The document summarizes the findings of a market research study conducted among 152 computer dealers in Mumbai and surrounding areas. The key findings include: - 71% of dealers serve the IT applications sector and 46.7% promote the HP-Compaq brand. - 61.2% of dealers serve individual consumers (B2C segment) and 46.7% feel customers consider both price and configuration when purchasing. - 42.1% of dealers are distributed by Redington India Ltd. and 44.1% have monthly turnovers below Rs. 5 lakhs.

1. Summer Internship Project
Submitted By:
Anurag Dua
MBA (G) – 2008
A0101906052

2. Project Title:
“To Study the Comparative Analysis of
HCL with Other Brands”
Industry Guide: Mr. Vijay P – Regional Manager, HCL
Infosystems Ltd.
Faculty Guide: Ms. Garima Malik – Faculty, ABS - AU

3. Objective of the Project:
To know the current Market Share of the
HCL.
To know the perception of HCL’s laptops &
desktops in mind of computer dealers.
To know the Brand Recall value.

4. Research Methodology:
Research Design: Descriptive research
Type of Data: Primary
Research Tool: Questionnaire
Data collection method: Face-to-face interview
Sample size: 152
Sample Unit: Computer Dealers
Sampling method: Simple Random Sampling

5. Sampling Area: Mumbai and adjoining areas. A total
of 18 areas.

6. Key Findings:
The type of business computer dealer are serving in is predominantly of IT
Applications. Out of the total 152 respondents, 109 serves the IT
applications which constitute 71.7% of the total while 25 i.e. 16.4% deals
in both IT applications and Consultancy. Only 18 out of 152 respondents
i.e. 11.8% serve the Small-Medium Enterprises.
120
What type of
business you
are serving
100 IT
Applications
SME
80 IT
application
Count
and
60
Consultancy
both
40
20
0
IT Applications SME IT application and
Consultancy both
What type of business you are serving

7. Majority of the computer dealers promote the HP-Compaq brand. Out of
the 152 respondents 71 promote HP-Compaq brand constituting 46.7% of
the total. HCL occupies the second spot as 36 out of 152 dealers promote
HCL brand making 23.7% of the total. IBM-Lenovo comes to third position
as 23 out of 152 dealers promote this brand and it makes the 15.1% of the
total. Other brand which includes Acer, Zenith, Wipro, Fujitsu etc. makes a
14.5% contribution with 22 dealers supporting them.
80 What brand you
promote
HP-Compaq
HCL
IBM-Lenovo
60
Others
Count
40
20
0
HP-Compaq HCL IBM-Lenovo Others
What brand you promote

8. Majority of the dealers serve the B2C segment. Out of the 152 dealers
surveyed 93 of them serve the B2C segment which contributes to 61.2% of
the total. 54 out of 152 dealers serve both B2B and B2C segment which has
a 35.5% contribution to total. Only 3 and 2 respectively out of 152 dealers
serve the B2B and B2G segment respectively.
100
Which segment
you serve the
80 most
B2B
B2G
B2C
60
B2B and B2C
Count
both
40
20
0
B2B B2G B2C B2B and B2C
both
Which segment you serve the most

9. The customer preference while purchasing a desktop or laptop is governed
by the price & configuration both. Out of the 152 dealer surveyed, 71
dealers agree that customer prefers price as well as configuration while
making a buying decision and it makes a contribution of 46.7% of the total.
54 dealers i.e. 35.5% agrees that for customer price is the key decisive
factor while making a purchase. 23 dealers i.e. 15.1% agrees that
configuration is a decisive factor in purchasing while only 4 dealers i.e.
2.6% give preference to aesthetics.
80 What is the
customer
preference while
purchasing a
60 computer
Aesthetics
Configuration
Count
Price
40
Price and
Configuration
both
20
0
Aesthetics Configuration Price Price and
Configuration both
What is the customer preference while purchasing a computer

10. Majority of the dealers are associated with Redington India Ltd. As their
distributor of laptops and desktops. RIL is distributor to 64 dealers out of
152 and it makes a contribution of 42.1% of the total. Ingram Micro India
Ltd. (IMIL) is distributor to 48 i.e. 31.6% dealers. SES is distributor to 25
i.e. 16.4% dealer. Also there are 15 i.e. 9.9% dealers which are attached to
both RIL as well as IMIL.
70 With which
distributor you
are attached
60 IMIL
RIL
SES
50
Both IMIL and
RIL
Count
40
30
20
10
0
IMIL RIL SES Both IMIL and RIL
With which distributor you are attached

11. The monthly turnover of the 67 dealers out of 152 is below Rs. 5 lakhs and
it makes 44.1% contribution of the total. 66 i.e. 43.4% dealers have their
monthly turnover between Rs. 5 lakhs to Rs. 15 lakhs. There are 15 i.e.
9.9% dealers which have their monthly turnover between Rs. 15 lakhs to
Rs. 25 lakhs. And only 4 dealers have their monthly turnover more than Rs.
25 lakhs.
70 What is your
monthly
turnover
60 Below 5 lakhs
5 to 15 lakhs
50 15 to 25 lakhs
25 lakhs and
above
40
Count
30
20
10
0
Below 5 lakhs 5 to 15 lakhs 15 to 25 lakhs 25 lakhs and
above
What is your monthly turnover

12. The perception regarding HCL in the mind of computer dealers is not that
good. 100 out of 152 dealers i.e. 65.8% of the total dealers perceive HCL
products to be high priced. 28 out of 152 dealers i.e. 18.4% perceive their
product as value for money. 20 out of the 152 dealers perceive their product
as technology driven while 4 dealers perceive their products as both value
for money as well as technology driven.
100
What is your
perception about
HCL
80 Value for
money
High price
Technology
60 driven
Count
Value for
money and
technology
driven
40
20
0
Value for money High price Technology Value for money
driven and technology
driven
What is your perception about HCL

13. Majority of dealers doesn’t promote any product of HCL. Their count is
105 out of 152 i.e. 69.1% of the total. It is because of the bad marketing
and limited promotional activities. 22 out of 152 dealers i.e. 14.5% of the
total promote the laptops of HCL while 6 dealers promote the desktops of
HCL. There are 19 dealers i.e. 12.5% of the total who promotes the
desktops as well as laptops of HCL.
120
In HCL which
product line
you promote
100 Desktops
Laptops
Both
80 desktops and
laptops
Count
None
60
40
20
0
Desktops Laptops Both desktops None
and laptops
In HCL which product line you promote

14. The services of HCL’s desktops & laptops are also not good. 56 out of the
152 dealers i.e. 36.8% of the total consider services of HCL to be bad. 43
dealers i.e. 28.3% of the total consider its services to be average. Only 15
out of 152 dealers said that services of HCL are good. While 38 dealers
can’t opine on the services.
60
How do you
rate the HCL
services
Good
50
Average
Bad
40 Can't say
Count
30
20
10
0
Good Average Bad Can't say
How do you rate the HCL services

15. Out of the total 152 dealers surveyed 41 dealers i.e. 27% of the total likes to
be associated with HCL in the future. 30 dealers i.e. 19.7% of the total
doesn’t want to be associated with the HCL in future. While majority of the
dealers i.e. 81 can’t opine regarding the association with HCL in the near
future.
In future would
100
you like to
associate with
HCL
80 Yes
No
Can't say
60
Count
40
20
0
Yes No Can't say
In future would you like to associate with HCL

16. Recommendations:
Recommendations for further improvement of HCL are:
Improve the post sales services.
Low down the prices as compared to other players in the
market.
Provide all the driver software and related utilities on the
website of HCL.
Increase the promotional activities so that it helps in
enhanced public awareness.
Improve the salesmanship.
Salesmen and distributors should visit the dealer’s shops
frequently.
Introduce new and cheaper product lines.

17. Obstacles during the Project:
Professional Obstacles:
* Dealers were not too co-operative during the survey.
* Company staff was not fully co-operative.
Personal Obstacles:
* Hot and humid climate.
* Heavy rains.

18. Learnings of the Project
Professional learnings:
* Enhanced time management.
* How to deal in market.
* How to get absorb in company culture.
Personal learnings:
* Effective communication
* How to work in a team.
* How to control aggression.

19. Thank You…