final report acer

Acer India (Pvt) Ltd.

An Internship Project Report on

“Study of Brand awareness of Acer in Bangalore,

Chennai and Coimbatore”

JANANI SESHADRI

In partial fulfillment of the Master’s Program in Business

Administration,

Ohio University, Athens,

USA

OHIO University Christ College Academy for Management Education

Christ College Campus

Hosur Road, Bangalore-29

May14th, 2007

DECLARATION

I Janani Seshadri here by declare that the project entitled “Study on the

awareness of the brand Acer” at Acer India Pvt. Ltd., is an original and

genuine work carried out under the guidance of Mr. Darryl Gray from march

12th to April 25th 2007 in partial fulfillment for the Ohio University Christ

college academy for management education. I declare that the report

submitted by me is a bonafide work of my own effort and it has not been

submitted to other university or published any time before.

Place: Bangalore

Date: 03-07-2007 Janani Seshadri

ACKNOWLEDGEMENT

Internship project – Acer India (Pvt) Ltd. 2

Thanks to God for showering his blessings and for granting me the chance

and ability to successfully complete the summer internship program I had

taken up.

I wish to express my deepest gratitude to ACER INDIA Pvt. Ltd., head

office Bangalore for giving me this valuable opportunity in doing my

internship amongst them in their esteemed organization. I would like to

extend my special thanks and gratitude to Mr. Rajendran general manager

marketing for giving me this opportunity. Also I would like to sincerely thank

Mr. S. Raghu marketing projects and Mr.Darryl Gray marketing

programmes for their genuine support, valuable advice and sincere

comments which helped me a lot to accomplish this project.

This internship would not be complete without the support and guidance of

our

Director Mr. Shivprakash. I also want to express my gratitude to the

official referees and the project coordinators Dr. Amalendu Jyotishi and

Mr. Girish (Ohio University Christ College) whose valuable comments and

valid criticism helped me in refining my project from the draft stage to this

final report. I also want to express my thanks to Prof. Venkatesh Bhagwat

(Ohio University Christ College) for assisting me in the data compilation and

analysis which helped me a lot in fine tuning my report. I cannot forget the

assistance and encouragement that made this work possible towards the

end.

My special thanks to my co-student and dear friend Mr. B. Venkata

Ramana who supported me throughout my Internship project with his

valuable suggestions and ideas which helped me to approach my project

wisely and accomplish it successfully without which I could have not

completed my work efficiently and effectively. His consistent help kept me

motivated throughout the internship period.

Last but not the least, my endless thanks and gratitude goes to my parents


Mr. S.N. Seshadri and Mrs. Sasikala Seshadri who has stood by my side,

encouraged and given me moral support at all points of time. I would also like

to thank my brother Mr. Koushik Ram for all his support and advice.

Thank You!

EXECUTIVE SUMMARY

Marketing is an activity present in all companies where marketing strategies

determine the outcome of the products and the company itself. To test to see

if marketing is successful, it is necessary to measure where the company was

and where it is now. This can be carried out with tracking studies monitoring

the market position and changes to the brand image over time or, for

particular campaigns, measuring pre- and post- event to see what has

changed.

This is project report is a market survey study to check the Brand awareness

of Acer and thereby figure out the measures that can be implemented to lift

the current level of awareness. This study is based on the data collected from

the (customers) people regarding their awareness of the PC vendors in the

market today then zeroing it into the brand Acer.

The means of collecting data were through personal interviews, distributing

the questionnaire, and online survey questionnaire. Also observation during

the interviews helped a lot in the analysis. To facilitate the analysis of the

study I concentrated in two different segments which were based on the

demographic segmentation (occupation-Students, working profile and SME)

and geographic segmentation (places-Coimbatore, Chennai and Bangalore).

Acer stands number four behind Dell. The visibility and awareness for the

brand Acer among people is average. About 20% of the people have not

heard about Acer. Moreover on an average about 55% of the segmented

people perceive Acer to be a national brand in collaboration with Wipro India

(Wipro Acer). The perceptions on few product parameters were also


measured which resulted in a good quality, fair or average service, and good

affordable price, fair performance and good features.

Though Acer has the highest network of retail outlets less number of people

has actually visited them. Comparatively HP has more number of visits.

Lenovo though being a new entrant in the market has already made its place.

There is a tuff competition being faced by Acer with Lenovo.

All these things finally zero into average awareness of the brand and the

awareness which is already there is also through word of mouth, so this may

lead to negative or positive propagation of the brand.

The data (300 samples) was compiled in SPSS and analyzed with respect to

the two categories of segments. Acer is number one in Europe and other

countries globally. Considering the primary data available Acer India is one of

the youngest players in India. It has performed very well in the recent years

(2001 to 2006). In the past five years it faced a tremendous steady growth

rate of about 49% in India. Therefore though the awareness amongst people

was not all that good Acer still lies in the area where if prompt and good

advertising strategies were formulated and implemented the awareness will

lift to a great extent.


TABLE OF CONTENTS

PREFACE......................................................................................7

ABOUT THE COMPANY

1. Back ground – Acer India................................................8

2. Growing with time – milestones.....................................9

3. Product portfolio and key features.................................11

PROJECT

RESEARCH DESIGN METHADOLOGY.........................................17

1. Research task.................................................................17

2. Research tool.................................................................17

3. Research nature.............................................................17

4. Research scope..............................................................17

5. Analysis..........................................................................19

6. Findings..........................................................................53

CONCLUSION...............................................................................63

SUGGESTIONS / RECOMMENDATIONS.....................................64

APPENDIX....................................................................................65


PREFACE

THE BRAND increasingly is becoming the key source of differentiation that

guides customer purchase choice. It is the focal point around which an

organization defines how it will uniquely deliver the value to the customer for

a profit-effectively embodying the “heart and soul” of that organization. The

brands promise is delivered through its products and services, and consumer

communication- the total consumer relationship and experience.

The act of creating public awareness of a specific brand in order to maximize

its recognition, successful brand awareness strategies should define a

company's uniqueness and set it apart from competitors. Quite simply, if

potential customers do not know about a company, they will not purchase

from it. Therefore, one of the preeminent goals of any business should be to

build brand awareness, although in as cost-effective manner as possible.

Consumers tend to make purchasing decisions based on peer

recommendations and direct experience, as well as traditional advertising

methods. This is why it is necessary to build brand awareness strategies out

by instilling trust among consumers. This trust must be achieved through

credibility, rather than just a catchy advertising campaign. Promotional

marketing involving a one-to-one component is proving increasingly effective

at building trust and acquiring new customers.

Brand building begins with awareness. Consumers first must be aware that

there are different brands for the product they want to buy even before

making a purchase decision, for which visibility is very important to create

awareness.


BACKGROUND - ACER INDIA

Acer India was incorporated in September 9, 1999 as a wholly owned

subsidiary of Acer Inc., the world’s No.4 PC brand.

Acer’s mission in India is to translate the group’s goal in making computer

technology easier to use and more affordable-to everyone in this country.

In shot span, Acer has managed to bridge the gap between product launches

worldwide and in India and also offer fresh technology without any inventory

backlog.

Headquartered in Bangalore, today Acer India has offices in twelve cities

including Ahemedabed, Chandigarh, Chennai, Guwahati, Kochi, Kolkata,

Mumbai, Nagpur,New Delhi, Pune, Secunderabed and has its uniload facility

in Pondicherry. I has now a customer base of over 180,000 in India.

There are over 125 human resource team in India comes with over 700 man-

year of IT experience, geared to listen and provide to the IT user in India the

very best in sales & marketing support, after-sales support backed up with

infrastructure to bring fresh technology to India.


GROWING WITH TIME

The history of ACER starts from a long way back making its steps of success

in every step it takes.

1976-1983

Commercializing microprocessor technology

Acer is founded under the name Multitech

Designs Taiwan’s first mass-produced compute for export.

Becomes the first company to promote 16-bit PC products in Taiwan

1984-1994:

Build brand awareness and globalize

Acer Peripherals, now known as BenQ corp., and Multiventure Investments

Inc. established

Acer beat IBM with 32 bit PCs

Acer Inc. launches IPO

Acer creates the world’s first 3865x 33 chipset

Acer introduces the world’s first dual Intel Pentium PC

Acre introduces Chip Up technology, the world’s first 386-to-486 single chip

CPU upgrade solution

1994-2004:

Transform from manufacturing to services

Acer introduces the world’s first dual Intel Pentium PC

Aspire Park, acer’s multifunctional high-tech intelligence park inaugurated

Acer launches Aspire, the multimedia PC, creating a new bench marks for

home computers

Acer re-engineers its OEM unit to create Wiston Crop., an independent design

and IT manufacturing company

Acer reveals a new generation of e-business: MegaMicro e-Enabling Services


Acer notebook ranked first in Western Europe.

2004:

Acer wins awards in all product categories

AC 713 rated the best performance Monitors

Altos G 520 Server gets Digit Best Buy Gold Award

Veriton 7600 rated the Editors Choice

TravelMate 292 LCi rated Best Performance Notebook

KEY SUCCESES IN 2005/2006

2005

World’s no.4 total PC and notebook brand, with highest growth rates

among the top five.

No.3 for total PCs in EMEA.

No.1 notebook in EMEA.

No.1 notebook across 13 European countries: France, Italy, Spain,

Netherlands, Sweden, Austria, Belgium, Denmark, Portugal, Russia,

Czech Republic, Hungary and Poland.

No.3 notebook in Asia Pacific, with highest growth rate among top ten.

No.1 notebook in Thailand, Malaysia and Indonesia.

No.1 for total PCs in Taiwan.

Enjoyed highest growth rates among the top-10 vendors for total PCs

and notebooks in the U.S

No.5 LCD monitors worldwide.

No.3 notebook worldwide

2006

World’s no.4 total PC and notebook brand, with highest growth rate.

No.3 for total desktops WW

No.1 notebook in Europe and ASEAN block


PRODUCT SUITE

Powered To Perform

Few IT companies offer the breadth and depth of products that the Acer

Group does. Acer is the only PC vendor in India that has a product for each

market segment-be it a large corporates, the SME, SOHO or even the corner

office enterprises. The product line includes a broad array of personal

computing products segmented under the desktop, laptop and server

categories.

Acer India Pvt. Ltd. has a vast product portfolio. The four main product

categories are as follows

(1)Desktops

(2)Notebooks

There are many more sub- divided products under each different product

variety. Those are as follows:

DESKTOPS

In the desktop segment, Acer’s product range spans the SOHO segment,

corner office, manageable desktops, SMEs, STPI etc. this makes Acer the only

PC Company that offers such a wide range. Most other companies have

products that are not distinct, and overlap each of these segments.

Acer Aspire Series

Desktops built to cater to a growing demand in the home segment. Acer’s

continuing commitment to bring technology closer to our customers has

resulted in a core technology that is now integrated into our entire product

range. Acer’s Empowering Technology presents users with friendly and

intuitive interface by presenting a single key and following a simple “123”

process, gives fast and easy access to cutting-edge hardware and software

solutions.


Veriton Series

Ideal for enterprises large or small, Veriton PCs are built for peak

performance, with security features, proven system reliability, and

convenience offering that amplify productivity and perfect business sense.

The current desktops range are as below with a wide variety of product line.

ASPIRE V820

The fastest dual core DT from Acer, the Aspire V820 is powered by a latest

Intel Pentium D 820 (2.8 GHz); is configured with 256 MB RAM for powerful

performance; features a DVD/CD-R/W combo drive; comes fitted with a 80 GB

SATA HDD for ample storage space; connects to a set of functional speakers

for the multimedia experience; offers a 56 Kbps fax/modem port and a

10/100 Mbps Ethernet port for flexible connectivity; and, displays vide a 17"

CRT monitor for comfortable viewing.

COMMERCIAL MODELS:

Acer Power (945GZ)

The Acer Power 945GZ offers users’ high end features like Gigabit LAN and

PCI Express X16 technology at value for money prices.

Acer Power M8

Acer becomes the first in India to commercially launch the new Socket AM2

based AMD products offering the power of DDR-II SDRAM on AMD platform.

Acer Power 335

Acer Power 335 is the Entry level product for customers looking for Value

machine with complete specifications

Notebooks


Acer was among the first to build notebooks with Intel Centrino mobile

technology, liberating users to work witj wireless environments, offering

wireless mobility for the new age road warrior. Acer’s laptops have

revolutionary features that offer an astounding battery life, thermal

management- more than nay other laptop offering.

Acer TravelMate Series

A range of the world’s most award wining notebooks, Acer TravelMate is

designed to empower enterprises SMB and SOHO users with the ultimate in

mobile computing performance. Available at every possible price point, and

offering unmatched value through innovations like Disc Anti-Shock Protection

System, Smart Card Security, and high-speed wireless capability to name a

few.

Acer Ferrari Series

This is the result of the victorious partnership with Scuderia Ferrari; the

Ferrari series of notebooks sport the patented Ferrari-Black& Red color, and

offers sheer performance that’s truly worthy of Ferraris passion and Acer’s

technology.

The various types of products in the notebook series are showcased below.

TravelMate 2420 Series

Rich entertainment with long lasting mobility Driven by an Centrino @ 1.7GHz

Processor, 14.1" Wide Screen XGA TFT Screen, 6-cell battery and wireless

802.11b/g connectivity for long lasting mobility, the TravelMate 2428NWXCi

is extremely rich in features. This trendy notebook is packed with Centrino

Mobile technology, dual-channel memory, 60 GB huge storage- giving users

everything they need for work and play - for unrivalled value!


KEYFEATURES

Pure portability- Weighing just 1.40 kgs and measuring the size of an

A4 notepad, the TravelMate 3000 is easy to take from one meeting to

another

Centrino with 915 Chipset- The TravelMate 3000 adopts the new

generation of Intel® Centrino™ mobile technology- Sonoma Platform

(915 chipset)

Phenomenal battery power- Another first in the industry, Acer has

bundled two batteries with the TravelMate 3000, delivering full-day

performance for on-the-go users.

Acer GridVista, an innovative software utility, boosts convenience and

efficiency. Especially useful for making the most of 12.1" WXGA wide-

aspect LCDs, Acer GridVista automatically resizes open application

windows to fit the screen, simultaneously

SERVERS

In the server category, Acer dominates the entry and mid level space, which

actually constitutes 90% of the total server market. Acer offers everything

from basic data storage to full fledged enterprise solutions.

Acer Altos Series

Commercial users and enterprises derive unmatched value from Altos

Servers and storage solutions. These ranges of servers accentuate reliability

and manageability features, along with unrivalled flexibility in terms of

implementation. For business applications that demand high performance,

high availability and more flexibility, Acer Altos rack-mounted servers provide

the ultimate solution.

Under this type of product there are a large number of differentiated

products. Some of which are as given below


KEY FEATURES

Scalability and Performance: Provide excellent performance and

scalability beyond 40TB in a highly cost-effective SATA-based package

for small companies.

Consolidation: Reduce the number of storage systems, maximize

storage utilization, improve storage administrators’ productivity, and

lower

management costs.

Application QoS: Dedicate cache to specific applications and volumes

to enhance performance.

Configuration Flexibility: Dedicate to specific mission-critical

applications, deploy as part of a first SAN in small enterprises, or

integrate into a

tiered storage infrastructure for archive, backup, or tape replacement

in larger companies.

Peripherals

Acer Handheld PDAs

These support a variety of mobile platforms and operating systems, giving

customers easy access to their critical data. Streamlined and fashionable,

Acer handhelds are available in both standard and wireless models for both

work-related and personal tasks – any time, any place.

Acer Displays

Acer offers a rainbow-spectrum of devices that suit all kinds of working

environments and user needs, including TFT and LCD monitors, optical drives,

projectors and multi-function drives.

Acer Projectors

Acer's projectors bring you an incredible investment to satisfy all home

entertainment and business needs.

There are three different peripherals the Acer India Pvt. Ltd. is focusing on.

They are the LCD monitors, the CRT monitors and the projectors.


Some of them are explained below:

LCD monitors:

Acer AL900 Series - LCD Monitor

Benefits:

500:1 contrast ratio - For strikingly vivid images

Wide viewing angle - Allows more enjoyment for more people

Quick response time - Offers dynamic graphics and advanced animated

games

VESA wall mounting - Allows easy mounting

Kensington lock - Secures your monitor from theft

Built-in speakers - For freedom from bulky boxes

Auto-scale - Gives full-screen display

Auto-adjustment - Provides self-adjusting screen settings

True color support - Renders picture-pure viewing

PROJECTORS:

There is a wide product range in projectors section which comprises of

(1) Acer PD115

(2) Acer XD 1150

(3) Acer XD 1170D

(4) Acer XD 1270D

(5) Acer PD113

(6) Acer PD725

(7) Acer PD523

(8) Acer PD523

All these have a common display system working with called the DLP system,

and also all these products have the capacity of displaying 16.7 million

colors. They mainly vary in their computer compatibility, video compatibility,

projection lens, projection screen size (diagonal), projection distance, lamp

life etc.


RESEARCH DESIGN METHODOLOGY

Research task:

Study the brand awareness of Acer India in the cities Bangalore, Chennai and

Coimbatore focusing on the segments students, SMEs and working profile.

Research nature:

This project is a complete market research. Market research is the only

function that relates or links the organization to its market and in turn to its

customers by first studying the consumer behavior which then helps in

proper planning accordingly. This is the valid information which allows the

organization to identify and define the market related opportunities and

problems. This information allows for the generation, refinement and

evaluation of marketing activities. Regular market research and thorough

study of the consumer behavior towards a company’s products permits the

organization to be on par with the changing consumer attitude towards their

products. It thus facilitates monitoring the marketing performance and

improved understanding of marketing as a business process.

Research scope:

The scope of this market research can be divided into two major divisions

which include

Demographic segmentation:

In demographic segmentation, the market is divided into groups on the basis

of variables such as age, family life cycle, gender, income, occupation,

education, religion, race, generation, nationality and social class.

Here the survey was taken by dividing the groups on the basis of age and

occupation. The three main segment groups were college students, working

profile (first and second job people) and the Small and Medium Enterprises

(taking 40, 40 and 20 respectively). The age factor was also set to be


between18 to 40 and throughout the survey care was taken about the age

limit.

The data was collected from college students belonging to professional,

agricultural, textile and arts background. To name a few the different colleges

include PSG tech, Kumara guru college of technology, Alliance business

academy, Indian Institute of Planning Management, Ohio University Christ

college, Loyola college, Crescent Engineering college, Agricultural

university( Coimbatore). This variety was chosen so as to find out if any new

market segment or untapped market can be spotted. The working profiled

people also includes professionals from companies like Accenture, Oracle,

Travel Guru, Roots, Pricol, Numeric power systems and so on

Geographic segmentation:

Geographic segmentation calls for dividing the market into different

geographical units such as nations, states, regions, countries, cities or

neighborhoods. The survey was carried on in three different cities namely

Bangalore, Chennai and Coimbatore. This was done in the intension of

collecting information from two first tier cities where a large population

already uses laptops and desktops. This was done to study the variation in

the behavior and attitudes of these people and their inclination towards

branded PC vendors.

The choice of the two tier city Coimbatore was to study the perception of the

laptops and desktops and their usage in the people’s mind. Also the

perception of the different brands was noted with the main concentration on

Acer products. This was done with the intention to explore the potential

market there and their requirements.

Research tool:

The research instrument used was a structured questionnaire covering the

areas that lead to the solution of the objective. This includes measures like

Acer’s market penetration, its visibility in comparison with other brands,

awareness to their advertisements and promotions, the customer media

habits, their perception towards Acer etc.

Data compilation and analysis methodology:

The sample size of three hundred was integrated and compiled in software

called Statistical Package for Social Science (SPSS). This is comprehensive


statistical software that includes the capabilities for data analysis, data

management and programming which enables the analysts in generating

decision making information quickly using powerful statistics.

ANALYSIS

BASIC ATTITUDES AWARENESS CHECK:

1) Channel through which Acer was first heard

Geographically

The means through which people came to know about Acer for the first time

was noted. This helps in reengineering the channel that can be adopted to

penetrate market.

place33BangaloreChennaiCoimbatore

Co

un

t

40

30

20

10

0

City Vs means through Acer was first heard

OtherHaven't heard about itNot sureMagazineNewspaperInternetFriends/relatives/associatesTV

(Sample size 100 per city)

TAB 1

Parameter

s/

Segments

Friends/

relatives/

Associates

TV Newspap

er

Magazi

ne

Intern

et


Coimbator

e

33% 11% 9% 9 % 10%

Chennai 27.3% 11.1

%

18.2% 7.1% 9.1%

Bangalore 27.3% 13.1

%

17.2% 19.2% 8.1%

Demographically

Co

un

t

50

40

30

20

10

0

segmants

Working profiled people.

Small and Medium Enterprises.

Students

Segments Vs Means through Acer was first heard

OtherHaven't heard about itNot sureMagazineNewspaperInternetFriends/relatives/associatesTV

(Sample size 40, 2 0

and 40)

TAB 2

Parameters

/

Segments

Friends/

relatives/

Associates

TV Newspap

er

Magazin

e

Interne

t

Students 33.1% 16.1

%

12.1% 12.1% 8.1%

SME 21.4% 7.1% 19.6% 14.3% 10.7%

Working 30.0% 9.2% 15% 10% 9.2%


profile

BRAND VISIBILITY CHECK:

Geographically

Awareness of a brand can be created only when it is made visible to the

people and especially to the potential customers. The three segments

considered here shows varied visibility of the brand Acer.

Co

un

t

40

30

20

10

0


Visibility of the Brand

Very good visibilityGood visibilityAverage visibilityLow visibility no visibility

(Sample size 100

per city)

TAB 3

NO Low Average Good Very good


Visibility visibility visibility visibility visibility

Coimbato

re

36% (36) 19% (19) 20% (20) 18% 18) 7% (7)

Chennai 34.7%

(34)

17.3%

(17)

23.5%

(23)

17.3%(17) 7.1% (7)

Bangalore 12.9%

(12)

30.1%

(28)

21.5% (20) 30.1% (28) 5.4% (5)

Demographically

Count

40

30

20

10

0Working profiled

people.Small and Medium

Enterprises.

Students

Segments Vs Visibility of the brand Acer

Extremely high visible

moderately visible

fairly visiblepoor visibility

Extremely poor visibility

(Sample size 40, 2 0 and 40)

TAB 4

Parameters/

Places

No

visibilit

Low

Visibilit

Averag

e

Good

visibility

Very good

visibility


y y Visibilit

y

STUDENTS 32.8% 15.6% 23.8% 20.5% 7.4%

SME 27.5% 23.5% 19.6% 23.5% 5.9%

WORKING

PROFILE PEOPLE

24.2% 27.5% 20% 22.5% 5.8%

ADVERTISING AWARENESS--Geographically

1

62

5351

37

4649

Co

un

t

60

40

20

0


City Vs Advertisement awareness

yesno

(Sample size 100 each)

Awareness towards Acer’s promotional activities


33

16

9

1

66

83

91

Co

un

t100

80

60

40

20

0


City Vs familiarity with Acer promotional activities

yesno


TAB 5

Parameters/ Places Seen Acer advertisements Seen Acer

Promotions

Coimbatore 51% 9%

Chennai 53.5% 16.2%

Bangalore 62.6% 33.3%

The advertisements and promotional activities which come under the bottom

line projects were checked if it contributed to the awareness. The Acer

advertisements were noticed by most of the people in all the three cities. But

still on an average almost 50% of the crowd has not seen Acer

advertisements which create a lot of gap for the brand in reaching people

completely.

The promotions which Acer conducts were also not noticed much by the

people.


On an average more than 70 to 80% of the people do not have any idea of

the promotional activities done by ACER.

Demographically

Awareness towards Acer advertisements and promotional activities

64

25

79

56

31

45

Co

un

t

80

60

40

20

0

segmants

Working profiled people.Small and Medium Enterprises.

Students

Segmnets Vs Acer advertisement awareness

yesno


Awareness of promotional activities

24

7

28

96

49

96

Co

un

t

100

80

60

40

20

0

segmants


Students

Segments Vs Acer promotions Awareness

yesno



TAB 6

Parameters/

occupation

Seen Acer advertisements Seen Acer

Promotions

Students 63.7% 22.6%

SME 44.6% 12.5%

Working profile 53.3% 20.0%

THE MEDIA HABITS

Geographically

Count

80

60

40

20

0


Media habits -- TV

yesno



Demographically

TAB 7

Parameters/

occupation

MEDIA---TV MEDIA--

NEWSPAPER


SME 46.3% 42.9%

Working profile 61.7% 65%

74

25

81

46

29

43

Co

un

t

100

80

60

40

20

0

segmants



Students

Segments Vs media habits-- TV

yesno


Media habits—newspaper

Geographically


Count

60

40

20

0


Media habits -- Newspaper

yesno


Demographically

78

24

63

42

32

61

Co

un

t

80

60

40

20

0

segmants



Students

Segments Vs Madia habits--newspaper

yesno

(Sample size 40,

2 0 and 40)


Media habits—Magazine

Demographically

55

12

47

65

44

77

Co

un

t

80

60

40

20

0

segmants



Students

Segments Vs media habits--magazine

yesno

(Sample size 40, 2 0

and 40)

Count

60

40

20

0


Media habits as magazine

yesno

(Sample size 100)

TAB 8


Parameters/

occupation

MEDIA---Magazine MEDIA--

Internet


SME 21.4% 16.1%

Working profile 45.8% 33.3%

Media habits—internet

Geographically

Count

100

80

60

40

20

0


Media habits-- Internet

yesno

Demographically


40

9

19

80

47

105

Co

un

t120

100

80

60

40

20

0

segmants



Students

Segments Vs Media habits--internet

yesno


4) Visibility check through the number of visits to the retail outlets:

Geographically

This check is mainly done to measure the visibility by the frequency of visit to

Acer retail outlets.

The brand HP has the highest hit for the customer visit to retail outlets. Very

less number of people has visited the Acer malls (the retail outlets) in all the

three places. On an average much less than 10% of the sample have visited

the Acer malls, which is very less to the 40% visit rate to the HP retail outlets.


Geographically

Coimbatore –

1% Acer

Chennai –

6% visit to Acer retail

outlets

Bangalore –

19.5% visit to Acer retail

outlets

Demographically

Students

10.4% of the people visited

Acer retail outlet

SME –

5.4% of the people visited

Acer retail outlet

Working Profile –

Only 12.5% of the people

visited Acer retail outlet

City Vs number of visit to retail outlets

0

10

20

30

40

50

60

hp Lenovo Dell Acer Apple Toshiba

Retail outlets

Co

un

t Coimbatore

Chennai

Bangalore



segmants


Students

Count

50

40

30

20

10

0

Segments Vs visit ro retail outlets

no response

visited dell and aplle reatil outlets

visited lenovo & apple retail outlets

visited HP and toshiba retail outlets

visited HP& Apple retail outlets

visited HP & dell retail outlet

visited HP & lenovo retail outlet

visited toshiba retail outlet

visited apple retail outletvisited dell retail outletvisted lenovo retail outletvisited HP retail outletAcer & apple

visited dell & acer retail outlets

visited lenovo and acer retail outlets

visited HP & acer retail outlet

visited acer retail outlet


Purchasing decision – evaluating the product:

Geographically

Since the awareness rate differs between different cities the purchasing

decision and the evaluation of the products may also vary. Before the

purchase decision occurs there is a stage called the evaluation stage where

people compare and examine the products of the brand they are aware off

which finally leads to the procurement of the product.


City Vs measures that help in purchase decision

0

10

20

30

40

50

60

70

80

Measures

Co

un

t Coimbatore

Chennai

Bangalore

(Sample size 100)

TAB 9

Parameters/

Places

Word of

Mouth

Comparing

Specifications

Media Checking

Offer

Seeing demo

Coimbatore 32% 71% 28% 22% 32%

Chennai 25% 62% 27% 22% 32%

Bangalore 38% 52% 26% 22% 28%

.

Means That Facilitate the Purchasing Decision – Demographic

Segmentation

Demographically



Students

Co

un

t50

40

30

20

10

0

Segments Vs purchase facilitating factors

allmedia & seeing demo

checking offer & seeing demo

Checking offer & media

Checking specification & seeing demo

Checking specification & checking offer

Checking specification & media

Word of mouth & seeing demo

Word of mouth & checking offer

Word of mouth & media

Word of mouth & Checking specifications

Seeing DemoChecking offerMediaComparing specificationsWord of mouth0


Purchasing decision can be influenced by a lot of factors which can totally

change the buying pattern itself. When analyzed here on the basis of the

demographic segments the inferences and major findings were as follows

STUDENTS –

35.5% through comparing specifications

12.1% word of mouth & checking specification.

5.6% checking offer & checking specification.

5.6% checking & media.

SME –

10.7% Checking specification& comparing specifications

10.7% comparing specification

8.9% word of mouth

8.9% word of mouth & checking specification

8.9% word of mouth and checking offer

WORKING PROFILE –

20% comparing specification

12.5% checking offer & checking specifications.

11.7% checking specification & media


9.2% word mouth & checking specifications

BRAND PERCEPTION

Geographically

1

6765

60

Count

60

40

20

0

placeBangaloreChennaiCoimbatore

Brand perception--as MNC

(Sample size 100)

TAB 10

Parameters/ Places Acer perceived as an MNC brand

Coimbatore 62%

Chennai 67%

Bangalore 71%

Demographically


Count

100

80

60

40

20

0

segments



Students

79

33

82

Brand perception-- as MNC


TAB 11

Parameters/

Segments

Acer perceived as an

MNC brand

Students 42.5%

SME 17%

Working people 40.7%

Rating the parameters concerned with the products of Acer

Geographically


Some parameters linked with the product of Acer were also asked to rank like

quality, price, service, features and performance.

Rating quality

Co

un

t

50

40

30

20

10

0


City Vs rating quality

excellentvery goodgoodfairpoor0

(Sample size 100)

TAB 12

Parameters/

Place

Poor Fair Good Very good Excellent

Coimbatore 3.1% 19.4% 35.7% 15.3% 10.2%

Chennai 1% 11.2% 43.9% 18.4% 12.2%

Bangalore 4.3% 23.7% 47.3% 14% 4.3%

Demographically

Rating quality


TAB 13

Parameters/

Segments


Students 4.1% 22% 42.3% 13% 8.9%

SME 2.0% 18% 38.0% 22% 8.0%

Working profile 2.5% 13.6% 44.1% 16.1% 9.3%

11

4

11

19

11

16

52

19

52

16

9

27

31

5

17

6

12

Co

un

t

60

50

40

30

20

10

0

segmants


Students

Segments Vs rating quality



On an average all the three segments feel that the qualities of Acer

products are good. This comes around 41.5% of the population.

Rating service


Co

un

t40

30

20

10

0


City Vs rating service


(Sample size 100)

TAB 14

Parameters/

Places


Coimbatore 7.1% 25.5% 36.7% 13.3% 1%

Chennai 3.1% 26.5% 39.8% 16.3% 1%

Bangalore 2.2% 32.2% 33.3% 25.6% O%

Rating Acer’s service

Demographically

TAB 15

Parameters/

Segments


Students 5.0% 33.1% 35.5% 16.5% 0%

SME 4.0% 46% 30% 20% 0%

Working profile 4.3% 33.4% 27.3% 18.8% 1.7%


2

22

10

20

39

23

43

32

9

40

52

6

17

6

12

Co

un

t50

40

30

20

10

0

segmants



Students

Segments Vs rating service



Rating price

Geographically

TAB 16

Parameters /

Place


Coimbatore 2% 17.3% 35.7% 26.5% 2.0%

Chennai 2.1% 12.4% 32.0% 33.0% 8.2%

Bangalore 4.3% 9.7% 28% 36.6% 15.1%


Co

un

t

40

30

20

10

0


City Vs Price rating


(Sample size 100)

Rating price

Demographically

Tab 17

Parameters/

Segments


Students 1.6% 14.6% 39.8% 28.5% 5.7%

SME 4.1% 16.3% 22.4% 34.7% 12.2%

Working profile 3.4% 10.2% 28% 33.9% 10.2%


12

67

40

17

3533

11

49

12

8

18

422

17

5

12

Co

un

t50

40

30

20

10

0

segmants



Students

Segments Vs rating price



RATING PERFORMANCE

Geographically

Co

un

t

40

30

20

10

0


City Vs rating performance


(Sample size 100)

TAB 18


Parameters /

Place


Coimbatore 2.0% 10.2% 33.7% 29.6% 8.2%

Chennai 2.0% 7.1% 37.8% 34.7% 5.1%

Bangalore 3.3% 30.4% 22.8% 34.8% 2.2%

Rating performance

Demographically

TAB 19

Parameters/

Segments


Students 3.3% 16.3% 39% 28.5% 3.3%

SME 4.0% 12.0% 26.0% 38.0% 8%

Working profile 0.9% 17.1% 26.5% 35.0% 6.0%

744

41

19

35

31

13

48

20

6

20

124

17

6

12

Co

un

t

50

40

30

20

10

0

segmants


Students

Segments Vs rating performance


Working profile


RATING FEATURES

Geographically


Co

un

t

50

40

30

20

10

0


City Vs rating features


(Sample size 100)

TAB 20

Parameters /

Place


Coimbatore 2.0% 10.2% 38.8% 21.4% 11.2%

Chennai 1.0% 3.1% 41.8% 29.6% 11.2%

Bangalore 5.4% 20.7% 30.4% 28.3% 8.7%

RATING THE FEATURES


Demographically

TAB 21

Parameters/

Segments


Students 3.3% 13.8% 45.5% 22.8% 4.9%

SME 2.0% 10% 22.0% 36% 18%

Working profile 2.6% 10.3% 34.2% 25.6% 12.8%

15

96

30

18

28

40

11

56

12

5

17

31

4

17

6

12

Co

un

t

60

50

40

30

20

10

0

segmants


Students

Segments Vs rating features



DEGREE TO WHICH ACER PRODUCTS ARE RECOMMENDED

Geographically


Co

un

t60

50

40

30

20

10

0


City Vs recommend Acer products

probably would recommend

probably not recommend

not sure to recommend

definitely not recommend


TAB 22

Parameter

s/

Places

Def.

not

Not

sure

Probably

not

Would

probably

Would

def.

Coimbator

e

1% 38% 10% 42% 9%

Chennai 2% 38.4% 8.1% 42.4% 9.1%

Bangalore 6.1% 19.2% 7.1% 51.5% 16.3%

Demographically

TAB 23

Parameters/

Segments

Would

def. not

Not

sure

Probably

not

Probably

would

Def.

would

Students 4% 36.3% 10.5% 45.2% 4.0%

SME 1.8% 23.3% 3.6% 53.6% 17.9%

Working

profile

2.5% 32.5% 8.3% 40.8% 15.8%


19

10

5

49

30

56

10

2

13

39

13

45

31

5

Co

un

t

60

50

40

30

20

10

0

segmants


Students

Segmants Vs recommend the perchase ofAcer products

definitely recommend

probably would recommend

probably not recommendnot sure to recommenddefinitely not recommend

Small and medium enterprises


On an average 46.5% of the people would probably recommend Acer

products to his/ her friends/ associates or relatives. About 30.7% of

the people on average are not sure if they would recommend and

around 12.55% of the people would definitely recommend.

Demographically—consideration set for Acer desktops

Frequency of people having Acer in their consideration set

STUDENTS – 31.5% were sure that while making decisions they would

consider the Acer products.

SME – Around 50% of the people would consider Acer while making

purchase decisions

Working profile – About 41.7% of the people would consider Acer

during purchase decisions.


50

28

39

70

28

85

Co

un

t

100

80

60

40

20

0

segmants



Students

Segmnets Vs Acer desktops in their consideration set

yesno


Acer notebooks in the consideration set

Geographically

525556

1

474444

Co

un

t

60

50

40

30

20

10

0


City Vs Acer laptops in the consideration set

yesno



TAB 24

Parameters/ Places Acer desktops Acer notebooks

Coimbatore 35% 56%

Chennai 36.4% 55.6%

Bangalore 46.5% 52.5%

Demographically

71

33

59

49

23

65

Co

un

t

80

60

40

20

0

segmants



Students

Segments Vs Acer notebooks in their consideration set

yesno


STUDENTS – 47.6% were sure that while making decisions they would

consider the Acer notebooks.

SME – Around 58.9% of the people would consider Acer notebooks

while making purchase decisions

Working profile – About 59.2% of the people would consider Acer

notebooks during purchase decisions.

Preference set—Acer desktops

Geographically


Acer’s share in the preference set of the people

TAB 25

Parameter/

Places

First

preference

Second

preference

Third preference

Coimbatore 10% 30% 60%

Chennai 9.4% 28.1% 62.5%

Bangalore 17.6% 41.2% 41.2%

6

32

1

14

9

6

14

20

12

Count

20

15

10

5

0


City Vs Acer desktops

First preferenceSecond preferenceThird preference


TAB 26

Demographically

Parameter/

Places

First

preference

Second

preference

Third

preference

Students 60.6% 33.3% 6.1%

SME 46.2% 38.555 15.4%

Working

profile

48.8% 34.1% 17.1%


7

22

14

5

11

20

6

20

Count

20

15

10

5

0Working profiled


Enterprises.

Students

Segments Vs preference for Acer Desktops



Preference for notebooks:

Geographically

12

32

1

13

9

11

19

13

6

Co

un

t

20

15

10

5

0


City Vs preference for Acer notebooks




TAB 27

Parameters

/

Places

First

preference

Second

preference

Third preference

Coimbatore 10.5% 57.9% 31.6%

Chennai 12% 36.0% 52%

Bangalore 27.3% 29.5% 43.2%

Demographically—Acer notebooks in preference set

Count

20

15

10

5

0Working profiled


Enterprises.

Students

9

2

6

19

4

11

15

5

19

Segments Vs preference for Acer notebooks

First preference

Second preference

Third preference


TAB 28

Parameter/

Places

First

preference

Second

preference

Third

preference

students 52.8% 30.6% 16.7%

SME 45.5% 36.4% 18.2%

Working

profile

39.4% 44.2% 20.9%


FINDINGS

The general attitudes and awareness of the brand Acer is analyzed

Channel through which Acer was first heard of:

Geographically

People came to know about Acer products and brand to a

greater extent from friends/ relatives / associates which

contributes to about 30% in each city on an average.

Newspaper awareness contributed to around 14.8% and

magazine contribution was around 12%.

Demographically

Students came to know about Acer through friends /relatives /

associates which contributed about 33.1%. About 12.1% each

through newspaper and magazine.

Nearly 17.8 % of the people have not heard of Acer.

SME came to know about Acer through friends / relatives and

associates to about 21.4%. Newspaper contributed to about

19.6% and magazine to about 14.3% to the awareness of Acer

for the first time.

25% of the people have not heard about Acer.

Working profile about 30% contribution was due to friends /

relatives / associates. 15% contribution by newspaper.

About 23.7% of the people have not heard of Acer.

Brand visibility Index:

Geographically

The visibility index from the analysis is

Coimbatore – 2.41

Chennai – 2.4

Bangalore – 2.65

This indicated that Acer as a brand lies between low and average

visibility zone.


Demographically

The visibility index is

Students – 2.54

SME - 3.45

Working profile – 2.58

This indicates that Acer has low visibility for the student

and working profile segment. It has average visibility in the

SME segment

Awareness towards Acer advertisements and promotional

activities:

Geographically:

On an average 55.6% of the people have seen Acer advertisements

taking all the three cities in to consideration.

Acer promotional activities were not noticed in a very negligible

pattern.

Coimbatore – only 9% of the people have noticed an Acer

promotion.

Chennai – around 16.2% have seen Acer promotions

Bangalore – about 34.3% of the people have noticed Acer

promotional activities.

Demographically

Acer advertisements

Students – 63.7% has noticed Acer advertisements

SME – 44.6% has noticed Acer advertisements

Working profile – 53.3% has noticed Acer advertisements

Acer promotions

Students – 22.6% has noticed Acer promotions

SME – 12.5% has noticed Acer’s promotional activities

Working profile – 20.0% has noticed Acer’s promotional

activities


Number of visits to Acer retail outlets (in the past six months):

Geographically

Coimbatore

On the whole HP has the highest count of about 44%

Visit to Acer retail outlet is 1%

Chennai

Again HP being the highest with about 33.3% of visit

About 6% of the people visited Acer retail outlets

Bangalore

HP with 21.2% is again the highest hit.

About 19.2% visit to Acer retail outlets.

Demographically

Students

On the whole HP has the highest count of about 44%

Visit to Acer retail outlet is 1%

SME

Again HP being the highest with about 33.3% of visit

About 6% of the people visited Acer retail outlets

Working profile

HP with 21.2% is again the highest hit.

About 19.2% visit to Acer retail outlets.

Measures that people undertake before their purchase decision—

evaluating the product

Geographically

Coimbatore

71% purchases occur by comparing specifications

50% purchases also happen by comparing specification and checking

offers

32% word of mouth

Chennai

62% purchases occur by comparing specification.


45% purchases through comparing specification and checking offers.

27% through media

32% seeing demo

Bangalore

52% comparing specification

38% word of mouth

30% comparing specification and checking offers

26% through media

Demographically

Students – 35.5% of the purchases through comparing specifications

12.1% through word of mouth

5.6% each through checking offer and comparing

specifications

SME - 10.7% of purchase through comparing specification and

checking

Offer

10.7% only comparing specification

9% each through word of mouth & checking offer, word of

mouth &

Checking specification and checking specification and

seeing demo.

Working profile – 20% of the purchase through comparing specification

12.5% through checking offer & comparing

specification

11.7% checking specification & media

BRAND PERCEPTION CHECK:

Perception linked with the brand name:

Acer is still perceived to be in collaboration with Wipro. So it is

giving a perception of a national brand amongst most people.

Geographically

Coimbatore only 62% of the people are aware that Acer is an MNC

Chennai 67% had the awareness


Bangalore 71% of the people knew that Acer is an MNC.

Demographically

Students – only 42.5% perceive Acer as an MNC

SME - only 17% of the SME perceive Acer as an MNC

Working profile – 40.7% perceive Acer as an MNC.

Perception on the product parameters

An index is got from the analysis which gives the quality index in the three

different cities. This is done on a scale of 1 to 5 indicating where the

parameter actually lies.

Quality

Geographically

Coimbatore – 2.56

Chennai – 2.84

Bangalore – 2.65

From the above data it is clear that Acer quality vice it lies in the fair

zone but far towards good.

Demographically

Students – 1.9

SME – 2.8

Working profile 2.72

Students perceive Acer’s quality to be fair. Both SME and working

profile perceive Acer’s quality to be good.

Service

Geographically

Coimbatore – 2.22

Chennai – 2.41

Bangalore – 2.42

From the above data it is clear that Acer quality vice it lies in the

lower fair zone.

Demographically


Students – 2.43

SME – 2.38


The weighted average shows that the service of Acer perceived by

the three different segments is invariably fair.

Price .

Geographically

Coimbatore – 2.55

Chennai – 2.87

Bangalore – 3.06

From the above data it is clear that Acer quality vice it lies in the

fair zone in Coimbatore and far towards good in Chennai. In

Bangalore price vice perception for Acer is good

Demographically

Students – 2.9

SME – 2.69


The data above shows that the price of Acer products is perceived to

be good invariably in all three segments.

Performance

Geographically

Coimbatore – 2.77

Chennai – 2.88

Bangalore – 2.60

From the above data it is clear that Acer quality vice it lies in

between the fair and good zone.

Demographically

Students – 2.82

SME – 2.98


The data shows that the performance of Acer products is perceived

to be in between fair and good but more inclined towards good.

Features


Geographically

Coimbatore – 2.75

Chennai – 3.01

Bangalore – 2.71

From the above data it is clear that in Coimbatore and Bangalore

Acer quality vice it lies in between the fair and good zone. In

Chennai it lies in the good zone.

Demographically

Students – 2.829

SME – 3.22


The data shows indicates that students and working profile perceive

the features of Acer products to be in between fair and good. The

SMEs’ perceive the features of Acer products to be good.

Degree to which Acer products are recommended

Geographically

Taking the weighted average mean into consideration and rating the

different parameters on the scale of 1 to 5 people feel that

Coimbatore – 3.2

Chennai – 3.15

Bangalore – 3.49

The respondents feel that they would probably not recommend Acer

products to their friends / relatives / associates.

Demographically

Students – 3.05

SME – 3.625


Students and working profile people feel that they would probably

not recommend Acer to their known ones. SMEs response lies in

between probably not to probably would and more inclined towards

probably would.


Checking if Acer desktops falls in the consideration set and in the

preference set

Geographically

Coimbatore – 35% people considers Acer desktops while they are

considering buying one. But when it narrows down to the preference

set out of the 100 respondents only 30 respondents’ preferred Acer

desktops and their preference level in the scale of 1 to 3 is 1.5. This

represents somewhere between third and second preference.

Chennai - 36.4% of the people have Acer desktops in their

consideration set when they are to buy desktops. But it comes to the

preference set the response is 1.468 in the scale of 1 to 3. That is it

somewhere between third and second preference.

Bangalore – 46.5% of the people consider Acer desktops when they

plan for a purchase but their preference level in a scale of 1 to 3 is

0.629.That is even below third preference. Or could be taken as a few

people prefer Acer desktops as their third preference.

Demographically

Students – 31.5% of the people feel that they would consider Acer

desktops when they go for a purchase. Out of which when it comes to

the preference set only 33 responses were there. In the scale of 1 to 3

it lays around 1.45 which indicates their preference lies between third

and second preference.

SME – Around 50% of the respondents would consider Acer desktops

while they decide a purchase. In the preference set only 13 responses

where there and their preference lies between third and second

preference more inclined towards second preference.

Working profile – About 41.7% would consider Acer desktops when

they go for a purchase. Out of the consideration set only 41 responses

preferred Acer desktops. Their preference lies between third and

second preference (1.68) in the scale of 1 to 3.

Checking if Acer laptops falls in the consideration set and in the

preference set


Coimbatore – 56% people considers Acer laptops while they are

considering buying one. But when it narrows down to the preference

set out of the 100 respondents only 19 respondents’ preferred Acer

laptops and their preference level in the scale of 1 to 3 is 1.789. This

represents somewhere between third and second preference.

Chennai – 55.6% of the people have Acer desktops in their

consideration set when they are to buy laptops. But it comes to the

preference set the response is 1.6 in the scale of 1 to 3. That is it

somewhere between third and second preference.

Bangalore – 52.5% of the people consider Acer laptops when they plan

for a purchase but their preference level in a scale of 1 to 3 is 1.8.That

is even below third preference. Or could be taken as a few people

prefer Acer desktops as their third preference

The preference fro an Acer laptop, on the whole is between third and

second preference and more towards third preference. That for Acer

laptop is also between third and second preference but inclined

more towards second preference.

Demographically

Students – 47.6% of the people have Acer notebooks in their

consideration set out of which only 36 people have it in their

preference set and their ranking for preference in the scale of 1 to 3 is

1.638. this indicates that their preference lies between third and

second preference inclined towards second preference.

SME – 58.9% of the respondents say that they would consider Acer

products but their preference level in the scale of 1 to 3 is 1.7, heading

towards second preference.

Working Profile – 59.2% have Acer in their consideration set and their

preference level in the scale of 1 to 3 it lies at 2.41 indicating that

working profile people have Acer notebooks as their second

preference.


CONCLUSION

The awareness of the brand Acer is average which is due to the low visibility

of the brand to the customers. There is not enough advertisement and

promotional activities that is undertaken to boost the brand. There must be a

lot of investment made make the brand more visible. This will help the brand

to build itself strong.

The channel through Acer became aware to many people is through word of

mouth. But to some extent even through internet and newspaper. There must

be another research conducted to check if the word of mouth propagation is

actually causing a positive reinforcement or negative reinforcement.

There are about 20% of the people who have not heard of Acer. The amount

of advertisements and promotions that we undertake is also comparatively

low and it is not being noticed much. This is in turn affecting the visibility of

the brand compared to the other brands that really pump a great amount of

advertisements even being a new entrant in the market. This also is leading

to the relatively low number of visits to the Acer retail outlets though having

the highest network.

Acer is also being perceived still as a national brand which is in collaboration

with Wipro. People are not sure if Acer is an Indian or a foreign brand, which

actually creates a wrong vibration in the purchase decision chain of the

customers.


SUGGESTIONS / RECOMMENDATIONS

First thing that we need to do is change that perception and project ourselves

as an MNC with the Indian emotions filled in it. We need to target our

customer segment properly and advertise our product and brand

We must focus on the other means of throwing light on the band like TV

commercials, internet banners and magazine printed ads because the

amount of people with media habits as TV, newspaper, internet is really

huge.

Acer has to be made awareness first regionally and then nationally.

Tying up with educational institutions will increase the awareness

and also the leads.

Acer needs to redefine its target segment as to which is potential.

The segment suggested is SMEs and college students.

Acer needs to set its target properly and focus Advertisements to

hit them especially the TV commercials.

Designing gift offers and vouchers with the product also will help a

lot to draw the attention of the customers.

Online banner Advertisements can be designed and can be

displayed on the widely used sites especially in messengers like

Yahoo and Google talk.

Popup inviting users to participate in online survey can be designed

and implemented so that the perception of the people can be

known periodically.

Huge hoardings with the endorsed celebrity can be designed and

put o places where are forced to see such as in the signals, near

direction boards, outside famous malls, on road dividers etc.


Service and support is one factor which has to be worked out

properly.

Providing good incentives and schemes to the dealers as Acer in

India will help a lot as it is still a push product.

Sponsoring for big events like the filmy events which happen and

also sport.

APPENDIX

Dear Respondent:

I am a student of Ohio University, Christ College carrying out a

research project titled brand awareness and consumer perception of

the branded PC vendors. I request you to kindly fill in this

questionnaire. All the information provided by you will be strictly

confidential and will be used only for academic purposes. Please put

a tick mark or circle the bullets where ever necessary.

1. Do you own a Personal Computer / Notebook?

Desktop Yes If yes, which brand? ____________

No Notebook Yes

If yes, which brand? ____________ No

2. Which brand would you prefer to buy while buying a desktop or notebook? (HP, Lenovo, Acer, Dell Inc., Toshiba)

2. (a) Desktop ( rate your preference)

Rank 1 2 3

Brand

Reason


2. (b) Notebook ( rate your preference)Rank 1 2 3

Brand

Reason

3. Please rank these brands in order of their visibility (1-the lowest & 5- highest).

HP ____ Dell Inc. _____ Lenovo ____ Acer _____

HCL ____ Toshiba _____

4. Please mark the means that help you to make purchases.

Word of mouth comparing specifications

Media Checking offers

Seeing demo

5. What are your main media habits?

TV Newspaper

Magazine Radio

Other, please specify________________

6. How much time do you spend on this media and at time of your day?

_________________________________________________________

_________________________________________________________

7. Have you seen/visited any of the below listed exclusive retail outlets in the last six months?

HP Dell Inc. Lenovo Acer

Apple Toshiba


9. Have you seen any Acer advertisements or brand promotions? Advertisements Promotions.

Yes Yes

No No

10. How did you first hear about Acer?

TV Friends/Relatives/Associate

Internet Newspaper

Magazine Not sure

Haven’t heard of it other

11. How do you perceive Acer?

MNC brand

National brand.

12. Do you own an Acer product?

Yes

No

13. Please rate Acer products based on the parameters given below.(1- Poor, 2- fair, 3-good, 4-very good, 5 – excellent)

Parameters

1 2 3 4 5

Quality

Service

Price

Performance

Features


14. Would you recommend Acer products to a friend or associate?

Definitely not not sure

Probably not probably

Definitely

15. Would you consider Acer when you decide to buy a notebook or a desktop?

Desktop Notebook

Yes Yes

No No

16. What comes to your mind when you think of Acer?

Personal details:

Age: _________

Gender: _________

Marital Status: ______________

Qualification: _______________

Occupation: _________________

Yearly income range_____________

If student, the college name__________


Place_________________________


final report acer

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