Beruflich Dokumente
Kultur Dokumente
Chapter 2
INDUSTRY PROFILE
Chapter 3
COMPANY PROFILE
Introduction
Values
Heritage
Innovation: A Core Value
Vision
History
Products Profile
Chapter 4
Data and Analysis and Interpretation
Chapter 5
Findings, Suggestions and Conclusion
Annexure
Questionnaire
1
Bibliography
Chapter 1
INTRODUCTION
Introduction
Review of literature
Statement of the study
Objective of the study
Scope of the study
Methodology
Limitation of the study
2
INTRODUCTION
3
required the Details about history, achievements and dynamic growth of the
Lenovo Company. . The project on consumer attitude towards laptops in as
effort to bring out the details regarding the marketing and consumer
attitude towards laptops in Shivamogga town.
Lenovo Company founded in 1984 by Michael Lenovo. No.1 PC
provider in the U.S. and No.2 worldwide. Based in Round Rock, Texas.
Employs more than 82,700 people worldwide. Grew during the 1980s and
1990s to become a brand. Direct Business Model is the foundation for
Lenovo’s business. Lenovo maintains a consistent focus on offering the
best value and customer experience. Lenovo is a trusted technology
innovator with a diversified, comprehensive IT portfolio. Lenovo is a
global company committed to its customers and employees.
Consumer because these are many option to get computer to carry on
their commercial or business transaction lets they may be personal
computers, laptops, LCD etc., Each of this leads the consumers to a state of
large confusion even they are really good updating technology computer
magazines, catalogues etc., which provide them with technical tests and
compression test which tell the consumers about computers or laptops, but
do the list in informing the laptop reliability, service support and
availability of part etc
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operational definition of concept is foundation of the subject for especially
subject matter of laptop computer is essential for every field and every
business. Nearly consumer will have intention to buy the so many
computers but it is possible to take the computers from one place to
another. Therefore they intend to get extraordinary computers i.e., laptop’s,
which can be taken to any place. If this type of project will do could be
understanding consumer attitude. Their attitudes will changes from man to
man and time to time, the people have different attitudes. So how the
people will behave while purchasing the laptop? What are the factors to
make buying laptop? How the frequently the consumers go for purchasing?
There are some of the questions covered under the consumer questionnaires
survey.
In order to gather, record, analyze and interpret the data
systematically as got the psychology process of consumer attitude are not
directly observable. But must be inferable from what people say are from
their Attitude. So in order to know their attitudes towards laptop presently
study is great ability affected.
5
The First Laptop Designed in 1979 by a Briton, William Moggridge,
for Grid Systems Corporation, the Grid Compass was one fifth the weight
of any model equivalent in performance and was used by NASA on the
space shuttle program in the early 1980's. A 340K byte bubble memory
lap-top computer with die-cast magnesium case and folding
electroluminescent graphics display screen.
Review of literature
Consumers develop their purchasing Attitude with an intention which is
motivated by various factors, when it comes to non-durable goods the
consumer usually purchases based on the loyalty towards the product,
whereas, when compared to the durable goods, it becomes a process which
involves various process like attitude, subjective norms and perceived
Attitude controls. This article starts with the conceptual background of the
purchasing Attitude of the consumers.
Lie and Zhao (2008) in their study of the first year of implementation of a
one-to-one laptop program in a mid-western school, found significant
improvement in technology scores but only marginal improvements in the
overall grade point average.
Miller (2008) found that the laptops did not necessarily bring about change
where practices were entrenched in the teachers’ belief systems.
6
Ray, S.(2009) The study highlights the adoptability of Wi-Fi connectivity
as a necessity in Hospitality, Airlines, Schools, Colleges and various other
places. It also notifies that laptop market is boosting due to price reduction
and ultra-slicks laptops.
Punyatoya ,P. This article presents a brief literature review of the concept
of brand personality and its relationship to consumer brand preference and
purchase intention Rung chat Chompu-inwai1 and Toni L. Doolen This
research focused on studying the impact of using laptops in a required
undergraduate-level engineering course at Oregon State University (OSU)
in Winter 2004 and Winter 2005. The individual usage of laptops with
wireless capability both inside and outside classrooms in Winter 2005 was
found to positively impact student learning outcomes and assist in the
achievement of class learning objectives. No significant differences in
attitudes were found in either year. Student attitudes towards laptops and
the usage of laptops were unchanged by the introduction of laptops in both
years.
Mellon, C. Present a study on laptop usage rate inside and outside the
classroom and the respective effect of laptop usage in improving student’s
performance level and improving work quality.
7
Kay, R. H. and Lauricella, S. highlights the impact of unstructured vs.
structured use of laptops for 177 university students and revealed that
structured use of laptops resulted in significantly more time spent on note
taking and academic activities and significantly less time spent on sending
personal emails, instant messages and playing games during class.
8
To analyze the future growth prospective of Lenovo laptop in
Shimoga
Research Methodology:
RESEARCH DESIGN: Following Methodological steps are followed for
conducting the research:
1) LITERATURE / INTERNET SURVEY: This study started with the
literature survey via various journals, magazines that helped to comprehend
the various facts of the Laptop Industry. Also, internet survey was
conducted to understand the latest occurrences in the industry.
2) DESIGN OF QUESTIONNAIRE: The questionnaire for the present
study was designed based on the objectives of the study. The questionnaire
consisted of mainly closed-questions and only two open-ended questions.
The entire questionnaire was standardized and formalized. Questionnaire
for present study has been divided into three parts
a) EXPLANATORY INFORMATION: It was provided by researcher to
respondents to explain the purpose of the study.
b) STUDENT’S PERSONAL INFORMATION: This part consisted
questions with the sole purpose of gathering personal details of the students
regarding their names, educational stream, gender and residential status.
c) BASIC INFORMATION: The second section consisted of ten questions
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,first question pertaining to 'top of the mind awareness/ recall of laptop
brand', 'brand of laptop presently being used', ' brand of laptop they intend
to purchase if they are not using one at present”, second question is related
to the laptop usage in their study were measured on 5 point Likert Scale
where 1 represented strongly disagree and 5 denoted strongly agree, third
and fourth questions were asked to know about the students preference
level towards laptop size and price range. Fifth question was asked to
evaluate the purchase criteria. In the sixth question, eleven statements on
different parameters of the brand were asked which consumer considers
while deciding the brand of the laptop. Impacts of various factors were
considered on a rating scale where 1 represented always and 5 denoted
never.
10
target group, as mentioned earlier. Out of them, around 30 records were
discarded due to inconsistencies and incompleteness.
The researcher has taken the basis of both secondary and primary data for undertaking
research work.
Primary data
The primary data has been collected through the personal interview with the
respondents. Sample size has been determined to be 50. Although the sample size is
concerned to be small consequent to the time and cost constraints, the researcher has
taken care to give proper representation to different demographic factory to make the
sample representative.
The data so collected has been analyzed and interpret using simple statistical
tool like table, percentage, diagrams etc. The suggestions have been given on the basis
of findings of the survey.
Secondary Data
The secondary data has been collected from the sources like internet, reports,
11
literature, text books etc. These information are use to analyze and present history of
laptop Lenovo company.
12
Chapter 2
INDUSTRY PROFILE
13
INDUSTRY PROFILE
Abacus
The Stone Age man pebbles for counting when man becomes more civilized,
abacus came into use. Abacus seems to be the earliest calculating machine which was
developed by Chinese in 3000 years ago. It consists of a rectangular wooden frame with
horizontal rows which carry round beads. Counting is done by shifting the beads from
one side to another. Each of two beads on the left hand side of the cross bar has a value
of one. The top most line represents the units digit the second line the ten’s digit and so
on. Numbers are entered in reverse starting from top to bottom.
The growth of computer after the end of the Second World War was rapid, but
this development took place in the five district phases known as computer generation.
Different generations are classified by computer technology of basic computing
elements.
14
resistors capacitors were used. ENIAC was the television here resistor and capacitors
are 70000 and 10000 and it was consuming very heavy power first type of languages
that ever used for computer consisted of 0’s and 1’s has mentioned earlier this was
called as machine level language.
15
to think and make decision, and in certain instance better than human being. Artificial
Intelligence is the emerging from the imagination to take its place in the real work. This
generation in all set to bring the momentary qualitative changes in human life styles.
Laptop cooler (silver) under laptop (white), preventing heating of lap and
improving laptop airflow
Because of their small and flat keyboard and trackpad pointing devices,
prolonged use of laptops can cause repetitive strain injury. Usage of separate,
external ergonomic keyboards and pointing devices is recommended to prevent
injury when working for long periods of time; they can be connected to a laptop
easily by USB or via a docking station. Some health standards require ergonomic
keyboards at workplaces.
Neck, spinal
The integrated screen often requires users to lean over for a better view, which
can cause neck and/or spinal injuries. A larger and higher-quality external screen
can be connected to almost any laptop to alleviate that and to provide additional
16
screen space for more productive work. Another solution is to use a computer
stand.
For anyone not buying a new screen, a simple method to reduce risk of spinal
injury is to position the laptop's screen in a manner that an obtuse angle (more
than 90 degrees open) is formed. It is then possible for the neck to remain
straight during use of the device.
17
Heat generated from using a laptop on the lap can also cause skin discoloration
on the thighs known as "toasted skin syndrome."
Durability
18
reassembly of the laptop by a technician. Other inexpensive but fragile parts
often cannot be purchased separate from larger more expensive components. The
repair costs of a failed motherboard or LCD panel often exceed the value of a
used laptop.
Heating and cooling
Laptops rely on extremely compact cooling systems involving a fan and heat
sink that can fail from blockage caused by accumulated airborne dust and debris.
Most laptops do not have any type of removable dust collection filter over the air
intake for these cooling systems, resulting in a system that gradually causes it to
conduct more heat and noise as the years pass. In some cases the laptop starts to
overheat even at idle load levels. This dust is usually stuck inside, where the fan
and heat sink meet, where casual cleaning and vacuuming cannot remove it.
Compressed air can dislodge the dust and debris but may not always remove it;
after the device is turned on, the loose debris builds back up the cooling system
by the fans. A complete dis-assembly is usually required to clean the laptop.
Many laptops are difficult to disassemble by the normal user and contain
components that are sensitive to electrostatic discharge (ESD).
Battery life
Battery life is limited because the capacity drops with time, eventually requiring
replacement after as little as a year. A new battery typically stores enough energy
to run the laptop for three to five hours, depending on usage, configuration, and
19
power management settings. Yet, as it ages, the battery's energy storage will
dissipate progressively until it lasts only a few minutes. The battery is often
easily replaceable and a higher capacity model may be obtained for longer life.
Some laptops (specifically ultrabooks) do not have the usual removable battery
and have to be brought to the service center of its manufacturer to have its
battery replaced. Replacement batteries can also be expensive.
Advantages
20
not automatically propagated to the others. There are ways to resolve
this problem, including physical transfer of updated files (using a USB
flash memory stick or CDRs) or using synchronization software over
the Internet. However, using a single laptop at both locations avoids the
problem entirely, as the files exist in a single location and are always
up-to-date.
Connectivity: A proliferation of Wi-Fi wireless networks and cellular
broadband data services (HSDPA, EVDO and others) combined with a
near-ubiquitous support by laptops means that a laptop can have easy
Internet and local network connectivity while remaining mobile. Wi-Fi
networks and laptop programs are especially widespread at university
campuses.
Size: Laptops are smaller than desktop PCs. This is beneficial when
space is at a premium, for example in small apartments and student
dorms. When not in use, a laptop can be closed and put away.
Low power consumption: Laptops are several times more power-
efficient than desktops. A typical laptop uses 20–120 W, compared to
100–800 W for desktops. This could be particularly beneficial for
businesses (which run hundreds of personal computers, multiplying the
potential savings) and homes where there is a computer running 24/7
(such as a home media server, print server, etc.)
Quiet: Laptops are often quieter than desktops, due both to the
components (quieter, slower 2.5-inch hard drives) and to less heat
production leading to use of fewer and slower cooling fans.
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Battery: a charged laptop can continue to be used in case of a power
outage and is not affected by short power interruptions and blackouts. A
desktop PC needs a UPS to handle short interruptions, blackouts and
spikes; achieving on-battery time of more than 20–30 minutes for a
desktop PC requires a large and expensive UPS.
All-in-One: designed to be portable, laptops have everything integrated
into the chassis. For desktops (excluding all-in-ones) this is divided into
the desktop, keyboard, mouse, display, and optional peripherals such as
speakers.
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Chapter 3
COMPANY PROFILE
Introduction
Values
Heritage
Innovation: A Core Value
Mission and Vision
History
Products Profile
23
Chapter 3
COMPANY PROFILE
Introduction
While the Lenovo brand came into existence only in 2004, the company
has a much longer history. In 1984, Legend Holdings was formed with
200,000 RMB (US$25,000) in a guard house in China. The company was
incorporated in Hong Kong in 1988 and would grow to be the largest PC
company in China. Legend Holdings changed its name to Lenovo in 2004
and, in 2005, acquired the former Personal Computer Division of IBM, the
company that invented the PC industry in 1981.
Lenovo has been the fastest growing major PC company for more than 4
years, but we're much more than a PC company. We create a full range of
personal technology, including smartphones, tablets and smart TVs. We're
the fourth largest smartphone company in the world, and are expanding
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rapidly to new markets. And we're already #3 in the world in what IDC
calls "Smart Connected Devices," which combines PCs, smartphones and
tablets.
It's all part of what we call the "PC+" world, where people use PCs as well
as a range of smart devices that are, at their heart, PCs. In this PC+ era, a
singular focus on outpacing the competition in terms of market share,
profit, ranking, etc. is not enough. To be a truly innovative company, we
will create new categories of products that enhance the customer
experience and differentiate us from the competition. Finding the right
balance between these two forces is what we strive to do on a daily basis.
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Lenovo has consistently outgrown the worldwide PC market in unit
shipments and gained market share across all geographies, products and
customer segments, making it the fastest growing major PC company in the
world for three years running.
We are the number one PC company in China, Japan, Russia and
Germany.
We are the number one PC company in the world for large business
and the public sector.
We have been the fastest growing major PC brand for the past 3
years.
We make the best known PC notebook in the world. It's a
ThinkPad—and in 20 years, more than 90 million of them have
been sold.
In two years, we built a smartphone business from scratch and
reached #4 in the world. We are now rapidly expanding to new
markets.
We have launched a family of convertible PCs that combine the best
features of both notebook PCs and tablets, leading a new category
of personal technology.
26
servers, workstations and a family of mobile internet devices, including
tablets and smart phones.
Values
At Lenovo we view our culture as a critical asset as important as an
effective business model. We call our culture the Lenovo Way, and at its
most basic, that culture is reflected in the statement: We do what we say
and own what we do.
Our values serve as the foundation of our company and define who we are
and how we work. Principal among them are:
Serving Customers
Trust and Integrity
Teamwork Across Cultures
Innovation and Entrepreneurial Spirit
Heritage
Lenovo came about as the result of the merger of two of the most storied
companies in technology and business: Legend Holdings in China and
IBM's Personal Computing Division in the United States. The merger was
heralded as a watershed event in global business with the potential for
integrating two disparate cultures, languages, processes and markets.
27
alike.
Lenovo has developed a core competence in managing acquisitions that it
has applied to subsequent mergers and joint ventures. In 2011, Lenovo
formed a joint venture with NEC, creating the number 1 PC company in
Japan. Later that year, Lenovo acquired Medion in Europe, and is now
number 1 in Germany. In 2012, Lenovo formed a joint venture with EMC
with regard to servers and enterprise solutions and acquired Stoneware, a
cloud-focused software company. In 2013, Lenovo acquired CCE, a
leading consumer electronics company in Brazil. What all of these actions
have in common is that they have effectively supplemented organic growth
and produced new synergies that enhance our overall business.
Everyone at Lenovo takes great pride in our ability to attract top talent
from diverse backgrounds, representing a broad collection of nationalities
and languages. We view our differences and diversity as a source of
strength in building a collaborative culture with one unified language and
vision: to build the world's most exceptionally engineered personal
technology products and services.
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cloud computing.
Lenovo products consistently win awards and receive rave reviews. They
deliver the high quality, reliability and durability to meet our customers'
demand. The ultimate goal of Lenovo's R&D team is to improve the overall
customer experience while driving down the cost of ownership.
Lenovo operates 46 world-class labs, including research centers in
Yokohama, Japan; Beijing, Shanghai, Wuhan and Shenzhen, China; and
Morrisville, North Carolina, U.S. Lenovo's innovation strategy is based on
a two-tiered approach to solving real-world customer problems:
Focus the majority of development on ideas that can be brought to
market within 24 months.
Invest longer term in research targeting "game changing" big plays.
29
conscious products, education and employee voluntarism.
Mission
Vision
At Lenovo, our vision is that Lenovo will create personal devices more
people are inspired to own, a culture more people aspire to join and an
enduring, trusted business that is well respected around the world. This
vision guides us in pursuit of our mission to become one of the world's
great personal technology companies.
We will accomplish this through:
Personal Computers: Lead in PCs and be respected for our product
innovation and quality.
Convergence: Lead the industry with an ecosystem of devices,
services, applications and content for people to seamlessly connect to
people and web content.
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Culture: Become recognized as one of the best, most trusted and most
well-respected companies to work for and do business with.
History
2004 IBM PCD introduces the ThinkCentre ultra small desktop PC, no
larger than a box of corn flakes.
IBM PCD introduces the first notebook with an integrated fingerprint
reader.
IBM PCD ships its 100-millionth PC (counting both desktop and notebook
computers).
Lenovo becomes an Olympic worldwide partner. It is the first Chinese
company to become a computer technology equipment partner of the IOC.
Lenovo decides to develop the rural market by launching the "Yuanmeng"
PC series designed for township home users.
Lenovo and IBM announce an agreement by which Lenovo will acquire
IBM’s Personal Computing Division, its global PC (desktop and notebook
computer) business. The acquisition forms a top-tier (third-largest) global
PC leader.
31
Lenovo establishes a new Innovation Center in Research Triangle Park,
N.C., to enable customers, business partners, solution providers and
independent software vendors to collaborate on new personal computing
solutions.
Lenovo introduces the industry's thinnest, lightest and most secure Tablet
PC, the ThinkPad X41 Tablet.
Lenovo introduces the first widescreen ThinkPad with embedded wireless
WAN, the ThinkPad Z60, available for the first time with a titanium cover.
Lenovo becomes the world's largest provider of biometric-enabled PCs by
selling its one-millionth PC with an integrated fingerprint reader.
William J. Amelio is appointed as CEO and President of Lenovo.
2007 The Beijing Organizing Committee for the Olympic Games selects a
Lenovo-designed Olympic Torch as the winning design from among 300
entries. Named the “Cloud of Promise,” the Lenovo-designed torch will
travel the world at the front of the global Olympic Torch Relay.
Lenovo delivers a supercomputer for a Formula One racing team that will
provide eight teraflops of computing power.
32
Lenovo introduces first EPEAT Gold Monitor with new visuals portfolio.
2008 Lenovo enters the worldwide consumer PC market with new Idea
brand.
Lenovo’s ThinkPad X300 is called “the best laptop ever”
by BusinessWeek magazine.
Lenovo becomes the first PC manufacturer to announce a client
virtualization platform.
Lenovo provides a smooth, error-free performance at the Beijing Olympic
Games. The Lenovo solution – which included more than 30,000 pieces of
equipment and nearly 600 Lenovo engineers – powered the largest sporting
event in history.
2010 Lenovo achieves its highest ever worldwide market share and
becomes the world’s fastest growing major PC manufacturer.
Lenovo introduces LePhone, its first smartphone
Lenovo sells its 60 millionth ThinkPad
2011 Lenovo forms Mobile Internet Digital Home (MIDH) business unit
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to attack growing opportunity in consumer devices such as smartphones,
tablets and smart TV
Lenovo forms a joint venture with NEC, creating the largest PC company
in Japan.
Lenovo acquires Medion, a PC and consumer electronics company based in
Germany, substantially increasing presence in consumer market in Western
Europe.
Forbes names Lenovo one of the world’s “100 Most Reputable Companies”
2012 Lenovo forms a joint venture with EMC to selling servers in China
and develop storage solutions
Lenovo acquires Stoneware, a software firm focused on cloud computing
Lenovo announces it will acquire CCE, a leading consumer electronics
company in Brazil
Lenovo sells its 75 millionth ThinkPad
34
Products Profile
SPECIFICATIONS
PROCESSOR Intel® Core™ i5 5200 U Processor
35
GRAPHIC CARD Integrated Graphics
PORTS AND SLOTS 4 in 1 Card Reader, USB:2 USB 3.0, 1 DC-in with USB 2.0,
Speakers: 2x 1.5W, Audio Port:: 1/8” Stereo, Audio Port::
Headphone and Microphone combo jack
COLOR Black
Rs. 61,490/-
SPECIFICATIONS
PROCESSOR Intel® Core i5-5200U
36
HARD DRIVE 1TB 9.5MM 5400RPM
BATTERY 4 cell 41 WH
TOUCH FUNCTION No
CAMERA 3D Camera
PORTS AND SLOTS 2 USB 3.0, 1 USB 2.0, VGA, HDMI, 4-in-1 card reader, RJ-
45, audio combo jack
COLOR Black
37
LENOVO® YOGA 3 14 5TH GENERATION LAPTOP
80JH00A2IN
5th Gen Intel® Core™ i7 5500 U Processor, 8G(1*8GBDDRIIIL1600) RAM, 256G
SATA SSD HDD, Screen Size14” FHD IPS MULTI -TOUCH, Windows 8.1 Operating
system, weight 1.6 Kg.
Rs. 86,890/-
SPECIFICATIONS
PROCESSOR Intel® Core™ i7-5500U
MEMORY (RAM) 8 GB
38
PORTS AND SLOTS 2 USB 3.0, 1 DC-in with USB 2.00, HDMI, 4-in-1 card
reader, Speakers: 1/8” , Stereo, Audio Port: 2x 1.5W,
Audio Port: Headphone and Microphone combo jack
COLOR Silver
Rs. 35,190/-
SPECIFICATIONS
PROCESSOR Intel® Core™ I3-4030U
TOUCH FUNCTION No
39
OPTICAL DISC DRIVE 9.0MM Super Multi (Tray In)
PORTS AND SLOTS 2 USB 3.0, USB 2.0, HDMI-out, 2-in-1 card reader
(SD/MMC), headphone/mic combo, VGA
COLOR Black
Rs. 25,145/-
SPECIFICATIONS
PROCESSOR Intel Pentium Dual Core 3825U
40
HARD DRIVE 500 GB SATA HDD
SCREEN SIZE & TYPE 14.0" HD LED Backlit Display with HD Camera
TOUCH FUNCTION No
GRAPHIC CARD No
CAMERA HD Camera
PORTS AND SLOTS 1 X USB 2.0 , 2 X USB 3.0 Ports, RJ 45 Port , Card Reader,
Integrated Intel_3160AC+BT40, HDMI Port, VGA Port ,GB
LAN, Touch Pad, Stereo Speakers
COLOR Black
41
Processor:
6th Generation Intel Core i5-6200U Processor (2.30GHz 1600MHz 3MB)
Operating system:
Windows 10 Home 64
Graphics:
Intel® HD Graphics 520
Memory:
8.0GB PC3L-12800 DDR3L 1600 MHz
Display:
14.0" FHD LED Glossy Multitouch (1920x1080)
Hard Drive:
128GB SSD
Battery:
4 Cell 45 Watt Hour Li-Polymer
Network Card:
Lenovo AC Wireless
Bluetooth:
Bluetooth Version 4.0
Warranty:
One year
Operating System Language:
EN:English
RAM:
SODIMM
42
43
FIRM PROFILE
SHARAVATHI COMPUTER
FIRM MILESTONES
First to introduce higher and networking concepts.
First to implement and check the Wi- Hi connectivity in corporate
sectors
First bring the showroom concepts for computers
44
First to bring Acer in to shimogga market.
Problem Recognition
Information Search
Decision Implementation
Post-purchase Evaluation
45
CONSUMER ATTITUDE
Introduction
Consumer Attitude is also called buyer Attitude and has got much
oriented marketing management. The study about consumer Attitude is
attempts understand his wants while desired as we as his Attitude while
purchasing.
According to Webster “ Buyer Attitude is all psychological, social
and physical Attitude of potential customer as they become aware of
evaluate, purchase, consume and tell other people about product and
service.”
In the words of Walter and Paw” Consumer Attitude is the whereby
individuals decide what, when, where how and from whom to purchase
goods and services”.
46
It is significant for regulating consumption of goods and thereby
maintaining economic stability.
It is useful in developing ways for the more efficient utilisation of
resources of marketing. It also helps in solving marketing management
problems in more effective manner.
Today consumers give more importance on environment friendly
products. They are concerned about health, hygiene and fitness. They
prefer natural products. Hence detailed study on upcoming groups of
consumers is essential for any firm.
The growth of consumer protection movement has created an urgent
need to understand how consumers make their consumption and buying
decision.
Consumers’ tastes and preferences are ever changing. Study of
consumer Attitude gives information regarding colour, design, size etc.
which consumers want. In short, consumer Attitude helps in formulating
of production policy.
For effective market segmentation and target marketing, it is essential to
have an understanding of consumers and their Attitude.
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4. Physical distribution
These four are called 4 PS of marketing are the marketing mix strategy.
1. Product
It is first ‘p’ of the marketing. It consist of bundle of utilities and expected
to customer. A product must be satisfactory to the consumer because it is to
be who is the ultimate user. In case of the product concept not only the
physical attributes are accountable but also other attributes like presale &
service are considered some of which may be as following.
The physical product itself
Brand name
Package
Colour, size shape etc.
Price
Service offered
Safety
Corporate image as well as the brand image.
2. Price
Price is a very important factor. Price means the exchange value of an
article in terms of money without it we cannot buy or sale anything.
Price of a product consist of the physical product plus the bundle of
expectations the product should be worth the price only then will be the
consumer is satisfied. Thus in case of bajaj auto ltd., they have fixed
responsible price for their vehicle & thus their great demand in the
market.
3. Promotion
It is activity concerned with the market communication. Promotion
48
involves advertising personal selling , dealers & sales promotion.
Advertising means nothing but a form of non-personal presentation &
promotion ideas. Good services by an identified sponsor. It is a form of
publicity.
Sales promotion plans are required to attracted the attention of the
consumer & create demand for the product.
49
and reinforcement.
d) Beliefs and attitude:
A person through acting and learning develops their beliefs and attitudes
which influences their buying Attitude.
Belief refers to a descriptive thought which a person has both something.
These beliefs based on knowledge, opinion or faith. These believe embrace
products and services brand images and marketing are interested in such
beliefs.
An attitude explains consistent evaluation dealing and tendencies towards
an objects or ideas. It is a predisposition of a person to react in a certain
manner towards an object.
1. It can’t be seen directly.
2. They are not the results of learning.
3. They are not temporary
4. It indicates the relationship between persons and objects.
e) Personality and self concept:
Personalities of an individual refer to his personal traits and qualities that
determine his Attitude. Personality is making up of such personal traits like
dominance adventurousness, self conscious etc, which indicates how
people behave.
The self concept also called self image indicates how as person self image
indicates how a person sees himself and how he believes other to see him at
a particular time.i8.
2. Social Culture factors:
The human Attitude attitude and believes are influenced and shaped by
socio culture like family, reference groups, social class, culture, occupation
50
and life style.
a. Family:
The member of a family can strongly influence the buying Attitude. The
tastes like dislikes and lifestyle are routed in the family buying Attitude.
The family influences on buying Attitude are in 2 ways
1. The family influence on individual attitudes and evaluate criteria.
2. Its influence and purchase decision making.
b. Reference group:
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shared by the people from generation to generation. Our culture institutions
like temples, schools, languages provide guidelines to the marketers.
e) Occupations:
The occupation of a person influences his buying Attitude. The life styles
and buying decisions defer accordingly to the income level of the
occupation.
f) Life Style:
It refer to person way of living as expressed in his or her activities interest
and opinion,
3. Economical Factors:
52
an individual. If the decides to save more, he will spend lesson comfort and
luxuries.
e). Liquid assets:
It is an asset which can be easily converted into cash quickly without less.
If an individual has more liquid assets he goes for buying comforts.
f) Consumer credit:
Facilities of consumer credit system like hire purchase, installments, credit
cards etc, play a important role in purchase decision. Normally the durable
goods are purchased under credit.
4. Environment factors:
The factors included under it are political, legal, technical, and ethical
consideration.
a) Political:
The system of Government influence both consumer and market Attitude.
If the government if rigid and more conservative the buying pattern of the
consumer may be less frequent. On the other hand if there is a stable and
modern approach, buyers will buy frequently
b) Local:
The legal formalities and policies of the government like location policy,
important export, excise policy etc, are more rigid market will play to a less
external and of the policies are liberal and having free economy buyers are
more free to buy.
c) Technical
An advancement of science and technology changes the standard of living
and income level of buying are good enough, they go for durable and
comfort goods.
53
d) Ethical consideration:
The business polices of commercial undertaking also influence the buying
Attitude.
3.6 Consumer Attitude on Bajaj Discover 125 CC
It is important to know that the marketing manager has to identify the
person involved in the buying decision and the role of played by different
individual under buying decision.
54
The 7 P's of the Marketing Mix
Marketing strategy
a) Advertising policy
The advertising policy is to be adopted by the supreme auto dealer’s
pvt. Ltd., as follows
Demonstration of the vehicle in rural areas through mobile service
van by the cable t v advertisement
Through hording boards
Advertisement through media like news paper etc.
b) Counter Sales
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Counter sales is nothing but sales department sales their product
their customer when the customer came to his show room. The receptionist
or sales executives attend the customer & give complete information about
the product which product do they want and also they try to motive the
customer to buy their product.
c) Direct Marketing
It is also a kind of marketing here sales executives of the firm meets
the customer face to face and give full information about the product and
also collect their opinion towards the product.
d) Tele- Marketing
It is also a kind of marketing here some employees in the firm call
to many people and give detailed information about product in sometimes
the company gives marketing responsibility of their product to BPO
e) Mela’s
This is a outside marketing it is conducted by the firm or company.
The main objective of these kind of marketing is to do publicity about our
product & firm.
The firm can arrange exchange and loan mela that provides an
opportunity to exchange their old bike and also provides loan for
purchasing new bike.
F) Invitation Letters
This letter send to many customer or people who are located near to
show room. This letter contains detailed information about their new offers
and their new products.
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4. Distribution
It is flow of goods the producer or the manufacturers to the ultimate
consumer. Distillation channels represent a chain of middle man
participating in the transferring of goods. Some of the channel s are :
Manufacturers whole sellers retailers consumers
Manufacturers sales man dealers consumers
Manufacturers retailers consumers
Manufacturers consumers
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Chapter 4
DATA AND ANALYSIS AND INTERPRETATION
58
DATA AND ANALYSIS AND INTERPRETATION
Introduction
The data collected has to be properly tabulated for the purpose of
analysis and interpretation. The data collected using the primary sources
such as customer survey has been analyzed in this chapter followed by its
analysis and interpretation in the following paragraphs.
Table No1:
Table showing the Number of respondents categorized on basis of Age
Age No. of respondents Percentage
18- 22 23 46
22-26 14 28
26-30 8 16
30 and above 5 10
Total 50 100
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Graph No1:
10% 18- 22
16% 22-26
46%
26-30
30 and above
28%
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Table no 2:
Table showing classification of respondents according to their
occupation
Graph No2:
Graph showing classification of respondents according to their
occupation
Occupation
60%
50%
% of the respondents
40%
30%
20%
10%
0%
Business man Professionals Student other
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Table No: 3
Table showing the No. of respondents categorized on basis of income
Income ( Rs) No. of respondents Percentage
50000-100000 9 18
100000-150000 10 20
150000-200000 18 36
above 200000 13 26
Total 50 100
Graph No: 3
Graph showing the No. of respondents categorized on basis of income
Income (Rs)
40
35
% of the respondents
30
25
20
15
10
5
0
50000-100000 100000-150000 150000-200000 above 200000
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Table No.4
The table showing that Factors considered by the respondents before
purchasing laptops.
Factors Strong Agreed Not Highly Disagreed Total
Agreed Agreed disagreed
Price 1 2 13 16 18 50
Brand name 1 2 6 9 32 50
Performance 1 2 3 7 37 50
of laptop
Design and 1 3 7 11 28 50
outlook
Technology 2 1 1 14 32 50
Configuration 1 2 5 2 40 50
Graph No 4
The Graph showing that Factors considered by the respondents before
purchasing laptops.
45
40
No. of respondents
35
30
25
20
15
10
5
0
63
least for price. Price is not important other functions are most important.
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Table No 5:
Table showing classification of respondents according to their Purpose
of laptop
Purpose of laptop No.of Respondents Percentage
Personal use 10 20
Business use 12 24
Educational 25 50
other 3 6
Total 50 100
Graph No 5:
Graph showing classification of respondents according to their
6%
20%
Personal use
Business use
Educational
50% other
24%
purpose of laptop.
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Table No .6
Table showing classification of respondents according to their purchase
periods
Periods No. of Respondents Percentage
<6 moths 5 10
6 months to 1 year 14 28
1year to 3 year 24 48
3year to 5 year 7 14
Total 50 100
Graph No .6
Graph showing classification of respondents according to their
purchase period.
No. of Respondents
<6 moths 6 months to 1 year 1year to 3 year 3year to 5 year
14% 10%
28%
48%
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Table No. 7
Table showing classification of respondents according to their attitude
of laptop.
Particulars Very good good bad Total
No of % No of % No of % No of %
responds responds responds responds
Brand image 28 56 15 30 7 14 50 100
Feature 25 50 22 44 3 6 50 100
configuration
Style 15 30 30 60 5 10 50 100
Audio/video 34 68 12 24 4 8 50 100
quality
Convenience 17 34 30 60 3 6 50 100
of service
Graph No. 7
The graph shows classification of respondents according to their
Laptop attitude
100 56 60 68 60
50 44 34
30 30 10 24
14 6 8 6
0
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Table No. 8
Table showing classification of respondents according to Influenced to
purchase Lenovo laptop.
Particulars No of respondents Percentage
Elders 6 12
Friends 20 40
Advertisement 16 32
Display 5 10
Retailer 3 6
Total 50 100
Graph No .8
Graph shows classification of respondents according to their
Influenced to purchase Lenovo laptop
No of respondents in %
Advertisement
32%
Display
10%
Other
16%
Friends Retailer
40% Elders 6%
12%
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Table No .9
Table showing classification of respondents according to their buying
motives
Criteria’s No. of Respondents Percentage
Price 2 4
Quality 22 44
Number of 5 10
function/features
Company image 9 18
After sales service 12 24
Total 50 100
Graph No.9
Graph shows classification of respondents according to their buying
motivation.
No. of Respondents in %
4%
24% Price
Quality
44%
Number of
18% function/features
Company image
10%
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Table No. 10
Table showing classification of respondents according to their Opinion
about Lenovo laptop
SL.NO Particular No. of Percentage
Respondents
1 Excellent 23 46
2 Very good 15 30
3 good 9 18
4 Bad 3 6
50 100
Graph No. 10
The graph shows classification of respondents according to their
opinion about Lenovo laptop.
46
30
18
6
Excellent
Very good
Good
Bad
70
Table No. 11
Table showing classification of respondents according to their
Advertisement about Lenovo laptop
Media’s No. of Respondents Percentage
News paper 10 20
Magazines 26 52
Television 8 16
other 6 12
Total 50 100
Graph No.11
Graph shows classification of respondents according to their seen
Advertisement about Lenovo laptop
12% 20%
16%
52%
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Table No .12
Table showing classification of respondents according to their
Relationship of the price and quality of Lenovo laptop
Relationship No. of Respondents Percentage
High price- high quality 32 64
High price- low quality 4 8
Low price- high quality 2 4
Reasonable 12 24
Total 50 100
Graph No .12
Graph showing classification of respondent’s response according to
Relationship of the price and quality of Lenovo laptop
64
8
4 24
High price-High
High price-Low
quality Low price-High
quality Reasonable
quality
72
Table No.13
Table showing classification of respondents according to Satisfaction
with the Lenovo laptop
Particular No. Of Respondents Percentage
Yes 46 92
No 4 8
Total 50 100
Graph No.13
Graph shows classification of respondents according to their
Satisfaction with the Lenovo laptop
8%
Yes
92%
No
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ANALYSIS AND INTERPRETATION:
1) After sale service: every consumer thinking in their mind buying the
product whether the dealer give service for product or nor, so as
survey indicates that 68% of the respondents are opined that service is
good, 24% of the respondents opened that service is very good and 8%
of the respondents opined that service is bad.
2) Design and outlook: consumer attitudes highly depends up soon
product design and outlook, if product is looking very attractive all the
consumer go through that product and buy it. As persue survey
indicates 28% of the respondents are opined that design and outlook is
good, 68% of the respondents are opined that it is very good and 4%
of the respondents are opined that bad.
3) Performance: this type of the opinion indicates that 32% of the
respondents are opined that performance of the Lenovo laptop is good,
60% of the respondents or opinioned that bad.
4) Number of function: consumer seeks that in the product what are the
function are available to us for using this Lenovo laptop. As per
survey indicates that 72% of the respondents are opined that the no. of
functions are good, 16% of the respondents are opined that very good
and 12% of the respondents are opined that bad.
5) Distribution performance: this is one of the important factors to
understand the consumer opinion regarding the distributors. How they
perform with the consumers and how they give details about the
laptop. Survey indicates that 76% of the respondents are opined that
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distributors performance is good, 16% of the respondents are opined
that very good and 8% of the respondents
SWOT Analysis
Strengths Weaknesses
Quality product and High dependency on
service components suppliers
Whole world focus High attrition rates among
Brand name visitors
Customer service No proprietary
Direct sell technology
Latest technology Slow in introducing fancy
E-commerce capabilities feature
Expert supply chain Lack of innovation
management Unable to switch supply
dues to the lack of large
suppliers in the world
Opportunities Threats
Network-internet, intranet Competition
and extranet Currency fluctuation in
Low cost and growing countries outsides the us
advanced technology Tariff trade barriers
Growth in business, Political instability
education
and government markets
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Chapter 5
Findings, Suggestions and Conclusion
FINDINGS
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This survey found that design and outlook of the laptop product
play an important role in buying and taking decision of the
customer.
Other majority respondent’s opinion that the Lenovo laptop is
providing battery back-up only for 2 to 3 days.
Majority of the respondents are opinioned that the performance
of the Lenovo laptop is excellent.
SUGGESTIONS
Consumer gave interest on the Lenovo laptops and the entire
consumer satisfied with the laptop product. Most of the respondents
have expressed good opinion towards the Lenovo laptop.
This company should provide first accessing laptop’s to the consumer.
Few more consumers not satisfied with Lenovo laptop because of the
high price and low battery backup. That’s why the Lenovo Company has
to improve in the area of providing more configurations.
The company should give more advertisement in all the Medias
whichever is possible to motivate the consumers.
The Lenovo Company has to add more number of functions in the
laptop.
It would be better to the company reduce laser point, because now all the
people working with laptop in more number of hours per day.
It’s better to improve new innovating designs and outlook for the laptop.
It’s better to cover all the marketing strategies to enhance their product
of laptop to all over the world.
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Reasonable price is to be maintained to reach the expected market share
through compromise.
The company should regularly conduct market researches to study the
actual and potential buyers, their volume of purchases and their motives
and Attitude.
The company should adopt various consumer sales promotional
methods, such as, price-off (i.e. discounts), premium offers (i.e. gifts),
consumer contests etc. So that the consumer should always stick on the
same brand that is he should not be let to divert his attention towards
substitute product.
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CONCLUSION
The entire study shows that Laptop usage is very much popular in between
the students whether their residential status is urban and rural. It’s the
present day demand to run hand with the latest technology. This technology
not only simplify students task but it also seem to morale boost up of the
students. Students found themselves connected with the entire world with
the help of Laptops and by mean of this they can contribute a lot for the
nation.
From this survey we have discovered that existing branded laptop are good
but there are many companies which are not providing particular
facilities to retain their customer. Branded laptop’s markets are very big
and it is in its growing stage. Peoples are enjoying its and some of them use
it just as status symbol only. Where as some of them are really needs it for
their work. It was really very interesting work to talking with different
people daily of different level and different categories. Due to this survey
we are able to be more aware for this corporate world, we learn to
maintain patinas while talking with the people, even come to know about
their work
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QUESTIONNAIRE
Dear sir/Madam,
I am Nagaraja .J, student of Sahyadri Arts and Commerce College,
Shivamogga pursuing final year MBA.
I am conducting a survey on the “Study on consumer attitude
towards Lenovo Laptop with special reference to Sharavathi,
Shivamogga”. I kindly request you to cooperate by giving valuable
information. The information provided by you will keep confidential and
used for academic purpose only.
I kindly request you to spend your valuable time for filling below
Questions.
Thanking you
PERSONAL DATA
1. Name :_____________________________________
2. Address: ___________________________________
___________________________________
___________________________________
3. Age:
18-22 []
22-26 []
26-30 []
Above 30 []
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4. Sex:
Male []
Female [ ]
5. Educational qualification
Below Matriculate []
Pre University []
Degree []
Post Graduate []
6. Occupation:
Businessmen Professional Student Govt. Employee
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SPECIFIC DATA:
8. Do you have any laptop?
a) Yes ( ) b) No ( )
If “yes” name of the company?
10.Before purchasing laptops what are the factors you have considered,
Please give your rating from 1 to 5(one being lowest and 5 being highest).
Attribute Strong Agreed Not Highly Disagreed
Agreed Agreed disagreed
Price
Brand name
Performance of
laptop
Design and outlook
Technology
Configuration
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11.What is the purpose of using the laptop?
Rank on the scale of 1 to 5 ranks. 1if you find your laptop very bad on the
attitude and 5 if your laptop very good on the attitude and so on
1 2 3 4 5
Brand image
Features
configuration
Style
Audio/vedio
quality
price
Convenience
of service
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14.You are influenced to purchase Lenovo laptop from?
a Excellent
b Very good
c Good
d Poor
e Bad
a. Price ( ) b. Quality ( )
c. Number of function/features ( ) d. Company image ( )
e. After sale service ( ) f. Reparability ( )
g. Durability ( )
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____________________________________________________
Performance
Number of function
Distributor performance
85
22.Do you need any modification in Lenovo laptop?
a) Yes ( ) b) No ( )
If yes, in which technical specification______________________
23.If any Suggestion to the
company?____________________________________________
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BIBLIOGRAPHYs
References:
[1] Kotler, P. (2003), Marketing Management.11th Ed. New Delhi: Prentice
Hall of India Pvt. Ltd.
[2] Kothari, C.R.(1985)Research Methodology.2nd Ed. Delhi: New
International(P)Ltd. PP.1-10.
[3] Shah, A. and Dalal, A.(2009), The Global Laptop Industry :Industry
Overview and Analysis.
[4] MalhotraNareshK(2000),Marketing Research,(4th Edition),Pearson
Education.
[5] Punyatoya, P.How Brand Personality affects Products with different
Involvement Levels. Indore, Indian Institute of Management. PP 2.
[6] Aaker, J., Fournier, S., &Brasel, S. A. (2004). Why good brands do bad.
Journal of Consumer Research, 31(1), PP1-16.
http://www.gse.uci.edu/person/warchauer-m/docs/laptops-jcer.pdf
http://www.hbcse.tifr.res.in/episteme/episteme-1/allabs/david-abs.pdf
http://www.cmu.edu/news/archive/2006/november/nov.-20-laptop-
study.shtml
fie-conference. org/fie 2006/papers/1700.pdf
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