MARKETING MANAGEMENT

Buying behavior of Laptops

INTRODUCTION

A laptop computer (also called notebook computer) is a computer that integrates all the elements that needs to run properly, including a battery power supply, a screen and a keyboard, in a small casing.

ADVANTAGES OFFERED BY LAPTOPS OVER DESKTOPS: Mobility Better displays Lighter weight Better computing and battery power More features

EVOLUTION

CLASSIFICATION OF LAPTOP

Normal laptops Netbook Tablet PC Ultra-mobile PC Rugged laptops Ultrabook

FACTORS AFFECTING LAPTOP PURCHASE

Weight Power Consumption Processing Power Warranty Operating System Brand Matters

MAJOR BRANDS

HP DELL LENOVO SONY VAIO ACER

HP

USA based company Founded in the year 1939. Listed as one of the 2011 Global 100 Most Sustainable Corporations. Revenue for FY11 was $127.24 BILLION USD. Operates in approximately 170 countries

worldwide. Product line includes pavilion, slimline, media

center, blackbird series etc.

HP

Segment - Home Users, Government Institutions, Large Corporate and students

Target Group - Small and medium size enterprises, Public Sector Divisions, Students and home makers who need systems for their daily work

Positioning - Trustworthy and consumer centric Computer provider

DELL

USA based company Founded in the year 1984. Revenue for FY12 was US$ 63.07 billion. Product line includes inspiron, XPS, studio,

alienware etc. series PC

DELL

Segment - Home Users, Governmental institutions, Large Corporate and Students

Target groups - Small and medium size enterprises, Public Sector Divisions, Students and home makers who need systems for their daily work

Positioning - Customer’s choice and customer’s tailored service provider

LENOVO

China based company Founded in 1984 Revenue for FY12 was US$ 29.57 billion. Product line includes ThinkPad, IdeaPad,

Thinkcentre, IdeaCentre etc. series PC

LENOVO

Segment - China, Middle East Countries, Africa, India

Target groups - Small and medium size enterprises, Public Sector Divisions, Students and home makers who need systems for their daily work

Positioning - Building new products at affordable prices

MARKET SHARE OF VARIOUS COMPANIES

17.10%

13.70%

13.40%

12.70%5.60%

37.50%

% MARKET SHARE

LENOVOHPDELLACERHCLOTHERS

PRIMARY RESEARCH

SAMPLE SIZE 90 STUDENT 10 DEALERS

According to the survey conducted in Ranchi and

Birla Institute of Technology, Mesra the following

Results are derived.

BRANDS CURRENTLY USED

32.22%

22.22%

12.22%

10.00%

8.88%

7.77% 6.96%

STUDENT

DELL HPSONY VAIO

OTHERS

HCL LENOVOACER

60%

40%

CUSTOMER

DELLHP

35.56%

24.44%

22.22%

8.88%7.80% 1.11%

CUSTOMER'S FUTURE PREFERENCE

DELLHPSONY VAIOOTHERSLENOVOACERHCL

7%

50%

36%

8%

PRICE PREFERRED BY THE CUSTOMERS IN RUPEES

<3000030000 - 4000040000 - 50000 >50000

Product factors

Product factors Highes

t

High

Medium

Low

Lowest

Total

Mean

Computer brand

205 (41)

128 (32)

51 (17) 0 (0) 0 (0) 384 4.27

RAM size 175 (35)

192 (48)

21 (7) 0 (0) 1 (1) 389 4.32

Hard disk 135 (27)

180 (45)

39 (13) 8 (4) 1 (1) 363 4.03

Screen size 50 (10) 120 (30)

129 (43)

8 (4) 3 (3) 310 3.44

Design 90 (18) 176 (44)

63 (21) 6 (3) 4 (4) 339 3.76

Internet 275 (55)

92 (23)

24 (8) 2 (1) 3 (3) 396 4.4

OS 160 (32)

152 (38)

42 (14) 4 (2) 1 (1) 359 3.98

Appreciative after sales

65 (13) 144 (36)

84 (28) 20 (10) 3 (3) 316 3.51

Service center nearby

185 (37)

124 (31)

36 (12) 12 (6) 4 (4) 361 4.01

Insurance duration

150 (30)

100 (25)

75 (25) 16 (8) 2 (2) 343 3.81

Price factors

Price factors Highest

High

Medium

Low

Lowest

Total

Mean

Computer price

30 (6) 160 (40)

108 (36)

8 (4) 4 (4) 306 3.4

Relative tools price

25 (5) 128 (32)

120 (40)

20 (10) 3 (3) 296 3.28

Member discount

80 (16) 116 (29)

99 (33) 16 (8) 4 (4) 315 3.5

Credit card payment

30 (6) 96 (24)

81 (27) 50 (25) 8 (8) 265 2.94

Installment

35 (7) 84 (21)

99 (33) 40 (20) 9 (9) 267 2.96

Free service

145 (29) 96 (24)

93 (31) 10 (5) 1 (1) 345 3.83

Place factorsPlace factors Highest High Mediu

mLow Lowes

tTotal

Mean

Reputation of computer store

135 (27) 144 (36)

54 (18) 12 (6)

3 (3) 348 3.87

Convenience to contact stores

170 (34) 136 (34)

45 (15) 6 (3) 4 (4) 361 4.01

Reliability of stores

150 (30) 164 (41)

45 (15) 0 (0) 4 (4) 360 4.03

Good relations with stores

140 (28) 108 (27)

60 (20) 20 (10)

5 (5) 333 3.7

Fine interior decoration of stores

40 (8) 68 (17)

111 (37) 20 (10)

18 (18) 257 2.85

Brand agency 110 (22) 152 (38)

60 (20) 12 (6)

4 (4) 338 3.5

Variety of brands in stores

140 (28) 108 (27)

57(19) 18 (9)

7 (7) 327 3.63

Promotion factors

Promotion factors

Highest

High

Medium

Low

Lowest

Total Mean

Discount 105 (21)

152 (38)

64(23) 6 (3) 5 (5) 337 3.74

Interesting free stuff

90 (18) 120 (30)

90 (30) 18 (9) 3 (3) 321 3.57

Knowledgeable sales person

110 (22)

156 (39)

45 (15) 18 (9) 5 (5) 334 3,71

Interesting ads

50 (10) 120 (30)

87 (29) 34 (17)

4 (4) 295 3.28

Computer exhibitions events

30 (6) 68 (17)

126 (42)

36 (18)

7 (7) 267 2.97

OTHERS FEATURES AFFECTING PURCHASE

Other results

Results of survey on students:

Information source for purchase decision: Ask friends,family-44.44% Buy the famous brand-5.56% Mode of payment: Cash payment-56.67% EMI facility-4.44% Preferred place of buying: Agency store-44.44% Online purchase-6.67%

Conti…

Results of survey on dealers :

Best after sales service: Dell-70% Brand considered as cheap and best by the dealers: Lenovo-40% Toshiba-30% Best marketing strategy: HP-50% Battery life: 100% dealers surveyed-battery life of a laptop depends on the

usage by the customer Maximum weightage: Price of laptop-20% Features of laptop-10% Both-70% Maximum sale: Oct-Dec-80%