Post on 03-Apr-2015
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A STUDY ON CONSUMER SATISFACTION
TOWARDS DELL LAPTOPS IN KURNOOL CITY
Submitted to
Sri Krishnadevaraya University, Anantapur
In partial fulfillment of the requirement for the
award of degree of
Bachelor of Business Management
By
SYED MANSOOR PASHA
Under the guidance of
Mr. K. JAYAPRAKASH, M.com
Faculty member
Department of Commerce & Management Studies
St. Joseph’s Degree College
Kurnool
Dept., of Commerce & Management S.J.D.C, Kurnool
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ST. JOSEPH’S DEGREE COLLEGE
KURNOOL
CERTIFICATE
This is to certify that this is the bonafied project work entitled
“A STUDY ON CONSUMER SATISFACTION TOWARDS
DELL LAPTOPS IN KURNOOL CITY” carried out by
S. Mansoor Pasha, Registered No 8625130 for the year 2009-10 in
partial fulfillment of the requirement for the award of degree of
Bachelor of Business Management from Sri Krishnadevaraya
University, Anantapur
Principal
Examiners
1.
2. Project Guide
Dept., of Commerce & Management S.J.D.C, Kurnool
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PROJECT GUIDE CERTIFICATE
Mr. Syed Mansoor Pasha, a final year Bachelor of
Business Management student of St. Joseph’s degree college,
Kurnool in partial fulfillment for the award of degree of Bachelor of
Business Management has done his project entitled “A STUDY ON
CONSUMER SATISFACTION TOWARDS DELL LAPTOPS IN
KURNOOL CITY” under my guidance.
All the details collected and furnished by him are true and original to
my knowledge.
Mr. K. JayaPrakash M. com
Dept., of Commerce & Management S.J.D.C, Kurnool
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BONAFIDE CERTIFICATE
I here by declare that the project report entitled
“a study on Consumer satisfaction towards DELL
LAPTOPS in Kurnool city” under the guidance of
Mr. K. Jayaprakash, M.com, lecturer in Management
studies and this is submitted to
St. Joseph’s Degree College, Kurnool affiliated to
Sri Krishnadevaraya University, Anantapur and is
drafted by me and is original of own.
PLACE : KURNOOL
DATE :
Syed Mansoor Pasha BBM
Dept., of Commerce & Management S.J.D.C, Kurnool
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ACKNOWLEDGEMENT
I express my heart full and sincere thanks to
Miss Y. Showrilu Reddy, Principal, St Joseph’s Degree
College, Kurnool for her motivation and support.
I express my gratitude to project guide
Mr. K. Jayaprakash lecturer in Management studies.
I also thank all the lecturers of the management
department for their valuable suggestions and
continuous encouragement and full support for
completing this project
Syed Mansoor Pasha
[BBM]
Dept., of Commerce & Management S.J.D.C, Kurnool
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CONTENTS
Chapter-1
INTRODUCTION
HISTORY
COMPANY PROFILE
PRODUCT PROFILE
Chapter-2
OBJECTIVES
RESEARCH METHODOLOGY
LIMITATIONS
Chapter-3
CONSUMER SATISFACTION
Chapter-4
DATA ANALYSIS & INTERPRETATION
Chapter-5
FINDINGS
SUGGESTIONS
QUESTIONNAIRE
BIBLIOGRAPHY
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INTRODUCTION
In 2001, Dell Computer became the world’s largest personal computer vendor, continuing to gain market share and post profits in an industry struggling with slumping sales and billions of dollars in losses. Dell sells 90% of its PCs directly to the final customer, largely bypassing there seller channel that accounts for most of the world’s PC sales. This direct customer relationship is the key to Dell’s business model, and provides distinct advantages over the indirect sales model. Dell’s direct relationship with the customer allows it to tailor its offerings to customer needs, offer add-on products and services, and use the Internet to offer a variety of customer services. In addition, Dell’s PCs are built to customers’ specifications upon receipt of an order, giving Dell additional advantages over indirect PC vendors who must try to forecast demand and ship products based on those forecasts. Dell’s direct sales and build-to-order model has achieved superior performance in the PC industry in terms of inventory turnover, reduced overhead, cash conversion, and return on investment.
Dell’s business model is simple in concept, but very complex in execution. Building PCs to order means that Dell must have parts and components on hand to build a wide array of possible configurations with little advance notice. In order to fill orders quickly, Dell must have excellent manufacturing and logistics capabilities supported by information LAPTOPS that enable it to substitute information for inventory.
The demands of Dell’s model have led it to adopt a new organizational structure referred to as a virtual company or value web (Figure 1). It is marked by a focus on a few key strategic activities, and extensive outsourcing of non-strategic activities. Dell works closely with external partners to produce its PC products and to offer its customers an array of additional products and services that add value and allow Dell to capture a larger share of the customer’s IT spending.
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To manufacture its products, Dell coordinates a global production network that spans the Americas, Europe and Asia, combining in-house final assembly with heavy reliance on outside suppliers and contract manufacturers.
Manufacturing of printed circuit board assemblies (PCBAs), subassemblies (box builds), and some final products (mainly notebook PCs) is handled by contract manufacturers or original design manufacturers such as SCI, Solectron, Celestica, Hon Hai, Quanta and Arima. Like other PC makers, Dell relies on outside suppliers for components and peripherals such as disk drives, CD-ROM drives, semiconductors, add-on cards, monitors, keyboards, mice and speakers. Its PCs can be bundled with standard software such as Microsoft Office or with specialized software requested by corporate customers.
Dell relies on outside partners for services such as Laptop integration, installation, on-site repairs and consulting. Partners include Wang, Unisys, IBM and BancTec. It also works with resellers who support Dell hardware and receive referral fees for recommending Dell to customers.
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History :
In 1996, Dell began selling computers via its web site
Introduced the 316LT, the company’s first notebook computer in 1989
Joined the top-five computer Laptop makers worldwide in 1993
Earning appr. $1 million per day 7 months after the launch of dell.com in 1996
Introduced E-Support, an online tool to provide technical support to customers 1999
1999, Dell overtook Compaq to become the largest seller of personal computers in the US
2007, Dell set a goal of becoming the greenest technology company on Earth for the long term. The company launched a zero-carbon initiative
For the first time, Dell achieves No. 1 ranking in global market share in 2001
2003, name was changed to "Dell Inc."
2006, Dell purchased the computer hardware manufacturer Alienware
January 2007, started a turnaround plan that promises to yield $3 billion in annual savings over the next three years.
Dell Structure :
It conducts operations worldwide, and manages business in three geographic regions:
Americas region, based in Round Rock, Texas, covers the U.S., Canada, and Latin America.
Europe, Middle East and Africa (EMEA) region, based in Bracknell, England, covers Europe, the Middle East, and Africa.
Asia Pacific-Japan (APJ), based in Singapore, covers the Asian countries of the Pacific Rim as well as Australia, New Zealand, and India.
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Acquisition :
September 8th 1999 - First acquisition Converge Net Technologies.
May 8th 2006 Acquired Alienware, a specialty computer
desktop manufacturer, integrated it into the company's high-end product line.
It introduced several new items to Dell products, including AMD
microprocessors. To prevent cross-market products, Dell continues to run
Alienware as a separate entity but still a wholly-owned subsidiary.
January 28th 2008 - Acquired EqualLogic to gain a foothold in the ISCSI
storage market. It was the largest acquisition of $1.4 billion .Integrating
EqualLogic's products into the company drove manufacturing prices down. It
extended Dell's leadership in simplifying IT for customers and partners.
2008 – Three acquisitions, EqualLogic, The Networked Storage Company,
and Message One
1999-2000 - Purchased stakes in four companies (NaviSite, Com2001.com,
Fast Search & Transfer, Netyear Group).
Divested two companies, in 2000 and 2008.
Major customers:
large corporations,
government agencies
medical and educational institutions
small business
individuals
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Coming products :
New PowerEdge Servers
New Enterprise Computing Portfolio
Innovation Aids Recovery
Ultra-Thin Laptop, Adamo
Financials :
Revenue in the QY 09 fell 16% from the same period a year ago to $13.4
billion. Profits plummeted 48% to $351 million, or 18 cents a share, from
$679 million, or 31 cents a share.
Revenues of $61,133 million during the financial year ended February 2008,
an increase of 6.5% over 2007.
Operating profit of the company was $3,440 million in FY2008, an increase of
12.1% over 2007
Net profit was $2,947 million in FY2008, an increase of 14.1% over 2007
Recent Developments :
In January 2009, Dell announced that they will withdraw all manufacturing from Limerick and move it to its new plant in the Polish city of Lodz by January 2010.
Raised their cost-reduction target to $4 billion.
Dell also announced that it aimed to become a "one-percent company," giving away 1 % of pretax profits to education and digital inclusion projects mainly in emerging markets, by February 2010.
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Company profile
Dell Inc. (Dell) is a technology company that designs, develops, manufactures,
markets, sells, and supports a range of products. Its product categories include
mobility products, desktop personal computers (PCs), software and peripherals,
servers and networking, services, and storage. The Company manages its business in
four operating segments: Americas Commercial; Europe, Middle East and Africa
(EMEA) Commercial; Asia Pacific-Japan (APJ) Commercial, and Global Consumer.
During the fiscal year ended January 30, 2009 (fiscal 2009), the Company acquired
the Networked Storage Company. In April 2008, the Company completed the
acquisition of Message One, Inc., a company engaged in providing software-as-a-
service (SaaS)-enabled, enterprise-class, e-mail business continuity, compliance,
archiving and disaster recovery services. In January 2009, the Company acquired the
Microsoft IT consulting and solutions segments of Allin Corporation.
Dell is one of the leading technology companies, offering a broad range of products,
including desktop
PCs, servers, networking products, storage, mobility products, software and
peripherals, and services.
The company operates in the Americas, EMEA and Asia Pacific. It is headquartered
in Round Rock,
Texas and employs 78,900 people including 2,400 temporary employees.
The company recorded revenues of $61,101 million during the financial year ended
January 2009
(FY2009), a decrease of 0.1% over 2008.The operating profit of the company was
$3,190 million in
FY2009, a decrease of 7.3% over 2008. Its net profit was $2,478 in FY2009, a
decrease of 15.9% over 2008.
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PRODUCT PROFILE
Dell Studio 14z
Price Rs 35,000/- INR Key Specs:
Processor: 2.4GHz Intel Core 2 Duo P8600Memory: 3GB RAMStorage: 320GB hard driveOptical Drive: None (optional)Screen: 14 inches (1,366x768 native resolution)Graphics: Nvidia GeForce 9400M G (256MB)Weight: 4.85 pounds (with eight-cell battery, as tested)Dimensions (HWD): 0.8x13.2x9 inchesOperating System: Windows Vista Home Premium Edition (64-bit)
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Dell Inspiron 1420 Laptop
Price Rs 32,500/- INR Key Specs:
Processor: 2GHz Core 2 Duo T7300Memory: 2GB DDR2Storage: 160GB hard driveOptical Drives: 8x DVD±RWDisplay: 14.1-inch TFTGraphics: nVidia GeForce Go 8400 GS (128MB)Operating System: Windows Vista Home Premium
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Dell Inspiron Mini 10 with TV Tuner
Price Rs 30,750/- INR
Key Specs:
Processor: 1.6GHz Intel Atom Z530Memory: 1GB RAMStorage: 160GB hard driveOptical Drive: NoneScreen: 10.1 inches (1,024x600 native resolution)Graphics: Integrated Intel GMA 500Weight: 2.9 pounds Dimensions (HWD): 1.3x10.3x7.2 inchesOperating System: Windows XP Home Edition (32-bit)
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Dell XPS M1330 Laptop
Price Rs 28,000/- INR Key Specs:
Processor: 2.2GHz Core 2 Duo T7500Memory: 2GB DDR2Storage: 160GB hard driveOptical Drives: Double-layer DVD±RWDisplay: 13.3-inch wide-screen TFTGraphics: nVidia GeForce Go 8400 GS (128MB)Operating System: Microsoft Windows Vista Home Premium
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Dell Inspiron 1501
Price Rs 27,000/- INR Key Specs:
Processor: 1.6GHz Turion 64 X2 TL-50Memory: 2GB DDR2Storage: 60GB hard driveOptical Drives: Double-layer DVD±RWDisplay: 15.4-inch TFTGraphics: Integrated ATI Radeon Xpress 1150Operating System: Windows Vista Home Premium
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OBJECTIVES
The objectives of the Dell Company are as follows
1. To determine up to what extent the Dell has satisfied the
consumers
2. To know the mode of purchase by the customers.
3. To know the type of usage made by consumers.
4. The services rendered by the dealer should be determined.
5. To determine the company and its dealers attachments with
consumers.
6. To determine the place of Dell with respect to various
companies.
7. To determine the consumer satisfaction with regard to price and
technology.
To know whether the consumers are aware of all the products
released by the company.
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RESEARCH METHODOLOGY
Research refers to search for knowledge. It is an art of the scientific
investigation. Research comprises definite problem. The research design ascetically
states the procedures of data collection and analysis of information relevant to the
problem.
I have selected my study in descriptive research which includes surveys, facts,
findings, and enquiries. The method used for present study was survey method. Data
was collected from field’s survey by the personal interviews with consumers. Primary
data was collected with the help of questionnaire for analysis.
“MARKETING RESEARCH IS THE LAPTOPATIC DESIGN,
COLLECTION, ANALYSIS, AND REPORTING OF DATA AND FINDINGS
RELEVANT TO A SPECIFIC MARKETING SITUATION FACING THE
COMPANY”.
Effective Marketing Research
Marketing research is determined through the following steps
Step 1: Define the problem and research objectives
The first step for the marketing research is to define the problem carefully and
agree on the research objectives. Not all research projects can be specific in their
objectives. Some research is explained its goal is together a preliminary data to
shed light on the real nature problem and to suggest positive solution or new idea.
Some research id descriptive it seem to certain magnitudes.
Step 2: Developing the research plan
It aims for developing the most effective plan for gathering the needed
information. Design a research plan based on the data sources, research
approaches and contact methods.
Data collection
For quantitative research, the primary data collection is the questionnaires.
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Primary data
The primary data is collected through questionnaires, which form the major part
of the project.
Secondary data
The secondary data is readily available from the Dealer’s, news magazines. Data
like company profile and organization procedures are obtained from the office.
Consumers are often reluctant to take the time to respond to survey. For this reason researchers have found the questionnaires which may be interesting, unambiguous, easy to complete and generally non-burdensome in order to motivate respondents to answer truthfully and completely.
Research Instruments
Marketing researchers have a choice of two main research instruments in collecting primary data from “questionnaires”.
Questionnaires
This part is being explained briefly in the following theories of approach they are “SAMPLING PLAN” after deciding on the research approach and the instruments. The marketing researchers must design a sampling plan. This plan comprise of three parts 1. Sample Size2. Sample Unit 3. Sample Procedure
Sampling
An integral component of research design is the sampling plan. Specifically it addresses three questions. Whom to survey(The sampling unit), How many to survey (sampling size), and How to select them(The sampling procedure).
Sampling Unit
The sampling units for the study consisted of respondents from all walks of life, either sex, different age groups, different income group and so on, but all residents of KURNOOL CITY.
Sampling Size
Considering the nature and extent of the study and with the time constraints, a sample size of 100 consumers was chosen.
Sampling Procedure
Simple random sampling method has been adopted for the study. In random sampling each element of the population has an equal chance of being selected for the sample.
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LIMITATIONS
Apart from the needs and importance of the study, there are
limitations also. The limitations are as follows:
1. The study is confined only to Kurnool city and not the customers
around the world.
2. Time factor is the main limitation of the study.
3. The methods used in this project are random sampling methods and
the result obtained may not be fully accurate and believable.
4. The research has been centered to only 100 customers rather than
millions of people.
5. Some of the customers are not interested to give the accurate
information about the product.
6. This study is based on the figure available and the information
given by the customers.
The conclusions drawn are subjected to the information provided
by various buyers contacted.
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THEORETICAL BACKGROUND OF CONSUMER
SATISFACTION
It is no longer enough to satisfy customers. You must delight them.
Satisfaction
Satisfaction is a person feeling of pleasure or disappointment resulting from
comparing the products received performance is or (out come) in relation to his or her
expectations.
As this definition makes clear satisfaction is a function of received
performance and expectations. With the performance falls sharp expectations, the
customer is dissatisfied. If the performance exceeds expectations, the customer is
highly satisfied or delighted. Mini companies are aiming for high satisfactions
because customers who are just satisfied still find it easy to switch when a better offer
comes along.
Those who are highly satisfied are much less ready to switch. High
satisfactions or delights create an emotional brand with the brand. Not just rational
performance the result is high customer loyalty Xeroxes senior managers believes that
a very satisfied or delighted customer is worth tenth times as much to the company as
a satisfied customer. A very satisfied customer is likely to stay with Xerox many more
years and buy more than a satisfied customer.
A customer’s decision to be loyal or to defect is the some of many small
encounters with the company. Consulting from forum corporation says that in order
for all this small encounters to add up to customers loyalty, companies need to create
a “branded customer experience” in addition to customer value expectations and
satisfactions companies need to monitor their competitors performance in this areas.
For example a company was pleased to find 80% of his customers said they were
satisfied.
Then the CEO found out that its leading competitors attended a 90% customer
satisfaction score. He was further dismayed when he learned that this competitor was
aiming to reach a 95% satisfaction score.
Although the customer centered firm seeks to create high customer
satisfaction, its main goal is not to maximize customer satisfaction. If the company
Dept., of Commerce & Management S.J.D.C, Kurnool
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result may be lower profits. The company might be able to increase its profitability by
means other than increased satisfaction (for example, by improving manufacturing
processes are investing more in R & B), also the company has many stake holders
including employers, dealers, suppliers and stock holders. Spending more to increase
customer satisfaction might divert funds from increasing the satisfaction of other
partners. Ultimately the company must operate on philosophy that it is trying to
deliver faction to other stake holders within the constraints of its total resources.
Customer Satisfaction Service
Studied show that although customers are dissatisfied with one out of every 4
purchases. Less than 5% of dissatisfied customers will complain. Most customers will
buy less or switch suppliers. Complaint levels are thus not a good measure of
customer satisfaction. Responsive company measure customer satisfaction directly by
conducting periodic service, they sent questionnaires or make telephone calls to a
random sample of recent customers. While collecting customer satisfaction data, it is
also useful to ask additional questions to measure repurchase intention, this will
normally be high if the customer’s satisfaction is high. It is also useful to measure the
likelihood or willingness to recommend the company and brand to others. A high
positive word-of-mouth score indicates that the company is producing high customer
satisfaction.
Defining Customer Satisfaction
Over 35 years above PETER DRUCKER observed that a company’s first task
is to create customers. But today’s customer’s faces a vast vary of product and brand
choices, prices and suppliers.
The key to customer retention is Customer Satisfaction. A highly satisfied customer:
1. Stay loyal longer.
2. Buys more as the company introduces new products and upgrade existing products.
3. Talks favorably about the company and its products.
4. Pays less attention to competing brands and advertising and is less sensitive to price.
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265. Offers products or services and ideas to the company.
6. Costs less to serve than new customers because transactions are reutilized.
Thus a company would be wise to measure customer satisfaction regularly.
The company could phone recent buyers and inquire how many are highly satisfied,
satisfied, indifferent and dissatisfied.
Consumer Satisfaction
Today in the consumer driven economy, all firms are engaged in a rat race to
attract customers and build a long-term relationship with their loyal customers. The
key to customers’ loyalty is through customer satisfaction. A satisfied customer will
act as a spoke person of the company’s product, and bring in more buyers. There is
the Pareto principle or the 80/20 rules; it says 80 percent of one thing comes from 20
percent of another. That is to say a small percentage of loyal customers will lend a
large weight to the company’s sales.
So marketers have to ensure customers value satisfaction. For this they have to ensure:
Products are developed to meet consumer requirements.
Brands are positioned so as to convey distinctiveness.
Communications are used to convey to consumer to experience that
goes on using a value added product.
Delivery to reinforce the promptness in making available to the
consumers a value added product.
Relationships are built to offer lifetime customer value to enable the
consumer to experience value satisfaction.
All the efforts of the marketers at trying to understand buying motives,
organizing buying behavior and working out suitable promotional strategy to suit the
consumer behavior are to ensure consumer satisfaction. In today’s competitive
environment, where companies are adopting various methods to whom the
prospective consumers, marketers have to make all efforts to understand all the
complexities which go into the buying behavior and frame marketing programs
suitable to the target market.
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SWOT ANALYSIS
STRENGTHS
No inventory buildup Acquition with Equalogic Quality product and service Whole world focus Brand name Customer service Cost efficiency Direct sell
model=customization + fast + delivery + low cost
Winning culture latest technology First mover advantage e-commerce capabilities:
www.dell.com Build to order manufacturing
process Product design + after sales
service Expert Supply Chain
Management
WEAKNESSES
No proprietary technology High dependency on
component suppliers Occasional product recall. Eg.
In 2004 Dell had to recall 4.4 million laptop adapters because of a fear that they could overheat, causing electric shocks or fires.
unable to switch supply dues to the lack of large suppliers in the World
high attrition rates among visitors to Dell.com
No physical presence of service centers.
slow in introducing fancy features
Lack of innovation
OPPORTUNITIES
Network-internet, intranet and extranet
Developing nations market Low costs and growing
advanced technology Growth in business,
education and government markets
Global wide access to customers and market.
Expansion Increasing income of
consumers Globalization
THREATS
Competition
Currency fluctuation in
countries outside the US
Political instability
Tariff trade barriers
Recession
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USAGE OF LAPTOPS BY DIFFERENT TYPE OF PROFESSIONALS
Professionals Number of Respondents Percentage
Employees 30 30%
Businessmen 30 30%
Students 30 30%
Others 10 10%
Total 100 100%
Employees Businessmen Students Others05
101520253035
USAGE OF PC’S BY DIFFERENT TYPE OF PRO-FESSIONALS
Inference
According to the survey, the above table indicates that, 30(30%) of respondents
are Employees, 30(30%) of respondents are Businessmen, 30(30%) are Students, and
10(10%) are other professionals who are using LAPTOPS. From the above table we
can conclude that Employees and Businessmen are using LAPTOPS effectively than
compared to the Students and Other professionals.
Source: Questionnaire
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TYPE OF SYSTEM USED BY RESPONDENTS
Type of
Laptop
Number of
respondents
Percentage
Desktop 70 70%
Laptop 30 30%
Total 100 100%
TYPE OF DELL SYSTEM USED BY RESPONDENTS
Desktop
Laptop
Inference
From the above table we can state that 70(70%) of respondents
acquire Desktop LAPTOPS, and 30(30%) of respondents use LAPTOPS. The
majority of the respondents are using desktop computers.
Source: Questionnaire
INCOME LEVELS OF RESPONDENTS
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Income Levels Number of Respondents Percentage
10000-15000 25 25%
15000-20000 22 22%
20000-25000 30 30%
Above 25000 23 23%
Total 100 100%
10000-15000
15000-20000
20000-25000
Above 25000
0 5 10 15 20 25 30 35
INCOME LEVELS OF RESPONDENTS
Inference
According to the survey, the above table indicates that 25 (25%) of
respondents income level is 10000-15000, 22 (22%) of respondents income
level is 15000-20000, 30(30%) of respondents income level is 20000-25000
and 23(23%) of respondents income level is above 25000.
Source: Questionnaire
MODE OF PURCHASE OF DELL
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Mode of
Purchase
Number of
respondents
Percentage
Cash Basis 44 44%
Credit Basis 19 19%
Installment 37 37%
Total 100 100%
Cash Basis Credit Basis Installment05
1015202530354045
MODE OF PURCHASE OF DELL
Inference
From the opinion of the respondents stated in the above table,
46(46%) acquire the DELL LAPTOPS through Cash basis, 18 (18%) of
respondents purchase DELL through credit basis 36(36%) of respondents
purchase DELL through Installments.
Source: Questionnaire
FACTORS INFLUENCING TO PURCHASE DELL
Factors Number of Respondents Percentage
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Price 18 18%
Quality 42 42%
Configuration 23 23%
Services 17 17%
Total 100 100%
Price Quality Configuration Services05
1015202530354045
FACTORS INFLUENCING TO PURCHASE DELL
Inference
The above table states that 18(18%) of respondents prefer DELL
due to Price factor, 42(42%) of respondents prefer DELL due to its Quality,
23(23%) voted for Configuration, and 17(17%) voted for Services. Most of the
respondents i.e., 54% prefer DELL because of its good quality.
Source: Questionnaire
CONSUMER SATISFACTION TOWARDS DELL
Factors Number of Percentage
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Respondents
Highly Satisfied 41 41%
Moderately
Satisfied22 22%
Satisfied 31 31%
Not Satisfied 6 6%
Total 100 100%
Highly Satisfied Moderately Satisfied Satisfied Not Satisfied05
1015202530354045
CONSUMER SATISFACTION TOWARDS DELL
Inference
According to the survey, the above table states that, 41(41%) of
respondents are Highly Satisfied with DELL, 22(22%) of respondents are Moderately
Satisfied, 31(31%) of respondents are Satisfied, and 6(6%) are Not Satisfied. Overall
the satisfaction of respondents is more which a good sign is for the DELL makers.
Source: Questionnaire
FACTORS INFLUENCED TO PURCHASE DELL
Factors Number of Percentage
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Respondents
Friends 34 34%
Relatives 21 21%
Advertisements 36 36%
Others 9 9%
Total 100 100%
Friends
Relatives
Advertisements
Others
0 5 10 15 20 25 30 35 40
FACTORS INFLUENCED TO PURCHASE DELL
Inference
Above table indicates that, 34(34%) of respondents purchase DELL
due to the influence of Friends, 21(21%) of respondents are influenced by
relatives, 36(36%) of respondents are influenced by Advertisements, and 9(9%)
are influenced by Other factors.
Source: Questionnaire
CUSTOMER OPINION ABOUT PRICE OF DELL
FactorsNumber of
RespondentsPercentage
Very High 10 10%
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High 16 16%
Medium 44 44%
Low 30 30%
Total 100 100%
Very High High Medium Low05
1015202530354045
CUSTOMER OPINION ABOUT PRICE OF DELL
Inference
From the above table we can obtain the opinion of the respondents about
the prices of DELL. 10(10%) of respondents replied that the price of DELL is Very
High, 16(16%) said High, 44(44%) of respondents voted the price of DELL is
Medium, and 30(30%) of respondents said the price is Low.
Source: Questionnaire
CONSUMER SATISFACTION TOWARDS QUALITY OF DELL
FactorsNumber of
RespondentsPercentage
Highly Satisfied 39 39%
Moderately 21 21%
Dept., of Commerce & Management S.J.D.C, Kurnool
37
Satisfied
Satisfied 34 34%
Not Satisfied 6 6%
Total 100 100%
Highly Satisfied
Moderately Satisfied
Satisfied
Not Satisfied
0 5 10 15 20 25 30 35 40 45
CONSUMER SATISFACTION TOWARDS QUALITY OF DELL
Inference
According to the survey, the above table indicates that, 39(39%) of
respondents are Highly Satisfied with the quality of DELL, 21(21%) are Moderately
Satisfied, 34(34%) of respondents are Satisfied with the quality, and 6(6%) are Not
Satisfied with the quality of DELL. From the survey done, we can state that more
number of respondents are Satisfied with the quality of DELL.
Source: Questionnaire
Dept., of Commerce & Management S.J.D.C, Kurnool
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OPINION ABOUT SALES PROMOTIONAL ACTIVITIES OF DELL
FactorsNumber of
RespondentsPercentage
Very Impressive 28 28%
Moderately Impressive
17 17%
Impressive 36 36%
Not Impressive 19 19%
Total 100 100%
Very Impressive
Moderately Impressive
Impressive
Not Impressive
0 5 10 15 20 25 30 35 40
OPINION ABOUT SALES PROMOTIONAL ACTIVITIES OF DELL
Inference
According to the survey, the above table indicates that, 28(28%) of
respondents said that sales promotional activities of DELL are Very Impressive,
17(17%) of respondents said Moderately Impressive, 36(36%) of respondents replied
as Impressive, and 19(19%) of respondents are Not Impressive with the sales
promotional activities of DELL.
Source: Questionnaire
Dept., of Commerce & Management S.J.D.C, Kurnool
39CONSUMER OPINION TOWARDS THE ADVERTISEMENTS
OF DELL
FactorsNumber of
RespondentsPercentage
Excellent 36 36%
Good 35 35%
Fair 19 19%
Poor 10 10%
Total 100 100%
Excellent Good Fair Poor05
10152025303540
CONSUMER OPINION TOWARDS THE ADVERTISEMENTS OF DELL
Inference
From the above table we indicates that, 36(36%) of respondents said that
the Advertisements of DELL are Excellent, 35(35%) of respondents said that the Ads
of DELL are Good, 19(19%) of respondents said the Ads are Fair, and the remaining
10(10%) of respondents said that the Ads are Poor. Overall study states that the
advertisements are proving effective in the sales promotion of DELL.
Source: Questionnaire
Dept., of Commerce & Management S.J.D.C, Kurnool
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CONSUMER OPINION ABOUT SERVICE FROM DELL
FactorsNumber of
RespondentsPercentage
Excellent 37 37%
Good 35 35%
Fair 19 19%
Poor 09 09%
Total 100 100%
Excellent Good Fair Poor0
5
10
15
20
25
30
35
40
CONSUMER OPINION ABOUT SERVICE FROM DELL
Inference
According to the survey, the above table indicates that,
37(37%) of respondents feel Excellent after sales service of DELL,
35(35%) said they feel Good, 19(19%) said Fair, and 9(9%) of
respondents said Poor.
Source: Questionnaire
Dept., of Commerce & Management S.J.D.C, Kurnool
41CONSUMER SUGGESTION TO
PURCHASE DELL TO OTHERS
Factors Number of Respondents
Percentage
Yes 80 82%
No 20 18%
Total 100 100%
Yes No0
10
20
30
40
50
60
70
80
90
CONSUMER SUGGESTION TO PURCHASE DELL TO OTHERS
Inference
From the above table indicates that, 80(80%) of customers want to
suggest DELL Laptop to others they are satisfied with the brand, and 20(20%)
of consumers don’t want to suggest DELL Laptop to others as they are not
much satisfied with DELL brand.
Source: Questionnaire
Dept., of Commerce & Management S.J.D.C, Kurnool
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Dept., of Commerce & Management S.J.D.C, Kurnool
43
Findings
1.It is found that most of the consumers are purchasing through
cash basis
2.It is found that most of consumers are very much satisfied with
the quality of Dell.
3.It is found that the influencing factor for the consumers to
purchase Dell is through Advertisements.
4.The survey indicates that majority of the consumer wants to
suggest Dell to others .
5.The advertisements of Dell are excellent.
6.The opinion of the consumer about the after sales services of
Dell is good.
7.The sales promotional activities of Dell are good and further
can be improved and maintained longer to capture more market
share
8.It is found that most of the consumers need more colourful
LAPTOPS.
Dept., of Commerce & Management S.J.D.C, Kurnool
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SUGGESTIONS
The following are the suggestions given by the consumers at the time
of the survey conducted.
1. The Dell should improve its quality.
2. The Dell should reduce its prices.
3. The Dell should improve its post sale services.
4. The Dell should maintain its Brand image.
5. The Dell should improve its Sales promotional activities.
6. The Dell should launch a new model of product at regular
intervals.
7.DELL Company should follow the promotional activities more
like offers which generally increase the sales.
8. The company and its dealers should increase the attachments
with the customers.
Dept., of Commerce & Management S.J.D.C, Kurnool
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Questionnaire
Name:Age:Gender:
1. What is your profession Employee Businessmen Student Others
2. Do you have Dell Laptop Yes No
3. If yes what type of Laptop do you have Desktop Laptop
4. What is your Income level per month 10,000 - 15,000 15,000 -20,000 20,000 - 25,000 Above 25,000
5. What is your mode of purchase Cash basis Credit basis Installment
6. Why do you prefer Dell Price Quality Configuration Services
7. To what extent are you satisfied with Dell Highly satisfied Moderately satisfied Satisfied Not satisfied
8. Which factor influenced to purchase Dell Friends Relatives Advertisements Others
9. What is your opinion on prices of Dell
Dept., of Commerce & Management S.J.D.C, Kurnool
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Very high High Medium Low
10. To what extent are you satisfied with quality of Dell Highly satisfied Moderately satisfied Satisfied Not satisfied
11. What is your opinion about sales promotional activities Of Dell Very Impressive Moderately Impressive Impressive Not Impressive
12. What is your opinion on Advertisements of Dell Excellent Good Fair Poor
13. What is your opinion after sales services of Dell Excellent Good Fair Poor
14. Would you suggest Dell Laptop to purchase any one else Yes No
Suggestions if any: ___________________________________
______________________________________________________
______________________________________________________
Dept., of Commerce & Management S.J.D.C, Kurnool
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BIBLIOGRAPHY
REFERANCE BOOKS: MARKETING MANAGEMENT: V.S.RAMASWAMY AND S.NAMAKUMARI
ADVERTISING AND PROMOTIONS: GEORGE E.BELCH & MICHAEL A.
PRINCIPLES OF MARKETING: PHILIP KOTHKER & GARY ARMSTRONG
WEBSITES: WWW.DELL.COM
WWW.GOOGLE.COM
WWW.COMPUTERSHOPPER.COM
Dept., of Commerce & Management S.J.D.C, Kurnool