ANALYSING THE BUYING BEHAVIOR OF COMPUTER USERS

DISSERTATION 2007-09
Submitted for the partial fulfillment of the requirement for the award Of POST GRADUATE DIPLOMA IN MANAGEMENT SUBMITTED BY
ARUN VEDWAL (7128)

UNDER THE GUIDANCE OF

Dr. Taruna Gautam
Asst. Director (IME, Sahibabad)

DEPARTMENT OF MANAGEMENT

INSTITUTE OF MANAGEMENT EDUCATION

DEPARTMENT OF MANAGEMENT

CERTIFICATE

This is to certify that the dissertation entitled Analyzing the Buying Behavior of Computer Users and submitted by Mr. ARUN VEDWAL having Roll No. 7128 for the partial fulfillment of the requirements of Post Graduate Diploma in Management (2007-09), IME, embodies the bonafide work done by him under our supervision.

____________________ Signature of the Guide

___________________ Signature of the Dean

Place: ___________________ Date: ___________________

ABSTRACT

We had conducted a research on the topic Analysing the Buying Behavior of Computer Users. As the Indian customer are always inclining towards the price, comfort and convenience. So, for this reason the picture of various players of computer companies came into existence. These companies provides different ranges of computers at competitive prices and at nearest of the location to customer, which attract more customers from different age groups and incomes. We thought that this study will create a good understanding and experience regarding the big players in the market like LG, HCL, COMPAQ, ZENITH, IBM, HP etc. which attract more customers by providing better quality services. We had collected the data through internet & also referred various articles for the study. The main objective of our study is to get the perception of the population towards the changing pattern of buying i.e. from traditional to the organized formats.

ACKNOWLEDGEMENT
Obstacles are those frightful things you see when you take-off for your goals
And with no exception, this was the condition when I started my dissertation work. But in due course of time with the through guidance of my project guide, it has been a success. Though the deepest gratitude can be felt inside heart, but in words with deepest esteem I wish to thank my honorable guide Dr. Taruna Gautam, for his enriching guidance, constant encouragement and valuable suggestions while carrying out this dissertation. I am grateful to Prof. H.P.Gupta (VC & ED) of Institute of Management Education for creating a conducive environment in the institute for a purposeful education. I express my profound gratitude to Prof. Satish Gupta (DG) of Institute of Management Education for his encouragement. I also express my profound gratitude to DR D.P.Goel (Dir) of Institute of Management Education for his encouragement. And last but not the least I thank all my Professors and classmates, who have directly or indirectly contributed in understanding the subject and constantly encouraged me in carrying out the dissertation. Last but not the least; I would like to thank my parents and colleagues for their kind support.

ARUN VEDWAL PGDM IIYEAR

CONTENTS

CHAPTER 1- INTRODUCTION Background Need of the study Scope of the study Limitations

CHAPTER 2- LITERATURE REVIEW CHAPTER 3- RESEARCH METHODOLOGY CHAPTER 4- DATA ANALYSIS AND INTERPRETATION CHAPTER 5- SUGGESTIONS AND CONCLUSION -REFERENCES -CHECKLIST FOR THE ITEMS IN THE REPORT

LIST OF TABLES,PIE-CHART & GRAPHS

LIST OF TABLES:TABLE-1 --Market share of top five players in PC market. TABLE-2--Top six preferred factors for purchasing the product.

LIST OF PIE-CHARTS:PIE-CHART-1--Market share of top 5 players in PC market. PIE-CHART-2--Comparison between Branded and Assembled PCs. PIE-CHART-3--If we consider only branded PCs then the most preferable PCs. PIE-CHART-4--Measure the need of PC either for personal use or official use.

LIST OF GRAPHS:-

GRAPH-1--Factors which are taken into consideration while purchasing the PC. GRAPH-2--Measure how do customer purchase the PC (Cash purchase or finance purchase). GRAPH-3--Finance purchase given by PC vendors. GRAPH-4--Consumer come to know about the PC through which factors GRAPH-5--Best brand opted by consumers. GRAPH-6--Measure post purchase problems in the PC. GRAPH-7--HCL performance measured by consumers. GRAPH-8--Compaq performance measured by consumers.

EXECUTIVE SUMMARY
The Indian PC market has three tier structured multinational companies, domestic vendors and the local assemblers. The various aspects of this industry, viz. width, length, depth, consistency etc. must be periodically reevaluated for their profitability and growth potential. This project work is based on the study of ANALYSING THE BUYING BEHAVIOR OF COMPUTER USERS. The objective of the research work is to determine the performance, market share and growth potential of the Indian PC market. This project highlights the Comparative Study of PC companies, its growth. This project deals with the various aspects of marketing and sales. There exist some opportunity in the marketing activity done by the companies in the past. While doing the study, opportunities were found for tilling up the gaps in the existing system, and efforts made in order to remove the deficiency by doing the marketing activities.

REFERENCE

WEBSITES :

www.indiainfoline.com , www.google.com

BOOKS REFERRED Marketing management- Philip Kotler Research Methodology C.R.Kothari

ANNEXTURE

Questionnaire

Name Designation Age Tel No. Mobile No.

Q.1 Do you have Personal Computer? Yes No

If yes______________________________________

Q.2- Whether you have branded or assembled? Branded Assembled If branded, which brand do you have? 1. HCL 5. DELL 2. Compaq 6. Zenith 3. IBM 4. Sahara 8. Others

7. PCS.

Q.3- Why you opted for this brand? Cost Brand name Q.4- Why do you need the PC? Personal Use Official Use Support Service Quality

Q.5-How did you purchase your PC? Cash purchase Finance Schemes

Q.6-How did you know about your PC? Advertisements Sales personnel of the Company Relatives & Friends Sales promotions

Q.7- According to you which brand is the best brand? 1. HCL 3. IBM 5. DELL 2. Compaq 4. 6. Sahara Zenith

7. PCS

8.

Others

Q.8-Did you get any discount on the purchase of the PC? Yes If yes, to what extent? 1.1-5% 2. 6-10% 3.11-15% 4. above then 15% Q.9-What is the guarantee period of your PC? a. 1 yr. e. More than 4 yrs. Q.10 Do you have any post purchase problem with your PC? Yes If yes Please mention the problemNo b. 2 yrs. c. 3 yrs. d. 4 yrs. No

Q.11-Do you refer your PC to others also to purchase?

Yes

No

Q.12-How will you rate the performance of your PC? a. Excellent b. Very good c. Good d. Fair e. Poor

Checklist of items 1. 2. 3. 4. Is the report properly hard bound? Is the Cover page in proper format ? Is the Title page (Inner cover page) in proper format? Yes/No Yes/No Yes/No

(a) Is the Certificate from the Supervisor in proper Yes/No format? (b) Has it been signed by the Supervisor? Yes/No Is the Abstract included in the report properly written Yes/No within one page? Have the keywords been specified properly? Yes/No Is the title of your report appropriate? The title should Yes/No be adequately descriptive, precise and must reflect scope of the actual work done. Have you included the List of abbreviations / Yes/No Acronyms? Uncommon abbreviations / Acronyms should not be used in the title. Does the Report contain a summary of the literature Yes/No survey? Does the Table of Contents include page numbers? (i) Are the Pages numbered properly? Numbers and Figure Titles at the bottom of the figures) Yes/No Yes/No

5.

6.

7.

8. 9.

(ii) Are the Figures numbered properly? (Figure Yes/No

(iii) Are the Tables numbered properly? (Table Yes/No Numbers and Table Titles at the top of the tables) (iv) Are the Captions for the Figures and Tables proper? (v) Are the Appendices numbered properly? 10. 11. Yes/No Is the conclusion of the Report based on discussion of Yes/No the work? Are References or Bibliography given at the end of the Yes/No Report? Have the References been cited properly inside the text Yes/No of the Report? 12. Is the citation of References in proper format? Yes/No Have you written your report according to the Yes/No guidelines? The report should not be a mere printout of a Power Point Presentation. Source code need not be 13. included in the report. A Compact Disk (CD) containing the softcopy of the Yes/No Final Report and a copy of the Final Seminar Presentation made to the Supervisor / Examiner (both preferably in PDF format only) has been placed in a protective jacket securely fastened to the inner back cover of the Final Report. Please write your name and Roll No with a marker on the CD as well as the CD Jacket. Yes/No

Declaration by Student: I certify that I have properly verified all the items in this checklist and ensure that the report is in proper format as specified in the course handout. ________________________________ Signature of the Student Place: _______________________ Date: _________________________ Roll No: _________________________