PROJECT REPORT ON

MARKETING STRATEGIES OF HP IN INDIA

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF THE DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION 2011-14

Under the Guidance of: Submitted by:

Ms. Shivanshu Samantray Ruchika GahlotAssistant Professor Roll. No: 04421201811MSI BBA (B&I) 3rd Semester

Maharaja Surajmal Institute C-4, Janakpuri, New Delhi-110058

CERTIFICATE FROM THE GUIDE

This is to certify that the project titled “Marketing Strategies of Hp in India” is an academic work done by “SHIVANSHU SAMANTRAY” submitted in the partial fulfillment of the requirement for the award of the degree of Bachelor of Business Administration from Maharaja Surajmal Institute, C-4, JANAKPURI, Delhi, under my guidance & direction. To the best of my knowledge and belief the data & information presented by him in the project has not been submitted earlier.

Ms. RUCHIKA GAHLOT

ASSISTANT PROFESSOR

MSI

ACKNOWLEDGEMENT

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First of all, I would like to express my thanks to Prof. AZAD. S. CHHILLAR (Director, MSI) for giving me such a wonderful opportunity to widen the horizons of my knowledge.

In no small measures, I would also like to gratefully thank to all those who gave me constructive suggestions for the improvement of all the aspect related to this project.

In particular, I would like to thank Ms. ARTI MALIK, my research guide for her valuable suggestions and guidance.

I also owe a deep sense of gratitude to other faculty members for their continuous encouragement.

Despite all efforts, I have no doubt that error and obscurities remain that seen to afflict all research project and for which I am culpable.

NARENDER KUMAR

Roll. No.: 05521201711

III

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TABLE OF CONTENTS

TITLE PAGE

STUDENT’S DECLARATION I

CERTIFICATE FROM THE GUIDE II

ACKNOWLEDGEMENT III

Introduction 1

ABOUT HP 2

HP FAST FACTS 3

HP’S SHARED VALUES 4

GLOBAL CITIZENSHIP 6

MARKETING MIX 10

COMPETETIONS 23

RESEARCH METHODOLOGY 26

Recommendations/Suggestions 45

Findings and Observations 46

Conclusion 47

QUESTIONNAIRE 48

BIBLOGRAPHY 51

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1

CHAPTER-1INTRODUCTION

INTRODUCTION

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About HP:

HP is a technology company that operates in more than 170 countries around the

world. It explores how technology and services can help people and companies

address their problems and challenges, and realize their possibilities, aspirations

and dreams. It applies new thinking and ideas to create more simple, valuable

and trusted experiences with technology, continuously improving the way our

customers live and work.

No other company offers as complete a technology product portfolio as HP. It

provides infrastructure and business offerings that span from handheld devices

to some of the world's most powerful supercomputer installations. It offers

consumers a wide range of products and services from digital photography to

digital entertainment and from computing to home printing. This comprehensive

portfolio helps us match the right products, services and solutions to our

customers' specific needs.

Mission:

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HP's mission is to invent technologies and services that drive business value,

create social benefit and improve the lives of customers — with a focus on

affecting the greatest number of people possible.

HP Fast Facts:

1. HP was founded in 1939.

2. Corporate headquarters are in Palo Alto, California.

3. Meg Whitman is president and CEO.

4. HP is among the world's largest IT companies, with revenue totaling

$127.2 billion for fiscal 2011.

5. HP's 2011 Fortune 500 ranking: No. 11

6. HP serves more than one billion customers in more than 170 countries on

six continents.

7. HP has approximately 324,600 employees worldwide.

8. HP's revenue for the four fiscal quarters ended Oct. 31, 2011: $127.2

billion.

9. HP dedicates $3.6 billion (U.S.) annually to its research and development

of products, solutions and new technologies.

Technology Leadership:

1. HP's three business groups drive industry leadership in core technology

areas:

2. The Personal Systems Group : business and consumer PCs, mobile

computing devices and workstations

3. The Imaging and Printing Group : inkjet, LaserJet and commercial

printing, printing supplies, digital photography and entertainment

4. The Technology Solutions Group : business products including storage

and servers, EDS, managed services and software

Contribution

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Global citizenship encompasses our commitment to align our business goals with

our impacts on society and the planet. It is one of our seven corporate objectives,

rooted in HP’s founding values and key to our success. For more than 70 years,

global citizenship has influenced how it runs our business, holding us to higher

standards of integrity, contribution and accountability in everything It do.

It focuses our energies and expertise in five areas:

1. Ethics and compliance

2. Human rights and labor practices

3. Environmental sustainability

4. Privacy

5. Social investment

HP’s Shared Values:

1. Passion for customers

It put our customers first in everything It do.

2. Trust and respect for individuals

It work together to create a culture of inclusion built on trust, respect and

dignity for all.

3. Achievement and contribution

It strives for excellence in all It do; each person's contribution is critical

to our success.

4. Results through teamwork

It effectively collaborates, always looking for more efficient ways to serve

our customers.

5. Speed and agility

It are resourceful and adaptable, and we achieve results faster than our

competitors.

6. Meaningful innovation

It is the technology company that invents the useful and the significant.

H.P.’s Corporate Objectives

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1. Customer loyalty

It earn customer respect and loyalty by consistently providing the highest

quality and value.

2. Profit

It achieves sufficient profit to finance growth, create value for our

shareholders and achieve our corporate objectives.

3. Growth

It recognizes and seizes opportunities for growth that builds upon our

strengths and competencies.

4. Market leadership

It lead in the marketplace by developing and delivering useful and

Innovative products, services and solutions.

5. Commitment to employees

It demonstrates our commitment to employees by promoting and

rewarding based on performance and by creating a work environment

that reflects our values.

6. Leadership capability

It develops leaders at all levels that achieve business results, exemplify our

values and lead us to grow and win.

7. Global citizenship

It fulfills our responsibility to society by being an economic, intellectual

and social asset to each country and community where it does business.

Global citizenship:

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Global citizenship is HP’s commitment to hold ourselves to a higher standard of

integrity, transparency, and accountability. The values that have been present

since HP was founded in 1939 remain integral to our work today, helping us

balance our business goals with our impact on society and the planet. It has five

global citizenship priority areas: ethics and compliance, environmental

sustainability, human rights and labor practices, privacy, and social investment.

Its efforts in these areas help differentiate HP, reduce costs, and drive innovation

as they respond to growing market opportunities and stakeholder expectations.

They continue to focus on enriching people and communities around the world,

striving to be a force for positive and lasting change. At HP, practicing good

global citizenship includes supporting human and labor rights, making strategic

social investments—particularly to advance student achievement and

entrepreneur success, and protecting the privacy of customer and employee

information.

How does global citizenship contribute to HP’s success?

Global citizenship helps our success because it’s important to our customers.

Customers care about HP’s efforts in areas like climate change and human

rights. They also value ways it can help them be more successful. That could

mean an energy-efficient data center that cuts costs while reducing their carbon

footprint, or a centrally managed printing environment that increases

productivity and saves resources. Global citizenship also strengthens our own

business in such areas as increasing efficiency, protecting privacy and

maintaining trust with our stakeholders.

Serving Enterprises:

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At HP, It continually explores how technology and services can create new and

better ways for people to live, work, and play. Every day, it partner with our

largest customers to transform their current IT environments into business

assets. It recognizes that CIOs are now business managers who specialize in

technology. It work hard to help them create more manageable IT environments

that cost less to operate and deliver more value to the business. That can mean

consolidating their IT infrastructures, speeding access to information, enabling

faster communication between branch offices and headquarters, or helping them

deal with obsolete IT equipment. HP solutions leverage our broad portfolio—

from servers and storage to software and services, imaging and printing, and

personal computing technology—to help companies drive growth, lower business

risk, and cut costs.

Driving Technology Transformation:

With the volume of data today increasing faster than our ability to capture and

use it, the industry is rapidly shifting to a model where everything can be

delivered as a service. People want instantaneous access to content and

information that they care about. Meeting this worldwide demand for

information and rich digital content will require dynamic, compelling services.

The fundamental building blocks of this model will be smarter, more intelligent

networks; next-generation data centers; and perhaps most importantly, software

that binds all the disparate elements together. Over the next five years, HP will

invest almost $20 billion in R&D around three technology areas It believe have

the power to propel the industry forward and improve the way our customers

live and work.

Stock Performance Graph and Cumulative Total Return:

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Stock Performance Graph and Cumulative Total Return

0

100

200

300

Year

In ve st m e nt

Hewlett-Packard Company

S&P 500 S&P Information Technology

Hewlett-PackardCompany

100 84.93 129.42 180.6 242.7 180.97

S&P 500 100 109.42 118.96 138.4 158.56 101.32

S&P InformationTechnology

100 99.14 104.52 114.9 145.81 85.72

2004/0ct 2005/0ct 2006/0ct 2007/0ct 2008/0ct 2009/0ct

The graph below shows the cumulative total stockholder return assuming the

investment of $100 on the date specified (and the reinvestment of dividends

thereafter) in each of HP common stock, the S&P 500 Index, and the S&P

Information Technology Index.(1) The comparisons in the graph below are

based upon historical data and are not indicative of, or intended to forecast,

future performance of our common stock.

HP Retains Leadership:

2009 PC Shipments (Desktop PCs +

Notebook PCs)

2010 PC Shipments (Desktop PCs +

Notebook PCs)

Vendor Market Share Vendor Market Share

Hewlett-Packard 15.6% Hewlett-Packard 18.2%

Dell 11.0% HCL Info systems 9.8%

HCL Info systems 9.6% Dell 9.7%

Acer 7.7% Acer 7.3%

Lenovo 6.6% Lenovo 4.7%

Descriptive Work

Indian IT Industry:

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IT in India over the Years:

1. In 1991, new economic policies were introduced.

2. Foreign multinationals such as Coca Cola, Mercedes, IBM, HP flooded

into

3. India, eager to take advantage of the cheap professional labor and the

opening up of one of the world's biggest markets.

4. Adoption of Globalization and liberalization principles brought

tremendous success BPO, IT, ITES, Retail and Insurance sector, health

sector, education.

5. IT sector showed the most rapid growth amongst all the sectors.

6. Today more than 500 major international companies have IT operations

in Bangalore alone.

7. Intel’s Indian development center made chips for computer which are

compatible with Microsoft‘s Operating System Vista.

8. Microsoft has established one of its 3 key centers in Bangalore other two

being in China and its HQ in New York.

MARKETING MIX

Marketing Mix

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Product Place

Promotion Price

1. The First P—‘PRODUCT’

Product is a key element in the market offering. Marketing mix planning being

with formulating to meet target customer’s need & wants. The customer will

judge the offering by three basic elements- features & quality, services mix &

quality & price appropriateness.

Kotler says that ‘A product is anything that can be offered to a market to satisfy

the wants or needs of the consumers.

Products that are marketed include physical goods, services, events, experience,

persons, place, properties, organizations, information’s & ideas.

A firm is not selling a product. It sells only the ‘product benefit’. Product is most

important variable in the marketing mix of the firm. If the product is sound &

easily acceptable to the market if it satisfies reseller’s need & consumer

preference & is carefully fitted to the needs & desires of the customers, sales

success is assured. Hence ‘product’ is the center of all-marketing policies &

decisions. The marketing planning begins with the product & also ends with the

product.

Company plans to increase their product range in the future. A brief

description of some products is as follows: -

Products Name:

1. Laptops, Notebook Computers & Tablet PCs

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i. Everyday computing

Laptops for movies, music, photos and multitasking in your home or home office

ii. Performance & entertainment

Laptops for cutting-edge entertainment and gaming

iii. Ultra – portable

Laptop computers or tablet PCs for on-the-go personal productivity and

connectivity

iv. Mini

Perfect companion PC to keep you connected while you are on-the-go

2. Laptops for Business

i. EliteBook laptops

Best in class, packed with features and functionality

ii. Compaq laptops

Advanced features for business

iii. ProBook laptops

Stylish and affordable for small business options

3. Other laptops

i. HP Pavilion Home Desktop PCs

a) Fitted with features that appeal to your whole family and yet flexible and

reliable in meeting all their needs.

b) Sleek in design; a stylish showpiece for the modern home however

compact the space, whatever the budget

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ii. HP Pavilion Elite Home Desktop PCs

a) Fitted with features that appeal to your whole family and yet flexible and

reliable in meeting all their needs.

b) Sleek in design; a stylish showpiece for the modern home however compact

the space, whatever the budget.

4. Monitors

i. Home & Home Office monitors

ii. Business Monitors

5. Options & Accessories

Keyboards, mice, memory, storage, speakers, headsets, webcams, cables,

gaming and other accessories for desktop computers.

i. Home & Home Office desktop accessories

ii. Business desktop accessories

iii. Extended service plans for Home & Home Office

6. Laser Printers, Inkjet Printers and Multifunction Printers

i. Color Printers

a) Inkjet printers

DeskJet, Office jet, and Business Inkjet printers

I. Home inkjet printers

II. Business inkjet printers

b) Color laser printers

Color laser printers with HP LaserJet performance

I. Home colour lasers

II. Business colour laser

c) Large-format printers

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HP Design jet, Design jet Commercial and Scitex printers; HP Indigo presses

I. Design jet printers

II. Other graphic arts products

ii. Black & White Printers

1. Laser printers

HP LaserJet printers for high-speed, high-volume, high-quality

Printing

I. Home laser printers

II. Business laser printers

7. Wireless printing

Enjoy the freedom to print from anywhere with HP's line of

wireless printers. Wireless allows greater mobility, no wires

and shared printing. Many HP printers have wireless

printing built into the printer and HP offers an add-on to

your existing printer.

Live Wirelessly. Print Wirelessly.

2. THE SECOND P- ‘PRICE’

Sales are only income for any business concern. But price is the main factor,

which affects the sale of the market. If the price is high, few buyers purchase and

if the price is low many buyers purchase. Therefore a sound pricing policy must

be adopted to have maximum sale revenue. Moreover, it is only through proper

pricing policy the already laid down marketing objective and corporate goals

could be achieved.

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Price is the exchange value of a product or service always expressed in tem of

money. In other words, price of a product or service is what the seller feels its

worth on term of money, when offered to a buyer.

To the customer, the price is an agreement between seller & buyer concerning

what each is to receive. The buyer is interested in the ‘price’ of the whole

‘package’ consisting of physical product plus a bundle of expectation and

satisfaction. The consumer has numerous expectations such as after sale service,

replacement of parts, technical guidance & money other benefits.

However, to the seller, price is a source of revenue and a main determinant of

profit. To the seller, price is equivalent to the total product offering. This

offering includes a brand name, a package, product benefits, after sale service

and so on. We can define price as the “money of the product or service agreed

upon in a market transaction”.

So,

Price in money = physical product + bundle of expectations

The Price Factor of PCs

India is a price-sensitive market. When the PC was launched in 1984, it cost well

over $4,450 here, and in the late 1980s, the price was around $2,220.

While the price was around $1,100 in the mid-90s, today, a MNC brand with

multimedia costs only around $761.

The Indian market has seen local assemblers stealing a march over their

domestic and multinational computer hardware rivals.

The Indian PC industry has also witnessed the rise and fall of many a domestic

brand. Prominent players who fell out include DCM-DP, Usha, PCL, Sterling

and Unicorp, though many Indian brands including HCL today account for

nearly half of the branded PC sales in the country.

The pricing adopted by HP India Pvt. Ltd. can describe under this subhead: -

Competitive pricing: - HP India Pvt. Ltd. adopted the method of pricing called

competitive pricing for their PCs. Under this policy, the price of HP PCs is fixed

according to the price of other competitor brand of the market & the price

moves accordingly.

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The price list of the some IT Products of HP India Pvt. Ltd. is as follows : -

Desktop Price Model

HP (Hewlett-Packard) Touch Smart IQ504 Desktop $972.99

HP (Hewlett-Packard) Pavilion Elite m9550f Desktop $999.99

HP (Hewlett-Packard) Compaq Presario SR5710f

Desktop$349.99

HP (Hewlett-Packard) TouchSmart IQ506 Desktop $799.96

HP (Hewlett-Packard) Pavilion a6750f Desktop $659.99

HP (Hewlett-Packard) Pavilion s3710t Desktop -

Customizable$379.99

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HP (Hewlett-Packard) Touch smart IQ526 Desktop $1175.00

HP (Hewlett-Packard) Touch Smart IQ524 Desktop $979.95

HP (Hewlett-Packard) Firebird Voodoo DNA 802

Desktop$972.99

HP (Hewlett-Packard) Touch Smart IQ816 Desktop $1299.99

1. THE THIRD P – ‘PROMOTION’

Promotion is the process of making communication involving information,

persuasion and influence. Promotion has three specific purposes. It

communicates marketing information to the customers, users & retailers.

Promotion persuades and convinces the buyer & enters into this consumer

behavior. Promotional efforts act as powerful tools of competition providing of

cutting edge of its entire marketing programmed. Promotion has been defined as

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“the coordinated self initiated effort to establish channel of information &

persuasion to facilitate or faster the sale of goods or services, or the acceptance of

ideas of points of view.” It is a non-price competition.

Broadly speaking, promotion means to push forward or to advance ideas in such

a way as to gain its acceptance & approval. It is an effort by the marketer to

inform and persuade buyer to accept, resell, recommend, or use the article,

services or ideas, which is being promoted. The promotional activity always

attempts to affect knowledge, attitude, preferences & behavior of recipient, i.e.

buyers. The element of persuasion to accept ideas, products, services etc., is the

heart of promotion.

You may have the best product, package & so on. It may have a fair price. But

people will not buy your products, if they have never heard of it, and they are

simply unaware of its existence.

The market must communicate to his prospective buyer & provide them

adequate information in a persuasive language. People must know that the right

product is available at the right place & at the right price. This is the job of

promotion in marketing. In essence, promotion is the spark plug in our

marketing mix. It is said that:-

“Nothing until somebody promotes something”

Promotion can create & stimulate demand, capture demand from rivals and

maintain the demand of your products even against keen competition. It is true

that nothing can be sold & nothing can make money (except mint) without

means of promotion.

The communication & promotion mix includes four ingredients viz.

1. Sales promotion.

2. Advertising.

3. Publicity.

4. Personal selling.

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1. Sales promotion

Sales promotion is an important instrument in marketing to lubricate the

marketing efforts. Today, sales promotion is a necessity & not a luxury. It is not

expenditure, it is an investment, which can pay a rich dividends. It is an integral

part of marketing effort.

“In a specific sense, sales promotion includes those sales activities that

supplement both personal selling & advertising & coordinated them and help to

make them effective such as displays, shows and expositions, demonstration and

other nonrecurring selling effort not in a ordinary routine. Sales promotion aims

at stimulating the purchasing at the point of sales & dealer’s effectiveness at the

retail channel of distribution.

Sales promotion with the reference of HP India Pvt. Ltd .

Company plans to follow two kinds of promotional tool for their products. They

are: -

(a) Dealers promotion

(b) Customers promotion

(a) Dealers promotion

To make a proper channel of distribution & to increase the market share of the

company, corporate plans to promote their dealer or retailers through the

various promotional strategies. Under which they provide a price off, a straight

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discount off the list price. The offer encourages retailers as well as distributors to

buy a quantity or carry a new item.

As it is company provide allowances to the distributors for the carrying out of

the company’s brand. An advertising allowance compensates retailers for

advertising the company’s products.

Company also provides free goods to the distributors as the offer for taking up

extra goods or for carrying new products. In the extra company plans to

organize the industrial associations in the form of trade fairs & conventions o

stimulate the sale result of their intermediaries.

(b) Customers promotion

Due to the proper attention towards the channel of intermediaries, company is

not able to give proper attention towards consumer’s promotion but they

arrange whole the method of local promotion for the awareness of the local

customers. As it is they also provides demonstration & gifts to the customers

shortly by which products of the company are able to create a spec in the

customer’s mind.

2. Advertising

The modern age is an era of competition. To withstand competition

manufactures have to think of new & unfamiliar uses for their products or they

have to find out new buyers for their products. The patent medicine people were

the first to prove what advertisement could do.

“Advertisement is the art of influencing human action’ the awakening for the

desire to possess & possess your product.”

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“Advertisement consists of all the activities in presenting a group a non-personal,

oral or visual, openly sponsored message regarding a product, services or idea.”

Advertising with the reference of HP India Pvt. Ltd.

At present time the chairman of HP India Pvt. Ltd. give attention to make

proper distribution channel for their products. It is the company’s policy that

firstly they make proper distribution channel for their products by which any

customer either he/she will be belongs to rural area or belongs to urban area got

the product easily. After making proper distribution channels, corporate plans

to come through the media, because advertisement on media requires heavy

investment.

As far as advertisement is concerned HP India Pvt. Ltd. provides claim to their

respective stockiest of the different districts of the state for the local awareness /

promotion as per required by the stockiest of the districts.

Local promotion includes Banners, Holdings, and Cable TV. Adz Installing,

Trade fairs, Sponsorship etc. for the awareness of their products to the local

customers. Because of the company doesn’t come through the media in present

time i.e. why company bears all the expanses for the local promotion as required

by the distributors?

It is true, that it is not sufficient in today’s high competitive marketing scenario,

but after the attainment of the proper distribution channel company definitely

come through the media which is a powerful source of demand generation in

today’s tough marketing scenario & it is definitely provides a strong consumer

pull to the new products of the HP India Pvt. Ltd.

3. Personal selling

A salesman is one who practices the profession of selling. One can learn a lot

about selling and salesmanship just by thinking about definition of personal

selling.

American marketing association defined salesmanship as ‘the process of

including and assisting a prospective buyer to buy a commodity or service or to

act favorably upon an idea that has commercial significance to the seller.’

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E.F. Schumaker defined selling as ‘the process affecting the transfer, with a

profit to buyer & seller, of goods & services that gives such lasting satisfaction

that the buyer is predispose to come back to seller for more of the same.’

Personal selling refers to oral presentation in conversation or more prospective

customers for the purpose of making sales.

Personal selling involves two-way communication, “a well defined problem is

half solved.” Due to seller buyer interaction, personal selling alone can provide

immediate feedback of information, which enables salesman to understand

properly the buyer’s mind, his problems, his needs & his preferences.

Personal selling with the reference of HP India Pvt. Ltd.

As far as the HP India Pvt. Ltd. is concerned corporate plans the effective

medium of personal selling for their products. They provide full support to the

salesman for selling their products. Effective communication & facilities

motivate salesman to make a good relationship with the customers. Corporate

actually knows the importance of the phenomenon of the personal selling I.e.

why they tries to implement the ‘A-I-D-A-S’ formula of personal selling. The

brief description of this formula is as follows: -

A: - Attention – The ‘Attention’ of the customer.

I: - Interest -- Create an ‘Interest’.

D: - Desire -- Ignite the ‘Desire’ of the customer.

A: - Action -- Gaining an order.

S: - Satisfaction – Customer ‘Satisfaction’.

2. THE FOURTH ‘P’ - PLACE

Marketer has to ensure the availability of its products to the target customers. If

a product is not available to the target customers at the right place, then he/she

may shift to competitive products. So place decision relates to:

(i) Channel decision – what kind of distribution channels a company adopts

between plants & consumer.

(ii) Distribution channel policy – whatever to go for extensive or selective or

exclusive distribution.

(iii) Degree of selectivity among wholesalers & retailers.

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(iv)Effort to get the cooperation of the trade.

(v) Physical distribution decision includes logistics, transportation,

warehousing, material handling, bulk packaging etc.

Meaning of channels of Distribution

Goods produced by the manufacturers must come to the knowledge of the

ultimate consumers. This is arranging by the sales promotion activities like

salesmanship & advertising. By mere knowledge, the prospective consumers are

not happy. The products must reach their hands for actual use. Channels of

distribution are paths through which products move from the point of

production to the point of consumption. Distribution channels are also called

Trade channels.

Distribution Channels of HP India Pvt. Ltd.

State

Eastern Central Western

Distributors Distributors Distributors

Retailers Retailers Retailers

Customers Customers Customers

COMPETITORS

Major Brands of Computers in India

HCL Infosystems:

HCL Infosystems Ltd is one of the pioneers in the Indian IT market, with its

origins in 1976. For over quarter of a century, we have developed and

implemented solutions for multiple market segments, across a range of

technologies in India.

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The country’s number one desktop brand had yet another great year selling

4.76 lakh units. The company targeted aggressively the B and C class cities and

upped its distribution network. The significant milestones over the last year

include the launch of the low cost Ezeebee Pride that came with an attractive

price tag of Rs 12,990. It attacked all the buying segments with low cost

processors like via to industry standard P4 HT offerings. The aggression HCL

showed in pricing its product in a way kick-started the price war with brands

like Acer, and vendors like HP cutting down end-user price points. Another

significant development for HCL was its launch of the high-end home PC called

Neo, complementing its Beanstalk range. Neo was also the first desktop brand in

India to come with Windows XP Media Center OS. Meanwhile, on the

Notebooks front, HCL is the exclusive distributor of Toshiba in India whose

volumes scaled to 20,000 units, compared to last year’s 11,600 units. With

Toshiba aligned to the

Higher end of the spectrum HCL was unable to tap the low and mid-end

segments of the portables. And to plug that, during the year the company made a

low key launch of its own brand of notebooks called eZeebee and Powerlite,

which summed up to 3,000 units during the fiscal. Meanwhile, the banking

vertical did buy aggressively with large mandates from SBI and other

nationalized banks. From the government side, nodal agencies like Tamilnadu’

ELCOT also went for large-scale installations. As a result of growing demand for

its offerings, the company is in the process of expanding its Pondycherry plant.

Acer Computer International Limited

Few IT companies offer the breadth and depth of products that Acer Group

does. Leveraging the vast collective technological resources available - Acer

India (Pvt) Ltd., was incorporated as a wholly owned subsidiary of Acer

Computer International Ltd. on 9th September 1999. Acer's mission in India is

to translate the Group's goal of making computer technology easier to use and

more affordable - to everyone in this country. With a focused customer-centric

approach, Acer in India is offering unmatched uptime for all it's systems

through a vast network of Service points, innovative and user friendly

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functionality while continuously lowering barriers that limit the access to the

fruits of technology.

Zenith Computers:

This Indian company has, over the years, reinvented itself in more ways than

one. In that, FY 2004-05 can be called the year of innovation and new product

launches for Zenith. It launched seven notebooks—calling it the power of seven

—and priced it aggressively, starting from Rs 35K for a low-end model and a

Centrino at the sub Rs 60K. With its state of the art plant in Goa, zenith’s

manufacturing capabilities got upped considerably and as a result of the number

of manufacturing best practices the company put in place, it went ahead full

steam. The company claims that its impressive performance was a result of it

introducing higher and better range products, and backing them with superior

quality control and distribution. Meanwhile, on the exports front, the company

had mandates from Bangladesh and other SAARC countries, and its entire

product offerings were certified with CE and FCC norms.

IBM:

The acquisition of IBM’s PC division by Lenovo in December 2004 was probably

a shocking and unexpected development in the global PC industry. Lenovo took

over IBM’s personal computing division and in the bargain became the third

largest computer company in the world. According to IDC, Lenovo’s 2004

product volumes stood at 14 mn units. Meanwhile for IBM India, in the first

three quarters of 2004, it shipped close to 39,450 ThinkPad notebooks as against

16,036 the corresponding period the previous year, representing a 146% growth.

What drove the demand is buying from two kinds of consumers—first time

notebook buyers went for the low cost sub Rs 40k notebooks, while consumers

who already owned notebooks went for high-end wireless notebooks. Overall,

IBM’s market share in the notebook space hovered around 26% during the year.

Compaq India:

25

The world’s largest seller of PCs entered India in 1994. Initially, the commercial

segment (large corporations, government, educational & research institutions)

was its main target segment. But with recession in the economy in mid 1990s and

the consequent slashing of IT budgets of corporate, it turned its attention to the

home segment. However, it soon realized that its PCs, although perceived well on

reliability and quality, were considered too expensive. The assemblers and

Indian brands were cornering a major chunk of the market. It slashed prices of

its sub brand Presario from Rs.65, 000 to Rs.50, 000 to penetrate into the price

conscious Indian households.

At the same time, Compaq is aggressively going after corporate segment by

offering a range of products tailored around services to meet specific needs. Its

merger with Digital Equipment further strengthened its position in the high-end

server market.

Wipro Limited:

Wipro intends to focus more on the lucrative services business in future.

Already, services accounts for more than half of its turnover. In contrast, the

contribution of systems business dropped from 43 per cent to 25 per cent.

It had a joint venture with Acer for marketing the Wipro-Acer brand of PCs.

However, they called it off in 1999.

Wipro has a 500-strong dealer network. It also distributes IBM PCs and Sun

Microsystems.

Research Methodology

In application of market research the research has to go through several steps or

stages and these steps are following.

Step 1: Defining the Problem:

Defining the problem is the most important part of the market research process,

because wrong definition misdirects research.

26

The type of the research to be carried out, the questions to be raised, and the

sampling procedure to be followed and the data to be collected, all depend on the

current understanding of the problem.

HP is having tough competition in the market with other players these players

are assemblers and branded. There are many factors, which influence the buyer

for purchasing the PC.

A major step in the conduction of marketing research is the decision regarding

the nature of research design we are selecting for the purpose of our study.

The benefits of research design are that it evaluates client’s need in terms of

results and the analytical work on the gathered data that will convert it to useful

findings for the management.

The selection of a particular design depends on the causality of the variables

involved.

For the purpose of our study we intend to take up descriptive design.

They cover research designs that are intended to produce accurate descriptions

of variables relevant to the decision being faced, without demonstrating that

some relationship exists between variables.

Decision makers very often choose or are willing to accept descriptive data,

which would permit only inferences to be drawn about causation.

Here we are using cross-sectional design to produce a picture of the phenomena

in which the decision maker is interested –for example, the market shares of

various firms, consumer’s brand images and consumption, consumer perception

regarding PC

Step 2: Develop the Research Plan:

The second stage of marketing research calls for developing the most efficient

plan for gathering the needed information.

Designing a research plan calls for decisions on the data sources, Research

approaches, research instruments, sampling plan, and contact methods.

Research Approaches:

27

Primary data can be collected in five ways: Observation, Focus groups, Surveys,

Behavioral-data, and Experiments.

Observation research:

Fresh data can be gathered by, observing the relevant actors and settings.

Focus group research: -

A focus group is a gathering of six to ten people who are invited to spend a few

hours with a skilled moderator to discuss a product, service, organization, or

other marketing entity. The moderator needs to be objective, knowledgeable on

the issue, and skilled in-group dynamics. Participants are normally paid a small

sum for attending. The meeting is typically held in pleasant surroundings and

refreshments are served.

Survey research: -

Surveys are best suited for descriptive research. Companies undertake surveys

to learn about people's knowledge, beliefs, preferences, and satisfaction, and to

measure these magnitudes in the general population.

This approach best suited for project-research hence this method was adopted

(survey-research) for the project work.

Behavioral Data:

Customers leave traces of their purchasing behavior in store scanning data,

catalog purchase records, and customer data bases. Much can be learned by

analyzing this data.

Experimental research:

The most scientifically valid research is experimental research. The purpose of

experimental research is to capture cause- and-effect relationships by

eliminating competing explanations of the observed findings.

1. Data Sources: The researches can gather secondary data, primary data, or

both. Secondary data are data that were collected for another purpose and

28

already exit some-where. Primary data are gathered for specific purpose or for a

specific research project.

When the needed data do not exist or are dated, inaccurate, incomplete, or

unreliable, the researcher will have to collect primary data. Most marketing

research projects involve some primary data collection.

Same is the case for our project as well. For the purpose of our study we have

collected primary data in the form of (1) the data’s nature and (2) its function in

the ultimate interpretation and analysis.

Types of data

1. Demographic

2. Sociological

3. Psychographic

4. Behavioral

Here we are going to analyze the opinions that how people perceive something

what they believe about it and what those believes signify. The most potent form

of opinions tends to be attitudes, which are mental sets of predispositions to act

in some manner.

Here in our project we intend to analyze the opinions and attitudes of the target

population by using appropriate sample. So the data collected in our project is

basically demographic and behavioral.

Communication approaches

In deciding on which of the several of communication means to choose, a

researcher has much to consider a simple division of communication media into

two broad types: observation and questioning. Also we will consider the matters

of whether to use structure and disguise.

29

From the point of view of our project we have selected the questioning method of

communication with our selected respondents, and for that purpose we have

drafted a questionnaire to quantify and evaluate the customer responses.

2. Questioning

In the majority of research problems, the required information can be gained

only by asking for it. This is done mainly by interviewing, but also data maybe

obtained through self-administered questionnaires distributed by mail and other

ways. As explained earlier that we have selected the questionnaire method of

data acquisition, therefore, we choose to draft the questionnaire having closed

ended questions and that will help us quantify the results in an appropriate

format.

Research instruments:

Marketing researchers have a choice of two main research instruments in

collecting primary data: Questionnaires and mechanical devices.

Questionnaires:

A questionnaire consists of a set of questions presented to respondents for their

answer. Because of its flexibility, the questionnaire is by far the most common

instrument used to collect primary data. Questionnaires need to be carefully

developed, tested, and debugged before they are administered on a large scale.

In preparing a questionnaire, the professional marketing researcher carefully

chooses the questions and their form, wording, and sequence. The form of the

question asked can influence the response. Marketing researchers distinguish

between closed-end and open-end questions. Closed-end questions-prespecify all

the possible answer. Open end-questions provide answers that are easier to

interpret and tabulate. Open-end questions often reveal more because they do

not constrain respondents, answers.

Finally, the questionnaire designer should exercise care in the wordings and

sequencing of questions. The questionnaire should use simple, direct, unbiased

wording and should be protested with a sample of respondents before it is used.

The lead question should attempt to create interest.

30

3. Mechanical instruments:

Mechanical devices are occasionally used in marketing research. One example is

of Galvanometers used to measure the interest or emotions aroused by exposure

to a specific and or picture.

QUESTIONNAIRE DESIGN

From basic aspects of measurement and meaning, we proceed to their

application in designing the instruments for seeking and recording data. Data

may be obtained by either observing or asking for them, and forms are needed

for field use in observation and interviewing. The accuracy and relevancy of the

data gathered depend heavily on the questionnaire.

FUNCTIONS OF QUESTIONNAIRES

A questionnaire is simply a formalized schedule to obtain and record specified

and relevant information with tolerable accuracy and completeness. In other

words, it directs the questioning process and promotes clear and proper

recording.

STEPS OF DEVELOPING A QUESTIONNAIRE

31

Determine the specific data to be sought.

Determine the interviewing process.

Evaluate the question content.

Determine response format.

Determine wording of the questions.

Determine questionnaire structure.

Determine the physical characteristics of the form.

Pretest revise and final draft.

We in our questionnaire have tried to evaluate buying pattern of our customer.

Now, for major the consumer behavior we first, define what consumer behavior

means is.

CONSUMER BEHAVIOUR

CONSUMER BEHAVIOR- BASIC STRATEGY

32Socio Culture Factors

Firm’s Marketing Mix

Psychological Factors

Culture DemographicsSocial ClassReference GroupFamily

Product Features PricePlacement

PerceptionLearningMotivationPersonalityAttitudes

It is a matter of wonder that why people behave the way they actually do in the

market place. At times we are mystified by our own acts being unable to

rationalize them. Innumerable questions constantly agitate the mind. For

example, do advertisements lure us into buying the products advertised? Why

people buy impulsively on some occasions, but in other instances act as careful

shoppers?

These questions and such other questions infact are of equal importance to the

marketer. For example, if a marketer can unravel the consumer behavior –what

do they buy, how do they buy and so on – he can orient his strategy around these

answers. Such a marketer can acquire, serve, and retain the customers for life.

Knowing the customer thus is very important. A study of consumer behavior,

though not guaranteeing 100% success in the market place, raises the possibility

of success. By studying the potential customer, marketer gains insight into the

attitudes, interests, lifestyles, etc.of the target segment. It will help, for example a

marketer to understand how westernized portrayal of women will be acceptable

to the customers in say, a cosmetic ad. Thus, broadly speaking, consumer

behavior study aims at identifying groups of consumers with similar life styles

who are likely to behave in a similar manner when some product related news is

communicated to them. Then a marketer can adopt effective strategies to reach

them, and make an offer.

DECISION MAKING PROCESS

When a prospective customer receives a marketing cue (product, price,

promotion, and placement related) he undergoes a process of decision making.

This decision making is conditioned by a variety of factors like personal,

interpersonal, and non-personal factors. If the impact of these factors is positive,

then the customer can decide to purchase else a purchase may not take place.

The consumer decision-making model is an appropriate tool this time to present

the real conditions in which the consumer decides to purchase. The all

circumstances he goes through. This model represents that upon receiving a

marketing stimulus a customer processes through the phenomenon of

perception, learning, motivation, attituditional disposition, etc.

CONSUMER DECISION MAKING MODEL

33

PURCHASE NO PURCHASE

CONSUMER PERCEPTION PROCESS

The consumer behavior can’t be studied without knowing perception process of

the respective customer. For example, a marketer uses advertising as a tool to

influence a customer. The very first thing is to ensure that the target customer

has the opportunity to see or hear an advertising message. This is to be ensured

by using appropriate

This task being accomplished, the next job for the advertiser is to create

awareness (perception) about the advertised brand. But the mere awareness

about the product is not enough. In order evaluate the alternative choice, and

then settle on one, a consumer needs enough information about the brand:

learning has to take place. This learning may induce a person to purchase a

brand if he is motivated. The moment information processing starts prception,

learning, and motivation occur.

CONSUMER PERCEPTION PROCESS

34

E

V

A

L

U

A

T

I

O

N

Thus the first task of the marketer is to make a customer aware (perceive) the

Existence of his offer. Subsequently, the customer learns more about it, forms a

positive attitude towards it, feels motivated to but it, and finally may land up

purchasing it if other determining factors do not dictate his choice in some other

direction.

There are many small and big reasons, which directly or indirectly affect the

buying behavior of the customer. The same effort has been done by me also to

know the customers behavior regarding the personal computers. The behavior

which I have observed during summer training period and have taken a

responsibility to know more is really a factor which directly affect the sales of the

computers.

RESEARCH PROCESS

Sampling and determination of sample size

Physical Data (Stimuli)SponsoredAdvertisementSales PromotionDisplaysPrice Tags

Non-SponsoredMedia newsConversation with others

Physiological Screen(Sensory)-Sight-Hearing-Taste-Smell-Touch

Psychological Screen(Emotional)PersonalitySelf conceptBelief and AttitudeLearning and Habits

Non-awareness(Ineffective message)

Cognition(Awareness)

Perception Memory

35

Sampling Plan: After deciding on the research approach and instruments, the

marketing researcher must design a sampling plan. This plan calls for three

decisions:

1 .Sampling Unit : Who is to be surveyed? The marketing researcher must define the

target population that will be sampled. The target population for our survey was

everyone aged between 18 to 50 years belonging to socio economy class middle

lower, middle upper and upper class .Our sampling frame was Delhi.

2. Sample Size: How many people should be surveyed? Large samples give more

reliable results than small samples. However, it is not necessary to sample the entire

target population or even a substantial portion to achieve reliable results. A total of

75 interviews were conducted in Delhi region in different locations.

3. Sampling Procedure: How should the respondents be chosen? To obtain a

representative sample of the population, a probability sample of the population

should be drawn. Probability Sampling allows the calculation of confidence limits

for sampling error. Three types of probability sampling are described in following

table, part A. When the cost or time involved in probability sampling is too high,

marketing researchers will take Non probability sampling. Following table, part B,

describes three types of non-probability sampling. Some marketing researchers feel

that non-probability samples are very useful in many circumstances, even though

they do not allow sampling error to be measured.

A) Probability Sample:

Simple random sample - Every member of the population has an equal chance of

selection.

Stratified random sample - The population is divided into mutually exclusive

group (such as age groups), and random samples are drawn from each group.

Cluster (area) sample - The population is divided into mutually exclusive

groups (such as city block), and the researchers draw a sample of the groups to

interview.

B) Non Probability sample:

36

Convenience sample - The researcher selects the most accessible population

member.

Judgment sample - The researcher selects population members who are good

prospects for accurate information.

Quota sample - The researcher finds and interviews a prescribed number of

people in each of several categories

I have conducted the convenient sampling in different areas in Delhi and NCR

region.

Data source

To meet with consumers and asked to fill structured questionnaire and no

secondary data was collected.

Personal interviewing is the most versatile method. The interviewer can ask

more questions and record additional observations about the respondent, such as

dress and body language. Personal interviewing takes two forms. In arranged

interviews, respondents are contacted for an appointment.

Intercept interviews involve stopping people at a shopping mall or busy street

corner and requesting an interview.

Step 3: Collect the Information:

The data collection phase of marketing research is generally the most expensive

and most prone to error. The information collected should be both accurate and

relevant as per as the requirements of research project. Depending on the

requirement, the researcher has to work out a suitable data collection method.

Broadly data collection method can be classified into,

(a) Primary Methods: when data is directly collected by a researcher, they are

known as primary methods e.g. interviews and questionnaires.

(b) Secondary Methods: The data are termed secondary data when they were

not originally collected for use in the research project under consideration,

they were collected rather for use by some other person or for some other

project.

Step 4: Analyze the Information :

37

The next step in the marketing research process is to extract findings from the

collected data. The researcher tabulates the data and develops frequency

distributions. Averages and measures of dispersion are computed for the major

variables. The researcher will also apply some advanced statistical techniques

and decision models in the hope of discovering additional findings.

Step 5: Present the Findings:

As a last step of market research process, Results (findings) are extracted from

the Analysis of information and are presented to the related party. The

researcher should present major findings that are relevant to the major

marketing decisions facing management. The findings should be written in a

concise, simple and objective orientated language.

For the purpose of our project, the analyses were conducted on the basis of

following conditions. As we earlier suggested that we are going to categorize the

scores into various intervals. Now as we have attached scores to all the

parameters according to their importance .

LIMITATIONS OF THE STUDY

The study is bond to come with some limitations and constraint, which made the

Efficiency of the same and to some extent deviates it from its main line of

thought.

Though no stone was left unturned to make the study more precise, accurate and

Relevant to the objective, yet there are some limitations and general problems,

Which are not worthy to make study meaningful.

TIME:-

Due to the constraints, sampling was done and thus the final Result could not be

taken the final result could not be taken for Granted and are subjected to

fluctuations.

DATA ANALYSIS AND INTERPRETATION

38

Analysis is based on the responses, which I got from the different respondents.

Each question has its own outcome and my result based on these outcomes.

The analysis of the questionnaires is given below.

1. Comparison between Branded & Assembled.

It has been found that branded PC has equal market with assembler PC. But, in

previous years assembler were dominating the Indian PC market. But due to

cutting the price by companies branded PC has been growing in the market. I

have also observed that companies are highly indulged with the promotional

activities as well as advertising to take grip on the market. Companies have tie

up with different banks to provide easy finance schemes. Consumers are going

for finance schemes to purchase the computers.

2. If we consider only branded players then the most preferable PC’s

are as follows.

32%

32%8%

8%

12%4%4%

HCLCOMPAQLGPCSZENITHIBMOTHERS

50%50%

CONSUMERS WHO PURCHASE ASSEM-BLED PC

CONSUMERS WHO PURCHASE BRANDED PC

39

HP and Compaq is the most preferable PC used by the consumers. Both the

brands are having a good image in the market. IBM is having 4% market share

but IBM is good brand but due to its high prices it’s not more preferable by the

Indian consumers.

HP & Compaq both is having 32% shares in branded PC market. After that

comes zenith with 12% market. Zenith is also preferred by consumers because of

its low price than others. PCS and LG also having 8% share in the market.

There are also many players in branded segment like Wipro, dell etc. are having

4% share.

Factors, which are taken into consideration while purchasing the PC .

COST

QUALITY

SERVICE

SUPPORT

BRAND

DISCOUNT

020406080

100120140160180

Series1

Series2

TOP 6 PREFERED FACTORS FOR PURCHASING THE PRODUCT

COST 160 1

QUALITY 145 2

SERVICE 140 3

SUPPORT 130 4

BRAND 80 5

DISCOUNT 75 6

PERSONALUSEUSEOFFICIAL

40

Taking all the factors combined & assigning them some value according to their

rank in preference it has been observed that cost & quality play equal roles

whereas ‘support comes next followed by serviceability. Brand comes on second

last and finally comes discount.

Study shows that while selecting a product for purchase cost plays the vital role

in the Indian minds. Next factor that comes is quality followed by brand image.

Discount also play role for purchasing the computer.

4. Measure the need of the PC either for personal or official use.

Indian consumers mainly purchase the computer for personal use.80%

consumer use the computer for personal use and rest of the use for official use.

41

5. Measure how do customer purchase the PC.

FINANCE CASH0%

10%20%30%40%50%60%70%80%90%

100%WAY OF PURCHASING THE PC

It has been found that 90% consumer purchase the PC through cash and rest

through the finance options. Consumers mainly opted for finance schemes but

due to more documentation and hidden costs either they purchased the PC

through case or they leave it for future

6. Finance Purchase given by PC vendors

HP

COMPAQ

ASSEM...

OTHERS0%

10%20%30%40%

FINANCE PURCHASE GIVEN BY PC VENDORS

42

HP gives the 30% finance purchase of total finance purchase HP is providing the

many finance schemes for consumers. HP has tie up with U.B.I., ICICI and

B.A.F.L. and providing the better opportunity of finance to the consumers. And

30% finance purchase goes to assemblers but it is mainly the self-finance by the

consumers. And 20% finance goes to Compaq. Rest to others.

7. MEASURE HOW DO CONSUMERS COME TO KNOW ABOUT

PARTICULAR PC.

ad

vert

ise

...

rela

tive

s &

...

sale

s p

rom

...

sale

s e

xec.

..

0%20%40%60%

CONSUMER COME TO KNOW ABOUT PC THROGH VARIOUS FACTORS

CONSUMER COME TO KNOW ABOUT PC THROGH VARIOUS FACTORS

Consumers come to know about the PC through advertisements and after

through relatives and friends, branded companies are mainly indulging with

advertisements. For example HP’S 499 get the PC in just 499 RS. These are

advertisements conducted by the HP. Relatives and friends of the consumers also

take the main part for choosing the PC. Sales promotion and sales executive

comes in last.

8. MEASURE WHICH BRAND IS THE BEST BRAND IN THE

CONSUMERS MIND.

HP

COMPAQ

DELL IBM

OTHERS0%

20%

40%

60%BEST BRAND OPTED BY CONSUMERS

BEST BRAND OPTED BY CONSUMERS

43

HP is the best brand according to consumers in the Delhi region. It is in top

because of its lower price among good brands and its better quality.

Compaq is on the second position because of its quality and brand name.

Compaq is the big competitor of HP.

DELL comes on third position because of its brand name and its customization

of the product according to the consumer need. IBM comes after DELL

9.. MEASURE THE POST PURCHASE PROBLEM IN THE PC.

HP

COMPAQ

ASSEMBLI

NGPCS LG

ZENITH

OTHERS0%5%

10%15%20%25%

POST PURCHASE PROBLEM IN THE PC

POST PUR-CHASE PROB-LEM IN THE PC

Compaq has less post purchase problems than others. HP is having 12% post

purchase problems in the PC. Assembled computers has 16% post purchase

problem & PCS has highest purchase problems in the PC.

BRAND OPTED RANK

HP 44% 1

COMPAQ 32% 2

DELL 12% 3

IBM 10% 4

OTHERS 2% 5

44

9. MEASURE THE PERFORMANCE OF PC

EXCELLENT V.GOOD GOOD FAIR0%

10%

20%

30%

40%

50%

60%

70%

HP PERFORMANCE MEASURE BY CONSUMERS

20% consumers say that HP is excellent in performance, 60% consumers says

that HP is very good in performance and 20% thinks that its good in

performance.

COMPAQ PERFORMANCE

EXCELLENT V.GOOD GOOD FAIR0%

10%

20%

30%

40%

50%

60%

70%

COMPAQ PERFORMANCE

Compaq performance is the same as HP performance.

45

Chapter 5: SUGGESTION

1. Perception about HP‘S after Sales Service and technology has to be

changed because HP is way behind in it compared to its competitors.

2. More awareness should be created regarding the various services offer by

HP.

3. HP has to try to establish it’s after sales service department.

4. Perceived corporate image of HP is not very good so an effort has to be

made to improve it.

5. They should pay proper attention towards checking of various

components of PC before end user delivery. Otherwise it tends towards

defame of brand name in comparison to rivals.

6. Need to expend customer care center as the consumer base of HP Ezeebee

is increasing with tremendously fast pace.

7. Proper attention should be paid for advertisement planning otherwise it

may lead to problem for dealer as well as for company.

8. Company should tie up with some event management company to

organize various promotional activities like canopy, Carnival.

9. Company should make policy for fixed end user price for all dealers so

that fair game will be played & dealer would not to compromise on their

margin.

10. Company should tie up with good banks by which company can provide

easy finance schemes to the consumers because every consumer search for

easy available finance scheme.

11. Company should improve the quality of product

12. Company should give the service of customization of product to the

consumers.

46

FINDINGS OF THE STUDY

MAJOR FINDINGS

Any survey conducted in the market places flashes back hidden truths and basic

facts, which affects the business of company directly or indirectly. Which are the

out coming of the research, are known as the findings.

The information gathered from the market, which are accountable in the

achievement of the objective and for the company, which makes the project

report more interesting, are basically known findings.

The findings of this project are as follows:

1. HP is market leader in PC market but have very close competition with

Compaq.

2. Most people thinks that HP only deals in desktop PC’s and servers where

as only few thinks that HP also provides facility of software development,

networking, internet services, facility management and high end

solutions.

3. Most people think that HP is typically hardware firm having no relation

with software.

4. Compaq and HP are two companies that are at top of mind in consumers

mind.

5. Cost, quality and service are two major factors that are taken into

consideration while purchasing the PC. HP is excellent in all factors.

6. Technology –Wise HP is considered to be number 4 where as IBM, DELL

and Compaq HP are number 1,2 and 3 respectively.

7. Cost wise HP is at third number after LG and zenith enjoy 1 and 2

position respectively.

8. Corporate image of HP is not so good. It holds third rank in this category

while IBM & Compaq are number 1 and 2 respectively.

9. According to customer satisfaction index HP is no.1 with Compaq.

Whereas IBM is on second position.

10. HP is no 1 in providing the finance purchase to the customers

11. After sales service and technology are the perceived weaknesses of the

HP.

47

CONCLUSION

The most interesting and crucial phase of any research is the presenting of findings

and this project is no exception. After concluding with the project I am in a position

to present the following:

HP Infosystems Ltd is one of the pioneers in the Indian IT market, with its

Origin in 1976, for over quarter of a century, they have developed and

implemented solutions for multiple market segments, across a range of

technologies in India.

Undoubtedly HP INFOSYSTEMS was leader in after sales services but now the

company is lacking in this field. Company is having good quality product with

low price but it’s lacking in technology. Company should change its technology.

But HP is most preferable brand in India then others.

Now for our own personal experience this project was a real rewarding

experience for us and helped us gain insights into the ways marketing research

works. The survey let us know the functioning of the survey reports and their

preparation. We are really indebted to our faculty to have provided us with this

opportunity.

48

QUESTIONNAIRE

I am NARENDER KORI, a second year BBA student form MAHARAJA

SURAJMAL INSTITUTE. This information is needed for successful completion

of my project “BUYING BEHAVIOUR OF COMPUTER USERS

TOWARDS H.P.” I request you kindly spare some time and fill the

questionnaire below. Thank you.

RESPONDENT INFORMATION

Name:

Age: Mob:

Q.1. Do you have Personal Computer?

Yes No

If yes______________________________________

Q.2. Whether you have branded or assembled?

Branded Assembled

If branded, which brand do you have?

1. HP 2. Compaq 3. IBM 4. LG

5. DELL 6. Zenith 7. Sahara 9. Other

Q.3. Why you opted for this brand?

Cost Support Service Quality Brand Name

49

Q.4. Why do you need the PC?

Personal Use Official Use

Q.5-How did you purchase your PC?

Cash purchase Finance Schemes

Q.6. How did you know about your PC?

Advertisements Sales personnel of the company

Relatives & Friends Sales promotions

Q.7. According to you which brand is the best brand?

1. HP 2. Compaq 3. IBM 4.LG

5. DELL 6. Zenith 7. PCS 8. Sahara 9. Other

Q.8. Did you get any discount on the purchase of the PC?

Yes No

If yes, to what extent?

1.1-5%

2. 6-10%

3.11-15%

4. Above than 15%

50

Q.9. what is the guarantee period of your PC?

A. 1 yr. B. 2 yr. C. 3 yr. D. 4 yr. e. More than 4 yr.

Q.10. Do you have any post –purchase problem with your PC?

Yes No

If yes, Please mention the problem-

Q.11. Do you refer your PC to other also?

Yes No

Q.12. how will you rate the performance of your PC?

a. Excellent

b. Very good

c. Good

d. Fair

e. Poor

51

BIBLOGRAPHY

WEBSITES:

1. www.indiainfoline.com

2. www.wikipedia.com/hp

3. www.computerworld.com

4. www.hpinfosystem.com

BOOKS REFERED:

1. Kothari, C.R. Marketing Research, 3rd edition, 1997, Vikas

Publishing House Pvt. Ltd, New Delhi.

2. Kotler, Philip, Marketing Management