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Guided By : Mr. Manoranjan dash

Presented By : Sohail Yousuf

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Introduction

Laptop sales in India have risen drastically,which accounts for over 25% of the totalpersonal computer market. Laptop sales onlyaccounted for a 3% of the total personalcomputer till 2003.The sales of the laptops hasreached a mark of 0.68 million unit in fiscal year2006-2007 which accounts for a growth of59% over the same period in fiscal year 2005-

2006. Sale of desktop computers and laptopshas touched the mark of 8.5 million units in thefiscal year

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2007-2008.There are various mainplayers in the Indian notebook market. Theobjectives of the study are to understand

the brand position in the minds of thelaptop owners and to map their perception.It also focuses on mapping the dealerperception about the top performing

brands in the laptop sales. From thestudy it was found that customers prefer aparticular brand compared to others.

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Research Objectives

The objective of the study was to know theperception of HCL Brand Laptop amongthe Indian Consumers as this brand

occupies a prominent place in the Laptopindustry of India.

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Sample Plan: The sample plan is drawn from all people

residing in Bhubaneswar and Cuttack city. Wewill go for a simple random sampling. The

questionnaire will be administered to people whocome to shopping mall, computer store,computer institution etc. The reason of choosingthis approach is driven by time constraint.

Sample Size:

The sample will be mostly a convenient sample.The sample has equal proportion of respondentfrom the Bhubaneswar and Cuttack city.

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Sources of data: The sources of data of the study was depend on

the primary data sources through astructure/openended questionnaire. While

collecting the data the following prints has beenobserved.

We need to find out the geographic anddemographic profile of a typical HCL user.

Besides, we have depend on secondary sourcesof data from the news paper and businessjournals.

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Research Analysis

Age profile

50 and Above

40-49

30-39

18-29

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Laptop Brand

Lenovo

HP

Acer

Sony

HCL

Dell

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Customer Groups

Dissatisf ied Sw itche

Satisfied Sw icthers

Stayers

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Year by year the number of people who are using and owningpersonal computers (PC) substantially increases in all over theworld. Contrary to the introduction years of computers, todaythey have been used by almost all age groups, and by both malesand females, and the gap between age groups and the gapbetween males and females with respect to computer

usage/ownership decreases. Further more, consumers desire forportable and attractively designed PCs forces the companies toproduce laptops/notebooks. In addition, extended battery life, pricecuts, prevalence of home-offices, and integrated wireless networkingalso cause to the increased sales of laptops. On the supply side ofthe market, the companies try to make profit and even survive in ahighly competitive environment.

Furthermore, the rapid development in technology, particularly innano-technology, leads companies to

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make huge amounts of investments in R&D. Moreover,the acquisitions and mergers in the sector and newplayers in the market also influence the companiesoperating in IT industry. In such a volatile industry, it

becomes extremely important to learn the factorsthat are influencing consumers purchase decisions.

The customer base of a company is comprised ofits current customers and those customers who areattracted from competitors. In addition, the customers

who are acquired from competitors can be eithersatisfied switcher s or dissatisfied switchers. Hence, it isequally crucial

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to learn about whether there is adifference among stayers, satisfiedswitchers and dissatisfied switcher s with

respect to their laptop purchasedecision factors. This issue becomesexceptionally vital when the consumers

decide to upgrade/change their laptops.

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In this study, it has been found that there are severalfactors which influence consumers laptop purchasedecisions. These factors can be stated as follows: coretechnical features, post purchase services, price and

payment conditions, peripheral specifications, physicalappearance, value added features, brand loyalty, brandassociation, brand awareness and connectivity andmobility. On the other hand, stayers, satisfied switchersand dissatisfied switchers demonstrate a significant

difference only in one factor: price and paymentconditions.

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The results show that when compared to stayersand satisfied switchers, dissatisfied switchersgive less importance to price and payment

conditions related factor. From the managerialperspective, the findings of this study implythat when a consumer of a company decides tobuy a new laptop or in technical terms to

upgrade his laptop, the company shouldconsider which customer base he belongs to.

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BIBLIOGRAPHY

. www.hcl.com

2. G C Beri, Marketing Research, Tata McGrawHill, New Delhi Third Edition 3. Rajan Sexana,

Marketing Management, Tata McGraw Hill NewDelhi, Second Edition

4. Philip Kotler, Marketing Management,Prentice-hall of India PVT. LTD, New Delhi,

Ninth Edition 5. Hair , Bush , Marketing Research , Tata

McGraw Hill

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