This document presents research on laptop brand awareness and consumer preference in India. It includes an introduction describing the problem statement and target market. Literature on the Indian laptop market and brand dimensions is reviewed. The research methodology outlines objectives to study consumer behavior, identify popular brands, and evaluate factors influencing purchase decisions. Data was collected through surveys in Salt Lake sector-V. Results found Dell, Lenovo, and Apple to be the most satisfied and preferred brands due to quality, battery life, and reliable service. Limitations included a small sample size and regional scope.

1. ““Laptop Brand awareness &Laptop Brand awareness &
Consumer preference”Consumer preference”
In partial fulfillment for the requirements ofIn partial fulfillment for the requirements of
EXCOM presentation in final year full-timeEXCOM presentation in final year full-time
Masters of Business AdministrationMasters of Business Administration
Submitted to: Prof.Submitted to: Prof. Aakash SahaAakash Saha
By,By, Sankalpa PalSankalpa Pal,, Sujan BhowmickSujan Bhowmick,, Prolay RayProlay Ray
&&
Sayantan BhattacharyaSayantan Bhattacharya

2. Table of Contents:Table of Contents:
 IntroductionIntroduction
-Problem statement & the purpose of the study-Problem statement & the purpose of the study
-Introducing the target market & the target product-Introducing the target market & the target product
 LITERATURE REVIEWLITERATURE REVIEW
-Overview of Indian Laptop Market-Overview of Indian Laptop Market
-Four Brand dimensions-Four Brand dimensions
-Consumer behavior, buying decision-Consumer behavior, buying decision
 Research MethodologyResearch Methodology
-Objectives-Objectives
- Scope- Scope
- Research Design- Research Design
- DATA COLLECTION, DATA ANALYSIS- DATA COLLECTION, DATA ANALYSIS
AND RESULTSAND RESULTS
 Suggestion, Conclusion & References.Suggestion, Conclusion & References.

3. IntroductionIntroduction
 Brand represents theBrand represents the goodwillgoodwill of a company.of a company.
 The Laptop industry has blurred the differentiationThe Laptop industry has blurred the differentiation
of brands in today’s era with cut throat competition.of brands in today’s era with cut throat competition.
 DifferentDifferent inducing factorsinducing factors influence consumerinfluence consumer
preferences as well as the buying decision process.preferences as well as the buying decision process.

4. Five globally recognized laptop brandsFive globally recognized laptop brands
& their product line depth& their product line depth

5. Problem statement & the purpose ofProblem statement & the purpose of
the studythe study
 Problem statement:-Problem statement:-
a) Different purchasing criteria & motivational factors whicha) Different purchasing criteria & motivational factors which
influence customer’s buying decision.influence customer’s buying decision.
b) To analyze the relationship between brand selection andb) To analyze the relationship between brand selection and
customer profile.customer profile.
 Purpose of the studyPurpose of the study:-:-
a) The main purpose of this study is to find the importanta) The main purpose of this study is to find the important
attributes increasing brand awareness for laptop brands inattributes increasing brand awareness for laptop brands in
Indian market.Indian market.
b) In depth insights to the marketer about the type ofb) In depth insights to the marketer about the type of
customers using their brands and few major considerationscustomers using their brands and few major considerations

6. Introducing the target marketIntroducing the target market
 India is considered as the third fastest growing laptopIndia is considered as the third fastest growing laptop
market with a compound annual growth rate of 21.9 % inmarket with a compound annual growth rate of 21.9 % in
the Asia-Pacific region from last few years. Near aboutthe Asia-Pacific region from last few years. Near about
1.2bn computers were in use worldwide at the end of1.2bn computers were in use worldwide at the end of
2008 .However, it has been expected that the global laptop2008 .However, it has been expected that the global laptop
market will be tripled by 2014-15.market will be tripled by 2014-15.
 61% of the global pc market in units comes from laptops61% of the global pc market in units comes from laptops
and the remaining 39% for desktop computers.and the remaining 39% for desktop computers.

7. Introducing theIntroducing the target producttarget product

8. Our Brand dimensions/ Elements of ourOur Brand dimensions/ Elements of our
BrandBrand
• Brand Equity and Brand LoyaltyBrand Equity and Brand Loyalty help you build brand awarenesshelp you build brand awareness
for the customers you target, diagnose problem attributes andfor the customers you target, diagnose problem attributes and
associations, increase perceived quality, and increase brand loyalty.associations, increase perceived quality, and increase brand loyalty.
• Brand Awareness MeasuresBrand Awareness Measures: Brand awareness research is the key: Brand awareness research is the key
to creating brand equity. Awareness equates to traffic andto creating brand equity. Awareness equates to traffic and
prospective buyers showing up at the store.prospective buyers showing up at the store.
• Brand attributes and brand associationsBrand attributes and brand associations provide the fabric ofprovide the fabric of
loyalty and equity research. Brand association helps customers toloyalty and equity research. Brand association helps customers to
retrieve information about some brands from their memory.retrieve information about some brands from their memory.
• Brand EquityBrand Equity= brand salience + brand performance + brand= brand salience + brand performance + brand
imagery + brand judgment + brand feeling + brand resonance.imagery + brand judgment + brand feeling + brand resonance.
• Perceived qualityPerceived quality is the consumer’s judgment about a product’sis the consumer’s judgment about a product’s
overall excellence or superiority with respect to its intendedoverall excellence or superiority with respect to its intended
purpose.purpose.
• Brand LoyaltyBrand Loyalty ensures dramatic impact on the success of yourensures dramatic impact on the success of your
brandbrand

9. Consumer behavior & buying decisionConsumer behavior & buying decision
 Consumer behavior:Consumer behavior: Who buys? How do they buy?Who buys? How do they buy?
When do they buy? Why do they buy?When do they buy? Why do they buy?
 Buying decision:Buying decision: Buying decision depends on
evaluation which is based on the product or service
whose attributes are perceived to best satisfy the
need.

10. RESEARCH PROCESSRESEARCH PROCESS
Identify and Define Research ProblemIdentify and Define Research Problem
Theory / PracticeTheory / Practice
ConceptualizationConceptualization
Research DesignResearch Design
Data collectionData collection
Data AnalysisData Analysis
FindingsFindings
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11. Research MethodologyResearch Methodology
Objectives:Objectives:
 To study the consumer behavior whileTo study the consumer behavior while
purchasing the Laptoppurchasing the Laptop
 To identify the popular laptop brand amongTo identify the popular laptop brand among
the consumers.the consumers.
 To identify the satisfaction level in regards toTo identify the satisfaction level in regards to
various brands.various brands.
 To know the perception of laptop usersTo know the perception of laptop users
towards laptops.towards laptops.
 To evaluate the factors impact on laptopTo evaluate the factors impact on laptop
purchase decision of the students.purchase decision of the students.

12. Scope & Research designScope & Research design
 Scope:Scope:
-This report is limited to survey area in Salt lake-This report is limited to survey area in Salt lake
sector-V and correspondingsector-V and corresponding destinations of thedestinations of the
survey conductors.survey conductors.
 Research Design:Research Design:
-The objective of this kind of study is to answer-The objective of this kind of study is to answer
the why, who, what, when and how of thethe why, who, what, when and how of the
subject under consideration. We have analyzedsubject under consideration. We have analyzed
how people of various age groups respondhow people of various age groups respond
towards laptop or their perception towardstowards laptop or their perception towards
laptop.laptop.

13. DATA COLLECTIONDATA COLLECTION
 1. Literature / Internet survey1. Literature / Internet survey
 2. Design of Questionnaire2. Design of Questionnaire
· Explanatory information· Explanatory information
· Student personal information· Student personal information
· Basic information, Likert type scale· Basic information, Likert type scale
 3. Sample3. Sample
In this study the target sample size was 30 respondentsIn this study the target sample size was 30 respondents
from Salt Lake sector-V was taken. Out of then 25 arefrom Salt Lake sector-V was taken. Out of then 25 are
men (83%) & remaining 5 are women (17%)men (83%) & remaining 5 are women (17%)

14. Questionnaire DesignQuestionnaire Design
 Questionnaire relevancyQuestionnaire relevancy
 Questionnaire accuracyQuestionnaire accuracy
 The right order of arranging questions & best layoutThe right order of arranging questions & best layout
 Open ended questionsOpen ended questions
(Ex:(Ex: What things do you like most about your laptopWhat things do you like most about your laptop?)?)
 Dichotomy type questionsDichotomy type questions
Ex:Ex: Did you use any laptop before the laptop you are usingDid you use any laptop before the laptop you are using
presentlypresently? (Yes or No)? (Yes or No)
 Determinant choice questionsDeterminant choice questions
Ex:Ex: Please provide brand identity about your laptopPlease provide brand identity about your laptop..
(Dell/Lenovo/Apple/HP/Acer)(Dell/Lenovo/Apple/HP/Acer)
 Frequency determinant questionsFrequency determinant questions
(Ex:(Ex: How frequently do you watch laptop adsHow frequently do you watch laptop ads?)?)

15. Different aspects of aided brandDifferent aspects of aided brand
awarenessawareness
 Are you aware of XYZ Computers’ offerings in the laptopAre you aware of XYZ Computers’ offerings in the laptop
computer market? If so, to what extent? (computer market? If so, to what extent? (Note: Max.Note: Max.
responses came fromresponses came from DellDell,, LenovoLenovo && AppleApple))
 Please list the types of services that you know XYZPlease list the types of services that you know XYZ
Computers offers in the laptop computer market. (Computers offers in the laptop computer market. (Note:Note:
Max. responses came fromMax. responses came from DellDell,, LenovoLenovo && AppleApple))
 What three words best describe XYZ Computers’ positionWhat three words best describe XYZ Computers’ position
in the laptop computer market? (in the laptop computer market? (Note: Max. responses cameNote: Max. responses came
fromfrom DellDell,, LenovoLenovo && AppleApple))
 What is your perception of XYZ Computers’ services?What is your perception of XYZ Computers’ services?
Technology? Account Management? (Technology? Account Management? (Note: Max. responsesNote: Max. responses
came fromcame from DellDell,, LenovoLenovo && AppleApple))
 Based on your understanding of XYZ Computers’ products,Based on your understanding of XYZ Computers’ products,
strategy and execution, how do you view its market positionstrategy and execution, how do you view its market position
a year from now? (a year from now? (Note: Max. responses came fromNote: Max. responses came from DellDell,,
LenovoLenovo && AppleApple))

16. Frequency distributionFrequency distribution

17. Relative frequency w.r.t customerRelative frequency w.r.t customer
Gr.Gr.

18. Price
Purchase
Likelihood
Price
Purchase
Likelihood
Independent Dependent
Variable Variable
Independent Dependent
Variable Variable
• Discount Level
• Prior product
knowledge
Moderator Variable
Role of different pseudo variables used inRole of different pseudo variables used in
the surveythe survey

19. Role of different pseudo variablesRole of different pseudo variables
used in the survey…Contd.used in the survey…Contd.
Price
Purchase
Likelihood
Independent Dependent
Variable Variable
Perceived
Value
Mediator Variable
(full mediation)
Price,
Volume
of
reviews
Perceived
Value
Purchase
Likelihood,
Attitude
towards
brand
Mediator Variable
(partial mediation)

20. Likert Type ScaleLikert Type Scale
Q) How satisfied you are the laptop brand you are using atQ) How satisfied you are the laptop brand you are using at
present? What is the name of that brand?...............present? What is the name of that brand?...............
 Satisfied()Satisfied()
 Highly satisfied()Highly satisfied()
 Neutral ()Neutral ()
 Dissatisfied()Dissatisfied()
 Highly dissatisfied()Highly dissatisfied()
Answer: Highly satisfied-Answer: Highly satisfied- Dell,Dell, AppleApple
Satisfied-Satisfied-LenovoLenovo

21. Why Dell, Lenovo & Apple and notWhy Dell, Lenovo & Apple and not
others?others?
 Brand Image.Brand Image.
 Efficient utilizationEfficient utilization
of Hardware & betterof Hardware & better
software reusability,software reusability,
fixing bugs.fixing bugs.
 Quality, Battery lifeQuality, Battery life
etc.etc.
 PeripheralPeripheral
specifications, valuespecifications, value
added serviceadded service
 Style, Guarantee,Style, Guarantee,
reliability andreliability and
product availability.product availability.
 Serviceability.Serviceability.

22. FEW CUSTOMER TESTIMONIALSFEW CUSTOMER TESTIMONIALS

23. LIMITATION OF THE STUDYLIMITATION OF THE STUDY
 The research was generated for small sample size, 30The research was generated for small sample size, 30
only.only.
 The research was limited to Salt-Lake sector-V andThe research was limited to Salt-Lake sector-V and
corresponding survey conductors destination.corresponding survey conductors destination.
 Time available at the disposal was not enough due toTime available at the disposal was not enough due to
alarming semester examination.alarming semester examination.
 Especially question regarding the demographicalEspecially question regarding the demographical
factors. Many persons were unable to answerfactors. Many persons were unable to answer
accurately due to ignorance of facts.accurately due to ignorance of facts.
 Few questions could cause bias by forcingFew questions could cause bias by forcing
respondents to choose between certain alternativerespondents to choose between certain alternative
corresponding to their personal views on a particularcorresponding to their personal views on a particular
subject.subject.

24. ReferencesReferences
 Indian Journal of Applied Research.
 International Journal of Computing and Business
Research
 International Journal of Research in IT,
Management & Engineering.
Thank you..