ANALYSIS ON BUSINESS BUYING BEHAVIOR OF LAPTOP (HCL).doc

8/9/2019 ANALYSIS ON BUSINESS BUYING BEHAVIOR OF LAPTOP (HCL).doc

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A

RESEARCH PROJECT REPORTON

“ ANALYSIS ON BUSINESS BUYINGBEHAVIOR OF LAPTOP:

A STUDY OF EDUCATIONAL INSTITUTES ”

TO BE SUBMITTED TO UTTAR PRADESH TECHNICAL,UNIVERSITY, LUKCNOW. IN THE PARTIAL FULFILLMENT OF

THE REQUIREMENT FOR THE DEGREE

OF

MASTER OF BUSINESS ADMINISTRATION

Batch 2013-15

UNDER THE GUIDANCE OF: SUBMITTED BY:M ! "RA#EEN $UMAR "AN$A% $UMAR&H!O!D!' M(t! D)*tt! GBIT+ R, N,!133...00/2

MBA I# S)

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GYAN BHARTI INSTITUTE OFTECHNO OGY'

MEERUT

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ACKNOWLEDGEMENT

It is a matter of great pleasure and honor to work as a summer trainee in an esteemed organisation

like HCL Infosystem LTD.

The making of any report calls for the contribution and co-ordination from many others besides an

individual alone. It is a result of meticulous efforts put in by many minds that contribute to the final

report formation and this one is no e ception. !everal people therein have made this report possible

through their valuable inputs.

I am highly grateful to "r. #ivek $an%an &'ccount "anager() for giving me such a valuable

opportunity to do this pro%ect at HCL Infosystem LTD. The day I %oined the organi*ation) the

confidence he showed in me and the encouragement he gave) made ahead and take up a challenging

pro%ect.

It gives me pleasure to e press my gratitude to my pro%ect guide Mr. Himanshu Tyagi (Busin ss

Manag r! for his guidance and support right from the beginning of pro%ect till the preparation of the

final report. He has had been a constant source of encouragement and re-assurance throughout my

stint with my pro%ect. He has been very approachable and amicable.

I would like to thank all the departments for their full co-operation and would like to e tend my

heartfelt thanks to the rest of the staff at HCL Infosystem LTD who have helped me in every possible

way.

It is seldom possible to master without books. The ma%or source of books for me was the library of

TIT") "eerut. I would like to mention that every one there helped me during the pro%ect and

preparation of report.

I would take the opportunity to thank Mr. Pra" n Kumar (H.O.D.# MBA D $%%! GB&T# M ru%

who helped me getting into such a prestigious organi*ation like HCL Infosystem LTD to pursue

summer training.

Last but not least+ thank all my friends and colleagues for all the support that they provided. Their

presence made all the work and hectic schedule easy and fun. I thank them for this great attitude they

showed towards me. I must have missed mentioning some people who helped me directly or

indirectly but I thank all of them.

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DECLARAT&ON

'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''

I ,' '/ 0"'$ !tudent of "1' 2 I# !em hereby declare that the following pro%ect report

titled Ana)ysis *+ Busin ss Buying B ha"i*ur *+ La$%*$,A s%u-y *+ E-u a%i*na) &ns%i%u% s/ is

an authentic work done by me. This is to declare that all my work indulged in the completion of this

pro%ect.

D'T3 !ubmitted 1y4

PANKAJ K0MAR

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PRE1ACE

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In 61IT) "1' program has been designed keeping in mind the re7uirement of the companies in the

world at large. 8e) as student of 61IT are re7uired to undergo a summer internship in any industry

related to their field of interest after the completion of 9 nd sem) where the student have to prepare a

pro%ect report choosing a particular area of speciali*ation. 's the education of future manager would

be incomplete without any e posure to working in an organisation) summer training assignment is an

essential re7uirement for II nd year of "1' course) and the ob%ective of training module is to help

students understand the business environment well and e7uip us with the work culture of the industry

in the present era.

I have done my summer training on Ana)ysis *+ Busin ss Buying B ha"i*ur2 a S%u-y *+

E-u a%i*na) &ns%i%u% s/ at HCL Infosystem LTD. This period was marked by good e perience of

e posure and %oy. The first benefit is that I have got e posure and it has provided me with an

opportunity to know the environment) the practices) the practices) the system and problems involved

with retaining : increasing the market share of the organisation. During this time I was able toenhance my knowledge in the field of marketing.

The research was carried out in order to find out the Institutional Consumer 1ehavior towards

laptops in the working environment. This would help me immensely in my future learning of

marketing.

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TABLE O1 CONTENTS

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,'$T TH$334 3@3C0TI#3 !0""'$A B

,'$T >;0$4 ' 1$I3> I T$;D0CTI; ;> "A 8;$ I HCL I >;!A!T3" B-

,'$T >I#34 C;",' A ,$;>IL3 -==

,'$T !I@4 C;",' I3! ,;!ITI; I TH3 "'$ 3T =?-?

,'$T !3#3 4 LIT3$'T0$3 $3#I38 EF-EB

,'$T 3I6TH4 $3!3'$CH "3TH;D;L;6A EG-B<

,'$T I 34 ' 'LA!I! ;> D'T' B=- F

,'$T T3 4 C; CL0!I; - <

,'$T 3L3#3 4 $3C;""3 D'TI; =

1I1LI;6$',HA

' 3@0$3!

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E3EC0T&4E S0MMAR5

HCL Infosystems is India s premier information enabling and integration company. It has been able

to provide services of International standards to customers across India.HCL Infosystems focuses on

the ever-growing segment in Imaging) Telecom and services. ow it has an e clusive sale and

support partnership with Toshiba Corporation) /apan for sales and servicing of its imaging and

photocopier products.

The pro%ect seeks to understand the consumer purchasing pattern of laptops among 3ducational

Institutes. It also determines the consumer buying behaviour. The various factors which affect the

business buying behaviour are e plained in the paper. However a specific focus of this research is to

determine the perception of customer satisfaction in regards to the laptops. 8e have used the tools

such as 7uestionnaire and "icrosoft e cel.

In the findings we have come upon the most important attributes such as brand image) configuration)

e ternal features) offer and special promotional offers and warranty. The other factors whichinfluence consumers other than this is financing and insurance. 8e have also come across a mi ed

approach of advertisement and word of mouth and the use of laptop for study as well as for

entertainment purpose. Dissatisfaction among consumer is due to improper service which they are

getting and which is supposed to be provided.

>inally this report concludes by making a summary of the findings and various recommendations

have been provided to the company.

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person who is responsible for laptop dealings. He then show me the way to his office. I waited

sometime outside the office and then meet him. He welcomes me with his sincere attitude and

showed his interest in our proposal. He told me to mail all the information regarding HCL laptop

such as price details) 7uality : service. I took all the information as suggested by my mentor. Then I

visit ne t college i.e. I"$. I incorporate the same procedure in that college. the other one is 11DIT)

In this institute I face problem as the person whom I met was not showing any interest in my

proposal and it seems to be he want to get rid of my proposal but this is to be happen) as in the field

work we have to come across different type of individuals and their attitudes. 1ut as such I took out

some information and I learned a lot in this institute as to how to tackle such an individual who is not

interested in your product. 'fter this I visited other institutes nearby to it.

It was first e perience of mine as how to negotiate with the concerned person with whom we have

never met+ to approach them and to make listen to them of our proposal inspite of their uninterest.

The ne t instruction by my mentor is to visit institutes of 6reater oida. It is EF km appro . from

oida. I visited knowledge park III which is situated near pari chowk which is a famous place of

greater oida. I face a lot of difficulties in those institutes as it was not so much easy to meet the

concerned person .In first institute I visited didn t respond to me as it was e pected. He %ust gave me

the contact no. of the college) after that they will allow me to talk to the concerned person through phone. In some other institutes I get a warm welcome and the response of my proposal.

1y getting the e perience of the institutes of greater oida) I prepare a report of different information

which I gather in a file and handover it to my mentor.

8e have gathered following information such as4-

I. ame of the institute.

II. Hierarchy of purchasing'( Decision maker 1( ,erson to contact

• Contact no.• 3-mail ID

III. umber of laptop re7uired

I#.,reviously used laptop brand

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#. Configuration used

#I. 'ddress of the institute

#II. !ome other additional information

Can*$y 9$ ri n in HCL &n+*sys% ms L%-. -

The enterprise sales organi*ation of HCL Infosystems organi*es a canopy in Department of ,osts

which is a government organi*ation. 's it is not possible for everyone to get into such organi*ation)

therefore the concerned person who organi*ed the plan of canopy seek permission from

'dministrative Head of the Department of ,ost. 'fter getting permission from respective head) I was

asked by my mentor to accompany the team of HCL Infosystems who will be organi*ing the canopy.

The organi*ed canopy was of three days i.e. 9? th) 9Eth and 9 th /une. ;n 9? th /une) when we reached

Dept. of ,ost) we were re7uired to make a pass entry. !o+ a pass was made which make us able to

visit the government organi*ation. The letter which we got from 'dministrative head was shown so

that we were allowed to organi*e the canopy in the post of Dept.

This canopy was basically organi*ed by keeping in view the promotional campaign of HCL laptops.

The laptop promoted in the canopy is selective as they were given a special price on those products

by Head ;ffice of company which is much less than the actual market price. The models of laptop

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how to handle the customer 7ueries. The most customers we have faced were not so much

interested as their behaviour determines so. The fre7uently asked 7uestions by the customer

are4-

'( 8eight of the laptop.1( Configuration.c( >eatures.D( 1attery 1ack-up.3( ,rice.The most important feature of HCL laptops are that their products are customi*ed. 8e have

also come across the competitors of HCL as they are much more interested in gathering

information about the price of laptop.The e perience of canopy was for a great help to me as I came across different types of

consumer and their behaviour.

COMPAN5 PRO1&LE

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. '1;0T C;",' A9. TI"3 LI 3 DI$3CT;$!

. T3CH ;L;6A L3'D3$!HI,9. 3D0C'TI; : T$' I 6 TH3 C;",' AB. TH3 HCL 'D#' T'63G. ,$;D0CT !3$#IC3

. ,$;D0CT! "' 0'L9F. ;$6' IK'TI; 'L HI3$'$CHA

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ABO0T COMPAN5

''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''

Hindustan Computers Limited &HCL( was established in BE.HCL is a leading global

technology and IT firm. It comprises two companies listed in India) namely HCL Technologies

and HCL Infosystems.Its range of offerings span product engineering) technology and application

services) 1,;) infrastructure services) IT hardware) systems integration) and the distribution of

technology and telecom products. It is a leading 6lobal Technology and IT 3nterprise withannual revenues of 0! 9.? billion &I $ )FFF crores( with IT products and !ervices

contributing to revenues of over . billion.

The HCL team comprises over ortune FFF firms) including

leading IT and Technology firms.

Today) HCL sells more ,Cs in India than any other brand) runs orthern Ireland s largest 1,;operation) and manages the network for 'sia s largest stock e change network apart from

designing *ero visibility landing systems to land the world s most popular airline.

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T&MEL&NE

'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''

A3'$ HI6HLI6HT!

BE

->oundation of the company lay.

-Introduces microcomputer-based programmable calculators with wide

acceptance in the scientific education community.

BB

-Launch of the first microcomputer-based commercial computer with a $;"-

based basic interpreter.

-0navailability of programming skills with customers results in HCL developing

bespoke applications for their customers.BG -Initiation of application development in diverse segments such as Te tiles)

sugar) paper) cement) transport.GF ->ormation of far 3ast Computers Ltd.) a pioneer in the !ingapore IT market) for

!I &!ystem Integration( solutions.G -!oftware 3 port Division formed at Chennai to support the bespoke application

development needs of !ingapore.

G<

-HCL launches an aggressive advertisement campaign with the theme Meven a

typist can operate to makes the usage of computers popular in the !"3 &!mall

and "edium 3nterprise( segment. This proposition involved menu-based

applications for the first time) to increase ease of operations. The response to the

advertisement was phenomenal.

-HCL develops special program generators to speed up the development of

applications.

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-'c7uires and sets up fully owned subsidiaries in 0!' and 0 .

-!ets up fully owned subsidiary in 'ustralia.

-HCL ties up with 1roadvision as an integration partner.

-Initial ,ublic ;fferings made by HCL Technologies Ltd.

9FFF

-!ets up fully owned subsidiary in 'ustralia.

-Chennai and Coimbatore development facilities get !3I level = certification.

-1ags award for top ,C #endor in India.

-1ecomes the st IT company to be recommended for latest version of I!;

FF 49FFF

-1ags "'IT s 'ward for 1usiness 3 cellence.

$ated as o. IT 6roup in India.9FF -Launched ,entium I# ,Cs at below $s.=F) FFF.

-IDC rated HCL Infosystem as o. Desktop ,C Company of 9FF .

-HCL Infosystem becomes largest hardware company.

9FF9

-Declared as Top ,C #endor by Data7uest.

-HCL Infosystem and !un "icrosystems enter into an 3nterprise Distribution

'greement.

-$ealigns businesses) increasing focus on domestic IT) communications and

Imaging products) solutions and related services.

-!oftware businesses of HCL Infosystem and HCL Technologies merged.

9FF<

-1ecame the first vendor to register sales of ?F)FFF ,Cs in a 7uarter.

->irst Indian company to be numero uno in the commercial ,C market.

-3nters into partnership with '"D.

-Launched Home ,C for $s. ) .

-HCL Infosystem Info !tructure !ervices division received I!; FF 49FFF

certification.

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-Launches Infiniti "obile desktops on Intel ,latform.

-Launched Infiniti ,Cs) 8orkstations and servers on '"D platform.

-Largest 1,; order ever outsourced to an Indian 1,; firm) won from 1ritish

Telecom.

9FF=

- st to announce ,C price cut in India) post duty reduction) offers 3*eebee at

$s. B F.

-IDC India 2DJ Customer !atisfaction 'udit rates HCL as no. 1rand in

Desktop ,Cs.

-"aintains o. position in the desktop ,C segment for year 9FF


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9FF?

-Launch of HCL ,C for India. a fully functional ,C priced at $s. ) F -

-$ated as the o. Desktop ,C company by IDC India 2Data7uest.

-1est 3mployer 9FF? with five star ratings by IDC India-Data7uest.

-The most customer $esponsive company 9FF? .

-IT Hardware Category by the 3conomic Times-'vaya 6lobal Connect.

-Top ?F fastest growing Technology Companies in India : Top ?FF fastest

growing Technology Companies in 'sia ,acific by MDeloitte : Touche .

-MBth I3T3-Corporate 'ward 9FF? for performance e cellence in the field of

computers : Telecommunication !ystems by I3T3.

-M1est 1hoomi 1rand 9FF? by


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9FFE

notebooks brand-MHCL Leaptops .

-ID1I selects HCL as !I partner for FF branches ICT Infrastructure rollout.

-HCL Infosystem showcases Computer solutions for the $ural market in India.

-HCL !upport wins the DJ channels-9FFE 6;LD award for best 'fter !ales

!ervice on a nationwide customer satisfaction survey conducted by IDC.

-HCL Infosystem first in India to launch the new generation of High

performance !ervers platform ,owered by Intel Dual-Core @eon ?FFF

,rocessor.

-HCL forms a strategic partnership with ',,L3 to provide sales and service

support for i,ods in India.

-3nters into partnership with Casio.

-HCL establishes its manufacturing facility at 0ttaranchal.

-HCL completes


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9FFB

-HCL introduces eco-efficient otebook ,Cs complying with $oH! directive.

-HCL unveils initiative to create industry ready ICT professionals-launches HCL

career development centers.

-HCL launches Mdatacenter in a bo -a simplified IT infrastructure solution in a

Mbo Mtargeted at small and medium enterprises.

-HCL breaks the one terabyte storage barrier in computers-launches India s first

Mone terabyte personal computer.

- odak and HCL ink agreement to distribute digital cameras in India.

-HCL launches India s first multilingual ,;! printer HCL star-T!, BFF)

designed e clusively for the needs of rural retailers.

-HCL unveils enterprise class E crores server-India s first server with E

computing crores in a B-inch &=u( form factor.

-Launches a new range of eco-efficient desktop ,Cs) complying with $oH!

directive.

-HCL launches 3T"'@+ suite of networking products and solutions e pands

its portfolio for emerging enterprises.

-HCL announces M!I !ystem Integration ,ortfolio-'c7uires a niche

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1anking !oftware ,roduct Company.

9FF

-HCL Infosystem announced a %oint venture with okia to sell mobile

entertainment and value added services directly to consumers in India.

-$anked o. by DJ-IDC MCustomer !atisfaction 'udit 9FFG-F .

-MHCL Touch ) a network of ?F? company owned customer touch points and

enhanced service capacity that reaches out to over =FFF towns across the

country.

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COMPONENTS H&ND0STAN COMP0TERS L%-.

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HCL &N1OS5STEM

''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''

HCL Infosystem Ltd.is one of the pioneers in the Indian IT market) with its origin in BE.HCL

Infosystem Ltd.with revenue &TT"( of 0! 9. 1n &$s. 9 E9 crores( is India s premier

information enabling and ICT !ystem Integration company offering a wide spectrum of ICT

products that includes Computing) !torage) etworking) !ecurity) Telecom) Imaging and

$etail.HCL is a one-stop-shop for all the ICT re7uirements of an organi*ation.

India s leading !ystem Integration and Infrastructure "anagement !ervices organi*ation) HCL

has speciali*ed e pertise across verticals including Telecom) 1>!I) 3-6overnance and

,ower.HCL has India s largest distribution and retail network) taking to market a range of Digital

lifestyle products in partnership with leading global ICT brands) including

okia)'pple)Casio) odak)Toshiba)1ull)3ricsson)Cisco)"icrosoft) onica "inolta and many

more.

HCL today has India s largest vertically integrated computer manufacturing facility with over

three decades of electronic manufacturing e perience. HCL desktops are the largest selling brand

into the enterprise space. 8ith India s largest ICT services network that reaches to every corner

of India) HCL s award winning !upport services makes it the preferred choice of enterprise and

consumers alike.

HCL Infosystem operates in four broad segments- IT Hardware) Technology !ervices) !ystems

Integration and Distribution of Technology and Telecom ,roducts. The company has

conceptuali*ed the et. !trategy to address the 3-commerce market.HCL Infosystem has added

both Internet-focused solution and skill sets. >or this) it has ac7uired critical e pertise in 3-

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commerce development tools. It has also developed the ability to integrate 3-commerce

infrastructure with enterprise application such as !',) C$" and !C".Infrastructure essentials

such as comple networking) network management) security and post implementation facilities

management also form part of this strategy.

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ENTERPR&SE SALES ORGAN&SAT&ON (ESO!

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The 3nterprise !ales ;rgani*ation &3!;( of HCL Infosystems is by far the most admired direct

sales force in the Indian IT industry. The 3!; addresses the vertical markets of finance) banking)

telecom) I!,s and manufacturing.

It also targets the government) education) power and utilities segments) with a nationwide footprint

through a presence in nine ma%or cities+ the 3!; gives a face to the company. It has been a prime

deliverer of enterprise solution in India and has build long standing relationships with customers

across industries) over the last two decades.

The 3!; as a flag bearer of the company has had a tradition of creating and opening up unknown

and nascent markets in the country. 1e it the markets for office computing way back in G ) 0 I@

based computers in GG) or C'D C'" computing in G ) the 3!; has carried on the tradition of

breaking barriers.

This year saw a series of successful initiatives including www.ow which covered a broad range of

I!, solutions and Linu e pertise&telephonic and email support for Linu ) the famous open source

operating systems(.The 3!; has also been instrumental in making Hewlett ,ackard) a brand of

choice in the Indian $I!C 0 I@ marketplace. 8ithin HCL Infosystems Internet thrust) it will offer

a range of related services to its customers.

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1RONTL&NE

'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''

The pioneer in value- added offerings to personal computer &,C( users) >rontline Division is the

distribution arm of HCL Infosystems. The division focuses on providing solutions and value-added

services to small) and medium corporate) the office home office and the home buyer chain of over

FF HCL stores) and 9F? partners across FF cities) termed the support et.

The division has also made a significant foray into the packaged software market by setting up the

Info soft 6roup. >rontline also offers innovative support services such as Tele !upport for HCL

hardware products from "icrosoft) ovell and Linu + and hardware maintenance services

technology upgrades) helpdesk and messaging solutions.

The division has translated company s e-Commerce focus by setting up shop on the web at

www.hclshop.com .This is fast on the way to becoming a virtual one-stop supermarket. Through its

CybercafR and the Info iosk solution) the Division has succeeded in spawning a new generation on

the net.

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http://www.hclshop.com/http://www.hclshop.com/http://www.hclshop.com/


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O11&CE A0TOMAT&ON (OA!

'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''

HCL Infosystems ;ffice 'utomation Division &;' Division( is poised to leverage the convergence

between IT) communication and office automation through its products and service offerings. The

;' Division has an e clusive sales and support partnership with Toshiba Corporation) /apan for its

photocopier products. Its products portfolio covers a range of other office and communication

products through alliances with the world from okia) Du prints from Duplo) and telecommunication

solution from !amsung and 3ricsson. Its network has E? independent dealers) who stock and sell

consumables for peripherals and devices. It also offers direct field support spanning G? locations)

through ? regional offices and 9F area offices assisting B= service locations.

The service is also e tended a large base of installed products through its test and $epair

Centre s&T$Cs(.These T$Cs are manned by =?F customer engineers and EG managers located across

India) with a head office at oida and a !pares T$C at Chennai.

The centers also provide upgrades to e isting customers) keeping them abreast of cutting edge

technology at all time. >inally) the division also offers 1ring-In-"aintenance services for a range of

products such as okia mobile phones and accessories) and H, peripherals.

NOTE 4-3arlier HCL Infosystem has three divisions i.e. >rontline) ;ffice 'utomation and 3nterprise

!ales ;rganisation. ow) 3nterprise !ales ;rgani*ation merges with >rontline.

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B0S&NESS H&GHL&GHTS

''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''

a( 1ecame the first Indian company to break the ;ne Terabyte storage barrier in ,Cs with the

launch of HCL T1 ,C.

b( Launched first Juad-!ocket High-3nd 3nterprise server)HCL 6L =BFF >C based on Intel s

latest B


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The Base

___________________________________________________________________

Vision

STogether we create the enterprises of TomorrowS

Mission

STo ,rovide 8orld-Class Information Technology !olutions and !ervices to enable our Customers to

serve their Customers 1etterS

Core Values

8e shall uphold the dignity of the individual

8e shall honor all commitments

8e shall be committed to Juality) Innovation and 6rowth in every 3ndeavour

8e shall be responsible corporate citi*ens

'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''

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BOARD O1 D&RECTORS

a! Shi" Na-ar>ounder Chairman : Chief !trategy ;fficer-HCL Technologies

6! 4in % NayarC3;) HCL Technologies

! A:ai Ch*7-hry>ounder Chairman : C3;-HCL Infosystems

O%h r -ir %*rs ar 2,

A! T S R Su6ramanian.B! R*6in A6rams.C! Su6r*%* Bha%%a harya.D! Ama) Gangu)i.E! Pr*6ir Chan-ra S n.

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Technology Leadership

_____________________________________________________________________

HCL Infosystems is known to be the harbinger of technology in the country. $ight from our

inception we have attempted to pioneer the technology introductions in the country either through

our $:D or through partnerships with the world technology leaders.

0sing our own $:D the Company has

Created our own 0 I@ : $D1"! capability &in GFs(.

Developed firewalls for enterprise : personal system security.

Launched our own range of enterprise storage products.

Launched our own range of networking products.

HCL strive to understand the technology from the view of supporting it post installation as well. This

is one of the key ingredients that go into our strategic advantage. HCL Infosystems has to its claim

several technology pioneering initiatives) some of them are4

Country s first Desk Top ,C 2 1usy 1ee in G?.

Country s first branded home ,C - 1eanstalk in ?.

Country s first ,entium = based ,C at sub =Fk ,rice ,oint.

Country s first "edia Center ,C.

'part from all this HCL has the 'dvantage of having more than 9FFF channel partners covering the

entire length : breadth of the country. The products are manufactured at two I!; FF certified

state-of-the-art manufacturing facilities at ,ondicherry. 8ith a mission to provide world-class

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information technology solutions and services to enable its customers to serve their customers better)

HCL Infosystems is forever setting new standards of IT in the country

ED0CAT&ON ; TRA&N&NG

''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''

HCL s high-end ICT 3ducation : Training business also announced strategic tie-ups with leading

international IT training giants like "icrosoft) $ed Hat and ;racle as their authori*ed training

partner to deliver the training for their certification programs.HCL CDCs also entered into

institutional tie-ups with several engineering colleges all across India) to offer their students courses

in cutting edge IT Hardware) "iddleware and etworking technologies.

AWARDS ; RECOGN&T&ONS

'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''

a( HCL was recogni*ed as the M"ost preferred ,C 1rand at the prestigious C 1C '8''K

Consumer 'wards 9FFB announced in "umbai in 'ugust 9FFB.

b( HCL Infosystems was ranked among the top two IT companies in the annual Data7uest-IDC 1est

3mployers !urvey 9FFB in a glowing recognition of its industry leading H$ practices and the

resultant employee satisfaction.HCL has consistently ranked among the MTop < IT employers in the

country ) for the last three years in the Data7uest 2IDC 1est 3mployer !urvey.

c( HCL won awards in M3nvironment "anagement and MJuality categories at the 3lcina-Dun :

1radstreet 'wards for 3 cellence in 3lectronics) 9FFE-FB.

d( okia has recogni*ed HCL consecutively for last two years with the M okia 3 cellence 'ward for

!ales : Distribution) 'sia ,acific 9FFB.

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Partn r!"#$!

555555555555555555555555555555555555555555555555555555555555

To provide world-class solutions and services to all our customers) HCL have formed 'lliances and

,artnerships with leading IT companies worldwide. HCL has always prided itself on its partnership

engagements. ,artner models are also evolving in the technology industry. Innovation has e tended

into the ecosystem and community based engagements are coming into play. HCL has also enhanced

its relationships with partners and is creating a variety of innovative partnership models) with variousapproaches to risk-reward sharing. !ome of the notable partner engagements are)

During the Year 1991-96 HCL Created the H !rand "or co#puters in $ndia

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%cripting an era o" Co#puting across the Microprocessor in the year 19&1

Do#inant osition into the Mo!ile Mar'et across $ndia in year 1996

ro(ides $T ser(ices in the Year )**+

%trategic ,elationship that has seen co#puter e(ol(e "ro# co#puting de(ice in the year 19&

These alliances on one hand give us access to best technology : products as well enhancing our

understanding of the latest in technology. ;n the other hand they enhance our product portfolio) and

enable us to be one stop shop for our customers.

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/anF )9FF 'nnounces an alliance with C"! college of engineering to launch HCL 9

'cademy in amakkal town &Tamil adu(.

/an B)9FF HCL Infosystem announces an alliance with business school of Delhi to launch

HCL 9 'cademy in 6reater oida./an9G)9FF okia Corporation announces to set up a %oint venture with HCL Infosystems to

sell mobile value added services directly to consumers in India.

.uality olicy *+ HCL

,erfect human physical fitness is determined by a complete check up. In the same way the health

report of instruments are made up by this section.

The 7uality policy of HCL Infosystem is4

/0e shall deli(er de"ect-"ree products ser(ices and solutions to #eet the re2uire#ents o" our

e3ternal and internal custo#ers the "irst ti#e e(ery ti#e4/

To e ist as a market leader in a globally competitive marketplace) organi*ations need to adopt and

implement a continuous improvement-based 7uality policy.

;ne of the key elements to HCL s success is its never-ending pursuit of superior 7uality in all its

endeavors.

HCL Infosystem believes in the Total Juality "anagement philosophy as a means for continuous

improvement) total employee participation in 7uality improvement and customer satisfaction. Its

concept of 7uality addresses people) processes and products.

;ver the last


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The History of structured 7uality implementation in HCL Infosystems began in the late GFs with

the focus on improving 7uality of its products by using basis JC tools and >ailure $eporting and

Corrective 'ctive !ystems &>$'C'!(. HCL also works on its concurrent engineering practices

including design reviews) and rigorous reliability tests to uncover latent design defects.

In the early Fs) the focus was not merely on the 7uality of products but also the process 7uality

systems. ;ur manufacturing unit at ;ID' was certified initially to I!; FF94 = by 1ureau

#3$IT'! Certification in = and later on to I!; FF 4 = in B. 's of now) all our

manufacturing units are certified by 1ureau #3$IT'! Certification as per I!; FF 49FFF and I!;

=FF 4 9FF=

In early ?) a ma%or 7uality initiative was launched across the company based on ,hilip 1.

Crosby s methodology of JI," &Juality Improvement ,rocess "anagement(. This model was

selected to because it considered the need and commitment by an organi*ation to improve but more

importantly) the individual s need towards better 7uality in his personal life.

0nder our Juality 3ducation !ystem program) we train our employees on the basic concepts and

tools of 7uality. ' number of improvement pro%ects have been undertaken by our employees)

whereby process deficiencies and bottlenecks are identified) and Corrective 'ction ,ro%ects &C',s(are undertaken. This reduces defect rates and improves cycle times in various processes) including

personal 7uality.

8e have received "'IT s Level II recognition for 1usiness 3 cellence for our initiatives in the

Information Technology Industry) adding another commendation to our fold. "'IT s Level II

recognition is based on the 3uropean >oundation for Juality "anagement &3>J"() for gaining

7uality leadership and business competitiveness.

;ur certifications awards in 9FF< include I!; FF -9FFF by 1ureau #3$IT'! Certification for

our Info !tructure !ervices and award of >irst ,ri*e by 3LCI ' &3lectronic Component Industries

'ssociation( for Juality) 9FF9-F


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The trust for continuous 7uality improvement is never-ending in HCL Info systems. 8e always strive

to maintain high 7uality standards) which help us fulfill our mission to provide world-class

information technology solutions and services) to enable our customers to serve their customers

better.

Th HCL A-"an%ag

In the emerging net economy) IT infrastructure ,lays the role of a ,owerful business enabler to

improve your business processes) to help you focus on your goals and strategies and more

importantly) to help you serve your customers better. IT Infrastructure demands constant change

latest technology) reliable operations and high availability. Leaders like you) in the process of

selecting the best of breed in technology) re7uire integrating different solutions from various vendors.Thus a situation where you need a strong reliable and trusted partner committed to deliver beyond

%ust services.

!taying competitive in today s dynamic business environment means finding new ways to reduce

costs while ma imi*ing the value of your technology and personal resources) "ore than ever) your

ability to Sdo more with lessS determines how successful your organi*ations will be. 1y channeling

our in-depth e pertise gained from over 9G years of IT Domain e perience. 8e provide a full

bandwidth of services specifically designed to meet your complete IT needs) and as a single window

for completing business solutions wherever you are located.

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Pr*-u %s ; S r"i s

HCL Info !ystem portfolio of products covers the entire spectrum of the information technology

needs of its customers.

1y virtue of the immense diversity of markets and customers that it addresses) HCL Info !ystem

products offerings include everything from high end enterprise level servers for mission critical

applications to multimedia home computers.

Aou may be a large multi-location company e ploring solutions to e-enable your organi*ation or you

may be a new born rising star looking for someone for IT planning or setting up your IT

Infrastructure) HCL Info !ystems has a solution tailor-made for you.

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1ig @ S r"i s *+ HCL &n+*sys% m

$4T4 Hard5are

HCL Info !ystems portfolio of products covers the entire spectrum of the information technology

needs of its customers. 1y virtue of the immense diversity of markets and customers that it

addresses) HCL Info !ystems products offerings include everything from high end enterprise level

servers for mission critical applications to multimedia home computers.

Teleco# and $#aging roducts and ,etail

HCL covers a range of telecom and imaging products including enterprise networking. HCL tied up

with okia in ? with the sale and services of okia mobile phones in India.

et5or'ing and et5or' $ntegration

etworks are multiplying day by day in every organi*ation. !ystems are becoming more : more

dependent on the availability of data resources of various departments divisions locations of an

organi*ation and thereby increasing the load and re7uirements of etworks. The well known

networked applications such as 3mail) Internet Intranet) 6roup8are solution) $elational Databases

render the users completely in-effective services) in the event of network shutdowns.

etwork "anagement involves etwork "onitoring of 1andwidth 0tili*ation) etwork 3rrors

Collisions) etwork Troubleshooting) Day-to-day etwork ;perations) etwork performance

monitoring) Tuning etwork ;perating !ystem and advice action plan.

Covering all services involving infrastructure services) networking) security and facility

management) HCL offers end to end in Hardware solutions like.

Liaison with networking hardware support provider for all hardware related problems.0se the "! & etwork "anagement !oftware( tool available with the customer &if not) then

to be made available( to monitor the functioning of etwork.

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0se the special device software tool for monitoring the port network traffic and take

appropriate action or recommend preventive actions. &Device !oftware tool to be made

available by the customer.(

Co-ordinate with cabling warranty providers for repair of faulty points) cables and otherrelated issues.!etup etwork >ile !ystem - >! - Configuration of files and folders for sharing across the

network.!etup etwork Information !ervice 2 I! !etup Domain ame !ervice 2 D !. !etup Heterogeneous etworking.!etup Dynamic Host Configuration ,rotocol 2 DHC,. ,rovide detail documentation for all the above-mentioned activities.

7acilities Manage#ent

Today IT assets have become widely distributed and less visible. "any organi*ations are spending a

very high portion of their technology budget on Ssoft costsS like purchasing) installing) managing)

administration) troubleshooting) training) recruitment) etc for supporting the IT Hardware and

!oftware. !o if your systems are critical to the operation of your business) downtime can have a

disastrous impact on production) customer satisfaction and revenues.

8e are in the business of helping customers to use their e7uipment better. ;ur >acilities

"anagement !ervices are a comprehensive set of services that helps customers to fully utili*e their

IT investments by improving availability) reliability and performance. 8e achieve this by offering a

complete portfolio of customi*ed services and e pertise) from planning and design to procurement)

installation) integration) migration assistance to system management) telephone support and on-site

hardware and software fi es.

Through our Total >acilities "anagement !olution) we offer a range of service options) customi*ed

to the specific re7uirements of yours. These include4


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Helpdesk !ervices

etwork Consulting

etwork Implementation and "anagement

'sset "anagement etc.

'll this helps customer in deriving ma imum value from the investment in IT hardware and

software.

'part from all these services HCL Info !ystem has the following ,roducts.

Desktop Computers

Laptops

!ecurity !ystem

Terminals

!ervers

8orkstations

!ervers

etworking ,roducts

!torage solutions.

PROD0CTS MAN0AL

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HCL Infosystems portfolio of products covers the entire spectrum of the information technology

needs of its customers. Its products offerings include everything from high end enterprise level

servers for mission critical applications to multimedia home computers.

'( C;",0TI 6 ,$;D0CT!4-

A! C*nsum r H*m ; H*m O++i ,. H*m PCs, It includes the following products-

• HCL 1eanstalk classic K


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• HC" ?GF "• HC" G? $>"• HC" ? F L!'• HC" ?G9

C( !T;$'63 !;L0TI; !4-

HCL S%*rag S*)u%i*ns 4-HCL >D' ?FFHCL '! 9BFF !;HCL 3C; !tor !C!I-!'T' $'ID 'rrayHCL Infostor !C!I /1;Duan%um S%*rag S*)u%i*ns

Li6rary

• ,@ ?F9 Tape Library• !calar 9=• !calar i?FF• ,@B9F

Au%*)*a- r,

• !uperloader<

S%an-a)*n Dri" rs,

LT; 6en III

LT; 6en II

)*gi S%*rag S*)u%i*ns (HBA Car-s!

JL' 9=EFJL3 9=EFJL' 9=E9

&ngrasys NAS S%*rag S*)u%i*ns

G=9F $ ==9F $

D( !;>T8'$3 LIC3 !34-

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To provide end-to-end solutions to customers) HCL has partnered with many leading companies to

provide software licenses such as-

•

'dobe• 1roadvision• I1"• Linu• "c'fee 'ntivirus : 'ntispam• "icrosoft• ovell• ;racle• !',

3( DI6IT'L LI>3!TAL3 ,$;D0CT! : !;L0TI; !4-

HCL Infosystems provide digital lifestyle products : solutions such as-

• 'pple• HCL IT ,eripherals• ingston• odak • intendo•

okia• ,lantronics• !andisk

>( !3C0$ITA ,$;D0CT!4-

• HCL Infowall• HCLInfo!ecu'ccess• HCL Info#, e• HCL Info!urveillance• HCL Info!ecuDesk-1iometric Logon• HCL Info!ecuDesk-!martCard Logon• HCL InfoLoad1alancer • HCL Info'ttendance• HCL Info'ttendance -1iometric 1 !eries• HCL Info'ttendance -!mart Card ! !eries

SER4ERS

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HCL presents power packed performance through its wide range of servers to choose from. The wide

ranges of servers are designed to respond to changing business needs. They provide the perfect

building block necessary to run the business.

&NTEL SER4ERS• 1ack-end Datacenter !ervers• HCL Datacenter in a bo• $ack optimi*ed !erver !olutions• ,edestal !erver !olutions• 3ntry level !ervers

&n+ini%i 3 ) )in S r" rs. Infiniti @cel Line 9FF ,$ with n#IDI' geforce E ?F chipset

9. Infiniti @cel Line 99FF A' with n #IDI' "C, ?? ,ro chipset=== 43• W&NB === B4• W&NB === B43• W&NB === 43

6! H0TS• H0T!-GFFF #9

! T rmina)s• Tur6*% rm


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COMPAN5FS POS&T&ON &N THE MARKET. >'CT;$! >;$ TH3 !0CC3!! ;> TH3 HCL I >;!A!T3" LTD

9. 0!,&0 IJ03 !3LLI 6 ,$;,;!ITI; ( ;> HCL I >;!A!T3";$ L',T;,!=. !8;T ' 'LA!I! ;> HCL I >;!A!T3"?. "'$ 3T !H'$3 ;> TH3 C;",' AE. C;",3TIT;$! ' 'LA!I!B. 3A T$3 D!

48

GeneralManager

Corpora e

GeneralManager!e"eral

Dep# $GeneralManager

Dep# $GeneralManager

%#&'ne&&Manager

%#&'ne&&Manager

())o#n &Manager

())o#n &Manager

Sr* Sale&E+e)# ',e

Sr* Sale&E+e)# ',e

Sale&E+e)# ',e

Sale&E+e)# ',e


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1ACTORS 1OR THE S0CCESS O1 HCL &N1OS5STEMS LTD .

A! POWER10L BRAND &MAGE, HCL has a strong brand image in India and abroad. It has invested in building a brand recall in

the minds of its customers through advertising and 7uality products. HCL brand image coupled

with its strong customer relationship have helped the company in creating value for its clients.

1rand image was leveraged by HCL to win some big contracts in 0 market. It has collaborated

with many companies whose products and solutions are in line with its business segments) such

as okia in Telecom) '"D in hi-tech solutions to provide better customer service.

B! E3PER&ENCED TEAM -HCL has superior human resource 7uality. HCL Infosystem carried with it a rich and diversified

e perience. This ensured a thorough understanding of client re7uirements. The company also

lays special emphasis on developing the skills of its employees. It provides regular training to its

employees for developing their skills. The e perience and sound domain knowledge e7uips

employees with an in-depth understanding of problems and helps in providing 7uality inputs that

lead to better 7uality solutions for its customers.

C! GLOBAL STRATEG5 -The company has established subsidiaries across globe to sustain growth. It has set up

subsidiaries in the 0!') /',' ) the 0 and 'ustralia etc) which aided in penetrating the global

market. The company believes in the philosophy of M %hin8 g)*6a) an- a % g)*6a)F . Its global

delivery system is based on the strength of its local employees) who understand the geography of

its subsidiary and provide services in collaboration with its technological competence.

D! BLENDED SOL0T&ONS -HCL has been able to offer its different services under one umbrella. There is a synergy betweenthe different operations of the company. It is among the few companies that provide support

services to its clients through its office located in Ireland. The company leverages its support

operations in Ireland and in India to provide valuable support solutions to its clients. It provides

support solutions for its 3uropean clients through its Ireland centre due to local skill presence.

The centre transfers its low-end functions to its sister operations in India) thus freeing its

resources to concentrate on high end functions.E! PROD0CT PLANN&NG -

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. ew products are being launched timely and product renovations also take place.9. ,rice) >eatures) ,ackaging) Juality and 'dvertisement are also taken into account according to

re7uirement of the customer.

>! PR&C&NG POL&C&ES -

. To provide minimum margin for getting competitive advantage against competitors. 9. HCL believes in wealth ma imi*ation rather than profit ma imi*ation.

0SP (0ni u S ))ing Pr*$*si%i*n! O1 HCL &N1OS5STEM 4-

. C;",3TITI#3 ,$IC3- HCL Infosystem effectively met the onslaught of the "ultinationalwith a ??P growth in its notebook unit shipments. The Leaptop range which targets both

commercial and consumer segments) saw HCL aggressively targeting the consumer space

through a dedicated micro site for leaptops.HCL put up tough competition to 'C3$ in terms

of pricing and product mi for its consumer notebooks which started from a price of

$s.


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MARKET SHARE O1 THE COMPAN5

Laptops market has been growing at a greater pace in India and its market share would be about


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Ta6) @2 &n-ian N*% 6**8s shi$m n%s an- gr*7%h 6y +*rm +a %*r2 @


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These top five players controlled the market and made up for B P of the total notebook

shipments.

HP penetrated the market with entry level to top-end ultra portables. Its product offerings are well

defined across consumer and commercial segments. In line with that H, launch new notebooks in

four categori*ed standard&s() business &b() professional &p( and workstation &w(.The intention behind

this nomenclature is to better connect with customers. H, also introduced a new range of commercial

notebooks over the year.

L n*"* being a very young brand in India has considerably e panded the Think,ad and launched its

own branded consumer notebooks. 't the end of the fiscal Lenovo launched a new consumer ,C

brand called Idea. In line with that it launched notebooks on the Ideapa7 range. These are consumer-

focused notebooks and hence took into consideration features a home customers look at Dolby

sound) dedicated game controls etc. Lenovo involved channels in both sales models relationship and

transaction. The transaction model caters to mid-markets while the relationship model is more tuned

to large enterprise orders.

A r attributes the impressive growth to a global design overhaul on the 6em stone design coupled

with its aggressive strategy in attacking the consumer space) where its core strength in notebooks

lies. Hrithik $oshan) brought in as the brand ambassador) worked remarkably well for the company

in establishing the brand in India. ' few years back Dell notebooks in India were found in only large

enterprise) but in the last couple of years that scenario has considerably changed. 'cer also offered

aggressively priced '"D-based laptops. Dell is bullish about the uptake of this low cost notebook by

verticals like education and home.

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KE5 TRENDS

The bigger market in the notebook space is for $s.


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-It denotes downward change.

-It denotes unchanged.

This category saw the biggest drop in satisfaction of nearly = points.HCL Comnet and 8ipro

declined the least in satisfaction scores) both thus gaining sharply in rank.

The table lists scores derived from CI; responses to a range of 7uestions which are based on top two

parameters.

Ta6) 2,IT services4 The top two parameters-

S r"i *++ ring &n-us%ry CMS HCL

C*mn %

HCL

&n+*sys% m

HP &BM TCS

CMC

S&15 Wi$r*

.'bility to

support multi-

location

G=.E GF. GE.B G9.E G?.G G .G G9.= G9.9 GB.=

9.!cope of

service provided

G .B B . G=.B G .B G


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L&TERAT0RE RE4&EW2

. 10!I 3!! 10AI 6 13H'#I;0$ 9. ";D3L ;> 10!I 3!! 10AI 6 13H'#I;0$ 10!I 3!! 10AI 6 13H'#I;0$ =. >'CT;$ '>>3CTI 6TH3 10!I 3!! 10AI 6 13H'#I;0$ ?. 10!I 3!! 10AI 6 ,$;C3!!E. 10!I 3!! 10AI 6 $;L3

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B.

B0S&NESS B05&NG BEHA4&O0R

1usiness buyer behaviour refers to the buying behaviour of the organi*ations that buy goods and

services for use in the production of other products and services that are sold) rented) or supplied to

others. It also includes the behaviour of retailing and wholesaling firms that ac7uire goods for the

purpose of reselling or renting them to others at a profit. In the business buying process) a business

buyer determines which products and services their organi*ations need to purchase) and then find)

evaluate) and choose among alternative suppliers and brands.

In some ways) business markets are similar to consumer markets. 1oth involve people who assume

buying roles and make purchase decisions to satisfy needs. However) business markets differ in

many ways from consumer markets. The main differences are in the market structure and demand)

the nature of the buying unit and the types of decisions and the decision process involved. 1usiness

markets involve far more dollars and items than do consumer markets. >or e ample) think about the

large number of business transactions involved in the production and sale of a single set of 6oodyear

tires. #arious suppliers sell 6oodyear the rubber) steel) e7uipment) and other goods that it needs to

produce the tires. 6oodyear then sells the finished tires to retailers) who in turn sell them to

consumers. Thus many sets of business purchases were made for only one set of consumer

purchases. In addition) 6oodyear sells tires as original e7uipment to manufacturers) who install them

on new vehicles) and as replacement tires to companies that maintain their own fleets of company

cars) trucks) buses) or other vehicles.

"odel of 1usiness 1uyer 1ehaviour-

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't the most basic level) marketers want to know how business buyers will respond to

various marketing stimuli. In this model) marketing and other stimuli affect the buying organi*ation

and produce certain buyer responses. The marketing stimulus for business buying consists of the four

, s4 product .price) place) promotion. ;ther stimuli include ma%or forces in the environment4

economic) technological) political) cultural and competitive. These stimuli enter the organi*ation and

are turned into buyer responses4 product or service choice+ supplier choice+ order 7uantities+ and

delivery) service) and payment terms. In order to design good marketing mi strategies) the marketer

must understand what happens within the organi*ation to turn stimuli into purchase responses.

8ithin the organi*ation) buying activity consists of two ma%or parts4 the buying centre) made up of

all the people involved in the buying decision) and the buying decision process. The model shows

that the buying centre and the buying decision process are influenced by internal organi*ational)

interpersonal) and individual factors as well as by e ternal environmental factors.

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>igure 4 M*- ) *+ Busin ss Buy r 6 ha"i*ur.

Buy r R s$*ns s

@. Pr*-u % *r s r"i h*i .

. Or- r uan%i%i s.

. D )i" ry % rms an- %im s

. S r"i s % rms.

. Paym n%.

66

Th n"ir*nm n%"arketing

stimuli

;ther stimuli

,roduct

,rice

,lace

promotion

3conomic

Technological

,olitical

Cultural

Competitive

Th 6uying *rgani a%i*n

Organi a%i*na)in+)u n s.


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T5PES O1 B0S&NESS B05&NG BEHA4&OR

This is to be e tensively divided in four types4 -

. !traight $ebuy 2 ,, In this buyer approves the purchasing on the basis of the past buying recordsand satisfaction with suppliers. NInO suppliers try to maintain product and service 7uality. They often

propose automatic reordering systems so that the purchasing agent will save reordering time. N;utO

suppliers try to offer something new so that the buyer will consider them.

9. "odified $ebuy4 ,, In this buyer wants to modify product specification) prices and deliveryre7uirements. NInO suppliers may become nervous and feel pressured to put their best foot forward to

protect an account. N;utO suppliers may see the modified $ebuy situation as an opportunity to make

a better offer an gain new business.


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>'CT;$ '>>3CTI 6 10!I 3!! 10AI 6 13H'#I;$4

En"ir*nm n%a) 3conomic

,olitical

Cost of "oney

Competition

Technological

Organi a%i*na) ;b%ective

,olicies

,rocedures

!tructure

&n% r P rs*na) 'uthority

!tatus

3mpathy

&n-i"i-ua) 'ge

3ducation

Income

B0S&NESS

B05ER

En"ir*nm n%a) +a %*rs play a ma%or role. >or e ample) buyer behaviour can be heavily influenced

by factors in the current and e pected economic environment) such as the level of primary demand)

the economic outlook) and the cost of money. "any companies now are willing to buy and hold

larger inventories of scarce materials to ensure an ade7uate supply.

1usiness buyer behaviour is also influenced strongly by *rgani a%i*na) +a %*rs. 3ach buyingorgani*ations has its own ob%ectives) policies) procedures) structure) and systems and business

marketer must understand these factors well.

The buying centre usually includes many participants who influence each other) so in% r$ rs*na)

+a %*rs also influence the business buying process. ,articipants may influence the buying decision

because they control rewards and punishment) are well liked) have special e pertise) or have a

special relationship with other important participants.

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1usiness buyers are influenced by individual factors. 3ach participant in the business buying

decision process brings in personal motives) perceptions and preferences. These individual factors

are affected by personal characteristic such as age)income)education)personality and attitude.

Th Busin ss Buying Pr* ss 4

There are eight stages of 1usiness 1uying ,rocess.

I. ,roblem $ecognition4 The buying process begins when someone in the company recogni*es a

problem or need that can be met by ac7uiring a specific product or service. ,roblem

recognition can result from e ternal and internal stimuli.

II. 6eneral need description4 The buyer ne t prepares a general need description that describes the

characteristics and 7uantity of the needed item. >or standard items) this process presents few

problems. >or comple items) however) the buyer may have to work with others-engineers)

users) consultants-to define the item. The team may want to rank the importance of reliability)

durability) price and other attributes desired in the item.

III. ,roduct !pecification4 The buying organi*ation ne t develops the items technical product

specifications) often with the help of a value analysis engineering team. The team decides on

the best product characteristics and specifies them accordingly. 1y showing buyers a better

way to make an ob%ect) outside sellers can turn straight $ebuy situations into new task

situations that give them a chance to obtain new business.

I#. !upplier !earch4The buyer now conducts a supplier search to find the best vendors.The

buyer can compile a small list of 7ualified suppliers by reviewing trade directories) doing a

computer search) or phoning other companies for recommendations.

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#. ,roposal !olicitation4 In this process) the buyer invites 7ualified suppliers to submit proposals.

In response) some suppliers will send only a catalog or a salesperson.However) when the item

is comple or e pensive+ the buyer will usually re7uire detailed written proposals or formal

presentations from each potential supplier.

#I. !upplier selection4 The members of the buying centre now review the proposals and select a

supplier or suppliers. During supplier selection) the buying centre often will draw a list of the

desired supplier attributes and their relative importance. 1uyers may attempt to negotiate

with preferred suppliers for better prices and terms before making the final selections. In the

end) they may select a single supplier.

#II. ;rder-$outine !pecification4 It includes the final order with the chosen supplier or suppliers and lists items

such as technical specifications) 7uantity needed) e pected time of delivery) return policies

and warranties. In the case of maintenance) repair) and operating items) buyers may use

blanket contracts rather than periodic purchase orders. ' blanket contract creates a long-term

relationship in which the supplier promises to resupply the buyer as needed at agreed prices

for a set period. This practice locks the supplier in more tightly with the buyer and makes it

difficult for other suppliers to break in unless the buyer becomes dissatisfied with prices or

service.#III. ,erformance $eview4 The buyer reviews supplier performance. The buyer may contact users and ask

them to rate their satisfaction. The performance review may lead the buyer to continue) modify) or

drop the arrangement. The seller s %ob is to monitor the same factors used by the buyer to make sure

the seller is giving the e pected performance.

>igure 94 Pr* ss *+ Busin ss 6uying $r* ss2

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71

Pr*6) mR *gni%i*n

G n ra) n -- s ri$%i*n

Pr*-u %s$ i+i a%i*n

Su$$)i r s ar h

Pr*$*sa)s*)i i%a%i*n

Su$$)i rs ) %i*n

Or- r,r*u%in

S$ i+i a%i*n

P r+*rmanr "i 7


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B0S&NESS B05&NG ROLES

In the business buying there are different buying roles+ i.e.

A$$r*" r2 ,, ' ,erson who approves the idea of buying.

&n+)u n r2 ,, ' ,erson who influence the buying decision.

D i- r2 ,, ' ,erson who takes decisions regarding buying

Buy r2 ,, ' ,erson who actually buys the products.

0s r2 ,, ' ,erson who is the user of the product.

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RESEARCH METHODOLOG5

''''''''''''''''''''''''''''''''''''''''''''

. "'$ 3T $3!3'$CH ,$;C3!!9. !T'T3"3 T ;> TH3 ,$;1L3" D'T'F. "3' ! ;> D'T' C;LL3CTI;

. !0$3#A I !T$0"3 T9. ,$;C3!! ;> D'T' C;LL3CTI;

MARKET&NG RESEARCH PROCESS2

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"arketing research is the systematic design) collection) analysis and reporting of data and finding

relevant to a specific marketing situation facing the company.

"arketing $esearch ,rocess4

Define the problem : research ob%ective

Develop the research plan

Collect the information

'naly*e the information

,resent the findings

"ake decision

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!tep 4 Define the problem : the research ob%ectives

The st step in research is formulation a research problem. It is most important stage as poorly

defined problems will not yield useful results also the marketing management must be careful not todefine the problem too broadly or too narrowly. In order to identify the research problem) <

categories of symptomatic situations) namely) overt difficulties) latent difficulties and unnoticed

opportunities should be studied over difficulties are those which manifest themselves. Latent

difficulties are those which are not so apparent and which) if not checked) would soon become

evident unnoticed opportunities indicate the potential for growth in a certain area of marketing. !uch

opportunities are not clearly seen and done effort is re7uired to e plore them.

!tep 94 Develop the research plan

Designing a research plan calls for decision on data sources) choice of research design) research

approaches) research instruments) sampling plan and contact methods.

!tep inally findings is to be presented along with recommendations

!tep E4 "ake the decision

The last step is of making the decision

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STATEMENT O1 THE PROBLEM2

The present paper aims at finding the institutional consumer behavior. The research problem

investigated here in has been precisely defined as , Ana)ysis *+ Busin ss Buying B ha"i*ur2 A

s%u-y *+ E-u a%i*na) &ns%i%u% s/ based on empirical research.

RESEARCH OBJECT&4ES2

The research ob%ectives of this study are stated as below4-

. >irst : utmost findings of business buying behavior for laptops.9. ,erception : awareness level of all companies in the market.actors affecting the buying behavior of laptops.?. ,hysical distribution of their companies competing with others.E. Identify the problem of consumer.

PREL&M&NAR5 &N4EST&GATON2

'fter getting through of the research ob%ective I go through step of the preliminary investigation to

find out the necessary information to fill out the ob%ectives of the study. The information e pected to

be collected on the basis of the preliminary investigation are4-

. The various features of various brands competing with the laptop.9. The various brands : available companies in the model.


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1OC0S O1 ST0D52

This study mainly focuses on4-

. The satisfaction level of customer the study based on the feedback collected from the filled

7uestionnaire.9. 8hether the customer is satisfied with the supplied product or not.actors that affect the buying behaviors well as the customer satisfaction.

Tim -ura%i*n2

F -FE-9FF to F -FG-9FF

S%u-y - sign 2

• Collection of data as per 7uestionnaire.• 'nalysis of collected data.• ,roblem identification.• 6iving the recommendation.

Sam$)ing2

In the survey4 the target population of the survey constitutes the management institutes in the Delhi

and C$. I have collected the data arbitrarily from the person who is concern for the procurement of

laptop in the institutes. I have collected ?F data arbitrarily from institutes.

Na%ur *+ Da%a2

The nature of data was primary in the report. It was obtained from the perception study of the

concern persons of the institutes. ;pinion was captured by a means of a 7uestionnaire.

M ans *+ Da%a *)) %i*n2

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Juestionnaire 4 Closed ended 7uestions &see appendices( were included in the 7uestionnaire.

Sur" y ins%rum n%2

8e prepare the standardi*e 7uestionnaire to conduct the survey. The 7uestionnaire had 7ualitative

7uestion in it. The 7uestions were close ended. The participant involved in the survey had to state

their intension towards the answer of the 7uestionnaire.

Pr* ss *+ -a%a *)) %i*n2

• The concerned person was given the 7uestionnaire which was filled by them according to

their point of view.• Data collected was analy*ed.• Conclusion was drawn on the basis of data analysis.

ANAL5S&S O1 THE DATA

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''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''

. D3";6$',HA ;> $3!,; D3 T9. >I DI 6!

• Juestions with 3 planation• Tabulated Data• 6raphical $epresentation of the Data• 'nalysis of the data

DEMOGRAPH5 O1 RESPONDENTS

In the survey total numbers of respondents were fifty. In the collected data there were diversifiedrespondents which are described as below4

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This graph clearly indicates that all the respondents were from private institute that is managementinstitute since our ma%or concern was private management institute.

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J03!TI; 94 Aou are getting proper service you supposed to get.

OP&N&ON O1 THE RESPONDENTS N0MBER O1 THE RESPONDENTS (in !!trongly 'gree F

'gree


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J03!TI;


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J03!TI; =4 The configuration of your laptop fulfills your e pectation : re7uirement.

OP&N&ON O1 THE RESPONDENTS N0MBER O1 THE RESPONDENTS (in !!trongly 'gree E

'gree EFCan t say no idea F

Disagree =!trongly Disagree F

&n% r$r %a%i*n2>rom this graph any one an easily observe that BEP of the respondents weresatisfied by the configuration of the laptop they have bought or they want depending on the pricethey have deal on. !o price and configuration are interrelated to each other during the organi*ational

buying behaviour. This shows that companies were successful in providing the proper configurationto the institutes) whatever they need for their students.

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J03!TI; ?4 In your view e ternal features plays an important role in laptop.

OP&N&ON O1 THE RESPONDENTS N0MBER O1 THE RESPONDENTS (in !!trongly 'gree 9=

'gree 9ECan t say no idea 9F

Disagree


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J03!TI; B4 Laptop is mostly used for institutional work &study professional work(.


'gree


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&n% r$r %a%i*n2This graph e plains about the use of the laptop as tool for entertainment mostly. 8egot nearly mi ed type of response) =EP were agreed and


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&n% r$r %a%i*n2 In this 7uestion also we come upon a mi ed type of responses nearly number ofagree and disagreed responses are same. !howing insurance is of not very much important foraffecting the business buying behaviour.

J03!TI; 4 8arranty is as important as other attributes of laptops.

OP&N&ON O1 THE RESPONDENTS N0MBER O1 THE RESPONDENTS (in !!trongly 'gree 9E

'gree


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&n% r$r %a%i*n2's per 7uestion do warranty plays important role in institutional buying behaviour)it is clearly seen from the graph that E=P of the respondents were agreed on the asked 7uestion andonly 99P were against it. !o warranty do plays an important plays important role in business buying

behaviour.

J03!TI; 94 'dvertisement of laptops brands has impact on you.


'gree


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&n% r$r %a%i*n2 early half of the respondents &?FP( were not agreed that advertisement affects the business buying behaviour towards laptop purchasing.

J03!TI;


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!trongly Disagree F

&n% r$r %a%i*n2'ccording to the organi*ation s#word of mouth for them is of no importance as it isclear that ?=P of them are disagreed about the effect of it on the business buying behaviour.

CONCL0S&ON2

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'nalysis of data from the 7uestionnaire clearly indicates some of the attributes to be most important

for the company to pay more attention during business selling) these attribute are warranty &E=P()

offer : special promotional activities &?9P() e ternal features &?FP() brand image &?FP(. !o while

dealing with institute companies are re7uired to pay attention on the above mentioned attribute that

they having all the attribute correctly in their laptop or not if not they should enhance them self to get

all the attribute to gain competitive over their competitors

;ne of the most important attribute on which all the institutes were put much emphasi*e was price

they first say that price should be good enough that one can attract them since other companies too

are providing great margin to the institute. Though price was of great importance for the institute)

they were happy by the price provided by the company for their laptops. !o companies should

prepare them always for neck cut competition in pricing part.

!ome of the attributes were having mi ed type of opinion from the respondents. They are insurance

&==P agree :


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Last but not least the most important factor which does very much important for any company to

create goodUwill for longer runs in laptop market while dealing with the educational institutes. !ince

more than half of the respondents were not satisfied by the service provided to them. !o any

company to gain advantage over other should put emphasis on proper service being provided to the

institutes.

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RECOMMENDAT&ONS2 555555555555555555555555555555555555555555555555555555555555555555555555555555555

,rompt availability of products!atisfy the need of the organisation by offering product according to its needs.Create the brand image of HCL in mind of the institutes by various promotional offers like

special price for educational institutes etc.,romote the products at different institute buyers e.g. coupons) scratch cards etc.Time to time remind the institutes that we are always available to satisfy their needs by

advertisement campaign. Change the attitude and perception by motivate the institutes that this products best suited to

your re7uirement and status."ake long term relationship with the customer by providing good environment : e7ually

handle any grievance about the product by setting up customers complains office."aintain suggestion register and promote the institute to write suggestion by offering some

gift on selection of the suggestion.

Bi6)i*gra$hy -

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W 6si% s2,www.wikipedia.org wiki consumer5behaviour .www.business5standard.com India news .http4 infotech.indiatimes.com articleshttp4 www.cybermedia.co.in press press release 9G.htmlhttp4 www.thehindubusinessline.comhttp4 www.idcindia.comwww.channeltimes.comwww.fastrackcomputing.netwww.ibnlive.in.com newswww.indiadaily.orgwww.eetindia.co.inwww.google.comwww.managementparadise.com forums marketingmanagementwww.itvoir.com portal resourceswww.wikipedia.org wiki competitive5analysiswww.google.co.inwww.kho%.comC*m$anyFs W 6si% s 4

• HCL Infosystems Ltd s Intranet• www.hclinfosystems.com• www.hclinfosystems.in

Br* hur s R a-ing ma% ria)s 4,roducts 1rochure.

'nnual report of HCL.B**8s 4

!chiffman Leon 6 and anuk Leslie La*ar+ Gth ed.-Consumer 1ehaviour &,earson

3ducation 9FF?(.1lackwell) "iniard and 3ngel-Consumer 1ehaviour+ F th ed.&Thomson)9FFB(Loudon David ' and Della 1itta './.-Consumer behaviour&Tata "c6raw Hill)9FF?(

ANNE30RES2

u s%i*nnair

To whomsoever it may concern4 This is to inform you that information data collected through this7uestionnaire will be used in our academic pro%ect work which is the part of our "1' program.

Dharm n-ra Kumar D7i" -i &D/C3T)"odinagar "1' III semester(

100

http://www.wikipedia.org/wiki/consumer_behaviourhttp://www.business_standard.com/India/newshttp://infotech.indiatimes.com/articleshttp://www.cybermedia.co.in/press/press%20release128.htmlhttp://www.thehindubusinessline.com/http://www.idcindia.com/http://www.channeltimes.com/http://www.fastrackcomputing.net/http://www.ibnlive.in.com/newshttp://www.indiadaily.org/http://www.eetindia.co.in/http://www.google.com/http://www.managementparadise.com/forums/marketingmanagementhttp://www.itvoir.com/portal/resourceshttp://www.wikipedia.org/wiki/competitive_analysishttp://www.google.co.in/http://www.khoj.com/http://www.hclinfosystems.com/http://www.hclinfosystems.in/http://www.wikipedia.org/wiki/consumer_behaviourhttp://www.business_standard.com/India/newshttp://infotech.indiatimes.com/articleshttp://www.cybermedia.co.in/press/press%20release128.htmlhttp://www.thehindubusinessline.com/http://www.idcindia.com/http://www.channeltimes.com/http://www.fastrackcomputing.net/http://www.ibnlive.in.com/newshttp://www.indiadaily.org/http://www.eetindia.co.in/http://www.google.com/http://www.managementparadise.com/forums/marketingmanagementhttp://www.itvoir.com/portal/resourceshttp://www.wikipedia.org/wiki/competitive_analysishttp://www.google.co.in/http://www.khoj.com/http://www.hclinfosystems.com/http://www.hclinfosystems.in/


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;b%ective4 The ob%ective of the 7uestionnaire is to find out the ma%or factors influencing the buyingdecision of the Laptops. >urthermore aimed to analy*e the market trend : usage of Laptop in largeIndian Companies.

RESPONDENTFS DETA&L

ame 5555555555555555555555555555555

'ge 5555555555555555555555555555555

6ender 5555555555555555555555555555555

;ccupation 5555555555555555555555555555555

Income 5555555555555555555555555555555

ame of the organi*ation institution 5555555555555555555555555555555

I !T$0CTI; !4

• indly make your reply directed by one of the following choice given below4. !trongly disagree

9. Disagree


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E. In your opinion if a person goes to purchase a laptop he pays attention towards offer :special promotional activities. V W

B. Aour laptop is mostly used for institutional work &study professional work(. V W

G. Aour laptop is mostly used for entertainment. V W

. In your view laptop purchasing should also be financed by financial institution banks. V W

F. In present time insurance of laptop is a necessity. V W

. 8arranty is as important as other attributes of laptops. V W

9. 'dvertisement of laptops brands has impact on you. V W


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'ccording to the 0nited !tates environmental protection agency) 'mericans are predicted to trash an

average of ?F million computers each year. Composed of precious metals) glass and plastics) castoff

computers present not only sever environmental s7uandering) but also dangerous and often

irreversible health ha*ards. The ma%ority of laptops contain precious natural resources such as heavy

metals &lead) cadmium) mercury-even arsenic(. These metals for e ample) could be reused to make

new consumer electronics) a process that would essentially eliminate the need to mine) produce and

refine raw materials) further limitation energy : carbon e penditures. Aet) considering less than one

7uarter of 'mericans recycle their obsolete electronics) the above precious resources most often end

up sitting in landfills for hundred) sometimes even thousands of years.

>estering in the intense heat : pressure of heavy landfills) discarded computers can become

especially dangerous to the environment : our health. 's they slowly break down they slowly break

down they emit the above heavy metals) some off gas into the air) other leech into surrounding soil :

groundwater.

If you are planning on upgrading your laptop &: who could resist with the latest portable laptop

trends( then please consider sending your old laptop to a certified recycling center.

#isit mygreenelectronics.org for more information.

ANALYSIS ON BUSINESS BUYING BEHAVIOR OF LAPTOP (HCL).doc

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