customer prefrence in computer brands

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TABLE OF CONTENTS
SR. NO TOPIC PAGENO.
CHAPTER 1 INTRODUCTION 1-5
1.1 Background of study 1
1.2 Significance of the study 1
1.3 Literature review 2
1.4 Objectives of the study 3
1.5 Research methodology 4
1.6 Scopeof the study 4
1.7 Limitations of the study 4
1.8 Chapterisation scheme 5
CHAPTER 2 THEORETICALASPECT 6-27
2.1 Custumer perception 6
2.2 Meaning of perception 6
2.3 Nature of perception 6
2.4 Factors affecting perception 7
2.5 Perceptual process 9
2.6 Characteristics of the perceiver 10
2.7 Consumer buying preference 11
2.8 Consumers’ buying dynamics 12
2.9 Features of a laptop 14
2.10 Company profile 18
2.11 International laptop sales 2016 27
CHAPTER 3 ANALYSIS AND INTERPRETATION 28-58
3.1 Data analysis and interpretation of customers
CHAPTER 4 FINDINGS ,CONCLUSION &
SUGGESTIONS
59-63
4.1 Findings 59
4.2 Conclusion 61
4.3 Suggestions 63
BIBLIOGRAPHY
ANNEXURES

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LIST OF TABLES
SR. NO TITLE PAGE
NO.
3.1.1 Analysis of gender of the respondents 28
3.2.1 Analysis of age of the respondents 29
3.3.1 Analysis of occupation of the respondents 30
3.4.1 Analysis of monthly income of the respondents 32
3.5.1 Analysis of ownership of a laptop 34
3.6.1 Analysis of ownwership of laptop brand 35
3.7.1 Analysis of reason for choosing the brand 37
3.8.1 Analysis of place of purchase 39
3.9.1 Analysis of mode of payment prefered 40
3.10.1 Analysis of influencing factor to purchase the brand 41
3.11.1 Analysis of time of purchase of laptop 43
3.12.1 Analysis of attribute that a laptop must possess 44
3.13.1 Analysis of warranty coverage 46
3.14.1 Analysis of willingness to opt for extended warranty 47
3.15.1 Analysis of usage of laptop 48
3.16.1 Analysis of average usage per day 50
3.17.1 Analysis of shortcoming of the possessed laptop 52
3.18.1 Analysis of satisfaction towards the brand 53
3.19.1
Analysis of willingness to switch over to another
brand
54
3.20.1 Analysis of sugesting same brand to others 55
3.21.1 Analysis of dealers after sales service 56
3.22.1 Analysis of expected after sales service 57

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LIST OF CHARTS
SR. NO TITLE PAGE
NO.
3.1.2 Gender of the respondents 28
3.2.2 Age of the respondents 29
3.3.2 Occupation of the respondents 30
3.4.2 Monthly income of the respondents 32
3.5.2 Ownership of a laptop 34
3.6.2 Ownwership of laptop brand 35
3.7.2 Reason for choosing the brand 37
3.8.2 Place of purchase 39
3.9.2 Mode of payment prefered 40
3.10.2 Influencing factor to purchase the brand 41
3.11.2 Time of purchase of laptop 43
3.12.2 Attribute that a laptop must possess 44
3.13.2 Warranty coverage 46
3.14.2 Willingness to opt for extended warranty 47
3.15.2 Usage of laptop 48
3.16.2 Average usage per day 50
3.17.2 Shortcoming of the possessed laptop 52
3.18.2 Satisfaction towards the brand 53
3.19.2 Willingness to switch over to another brand 54
3.20.2 Sugesting same brand to others 55
3.21.2 Dealers after sales service 56
3.22.2 Expected after sales service 57

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1.1 Backgroundof study
The introduction of computer technology has transformed the lives of the humanity in
general with the speed, quality and density with which the information is being transferred,
retrieved and stored resulting in enhancing the efficiency and effectiveness. Following the
success of desktop computers, laptop computers have become highly popular as portable
versions of desktops with the full functionality of desktop computing and the portability
that allows users to carry them anywhere. A laptop is a personal computer designed for
mobile use and is small and light enough to sit on a personal’ lap while in use. To survive
and grow in this challenging and highly competitive environment, companies need to have
a highly innovative approach, keep a keen eye on the changing needs and expectations of
the consumers and at the same time, build strong relationships with all the stakeholders,
including the consumers who prove to be valuable contributors to new ideas, product
improvements to meet the ever changing needs of the consumers. Portable computers have
continued to evolve in terms of portability, battery life, network connectivity and graphics.
The popular tablet computers like Apple’s iPad are even further evidence of the
progression of portable computing. Tablets are new, but the concept and idea is anything
but new. The market is no longer a monopoly where there is only one seller the market is
filled with compitors who are ready to capture that market by providing that same product
at a lesser price of add new functions to the same product and sell it at the same cost,
therefore it becomes very important for the companies to review the market anf to know
the taste and prefrances of the consumers and make a product that will best suit the
majority of the consumers.
1.2 Significance ofstudy
The project is entitled focuses on preception of the customers towards the various laptop
brands. The laptop product category has achieved the highest degree of standardization of
components, features and attributes. The study helps the company to understand the
consumer’s perception of laptop brands in order to keep up the customer satisfaction
levels. This product specialty has lost the ability of the consumers to differentiate in its

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product offerings given by the manufactures. This study may provide the laptop companies
with a launch pad and acts as a guide that can help the same in chalking out strategies to
enlarge the market share and also enhance the level of awareness among consumers. The
study also helps the management to obtain suggestion regarding product improvement and
services as technology as ever-changing and the companies need to provide the latest
technology available in the market. The study helps to understand the consumer’s needs
from various delaers of the brands. In short, it can be claimed to be an accurate report that
may help them to gain a competitive edge over their competitors.
1.3 Litrature review
1.3.1: P.V. Ranjith and Ela Goyal (2011) :In their article “A study on consumer
perception- A case study for Laptops” stated that in spite of various brands in the market,
Dell is the most popular brand of laptop and actually purchased by the consumers. The
majority of respondents reported that they bought their laptop based on its features and
referred their brands to others also. Education and browsing were found to be the most
important uses of laptops. The study also discusses findings and recommendations to
improve after sales service quality in Malaysia.
1.3.2: Oyeniyi, Omotayo Joseph - Abioudun, Abolaji Joachim (2010): Emphasised on
customer loyalty and customer switching cost. Switching cost is one of the most discussed
contemporary issues in marketing in attempt to explain consumer perception. The present
research studied switching cost and its relationships with customer retention, loyalty and
satisfaction in the Nigerian market. The study finds that customer perception positively
affects customer retention and that switching cost affects significantly the level of
customer retention, thus concluding that after sales is a must in information technology
sector.
1.3.3: Nasr Azad; Ozhan Karimi ; Maryam Safaei (2012): An empirical study to
investigate the effects of different marketing efforts on brand in laptop industry. The
results showed that there is a positive and meaningful relationship between marketing mix
efforts and brand equity. In other words, more advertisements could help better market

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exposure, which means customers will have more awareness on market characteristics.
Among all mixed efforts, guarantee influences more on brand perception, which ment
consumers care more on product services than other features. Finally, among different
characteristics of brand perception, product exclusiveness plays an important role. In other
words, people were interested in having exclusive product, which is different from others.
1.3.4: Brenda, Mak, Robert Nickerson and Henri Isaac (2009): Investigated the factors
affecting the attitudes towards the social acceptance of laptops in public places and how
this attitude affects its usage Results of the analysis indicate that the attitudes about laptop
use in public places depend on country, and age factors. This attitude in turn significantly
affects the usage frequency of laptops. In addition, usage frequency also is affected by
gender and work status. This study will highlight pertinent aspects of prediction of
switching proclivity of customers from one brand to another.
1.3.4: Lynda Andrews, Judy Drennan, Rebekah Russell-Bennett, (2012): Examined
the nature of consumers' perceptions of the value they derive from the everyday
experiential consumption of laptops and how E-marketing (Electronic-marketing) can
potentially enhance these value perceptions. The findings highlight ways to tailor m-
marketing strategies to complement consumers' perceptions of the value offered through
their laptop brands.
1.3.6: The Dream Catchers Group (2008): Investigated if demographic variables or if
computer features included on laptops students already owned were predictive of young
consumers' perceptions of bundled features. In addition, this study set out to determine if
there were any significant differences in students' perceptions of bundled features across
demographic variables (rural vis-a-vis HBCU, gender, grade level, cellular telephone
brand, major, and age).
1.4 Objectives of study
 To study customer perception towards laptop brands.
 To study factors influencing customer buying decisions.
 To study after sales services of laptop dealers.

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1.5 Researchmethodology
1.5.1 Data Source
a) Primary data
Primary data was collected through questionnaire method where 100 respondents
were interviewed.
b) Secondary data
Secondary data was collected from various sources like internet, publications and
articles from newspapers
1.5.2 Sample Size
Total 100 respondents were taken from North Goa for survey.
1.5.3 Tools and Techniques
Random sampling technique is used, Graphical Techniques like Pie Charts, and Bar
Graph were used to analyze the data collected from respondents / beneficiaries
through questionnaire.
1.6 Scope of study
The scope of the study is restricted to North Goa. Total 100 respondents were taken for
analysis.
1.7 Limitations of study
 The scope of the study is limited only to North Goa.
 The sample size was restricted to 100 respondents and the research study is not
entirely sufficient to generalize the findings of the study.
 Collection of sufficient information was not possible due to time constraints.
 The survey only contains the responses of the respondents who already own a
laptop.

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1.8 Chapterisation scheme
Chapter 1: Introduction
This chapter covers the introduction to Research Problem, the importance of the study,
literature review, objectives of the study, research methodology, scope of the study,
limitations of the study and chapterisation scheme.
Chapter 2: Theoratical framework
This chapter covers the various aspects relating to cusmoer perception, the various
freatures of a latop brand and the profiles of 5 topmost laptop maufacturers in India i.e
acer, hp, lenovo, dell, samsung.
Chapter 3: data Analysis and interpretation
This chapter covers Data Analysis and Interpretation.
Chapter 4: Findings, conclusions and Suggestions
The chapter includes findings, conclusion and suggestions.

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2.1 CONSUMER PERCEPTION:-
As we are being different individuals tend to see the world in our own special ways.
Individual act and react on the basis of their thinking, nature and philosophy of life not on
the basis of reality. For understanding consumer behavior, one must try to understand his
perception.
 Every individual perceives the world through his own perception. “Because
individual make decision and take action based on what they perceive to be reality,
it is important that marketers should understand the whole implication of
perception and its related concepts. So that can more readily determine what factors
influence consumers to buy.
 The world as we see is different than what it is in reality. Once year as per ones
perception, not what really set?
 People working in an organization differ in their action due to difference of
opinion.
 It is a source of one’s knowledge about the world.
 Every individual perceives the world through his senses like hearing, touch, smell,
and sight, awareness of heat, cold, pain and pleasure.
People working in an organization differ in terms of physical feature like age and sex,
background characteristics like training and education and one’s personality traits like
aggressiveness, submissions, optimistic. All these factors help in the formation of one’s
perception.
2.2 Meaning of Perception:
“Perception includes all those process by which an individual receives information about
his environment – seeing, hearing, tasting, feeling and smelling”.
2.3 Nature of Perception:
In fact perception refers to the manner in which an individual experiences the world as
every individual approaches the life differently. One hears, as per ones perception, not

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what really said. People buy what is best to them, not what is best. It is due to perception
that a particular job may appear good to one and bad to another.
An individual’s own needs, objectives, problems, interests and background controls his
perception in each situation. Every individual has a perceptual world that he’s selective and
partially concentrating on his interest and likings.
 Understanding the difference between the perpetual world and real world is
important to the study of consumer behavior as well as human relations.
 People’s perception is determined by their needs as for instance mirrors at
amusement park distort the world in relation to their tension.
 In fact perception is more important for the manager who wants to avoid making
errors. While dealing with people and events in the work policies. In order to deal
subordinates effectively, a manager must understand their perceptions properly.
 There is difference between perception and sensation. Sensation is the response of a
physical sensory organ but perception is more than just a sensation.
2.4 FACTORS AFFECTING PERCEPTION:-
1) INTERNAL FACTOR:
A) Need and desire: Prof. Maslow has given needs hierarchy what effects individual
perception like basic need, safety and security needs, love and affection needs, ego
and esteem needs and finally self-fulfillment needs.
B) Personality: One’s personality has got deep impact on one’s perception like:-
 Individuals who have strong and secure personality perceive others as warm and
secure.
 Individual weak in certain aspects tends to find faults in others.

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 Self-accepting individuals perceive themselves as liked, wanted and accepted by
others.
 Person having confidence and faith in their individuality perceive things favorably.
2) EXTERNAL FACTOR:
a) Size: Size takes that larger the object, the more likely it will be perceived. Bigger
machine, larger building and pictures get more attention than smaller ones.
b) Intensity: Intensity normally attracts to increase selective perception. Strong and
high intensity likes leads to high perception while doing “neon signs
advertisements”.
c) Motion: The principle of motion states that people will pay more attention to
moving objectives in the field of vision.
d) Repetition: Generally repeated external stimulus attracts more attention than a
single time.
e) Status: It is seen that one’s perception is also influenced by the status of perceiver.
f) Contrast: The contrast principle states that external stimuli which stand out against
the background will attract more attention.
3) STIMULUS FACTOR:
a) Similarity: The principle of similarity states that the greater the similarity of the
stimuli, the greater tendency to perceive them as a common group.

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b) Proximity: Things being equal, things near to each other tend to be perceived as
belonging together.
c) Principal of Continuity: The principle of closure and continuity emphasis that an
individual tends to fill gaps in complete pattern of stimuli in ways that make them
meaningful.
d) Principle of Context: In the perception the principle of context is of immense
importance. Different words, symbols, gestures, pose, etc. have got different
meaning in different context.
2.5 PERCEPTUALPROCESS:-
Perceptual process is a complex concept through which people process information into
decisions and attention. It is a way of impression about oneself, other people and daily life
experience. It is process through which people receive, organize and interpret information
from their surroundings and environment. The perceptual process has got mainly 4 stages.
They are:-
 Input stage
 Processing stage
 Output stage
 Behavior stage
1) INPUT STAGE: There are many things in the environment through which perceiver
are effected like information, objects, events and people and this is known as input.
2) PROCESSING STAGE: It involves:
a) Confrontation
b) Registration
c) Interpretation
d) Feedback
e) Reaction

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1. In fact perception starts when an individual is confronted with a stimulus situation.
2. Under second stage of registration there is involvement of physiological
mechanism. To sensory physiological ability is to see and hear which effect one’s
perception
3. In third stage of perceptual interpretation deal which interference has drawn
observed meaning from perceived events or objects?
4. Then the fourth stage of feedback is important for interpreting the perceptual data.
Psychological feedback like facial expressions, change in tone of voice and rose
eyebrow is likely to effect and individual behavior at work.
5. Finally perception ends in reaction which may be positive and negative.
3) OUTPUT STAGE: Due to perceptual input and processing mechanism there is
perceptual output which an individual gets in the form of changes in one’s attitude,
opinion, beliefs, feelings, etc.
4) BEHAVIOR STAGE: The perceiver behavior is shaped by the perceived outputs i.e.
change in attitude, behavior, opinions, belief and approach.
2.6 CHARACTERISTICS OF THE PERCEIVER:-
 One’s needs and motives: Perceiver’s needs and motives effect his perception. A
need is a feeling of tension when one thinks he is missing something.
 One’s beliefs: An individual’s beliefs have got a deep effect on one’s perception.
A fact is conceived not on what it is but what a person believes it to be.
 One’s past experience: One’s past experience good or bad, effects the one’s
perception.
 One’s expectations: It is the expectations which effect the perception of a person.
In an organization technical, non-technical, financial and non-financial people have
got different expectations and perception.

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 Current psychological state: An individual psychological and emotional and
mental setup may influence how he perceives the things.
 One’s Self-concept: In fact one’s self concept plays an important role in perceptual
selectivity.
 Situation: The situation in which an individual sees the objects deeply effects
one’s perception.
2.7 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”. 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.

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2.8 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.

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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 established brands and can not 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.
Before the 1920s, computers (sometimes computors) were human clerks that performed
computations.Many thousands of computers were employed in commerce, government,
and research establishments. Most of these computers were women. Some performed
astronomical calculations for calendars, others ballistic tables for the military.
After the 1920s, the expression computing machine referred to any machine that performed
the work of a human computer, especially those in accordance with effective methods of
the Church-Turing thesis. The thesis states that a mathematical method is effective if it
could be set out as a list of instructions able to be followed by a human clerk with paper
and pencil, for as long as necessary, and without ingenuity or insight.
The phrase computing machine gradually gave way, after the late 1940s, to
just computer as the onset of electronic digital machinery became common. These
computers were able to perform the calculations that were performed by the previous
human clerks.

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2.9 FEATURES OF A LAPTOP
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.
KEY FEATURES
A) 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

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for a high-performance laptop, or something that'll last you for a good few years, go for a
faster processor.
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.
B) 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.

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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 ultrabooks, have a solid state drive (the most common size is 128GB), or a
hybrid of SSD and hard disk storage. 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 ultrabook, 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.
C) 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.
D) 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.

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E) 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.
F) 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. There is also a option on the types of switches what are on a
laptop keypas like MX cheery switches n MX master swithes with or with out RGB
lighting
G)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.

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2.10 COMPANYPROFILE
LENOVO
Lenovo markets its products directly to consumers, small to medium size businesses, and
large enterprises, as well as through online sales, companyowned stores (in China only),
chain retailers, and major technology distributors and vendors.Lenovo Group Ltd. is a
Chinese multinational technology company with headquarters in Beijing, China, and
Morrisville, North Carolina, United States.
It designs, develops, manufactures and sells personal computers, tablet computers,
smartphones, workstations, servers, electronic storage devices, IT management software
and smart televisions. In the second quarter of 2013 Lenovo was the world's largest
personal computer vendor by unit sales. It markets the ThinkPad line of notebook
computers and the ThinkCentre line of desktops. Lenovo has operations in more than 60
countries and sells its products in around 160 countries. Lenovo's principal facilities are in
Beijing, Morrisville and Singapore, with research centers in those locations.
It also has a joint venture with NEC, Lenovo NEC Holdings, which produces personal
computers for the Japanese market. Lenovo was founded in Beijing in 1984 as Legend and
was incorporated in Hong Kong in 1988. Lenovo acquired IBM's personal computer
business in 2005 and agreed to acquire its Intel-based server business in 2014.
Lenovo entered the smartphone market in 2012 and as of 2014 is the largest vendor of
smartphones in Mainland China. In January 2014, Lenovo agreed to acquire the mobile
phone handset maker Motorola Mobility from Google. Lenovo is listed on the Hong Kong

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Stock Exchange and is a constituent of the Hang Seng China-Affiliated Corporations
Index, often referred to as "Red Chips".
Lenovo has gained significant market share in India through bulk orders to large
companies and government agencies. For example, the government of Tamil Nadu ordered
a million laptops from Lenovo in 2012 and single-handedly made the firm a market leader.
Lenovo distributes most of the personal computers it sells in India through five national
distributors such as Ingram Micro and Redington Given that most smartphones and tablets
are sold to individuals Lenovo is pursuing a different strategy making use of many small
state-centric distributors. Amar Babu, Lenovo's managing director for India, said, "To
reach out to small towns and the hinterland, we have tied up with 40 regional distributors.
We want our regional distributors to be exclusive to us.
As of 2013, Lenovo had about 6,000 retailers selling smartphones and tablets in India. In
February 2013, Lenovo established a relationship with Reliance Communications to sell
smartphones. The smartphones carried by Reliance have dual-SIM capability and support
both GSM and CDMA. Babu claims that the relative under-penetration of smartphones in
India represents an opportunity for Lenovo. Lenovo has assembled a team of senior
managers familiar with the Indian market, launched mobile phones at all price points there,
and worked on branding and marketing in order to build market share.
Lenovo did marketing tests of its smartphones in November 2012 in Gujarat and some
southern cities, where Lenovo already had a strong presence. Lenovo's strategy has been
creating awareness, maintain a broad selection of phones at all price points, and developing
distribution networks. Lenovo partnered with two national distributors and over 100 local
distributors. Lenovo has also partnered with HCL in order to setup 250 service centers in
110 cities In India, where Lenovo is relatively unknown, Lenovo grants distributors
exclusive territories, but allows them to sell computers from other companies. Lenovo uses
its close relationships with distributors to gain market intelligence and speed up product
development.

23
ACER
Acer Inc. is a Taiwanese multinational hardware and electronics corporation specializing in
advanced electronics technology and is headquartered in Xizhi, New Taipei City, Taiwan.
Acer's products include desktop and laptop PCs, tablet computers, servers, storage devices,
displays, LED, LCD and plasma televisions, smartphones and peripherals. It also provides
e-business services to businesses, governments and consumers.
In 2014 Acer was the fourthlargest personal computer vendor in the world. In the early
2000s, Acer implemented a new business model, shifting from a manufacturer to a
designer, marketer and distributor of products, while performing production processes via
contract manufacturers. In addition to its core business, Acer owns the largest franchised
computer retail chain in Taipei, Taiwan. Acer was founded by Stan Shih, his wife Carolyn
Yeh, and a group of five others as Multitech in 1976, headquartered in Hsinchu City,
Taiwan.
The company sold 100% of its holdings in Taiwan Semiconductor Technology
Corporation (TSTC) to Amkor Technology in 2001. In the same year, Acer Group’s
affiliate, Acer Communications & Multimedia (Acer CM), changed its name to Benq
Corporation and began operations as an independent brand.
It began with eleven employees and US$25,000 in capital. Initially, it was primarily a
distributor of electronic parts and a consultant in the use of microprocessor technologies. It
produced the Micro-Professor MPF-I training kit, then two Apple II clones; the
Microprofessor II and III before joining the emerging IBM PC compatible market, and
becoming a significant PC manufacturer. The company was renamed Acer in 1987.

24
Acer increased worldwide sales while simultaneously reducing its labor force by
identifying and using marketing strategies that best utilized their existing distribution
channels. By 2005, Acer employed a scant 7,800 people worldwide. Revenues rose from
US$4.9 billion in 2003 to US$11.31 billion in 2006.
In the mid-2000s years, consumer notebooks have been almost the sole growth drivers for
the PC industry, and Acer's exceptionally low overheads and dedication to the channel had
made it one of the main beneficiaries of this trend. Acer grew quickly in Europe in part by
embracing the use of more traditional distribution channels targeting retail consumers
when some rivals were pursuing online sales and business customers. In 2007 Acer bought
Gateway in the USA and Packard Bell in Europe and became the Number 3 world provider
of computers and number 2 for notebooks, and achieved significant improvement in
profitability.
Acer has been striving to become the world`s largest PC vendor, in the belief that the goal
can help it achieve economy of scale and garner higher margin. But such a reliance on the
highvolume, low-value PC market made Acer exposed when buying habits changed.
Acer's subsidiary in India is Acer India (Pvt) Limited, and was incorporated as a wholly
owned subsidiary of Acer Computer International, Ltd. in 1999. It is a notable vendor in
key segments such as education, desktop computers and low profile notebooks for
education. The headquarters are in Bangalore, India

25
DELL
Dell Inc. is an United states secretly owned or operated international laptop or computer
technological innovation organization situated in Round Rock, Texas, Usa, which builds
up, repairs and supports computors along with similar products or services. Having your
brand of it is creator, Michael Dell, this company is probably one of the greatest scientific
companies on the planet, using in excess of 103, 3 hundred men and women world-wide.
Dell carries personal computers, hosting space, facts hard drive gadgets, circle switches,
software program, computer peripherals, HDTVs, cameras, printers, MP3 FORMAT
gamers plus electronics developed by means of different makers. This company established
fact for the improvements with present string supervision along with electronic trade,
specifically its direct-sales product and its particular "build-to-order" as well as "configure
to help order" method of manufacturing—delivering specific Computers designed to help
client specs. Dell had been a genuine electronics vendor regarding most of its living,
however a couple of years back while using the order involving Perot Devices, Dell moved
into the market for this products and services.
This company features considering that produced additional acquisitions with hard drive
along with networking programs, using the purpose of growing his or her profile via
supplying computers only to supplying full options regarding enterprise customers.
It was some sort of widely bought and sold organization (NASDAQ: DELL), in addition to
a element of your NASDAQ-100 in addition to S&P 500, until eventually it was
considered private in a leveraged buyout which often sealed with July 40, 2013.

26
Upon April. twenty nine, 2013, Dell introduced your completion of it is purchase by
simply Eileen Dell, Dell's creator in addition to TOP DOG, in addition to Silver Body of
water Spouses, a respected worldwide engineering organization.
Under the terms of an merger agreement, Dell stockholders may find $13.75
throughout cash for each share of Dell common stock they hold, and as well check
of a special dollars dividend of $0.13 per share in order to stockholders connected
with Log Just as of your close regarding corporation with Oct. 28, 2013,
pertaining to total bill connected with $13.88 per share within cash. The total
check can be valued with approximately $24.9 billion.

27
HP (HEWLETT-PACKARD)
Hewlett-Packard Company as well as HEWLETT PACKARD is surely an Us
multinational IT firm headquartered throughout Palo Alto, USA. It gives you computer
hardware, software package as well as products and services to customers, small- as well
as medium-sized corporations (SMBs) as well as large companies, which includes buyers
inside federal, health and knowledge significant.
The organization ended up being founded within a one-car storage area throughout Palo
Alto through Bill "Bill" Redingote Hewlett as well as Dave Packard. HEWLETT
PACKARD could be the earth's foremost computer company possesses recently been due
to the fact 2007, fending away from a challenge through China company Lenovo, as
outlined by Gartner.
This focuses primarily on creating as well as production calculating, files storage devices,
as well as network computer hardware, planning software package as well as giving
products and services. Significant products contain private calculating devices, venture as
well as industry standard computers, associated storage devices, network products,
software package plus a different range of units and other imaging products.
HEWLETT PACKARD areas it's products to families, small- to medium-sized
corporations as well as companies directly along with by means of on the web submitting,
consumer-electronics as well as office-supply suppliers, software package associates as
well as key technological know-how suppliers.

28
HEWLETT PACKARD also offers products and services as well as talking to small
business close to its products as well as associate products. Inside 2012 it was the actual
earth's major computer vendor through system income.
The primary competition connected with HP usually are Dell, Acer, Apple company Along
With Lenovo. Dell ended up being next after HP along with Acer. Number of products
sold by HP is actually 20. 6 zillion whereas in which connected with Dell ended up being
13. 6 zillion products. The place that the some other producers are present within the
consumer shops, Dell is not.
There are various Dell competition. They may be: Sony, Acer, Gateway, Lenova, IBM,
NEC, Tangent, at the Machines, Super Tiny, Apple company, Unisys, Unfamiliar ware,
HP/Compaq, Toshiba, along with Apple company Computer systems.

29
SAMSUNG
Samsung is most diversified conglomerates in the world wherein Samsung notebook is
ranked the No.1 in South Korea, and has broad presence all over the globe. Samsung is
world’s leader in memory chip maker. Recently has intensified its move across all
categories wherein it has become market leader in mobile segment by beating Nokia, this
is in developing country like India. Also the recent stiff between Samsung and Apple inc.
in US markets draws an example of Samsung capability and ability to penetrate as well as
head the market. As quoted by Seongwoo Nam, general manager, Samsung „the netbooks
and notebooks PC are growth engine for our IT business. According to Yonhap news,
Samsung shipped a total of 14 million notebooks in 2011.
Samsung strategy is primarily price focused and largely concentrated on affordable
notebooks with superior design. Samsung series 9 laptops surprised everyone with its thin
form factor and sleek curves. The series was first in line to Apple MacBook and an
ultrabook before Intel even invented them. This is made possible because Samsung owns
everything into the supply chain that gave more control of supply chain and allowed them
to be faster and responsive with product launches. Innovation is at the heart of the
Samsung wherein there is continuous new product launches in the market place.
For any new company, while entering into new market, there are two ways to stimulate
growth i.e. by intensive campaign and unique product offerings with unique functions
(Ramaswamy, 2008). Samsung have explore both i.e. introduced its leading innovation on
continuous basis as well as strengthen the community.

30
2.11 INTERNATIONALLAPTOP OR COMPUTER MARKET SHARE
(SALES FOR THE PREVIOUS YEAR 2016)
Firms Year 2016
HP 17.2%
Dell 12.1%
Samsung 6.6%
Acer 11.2%
Lenovo 9.3%
Others 43.6%

31
3.1 ANALYSIS ON GENDER OF THE RESPONDENTS
Table No. 3.1.1: Showing Age of the respondents
Sr. No Gender No. of respondents Percentage (%)
1 MALE 67 67
2 FEMALE 33 33
Total 100 100%
Figure no: 3.1.1: Showing gender of the respondents
(Source: Primary Data)
INTERPRETATION:
The above pie chart shows age of the respondents. According to the survey conducted,
67% of the respondents are male and 33% of the respondents are female.
67%
33%
GENDER OF RESPONDENTS
MALE FEMALE

32
3.2 ANALYSIS ON AGE OF THE RESPONDENTS
Table No.3.2.1: Showing Age of the respondents
Sr.No Age No. of respondents Percentage (%)
1 16 years-20 years 25 25
2 20years-25 years 23 23
5 Above 35 years 12 12
Total 100 100%
Figure no: 3.2.1: Showing age of the respondents
INTERPRETATION:
The above pie chart shows usage of laptop by respondents in accordance to their ages in
general. According to the survey conducted, 25% of the respondents fell between the age
group of 16 years-20years. Further we can see that 23% of the respondents were between
the age group of 20-25 years. 24% of the respondents fell between the age group of 24
years-30years. 16% of the respondents fell between the age group of 30 years-35 years.
12% of the respondents fell between the age group of above 35 years.
25%
23%
24%
16%
12%
AGE OF THE RESPONDENTS
16 years-20 years
20years-25 years
25 years-30 years
30 years-35 years
Above 35 years

33
3.3 ANALYSIS ON OCCUPATION OF THE RESPONDENTS
Table no: 3.3.1: Showing occupation of the respondents
Sr. No. Occupation No. of respondents Percentage (%)
1 Student 36 36
2 Business 8 8
3 Private job 34 34
4 Government job 14 14
5 Housewife 8 8
Total 100 100%
Figure no: 3.3.1: Showing occupation of the respondents
36%
8%34%
14%
8%
OCCUPATION OF THE RESPONDENTS
Student
Business
Private job
Government job
Housewife

34
INTERPRETATION:
The above pie chart shows usage of laptop by respondents in accordance to their
occupation in general. According to the survey, 36% of the respondents were students.
Further we can see that 34% of the respondents were engaged in a privte job followed by
14% of respondents who were engaged in government job. The respondents, who were
business class contributed to 8% of the responses, are further the housewife catagory class
contributed to 8% of its responses. The obtained data shows a high percentage of
respondents in the occupation of student and privatte jobs i.e 36% and 34% respectively.

35
3.4 ANALYSIS ON MONTHLY INCOME OF THE RESPONDENTS
Table no: 3.4.1: Showing monthly Income of the respondents
Sr.No. Monthly income No. of respondents Percentage (%)
1 Less Than Rs.5000 43 43
2 Rs.5000-Rs.10000 8 8
3 Rs.10000-Rs.15000 7 7
4 Rs.15000-Rs.20000 13 13
5 Rs.20000-Rs.25000 15 15
6 Above Rs.25000 14 14
Total 100 100%
Figure no: 3.4.1: Showing monthly income of the respondents
43%
8%7%
13%
15%
14%
MONTHLY INCOME OF THE RESPONDENTS
Less than Rs.5000
Rs.5000-Rs.10000
Rs.10000-Rs.15000
Rs.15000-Rs.20000
Rs.20000-Rs.25000
Above Rs.25000

36
INTERPRETATION:
The above pie chart shows usage of laptop by respondents in accordance to their monthly
income. According to the survey, 43% of the respondents fell between the income group of
less than Rs.5000, 8% of the respondents were between the income group of Rs.5000-
Rs.10000, 7% of the respondents fell between the income group of 10000-15000. 15% of
the respondents fell between the income group of 15000-20000. 15% of the respondents
fell between the income group of 20000-25000 & 14% of the respondents fell between the
income group of above 25000. Most of the respondents fell in the group of less than 5000,
this may be because of the age demography of the respondents where the non working
class contribute to 44% of the total responses.

37
3.5 ANALYSIS ON OWNERSHIP OF A LAPTOP
Table no: 3.5.1: Showing ownership of laptop
Sr.No. Own No. of respondents Percentage (%)
1 Yes 100 100
2 No 0 0
Total 100 100%
Figure no: 3.5.1: Showing ownership of laptop
INTERPRETATION:
The above pie chart shows whether the respondents owned a laptop, but because of the
limitation the study responses of respondents who did not own a laptop were discarded. All
the resondents therefore owned a laptop.
100%
0%
OWNERSHIP OF LAPTOP
YES
NO

38
3.6 ANALYSIS ON OWNERSHIP OF LAPTOP BRAND
Table no: 3.6.1: Showing ownership of laptop brand
Sr. No Brand name No. of respondents Percentage (%)
1 Acer 30 30
2 Lenovo 16 16
3 Dell 19 19
4 HP 21 21
5 Samsung 10 10
6 Others 4 4
Total 100 100%
Figure no: 3.6.1: Showing ownership of laptop brand
30%
16%
19%
21%
10%
4%
OWNERSHIP OF LAPTOP BRAND
Acer
Lenovo
Dell
HP
Samsung
Others

39
INTERPRETATION:
The above pie chart shows composition of ownership of several of laptop brands by
respondents. According to the survey, 30% of the respondents owned Acer. Further we can
see that 16% of the respondents owned Lenovo. 19% of the respondents owned Dell. 21%
of the respondents owned Hp. 10% of the respondents owned Samsung, while 4% of the
respondents own other brand laptops. This reveals that there are mixed openions in the
market on which brand is the best for the user, most of the respondents trust acer followed
by HP. This response may also be because of the age demography where most of the
respondents are students. Students received their laptop sfrom government schemes like
cyberage, where all the laptops were of HP and acer.

40
3.7 ANALYSIS ON REASON FOR CHOOSING THE PURCHASED
BRAND
Table no: 3.7.1: Showing reason for choosing the purchased brand
Sr. No Attribute No. of respondents Percentage (%)
1 Brand image 30 14
2 Price 72 34
3 Operating system 39 19
4 Promotional offers 62 29
5 Other 8 4
Total 211 100%
Figure no: 3.7.1: Showing reason for choosing the purchased brand
14%
34%
19%
29%
4%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Brand image Price Operating
system
Promotional
offers
Others
REASON FOR CHOOSING THE PURCHASED
BRAND
Percentage

41
INTERPRETATION:
The above coloum chart shows the various reason for choosing the brand, the X axis
represents the reason behind chosing the brands where as the Y axis represents the number
of people out of 100 that used that criteria to make the buying decision. From the survey
conducted it can be said that price played a very important role in making a buying
decision and close watch is kept on the price of the laptop of different brands, price
represents 34% of the total responses, 29% of the resonses were in favour of availability of
promotional offers from that brand, further 19% of the total responses indicated that
operating system of the preferred brand plays a role in buying decision, 14% of the
respondents claimed that brand image of the laptop was a main factor for choosing the
brand. Other factors such as looks, storage space, battery life contributed to only 4% of the
total responses.

42
3.8ANALYSIS ON PLACE OF PURCHASE
Table no: 3.8.1: showing place of purchase
Sr. No. Place of purchase No. of respondents Percentage (%)
1 Online 17 17
2 Retail outlet 22 22
3 Brand Dealer 23 23
4 Promotional/Govt. offers 38 38
Total 100 100%
Figure no: 3.8.1: showing place of purchase
INTERPRETATION:
The above pie chart shows purchase mode prefered by respondents. According to the
survey, majority i.e. 38% of the respondents got the laptops from promotional
offers/government offers. 23% of the respondents choose to purchase the laptop from a
brand dealer. Further 22% of the respondent’s prefered to purchase the laptop from a retail
outlet. Only 17% of the respondent’s prefered to purchase the laptops online.
17%
22%
23%
38%
PLACE OF PURCHASE
Online
Retail outlet
Brand dealer
Promotional/Govt. offer

43
3.9 ANALYSIS ON MODE OF PAYMENT PREFERED
Table no: 3.9.1: showing mode of payment prefered
Sr.No. Mode of payment No. of respondents Percentage (%)
1 Cash payment 67 67
2 Installment 25 25
3 Lease 3 3
4 Any Other 5 5
Total 100 100%
Figure no: 3.9.1: Showing mode of payment prefered
INTERPRETATION:
The above pie chart shows mode of payment prefered by respondents. According to the
survey, 67% of the respondents prefered to purchase the laptop on cash basis, further 25%
of the respondents prefered to purchase the laptop on installment basis. 3% of the
respondents choose to lease a laptop. 5% of the respondents prefered other modes of
payment like credit card payment because of ease of payment directly through banks.
67%
25%
3% 5%
MODE OF PAYMENT PREFERED
Cash payment
Installement
Lease
Any others

44
3.10 ANALYSIS OF INFLUENCING FACTOR TO PURCHASE THE
BRAND
Table no: 3.10.1: showing influencing factor to purchase the brand
Sr. No FACTOR No. of respondents Percentage (%)
1 Friends/Relatives 44 44
2 T.V advertising 26 26
3 Newspaper advertising 10 10
4 Magazines 11 11
5 Brochures 3 3
6 Others 6 6
Total 100 100%
Figure no: 3.10.1: showing influencing factor to purchase the brand
44%
26%
10%
11%
3% 6%
INFLUENCING FACTOR TO PURCHASETHE
BRAND
Friends/Relatives
T.V advertising
Newspaper Advertising
Magazines
Brochures
Others

45
INTERPRETATION:
The above pie chart shows which were the influencing factors to make a buying decision
for the respondents. According to the survey, 44% of the respondents were influenced by
their ralatives or friends in making the decision to buy from a laptop brand, further 26% of
the respondents relied on T.V advertisements to make a decision. 10% of the respondents
were influenced by newspaper advertisements. 11% of the respondents were influenced by
various brand magazines, while 6% were influenced by brand brochures. 6% of the
respondents were influenced by other sources like email, scocial media advertisements etc.
It is seen that most of the respondents are influenced by word of mouth.

46
3.11 ANALYSIS ON TIME OF PURCHASE OF LAPTOP
Table no: 3.11.1: Showing time of purchase of laptop
Sr. No TIME No. of respondents Percentage (%)
1 New arrival 42 42
2 Gifting ocasion 10 10
3 Discounts/offers 39 39
4 Flash sales 7 7
5 Others 2 2
Total 100 100%
Figure no: 3.11.1: Showing time of purchase of laptop
INTERPRETATION:
The above pie chart shows the time prefered by respondents to make the purchase.
According to the survey, ony 42% of the respondents prefered to purchase the laptops
when it is newly launched, further 10% of the respondents prefered to purchase the laptop
at the lime of gifting occasions like birthdays anf festive seasons. 39% of the respondents
choose to purchase the laptop at the time of heavy discounts/offers. 7% of the respondents
got the laptops from brand flash sales from online sites like amazone. 2% of the
respondents prefered to make the purchase at any other time.
42%
10%
39%
7% 2%
TIME OF PURCHASE OF LAPTOP
New arrival
Gifting occasion
Discounts/offers
Flash sale
Others

47
3.12 ANALYSIS ON MOST IMPORTANT ATTRIBUTES THAT A
LAPTOP MUST POSSESS
Table no: 3.12.1: Showing most important attribute that a laptop must possess
Sr. No Attribute No. of respondents Percentage (%)
1 RAM Space 43 16
2 Storage 39 15
3 Battery life 87 32
4 Easy of use 66 25
5 Others 33 12
Total 268 100%
Figure no: 3.12.1: Showing most important attributes that a laptop must possess
16% 15%
32%
25%
12%
0%
5%
10%
15%
20%
25%
30%
35%
RAM space Storage Battery life Ease of use Others
MOST IMPORTANT ATTRIBUTES THAT A
LAPTOP MUST POSSESS
Percentage

48
INTERPRETATION:
The above coloum chart shows the views of the repsondents on the various attributes that a
brand must posses, the X axis represents the various attributes where as the Y axis
represents the number of people out of 100 that feel that the attributes plays a important
role making a buy decision. From the survey conducted it can be said that battery life is a
attribute that a laptop must possess this decision is purely because laptops are portable
devices that are required to work for long duartion on a single charge, battery life
represents 32% of the total responses, 29% of the resonses were in favour of ease of usage
of the laptop functions that are available to the customers,the should be easy to use and
practical enough to be implemented, further 16% of the total responses indicated that RAM
sapce is a must have attribute in a laptop since more thae RAM faster is the laptop in its
operations, 15% of the respondents claimed that apart from RAM sapce the availablity of
internal sapce is also a essential attribute that a laptop must possess. Other attributes such
as GPU, SSD,USB3.0 and availability of various ports contributed to only 12% of the total
responses.

49
3.13 ANALYSIS ON WARRANTY COVERAGE
Table no: 3.13.1: Showing warranty coverage of laptop owned by respondent
Sr.No. COVERAGE No. of respondents Percentage (%)
1 Yes 76 76
2 No 24 24
Total 100 100%
Figure no: 3.13.1: Showing warranty coverage of laptop owned by respondent
INTERPRETATION:
The above pie chart shows warranty coverage of the laptop brands that the respondent
owns. According to the survey, 76% of the respondent’s laptops were covered under
warranty. Further we can see that 27% of the respondent’s laptops were not covered under
warranty. It may be because the warranty has expired without the knowledge of the user or
the user may not want to incure additional cost to get the laptop covered under warranty.
76%
24%
WARRANTYCOVERAGE OF LAPTOP
YES
NO

50
3.14 ANALYSIS ON RESPONDENTS WILLINGNESS TO OPT FOR
EXTENDED WARRANTY
Table no: 3.14.1: Showing respondents willingness to opt for extended warranty
Sr.No. WILLINGNESS No. of respondents Percentage (%)
1 Yes 58 58
2 No 42 42
Total 100 100%
Figure no: 3.14.1: Showing respondents willingness to opt for extended warranty
INTERPRETATION:
The above pie chart shows willingness of the respondents to opt for extended warranty for
the laptop. According to the survey conducted, 58% of the respondent’s prefered to opt for
extended warranty. Further we can see that 42% of the respondent’s did not prefer to opt
for extended warranty.The reason for not opting may beacause of lack of the sales person
to inform about the availability of the scheme.
58%
42%
RESPONDENTS WILLINGNESS TO OPT FOR
EXTENDED WARRANTY
YES
NO

51
3.15 ANALYSIS ON USAGE OF LAPTOP
Table no: 3.15.1: Showing usage of laptop
Sr. No USE No. of respondents Percentage (%)
1 Office work 54 17
2 Gaming 33 11
3 Internet surfing 68 21
4 Study material 37 12
5 Shopping 53 17
6 Social media 70 22
Total 315 100%
Figure no: 3.15.1: Showing usage of laptop
17%
11%
21%
12%
17%
22%
0
5
10
15
20
25
Office work Gaming Internet
surfing
Study
material
Shopping Scoial media
USAGE OF LAPTOP
Percentage

52
INTERPRETATION:
The above coloum graph brings out respondents use of laptops for various reasons. As it
can be noted from the above chart, 17% out of the total respondents use their laptop for
doing their office work and online shopping, 11% of them for gaming, 21% for internet
surfing, 12% for study material. While 22% respondents use their laptops for social media.
The result is heighly in favour of social media and internet surfing because of the age
composition of the survey. Since most of the respondents fall in the category of students
that habits and work composition in highly in favour of internet surfing and social media.

53
3.16 ANALYSIS ON AVERAGE USAGE PER DAY BY THE
RESPONDENT
Table no: 3.16.1: Showing average usage per day of the respondent
Sr. No TIME No. of respondents Percentage (%)
1 Less than 1 hour 23 23
2 1 hour-2 hours 29 29
6 More than 5 hours 3 3
Total 100 100%
Figure no: 3.16.1: Showing average usage per day of the respondent
23%
29%19%
10%
16%
3%
AVERAGEUSAGE PER DAY
Less than 1 hour
1 Hour-2 hours
2 Hour-2 hours
3 Hour-4 hours
4 Hour-5 hours
More than 5 hours

54
INTERPRETATION
The above pie chart shows usage of laptop by respondents per day. According to the
survey conducted, 23% of the respondents use their laptop for less than 1 hour per day.
Further we can see that 29% of the respondents use their laptop for 1 hour-2 hours per day.
19% of the respondents use their laptop for 2 hour-3 hours per day. 10% of the respondents
use their laptop for 3 hour-4 hours per day. 16% of the respondents use their laptop for 4
hour-5 hours per day. 3% of the respondents use their laptop for more than 5 hours per day.
It can be seen thae over 50% of the respondents use their laptops for less than an hour to 2
hours, this may be because of the demography i.e age of the respondents and also the
occupation of the respondents, most of the respondents fall in the student category and are
mostly students.

55
3.17 ANALYSIS ON SHORTCOMINGOF THE POSSESSED LAPTOP
Table No.3.17.1: Showing shortcoming of the possessedlaptop
Sr. No SHORTCOMING No. of respondents Percentage (%)
1 Storage 23 23
2 Battery life 42 42
3 Slow transfer 11 11
4 Outdated hardware 11 11
5 Software lag 13 13
Total 100 100%
Figure no: 3.17.1: Showing shortcoming of the possessedbrand
INTERPRETATION:
The above pie chart brings out the shortcomings of the laptop he uses. As it can be noted
from the above chart that, 23% out of the total respondents were suffering from storage
problems, 42% of themhad battery life issues, 11% had problems of slow transfer speeds
and issues relating to outdated hardware, yet another 13% respondents facing software lag
with their laptops.This is a common issue as the capacity of the battery is not increased in
proportion to the technology put in the latop that uses that much more power.
23%
42%
11%
11%
13%
ANALYSIS OF SHORTCOMING OF THE
POSSESSED LAPTOP
Storage
Battery life
Slow transfers
Outdated hardware
Software lag

56
3.18 ANALYSIS ON SATISFACTION TOWARDSTHE BRAND
Table no.3.18.1: showing satisfaction towards the brand
Sr.No. Satisfied No. of respondents Percentage (%)
1 Yes 84 84
2 No 16 16
Total 100 100%
Figure no.3.18.1: showing satisfaction towards the brand
INTERPRETATION:
The above pie chart shows satisfaction of the respondents from purchase of the brand.
According to the survey conducted, 84% of the respondents were satisfied with the
purchase. Further we can see that 16% of the respondents were not satisfied. This is
because the laptop buyers do good research about the laptop that will best suit their usage.
84%
16%
SATISFACTION TOWARDS THE BRAND
YES
NO

57
3.19 ANALYSIS OF WILLINGNESS TO SWITCH OVER TO
ANOTHER BRAND
Table no: 3.19.1: Showing willingness to switch brnads
Sr.No. Will you switch? No. of respondents Percentage (%)
1 Yes 37 37
2 No 63 63
Total 100 100%
Figure no: 3.19.1: Showing willingness to switch brnads
INTERPRETATION:
The above pie chart shows willingness of the respondents to switch from purchased brand
to any other brand. According to the survey conducted, 37% of the respondents were
willing to switch. Further we can see that 63% of the respondents were not willing to
switch.
37%
63%
WILLINGNESS TO SWITCH BRANDS
YES
NO

58
3.20 ANALYSIS OF SUGGESTING SAME BRAND TO OTHERS
Table no.3.20.1: Showing suggesting same brand to others
Sr.No. Will you suggest No. of respondents Percentage (%)
1 Yes 85 85
2 No 15 15
Total 100 100%
Figure no: 3.20.1: Showing suggesting same brand to others
INTERPRETATION:
The above chart shows willingness of the respondents to suggest the purchased brand to
any others. According to the survey conducted, 85% of the respondents were willing to
suggest their purchase to others. Further we can see that 15% of the respondents were not
willing to suggest their purchase to others.
85%
15%
SUGGESTING SAME BRAND TO OTHERS
YES
NO

59
3.21 ANALYSIS ON DEALERS AFTER SALES SERVICE
Table no.3.21.1: Showing dealers provision of after sales service
Sr.No. Will you suggest No. of respondents Percentage (%)
1 Yes 69 69
2 No 31 31
Total 100 100%
Figure no.3.21.1: Showing dealers provision of after sales service
INTERPRETATION:
The above chart shows the availability of after sales services by the brand dealer to his
customers. According to the survey 69% of the respondents felt that the dealers/sales
person were providing adequate after sales services to their customers, further 31% of the
respondents felt that the dealers were not providing after sales sservices to their customers.
69%
31%
DEALERS PROVISION OF AFTER SALES
SERVICE
YES
NO

60
3.22 ANALYSIS ON EXPECTION ON AFTER SALES SERVICE
Table no: 3.22.1: Showing expectation on after sales service
Sr. No Expectation on after sales
service
No. of respondents Percentage (%)
1 Quick service 87 23
2 Extended warranty 93 24
3 Discounts/offers 92 23
4 Installment payment facility 85 22
5 Any other 27 8
Total 384 100%
Figure no: 3.22.1: Showing expectation on after sales service
87%
93% 92%
85%
27%
0
10
20
30
40
50
60
70
80
90
100
EXPECTED AFTER SALES SERVICE
Percentage

61
INTERPRETATION:
The above coloum chart shows the views of the repsondents on the various after sales
services that are expected by the respondents, the X axis represents the various services
where as the Y axis represents the number of people out of 100 that feel that the service
must be provided by the dealer. The above coloum chart represents the respondent’s
experiances on after sales service where 23% of the respondents gave qual prefrence to
quick service and discount and offers ther expect. 24% of the respondent’s prefered
extended warranty and 22% expect installment payment facility. 8% of the respondents
opted for any other service i.e. they expect lease based services and the option to customise
the laptop specifications as per their needs and wants.

62
4.1 FINDINGS
 In the research it was found that 30% of the respondents were acer laptop users,
while HP was the 2nd most prefered brand amoung the other brands given in the
list.
 In the research it was observed that, price and promotional offers are the two main
factors for making a decision in brand selection.
 In the research it was found that, 38% of the respondents bought the laptops from
promotional and government offers like cyberage schemes which acts as the
support for the previous point.
 In the research it was found that, only 17% of the people prefer online purchase as
a place of purchase while 23% and 22% of the respondents prefer retail outlets and
brand dealers respectively as a place of purchase option.
 In the research it was found that, 67% of the rspondents prefer cash payment option
as a mode of payment followed by installment payment system which contributes
to 25% of the responses.
 The research reviled that, 44% of the respondents rely on word of mouth
suggesstions from their friends and relatives, followed by T.V. adverts as medium
to collect information about the brand to make the purchase.
 In the research it was found that, 42% of the respondents purchase their latops at
the time of new launches while 39% prefer to purchase it at the line of bumper
offers and discounts.

63
 In the research, 32% of the respondents implied that battery life is the most
important feature that a latop must possess, while for 25% of the users ease of use
was the most important attribute that a laptop must possess.
 In the research it was found that, 58% of the respondents were willing to opt for
extended warranty while 42% of the respondents were not willing.
 In the research it was found that, 22% of the laptop usage was for social media
while another 21% of the respondents used their laptops for internet surfing 17% of
the respondents used their laptops for office work and online shopping.
 In the research it was found that, battery life was considered to be the predominant
fallback of the laptops that the respondents used which contributed 42% of the
responses, while storage issues were the second lasgest shortcoming as indicated
by 23% of the respondents.
 In the research it was found that, apart from quick service, extended warranty
options, discounts, payment option facility which the respondents felt necessary
discounts on accessories was an option which the respondents felt was necessary.

64
4.2 CONCLUSION:
The following is the conclusion drawn from the study:
This study provides insights into important factors governing consumer perception. An
important contribution of this study is the relationship between the various factors
affecting consumers and their preferences/perceptions for brand extension using a non
Western sample. Notably, this study identifies the factors influencing consumer
preferences for brand extensions. Studying differences among consumers belonging to
different socioeconomic classes on factors influencing their preferences for brand
extension is a significant contribution and so is the examination of the differences among
users with various levels of experience. At the same time, this study tries to find out
consumers’ perception towards laptop and their impact on parent brands’ image.
From the data obtained it is clear that most of the respondents are in the age group of 16
years to 30 years. The data also reveals that most of the respondents are either students or
are engaged in private jobs.
Since 36% of the respondents are students and 8% are housewifes the monthly income of
most respondents was below Rs.5000 per month, while if we account for the working
respondents the monthly salary ranges from Rs.15000-Rs.25000.due to the limitation of
the project the survey was restricted to only those respondents who already owned a
laptop. When it came to the composition of ownership the leader was Acer followed by HP
then closely followed by Dell and lenovo.
In the research it was found that the respondents bought the laptops from promotional and
government offers like cyberage schemes which acts as the support for the previous point.
The data also reviles that the respondents have not fully switched to online purchasing
which accounted for only 17% responses in its favour. Cash payment is the most prefered
type of payment option.
Further factors that influenced that respondednts to purchase the barnd was shown, where
44% of respondents still rely on word of mouth sugessions from their relatives/friends. As
can be seen in the data obtained purchases are mostly made when the laptop is freashly

65
realeased. The data also shows the most important aspacts that the laptop must possess
which was battery life and ease of use. The data revealed that most of the laptops were
covered under warranty, the data reveals that many respondents would not opt for extended
warranty. In the research it was found that, apart from quick service, extended warranty
options, discounts, payment option facility which the respondents felt necessary discounts
on accessories was an option which the respondents felt was necessary.

66
4.3 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 by taking 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.
 Option to customize the specifications to a stock laptop must be made available
before the customer makes the purchase.

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