A

COMPREHENSIVE PROJECT
On

PEAPOLE’S PREFERNCES TOWARDS VARIOUS BRANDS OF LAPTOP

Submitted to
L J INSTITUTE OF MANAGEMENT STUDIES

IN THE PARTIAL FULFILLMENT OF THE

REQUIREMENT OF THE AWARD FOR THE DEGREE OF
MASTERS OF BUSINESS ADMINISTRATION

In
Gujarat Technological University

UNDER THE GUIDANCE OF

Faculty Guide
Prof.Mitesh Patel
Assistant Professor

Submitted by
Janish Joshi
Adnan Ansari
Batch: 2013-15, Enrollment No: 147960592013 & 147960592039
MBA SEMESTER III

L J INSTITUTE OF MANAGEMENT STUDIES

MBA PROGRAMME
Affiliated to Gujarat Technological University
Ahmedabad
2015
 INSTITUTE CERTIFICATE

Certified that this Comprehensive Project Research Proposal Titled “PEOPLE’S PREFERENCE
TOWARDS VARIOUS LAPTOP BRANDS” is the bonafide work of Mr. Janish Joshi and Adnan
Ansari, who prepared research proposal under my supervision. I also certify further, that to the best of
my knowledge the proposal reported herein does not form part of any other project report or
dissertation on the basis of which a degree or award was conferred on an earlier occasion on this or
any other candidate.

Signature of Faculty Guide

Prof. Mitesh Patel, Asst. Professor

(Certificate is to be countersigned by the Director/HOD)

 INTRODUCTION

One of the recurrent things in our project has been comparative study of the“PEOPLE’S
PREFERENCE TOWARDS VARIOUS LAPTOP BRANDS”. Apart from we have also considered
consumer’s awareness and preferences in our report. We have chosen a report prepare on
comparative study on comparative study of the People’s Preferences towards Various Brands of
Laptop. At the first when we were putting down our efforts we have no idea what we would have to
say through our report but however we put aside all doubts & begun to examine past management
system that how with the passage as well as the present scenario and where future lies of software
company .

Every company has struggled to achieve its goals. Generations have given their best to make life
better for their off spring. There is nothing mysterious or hidden about it any alternatives to efforts.
And yet we fail to follow the winning track. More than the problems outside – globalization, recession,
inflation, instability, and so on – we are concerned about the inertia that has gripped the software
company psyche, the mind set of defeat. We believe that when we believe in our goals that what we
dream of can became reality results will began to follow.

In the our report we have introduced you with our work and extend of our knowledge regarding
different concepts of marketing and business environment and how we have linked theory with
practical issues of Indian and global laptop company.

ABOUT THE COMPANY/INDUSTRY/SECTOR

Technology is changing day by day with innovation and development to satisfy human need want &
demand information technology plays a great role in innovation & development. It helps in
communication & share Information and data for different group of people and user with the increase
in technology in 1979 Briton, William Moggride came with new gadget and technology i.e. Laptop.

A LAPTOP often called notebook computer by manufacturers is a device or gadgets run on battery or
AC power, generally smaller than a briefcase and that can be easily transported and conveniently
used in temporary space such as on airplanes, libraries, temporary offices and at meetings. It is an
upgraded device of Desktop.
They develop laptop for Grid System Corporation; the grid compass was one- fifth the weight of any
model equivalent in performance and was used by NASA on the space-shuttle programme in early
1980, a 340k byte bubble memory laptop computer with die – cast magnesium case and folding
electroluminescent graphic displays screen.

Overview of World Laptop Market and Major Company

The more potential customer was pulled by very different and Unique Technology and Prices that was
lower one than previous and also provide a big laptop screen. Thus, Technology in this sector
increasing day by day and if we had a look on the earlier laptop industries they have very selected
and narrow consumer target market where they have only some potential customers but today the
demand of laptops raising and they have much bigger scope, Now they have bigger consumer market
with a new challenging market. There are so many leading Global players in this industry, i.e. Apple,
Acer, Asus, Dell, HP, Lenovo, LG, Toshiba, Samsung, Wipro, Zenith, etc.

Here are top 5 Highest Market Share Taking Companies by Number of units shipped in the recent
year 2015:

Rank Manufacturer Market Share

1 Lenovo 21%
2 HP 17.3%
3 Dell 11.2%
4 Asus 10.8%
5 Acer Inc. 5.7%
6 Others 34%

Recent Beliefs

Laptop are believed to be facing sort of identify crisis, because variety of similar products like
notebook, Lifebook, etc. are spanning the Global Computers Market. Also many theories like possible
health hazards related to keeping the Laptops on the Lap for long hours have led to manufacturer
come up with new products.
Then also it is expected that Global Laptop Marketing will increases year by year some key aspect
based on an assumption of Global Laptop Market 2015-2019.

Key Geography: APAC, Americas, EMEA

Key Vendors: Acer, Apple, Asus, Dell, HP, Lenovo

Key Market Drivers: Innovative Products

Key Market Trend: Beyond Keypad and Trackpad

More availability of affordable touch-based laptops, price drops of thin and light laptops, and 2-in-1
hybrid laptops will attract consumers in the nearest future of Global Laptop Market.

New technologies such as cloud computing and hosted virtual desktops (HVDs) may change the
requirements of the laptop industry, from powerful stand-alone laptops to less-powerful wirelessly
networked laptops. This will likely affect the profitability of existing manufacturers. The focus in this
analysis is therefore on the macro- and micro- factors affecting the global laptop PC manufacturers.
Since the laptop industry represents a segment of the broader personal computer (PC) market, data
regarding the PC industry is also relevant in the analysis of the laptop industry.

OVERVIEW OF INDIAN LAPTOP MARKET MAJOR COMPANY

People change their lifestyle improving their work style as well, it’s creating need for 24 hours access
to information which is fueling the growth of Indian Laptop market. Basically Laptops are preferred on
the basis of convenience and portability factor associated with them.

The Indian laptop market reached approximately 4.71 Million shipments for the year ending on June-
2014. Over the last few quarters, growth of portable PC market mostly known as Indian Laptop
Market has experienced a volatile Trend. Another reason for booming of Indian Laptop Market is
Reduction in price and increasing computer awareness in the country. Apart from the procurement
cost, demand is also driven by increasing number of new professions across the corporate and
household segment. The Indian Laptop Market is expecting rise on account of the upcoming session.
Current Scenario of Laptop Industry in India is, it was recorded that 1.7 percent growth has been
there with 4.9 million units sold to the consumer in the year 2014. The Leading brands for the Laptops
in the India are…

 HP (Hewlett-Packard)
 Dell
 Lenovo
 Apple
 Vaio (Sony)
 Samsung
 Acer
 Toshiba
 Alien ware

Due to Volatility of exchange rates laptop companies face so many problems in the economy
stabilizing. Indian Laptop Market progressing also in global market, too. These major players charge
reasonable prices of their products, they providing prices for all range of their customer base.

It is seen that usage of laptops in higher it’s increasing day by day. The usage of computer technology
has increased over time in every sector. Moreover, with the amazing speed of storing, transferring
and accessing the information consumers want the information anytime, anywhere calling for
increased use of the laptops.

It is witnessed that over a period of time the prices of the computers have become affordable to the
masses coupled with finance schemes facilitating buying and use of laptops. Because of the
portability feature a significant part of laptop usage is for entertainment too. Laptops are self-sufficient
product, which come with inbuilt speakers and adequate battery life so that it is not necessary to plug
in additional accessories most of the time; hence the overall cost to the consumer is perceived to be
lesser. Due to its high visibility, the consumers are image and brand conscious which is reflected in
their laptop buying behavior.
Around 30% of the people are of the age between 18 years to 25 years. A Laptop is a personal
computer for consumer. A laptop integrates most of the typical components of a desktop computer
including display, keyboard, pointing device touch pad and speakers as a single unit. A laptop is
powered by electricity mains through an AC adapter and can be used using a rechargeable battery.
Laptop computers became smaller, lighter, cheaper and more powerful than Desktop. As we
concentrate on the buying behavior of consumers, it is essential for us to understand the consumer
behavior process and also various definitions given by eminent people.

OVERVIEW OF GUJARAT LAPTOP MARKET

Introduction
According to the Ahmedabad Computer Merchant Association (ACMA) the demand in Gujarat of PC
is increase 15 percent whereas the Laptop Market has increase of 60 percent. The market
Penetration strategy is also higher in small towns of Gujarat, this growth shows the dynamic business
atmosphere coupled with growing literacy even in remote areas of the Gujarat State.

Computer Manufacturing Usage and Demand in Gujarat

As per increasing growth of computers in the Gujarat state monthly over 20,000 PC and 11,000
Laptops has been sell and these numbers grown higher during the forecast.

If we talk about manufacturing, Lenovo India gives best support to the Gujarat for computer
manufacturing in the state which is shown as growing industrial and business hub where producer
want to have strong retailing presence for their product.

Lenovo nationally ranked as fourth among the laptop brands in India it has approximately 9.2 percent
market share where has in Gujarat it has approximately 20 percentage.

This performance of Gujarat manufacturer indicates the good future market scope in Gujarat for
Laptop Gadget. Demand for the laptops in small town shows the promising and higher growth rate in
future. This scenario not limited within a state but rest of the country as well with approximately 10
million units sold each year.

LITERATURE REVIEW
 WahidaFarzana (2012) this study is to explore how consumers’ psychological factors
(Motivation, perception, and attitude) are associated with brand equity (brand loyalty, brand
association, perceived quality, and brand awareness) of laptop. The result revealed that,
consumers’ motivation to use laptop and brand association criteria work separately.

 Arasu (2010) in his study, “Research on laptop buying behavior of students in Symbiosis Info
Tech Campus (SIC)” revealed that gender of the respondent, style, resale value, multimedia
features, weight of the laptop are the factors which affect the buying behavior. To an extent
value for money also plays a role in determining the choice. Most of the respondents preferred
Dell laptops followed by Apple.

 P.V. Ranjith and ElaGoyal (2011) in their article “A study on consumer perception- A case
study for Laptops” stated that in spite of various brands in the market, Dell is the most popular
brand of laptop and actually purchased by the consumers. The majority of respondents
reported that they bought their laptop based on its features and referred their brands to others
also. Education and browsing were found to be the most important uses of laptops.

 ShashankTripathi (2013) in his study, “A study of student’s buying behavior towards laptops”
highlighted that the consumer decision-making process and buying behavior are influenced by
internal –as well as external factors. The internal factors consist of factors such as needs and
motivation. External factors consist of culture, social class and family /household and reference
groups. One of the important external factors is groups, friends & family. The majority of
students like to shop with shopping companions. Their first choice is friends, followed by family
members. The majority of student’s decision-making style is quality consciousness, followed by
price sensitiveness and service orientation.

 Dr.Nasır, Yoruker, Gunes, and Ozdemir (2006), in their article, “Factors influencing
consumers” laptop purchases’ studied that core technical features, post purchase services,
price and payment conditions, peripheral specifications, physical appearance, value added
features, and connectivity and mobility are the seven factors that are influencing consumers’
laptop purchases. Furthermore, price and payment condition factor shows significant difference
among three consumer groups of a company’s customer base.
 Vijay R. Kulkarni (2013) in his study, “A factorial study of consumer buying behaviour of
laptops of postgraduate students in Pune” stated that if you want to survive and grow in this
challenging and highly competitive environment, companies need to have a highly innovative
approach, keep a keen eye on the changing needs and expectations of the consumers. In the
event of breakdown quick availability of spares and availability of service center is called for
without which the customer cannot use the product and would definitely result in post purchase
dissonance. It therefore calls on the part of the organizations to make available service
facilities so that customers are put at ease, are satisfied and continue to use the products
through their life time.

 Miss PhotjanapornWongwan (2007) study about factors affecting consumers’ purchasing

decision for laptop in Muaeng district. The finding that the purpose of using related only the age
of laptop, laptop using frequency, time duration, location it’s not related to education, income,
occupation and sex.

 Mr. Thanaphat. Huansuriya (2003) study about the factor determining choice of buying
laptop. The finding indicates that the major factor stipulating consumes choose are gender,
term of payment, price of the computer, income and occupation.

 According to AdrijitBasu. There is a cut throat competition in the market on price front and so
they have to find out better quality and low cost product. The characteristics of this specific
industry is the marketing defines, creates and forms the goods and their and target groups.
Ability to meet changing technology, Customer’s need and styling and shortening product life
cycle are the challenges that laptop manufacturing companies will have to face.

 Md. Nor Othman et al., (2004) examined the Malaysian urban consumers purchase behavior
of personal laptops and computers and the usage of various information sources. Indian, Malay
and Chinese consumers who bought their computer thirty six months prior to the survey were
communicated through questionnaire. Study revealed that most of the respondents were first-
time buyers of personal computers. Please purchase PDF Split-Merge on www.verypdf.com to
remove this watermark. 38 Quality, CPU speed and warranty and friends or colleagues were
the most important factors during their purchase. Among three ethnic groups: computer
salesperson, retail display and Internet were the very important source among Malaya and
Indian buyers. Malays and Indians showed greater tendency to buy the cheaper version of the
computer compared to the Chinese.
 For the average consumer, most of the technological computer terms that refer to the internal
components of the machines are very confusing, but it is still important to know what you are
paying for. According to an article published by U.S. News & World Report, for a high power
laptop you need at least an Intel Pentium-Level or an Apple 4G processor. The computer’s
hard drive should not be less that 40 gigabytes and have at least 512 MB of memory (M. K. F.,
A., 2004.) The Dell Latitude D520 laptop is packing an Intel Core Duo processor, which
provides the user with fast mobile performance. Another aspect that contributes to mobile
performance is wireless Internet connection.

 After covering what is at work inside the computer, students need to look at how things work on
the surface. Some models’ stock hardware is more user-friendly than others. For instance, the
designers of HP’s Pavilion dv5000 model laptop kept in mind the equipment that would be
plugged into the computer, chargers, printers, USB drives, etc., and created a smart layout of
ports and inputs (Park, 2006.) Dell made the touch pad on the Latitude D520 large and
comfortable for the user to operate (“Top Ten Tech Tools”, 2006.) The different models distinct
hardware helps establish each laptops appearance.

 Each of the laptops’ appearance adds a certain amount of value to each owner. According to
an article published by Gallup, the fashion of a laptop is just as important as function, as with
many electronically devises, to the buyer (McEwen, 2005.) HP capitalizes on this consumer
behavior with its Pavilion dv5000 laptop which features elegant silver and piano-black finish
and a speaker set up which makes the whole computer look more expensive (Park, 2006.)
Apple computers take another approach and attract students with a simpler minimalist design
(Park, 2006.) The size of the unit also changes its appearance, but it is a larger player in
determining th1e mobility of the laptop.
 RATIONALE OF THE STUDY

Here in this research titled “People’s Preference towards various laptop Brands” we are doing the
research about various laptop brands including Dell, HP, Lenovo, Asus. These are the major players
in today’s market.

In this research we are going to find the way people buy or use the laptop of various brands (above
mentioned) according to their needs and wants. We want to found that which brand is more
successful in the current market and why? Which brand is suitable for which segment of people?

We will do the market research by survey method using the questionnaire as a research instrument.
This questionnaire will fill up by consumer using laptop of above mentioned brands and the future
consumer who want to purchase the laptops of those brands.

Further we will find that why the consumer use the specific brand of laptop. How much amount of
money they are ready to spend on that gadget and how often they would like to purchase it.

This research also clarify that what are the reasons for the consumer for choosing any brand of
laptops. What are the main features they want in their new Laptop. What are the special features that
influence their decision making? Which are the features for which they are willing to pay additional.

What are their budget when they are going to buy a laptop? How or which way they buy a laptop and
from where they get maximum satisfaction as far as product and after sales services are concern.
 PROBLEM STATEMENT

 The title of this report clearly states that the purpose of the study is to know the preference
towards of different laptops, the problem is to identify the impact of current marketing strategy on
the consumers and the brand positioning of the product .therefore a research is conducted to give
and exposure to this case.

 The study is to an attempt to know, “What is the exceptions of consumer’s attitude towards
performance of different laptops brand?”

OBJECTIVES OF THE STUDY

A) Primary Objectives

 To identify the customer satisfaction level towards the performance of the chosen laptops.
 To identify the factors which influence consumer decision making process in buying laptops?
 To identify the competitive position of various brands of Laptops in customers mind.

B) Secondary Objectives

 To analyze the situation of branded laptops company’s (dell, hp, asus, Lenovo) in India.
 RESEARCH METHODOLOGY

Research objective

Objectives

 To identify the customer satisfaction level towards the performance of the chosen laptops.
 To identify the factors which influence consumer decision making process in buying laptops.
 To analyze the situations of branded laptop companies (Dell, HP, Asus, Lenovo) in India

DATA SOURCES

Primary data:

 The newly and freshly information which is gathered for very first time is known as primary
data. Here we have 150 respondents and gathered primary data.

Secondary data:

 From the internet we have gathered some information like details of companies and various
products range also.

Research design:

 Here we use Descriptive research design.

Research approach:
 Here we have used survey research approach to know about the consumer’s beliefs,
preferences and satisfaction regarding the consumption and purchasing pattern of branded
Laptops products with the help of survey instrument known as questionnaire.
 Contact Methods:
 For our research we used personal contact for getting reliable information. We met people of
various age groups to know their using habit, experience and preference related to laptops.

SAMPLING PLAN

A) Sampling unit:
For our research our sampling units are the consumers who use the Laptops.

B) Sample size:
For our research sampling size was 150 respondents, of whom some of respondent using
branded Laptops and some of respondents using unbranded laptops.

C) Sampling procedure:
In our research we used non-probability sampling procedure by convenience sampling as all
the units of population do not get known and equal chance to be selected as samples.

Research Instrument:
 In our research we have used questionnaire as research instrument.

For our report we have used STRUCTURED QUESTIONNAIRE that includes both Open
Ended Questions and Close Ended type of Question we have used Dichotomous Questions,
Multiple Choice Question.

Analysis of Data:

Analysis of our research is divided into five parts:

1. Screening
2. Coding
3. Decoding
4. Tabulation
5. General Tabulation
6. Cross Tabulation
7. Pie Charts
8. Statistical technique

1. Screening:

Screening involves collection of all necessary information through questionnaire and then
identifies the eligible questionnaire that is useful for research. In this process we have
discriminated the correct questionnaire and conducted our analysis. On the basis of this free
questionnaire we have discriminated the correct questionnaire we have conducted the further
analysis.

2. Coding:
In the second stage of our analysis we have marked 1 to 150 numbers on the questionnaires
that means our sample size 150 respondents. Each and every question of questionnaire and
the option given in each question is also assigned a code. These numbers and symbols are
assigning to each option of close ended.

EXAMPLE:

1. Which brand of laptop you use?

Dell 1 Lenovo 2
Asus 3 HP 4

3. Decoding:

In this steps of our analysis the same method which we have applied at the time of coding in
the actual questionnaire. In the computer first of all we have entered 200 respondents as R-1,
R-2, R-3, and R-150.

4. Tabulation:

In the tabulation stage we as a researcher have used cross tabulation.

Cross Tabulation:

We have also tried to articulate the relations between two entities.

 EXAMPLE: - Age of respondent and the usual budget to buy grooming product.

5. Pie-Charts:

We have also presented the information collected from our side in the form of Pie-chart so that
a clear idea about the respondents and the responses given by them can be obtained.

6. Statistical techniques:

We have use chi-square as a statistical technique to analyse the data.

LIMITATION OF THE RESEARCH

There are certain limitations to be faced while doing these researches.

Time:

It is time consuming as it took nearly 4-5 months for data collection, primary survey and analysis of it
of 200 sample size.

Cost:

It became more expensive due to primary survey done to know the consumption habit of Laptops.

Area:

The geographical area was limited to certain and also at Ahmedabad only.