Guided By : Mr.

Manoranjan dash Presented By : Sohail Yousuf

Introduction
Laptop sales in India have risen drastically, which accounts for over 25% of the total personal computer market. Laptop sales only accounted for a 3% of the total personal computer till 2003.The sales of the laptops has reached a mark of 0.68 million unit in fiscal year 2006-2007 which accounts for a growth of 59% over the same period in fiscal year 20052006. Sale of desktop computers and laptops has touched the mark of 8.5 million units in the fiscal year

 2007-2008.There are various main players in the Indian notebook market. The objectives of the study are to understand the brand position in the minds of the laptop owners and to map their perception. It also focuses on mapping the dealer perception about the top performing brands in the laptop sales. From the study it was found that customers prefer a particular brand compared to others.

Research Objectives
The objective of the study was to know the perception of HCL Brand Laptop among the Indian Consumers as this brand occupies a prominent place in the Laptop industry of India.

 Sample Plan: The sample plan is drawn from all people residing in Bhubaneswar and Cuttack city. We will go for a simple random sampling. The questionnaire will be administered to people who come to shopping mall, computer store, computer institution etc. The reason of choosing this approach is driven by time constraint. Sample Size: The sample will be mostly a convenient sample. The sample has equal proportion of respondent from the Bhubaneswar and Cuttack city.

 Sources of data: The sources of data of the study was depend on the primary data sources through a structure/openended questionnaire. While collecting the data the following prints has been observed. We need to find out the geographic and demographic profile of a typical HCL user. Besides, we have depend on secondary sources of data from the news paper and business journals.

Research Analysis
Age profile

50 and A bove

40-49

18-29

30-39

Laptop Brand

Lenovo Dell

HP

Acer

HCL Sony

Customer Groups
Dissatisfied Sw itche Satisfied Sw icthers

Stayers

 Year by year the number of people who are using and owning personal computers (PC) substantially increases in all over the world. Contrary to the introduction years of computers, today they have been used by almost all age groups, and by both males and females, and the gap between age groups and the gap between males and females with respect to computer usage/ownership decreases. Further more, consumers desire for portable and attractively designed PCs forces the companies to produce laptops/notebooks. In addition, extended battery life, price cuts, prevalence of home-offices, and integrated wireless networking also cause to the increased sales of laptops. On the supply side of the market, the companies try to make profit and even survive in a highly competitive environment. Furthermore, the rapid development in technology, particularly in nano-technology, leads companies to

 make huge amounts of investments in R&D. Moreover, the acquisitions and mergers in the sector and new players in the market also influence the companies operating in IT industry. In such a volatile industry, it becomes extremely important to learn the factors that are influencing consumers purchase decisions. The customer base of a company is comprised of its current customers and those customers who are attracted from competitors. In addition, the customers who are acquired from competitors can be either satisfied switcher s or dissatisfied switchers. Hence, it is equally crucial

 to learn about whether there is a difference among stayers, satisfied switchers and dissatisfied switcher s with respect to their laptop purchase decision factors. This issue becomes exceptionally vital when the consumers decide to upgrade/change their laptops.

 In this study, it has been found that there are several factors which influence consumers laptop purchase decisions. These factors can be stated as follows: core technical features, post purchase services, price and payment conditions, peripheral specifications, physical appearance, value added features, brand loyalty, brand association, brand awareness and connectivity and mobility. On the other hand, stayers, satisfied switchers and dissatisfied switchers demonstrate a significant difference only in one factor: price and payment conditions.

 The results show that when compared to stayers and satisfied switchers, dissatisfied switchers give less importance to price and payment conditions related factor. From the managerial perspective, the findings of this study imply that when a consumer of a company decides to buy a new laptop or in technical terms to upgrade his laptop, the company should consider which customer base he belongs to.

BIBLIOGRAPHY
. www.hcl.com 2. G C Beri, Marketing Research, Tata McGraw Hill, New Delhi Third Edition 3. Rajan Sexana, Marketing Management, Tata McGraw Hill New Delhi, Second Edition 4. Philip Kotler, Marketing Management, Prentice-hall of India PVT. LTD, New Delhi, Ninth Edition 5. Hair , Bush , Marketing Research , Tata McGraw Hill