CHAPTER-1

INTRODUCTION

1
2
 INTRODUCTION

CONSUMER BEHAVIOR

The Consumer behavior plays an important part in developing a relationship between the customer
and the marketer. In this, the marketer identifies with his customers & thinks from customer's
prospective. If purchase represents customer's consumption motives & purposes, the post-purchase
behavior indicates whether or not those purposes & motives have been achieved. Thus, purchase
activity is the means while post-purchase is an evaluation.
The formation of satisfaction or dissatisfaction is, however a function of many factors. These factors
are as follows-
 Use, occasion of product.
 Prior experience of product.
 Personal expectation & norms.
 Cultural norms.
Need Recognition

Information Search

Valuation of Alternatives

Purchase

Post-purchase

3
Analyzing what happens after a sale is as important as understanding what causes consumer
to buy in the first place. Actual rather than potential customers and purchase situations,
marketers consider post-purchase behavior of primary importance in its impact on future sales.
Analyzing both positive & negative post-purchase behavior is a very effective means through which
goods & services can be improved, promotions better targeted & strategies reshaped both to keep
current customers & to new ones like them.
Consumer Behavior is analyzed after selling goods & services. In this the marketer takes the
views of the consumers for a particular good or service. We can also call it as feedback from
consumers to make goods and services more effective & maintaining good & long term relations
b/w consumers & marketer. In present scenario customer is the king & marketer can't neglect
them. Consumer Behavior is of two types: -
1) Positive post-purchase behavior
2) Negative post-purchase behavior.

Positive Post-Purchase Behavior

The most positive outcome from achieving customer satisfaction is to gain loyalty. Loyalty, in
its simplest sense, is to a product, brand, marketer that results in his levels of repeat purchase.
Consumers might purchase the same brand due to some another reasons, but unless there
commitment, they are not considered as loyal. When the consumers are satisfied with the
product and have good opinion about the product & the brand it shows their positive post-
purchase behavior.

Negative Post-Purchase Behavior

Negative post-purchase behavior takes several forms, each of which can erode brand & outlet
loyalty & diminish customer satisfaction. Some negative behavior is - such as the lack of taking
services or not guiding to other potential customers, producing more & more complaints. These
may be very harmful for an organization because it can damage the reputation of the company &
also can decrease the sale of the product.

4
It can be caused due to following reasons-

 Negative Word-of-Mouth

 Rumors

 Complaint Behavior

5
 BRANDED AND

NON-BRANDED PERSONAL COMPUTER

As we are in 21st Century and computer industry is growing day by day and every person
whether it may be a student, shopkeeper, Business Man and Industry everyone need computer
and think what type of computer we purchase Whether it should be Branded or Non-Branded
personal computer .In the face of strong market forces created by Electronics Gadgets and
mounting competition, corporation can no longer plod along historical track or seek the
preservation of the status quo. Companies are discovering that old solution do not work with
problems .The business parameters have changed and so have the risks payoffs.

There are many companies lie in the market who are providing different types of personal
computer components and this is well know that no body is master in any field so these means
every company is good in one’s field of personal computer component. The market goes
according to customer that what is his requirement because technology is changing day by day so
the need of the customer is also changing day by day.

Everybody buying computers asks this eventually. "Should I buy a branded personal computer or
a non-branded clone?" Branded personal computer like Compaq, IBM, Acer, Packard Bell, etc.,
are what I consider "safe". The chances of you buying a lemon are relatively small, and their
systems have everything you will most likely need. The computer systems are set up to run with
minimal fuss because almost everything is already in place. If you're apprehensive about buying
computers and want as little hassle as possible, branded personal computers are the way to go.

The downside is that all of this convenience comes at a premium. Branded personal computers
tend to be 10%-20% more expensive than similarly configured systems. Branded computers
come as "packages", which means there isn't much room for customization. Also, most branded
personal computers are designed as "entry level". They're designed for the average user. Think of
the companies that sell branded personal computers as car dealers that sell family cars. They may
offer sedans, compact-cars, and mini-vans, but not much in the way of sports cars, pick-ups, or
4-wheel drive off-road vehicles. If you need the cutting-edge state of the art, look elsewhere.

6
Another possible downside is that branded personal computers sometimes have non-standard
customizations built in. Although such software and hardware customizing might have been
done by the manufacturer to make things easier for the user, on occasion, such customizations
wreck havoc on certain software programs. Certain applications might fail to run properly on
such system. Early IBM systems were notorious for this because they used personal computer-
DOS instead of MS-DOS, which was more widely used. However such occurrences are more
common when installing or playing games. Most productivity software work perfectly well.

Non-branded Clones

I'll tell you a little secret. There's really no such thing as a branded personal computer, only
branded parts. The companies that produce personal computer buy parts from other companies
like Samsung, Seagate, Intel, NEC, etc. Non-branded clones can have the same parts as their
branded brethren. The problem is that the parts used may either be high-quality, substandard, or a
mix of both.

Non-branded personal computer (let’s just call them “clones” for now) has the advantage of
being cheaper. However, when comparing one clone with another, the rule "you get what you
pay for" definitely applies. If the price seems too good to be true, be suspicious. Either the one
selling the computer is cutting corners by using substandard parts, or the price being quoted is
for a "base" system.

A "base" system is a "minimalist" personal computer that just includes everything a computer
needs in order to run like the CPU, memory, a floppy and hard drive, a video card, and a monitor
(usually black & white). It may or may not include other essentials such as a CD-ROM drive,
extra-memory, larger hard drives, etc. Usually, such items are listed like a menu of options, i.e.:
+8MB RAM, + P3,000; 8x CD-ROM, + P2,000; 10x +P3,000; etc. After adding up everything
you want included, you'll get the actual price for your system. Most shops will do this for you, or
at least will give recommendations based on what you want to use your computer for.

How do you insure that you don't get a lemon? Unfortunately, the best way is to ask the brands
of the parts that go inside the personal computer. But, then again, if you were familiar with the
innards of computers, then you wouldn't be reading this article would you? So the only recourse
is to ask for referrals. They should point you in the right direction.

7
What is Computer?

A programmable machine. The two principal characteristics of a computer are:

 It responds to a specific set of instructions in a well-defined manner.
 It can execute a prerecorded list of instructions (a program).

Modern computers are electronic and digital. The actual machinery -- wires, transistors, and
circuits -- is called hardware; the instructions and data are called software.

All general-purpose computers require the following hardware components:

 Memory : Enables a computer to store, at least temporarily, data and programs.

 Mass storage device : Allows a computer to permanently retain large amounts of data.
Common mass storage devices include disk drives and tape drives.
 Input device : Usually a keyboard and mouse, the input device is the conduit through which
data and instructions enter a computer.
 Output device : A display screen, printer, or other device that lets you see what the
computer has accomplished.
 Central processing unit (CPU): The heart of the computer, this is the component that
actually executes instructions.

8
In addition to these components, many others make it possible for the basic components to work
together efficiently. For example, every computer requires a bus that transmits data from one part
of the computer to another.

Computers can be generally classified by size and power as follows, though there is considerable
overlap:

 Personal computer : A small, single-user computer based on a microprocessor. In addition

to the microprocessor, a personal computer has a keyboard for entering data, a monitor for
displaying information, and a storage device for saving data.
 Workstation : A powerful, single-user computer. A workstation is like a personal computer,
but it has a more powerful microprocessor and a higher-quality monitor.
 Minicomputer : A multi-user computer capable of supporting from 10 to hundreds of users
simultaneously.
 Mainframe : A powerful multi-user computer capable of supporting many hundreds or
thousands of users simultaneously.
But mainly computers are of two types that are:-
1) Branded.
2) Non-Branded.

So again the question arises what is branded and non-branded?

What is Branded Personal computer ?

The computers which are made by the company and are tested by their R & D and after checking
their performance, quality, service, Price etc. and then launch in the market for the sale with a
Brand computer name is called branded personal computer. There are many companies which have
their own R & D and Sale their computers in the market. These companies do the same work
they purchase the different product from different companies and assembled them but they do
their own R & D on them and then send them to the market. They give best computers to the
consumer like reliability, look, quality, performance etc.

9
Some of the branded companies’ are-

1. LENOVO
2. IBM
3. Compaq
4. HP
5. Dell

What is non- branded Personal Computer?

These are mainly called Assembled computers which are made by consumer directly they make
their choice of their own that what type of product they want in their computer. They purchase
the different hardware components of different companies and get them assembled with the
assistance of computer literates. The different companies which provide different products for
assembling the computer are

1) Creative Technology Ltd.

2) Intel

3) Microsoft

4) Sata Segate

5) Techcom

6) LG

7) Samsung

8) Sony

9) Mercury
10
 Pros and Cons of Branded and Non Branded Computers

Pros of Branded Computers

1) Certain amount of quality assured
2) Good(balanced) performance
3) If you are concerned about looks some of them look really good.

Cons of Branded Computers

1) Branded Computers are expensive in nature
2) After sales service is poor if you buy a single personal computer for home use

Pros of Non Branded Computers

1) Non Branded Computers are cheaper as compared to Branded computers.
2) Easy to upgrade
3) After sales service is good if you personally know the supplier.

Cons of Non Branded computers

1) No guarantee of performance
2) Same goes for hardware

11
E-Commerce Role In Sale of PC in India

Now Many E-Commerce site provide branded or non branded PC at affordable price

 flipkart.com
 amazon.in
 snapdeal.com
 company official website like dell.com
 hp.com
 lenovo.com etc.

Consumer can buy PC flipkart.com run big billion sales during this sale high discount provided
by e-commerce website and many offers cashback offers provided by website so to attract
consumer
amazon.in run great Indian sale and heavy discount offered given to consumer so consumer can
buy buy product lower than market price e-commerce website contribute a lot to word the
purchase and sale of personal computer it can be branded or not branded consumer can check all
the specification or also check review of The the wire also compare and and by product at lower
price many type of bank offer also provided by e-commerce website some time a specific offer
on a specific bank debit or credit card is available which provide additional 10%, 5% discount to
buyer so he can save his money.

12
 Profile of Branded Companies

PROFILE

HP is a company unlike any other. We serve everyone from consumers to small and mid-sized
businesses to enterprises to public sector customers with an extensive portfolio of market-leading
solutions specifically designed to meet the needs of each customer segment.

Our annual R&D investment of nearly $4 billion (USD) fuels the invention of products, solutions
and new technologies. We produce an average of 11 patents a day worldwide. HP Labs provides
a central research function for the company which is focused on inventing new technologies to
improve our customers' lives, change markets and create business opportunities.

Millions of people around the world use HP technology every day. HP is:

 the largest consumer IT company

 the world's largest SMB IT company
 a leading enterprise IT company

Our strategy is to offer products, services and solutions that are high tech, low cost and deliver
the best customer experience. Our team of 150,000 employees does business in more than 170
countries. Revenues reached $79.9 billion for the fiscal year that ended October 31, 2004.

Corporate objectives

"It is necessary that people work together in unison toward common objectives and avoid
working at cross purposes at all levels if the ultimate in efficiency and achievement is to be
obtained."

To provide products, services and solutions of the highest quality and deliver more value to our
customers that earns their respect and loyalty. At HP, we believe that diversity and inclusion are
key drivers of creativity, innovation and invention. Throughout the world, we are putting our
13
differences to work to connect everyone to the power of technology in the marketplace,
workplace and community.

Products and Service’s

Desktop Computers for Home and Office.

Copier

Fax, Scanner, Photostat

Suppliers and accessiores

Brand

According to a BusinessWeek Study, HP was the world's 11th most valuable brand as of 2009.

HP has many sponsorships. One well known sponsorship is Mission: SPACE in Epcot at
the Walt Disney World Resort. From 1995 to 1999, and again from 2013, HP has been the shirt
sponsor of Premier League club Tottenham Hotspur F.C.From 1997 to 1999 they were sponsors
of Australian Football League club North Melbourne Football Club. They also sponsored
the BMW Williams Formula 1 team until 2005 (a sponsorship formerly held by Compaq), and as
of 2010 sponsor Renault F1. Hewlett-Packard also had the naming rights arrangement for the HP
Pavilion at San Jose, home of the San Jose Sharks NHL hockey team until 2013, in which the
arena's naming rights acquired by SAP AG, renaming the arena to the SAP Center at San Jose.
14
The company also maintains a number of corporate sponsorships in the business sector,
including sponsorships of trade organisations including Fespa (print trade exhibitions),
and O'Reilly Media's Velocity (web development) conference.

After the acquisition of Compaq in 2002, HP has maintained the "Compaq Presario" brand on
low-end home desktops and laptops, the "HP Compaq" brand on business desktops and laptops,
and the "HP ProLiant" brand on Intel-architecture servers. (The "HP Pavilion" brand is used on
home entertainment laptops and all home desktops.

Tandem's "NonStop" servers are now branded as "HP Integrity NonStop".

15
PROFILE
Acer Inc. is a Taiwanese multinational hardware and electronics corporation, specializing in
advanced electronics technology, headquartered in Xizhi, New Taipei City, Taiwan. Acer's
products include desktop PCs, laptop PCs (clamshells, 2-in-
1s, convertibles and Chromebooks), tablets, servers, storage devices, virtual reality devices,
displays, smartphones and peripherals.

Acer also sells gaming PCs and accessories under its Predator brand. In the early 2000s, Acer
implemented a new business model, shifting from a manufacturer to a designer, marketer and
distributor of products, while performing production processes via contract manufacturers. In
2015, Acer was the sixth-largest personal computer vendor in the world. Currently, in addition to
its core IT products business, Acer also has a new business entity that focuses on the integration
of cloud services and platforms, and the development of smartphones and wearable devices with
value-added IoT applications.

Acer was founded by Stan Shih , his wife Carolyn Yeh, and a group of five others as Multitech
in 1976, headquartered in Hsinchu City, Taiwan.

The company began with eleven employees and US$25,000 in capital. Initially, it was primarily
a distributor of electronic parts and a consultant in the use of microprocessor technologies. It
produced the Micro-Professor MPF-I training kit, then two Apple II clones; the Microprofessor
II and III before joining the emerging IBM PC compatible market, and becoming a significant
PC manufacturer.

The company was renamed Acer in 1987.

16
PRODUCTS AND SERVICES

Acer Manufacture many type of product

1. CPU
2. PC
3. LAPTOP
4. TAB
5. SMARTPHONE
6. NOTEBOOK
7. ULTRABOOK

17
PROFILE

At IBM, we strive to lead in the invention, development and manufacture of the industry's most
advanced information technologies, including computer systems, software, storage systems and
microelectronics. We translate these advanced technologies into value for our customers through
our professional solutions, services and consulting businesses worldwide. The character of a
company -- the stamp it puts on its products, services and the marketplace -- is shaped and
defined over time. It evolves. It deepens. It is expressed in an ever-changing corporate culture, in
transformational strategies, and in new and compelling offerings for customers. IBM's character
has been formed over nearly 100 years of doing business in the field of information-handling.
Nearly all of the company's products were designed and developed to record, process,
communicate, store and retrieve information -- from its first scales, tabulators and clocks to
today's powerful computers and vast global networks.

IBM helped pioneer information technology over the years and it stands today at the forefront of
a worldwide industry that is revolutionizing the way in which enterprises, organizations and
people operate and thrive.

The pace of change in that industry, of course, is accelerating, and its scope and impact are
widening. In these pages, you can trace that change from the earliest antecedents of IBM, to the
most recent developments. You can scan the entire IBM continuum from the 19th century to the
21st or pinpoint -- year-by year or decade-by-decade -- the key events that have led to the IBM
of today. We hope that you enjoy this unique look back at the highly textured history of the
International Business Machines Corporation.

At IBM, we strive to lead in the invention, development and manufacture of the industry's most
advanced information technologies, including computer systems, software, storage systems and
microelectronics. We translate these advanced technologies into value for our customers through
our professional solutions, services and consulting businesses worldwide.

18
PRODUCTS AND SERVICES

Personal Computing

1. Notebooks
2. Workstations
3. Monitors
4. Desktops
5. Handheld

Services

1. Intel Processors based 4.Unix

2. Midrange 5. Mainframe
3. 5. Power Processor based 6. Linux.

19
PROFILE

Dell's commitment to customer value, to our team, to being direct, to operating responsibly and,
ultimately, to winning continues to differentiate us from other companies. The Background
section provides critical information and history about Dell's business world. Look inside; we
think customers, investors and others will find our story to be a unique one. The Company Dell
Inc. is a trusted and diversified information-technology supplier and partner, and sells a
comprehensive portfolio of products and services directly to customers worldwide. Revenue for
the last four quarters totaled $49.2 billion and the company employs approximately 55,200 team
members around the globe.

Dell was founded in 1984 by Michael Dell, the computer industry's longest-tenured chief
executive officer, on a simple concept: that by selling computer systems directly to customers,
Dell could best understand their needs and efficiently provide the most effective computing
solutions to meet those needs. This direct business model eliminates retailers that add
unnecessary time and cost, or can diminish Dell's understanding of customer expectations. The
direct model allows the company to build every system to order and offer customers powerful,
richly-configured systems at competitive prices. Dell also introduces the latest relevant
technology much more quickly than companies with slow-moving, indirect distribution channels,
turning over inventory every four days on average in its own business, Dell has enhanced and
broadened the fundamental competitive advantages of the direct model by applying the
efficiencies of the Internet. Dell led commercial migration to the Internet, launching
www.dell.com in 1994 and adding e-commerce capability in 1996. Today, Dell operates one of
the highest volume Internet commerce sites in the world based on Microsoft Corp.'s Windows
operating systems. The company's Web site, which runs entirely on Dell Power Edge servers,
receives more than two billion page requests per quarter at 81 country sites in 28
languages/dialects and 26 currencies. Dell’s high return to shareholders has been the result of a
focused effort over time to balance growth with profitability and liquidity. Dell has consistently
led its largest competitors in each of those categories.

20
Originally, Dell did not emphasize the consumer market, due to the higher costs and
unacceptably low-profit margins in selling to individuals and households; this changed when the
company's Internet site took off in 1996 and 1997. While the industry's average selling price to
individuals was going down, Dell's was going up, as second- and third-time computer buyers
who wanted powerful computers with multiple features and did not need much technical support
were choosing Dell. Dell found an opportunity among PC-savvy individuals who liked the
convenience of buying direct, customizing their PC to their means, and having it delivered in
days. In early 1997, Dell created an internal sales and marketing group dedicated to serving the
home market and introduced a product line designed especially for individual users.

From 1997 to 2004, Dell enjoyed steady growth and it gained market share from competitors
even during industry slumps. During the same period, rival PC vendors such
as Compaq, Gateway, IBM, Packard Bell, and AST Research struggled and eventually left the
market or were bought out. Dell surpassed Compaq to become the largest PC manufacturer in
1999. Operating costs made up only 10 percent of Dell's $35 billion in revenue in 2002,
compared with 21 percent of revenue at Hewlett-Packard, 25 percent at Gateway, and 46 percent
at Cisco. In 2002, when Compaq merged with Hewlett Packard (the fourth-place PC maker), the
newly combined Hewlett Packard took the top spot but struggled and Dell soon regained its lead.
Dell grew the fastest in the early 2000s.
Dell attained and maintained the top rating in PC reliability and customer service/technical
support, according to Consumer Reports, year after year, during the mid-to-late 90's through
2001 right before Windows XP was released.

In 1996, Dell began selling computers through its website.

PRODUCTS AND SERVICES

 Servers Dell's standards-based Power Edge line of servers is designed to provide customer’s
affordable performance, reliability, and scalability. Options include high performance rack
and tower servers for enterprise customers and aggressively priced tower servers for small
organizations and workgroups/remote locations.
 Storage Dell/EMC and Dell's Power Vault lines of storage products offer customers a
comprehensive portfolio of cost-effective hardware and software products to store, serve and
21
 protect customer data. The portfolio includes external storage, tape backup products, network
attached storage, fiber channel arrays, storage area networks, and rack solutions.
 Printing and Imaging Systems Dell features a wide array of Dell-branded printers, from
photo printers for consumers to large multifunction lasers for corporate workgroups. The
Dell printer product line is focused on making printing easier to buy, own, and use. All Dell
printers feature the Dell Ink Management System or Dell Toner Management System, which
simplify the supplies purchasing process by displaying ink or toner levels on the status
window during every print job and proactively prompting users to order replacement
cartridges directly from Dell.
 Workstations Dell Precision desktop and mobile workstations are intended for professional
users who demand exceptional performance to run sophisticated applications, such as three-
dimensional computer-aided design, digital content creation, geographic information
systems, computer animation, software development and financial analysis.
 Notebook Computers Dell offers two lines of notebook computer systems. The Latitude line
is designed to address a wide range of business and organizational needs, including powerful
performance, portability, and flexibility. Latitude offerings range from wireless-ready, highly
expandable full-featured models to thin, light ultra-portable models. The Inspire line is
targeted to customers who require high-performance computer systems at aggressive prices.
Typical customers are individuals or small-to-medium sized businesses that require optimum
performance for their investment.
 Desktop Computers Dell customers can select from two lines of desktop computer systems.
The OptiPlex line is designed for corporate, institutional and small business customers who
demand highly reliable, stable, manageable and easily serviced systems within networked
environments. The Dimension line is designed for small businesses and home users requiring
fast technology turns and high-performance computing. The Dimension product line
typically features the latest high-performance components.
 Networking Products Dell's Power Connect switches connect computers and servers in
small- to medium-sized networks. Power Connect products offer customers enterprise-class
features and reliability at a low cost.
 Software and Peripheral Products Dell offers a multitude of competitively priced software
and peripheral products, including software, monitors, printers, handhelds, notebook
accessories, networking and wireless products, memory, digital cameras, projectors and

22
 scanners. The company also offers several new Dell peripheral products, including plasma
TVs, the Dell Digital Jukebox MP3 player and Axim handheld.
 Managed Services Dell's wide range of IT management services allow customers to lower
annual service costs and enhance performance without sacrificing control of their systems.
Dell Managed Services assists customers in planning, deployment, maintenance, asset
management, on-site field services and other related services.
 Professional Services Dell Professional Services help businesses utilize emerging
technology, enhance efficiencies, reduce business risk and maximize return on technology
investment. Using its expertise and best practices in technology consulting, application
development, solutions integration, and infrastructure design, Dell designs, develops and
implements end-to-end technology solutions.
 Deployment Services Dell's deployment services are designed to rapidly configure and
deploy Dell systems and products into IT environments. Dell's custom factory integration
services allow customers to configure systems to meet their specific hardware and software
needs. Additional deployment services include asset management and recovery services,
custom delivery services, installation services, managed deployment services and image
management services.

23
Lenovo Group Ltd. or Lenovo PC International, often shortened to Lenovo. Lenovo is a
Chinese multinational technology company with headquarters in Beijing, China, and Morrisville,
North Carolina, United States. It designs, develops, manufactures, and sells personal
computers, tablet computers, smartphones, workstations, servers, electronic storage devices, IT
management software, and smart televisions. Lenovo is the world's largest personal computer
vendor by unit sales, as of March 2019. It markets the ThinkPad business line of notebook
computers, IdeaPad, Yoga and Legion consumer lines of notebook laptops, and
the IdeaCentre and ThinkCentre lines of desktops.

Lenovo has operations in more than 60 countries and sells its products in around 160 countries.
Lenovo's principal facilities are in Beijing and Morrisville, with research centers in
Beijing, Shanghai, Shenzhen, Xiamen, Chengdu, Nanjing, and Wuhan in China, Yamato in
Kanagawa Prefecture, Japan, and Morrisville in the U.S. It also has a joint venture with NEC,
Lenovo NEC Holdings, which produces personal computers for the Japanese market.

Lenovo was founded in Beijing in November 1984 as Legend and was incorporated in Hong
Kong in 1988. Lenovo acquired IBM's personal computer business in 2005 and agreed to acquire
its Intel-based server business in 2014. Lenovo entered the smartphone market in 2012 and as of
2014 was the largest vendor of smartphones in Mainland China. In 2014, Lenovo acquired the
mobile phone handset maker Motorola Mobility from Google.

Lenovo is listed on the Hong Kong Stock Exchange and is a constituent of the Hang Seng China-
Affiliated Corporations Index, often referred to as "Red Chips".

Liu Chuanzhi founded Lenovo on 1 November 1984 with a group of ten engineers in Beijing
with 200,000 yuan. The Chinese government approved Lenovo's incorporation on the same day.
Jiǎ Xùfú, one of the founders of Lenovo, indicates the first meeting in preparation for starting the
company was held on 17 October of the same year. Eleven people, the entirety of the initial staff,

24
attended. Each of the founders was a middle-aged member of the Institute of Computing
Technology attached to the Chinese Academy of Sciences. The 200,000 yuan used as start-up
capital was approved by Zēng Màocháo. The name for the company agreed upon at this meeting
was the Chinese Academy of Sciences Computer Technology Research Institute New
Technology Development Company.

Personal and Business Computer

Lenovo markets the ThinkPad line of notebook computers, IdeaPad, Yoga and Legion lines of
notebook laptops, and the IdeaCentre and ThinkCentre lines of desktops. It expanded
significantly in 2005 through its acquisition of IBM's personal computer business, including its
ThinkPad and ThinkCentre lines. As of January 2013, shipments of THINK-branded computers
have doubled since Lenovo's takeover of the brand, with profit margins thought to be above
5%. Lenovo aggressively expanded the THINK brand away from traditional laptop computers in
favor of tablets and hybrid devices such as the ThinkPad Tablet 2, ThinkPad Yoga, ThinkPad
8, ThinkPad Helix, and ThinkPad Twist; the shift came as a response to the growing popularity
of mobile devices, and the release of Windows 8 in October 2012. Lenovo has achieved
significant success with this high-value strategy and it now controls more than 40% of the
market for Windows computers priced above $900 in the United States.

Lenovo ThinkPad UltraBook

25
 Lenovo Ideapad

Financial and Market Share

From 4 March 2013, Lenovo was included as a constituent stock in the Hang Seng Index.
Lenovo replaced the unprofitable Aluminum Corp of China, a state-owned enterprise, on the list
of 50 key companies on the Hong Kong stock exchange that constitute the Hang Seng Index. The
inclusion of Lenovo and Tencent, China's largest internet firm, significantly increased the weight
of the technology sector on the index. Being added to the Hang Seng Index was a significant
boon for Lenovo and its shareholders as it widened the pool of investors willing to purchase
Lenovo's stock. For instance, index funds pegged to the Hang Seng and pension funds that
consider index inclusion now have the opportunity to invest in Lenovo. In November 2013
Lenovo reported that they had achieved double-digit market share in the United States for the
first time.

Lenovo is the world's largest personal computer vendor by unit sales from 2013 to 2015.[145] In
2016 Lenovo shipped an estimated 55.5 million PCs, for an estimated 21.3% market share,
according to market research firm International Data Corporation. For the fiscal year ending
March 2016, the company reported revenue of USD$44.9 billion. The company's expansion was
boosted in part by a joint venture with NEC in Japan called Lenovo NEC Holdings.
Lenovo was able to reclaim its top spot in PC market share 2018.

Marketing in India
Lenovo has gained significant market share in India through bulk orders to large companies and
government agencies. For example, the government of Tamil Nadu ordered a million laptops
from Lenovo in 2012 and single-handedly made the firm a market leader. Lenovo distributes
26
most of the personal computers it sells in India through five national distributors such as Ingram
Micro and Redington.

Given that most smartphones and tablets are sold to individuals Lenovo is pursuing a different
strategy making use of many small state-centric distributors. Amar Babu, Lenovo's managing
director for India, said, "To reach out to small towns and the hinterland, we have tied up with 40
regional distributors. We want our distributors to be exclusive to us. We will, in turn, ensure they
have exclusive rights to distribute Lenovo products in their catchment area." As of 2013, Lenovo
had about 6,000 retailers selling smartphones and tablets in India. In February 2013, Lenovo
established a relationship with Reliance Communications to sell smartphones. The smartphones
carried by Reliance have dual-SIM capability and support both GSM and CDMA. Babu claims
that the relative under penetration of smartphones in India represents an opportunity for Lenovo.

Lenovo has assembled a team of senior managers familiar with the Indian market, launched
mobile phones at all price points there, and worked on branding to build market share. As of
February 2014, Lenovo claims that its sales of smartphones in India have been increasing 100%
per quarter while the market is only growing 15-20% over the same period. Lenovo did
marketing tests of its smartphones in November 2012 in Gujarat and some southern cities, where
Lenovo already had a strong presence. Lenovo's strategy has been to create awareness, maintain
a broad selection of phones at all price points, and develop distribution networks. Lenovo
partnered with two national distributors and over 100 local distributors. As of February 2014,
more than 7,000 retail outlets in India sold Lenovo smartphones. Lenovo has also partnered with
HCL in order to set up 250 service centres in 110 cities.

In India, Lenovo grants distributors exclusive territories but allows them to sell computers from
other companies. Lenovo uses its close relationships with distributors to gain market intelligence
and speed up product development.

Lenovo reported a year-on-year increase of about 951% in tablet sales in India for the first
quarter of 2014. Canalys, a market research firm, said Lenovo took market share away from
Apple and Samsung in the country.

27
Lenovo now gain attention of buyer through E-commerce buy Providing high Quality of PC at
lower Price on Lenovo Website Customer support availale all the time of consumer help many
service center in india provide after sale service to satisfied Buyer.

28
PROFILE

Founded in 1969 and based in Sunnyvale, California, AMD provides microprocessors, Flash
memory devices, and silicon-based solutions for our customers in the communications and
computer industries worldwide.
However, our focus goes beyond integrated circuits and transistors. AMD is committed to
helping our customers — and their customers — take advantage of the phenomenal capacity of
silicon to add value and help differentiate their offerings. To that end, AMD products are
developed with customer needs always in mind and not for the sake of innovation alone. Stated
more plainly, it means that AMD exists to provide real solutions for real customer problems that
exist.
We refer to this philosophy as “customer-centric innovation,” and it represents the guiding
principle behind everything we do at AMD.
The era of technology for technology’s sake is behind us. Innovation driven by real customer
needs Customer centric innovation’ — is the new path to leadership.
The development of AMD microprocessor solutions stands in direct proportion to our
commitment to the enterprise. We learn from our customers, we endeavor to anticipate their
strategic business and IT needs, and we create innovative, differentiated technologies that can
benefit their bottom line at the time of purchase and for years after.

Products
High-performance, low-power MIPs and x86 solutions for a variety of applications.

1.AMD Alchemy™ Solutions, AMD Geode™ Solutions, E86 embedded processors, and
wired Ethernet devices are designed to help you develop innovative x86 applications quickly,

29
easily and efficiently. Broad-ranging x86 solutions that feature true power at any
performance level.
2. Introducing the AMD Geode™ NX DB1500 Development Board with SIS chipset– a
reference design tool that helps you develop mini-ITX form factor applications.
3. The AMD Alchemy™ Au1200™ Processor is a low-power, high-performance processor
solution for Personal Media Player (PMP), automotive and Digital Media Adapter
(DMA) applications.

30
 Profile of Companies whose products are used in Non-Branded
Personal computer

PROFILE

At Intel, we believe in innovation. We're driven by it. We live by it. And it's this principle that
led us to create the world's first microprocessor back in 1971. Read below to see how Intel's
commitment to innovation continues to shape the world's future. For 35 years, Intel Corporation
has developed technology enabling the computer and Internet revolution that has changed the
world. Founded in 1968 to build semiconductor memory products, Intel introduced the world's
first microprocessor in 1971. Today, Intel supplies the computing and communications industries
with chips, boards, systems, and software building blocks that are the "ingredients" of
computers, servers and networking and communications products. These products are used by
industry members to create advanced computing and communications systems. Intel's mission is
to be the preeminent building block supplier to the Internet economy.

Operational Overview

Manufacturing
Intel is a leader in semiconductor manufacturing and technology and has established a
competitive advantage through its scale of operations, agility of its factory network, and
consistent execution worldwide. Intel has 11 fabrication facilities and six assembly and test
facilities worldwide. Intel produces the silicon for its high-performance microprocessors, chipset
and flash memory components in its fabrication facilities. After the silicon-based products are
created, they are sent to Intel's assembly and test facilities where each wafer is cut into individual
microprocessors, placed within external packages, and tested for functionality.

31
E-Business
Intel's mission is to be a worldwide, 100 percent e-Corporation that maximizes profitability,
responsiveness and innovation. The company has built its internal infrastructure and practices
around its own products and technologies. Intel handles everything online, from order processing
to materials management to accounts payable. More than 60 percent of Intel's materials
transactions and 85 percent of customer orders are processed electronically

Products and Services

Microprocessors, also called central processing units (CPUs), are frequently described as the
"brain" of a computer because they control the central processing of data in personal computers
(Personal Computers), servers, workstations, and other devices

Processors

1. Intel® Pentium® 4 Processor Extreme Edition supporting Hyper-Threading Technology†

2. Intel® Pentium® 4 Processor supporting Hyper-Threading Technology†
3. Intel® Pentium® 4 Processor
4. Intel® Celeron® D Processor
5. Intel® Celeron® Processor

Intel Chipset Board

1. Intel® 845PE Chipset

2. Intel® 845GV Chipset
3. Intel® 848P Chipset
4. Intel® 915PL Express Chipset
5. Intel® Desktop Board D845GVFN

32
PROFILE

Sony Corporation of America based in New York City, is the US subsidiary of Sony Corporation
headquartered in Tokiyo. Sony is the leading manufacturer of audio, video, communications and
information technology products for the consumer and professional markets.

Our companies are known for creating products that enrich people's lives. Through Sony
Corporation of America and its operating companies - Sony Electronics Inc. and Sony Pictures
Entertainment - we are also dedicated to improving people's lives. Our commitment extends to
helping local communities, fostering better educational systems, funding research to cure
devastating diseases, supporting the arts and culture, helping disadvantaged youth and actively
encouraging employee volunteerism.

Our philanthropic efforts reflect the diverse interests of our key businesses and focus on several
distinct areas: arts education; arts and culture; health and human services; civic and community
outreach; education; and volunteerism. Each operating company has its own philanthropic
priorities and unique resources, from product donations to recordings and screenings that benefit
a multitude of causes. Sony Corporation of America is a strong supporter of arts and culture.
Education and volunteerism are key components of Sony Electronics' philanthropic efforts.

Products provide by Sony are:-

1. Floppy Drive

33
2. CD Rom-CD R/W

34
PROFILE
The vision of Digital LG is to highlight the innovative digital products and
services of LG Electronics to enrich your life and make it more comfortable.
Also included are LG Electronics’ business areas and a message from the CEO .

Products

LCD TV CD R/W Writer/Rom

35
PROFILE

In 1993, SAMSUNG introduced a new corporate identity program in honor of its 55th
anniversary and 5th anniversary of the introduction of the "second foundation." It was aimed to
strengthen competitiveness by bringing the attitudes and behavior of all employees in line with
Samsung’s desired perception by the public. Samsung’s corporate logo was redefined to project
Samsung’s firm determination to become a world leader. The SAMSUNG name is now written
in English, expanding its global presence throughout the world. The name is superimposed over
a dynamic, new logo design, giving an overall image of dynamic enterprise. The elliptical logo
shape symbolizes the world moving through space, conveying a distinctive image of innovation
and change. The first letter, "S", and the last letter, "G," partially break out of the oval to connect
the interior with the exterior, showing Samsung’s desire to be one with the world and to serve
society as a whole.

PRODUCTS

PRINTER
Printers for all business sizes

36
 MONTIORS
Samsung monitors are the market leader .

HARD DISK DRIVE DISK DRIVER

Hard Disk drives for the Mass storage of data Samsung manufactures a wide range

37
38
 CHAPTER-2
REVIEW OF LITERATURE

39
40
 REVIEW OF LITERATURE

Personal computer market has been rapidly increasing day by day. The growing competition
requires prompt efficient services & prices to consumers. The study evaluates the consumer’s
attraction towards Branded & Non-Branded personal computer. One major reason for
undertaking research is to discover market opportunities.

To study and know about:

 Buying behavior of customer.

 Consumer attraction towards Branded or Non-Branded personal computer.
 Who provides better services to consumer?

41
 Objectives of the study

1. To identify the causes of popularity of Branded & Non-Branded personal computer.

2. To identify the market share of Branded & Non-Branded personal computer.
3. To study the consumer behavior towards Branded & Non-Branded personal computer.
4. To identify the factor that consumer compare while buying Branded & Non-Branded
personal computer.

42
 CHAPTER-3
RESEARCH
METHODOLOGY

43
44
 RESEARCH METHODOLGY

Research refer to search of knowledge. Once can also define research as a scientific and
systematic search for information on a specific topic.Research is an art of scientific investigation.

The word research is composed of two syllables, re and search.

Research is an academic activity search refer to the systematic method consisting of the problem
formulating a hypothesis collecting the fact or data analysis the fact and reaching certain
conclusions either in the form of solution toward the concerned problem or in certain general
education for some theoretical formulation.

There are different methods available by which we can collect data and analyse that data and
present in that way which is easy to understand by all and clearly explain the problems come in
the path of process and by which we can find out out of best possible alternate to solve all
problems and make that data car more useful and and reliable is called research methodology.

Iin this process is followed Selecting of topic , Defining the research problems , Objective of
research , Literature survey , Formulation of hypothesis , Selecting of research design , Sample
design , Collection of data , Execution of project , Analysis of data , Testing of hypothesis ,
Generalisation and interpretation of data , Preparation of research report

To understand the consumer behavior towards the Branded and Non branded personal computer,
a survey was conducted.

Research Design:

Research design is purely and simply the framework or plan for a study that guides the collection
and analysis of data. Infact, the research design is the conceptual structure within which the
research is conducted .It is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in procedure.

Research design includes two types of research study:

a) Exploratory research study

b) Descriptive research study.
45
The type of research employed in this project was Exploratory because exploratory research is
use to define the problem and discovery of new ideas.

Survey Population
Survey population was respondents of Rohtak city.

Survey sample:
The sample size for survey was 60 respondents. The sample population has been classified as
academicians, students, businessmen, servicemen and households.

Sampling technique
Sampling technique means how the sample has been chosen. For the survey convenience
and judgemental sampling was used.

Data Collection
Data collection refers to the process of collecting the data required for research. There are many
techniques for data collection like interview, questionnaire and schedules etc. The data collection
technique adopted was questionnaire. For the survey, questionnaire was designed which was
consisted of 13 questions.

Primary Data:

Primary data were collected by the way of:-

Questionnaires – to obtain there views

Secondary Data:

Secondary data were collected from various sources

1. Books
2. Magazine
3. Newspaper

46
 4. Journal
5. Internet

Internet helped a lot to understand the current information.

Data Analysis:
Data analysis is a process of examining and analyzing the data in order to find out the results.
The data in the project had been analyzed using pie charts for each question and then explained
theoretically.

47
48
 CHAPTER-4
DATA ANALYSIS AND
INTERPRETATION

49
50
 Data Analysis and Interpretation

Data collection through questionnaires resulted in availability of the desired information. But
these were quite useless until they were analyzed. Various steps, required for this purpose were
editing and tabulating. Editing refers to inspecting, correcting and modifying the collected data.
Tabulating refers to bringing together similar data and compiling them in an accurate and
meaningful manner.

For collecting the information sample size of 60 people was taken which included the people of
all age groups. For making the information more relevant, respondents were divided in four
categories on the basis of their age. Those groups were as follows:
Age No. of respondents
(In years)
10-20 10
20-30 25
30-40 15
40 above 10
60

51
Q 1. Do you have the Computer?

(a) Yes
(b) No
Table 1

Option No. of people responded Percentage

Yes 42 70%

No 18 30%

Yes
No

30%

70%

Interpretation:

During the survey, it was found that 70% of the people had Computer whereas 30% did not have
computer.

52
Q 2. (A) Which type of Computer you have?

a) Branded

b) Non-Branded

Table-2

Option No. of people responded Percentage

Branded 10 24%

Non-Branded 32 76%

24% Branded
Non Branded

76%

Interpretation:

During the survey, it was found that 76% of the people had Non Branded computer whereas 24%
had Branded computer.

53
Q 3. For what purpose you had purchased your computer?

(a.) For personal use

(b.) For job work

(c.) For entertainment

Table-3

Option No. of people responded Percentage

For Personal Use 17 40%

For Job Work 8 20%

For Entertainment 17 40%

Personal Use
Job work
Entertainment

40% 40%

20%

Interpretation:

During the survey, it was found that 40% of the people used Computers for entertainment, 20%
for job work, whereas 40% used Computers for personal purpose.

54
Q 4. Do you want to Purchase or Re-purchase?

(a.) Yes

(b.) Upgrade

(c.) With old one

Table-4

Option No. of people responded Percentage

Yes 3 15%
Upgrade 8 20%
With old one 34 65%

Yes
Upgrade
With old one

15%

20%
65%

Interpretation:

During the survey, it was found that 15% of the people wanted to purchase the computer, 20%
wanted to upgrade their existing computer and 65% remained with their old computer.

55
Q 5. Do you have knowledge about computer’s application?

(a.) Yes

(b.) No

Table-5

Option No. of people responded Percentage

Yes 54 90%

No 6 10%

Yes
No

10%

90%

Interpretation:
During the survey, it was found that 90% of the respondents had knowledge about computer’s
application, while 10% did not have any knowledge regarding computer.

56
Q 6.From where did you purchase the computer?

(a.) Vendor

(b.) Company Dealer.

Table- 6

Option No. of people responded Percentage

Vendor 27 65%

Company Dealer 15 35%

Vendor
Company Dealer

35%

65%

Interpretation:
During the survey, it was found that 65% of the respondents had purchased their computer from
vendor while 35% of the respondents had purchased from Company Dealer.

57
Q 7. Which type of Computer do you want to Purchase?

a) Branded
b) Non Branded

Table- 7

Option No. of people responded Percentage

Branded 24 40%

Non-Branded 36 60%

Branded
Non Branded

40%

60%

Interpretation:
During the survey, it was found that 40% of the respondents wanted to purchase the computers
of Branded Company while rest (60%) of the respondents wanted to purchase Non Branded
computers.

58
Q 8 .If Branded computer, then which will you prefer?

a) Compaq (d.) Dell

b) LENOVO (e.) HP
c) IBM (f.) Zenith

Table- 8

Option No. of people Responded Percentage

Compaq 21 35

LENOVO 15 25

IBM 6 10

Dell 6 10

HP 9 15

Zenith 3 5

Compaq
5%
15%
35% Lenovo
IBM
10% Dell
10% HP
25%
Zenith

Interpretation:
During the survey, it was found that 35% of the respondents wanted to purchase the computers
of Compaq Brand, 25% of the respondents wanted to purchase LENOVO, 10% of the
respondents wanted to purchase IBM, 10% of the respondents wanted to purchase Dell, 15% of
the respondents wanted to purchase HP, and 5% of the respondents wanted to purchase Zenith.

59
Q 9. Which factor you will consider while purchasing the computer?

a) Price
b) Outlook
c) Efficiency
d) After sale services
e) Company’s name

Table- 9

Option No. of people responded Percentage

Price 24 40

Outlook 12 20

Efficiency 12 20

After Sale Services 6 10

Company’s Name 6 10

Price
10%
10% Outlook
40%
Efficiency
20% After Sales Service
20%
Company name

Interpretation:
During the survey, it was found that 40% of the people made their purchase because of price,
20% of the people were influenced by outlook, 20% of the people were influenced by efficiency,
and 10% were influenced by after sale services and only 10% respondents made purchase
because of company’s name.

60
Q10. From where you get the information regarding the computer?

(a.) Newspaper (d.) T.V/Cable

(b.) Friends/Relatives (e.) Magzines
(c.) Vendor (f.) Others

Table-10

Option No. of people responded Percentage

Newspaper 9 15%

Friends/Relatives 27 45%

Vendor 3 5%

T.V/Cable 15 25%

Magzines 6 10%

Others 0 0%

Newspaper
10% 5%0% 15% TV/Cable
Friends/Relative
25% Magazine
45% Vendor
Other

Interpretation:

During the survey, it was found that 45% of the respondents got information about the computer
from friends/relatives, 25% from TV/Cable, 15% of the respondents got information about the
computer from Newspaper, 10% from Magazine, 5% got information from Vendors.

61
Q11. Have your pervious computer solved your purpose?

(a.) Yes
(b.) No

Table-11

Option No. of people responded Percentage

Yes 34 80%

No 8 20%

Yes
No

20%

80%

Interpretation:

During the survey, it was found that 80% of the respondents had solved their purpose of having
the computer while 20% did not.

62
Q 12. Which Branded computer’s technology is the best technology?

(a.) Compaq (d.) Dell (g.) Others

(b.) LENOVO (e.) HP
(c.) IBM (f.) Zenith

Table-12

Option No. of people responded Percentage

Compaq 18 30%
LENOVO 15 25%

IBM 3 5%

Dell 1 2%

HP 12 20%

Zenith 8 13%

Others 3 5%

5% Compaq
13%
30% Lenovo
IBM
Dell
20% HP
Zenith
2% 5% 25%
Others

Interpretation:
During the survey, it was found that 30% of the respondents preferred Compaq as best brand, 5%
preferred IBM, 25% LENOVO, 20% HP brand, 2% of the respondents preferred Dell brand
while rest of the respondents (13%) preferred Zenith, and 5% preferred others as best brand.

63
Q 13. Which one computer has almost all qualities if the price remains same for every
computer whether Branded or Non-Branded?

(a.) Compaq (c.) IBM (e.) HP (g.) Assembled

(b.) LENOVO (d.) Dell (f.) Zenith (h.) Others

Table-13

Option No. of people responded Percentage

Compaq 12 20%
LENOVO 9 15%

IBM 6 10%

Dell 3 5%

HP 9 15%

Zenith 0 0%

Assembled 18 30%

Others 3 5%

Compaq
Lenovo
IBM
5% 20% Dell
30% HP
Zenith
Assembled
15%
Others
0%
15% 5% 10%

Interpretation:
According to the survey, 30% of the respondents preferred Assembled computer, 20% would go
for Compaq, 10% preferred IBM, 15% LENOVO, 21% HP brand, 5% of the respondents
preferred Dell, 5% of the respondents preferred other brands, and no one preferred Zenith.
64
 Conclusion

 In project report, it was found that most of people purchased the personal computers for
entertainment and personal use.
 It was found that consumer purchased personal computer from vendors because people wanted
more services that were provided by the vendors.
 According to survey people would like to purchase personal computer which appeared
attractive and more warranty with cheaper price.
 At the end of the survey, it was found that most of the people purchased the Non Branded
computer due to their low cost/price. In future, if branded companies may reduce their prices then it
is sure that there will be no market share of Non Branded personal computers.

65
66
 CHAPTER-5
SUGGESTIONS &
CONCLUSION

67
68
 SUGGESTIONS

 Branded computer companies need to do more efforts to create an image in customers’ mind
through more advertisement.
 Branded computer companies should reduce the prices of their computers.
 Branded computer companies should open more outlets
 Outlet owners should provide more services so that customers feel delight.
 Branded computer companies should use various promotional tools in order to promote their
products.

69
70