A STUDY ON

“COMPARTIVE STUDY OF CONSUMER BUYING BEHAVIOUR

REGARDING HP AND DELL LAPTOP”
With reference to

BHIMAVARAM REGION.

A mini project report submitted to Jawaharlal Nehru Technological University, Kakinada

In partial fulfilment of the requirement for the Award of the Degree of

MASTER OF BUSINESS ADMINISTRATION

Submitted By

KALISETTI JANAKI RAMA SAI TEJA

REGNO: 18PA1E0020

Under the Guidance of

Mr. Dr. K. GANGA RAJU SIR

Assistant Professor

DEPARTMENT OF MASTER OF BUSINESS ADMINISTRATION

VISHNU INSTITUTE OF TECHNOLOGY

(Approved by A.I.C.T.E., & Affiliated to JNTU Kakinada)

VISHNUPUR, BHIMAVARAM-2

2018-2020
 DECLARATION

I hereby declare that my project report entitled “COMPARTIVE STUDY OF

CONSUMER BUYING BEHAVIOUR REGARDIND HP AND DELL LAPTOP” with
reference to Bhimavaram region has been carried out by me in partial fulfilment of the
requirement for the award of the degree of MASTER OF BUSINESS ADMINISTRATION,
JNTUK.

I also declare that my project is a result of my effort and that it was not submitted to any other
university earlier for the award of any other degree.

Place: BHIMAVARAM (KALISETTI JANAKI RAMA SAI TEJA)

Date:
 CERTIFICATE

This is to certify that the project entitled “COMPARTIVE STUDY OF CONSUMER

BUYING BEHAVIOUR REGARDIND HP AND DELL LAPTOP” is a bonafide work
done by KALISETTI JANAKI RAMA SAI TEJA Regd .No: 18PA1E0020 student of
first year M.B.A., program in 2018-20 under my guidance and submitted to the department
studies, VISHNU INSTITUTE OF TECHNOLOGY in partial fulfilment of the
requirements for the award of the Degree of Master of Business Administration.

Dr. P. SRIDHAR RAO Dr. K . GANGA RAJU

Head of the department (Project guide)

 INDEX

CONTENTS PAGE NO

CHAPTER – 1 1-7
INTRODUCTION 1

OBJECTIVES OF THE STUDY 4

NEED OF THE STUDY 4

SCOPE OF THE STUDY 4

METHODOLOGY OF THE STUDY 5

LIMITATIONS OF THE STUDY 7

CHAPTER – 2 8-11
COMPANY PROFILE

CHAPTER – 3 12 - 21
INDUSTRY PROFILE

CHAPTER – 4 22– 26
REVIEW OF LITERATURE

CHAPTER – 5 27 – 39
DATA ANALYSIS AND INTERPRETATION

CHAPTER – 6 40-43
FINDINGS 41

SUGGESTIONS 42

CONCLUSIONS 43

BIBILOGRAPHY 44

QUESTIONAIRE
 CHAPTER-1

INTRODUCTION
CONSUMER BUYING BEHAVIOUR

Consumer buying behaviour as an area of marketing is increasing due to several factors. In

order to offer any product or service to the customers businesses must understand their
customer culture, social group and many other factors. Understanding these factors helps
businesses to draw an effective marketing plan in order to satisfy the needs and wants of their
customers in more efficient way.

Another reason for increase the importance of the study of customer buying behaviour is
intense pace globalization. According to Nargunkar (2008), globalization has changed the
way the businesses operate and target their customers. As more and more businesses are
operating in more than one country, they need to understand the different cultures and
characteristics of their customers. As businesses grow geographically, their customer bases
change and the needs of customers in one country varies from the needs of the customers in
another country. Therefore, the study of consumer buying behaviour is essential in order to
target all the customers in all different geographical areas.

In addition, studying the consumer buying behaviour is essential especially in conditions of

fierce competition in the market. As the number of companies in the same industry which
offer the similar or even the same products or services to the customers, these businesses
need to target the right segment. To make this happen, it is important to understand the
buying behaviour of the customers Lancaster et al (2002).

Another factor leading to the importance of learning customer buying behaviour is rapid
advancements in the technology. Due to the development of information technologies and IT
systems, learning the customer buying behaviour has become more practical and easier. It is
also stated that the large and multinational businesses are investing significantly on
improvements of their IT systems in order to better understand the needs and wants of their
customers. This in turn enables them to identify what and how often their customers are
purchasing Brink and Berndt (2009).

Companies need to be analysing their consumer buying behaviour in a constant manner in

order to asses the impact of marketing strategy on customers, to deal with elements of
marketing mix strategy with an increased level of effectiveness, and to be able to forecast
buyer behaviour to various marketing strategies.

1
The importance to study the consumer buying behaviour has intensified due to fast pace of
globalization which changed has been consistently changing the way consumers are shopping
for their daily food and grocery products. As more retailers operate in more than on country,
they have to pay close attention to the difference in culture, lifestyle, taste, expectations and
many other factors that determine the differing buying behaviour of customers from various
countries. Therefore, the study of consumer behaviour is very vital to target all the customers
from different geographical areas.

In order to identify and research the whole purchasing process of the consumer, marketing
scholars developed a “stage model” which lays out all the process and stages of the
purchasing process of the consumer. It is worth noting that the buying process starts long
before the actual purchase and it has consequences long afterward. According to Kotler and
Keller (2012) the consumers usually pass through the five stages which such as problem
recognition, information search, evaluation of alternatives, purchase decision and post-
purchase behaviour. It is of great importance for the marketers to identify and study all these
stages well in order to better find out about the buying behaviour of their consumers.

Factors influencing affecting consumer behaviour importance and definition of consumer

behaviour consumer decision making process, behaviour research, behaviour model, guerilla
marketing, consumer buying behaviour, market segmentation, consumer buying behaviour,
strategic marketing, advertising slogans buyer behaviour ,perception, Philip kotler

However, consumers do not always pass through all these five stages as they sometimes may
reverse or skip some of these stages depending on their buying behaviour, need and the type
of product. They mention about the regular brand products that consumers buy on a daily
basis and their resistance to change this particular purchase decision. The marketers claim
that when the consumers are purchasing these products, they usually skip the process of
information search and evaluation. Therefore, it is important to note that this stage model
works well when the consumer faces a new product with several alternatives.

Because the stage model is vital part of the consumer buying behaviour and this concept on
its own has been very narrowly looked at by many retailers lately, the consequences of this
has been quite adverse in some marketing campaigns. For example, even the largest retailer,
Tesco has failed to successfully implement its price-cut campaign in early 2012 due to
uncertainties in the reaction of its consumers leading to a fall in its share prices and overall
revenue.

2
Therefore, in order to achieve strategic objectives, the retailers have to identify the buying
behaviour of their customers in order to offer them the right products at the right prices
through right marketing channels. In order to do this, retailers have to conduct in-depth
marketing research to better understand the buying behaviour of their customers which
requires very extensive research and analysis.

For example, retailers have to understand their customers culture, social groups, needs and
wants before offering any product or service. Once the knowledge is gathered and analysed
about the customers and their buying behaviour, retailers can design and draw better and
more effective marketing plan to achieve their objectives.

Consumer behaviour is the study of how people buy, what they buy, when they buy and why
they buy. It blends elements from psychology, sociology, sociopsychology, anthropology and
economics. It attempts to understand the buyer decision processes/buyer decision making
process, both individually and in groups. It studies characteristics of individual consumers
such as demographics, psychographics, and behavioural variables in an attempt to understand
people's wants. It also tries to assess influences on the consumer from groups such as family,
friends, reference groups, and society in general.

3
OBJECTIVES OF THE STUDY

1. To study the buying behaviour affecting customer satisfaction while purchasing a laptop.

2. To compare the consumer satisfaction of HP and DELL Laptop users.

3. To provide the suggestions of enhancement of customer satisfaction.

NEED OF THE STUDY

To need of the study the various factor effecting consumer buying behaviour when they
purchases laptops and they also compare the consumer buying behavior of HP and DELL
users. After that they provide the suggestions of enhancement of customer buying behavior

SCOPE OF THE STUDY

1. This Report will be helpful for Retailers and Companies so that they can understand the
consumer behaviour and can satisfy the consumer on more better manner.

2. It also opens the various factor which can effect the purchase decision.

3. This Report provides a frame of mind of people, what are the exceptions of consumer and
up to how much level these expectation met.

4
RESEARCH METHODOLOGY

Research methodology refers to use the methods or techniques, which will be used by a
researcher in a research or study. Research is a systematic method of finding solutions to
problems. It is essentially an investigation, a recording and an analysis of evidence for the
purpose of getting, acquires and enhanced knowledge and experience. According to
Clifford woody research comprises of defining and redefining problem Formulating
hypothesis or suggested, collecting, organizing and evaluating data, reaching conclusions,
testing conclusions to determine whether they fit the formulated hypothesis “The objectives
of the study were fulfilled using following methodology during the study and report
preparation.

Research Methodology is scientific method based on observation phenomena that are either
directly or indirectly related to the specific subject matter of your proposed research.

RESEARCH DESIGN

Research design is a framework or blueprint for conducting the market research.

Descriptive research

It is a study designed to depict the participants in an accurate way. More simply put,
descriptive research is all about describing people who take part in the study. There are three
ways a researcher can go about doing a descriptive research project.

DATA COLLECTION

SECONDARY DATA

When data are collected and compelled from the published nature or any other’s primary data
is called secondary data.

So far as our research is concerned, we have not collected any information from any sources.
So, we have not used secondary data for our research

5
PRIMARY DATA

The data which is collected directly from the respondent to the base of knowledge and belief
of such research are called primary data. I have collected the data through
QUESTIONNAIRE by personal meeting procedure:

SAMPLING DESIGN

Sample design is definite plan for obtaining a sample from a given population. It refers to the
technique or procedure the researcher would adopt selecting items for the sample. Sample
design may as well as lay down the no. of item to be included in the sample i.e. the size of
sample. Sample design is determined before the data are collected.

It is very true that it’s very difficult to do the research with the whole universe. As we know
that it is not feasible to go for population survey because of the numerous customers and their
scattered location. So for this purpose sample size has to be determined well in advance and
selection of sample also must be scientific so that it represents the whole universe. So far as
our research is concerned, we have taken sample size of 100 respondents.

SAMPLING METHOD:

Convenience sampling is a type of sampling where the first available primary data
source will be used for the research without additional requirements. In other words, this
sampling method

involves getting participants wherever you can find them and typically wherever is
convenient. In convenience sampling no inclusion criteria identified prior to the selection of
subjects. All subjects are invited to participate.

6
Sampling Plan

Under sampling plan we have to take three dimensions:

Sampling Unit :

Sampling Size: 100

Sampling technique:

Sample Area: Bhimavaram

RESEARCH INSTRUMENT

I have collected the data through QUESTIONNAIRE by personal meeting procedure

LIMITATIONS OF THE STUDY

1. Due to time constraints the sample size had to be confirmed to 100.

2. Since the data was collected using a schedule, the interviewer’s inability to understand and

record the responses correctly is possible.

3. The respondents were unable or unwilling to give a complete and accurate response to

certain questions

4. Some of the respondents were not interested to mention the actual data.

7
`

CHAPTER-2

INDUSTRY PROFILE

8
LAPTOP FEATURES

The laptop computers are made for increasing the convenience of users. The laptop computer
is portable equipment. The laptop computers are portable due to light weight. They have
many features when they are compared with desktop computers. Laptop computers are
operated using built in batteries. These batteries are made for long life. The laptop computers
are smaller and energy efficient. The facilities provided in a laptop computer are similar to
that of a desktop computer. Different versions of laptops are available in the market with
large screens, high capacity graphic cards etc. The specialty in laptop computers includes
light weight and lower energy consumption. Also they are less noisy and easy to handle.
Similar to desktop computers the laptop computers include mother board, processor, hard
disk, memory, graphic card, keyboard, mouse and display device. The major benefits of a
laptop computer are that it is lighter in weight and can be used while traveling. The
disadvantage of a laptop computer is that does not support for expansion or upgrade. The
laptop computers are equipped with built in wireless network cards. It facilitates users to
connect to the Internet without a cable.

PROCESSOR (CPU)

The processor, usually Intel or AMD, is the main brain of your computer and has the biggest
effect on how your laptop will run. Most are at least dual-core - two processors on one chip
sharing the workload. Some Intel's processors use 'Hyper-threading', boosting the dual core
processor to act like a quad-core one. Processor clock speed (in GHz) has some impact on
performance - the higher the figure, the faster the computer. If you’re looking for a high-
performance laptop, or something that will last you for a good few years, go for a faster
processor.

MEMORY (RAM)

Ram (random access memory) is your laptop's short-term memory, storing information while
you're using the laptop (the hard drive is used for long-term file storage). The amount of Ram
your laptop has determines how many tasks it can accomplish simultaneously. Aim for as
much Ram as you can afford – ideally at least 4GB to make it easier to rip music while you're
surfing the net, updating your security software, and sending and receiving emails.With some
laptops you can add more Ram later, but it’s more complicated than adding Ram to a desktop
PC.

9
GRAPHICS CARD

Laptops come with either integrated or dedicated graphics. Laptops with integrated graphics
use a chunk of the laptop’s memory (Ram). This is fine if you’re just planning to do basic,
everyday tasks, but if you want to play games or use video-editing software, for example, it’s
best to go for a laptop with a separate graphics card, freeing up your Ram. Expect to pay
more for a laptop with a dedicated graphics card.

HARD DISK DRIVE (HDD)

The hard disk provides memory for long-term data storage – measured in gigabytes (GB). It
stores the operating system and applications (programs) as well as files including music,
photos and documents. We recommend a minimum of 500GB hard disk space - storing video,
high-resolution photos, music and software uses up a lot of space. If in doubt, go for more
hard drive space if you can afford it.

SOLID STATE DRIVE (SDD)

Solid state drives work like hard drives. There are no moving parts – so they don’t’ get as
hot – and should help produce faster start-up times and processing, and also extend battery
life. The downside is it doesn't offer as much space as a hard disk drive. Many premium
laptops, such as ultra-books, have a solid state drive (the most common size is 128GB), or a
hybrid of SSD and hard disk storage. Hybrids often take the form of a 16GB solid state cache
to boost loading speeds while keeping the larger storage capacity with the normal hard drive.
In this case you can’t save files to the SSD.

OPTICAL DRIVE

Some laptops come with a CD/DVD drive. All but the cheapest models include DVD burners
as well as CD burners, so you can save to CD or DVD.A DVD burner is useful for making
your own videos and backing up large amounts of data - DVD s hold much more data than
CDs. Higher-end laptops include a Blu-ray drive so you can watch high-definition (HD) films
on the move. Slot-load drives are preferable to tray-mounted drives, as they’re less prone to
breakage on the move. Many ultra-book, or ultra slim, laptops don’t have a disk drive, so
they’re slimmer and lighter. With these laptops you may want to consider getting an external
drive or cloud storage for backing up.

10
USB, HDMI AND MEMORY CARD

USB is the most common type of connection. You’ll usually get two or three USB ports on a
laptop so you can connect peripherals such as a mouse or external hard drive and save to a
USB stick. They may be USB 2 or the faster USB 3 ports, or a mix of the two. An HDMI
output lets you hook your laptop up to a TV. Some laptops also have memory card slots,
making it easy to get photos off of your camera’s memory card.

WI-FI AND GIGABIT ETHERNET

Most laptops include a port for connecting to the internet, either a wired 100Mbps or a faster
gigabit either net connection. Most laptops will now use the latest 802.11n wireless protocol.

LAPTOP SCREEN

A 15-inch screen is the average size for a laptop. A desktop replacement-type laptop might
come with a 17-inch display, while ultra-portables might go as low as the 11-inch mark. You
will find options in between too. If you're planning to use your laptop on the move, it might
be worth considering a matte screen. Glossy displays tend to suffer from reflections. Touch
screens are becoming the norm with Windows 8 laptops, certainly on mid and high-end
models.

KEYBOARD

A laptop’s keyboard is smaller than a desktop computer’s - keys are closer together, and may
also be smaller. Many 13-inch models don’t have room for a separate number pad. It’s a good
idea to try out a laptop’s keyboard before you buy if you can, to ensure you get one you're
comfortable with.

BATTERY LIFE

The best standard laptops have a battery life of around five to six hours. Larger, desktop
replacement laptops may only last around three hours though, while the longest laptop battery
life on the best ultra-portable models runs closer to seven hours. Adjusting the power settings
within the laptop can preserve the battery. How important battery life is to you depends on
where you are planning to use your laptop - if it's mainly at home near a power point, battery
life isn’t top priority.

11
 CHAPTER - 3

COMPANY PROFILE

12
HP COMPANY

The initiators of HP Company are Bill Hewlett and Dave Packard who were classmates at
Stanford Universities. They established the company in 1993, seventeen years ago. The first
product of the company is called audio oscillators, an electronic testing instrument used by
sound engineers.

The Hewlett-Packard Company (commonly referred to as HP) was American multinational

information technology company headquartered in Palo Alto, California. It developed and
provided a wide variety of hardware components as well as software and related services to
consumers, small- and medium-sized businesses (SMBs) and large enterprises, including
customers in the government, health and education sectors.

The company was founded in a one-car garage in Palo Alto by William "Bill" Redington
Hewlett and David "Dave" Packard, and initially produced a line of electronic test equipment.
HP was the world's leading PC manufacturer from 2007 to 2013, after which Lenovo came to
rank ahead of HP. It specialized in developing and manufacturing computing, data storage,
and networking hardware, designing software and delivering services. Major product lines
included personal computing devices, enterprise and industry standard servers, related storage
devices, networking products, software and a diverse range of printers and other imaging
products. HP marketed its products to households, small- to medium-sized businesses and
enterprises directly as well as via online distribution, consumer-electronics and office-supply
retailers, software partners and major technology vendors. HP also had services and
consulting business around its products and partner products.

Hewlett-Packard company events included the spin-off of its electronic and bio-analytical
measurement instruments part of its business as Agilent Technologies in 1999,
its merger with Compaq in 2002, and the acquisition of EDS in 2008, which led to combined
revenues of $118.4 billion in 2008 and a Fortune 500 ranking of 9 in 2009. In November
2009, HP announced the acquisition of 3Com, with the deal closing on April 12, 2010. On
April 28, 2010, HP announced the buyout of Palm, Inc. for $1.2 billion. On September 2,
2010, HP won its bidding war for 3PAR with a $33 a share offer ($2.07 billion),
which Dell declined to match.

13
Hewlett-Packard split the PC and printers business from its enterprise products and services
business on November 1, 2015, resulting in two publicly traded companies: HP
Inc. and Hewlett Packard Enterprise. In 2017, Hewlett Packard Enterprise spun-off its
Enterprises Services division as DXC Technology and its Software division to Micro Focus.

PRODUCTS AND ORGANIZATIONAL STRUCTURE

HP produces lines of printers, scanners, digital cameras, calculators, PDAs, servers,

workstation computers, and computers for home and small-business use; many of the
computers came from the 2002 merger with Compaq. HP as of 2001 promotes itself as
supplying not just hardware and software, but also a full range of services to design,
implement, and support IT infrastructure.

HP's Imaging and Printing Group (IPG) was described by the company in 2005 as "the
leading imaging and printing systems provider in the world for printer hardware, printing
supplies and scanning devices, providing solutions across customer segments from individual
consumers to small and medium businesses to large enterprises

PRODUCTS AND ASSOCIATED WITH IPG INCLUDE

 HP Sprocket portable printer

 consumables and related products

 Hp press kit

14
 Indigo Digital Press

 HP Output Management suite of software

 HP Web Jet admin printer management software
 Light Scribe optical recording technology
 HP Photo smart digital cameras and photo printers

 Inkjet and LaserJet printers

 Design jet and Scitex Large Format Printer
 HP SPaM
 Snapfish by HP, a photo sharing and photo products service.
 Office jet all-in-one multifunction printer/scanner/faxes

15
 On December 23, 2008, HP released iPrint Photo for iPhone, a free downloadable
software application that allows the printing of 4" x 6" photos.

HP's Personal Systems Group (PSG) claims to be "one of the leading vendors of personal
computers ("PCs") in the world based on unit volume shipped and annual revenue."[94] PSG
deals with:

 business PCs and accessories

 consumer PCs and accessories, (e.g., HP Pavilion, Compaq Presario, VoodooPC)
 handheld computing (e.g., iPAQ Pocket PC)
 digital "connected" entertainment (e.g., HP Media Smart TVs, HP Media Smart
Servers, HP Media Vaults, DVD+RW drives)

HP resold the Apple iPod until November 2005.

HP Enterprise Business (EB) incorporates HP Technology Services, Enterprise Services (an

amalgamation of the former EDS and what was known as HP Services), HP Enterprise
Security Services oversees professional services such as network security, information
security and information assurance/ compliancy, HP Software Division, and Enterprise
Servers, Storage and Networking Group (ESSN). The Enterprise Servers, Storage and
Networking Group (ESSN) oversee "back end" products like storage and servers. HP
Networking (former Procures) is responsible for the NW family of products. They are a
business unit of ESSN.

HP Software Division is the company's enterprise software unit. For years HP has produced
and marketed its brand of enterprise-management software, HP Open View. From September
2005 HP purchased several software companies as part of a publicized, deliberate strategy to
augment its software offerings for large business customers. HP Software sells several
categories of software, including:

 business service management software

 application lifecycle management software
 mobile apps
 big data and analytics
 service and portfolio management software
 automation and orchestration software
 enterprise security software

16
  Arc Sight
 Fortify Software
 Attalla
 Tipping Point

HP Software also provides software as a service , cloud computing solutions, and software
services, including consulting, education, professional services, and support.

HP's Office of Strategy and Technology has four main functions:

1. steering the company's $3.6 billion research and development investment

2. fostering the development of the company's global technical community
3. leading the company's strategy and corporate development efforts,
4. performing worldwide corporate marketing activities

Under the Office of Strategy and Technology comes HP Labs, the research arm of HP.
Founded in 1966, HP Labs aims to deliver new technologies and to create business
opportunities that go beyond HP's current strategies. Examples of recent HP Labs technology
include the Memory spot chip of 2006. HP Idea Lab further provides a web forum on early-
state innovations to encourage open feedback from consumers and the development
community.

HP also offers managed services by which they provide complete IT-support solutions for
other companies and organizations. Some examples of these include:

 offering "Professional Support" and desktop "Premier Support" for Microsoft in

the EMEA marketplace. This is done from the Leixlip campus
near Dublin, Sofia and Israel. Support is offered on the line of Microsoft operation
systems, Exchange, Share point and some office-applications.
 outsourced services for companies like Bank of Ireland, some UK banks, the U.S.
defence forces.
 The computerisation project at Cambridge University Hospitals NHS Foundation
Trust.

17
DELL COMPANY

Dell raised capital in a private placement in 1987. In 1988, The company changed its name
from PC's Limited to Dell Computer Corporation. ... In 1989, the company introduced its first
laptop computer.

Dell Inc. (stylized as DELL) was a multinational computer technology company based
in Round Rock, Texas and, along with Dell EMC, is a subsidiary of Dell Technologies, one
of the largest technology companies in the world with 138,000 employees. Dell manufactured,
sold, repaired, and supported personal computers (PCs), servers, data storage
devices, network switches, computer software, computer peripherals, high-definition
televisions, cameras, printers, and electronics built by other manufacturers. The company was
known for its innovations in supply chain management and e-commerce, particularly its
direct-sales model and its "build-to-order" or "configure to order" approach to
manufacturing—delivering individual PCs configured to customer specifications.

Dell was eponymously named after its founder, Michael Dell.

With a market share of 15.9%, Dell was the third largest PC vendor in the world in the first
quarter of 2017, after Lenovo and HP Inc.(formerly The Hewlett-Packard Company). In the
first quarter of 2016, Dell was the largest manufacturer of computer monitors in the world,
with a market share of 16.8%.Dell was the third largest employer and largest private
employer in Austin, Texas.

On September 7, 2016 Dell Inc. merged with EMC Corporation (now Dell EMC) and both
companies became subsidiaries of Dell Technologies.

PRODUCTS

18
Dell marketed specific brand names to different market segments. Its Business/Corporate
class brands were focused on long life-cycles, reliability, and serviceability. Such brands
include:

 OptiPlex (office desktop computer systems)

 dell-inspiron-laptop

 Dimension (home desktop computer systems)

 Support for Inspiron

 Power Edge (business servers)

19
 Vostro (office/small business desktop and notebook systems)
 Latitude (business-focused notebooks)
 Precision (workstation systems and high-performance notebooks),
 Power Vault (direct-attach and network-attached storage)
 Force10 (network switches)
 Power Connect (network switches)
 Dell Compellent (storage area networks)
 Equal Logic (enterprise class iSCSI SANs)
 Dell Electronic Medical Records Solutions (EMR)

Dell's Home Office/Consumer class brands were focused on value, performance, and
expandability. These brands included:

 Inspiron (budget desktop and notebook computers)

 XPS (high-end desktop and notebook computers)

 Alienware (high-performance gaming systems)

 Venue (Tablets Android / Windows)

Dell's Peripherals class included USB key drives, LCD televisions, and printers; Dell
monitors includes LCD televisions, plasma TVs and projectors for HDTV and monitors.
DellUltraSharp is further a high-end brand of monitors.

20
Discontinued products and brands included Axim (PDA; discontinued April 9,
2007), Dimension (home and small office desktop computers; discontinued July 2007), Dell
Digital Jukebox (MP3 player; discontinued August 2006), Dell PowerApp

(application-based servers), and Dell Optiplex (desktop and tower computers previously
supported to run server and desktop operating systems).

21
 CHAPTER - 4

REVIEW OF LITERATURE

22
Dr. V. Aslıhan Nasır (2006) has explained that the rapid developments in IT sector
accompanied by increased competition and acquisitions and mergers in the market, lead both
academicians and practitioners to concentrate on the consumers’ purchase decisions in
portable PC industry. The NDP group’s report published by PC World state that in May 2003,
U.S. retailers made more money selling laptop/notebook computers than they did selling
desktops. It was the first time that laptops have outsold desktops in the U.S. This research
seeks to develop a better understanding of the factors influencing consumers’ laptop
purchases. What makes this study distinctive from other sectoral studies is that, this research
also seeks the differences among three consumer groups (stayers, satisfied switchers, and
dissatisfied switchers) of a company with respect to the factors influencing consumers’ laptop
purchases. It is found that core technical features, post purchase services, price and payment
conditions, peripheral specifications, physical appearance, value added features, and
connectivity and mobility are the seven factors that are influencing consumers’ laptop
purchases. Furthermore, price and payment conditions factor shows significant difference
among three consumer groups of a company’s customer base.

Pinki Sharma Has explained that Laptop market is a highly competitive market in the
present scenario. Due to rapid changes in the field of technology day by day new laptop
brands comes in to existence. Also, the consumer desires and expectations are moving on. It
becomes difficult to survive for laptop manufacturers if they don’t move fast with growing
needs of consumers. This study presents brief overview of Indian Laptop industry. The
present paper highlights the laptop usage in study from student’s point of view. The research
paper further makes an attempt to identify andevaluate various factors which influence
purchase indent of management and engineering students. Finally present paper comes with
some simple and practical suggestions to improve laptop features and that will help laptop
manufacturers to develop brand management strategies and to make proper positioning of
their brands.

Mr. S. Madhan Kumar Has explained that "A study on consumer preference and
satisfaction towards laptops with special reference to erode" is carried out with an objective
to determine the consumer preference and satisfaction. The primary objective of this study is
to find out the consumer preference and satisfaction towards laptops with special reference to
erode. Delivering customer satisfaction is the heart of modern marketing theory.

23
M. Saravanan (October, 2016) Has explained that The technology is changing so fast with
the development of computer hardware. It has observed that last two decade the purchase of
laptop has increased significantly. Now laptop purchase is feeling like purchases of fast
moving consuming item. This signifies that the people are very much interested to handle
technological instruments in their day to day activities. The laptop is the main sources of
communication worth intra and intercommunication among the people. The laptop companies
in Tirupattur are interested to study the buying behavior while purchasing towards laptop. In
order to develop a framework for the study consumer behavior it is helpful to begin by
considering the evolution of the field of consumer research and the different paradigms of
thought that have influenced that discipline. As describe in this article, a set of dimensions
can be identified in the literature, which can be used to characterize and differentiate, the
various perspective on consumer research.

Dr Yash Pal Taneja(March-April) Has explained that Consumers prefer a single or a few
brands from the bouquet of brands present in a product category for fulfilling their needs and
wants. Do consumers really prefer a brand, which matches their personality? The
consanguinity or relationship between consumers' personality and brand personality has been
analyzed in this research . According to the theories of consumer behaviour , consumer
behaviour is a manifestation of the individual’s individuary. The consumer consumes what he
thinks fits his style of living and rejects other products and services. This research tries to
examine the fit between a brand personality and the personalities of its consumers. We
analyze the performance implications of both the fit of brand personality with the consumer’s
actual self (actual self-congruence) and the fit of brand personality with the consumer’s ideal
self (ideal self-congruence). This research aims at understanding the images associated with
various brands of Laptops available in the Indian market , attempt a classification of the
consumers of NIPER Mohali into various behavior groups and match the laptop brands with
the consumer profiles. The consumer were attempted to be classified into the following seven
categories-
1) Mastermind 2) Supervisor 3) Resolver 4) Nurturer 5) Peace maker 6) Mentor7) Go Getter
Out of the various brands of laptops available in the market-HP, Compaq, HCL and Dell
were the brands that generated significant response for analysis. Statistical and frequency
distribution graphs and Chi-Square test have confirmed the relationship between consumer
profiles and the laptop brands.

24
Firend A. Rasheed(2011) Has explained that this research is one of a series of research
attempting to examine multi-ethnic consumer’s attitude in ethnically diverse societies. This
research also attempt to determine factors that influence consumer preference of computing
products in a multi-ethnic society such as the United Arab Emirates (UAE). The objectives of
this study is to determine the influence of multi-ethnicity on attitudes toward consumer
brands, and to compare attitudes toward purchasing decisions by various ethnicities and
factors influencing intention of purchase.
Significance of the study lays in the tremendous need by suppliers and venders to determine
the nature of demand and consumer preference in particular products, which will allow
marketing managers and suppliers an insight into a strategic market segment in highly
multiethnic society. Findings of this study reveals that consumer in high ethnically divers
society such as the UAE tends to emphasize the importance of quality, looks, performance
and international warranty and strong brand image. This study also finds that consumer
brands of laptop markets in the UAE consist of highly knowledgeable consumer base. Word-
of-mouth, family and friends were the most determinants factors influencing the buying
decision in consumer brands of computing machines in the UAE.

Annamalai Solayappan,(2010) Has explained that Purchase decision making is a complex

amalgam of needs and desires. It is influenced by factors such as consumer's societal role,
social and cultural environment, aspiration and inhibitions. In this article, the researcher try to
find out the customer's preference for branded computers. Exploratory research has been
made with postgraduate students of various disciplines in leading institutions in Chennai to
find out the most important factors influencing the purchase of branded computers. After the
influencing factors are identified, a self- structured questionnaire has been developed with 5
point scale. Factor analysis and ANOVA have been employed to establish the important
influencing factors on the purchase of branded computers and differences of opinion among
the students. According to this study, Quality, Specification / Configuration, Reasonable
price, Credit, Service, Experience person, Offers, Style, Guarantee, Warrantee and Product
availability are the inducing factors for the purchase of branded computers among post
graduate students of Chennai.

25
Consumer Behaviour by Leslie Lazar and Schiffman: The authors suggested consumer
behaviour as individual differs as from group. The family decision for a purchase decision is
entirely different from individual decision making. The authors discussed various variables
that affect consumer purchase decision. The book focused on family life cycle and various
needs of consumer during different life stages. The family decision making process as a
group decision making is elaborated and it is recommended to segment the market according
to family need hierarchy.
Consumer Behaviour by Bitta and Della: The authors proposed that consumer behaviour
studies play an important role in deciding marketing segments and marketing strategies. The
authors recommended that consumer is often studied because certain discussions are
significantly affected by their behaviour or expected actions. For this reason such consumer
behaviour is said to be an applied discipline. Such applications can exist at two levels of
analysis. Market segmentation, consumer decision making and buying behaviour is
considered as core marketing activities in designing effective marketing strategies

26
 CHAPTER -5
DATA ANALYSIS AND INTERPRETATION

27
DATA ANALYSIS AND INTERPRETATION
This chapter is data Analysis and interpretation is having Analysis of questions filled by 100
respondents that are customers’ of HP and DELL. First question was related to which
companies’ laptop you are using now? Having respondents 50 customers are using HP
and 50 customers are using DELL. As per following details:

Table-1: customers of companies

Brand No of respondents Percentage of

respondents
HP 50 50%

DELL 50 50%

INTERPRETATION- According to the survey, a study of customers decision making

while purchasing HP & DELL. Having 100 respondents in which 50% customers are using
HP and on other hand 50% customers are using DELL.

28
 Q2. Which feature do you consider while buying laptop?

Table -2: Factor affecting while purchasing a Laptop

Factors No of Percentage of No of Percentage of

respondents respondents (Hp)
respondents respondents
(Hp) (Dell) (Dell)
Comfort 6 12% 5 10%
Ready Availability 2 4% 3 6%
Storage Capacity 9 18% 10 20%
Company Service 5 10% 4 8%
Maintenance 4 8% 3 6%
Price 9 18% 10 20%
Operating System 6 12% 5 10%
Design 9 18% 8 16%

Feature do you consider Feature do you consider

while buying Hp laptop while buying Dell laptop

Comfort comfort

Ready ready
Availability Availabity
Storage Storage
Capacity Capacity
Company Company
Service Service
Maintenanc Maintenanc
e e

INTERPRETATION-According to the survey, 18% customers justify that price

factor affected while purchasing a HP Laptop , 18% are justify to Design , and 18% to
Storage Capacity . On the other hand 20% customers of dell justify that price factor affected
while purchasing dell laptop, 16% to dell .

29
Q3.Since how long you are using your current laptop?

Table -3:

Options No of Percentage of No of Percentage of

respondents respondents respondents respondents
(Hp) (Hp) (dell) (dell)
Less than1 year 7 14% 4 8%
1-2 year 10 20% 23 46%
2-3 year 18 36% 14 28%
More than 3year 15 30% 9 18%

Since how long you are using Since how long you are using
your current Hp laptop? your current dell laptop
Less than 1 year 1-2 year Less than 1 year
2-3 year more than 3 year 1-2year
2-3year
more than 3 year
14%
30%
8%
20% 18%

28% 46%
36%

INTERPRETATION-According to the survey, 14% customers using less than 1 year

current HP Laptop , 20% are customers using 1-2 year ,36% customers using 2-3 year
current laptop and 30% more than 3 year using current hp laptop . On the other hand 8%
customers using current dell laptop. 46% are customers using 1-2 year, 28% customers using
2-3 year current laptop and 18% more than 3 year using current laptop.

30
Q4. What minimum features do you expect from your laptop?

Table -4:

Options No of Percentage of No of Percentage of

respondents respondents respondents respondents
(Hp) (Hp) (dell) (dell)
Touch Screen 17 34% 15 30%
Higher resolution 10 20% 16 36%
screen
Battery backup 9 18% 13 26%
Usb Connection 14 28% 6 12%
ports

Q4. What minimum features Q4. What minimum features

do you expect from your HP do you expect from your
laptop? DELL laptop?

Touch Touch
Screen Screen

Higher Higher
resolution resolution
screen screen
Battery Battery
backup backup

USB USB
Connection Connection
ports ports

INTERPRETATION-According to the survey, 34% customers of Hp says that their

expectation features of Touch Screen , 20% are Higher resolution screen, 18% customers
want feature Battery backup , 28% Usb Connection ports customer are expectation feature
in hp laptop . On the other hand 30% customers of dell says that their expectation features of
Touch Screen , 36% are Higher resolution screen, 26% customers want feature Battery
backup , 12% Usb Connection ports customer are expectation feature in dell laptop.

31
Q5. What was your budget for a new laptop?

Table 5:

Options No of Percentage of No of Percentage of

respondents respondents respondents respondents
(Hp) (Hp) (dell) (dell)
Less than 20,000 17 34% 14 28%

20,000-30,000 15 30% 15 30%

30,000-40000 7 14% 9 18%

More than 40000 11 22% 12 24%

your budget for a new hp your budget for a new dell

laptop laptop

Less than Less than

20,000 20,000
20,000- 20,000-
30,000 30,000
30,000- 30,000-
40000 40000
more than more than
40000 40000

INTERPRETATION-According to the survey, customer budget for new hp laptop

34% respondents less than 20,000 Rs, 30% customer 20,000-30,000Rs , 14% customer
budget 30,000-40,000 and 22% customer budget more than 40,000 Rs . On the other hand
customer budget for new Dell laptop 28% respondents less than 20,000 Rs, 30% customer
20,000-30,000Rs , 18% customer budget 30,000-40,000 and 24% customer budget more than
40,000 Rs.

32
Q6.what is the size of your laptop?

TABLE-6

Options No of Percentage of No of Percentage of

respondents respondents respondents respondents
(Hp) (Hp) (dell) (dell)
15.6 inches 20 40% 16 32%

14.1 inches 15 30% 19 38%

11 inches 10 20% 11 22%

Note book 5 10% 4 8%

size of your hp laptop?

size of your dell laptop?
Note
book Note
book

11
inches 15.6
15.6 11
inches inches
inches

14.1
inches 14.1
inches

INTERPRETATION-According to the survey, 40% customer using hp laptop size 15.6

inches,30% customer using hp laptop size 14.1 inches,20 % using 11 inches laptop size and
10% customer are using Note book hp user. on other hand dell laptop user 32% customer
using 15.6 inches laptop size,38 % customer using dell laptop size 14.1 inches,22 % using 11
inches laptop size and 8% customer are using Note book Dell user.

33
Q7. Did you chosen your laptop on the basis of advertisements by the company?

TABLE -7

Options No of Percentage of No of Percentage of

respondents respondents respondents respondents
(Hp) (Hp) (dell) (dell)
Yes 30 60% 30 60%
No 15 30% 17 34%
To some extent 5 10% 3 6%

Did you chosen your hp laptop on Did you chosen your dell laptop on
the basis of advertisements by the the basis of advertisements by the
company? company?

10% 6%
Yes
Yes
30% 34%
No 60% No
60%
To some extent
To some
extent

INTERPRETATION-According to the survey, 60% customers says that yes

advertisements by the hp laptop company and 30% customer say no any advertisement doing
by hp company 10% are some extent. On the other hand 60% customers of dell says that yes
advertisements by the dell laptop company and 30% customer say no any advertisement
doing by dell company 10% are some extent.

34
Q8. How did you get to know about your current Laptop?
TABLE-8

Options No of Percentage of No of Percentage of

respondents respondents respondents respondents
(Hp) (Hp) (dell) (dell)
TV 2 4% 4 8%
Newspaper/Magazine 17 34% 20 40%

Friends/Family/Relatives 15 30% 19 34%

Existing Customers 12 24% 7 14%

you get to know about your you get to know about your
current hp Laptop? current DELL Laptop?

TV

Newspaper/M TV
agazine 4%
Friends/Family 14% 8%
/Relatives Newspaper/
Magazine
26%
Friends/Famil
37% 40%
38% y/Relatives
Existing
Customers
33%

INTERPRETATION-According to the survey, 4% customers of Hp says that T.V Ads

marketing strategies have attract customer to buy a car, 34 % to Newspaper/Magazine , 30%
to Friends/Family/Relatives and 24% to Existing Customers. On the other hand 8%
customers of dell says that T.V Ads marketing strategies have attract customer to buy
laptop,40 % to Newspaper/Magazine , 34% to Friends/Family/Relatives and 14% to Existing
Customers.

35
Q9. Do you prefer to purchase that brand’s laptop while any special sales promotion
scheme or discount?
TABLE-9

Options No of Percentage of No of Percentage of

respondents respondents respondents respondents
(Hp) (Hp) (dell) (dell)
Yes 42 84% 45 90%
No 0 30% 0 0%
To some extent 8 10% 5 10%

you prefer to purchase hp laptop you prefer to purchase dell laptop

while any special sales promotion while any special sales promotion
scheme or discount? scheme or discount?

To
To some
some extent
No
extent 10%
0%
No 16%
0%

Yes
Yes 90%
84%

INTERPRETATION-According to the survey, 87% of respondents prefer to purchase

the brand which offers Any special sales promotion, discounts or schemes while 0% of
respondents do not go for discounts and all13 % of respondents go for some extent.
28%
35%

36
Q10. Battery Efficiency of your laptop is?

TABLE-10

Options No of Percentage of No of Percentage of

respondents respondents respondents respondents
(Hp) (Hp) (dell) (dell)
Satisfactory 40 80% 40 80%
Neutral 6 12% 7 14%

Non- Satisfactory 4 8% 3 6%

Battery Efficiency of hp laptop ? Battery Efficiency of dell laptop

?

Satisfactory
Satisfactory

Neutral
Neutral

Non-
satisfactory Non-
satisfactory

INTERPRETATION-According to survey, 80% customers’ says that Satisfactory, 12% says

that Neutral and8 % say that a Non- Satisfactory to the laptop performance of Hp. On the
other hand 80 % customers’ says that Satisfactory,14 % says that Neutral and 6% say that
Non – Satisfactory to the car’s performance of dell.

37
Q11. Are you satisfied regarding after sales service of that brand?

TABLE-11

Options No of Percentage of No of Percentage of

respondents respondents respondents respondents
(Hp) (Hp) (dell) (dell)
Yes 37 84% 40 90%
No 5 30% 3 0%
To some extent 8 10% 7 10%

Are you satisfied regarding after

sales service of that Hp brand?
Are you satisfied regarding after
sales service of that dell brand?

Yes

No Yes

To some No
extent
To some
extent

INTERPRETATION-According to the survey, 77% of respondents prefers to buy laptops

brand who’s after sales service is good, 8% doesn’t prefers to buy on the basis of after sales
service & 15%Respondents can buy but to some extent.

38
Q12. Are you comfortable with the size of your laptop?

TABLE -12

Options No of Percentage of No of Percentage of

respondents respondents respondents respondents
(Hp) (Hp) (dell) (dell)
Yes 39 78% 44 88%
No 6 12% 4 8%
To some extent 5 10% 2 4%

Are you comfortable with the size Are you comfortable with the size
of your hp laptop? of your dell laptop?

To some
extent

Yes No

No

Yes
To some
extent

INTERPRETATION-According to the survey,78% of respondents are comfortable in using

an HP laptop while 12% of respondents have no comfortable in using HP laptop and 10%
of respondents can use to some extent .on other hand 88 % of respondents are comfortable
in using an Dell laptop while 8% of respondents have no comfortable in using Dell laptop
and 4% of respondents can use to some extent .

39
`

CHAPTER - 6
FINDINGS, SUGGESTIONS& CONCULSION

40
FINDINGS

According to the survey, the majority of customers in HP and DELL justify that price factor
affecting while purchasing a new laptop which shows the high rate of prices of the laptop in
both companies. Brand, Design and price factors are the main factor in the customers mind
while purchasing cars in both companies. The marketing strategies that attracting customer
mostly to buy a laptop are Friends, TV Lunching event and Newspaper in both companies.
Customers of HP and DELL justify that the after sale services.
The customers of Hp expectations from dealers’ side are Good services and Solving
complaints and on the other hand that the customers of Dell expectations from dealers’ side
are good services only. According to the survey, 18% customers justify that price factor
affected while purchasing a HP Laptop , 18% are justify to Design , and 18% to Storage
Capacity . On the other hand 20% customers of dell justify that price factor affected while
purchasing dell laptop, 16% to dell.

As a comparative study, the difference between the customers of the both companies that the
customers of DELL satisfied with the designs and appearance and the customers of HP are
more satisfied with the Higher resolution screen and Battery backup.

41
SUGGESTIONS

It is found that in this segment the important features considered by the customers while
buying a laptop are its features, price & maintenance. So manufacturer has to consider these
aspects to attract and retain customers thus making an effort to build a good brand image.
Discount on accessories also act as influencing factors for purchase decision. So dealer can
give discounts on accessories, after sales for a period of a year or two to stimulate the
customers.
Customers want service at their doorsteps but are unaware of the home delivery facility
provided by the dealers. So a measure has to be taken to create awareness in this direction.
Most of the customers buy laptops from bank loan rather than financial companies. So the
companies have to come up with attractive loan facilities to their customers.
Word of mouth is effective media of communication. Hence the dealer should keep the
existing customers happy by providing good service and make customers talk good about
their service provided.

42
CONCLUSION
Consumer behaviour is the action and decision processes of people who purchase goods and
Services for personal consumption. Consumer decision making is influenced by social,
Consumer behaviour. A social class is a relatively homogeneous and stable group of people
with similar values, attitudes, and behaviours. A role is a set of functions and activities that a
person in a particular position is expected to perform. Culture is learned values, behaviours,
and meaningful symbols shared by members of a society. A culture is further divided into
several subcultures. Psychological factors are internal forces within people that affect buying
decisions. These factors are motives, perception, learning and personality etc. Motivation
research involves analyzing the major motives that influence buying behavior. Perception is
the process by which an individual selects, organizes and interprets information inputs to
create meaning. An attitude is a person’s overall feeling towards some object.

43
BIBLIOGRAPHY

44
BIBLIOGRAPHY

 BOOKS

 The making of the consumer: knowledge, power and identity in the

modern world, by Frank Trentmann berg, 2006
 Consumer behavior, by Dr. Philip kotler, 2012
 Consumer buying behavior, by Dr. Philip kotler, 2013

 WEBSITES

 www.agronremedies.com,

 www.marketing-guide.com,

 www.oxforddictionaries.com

 http://www.studymode.com/essays/The-Importance-Of-Consumer-
Behavior-1325805.html

 http://www.studymode.com/essays/The-factors-related-to-
Consumer-Behaviour- 1209987.html

 http://www.researchersworld.com/vol3/issue4/vol3_issue4_2/Paper_07.pdf

 http://www.iosrjournals.org/iosr-jbm/papers/ncibppte-volume-4/43.pdf

45
REFERENCES

Dr. V. Aslıhan Nasır --- study the factors influencing consumers’ laptop purchases ,
Global Conference on Business & Economics - Issue 2005,pp . 0-9742114-6-X

Asghar Afshar Jahanshahi, ―Study the Effects of Customer Service and Product
Quality on Customer Satisfaction and Loyalty‖, International Journal of Humanities and
Social Science Vol. 1 No. 7, Special Issue –June 2011, pp. 253-257.

Mr. S. Madhan Kumar , Mr. V. Sathish Kumar ---- A Study on Consumer

Preference and Satisfaction towards Laptops with Special Reference

Dr Yash Pal Taneja-- International Journal in Multidisciplinary and Academic

Research (SSIJMAR) Vol. 2, No. 2, March-April (ISSN 2278 – 5973)

PinkiSharma ----A STUDY OF BRAND CHOICE OF LAPTOPS By

MANAGEMENT|| International Refereed Research Journal

■ www.researchersworld.com■ Vol.– III, Issue–4(2),October 2012[50]

 QUESTIONNAIRE

Name- Gender-

Occupation- Age-

Q1. Which Brand’s laptop are you using?

 HP
 Dell

Q2. Which feature do you consider while buying laptop?

 Comfort
 Ready Availability
 Storage Capacity
 Company Service
 Maintenance
 Price
 Operating System
 Design

Q3.Since how long you are using your current laptop?

 Less than 1 year

 1-2years
 2-3 years
 More than 3 years

Q4. What minimum features do you expect from your laptop?

 Touch Screen
 Higher resolution screen
 Battery backup
 Usb Connection portss
Q5. What was your budget for a new laptop?

 Less than 20,000.

 20,000-30,000
 30,000-40000
 More than 40000

Q6.what is the size of your laptop?

 15.6 inches
 14.1 inches
 11 inches
 Note book

Q7. Did you chosen your laptop on the basis of advertisements by the company?

 Yes
 No
 To some extent

Q8. How did you get to know about your current Laptop?
.
 TV
 Newspaper/Magazine
 Friends/Family/Relatives
 Existing Customers

Q9. Do you prefer to purchase that brand’s laptop while any special sales promotion
scheme or discount?

 Yes
 No
 To some extent

Q10. Battery Efficiency of your laptop is?

 Satisfactory
 Neutral
 Non-satisfactory
 Q11. Are you satisfied regarding after sales service of that brand?

 Yes
 No
 To some extent

Q12. Are you comfortable with the size of your laptop?

 Yes
 No
 To some extent

Q13.provides you response as per following factors?

Factors\response Strongly Agree Neutral Disagree Strongly

agree Disagree
Price
Processor
Display
Design/size
Battery
Brand

Q14. Any suggestion or feedback?

...................................................................…………………………