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LIST OF CONTENTS PAGE NO I ACKNOWLEDGEMENT II LIST OF TABLES III LIST OF FIGURES IV CHAPTERS 1. INTRODUCTION AND DESIGN OF STUDY 1 - 6 2. CONSUMER ATTITUDE ON BUYING LAPTOPS IN INDIA 7 - 25 3. ANALYSIS AND INTERPRETATION 26 - 37 4. SUMMARY OF FINDINGS AND SUGGESTIONS 38 - 41 V BIBILIOGRAPHY 42 VI APPENDIX-A QUESTIONNAIRE 43 PB
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Consumer Attitude on Buying Laptops Project Submittal

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Page 1: Consumer Attitude on Buying Laptops Project Submittal

LIST OF CONTENTS

PAGE NO

I ACKNOWLEDGEMENT

II LIST OF TABLES

III LIST OF FIGURES

IV CHAPTERS

1. INTRODUCTION AND DESIGN OF STUDY 1 - 6

2. CONSUMER ATTITUDE ON BUYING LAPTOPS IN INDIA 7 - 25

3. ANALYSIS AND INTERPRETATION 26 - 37

4. SUMMARY OF FINDINGS AND SUGGESTIONS 38 - 41

V BIBILIOGRAPHY 42

VI APPENDIX-A QUESTIONNAIRE 43

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LIST OF TABLES

3.2 Percentage Analysis........................................................ 26

3.3 Age Group of respondents .............................................27

3.4 Gender ratio among respondents ..................................28

3.5 Educational qualification of respondents .....................29

3.6 Income of the respondents ..............................................30

3.7 Factors influencing the purchase ……………………...31

3.8 Respondents recommend the product …………………32

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LIST OF CHARTS

3.2 Percentage Analysis........................................................ 26

3.3 Age Group of respondents .............................................27

3.4 Gender ratio among respondents ..................................28

3.5 Educational qualification of respondents .....................29

3.6 Income of the respondents ..............................................30

3.7 Factors influencing the purchase ……………………...31

3.8 Respondents recommend the product …………………32

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CHAPTER -1

INTRODUCTION AND DESIGNING OF THE STUDY

Page no.

1.1 Introduction 1

1.2 Statement of the problem 2

1.3 Objective of the study 3

1.4 Scope of the study 3

1.5 Period of the study 3

1.6 Methodology 3

1.7 Review of the literature 4

1.8 Collection of the data 5

1.9 Conventional analysis 5

1.10 Limitation of the study 5

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Page 1

CHAPTER 1

INTRODUCTION AND DESIGN OF THE STUDY

1.1 INTRODUCTION

Retailing is the final connection in the marketing channel that brings goods

from manufacturers to consumers. In other words, retailing is combination of

activities involved in selling or renting consumer goods and services directly to

ultimate consumers for their personal or household use. In addition to selling,

retailing includes different and diverse activities like buying , advertising, data

processing and maintaining inventory.

Some retailers carry primarily the product of a particular manufacture only.

For example, Ford dealership may carry a variety of cars, but nearly all are made

by Ford. Most of the time however, merchants are not owned by a manufacturer

which allows them to order from various manufacturers to create the product mix

they believe will fill the needs of their customers.

Retailing as we know it today is at a crossroads. The industry is facing the

next millennium and the models of the past, utilizing yesterday’s methodologies

will not be sufficient to ensure tomorrow’s successes. “The retailers of today are

motivated first and foremost by the bottom lines impact of their decision. In

today’s scenario share holder value has already become a dominant decision and

policy-making determinant. In the process, the customers can be relegated, in

many cases, to play a secondary position in the overall scheme of things.

The marketing concept is focused on the customer, and for retailers to do

otherwise is to misdirect the energies of the companies relative to its objectives.

The challenge lies with the retailer in better understanding the customer’s needs

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and motivations, and most importantly those attributes and those perceptible

dimensions of the shopping experience that are most considered by consumers so

that suitable strategies can be devised to drive store choice and eventually to

develop shoppers loyalty. Loyalty is becoming increasing importance for retailers

as it can provide the organization with a valuable and sustainable competitive

advantage.

In the Indian context there is growing need to evaluate the true drivers of

shoppers store choice criteria. The new expansions are adaptations of western

formats fetching moderate to lukewarm success. Both retailers and shoppers are

currently in an evaluation phase with no clear verdict as to what may drive the

loyalty towards stores longer term.

According to consultants Techno Park in 2008 the total Indian retail market

was worth USD 410 bn out of which food and grocery was valued at USD 275 bn

(64 percent of total).

1.2 STATEMENT OF THE PROBLEM

There is an old saying in advertising “We have met the consumers and he

didn’t us”. In other words, retailers need to research whose their customers are and

how their customers make decisions. Retailers cannot rely only on institution. They

must employ outside research methods to gain insights into how and why

consumer shops. It is important to realize that management cannot be effective

unless it has some understanding of the way in which retail consumers make

decisions and act in relation to the consumption of retail products. Many variables

will influence the way consumption patterns differ. These will change based upon

the different types of retailers in the market place and the way individuals have

learnt to approach purchase opportunities. There is, therefore, a need to understand

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the different ways in which customers choose and evaluate alternative retail

services. Hence the researcher has undertaken their study of the supermarket.

1.3 OBJECTIVES OF THE STUDY: i. To identify the consumer attitude towards buying a laptop.

ii. To conclude or identify the appropriate laptop for the consumer.

iii. To study the importance of various attribute which effect the purchasing

decision of customers in regard of laptops.

iv. To study the satisfaction level of the customers on overall performance

and after sale service of their existing laptops.

1.4 SCOPE OF THE STUDY:

The present study is designed to study the customer preference and

satisfaction towards supermarket in Ramanathapuram. This study discusses the

various services provided by the supermarket and customer satisfaction towards

the supermarket.

1.5 PERIOD OF THE STUDY:

The study covers a period of six months. The data has been collected from

the customers of Ramanathapuram from supermarket.

1.6 METHODOLOGY:

The researcher has adopted convenient sampling method in this study. The

present study was descriptive and analytical one. The researcher use both primary

and secondary data. Customer preference and satisfaction towards supermarket

was the source of primary data. For collecting data a well designed and

comprehensive interview schedule has been arranged. The respondents were

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interviewed personally. The schedule covers the questions in the form of open

ended questions and close ended questions to get the clear view of the respondents.

Secondary data have been collected from the journals, text, books, reports and

internet.

1.7 REVIEW OF THE LITERATURE:

Kincade, Doris H.; Woodard, Ginger A.; Park, Haesum (2002) studied

buyer-seller relationships for promotional support in the apparel sector is critical

for success. The purpose of the study was to define the promotional support

categories offered to apparel retailers by manufacturers, to identify the retailers

perceptions of the offering frequency and importance of the promotional support ,

and to investigate the relationship between offering frequency and perceptions of

importance. It was found regarded as the most important promotional support.

In a study by Board bridge and Calderwood, 2002, emphasis was given to

the fact that in an age of increasing competition from large-scale organised

groceries retailers, local shops need to have the commitment and willingness to

cater to the local community for survival which means r more closely on local

residents wants and needs.

Dr.Gupa, Mital Chatuvedi, Assistant Professor , Gain Jyothi Institute of

Management and Technology, Uttar Pradesh has undertaken “A Study on Retailing

an emerging trend in India”. This study indicated a new face is emerging with

retail industry in India.

“A Study on retail service quality” was undertaken by R.Tamilarasan

Assistant Lecturer, Department of management studies, Chennai. He focussed on

the improvement of Indian retail business in view of changing and emerging retail

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scenario in India with the possible advent of the multinational corporation in the

retail Indian market.

1.8 COLLECTION OF DATA:

Where in the survey has been carried out, the collected information from the

customer in supermarkets. Few supermarkets were asked to distribute the interview

schedule to the respondents which are necessary to collect the data. In each

selected sample, attempts were made to contact both husband and wife to respond

together in consultation with each other to the interview schedule.

1.9 CONVENTIONAL ANALYSIS:

The data thus collected from the primary source were arranged in the simple

tabular statement. For this purpose the unorganized data were organized in

systematic manner. The researcher to analyze the data users different statistical

tools. Percentage analysis, simple average, weighted average, ranks, chi-square test

were used for the analysis of data. Bar diagrams and pie diagrams were also used

in the study.

1.10 LIMITATION OF THE STUDY:

The following are the limitation of the study:

Due to time and cost factors only customers are surveyed.

This study is limited to Ramanathapuram town and the geographical

area is limited.

Respondent’s bias is yet another limitation of the study.

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One more limitation of this study comes from the fact that the

research was conducted only in Ramanathapuram. A more extended

geographical sample may show greater differences in results.

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CHAPTER II

Consumer attitude on buying laptops in India

Page No.

2.1 Factors influencing the consumers’ laptop purchase 7

2.2 Market leaders for laptop in India 13

2.3 Consumer behavior 19

2.4 Stages in Consumer Decision Making Process 20

2.5 Actual collection of data 24

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CHAPTER II

2.1 Factors influencing the consumers’ laptop purchase

Buying a new laptop is an investment for sure, and you can make the best

possible choice only by thoroughly assessing your requirements. Whether you're

buying a laptop for the first time or have been using one for ages, before venturing

on a new purchase, there are several factors that need to be considered. To make

things easier for you, we've listed here the most important factors:

Processor (CPU):

The first bullet point in all those "specification" handouts that a laptop sales person

will show you would most likely mention the processor in the system. The

processor is one of the main components in a laptop and directly affects

performance as well as battery life. Over the past years, laptop processors were

comparatively slower when pitted against desktop alternatives, but not anymore.

Today, faster multi-core processors are common in laptops. The processor type

differs depending on size, purpose or area of application of the laptop. Most

laptops come with Intel or AMD processors, with either single- or multi-core

architectures.Considering average applications such as MS Office or other applicat

ions like Photoshop, a processor with a minimum clock speed of 1.6 GHz is

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essential. Unlike desktops, laptops cannot conveniently be upgraded, and so it’s

always better to choose a faster processor with the future in mind.

Memory (RAM):

Once you’ve decided on the processor you require, you need to do justice to it by

letting it perform to its full potential by providing adequate system memory. RAM,

the random memory needed for your operating system, running programs and

their data, contributes to the overall system response time. Consider a situation

where you have one of the

fastest computers around, but not enough memory to hold the programs and their

data that you wish to run. Much of the program code and the data will have to be

held on disk and brought into memory when needed. At the same time, Data that is

not currently being worked on will be stored temporarily on disk. As the time taken

to move data to and from a disk is much greater than moving from memory to the

processor, this will slow the system down considerably. In case this stretches your

budget, find out if it will be possible to upgrade later, or if it has to be done by a

technician. These days, with resource hungry applications, we advise a minimum

of 2GB RAM as standard.

Display:

The display abilities of a laptop are determined by the screen itself, as well as the

graphics processor. Screens come in standard sizes and resolutions.

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Typically, larger displays havea higher resolution, but then this impacts the

portability of a laptop. Wide screen displays are also gaining popularity as they

help with better viewing and comfortable working. The graphics processor, on the

other hand, determines performance that is visible when it comes to 3D graphics

and gaming. Laptops come with onboard as well as dedicated graphics solutions.

The difference between the two is that while on board solutions provide low end or

very basic performance, dedicated graphics

solutionsfrom NVIDIA and ATI significantly enhance performance and allow hi-

endapplications (newer generation games) and other 3D-intensive applications to

run more smoothly.

Ports:

Every now and then, we have to connect additional peripherals to our laptops.

These may be wireless cards, USB drives, printers, mice or other gadgets. An

adequate pool of available ports is very useful both for desktops as well as laptops.

Most modern day devices are designed to connect to USB ports. If you have

devices which use Fire Wireor other connections such as Bluetooth or infrared, like

many mobile phones, PMPs or video cameras do these days, make sure your laptop

supports them by having the right connectors. An expansion slot for PC cards is

also a good idea. This comes in handy to accommodate an internal modem,

wireless card, additional Ethernet ports or a better sound card. With high definition

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video and audio coming to laptops, an HDMI port is also becoming common these

days. HDMI replaces the old S-Video port and gives advantages such as single

cable connection for both audio and video. Headphone and microphone jacks are

common, but some laptops come with dual headphone jacks that can be used to

connect your laptop to different devices or even to utilise its multi-channel output.

Drives:

Hard drives can be broadly classified into two different categories:

1.HDD (Hard Disk Drive)2.ODD (Optical Disk Drive)

Your storage requirement entirely depends on your usage. A hard drive’sconfigurat

ion is fairly straight forward in terms of size. These days, laptops come with250

GB storage on a single HDD, but still you have to decide whether you really need

all that space. Another critical factor that determines your overall system speed is

the drive’s rotation speed — a drive with a higher spin rate yields faster data access

times. However, these are more prone to damage as well. This is one factor you

must keep in mind while arriving at your decision. Try and assess how much space

you will need in your system, and then multiply by three. Optical drives have

evolved considerably over the years. You can either have a simple CD-ROM drive

for installing software, all the way up to the latest high definition Blu-ray DVD

burners as part of your configuration. In most cases, laptops now come standard

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with a dual layer DVD burner. Blu-ray drives are starting to show up, but are

extremely expensive.

Networking:

One of the basic reasons to have a laptop is to be able to carry out all your tasks

whileon the move. This involves your work for which you need to send/receive

emails .Connecting to the internet or a local network is a crucial function that you

need to have f6r your laptop. Most laptops today include a built-in 56 kbps modem

and Fast Ethernet (RJ45) port that handle data rates up to 1,000 Mbps. WiFi has

now become a common feature in laptops. There are several standards for wireless

connectivity, but a very basic connection would require 802.11b/g support having

a data rate of up to 54Mbps.

Size and Weight:

You can add up the best of everything and arrive at a monster of a laptop! But

then,that’s what portability is all about balancing your configuration for optimal pe

rformance and capacity on the one hand, and portability on the other. Although

ultra portable laptops offer light weight solutions and a smaller size, they also

sacrifice on processing speeds, ODDs, expansion slots, etc. Therefore, when

looking for a laptop, consider these factors before making a final decision. Also

consider the weight of the accessories, especially the AC adapter, because at times,

laptops are light but after bundling accessories, the whole package can become

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quite heavy to carry. If you travel frequently, or carry a lot of heavy things while

on the move, a lightweight laptop with a small form factor is what you need.

Battery Life:

The best looking laptop is no good if it doesn’t offer you adequate battery time.

This holds true even if the product you are considering is an Apple Macbook Air.

Try to find the listed battery life for the standard battery, and see if it suits your

needs. It would be wise to look for a system with at least two hours of battery life

under normal conditions. If you need extended battery life, then look for larger

battery packs or media bays that can double as extra battery slots when required.

Warranty Plans:

Laptops are more prone to breakdowns due to their portability. When buying a

system, make sure to get at least a year’s warranty from the OEM. If you’ll be

using the system heavily, a system that comes with a three year warranty is ideal.

Consider several models while you are out there shopping. Consider all models

that meet your buying criteria, and compare them on features and prices

your decision should not depend on someone else’s preferences, but on your own.

After all, it’s you who is going to use the laptop don’t be shy to call dealers and

customer support of the OEMs to find out more about their equipment. Check out

the model physically whenever possible. Ask your friends who may have bought

laptops recently or are currently using the one you wish to buy. Narrow your

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choices down to a few models, and then seek the best deal before finally buying

your dream laptop.

2.2 Market leaders for laptop in India

When buying a laptop it’s a good idea to have some knowledge of the laptop

brands in India. From humble beginnings in the 1980s, the India laptop market has

expanded in leaps and bounds in recent years, and now includes all the major

brands. Dell and HP dominate the market, but sony vaio is the fastest growing

brand in India.

Here’s an overview of the main laptop brands in India and how they compare to

each other.

Acer

Acer is a Taiwanese electronics manufacturer. The company entered the Indian

market in 1999. Acer’s laptops are popular because they’re cheaper than many

other laptop brands but still offer a lot of features and impressive configurations. In

fact, Acer laptops can be seen as offering the same features as HP laptops, but at a

lower price. As a result, Acer represents good value for money particularly as far

as budget laptops are concerned. Of course, build quality is lacking compared to

the more costly brands. It’s desirable to take a long warranty.

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ASUS

Another popular “value for money” Taiwanese brand in India, ASUS laptops are

amongst the cheapest on the market. They’re also amongst the most innovative.

ASUS has been established in India slightly longer than Acer, but only started

aggressively expanding in the laptop sector around 2006. Earlier, the company was

known in for its motherboards. ASUS laptops are regarded as being much better

designed than Acer’s. ASUS uses cutting edge technology, which is most apparent

in its netbook and ultraportable ranges. Gaming laptops are another of the

company’s strong points. And ASUS laptops are surprisingly reliable! Definitely a

brand worth checking out.

Dell

Dell arrived in India in 2007, and in just under four years rose to become the top

laptop brand in India, with the largest market share. What’s the attraction? Dell

offers great quality, innovative and highly customizable products that have a lot of

visual appeal. You can choose the color and configuration that you want, and do it

all online. This online ordering process is convenient and enables Dell to keep

prices low, as overhead costs are reduced. On the down side: reliability can be an

issue.

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HCL

HCL is an Indian laptop brand that’s been established in the IT market for over

three decades. The company focuses on producing portable laptops that are

amongst the slimmest on the market. Designers are colorful and attractive, readily

customizable, and pricing is aimed at the budget conscious. After-sales service can

be a concern though.

HP Hewlett Packard

Well known American computer company, HP, has been in India a long time. It

arrived in 1989, when the only competition was IBM (later acquired by Lenovo).

HP quickly established itself as the market leader by focusing on price and after-

sales service. Then, in 2002, it merged with Compaq. This move added to its

product range, which individually addresses the needs of home and business users.

HP laptops are packed full of features and are also well regarded for their quality,

although sometimes reliability can be an issue. However, they lose out to Dell in

regards to customization. And their design is variable — some HP laptops are

more innovative than others.

Lenovo

Chinese-based computer giant, Lenovo, purchased IBM’s PC business in late 2004.

As IBM was the first computer company in India, this gave Lenovo an excellent

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entry point into the growing Indian market in which it’s now placed fourth. The

company quickly went about leveraging IBM’s ThinkPad brand before adding its

own products. These products largely focus on functionality and reliability. Expect

powerful configurations and very durable construction.

Samsung

Samsung, although a well known electrical appliance manufacturer, is a relatively

small and new entrant into the laptop market in India. Samsung started selling

laptops in late 2008. Recently, the brand has been gaining recognition and growing

in popularity. The design of Samsung laptops isn’t the most inspiring, but these

laptops tend to perform well and are reasonably priced.

Sony

Sony is a premium laptop brand that established its presence in India in 1994. The

company has many loyal followers who appreciate its unique quality and

technology. Its hot selling and stylish VAIO range is a favorite with the fashion

conscious. The screens on Sony laptops are particularly well designed.

Toshiba

Japanese laptop brand Toshiba, one of the oldest players in the global IT market,

set up its Indian subsidiary in 2002. The company is known for making laptops that

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combine maximum functionality and quality. Its products are extensively tested

and notably reliable. Toshiba excels in netbooks, ultraportables (comparable to

ASUS but with less battery life), and gaming laptops. Yet, its mainstream laptops

are also of a high quality and well design.

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0

1

2

3

4

5

6

7

8

Acer Apple Asus Dell HP Lenevo Sony Toshiba Others

Brand leader survey-March 2012

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According to the brand leader survey- march 2012, Dell is enjoying the major

market share followed by HP, Apple, Lenevo, Sony etc. which is shown in the

above diagram.

2.3 Consumer behavior Consumer Behaviour is a branch which deals with the various stages a

consumer goes through before purchasing products or services for his end use. An

individual buys a product when there is a need for the product, social status and for

the gifting purpose. An individual does not buy a product when there is No

requirement, Income/Budget/Financial constraints, Taste. A consumers purchase

products mostly in Festive season, Birthday, Anniversary, Marriage or other

special occasions.

There are in fact several factors which influence buying decision of a consumer

ranging from psychological, social, economic and so on.

The main catalyst which triggers the buying decision of an individual is need for a

particular product/service. Consumers purchase products and services as and when

need arises.

According to Belch and Belch, whenever need arises; a consumer searches for

several information which would help him in his purchase.

Following are the sources of information:

Personal Sources

Commercial Sources

Public Sources

Personal Experience

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Perception also plays an important role in influencing the buying decision of

consumers.

Buying decisions of consumers also depend on the following factors:

Messages, advertisements, promotional materials, a consumer goes through also

called selective exposure.

Not all promotional materials and advertisements excite a consumer. A

consumer does not pay attention to everything he sees. He is interested in only

what he wants to see. Such behaviour is called selective attention.

A consumer would certainly buy something which appeals him the most. He

would remember the most relevant and meaningful message also called as

selective retention. He would obviously not remember something which has

nothing to do with his need.

2.4 Stages in Consumer Decision Making Process

An individual who purchases products and services from the market for his/her

own personal consumption is called as consumer.

The Need to buy a laptop can be due to any of the following reasons:

old laptop was giving him problems.

To gift a new laptop

New laptop to start his own business.

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Several stages before purchasing a product or service:

NEED

INFORMATION GATHERING/SEARCH

EVALUATION OF ALTERNATIVES

PURCHASE OF PRODUCT/SERVICE

POST PURCHASE EVALUATION

Need:

Need is the most important factor which leads to buying of products and services.

Need in fact is the catalyst which triggers the buying decision of individuals. An

individual who buys cold drink or a bottle of mineral water identifies his/her need

as thirst. However in such cases steps such as information search and evaluation of

alternatives are generally missing. These two steps are important when an

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individual purchases expensive products/services such as laptop, cars, mobile

phones and so on.

Information search:

When an individual recognizes his need for a particular product/service he tries to

gather as much information as he can.

An individual can acquire information through any of the following sources:

Personal Sources - He might discuss his need with his friends, family members,

co workers and other acquaintances.

Commercial sources - Advertisements, sales people (in Tim’s case it was the

store manager), Packaging of a particular product in many cases prompt

individuals to buy the same, Displays (Props, Mannequins etc)

Public sources - Newspaper, Radio, Magazine

Experiential sources - Individual’s own experience, prior handling of a

particular product

Evaluation of alternatives

The next step is to evaluate the various alternatives available in the market. An

individual after gathering relevant information tries to choose the best option

available as per his need, taste and pocket.

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Purchase of product

After going through all the above stages, customer finally purchases the product.

Post purchase evaluation

The purchase of the product is followed by post purchase evaluation. Post purchase

evaluation refers to a customer’s analysis whether the product was useful to him or

not, whether the product fulfilled his need or not?

Factors influencing consumer behaviour:

It includes (i) Age and life cycle stage (ii) Occupation (iii) Economic situation

(iv) Life Style (v) Personality and self concept.

Age and Life cycle Stage:-

People change the goods and services they buy over their lifetimes. Tastes in food,

clothes, furniture, and recreation are often age related. Buying is also shaped by the

stage of the family life cycle.

Occupation:-

A person’s occupation affects the goods and services bought. Blue collar workers

tend to buy more rugged work clothes, whereas white-collar workers buy

more business suits. A Co. can even specialize in making products needed by a

given occupational group. Thus, computer software companies will design

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different products for brand managers, accountants, engineers, lawyers, and

doctors.

Economic situation:-

A person’s economic situation will affect product choice

Life Style:-

Life Style is a person’s Pattern of living, understanding these forces involves

measuring consumer’s major AIO dimensions. i.e. activities (Work, hobbies,

shopping, support etc) interest (Food, fashion, family recreation) and opinions

(about themselves, Business, Products)

Personality and Self concept:-

Each person’s distinct personality influence his or her buying behaviour.

Personality refers to the unique psychological characteristics that lead to relatively

consistent and lasting responses to one’s own environment.

2.5 Actual collection of data

Both secondary and primary sources of data are utilized for the purpose of this

study. Primary data is collected by means of administering a questionnaire to the

different peoples. Secondary data is collected from various records, manuals and

other sources.

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Sr. no Particulars Description

1 Title Consumer attitude on buying laptops

2 Sample size 50

3 Sample unit Students and working professionals

4 Sampling procedure Random sampling

5 Research design Descriptive

6 Research instrument Questionnaire

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CHAPTER III

ANALYSIS AND INTERPRETATION

Page No.

3.1 Introduction 26

3.2 Percentage Analysis 26

3.3 Age Group of respondents 27

3.4 Gender ratio among respondents 28

3.5 Educational qualification of respondents 29

3.6 Income of the respondents 30

3.7 Factors influencing the purchase 31

3.8 Respondents recommend the product 32

3.9 Point of purchase shelf layout 34

3.10 Effective form of Advertisement 36

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CHAPTER III

3.1 Introduction After collecting the data, the collected data are classified into tables and diagrams in order to

analyse the customer satisfaction and preference towards markets.

3.2 Percentage Analysis The data gathered for the study is also presented in terms of percentages. The

percentages are calculated to the total of the subject. The processed data was

analyzed and interpreted in the chapter ‘Analysis and interpretation’.

No. of Respondents

Percentage Analysis = X 100

Total No. of Responded

FOUR CUSTOMER GROUPS

FREQUENCY

PERCENTAGE

(%)

FRESHER 23 46%

STAYERS 18 36%

SATISFIED

SWITCHERS 6 12%

DISSATISFIED

SWITCHERS 3 6%

TOTAL 50 100.00%

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3.3 Age group among respondents

S.No Age group No. of respondents

Percentages

1

2

3

4

Below 20 years

20-30 years

30-40 years

Above 40 years

12

26

08

04

24

52

16

08

Total 50 100

Interpretation:

24%

52%

16%

8%

Age group of respondentsBelow 20 yrs 20-30 yrs 30-40 yrs above 40 yrsPB

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The above table denotes that out of 50 respondents, 52% of the respondents belong

to 20-30 years, 24% of the respondents are below 20 years,16% of the respondents

are 30-40 years and 08% are above 40 years.

Hence majority of the respondents fall under the age group of 20-30years.

3.4 Gender ratio among respondents

S.No Gender No. of respondents

Percentages

1

2

Male

Female

37

13

74%

26%

Total 50 100%

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Interpretation:

The above table denotes that out of 50 respondents, 74% of the respondents are

male, 26% of the respondents are female

Hence majority of the respondents are male.

3.5 Educational qualification of respondents

S.No Educational qualification

No. of respondents

Percentages

1 2 3

No formal education

School level

UG level

2

3

30

04%

06%

60%

74%

26%

Gender Ratio among respondentsMale Female

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4

PG Level 15 30%

Total 50 100%

Interpretation:

The above table denotes that out of 50 respondents , 60% of the respondents

belong to college level,30% of the respondents are professionals,06% of the

respondents are school level and 4% are having no formal education.

Hence majority of the respondents are graduates

3.6 Income of the respondents

4%6%

60%

30%

Educational Qualification of respondentsNo formal education School level UG level PG level

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S.No Annual Income No. of respondents

Percentages

1

2

3

4

< 2 Lacs

2- 4 Lacs

4- 6 Lacs

>7 Lacs

3 7

29

11

06%

14%

58%

22%

Total 50 100%

Interpretation:

The above table denotes that out of 50 respondents, 58% of the respondents annual

income is 4 – 6 lacs, 22% of the respondents annual income >7lacs,14% of the

respondents annual income 2-4 lacs and 06% of the respondents annual income < 2

lacs..

Hence majority of the respondents fall under annual income of 4- 6 lacs.

6%

14%

58%

22%

Annual Income of respondents< 2 lacs 2- 4 lacs 4- 6 lacs > 7 Lacs

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3.7 Factors influencing the purchase

S.No Factors influencing the purchase

No. of respondents

Percentages

1

2

3

4

After Sales Service

Price

Quantity

Brand Name

9

15

15

11

18%

30%

30%

22%

total 50 100%

Interpretation:

18%

30%30%

22%

Factors influenciing Purchase

After sale service

Price

Quantity

Brand NamePB

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The above table shows that out of 50 respondents, 30% of the respondents are

more influenced by price and quantity, 22% are influenced by brand name and

18% by after sales service.

Hence majority of the respondents are influenced by price and quantity.

3.8 Respondents recommend the product S.No Recommendation

of the product

No. of

respondents

Percentages

1

2

Yes

no

38

12

76%

24%

Total 50 100%

76%

24%

Respondents recommends the product

yes

No

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Interpretation:

The above table shows that out of 150 respondents, 76% of the respondents

recommend the product and 24% of the respondents will not recommend the

product to others.

Hence, most of the respondents are recommending the product to others

3.9 Point of purchase shelf layout

At some point in your life, you have been motivated and stimulated to buy

something on impulse: an unplanned and somewhat emotionally driven purchase.

Don't be ashamed. You aren't alone. According to research, almost 66% of all

decisions to buy something are made while people are in the store shopping.

What's more, 53% of these decisions are classified as impulse buying.

Point of purchase promotions offer marketers one of the most effective sales

promotion tools included in the "promotional mix."

Point-of-Purchase Shelf Layout Defined

Point-of-purchase shelf displays (POS) are a specialized form of sales

promotion found near, on, or next to a checkout counter (the "point of sale"). They

are intended to draw the customers' attention to products. These may be new

products, a special offer, or may promote special events, such seasonal or holiday-

time sales.

POS displays can include:

shelf edging

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dummy packs

display packs

display stands

posters

banners.

Note that POS can also refer to systems used to record transactions between the

customer and the commerce, such as check-out registers, which are used at the

point of sale.

How It Works

In smaller retail outlets, POS displays are usually supplied by the manufacturer of

the products, but sited, restocked, and maintained by in-store salespersons. This is

less common in larger retail outlets with strong purchasing power, because they

control supplier activities and prefer to use sales material designed in-house to

ensure that store layouts and corporate themes are consistent.

POS displays are also useful in outlets with limited floor space, as a way to utilize

the much wasted space around counters.

The disposable displays are usually covered with product branding. They are

usually made out of cardboard, foam board, or Perspex/Plexiglas stands covered

with plastic,and are easily replaceable. Displays are visually appealing because

designers are able to make full use of color and special printing processes.

Non-disposable displays may include lighting for more visibility or include a

cooler for drinks or ice cream. Some are as simple as a metal baskets that are easy

to refill or re-stock, with a price sign and no design on the outside.

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Light Boxes

A light box is the advertising industry term for a lighted POS display. These are

similar to ones used by photographers, and use fluorescent bulbs to illuminate a

poster that has been inserted into the light box from either the side or the rear.

Creating Point-of-Purchase shelf Displays that Work

Setting up a display at a cash register, though simple in theory, requires planning

and knowledge in order to deliver desired results. Poor results may be caused by:

Failure to adhere to retailer's size/space limitations. Proper fit, within the

allotted space, increases chances for success.

Failure to understand the store's clientele and their true needs -- Your

product may have a multitude of benefits, but if the customers don't need those

particular benefits they won't buy your product.

Placing the display in the wrong location -- Different areas in a store prompt

different shopper responses. Not even a great display will stimulate a sale if the

product is not in sync with the mind of consumer as the display is approached.

Over design-- Displays should be creative but simple, without encouraging

consumer questions or objections.

Not considering where consumers look when they shop -- Displays should be

designed with a shopper's line of sight in mind. They won't buy what they can't

see.

3.10 Effective form of Advertisement The effect of TV advertising on youth is also brought into focus when

looking at college students. A survey released in August by Barnes & Noble

College Marketing found that despite the popularity of digital technology and

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media among college students, a leading 42% named TV ads the most effective

form of advertising, more than double the proportion (20%) who said that ads

don’t impact their purchase decisions, and far outstripping their next-most effective

advertising medium, magazines (10%). Not only are TV ads effective, but they are

also a viable way to reach this demographic. TV commercials ranked as one of the

top ways for a company or brand to reach students: 19% of respondents chose TV,

slightly behind email (20%), but ahead of coupons (14%), Facebook ads (9%) and

on-campus word-of-mouth (9%)

Almost every one grows up in the world which is flooded with the mass

media e.g. television, advertising, films,Videos, billboards, magazines, movies,

music, newspapers, and internet f all, Marketing weapons, advertising is renowned

for its long lasting impact on viewer’s mind, as its exposure is

much broader. Advertising is a subset of promotion mix which is one of the 4P’s in

the marketing mix i.e. product, price, place and promotion. As a promotional

strategy, advertising serve as a major tool in creating product awareness in the

mind of a potential consumer to take eventual purchase decision. Advertising, sales

promotion and public relations are mass-communication tools available to

marketers. Advertising through all mediums influence audiences, but television is

one of the strongest medium of advertising and due to its mass reach; it can

influence not only the individual’s attitude, behavior, life style, exposure and in the

long run,

even the culture of the country.

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CHAPTER IV SUMMARY OF FINDINGS AND SUGGESTIONS

Page No.

4.1 Introduction 38

4.2 Findings 39

4.3 Recommendation 40

4.4 Conclusion 41

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CHAPTER IV

4.1 Introduction:

The present study instant to exhibit the preference and satisfaction of

customer towards laptops with special reference to ramanathapuram town both

primary and secondary data has been used for the study to collect the relevant

data. The research for collecting the various information prefers on interview

schedule including information like each, gender, educational status, occupational

status source of information regarding laptops and so on. Newspaper, books,

channel, and internet are the source of secondary data.

The study exhibit the layout of the laptop accessories and customer

preference and satisfaction towards laptop.

The first chapter deal with the importance of the study of customer

behaviour and an introduction about the laptop and research design of the study.

The second chapter presents a clear picture about consumer behaviour while

purchasing laptops and what are the factors influencing in the consumer attitude on

purchasing laptops.

The third chapter highlights the responses of the consumer regarding the

personal data, source from where they get laptop information, the difference

towards particular laptops, the attitude towards advertisements and sales

promotional activity of the laptops. There option about the various service provider

by the laptop like products variety, product quality, reasonable price, door delivery,

credit facility, membership of facility, well organized store layout, point of

purchase shelf layout, area of location and sale promotion.

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4.2 Summary of Findings

The following are the fingings of the study

The highest number of respondents falls in the age group 20years -30 years.

Most of the respondents who purchasing laptops are Males. Most of the respondent purchasing laptops are graduates and the

second place occupied by post graduate. From the study, it is clear that respondents earning the annual income

between Rs.4 lacs to Rs.6 lacs are purchasing laptops compare with other

respondents. From the analyse, it is clear that majority of the respondents

are preferring the brand showrooms for purchasing the product at the

lower price. From this study, majority of the respondents are preferring while purchase

the laptop in economical prize. From the analyse, it is evidenced the after sale service playing important role

in consumer purchasing attitude. From the study, it is clear that majority of the respondents are using the

laptop upto 2 hrs a day. From the analyse, it is clear that majority of the respondents are influenced

by price and quantity.

From the study, it is clear that majority of the respondents are using laptops

for educational purpose.

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From the study, it is clear that majority of the respondents are satisfied about

the quality of service given by the company. From the study, it is clear that most of the respondents are recommending

the product to others.

4.3 Suggestions / Recommendations:

1. The research on the laptops makes us aware that people prefer to buy laptops

from authorized retailers more than that from any other form of outlet.

2 It is found that there is no significant relationship between the laptop choice and

the gender of the buyer.

3. We also found that there is a significant relation between the degree and the kind

of laptop selected.

4. We could also recommend that educational qualification has a significant impact

on the choice of laptop brand.

5. Annual family income has a significant impact on the choice of laptop brand

selected.

6. The interaction of the variables educational qualification and family income has

a significant impact on the choice of laptop brand.

7. The interaction of the variables family income and work experience has a

significant impact on the choice of laptop brand.

8. The major factors form factor analysis are as follows:

Convenience features Factor

Heavy usage features Factor

Style features Factor

Gaming features Factor

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Easy movability features Factor

Security features

4.4 CONCLUSION:

The Laptops Industry today is in the front rank of India’s Electronics- based

industries. This highly fragmented industry is very competitive. The companies are

compelled to focus on R&D and innovative methods to improve their

manufacturing capabilities. Nowadays laptops are playing important role in communications and even

its basic requirements moderate families in India.

From this study, we can conclude that the consumer’s shall be always

interested in economical price with well sounded latest core technology features

with added value features laptops and also they prefer to buy which companies

service centre near to their place and whose is providing a good after sale services.

This study recommends companies to invest in technology through R&D and

create differentiation at utmost level in technology and economical in price.

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BIBLIOGRAPHY:

BOOKS REFERED : CONSUMER BEHAVIOR LEON G.SCHIFFMAN & L.L KANUK MARKETING MANAGEMENT PHILIPKOTLER RESEARCH METHODOLOGY C.R.KOTHARI

WEBSITES REFERED : www.google.com www.wikipedia.com www.ask.com www.researchandmarket.com

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APPENDIX A

Questionnaire for Consumer attitude on Buying Laptops in Ramanathapuram

Personal details:

Name :..............................................................................................................

Age :..............................................................................................................

Department:..............................................................................................................

1. What is your budget to buy a laptop?

Rs.20,000 -30,000 Rs. 30,000 - 40,000 Rs.40,000 - 50,000

Rs.50,000 - 60,000

2. What size of laptop would you prefer? 14" 17'' Others

3. Do you have a laptop?

Yes No If yes mention the brand name

Reply:......................................................................................................................

4. Do you replace your old laptop with new same brand laptop?

Yes No If no mention the reason

Reply:......................................................................................................................

5. What brand you prefer to buy ?

Reply:......................................................................................................................

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6. Do you trust the brand behind it?

Yes No

7. Would you consider a refurbished laptop?

Yes No

8. What are the primary tasks will you be performing in this laptop?

Home use Educational use Business use others

9. How many hours of battery life do you need?

2 Hrs 3-4 Hrs 4-5 Hrs More

10. From the choice of below which brand of processer do you prefer?

Intel AMD Celeron Mac others

11. Processor Speed would you prefer in GHz?

1 to 2 GHz 2 to 3 GHz 3 to 4 GHz if more possible

12. How much hard disk space do you want? 80 -120GB 120-250 GB 250-500 GB 500-1000 GB

13. How many external monitor connecting port would you prefer? 2 If more possible

14. Will the laptop to be used to watch movies? Yes No

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15. Do you need built in optical drive?

Yes No

16. How many USB port do you prefer?

Reply:......................................................................................................................

17. How much the memory (RAM) space do you want?

2GB 4GB 6 GB if more possible

18. What kind of monitor would you prefer?

LCD LED Others

19. Do you need built in WIFI ?

Yes No

20. Do you need built in Bluetooth?

Yes No

21. Do you need additional security system to access laptop like finger print?

Yes No

22. Do you need built in webcam?

Yes No

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23. Are the laptops looks and stylish important to you?

Yes No

24. How many years warranty would you prefer?

One year two year if more possible

25. Would you recommend to buy this kind of laptop to your friends, colleagues?

Yes No

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