customers of Branded and Assembled computers want to pay amount
in installments.
8) Most of the customer who are buying computer in installment prefers to get
information about computer from commercial advertisements.

BIBLOGRAPHY
Express Computer Magazines