This document presents a research study on consumer buying behavior when purchasing Lenovo laptops. It begins with an introduction that discusses the history of laptops and current market share of laptop manufacturers. It then provides an overview of Lenovo, describing when it was founded and its current size. The research problem is identified as understanding factors that affect consumer expectations and buying decisions. Hypotheses are proposed related to after-sales services, consumer reviews, and brand value influencing behavior. A literature review discusses previous research finding that income, culture, status and other factors shape purchasing. In conclusion, the document outlines an study of consumer laptop buying behavior and expectations toward Lenovo.

1. CONSUMER
BUYING BEHAVIOR
WHILE
PURCHASING
LENOVO LAPTOP
Presented by:-
Dharmjitsinh
Jadeja
(18SOMBA21012)
Business Research
MethodsCIE-2
Presented to:-
Kanchan S
Makwana

2. Introduction
Company Profile
(Lenovo)
Research Problem
formation
Literature review
1
2
3
4

3. INTRODUCTION
CONSUMER
Behavior of
Consumers
satisfy?
expectation
s?
• History
• The first laptop was
probably invented in
1979 by William
Moggridge for Grid
Systems Corporation.
• Historians, however
consider that the first
laptop was created in
1981 and its name
was Osborne 1.
• By Adam Osborne
Apple (7.3% World wild market share)
Dell (16.0% World wild market share)
Hewlett Packard (HP) (21.8% World wild
market share)
Lenovo (23.6% World wild market share)
Asus (6.0% World wild market share)
Acer (6.1% World wild market share)
Others (19% World wild market share)

4. LENOVO
Lenovo was founded in
Beijing in 1984 as Legend
and was incorporated in
Hong Kong in 1988.
In 2009, Lenovo was the
fourth largest vendor of
personal computers in the
world The Company is the
largest seller of PCs in
China, with a 28.6% share of
the China market
Lenovo has operations in
more than 60 countries and
sells its products in around
160 countries.

5. Research
Problem
formation
Objectives Of the Study
⮚ To understand the
consumer buying
behavior while
purchasing laptop.
⮚ To Identify
customers’
expectations
towards Lenovo
laptop.
⮚ To identify
Factors affecting
consumer
buying behavior.
Hypothesi
s
H0 = “After sales services are not affecting consumer
buying behavior while purchasing Lenovo laptops”
H1 = “After sales services are affecting consumer buying
behavior while purchasing Lenovo laptops”
H0 = “Review of a consumer does not affect the consumer
buying behavior”
H1 = “Review of a consumer does affect the consumer
buying behavior”
H0 = “Brand value does not affect
consumer buying behavior”
H1 = “Brand does affect
consumer buying behavior”

6. LITERATURE REVIEW
(Kotler and Keller, 2012) It is worth noting that consumer buying
behaviour is studied as a part of the marketing and its main
objective it to learn the way how the individuals, groups or
organizations choose, buy use and dispose the goods and the
factors such as their previous experience, taste, price and
branding on which the consumers base their purchasing
decisions.
(Schiffman and Kanuk, 2007),(Rose and Samouel, 2009) consumer
searches information related to desired product or service.
Information search process can be internal and external. While
internal search refers to the process where consumers rely on
their personal experiences and believes, external search
involves wide search of information which includes addressing
the media and advertising or feedbacks from other people.

7. LITERATURE REVIEW
• A,H.Hemanth Kumar, S.Franklin John, S.Senith (September 2014) preparing project on “A Study
on factors influencing consumer buying behavior in cosmetic Products”. They fill-up 500
questionnaire from their respondents of Tamilnadu and Kerala. They find that persons income,
culture, status, occupation and other factors affect their buying behavior but mostly a status of
a consumer affect mostly a buying behavior of a consumer.
• Vikram Shende Senior Manager – Programme Management, Foton Motors Manufacturing India
Pvt. Ltd. Pune, India (February 2014) doing research on “Analysis of Research in Consumer
Behavior of Automobile Passenger Car Customer” with the help of secondary data and find that
purchasing decision of an Automobile consumers are mainly base on their income. He find that
consumers are more price sensitive while purchasing small cars like swift, in medium car
segment consumers are focusing on comfort, safety, space, etc and for luxuries car consumers
are focused on brand. As per him now a days consumers are attracted by the global product,
and he sagest that company’s should move to global market to attract more number of
consumer and increase their market share.

8. THANK
YOU
Any Question……?