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A STUDY OF CONSUMER BUYING PREFERENCE TOWARDS LAPTOPS WITH SPECIAL REFERENCE TO ELECTRONIC CITY, BANGALORE

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1
CHAPTER-I
INTRODUCTION OF PROJECT
2
CONSUMER BUYING PREFERENCE
The most crucial issue for the marketers is to identify the needs of the consumers. Only the
...
3
CONSUMERS’ BUYING DYNAMICS
Perception: Perception is the process by which an individual selects stimuli, organizes
infor...
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A STUDY OF CONSUMER BUYING PREFERENCE TOWARDS LAPTOPS WITH SPECIAL REFERENCE TO ELECTRONIC CITY, BANGALORE

  1. 1. 1 CHAPTER-I INTRODUCTION OF PROJECT
  2. 2. 2 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.
  3. 3. 3 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. They are move likely to choose well
  4. 4. 4 established brands and can’t be convinced by celebrities in the advertisements. Rather these kinds of people are influenced by the authoritative appeals. On the contrary, those who possess the trait of innovativeness are move receptive to new products, new services and new practices. They are prone to newer experiments. There could be some other personality traits like inner directed consumes and other directed consumers. So, on the basis of these personality traits, the process of segmentation can effectively be performed. 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.
  5. 5. 5 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. 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. 6. 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. 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. At the same time, the supplier’s performance is also evaluated. If it is found to be unacceptable, the buyer will seek corrective action from the supplier or he will search out for a new supplier.
  7. 7. 7 INDUSTRY PROFILE
  8. 8. 8 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. Processor, graphics and memory Processor (CPU) The processor, usually Intel or AMD, is the main brain of your computer and has the biggest effect on how your laptop will run. Most are at least dual-core - two processors on one chip sharing the workload. Some Intel's processors use 'Hyper-threading', boosting the dual core processor to act like a quad-core one. Processor clock speed (in GHz) has some impact on performance - the higher the figure, the faster the computer. If you’re looking for a high-performance laptop, or something that'll last you for a good few years, go for a faster processor.
  9. 9. 9 Memory (Ram) Ram (random access memory) is your laptop's short-term memory, storing information while you're using the laptop (the hard drive is used for long-term file storage). The amount of Ram your laptop has determines how many tasks it can accomplish simultaneously. Aim for as much Ram as you can afford – ideally at least 4GB to make it easier to rip music while you're surfing the net, updating your security software, and sending and receiving emails. With some laptops you can add more Ram later, but it’s more complicated than adding Ram to a desktop PC. Graphics card Laptops come with either integrated or dedicated graphics. Laptops with integrated graphics use a chunk of the laptop’s memory (Ram). This is fine if you’re just planning to do basic, everyday tasks, but if you want to play games or use video- editing software, for example, it’s best to go for a laptop with a separate graphics card, freeing up your Ram. Expect to pay more for a laptop with a dedicated graphics card. Laptop storage Hard disk drive (HDD) The hard disk provides memory for long-term data storage – measured in gigabytes (GB). It stores the operating system and applications (programs) as well as files including music, photos and documents. We recommend a minimum of 500GB hard disk space - storing video, high-resolution photos, music and software uses up a lot of space. If in doubt, go for more hard drive space if you can afford it. Solid state drive (SDD) Solid state drives work like hard drives. There are no moving parts – so they don’t’ get as hot – and should help produce faster start-up times and processing, and also extend battery life. The downside is it doesn't offer as much space as a hard disk drive. Many premium laptops, such as ultra-books have a solid state drive (the most common size is 128GB), or a hybrid of SSD and hard disk storage.
  10. 10. 10 Hybrids often take the form of a 16GB solid state cache to boost loading speeds while keeping the larger storage capacity with the normal hard drive. In this case you can’t save files to the SSD. Optical drive Some laptops come with a CD/DVD drive. All but the cheapest models include DVD burners as well as CD burners, so you can save to CD or DVD. A DVD burner is useful for making your own videos and backing up large amounts of data - DVDs hold much more data than CDs. Higher-end laptops include a Blu-ray drive so you can watch high-definition (HD) films on the move. Slot-load drives are preferable to tray-mounted drives, as they’re less prone to breakage on the move. Many ultra-book, or ultra slim, laptops don’t have a disk drive, so they’re slimmer and lighter. With these laptops you may want to consider getting an external drive or cloud storage for backing up. USB, HDMI and memory card USB is the most common type of connection. You’ll usually get two or three USB ports on a laptop so you can connect peripherals such as a mouse or external hard drive and save to a USB stick. They may be USB 2 or the faster USB 3 ports, or a mix of the two. An HDMI output lets you hook your laptop up to a TV. Some laptops also have memory card slots, making it easy to get photos off of your camera’s memory card.
  11. 11. 11 Wi-Fi and Gigabit Ethernet Most laptops include a port for connecting to the internet, either a wired 100Mbps or a faster gigabit Ethernet connection. Most laptops will now use the latest 802.11n wireless protocol. Laptop screen A 15-inch screen is the average size for a laptop. A desktop replacement-type laptop might come with a 17-inch display, while ultra-portables might go as low as the 11-inch mark. You will find options in between too. If you're planning to use your laptop on the move, it might be worth considering a matte screen. Glossy displays tend to suffer from reflections. Touchscreens are becoming the norm with Windows 8 laptops, certainly on mid and high-end models. Keyboard A laptop’s keyboard is smaller than a desktop computer’s - keys are closer together, and may also be smaller. Many 13-inch models don’t have room for a separate number pad. It’s a good idea to try out a laptop’s keyboard before you buy if you can, to ensure you get one you're comfortable with.
  12. 12. 12 Laptop battery life The best standard laptops have a battery life of around five to six hours. Larger, desktop replacement laptops may only last around three hours though, while the longest laptop battery life on the best ultraportable models runs closer to seven hours. Adjusting the power settings within the laptop can preserve the battery. How important battery life is to you depends on where you are planning to use your laptop - if it's mainly at home near a power point, battery life isn’t top priority
  13. 13. 13 CHAPTER-II REVIEW OF LITERATURE
  14. 14. 14 Review of Literature: The researcher made an attempt to collect information from the prior researches and relevant studies conducted in the area of consumer behavior and buying preference so that the important variables for the study could be identified and analyzed. The review of literature has been presented in a summarized and precise manner. ConsumerBehaviour by Hawkins, Best, Coney and Mukherjee: The authors of the book discussed various factors affecting consumer behaviour for buying such as demographic and social influences (family and household), group influence, impact of advertising and internal influences (learning, perception, attitude etc.). Consumer Behaviour by Leslie Lazar and Schiffman: The authors suggested consumer behaviour as individual differs as from group. The family decision for a purchase decision is entirely different from individual decision making. The authors discussed various variables that affect consumer purchase decision. The book focused on family life cycle and various needs of consumer during different life stages. The family decision making process as a group decision making is elaborated and it is recommended to segment the market according to family need hierarchy. Consumer Behaviour by Bitta and Della: The authors proposed that consumer behaviour studies play an important role in deciding marketing segments and marketing strategies. The authors recommended that consumer is often studied because certain discussions are significantly affected by their behaviour or expected actions. For this reason such consumer behaviour is said to be an applied discipline. Such applications can exist at two levels of analysis. Market segmentation, consumer decision making and buying behaviour is considered as core marketing activities in designing effective marketing strategies. The micro perspective involves understanding consumers for the purpose of helping a firm or organization to accomplish its objectives. On the other hand macro or societal perspective consumers collectively influence economic and social conditions within an entire society. The authors discussed factors affecting consumer behaviour at micro and macro level for making a
  15. 15. 15 purchase decision. Consumer Behavior by Karunik and Schiffman: The book highlights dynamic business environment is turbulent as never before and the service industry as promising as never before. In this era of intense competition companies understand the customer is the king in the market and success depends a lot on the efficiency of the managers in delivering the promised product or services. The responsibility lies on the organizations to develop a culture, ethics, responsibility, value and quality services should be offered to achieve higher level of customer satisfaction. Dynamic consumer behaviour is required to analyse various factors affecting consumer purchase decision directly or indirectly. Consumer Behaviour by Batra, S, and K & Kazmi: The book has described consumer decision making process, buyer’s black box and importance of consumer behaviour studies for marketers in order to understand what satisfy the ultimate consumer. The book described vital characteristics of Indian consumer and competitive advantages in Indian context for the marketers. The consumer decision process, buying roles and consumer black box are discussed in detail. The various steps evolving consumer decision making are linked with the life stages. Young buyers, women and children considered as uprising consumers groups as a part of competitive market situations. Marketing Management by Philip Kotler: The customer is always considered as a core of business activity. Author discussed in this book that marketing is only one factor in attracting and keeping customers. Peter F. Drucker observed that a company’s first task is “to create customers.” Customer estimate will deliver the most value. The book highlighted consumer decisions making process and buying roles. The book considered customers as value maximizer within the bounds of search costs, limited knowledge, mobility and income.6 Services Marketing by C. Lovelock and J. Writz: The book emphasized on services marketing as a broad area and places marketing issues within a broader general management context while offering a balanced focused on close ties that link marketing, operations and human resource marketing. It also relates the understanding of consumer behaviour function to develop appropriate marketing strategy. Service triangle, feature of services and service marketing strategies are discussed in this book with detailed explanation
  16. 16. 16 of service quality model. Services Marketing by Lovelock: The book is emphasized on advancements and challenges in services marketing. The book discussed role of consumer in designing services, delivering and performing quality service to the consumers for deriving customer satisfaction. The book focused on complexity of designing service marketing strategies and establishing service standards. Various threats and challenges in designing service marketing strategies have been discussed with required solutions in turbulent marketing situations. Services Marketing by Zeithaml and Bitner: The book emphasized on various ingredients of services marketing such as consumer behaviour in services, services designs and standards, delivering and performing service and managing service promises. The book focused on various challenges and issues of service marketing, the GAPS model of service quality and customer defined service standards. The book discussed service quality models and service preference models in detail. The book also recommended uniformity in quality standards should be implemented.
  17. 17. 17 OBJECTIVES OF THE STUDY The objective of the present survey is to develop awareness of branded laptop baseline estimates and determine popularit y of differe nt company’s laptop. It suggests steps to be init ia ted or strengthened in the field of demand in a region. The key indicators are among the general population, demand branded laptop and the problem users. The objectives of this particular study are:- 1. To know the preferences of different types of branded laptops by the people of Electronic City, Bangalore 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.
  18. 18. 18 CHAPTER-III RESEARCH METHODOLOGY
  19. 19. 19 Research Methodology: This project is prepared with the help of theoretical knowledge as well as practical knowledge & a crumb of advises & suggestions from the concerned professors. As far as practical is concerned, all the information about the companies information available on internet. The theoretical pert taken from the various books & magazines available on this subject. And other recent happing in marketing is taken from magazines & newspaper. Overall this mission has been completed with the combination of all those things & it had been with the best of my facts & information. Research methodology refers to search for knowledge. Redman and Mory define research as a “Systematized effort to gain new knowledge”. Research is an academic activity and such the term should be used in technical sense. According to Clifford Woody, research comprises defining and redefining problem, formulating hypothesis or suggested solutions; collecting, organizing and evaluating data; making deductions and research conclusions; and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis. Research is thus an original contribution to the existing stock of knowledge making for its advertisement. It is pursuit of truth with the help of study, observation, comparison and experiment. In short the search for knowledge through objective and systematic method of finding solution to problem is research. RESEARCH DESIGN A Research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the Research purpose with economy in procedure. In fact the Research design is the conceptual structure within which Research is conducted: it constitutes the blueprint for the collection measurement and analysis of data. It must be able to define clearly what they want to measure and must find adequate methods for measuring it along with a clear cut definition of population wants to study. Since the aim is to obtain complete and accurate information in these studies, the procedure to be used must be carefully planned. The research design must make enough provision for protection against bias and must maximize reliability with due concern for the economical completion of the search study. Descriptive research is adopted for this study. It includes surveys and fact finding enquires of
  20. 20. 20 different kinds. The major purpose of descriptive research is description of the state affairs as it exists at present. The main characteristic of this method is that the researcher has no control over the variables. He can only report what has happened or what is happened. QUESTIONNAIRE DESIGN No survey can achieve success without a well-designed questionnaire. The questionnaire design has no theoretical base to guide the marketing researcher in developing a flawless questionnaire. SAMPLING DESIGN A sample design is a definite plan for obtaining a sample from the sampling frame, it refers to the technique or procedure the researcher would adopt in selecting some sampling units from which interferences about the population is drawn. Sampling type used is Simple Random sampling technique. POPULATION AND SAMPLE SIZE A decision has to be taken concerning sampling unit before selecting sample. The population for this study includes the people of Electronic City, Bangalore were undertaken for the study. DATA COLLECTION Both primary & secondary data has been collected for the study, both play vital role at the time of analysis to give a suitable recommendation to the existing problems, primary data played a major role, also secondary data is necessary to give proper support to primary data.  Primary data has been collected through the help of questionnaire  Secondary data has been collected from internet and print media
  21. 21. 21 LIMITATIONS OF THE STUDY
  22. 22. 22 LIMITATION Although a proper care has been taken to keep the study unaffected of any inconsistencies, a few have always been unavoidable listed below are a few of the limitations that this study suffer from:- 1) This study is based on secondary data; its accuracy depends on the veracity & accuracy of the data. 2) The study is done from a neutral, no biased attitude, but due to limited knowledge, due to which some aspects of the study might have been out of my understanding purview, could not have been done justice with. Moreover secondary data analyzed & studied, may be biased, depending on the source 3) Due to time constraints, it is very much probable that some aspects may have not been properly dealt with & sample size had to be confirmed to 100. 4) The respondents have replied to the queries recalling from their memory. Therefore recall bias and personal bias are possible.
  23. 23. 23 CHAPTER-IV DATA ANALYSIS & INTERPRETATION
  24. 24. 24 AGE NO. OF RESPONDENTS PERCENTAGE 18-20 2 2 21-25 88 88 26-30 10 10 TOTAL 100 100 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 2% 88% 10% AGE 18-20 21-25 26-30
  25. 25. 25 Gender No. of respondents Male 58 Female 42 TOTAL 100 INTERPRETATION: 58% of respondents were male & 42% respondents were female. 42% 58% Gender Female Male
  26. 26. 26 INTERPRETATION: 76% of respondents were students & 21% respondents were employee and 3% of respondents were business owner OCCUPATION NO. OF RESPONDENTS PERCENTAGE Students 76 76 Employees 21 21 Business 3 3 Others specify 0 0 TOTAL 100 100 3% 21% 76% Occupation Business owner Employee Student
  27. 27. 27 Q1. Do you agree that laptop is an essential gadget of life? Response No. of respondents Percentage (%) Agree 46 46 Strongly Agree 47 47 Disagree 4 4 Can’t Say 3 3 TOTAL 100 100 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. 46% 4%3% 47% Do you agree that laptop is an essentialgadgetoflife? Agree Can't say Disagree Strongly Agree
  28. 28. 28 Q2. Which type of laptop do you prefer? Response No. of respondents Percentage (%) Ultraportable Laptop 19 19 All Purpose 70 70 Desktop Replacement 5 5 Netbook 6 6 TOTAL 100 100 INTERPRETATION: 19% of respondents prefer ultraportable laptops, while 70 % prefers all-purpose laptop, 5% respondents prefers desktop replacement laptops while 6% choose netbook 70 5 6 19 0 10 20 30 40 50 60 70 80 ALL-PURPOSE LAPTOP DESKTOP-REPLACEMENT LAPTOP NETBOOK ULTRAPORTABLE LAPTOP Which type of laptop do you prefer?
  29. 29. 29 Q3. Which feature do you consider when you buy a new laptop? 35 73 62 27 52 58 18 35 0 10 20 30 40 50 60 70 80 LOOK OPERATING SYSTEM PRICE MAINTENANCE COMPANY SERVICE STORAGE CAPACITY READY AVAILABILITY COMFORT Features Response No. of respondents Comfort 35 Ready Availability 18 Storage Capacity 58 Company Service 52 Maintenance 27 Price 62 Operating System 73 Look 35
  30. 30. 30 Q4. Since how long you are using your current laptop? Years No. of respondents Percentage (%) Less than 1 year 32 32 1-2years 40 40 2-3 years 20 20 More than 3 years 32 32 TOTAL 100 100 INTERPRETATION: 32% of respondents are using laptops less than 1year, 40% responded that they were using from 1-2 years, 20% of respondents were using laptop from 2-3 years & the rest 32% of respondents were using from more than 3 years. 40 20 8 32 0 5 10 15 20 25 30 35 40 45 1-2 YEAR 2-3 YEAR LESS THAN ONE YEAR MORE THAN 3 YEARS Since how long you are using your current laptop?
  31. 31. 31 Q5. What minimum features do you expect from your laptop? (May select more than one feature) Response No. of responses Desktop Class 35 OLED Displays 19 Higher Resolution Screen 46 Battery Backup 86 USB Type Charging 29 TOTAL INTERPRETATION: 35% respondents will like to have desktop class laptop, while 19% of respondents will prefer OLED Displays, 46% of respondents choose high resolution screen, 86% of people prefers battery backup while purchasing there laptop & 29% prefers USB type charging. 29 86 46 19 35 0 10 20 30 40 50 60 70 80 90 100 USB TYPE CHARGING BATTERY BACKUP HIGHER RESOLUTION SCREEN OLED DISPLAYS DESKTOPCLASS Minimum features expectedby respondents
  32. 32. 32 Q6. Will you consider buying a second hand laptop? RESPONSE NO. OF RESPONDENTS PERCENTAGE % YES 4 4 NO 78 78 IT DEPENDS 18 18 TOTAL 100 100 INTERPRETATION: 78% of respondents denied to purchase second hand laptops, while 4 % choose to buy second hand laptop and 18% responded that it depends on circumstances. 18% 78% 4% Will you consider buying second hand laptops? It depends NO Yes
  33. 33. 33 Q7. What is your budget for a new laptop? Response No. of responses Percentage of responses Less than 20,000 11 11 20,000-30,000 43 43 More than 30,000 46 46 TOTAL 100 100 INTERPRETATION:11% of respondents have less than 20,000 budget, 43% can afford in between 20,000-30,000 & 46% of respondents have more than 30,000 budget. 43 11 46 0 5 10 15 20 25 30 35 40 45 50 20,000-30,000 LESS THAN 20,000 MORE THAN 30,000 Budget for new laptop?
  34. 34. 34 Q8. How frequently do you change your laptop? Response No. of responses Percentage of responses Any time 46 46 Every 6 months 1 1 Every year 2 2 Every 2 years 51 51 TOTAL 100 100 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. 46% 51% 1% 2 How frequently do you change laptop? Any tym Every 2 years Every 6 months Every year
  35. 35. 35 Q9. Do you choose your laptop on the basis of advertising on various media? Response No. of responses Percentage of responses YES 19 19 NO 42 42 TO SOME EXTENT 39 39 TOTAL 100 100 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. 42% 39% 19% Do you choose your laptop on the basis of advertising on various media No To some extent Yes
  36. 36. 36 Q10. How did you get to know about your current Laptop? Response No. of responses TV 7 Newspaper/Magazine 14 Friends/Family/Relatives 54 Existing Customers 25 TOTAL INTERPRETATION: 7% of respondents came to know about their laptops through television, 14% of respondents came to know about their laptops through newspapers/magazines, 54% of respondents came to know about their laptops through their friends, family and relatives while 25% % of respondents came to know about their laptops through existing customers. 25 54 14 7 0 10 20 30 40 50 60 EXISTING CUSTOMERS FRIENDS/FAMILY/RELATIVES MAGAZINES/NEWSPAPERS TV How did you get to know about your current laptop?
  37. 37. 37 Q11. Do you prefer to purchase that brand of laptop which offers any special sales promotion scheme or discount? Response No. of responses Percentage of responses YES 37 37 NO 28 28 TO SOME EXTENT 35 35 TOTAL 100 100 INTERPRETATION:37% of respondents prefer to purchase the brand which offers any special sales promotion, discounts or schemes while 28% of respondents do not go for discounts and all 35% of respondents go for some extent. 28% 35% 37% Do you preferto purchase that brand of laptop which offersany special sales promotion scheme or discount? No To some extent Yes
  38. 38. 38 Q13. Price of your laptop is Response No. of responses Percentage of responses Expensive 15 15 Reasonable 85 85 TOTAL 100 100 INTERPRETATION:85% of respondents were having reasonable price of their laptop while 15 % are having expensive laptops 15% 85% Price Expensive Reasonable
  39. 39. 39 Q14.Which kind of laptop do you prefer? Response No. of responses Percentage of responses Stylish 59 59 Simple 41 41 TOTAL 100 100 INTERPRETATION:59% of respondents are having stylish laptops while 41 % of respondents are having simple laptops. 41% 59% Which kind of laptop do you prefer? Simple Stylish
  40. 40. 40 Q15. Comfort level of your laptop is Response No. of responses Percentage of responses More Comfortable 78 78 Less Comfortable 22 22 TOTAL 100 100 INTERPRETATION:78% of respondents are having laptops with more comfort while 22% are having less comfort laptops. 22 78 0 10 20 30 40 50 60 70 80 90 LESS COMFORTABLE MORE COMFORTABLE Comfort level of your laptop is
  41. 41. 41 Q16. Maintenance costofyour laptop is Response No. of responses Percentage of responses Expensive 18 18 Reasonable 82 82 TOTAL 100 100 INTERPRETATION: 82% of the respondents have reasonable cost of maintenance of their laptops while 18% of the respondents are having expensive maintenance cost of their laptops. 18% 82% Maintenance cost of your laptop is Expensive Reasonable
  42. 42. 42 Q17. Battery Efficiency of your laptop is Response No. of responses Percentage of responses Satisfactory 79 79 Non-satisfactory 21 21 TOTAL 100 100 INTERPRETATION: 79% of respondents are satisfied with the battery efficiency of their laptops & 21% of respondents are not satisfied with the battery backup of their laptops. 21 79 0 10 20 30 40 50 60 70 80 90 NON SATISFACTORY SATISFACTORY Battery Efficiency of your laptop is
  43. 43. 43 Q18. Do you prefer to purchase a laptop brand who’s after sales service is good? Response No. of responses Percentage of responses YES 83 83 NO 6 6 TO SOME EXTENT 11 11 TOTAL 100 100 INTERPRETATION:83% of respondents prefers to buy laptops brand who’s after sales service is good, 6% doesn’t prefers to buy on the basis of after sales service & 11% respondents can buy but to some extent. 6% 11% 83% Do you prefer to purchase a laptop brand who’s after sales service is good? No To some extent Yes
  44. 44. 44 Q19. Are you comfortable by using an outdated version of laptop? Response No. of responses Percentage of responses YES 9 9 NO 80 80 TO SOME EXTENT 11 11 TOTAL 100 100 INTERPRETATION:80% of respondents are not comfortable in using an outdated laptop while 9% of respondents have no objection in using outdated version of laptop and 11% of respondents can use to some extent. 80% 11% 9% Are you comfortable by using an outdated version of laptop? No To some extent Yes
  45. 45. 45 Q20. Which brand of laptop are you having? Response No. of responses Percentage of responses Apple 6 6 ASUS 3 3 DELL 23 23 HCL 1 1 HP 54 54 OTHERS 13 13 TOTAL 100 100 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, 6 3 23 1 54 13 0 10 20 30 40 50 60 Apple Asus Dell HCL HP Others Which brand of laptop are you having?
  46. 46. 46 54% of respondents are having HP laptops and the rest 13% of respondents have other brands of laptops. Q21. Which of the following reason motivates you to buy the laptop? Response No. of responses Percentage of responses Price 23 23 Fashion Trends 18 18 Friends/Family/Relatives 5 5 Convenience for connectivity 54 54 TOTAL 100 100 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. 54 18 5 23 0 10 20 30 40 50 60 Convenience forConnectivity Fashion Trend Friends Following Price Which of the following reason motivates you to buy the laptop?
  47. 47. 47 Q22. How important is the “design and style” of a laptop to you in comparison to its functionality? Response No. of responses Percentage of responses Very Important 22 22 Not Important 11 11 Important to some extent 52 52 Extremely Important 15 15 TOTAL 100 100 INTERPRETATION: 22% of respondents prefers choosing & style to large extent, 11% of respondents don’t give preference design and style 52% of respondents are having design & style to some extent 15% of respondents have extremely important to design and style rather than functionality of laptops. 15 52 11 22 0 10 20 30 40 50 60 Extremely Important Important to some extent Not important Very Important
  48. 48. 48 Q23. What are the reasons of replacing your current laptop? Response No. of responses Percentage of responses Outdated 23 23 Arrival of new models 19 19 Arrival of new brands 11 11 Fashion Trend 8 8 New features 39 39 TOTAL 100 100 INTERPRETATION: 23% of respondents replace their laptops because it’s outdated, while 19% of respondents replace their laptops because of arrival of new models, while 11% of respondents replace their laptops because arrival of new brands, 8% of respondents replace their laptops because of fashion trends and 39% of respondents replace their laptops because of new features. 23% 19% 11% 8% 39% Reasonsofreplacing your current laptop outdated new model new brands fashion trends new features
  49. 49. 49 HYPOTHESIS Test for hypothesis:- H0: There is no relationship between gender & money spent on laptop. H1: There is relationship between gender & money spent on laptop. Table showing the calculation of correlation Oi Ei Oi-Ei (Oi-Ei)^2 (Oi-Ei)^2/Ei 6 6.84 -0.84 0.7056 0.103 6 24.51 -18.51 342.6201 13.983 26 25.65 0.35 0.1029 0.003 17 5.16 11.84 140.185 27.167 25 18.49 6.51 35.590 1.919 20 19.35 0.65 0.4225 0.0218 TOTAL 43.1968  Chi-Square value is derived as 43.1968  Degree of freedom (R-1) (C-1) = (2-1) (3-1) = 2 Degree  Chi-Square table value at 5% level of significance with the degree of freedom of 2 is 5.991  Since, the Chi-Square calculated value > Chi-Square table value, 43.1968>5.991 Reject H0 Accept H1 GENDER Less than 20,000 20,000-30,0000 More than 30,000 MALE 6 26 25 FEMALE 6 17 20 TOTAL 12 43 45
  50. 50. 50 CHAPTER-V FINDINGS
  51. 51. 51 FINDINGS  47% of respondents strongly agree that laptop is an essential gadget of life.  70% of respondents prefer all-purpose laptop.  40% of respondents are using laptop from last two years.  86% of respondents prefers to the laptop which has good battery backup  78% of respondents won’t buy second hand laptop  46% of respondents can spend more than 30,000 to buy a laptop.  51% of respondents change their laptops every two years  54% of respondents get to know about their laptops through friends, family & relatives.  37% of respondents go for special discounts while buying a laptop.  59% of respondents prefer stylish laptops  78% of respondents are comfortable with their laptops  82% of respondents agreed that the maintenance cost of their laptop is reasonable  79% of respondents are satisfied with their battery efficiency  83% of respondents prefers to buy the laptop whose after sales services is good.  80% of respondents are not comfortable in using an outdated laptop.  54% of respondents are having HP laptops  54% of respondents buys laptops for their convenience of comfortability  39% of respondents change their laptops because of new features arrived in the market.
  52. 52. 52 CHAPTER VI CONCLUSION & SUGGESTIONS
  53. 53. 53 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.
  54. 54. 54 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.
  55. 55. 55 BIBLIOGRAPHY
  56. 56. 56 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
  57. 57. 57 ANNEXURE
  58. 58. 58 QUESTIONNAIRE I am a student of ISBR B-School pursuing M.B.A. with Marketing Specialization. I am currently doing a survey regarding “A Study of Customer Buying Preference towards Laptops with special reference to E-city, Bangalore”. Please spend your precious time by filling up this questionnaire. Your feedback will be kept confidential. Your answers are valuable to my research. Thank you for your kind cooperation. NAME: ____________________________________________ AGE [ ] 18-20 [ ] 21-25 [ ] 26-30 GENDER [ ] Male [ ] Female OCCUPATION [ ] Student [ ] Employee [ ] Business [ ] other specify Q1. Do you agree that laptop is an essential gadget of life? a) Agree b) Strongly Agree c) Disagree d) Can’t Say Q2. Which type of laptop do you prefer? a) Ultraportable Laptop b) All-purpose laptop c) Desktop-replacement laptop
  59. 59. 59 d) Netbook Q3. Which feature do you consider when you buy a new laptop? Look [ ] Operating system [ ] Price [ ] Maintenance [ ] Company Service [ ] Storage capacity [ ] Ready Availability [ ] Comfort [ ] Q4. 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 Q5. What minimum features do you expect from your laptop? (May select more than one feature) a) USB type charging b) Higher-Resolution Screens c) OLED Displays d) Battery backup e) Desktop-Class Graphics Performance Q6. Will you consider buying a second hand laptop? a) Yes b) No c) To some extent d) Can't Say
  60. 60. 60 Q7. What is your budget for a new laptop? (a) < Rs. 20000 [ ] (b) Rs. 20000-30000 [ ] (c) >Rs. 30000 [ ] Q8. How frequently do you change your laptop? a) Every 6 months b) Every year c) Every 2 years d) At any time Q10. Do you choose your laptop on the basis of advertising on various media? a) Yes b) No c) To some extent Q11. How did you get to know about your current Laptop? (Tick any one). T.V advertisement [ ] Magazines/Newspaper [ ] Friends [ ] Existing Customers [ ] Laptop Finance Companies [ ] any other please specify________________ Q12. 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 Q13. Price of your laptop is Expensive [ ] Reasonable [ ] Q14. Which kind of laptop do you prefer? Stylish [ ] Simple [ ] Q15. Comfort level of your laptop is More comfortable [ ] Less comfortable [ ]
  61. 61. 61 Q16. Maintenance cost of your laptop is Expensive [ ] Reasonable [ ] Q17. Battery Efficiency of your laptop is Satisfactory [ ] Not-satisfactory [ ] Q18. Do you prefer to purchase a laptop brand who’s after sales service is good? a) Yes b) No c) To some extent d) Can't Say Q19. Are you comfortable by using an outdated version of laptop? a) Yes b) No c) To some extent d) Can't Say Q20. Which brand of laptop are you having? a) Apple b) Asus c) HP d) HCL e) Dell f) Other Q21. Which of the following reason motivates you to buy the laptop? a) Fashion trend b) Friends following c) To impress d) Convenience for Connectivity e) It depends upon price Q22. How important is the “design and style” of a laptop to you in comparison to its functionality? a) Extremely important b) Very important c) Fairly important d) Not important Q23. What are the reasons of replacing your current laptop? (May select more than one option) a) Outdated
  62. 62. 62 b) New model c) New brands d) New features e) Status symbol Thank you for your Co-operation

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