consumer attitude on buying laptops project submittal
Post on 08-Nov-2014
44 Views
Preview:
DESCRIPTION
TRANSCRIPT
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
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
PB
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
PB
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
PB
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
PB
Page 2
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
PB
Page 3
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
PB
Page 4
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
PB
Page 5
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.
PB
Page 6
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.
PB
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
PB
Page 7
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
PB
Page 8
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.
PB
Page 9
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
PB
Page 10
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
PB
Page 11
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
PB
Page 12
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
PB
Page 13
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.
PB
Page 14
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.
PB
Page 15
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
PB
Page 16
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
PB
Page 17
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.
PB
Page 18
0
1
2
3
4
5
6
7
8
Acer Apple Asus Dell HP Lenevo Sony Toshiba Others
Brand leader survey-March 2012
PB
Page 19
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
PB
Page 20
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.
PB
Page 21
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
PB
Page 22
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.
PB
Page 23
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
PB
Page 24
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.
PB
Page 25
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
PB
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
PB
Page 26
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%
PB
Page 27
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
Page 28
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%
PB
Page 29
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
PB
Page 30
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
PB
Page 31
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
PB
Page 32
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
Page 33
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
PB
Page 34
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
PB
Page 35
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.
PB
Page 36
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
PB
Page 37
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.
PB
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
PB
Page 38
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.
PB
Page 39
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.
PB
Page 40
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
PB
Page 41
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.
PB
Page 42
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
PB
Page 43
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:......................................................................................................................
PB
Page 44
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
PB
Page 45
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
PB
Page 46
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
PB
top related