STUDY ON CONSUMER ATTITUDE TOWARDS

LENOVO LAPTOP WITH SPECIAL REFERENCE TO

SHARAVATHI COMPUTERS, SHIVAMOGGA
Contents
Chapter 1
INTRODUCTION
 Introduction
 Review of literature
 Statement of the study
 Objective of the study
 Scope of the study
 Research Methodology
 Limitation of the study

Chapter 2
INDUSTRY PROFILE

Chapter 3
COMPANY PROFILE
 Introduction
 Values
 Heritage
 Innovation: A Core Value
 Vision
 History
 Products Profile

Chapter 4
Data and Analysis and Interpretation

Chapter 5
Findings, Suggestions and Conclusion

Annexure
Questionnaire

1
Bibliography

Chapter 1
INTRODUCTION

 Introduction
 Review of literature
 Statement of the study
 Objective of the study
 Scope of the study
 Methodology
 Limitation of the study

2
 INTRODUCTION

Now a day’s Laptops has become more popular in younger

generation because adaptation of new technology. Most people using the
laptops like students, Business man...Etc. They have to purchase of laptop
because the laptops are very necessity for this people in their work.
Comparing to PC laptops is convenient and comfortable for everyone.
The study is focused on the analysis of Consumer Attitude towards
Lenovo laptop taking Sharavathi computers as a case study in Shivamogga.
Today, consumer is the king in the market, consumer is the only judge. The
reputation of a product is entirely dependent upon his attitude towards the
product. So his satisfaction should be ultimate motto of the producers and
marketer. Consumer’s interest should be taken into consideration while
taking marketing decision. It is through consumer satisfaction only the
producers and marketer can improve their sales and profit. Therefore a
business firm in order to come out successfully in the market environment
into maintains a stable image has to develop new products and new
services that meet that meet the dynamic requirement of the consumers.
Consumer buying decision is depending upon their Attitude. Some
time he/she take rational and emotional decisions. Some of the consumers
are have the emotional feelings about the particular products. Consumers
are concentrated on Quality, brand, features of the product in their buying
decision. When the company wants more customers for business they will
follow the best marketing strategy.
I have selected this topic for my project report because to know the
consumer opinion about Lenovo laptop in Shivamogga. This project report

3
required the Details about history, achievements and dynamic growth of the
Lenovo Company. . The project on consumer attitude towards laptops in as
effort to bring out the details regarding the marketing and consumer
attitude towards laptops in Shivamogga town.
Lenovo Company founded in 1984 by Michael Lenovo. No.1 PC
provider in the U.S. and No.2 worldwide. Based in Round Rock, Texas.
Employs more than 82,700 people worldwide. Grew during the 1980s and
1990s to become a brand. Direct Business Model is the foundation for
Lenovo’s business. Lenovo maintains a consistent focus on offering the
best value and customer experience. Lenovo is a trusted technology
innovator with a diversified, comprehensive IT portfolio. Lenovo is a
global company committed to its customers and employees.
Consumer because these are many option to get computer to carry on
their commercial or business transaction lets they may be personal
computers, laptops, LCD etc., Each of this leads the consumers to a state of
large confusion even they are really good updating technology computer
magazines, catalogues etc., which provide them with technical tests and
compression test which tell the consumers about computers or laptops, but
do the list in informing the laptop reliability, service support and
availability of part etc

The project report offers detailed regarding the “Customer Attitude

towards Lenovo laptops in Shivamogga City” A Case Study of Sharavathi
computer in Shivamogga”
Consumers are who have to take interest for themselves to buy a
needful product for their commercial or personal actives. In this product

4
operational definition of concept is foundation of the subject for especially
subject matter of laptop computer is essential for every field and every
business. Nearly consumer will have intention to buy the so many
computers but it is possible to take the computers from one place to
another. Therefore they intend to get extraordinary computers i.e., laptop’s,
which can be taken to any place. If this type of project will do could be
understanding consumer attitude. Their attitudes will changes from man to
man and time to time, the people have different attitudes. So how the
people will behave while purchasing the laptop? What are the factors to
make buying laptop? How the frequently the consumers go for purchasing?
There are some of the questions covered under the consumer questionnaires
survey.
In order to gather, record, analyze and interpret the data
systematically as got the psychology process of consumer attitude are not
directly observable. But must be inferable from what people say are from
their Attitude. So in order to know their attitudes towards laptop presently
study is great ability affected.

It is a little hard to determine what was the first portable or laptop

computer, the first portable computers did not look like the book-sized and
folding laptops that we are familiar with today, however, they were both
portable and lapable, and lead to the development of notebook style
laptops. I have outlined several potential firsts below and how each
qualifies, many of the off-site links provide good photos of the computers
that will let you see the progression in design.

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 The First Laptop Designed in 1979 by a Briton, William Moggridge,
for Grid Systems Corporation, the Grid Compass was one fifth the weight
of any model equivalent in performance and was used by NASA on the
space shuttle program in the early 1980's. A 340K byte bubble memory
lap-top computer with die-cast magnesium case and folding
electroluminescent graphics display screen.

Review of literature
Consumers develop their purchasing Attitude with an intention which is
motivated by various factors, when it comes to non-durable goods the
consumer usually purchases based on the loyalty towards the product,
whereas, when compared to the durable goods, it becomes a process which
involves various process like attitude, subjective norms and perceived
Attitude controls. This article starts with the conceptual background of the
purchasing Attitude of the consumers.

Lie and Zhao (2008) in their study of the first year of implementation of a
one-to-one laptop program in a mid-western school, found significant
improvement in technology scores but only marginal improvements in the
overall grade point average.

Holcomb (2009) suggests that “it is therefore critical for schools to

understand that simply providing each student with a laptop is not enough.

Miller (2008) found that the laptops did not necessarily bring about change
where practices were entrenched in the teachers’ belief systems.

6
Ray, S.(2009) The study highlights the adoptability of Wi-Fi connectivity
as a necessity in Hospitality, Airlines, Schools, Colleges and various other
places. It also notifies that laptop market is boosting due to price reduction
and ultra-slicks laptops.

Punyatoya ,P. This article presents a brief literature review of the concept
of brand personality and its relationship to consumer brand preference and
purchase intention Rung chat Chompu-inwai1 and Toni L. Doolen This
research focused on studying the impact of using laptops in a required
undergraduate-level engineering course at Oregon State University (OSU)
in Winter 2004 and Winter 2005. The individual usage of laptops with
wireless capability both inside and outside classrooms in Winter 2005 was
found to positively impact student learning outcomes and assist in the
achievement of class learning objectives. No significant differences in
attitudes were found in either year. Student attitudes towards laptops and
the usage of laptops were unchanged by the introduction of laptops in both
years.
Mellon, C. Present a study on laptop usage rate inside and outside the
classroom and the respective effect of laptop usage in improving student’s
performance level and improving work quality.

Moses, P. et al (2008)The study focus on empowering the teachers with the

latest technology through training and concluded that laptop usage in the
study as an instructional tool is an effective media to enhance students
learning.

7
Kay, R. H. and Lauricella, S. highlights the impact of unstructured vs.
structured use of laptops for 177 university students and revealed that
structured use of laptops resulted in significantly more time spent on note
taking and academic activities and significantly less time spent on sending
personal emails, instant messages and playing games during class.

Statement of the problem

The study in general related to marketing practices of Lenovo
Company in marketing its laptops. However to analyze the customer
attitude towards Lenovo laptops a case study has been undertaken on Om
computer, Shivamogga. The opinion of customers of Om computers have
been collected and analyzed to evaluate marketing practices in relation to
Lenovo laptops. The study therefore present profile of Lenovo Company
and Om computers, Shivamogga.
Therefore the research problem has been sated as “A study on
consumer attitude towards Lenovo laptop with special reference of Om
computer, Shivamogga.

Objectives of the study

 To analyze the consumer attitude and expectations towards Lenovo
laptop.
 To examine the factors influencing while purchasing the laptop..
 To analyze the marketing strategy adopted by the dealer.
 To evaluate the competitive advantage of the Lenovo laptop in the
context of overall industrial share

8
  To analyze the future growth prospective of Lenovo laptop in
Shimoga

Scope of the study

The scope of this study is restricted to the study of consumer attitude, Attitude
like response towards the laptop of Lenovo Company. The area of the study has been
restricted to Shivamogga City only. The survey has been conducted on the people of
Shivamogga.

Research Methodology:
RESEARCH DESIGN: Following Methodological steps are followed for
conducting the research:
1) LITERATURE / INTERNET SURVEY: This study started with the
literature survey via various journals, magazines that helped to comprehend
the various facts of the Laptop Industry. Also, internet survey was
conducted to understand the latest occurrences in the industry.
2) DESIGN OF QUESTIONNAIRE: The questionnaire for the present
study was designed based on the objectives of the study. The questionnaire
consisted of mainly closed-questions and only two open-ended questions.
The entire questionnaire was standardized and formalized. Questionnaire
for present study has been divided into three parts
a) EXPLANATORY INFORMATION: It was provided by researcher to
respondents to explain the purpose of the study.
b) STUDENT’S PERSONAL INFORMATION: This part consisted
questions with the sole purpose of gathering personal details of the students
regarding their names, educational stream, gender and residential status.
c) BASIC INFORMATION: The second section consisted of ten questions

9
,first question pertaining to 'top of the mind awareness/ recall of laptop
brand', 'brand of laptop presently being used', ' brand of laptop they intend
to purchase if they are not using one at present”, second question is related
to the laptop usage in their study were measured on 5 point Likert Scale
where 1 represented strongly disagree and 5 denoted strongly agree, third
and fourth questions were asked to know about the students preference
level towards laptop size and price range. Fifth question was asked to
evaluate the purchase criteria. In the sixth question, eleven statements on
different parameters of the brand were asked which consumer considers
while deciding the brand of the laptop. Impacts of various factors were
considered on a rating scale where 1 represented always and 5 denoted
never.

3) DESIGN OF SAMPLE SURVEY: In this study, the target sample size

was 100 respondents, in the age group of 19 years and more, and was
students of different management and engineering colleges from Shimoga
city. Random sampling method was adopted in this study where students
were approached directly and requested to fill the questionnaire.

4) DATA COLLECTION METHOD: Primary data was collected by means

of a structured questionnaire to conduct the study and arrive at conclusions
based on the findings.

5) DATA TABULATION/VALIDATION: After the data collection the data

was tabulated in a SPSS worksheet and then edited, coded and verified for
validity. During the survey, 100 respondents were interviewed from the

10
target group, as mentioned earlier. Out of them, around 30 records were
discarded due to inconsistencies and incompleteness.

6) DETERMINATION OF THE DATA ANALYSIS METHODS: In this

study simple statistical technique has been used. Percentage of respondents
has been calculated in respect of most of the data collected. The following
steps are taken in the present study in order to analyze the data correctly-
i)Editing, ii) Tabulating, and iii)Graphic Representation Further, Chi-square
test for independence was conducted to unearth possible dependency
between variables.

7) INTERPRETATION OF THE RESULT: Finally the results that emerged

from the study was analyzed and interpreted and suitable conclusions were
drawn from those results.

The researcher has taken the basis of both secondary and primary data for undertaking
research work.
Primary data
The primary data has been collected through the personal interview with the
respondents. Sample size has been determined to be 50. Although the sample size is
concerned to be small consequent to the time and cost constraints, the researcher has
taken care to give proper representation to different demographic factory to make the
sample representative.
The data so collected has been analyzed and interpret using simple statistical
tool like table, percentage, diagrams etc. The suggestions have been given on the basis
of findings of the survey.
Secondary Data
The secondary data has been collected from the sources like internet, reports,

11
literature, text books etc. These information are use to analyze and present history of
laptop Lenovo company.

Limitation of the study

The research study has confined that certain limitation. Most important of
limitations as follows.
 Project work and study is confined to Shivamogga town only.
 Lack of co-operation of consumers
 Only few members were surveyed. Large number of consumers is spread over
wide area.
 Consumers were hesitated to give real information.
 There are many chances of consumers justifying his purchase whether it is
wrong or right. This creates a bias in response.
 This study has carried out under time constant, due to this we have drawn our
interface with whatever little response we get.

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 Chapter 2
INDUSTRY PROFILE

Growth of the Industry

Advantages

13
 INDUSTRY PROFILE

Growth of the Industry

The evaluation of computer has passed through a number of stages before it
reached the present it reached the present state of development. The developments of
the first calculating device named abacus dates back to 3000 BC from the abacus to the
micro computer, the counting system have undergone a tremendous change.

Abacus
The Stone Age man pebbles for counting when man becomes more civilized,
abacus came into use. Abacus seems to be the earliest calculating machine which was
developed by Chinese in 3000 years ago. It consists of a rectangular wooden frame with
horizontal rows which carry round beads. Counting is done by shifting the beads from
one side to another. Each of two beads on the left hand side of the cross bar has a value
of one. The top most line represents the units digit the second line the ten’s digit and so
on. Numbers are entered in reverse starting from top to bottom.
The growth of computer after the end of the Second World War was rapid, but
this development took place in the five district phases known as computer generation.
Different generations are classified by computer technology of basic computing
elements.

First generation 1945-49

Second generation 1950-56
Fifth generation 1957-66
Fourth generation 1967-75
Third generation 1980

First generation 1945-1949

The first generation computers were the voluminous computers this computer
used electronic values like which are used in radius and in hybrid televisions. Here

14
resistors capacitors were used. ENIAC was the television here resistor and capacitors
are 70000 and 10000 and it was consuming very heavy power first type of languages
that ever used for computer consisted of 0’s and 1’s has mentioned earlier this was
called as machine level language.

Second generation 1950-1956

The computer uses soon realized that the get more out of the machine, it was
very necessary to make the communication with the computer use mnemonics.
Mnemonics are nothing but easy to remember short cuts to certain complex instructions.
This made of writing programmes slightly easier but the bulk of job of job remains
same. First and Second languages are called as low level languages.

Third generation 1957-1966

The third computers were introduced in 1964. These had integrated transistors
circuit(IC) Having higher speed, large storage capacities and lower price. These
computers called mini computers. This computer used IC’s built on wafer this slices of
extremely purified silicon crystals called chip. These are small size, low cost, large
memory ultra fast computer. These are mainly used for education and conducting
different affairs of local Government and small business.

Fourth generation 1967-1975

IC’s which have an entire computer circuitry on a single chip are called micro
processor. The computers using this chip as Micro Processors, Intel Corporation of USA
invents this Micro Processor chip 1971 and become more popular as the Fourth
Generation Computer. Computers recognized only binary numbers. A number system
made up of only two organize, i.e., binary numbers. It means a number system made
only two numbers. That is 0’s and 1’s is called as “binary digits” in short ”bit”.
Fifth generation 1980
The fifth generation is the story of super breed of computer. They are invented
by the Japanese. These computers were containing bits of information and will be able

15
to think and make decision, and in certain instance better than human being. Artificial
Intelligence is the emerging from the imagination to take its place in the real work. This
generation in all set to bring the momentary qualitative changes in human life styles.

Ergonomics and health effects

Wrists

Laptop cooler (silver) under laptop (white), preventing heating of lap and
improving laptop airflow
Because of their small and flat keyboard and trackpad pointing devices,
prolonged use of laptops can cause repetitive strain injury. Usage of separate,
external ergonomic keyboards and pointing devices is recommended to prevent
injury when working for long periods of time; they can be connected to a laptop
easily by USB or via a docking station. Some health standards require ergonomic
keyboards at workplaces.

Neck, spinal
The integrated screen often requires users to lean over for a better view, which
can cause neck and/or spinal injuries. A larger and higher-quality external screen
can be connected to almost any laptop to alleviate that and to provide additional

16
screen space for more productive work. Another solution is to use a computer
stand.
For anyone not buying a new screen, a simple method to reduce risk of spinal
injury is to position the laptop's screen in a manner that an obtuse angle (more
than 90 degrees open) is formed. It is then possible for the neck to remain
straight during use of the device.

Possible effect on fertility

A study by State University of New York researchers found that heat generated
from laptops can increase the temperature of the lap of male users when
balancing the computer on their lap, potentially putting sperm count at risk. The
study, which included roughly two dozen men between the ages of 21 and 35,
found that the sitting position required to balance a laptop can increase scrotum
temperature by as much as 2.1 °C (3.78 °F). However, further research is needed
to determine whether this directly affects malesterility.
A 2010 study of 29 males published in Fertility and Sterility found that men who
kept their laptops on their laps experienced scrotal hyperthermia (overheating) in
which their scrotal temperatures increased by up to 2 °C. The resulting heat
increase, which could not be offset by a laptop cushion, may increase male
infertility.
A common practical solution to this problem is to place the laptop on a table or
desk, or to use a book or pillow between the body and the laptop Another
solution is to obtain a cooling unit for the laptop. These are usually USB powered
and consist of a hard thin plastic case housing one, two or three cooling fans –
with the entire assembly designed to sit under the laptop in question – which
results in the laptop remaining cool to the touch, and greatly reduces laptop heat
buildup.
Thighs

17
Heat generated from using a laptop on the lap can also cause skin discoloration
on the thighs known as "toasted skin syndrome."

Durability

A clogged heat sink on a laptop after 2.5 years of use

Equipment wears
Because of their portability, laptops are subject to more wear and physical
damage than desktops. Components such as screen hinges, latches, power
jacks and power cords deteriorate gradually from ordinary use. A liquid spill onto
the keyboard, a rather minor mishap with a desktop system, can damage the
internals of a laptop and result in a costly repair. One study found that a laptop is
three times more likely to break during the first year of use than a desktop.
In order to help maintain a laptop, it is recommended to clean a laptop every
three months for dirt, debris, dust, and food particles. Most cleaning kits consist
of a lint-free or Microfiber cloth for the LCD screen and keyboard, compressed
air for getting dust out of the fan, and cleaning solution. It is also important to
never use harsh chemicals such as bleach as they can cause damage to your
laptop.
Parts replacement
Original external components are expensive, and usually proprietary and non-
interchangeable; other parts are inexpensive—a power jack can cost a few
dollars—but their replacement may require extensive disassembly and

18
reassembly of the laptop by a technician. Other inexpensive but fragile parts
often cannot be purchased separate from larger more expensive components. The
repair costs of a failed motherboard or LCD panel often exceed the value of a
used laptop.
Heating and cooling
Laptops rely on extremely compact cooling systems involving a fan and heat
sink that can fail from blockage caused by accumulated airborne dust and debris.
Most laptops do not have any type of removable dust collection filter over the air
intake for these cooling systems, resulting in a system that gradually causes it to
conduct more heat and noise as the years pass. In some cases the laptop starts to
overheat even at idle load levels. This dust is usually stuck inside, where the fan
and heat sink meet, where casual cleaning and vacuuming cannot remove it.
Compressed air can dislodge the dust and debris but may not always remove it;
after the device is turned on, the loose debris builds back up the cooling system
by the fans. A complete dis-assembly is usually required to clean the laptop.
Many laptops are difficult to disassemble by the normal user and contain
components that are sensitive to electrostatic discharge (ESD).

Battery life
Battery life is limited because the capacity drops with time, eventually requiring
replacement after as little as a year. A new battery typically stores enough energy
to run the laptop for three to five hours, depending on usage, configuration, and

19
power management settings. Yet, as it ages, the battery's energy storage will
dissipate progressively until it lasts only a few minutes. The battery is often
easily replaceable and a higher capacity model may be obtained for longer life.
Some laptops (specifically ultrabooks) do not have the usual removable battery
and have to be brought to the service center of its manufacturer to have its
battery replaced. Replacement batteries can also be expensive.

Advantages

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 also during
commuting and flights, in coffee shops, in lecture halls and libraries, at
clients' location or at a meeting room, etc. The portability feature offers
several distinct advantages:

 Productivity: Using a laptop in places where a desktop PC can not be

used, and at times that would otherwise be wasted. For example, an
office worker managing their e-mails during an hour-long commute by
train, or a student doing his/her homework at the university coffee shop
during a break between lectures.

 Immediacy: Carrying a laptop means having instant access to various

information, personal and work files. Immediacy allows better
collaboration between coworkers or students, as a laptop can be flipped
open to present a problem or a solution anytime, anywhere.
 Up-to-date information: If a person has more than one desktop PC, a
problem of synchronization arises: changes made on one computer are

20
 not automatically propagated to the others. There are ways to resolve
this problem, including physical transfer of updated files (using a USB
flash memory stick or CDRs) or using synchronization software over
the Internet. However, using a single laptop at both locations avoids the
problem entirely, as the files exist in a single location and are always
up-to-date.
 Connectivity: A proliferation of Wi-Fi wireless networks and cellular
broadband data services (HSDPA, EVDO and others) combined with a
near-ubiquitous support by laptops means that a laptop can have easy
Internet and local network connectivity while remaining mobile. Wi-Fi
networks and laptop programs are especially widespread at university
campuses.

Other advantages of laptops:

 Size: Laptops are smaller than desktop PCs. This is beneficial when
space is at a premium, for example in small apartments and student
dorms. When not in use, a laptop can be closed and put away.
 Low power consumption: Laptops are several times more power-
efficient than desktops. A typical laptop uses 20–120 W, compared to
100–800 W for desktops. This could be particularly beneficial for
businesses (which run hundreds of personal computers, multiplying the
potential savings) and homes where there is a computer running 24/7
(such as a home media server, print server, etc.)
 Quiet: Laptops are often quieter than desktops, due both to the
components (quieter, slower 2.5-inch hard drives) and to less heat
production leading to use of fewer and slower cooling fans.

21
 Battery: a charged laptop can continue to be used in case of a power
outage and is not affected by short power interruptions and blackouts. A
desktop PC needs a UPS to handle short interruptions, blackouts and
spikes; achieving on-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 as
speakers.

22
 Chapter 3
COMPANY PROFILE
 Introduction
 Values
 Heritage
 Innovation: A Core Value
 Mission and Vision
 History
 Products Profile

23
 Chapter 3
COMPANY PROFILE

Introduction
While the Lenovo brand came into existence only in 2004, the company
has a much longer history. In 1984, Legend Holdings was formed with
200,000 RMB (US$25,000) in a guard house in China. The company was
incorporated in Hong Kong in 1988 and would grow to be the largest PC
company in China. Legend Holdings changed its name to Lenovo in 2004
and, in 2005, acquired the former Personal Computer Division of IBM, the
company that invented the PC industry in 1981.

Today, Lenovo is a US$34 billion personal technology company and the

world's largest PC vendor. We have more than 33,000 employees in more
than 60 countries serving customers in more than 160 countries. A global
Fortune 500 company, we have headquarters in Beijing, China and
Morrisville, North Carolina, U.S.; major research centers in Yokohama,
Japan; Beijing, Shanghai, Wuhan and Shenzhen, China; and Morrisville;
and we have manufacturing around the world from Greensboro, North
Carolina and Monterrey, Mexico to India, China and Brazil.

Lenovo has been the fastest growing major PC company for more than 4
years, but we're much more than a PC company. We create a full range of
personal technology, including smartphones, tablets and smart TVs. We're
the fourth largest smartphone company in the world, and are expanding

24
rapidly to new markets. And we're already #3 in the world in what IDC
calls "Smart Connected Devices," which combines PCs, smartphones and
tablets.

It's all part of what we call the "PC+" world, where people use PCs as well
as a range of smart devices that are, at their heart, PCs. In this PC+ era, a
singular focus on outpacing the competition in terms of market share,
profit, ranking, etc. is not enough. To be a truly innovative company, we
will create new categories of products that enhance the customer
experience and differentiate us from the competition. Finding the right
balance between these two forces is what we strive to do on a daily basis.

Lenovo's end-to-end business model for vertical integration leverages

owned manufacturing capabilities for greater control over both product
development and supply chain operations. This model is unique among
major PC makers and is a significant source of competitive advantage,
helping us to bring more innovation to market, more efficiently, and
aggressively attack the PC+ opportunity.

And as Lenovo expands globally, we are establishing even deeper roots in

each major market, investing not only in sales and distribution, but also in
local domestic manufacturing, R&D and other high-value functions. This
global reach with local excellence is enabling us to build a new kind of
company - a "global-local" company - and positions us to more deeply
implement our protect and attack strategy and build the foundation for
long-term success.

25
Lenovo has consistently outgrown the worldwide PC market in unit
shipments and gained market share across all geographies, products and
customer segments, making it the fastest growing major PC company in the
world for three years running.
 We are the number one PC company in China, Japan, Russia and
Germany.
 We are the number one PC company in the world for large business
and the public sector.
 We have been the fastest growing major PC brand for the past 3
years.
 We make the best known PC notebook in the world. It's a
ThinkPad—and in 20 years, more than 90 million of them have
been sold.
 In two years, we built a smartphone business from scratch and
reached #4 in the world. We are now rapidly expanding to new
markets.
 We have launched a family of convertible PCs that combine the best
features of both notebook PCs and tablets, leading a new category
of personal technology.

Lenovo's business is built on product innovation, a highly efficient global

supply chain and strong strategic execution. The company develops,
manufactures and markets reliable, high-quality, secure and easy-to-use
technology products and services for customers who want technology that
does more— because people have a lot more to do. Our product lines
include legendary Think-branded PCs and Idea-branded PCs, as well as

26
servers, workstations and a family of mobile internet devices, including
tablets and smart phones.

Values
At Lenovo we view our culture as a critical asset as important as an
effective business model. We call our culture the Lenovo Way, and at its
most basic, that culture is reflected in the statement: We do what we say
and own what we do.
Our values serve as the foundation of our company and define who we are
and how we work. Principal among them are:
 Serving Customers
 Trust and Integrity
 Teamwork Across Cultures
 Innovation and Entrepreneurial Spirit

Heritage
Lenovo came about as the result of the merger of two of the most storied
companies in technology and business: Legend Holdings in China and
IBM's Personal Computing Division in the United States. The merger was
heralded as a watershed event in global business with the potential for
integrating two disparate cultures, languages, processes and markets.

As a result, Lenovo embodies unique market possibilities in combining the

best of East and West— joining North American and China-based
technology players in the creation of a unified global personal technology
leader with growing market positions in developed and emerging markets

27
alike.
Lenovo has developed a core competence in managing acquisitions that it
has applied to subsequent mergers and joint ventures. In 2011, Lenovo
formed a joint venture with NEC, creating the number 1 PC company in
Japan. Later that year, Lenovo acquired Medion in Europe, and is now
number 1 in Germany. In 2012, Lenovo formed a joint venture with EMC
with regard to servers and enterprise solutions and acquired Stoneware, a
cloud-focused software company. In 2013, Lenovo acquired CCE, a
leading consumer electronics company in Brazil. What all of these actions
have in common is that they have effectively supplemented organic growth
and produced new synergies that enhance our overall business.

Everyone at Lenovo takes great pride in our ability to attract top talent
from diverse backgrounds, representing a broad collection of nationalities
and languages. We view our differences and diversity as a source of
strength in building a collaborative culture with one unified language and
vision: to build the world's most exceptionally engineered personal
technology products and services.

Innovation: A Core Value

Lenovo owns the greatest track record for innovation in the PC industry
and remains committed to innovation in its products and technology. We
will continue to leverage the spirit of innovation and history of
technological breakthroughs into new product categories and drive future
growth. Innovation is how Lenovo achieves competitive differentiation and
drives new market opportunities, such as mobile Internet, digital home and

28
cloud computing.
Lenovo products consistently win awards and receive rave reviews. They
deliver the high quality, reliability and durability to meet our customers'
demand. The ultimate goal of Lenovo's R&D team is to improve the overall
customer experience while driving down the cost of ownership.
Lenovo operates 46 world-class labs, including research centers in
Yokohama, Japan; Beijing, Shanghai, Wuhan and Shenzhen, China; and
Morrisville, North Carolina, U.S. Lenovo's innovation strategy is based on
a two-tiered approach to solving real-world customer problems:
 Focus the majority of development on ideas that can be brought to
market within 24 months.
 Invest longer term in research targeting "game changing" big plays.

The company is rich in talent, employing more than 3,200 engineers,

researchers and scientists. Lenovo's R&D teams have introduced many
industry firsts supported by a track record of innovation— including more
than 6,500 globally recognized patents and more than 100 major design
awards.
Acquisitions, collaboration with industry associations, and investments in
research and development even in down cycles enable us to stay ahead of
market trends and deliver a comprehensive portfolio of products.
Lenovo's global scale and emphasis on innovation also give us a degree of
visibility regarding the health and well-being of the communities and
markets we serve. Through this we are better able to innovate and deliver
relevant solutions that address a number of key sustainability measures
addressed in this report from climate and energy to environmentally-

29
conscious products, education and employee voluntarism.

Mission

Vision
At Lenovo, our vision is that Lenovo will create personal devices more
people are inspired to own, a culture more people aspire to join and an
enduring, trusted business that is well respected around the world. This
vision guides us in pursuit of our mission to become one of the world's
great personal technology companies.
We will accomplish this through:
 Personal Computers: Lead in PCs and be respected for our product
innovation and quality.
 Convergence: Lead the industry with an ecosystem of devices,
services, applications and content for people to seamlessly connect to
people and web content.

30
 Culture: Become recognized as one of the best, most trusted and most
well-respected companies to work for and do business with.

History

2004 IBM PCD introduces the ThinkCentre ultra small desktop PC, no
larger than a box of corn flakes.
IBM PCD introduces the first notebook with an integrated fingerprint
reader.
IBM PCD ships its 100-millionth PC (counting both desktop and notebook
computers).
Lenovo becomes an Olympic worldwide partner. It is the first Chinese
company to become a computer technology equipment partner of the IOC.
Lenovo decides to develop the rural market by launching the "Yuanmeng"
PC series designed for township home users.
Lenovo and IBM announce an agreement by which Lenovo will acquire
IBM’s Personal Computing Division, its global PC (desktop and notebook
computer) business. The acquisition forms a top-tier (third-largest) global
PC leader.

2005 Lenovo completes the acquisition of IBM's Personal Computing

Division, making it a new international IT competitor and the third-largest
personal computer company in the world.
Lenovo announces the closing of a US$350 million strategic investment by
three leading private equity firms: Texas Pacific Group, General Atlantic
LLC and Newbridge Capital LLC.

31
Lenovo establishes a new Innovation Center in Research Triangle Park,
N.C., to enable customers, business partners, solution providers and
independent software vendors to collaborate on new personal computing
solutions.
Lenovo introduces the industry's thinnest, lightest and most secure Tablet
PC, the ThinkPad X41 Tablet.
Lenovo introduces the first widescreen ThinkPad with embedded wireless
WAN, the ThinkPad Z60, available for the first time with a titanium cover.
Lenovo becomes the world's largest provider of biometric-enabled PCs by
selling its one-millionth PC with an integrated fingerprint reader.
William J. Amelio is appointed as CEO and President of Lenovo.

2006 Lenovo introduces the first dual-core ThinkPad notebook PCs,

improving productivity and extending battery life for up to 11 hours.
Lenovo technology flawlessly supports the 2006 Olympic Winter Games in
Torino, Italy, supplying 5,000 desktop PCs, 350 servers and 1,000 notebook
computers. Lenovo also hosts seven Internet i.lounges for use by Olympic
athletes and visitors.
The first Lenovo-branded products outside of China debut worldwide.

2007 The Beijing Organizing Committee for the Olympic Games selects a
Lenovo-designed Olympic Torch as the winning design from among 300
entries. Named the “Cloud of Promise,” the Lenovo-designed torch will
travel the world at the front of the global Olympic Torch Relay.
Lenovo delivers a supercomputer for a Formula One racing team that will
provide eight teraflops of computing power.

32
Lenovo introduces first EPEAT Gold Monitor with new visuals portfolio.

2008 Lenovo enters the worldwide consumer PC market with new Idea
brand.
Lenovo’s ThinkPad X300 is called “the best laptop ever”
by BusinessWeek magazine.
Lenovo becomes the first PC manufacturer to announce a client
virtualization platform.
Lenovo provides a smooth, error-free performance at the Beijing Olympic
Games. The Lenovo solution – which included more than 30,000 pieces of
equipment and nearly 600 Lenovo engineers – powered the largest sporting
event in history.

2009 Lenovo leads PC industry in using recycled material.

Lenovo becomes senior sponsor of Computing Equipment and System
Operation Service for the World Expo 2010 in Shanghai.
Lenovo debuts Enhanced Experience for Windows 7, delivering
significantly better performance for the new operating system.
Lenovo sells its 1 millionth Idea Product.

2010 Lenovo achieves its highest ever worldwide market share and
becomes the world’s fastest growing major PC manufacturer.
Lenovo introduces LePhone, its first smartphone
Lenovo sells its 60 millionth ThinkPad

2011 Lenovo forms Mobile Internet Digital Home (MIDH) business unit

33
to attack growing opportunity in consumer devices such as smartphones,
tablets and smart TV
Lenovo forms a joint venture with NEC, creating the largest PC company
in Japan.
Lenovo acquires Medion, a PC and consumer electronics company based in
Germany, substantially increasing presence in consumer market in Western
Europe.
Forbes names Lenovo one of the world’s “100 Most Reputable Companies”

2012 Lenovo forms a joint venture with EMC to selling servers in China
and develop storage solutions
Lenovo acquires Stoneware, a software firm focused on cloud computing
Lenovo announces it will acquire CCE, a leading consumer electronics
company in Brazil
Lenovo sells its 75 millionth ThinkPad

34
Products Profile

LENOVO YOGA 500 5TH GENERATION LAPTOP (BLACK)

80N4003WIN

5th Gen Intel® Core i5 5200 U Processor,

✔Hard Bundled
✔Carry Case
✔1 Year Onsite Warranty
Rs. 59,090/-

SPECIFICATIONS
PROCESSOR Intel® Core™ i5 5200 U Processor

MEMORY (RAM) 4G(1*4GBDDRIIIL1600)

OPERATING SYSTEM Windows 8.1

HARD DRIVE SSHD 500G 7MM 5400RPM(8G)

BATTERY 3 Cell 45WH Up to 6 hours

SCREEN SIZE & TYPE 14” FHD+ IPS AG TOUCH(SLIM)

TOUCH FUNCTION Yes

35
GRAPHIC CARD Integrated Graphics

OPTICAL DISC DRIVE No ODD

CAMERA HD 720P WITH ARRAY MIC

PORTS AND SLOTS 4 in 1 Card Reader, USB:2 USB 3.0, 1 DC-in with USB 2.0,
Speakers: 2x 1.5W, Audio Port:: 1/8” Stereo, Audio Port::
Headphone and Microphone combo jack

COLOR Black

LENOVO Z51-70 WINDOWS 10 LAPTOP

80K600VWIN
Intel® Core™I5-5200U Processor, 8G(1*8GBDDRIIIL1600) RAM, 1TB 9.5MM
5400RPM, 15.6" FHD TN GL(SLIM), 3D Camera, Windows 10, Weight 2.3 Kg.

Rs. 61,490/-
SPECIFICATIONS
PROCESSOR Intel® Core i5-5200U

MEMORY (RAM) 8G(1*8GBDDRIIIL1600)

OPERATING SYSTEM Windows 10

36
HARD DRIVE 1TB 9.5MM 5400RPM

BATTERY 4 cell 41 WH

SCREEN SIZE & TYPE 15.6 FHD TN GL(SLIM)

TOUCH FUNCTION No

GRAPHIC CARD AMD TROPO XT2 DDR3L 4G

OPTICAL DISC DRIVE 9.0MM Super Multi (Tray In)

CAMERA 3D Camera

PORTS AND SLOTS 2 USB 3.0, 1 USB 2.0, VGA, HDMI, 4-in-1 card reader, RJ-
45, audio combo jack

COLOR Black

37
LENOVO® YOGA 3 14 5TH GENERATION LAPTOP
80JH00A2IN
5th Gen Intel® Core™ i7 5500 U Processor, 8G(1*8GBDDRIIIL1600) RAM, 256G
SATA SSD HDD, Screen Size14” FHD IPS MULTI -TOUCH, Windows 8.1 Operating
system, weight 1.6 Kg.

Rs. 86,890/-
SPECIFICATIONS
PROCESSOR Intel® Core™ i7-5500U

MEMORY (RAM) 8 GB

OPERATING SYSTEM Windows 8.1

HARD DRIVE 256G SATA SSD

BATTERY 4CELL 45WH

SCREEN SIZE & TYPE 14” FHD IPS MULTI -TOUCH

TOUCH FUNCTION Yes

GRAPHIC CARD N16S-GT GDDR3 2G

OPTICAL DISC DRIVE No ODD

CAMERA 720P HD Camera

38
PORTS AND SLOTS 2 USB 3.0, 1 DC-in with USB 2.00, HDMI, 4-in-1 card
reader, Speakers: 1/8” , Stereo, Audio Port: 2x 1.5W,
Audio Port: Headphone and Microphone combo jack

COLOR Silver

LENOVO G50-80 LAPTOP

80L0006HIN
Intel® Core™ i3 4030U, 4G(1*4GBDDRIIIL1600), 1TB 9.5MM 5400RPM, 15.6 HD
TN GL(FLAT), ATI EXO PRO R5 M330 DDR3L 2G, DOS, 2.5kg Weight

Rs. 35,190/-
SPECIFICATIONS
PROCESSOR Intel® Core™ I3-4030U

MEMORY (RAM) 4GB (1*4GBDDR3L1600)

OPERATING SYSTEM DOS

HARD DRIVE 1TB 9.5MM 5400RPM

BATTERY Upto 4 hours 4 cell Battery

SCREEN SIZE & TYPE 15.6 HD TN GL(FLAT)

TOUCH FUNCTION No

GRAPHIC CARD ATI EXO PRO R5 M330 DDR3L 2G

39
OPTICAL DISC DRIVE 9.0MM Super Multi (Tray In)

CAMERA 720P HD camera

PORTS AND SLOTS 2 USB 3.0, USB 2.0, HDMI-out, 2-in-1 card reader
(SD/MMC), headphone/mic combo, VGA

COLOR Black

LENOVO B40-80 INTEL PENTIUM LAPTOP

80F6007VIH
• Intel Pentium Dual Core 3825U
• 4 GB DDR III Memory (Dual Slot - expandable up to 16 GB)
• 500 GB SATA HDD
• 14.0" HD LED Backlit DIsplay with HD Camera
• Free-DOS
• Weight : 2.1 KG
• Integrated Intel_3160AC+BT40

Rs. 25,145/-
SPECIFICATIONS
PROCESSOR Intel Pentium Dual Core 3825U

MEMORY (RAM) 4 GB DDR III Memory (Dual Slot - expandable up to 16 GB)

OPERATING SYSTEM Free Dos

40
HARD DRIVE 500 GB SATA HDD

BATTERY 4 Cell Battery

SCREEN SIZE & TYPE 14.0" HD LED Backlit Display with HD Camera

TOUCH FUNCTION No

GRAPHIC CARD No

OPTICAL DISC DRIVE DVD Super Multi

CAMERA HD Camera

PORTS AND SLOTS 1 X USB 2.0 , 2 X USB 3.0 Ports, RJ 45 Port , Card Reader,
Integrated Intel_3160AC+BT40, HDMI Port, VGA Port ,GB
LAN, Touch Pad, Stereo Speakers

COLOR Black

ULTRAPORTABLE 14” CONVERTIBLE LAPTOP

• Highly adaptable, with 4 usage modes
• Blazing fast, feature-packed processor
• Hi-fidelity superior sound with enhanced audio
• Ultra thin, light, & portable
• Vibrant, responsive, multitouch display
• Smooth, backlit keyboard

41
 Processor:
6th Generation Intel Core i5-6200U Processor (2.30GHz 1600MHz 3MB)
 Operating system:
Windows 10 Home 64
 Graphics:
Intel® HD Graphics 520
 Memory:
8.0GB PC3L-12800 DDR3L 1600 MHz
 Display:
14.0" FHD LED Glossy Multitouch (1920x1080)
 Hard Drive:
128GB SSD
 Battery:
4 Cell 45 Watt Hour Li-Polymer
 Network Card:
Lenovo AC Wireless
 Bluetooth:
Bluetooth Version 4.0
 Warranty:
One year
 Operating System Language:
EN:English
 RAM:
SODIMM

42
43
 FIRM PROFILE
SHARAVATHI COMPUTER

Sharavathi Computer commenced its operation in. It is a centre of

excellence for providing Acer products and authorized service provider of
Acer for Shivamogga,. Sharavathi Computer is established and Managing
by Mr. Avinash. Sharavathi Computer is committed provide professional
services to individual and corporate bodies in IT fields, Thus enabling them
to keep pace with the latest technology advancement and challenging to
provide better hardware and software services for its customer.
We should like to take the opportunity to introduce our selves as IT
Dealer in Shivamogga. We are dealing with Computer and its spares in the
name Sharavathi Computer. We have been in the field from past 8 years
and we have lot of milestones in our service. We have been the dealer for
HP, Compaq, IBM, Lenovo, and from past 4 yaears we have been
Authorized Dealer for ACER with the showroom branding done by the
Acer.
We are the authorized service provider for ACER Desktops, Servers,
Projectors and Computers. We have been the best seller for HP and
Compaq or one quarter in 2005 for Shivamogga refion.

FIRM MILESTONES
 First to introduce higher and networking concepts.
 First to implement and check the Wi- Hi connectivity in corporate
sectors
 First bring the showroom concepts for computers

44
  First to bring Acer in to shimogga market.

Consumer Decision Making Processes

Traditionally, consumer researchers have approached decision making
process from a rational perspective. This dominant school of thought
views consumers as being cognitive (i.e., problem-solving) and, to some
but a lesser degree, emotional.i Such a view is reflected in the stage model
of a typical buying process (often called the consumer information
processing model) depicted in.

Problem Recognition

Information Search

Evaluation and Selection of Alternatives

Decision Implementation

Post-purchase Evaluation

Figure The Consumer Information Processing Model

In this model, the consumer passes through five stages: problem
recognition, information search, evaluation and selection of alternatives,
decision implementation, and post-purchase evaluation.

45
 CONSUMER ATTITUDE
Introduction
Consumer Attitude is also called buyer Attitude and has got much
oriented marketing management. The study about consumer Attitude is
attempts understand his wants while desired as we as his Attitude while
purchasing.
According to Webster “ Buyer Attitude is all psychological, social
and physical Attitude of potential customer as they become aware of
evaluate, purchase, consume and tell other people about product and
service.”
In the words of Walter and Paw” Consumer Attitude is the whereby
individuals decide what, when, where how and from whom to purchase
goods and services”.

Importance of Consumer Attitude

The modern marketing management tries to solve the basic problems
of consumers in the area of consumption. To survive in the market, a firm
has to be constantly innovating and understand the latest consumer needs
and tastes. It will be extremely useful in exploiting marketing opportunities
and in meeting the challenges that the Indian market offers. It is important
for the marketers to understand the buyer Attitude due to the following
reasons.

 The study of consumer Attitude for any product is of vital importance to

marketers in shaping the fortunes of their organisations.

46
 It is significant for regulating consumption of goods and thereby
maintaining economic stability.
 It is useful in developing ways for the more efficient utilisation of
resources of marketing. It also helps in solving marketing management
problems in more effective manner.
 Today consumers give more importance on environment friendly
products. They are concerned about health, hygiene and fitness. They
prefer natural products. Hence detailed study on upcoming groups of
consumers is essential for any firm.
 The growth of consumer protection movement has created an urgent
need to understand how consumers make their consumption and buying
decision.
 Consumers’ tastes and preferences are ever changing. Study of
consumer Attitude gives information regarding colour, design, size etc.
which consumers want. In short, consumer Attitude helps in formulating
of production policy.
 For effective market segmentation and target marketing, it is essential to
have an understanding of consumers and their Attitude.

Factors affecting Marketing

Marketing is analysis planning and controlling the firm activities with a
view of satisfying the needs wants of the chosen customer can be attracted
by the following four ways namely.
1. Product
2. Price
3. Promotion

47
4. Physical distribution
These four are called 4 PS of marketing are the marketing mix strategy.
1. Product
It is first ‘p’ of the marketing. It consist of bundle of utilities and expected
to customer. A product must be satisfactory to the consumer because it is to
be who is the ultimate user. In case of the product concept not only the
physical attributes are accountable but also other attributes like presale &
service are considered some of which may be as following.
 The physical product itself
 Brand name
 Package
 Colour, size shape etc.
 Price
 Service offered
 Safety
 Corporate image as well as the brand image.
2. Price
Price is a very important factor. Price means the exchange value of an
article in terms of money without it we cannot buy or sale anything.
Price of a product consist of the physical product plus the bundle of
expectations the product should be worth the price only then will be the
consumer is satisfied. Thus in case of bajaj auto ltd., they have fixed
responsible price for their vehicle & thus their great demand in the
market.
3. Promotion
It is activity concerned with the market communication. Promotion

48
 involves advertising personal selling , dealers & sales promotion.
Advertising means nothing but a form of non-personal presentation &
promotion ideas. Good services by an identified sponsor. It is a form of
publicity.
Sales promotion plans are required to attracted the attention of the
consumer & create demand for the product.

Consumer Attitude theory:

1. Psychological factors:

The buying Attitude is influenced by internal or psychological factors such

as motivation perception, learning briefs and attitudes and personally of
buyers. They are called psychological factors of consumer Attitude
a).Motivation:
It is underline fore of any human activity. It is psychological technique of
inspiring human being to act in a particular way. In the field of marketing
motivation acts as a driving force that impels an individual to take action to
satisfy his needs.
b) Perception:
A motivation person is ready to act now but how the person act is
influenced by his 5 senses viz, sight, hearing smell, touch and taste. But
each person perceives, organizes and interpreter their censoring
information in his own way. This is called perception.
c) Learning:
Learning describes changes in an individual’s Attitude arising from
experience. Learning theorists say that most human Attitude is learned.
Learning occurs through the interplay of drivers, stimuli, cues, response

49
and reinforcement.
d) Beliefs and attitude:
A person through acting and learning develops their beliefs and attitudes
which influences their buying Attitude.
Belief refers to a descriptive thought which a person has both something.
These beliefs based on knowledge, opinion or faith. These believe embrace
products and services brand images and marketing are interested in such
beliefs.
An attitude explains consistent evaluation dealing and tendencies towards
an objects or ideas. It is a predisposition of a person to react in a certain
manner towards an object.
1. It can’t be seen directly.
2. They are not the results of learning.
3. They are not temporary
4. It indicates the relationship between persons and objects.
e) Personality and self concept:
Personalities of an individual refer to his personal traits and qualities that
determine his Attitude. Personality is making up of such personal traits like
dominance adventurousness, self conscious etc, which indicates how
people behave.
The self concept also called self image indicates how as person self image
indicates how a person sees himself and how he believes other to see him at
a particular time.i8.
2. Social Culture factors:
The human Attitude attitude and believes are influenced and shaped by
socio culture like family, reference groups, social class, culture, occupation

50
and life style.
a. Family:

The member of a family can strongly influence the buying Attitude. The
tastes like dislikes and lifestyle are routed in the family buying Attitude.
The family influences on buying Attitude are in 2 ways
1. The family influence on individual attitudes and evaluate criteria.
2. Its influence and purchase decision making.
b. Reference group:

Person buying Attitude is influenced by many smack group. These groups

have social, economic, professional or religious relationship. They serve as
director in director point of comparison in the formation if a person
Attitude. These group primary groups such as family, friend, neighbors,
and co workers having regular interaction secondary association are trade
union.
c. Socio : class and caste:

Social class is a permanent and homogeneous division in a society where

individual or families sharing similar values life styles, interest and
Attitude can be categorized. Caste is another group which also determines
the buying Attitude of a consumer. Caste is a group of people with a
membership is determined by birth.
d. Culture:

Culture is a way of life and overall social heritage. It is a distinctive form

of environmental adaption a whole society of people. It consists of a unique
set of learned believes, values, attitudes, habits, dress, tradition, philosophy

51
shared by the people from generation to generation. Our culture institutions
like temples, schools, languages provide guidelines to the marketers.
e) Occupations:
The occupation of a person influences his buying Attitude. The life styles
and buying decisions defer accordingly to the income level of the
occupation.
f) Life Style:
It refer to person way of living as expressed in his or her activities interest
and opinion,
3. Economical Factors:

The consumer Attitude is largely influenced by the economic factor like

personal income, family income, income expectation, saving liquid assets
and consumer credit.
a) Personal Income:
The economist made attempts to established relationship between income
and spending habits. This income represents potential purchasing power
that a buyer has. The change income has direct relation on buying habits.
b) Family Income:
The size of family and its income affect the spending and saving patterns.
Generally large families spent more and more visa versa.
c) Income expectation:
The expected income received in future has a direct relationship with
buying Attitude. The expectation of higher or lower income has a direct
affect on spending plans.
d) Savings:
A savings in the amount of savings leads to a change in the expenditure of

52
an individual. If the decides to save more, he will spend lesson comfort and
luxuries.
e). Liquid assets:
It is an asset which can be easily converted into cash quickly without less.
If an individual has more liquid assets he goes for buying comforts.
f) Consumer credit:
Facilities of consumer credit system like hire purchase, installments, credit
cards etc, play a important role in purchase decision. Normally the durable
goods are purchased under credit.
4. Environment factors:
The factors included under it are political, legal, technical, and ethical
consideration.
a) Political:
The system of Government influence both consumer and market Attitude.
If the government if rigid and more conservative the buying pattern of the
consumer may be less frequent. On the other hand if there is a stable and
modern approach, buyers will buy frequently
b) Local:
The legal formalities and policies of the government like location policy,
important export, excise policy etc, are more rigid market will play to a less
external and of the policies are liberal and having free economy buyers are
more free to buy.
c) Technical
An advancement of science and technology changes the standard of living
and income level of buying are good enough, they go for durable and
comfort goods.

53
d) Ethical consideration:
The business polices of commercial undertaking also influence the buying
Attitude.
3.6 Consumer Attitude on Bajaj Discover 125 CC
It is important to know that the marketing manager has to identify the
person involved in the buying decision and the role of played by different
individual under buying decision.

54
The 7 P's of the Marketing Mix

Marketing strategy
a) Advertising policy
The advertising policy is to be adopted by the supreme auto dealer’s
pvt. Ltd., as follows
 Demonstration of the vehicle in rural areas through mobile service
van by the cable t v advertisement
 Through hording boards
 Advertisement through media like news paper etc.
b) Counter Sales

55
 Counter sales is nothing but sales department sales their product
their customer when the customer came to his show room. The receptionist
or sales executives attend the customer & give complete information about
the product which product do they want and also they try to motive the
customer to buy their product.
c) Direct Marketing
It is also a kind of marketing here sales executives of the firm meets
the customer face to face and give full information about the product and
also collect their opinion towards the product.
d) Tele- Marketing
It is also a kind of marketing here some employees in the firm call
to many people and give detailed information about product in sometimes
the company gives marketing responsibility of their product to BPO
e) Mela’s
This is a outside marketing it is conducted by the firm or company.
The main objective of these kind of marketing is to do publicity about our
product & firm.
The firm can arrange exchange and loan mela that provides an
opportunity to exchange their old bike and also provides loan for
purchasing new bike.
F) Invitation Letters
This letter send to many customer or people who are located near to
show room. This letter contains detailed information about their new offers
and their new products.

56
4. Distribution
It is flow of goods the producer or the manufacturers to the ultimate
consumer. Distillation channels represent a chain of middle man
participating in the transferring of goods. Some of the channel s are :
 Manufacturers  whole sellers  retailers  consumers
 Manufacturers  sales man  dealers  consumers
 Manufacturers  retailers  consumers
Manufacturers  consumers

57
 Chapter 4
DATA AND ANALYSIS AND INTERPRETATION

58
 DATA AND ANALYSIS AND INTERPRETATION

Introduction
The data collected has to be properly tabulated for the purpose of
analysis and interpretation. The data collected using the primary sources
such as customer survey has been analyzed in this chapter followed by its
analysis and interpretation in the following paragraphs.

Table No1:
Table showing the Number of respondents categorized on basis of Age
Age No. of respondents Percentage
18- 22 23 46
22-26 14 28
26-30 8 16
30 and above 5 10
Total 50 100

59
Graph No1:

Graph showing the Number of respondents categorized on basis of

Age

10% 18- 22

16% 22-26
46%
26-30
30 and above
28%

ANALYSIS AND INTERPRETATION: From the above table we can say

that majority of the respondents belong to age group 18-22 years are 46% ,
22-26 years are 28%, 26-30 years are 16%, 30 & above years are 10%.

60
Table no 2:
Table showing classification of respondents according to their
occupation

Occupation No. of Respondents Percentage

Business man 12 24%
Professionals 10 20%
Student 25 50%
other 3 6%
Total 50 100%

Graph No2:
Graph showing classification of respondents according to their
occupation
Occupation
60%

50%
% of the respondents

40%

30%

20%

10%

0%
Business man Professionals Student other

ANALYSIS AND INTERPRETATION:

From the above table we can say that majority of the respondents belong
to Students Group i.e. 50%, followed by 24% are others. 20% are Professionals.
And 6% are others. So it can be inferred that Lenovo is preferred by all walks of
people and can be concluded that is popular among masses.

61
Table No: 3
Table showing the No. of respondents categorized on basis of income
Income ( Rs) No. of respondents Percentage
50000-100000 9 18
100000-150000 10 20
150000-200000 18 36
above 200000 13 26
Total 50 100

Graph No: 3
Graph showing the No. of respondents categorized on basis of income

Income (Rs)
40
35
% of the respondents

30
25
20
15
10
5
0
50000-100000 100000-150000 150000-200000 above 200000

ANALYSIS AND INTERPRETATION:

From the above table it is clear that maximum percentage of the
respondents are from the income group of Rs.150000 to 200000 followed
by 26% respondents of income group of above200000, followed by 20%
accounts for income group 10000-150000& above, then by the respondents
of income group 50000-10000 accounts for 15%.

62
Table No.4
The table showing that Factors considered by the respondents before
purchasing laptops.
Factors Strong Agreed Not Highly Disagreed Total
Agreed Agreed disagreed
Price 1 2 13 16 18 50

Brand name 1 2 6 9 32 50

Performance 1 2 3 7 37 50
of laptop
Design and 1 3 7 11 28 50
outlook
Technology 2 1 1 14 32 50

Configuration 1 2 5 2 40 50

Graph No 4
The Graph showing that Factors considered by the respondents before
purchasing laptops.

45
40
No. of respondents

35
30
25
20
15
10
5
0

ANALYSIS AND INTERPRETATION: Out of five factors respondents

are giving highest factors rank to purchasing laptops to configuration.
Followed by performance brands, technology, Designs and outlook of the

63
least for price. Price is not important other functions are most important.

64
Table No 5:
Table showing classification of respondents according to their Purpose
of laptop
Purpose of laptop No.of Respondents Percentage
Personal use 10 20
Business use 12 24
Educational 25 50
other 3 6
Total 50 100

Graph No 5:
Graph showing classification of respondents according to their

6%
20%
Personal use
Business use
Educational

50% other
24%

purpose of laptop.

ANALYSIS AND INTERPRETATION:

The above table reveals that purpose for using the laptop r out
of 50 respondents 24% have purchased for business purpose, 20% of the
responds are have for personal use, 50% of have purchased for educational
purpose and remaining 6% of others purpose. More using in students like
presentation, project reports.

65
Table No .6
Table showing classification of respondents according to their purchase
periods
Periods No. of Respondents Percentage
<6 moths 5 10
6 months to 1 year 14 28
1year to 3 year 24 48
3year to 5 year 7 14
Total 50 100

Graph No .6
Graph showing classification of respondents according to their
purchase period.

No. of Respondents
<6 moths 6 months to 1 year 1year to 3 year 3year to 5 year
14% 10%

28%
48%

ANALYSIS AND INTERPRETATION:

The above table indicates that 48% of the respondents were using
laptop, since last 3 years, 28% of them have purchased the laptop in the last
6 months and 14% of them have purchased the laptops in the period less
than 6 months to 1 year. It shows that the Lenovo is being used in shimoga
last 3 years.

66
Table No. 7
Table showing classification of respondents according to their attitude
of laptop.
Particulars Very good good bad Total
No of % No of % No of % No of %
responds responds responds responds
Brand image 28 56 15 30 7 14 50 100
Feature 25 50 22 44 3 6 50 100
configuration
Style 15 30 30 60 5 10 50 100
Audio/video 34 68 12 24 4 8 50 100
quality
Convenience 17 34 30 60 3 6 50 100
of service
Graph No. 7
The graph shows classification of respondents according to their
Laptop attitude

100 56 60 68 60
50 44 34
30 30 10 24
14 6 8 6
0

Very good Good Bad

ANALYSIS AND INTERPRETATION: The respondents shows that

56%, 30% and 14% of respondents react about brand image like very good,
good and bad respectively.50%, 44% and 6% of respondents react about
feature configuration like very good, good and bad respectively.30%, 60%
and 10% of respondents react about style like very good, good and bad
respectively.68%, 24% and 8% of respondents react about Audio/video
quality like very good, good and bad respectively.34%, 60% and 6% of
respondents react about Convenience of service like very good, good and
bad respectively.

67
Table No. 8
Table showing classification of respondents according to Influenced to
purchase Lenovo laptop.
Particulars No of respondents Percentage
Elders 6 12
Friends 20 40
Advertisement 16 32
Display 5 10
Retailer 3 6
Total 50 100
Graph No .8
Graph shows classification of respondents according to their
Influenced to purchase Lenovo laptop

No of respondents in %

Advertisement
32%
Display
10%
Other
16%
Friends Retailer
40% Elders 6%
12%

ANALYSIS AND INTERPRETATION: The most respondents of

influence to purchase laptop from the friends at 40%. And 32%from the
advertisement.12% from elders.10% from display. 6% from the retailer.

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Table No .9
Table showing classification of respondents according to their buying
motives
Criteria’s No. of Respondents Percentage
Price 2 4
Quality 22 44
Number of 5 10
function/features
Company image 9 18
After sales service 12 24
Total 50 100

Graph No.9
Graph shows classification of respondents according to their buying
motivation.

No. of Respondents in %
4%
24% Price

Quality
44%
Number of
18% function/features
Company image
10%

ANALYSIS AND INTERPRETATION:

The above table indicates that 40% of the responds buying the
laptops because of its quality, 24% of the responds buying the laptops
because of after sale service, 18% of the responds buying the laptops based
on company image, 10% of the responds buying the laptops because of no.
of function and dealer suggestion and finally 4% of the responds buying the
laptop because of price their convenient.

69
Table No. 10
Table showing classification of respondents according to their Opinion
about Lenovo laptop
SL.NO Particular No. of Percentage
Respondents
1 Excellent 23 46
2 Very good 15 30
3 good 9 18
4 Bad 3 6
50 100

Graph No. 10
The graph shows classification of respondents according to their
opinion about Lenovo laptop.

Opinion about dell laptop

46

30
18

6
Excellent
Very good
Good
Bad

ANALYSIS AND INTERPRETATION:

From the above table shows that out of 50 respondents, 46% of
respondent have the excellent, 30% of customers said the service is very
good, 18% of respondent have said it is good and remaining 5% is bad. so
company has to make enquiry why the customer are not satisfied.

70
Table No. 11
Table showing classification of respondents according to their
Advertisement about Lenovo laptop
Media’s No. of Respondents Percentage
News paper 10 20
Magazines 26 52
Television 8 16
other 6 12
Total 50 100

Graph No.11
Graph shows classification of respondents according to their seen
Advertisement about Lenovo laptop

Advertisement about dell laptop

News paper Magazines Television other

12% 20%
16%

52%

ANALYSIS AND INTERPRETATION:

The above table reveals that information about the role played by
various media’s communicating the information about Lenovo laptop.
From the table it finds that about 52% of the respondents have got
information 16% of the responds through the television, 20% of the
responds through the newspaper.

71
Table No .12
Table showing classification of respondents according to their
Relationship of the price and quality of Lenovo laptop
Relationship No. of Respondents Percentage
High price- high quality 32 64
High price- low quality 4 8
Low price- high quality 2 4
Reasonable 12 24
Total 50 100
Graph No .12
Graph showing classification of respondent’s response according to
Relationship of the price and quality of Lenovo laptop

Price and Quality

High price-High quality High price-Low quality Low price-High quality Reasonable

64

8
4 24

High price-High
High price-Low
quality Low price-High
quality Reasonable
quality

ANALYSIS AND INTERPRETATION:

The above table indicates that 64% of the responds opined that the
Lenovo laptop is high price-high quality, 24% of the respondents opined
that the Lenovo laptop is reasonable, 8% of the respondents opined that the
Lenovo laptop is high price=low quality and finally 4% of the respondents
opined that the Lenovo laptop is low price=high quality.

72
Table No.13
Table showing classification of respondents according to Satisfaction
with the Lenovo laptop
Particular No. Of Respondents Percentage
Yes 46 92
No 4 8
Total 50 100

Graph No.13
Graph shows classification of respondents according to their
Satisfaction with the Lenovo laptop

Satisfaction with the dell laptop

8%

Yes
92%
No

ANALYSIS AND INTERPRETATION:

Above table indicates that few of the consumers (i.e.30%) want to
modification and 70% of the consumers do not want any modification with
respect to Lenovo laptop.

73
ANALYSIS AND INTERPRETATION:
1) After sale service: every consumer thinking in their mind buying the
product whether the dealer give service for product or nor, so as
survey indicates that 68% of the respondents are opined that service is
good, 24% of the respondents opened that service is very good and 8%
of the respondents opined that service is bad.
2) Design and outlook: consumer attitudes highly depends up soon
product design and outlook, if product is looking very attractive all the
consumer go through that product and buy it. As persue survey
indicates 28% of the respondents are opined that design and outlook is
good, 68% of the respondents are opined that it is very good and 4%
of the respondents are opined that bad.
3) Performance: this type of the opinion indicates that 32% of the
respondents are opined that performance of the Lenovo laptop is good,
60% of the respondents or opinioned that bad.
4) Number of function: consumer seeks that in the product what are the
function are available to us for using this Lenovo laptop. As per
survey indicates that 72% of the respondents are opined that the no. of
functions are good, 16% of the respondents are opined that very good
and 12% of the respondents are opined that bad.
5) Distribution performance: this is one of the important factors to
understand the consumer opinion regarding the distributors. How they
perform with the consumers and how they give details about the
laptop. Survey indicates that 76% of the respondents are opined that

74
 distributors performance is good, 16% of the respondents are opined
that very good and 8% of the respondents
SWOT Analysis
Strengths
 Quality product and
service
 Whole world focus
 Brand name
 Customer service
 Direct sell
 Latest technology
 E-commerce capabilities
 Expert supply chain
management
Opportunities
 Network-internet, intranet
and extranet
 Low cost and growing
advanced technology
 Growth in business,
education
and government markets
Weaknesses
 High dependency on
components suppliers
 High attrition rates among
visitors
 No proprietary
technology
 Slow in introducing fancy
feature
 Lack of innovation
 Unable to switch supply
dues to the lack of large
suppliers in the world
Threats
 Competition
 Currency fluctuation in
countries outsides the us
 Tariff trade barriers
 Political instability
75
 Chapter 5
Findings, Suggestions and Conclusion

FINDINGS

At the end of project report, so many findings are to be found these

are helpful to the company to improve their efficiency.
 46 of the respondents are youth under the age of 18-26. Most
using of the laptop.
 50 of the students are using the Lenovo laptops, for the purpose
of presentation and project.
 Before purchasing the laptop most of the respondents give high
priority to the configuration of laptop.
 40 of the respondents are buying the Lenovo laptop are
influenced by friends.
 These surveys found that majority of the respondents are
satisfied with the Lenovo laptop.
 The majority of the respondents buying the laptop based on
Quality and company image.
 Majority of the respondents felt that Lenovo laptop is of high
price and high quality.
 As per the survey found that majority of respondents go through
the media of advertisements such as magazines and television.
This is very important role in communication with the
information about Lenovo laptop.

76
  This survey found that design and outlook of the laptop product
play an important role in buying and taking decision of the
customer.
 Other majority respondent’s opinion that the Lenovo laptop is
providing battery back-up only for 2 to 3 days.
 Majority of the respondents are opinioned that the performance
of the Lenovo laptop is excellent.

SUGGESTIONS
Consumer gave interest on the Lenovo laptops and the entire
consumer satisfied with the laptop product. Most of the respondents
have expressed good opinion towards the Lenovo laptop.
 This company should provide first accessing laptop’s to the consumer.
 Few more consumers not satisfied with Lenovo laptop because of the
high price and low battery backup. That’s why the Lenovo Company has
to improve in the area of providing more configurations.
 The company should give more advertisement in all the Medias
whichever is possible to motivate the consumers.
 The Lenovo Company has to add more number of functions in the
laptop.
 It would be better to the company reduce laser point, because now all the
people working with laptop in more number of hours per day.
 It’s better to improve new innovating designs and outlook for the laptop.
 It’s better to cover all the marketing strategies to enhance their product
of laptop to all over the world.

77
 Reasonable price is to be maintained to reach the expected market share
through compromise.
 The company should regularly conduct market researches to study the
actual and potential buyers, their volume of purchases and their motives
and Attitude.
 The company should adopt various consumer sales promotional
methods, such as, price-off (i.e. discounts), premium offers (i.e. gifts),
consumer contests etc. So that the consumer should always stick on the
same brand that is he should not be let to divert his attention towards
substitute product.

78
CONCLUSION
The entire study shows that Laptop usage is very much popular in between
the students whether their residential status is urban and rural. It’s the
present day demand to run hand with the latest technology. This technology
not only simplify students task but it also seem to morale boost up of the
students. Students found themselves connected with the entire world with
the help of Laptops and by mean of this they can contribute a lot for the
nation.

From this survey we have discovered that existing branded laptop are good
but there are many companies which are not providing particular
facilities to retain their customer. Branded laptop’s markets are very big
and it is in its growing stage. Peoples are enjoying its and some of them use
it just as status symbol only. Where as some of them are really needs it for
their work. It was really very interesting work to talking with different
people daily of different level and different categories. Due to this survey
we are able to be more aware for this corporate world, we learn to
maintain patinas while talking with the people, even come to know about
their work

79
 QUESTIONNAIRE
Dear sir/Madam,
I am Nagaraja .J, student of Sahyadri Arts and Commerce College,
Shivamogga pursuing final year MBA.
I am conducting a survey on the “Study on consumer attitude
towards Lenovo Laptop with special reference to Sharavathi,
Shivamogga”. I kindly request you to cooperate by giving valuable
information. The information provided by you will keep confidential and
used for academic purpose only.

I kindly request you to spend your valuable time for filling below
Questions.
Thanking you

PERSONAL DATA
1. Name :_____________________________________
2. Address: ___________________________________
___________________________________
___________________________________
3. Age:
18-22 []
22-26 []
26-30 []
Above 30 []

80
4. Sex:
Male []
Female [ ]
5. Educational qualification
Below Matriculate []
Pre University []
Degree []
Post Graduate []

6. Occupation:
Businessmen Professional Student Govt. Employee

Others please specify _________________________________

7. Income group (per year):

50000-100000 100001-150000 150001-200000 Above- 200000

81
SPECIFIC DATA:
8. Do you have any laptop?
a) Yes ( ) b) No ( )
If “yes” name of the company?

Lenovo HP Lenovo Toshiba

Other please specify _____________________________________

9. Are you heard about Sharavathi Computer?

a) Yes ( ) b) No ( )

10.Before purchasing laptops what are the factors you have considered,

Please give your rating from 1 to 5(one being lowest and 5 being highest).
Attribute Strong Agreed Not Highly Disagreed
Agreed Agreed disagreed
Price
Brand name
Performance of
laptop
Design and outlook

Technology
Configuration

82
11.What is the purpose of using the laptop?

a) For personal use ( )

b) Business purpose ()
c) Educational purpose ( )
d) Others Please specify___________________________

12.How long you are using your present laptop?

< 6months to 1 year 1 year to 3 3 year to 5

6month year year

13.Rank your current laptop on the following attitudes

Rank on the scale of 1 to 5 ranks. 1if you find your laptop very bad on the
attitude and 5 if your laptop very good on the attitude and so on
1 2 3 4 5
Brand image
Features
configuration
Style
Audio/vedio
quality
price
Convenience
of service

83
14.You are influenced to purchase Lenovo laptop from?

a) Elders () b) Peer group ()

c) Advertisement ( ) d) Impulses ()
e) Display () f) Shop Keeper ()

15.What is the opinion about the Lenovo Laptop?

a Excellent
b Very good
c Good
d Poor
e Bad

16.What made you to purchase that specific company?

a. Price ( ) b. Quality ( )
c. Number of function/features ( ) d. Company image ( )
e. After sale service ( ) f. Reparability ( )
g. Durability ( )

17.Are you satisfied with Lenovo laptop?

a) Yes ( ) b) No ( )
If no state the reason: _______________________________________
_____________________________________________________
Suggest suitable measure to rectify them:
____________________________

84
____________________________________________________

18.Which media come across the advertisement of Lenovo?

a) News paper ()
b) Magazines ()
c) Television ()
d) Others ()
19.What is your opinion about the price and quality of Lenovo laptop?

a) High price- High quality ()

b) High price-low quality ()
c) Low price- High quality ()
d) Reasonable ()
20.What is your opinion about the Lenovo laptop?

Excellent Good Very good Bad

After sale service
Design & outlook

Performance
Number of function

Distributor performance

21.How many days the battery of Lenovo lost long?

<1 hour 1-2 hour 2-3 hours 3 &above

85
22.Do you need any modification in Lenovo laptop?
a) Yes ( ) b) No ( )
If yes, in which technical specification______________________
23.If any Suggestion to the
company?____________________________________________

24. your suggestion to the dealer?

____________________________________
Date: / / signature
Place:

86
 BIBLIOGRAPHYs

References:
[1] Kotler, P. (2003), Marketing Management.11th Ed. New Delhi: Prentice
Hall of India Pvt. Ltd.
[2] Kothari, C.R.(1985)Research Methodology.2nd Ed. Delhi: New
International(P)Ltd. PP.1-10.
[3] Shah, A. and Dalal, A.(2009), The Global Laptop Industry :Industry
Overview and Analysis.
[4] MalhotraNareshK(2000),Marketing Research,(4th Edition),Pearson
Education.
[5] Punyatoya, P.How Brand Personality affects Products with different
Involvement Levels. Indore, Indian Institute of Management. PP 2.
[6] Aaker, J., Fournier, S., &Brasel, S. A. (2004). Why good brands do bad.
Journal of Consumer Research, 31(1), PP1-16.
http://www.gse.uci.edu/person/warchauer-m/docs/laptops-jcer.pdf
http://www.hbcse.tifr.res.in/episteme/episteme-1/allabs/david-abs.pdf
http://www.cmu.edu/news/archive/2006/november/nov.-20-laptop-
study.shtml
fie-conference. org/fie 2006/papers/1700.pdf

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