PROJECT REPORT

ON

THE STUDY OF CUSTOMER BUYING PREFERNCES

TOWARDS

LAPTOP

BACHELORS OF BUSINESS ADMINISTRATION

(SESSION 2018-19)

Department of Management Studies

MATA GUJRI COLLEGE, FATEHGARH SAHIB

SUBMITTEDTO: SUBMITTED BY:

Prof. Ratneshpal Singh Ravinder Dass

Class: BBA Sem. 6th

Roll No: 182013

1
 DECLARATION

I hereby declare that the project file entitled “CUSTOMER BUYING PREFERNCES AT
LAPTOP” that is being submitted by me in partial fulfillment of the requirements of Bachelor
of Business Administration to is record of bonafied work carried out by me. This Project file is
not being submitted to any other university for award of any other degree, diploma and fellows.

Date: Ravinder Dass

2
 ACKNOWLEDGEMENT

I wish to express my deep gratitude toward my project guide to Prof. Ratneshpal Singh, Mata
Gujri College, Fatehgarh Sahib, without whose guidance, support and encouragement, I would
have not been able to complete the project report. I also want to thank all my friends, who have
provided me a constant encouragement and inspiration for the successful completion of this
project report.

Ravinder Dass

3
 PREFACE

Training is integral part of the curriculum of BBA. It gives one a complete exposure in to the
corporate world. A person learns to understand business from a realistic angle. Training is also a
kind of rehearsal of the actual job. An individual actually comes to know whether he is fit for the
line, which he has opted. During the period an endeavor is made to learn different skills and
business practices. A set routine has to be followed and discipline maintained. We have done
survey on “CUSTOMER BUYING PREFERNCES AT LAPTOP” with the instruction and
guidance of Prof. Ratneshpal Singh.

4
 List of contents

Chapter Contents Page

no.

1. INTRODUCTION TO THE TOPIC 6-15

2. REVIEW OF LITERATURE 16-19

3. RESEARCH METHODOLOGY 20-22

4. DATA ANALYSIS and INTERPRETATION 23-41

5. FINDINGS & CONCLUSION 42-46

BIBLIOGRAPHY 47

ANNEXURE 48-51

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 CHAPTER 1

INTRODUCTION ABOUT
TOPIC

6
Consumer buying preference

The most crucial issue for the marketers is to identify the needs of the consumers. Only the
identification of needs is of no value unless and until this is transformed in to a meaningful and
appropriate satisfiers. For this whole process of converting needs into actual satisfaction one
needs to understand the complete make up of consumer’s mind, and this process is known as
consumer behavior. Let’s also discuss some of the definitions of consumer behavior.

According to Schiffman and Kanuk “Consumer behavior encompasses all of the behaviors that
consumers display in searching for, purchasing, using, evaluating and disposing of products and
services that they expect will satisfy their needs”.

Wells and Prensky defines that Consumer behavior is the study of consumers as they exchange
something of value for a product or service that satisfies their needs.

Hawkins, Best and Coney describes “The field of consumer behavior is the study of individuals,
groups, or organizations and the processes they use to select, secure, use, and dispose of
products, services, experiences, or ideas to satisfy needs and the impacts that these processes
have on the consumer and society”.

On the basis of above definitions, it can be concluded that consumer behavior is the study of
consumers regarding what they buy, when do they buy, from where they buy, how frequently
they buy, and how they use certain products. But the study does not stop here as it also goes
further to study the post purchase and evaluations of the consumers. So, it addresses all the issues
related from pre-purchase to post purchase behavior of the consumers.

The study regarding consumer behavior can be divided into two parts i.e. consumer buying
dynamics and dynamics of business buyers.

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CONSUMERS’ BUYING DYNAMICS

Perception: Perception is the process by which an individual selects stimuli, organizes

information about those stimuli, and interprets the information. Perception poses powerful
implications for marketers. What is perceived by an individual, it determines how he or she
behaves? No consumer purchase can take place unless a consumer perceives that the product or
service will offer the benefits he or she needs. Accordingly, marketers must understand how
perception works in order to communicate successfully a product’s benefits. Regardless of the
fact that a product is innovative or advertisement is effective, it will fail if it is not perceived
favorably by the potential consumers.

Learning: Learning is a continuous process by which individual acquires knowledge so that it

causes a permanent change in behavior. Learning is a kind of process that evolves over a time
and cannot be directly observed. When a person perceives new stimuli in the environment, it is
related with the existing pond of knowledge. Therefore, learning reflects both current
experiences and past back ground. Learning is essential to the consumption process. In fact,
consumer behaviour is largely learned behavior. We acquire most of our attitudes, values, tastes,
preferences, symbolic meanings and feeling through learning. Human culture and social class,
institutions such as schools and religious organizations, family, friends, mass media and
advertising provide learning experiences that influence the kind of life style the consumers seek
and the products they consume. Marketers spend considerable effort to ensure that consumers
learn of their existence as well as about their products. Companies that make their consumers
learn about their products and services in an effective and efficient manner often obtain a long-
term competitive advantage them that of their competitors.

Personality: Personality is defined as those inner psychological characteristics that both

determine and reflect how a person responds to his environmental stimuli. Personality is
enduring and ensures that a person’s responses are consistent over time. But personality cannot
be considered as a unified whole, for that purpose different personality traits are to be studied by
the marketers. For example, dogmatism is a personality trait that measures the degree of rigidity
among individuals. If a person is highly dogmatic, it’s very difficult to convenience him
regarding the innovative products and brands.

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ORGANISATIONAL BUYING BEHAVIOUR

Industrial organizations do not engage only in selling. They also buy certain kind of things like
materials, manufactured parts, plant & equipment’s and different services etc. Therefore, they
require the services of other organizations and such organizations need to understand these
organizations’ needs, resources, polices, and buying procedures. So, in this section we will
examine few questions like-what is business market and how it differs from consumer market,
what kind of buying situations occur and who involves in the buying business forecast etc. Let’s
look into these questions one by one.

According to Webster and Wihel “Organizational buying is the decision-making process by

which formal organizations establish the need for purchased products and services and identify,
evaluate, and choose among alternative brands and suppliers”.

S.J. Skinner defines “Organizational buying behavior refers to the actions and decision process
of producers, resellers, and governments in deciding what products to buy”.

So, on the basis of above definitions it can be concluded that organizational buying is the
decision-making process in which one organization receives the resources from the other
organization and the providers identify the need for products and services and the receivers
identify, evaluate, and choose among alternative brands and suppliers.

THE ORGANIZATIONAL BUYING DECISION PROCESS

Because organizational decisions typically involve more individuals in more complex decision
tasks than household or individual decisions, marketing efforts to affect this process are much
more complex. There are different stages in the decision-making process from problem
recognition to post purchase performance evaluation. Let’s discuss these stages one by one.

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1. Problem Recognition: Like any other decision-making process, the first stage of the
organizational buying decision process involves problem recognition, where one or more persons
recognize a problem. It may occur under a variety of circumstances. For example, the sales
manager and office manager of an office play a key role in recognizing the need to add
computers to their office. Recognition of this problem, however, can come up in several ways. In
this particular instance, a continuing problem between field sales agents and internal
administrative staff may lead the office manager and sales manager to recognize the problem.
The continuation of these sources of influence eventually leads to an increased level of
importance and the subsequent stage of information search.

2. Information Search: Information search can be both formal and informal. Site visits to
evaluate a potential vendor, laboratory tests of a new product or prototype, and investigation of
possible product specifications are part of formal information search. Informal information
search can occur during discussions with sales representatives, while attending trade shows, or
reading industry specific journals. Business buyers search for information both to help make the
best decision and to support their actions and recommendations within the organization.

3. Evaluation and Selection: The evaluation of possible suppliers and selection of a supplier
often follows a two-stage decision process. The first stage is making the buyer’s approved
suppliers list. In this case, a conjunctive decision process is very common. Using this kind of
process, the organizations screen out potential suppliers that do not meet all its criteria. A second
stage of organizational decision making could involve other decision rules such as disjunctive
and lexicographic etc. In the disjunctive decision rule, a minimum level of performance for each
important attribute is established. All brands that surpass the performance for any key attribute
are considered acceptable. The lexicographic decision rule 6 requires the business buyer to rank
the criteria in order of importance. The buyer then selects the supplier/product that performs best
on the most important attribute. If two or more brands tie on this attribute, they are evaluated on
the second most important attribute. This process is further complicated by the fact that different
members of the decision-making unit have different evaluation criteria.

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4. Purchase and Decision Implementation: Once the decision to buy from a particular
organization has been made, the method of purchase must be determined. From the seller’s point
of view, it means how and when they will get paid. In many cases, payment is not made until
delivery. Others involve progress payments. For a construction or builders’ firm that takes years,
the method of payment is critical. On international basis, purchase implementation and method
of payment are even more critical.

5. Post purchase performance evaluation: In the final stage of business buying division
process, the new product’s performance is evaluated. The product’s actual performance is
compared to specifications and necessary adjustments are made of the product that does not
function as per expectations, the organization can ask the supplier to replace it.

INTRODUCTION ABOUT INDUSTRY

The laptop computers are made for increasing the convenience of users. The laptop computer is
portable equipment. The laptop computers are portable due to light weight. They have many
features when they are compared with desktop computers. Laptop computers are operated using
built in batteries. These batteries are made for long life. The laptop computer has a built in touch
pad so that it can be operated without a mouse. The key board and monitor have also been built
in so that the equipment facilitates all functions.

The laptop computers are smaller and energy efficient. The parts used to make them are
expensive. The facilities provided in a laptop computer are similar to that of a desktop computer.
Different versions of laptops are available in the market with large screens, high capacity graphic
cards etc.

The specialty in laptop computers includes light weight and lower energy consumption. Also
they are less noisy and easy to handle. Similar to desktop computers the laptop computers
include mother board, processor, hard disk, memory, graphic card, keyboard, mouse and display
device.

The major benefits of a laptop computer are that it is lighter in weight and can be used while
travelling. The disadvantage of a laptop computer is that it does not support for expansion or
upgrade. The laptop computers are equipped with built in wireless network cards. It facilitates
users to connect to the Internet without a cable.

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The Key players in laptop industry

1. Apple Inc.:- is an American multinational technology company headquartered in Cupertino,

California, that designs, develops, and sells consumer electronics, computer software,
and online services. It is considered one of the Big Four of technology along
with Amazon, Google, and Facebook. The
company's hardware products include
the iPhone Smartphone, the iPad tablet
computer, the Mac personal
computer, the iPod portable media player,
the Apple Watchsmartwatch,
the Apple TV digital
Media player, and the Home Pod smart
speaker. Apple's software includes
the maces and iOS operating systems, the iTunes media player, the Safari web browser,
and the life and iWork creativity and productivity suites, as well as professional
applications like Final Cut Pro, Logic Pro, and Xcode. Its online services include
the iTunes Store, the iOS App Store, Mac App Store, Apple Music, Apple
TV+, iMessage, and iCloud. Other services include Apple Store, Genius

Bar, AppleCare, Apple Pay, Apple Pay Cash, and Apple Card.

2. Dell:-is an American multinational computer technology company based in Round Rock,

Texas, United States, that develops, sells, repairs, and supports computers and related
products and services. Named after its founder, Michael Dell, the company is one of the
largest technological corporations in the world, employing more than 145,000 people in the
U.S. and around the world Dell sells personal computers (PCs), servers, data storage
devices, network switches, software, computer peripherals, HDTVs, cameras, printers, MP3
players, and electronics built by other manufacturers.

12
 The company is well known for its innovations in supply
chain management and electronic commerce, particularly its
direct-sales model and its "build-to-order" or "configure to
order" approach to manufacturing—delivering individual PCs
configured to customer specifications. Dell was a pure
hardware vendor for much of its existence, but with the
acquisition in 2009 of Perot Systems, Dell entered the market
for IT services. The company has since made additional
acquisitions in storage and networking systems, with the aim
of expanding their portfolio from offering computers only to delivering complete
solutions for enterprise customers.

3. Asus :- is a Taiwan-based multinational computer and phone hardware and electronics

company headquartered in Beitou District, Taipei, Taiwan. Its products include desktops,
laptops, netbooks, mobile phones, networking equipment, monitors, WIFI routers,
projectors, motherboards, graphics cards, optical storage, multimedia products, peripherals,
wearables, servers, workstations, and tablet PCs.
The company is also an original equipment
manufacturer (OEM). Asus is the world's 5th-
largest PC vendor by 2017 unit sales.[4] Asus
appears in Business Week’s "InfoTech 100" and
"Asia's Top 10 IT Companies" rankings, and it ranked first in the IT Hardware category of
the 2008 Taiwan Top 10 Global Brands survey with a total brand value of $1.3 billion. Asus
has a primary listing on the Taiwan Stock Exchange under the ticker code 2357 and a
secondary listing on the London Stock Exchange under a ticker code ASKD.

13
4. HCL Technologies Limited: - HCL is a (Hindustan Computers Limited) is an Indian
multinational technology company, headquartered in Noida, Uttar Pradesh, India. It is a
subsidiary of HCL Enterprise. Originally a research and development division of HCL, it
emerged as an independent company in 1991 when HCL ventured into the software services
business. The company has offices in 44 countries including the United States, France and
Germany, and the United Kingdom with a worldwide network of R&D, "innovation labs"
and "delivery centers", and 120,000+ employees and its customers include 250 of the
Fortune 500 and 650 of the Global 2000
companies. It operates across sectors
including aerospace and defense,
automotive, banking, capital markets,
chemical and process industries,
consumer goods, energy and utilities,
healthcare, hi-tech, industrial
manufacturing, insurance, life sciences, manufacturing, media and entertainment, mining
and natural resources, oil and gas, retail, telecom, and travel, transportation, logistics &
hospitality. HCL Technologies is on the Forbes Global 2000 list. It is among the top 20
largest publicly traded companies in India with a market capitalisation of $18.7 billion as of
May 2017. As of May 2018, the company, along with its subsidiaries, had a consolidated
revenue of $7.8 billion

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5. HP:- HP is a Hewlett-Packard Company (Commonly Referred To As HP, And Stylized
As Hp) Or Hewlett-Packard was an American multinational information technology
company headquartered in Palo Alto, California. It developed and provided a wide variety
of hardware components as well as software and related services to consumers, small- and
medium-sized businesses (SMBs) and large enterprises, including customers in the
government, health and education sectors. The company
was founded in a one-car garage in Palo Alto by Bill
Hewlett and David Packard, and initially produced a line
of electronic test equipment. HP was the world's leading
PC manufacturer from 2007 to Q2 2013, at which
time Lenovo ranked ahead of HP. HP specialized in
developing and manufacturing computing, data storage,
and networking hardware, designing software and
delivering services. Major product lines included personal
computing devices, enterprise and industry standard
servers, related storage devices, networking products, software and a diverse range of
printers and other imaging products. HP directly marketed its products to households, small-
to medium-sized businesses and enterprises as well as via online distribution, consumer-
electronics and office-supply retailers, software partners and major technology vendors. HP
also had services and consulting business around its products and partner products.

15
 CHAPTER 2
REVIEW OF LITERATURE

16
Work by Lee (2005) carried out study to learn the five stages of consumer decision making
process in the example of China. The researcher focuses on the facts that affect the consumer
decision making process on purchasing imported health food products, in particular demographic
effects such as gender, education, income and marital status. The author employed questionnaire
method in order to reach the objectives of the research. Analysis of five stages of consumer
decision making process indicate that impact of family members on the consumer decision
making process of purchasing imported health food products was significant.

Work by Kotler and Keller (2005) consider this stage as one of the important stages as the
consumer considers all the types and alternatives taking into account the factors such as size,
quality and also price.

Work by Miss Photjanaporn Wongwan (2007) study about factors affecting consumers’
purchasing decision for laptop in Muaeng district. The finding that the purpose of using related
only the age of laptop, laptop using frequency, time duration, location its not related to
education, income, occupation and sex.

Work by Grimes,D.& Warshauer, (2008) M. also conducted a study on the students of three
different schools of California by mean of one-to-one laptop program and found that in second
after introducing this programme the students perform better than non-laptop user students.

Work by Lavidge and stenier (2008), proposed such a model for the predictive measurement
for advertising effectiveness. They postulated that potential buyer must first be made aware of
the existence of a product. During the decision process the individual moves from awareness to
the ultimate purchase of the product along a cognitive effective and cognitive dimension of
behaviour.

Work by Mellon, C. (2010), 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.

17
Work by Annamalai Solayappan, Jothi Jayakrishnan (2010) their research showed that
branded computers play a prestigious role in the students segment. Due to the computer world
everything is in the hands of the students. Everything in the world seems to be digital. Everyone
needs a computer to drive a smooth and fast race. Especially, branded computers will try to
safeguard the competitive race. So, the various factors discussed may determine the student to
purchase branded computers.

Work by Kay, R. H. and Lauricella,S (2011) highlights the impact of unstructured vs.
structured use of laptops for 177 university students and revealed that structured use of laptops
resulted in International Journal of Pure and Applied Mathematics Special Issue 1555
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.

Work by Dr. Ansir Ali Rajput, Sabir Hussain Kalhoro (2012) presented in this article has
significant impact on both price and quality, one thing has been noticed during the survey that
people do give more focus to price rather quality because of low income level. People have more
alternatives in products that are the reason people go for lower price products. The results clearly
indicated that product price has a positive relationship with consumer buying behaviour but
product quality.

Work by Hoyer et al. (2013) social factors impacting consumer behaviour arise as a result of
interactions of perspective consumers with others in various levels and circumstances. Targeting
members of society perceived as opinion leaders usually proves effective strategy when
marketing products and services due to the potential of opinion leaders to influence behaviour of
other members of society as consumers.

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Objectives of study
1. To know the preferences of different types of branded laptops by the people.

2. To study which factor influence for choosing different types of branded laptops.

3. To know about the level of satisfaction towards different types of branded laptops.

4. To identify the perception of consumers towards the laptop positioning strategy.

5. To know the consumer preference towards laptop in the present era.

19
 CHAPTER 3
RESEARCH
METHODOLOGY

20
RESEARCH METHODOLOGY:-

Research methodology is a methodology for collecting all sorts of information & data pertaining
to the subject in question. The objective is to examine all the issues involved & conduct
situational analysis. The methodology includes the overall research design, sampling procedure
& fieldwork done & finally the analysis procedure. The methodology used in the study
consistent of sample survey using both primary & secondary data.

COLLECTION OF DATA:-

The data can be collected from primary and secondary sources. The basic premises of my study
are primary data. Convenient sample that was representative of the target market was chosen, the
respondents were contacted personally and the instrument used for collecting data is
questionnaire.

STATISTICAL DATA CAN BE CLASSIFIED INTO TWO CATEGORIES:-

1) Primary Sources

2) Secondary Sources

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PRIMARY DATA:-

Primary data is collected by using the structured questionnaire.

SECONDARY DATA:-

The Main sources of Secondary data are combination of information from the internet and books
of the related topic.

SAMPLE SIZE:-

Sample of 100 people was taken into study, and their data was collected.

SAMPLING TECHNIQUE:-

To study the Project, a Simple Random Sampling technique is used.

DATA ANALYSIS:-

After data collection, it is analyzed according to customer’s views, ideas and opinions and we
come to know the customer requirements.

22
 CHAPTER 4
DATA ANALYSIS
&
INTERPRETATION

23
Gender No. of respondents
1. AGE:
Table4.1
Particulars No of Respondents Percentage%

18-20 2 2%

21-25 88 88%

26-30 10 10%

Total 100 100%

Figure4.1

Age
2%

10%

18-20
21-25
26-30

88%

INTERPRETATION: 2% of the respondents are between the ages of 18-20; 88% are
between 21-25 & 10% of the respondents are in between 26-30

24
2. GENDER
Table4.2
Particulars No of Respondents Percentage%

MALE 58 58%

FEMALE 42 42%

Total 100 100%

Figure4.2

Gender

42%
MALE
FEMALE
58%

INTERPRETATION: 58% of respondents were male & 42% respondents were

female.

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 3. OCCUPATION
Table4.3
Particulars No of Respondents Percentage%

STUDENTS 76 76%

EMPLOYEES 21 21%

BUSINESS 3 3%

Total 100 100%

Figure4.3

Occupation

3%

21%

STUDENTS
EMPLOYEES
BUSINESS

76%

INTERPRETATION: 76% of respondents were students & 21% respondents were

Employees and 3% of respondents were business owner

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 4. Which brand of laptop are you having?

Table4.4
Particulars No of Respondents Percentage%

Apple 6 6%

Asus 3 3%

Dell 23 23%

Hcl 1 1%

Hp 54 54%

Others 13 13%

Total 100 100%

Figure 4.4

which brand of laptop are you having?

3%
6%
13%
Apple
Asus
23%
Dell
Hcl
HP
54% 1% Others

INTERPRETATION: 6% of respondents have Apple laptops, 3% are owning ASUS

laptops, 23% of respondents have DELL laptops, 1% of respondents are having HCL laptops,
54% of respondents are having HP laptops and the rest 13% of respondents have other brands
of laptops.

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 5. Do you agree that laptop is an essential gadget of life?

Table4.5
Particulars No of Respondents Percentage%

Agree 46 46%

Strongly agree 47 47%

Disagree 4 4%

Can’t say 3 3%

Total 100 100%

Figure 4.5

Do you agree that laptop is an essential

gadget of life
3%

4%

Agree
46% Strongly agree
Disagree
47% Can't say

INTERPRETATION: 46% of respondents were agree & 47% of respondents were

strongly agree and 3% of respondents disagreed & 4% of respondents were not sure about
their opinion.

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 6. Which type of laptop do you prefer?

Table4.6
Particulars No of Respondents Percentage%

Ultraportable Laptop 19 19%

All Purpose 70 70%

Desktop Replacement 5 5%

Net Book 6 6%

Total 100 100%

Figure 4.6

Which type of laptop do you prefer

6%
5% 19%

Ultraportable
All purpose
Desktop replacement
Net book

70%

INTERPRETATION: 19% of respondents prefer ultraportable laptops, while 70 %

prefers all-purpose laptop, 5% respondents prefers desktop replacement laptops while 6%
choose netbook

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 7. Which of the following reason motivates you to buy the laptop?
Table4.7
Particulars No of Respondents Percentage%

Price 23 23%

Fashion trends 18 18%

Friends/family/relatives 5 5%

Convience for 54 54%

connectivity

Total 100 100%

Figure 4.7

Which of the following reason motivates you

to buy the laptop?

23%
Price
Fashion trends

54% friends/family/relatives
18% connvience foe connectivity

5%

INTERPRETATION: 23% of respondents buys laptops on the basis of price, 5%

respondent’s buys through friends and family, while 18% of respondents motivates through
the current trend in the market and 54% buys as per their convenience for connectivity.

30
 8. Since how long you are using your current laptop?

Table4.8
Particulars No of Respondents Percentage%

Less than 1 year 40 40%

1-2 year 10 10%

2-3 year 30 30%

More than 3 year 20 20%

Total 100 100%

Figure 4.8

Since how long you are using your current

laptop?

20%

Less than 1 year

40%
1-2 year
2-3 year
More than 3 year
30%

10%

INTERPRETATION: 40% of respondents are using laptops less than 1year, 10%
responded that they were using from 1-2 years, 30% of respondents were using laptop from
2-3 years & the rest 20% of respondents were using from more than 3 years.

31
 9. What minimum feature do you except from your laptop?

Table4.9

Particulars No of Respondents Percentage%

Desktop class 20 20%

Old display 20 20%

High resolution screen 40 40%

Battery backup 10 10%

UBS type charging 10 10%

Total 100 100%

Figure 4.9

What minimum feature do you except

from your laptop?

10%
20%
Desktop class
10%
Old display
High resloution screen
20% Battry backup

40% UBS type charging

INTERPRETATION: 20% respondents will like to have desktop class laptop, while 20% of
respondents will prefer OLED Displays, 40% of respondents choose high resolution screen,
10% of people prefers battery backup while purchasing there laptop & 10% prefers USB type
charging

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 10. Will you considerd buying a second hand laptop?

Table4.10

Particulars No of Respondents Percentage%

YES 20 20%

NO 60 60%

IT DEPENDS 20 20%

Total 100 100%

Figure 4.10

Will you considerd buying a second hand

laptop?

20% 20%

YES
NO
IT DEPENDS

60%

INTERPRETATION: 20% of respondents denied to purchase second hand laptops,

while 60 % choose to buy second hand laptop and 20% responded that it depends on
circumstance

33
 11. What is your budget for a new laptop?

Table4.11

Particulars No of Respondents Percentage%

<Rs. 20000 10 10%

Rs. 20000-30000 44 44%

>Rs. 30000 46 46%

Total 100 100%

Figure 4.11

What is your budget for a new laptop?

10%

<Rs. 20000
46%
Rs. 20000-30000
>Rs. 30000
44%

INTERPRETATION: 10% of respondents have less than 20,000 budget, 44% can
afford in between 20,000-30,000 & 46% of respondents have more than 30,000 budget.

34
 12. How frequently do you charge your laptop?

Table4.12

Particulars No of Respondents Percentage%

Any time 46 46%

Every 6 months 1 1%

Every year 2 2%

Every 2 year 51 51%

Total 100 100%

Figure 4.12

How frequently do you charge your laptop?

Any time
46% Every 6 months
51% Every year
Every 2 year

2% 1%

INTERPRETATION: 46% of respondents change their laptop whenever they want,

while 51% of respondents change their laptop in every 2 year, 2 % change their laptop once
in a year & 1% of respondents change their laptops once in six months.

35
 13. Do you choose your laptop on the basis of adverting on various media?

Table4.13

Particulars No of Respondents Percentage%

Yes 19 19%

No 42 42%

To some extent 39 39%

Total 100 100%

Figure 4.13

Do you choose your laptop on the basis of

adverting on various media?

19%

39% Yes
No
To some extent

42%

INTERPRETATION: 19% of respondents choose their laptops on the basis of

advertising on various media while 42% respondents don’t choose their laptops on the basis
of media, 39% respondents choose their laptop through various media to some extent.

36
 14. How did you get to know about your current laptop?

Table4.14

Particulars No of Respondents Percentage%

TV advertisement 20 20%

Newspaper/magazines 30 30%

Friends/family relatives 30 30%

Existing customers 20 20%

total 100 100%

Figure 4.14

How did you get to know about your

current laptop?

20% 20%
Tv adevertisement
Newspaper/magazines
freiends/family relatives
30% 30% existing customers

INTERPRETATION: 20% of respondents came to know about their laptops through

television, 30% of respondents came to know about their laptops through
newspapers/magazines, 30% of respondents came to know about their laptops through
their friends, family and relatives while 20% % of respondents came to know about their
laptops through existing customers.

37
 15. Do you prefer to purchase that brand laptop which offer any special sales promotion
scheme or discount?

Table4.15

Particulars No of Respondents Percentage%

Yes 40 40%

No 30 30%

To some extent 30 30%

Total 100 100%

Figure 4.15

Do you prefer to purchase that brand laptop

which offer any special sales promotion
scheme or discount?

30%
40% Yes
No
To sme extent

30%

INTERPRETATION: 40% of respondents prefer to purchase the brand which offers

any special sales promotion, discounts or schemes while 30% of respondents do not go for
discounts and all 30% of respondents go for some extent.

38
 16. Price of your laptop is ?

Table4.16

Particulars No of Respondents Percentage%

Expensive 20 20%

Reasonable 80 80%

Total 100 100%

Figure 4.16

price of your laptop is ?

20%

Expensive
Reasonable

80%

INTERPRETATION: 80% of respondents were having reasonable price of their laptop

while 20 % are having expensive laptops

39
 17. Which kind of laptop do you prefer?

Table4.17

Particulars No of Respondents Percentage%

Stylish 59 59%

Simple 41 41%

Total 100 100%

Figure 4.17

Which kind of laptop do you prefer?

41%
Stylish
Simple
59%

INTERPRETATION: 59% of respondents are having stylish laptops while 41 % of

respondents are having simple laptops.

40
 18. Comfort level of your laptop?

Table4.18

Particulars No of Respondents Percentage%

More comfortable 78 78%

Less comfortable 22 22%

Total 100 100%

Figure 4.18

comfort level of your laptop?

22%

More comfortable
Less comfortable

78%

INTERPRETATION: 78% of respondents are having laptops with more comfort while
22% are having less comfort laptops.

41
CHAPTER-5
FINDINGS&
CONCLUSION

42
 Findings

 According to the figure 4.1, 2% of the respondents are between the ages of 18-20; 88%
are between 21-25 & 10% of the respondents are in between 26-30.

 According to the figure 4.2, 58% of respondents were male & 42% respondents were
female.
 According to the figure 4.3, 76% of respondents were students & 21% respondents were
Employees and 3% of respondents were business owner.

 According to the figure 4.4, 6% of respondents have Apple laptops, 3% are owning
ASUS laptops, 23% of respondents have DELL laptops, 1% of respondents are having
HCL laptops, 54% of respondents are having HP laptops and the rest 13% of respondents
have other brands of laptops.

 According to the figure 4.5,46% of respondents were agree & 47% of respondents were
strongly agree and 3% of respondents disagreed & 4% of respondents were not sure about
their opinion.

 According to the figure 4.6, 19% of respondents prefer ultraportable laptops, while 70 %
prefers all-purpose laptop, 5% respondents prefers desktop replacement laptops while 6%
choose netbook.

 According to the figure 4.7, 23% of respondents buys laptops on the basis of price, 5%
respondent’s buys through friends and family, while 18% of respondents motivates
through the current trend in the market and 54% buys as per their convenience for
connectivity.

 According to the figure 4.8, 40% of respondents are using laptops less than 1year, 10%
responded that they were using from 1-2 years, 30% of respondents were using laptop
from, 2-3 years & the rest 20% of respondents were using from more than 3 years.

 According to the figure 4.9, 20% respondents will like to have desktop class laptop, while
20% of respondents will prefer OLED Displays, 40% of respondents choose high
resolution screen, 10% of people prefers battery backup while purchasing there laptop &
10% prefers USB type charging.

 According to the figure 4.10, 20% of respondents denied to purchase second hand
laptops, while 60 % choose to buy second hand laptop and 20% responded that it depends
on circumstance.

 According to the figure 4.11, 10% of respondents have less than 20,000 budget, 44% can
afford in between 20,000-30,000 & 46% of respondents have more than 30,000 budget.

43
 According to the figure 4.12, 46% of respondents change their laptop whenever they
want, while 51% of respondents change their laptop in every 2 year, 2 % change their
laptop once in a year & 1% of respondents change their laptops once in six months.

 According to the figure 4.13, 19% of respondents choose their laptops on the basis of
advertising on various media while 42% respondents don’t choose their laptops on the
basis of media, 39% respondents choose their laptop through various media to some
extent.

 According to the figure 4.14, 20% of respondents came to know about their laptops
through television, 30% of respondents came to know about their laptops through
newspapers/magazines, 30% of respondents came to know about their laptops through
their friends, family and relatives while 20% % of respondents came to know about their
laptops through existing customers.

 According to the figure 4.15, 40% of respondents prefer to purchase the brand which
offers any special sales promotion, discounts or schemes while 30% of respondents do
not go for discounts and all 30% of respondents go for some extent.

 According to the figure 4.16 it 80% of respondents were having reasonable price of their
laptop while 20 % are having expensive laptops.

 According to the figure 4.17 it 59% of respondents are having stylish laptops while 41 %
of respondents are having simple laptops.

 According to the figure 4.18 it 78% of respondents are having laptops with more comfort
while 22% are having less comfort laptops

44
 SUGGESTIONS

It is found that in this segment the important features considered by the customers while buying a
laptop are its features, price & maintenance. So manufacturer has to consider these aspects to
attract and retain customers thus making an effort to build a good brand image.
 Discount on accessories also act as influencing factors for purchase decision. So dealer
can give discounts on accessories, after sales for a period of a year or two to stimulate the
customers.
 Customers want service at their doorsteps but are unaware of the home delivery facility
Provided by the dealers. So a measure has to be taken to create awareness in this
direction.
 Most of the customers buy laptops from bank loan rather than financial companies.
So the companies have to come up with attractive loan facilities to their customers.
 Word of mouth is effective media of communication. Hence the dealer should keep the
existing customers happy by providing good service and make customers talk good
 about their service provided.

45
 CONCLUSION

Consumer behavior is the action and decision processes of people who purchase goods
And Services for personal consumption. Consumer decision making is influenced by social,
Psychological, and personal factors. Social factors are forces exerted by other people that
Affect Consumer behavior. A social class is a relatively homogeneous and stable group of
people with Similar values, attitudes, and behaviors. A role is a set of functions and
activities that a person in a particular position is expected to perform. Culture is learned
values, behaviors, and Meaningful symbols shared by members of a society. A culture
is further divided into several Subcultures. Psychological factors are internal forces within
people that affect buying decisions. These factors are motives, perception, learning and
personality etc. Motivation research involves analyzing the major motives that influence buying
behavior. Perception is the process by which an individual selects, organizes and interprets
information inputs to create meaning. An attitude is a person’s overall feeling towards some
object.

46
 BIBLOGRAPHY

Reference Book:
Research Methodology : C.S.R. Kothari
Principles of Marketing : Philip Kotler, Prentice Hall of India
Fundamentals of Marketing : William J. Stanton, McGraw Hill, New Delhi
Methodology of Research in Social Science: Krishna swami

Websites:
www.scribd.com
Slideshare.com
Wikepedia.com

47
 ANNXURE
NAME: ____________________________________________

AGE
18-20 [ ]
21-25 [ ]
26-30 [ ]

GENDER
Male [ ]
Female [ ]

OCCUPATION
Student [ ]
Employee [ ]
Business [ ]
other specify [ ]

1. Which brand of laptop are you having?

a) Apple
b) Asus
c) Dell
d) HCL
e) HP
f) Others

2. Do you agree that laptop is an essential gadget of life?

a) Agree
b) Strongly Agree
c) Disagree
d) Can’t Say

48
3. Which type of laptop do you prefer?
a) Ultraportable Laptop
b) All-purpose laptop
c) Desktop-replacement laptop
d) Netbook
4. Which of the following reason motivates you to buy the laptop?
a) price
b) Fashion trends
c) Friends/family relatives
d) Connection for connectivity

5. Since how long you are using your current laptop?

a) Less than one year
b) 1-2 years
c) 2-3 years
d) More than 3 years

6. What minimum features do you expect from your laptop?

a) USB type charging
b) Higher-Resolution Screens
c) OLED Displays
d) Battery backup
e) Desktop-Class Graphics Performance

7. Will you consider buying a second hand laptop?

a) Yes
b) No
c) To some extent

8. What is your budget for a new laptop?

(a) < Rs. 20000
(b) Rs. 20000-30000
(c) >Rs. 30000

49
9. How frequently do you change your laptop?
a) Every 6 months
b) Every year
c) Every 2 years
d) At any time

10. Do you choose your laptop on the basis of advertising on various media?
a) Yes
b) No
c) To some extent

11. How did you get to know about your current Laptop?
a) T.V advertisement
b) Magazines/Newspaper
c) Friends
d) Existing Customers
e) Laptop Finance Companies

12. Do you prefer to purchase that brand of laptop which offers any special sales promotion
scheme or discount?
a) Yes
b) No
c) To some extent
d) Can't Say

13. Price of your laptop is

a) Expensive
b) Reasonable

50
14. Which kind of laptop do you prefer?
a) Stylish
b) Simple

15. Which Comfort level of your laptop ?

a) More comfortable
b) Less comfortable

51