PADMASHREE DR. D.Y.

PATIL UNIVERSITY, DEPARTMENT OF BUSINESS MANAGEMENT

SUBMITTED BY Vishal.R.Lalzare MARKETING I ROLL NO: 01035 SYNOPSIS ON: Comparative

Study on Tablet Computers in India and

Factors which affect the Choice of Brand

UNDER THE GUIDANCE OF PROF. VINOD DUMBRE

ACADEMIC YEAR 2010-2012 Introduction: The India PC market is expected to see sales (shipments) of 11.15 million units in calendar year 2011. An industry study by market intelligence firm CyberMedia Research expects sales to accelerate further by 14.0% in 2012, leading to sales of 12.71 million units.
India PC Market Shipments (millions of units): Forecast for 2011 and 2012

Source: CyberMedia Research, 2011

The study points out that with nearly 10 million unit sales in 2010, the combined installed base of desktop and notebook Personal Computers in India is estimated to have crossed 52 million units as of December 31, 2010. Samsung and Research in Motion are the two largest market players with Samsung being the market leader with an 45.8% market share, followed by Research in Motion with an 21% market share, Apple's iPad2, Motorola's Xoom and Samsung's Galaxy Tab 7 are some of the main MNC tablet brands available in the India market in the high end range. Tablet models in the India market in 2Q 2011 ranged from Rs 8,000 per unit going up to Rs 47,000 per unit.

DEFINITION OF THE PROBLEM Even with the rapid adoption of tablets, enterprises face several significant challenges. The Deloitte report points out that 2011 will be a year when "enterprises will deal with diversity in hardware-computing platforms, in software operating systems, and in wireless-network access."

Corporate IT departments already know how challenging it can be to manage secure access to enterprise data across the myriad of iPhones, Android smartphones, laptops, and other web-connecteddevices,their.employees.use. While companies may provide some of these devices, increasingly they are owned by employees, especially when it comes to smartphones and laptops. And since most workers want to use their personal devices to access email and corporate data, IT teams are looking for ways to consistently apply security policies and manage access across all of the computing devices and platforms they support. Tablets are only adding to this complexity.

Hence the CORE Questions of my Research would be:Are consumers aware of these tablets? Are they comfortable with the price? What are consumers tablet purchase intentions? How will tablet purchases impact PC, and gaming hardware spending? How are consumers using PCs, smartphones and tablets? How will tablets impact PC usage?

Objective of the Study

To identify the various Tablets currently available in India To identify the factors such as Price, Product quality, Brand name, Configuration, Availability that affect the Brand. To Find out the percentage of the users and classify them into various segments. To Find the Need / Strategic Gap in the product category.

To understand complaints in the product category. Based on the key findings, give suggestion for retailers as well as for end users.

RESEARCH METHODOLOGY

In any research work, the methodology used is of crucial significance. Any research methodology used must be able to meet certain goals. Any research methodology used must help in achievement of the objectives of the study. The sampling method adopted for this research is random sampling.

RESEARCH INSTRUMENTS Questionnaire method will be used. The structured and straight forward questionnaire will be used so that valid and accurate data can be collected.

DATA SOURCE

Primary Data- Primary data collected through questionnaire by giving directly to respondents. Secondary Data- Secondary data collected from various websites, reports, brochure and articles from various journals, newspapers and magazines, etc.

SAMPLING TECHNIQUES

The sample size of my project is limited to 50 people only.

 The sampling method adopted for this research is random sampling. Data will be presented with the help of bar graph, pie charts, etc.

CHAPTERIZATION The first chapter consists with Executive summary,The second chapter being Objective of study. The third chapter is of Problem Identification. The fourth chapter reveals the research methodology. It provides the analysis and interpretation of the survey conducted through questionnaire. The fifth chapter identifies the finding, suggestion, conclusion, & scope for the further research and last part of the report is bibliography & appendix

LIMITATIONS OF THE PROJECT Tablet Industry has multiple players in the market thus changing market conditions i:e entry of more players may affect the study. Time and other factors, which are beyond the human limitations, have also a bearing on the study. Unwillingness of the Respondents will also be a barrier. Sample size taken is small and may not be sufficient to predict the results with 100% accuracy.

 The result is based on primary and secondary data that has its own limitations. BIBILOGRAPHY

Books :

Harvard Business School Press, Harvard Business Review on Marketing, Boston, 2001.

P. Kotler, K. Keller, A. Koshy and M. Jha, Marketing Management- A south Asian Perspective, Twelth Edition, Pearson, New Delhi, 2007.

G C Beri, Marketing Research, 3rd edition, McGraw-Hill Publishing, New Delhi, 2006.

Alvin C. Burns & Ronald F. Bush, Marketing Research, 5th Edition, Pearson Publication, New Delhi, 2007

Hair-Bush-Ortinau, Marketing Research with in a challenging information Environment, 2nd edition, McGraw-Hill Companies, New Delhi, 2002.

Dipak Kumar Bhattacharya, Research Methodology, 2nd Edition, Excel Books Publication, New Delhi, 2006.

Donald R Cooper & Pamela S Schindler, Business research Methods, 9th edition, McGraw-Hill Companies, New delhi, 2007.

 Newspapers

The Economic Times. Business World. Business Line[Brand Equity- Every Tuesday] Magazines Vikalpa The journal for decision makers by IIM- Ahmadabad. The Icfai journal of brand management, Sept 2008 Harvard Business Review on Brand Management Asian Management Review, Aug 2008