MARKETING RESEARCH

REPORT

Submitted to :
Prof. Rajendra Nargundkar

By,
Group 6 (Sec H)
B.Ramasubramanian (2014PGP074)
Tavadia Urvaksh Kersi Jasmine (2014PGP403)
Ranvir Prasad (2014PGP295)
Satyajeet Behra (IPM2011093)
Rajan Prasad (IPM2011080)
Pawan S M (2014PGP252)
Manpreet Singh Dogra (2014PGP194)

Executive Summary
The laptop industry is highly competitive and driven by dynamic customer preferences. Thus arises
the need for capturing the right information so as to have successful product launch and marketing
strategy. This report provides analysis and recommendations based on the market research conducted
on consumer preferences. The research was designed to target laptop users from all segments. The
questionnaire captures information of the respondent such as brand recall, owned laptop details,
budget, sources of information, factors affecting purchase and brand perceptions.
Based on the responses, analyses such as chi square tests were carried out for testing if for
relationships between gender of consumer and expectations from a brand. Chi square tests were also
carried out to determine the relationship between the consumers budget and the key factors that
influence the purchase of a laptop. Studies were also carried out to understand how effective Dells
marketing and distribution strategies have been and where they can focus on in the future to be
successful in the highly competitive Electronics industry.
From the analyses, the report infers that, Dell should concentrate on its positioning by either
continuing as it is, or upgrading to a premium segment by catering to their different set of needs.

Table of Contents
Executive Summary ................................................................................................................... 2
Introduction ............................................................................................................................... 4
Need for market research ............................................................................................. 4
The Laptop and Personal Computers Industry ............................................................. 5
Laptops in the Indian Context ....................................................................................... 5
About the company: Dell .............................................................................................. 6
Marketing Strategy ....................................................................................................... 6
Competition ................................................................................................................... 6
Research Objectives .................................................................................................................. 7
Research Methodology ............................................................................................................. 7
Questionnaire Design .................................................................................................... 8
Analysis ...................................................................................................................................... 9
Brand Recall ................................................................................................................. 15
Laptops owned ............................................................................................................ 15
Desired Screen Size ...................................................................................................... 16
Findings .................................................................................................................................... 16
Limitations ............................................................................................................................... 17
Appendix .................................................................................................................................. 18
Questionnaire .............................................................................................................. 18

Introduction
Need for market research
The consumer electronics industry is a fast paced industry with dynamic consumer preferences.
Laptops incur high investments both for the manufacturer as well as the customer. This very reason
calls for a good understanding about the requirements and factors that affect the purchase of laptops.
In order to analyse the costs and benefits of the marketing research we must look at the tangible
aspects such as
Demand volume
Research and development
New product development
Advertising expenditures
Distribution channels
Laptops have a life of about 24 to 36 months (2 to 2.5 years) and an even shorter shelf life of about 1
year in the market. Thus the investment in the new technologies should be justified based on
consumer responses. Investing in the right technologies on a priority basis can help in timely releases.
The cost of not having information can be pretty high. Suppose that consumers expect more features
and faster performances from their laptops. Now it the next laptop brand XYZ comes up with is an
ordinary laptop with 2GHz RAM and only 500GB Hard Drive at a competitive price, it is not likely to
succeed in the market despite its attractive because it doesnt satisfy the customers anymore. On the
other hand, if brand XYZ , known for economical laptops, comes up with very high end laptops but
priced considerably higher than its competitors, it is again destined for failure because the customers
are not ready or do not require such cutting edge technology yet. They are not yet willing to pay for
it. Thus, each component that goes into the laptop is a cost to the company and should be fit in the
laptop only if it has a perceived value for the customer.
Also, the marketing strategies should account for the sources of information that customers consider
more important. Channels chosen to communicate the features and to advertise about the laptops
also incur cost. If the wrong channel is exploited more, the fund allocation turns out to be highly
inefficient.
Should the manufacturer choose only online stores? Or are retail stores and manufacturer outlets the
right way? Maintaining distribution channels is also an important aspect for manufacturers.
To summarise, the cost of not having information comprise
Poor demand forecast
Product failure
Over doing innovation
Wasteful advertising
Wrong distribution channels
Thus it is helpful to conduct a market research of this kind which entails minimal expenditure. It helps
the company achieve the above mentioned research objectives.

The Laptop and Personal Computers Industry

There is fierce competition between the top manufacturers in the personal computer industry. All of
which are fighting to produce a low cost, powerful machine with the most efficient operating system.
Firms specialize in different areas in order to compete amongst their rivals. Some focus on innovation
and attempt to bring the newest technology to their customers first. Nevertheless, others may focus
on their distribution channel and services throughout their firm. However, one of the fiercest areas is
the price competition throughout the industry. As the PC has increasingly become a commodity in a
household, the fight to keep costs low while bringing the best product to the market has become a
never ending battle. One major factor in determining the quality of a personal computer is the
microprocessor and application systems installed. As a result, there is a direct correlation between the
firms
profitability
and
the
profitability
of
the
firms
suppliers.
Main manufacturers namely DELL, IBM, HP, Acer and Apple are in competition to produce the least
expensive and most efficient machine. Japanese companies such as Fujitsu, Toshiba, Sony and NEC
also have large market shares. DELL is focusing on distribution channel and high quality service while
others such IBM and Apple focus more on innovation. All these create differentiation to some extent.
Low-cost production at DELL contributes its positive growth rate, while other major manufacturers
are
experiencing
negative
growth
rates.
The threat of new entrants in the personal computer industry is very weak. Currently the market is
dominated by five major competitors who have nearly the entire market share; this will likely
discourage any potential new companies from entering the market. A huge barrier to entry is also that
the market requires significant investments to be made in research and development to continually
develop innovative products as well as large fixed start-up costs for manufacturing and employees and
customer
service.

Laptops in the Indian Context

Changing work style and increasing need for 24/7 access to information is fuelling the growth of India
Laptop market. Personal Desktop and Laptops have been competing since the evolution of portable
personal computers. However, Laptops are preferred due to the convenience and portability factor
associated with them.
According to 6Wresearch, India Laptop market reached 4.71 Million shipments for the year ending
June-2014. Hewlett Packard endured its market leadership backed by its government tie-ups. Lenovo
and Dell registered 2nd and 3rd position in the India Laptop market.
Growth of India Laptop market has experienced a volatile trend over the last few quarters. However,
slow growth of the India Laptop market was revived after the completion of various pending
government deals in Uttar Pradesh and Tamil Nadu.
Reduction in prices and increasing consumer awareness is fuelling the demand for the Indian Laptop
market. Apart from the procurement cost, demand is also driven by increasing number of new
professions across the corporate and household segment. Additionally, the demand for Laptops in
India is further expected to rise during festive seasons.

About the company: Dell

Listen. Learn. Deliver. Thats what were about.
Dell Incorporated is an American privately owned multinational computer technology - company
based in United States that develops, sells, repairs and supports computers and related products and
services. Dell sells personal computers, servers, data storage devices, network switches, software,
computer peripherals, HDTVs, cameras, printers, MP3 players and also electronics built by other
manufacturers.
Mission Statement
To be the most successful computer company in the world at delivering the best customer
experience in markets we serve.
Vision Statement
It is the way we interpret the world around us --our customers needs, the future of technology,
and the global business climate
Marketing Strategy
Dells marketing strategy is defined by its direct model approach to selling, which is in turn dominated
by the companys intent to generate as many sales as possible on the Internet. Dell's marketing
strategy sees the Internet as the purest and most efficient form of the direct model for sales, service,
and support, as well as the most efficient means of customer communication both presently and in
the future. Currently the company receives more than 2.6 million visits each week to its more than 80
country-specific sites. This resulted in more than $40 million in revenue per week being generated by
the online marketing of Dell.
The company touts its site as allowing existing and potential customers to access information
regarding its products, configure computers to the customers liking, and then make the purchase. Dell
sees this process as the most efficient method of selling because it allows the consumer to guide the
process. Individuals who are making their first computer purchase are unlikely to have access to the
Internet or the navigational expertise to find Dells site.
The marketing model of Dell Computers, however, does not differentiate between types of customers,
and instead treats each potential customer as if they have equal technical knowledge. Dells Direct
Method provides two distinct advantages:
1. Reducing marketing and sales cost by eliminating mark-ups of distributors and retailers
2. Building to order reduced inventory costs and risks of retaining inventories.
Dells Direct Model is the main reason why it has achieved its stellar status in business today. This
strategic model enables Dell to interact with customers directly providing them with fast, reasonablypriced and friendly means of production and distribution.
Competition
Dell's major competitors include Hewlett-Packard (HP), Acer, Fujitsu, Toshiba, Gateway, Sony, Asus,
Lenovo, IBM, MSI, Samsung and Apple. Dell and its subsidiary, Alienware, compete in the enthusiast
market against AVADirect, Falcon Northwest, VoodooPC (a subsidiary of HP), and other

manufacturers. In the second quarter of 2006, Dell had between 18% and 19% share of the worldwide
personal computer market, compared to HP with roughly 15%. In late 2006, Dell lost its lead in the PCbusiness to Hewlett-Packard. Both Gartner and IDC estimated that in 2006, HP shipped more units.

Research Objectives
To study consumers expectations and identify the key factors that influence the purchase of laptops
Accordingly recommending an optimal marketing strategy for Dell
Aspects to consider for new product development

Research Methodology
Research Design: Descriptive Research (Cross-sectional)
The research to be conducted aims at providing insights into what a consumer looks for in a laptop
and to identify the key factors that consumers generally use to purchase a laptop. The exploratory
studies helps in suggesting modifications to the existing products.
A primary research is conducted to collect data from the consumers through questionnaires and
discussions. The data collection methods used are as follows:
Data Collection Methods
Since the research aims at providing insights and identifying the key factors that influence the
purchase of a laptop, data collection methods aimed at reaching a broader population easily while
also being cost effective. The type of data collection method used was also decided while keeping in
mind the sampling composition. Thus the following methods were used to collect data:

Internet Surveys
Personal Interviews

Internet Surveys were majorly used in order to collect the required data. This helped in reaching to a
broader population more easily by floating forms on the internet. The survey forms were also emailed
to certain target segments to obtain representation of various segments of the market. Individual
personal interviews were also conducted which helped lasted for 15-20 minutes. These structured
interviews helped understand the attitudes and feelings of the respondents on various factors that
influence the purchasing of a laptop.
Sampling Distribution
Since the objective of the market research was to study the perception of customers about laptops,
this research targets the owners and users of laptops.
The research was not targeted intentionally towards any particular group of respondents. The survey
form was floated using direct mail as well as social networking sites. Thus, the respondents were not
restricted to any geography or occupation.
Since the research was conducted on the institute campus, majority of the respondents happen to be
students and young working professionals.

Sample Size:
In order to calculate the sample size,
Range = (7-1)=6 for a seven point scale. Therefore standard deviation = 6/6 = 1
Assuming an acceptable error = 0.02 and a confidence interval of 95%, Z= 1.96
We calculate sample size(n) = (Z*s/e) = 100 (approx.)
We have taken a buffer of 9 extra responses to buffer for any invalid responses. In any case the extra
responses should only increase the confidence interval
Questionnaire Design
In order to collect data from laptop users, a simple survey questionnaire was created. The
questionnaire was designed to have the following characteristics:
Very easily understandable
We understand not many people, who fill in the survey, would be well acquainted with jargons
of the marketing world or minute technical details. Thus our questions are designed to be
lucid and self-explanatory
No ambiguity
For particular questions there could be multiple possible answers while for some questions
only one answer can be entered. The ranges of age or budget are mutually exclusive and hence
avoid any chance of ambiguity
Other option whenever required
There is a good chance that a respondent has an answer which is not one of the options. In
such a case he has the option of writing down his own answer
Easy and quick to answer
The questionnaire was deliberately kept short so that the respondent does not experience
fatigue. All questions would be answerable unlike some other surveys which forcefully ask the
respondent to compare 4 brands that he/she has not even used
Optional anonymity of respondent
At the end of the survey, we capture basic demographics of the individual. The name is
optional to fill. One may choose to provide or hide ones identity
The questionnaire was designed in parts to capture different aspect of the consumers preferences.
Brand Recall
The first question has no options and gauges which is the first name that comes to ones mind
when it comes to laptops
Currently owned laptop details
Which brand do you currently own? Are you satisfied with it?

Preferences for product, information channels and distribution channels

Budget preference and laptop specifications along with intended use are captured. Identify
channels that most influence their information or purchase decision. The source of purchase
whether online or brick & mortar store, whether multi-brand retail or manufacturer outlet?
Factors affecting purchase
Through 7 point ordinal scales, the research captures the importance of different aspects in
choosing your next laptop
Brand Perception
In the laptop and PC industry, brand plays an important role. But what exactly does the
consumer understand when he hears branded laptops? This is captured in this segment
Demographics
In order to understand the type of respondent, basic information such as age, gender and
occupation is captured

Analysis
Current Satisfaction Level (Boxplot Chart)
A study of the current satisfaction levels of consumers with respect to the brands they own is shown
in the following Boxplot chart.

The following points can be concluded from the above Boxplot chart:

Dell owners are currently satisfied with a majority of them rating their laptops above average
level of satisfaction.
Apple have the highest level of satisfaction level currently with very low variability in the
ratings.
Owners of Lenovo laptops seem to have a very varied levels of satisfaction with several
outliers in the data collected.

Compaq and Toshiba owners do not seem to be satisfied with their laptops and may be
potential buyers as the majority of these owners have rated them less than average

Tests can be carried out to check if gender impacts the expectations of a consumer with respect to
Features, specifications, design and style.
Test for normality
The data is tested for normality as the dependent variables have to be approximately normally
distributed for carrying out t-test and ANOVA test. Thus the Shapiro-Wilk test was carried out to find
if the dependent variable is normally distributed. The tests show that the variables are not normally
distributed.

Tests of Normality (Before Transforming)

Gender

Kolmogorov-Smirnova

Shapiro-Wilk

Statistic

df

Sig.

Statistic

df

Sig.

Female

.310

35

.000

.733

35

.000

Male

.343

72

.000

.511

72

.000

Features

a. Lilliefors Significance Correction

The data collected failed the test for normality even after transforming it using Log10 scale as shown
below.

Tests of Normality (After Transforming)

Gender

Kolmogorov-Smirnovaa

Shapiro-Wilk

Statistic

df

Sig.

Statistic

df

Sig.

Female

.291

35

.000

.692

35

.000

Male

.433

72

.000

.406

72

.000

Feature(Norm)

a. Lilliefors Significance Correction

Therefore, non - parametric test is used to study the data where the general assumption of a normal
distribution is not a requisite condition.

Chi-square Test

The Chi-square test is used to study the significance of Gender and the expectations in a brand
Hypothesis Test 1
H0 : Gender is not related to Better Quality in a Brand
H1 : Gender is related to Better Quality in a Brand
Crosstab
Brand - Better Quality
Strongly

Total

Disagree

Somewhat

Disagree

Neutral

Somewh

Disagree

Agree

at Agree

Strongly
Agree

% within Gender

2.9%

2.9%

8.6%

37.1%

48.6%

100.0%

% of Total

0.9%

0.9%

2.8%

12.1%

15.9%

32.7%

Female
% within Gender

2.8%

4.2%

2.8%

1.4%

18.1%

70.8%

100.0%

% of Total

1.9%

2.8%

1.9%

0.9%

12.1%

47.7%

67.3%

% within Gender

1.9%

3.7%

0.9%

4.7%

0.9%

24.3%

63.6%

100.0%

% of Total

1.9%

3.7%

0.9%

4.7%

0.9%

24.3%

63.6%

100.0%

Male

Total
Chi-Square Tests
Value

df

Asymp. Sig. (2-sided)

Pearson Chi-Square

10.683a

.099

Likelihood Ratio

11.521

.074

N of Valid Cases

107

a. 10 cells (71.4%) have expected count less than 5. The minimum expected count is .33.

Result: The test shows that 2 = 10.683 and p>0.05. Hence the null hypothesis is accepted. Gender is
not related to expecting better quality in a brand.
Hypothesis Test 2
H0 : Gender is not related to expecting innovative products in a Brand
H1 : Gender is related to expecting innovative products in a Brand
Crosstab
Brand - Innovative Products

Total

Strongly

Disagre

Somewhat

Neutral

Somewhat

Agree

Disagree

Disagree

% within Gender

2.9%

14.3%

14.3%

17.1%

40.0%

11.4%

100.0%

% of Total

0.9%

4.7%

4.7%

5.6%

13.1%

3.7%

32.7%

Agree

Strongly
Agree

Female
% within Gender

1.4%

5.6%

6.9%

6.9%

26.4%

23.6%

29.2%

100.0%

% of Total

0.9%

3.7%

4.7%

4.7%

17.8%

15.9%

19.6%

67.3%

% within Gender

0.9%

4.7%

9.3%

9.3%

23.4%

29.0%

23.4%

100.0%

% of Total

0.9%

4.7%

9.3%

9.3%

23.4%

29.0%

23.4%

100.0%

Male

Total

Chi-Square Tests
Value
a

Pearson Chi-Square

9.786

Likelihood Ratio

10.319

N of Valid Cases

107

df

Asymp. Sig. (2-sided)

.134

.112

a. 6 cells (42.9%) have expected count less than 5. The minimum expected count is
.33.

Result: The test shows that 2 = 9.786 and p>0.05. Hence the null hypothesis is accepted. Gender is
not related to expecting innovative products in a brand.
Hypothesis Test 3
H0 : Gender is not related to expecting better prices in a Brand
H1 : Gender is related to expecting better prices in a Brand

Crosstab
Brand - Better Prices

%
Female

Disagre

Somewhat

Disagree

Disagree

Neutral

Somewhat

Agree

Agree

Strongly
Agree

2.9%

11.4%

25.7%

25.7%

22.9%

11.4%

100.0%

0.9%

3.7%

8.4%

8.4%

7.5%

3.7%

32.7%

Gender

within
4.2%

6.9%

4.2%

11.1%

18.1%

31.9%

23.6%

100.0%

2.8%

4.7%

2.8%

7.5%

12.1%

21.5%

15.9%

67.3%

3.7%

4.7%

6.5%

15.9%

20.6%

29.0%

19.6%

100.0%

3.7%

4.7%

6.5%

15.9%

20.6%

29.0%

19.6%

100.0%

Gender
% of Total
%

Total

Strongly

within

% of Total

Male

Total

within

Gender
% of Total

Chi-Square Tests
Value

df

Asymp. Sig. (2-sided)

Pearson Chi-Square

10.722a

.097

Likelihood Ratio

12.083

.060

N of Valid Cases

107

a. 6 cells (42.9%) have expected count less than 5. The minimum expected count is 1.31.

Result: The test shows that 2 = 10.722 and p>0.05. Hence the null hypothesis is accepted. Thus
Gender is not related to better prices in a brand.

Tests to indicate the relationship between the budget a consumer is willing to spend and what he/she
identifies is a key factor for purchasing a laptop
Hypothesis Test 4
Crosstab
Looks and Design

>

30,000

up

40,000
>

Strongly

Disagre

Somewhat

Disagree

Disagree

5.7%

5.7%

14.3%

22.9%

22.9%

20.0%

8.6%

100.0%

1.9%

1.9%

4.7%

7.5%

7.5%

6.5%

2.8%

32.7%

3.1%

6.2%

12.5%

37.5%

34.4%

6.2%

100.0%

% of Total

0.9%

1.9%

3.7%

11.2%

10.3%

1.9%

29.9%

% within Budget

9.7%

6.5%

3.2%

12.9%

12.9%

22.6%

32.3%

100.0%

% of Total

2.8%

1.9%

0.9%

3.7%

3.7%

6.5%

9.3%

29.0%

to % within Budget
% of Total

40,000

up

50,000

Total

to % within Budget

Neutral

Somewhat

Agree

Agree

Strongly
Agree

> 50,000
% within Budget

22.2%

22.2%

22.2%

33.3%

100.0%

% of Total

1.9%

1.9%

1.9%

2.8%

8.4%

Up to 30,000
% within Budget

5.6%

5.6%

7.5%

16.8%

24.3%

26.2%

14.0%

100.0%

% of Total

5.6%

5.6%

7.5%

16.8%

24.3%

26.2%

14.0%

100.0%

Total

H0 : Budget is not related to the looks and design of a laptop

H1 : Budget is related to the looks and design of a laptop
Chi-Square Tests
Value

df

Asymp. Sig. (2-sided)

Pearson Chi-Square

29.643a

18

.041

Likelihood Ratio

30.046

18

.037

N of Valid Cases

107

a. 19 cells (67.9%) have expected count less than 5. The minimum expected count
is .50.

Result: The test shows that 2 = 29.643 and p<0.05. Hence the null hypothesis is rejected. Budget is
related to looks and design in a laptop. Customers are willing to have a higher budget on their next
laptop for looks and design.

Hypothesis Test 5
H0 : Budget is not related to the screen size of a laptop
H1 : Budget is related to the screen size of a laptop

Screen Size Preference

Total

< 13

13 "

14 "

15 "

% within Budget

11.1%

44.4%

11.1%

33.3%

100.0%

% of Total

0.9%

3.7%

0.9%

2.8%

8.3%

% within Budget

51.4%

48.6%

100.0%

% of Total

16.7%

15.7%

32.4%

Up to 30,000

> 30,000 up to 40,000

% within Budget

3.1%

12.5%

28.1%

56.2%

100.0%

% of Total

0.9%

3.7%

8.3%

16.7%

29.6%

% within Budget

9.7%

19.4%

25.8%

45.2%

100.0%

% of Total

2.8%

5.6%

7.4%

13.0%

28.7%

> 40,000 up to 50,000

> 50,000
% within Budget

0.9%

4.6%

13.0%

33.3%

48.1%

100.0%

% of Total

0.9%

4.6%

13.0%

33.3%

48.1%

100.0%

Total

Chi-Square Tests
Value

df

Asymp. Sig. (2sided)

Pearson Chi-Square

131.155a

16

.000

Likelihood Ratio

37.287

16

.002

N of Valid Cases

108

a. 19 cells (76.0%) have expected count less than 5. The minimum

expected count is .01.

Result: The test shows that 2 = 131.155 and p<0.05. Hence the null hypothesis is rejected. Budget is
related to the screen size of a laptop. Customers are willing to have a higher budget on their next
laptop for a bigger screen size.

Purpose

Laptop Utility of Dell Users

Professional Softwares
Heavy Graphics
Gaming
Music & Entertainment
Surf & Mails

37.8%
13.5%
13.5%
78.4%
94.6%

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%

Percentage of Dell Users

Information Channels for respondents who

recalled Dell
86.5%

100.0%
59.5%

45.9%

50.0%

27.0%

16.2%
0.0%

TV

Online Ads

Print

Friends

Discussion Forums

Brand Recall
The below chart shows that 42% of the respondents recalled Dell as the first brand that came to their
minds when they think of laptops. This shows a good level of awareness in the market

Brand Recall
8%

Dell

11%
Apple
42%
HP
14%
Lenovo
Others
25%

Laptops owned
The below chart shows the brands of laptops currently owned by the respondents. This also gives an
idea of the market share (by volume) of each brand within our sample.

Current Market Share of Sample (by Volume)

20%

6%

2%

6%
4%

2%

2%
21%

9%

4%
36%

Dell
HP
Lenovo
Acer
Apple
Sony
Asus
Toshiba
Compaq
Samsung

Desired Screen Size

As is the trend in the market, majority of the respondents preferred a 15 screen rather than a smaller
or compact size.

Desired Screen
5%

Size

12%

15 "
14 "
49%

34%

13 "
< 13 "

Findings

Dell currently has a good brand recall and has the highest market share by volume. Thus Dells
advertising and other marketing practices have been successful in generating a good brand
awareness.
The current owners of Dell laptops have also indicated an above average satisfaction level.
Dell can utilise the results of the Boxplot chart (which indicates that Apple users have the
maximum satisfaction level in the market)
Using Chi square tests it was observed that gender of the consumer did not have a relationship
with what the consumer expects out of a brand.
The Chi square tests also showed that the consumers are willing to spend more (higher budget
in next purchase) for a better look and design. This indicates that Dell needs to improve on its
looks and designs if it is to enter the premium segments of the market. This finding is in line
with Apples current strategy of charging more for providing the best design (sleekness) and
looks in its products.
The screen size of the laptop is also seen to have a relationship with the budget the consumers
are willing to spend on their laptop
Based on the captured utilities of the laptops of Dell users, it is seen that, music and
entertainment is one of the major purposes of using the laptop. Also, Dell users do not
perceive it as a laptop for gaming or graphic designing using heavy graphics
Based on the responses of those who recalled Dell for a brand to be associated with laptops,
their major source of information has been through friends and online ads. The analysis also
shows that Dell need not concentrate on TV and Print ads considering the heavy cost involved
and lower results.

Recommendations

Dell should utilise research results of such kind which show the high awareness and
satisfaction level to communicate the trust that users have in Dell. This could help improve
the brand image
Since there was no correlation between gender of respondents and their expectations from
laptops, Dell need not concentrate on segmenting their target based on gender. Female users
too, have very similar utility and expectations of laptops.
Dell should to improve on its looks and designs in order to enter the premium segments. As
customers are willing to pay more for better style, Dell can marginally improve its positioning.
Dell must differentiate the price for a laptop with 15 versus that of a 13 laptop. High end,
expensive laptops would much rather have 15 laptops whereas low end segment can have
13 screens.
Going ahead, Dell has two options for positioning:
o Go ahead with the current perception that Dell laptops are used for general purpose
such as surfing the internet, music and entertainment and not for gaming or heavy
graphics applications. OR
o Make conscious efforts to change consumer perception and position it well in the
gaming and graphics segments too
Dell need not spend on costly media such as television advertisements and print media.
Majority of information flow and influence on purchase of laptops comes from online ads and
word of mouth

Dell should form a community or Cult in order to strengthen its market position and maintain its
leadership in the industry

Limitations
The following are some of the limitations of our attempt to do a market research about the preference
of brands of laptop by different people.
We tried to cover as many people as possible but due to various factors approximately 69%
of our respondents were students so we believe our observations may be skewed.
Our survey targeted only those who already owned laptops. It excluded those who are
potential new buyers. Thus our sample was non-random.
Since our survey targeted a very small segment of population, we, therefore cannot generalize
our findings and conclusions for the whole industry
There might have been some cases of respondents filling up the survey on a random basis,
thus leading to erratic results
Few questions could have caused bias by forcing respondents to choose between certain
alternatives corresponding to their personal views on a particular subject.
We might have missed out on including some of the attributes of a laptop which the
respondents otherwise consider as important.

Appendix
Questionnaire