Download - Project Report- FINAL
A PROJECT REPORT ON
ORGANIZATIONAL BUYING BEHAVIOR AND SALES PROCESS FOR
LAPTOPS
AT
HCL INFOSYSTEMS LTD
PRAVEEN KUMAR JHA
ROLL NO – 09234
BATCH XVII, 2009-2011
Project submitted in partial fulfillment for the award of
Post Graduate Diploma in Management
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT
(APPROVED BY AICTE, MINISTRY OF HRD, GOVT OF INDIA)
BACHUPALLY, HYDERABAD
DECLARATION
I hereby declare that this project report entitled “Organizational buying behavior and Sales
process for Laptops” at HCL Infosystems Ltd Hyderabad submitted by me is a bonafide work
undertaken by me and it is not submitted to any other Institution or university for the award of
any degree/diploma certificate or published any time before.
Praveen Kumar Jha Signature of the Student
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 2
ACKNOWLEDGEMENT
I hereby convey my deep acknowledgement to all those who made it possible for me to complete
this project, by extending their support and continuous co-operation.
I would like to acknowledge the consistent encouragement extended by Dr. Kamal Ghosh Ray,
Director and Dr. Ch. S. Durga Prasad, Dean-Academic Planning of Vignana Jyothi Institute of
Management. I would also like to thank my faculty members and my guide Mr A. Ramesh.
I sincerely thank to Mr. Joby John (General Manager, HCL Info system) for giving me this
opportunity to work in their esteemed organization and helping me for completing the project in
a successful manner.
My sincere gratitude to my project guide Mr. Siva Rama Krishna, BDM, HCL Infosystems
Limited whose constant guidance, efforts, heartfelt support, suggestions and consideration
helped me in the successful completion of this project.
My sincere gratitude to Ms Shivani for her continuous support during my project work.
I also extend my humble thanks to all staff members of HCL for their full hearted support and
assistance during my stay at HCL.
Finally, I would like to thank all my friends, batch mates and staff members without whom this
dissertation work would not have been successfully completed.
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EXECUTIVE SUMMARY
HCL Info systems, India's premier information enabling and integration company, has received
the ISO 9001:2000 certification specifies requirements for a quality management system where
an organization needs to demonstrate its ability to consistently provide product and services that
meets customer and applicable regulatory requirements. ISO 9001:2000 also aims to enhance
customer satisfaction through the effective application of the system, including processes for
continual improvement of the system and the assurance of conformity to customer and applicable
regulatory requirement.
HCL Info system has been able to provide services of international standard to customers across
India. This Certification will enable to further excel on the stiff service targets that we have set
for ourselves to achieve. HCL Info system completed acquisition of FEC Singapore Pvt. Ltd.
The Company’s acquisition strategy, too, maps into building a long-term and sustainable growth
path based on the high margin, high value-add IT services sector. HCL Info system has set up
five overseas subsidiaries in the US, the UK, Singapore, Australia and Malaysia. The menu of
HCL Info system global services broadly covers IT consulting and professional services in the
area of vertical applications, technology integration, ERP implementation and software
development. This also includes a complete portfolio of systems and network services for
development, for Facilities Management, Helpdesks, Systems Supports and network and Internet
Implementation.
This study has two parts.
(i) Organization to organization Sales report
(ii) Organizational buying behavior for Laptops
After engaging into 5 weeks of sales and getting good experience about the market and about
how sales happens in reality. As a project trainee my job was to visit clients belonging to
different verticals like International schools, Engineering Colleges, Pharmacy Colleges, MBA
Colleges, Multi Specialty Hospitals and Software Companies and getting to know requirements
of various products. A demonstration was given to explain various products of HCL Infosystems.
My main job over there was to generate sales lead to the company. To achieve the objective of
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 4
the study I met various people belonging to the organization centre (Gatekeeper, User, Initiator,
Influencer, Decider, Buyer, and Approver).
A buyer in the market goes through complex analysis and decision-making process before
making a purchase. The organization needs to comprehensively understand and appreciate the
subtle nuances of the buyer behavior to precisely target the prospects and hence increase the
sales. The analysis of the buyer behavior begins with the communication of customized product
message to the target audience. It is also imperative to identify the main decision-maker in the
purchasing process. The target market approach calls for targeting different customers with
different kinds of products. The main purpose of this study is to identify key features that
organizational customer is looking in a Laptop before buying Laptops for their organizations.
This study can help HCL Infosystems ltd because they are generating maximum amount of
business from organizations. Company should know that what configuration in Laptop
organizations is looking at before buying Laptops. The Methodology for this research includes
exploratory research and descriptive research. This research began by meeting the clients for
sales of HCL products and referring to some of the secondary data about buying behavior. These
Identified variables became basis for framing the questionnaire. These data analyzed based on
the percentage findings, mean and Standard deviation. The major findings from the research
include that some important features should be there in Laptops before approaching to
customers. Then suggestions and recommendation made about the buying behavior for Laptops.
In this report a comparison is made between the Software companies and educational institutes
about the buying behavior for buying Laptops. And a report is made after combining the both
organizations data to find out the buying behavior for organizations. After making a comparison
between Educational institutes and Software companies it came out that there is some difference
in the buying behavior between both types of organization but there is not much difference in
terms of features they want in their Laptops.
This study recommends companies to invest in technology through R&D and create
differentiation at utmost level. And service came out as one of the important issue in buying a
Laptop.
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ContentsEXECUTIVE SUMMARY.........................................................................................................................3
1 Introduction:........................................................................................................................................7
2 Advantages of HCL:..............................................................................................................................9
2.1 Technology Leadership:..............................................................................................................9
2.2 HCL DNA:................................................................................................................................10
2.3 Company history:.......................................................................................................................11
2.4 The HCL of Today:...................................................................................................................14
2.5 Guiding Principle:......................................................................................................................15
2.6 Technology leadership:..............................................................................................................16
2.7 Support services:.......................................................................................................................16
2.8 Products & Solutions:................................................................................................................17
2.9 HCL Business Model:................................................................................................................19
2.10 Role of IT in Education Sector in India:....................................................................................19
2.11 Contribution of HCL in Education Sector:.................................................................................21
2.12 CSR of HCL Infosystems Ltd:...................................................................................................22
2.13 Investor Release:........................................................................................................................24
3 SALES REPORT:.............................................................................................................................26
3.1 OBJECTIVE:.............................................................................................................................26
3.2 SCOPE OF THE STUDY:.........................................................................................................26
3.3 SAMPLE CHARECTERISTICS:..............................................................................................26
3.4 LIMITATIONS OF THE STUDY:............................................................................................26
3.5 SALES PROCESS:....................................................................................................................27
3.5.1 PROSPECTING:...................................................................................................................27
3.5.2 THE INITIAL SALES CONTACT:.............................................................................................28
3.5.3 SALES PRESENTATION:.......................................................................................................29
3.5.4 QUOTATION:......................................................................................................................29
3.5.5 HANDLING OBJECTIONS:....................................................................................................30
3.6 LEARNING OUTCOMES:.......................................................................................................31
3.7 MY CONTRIBUTION TO THE COMPANY:.........................................................................31
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3.8 RECOMMENDATIONS:..........................................................................................................32
3.9 CONCLUSION:........................................................................................................................32
4 ORGANIZATIONAL BUYING BEHAVIOR FOR LAPTOPS:.......................................................................34
4.1 Introduction:..............................................................................................................................34
4.2 Objectives of the study:.............................................................................................................35
4.3 Scope of the study:.....................................................................................................................35
4.4 Sample Characteristics:..............................................................................................................35
4.5 Limitations of the Study:...........................................................................................................35
4.6 Methodology:.............................................................................................................................36
4.6.1 Research Design:................................................................................................................36
4.6.2 Source of Data:..................................................................................................................36
4.6.3 Sample Design:...................................................................................................................36
4.6.4 Sampling Frame:................................................................................................................37
5 Data analysis and Interpretation:......................................................................................................38
5.1 The Features Influencing Laptop Purchase Decisions:...............................................................49
5.2 Factors Influencing Consumers’ Laptop Purchase Decisions:...................................................51
5.3 Differences among three Customer groups regarding the factors influencing Laptop purchases:51
5.4 Conclusion and Recommendations:...........................................................................................55
5.5 Suggestion for further study:.....................................................................................................56
6 APPENDIX:.........................................................................................................................................57
6.1 List of colleges visited to market HCL Infosystems Ltd products:..............................................60
6.2 List of International Schools covered to generate leads for HCL Infosystem Ltd:......................65
6.3 List of Software companies surveyed:.......................................................................................66
6.4 List of Educational institutes surveyed:.....................................................................................68
6.5 BIBLIOGRAPHY......................................................................................................................71
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List of Tables:
Table 1: Statistics related to features affecting Laptop purchase decision................................................48Table 2: Consumer group and factors for choosing a Laptop...................................................................51
List of Pie Diagrams:
Pie Diagram 1: percentage of Laptops in Education institutions..................................................38Pie Diagram 2: Percentage of Laptops in Software companies.....................................................38Pie Diagram 3: Percentage of Laptops in both educational and software sector...........................39Pie Diagram 4: Reason for switching brands for Educational institutions....................................44Pie Diagram 5: Reason for switching brands for Software companies.........................................45Pie Diagram 6: Reason for switching brand for both sector..........................................................45Pie Diagram 7: Customer categories for Education institutions....................................................46Pie Diagram 8: Customer Categories for Software companies.....................................................47Pie Diagram 9: Customer Categories for both sector....................................................................47Pie Diagram 10: Future requirements of Laptops in Education institution...................................52Pie Diagram 11: Future requirement of Laptop in Software companies.......................................53Pie Diagram 12: Future requirement of Laptop in both sector......................................................53
List of Bar Diagrams:
Bar Diagram 1: Current Brand of Laptop used in Educational institutions..................................39Bar Diagram 2: Current Brand of Laptops used in software companies.......................................40Bar Diagram 3: Current Brand of Laptops used in both sector.....................................................41Bar Diagram 4: Laptop Brands that is previously used in Educational institutions......................42Bar Diagram 5: Laptop Brands that is previously used in Software companies...........................42Bar Diagram 6: Laptop Brands that is previously used in both sector..........................................43
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1 Introduction:About HCL:
Shiv Nadir and five of his colleagues got together and in 1975 set up a new company
MICROCOMP to start with; they started to capitalize on their marketing skills. Micro comp
marketed calculators and within a few months of starting operation, the company was out selling
its major competitors. On 11th August, 1976 Hindustan Computers Limited was incorporated as
joint venture between the entrepreneurs and UPSCE, with an initial equity of Rs.1.83 Lakhs.
Despite HCL’s rapid success, the company faced many challenges in growing and expanding its
business. Before long, the company was able to secure a better financial position for itself and
opened two additional offices in Calcutta and Mumbai .After 8 years, HCL became the largest
computer system and services company in India.
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2 Advantages of HCL:
HCL Infosystems (HCL) draws it’s strength from 30 years of experience in handling the ever
changing IT scenario, strong customer relationships, ability to provide the cutting edge
technology at best-value-for-money and on top of it, an excellent service and support
infrastructure.
Today HCL is country’s premier information enabling company. It offers one-stop-shop
convenience to its diverse customers having an equally diverse set of requirements. Be it a large
multi-location enterprise, or a small/medium enterprise, or a small office or a home, HCL has a
product range, sales and support capabilities to service the needs of the customers.
Strengths of HCL Infosystems Ltd can be summarized as:
Ability to understand customers business and offer right technology
Long standing relationship with customers
Pan India support and service infrastructure
Best-value-for-money offerings
2.1 Technology Leadership:
HCL Infosystems is known as to be the harbinger of technology in the country . Right from our
inception we have attempted to pioneer the technology introduction in the country either through
our R & D or through partnerships with the world technology leaders.
Using our own R&D we have:
Created our own UNIX & RDBMS capability(in80s)
Developed firewalls for enterprise & personal system security
Launched our own range of enterprise storage products
Launched our own range of networks products.
We strive to understand the technology from the view of supporting it post installation as well.
This is one of the key ingredients that go into our strategic advantage.
HCL Info systems have to its claim several technology pioneering initiatives. Some of them are:
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 10
Country’s first Desktop PC-Busy Bee in 1985
Country’s first branded home PC –Beanstalk in 1995
Country’s first Pentium 4 based PC at sub 40K price point
Country’s first Media centre PC
2.2 HCL DNA:
The TIME magazine has referred to HCL as an "intellectual clean room where its employees
could imagine endless possibilities". The fact is, over the last thirty years that HCL has been
operational; the company has stood by its values and core philosophy. Fueled by the
entrepreneurial zeal of its founders, HCL developed the first indigenous micro-computer in 1978,
at the same time as Apple. Since then, HCL has had a 3 decade rich history of inventions and
innovations. Entrepreneur is the term that best describes the HCL employees. Ever since HCL
entered into an alliance in 1970s, partnerships and HCL has been inseparable. Bonds have been
forged with partners to co create value. Strong inorganic growth is a testimony to the spirit of
partnerships. This entrepreneurial and win-win relationship driven culture continues to guide
HCL in all its endeavors.
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2.3 Company history:
HCL Info systems Ltd is one of the pioneers in the Indian IT market, with its origins in 1976. For
over quarter of a century, HCL has developed and implemented solutions for multiple market
segments, across a range of technologies in India. HCL has been in the forefront in introducing
new technologies and solutions. The highlights of the HCL saga are summarized below:
1986: The Company was established on 17th April. The object of the company is manufacturing
of and leading in complete range of Mini Computers Micro processor based systems, Electronics
Instruments, Micrographic and reprographic equipment and manufacturing and marketing of
electronic EPABX systems and electronics Teleprinters.
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1989: The Company entered into an agreement with Hewlett Packard of US for the sale and
leaving of the Super Mini and Mainframe computers to be manufactured by Hewlett in India.
1996: The performance was adversely affected due to rise in dollar exchange rate, tight liquidity
position in the market, political uncertainty coupled with deferment of capital expenditure by the
Government Departments.
1997: The Company commissioned its second state-of-the-art manufacturing facility at Sedarpet
near Pondicherry. The Company has the largest network of spare-stocking locations, supported
by Test and Repair Centers which reduces the inventory level and increases the spares
availability at any time. To meet critical requirements within 4-5 hours, the company has tied-up
with Indian Airlines to deliver spares in major metro cities.
1998: The Company tied-up with Intel Corporation for Server technology, resulting in the
introduction of the Infiniti Global Line range of PC Servers which incorporate building blocks
from Intel and are integrated and tested extensively for Indian condition.
1999: The Board of Directors unanimously appointed Mr. Ajay Chowdhary as Chairman and
Chief Executive Officer with effect from 5th November.
2000: HCL has launched a new range of PCs (Ultima and Elite models) under its Beanstalk
range of PC's at its Pondicherry plant. The Company entered into an agreement with US-based in
focus for distribution and technological support of the latter's data and video projection products
in the country. HCL Info systems Ltd. have launched the Nokia professional Centre (NPC) in
Chennai as part of the expansion program to open Nokia centers in India which will enable
customers to choose the right model and accessories suiting their life style. HCL Infinet, the
Internet start-up of HCL Info systems, and media group, Asian Age, have set up a joint venture
called Asian Age Infinet. HCL Info systems Ltd has launched in India the Swedish major
Ericsson's Generation X Business communication too, "Next Call Centre". HCL Infinet Ltd., the
Internet services subsidiary of HCL Info systems, has tied up with UBS Publishers' Distributors
Ltd., one of the largest distributors of books in the country, to sell books online through its soon
to-be-launched portal. - HCL Info systems have entered into a tie-up with Broad Vision for
providing personalized e-business applications to is clients.
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2001: HCL Info systems and Intel have jointly launched an e-business solutions program,
targeting new market opportunities in segments such as Internet service providers, application
service providers, banking and finance. HCL InfiNet Ltd., the Internet services subsidiary of
HCL Info systems, has launched an authenticated payment gateway for its portal,
www.hclinfinet.com, in association with Citibank to enable customers to carry out secure
transactions online including buying Internet access. HCL Infosystems are setting up a managed
off-shore development centre at its NOKIA software development facility for Stretch Systems --
the Singapore-based IT systems and technology developer.
2002: HCL Info system joins hands with Sun Microsystems India to provide end-to-end
solutions to business. HCL Info system says it is the No.1 PC Co in India in 2001.
2003: HCL Info system receives the project to completely automate the Value Added Services
(VAT) of Andhra Pradesh.
2004: HCL Info system forays into digital entertainment sector HCL touches one lakh milestone
in desktop sales HCL Info system ties up with Union Bank.
2005: HCL Launches Micro Balanced Technology Extended (BTX) Form Factor for desktops in
India on February 10, 2005. HCL Info system unveils PC for Rs.12, 999.
2006: HCL inks 5 year pact with Dish TV.
-HCL Info sets up Enterprise Response Centre in Mumbai
2008: HCL Infosystems Ltd has announced that the Company has been awarded one of the most
prestigious contracts for establishing the Punjab State wide Area Network (PAWAN). HCL's
specialized expertise in the e-governance vertical made it the primary choice for setting up this
backbone infrastructure by Government of Punjab (GOP).
- HCL Infosystems has bagged a 23-million dollar deal to implement IT infrastructure for the
Pan-African e-Network Project, which provides tele-education and tele-medicine. The project
would connect 53 African countries into one network.
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2009: HCL Infosystems Ltd has informed that Mr. Nikhil Sinha has been appointed as an
additional Director of the Board of the Company.
- HCL Infosystems announced its venture into partnership with BSNL for offering low-cost
broadband-enabled computers in rural areas.
2010: PC maker HCL Infosystems on March 26 unveiled its new 'ME Series 40' notebook,
priced at Rs. 41,500, on the occasion of Earth Hour 2010. The notebook has BFR concentrations
of less than 0.1 per cent, which makes the product 100 per cent recyclable and environment-
friendly.
2.4 The HCL of Today:Source: HCL Pioneers of Modern Computing, February 11, 2010.
IT industry is expected to grow by 20% over 2007, as per IDC, which is amongst the highest
rates of growth in the world. With employment to 2.13 crore households already in place, the
National e-Governance Plan (NEGP) is surging ahead with investments of Rs. 23,000 crores
planned for initial five years, for identified core projects. HCL Info systems Ltd, with annual
revenue of US$ 2.7 Bn (Rs.11,855 crores) is India’s premier information enabling and ICT
System Integration company offering a wide spectrum of ICT products that includes Computing,
Storage, Networking, Security, Telecom, Imaging and Retail. HCL is a one-stop-shop for all the
ICT requirements of an organization. India’s leading System Integration and Infrastructure
Management Services Organization, HCL has specialized expertise across verticals including
Telecom, BFSI, and E-Governance & Power. HCL has India’s largest distribution and retail
network, taking to market a range of Digital Lifestyle products in partnership with leading global
ICT brands, including Nokia, Apple, Casio, Kodak, Toshiba, and Bull, Ericsson, Cisco,
Microsoft, Konica Minolta and many more. HCL today has India’s largest vertically integrated
computer manufacturing facility with over three decades of electronic manufacturing experience
HCL desktops is the largest selling brand into the enterprise space. With India’s largest ICT
services network that reaches to every corner of India, HCL’s award winning Support Services
makes it the preferred choice of enterprise and consumers alike. HCL Enterprise is a leading
global technology and IT enterprise with annual revenues of US $4.1 Bn (Rs. 17,889 crores).
The HCL Enterprise comprises two companies listed in India - HCL Technologies & HCL Info
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systems. The 3-decade-old enterprise, founded in 1976, is India’s original IT garage start-up. Its
range of offerings span Product Engineering, Technology and Application Services, BPO,
Infrastructure Services, IT Hardware, Systems Integration, and distribution of ICT products. The
HCL team comprises over 47,000 professionals of diverse nationalities, who operate from 17
countries including 360 points of presence in India. HCL has global partnerships with several
leading Fortune 1000 firms, including leading IT and Technology firms.
2.5 Guiding Principle:
MISSION AND VISION OF HCL:
VISION STATEMENT:
"Together we create the enterprises of tomorrow".
MISSION STATEMENT:
"To provide world-class information technology solutions and services to enable our customers
to serve their customers better"
Quality Policy:
“We shall deliver defect-free products, services and solutions to meet the requirements of our
external and internal customers, the first time and every time”.
Objectives:
Management Objectives:
To fuel initiative and foster activity but allowing individuals freedom of action innovation in
attaining defined objectives.
People Objectives:
To help people in HCL Infosystems Ltd. share in the company’s successes, which they make
possible; to provide job security based on their performance; to recognize their individual
achievements; and help them gain a sense of satisfaction and accomplishment from their work.
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Core Values:
We shall uphold the dignity of the individual.
We shall honor all commitments.
We shall be committed to quality, innovation and growth in every endeavor
We shall be responsible corporate citizens.
2.6 Technology leadership:
HCL Infosystems is known to be the harbinger of technology in the country. Right from its
inception we have attempted to pioneer the technology introductions in the country either
through its R&D or through partnerships with the world technology leaders. Using their own
R&D they have - Created their own UNIX & RDBMS capability (in 80s) - developed firewalls
for enterprise & personal system security - launched their own range of enterprise storage
products - launched their own range of networking products
HCL strives to understand the technology from the view of supporting its post installation as
well. This is one of the key ingredients that go into HCL’s strategic advantage. HCL Infosystems
has to its claim several technology pioneering initiatives. Some of them are: - Country's first
Desktop PC - Busy Bee in 1985 - Country's first branded home PC - Beanstalk in 1995 -
Country's first Pentium 4 based PC at sub 40k price point - Country's first Media Centre PC.
2.7 Support services:
HCL Infosystems' Service Support infrastructure is one of the widest in the country. No matter
where you are, there's an HCL Service Centre near by. Its Products are backed by an extensive
direct support infrastructure spread across 170 locations nationwide which offer 24 x7 supports
offering for critical sites. Its channel strength is a balanced mix of retail outlets, resellers &
distributors. It was strong focus on distribution network that led HCL in devoting few brands
exclusively for channel. They are - Beanstalk, Busy Bee, Net manager (servers), and recently
launched Ezeebee. Today their distribution network helps them take a varied product range to
customers in every nook & corner of the country .The product range includes Desktop PCs,
Servers, and Laptops & Pocket PCs.
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2.8 Products & Solutions:
HCL Infosystems' portfolio of products covers the entire spectrum of the information technology
needs of its customers.
By virtue of the immense diversity of markets and customers that it addresses, HCL Infosystems'
products offerings include everything from high end enterprise level servers for mission critical
applications to multimedia home computers.
You may be a large multi-location company exploring solutions to e-enable your organization or
you may be a new born rising star looking for someone for IT planning or setting up your IT
Infrastructure, HCL Infosystems has a solution tailor-made for you.
Desktops & Notebooks:
• Business PCs
• Home PCs
• Infiniti Power lite Notebooks
Workstations:
• Infiniti Challenger Workstations
• SUN Workstations
Servers Intel Servers:
• Infiniti GL Servers
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• Infiniti Solutions Infiniti Xcel Line Servers
• Infiniti Xcel Line 2200 Series SUN Servers HP Risc Servers & Workstations
Thin Clients:
• Win bee Thin Clients
• SUN Thin Clients
Display Products:
• 710 LSA
• 700 LSA
• 700 LS
• 500 LSA
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2.9 HCL Business Model:
2.10 Role of IT in Education Sector in India:
Use of ICT in the Education sector in India, though recent, has picked up fast, and the benefits are already
starting to show. Thanks to Rajiv Gandhi's doctrines backed by his technical advisor Sam
Pitroda, the personal computer arrived in India in the early 1990s. Suddenly we witnessed a
flood of computer classes in the metros with everyone signing on for courses in DOS, Word star,
dBase III and Lotus 1-2-3. Most of these institutes have long closed shop, or evolved into ‘Learn
English’ institutes. Others cater to professionals with specialized training for animation,
graphics, game development, Java, .Net, Oracle, BPO, management etc. When cable television
arrived in the 1990s, enterprising coaching classes set up dedicated channels for distance
learning. Then VSAT technology extended this to remote regions. Now it is digital television
with service providers beaming Educational programs for school children into homes and
schools. And that was how ICT (Information and Communications Technology) saw its roots in
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Indian Education. In recent years we witnessed many radical changes and rapid growth in the
Education sector. This is due to several factors, and the one factor that needs to be mentioned
first is India’s telecom success story. Thanks to extensive telecom coverage and affordable rates,
bandwidth and Internet access is available pan India. The Internet offers many free tools for
audio-visual instruction. State governments too have got their act together and are joining hands
with private solutions providers and NGOs to use ICT for Education.
Another driver is the high level of PC penetration among students, especially in the metros,
thanks to a significant reduction in hardware costs, and the increased usage of open source
applications. With the introduction of new Education policies and the opening of the Indian
Education sector, we are seeing increased participation from overseas universities, many of
whom are setting up operations in India. It’s only a matter of time before Yale, Harvard, Oxford,
etc. are here. Meanwhile, the demand for business degrees or skills-oriented courses is soaring.
Distance Education courses are popular once again, thanks to the Internet.
Success Stories:
While universities and private institutes are using ICT to set new standards for Education, it has
been observed that the fastest pace of change is happening in rural India. Thanks to a partnership
between the government, private sector and NGOs, we see many successful examples of village
schools using ICT to spread Education. Later in this story, we tell you about audio-visual
lectures beamed to students in satellite towns in Madhya Pradesh - using Web collaboration
tools. What’s praiseworthy here is the sheer enthusiasm among these students and the support
received from certain state governments. The government is doing a commendable job of getting
the network infrastructure to the grassroots levels. After the connectivity, you also need to put
security in place. The connectivity also has to be regulated for productive usage. You should be
able to control how the bandwidth is used, perhaps at the application layer itself. And there needs
to be accounting for usage of the bandwidth.
The ASCII Group of Companies has been conducting rural training activities in Gujarat since
1990. Its Director, Piran Doctor says, “We see higher levels of appreciation for technology tools
and more enthusiasm in rural areas. From technology, it is now moving to products, which are
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becoming more affordable. For instance, projectors, which used to cost upwards of Rs 2 lakh, are
now available for Rs 40,000 or less. With state government support, schools across Gujarat have
widely adopted audio-visual aids like projectors. They will next move to the network model
which is where each classroom is equipped with digital infrastructure and is connected to a
campus-wide network and content server.”
2.11 Contribution of HCL in Education Sector:
HCL Infosystems Limited, India’s premier information enabling company has announced an
alliance between its ICT Education venture, HCL Career Development Center and JKC. Under
The alliance, students across academic streams will be offered special career programs in IT
hardware, software and networking. The first campus to implement this will be Government
College For Women Begumpet Hyderabad.
HCL CDCs have been launched by India’s pioneering ICT Company HCL, as an initiative to
bridge the gap between the demand and supply of industry-ready ICT professionals by creating a
skilled workforce and making them available to organizations deploying ICT. Today, HCL
CDCs are present in more than twenty cities across India, including one in Hyderabad.
HCL CDC courses have been designed to transform young students into industry-ready
professionals, who are ready to take on ICT deployment responsibilities without the need for any
further training. We are glad to offer the same courses to the students of the prestigious
Government College for Women, which will prepare them for a rewarding career in the IT
industry.”
Jawahar Knowledge Centre (JKC) is a scheme, initiated by the Commissioner of Collegiate
Education, under the Government of Andhra Pradesh, for setting up labs and infrastructure in
various government-run colleges in A.P. JKC and HCL Infosystems will jointly select the faculty
for the special courses, while HCL will subsequently train them. JKC will provide the necessary
infrastructure for the courses with recommendations from HCL. Qualifying students at the end of
curriculum will be awarded a certificate and given placement assistance by HCL.
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 22
2.12 CSR of HCL Infosystems Ltd:
HCL - BSNL National Broadband Penetration Program A nation wide initiative to bridge
the rural-urban digital divide by accelerating ICT penetration in rural and remote areas
One of India's largest telecom companies, BSNL, and HCL Info systems, one of India's premier
information enabling ICT System Integration companies are working together on the National
Broadband Penetration Program (NBPP), a nationwide initiative to accelerate IT proliferation in
rural India. The project aims to accelerate PC and broadband penetration by offering a complete
solution in the interiors of the country.
The NBPP project, believed to be the largest government program to promote rural connectivity
till date, aims to break through the affordability barrier. The project aims to power the next
million PC+ Broadband connections in untapped market space through the Universal Services
Obligation Fund (USOF) under DOT which has granted a subsidy to BSNL for providing wire
line broadband connectivity in rural and remote areas. USOF will be providing a subsidy of Rs.
4500/- per broadband connection that BSNL will be rolling out through their existing 27,789
rural exchanges.
Key Highlights:
Joint Initiative of BSNL and HCL.
USOF under DOT offering subsidy to consumers for Rs. 4500 per Computer and Broadband
connection.
Initial down Payment Just Rs.2250:**/-and Balance installments as below Rs. 300/- up to 60
Months, or Rs.455/- up to 36 Months.
Offer limited to 24 Computers per Rural Exchange for Consumer segment and 6 computers per
Rural Exchange for Institutional/Govt. Segment.
HCL Brand Computer with PAN India Support.
Support for 3 years and 5 years as per Plan.
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 23
BSNL Broadband @512KBPS at a highly subsidized rate of Rs 99 and Rs 150 per month
package.
With this ambitious program, HCL and BSNL aim to address the significant untapped demand in
rural markets by providing a complete solution to the customer.
Eligibility:
Must be existing BSNL landline customer for 6 month.
Must not be defaulted on payment to BSNL for at least 6 months.
Customer must own the household/dwelling.
ACO/Order Form with particulars must be attested by panchayat/Bank.
Site readiness should be declared by the customer.
Offer Limited to 30 connections per rural exchange (24 for consumers & 6 for
institutional customers).
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 24
2.13 Investor Release:Quarterly Highlights:
Consolidated Revenue at Rs 3130.4 crores, up 11% Y-o-Y.
Profit before tax at Rs 105.6 crores up 13% Y-o-Y.
Profit after tax at Rs 72.1 crores up 8% Y-o-Y.
Computer systems Revenue at Rs 764.6 crores up 36% Y-o-Y . PBIT at 51.9 crores up
66% Y-o-Y.
Telecommunications & office Automation Revenue at Rs 2365.7 crores PBIT at Rs 66.9.
Interim dividend of Rs 2/- per share declared for the quarter.
Achievements of the Company:
Became the first Indian company to break the one terabyte storage barrier in PCs with the
launch of HCL 1 TB PB.
Launched first Quad-socket High – End Enterprises server.HCL IGL 4700 FC based on
Intel’s latest 7300 series of Quad core Xeon MP Processors.
ICT Educations & Training : Announced strategic tie ups with leading international IT
training giants as their authorized training partner to deliver the training for their
certification programs.
Ranked among the top two IT companies in the annual Dataquest –IDC Best Employers
Survey 2007.
Recognized as the ‘Most Preferred PC Brand’ at the prestigious CNBC Awaaz Consumer
awards 2007.
Digilife retail chain won the most admired retailer of the year award in consumer
Durables and Electronics category at the 2007 Imgaes Retail Awards.
Durables and Electronics category at the 2007 Images Retail Awards Survey 2007
Launched first Quad- socket High –End Enterprise server, HCL IGL4700 FC based on
Intel’s latest 7300 series of Quad core Xeon MP Processors.
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 25
3 SALES REPORT:
3.1 OBJECTIVE:
To know about the various steps involved in the sales process.
To generate leads for the company (HCL Infosystems Ltd) by meeting prospective
customers.
To understand the sales process in various sectors.
3.2 SCOPE OF THE STUDY:
The study mainly deals with an in depth understanding of the various steps involved in the
process of selling in HCL Infosystems Ltd. It also deals with how a sales call will be attended.
The approach what HCL Infosystems Ltd will make in the case of a sales call. As a project
trainee I used to go to clients belonging to different verticals like International schools,
Engineering Colleges, Pharmacy Colleges, MBA Colleges, Multi Specialty Hospitals and
Software Companies. I used to give them a demo about the products what HCL Infosystems
deals with. I used to explain the configurations of the latest laptops and desktops of HCL. I used
to find out if there is any requirement there and I had collected the information regarding what
the client want. My main job over there is to give sales lead to the company.
3.3 SAMPLE CHARECTERISTICS:
I met IT managers and Computer In charge in the verticals I covered. In some colleges and in
corporate we were successful in getting the permission for a canopy for displaying our products.
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 26
3.4 LIMITATIONS OF THE STUDY:
The project time is for a period of two months so I was confined with the International
schools, Engineering colleges, Hospitals and Software companies which are there in
Hyderabad.
Some of the addresses that were given in the data base were incorrect because some
software companies did not exist now at that address.
3.5 SALES PROCESS:
A sales process is a systematic approach to selling a product or service. The selling process has
six key steps. Virtually every sales interaction will follow these steps, whether it lasts several
minutes or several months:
Prospecting
Initial Contact
Sales Presentation
Handling Objections
Closing the Sale
Follow-Up and Service after the Sale
Let us discuss these steps in detail
3.5.1 PROSPECTING:
Finding qualified prospects for our products or services is a necessary first step in the sales
process. We need to have someone to sell to before we make a sale. But, making certain that
there is a good possibility that they will buy is what makes them "qualified prospects."
Once we've identified prospects, we will want to learn all we can before we approach them.
Contacting each prospect takes a lot of time and energy so look at each potential prospect
carefully to:
Determine our sales approach and plan your sales calls.
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 27
Determine which products and services best suit particular prospects.
Uncover reasons why you should not pursue some prospects, saving you valuable time
and resources.
HOW IT WENT ON IN HCL INFOSYSTEMS:
I used to surf the internet to know the qualified prospects for the products of HCL Infosystems. I
used to sort down the database what I have depending on area wise. I have covered five verticals
starting with Education Sector (International schools, Engineering Colleges, Pharmacy colleges,
MBA Colleges), Multi specialty Hospitals and Software companies.
I used to plan which type of products I have to explain to the customer depending on the vertical
he belongs to. For example when I went to Educational Institutions I mainly concentrated on
Desktops, Laptops, Printers and Servers. When I went to Software companies I concentrated
mainly on Desktops and Laptops.
When I spoke to some customers I observed they are not interested to make a deal with HCL. I
didn’t waste my time by calling them again.
3.5.2 THE INITIAL SALES CONTACT:
One of the most common initial contacts is a "cold call" conducted by phone or in person. A cold
call refers to a contact made with prospects who have not indicated they desire the call. It's
obviously much more efficient - and most say more successful - to conduct cold calls on the
telephone rather than to drive around town, but you might have a reason that warrants an in-
person cold call on occasion.
Make an appointment, giving them choices of appointment times and meeting locations.
Here are some ideas to help turn cold calls into warm prospects:
First, determine your objective and the purpose of your call. Your purpose may be to
make an appointment, to inform, to question, to talk to a certain person, and to sell.
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 28
Additionally, determine if you want to close the sale on the first call or simply pave the
way for a later call or sales presentation.
Try to do a little homework before the call. If you know someone who may have insight
or information about the prospect, call them.
When you're ready to make the call, make sure you have all the materials you need at
hand. For example, if the purpose of your call is to make an appointment, have your
appointment book open and a working pen or pencil in front of you.
State your purpose quickly - within 15 seconds.
Get prospects interested by asking questions that make them think.
Make statements that build rapport and confidence.
Use humor - people love to laugh.
Be sincere.
Be friendly - people like to buy from people they like.
Keep your eye on the prize - never lose sight of your objective, regardless of the outcome
of the call.
HOW IT WENT ON IN HCL INFOSYSTEMS:
Before going to the customer directly I used to call them to take prior appointment especially in
the case of Media, Software companies and Multi Specialty Hospitals. I used to call the IT
Manager or the concerned Computer Head and I used to say that I am from HCL Infosystems
and I want to talk on the models launched by HCL. I tried to explain what are the benefits that
customer can get if he is opting for HCL products. I used to fix the appointment with the
customer at his feasible time.
3.5.3 SALES PRESENTATION:
Many sales people feel the most exciting part of the sales process is presenting products or
services to prospects. Finally, the vast amount of knowledge you have about your products,
services and your company comes into play.
HOW IT WENT ON IN HCL INFOSYSTEMS:
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 29
At the time of sales presentation I used to carry the brochures, pamphlets and quotations
given by the company. The brochures and pamphlets will have the information regarding
what are the products the company is giving and what are the unique features those products
are having. The company used to give us quotations also.
3.5.4 QUOTATION:
A quotation is a formal proposal which carries information regarding the price of the product,
Configuration of the product, Delivery time, Payment mode. In the quotation what we carried
it used to have the configurations of laptops and desktops.
In some colleges I used to give demo to the Chairman, Director or Principal about the unique
features what the product is offering. I used to listen what the customer requires and used to
note down them.
3.5.5 HANDLING OBJECTIONS:
During the sales process, you will most likely meet objections. Objections are prospects'
comments about the reasons why they don't plan to buy your product or service. It may be
something like "I already buy those products from ABC Company and am happy with their
product."
HOW IT WENT ON IN HCL INFOSYSTEMS:
When I met some customers who are already the clients of HCL, they used to complain about the
services or the quality of the product. Some people complained that the service of HCL is not
good and the service executives are not responding properly. I handled this situation by giving
the examples of some people who are well satisfied with the services of HCL. I convinced them
at last and was able to bring some deal for the company.
2.5.5 CLOSING THE SALE:
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 30
Although we should never be shy about asking for business, prospects will probably give us
some signals when they are ready to become customers. Here are some signals that suggest they
are ready to buy:
Asking about availability.
Asking specific questions about rates, prices or affordability.
Asking about features, options, quality, guarantees or warranties.
Asking positive questions about your business.
Asking for something to be repeated.
HOW IT WENT ON IN HCL INFOSYSTEMS:
When I met customers some customers got impressed and they used to ask me about the price of
the product if they are taking in bulk and about the price if they are taking one or two. They used
to enquire about the payment mode and about how much time it will take for the company to
deliver the goods.
Some customers asked to give a demo in their institution so that they can get a better
understanding about the product.
3.6 LEARNING OUTCOMES:
I came to know what a customer looks in for a product like laptop or a desktop. From the
customers I met they mainly focused on the price and the discount offers what the
company is going to give.
Service is very important in case of a product like laptop. Service is what that
differentiates our brand with that of the brand of a competitor.
A sales man should be a good listener. He should not boost about his product all the time.
He should listen to what the customer says and what the customer needs.
A sales person should have an in depth knowledge about the product he is dealing with so
that he can explain batter about the unique features what the product is having.
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 31
A sales person should be sympathetic but not empathetic.
A sales person should try to build as much contact as he can.
A sales person should try to say the strength of his company but he should not say so
many negative things about his competitor it may go against him.
3.7 MY CONTRIBUTION TO THE COMPANY:
Generated a lead of 130 Laptops from St. Peters engineering college, Hyderabad.
Generated a lead of 120 Laptops from Sri Chitanya techno schools, Hyderabad.
Generated a lead of 2000 desktops from Sri Chitanya techno schools, Hyderabad.
Generated a lead of 300 desktop from Avanthi group of colleges, Hyderabad.
Generated a lead of 150 desktop from RVR College of engineering & technology,
Hyderabad.
Generated a lead of 50 desktop from Kesava memorial degree & Pg College, Hyderabad.
Generated a lead of 30-60 desktop from Nrupatunga degree & PG college, Hyderabad.
Generated a lead of 8 desktop from Global Institute of Hotel management, Hyderabad.
Generated a lead of 10 desktop from Basaveshwara Institute of IT, Hyderabad.
Generated a lead of 350 desktops from St.Francis Xavier degree college, Hyderabad.
Generated so many information that requirement is there in this college either in June or
July.
Generated so many leads of server, printer, LCD projectors, Monitors from educational
institute, Hospital and Software companies.
Some director and principals wanted Laptops for their personal use so they gave their
requirement also.
3.8 RECOMMENDATIONS: The sales team in HCL should effectively convert the sales lead into sale without
negating it.
If there is any requirement the sales team should try to grab the deal as soon as possible
because the customer has many options available in the market.
The sales team should work as a team in trying to build up the company image. They
should not look for individual targets.
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 32
The sales team should be motivated enough to work in any condition like bad weather
and heat at day time.
Some new B-Schools are going to recently open in Hyderabad, HCL marketing and sales
team try to catch those colleges.
3.9 CONCLUSION:
Sales management is attainment of an organization's sales goals in an effective & efficient
manner through planning, staffing, training, leading & controlling organizational resources.
Revenue, sales, and sources of funds fuel organizations and the management of that process is
the most important function. In these five weeks of organization to organization sales I met
various kind of people to market HCL Infosystems products and I got good experience how to
talk to people, how to effectively market the products, how to convince people to buy our
product not competitor’s products. I could able to generate good amount of leads for HCL Info
system Ltd. I felt that it is necessary for a sales person to remain motivated because it is not a
easy job to do. Sales people are the face of any company so they should try to create relationship
with customers and this relationship will help them in building their own career. I got good
experience in learning how to sell products, how to deal with the customers, how to satisfy an
unsatisfied customer, how to generate leads, how to maintain relation with the existing
customers, how to get the references from the references from the existing customers. HCL has
good corporate culture and the summer project in HCL has given me a great experience. HCL is
a 33 year old company and the employees in HCL are having a lot of experience. By interacting
them I have gained so many practical exposures which will be helpful in my career.
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 33
4 ORGANIZATIONAL BUYING BEHAVIOR FOR LAPTOPS:
4.1 Introduction:
A buyer in the market goes through complex analysis and decision-making process before
making a purchase. The organization needs to comprehensively understand and appreciate the
subtle nuances of the buyer behavior to precisely target the prospects and hence increase the
sales. The analysis of the buyer behavior begins with the communication of customized product
message to the target audience. It is also imperative to identify the main decision-maker in the
purchasing process.
The buying situation has long been recognized as a determinant of the structure of the buying
centre as well as of the information needs and the decision process associated with the purchase.
Robinson and Faris have suggested a classification of buying situations into new buy, modified
rebuy and straight rebuy situations. In addition, the composition of the buying centre and its
buying process is affected by four sets of factors: personal, interpersonal, and organizational and
Inter organizational. A somewhat different perspective on the nature of the organizational buying
process is what is known as the Interaction Approach. This approach posits that the key to
understanding industrial product marketing and purchasing lies in the interaction process
between individuals within functional departments and hierarchical levels in supplier and
customer firms. That interaction process can be described in terms of: (1) the elements of
interactions (product exchanges, information exchanges, etc); (2) the parties involved
(organization, individuals, product technology, etc); (3) the environment (market structure,
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 34
cultural/geographica1 distance) and (4) the atmosphere (the power/dependence relationships that
characterize the long-term interaction process). This approach has been extensively applied by
the International Marketing and Purchasing (IMP) group via an extensive program of parallel,
multi-country research studies. Several research methods including the Network Approach and
Decision System Analysis have been shown to be useful in understanding these relationships and
the buying process.
Our knowledge of organizational buying is clearly rudimentary at the moment, however, and
some important areas of potential progress include: (1) how can the variables and the
relationships in models such as Webster and Wind's and Sheth's be put into equation form and
used? (2) What does purchase influence mean? How can we establish, validly and reliably, who
is involved (or likely to be involved) in a decision process and what influence these individuals
are likely to exert? (3) How do individuals in organizations become aware and knowledgeable
about product information? (4) What product, market and environmental characteristics can
predict the structure of the buying process across industries? (5) What measurement instruments
(decision matrices? buying panels? protocol studies? gaming/laboratory procedures? network
analysis? decision systems analysis?) can be developed for industrial buying situations?
4.2 Objectives of the study:
To find out the organization buying behavior for Laptops.
To compare the difference in buying behaviors between Educational institutions and
Software companies for Laptops.
4.3 Scope of the study:
This study mainly deals about organizational buying behavior for Laptops in software companies
and education sector. The study was conducted by taking responses from software companies
and colleges in and around Hyderabad city.
4.4 Sample Characteristics:
It is apparent from the sample characteristics that in most of the colleges interaction was limited
to mostly Head of Department (HOD) of IT department, principal and director. I visited Software
companies where I met IT managers and collected the responses through questionnaire.
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 35
4.5 Limitations of the Study:
Sample size taken to do this study can not represent the all Software companies and
Educational institutions because sample size is comparatively less compare to number
of number of Software companies and Educational institutes exist in Hyderabad.
The report has to be prepared with in a short period of two months. So it is not
possible for me to cover other colleges and software companies of Hyderabad and
Secunderabad.
The study is limited to Software companies and colleges of Hyderabad and
Secunderabad only.
In some colleges and in some Companies due to lack of prior appointment I could not
able to meet the concerned person.
Due to the exams and inspections some colleges are reluctant to give appointment to
me.
The addresses that are given in data base were some time wrong because some
Companies and colleges does not exists now at that address.
4.6 Methodology:
4.6.1 Research Design:
The study was conducted with the help of two research methods viz., Exploratory and
Descriptive methods. Exploratory research provided insights regarding customers buying
behavior for the Laptops, which was conducted in the form of interviews with the customers. A
questionnaire was prepared based on the insights gained through the exploratory research. As a
part of descriptive research, a survey was conducted by administrating questionnaires to the
concerned authorities who were responsible for purchasing Laptops in their organizations.
4.6.2 Source of Data:
Primary Data: The primary data was collected by meeting the customers directly and with
the help of questionnaire.
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 36
Secondary Data: The secondary data was collected through web sites, magazines, articles
and journals.
4.6.3 Sample Design:
4.6.3.1 Target Population:
All the organizations who uses Laptops in their organization in and around Hyderabad and
Secunderabad.
Sampling technique:
Judgmental Sampling:
I selected Judgmental sampling technique. Judgmental sampling is a form of convenience
sampling in which the population elements are purposely selected based on the Judgment of the
researcher. I being a student choose Judgmental sampling as it is low cost, convenient, and
quick. From my target population I choose Software companies and educational institute as they
are one most of the major users of Laptops and it was not possible to cover all type of
organizations in a short period of time.
Simple Random Sampling:
After selecting software companies and educational institutions as my respondent, Simple
random sampling method is being chosen to short out the educational institutes and Software
companies available in the database.
4.6.4 Sampling Frame:
Addresses of the Software companies and Colleges those were available in company’s database.
Sampling Size: 60
Sampling Unit: Engineering Colleges, M.C.A., M.B.A, Pharmacy, and Medical, Degree and
PG colleges and Software companies were found out as Sampling Units.
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 37
Extent: In and around colleges and Software companies of Hyderabad and Secunderabad.
5 Data analysis and Interpretation:
Number of Laptops available in the organization:
This category is divided into two parts because it came out after the survey that many chosen respondent organization have less than fifty Laptops. So the two groups are:
(1) Less than 50.(2) More than 50.
<5050%
>5050%
Purcentage of Laptops in Education institu-tions
Pie Diagram 1: percentage of Laptops in Education institutions
Out of 30 respondents, 15 colleges have more than 50 Laptops and 15 Laptops have less than 50 Laptop.
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 38
<5073%
>5027%
Percentage of Laptops in Software companies
Pie Diagram 2: Percentage of Laptops in Software companies
Out of 30 companies only 27% companies have more than 50 Laptops. And 73% companies have less than 50 Laptops.
<5062%
>5038%
Percentage of Laptops in both educational and software sector
Pie Diagram 3: Percentage of Laptops in both educational and software sector
60% organizations have less than 62% Laptops and only 38% organization have more
than 50 laptops in their organization.
Question 7: Which brand of Laptop you are currently using in your organization?
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 39
Dell HPHCL
Acer
Apple
Sony
Compa
q
Samsu
ng
Lenov
o
Toshib
a
Zenith
wipro
others
0
1
2
3
4
5
6
7
Current Brand of Laptop used in Educational institutions
Series1
Bar Diagram 1: Current Brand of Laptop used in Educational institutions
30 colleges is using only 30 brands of Laptops, it means one Laptop brand per institute.
HCL is leading with 23% in education; HP is at second position with 17% of Laptops.
Dell and Acer are sharing third position with 10% of market share in education.
Samsung is not used by any institution.
Zenith is improving their market share in education sector because they are able to
provide Laptops at much economical rate compare to their competitors, main reason for
this is because they don’t have any service centre in Hyderabad and they are providing
on-site warranty and they are ready to provide two month credit also.
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 40
Dell HPHCL
Acer
Apple
Sony
Compa
q
Samsu
ng
Lenov
o
Toshib
a
Zenith
wipro
others
0
4
8
12
16
Current Brand of Laptops used in software companies
Series1
Bar Diagram 2: Current Brand of Laptops used in software companies
HP is used by maximum number of organizations out of 30 software companies
surveyed. HP is the market leader also.
Dell is at second position with 21% in software companies.
HCL is at third position.
Wipro is not used by any companies.
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 41
Dell HPHCL
Acer
Apple
Sony
Compa
q
Samsu
ng
Lenov
o
Toshib
a
Zenith
wipro
others
02468
101214161820
Current Brand of Laptops used in both sector
Series1
Bar Diagram 3: Current Brand of Laptops used in both sector
HP came out at number one position out of total 60 organizations I surveyed. HP is also
market leader in Laptop in A.P.
Dell is at second position.
HCL is at third position.
One college is using assembled computers because of financial crisis.
Question 8: Which brand of Laptop you had been using previously in your organization?
Here I found out that these organizations had used so many brands in the past so the no.
of brand that used previously came much more than 60.
For education the total number was 55 and for software companies it came as 34.
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 42
Dell HPHCL
Acer
Apple
Sony
Compa
q
Samsu
ng
Lenov
o
Toshib
a
Zenith
wipro
others
0
2
4
6
8
10
12
14
Laptop Brands that is previously used in Educa-tional institutions
Series1
Bar Diagram 4: Laptop Brands that is previously used in Educational institutions
In education, HCL came as leading brand with 25% of market share.
HP is at second position with 20% and Lenovo with 15% at third position.
Zenith, Wipro, Apple are not used by any of the institution surveyed.
Dell HPHCL
Acer
Apple
Sony
Compa
q
Samsu
ng
Lenov
o
Toshib
a
Zenith
wipro
others
0
1
2
3
4
5
6
7
8
Laptop Brands that is previously used in Software companies
Series1
Bar Diagram 5: Laptop Brands that is previously used in Software companies
In software companies Dell is leading with 23% market share.
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 43
HP is at second spot with 20% market share and HCL is at third position.
Zenith, Wipro is not used by any of the companies surveyed.
Dell HPHCL
Acer
Apple
Sony
Compa
q
Samsu
ng
Lenov
o
Toshib
a
Zenith
wipro
others
02468
101214161820
Laptop Brands that is previously used in both sec-tor
Series1
Bar Diagram 6: Laptop Brands that is previously used in both sector
The no of brand used by 60 organization surveyed is 89.
HCL is leading with 21% of market share.
HP is at second position with 20% of market share.
Question 9: Reason(s) for switching to the current brand?
Overall dissatisfaction: If customer is dissatisfied with two or more than two options given in the
option they are classified under over all dissatisfaction.
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 44
Dissatisfaction3%
Price37%
service20%
Brand image
7%
Stayer23%
Any other10%
Reason for switching brands for Educational institutions
Pie Diagram 4: Reason for switching brands for Educational institutions
In education the price is the first and for most criteria for switching.
20% customers are dissatisfied with service provided by the company and for this reason
they are switching.
Only 20% customers are staying with the previous brand used by the organization.
The overall dissatisfaction level is low is education sector.
Brand image do not matter much in education sector.
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 45
Dissatisfaction23%
Price20%
service20%
Stayer30%
Any other7%
Reason for switching brands for Software companies
Pie Diagram 5: Reason for switching brands for Software companies
30% of the customers are staying with the previous brand used by the organization.
Overall dissatisfaction is more for software companies compare to educational institutes.
Price and service got the same percentage and it is also a main reason for switching.
No software company is making a switching decision on the basis of brand image.
Dissatisfac-tion13%
Price28%
service20%
Brand image
3%
Stayer27%
Any other8%
Reason for switching brand for both sector
Pie Diagram 6: Reason for switching brand for both sector
Price is the main reason for switching.
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 46
27% customers are retaining their brands.
Service is also a main issue for making switching decision.
From question number 7,8,9 the customers were classified into three categories:
a) Stayer: Those who are staying with the brand of Laptops used, i.e.; they are not
switching.
b) Satisfied switcher: Those customer who are satisfied but then also they are switching
brands fully or partially because of some issues with companies or may be they want to
try out some other brands.
c) Dissatisfied switcher: Those customer who had some issue with the company and they
are not using that particular brand in their brand right now.
stayer23%
satisfied switcher
47%
Dissatisfied switcher
30%
Customer categories for Education institu-tions
Pie Diagram 7: Customer categories for Education institutions
In education only 23% are staying with the previous brand used in their institute.
No. of satisfied switcher is 47%, they are switching mainly because of price.
30% of customers are dissatisfied and they are making switching decision.
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 47
stayer30%
satisfied switcher
43%
Dissatisfied switcher
27%
Customer Categories for Software companies
Pie Diagram 8: Customer Categories for Software companies
30% of customers are staying with the brand used previously.
Compare to educational institutions percentage of satisfied switcher is less but then also it
is more with 43%.
27% customers are dissatisfied with previous brand and they are making switching
decision.
stayer27%
satisfied switcher45%
Dissatisfied switcher
28%
Customer Categories for both sector
Pie Diagram 9: Customer Categories for both sector
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 48
27% of total customers are staying with the brand.
45% are satisfied switchers and 28% are dissatisfied switchers.
Question9. Which of the following factors do you think is more important before making a
decision for purchasing Laptop(s)?
5.1 The Features Influencing Laptop Purchase Decisions:
Customers, who participated to this survey, were given a list of features related with laptops and
then they were asked to show how important these features for them while purchasing a laptop.
Respondents who found a feature “very important” gave “4” to that item while others who found
it “unimportant” gave “1”. Processor speed and type, memory and hard disk capacity, technical
support, guarantee and warranty conditions, and display resolution quality became the top five
features for combined Educational institutes and Software companies which had the following
highest mean values respectively: 3.82, 3.65, 3.65, 3.62, 3.58. It was also noteworthy to mention
that all the features listed in the survey were considered important by the respondents since the
lowest mean value was 2.63 for the feature of wireless Internet.
Table 1: Statistics related to features affecting Laptop purchase decision
S. No. Factors Mean (Educat
ion)
Mean (Softw
are)
Mean (Total)
Std dev (Educati
on)
Std dev (Software
)
Std dev (Total)
A Processor speed and type
3.77 3.87 3.82 0.50 0.35 0.43
B Memory and hard disk
capacity
3.43 3.87 3.65 0.63 0.35 0.55
C Technical support 3.43 3.87 3.65 0.63 0.35 0.55
D Guarantee and warranty
condition
3.50 3.73 3.62 0.51 0.45 0.49
E Display resolution
quality
3.47 3.73 3.58 0.51 0.47 0.50
F Maintenance and repair 3.43 3.70 3.57 0.51 0.47 0.50
G Price 3.63 3.70 3.55 0.63 0.51 0.57
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 49
H Prevalence of technical
service network
3.37 3.47 3.50 0.49 0.49 0.65
I Ease of use 3.13 3.63 3.47 0.61 0.41 0.72
J DVD-CD player 3.70 3.80 3.43 0.68 0.83 0.58
K Speakers/Amplifiers 3.43 3.17 3.38 0.47 0.66 0.56
L Weight and dimensions 3.27 3.33 3.38 0.50 0.51 0.49
M Stand-by duration 3.30 3.50 3.37 0.58 0.50 0.48
N Modem/Ethernet 3.43 3.43 3.35 0.47 0.45 0.64
O Durability of chasis 3.17 3.27 3.28 0.50 0.40 0.72
P Spill resistant keyboard 2.97 3.40 3.23 0.75 0.50 0.69
Q Number of USB ports 3.47 3.50 3.22 0.81 0.51 0.58
R Payment conditions
and campaigns
3.23 2.97 3.20 0.57 0.72 0.84
S Bluetooth 3.20 3.17 3.10 0.50 0.65 0.88
T Security solutions 3.03 3.00 3.12 0.89 0.79 0.72
U Design and color 3.00 3.20 3.05 0.93 0.85 0.84
V Brand image 3.13 3.10 2.97 0.69 0.76 0.72
W Infrared technology 2.93 2.80 2.94 0.90 0.76 0.84
X Variety of accessories 2.83 2.90 2.93 0.98 0.80 0.89
Y TV/Audio connection 2.77 3.03 2.64 0.91 0.93 0.92
Z Wireless Internet 2.53 2.50 2.63 0.82 0.86 0.84
For Education sector highest mean was for processor speed and type (3.77) and the second
highest mean was for DVD writer (3.70) and lowest mean came for wireless internet (2.53). The
main reason may be because the educational institution surveyed in the study were not had wi-fi
connectivity in their campus so they don’t want to invest for wireless connectivity.
For Software companies’ highest mean came for Processor speed and type, Memory and hard
disk capacity, Technical support as 3.82. The main reason for this is because in software
companies they require good processing speed, high memory capacity and as they have to work
on Laptops every time they can not wait for more time if service issues came in Laptop. For
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 50
software companies also wireless connectivity is not much important, as mean came for wireless
connectivity is lowest (2.50).
Standard deviation for Processor speed and type is lowest for both software and education sector.
But for software companies it is much more less. It means almost all the organization surveyed
gives processor speed and type more priority. Highest Standard deviation is there for TV/Audio
connectivity as 0.92. As it is clear from the above table that standard deviation is more for both
organizations and mean is low. So it means that TV/Audio connectivity is not preferred in the
organizations.
5.2 Factors Influencing Consumers’ Laptop Purchase Decisions:
These 26 variables can be grouped into seven type of factors based on the similarity among the
variables. The first factor was composed of TV/Audio connection, Bluetooth, infrared
technology, and wireless Internet features; this factor was named as “Connectivity & Mobility
Feature”. Spill resistant keyboard, ease of usage, durability of chassis, brand image, security
solutions, and variety of accessories were the variables that constituted the second factor and
were called as “Value Added Features”. Prevalence of technical service network, maintenance
and repair, guarantee and warranty conditions, and technical support were grouped under the
third factor, which was named as “Post Purchase Services”. The fourth factor was made up of
stand-by duration, modem/Ethernet, and number of USB ports, speakers/amplifiers, and
DVD/CD player features; hence this factor was named as “Peripheral Specifications”. On the
other hand, “Core Technical Features” factor was composed of the following variables:
processor speed and type, memory and hard disk capacity, and display resolution. In the sixth
factor, “Physical Appearance” related features (weight and dimensions, and design and color)
were grouped together. Finally, the seventh factor, namely “Price and Payment Conditions”,
was comprised of price, and payment conditions and campaigns.
5.3 Differences among three Customer groups regarding the factors influencing
Laptop purchases:
The mean importance scores for three groups of consumers with respect to factors influencing
laptop purchase decisions are presented in Table. According to this table, dissatisfied switchers
gave less importance to “price and payment conditions” when compared to stayers and
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 51
satisfied switchers. Furthermore, stayers found “price and payment conditions” factor more
important than satisfied switchers. In addition, it has to be noted that “connectivity & mobility
feature” has the lowest mean score across all groups of consumers. On the other hand, “core
technical features” has the highest mean score for all consumer groups (stayers: 3.68, satisfied
switchers: 3.66, and dissatisfied switchers: 3.69) which means that stayers, satisfied switchers,
and dissatisfied switchers gave the highest importance to this factor among all factors, and the
three consumer groups did not show any difference with respect to core technical features. On
the other hand, the second most important factor was found to be “post purchase services” for all
three groups of consumers.
Table 2: Consumer group and factors for choosing a Laptop
Customer groups Stayers Satisfied switcher Dissatisfied
switcherTotal
Mean N Mean N Mean N Mean N
Connectivity & Mobility Feature
2.79 16 2.85 27 3.83 17 2.82 60
Value Added Features
3.2 16 3.06 27 3.2 17 3.17 60
Post Purchase Services
3.59 16 3.56 27 3.59 17 3.58 60
Peripheral Specifications
3.6 16 3.31 27 3.36 17 3.35 60
Core Technical Features
3.68 16 3.66 27 3.69 17 3.68 60
Physical Appearance
3.23 16 3.19 27 3.24 17 3.22 60
Price and Payment Conditions
3.44 16 3.32 27 3.14 17 3.38 60
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 52
Question 10: Do you have any requirement of Laptops in near future?
Yes60%No
17%
Cant say23%
Future requirements of Laptops in Education institution
Pie Diagram 10: Future requirements of Laptops in Education institution
It is clear from above diagram huge requirement is there in education sector, main reason
for this is because every year new batch is coming up and they are giving Laptops to new
student.
17% educational institutes don’t have requirement in this year.
23% educational institutes are not sure about their requirement of Laptops this year or
they don’t want to disclose it.
Yes33%
No27%
Cant say40%
Future requirement of Laptop in Software companies
Pie Diagram 11: Future requirement of Laptop in Software companies
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 53
Compare to educational institute future requirement for Laptops is less in software
companies. Only 33% software companies require Laptops this year.
40% software companies are not sure about their requirement about Laptops in this year
or they don’t want to disclose it.
27% software companies don’t require Laptop this year.
Yes47%
No22%
Cant say32%
Future requirement of Laptop in both sector
Pie Diagram 12: Future requirement of Laptop in both sector
Out of 60 organizations surveyed 46% have requirement of Laptops.
22% organization don’t have requirement of Laptops.
32% organizations are not sure about the requirement about the Laptops.
5.4 Conclusion and Recommendations:
Customers’ desire for portable and attractively designed Desktops forces the companies to
produce laptops/notebooks. In addition, extended battery life, price cuts, prevalence of home-
offices, and integrated wireless networking also cause to the increased sales of laptops. On the
supply side of the market, the companies try to make profit and even survive in a highly
competitive environment. Furthermore, the rapid development in technology, particularly in
nano-technology, leads companies to make huge amounts of investments in R&D. Moreover, the
acquisitions and mergers in the sector and new players in the market also influence the
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 54
companies operating in IT industry. In such a volatile industry, it becomes extremely important
to learn the factors that are influencing customers’ purchase decisions. The customer base of a
company is comprised of its current customers and those customers who are attracted from
competitors. In addition, the customers who are acquired from competitors can be either satisfied
switchers or dissatisfied switchers. Hence, it is equally crucial to learn about whether there is a
difference among stayers, satisfied switchers and dissatisfied switchers with respect to their
laptop purchase decision factors. This issue becomes exceptionally vital when the consumers
decide to upgrade/change their laptops.
In this study, it has been found that there are seven factors which influence customers’
laptop purchase decisions. These factors can be stated as follows: core technical features, post
purchase services, price and payment conditions, peripheral specifications, physical appearance,
value added features, and connectivity and mobility. On the other hand, stayers, satisfied
switchers and dissatisfied switchers demonstrate a significant difference only in one factor: price
and payment conditions. The results show that when compared to stayers and satisfied switchers,
dissatisfied switchers give less importance to price and payment conditions related factor.
From the managerial perspective, the findings of this study imply that when a customer
of a company decides to buy new laptop or in technical terms to upgrade his laptop, the company
should consider which customer base he belongs to. For instance, if the customer is a stayer, the
company can offer price discounts when he decides buy next time. Likewise, the company can
give special promotions to stayers when they bring their former laptop and exchange it with a
recent model of the company’s laptops. It is also seen that among all factors, mobility and
connectivity factor has received the lowest importance, from three groups of customers. This can
be attributed to the fact that due to the nature of laptops, being mobile is an expected feature.
Another explanation to this result can be that consumers usually do not like to use technological
words such as infrared and Bluetooth, they prefer to say connecting to Internet or mobile phone,
sending pictures and documents to printer, and etc. Hence, it will not be sufficient and efficient
to merely underlie this feature in advertisements. If this feature has to be mentioned in ads then
the tone and the words used should be plain and explanatory. However, since all customer
groups find core technical features and post purchase services extremely important, these
features should be emphasized in advertisements. It has to be also noted that post purchase
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 55
services factor is tremendously important since it is directly related with customers’ brand
loyalty.
After making a comparison between educational institutes and Software companies the
finding was that there is some difference in the buying behavior between both types of
organization but there is not much difference in terms of features they want in their Laptops.
Future requirement is huge in the educational institutes so company should try to grab this
market as much as they can. Price and services also came out as influential factor in making a
purchase decision.
This study recommends companies to invest in technology through R&D and create
differentiation at utmost level. This research has been limited to laptop/notebook sector and the
factors influencing customers’ purchase decisions in this market, since sectoral differences play a
vital role, it is also recommended to replicate this study in distinct sectors.
5.5 Suggestion for further study:
This project report has been prepared in a short time of two month so all type of organization
could not be covered; it covers only two types of organizations, i.e.; Software companies and
Educational sector. Sample size is only 30 each for both type of organization. It can not replicate
the whole Software and Education sector, so sample size should be more.
6 APPENDIX:Questionnaire
Organization buying behavior- Laptops
1. Name of organization:
2. Type of organization:
a) Software Company b) Educational Institute c) Any other (please specify)……….
3. Designation of the respondent:
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 56
4. Contact No:
5. Are you using Laptop(s) in your organization?
a) Yes b) No
6. Number (approx) of Laptops in your organization:
a) <50 b) <100 c) <250 d) <500 e) >500
7. Which brand of Laptop you are currently using in your organization?
a) HP b) Dell c) Acer d) HCL e) Wipro f) Sony g) Lenovo
h) Toshiba i) Apple j) Compaq k) others (please specify)……………………….
8. Which brand of Laptop you had been using previously in your organization?
a) HP b) Dell c) Acer d) HCL e) Wipro f) Sony g) Lenovo
h) Toshiba i) Apple j) Compaq k) others (please specify)………………………
9. Reason(s) for switching to the current brand? (Answer only if answer of question 7 and 8
varies).
a) Price b) Service c) Brand Image d) overall dissatisfaction
e) Others (please specify)……………..
10. Which of the following factors do you think is more important before making a decision
for purchasing Laptop(s)? (Rate 4 for very important and 1 for least important).
S.No
.
Factors Rating
A Processor speed and type
B Memory and hard disk capacity
C Technical support
D Guarantee and warranty condition
E Display resolution quality
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 57
F Maintenance and repair
G Price
H Prevalence of technical service network
I Ease of use
J DVD-CD player
K Speakers/Amplifiers
L Weight and dimensions
M Stand-by duration
N Modem/Ethernet
O Durability of chassis
P Spill resistant keyboard
Q Number of USB ports
R Payment conditions and campaigns
S Bluetooth
T Security solutions
U Design and color
V Brand image
W Infrared technology
X Variety of accessories
Y TV/Audio connection
Z Wireless Internet
11. Do you have any requirement of Laptops in near future?
a) Yes b) No c) Can’t say
12. If yes which brand you may prefer (Reasons may please be specified).
____________________________________________________________________
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 58
Thank you for your valuable time.
6.1 List of colleges visited to market HCL Infosystems Ltd products:Name of the Organization
contact person details
Lead Generated Final Status
Vivekananda school of PG studies
Principal/ Director- Dr. P.V.Rao
(Approver & Buyer)No
requirement Not in this year
Shadhan group of institutions
Computer incharge- Md. Ghoush (Initiator
& Influencer)
Got call back from them to
meet Have dealership of Wipro
Muffakamjah college of engineering technology
V.P. adminstration- Sayed ferhathullah
( Initiator & Influencer)
Next session requirement
is there. Next year
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 59
Villa marie school of PG college for womens Indira ( Influencer)
No requirement Not in this year
Amzed ali khan college of business adminstration
Mrs Teenat fathima (office supritendent)
(Initiator & User)1 PC, 2 monitor Quotation sent
S.U. College of pharmacyPr. J. Venkateshwara
(Initiator)No
requirement Not in this year
Badruka College of Foreign Trade
Rakesh Shrma(computer
incharge) (Initator) june/july In July
Badruka College of ITRoy(computer
incharge) (Initator)
LCD projectors in may last, 120
Laptops In processBharat Degree& PG college for women
Venkatnarayan(pricipal) (Decider) No Not in this year
St.Francis Xavier degree college
Dr. Y. Bhujanga Rao (Gatekeeper)
350 PC in may last In process
Nava chitanya Jr college, Barkatpura
Dr.Chndrashekar(pricipal) (Influencer) in june In june
Basaveshwara Institute of IT
Ravishankar(principal) (Influencer),
B.V.Ramana(Director) (Decider)
10 pc in may last In process
R.B.V.R.R Women's College
P.Vanaja(Pricipal) (Influencer) no Not in this year
Global Institute of Hotel management
chandan(director) (Influencer & Decider) 8 pc In process
B.R. Ambedkar Institute of Mgnt & Tech
Rama (correspondent) (Influencer & Decider) in june In June
Nrupatunga degree & PG college
DR.A. purushotham Rao(pricipal) Decider)
30-60 pc in june
In June
Gurunank group of Institutions
R.K. Singh(vice principal), K.S. Rao(principal)
(Decider) in june In june or july
Sree indu college of engg &technology
Dr. Ashok babu(HOD) (Initiator
& Influencer)Already tie
up with HCL Already tie up with HCLRVR college of engg &
technologyDR. Ganghadhar
(pricipal) (Decider) 150 pc In process
Chaitanya college of engg & Technology
Dr.Ravindra babu(director)
(Decider) no Not in this yearG. Pulla Reddy college
of Pharmacyp.rajeshwara reddy(A.O) in june/july In june or july
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 60
(Gatekeeper), B.Madhava
Reddy(pricipal) (Decider)
St.Ann's college for women
Radhai (HOD of CSE) (Initiator & Influencer)
pcs, cameras, softwares Quotation sent
Bhaskara group of institutions Shabbir (Gatekeeper) June / july In june or july
JBIET - school of mgnt
rajesh pershad(HOD of MBA) (Initiator &
Influencer)one note
book(urgent)
JBREC
ajay kumar(IT-HOD) (Initiator & Influencer) 600 Laptops
Organized one event, In process
PRRM group of institutions
surya prakash reddy(director)
(Decider) in june/july In june or julySri chitanya techno
schoolspratap(pricipal)
(Decider) 2000 pcs In processAvanthi group of
collegessairam (computer
incharge) (Influencer) 300 pcs In processNarayana e-techno
schoolssrilatha(pricipal)
(Decider)No
requirement Not in this year
Gowtham Model school
Praveen (purchase dept) (Influencer), Srikanth (director)
(Decider) visit again In June
Sri chitanya techno schools(H.O)
kiran kumar(system administrator) (Influencer) 120 laptops In June, In process
St. Martin's institute of business management
P.D.Diana David (Decider)
No requirement Not in this year
St. Martin engineering college
B.P.Singh (principal) (Decider)
No requirement Not in this year
Narsimha reddy engineering college
Srinivas Rao (principal) (Decider) PC in june In Process
Malla Reddy college of Engineering Technology
V.Shivkumar reddy (principal)
(Influencer) No Not in this year
Malla reddy Head block
R. Madan Mohan (director academics)
(Decider) No Not in this year
St. peters engineering college
Dr. K.V.J. Rao (principal) (Influencer
& Decider) 100-130 In June
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 61
B.R. Ambedkar education society
Smt G. Rama ( Joint secretary) (Decider) No Not in this year
Keshav memorial inst of tech
Sudarsan murthy( Dirctor-
MCA) (Influencer & Decider)
In June for PC In June
Shahjehan coll of business mang
Dr. Syed mazaher hussain (Principal)
(Decider & Approver) 1 laptop In June, ME 45 SeriesSister Nivedita school of
professional studiesShama parveen (Vice president) (Influencer)
No requirement Not in this year
Hyderabad school of business
Appan Kumar (Director) (Decider)
No requirement Not in this year
CMR college of engineering and tech
Dr. M. Ramalinga reddy (Director)
(Decider)No- Using
HCL Not in this year
CMR college of Pharmacy
Dr. B. Chandra shekhar (Principal)
(Initiator)No- Using
HCL Not in this year
CMR college for ITDr. M. Janga reddy
( Principal) (Initator)No- Using
HCL Not in this yearVMR institute of tech
and mang sciencesN Ramesh (Principal)
(Decider)Desktop in june or july June or July
Amina institute of techE. Venkat reddy
(Principal) (Decider)Next year for
Desktop Have to contact next year
MLR institute of technology
Dr. P. Bhaskara reddy (Influencer &
Decider) 450 DesktopZenith got the purchase
offer.
S.S. College of IT
Mohan Krishna (computer Incharge)
(Initiator)
120 DesktopMore than
500 Desktop In processHyderabad inst of tech
and mangMr. Rajeshwar (CSE-
HOD) (Initiator, Influencer & Decider)
Urgent printer and Scanner,
already gave order to HCL for 80 Thin
clients
Bought HP, Thin clients got delivered
DRK college of eng and tech
Mr. Rajsekhar (CSE- HOD) (Influencer)
No Requirment
Have more than 500 desktops in college, HCL
should try to get this customer
DRK inst of Science and tech
Pr. Shareef (Influencer)
No Requirement
Have more than 500 desktops in college, HCL
should try to get this customer
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 62
Marri Laxman reddy institue of tech and mang
Dr. R. Kotaial (Decider)
Desktop in july
In Process
Institute of aeronanutical engineering
Ramana Murthy (CSE-HOD) (Influencer)
10 Desktop for staff
In process in July
Malla reddy engineering coll for woman
Mr. Ramchandra (Principal) (Decider)
Desktop(purchase
can be done by group)
In process
Total number of colleges covered: 55.
2 List of Hospitals to generate leads for HCL Infosystems Ltd:
Name of the Organization contact person details Lead generated Final Status
Star hospitals
Aanjaneyulu mandava (cordinator- EDP) (Initiator & Influencer) No No requirement
Mahavir hospitals
Virender reddy- Computer incharge
(Initiator & Influencer) LCD projectorQuotation dropped
Matrik hospitalsShiva- Small hospital
(Initiator & Influencer) No No requirement
Yashoda hospitals
Kiran rao- Computer incharge (Initiator &
Influencer)Desktop-
configuration gave No requirement
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 63
NIMS
Rao mohan rao- purchase manager
(Decider) No No requirement
CARE hospitalsSumanth- Head of IT
devision (Decider) No No requirement
Global HospitalsMr. Chaudhary
(Initiator & Influencer) No No requirement
Kamineni hospitals
Krishna rao r v- manager IT (Initiator &
Influencer) No No requirement
Medwin Hospitals
A.Ravindra- IT manager (Initiator &
Influencer)Recently purchased
from HCLRecently
Purchased
Mediciti HospitalsHarinatha babu k-
Incharge IT (Decider) 1 desktopMedinova Hospitals
Krishna Prasad (Initiator & Influencer) No No requirement
Total number of hospitals covered: 11.
6.2 List of International Schools covered to generate leads for HCL Infosystem Ltd:
Name of the
Organization contact person details
Lead
generated Final Status
Iris international
school
Fathima (Director)
(decider)
LCD
projector Quotation dropped
orchid International
school
Vishal (compter
incharge) (Initiator &
Influencer) Server In process
Rockwell International
school
Jeveni(Receptionist)
(Gatekeeper) No No requirement
Meridian School
Asha( Receptionist)
(Gatekeeper) 1 laptop HP
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 64
Meridian School
Rama krishna( computer
incharge) (Initiator &
Influencer) No No requirement
jubli hills public school
Geetha (computer
incharge) (Initiator &
Influencer) No No requirement
Total number of International schools covered: 6.
6.3 List of Software companies surveyed:
S.No. Name of the organization Respondent contact no.
1 KeamePrernanand- SE & IT
(Influencer) 9052003612
2 BirlasoftAtul shukla- Manager IT
( Influencer) 9949350746
3Metia sodtware solution pvt
ltdKrishna veni- HR
executive (Initiator) 64559009
4 Chetan mid info solutionP. Balaram raju
( Influencer) 9346665044
5 Caspian technologiessuman- HR manager
(Initiator) 9849706399
6 Cybersoft techprabhu-adminstration
( Influencer) Didn’t mentioned
7 Anion technologies limited
Murli krishna yadav- system admin ( Influencer) 9705275118
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 65
8 VedicsoftSubba Rao- Manager projects ( Influencer)
9440333550 / 23302030
9 GAP minersDayakar- Admin
manager ( Influencer) 23311563
10 G. LentureG.Chiranjeevi-Senior
consultant ( Influencer) 23321166
11 COSS
P. kalyan kumar- Technical consultant
( Influencer) 9885891897
12 WiproGangadhere- IT team leader ( Influencer) 9959553429
13 VRA infotechGangadhar T- Project manager ( Influencer) 9700375743
14chevalnoir technologies pvt
ltdB. sunil kumar- Director
(Decider) 66023346
S.No. Name of the organization Respondent contact no.
15Synergy computer solutions
int ltdBalaji J- HR Executive
(Initiator) 9866135140
16 First hile solutions pvt ltdMuzaffar kamal
(Influencer) 9849129263
17 LA multi info systemsRaghu- IT manager
(Influencer) 23554378
18 Dhanush infotech pvt ltd
V Radhakrishna raju- Network admin
(Influencer) 30722112 / 3 / 5
19 Tarantula. Net
Ajay chitnis- Sr. system administrator (Influencer) 9989926791
20SMS Country Networks pvt
ltdT. Rajes- B.D.M.
(Influencer) 9985287247
21 Aitura solutionsPreethi_ Team leader
(Influencer)) 9666648660
22 7 seas technolgiesGaurav- B.D.M.
(Influencer) 30686161
23 Intergraph technolgies Gautam- IT manager 40402000
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 66
(Influencer)
24 Softonics
Manish- System administrator (Influencer) 30615555
25AppLabs Technologies Pvt
LtdRahul-Network admin
(Influencer) 040-23558000
26 Artech Infosystems pvt ltdVidya sagar- Manager projects (Influencer) 9848889179
27 CMC LtdRaushan- IT manager
(Influencer) 23000401
28 Keane India LtdAmanpreet- HR manager
(Initiator) 23110702
29 KLG Systel LtdArvind- System analyst
(Influencer) 23210166
30 C1 India Pvt LtdPankaj- manager IT
(Influencer) 9868062965
6.4 List of Educational institutes surveyed:
S.No. Name of the organization Respondent contact no.
31B.R. Ambedkar Institute of
Mgnt & TechRama (correspondent)
(Initiator) 27670675/27634006
32Nrupatunga degree & PG
collegeDr.A. purushotham
Rao(pricipal) (Decider) 9849587775/27568964
33 Jagruti degree & PG college
D.Josephine Reddy(Vice-principal)
(Decider) 9949900887/24758275
34Marc college of mgnt &
technology
G.Hanumantha Reddy(pricipal)
(decider), Vardhana(Co-ordinator) (Initiator) 24751965/66361976
35kesava memorial inst of
techDr. Asthana(pricipal)
(Decider) 23261407
36kesava memorial degree &
Pg college
M.V. Subba Reddy(Pricipal)
(Decider)
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 67
37Shajahan college of
business mgntDr. Syed Hussain
(pricipal) (Decider) 23240428/23340093
38 St. Joseph pg college
Dr. Vidya Sagar(placement
incharge) (Initiator) 9391025897
39 mesco college of pharmacy
A.R.Sofi (director) (Decider), Sohail
(computer incharge) (Influencer) 9440210126/24828434
40Deccan college of eng &
tech Dr.malik (Influencer) 24802634
41Osmania college for
Women
y.laxminarayan (computer incharge) (Influencer), gopal reddy (principal)
(Decider)9246589355/2465813/2
4737692
42R.B.V.R.R College of
Pharmacy
Madhukumarreddy (IT-HOD) (Influencer), Y.
Rajashekar Reddy(A.O) (Gatekeeper) 9908973330
S.No. Name of the organization Respondent contact no.
43methodist college of eng &
technologyS.V. Venkateshwar (pricipal) (Decider)
9989048853 / 9493326999
44 spoorthy engg collegeSyed s. basha(pricipal)
(Decider) 9392119560
45bharat college of engg &
technology
Dr. P. Padmanabhan (principal/director)
(Decider) 8414252313
46 bharat college of pgsaraswathi(pricipal)
(Decider) 9949033461
47sree datta group of
institutionsMd. Sameer
khan(director) (Decider) 9393808081
48Gurunank group of
InstitutionsK.S. Rao (principal)
(Decider)9949673059/08414202
120
49Sree indu college of engg
&technologyDr. Ashok babu (HOD)
(Decider) 9347054999
50RVR college of engg &
technologyDR. Ganghadhar
(pricipal) (Decider)9347187999/08414321
999
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 68
51Hi-point college of
engineering
Dr. azib rasool khan(secretary)
(Influencer), lateef khan(pricipal) (Decider) 9912103523
52Vidya jyothi institute of
engg & technologyDr. B.S. Reddy(pricipal)
(Decider)9848841233/08413235
300
53Vif college of engg &
technology
Dr.Mir Nassaer Hussain(pricipal)
(Decider), Mr.Azhar(system admn)
(Initiator)9395150330/08413235
328/9
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 69
S.No.Name of the organization Respondent contact no.
54Geetanjali college of engg
& technologyDr.M.Y. Ali(principal)
(Decider)9490350424/08413235
628
55Hi-tech colg of engg &
technology
Abishek(system administrator) (Initiator
& Influencer) 9849103666
56Ayan college of engg &
technology
Wajida(HOD-CSE) (Influencer), S.S. Akbar(pricipal)
(Decider) 9949138965
57K.S. Raju inst of engg &
technology
Dr. Niraj Upadhayaya(pricipal)
(Decider)9908213890/93947538
73
58Azad college of engg &
technology
Syed.Mustafa(HOD-CSE) (Initiator &
Influencer), Dr. zaheer ahmed(pricipal)
(Decider) 9866843856
59M.N.Rao college of engg
& technology
Veeranna(System administrator) (Initiator & Influencer), Dr.uday
kiran (pricipal) (Decider) 9866843856
60 Sagar business schoolDr.K. Pratap Reddy (Director) (Decider)
9959558191/9703931264
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 70
6.5 BIBLIOGRAPHY
Text Books:
Joseph F. Hair, Rolph E. Anderson, Rajiv Mehta, Barry J. Babin, “Sales Management”.
Naresh K.Malhotra, Satyabhushan Dask, “Marketing Research – An Applied
Orientation” , Pearson Education, New Delhi.
Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha, “Marketing
Management”.
Magazines/journals/newspapers/articles:
Dr. V. Aslıhan Nasır, Sema Yoruker, Figen Güneş and Yeliz Ozdemir, “FACTORS INFLUENCING CONSUMERS’ LAPTOP PURCHASES,” Bogazici University, Istanbul, Turkey.
Gary L. Lilien, “Business Marketing: Present and Future,” Pennsylvania State University, USA.
Gerald L. Lohse, Research Director, Steven Bellman, Eric J. Johnson, “Consumer buying behavior on the Internet: Findings from panel data,” Wharton Forum on Electronic Commerce, The Wharton School, University of Pennsylvania.
Websites:
http://managementhelp.org/sales/sales.htm
Sales-techniques.industrialego.com
http://communication.howstuffworks.com/sales-technique.htm
www.hcl.in
www.hclinfosystems.in
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 71
www.hclmeforyou.com www.google.com
VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD Page 72