A Study on Consumer Perception of Laptops - P.V.

Ranjith and Ela Goyal This study is aimed at understanding the consumer perception as to what are they looking for when they buy a laptop. The study also tries to find out if there is any correlation between the consumers lifestyle and his laptop preferences. The study would be useful for all the laptop manufacturing companies and laptop retailers.It highlighted that highest brand memory, brand recall, brand that connects with the people, pricing, overall satisfaction in long life of the product and communication programs designed by the company are the parameters that influence the consumer perception. Location: Mumbai & Navi Mumbai Sampling: Judgemental sampling, 75 respondents, May 2010 to July 2010 Objectives: 1. Analyse top of mind awareness of different brands (Top 3 Brands are Dell, HP &Sony) 2. Find out Gap between top of mind awareness and the brands used. (Dell and HP are able to convert brand recall to actual purchase) 3. Analyse the brand switching habits of the consumers. (5 people in their second laptop purchase switched to HP) 4. Find out importance and satisfaction level of parameters for all brands (Display size, Processors and HDD capacity ranked highest) 5. To find out relationship between characteristics of consumers and the brands they use. (For the 2 clusters: Cluster 1 Acer, Asus, Zenith. Buy laptops based on features and dont spend on expensive restaurants. They dont travel abroad often and need not shop at only branded outlets, dont party. Cluster 2 HP, Dell. Brand conscious, travel abroad) 6. To find out the different uses of laptops (Education and browsing are the 2 most important uses)

To Identify the Prominent Factors of Shopping Mall Behaviour: A Factor Analysis Approach - Dr.Shailesh K.Kaushal, Dr.Sanjay Medhavi Sample Convenience sampling, 157 respondents, Lucknow Tool Factor Analysis using SPSS Retailing is gaining popularity day by day in India. Rapid urbanization, exposure to large number of foreign brands and changing lifestyle and preferences has contributed to the growth of retailing in India. The quality of service perceived by the customers, irrespective of the brand is what ultimately results in a repeat visit of the customer. This study focuses on identifying the prominent factors affecting shopping mall buying behaviour. From the sample customer intercept survey was conducted in prominent shopping malls. A structured questionnaire on five point rating (Likert scale) was administered by way of personal interview. For the purpose of the analysis, statistical tools like Factor Analysis, Cronbachs Alpha and Principal Component Analysis have been used. Twenty four factors affecting shopping mall consumer behaviour were identified. The three most prominent factors are quality, time saving and price. The study divided consumers into 3 buckets: Quality conscious Customers enjoy shopping at the mall as they think quality of products good at the mall, superior environment Buyers who were conscious about saving time Believe they can find all items easily here Price conscious customers Products are cheaper here