BRM final report for persuation of telecommunication

8/11/2019 BRM final report for persuation of telecommunication

1/44

Business Research Methodology

Business Research Report on

Consumers perception about cannibalisation of laptop sales

by tablets

Submitted by:-

Group No.:

1. Jignesh Trivedi (201!02"#

2. $rati%a Jain (201!00#

. &a%shman Shastri (201!01#

'. ahesh )ate* (201!0#

!. S+asti Bhatia (201!0!"#

Schoo* o, )etro*eum anagement ))/

ate o, Submission: 10theb. 201'


2/44

C!N"#$%&G%M%N'

e ta%e this opportunity to than% (rof. )ubrat )ahu ,or giving us the opportunity to gain va*uab*e

insights into per,orming this Research )roect. This proect a*so he*ped us to *earn practica* aspects

o, Business Research *i%e preparation o, a 3uestionnaire ,or the survey to be conducted

interactions +ith peop*e ,or the purpose o, getting the 3uestionnaire ,i**ed up its obectives and its

ana*ysis using various statistica* too*s. 4t has overa** been an enriching e5perience ,or us +hi*e

+or%ing on our ,ie*d proect o, Business Research. e are than%,u* to the consumers o, tab*ets +ho

too% an e,,ort to he*p us by ans+ering the 6uestions. &ast*y +e are than%,u* to a** o, those +ho

direct*y or indirect*y supported us in our research proect.


3/44

B)'RC'

This study tries to ,ind various perceptions about consumers7 pre,erence o, tab*ets to *aptops. 4t a*so

aims to determine preventive steps 8 measures +hich can be imp*emented to protect the sa*es o,

*aptops. This research +i** a*so bring out the ,actors a,,ecting this canniba*i9ation o, *aptop sa*es by

tab*ets. This research +i** he*p in so*ving management di*emma regarding various e*ements such as

portabi*ity cost e,,iciency better user inter,ace etc. 4n order to ,u*,i** the obectives the descriptive

research +i** be done through survey. e7** co**ect data ,rom primary sources through 6uestionnaire

8 ana*y9e the data in order to derive the resu*t. e have ta%en samp*e o, about !0 customers ,or

primary data co**ection.


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'B$% "* C"N'%N')

1. 4ntroduction............................................................................................................................1

2. &iterature Revie+................................................................................................................... 2

.Research bective.................................................................................................................."

'.Research ethodo*ogy............................................................................................................;

i. o**ection and ana*ysis..................................................................................................?

I. Factor

analysis

..9

II. Multiple

regression

12

III. Bivariant regression

analysis

..14

".icussions and conc*usions@@@@@@@@@@@@@@@@@@@@@@@@....2

;.Recommendations...........................................................................................................@..2

;. Re,erence..............................................................................................................................2'

=. Appendices...........................................................................................................................2!


5/44


6/44

$+)' "* *+G,R%)

). No. (articulars (age No.

1 actor ana*ysis D ,actors 10

2 mu*tip*e regression D mode* summary 1 mu*tip*e regression D mode* summary -1 1!

' mu*tip*e regression D mode* summary-2 1"

! mu*tip*e regression D mode* summary- 1;

" mu*tip*e regression D mode* summary-' 1=

; mu*tip*e regression D mode* summary-! 1?

= mu*tip*e regression D mode* summary-" 20

? mu*tip*e regression D mode* summary-; 21


7/44

$+)' "* -R+B$%)

1RecordNumber

2Respondentnumber

ossession o!laptop

'ossession o!

"ablet

!#tatus$#tudent

" %ge

; &or'ing

=

lanedduration (it)tablet

? "ravel

10

Importance o!!eature !ortabletpurc)ase

11

*peratingsystem !actor!or purc)ase

12 ortability

1 +ser Inter!ace

1' rice

1! Memory1" Battery li!e

1; ,ntertainment

1= -alling

1?

Importance o!!eature !orlaptoppurc)ase

20,ase o! I*devices

21 /isplay #i0e

22 ,ntertainment2 Robustness

2'&ide range *!so!t(are

2! ideo -alling

2"

Importance o!perceivedpurpose to usetablets

2; ,mailing

2= aming

2? Movies

0#ocial3net(or'ing

1 &or'ing


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2 %nnual Income


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age 1o!

5

+N'R"&,C'+"N

Bacground:

ith so many e*ectronic gadgets avai*ab*e in the mar%et these days it is very

di,,icu*t ,or consumers to decide +hat to buy and +hat not to buy. &aptops and

tab*ets are +ide*y popu*ar +ithin di,,erent groups o, peop*e as they de*iver

specia*i9ed e5periences to their users. or*d+ide tab*et shipments have increased

to 221 mi**ion units in 201 up !' percent on year according to 4> (4nternationa*

ata >orporation#. hi*e in 4ndia Tab*ets are canniba*i9ing the *aptop mar%et and

have gro+n in sa*es by over '2'E year on year according to an industry

body. ean+hi*e *aptop sa*es bet+een Apri* 2012 and arch 201 gre+ on*y !E

,rom the previous year to 11.1 mi**ion units said A4T the body representing

4ndia7s 4T hard+are sector.

Conceptual *rame/or:

A *aptop is a device on +hich you can per,orm a** the tas%s avai*ab*e on a des%top

but in a mobi*e *ight and compact ,ashion. ver the years *aptops have become

*ighter and sma**er but have signi,icant*y increased its po+er ,unctiona*ity and

per,ormance. Tab*ets on the other hand are current*y the *atest invention o, mobi*etechno*ogy. They are compact very *ight-+eight and e5treme*y easy to carry.

Fo+ever they cannot be compared +ith processing po+er and memory o, a *aptop.

any users pre,er *aptops because it a**o+s them to comp*ete a** the tas%s +ith the

convenience o, mobi*ity and ,*e5ibi*ity. The ,unctiona*ity o, tab*ets as a computing

device is very *imited but su,,icient ,or some peop*e7s uses. Tab*ets can be idea* ,or

those users +ho bro+se the eb ,or casua* tas%s such as reading the ne+s or

chec%ing mai*s. 4t is a*so use,u* +hi*e trave**ing. Tab*ets are essentia* devices ,or

music producers and trave**ing Js +ho use them ,or mobi*e production and *ive

se6uencing in their sho+s. espite these advances tab*ets are o,ten not suitab*e ,or

hardcore gamers and heavy researching tas%s.

Rationale:

ith the increasing popu*arity o, tab*ets among young generation as +e** as

business peop*e its sa*es have been gro+n +ith high a pace in recent years. This

research +i** he*p companies to get insight about the pre,erences and needs o,

customers +hen they decide to purchase a *aptop or tab*et.


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age 2 o! 5

Research 0uestion:

1# hat ,eatures o, tab*ets shou*d be inc*uded in *aptops to increase sa*es o,

*aptopsG


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age o! 5

12 $+'%R',R% R%-+%#

ur primary obective is to understand the various ,actors +hich are causing the

canniba*i9ation o, *aptop sa*es by tab*ets sa*es. A,ter ana*y9ing various research

artic*es +e are presenting various insight,u* ,acts. Artic*es are presenting vie+s on

advantages and disadvantage o, tab*ets in the consumer7s perceptions. acts

regarding perceived impact on emp*oyee7s productivity be,ore and a,ter their

e5perience +ith tab*et are presented. rom the techno*ogica* point o, vie+

operating system is one o, maor ,actor ,or tab*et sa*es gro+th. To protect the sa*es

o, *aptops against tab*ets various suggestions are made. This shi,t ,rom increased

consumption is a*so creating a subt*e impact on the supp*y side industry *i%e

battery. A,ter considering a** these aspects artic*es reporting the perceptions o,

consumers about gro+th o, sa*es industry is presented.

ost important aspect is perceived superior ,eatures o, tab*ets than o, *aptops are

one o, the maor aspects ,or tab*et sa*es gro+th. i**er (2011# has e5pressed high

inc*ination to+ards tab*ets. 4n his artic*e HRep*ace your tab*et +ith a *aptopI he has

revea*ed some ,acts about tab*ets. Tab*ets are s*ic% *ight+eight 8 ,aster so it7s

becoming a big attraction among the youth. ou can rep*ace your *aptop +ith a

tab*et very easi*y. ou must have virtua* net+or% computing app*ication. So you

can connect your *aptop +ith it 8 access important data ,rom your *aptop.

ther+ise you can use c*oud +hich is becoming very popu*ar no+ days. ou can

up*oad your data in your c*oud and get access o, those data ,rom your tab*ets.

A*ong +ith the advantages tab*ets have subt*e *imitations. ough (2012# reported

that in tab*ets those +ho are com,ortab*e +ith the %ey boards and mouse +i** have

to ,ace prob*ems. A*so sometimes you need to use *arge screens to +or% more

e,,icient*y. This ,aci*ity is *imited in case o, the tab*et. ith tab*et the emp*oyees

might have the prob*ems o, shou*der pain due to e5cessive usage o, the touch

screen.

any ,irms have actua**y encouraged tab*et usages and then,ound some insight,u*

,acts. Cmp*oyees be*ieve a,ter using tab*ets that tab*ets are not so productive.

A*though +e accept the popu*arity o, tab*ets in the consumers ,or ,un but it is not

so e,,ective in the opinion o, emp*oyees. Another artic*e pub*ished by Reisinger

(201# has mentioned meaning,u* insights in the perceptions o, emp*oyees about

the tab*ets impact on their productivity. Survey o, " peop*e ,rom researcher

A)3> revea*s that tab*ets ,a** short o, *aptops in terms o, their abi*ity to ma%e


12/44

age 4 o! 5

emp*oyees more productive. As per the resu*ts 1;E o, business emp*oyees say

their productivity increases ,rom the use o, tab*ets. Figh number o, emp*oyees--

"=E--say that a *aptop is Ktota**y e,,ectiveK at ma%ing them more productive in the

o,,ice. hen it comes to tech usage in the o,,ice ?'E and ?0E o, emp*oyees use

their *aptops t+ice in a +ee% and each day o, a +ee% respective*y. espite their

popu*arity in the consumer space ust !2E o, emp*oyees say that they use a tab*et

at *east t+o times in a regu*ar +or% +ee%. And on*y 1E o, peop*e use a tab*et

each day in the o,,ice.

espite their popu*arity usabi*ity studies concerning Tab*et )>s are *ac%ing. 9o%

(200=# ana*y9ed user satis,action and pre,erence aspects o, Tab*et )>s in

comparison to *aptop )>s and pen-and-paper environments. >ommon computer

tas%s +ere e5amined in an e5perimenta* environment on ' co**ege student

participants. /ser satis,action and pre,erences +ere measured by 6uestionnaires

and ana*ysis o, variance +as used ,or the empirica* comparisons. There +as a

perception o, a high number o, errors by the participants ,or the +riting tas% in

Tab*et )>s. vera** participants ,ound the genera* computing capabi*ities and

portabi*ity o, Tab*et )>s impressive. Fo+ever the maority did not pre,er Tab*et

)>s to *aptop )>s to meet their everyday computing needs.

any techno*ogica* ,actors are important ,or sa*es o, both o, these products. ne

o, the maor ,actors is operating systems o, these products. A*banesius7 (201#

artic*e ,orecasts that the sa*es o, tab*et computers +i** e5ceed the sa*es o, *aptops

by 201". According to *eading g*oba* mar%et research ,irm


13/44

age 5 o! 5

icroso,t indo+s = operating system is mentioned. Ama9on has a*so oined in

this mobi*e computing p*at,orms competition.

As one ,actor +here *aptops are *agging ,rom tab*ets is operating system they need

to ma%e improvements in their ,eatures to protect their sa*es against the tab*et sa*es.

4n order to protect the *aptop sa*es as standard product *ine against tab*etpro*i,eration ,e+ suggestions has been made. s to tab*ets the bene,its o,

vo*ume cost e*ectrica* and therma* certainty may not be avai*ab*e to the same

e5tent +hich is demonstrated as the tab*et7s in,*uence on battery industry.

A,ter ana*y9ingthe causes and e,,ects o, consumers7 shi,t ,rom *aptops to tab*ets it

is important to understand the perceptions o, peop*e about this shi,t. any mar%et

research programs has been underta%en to understand the perception o, customers

about the viabi*ity o, *aptops as an integrated e*ement o, their *i,e in the ,uture.

oscarito*o (2012# has mentioned about nationa* te*ephone survey o, 1!!!

registered voters in the America. The survey ,ound that '" percent o, Americans

thin% *aptops +i** eventua**y become obso*ete because o, devices *i%e the i)ad.

Another ! percent said that +ou*d never happen and 1? percent had no opinion.

pinion is based on the gender too. i,ty-three percent o, men compared to ust ?

percent o, +omen.


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age 6 o! 5

Responses +ere a*so some+hat varied +hen bro%en do+n by age. Respondents

aged 1= and 2? years-o*d ust ".! percent said *aptops +ou*d at some point ,a**

out o, popu*arity +hi*e '? percent said they +ou*d not. ore than !0 percent o,

Americans bet+een the ages o, 0 and "' said e*ectronic tab*ets +ou*d overta%e

*aptops compared to ust percent o, those aged "! and o*der +ho said the same.

A*so evo*ution o, this *aptops or tab*et industry +i** impact considerab*y the paper

industry as per the R4S4 a company that monitors the paper industry.

any researchers have done comparative ana*ysis o, ,eatures o, *aptops and

tab*ets. They have based their suggestion o, the purchase c*ear*y based on the

purpose o, the usage. Mo*dsborough (200=# has a*so supported simi*ar thoughts in

his artic*e. Tab*et computers have increased their mar%et share by storm and theyLre

use,u* ,or many peop*e. But ,or those +ho signi,icant*y engage in in,ormation

creation as +e** as consumption *aptop computers o,ten remain the better choice

rather than tab*ets. Tab*ets have dramatica**y changed the device *andscape ,or

*aptops not so much by Lcanniba*i9ingL *aptop sa*es but by causing *aptop users to

shi,t consumption to tab*ets rather than rep*acing o*der *aptops. 4n contrast to

tab*ets *aptops have severa* advantages *i%e separate %eyboard and a *arger screen.

&aptops are a*so typica**y more po+er,u* and capab*e o, running comp*e5

app*ications than tab*ets. Cven +ith the encroachment by tab*ets manu,acturers

+i** *i%e*y continue se**ing *ots o, *aptops.


15/44

age 7 o! 5

R%)%RC3 "B4%C'+-%)

Research (roblem

hy *aptop sa*es are dec*ining by tab*et sa*esG

Research 5uestions

Fo+ can +e protect the canniba*i9ation o, *aptop sa*es by tab*et sa*es G

Research "b6ecti7es

The present research study is underta%en to:

To identi,y the ,actors in,*uencing the pre,erence o, Ahmedabad customers

,or tab*ets over *aptops.

To study the various ,unctions and ,eatures o, tab*ets that attracts

consumers o, di,,erent ages to choose tab*ets over *aptops.

3ypothesis :

F0 : the pre,erence o, the tab*et ,eatures are same ,or di,,erent age groups customers.

F1 : the pre,erences o, the tab*et ,eatures are di,,erent ,or di,,erent age groups o,

customers.

Fypothesis +e have used in our third ana*ysis bivariate regression ana*ysis.

The ,irst ana*ysis is about ,actor ana*ysis +here +e have indenti,ied the most important

,actor in the ,eatures perceived importance o, the customers. 4n the second ana*ysis +e

have presented that mu*tip*e regression mode* +here +e have identi,ied that customers

themse*ves have some attributes +hich are ma%ing them potentia* customers o, the tab*et.


16/44

age 8 o! 5

R%)%RC3 M%'3"&"$"G8

Nature of the Research

The research underta%en is descriptive +here +e aim to identi,y the ,actors that

in,*uence the perception o, tab*ets buyers through a 6uestionnaire-based survey.

)ampling Methods

>onvenience Samp*ing:

The on*ine 6uestionnaire survey has been done through convenience samp*ing. e

intend to study the pre,erence o, customer bet+een *aptop and tab*et. The method

does have the *imitation that it may or may not represent the popu*ation. Since it

he*ps get a 6uic% idea about the preva*ent scenario +ithin the given time ,rom the

avai*ab*e resources +e have chosen this method.


17/44

age 9 o! 5

&ata Collection and nalysis

*actor analysis

Reasoning :

Here we have taken variables related to the features of both the

product. And find out that which aspect of the features are more

important to explain the variances of buyers preferences.

K! and "artlett#s $est

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .511

Bartlett's est of Sp!ericity Appro". #!i-Square $5%.&&5

f &(%Sig. .)))

Tab*e 1.1: $ and Bar*ett7s Test

a. Kaiser%eyer%!lkin easure of &ampling Ade'uacy- !is measure *aries +et,een )

and 1 and *alues closer to 1 are +etter. A *alue of .511 is suita+le.

+. "artlett#s $est of &phericity- !is tests t!e null !ypot!esis t!at t!e correlation matri" is an

identity matri". An identity matri" is matri" in ,!ic! all of t!e diagonal elements are 1 and all off

diagonal elements are ). ou ,ant to re/ect t!is null !ypot!esis. !e significance le*el of 0ero

s!o,s t!at ,e can carry for,ard our analysis ,it! t!e data ,e !a*e.


18/44

age 1 o!

5


19/44

age 11 o!

5


20/44

age 12 o!

5

Tab*e 1.2: >orre*ation atri5


21/44

age 1 o!

5

(ommunalities

nitial 2"traction

3aptop4pos 1.))) .%1$

a+let4pos 1.))) .%&

Student 1.))) .(5&

Age 1.))) .(%)

6orking 1.))) .%77

2st4ime4a+let 1.))) .%7$

ra*el 1.))) .$88

Android4operating 1.))) .(7%

a+let4porta+ility 1.))) .(1)

a+let4userinterface 1.))) .($

a+let49rice 1.))) .%))

a+let4memory 1.))) .(8

a+let4+atterylife 1.))) .%&%

a+let4entertainment 1.))) .(%)

a+let4calling 1.))) .(&

3aptop4O 1.))) .$&(

3aptop4display 1.))) .5&%

3aptop4entertain 1.))) .(1

3aptop4ro+ust 1.))) .(1$

3aptop4s, 1.))) .%17

3aptop4*ideocall 1.))) .()1

a+let4mailing 1.))) .(((

a+let4gaming 1.))) .$%

a+let4mo*ie 1.))) .(((

a+let4socialnet 1.))) .(8

a+let4,orking 1.))) .%7

ncome 1.))) .($8

:ender 1.))) .($5


22/44

age 14 o!

5

a+le 1.&; 2"traction Met!od; 9rincipal

#omponent Analysis.


23/44

age 15 o!

5

ig1.1: Scree )*ot

e can see that the top TC< important ,actors are capab*e to e5p*ain ;!.=?'E o,

the variance o, a** the variab*es considered here.

urther our obective is to ,ind out that +hich variab*e is strong*y corre*ated to

+hich one o, the ten ,actors.

e can see that using 2= ,actors +e can understand a** the variance but here the

6uestion +i** +hether a** the 2= ,actors +i** be important. So +e have %eep

ourse*ves *imited +ith the top ten ,actors.


24/44

age 16 o!

5

(omponent atrixa

#omponent

1 7 & 5 $ ( % 8 1)

3aptop4pos -.558 .578 -.)$8 -.1&1 -.))( .7&( .1)% .7)7 .7&% -.18)

a+let4pos -.()$ .&$( .785 .15% -.)8 -.)% .1(5 -.)8$ -.1%1 -.171

Student -.7( .8& -.5% -.)&5 -.)$$ .7% .)&) .&$1 -.)57 -.1)

Age -.5 -.)&$ .&5 .7)% .$ .)$ -.)1 -.7%& .1&8 .&1(

6orking -.(% .&%$ .7$( .)8 -.1)5 .)$) -.)$) -.1&8 -.)5) .)11

2st4ime4a+let .7)) .1& -.$(( -.)1( .77) .77% -.7( -.1$) -.)) -.)15

ra*el -.51 .&17 .18) .&17 -.18$ .)(% .)8% .)%$ .)17 .&&$

Android4operating -.5)& .$$ .151 .)8 -.1&) .)7( -.)15 -.))5 .)(& -.)87

a+let4porta+ility .&(% -.)(8 .715 .)%1 -.)(( .() .1&8 -.1&1 -.&5 .7&(

a+let4userinterface .&8 .5)1 .7%$ -.)&1 .7%& -.1(8 -.7)) .75) -.775 -.7)(

a+let49rice .(&8 .)1 .)$8 -.)55 -.&%( -.)$) -.)58 .1$% .7&8 .)55

a+let4memory .5%7 .%& .)8 -.7$% .11& .1) -.71% -.7)% .1(5 .)5&

a+let4+atterylife .&(( .$(7 .1&7 -.78$ -.)8 .7%5 -.1%1 -.)75 .177 -.))1

a+let4entertainment .751 .58$ .18 .11) .171 -.1%1 -.71& -.7%( .&) .15

a+let4calling .7$& .&71 -.11) -.1& -.)87 .&)8 .71( -.1%% -.)8 .&%

3aptop4O .1&% .& -.7$ .&%7 -.1$& .181 .1%) -.18) -.1%& -.775

3aptop4display .)%7 .1$% -.11 .181 .%5 -.)$ .17 -.1% -.)7 .)5&

3aptop4entertain .7(8 .1( .)$7 .7( .111 -.&1( -.7)& .7&& -.7 .1(

3aptop4ro+ust .75% .)& -.1(1 -.&)8 .&(1 -.11$ .&& .)%1 -.7& .1$$

3aptop4s, .$$7 .1)5 .11 -.)57 -.1() -.178 .55 -.) .)&) -.)&&

3aptop4*ideocall .78 .7%$ .1) -.))$ -.7%% -.&7 .&88 -.)$7 .1$8 -.157

a+let4mailing .7$% -.&15 .5) .1&( .1$7 .5 .)(8 .)88 .7)5 -.)()

a+let4gaming .5) .)(8 -.)%) .58& -.)55 .71 .1$% .1$ .)) .)5)

a+let4mo*ie .&5$ .155 -.175 .$1) -.1$7 -.77( -.1(& .15% .778 .7&7

a+let4socialnet .57& .))$ .7 .(5 .)&5 .&17 -.7) -.1&% -.1&$ -.77

a+let4,orking .7(1 -.)7 .$5 -.7%$ .&5% .)7) -.)(8 .&)8 -.)5% -.15(

ncome .115 .)5( -.711 .7)5 .5$) .11$ .&% -.&) .1$8 -.&1&

:ender -.1)5 .)7 -.15 .17 .5) .1%& .77& .5& .75$ .7(

a+le 1.5; 2"traction Met!od; 9rincipal #omponent Analysis.

7% components e"tracted.


25/44

age 17 o!

5

(omponent $ransformation atrix

#ompone

nt 1 7 & 5 $ ( % 8 1)

1 -.()$ .&$& .&(( .&%( .7)& -.)17 .1)) .))% .1$) -.)&

7 .57$ .58% -.)1) .1$% .&( .&%5 -.)( .17) .1(& .)5

& .&$ .)8( .711 .7)$ -.)15 -.57( .$57 -.7&( -.)5( -.)8(

.18$ -.1(5 .$($ .))% .7$1 -.1() -.&%( .15% -.)8 .1%%

5 -.177 .)$5 -.)%5 -.)) .18% -.1%) .&(( .$85 .)&5 .&&8

$ .)%) .)%( .55$ -.&$$ -.577 .781 .178 -.)(5 .&($ .15)

( .15( -.)% -.)) .$8 -.71) .)71 -.)1 .&(8 .&%) .7&

% -.)% -.757 -.)1 .)$ .7$ .)) .&&5 -.)$ -.1%$ .$18

8 -.)&$ .$( -.1$ .7)1 -.5 -.17 -.17% .)% -.7 .&

1) .)11 .1)7 -.1)% -.1) .1() -.5)& -.&5 -.&75 .5)% .&&


26/44

age 18 o!

5

?rom t!e a+o*e ta+le ,e can see t!at t!e *aria+les ,!ic! are strongly correlated ,it! one of t!e factors are as follo,s.

+actor , +actor - +actor +actor / +actor 0 +actor 1 +actor 2 +actor 3 +actor 4 +actor,5

3aptop4

pos

a+let4

memory

a+let4po

rta+ility

a+let49r

ice

a+let4us

erinterfac

e 2st4im

e4a+let

ncomea+let4cal

ling

:ender

a+let4

pos

a+let4

+atteryli

fe

3aptop4

O

3aptop4s

,

3aptop4e

ntertain

3aptop4di

splay

3aptop4ro

+ust

Student

a+let4

entertai

nment

a+let4ga

ming

3aptop4*i

deocall

a+let4,

orking

Agea+let4

mailing

6orking

ra*el

Android4

operatin

g

a+le 1.$ ; ?actor Analysis ?actors

+actors 6A*

?actor 1 @sage

?actor 7 2ntertainment #apacity

?actor & et,orking

?actor


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?ig 1.7; 2"traction Met!od; 9rincipal #omponent Analysis.

=otation Met!od;


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age 2 o!

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),MMR8 "* R%)("N)%):


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age 2 o!

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age 24 o!

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age 25 o!

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age 26 o!

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age o!

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&+)C,))+"N N& C"NC$,)+"N)

e have mentioned the conc*usions a*ong +ith the test resu*ts and ana*ysis.

R%C"MM%N&'+"N)

1# As peop*e +ant tab*ets more because o, the entertainment ,actor is more

dominant ,or the importance o, ,eatures o, the product. So +e shou*d add

,eatures in the *aptops +hich +i** ma%e them attractive choice ,or

entertainment oriented customers.

2# Another maor reason is that it is not on*y that the ,eatures o, the products

are responsib*e ,or the purchase o, *aptops certain *i,e sty*e attributes are

in,*uencing the choice. e can target the *i,esty*e patterns +hich +e have

identi,ied in the second ana*ysis and motivate those peop*e to perceive

*aptops are +orthy investments.

# Menera**y a** the tab*et ,eatures are independent o, the age so +e can target

any age group by adding any one o, the most important ,eature in the

*aptops.


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BRM final report for persuation of telecommunication

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