A PROJECT ON

EVALUATION OF CONSUMER PREFERANCE TOWARDS VARIOUS LAPTOP BRANDS IN NAGPUR CITY

SUBMITTED TO R.T.M. NAGPUR UNIVERSITY NAGPUR IN PARTIAL FULFILLMENT FOR AWARD OF BACHELOR OF BUSINESS ADMINISTRATION

SUBMITTED BY HEMANT PAKHODE

GUIDED BY

PRERNA COLLAGE OF COMMERCE RESHIMBAG SQUARE, NAGPUR (2009-2010)

INTRODUCTION OF MARKETING:-

The concept of marketing came in India very late. Though we are known lot about the theoretical part of it. The theoretical importance was left by the Indian industries when they came to know about the competition with the multinational companies functioning in India and also exporting our products in abroad.

The essence marketing is an exchange or a transaction, intended to satisfy human needs or wants. That is, marketing is a human activity directed at satisfying needs and wants, through an exchange process. A demand is a want for which the consumer is prepared to pay a price. A want is anything or a service the consumer desires or seeks. Wants become demands when backed by purchasing power. A need is anything the consumer feels to keep himself alive and healthy. A transaction consists of a value between two parties. A transaction differs from a transfer. A transfer may receive nothing in return. The aim of marketing is to make sales in order to earn reasonable profit for the producer.

MEANING:The marketing occupies an important position in any business units. Traditional view of marketing is the customer wants what ever the seller presents to them. The main objective is to manufacture the things without considering the need and want of consumer wants. Several authors have defined term marketing. DEFINATION:"Marketing includes those business activities which goods are involved in the flow of goods and service from production to consumption." - Converse. "Marketing is the business process by which products are matched with market and through which transfer of ownership are effected." - Cundiff. Previously market was considered to be a place where buyers and sellers would meet. But market dose not necessarily mean a place. According to Barwell, marketing consists of identifying, anticipating and satisfying customer needs and desires. According to Stanton, "marketing is the creation and delivery of a standard of living; it is finding out what customer wants, then planning and developing a product of service that will

satisfy those wants; and then determining the best way to price, promote and distribute that product or service," Peter Drucker observes that the purpose of business is to create a customer by which he lays stress on two aspects: (a)identification of consumer needs and (b) organizing the business to meet these needs. The modern concept focuses on the consumer and their satisfaction. The approach of modern marketing is consumer-oriented instead of solely product-oriented.

OBJECT OF MARKETING:-

1. Intelligent and capable application of modern marketing policies. 2. To develop the marketing field. 3. To develop guiding policies and their implementation for a good result. 4. To suggest solution by studying the problems relating to marketing. 5. To find sources for further information concerning the market problems. 6. To revive existing marketing function, if shortcomings are found. 7. To take appropriate actions in the course of actions.

IMPORTANCE OF MARKETING:-

1. Marketing is a connecting link between the consumer and the producer. Marketing process brings new and new items to retail shops, from where the consumer can have them. 2. Marketing helps in increasing the living standard of people. Because of mass production, costs of manufacturing and marketing have come down. This facilitates the fixing of cheaper rates and are a boon to the society. Thus, reduction in price will result in a higher standard of living. 3. Marketing helps to increase the nation's income. Efficient system of the consumer's purchasing power increases. This will increase the national income. 4. Marketing removes the to imbalances of supply by transferring the surplus to deficit areas, through better transport facilities. 5. Marketing includes all activities in the creation of utilities- form, place, time and possession.

INTRODUCTION OF LAPTOP INDUSTRY

The Indian laptop industry has been witnessing a boom in recent times. Apart from the rapidly falling prices of laptops and new technologies being packed into ultra-slick laptops, the entry of nontraditional players to develop wireless infrastructure has given the market a further boost. For instance, a few years ago, wireless connectivity on the laptop was considered to be a luxury. Today, it has become a necessity with major hospitality chains in India establishing wireless hotspots. Also many firms, airports and even schools are planning/or have implemented WiFi. International Data Corporation (IDC)the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology marketsinferred that India is the third fastest growing laptop market in the Asian region. According to IDC India there has been accelerating growth rate of 37.8 percent for the notebook pc market for third quarter2008 compared to third quarter 2007. HP, Dell and Acer were the top three players in notebook PC shipments in 3Q 2008. * According to IDCs India Quarterly PC Tracker 2008, 3Q 2008, December 2008 release. While many factors can be credited to this surge in the laptop segment, the biggest drive is probably the technological advancement. Today, even non-IT companies are giving laptops to their executives in a bid to boost productivity. The spurt in laptop usage can also be attributed to the increasing usage of IT and the automation of the sales force in sectors like pharmaceuticals, Fast Moving Consumer Goods (FMCG) and services, and in government offerings (Chris Long, 2005). Though due to current economic down turn there has been considerable amount of fall in sales of laptops in first quarter 2009.The real opportunity, however, lies in exploiting the market to its fullest potential. For instance, the Indian market for laptops and handheld devices is still small compared to other Asian countries. According to Rajeev Grover, Business Manager, Mobile Products, HP India, laptop sales account for only 2.5 percent in India whereas the corresponding figures for Thailand, Korea and Australia are 10, 15 and 20 percent respectively (David and Steve, 2005 and MIC). The market dynamics of PCs and laptops are different. Two-thirds of PC sales

come from white-box manufacturers. There are no such manufacturers for laptops. This is the reason why laptop market has done well in comparison to sales of branded PCs. According to IDC for the 9-month period ending Sept 08 the overall PC shipments grew 6.4% over the same period previous year to touch 6.425 million PCs. Notebook PC shipments grew by 54.5% to touch 1.870 million while desktop PC shipments fell to 4.555 million, a de-growth of 5.7%. This shows that to which extent notebook pc industry is growing. Companies are trying hard to differentiate their products, despite various standardizations like Centrino. Security features like biometric technologies are being built into laptops. Acer offers a fingerprint sensor built into the laptop's palm rest. Besides the price factor, vendors have also customized their laptops depending on user profile. For instance, corporate professionals typically prefer features like wireless connectivity, long battery life, low weight and flexible configurations. However, students or Small Office Home Office (SOHO) customers prefer features like enhanced sound and video capabilities, higher storage space, and larger screen size. In addition to targeting traditional sectors like corporate, many players are targeting nonIT users like doctors, lawyers and CAs and the home and SOHO users. In order to further encourage, many of them are offering easy finance and insurance schemes as well. Therefore, it becomes pertinent for the manufacturer to understand the exact customer requirements, and thereby, adapt accordingly. Introducing a plethora of offers and lucrative schemes does not always ensure a larger customer base or a larger market share. The manufacturer should also understand customers' perceptions about the company, i.e., gauge the company's image in the customer's mind, and then there should be an effort to match the requirements with the image. Hence, there should be a conscious effort towards understanding the customer purchase decision that can be reflected upon as a function of the customers' perception about the company, i.e., brand, quality, service, etc.

LAPTOP BRANDS

William (Bill) Hewlett and David (Dave) Packard both graduated in electrical engineering from Stanford University in 1935. The company originated in a garage in nearby Palo Alto, California during a fellow-ship they had with a past professor, Frederick Terman at Stanford during the Great Depression. HP has successful lines of Laptops, printers, scanners, calculators, PDAs, servers, workstation computers, and computers for home and small business use computers; many of the computers came from the 2002 merger with Compaq. HP today promotes itself as supplying not just hardware and software, but also a full range of services to design, implement and support IT infrastructure. HP, the world's largest technology company, simplifies the technology experience for consumers and businesses with a portfolio that spans printing, personal computing, software, services and IT infrastructure. HP serves more than one billion customers in more than170 countries on six continents. HP has approximately 321,000 employees worldwide. HP's 2008 Fortune 500 ranking: No. 14. HP's revenue for the four fiscal quarters ended Oct. 31, 2008: $118.4 billion. HP's mission is to invent technologies and services that drive business value, create social benefit and improve the lives of customers with a focus on affecting the greatest number of people

possible. HP dedicates $3.5 billion (U.S.) annually to its research and development of products, solutions and new technologies.

Compaq Computer Corporation was an American personal computer company founded in 1982.The name "COMPAQ" was derived from "Compatibility and Quality", as at its formation Compaq produced some of the first IBM PC compatible computers. Compaq India is a subsidiary of Compaq that was founded in 1982 in Houston, USA. Compaq in India has huge market even after its merger with Hewllet and Packard (hp). Compaq's desktop, notebooks and accessories are the main products manufactured by Compaq in India. The Houston based company works with main focus on computers and servers. It captures about 25% of Indian hardware market. Compaq has almost 700 workers in India and is expected to lay off about 20-30% of them owing to the merger with hp. This facility will be used by Compaq India to sell its products like the Presario range, Notebooks, Laptops, iPaq Desktops SB Series, fingerprint ID and smart card readers in the online store. This store will also have customer call center in Bangalore that is an additional feature of this web based shopping of Compaq's products in India. It entered the retail computer market in 1990 when its server market was on boom. The acquisition of Digital Equipment Corporation by Compaq in 1998 had made it the second largest computer maker in the world. But in 2001 Compaq merged with HP. It manufactures and markets it products in more than 200 countries across the world that includes:

o o

IT equipments Software services and solutions

o o o o

Personal Desktops Notebooks Personal entertainment and Internet devices

PC products include Compaq Portables, Compaq Deskpro, Compaq LTE, Compaq Presario, Compaq ProLinea, Compaq ProLiant, Compaq Armada, Compaq EVO, iPaq, Compaq Professional Workstation and wireless LAN products. The year 2007 seen the launch of two Compaq Presario desktops and two Compaq Presario notebooks. This launch has been done by Hp. Both the notebooks have 15.4" widescreen display with Bright View Technology. Compaq at present as well is one of the largest multinational computer brands in India, which is fully dedicated to serve the customer with products having the latest technology and by providing excellent customer services not only in India but throughout the world.

Michael Dell, in 1984 founded Dell in order to directly serve their customers with computers that meet their needs. The company was called PCs Limited and he was still a student at University of Texas at the time. The following year, Dell came out with their very first computer called the Turbo, which had an eight-megahertz processor. The major goal was to produce personal computer systems that were IBM compatible and were produced or entirely stock parts. The first Dell laptop made its debut in 1991 and by 1993; it became one of the top five computer companies in the world. By 1995, those$8.50 shares were worth $100. The progress of the business was rapid and in1997, Dell had shipped its ten millionth systems. Now in India it is one of the major market players. In 1996, Dell began selling their products through their website. Jumping forward a bit, in 2003, Dell introduced their first printers for the public, including those intended for the average consumer and businesses. Dell printers are known for being versatile and easy to use; however a recent development has brought skepticism to the company when Lexmark began working with them whom modified their cartridges so that they dont work with Dell printers. However, Dell has a long track record with customer satisfaction, at the very least in regards to their computer products.

Lenovo Group Limited (traditional Chinese) is China's largest and the world's fourth largest personal computer manufacturer (the latter since its 2005 purchase of IBM's PC division), after Hewlett-Packard and Dell of the U.S. and Acer of Taiwan. Lenovo produces desktops, laptops, servers, handheld computers, imaging equipment, and mobile phone handsets. Lenovo also provides information technology integration and support services, and its QDI unit offers contract manufacturing. Its executive headquarters are located in Beijing, China and in Morrisville, North Carolina, USA. It is incorporated in Hong Kong. In 2004 Lenovo completes the acquisition of IBM's Personal Computing Division, making it a new international IT competitor and the third-largest personal computer company in the world Lenovo introduces the first dualcore ThinkPad notebook PCs, improving productivity and extending battery life for up to 11 hours. Lenevo is again a successful brand with its wide range of products. Researchers, scientists and product design teams from around the world combine Lenovo's heritage in enterprise and consumer PC technology to design the Lenovo 3000 product line, which features new desktop and notebook models specifically designed to provide worry-free computing to the small business market segment.

Acer (traditional Chinese) is a Taiwanese multinational electronics manufacturer. It owns the largest franchised computer retail chain in Taipei, Taiwan. Acer is the third largest computer manufacturer in the world (by sales) after HP and Dell Inc. and its product lineup includes desktops and laptops, as well as personal digital assistants. Since its founding in 1976, Acer has constantly pursued the goal of breaking the barriers between people and technology. Focused on marketing its brand-name IT products around the globe, with the fastest growth among the top-five players. A profitable and sustainable Channel Business Model is instrumental to Acers continued growth, while the successful mergers of Gateway and Packard Bell complete the companys global footprint by strengthening its presence in the U.S., and enhancing its strong position in Europe. Acer Inc. employs 5,000 people worldwide. 2007 revenues reached US$14.07 billion. Now it is again one of the major brand of laptop also recent IDC report shows that Acer had exceeded in sales compared to Toshiba which itself is a good brand in 2008 third quarter

VARIOUS TYPES OF LAPTOPS BRAND

PURPOSE OF THE STUDY

The laptop industry is booming in India and this has attracted major players (domestic as well as MNCs). The advent of new technologies available at a cheaper rate also augurs well for the consumers. This research aims to understand the present usage pattern (mainly in the city of Nagpur), extracting factors that influence the consumers' buying decisions and their relative importance. Also top-of-the-mind recall analysis has been conducted to see present standings of various laptop brands. A comparative analysis has been done to know the price-performance of various brands with respect to chosen configuration. To know the consumer attitude towards promotional offers offered by different Laptop brands and consumer acceptance of the same. Also to do analysis to gauge the brand awareness level of consumers. The organizations want to know the growth prospects of the market so that they can be able to make their long-term strategic plans, based on the consumer brand preference which would help the companies in improving themselves regarding many parameters such as the product and service in terms of confirming to certain standards, reliability and durability. Finally, to know the consumers perception about the company, i.e., brand, quality, service, features etc. and relative importance for consumer of these attributes.

OBJECTIVE OF THE STUDY

This research aims to understand the present usage pattern (mainly in the city of Nagpur), extracting factors that influence the consumers' buying decisions and their relative importance.
Top-of-the-mind recall analysis has been conducted to see present

standings of various laptop brands.

A comparative analysis has been done to know the priceperformance of various brands with respect to chosen configuration.

To know the consumer attitude towards promotional offers offered by different Laptop brands and consumer acceptance of the same. Also to do analysis to gauge the brand awareness level of consumers

The organizations want to know the growth prospects of the market so that they can be able to make their long-term strategic plans, based on the consumer brand preference which would help the companies in improving themselves regarding many parameters such as the product and service in terms of confirming to certain standards, reliability and durability.

 Finally, to know the consumers perception about the company, i.e., brand, quality, service, features etc. and relative importance for consumer of these attributes.

RESEARCH METHODOLOGY

MEANING OF RESEARCH : Research as a scientific and systematic search for pertinent information on a specific topic. In fact, research is an art of scientific investigation. It is an academic activity and as such the term should be used in a technical sense. Research is, thus an original contribution to the existing stock of knowledge making for its advancement. It is a per suit of truth with the help of study, observation, comparison and experiment. In short, the search for knowledge through objective & systematic method of finding solution to a problem is research.

DEFINITION :

1. According to Advanced Learners Dictionary, A research is a careful investigation or inquiry specially through search for new facts in any branch of knowledge.

2.

According to Clifford woody, Research comprises defining and

redefining problems, formulating hypothesis or suggested solution; collecting, organizing and evaluating data; making deductions and reaching conclusions; and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis.

TYPES OF RESEARCH : 1. 2. 3. 4. 5. 1. Descriptive Vs. Analytical Applied Vs. Fundamental Quantitative Vs. Qualitative Conceptual Vs. Empirical Some Other Types of research.

Descriptive vs. Analytical : Descriptive research includes surveys and

fact-finding enquiries of different kinds. The major purpose of descriptive research is description of the state of affairs as it exit of present. The main feature of this method is that the researcher has no control over the variables; he can only report what has happened or what is happening. 2. Applied vs. Fundamental : Applied research or fundamental research aims are finding a solution for at immediate problem facing a society or an

industrial or business organization. For example: - Research studies, concerning human behavior carried on with a view to make generalizations about human behavior. 3. Quantitative vs. Qualitative : Quantitative research is based on the measurement of quantity and amount. It is applicable to phenomena that can be expressed in terms of quantity. Qualitative research, on the other hand, is concerned with qualitative phenomenon (Involve with quality and kind).

4. Conceptual vs. Empirical : Conceptual research is that related to some abstract idea or theory. It is generally used by philosophers and thinkers to develop new concepts. On the other hand, empirical research relies on experience or observation alone. It is data-based research. 5. Some other Types of Research : 1. One-time research or long term research 2. Field-setting research or laboratory research 3. Clinical or Diagnostic research 4. Historical research 5. Conclusion-oriented research 6. Decision oriented research

RESEARCH PROCESS

Following are the steps which are guideline regarding the research a. Formulating the research problem :There are two types of research problem : 1. Those which relate to states of nature and

2. Those which relate to relationships between variables. The formulation of a general topic into a specific research problem The best way of understanding the problem is to discuss in with ones own calling or with those having some expertise in the matter in an academic institution the researcher camp seek the help from a guide. Who is usually, experience men, and has several research problems in mind. b. Extensive literature survey :Once the problem is formulated, a brief summary of it should be written down. It is compulsory for a research worker writing a thesis for a Ph.D. degree to write a synopsis of the topic & submit it to the Research Board for approval. abstracting the problem. and indexing For this purpose, the proceedings, journals, conference

government reports, books etc. can be referred depending on the nature of

c.

Developing working hypotheses :-

Offer extensive literature survey research should state in clear term the working hypothesis. Working hypothesis is tentative assumptions made in order to draw out and test its logical or empirical consequences hypothesis should be very specific & limited to the peace of research in hand because it has to be tested the role of the hypothesis its guide the researcher is delimiting the area of research and to keep him on the right track.

d.

Preparing the Research Design :The research problem having been

formulated in clear cut terms, the researcher will be required to prepare a research design. In other wards, the function of research design is to provide for the collection or relevant evidence with minimal expenditure of efforts, time and money. There are several research design, such as experimental and non experimental hypothesis testing.

e. Determining Sample Design :The researcher must decide the way of selecting a sample or what is popularly known as the sample design. In other words, a sample is a definite plan determined before any data are actually collected for obtaining a sample from a given population.

Important sample design are as follows : 1. Deliberate sampling 2. Simple random sampling 3. Systematic sampling 4. Quota sampling 5. Multi stage Sampling
6. Sequential sampling

. Collecting a data :There are several ways of collecting a appropriate data. Primary data can be collected either through experiment or through survey. Following are the different ways of collecting data. 1. By observation 2. Through personal interview 3. Through telephone interview 4. By mailing of questionnaires 5. Through schedules.

f.

Execution of the project :Execution of the project is very important

steps in the research process. If the execution of the project proceeds on correct on correct lines, the data to be collected would be adequate and

dependable.

The research should see that the project is executed in a

systematic manner and time. h. Analysis of data :After the data have been collected, the researcher turns to the task of analysis of data requires a number of closely related operations such as establishment of categories, the application of these categories to raw data through coding, tabulation and then drawing statistical inferences. Thus, researcher should classify the raw data into some purposeful and usable categories. for tabulation. Editing is the procedure that improves the quality of the data for coding. With coding the stage is ready Tabulation is a part of technical procedure wherein the classified data are put in the form of tables. i. Hypothesis-testing :After analysing the data as stated above, the researcher is in a position to test the hypotheses there are Chi-square test, Ttest, F-test, have been developed by the statisticians for the purpose. The hypothesis may be tested through the use of one or more of such test, depending upon the nature and object of the research inquiry. Hypothesis testing will result in either accepting the hypothesis or in rejecting it. j. Generalization and interpretation :-

If a hypothesis is tested and upheld several time, it may be possible for the researcher to arrive at a generalization. ( To build a theory ). If the researcher had no hypothesis to start with, he might seek to explain his findings on the basis of some theory. It is known as interpretation. k. Preparation of the report or the thesis :The layout of the report should be as follows1. The preliminary pages. 2. The main text. 3. The end matter. 1. The preliminary pages :In this case the report should carry title and depth followed by acknowledgements and foreword. Then there should be a table of content followed by a list of tables and list of graphs and charts, if any, given in the report. 2. The main text :The main text of the report should have following partsa.

Introduction- It should contain a clear statement of the objective of the research and an explanation of the methodology adopted in accomplishing the research.

b.

Summery of findings- After introduction there would appear a statement of findings and recommendation in non-technical language.

c.

Main report- The main body of the report should be presented in logical sequence. Conclusion- Towards the end of the main text, researcher should again put down the results of his research clearly and precisely. The end matter :At the end of the report, appendices should be enlisted

d.

3. in

respect of all technical data. Bibliography, i.e., list of books, journals,

reports, etc., Index should also be given specially in a published research report.

RESEARCH METHOD versus METHODOLOGY Research methods may be understood as all those methods/ techniques that are used for conduction of research. Research methods or techniques, thus, refer to the methods the researchers use in performing research operations. In other words, all those methods which are used by the researcher during the course of studying his research problem are termed as research methods. Keeping this in view, research methods can be put into the following three groups1. In the first group we include those methods which are concerned with the collection of data ; 2. The second group consist of those statistical techniques which are used for establishing relationships between the data and the unknowns;

3. The third group consist of those methods which are used to revaluate the accuracy of the results obtained; A. RESEARCH METHODOLOGY Research methodology is a way to systematically solve the research problem. In it we study the various steps that are generally adopted by a researcher in studying his research problem along with the logic behind them. It is necessary for the researcher to know not only the research method/techniques but also the methodology. Example:- An architect, who designs a building, has to consciously evaluate the basis of his decisions, i.e., he has to evaluate why and on what basis he selects particular size, number and location of doors, windows and ventilators, uses particular materials and not others and the like. Thus, when we talk of research methodology we not only talk of the research methods but also consider the logic behind the methods we use in the context of our research study and explain why we are using a particular method or technique and why we are not using others so that research results are capable of being evaluated either by the researcher himself or by others. QUALITIES OF GOOD RESEARCH One expect scientific research to satisfy the following criteria1. The purpose of the research should be clearly defined and common concepts be used.

2.

The research procedure used should be described in sufficient detail to permit another researcher to repeat the research for further advancement.

3. 4. 5. 6. 7.

The procedural design of the research should be carefully planned to yield results that are as objective as possible. The researcher should report with complete frankness, flaws in procedural design and estimate their effects upon the findings. The analysis of the data should be sufficiently adequate. Conclusions should be confined to those justified by the data of research. Greater confidence in research is warranted if the researcher is experienced, has a good reputation in research and is a person of integrity.

In other words, we can state the qualities of a good researcher as undera. b. c. d Good Research is systematic. Good Research is logical. Good Research is empirical. Good Research is replicable.

PROBLEMS FACED BY THE RESEARCHER Some of the important problems faced by the researcher are as follows:1. The lack of scientific training in the methodology of research is a great impediment for researchers in our country. Thus, a systematic study of research methodology is an urgent necessity.

As such, efforts should be made to provide short-duration intensive courses for meeting this requirement. 2. There is insufficient interaction between the university research departments on one side and business establishments, government departments and research institution on the other side. 3. Most of the business units in our country do not have the confidence that the material supplied by them to researcher will not be misused and as they are often reluctant in supplying the needed information to researchers. 4. There does not exist a code of conduct for researchers and interuniversity and inter-departmental rivalries are also quite common. 5. Many researchers in our country also face the difficulty of adequate and timely secretarial assistance, including computerizes assistance. 6. Library management and functioning is not satisfactory at many places. 7. There is also the problem that many of our libraries are not able to get copies of old and new Acts/Rules, reports and government publications in time.

8. There is also the difficulty of timely availability of published data from various government and other agencies doing this job in our country. 9. There may, at times, take place the problem of conceptualization and also problems relating to the process of data collection and related things.

HYPOTHESIS : Hypothesis is usually considered as the principal instrument in research. Its main function is to suggest new experiments and observations. In fact, many experiments are carried out with the deliberate object of testing hypothesis. Hypothesis means a mere assumption or some supposition to be proved or disproved. Thus, a hypothesis may be defined as a proposition set forth as an explanation for the occurrence of some specified group of phenomena either asserted merely as a provisional conjecture to guide some investigation. A research hypothesis is a predictive statement, capable of being tested by scientific methods, that relates and independent variables to some dependent variables.

FEATURES: Hypothesis should be clear and precise. If it is not clear and precise, the inferences drawn on its basis can not be taken as reliable. Hypothesis should be being tested. Hypothesis should state relationship between variable, if it happens to be a relational hypothesis. Hypothesis should be limited in scope and must be specific. Hypothesis should be stated as far as possible in most simple terms so that the same is easily understandable by all concerned. Hypothesis should be consistent with most known facts. Hypothesis should be amenable to testing within a reasonable time. Hypothesis must explain the facts that gave rise to the need for explanation. Thus, hypothesis must actually explain what it claims to explain; it should have empirical reference.

HYPOTHESES
Consumers buying decision is influenced mostly by brand image. Most of the users of laptop are not satisfied after sales service. Attractive offers from the company can change the preferences of consumers Consumers are mainly influenced by their friends and relatives.

HYPOTHESIS TESTING

Consumers buying decision is influenced mostly by brand image. The hypothesis stands proved as maximum i.e. 39% of respondents, revealed that brand image influenced their buying decision.

Most of the users of laptop are not satisfied by after sales service. The hypothesis stands proved as maximum percentage i.e. 33% of respondents revealed that after sales service of respective brand users was Average and only 29% percent users revealed that the service was good, also 25% users stated it as below average.

Attractive offers from the company can change the preferences of consumers The hypothesis stands proved as majority of respondents i.e. 146 out of 200 revealed that attractive offers from companies can change their preference.

Consumers are mainly influenced by their friends and relatives while selecting laptop. The hypothesis stands disproved as respondents gave highest priority to Brand while selecting the laptop

LIMITATIONS: 1. The tests should not be used in mechanical fashion. It should be kept in view that testing is not decision-making itself; the tests are only useful aids for decision-making. Hence, proper interpretation of statistical evidence is important to intelligent decisions. 2. Test does not explain the reasons as to why do the difference exist.

3. 4.

Results of significance test are based on probabilities and as such cannot be expressed with full certainty. Statistical inferences based on the significance tests can not be said to be entirely correct evidences concerning the truth of the hypotheses. For greater reliability, the size of samples be sufficiently enlarged.

DATA INTERPRETATION AND ANALYSIS

Age group of respondents:

1) 18-24 yrs 2) 25-30 yrs 3) 31-35 yrs 4)36 yrs & above

CHART-1
The graphical representation reveals that majority of respondents were from age group 18 -24 years i.e. 82 respondents, followed by 54 respondents in age group 25-30 years and the least respondents were from age group 36 & above 26.

Occupation: 1) Student 2)Business 3)Service 4)Professional

CHART-2
This graphical representation shows that majority of respondents were students i.e. 39% followed by the respondents doing service i.e. 28% and respondents who were professional were 17%.The least percentage of respondents was businessman i.e. 16%. Income Group of Respondents (Rupees)

1. 10000-15000 Above

2) 15000-25000 3)25000-40000 4) 40000 &

CHART-3
Interpretation:
This graphical representation shows that income group of the majority of respondents was RS.15000-25000 which shows that there is tremendous demand of laptop in this income group which previously

was not active due to higher prices of laptop. It was followed by the respondents with income group between Rs. 25000-40000. 1. 1. Do you own a laptop? Yes 2)No

CHART-4
The above graphical representation revealed that majority of respondents i.e. 61% did not own laptop and 39% respondents owned laptop.
a.

If Yes then which Brand Laptop?

CHART-5

Above graphical representation states that major percentage of ownership of laptop was with Dell and Compaq i.e. 23% and 22% respectively, followed by Acer and HP 17% each. While there is least ownership of Lenovo with 13% and others with 8% b) If answer is No then which brand laptop would you prefer?

CHART-7

Above graph revealed that majority of respondents were purchasing laptop for educational purpose with 84 respondents, followed by service purpose with 54 respondents and professional purpose with 33 respondents and least being for business purpose i.e. 29 respondents. This shows the influence of citys increasing MBA and engineering colleges where more and more students opting for laptops. Again the service purpose purchase of laptop is major with 54 respondents. 3) What influenced your buying decision?

CHART-8

Above graphical representation reveals that major percentage i.e 39% of respondents were influenced by brand image while making buying decision, followed by 27% respondents influenced by friend and relatives and 22% respondents were relying on self perception. And least respondents i.e. 12% were influenced by sales person 4) How did you Came to know about this laptop brand?

CHART-9

Above graphical representation shows that majority i.e. 64 number of respondents came to know about this laptop brand by T.V ads, whereas 41 respondents came to know by print media followed by 34 respondents who came to know by friends.29 respondents came to know about the laptop brand by sales executive and 32 respondents came to know about the laptop brand by exhibition. 5) Have you faced any major problems using this laptop brand? (Only for users)

CHART-10

Above pictorial representation reveals that 54 out of 78 respondents those who own laptop have not faced the problems and 24 out of 78 respondents have faced problems using their laptops. 6) How was the after sales service for this problem? (Only for Users)

CHART-11

On the basis of the survey, only 13% respondents termed after sales service of the laptops as Excellent. Whilst 29% respondents replied as Good further followed by 33% respondents stating Average. Lastly 25% respondents stated after sales service as Below Average 7) Do you think attractive offers from company can change your preference?

CHART-12

Above graphical representation shows that given the attractive offers, 146 respondents can change their preference whereas 54 respondents disagreed to change their preference. This shows that attitude of consumers towards the attractive offers by laptop companies, where the majority of respondents ready to change their preference, given the attractive offers. 8) What is more important for you in selecting your laptop? Rank them according to your importance. (1 for highest 5 for lowest)

CHART-13

On the basis of the study, the respondents rated Brand as the highest prioritized parameter while selecting laptop, further followed by Price, After Sales Service and Product Quality. However product features were treated as least prioritized parameter while selecting laptop. 9) Specify the most ideal laptop configuration you would prefer. a. Most Preferred Processor

This graph reveals that core 2 duo is most preferred processor. While dual core and centrino core 2 duo processor is preferred by 43 and 41 respondents respectively.

b.

Most Preferred Screen Size

This figure shows that major number of respondents i.e. 68 respondents prefers screen size of 15.4 whereas number of respondents close to it i.e. 57 respondents prefer screen size 14.1 and the number of respondents who prefer screen size of 12.1 and 17 are 43 and 32 respectively.

c) Most Preferred Battery Backup

This figure shows that majority of i.e. 93 respondents prefer battery backup of 3 hrs followed by battery backup of 2 hrs, 4 hrs and 5hrs with number of respondents 46,36 and 25 respectively.

d) Most Preferred Hard Disk Size

This figure shows that 76 respondents prefer hard disk of 160 GB where as 42 number of respondents preferred 250 GB hard disk followed by 31, 28 and 23 respondents which preferred hard disk sizes of 120 GB, 320 GB and 80 GB respectively.

e) Most preferred Ram Size

This figure shows that most number of i.e. 80 respondents preferred 2 GB RAM size whereas rest of the respondents approximately equally preferred 1 GB, 3 GB and 4 GB RAM sizes. So, finally this graph reveals that most preferred configuration is as follows: Most Preferred Processor: Core 2 Duo Most Preferred Screen Size: 15.4 Most Preferred RAM Size: 2 GB Most Preferred Hard Disk Size: 160 GB Most Preferred Battery Backup Time: 3 Hrs

10) What price range you will be prepared to pay for such laptop? (in Rs.)

This graphical representation shows that 73 respondents have chosen Rs.30000-35000 for their ideal laptop whereas very close to it 67 respondents were ready to pay Rs.25000-30000 for their ideal laptop, followed by 48 respondents who were ready to pay between Rs.35000-40000 and least number of respondents i.e 12 are ready to pay Rs.40000 and Above. Also this graphical representation shows the purchasing power of consumers of which most of the respondents were ready to pay between Rs. 25000 to Rs. 35000 for their ideal laptop.

11) Which laptop brand would you suggest to your friend, relative or colleague?

This pie chart reveals that majority i.e 28% of respondents will suggest Dell to their friends, relatives and colleagues where as 20 % respondents will suggest HP to their closed ones, followed closely by 19% respondents who will suggest Compaq and 14% respondents will suggest Lenovo whereas 13% respondents will suggest Acer to their friends.6% respondents will suggest other brands to their friends.

12) Which laptop brand advertisement do you recall first?

This pie chart reveals that most number of i.e. 26% respondents recalls the advertisement of HP whereas 23% respondents recalls the advertisement of Dell. While 18% respondents recall the advertisement of Acer and close to that 16% respondents recall Compaq advertisement. Whereas least i.e. 7% respondents recall the advertisement of Lenovo

COMPARATIVE ANALYSIS
In this we can study the age group, occupation and corresponding purposes of each age group. In the age group of 18-24 yrs. Above graph shows that majority of respondents in18-24 yrs age group are students and wanted to purchase laptop for educational purpose. In the age group of 25-30 yrs

Above graph shows that majority of respondents in 25-30 yrs age group have occupation service, and they wanted to purchase laptop for service purpose.

In the age group of 31-35 yrs

Above graph shows that majority of respondents in 31-35 yrs age group are having occupation service, and they wanted to purchase laptop for service purpose. In the age group of 36 yrs and above.

Above graph shows that majority of respondents in 35 yrs & above age group were having occupation business, and they wanted to purchase laptop for business purpose. Also second highest i.e. 9 respondents of this age group were professional and wanted to purchase laptop for professional purpose.

The comparative analysis of age, occupations and purpose.

Above graphs revealed that majority of i.e. 79 respondents were purchasing laptop for educational purpose, followed by service purpose with 56

respondents and professional purpose with 33 respondents and least being for business purpose i.e. 32 respondents. This shows the influence of citys increasing MBA and engineering colleges where more and more students opting for laptops. Also second highest purpose was service purpose purchase of laptop is major with 56 respondents. This shows young service class influence as maximum number of respondents doing service is from age group 25-30yrs.

Comparative analysis of respondents ideal configuration for laptop and comparative prices of different brands.
The most ideal configuration according to respondents. Processor: Core 2 Duo RAM Size: 2 GB Screen size: 15.4 Hard Disk Size: 160 GB Battery Back Up: 3 hours.

Laptop Brands HP Lenovo Dell Acer Compaq

Prices (in Rupees) 48,250 40,600 37,150 36,600 35,550

After the study it was found that consumers are ready to pay Rs.30000-35000 for their ideal laptop configuration. But no company is providing the above configuration for a price range of Rs.3000035000. Though the companies like Compaq, dell and acer are providing the laptop at a slightly higher range i.e. for Rs.35,550, Rs.36,600 and Rs.37,150 respectively, which the consumer can easily afford.

FINDINGS
It was found that highest number of respondents preferred Dell with maximum influence of brand image.

It was found that maximum respondents came to know their preferred brand by the way of T.V advertisement.

It was found that maximum percentage of respondents from current users, 39% rated after sales service as average. Whereas very high percentage i.e. 25% have rated the after sales service as below average.

It was found that the most preferred configuration was: Processor: Core 2 Duo RAM: 2 GB Screen size: 15.4 Hard Disk Size: 160 GB Battery Back Up: 3 hours

For the above configuration most of the respondents are ready to pay between Rs.30000-35000

It was found that most of the respondents i.e. 53 first recall the HP advertisement and next to it i.e. 48 respondents first recall the advertisement of Dell, whereas there were least respondents which first recall the advertisement of Lenevo, and other 19 respondents first recall advertisement of other brands.

SUGGESTIONS

Highest percentage of the respondents was averagely satisfied with the after sales service, this was due to delay in after sales services. Hence the laptop companies should improve their after sales service quality though there few companies which are giving prompt after sales service.

Due to increasing MBA and Engineering colleges in the Nagpur city large number of consumers who are students demand laptops for educational purpose so laptop companies should come up with various attractive schemes for students.

The laptop companies should arrange more trade exhibitions like Comp-Ex in the city to increase the technological awareness amongst the consumers.

After the study it was found that respondents were ready to pay Rs. 30000 to 35000 for their idol configuration. So, companies should offer this configuration at Rs.30000-35000 to customer which few companies have at the current point of time.

Bibliography
1. IDC (2009), Worldwide PC Market: 2Q08 and 2009 Review, International Data Corporation, Framingham, MA. 2. IDC (2009), Worldwide PC Market: 3Q08 Review, International Data Corporation, Framingham, MA. 3. MIC (2009), The Greater Chinese Notebook PC Industry, 200 and Beyond, Market Intelligence Center, Taipei. 4. www.hp.com 5. www.dell.com 6.www.wikipedia.org Critical evaluation of consumer preference towards various laptop brands in Nagpur city.

Consumer Preference
(Questionnaire for consumers)

Respondent Profile:
1) Name... 2) Age: 18-24 years above

25-30 years

31-35 years

36 yrs and

Business Service

3) Occupation: Student Service

Professional

15000- 25000

4) Income (per month): 10000-15000

25000-40000

40000 or more ----------------------------------------------------------------------------------------------------------------------------1) Do you have laptop? Yes No If yes, then which brand? OR If no, then which laptop brand would you prefer? HP Compaq Dell Lenevo Acer Others 2) For what purpose you have purchase or want to purchase laptop? Educational Business Professional Service 3) What influenced your buying decision the most?

Self

Brand image Friend & relatives Sales person perception 4) How did you come to know about this laptop brand? Through, T.V Ad

Friend & relatives Print Media Ad Sales executive Exhibition

5) Have you faced any major problems using this laptop? users) Yes

***(for current

No

6) How was the after sales service quality? ***( for current users)

Excellent Good Average Below Average 7) What is more important for you in selecting your laptop? Rank them according to your importance.(1 for highest rank and 5 for lowest rank) Price

Brand

Product Quality

After Sales Service

Product Feature 8) Specify the most idol laptop configuration you would prefer. Processor.................................. Ram.(1Gb / 2Gb/3Gb/4Gb) .............Gb Hard Disk (80Gb/ 120 Gb/ 160 Gb/ 250 Gb/ 350 Gb) ...............Gb Screen Size( 12.1/ 14.1/ 15.4/ 17inch) ...............inch Battery Backup (2hrs /3hrs /4hrs /5 hrs.)..................Hrs. 9) What price range will you be prepared to pay for such laptop?(in Rs.) 25000-30000 30000-35000 35000-40000 40000 & above 10) Do you think that attractive offers from the company can change your preference?

Yes No 11) Which laptop brand would you suggest to your friend, relative or colleague? HP Compaq Dell Lenevo Acer Others.. 12) Which laptop brand advertisement do you recall first? HP

Compaq

Dell

Lenevo

Acer

Others