marketing strategy of LAPTOP.doc

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PREFACE

Preparing a project of this nature is an arduous task and I wasfortunate enough to get support from a large number o persons. I

wish to express my deep sense of gratitude to all those who

generously helped in successful completion of this report by sharing

their invaluable time and knowledge.

It is my proud and previledge to express my deep regards to

Respected HOD Dr.Pramesh Gautam, Head of Department of

Business ManagementSVNU, SAGARfor allowing me to undertake

this project.

I feel extremely exhilarated to have completed this project under

the able and inspiring guidance of Miss Amrita Rawat she

rendered me all possible help me guidance while reviewing the

manuscript in finalising the report.

I also extend my deep regards to my teachers , family members ,

friends and all those whose encouragement has infused courage in me

to complete to work successfully.

ROLI VERMA

MBA IST SEM.

ACKNOWLEDGEMENT

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Preparing a project of this nature is an arduous task and I was fortunate

enough to get support from a large number o persons. I wish to express my

deep sense of gratitude to all those who generously helped in successful

completion of this report by sharing their invaluable time and knowledge.

It is my proud and previledge to express my deep regards to Respected ,

Head of Department Dr.Pramesh Gautam, Department of Business

Management ,SVNU, SAGARfor allowing me to undertake this project.

I feel extremely exhilarated to have completed this project under the able

and inspiring guidance of He rendered me all possible help me guidance while

reviewing the manuscript in finalising the report.

I also extend my deep regards to my teachers , family members , friends

and all those whose encouragement has infused courage in me to complete to

work successfully.

ROLI VERMA

MBA IST SEM.

DELCLARATION BY THE CANDIDATE

Date :

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I declare that the project report titled" MARKETING STRATEGIES

OF TOP FIVE BRANDS OF LAPTOP" on Market Segmentation is nay own

work conducted under the supervision ofMISS AMRITA RAWATDepartment

of Business Management , SVNU, SAGAR To the best of my knowledge the

report does not contain any work , which has been submitted for the award of

any degree , anywhere.

ROLI VERMA

MBA IST SEM.

CERTIFICATE

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The project report titled titled" MARKETING STRATEGIES

OF TOP FIVE BRANDS OF LAPTOP" been prepared by ROLI VERMA

MBA IST Semester, under the guidance and supervision of MISS AMRITA

RAWATfor the partial fulfillment of the Degree of MBA.

Signature of the Signature of the Signature of the

Supervisor Head of the Department Examiner

CONTENTS

PREFACE

ACKNOWLEDGEMENT CERTIFICATE

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DECLARATION

CHAPTER I INTRODUCTION

ABOUT PROJECT

AN INSIGHTOF COMPANY HISTORY

MISSION AND VISION STANDING POSITION OF COMPANY

BRAND VALUE

CHAPTER II OBJECTIVE OF THE STUDY

CHAPTER III RESEARCH METHODOLOGY

CHAPTER IV MARKET ANALYSIS

OVERVIEW

BRANDS

CHAPTER V CONSUMER GROUPS

CONSUMER BEHAVIOUR

CHAPTER VI PRODUCT PROFILE

PLAN FOR PRODUCT MIX

PRODUCT RANGE

CHAPTER VII MARKETING STRATEGY

PRICING

POSITION AND DISTRIBUTION

PROMOTION

CHAPTER VIII ABOUT COMPETITORS COMPETITOR FOR PRODUCT

PRICE OF COMPETITOR PRODUCT

CHAPTER IX DATA ANALYSISAND INTERPRETATION

CHAPTER X LIMITATION

CHAPTER XI CONCLUSION & SUGGESTION

BIBLIOGRAPHYQUESTIONNAIRE

ABOUT PRODUCTS

COMPUTER INDUSTRY

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With sound macroeconomic condition and buoyant buying sentiment in the market,

PC sales touched 6.5 million units during 2006-07. The high growth in PC sales is

attributed to increased consumption by Industry verticals such as Telecom, Banking

and Financial Services, Manufacturing, Education, Retail and BPO/IT-enabled

services as well as major e- Governance initiatives of the Central and State

Governments. Significant consumption in the small and medium enterprises and

increased PC purchase in smaller towns and cities was witnessed during the year. It is

expected that increased Government focus on pan-India deployment of broadband at

one of the lowest costs in the world will soon lead to accelerated PC consumption in

the home market. The growing domestic IT market has now given impetus to

manufacturing in India. The year witnessed not only capacity expansion by the

existing players, but also newer investments in hardware manufacturing. India is also

high on the agenda of electronics manufacturing services companies.

This is now a matured industry sector in the country at least as far as various

application segments is concerned. State-of-art and reliable SCADA, PLC/Data

Acquisition systems are being applied across various sections of the process industry.

Latest AC drive systems from smaller to very high power levels also find application

in large engineering industries like steel plants and/or metal industries. World class

UPS systems are being manufactured in the country to cater to the need of the

emerging digital economy. However, it appears there is really no manufacturing base

in the country for the whole range of the latest test and measuring instruments which

are invariably procured from outside. A good number of Indian companies in the

control and instrumentation sector are able to acquire orders for export systems

through international competitive bidding.

However, the creation of knowledge base in the country through industrial R&D in

this critical sector has not been improving as desired. There is still lack of needed

R&D activities by the industry looking at the global market. On the part of

Department of Information Technology some of the latest technology development

and applications in this area include Intelligent SCADA Systems for monitoring and

control of Mini Hydel plants, Advanced Traffic Control System for urban

tranPCation, Intelligent Power Controllers for improvement of quality of electric

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power, etc. These systems have been successfully developed and applied in real field

conditions.

Communication & Broadcasting Sector

The telecommunication industry has gained tremendous recognition as the key driver

for all round development and growth. With about 256 million telephone subscribers

(as on Corporate Catalyst India A report on Indian Electronics Industry February,

2007) India has emerged as one of the largest in the world and second largest in Asia.

The share of private sector in telecom industry has increased to more than 57 per cent

and the contribution of mobile telephony has gone upto 63 per cent on December,

2007. Buoyed by the better-than-expected teledensity in 2005 (11.4 per cent against

8.6 per cent in 2004) due to the mobile boom in India, Department of

Telecommunications (DoT) has revised the upwards the target of 22 per cent

teledensity by 2007. Broadband connectivity is holding tremendous potential in the

country. It is expected that the number of broadband subscribers would reach 20

million by 2010. India has emerged as the second largest market for mobile handsets.

Following the unprecedented growth in the mobile market, a number of companies are

planning to set up production base for mobile hand sets in the country for meeting

local as well as export markets. Direct to Home (DTH) broadcast service has gained

more and more popularity during 2005. DTH service is available through National

Broadcaster and private DTH service provider. Better quality digital broadcast

reception is now available almost everywhere in the country to the common people on

their TV sets through the use of small dish antenna and a Set-Top Box (STB).

Strategic Electronics

Though the government has started the process of getting private sector involved in

the production of strategic electronics equipments, the private involvement is at its

nascent stage. The estimated market for strategic electronics in India during 2005-06

was Rs.32 billion and 95 per cent of this was done by the public sector unit Bharat

Electronics Limited (BEL).

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Electronic Components

The total production of components was estimated at Rs. 88 billion during 2005-06.

The colour picture tube production is likely to be around 11 million, a decline from

11.2 million in the last year. The production of B&W picture tubes declined further

due to decreased market for B&W TVs. The components with major share in the

export are CD-R, CPTs, PCBs, DVD-R, connectors, semiconductor devices, ferrites,

resistors, etc. Significant developments took place during the year in the area of colour

picture tubes and colour glass parts. Another CPT manufacturer successfully launched

manufacture of pure flat tubes, leading to availability of flat tubes from three

indigenous sources. The CPT units continued expansion of capacities to improve

further their global competitiveness. Two more lines were commissioned during the

year, one for manufacture of large size flat colour Corporate Catalyst India A report

on Indian Electronics Industry picture tubes and the second for small size. Two more

lines are likely to come up next year. Keeping pace with the downward trend in prices

of color TVs, the prices of CPTs also fell.

Production Trend of Different Segments

Computers Communication & Broadcast Equipment

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One of the CPT manufacturers successfully developed a prototype of the 42 Plasma

Display Panel. This marked a major achievement of a milestone in the area of

developing from green field a Technology development initiative in a Hi Tech area.

The focus of development was in optimizing the Plasma Display Cell design to

achieve the desired parameters of Contrast and Brightness, achieving high speed

response times and parallely designing the Scan and sustain driver boards to match the

Panel parameters. A fully functional video Controller was also designed and

developed to match the Logic Circuits of the PDP Panel. In the year 2006, the

company plans to begin selling commercially the PDP Panels developed completely

inhouse and the focus there on will be to create low cost products through

Technological breakthroughs. The color glass parts manufacturer implemented major

expansion of its capacity to meet increased local requirement due to substantial

growth in CPT production. The unit also started manufacture of glass parts for pure

flat tubes as the demand for such tubes increased due to one more unit launching

production during the year. Both the existing manufacturers of B/W glass parts

continued the production of colour funnels in their existing lines. They were also

planning to make large investment to set up manufacturing facilities for colour panels

in near future. A number of existing units imported capital goods under various

schemes for expansion of their capacities in PCBs, connectors, cable assemblies,

colour picture tubes, compact disc, glass parts for colour picture tubes, etc. Corporate

Catalyst India A report on Indian Electronics Industry The serviceable market for

professional grade components such as PCBs, semiconductor devices, connectors,

wound components, antennas, etc., is likely to go up due to launch of manufacture of

mobile handsets in the country.

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HISTORY OF LAPTOP COMPUTERS - HISTORY

Left - Modern Laptop Today

It is a little hard to determine what was the first portable or laptop

computer, the first portable computers did not look like the book-

sized and folding laptops that we are familiar with today, however,

they were both portable and lapable, and lead to the development of notebook style

laptops. I have outlined several potential firsts below and how each qualifies, many of

the off-site links provide good photos of the computers that will let you see the

progression in design.

The First Laptop? Maybe

Designed in 1979 by a Briton, William Moggridge, for Grid Systems Corporation, the

Grid Compass was one fifth the weight of any model equivalent in performance and

was used by NASA on the space shuttle program in the early 1980's. A 340K byte

bubble memory lap-top computer with die-cast magnesium case and folding

electroluminescent graphics display screen.

HP Mini 210 NotebookSuperior Entertianment Computing, Stunning Notbook

Designs, Visit Us!www.HP.com/IN/mini210

Gavilan Computer As The First Laptop?

Manny Fernandez had the idea for a well-designed laptop for executives who were

starting to use computer. Fernandez, who started Gavilan Computer, promoted hismachines as the first "laptop" computers in May 1983. Many historians consider the

Gavilan as the first fully functional laptop computer.

The First Laptop Computer - Osborne 1

The computer considered by most historians to be the first true portable computer was

the Osborne 1. Adam Osborne, an ex-book publisher founded Osborne Computer and

produced the Osborne 1 in 1981, a portable computer that weighed 24 pounds and cost

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$1795. The Osborne 1 came with a five-inch screen, modem port, two 5 1/4 floppy

drives, a large collection of bundled software programs, and a battery pack. The short-

lived computer company was never successful.

More History of Laptop Firsts Also released in 1981, was the Epson HX-20, a battery powered portable

computer, with a 20-character by 4 line LCD display and a built-in printer.

In January of 1982, Microsoft's Kazuhiko Nishi and Bill Gates begin

discussions on designing a portable computer, based on using a new liquid

crystal display orLCD screen. Kazuhiko Nishi later showed the prototype to

Radio Shack who agree to manufacture the computer.

In 1983, Radio Shack released the TRS-80 Model 100, a 4 lb. battery operated

portable computer with a flat and more of a laptop design.

In February 1984, IBM announced the IBM 5155 Portable Personal Computer.

Three years later in 1986, Radio Shack released the improved and smallerTRS

Model 200.

In 1988, Compaq Computer introduces its first laptop PC with VGA graphics -

the Compaq SLT/286.

In 1989, NEC UltraLite was released, considered by some to be the first

"notebook style" computer. It was a laptop size computer which weighed under

5 lbs. (second photo)

In September 1989, Apple Computer released the first Macintosh Portable that

later evolved into the Powerbook. (second photo)

In 1989, Zenith Data Systems released the Zenith MiniPC, a 6-pound laptop

computer. (more Zenith laptops)

In October 1989, Compaq Computer released its first notebook PC, the

Compaq LTE.

In March 1991, Microsoft released the Microsoft BallPoint Mouse that used

both mouse and trackball technology in a pointing device designed for laptop

computers.

In October 1991, Apple Computers released the Macintosh PowerBook 100,

140, and 170 - all notebook style laptops. (more on Powerbooks)

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http://inventors.about.com/gi/dynamic/offsite.htm?site=http://www.xs4all.nl/~fjkraan/comp/hx20/http://inventors.about.com/library/inventors/blbillgates.htmhttp://inventors.about.com/library/inventors/bllcd.htmhttp://inventors.about.com/gi/dynamic/offsite.htm?site=http://www.hypothesis.it/nobel/eng/bio/nishi.htmhttp://inventors.about.com/gi/dynamic/offsite.htm?site=http://www.old-computers.com/museum/computer.asp%3Fc=233http://inventors.about.com/gi/dynamic/offsite.htm?site=http://www.obsoletecomputermuseum.org/ibm_port/http://inventors.about.com/gi/dynamic/offsite.htm?site=http://www.trs-80.com/trs80-20.htmhttp://inventors.about.com/gi/dynamic/offsite.htm?site=http://www.trs-80.com/trs80-20.htmhttp://inventors.about.com/gi/dynamic/offsite.htm?site=http://www.microstar.net/museum/cpqslt286.htmlhttp://inventors.about.com/gi/dynamic/offsite.htm?site=http://www.chuma.org/ultralite/http://inventors.about.com/gi/dynamic/offsite.htm?site=http://www.obsoletecomputermuseum.org/necultralite/http://inventors.about.com/gi/dynamic/offsite.htm?site=http://www.lowendmac.com/pb/portable.shtmlhttp://inventors.about.com/gi/dynamic/offsite.htm?site=http://www.obsoletecomputermuseum.org/mac_port/http://inventors.about.com/gi/dynamic/offsite.htm?site=http://incolor.inebraska.com/bill_r/zenith_minisport_laptop_computer.htmhttp://inventors.about.com/gi/dynamic/offsite.htm?site=http://www.obsoletecomputermuseum.org/zenith_l/http://inventors.about.com/gi/dynamic/offsite.htm?site=http://www.everymac.com/systems/apple/powerbook/stats/mac_powerbook100.htmlhttp://inventors.about.com/gi/dynamic/offsite.htm?site=http://www.everymac.com/systems/apple/powerbook/stats/mac_powerbook140.htmlhttp://inventors.about.com/gi/dynamic/offsite.htm?site=http://www.everymac.com/systems/apple/powerbook/stats/mac_powerbook170.htmlhttp://inventors.about.com/gi/dynamic/offsite.htm?site=http://www.everymac.com/systems/apple/powerbook/index.htmlhttp://inventors.about.com/gi/dynamic/offsite.htm?site=http://www.xs4all.nl/~fjkraan/comp/hx20/http://inventors.about.com/library/inventors/blbillgates.htmhttp://inventors.about.com/library/inventors/bllcd.htmhttp://inventors.about.com/gi/dynamic/offsite.htm?site=http://www.hypothesis.it/nobel/eng/bio/nishi.htmhttp://inventors.about.com/gi/dynamic/offsite.htm?site=http://www.old-computers.com/museum/computer.asp%3Fc=233http://inventors.about.com/gi/dynamic/offsite.htm?site=http://www.obsoletecomputermuseum.org/ibm_port/http://inventors.about.com/gi/dynamic/offsite.htm?site=http://www.trs-80.com/trs80-20.htmhttp://inventors.about.com/gi/dynamic/offsite.htm?site=http://www.trs-80.com/trs80-20.htmhttp://inventors.about.com/gi/dynamic/offsite.htm?site=http://www.microstar.net/museum/cpqslt286.htmlhttp://inventors.about.com/gi/dynamic/offsite.htm?site=http://www.chuma.org/ultralite/http://inventors.about.com/gi/dynamic/offsite.htm?site=http://www.obsoletecomputermuseum.org/necultralite/http://inventors.about.com/gi/dynamic/offsite.htm?site=http://www.lowendmac.com/pb/portable.shtmlhttp://inventors.about.com/gi/dynamic/offsite.htm?site=http://www.obsoletecomputermuseum.org/mac_port/http://inventors.about.com/gi/dynamic/offsite.htm?site=http://incolor.inebraska.com/bill_r/zenith_minisport_laptop_computer.htmhttp://inventors.about.com/gi/dynamic/offsite.htm?site=http://www.obsoletecomputermuseum.org/zenith_l/http://inventors.about.com/gi/dynamic/offsite.htm?site=http://www.everymac.com/systems/apple/powerbook/stats/mac_powerbook100.htmlhttp://inventors.about.com/gi/dynamic/offsite.htm?site=http://www.everymac.com/systems/apple/powerbook/stats/mac_powerbook140.htmlhttp://inventors.about.com/gi/dynamic/offsite.htm?site=http://www.everymac.com/systems/apple/powerbook/stats/mac_powerbook170.htmlhttp://inventors.about.com/gi/dynamic/offsite.htm?site=http://www.everymac.com/systems/apple/powerbook/index.html


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In October 1992, IBM released its ThinkPad 700 laptop computer.

In 1992, Intel and Microsoft release APM or the Advanced Power Management

specification for laptop computers.

In 1993, the first PDAs or Personal Digital Assistants are released. PDAs are

pen-based hand-held computers.

Laptop

A laptop is a personal computer designed for mobile use and

small and light enough to sit on a person's lap while in use. A laptop

integrates most of the typical components of a desktop computer,

including a display, a keyboard, a pointing device (a touchpad, alsoknown as a trackpad, and/or a pointing stick), speakers, and often

including a battery, into a single small and light unit. The

rechargeable battery (if present) is charged from an AC adapter and

typically stores enough energy to run the laptop for two to three

hours in its initial state, depending on the configuration and power

management of the computer.

Laptops are usually notebook-shaped with thicknesses

between 0.71.5 inches (1838 mm) and dimensions ranging from

10x8 inches (27x22cm, 13" display) to 15x11 inches (39x28cm, 17"

display) and up. Modern laptops weigh 3 to 12 pounds (1.4 to

5.4 kg); older laptops were usually heavier. Most laptops are

designed in the flip form factor to protect the screen and the

keyboard when closed. Modern tablet laptops have a complex joint

between the keyboard housing and the display, permitting the

display panel to swivel and then lie flat on the keyboard housing.

Laptops were originally considered to be "a small niche

market" and were thought suitable mostly for "specialized field

applications" such as "the military, the Internal Revenue Service,

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http://inventors.about.com/gi/dynamic/offsite.htm?site=http://www.ibm.com/news/us/2002/10/08.htmlhttp://en.wikipedia.org/wiki/Personal_computerhttp://en.wikipedia.org/wiki/Mobile_computinghttp://en.wikipedia.org/wiki/Laphttp://en.wikipedia.org/wiki/Computer_hardwarehttp://en.wikipedia.org/wiki/Desktop_computerhttp://en.wikipedia.org/wiki/Computer_displayhttp://en.wikipedia.org/wiki/Computer_keyboardhttp://en.wikipedia.org/wiki/Touchpadhttp://en.wikipedia.org/wiki/Pointing_stickhttp://en.wikipedia.org/wiki/Rechargeable_batteryhttp://en.wikipedia.org/wiki/Electronic_power_supplyhttp://en.wikipedia.org/wiki/Notebookhttp://en.wikipedia.org/wiki/Flip_(form)http://en.wikipedia.org/wiki/Tablet_laptopshttp://inventors.about.com/gi/dynamic/offsite.htm?site=http://www.ibm.com/news/us/2002/10/08.htmlhttp://en.wikipedia.org/wiki/Personal_computerhttp://en.wikipedia.org/wiki/Mobile_computinghttp://en.wikipedia.org/wiki/Laphttp://en.wikipedia.org/wiki/Computer_hardwarehttp://en.wikipedia.org/wiki/Desktop_computerhttp://en.wikipedia.org/wiki/Computer_displayhttp://en.wikipedia.org/wiki/Computer_keyboardhttp://en.wikipedia.org/wiki/Touchpadhttp://en.wikipedia.org/wiki/Pointing_stickhttp://en.wikipedia.org/wiki/Rechargeable_batteryhttp://en.wikipedia.org/wiki/Electronic_power_supplyhttp://en.wikipedia.org/wiki/Notebookhttp://en.wikipedia.org/wiki/Flip_(form)http://en.wikipedia.org/wiki/Tablet_laptops


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accountants and sales representatives". But today, there are already

more laptops than desktops in businesses, and laptops are

becoming obligatory for student use and more popular for general

use. In 2008 more laptops than desktops were sold in the US.

CLASSIFICATION

The general terms "laptop" or "notebook" can be used to refer to a

number of classes of small portable computers:

By purpose and (approximately) by screen

size:

Desktop replaelectronic emphasizes

performance, is less portable, 15" and

larger screen;

Standard laptop balances

portability and features, 13-15" screen;

Subnotebook emphasizes portability,has fewer features, 12" or smallerscreen.

By features:

Budget a cheap, lower-performance

standard-sized laptop;

Tablet PC Has a touch-screen

interface, may or may not have a

keyboard;

Netbook A budget subnotebook

suited to Internet surfing and basic

office applications. Usually has a 9" or

10" screen.

Gaming laptop - A larger laptop with a

powerful graphics card for playing

graphics-intensive computer games.

Rugged Engineered to operate in

tough conditions (strong vibrations,

extreme temperatures, wet and dusty

environments).

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http://en.wikipedia.org/wiki/Desktop_replacement_computerhttp://en.wikipedia.org/wiki/Laptop#Subnotebookhttp://en.wikipedia.org/wiki/Budgethttp://en.wikipedia.org/wiki/Tablet_PChttp://en.wikipedia.org/wiki/Laptop#Netbookhttp://en.wikipedia.org/wiki/Gaming_computer#Gaming_laptophttp://en.wikipedia.org/wiki/Graphics_cardhttp://en.wikipedia.org/wiki/Computer_gameshttp://en.wikipedia.org/wiki/Laptop#Rugged_Laptophttp://en.wikipedia.org/wiki/Desktop_replacement_computerhttp://en.wikipedia.org/wiki/Laptop#Subnotebookhttp://en.wikipedia.org/wiki/Budgethttp://en.wikipedia.org/wiki/Tablet_PChttp://en.wikipedia.org/wiki/Laptop#Netbookhttp://en.wikipedia.org/wiki/Gaming_computer#Gaming_laptophttp://en.wikipedia.org/wiki/Graphics_cardhttp://en.wikipedia.org/wiki/Computer_gameshttp://en.wikipedia.org/wiki/Laptop#Rugged_Laptop


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OBJECTIVE OF THE STUDY

To gauge the awareness of the public and their sources of information on the

workingexecutive class satisfaction on branded laptop.

To assess the level of satisfaction of the public with respect to branded laptop

To understand the practice of the public in terms of patronage of branded

laptop, purchase of branded laptop and use of branded laptop;

To evaluate the perception of the public on the importance of various type of

brandedlaptop; and

To collect the views of the public on genetically on different type of branded

laptopThe objectives of this particular study are:-

To know the preferences of different types of branded laptops by

the people of NCR.

To study which factor influence for choosing different types of branded

laptops.

To know about the level of satisfaction towards different types of branded

laptops.

To compare the popularity of different companies providing branded laptops

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RESEARCH METHODOLOGY

According to Green and Tall A research design is the specification of the

methods and procedures for acquiring the information needed. It is the overall

operational pattern or framework of the project that stipulates which

information is to be collected, from where it is to be collected and by what

procedures

This research process based on primary data analysis and secondary data

analysis will be clearly defined to meet the objectives of the study.

I chose the primary sources to get the data. A questionnaire was designed

in accordance with our mentor in Ketchup. I chose a sample of about 30

corporate customers

I collected some data from the secondary sources like published

Company documents, internet etc.

Research Design

A research design is the arrangement of conditions for collections and analysis

of data in a manner that aims to combine relevance to the research purpose with

economy in procedures. It is a descriptive cross sectional design .It is the

conceptual structure with in which research is conducted; it constitutes the

blueprint for the collection, measurement and analysis of data.

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It is needed because it facilitates the smooth sailing of the various research

operations, thereby making research as efficient as possible yielding maximal

information with minimal expenditure of effort, time and money.

In the preliminary stage, my research stage constituted of exploratory study by

which it is clear that the existence of the problem is obvious .So, I can directly

head for the conclusive research.

Sampling Plan

Sampling plan is a distinct phase of research process. In this stage I have to

determine who is to be sampled, how large should be the needed sample and

how sampling unit is to be selected.

Population

In my research, I have defined my population as a complete set of customers of

Sagar City.

Sample Survey

As compared to census study, a sample study has been conducted by us because

of:

Wide range of population, it was impossible to cover the whole

population

Time and money constraints.

Sample Unit

In this survey I took the list of customers from the dealers of Ketchup

Sampling Technique

Sampling technique implies the method of choosing the sample items, the two

methods of selecting sample are:

Probability method.

Non-probability method.

Probability method is those in which every item of the universe has an equal

chance of the inclusion in the sample. Non-probability methods are those that

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do not provide every item in the universe with known cause of being included in

the sample. The selection process is partially subjective.

For my study, I employed the Non-probability sampling technique, in which I

got the data of the customers from the dealer of Ketchup.

Instrument of collection of data

I have used one set of questionnaire to collect data from the customers. This

questionnaire is structured and highly ordered. This includes both close ended

and open ended questions. The close ended questions included both

dichotomous and multiple choice questions.

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MARKETING ANALYSIS

There is a multitude of laptop brands and manufacturers; several major

brands, offering notebooks in various classes, are listed in the box to

the right. The major brands usually offer good service and support,

including well-executed documentation and driver downloads that will

remain available for many years after a particular laptop model is no

longer produced. Capitalizing on service, support and brand image,

laptops from major brands are more expensive than laptops by smaller

brands and ODMs. Some brands are specializing in a particular class of

laptops, such as gaming laptops (Alienware), netbooks (EeePC) and

laptops for children (OLPC).

Many brands, including the major ones, do not design and do not manufacture their laptops.

Instead, a small number of Original Design Manufacturers (ODMs) design new models

of laptops, and the brands choose the models to be included in their lineup. In 2006, 7

major ODMs manufactured 7 of every 10 laptops in the world, with the largest one

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(Quanta Computer) having 30% world market share. Therefore, there often are

identical models available both from a major label and from a low-profile ODM in-

house brand.

SalesBattery-powered portable computers had just 2% worldwide market share

in 1986. But today, laptops are becoming increasingly popular, both for

business and personal use. In 2008 it is estimated that 145.9 million

notebooks were sold, and in 2009 the number will grow to 177.7 million.

The third quarter of 2008 was the first time when notebook PC shipments

exceeded desktops, with 38.6 million units versus 38.5 million units.

For Microsoft Windows systems, the average selling price (ASP) showed a

decline in 2008/2009, possibly due to low-cost netbooks, drawing 689 US$

at U.S. retail in August 2008. In 2009, ASP had further fallen to 602 US$ by

January and to 560 US$ in February. While Windows machines fell 129

US$ in these seven months, Mac laptop ASP declined just 12 US$ from

1524 US$ to 1512 US$.

Since 2006, the world's top selling Laptop brand is HP, which now has21.2% marketshare

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http://en.wikipedia.org/wiki/Quanta_Computerhttp://en.wikipedia.org/wiki/2008http://en.wikipedia.org/wiki/2009http://en.wikipedia.org/wiki/Desktop_computerhttp://en.wikipedia.org/wiki/Microsoft_Windowshttp://en.wikipedia.org/wiki/Netbookhttp://en.wikipedia.org/wiki/Macintoshhttp://en.wikipedia.org/wiki/HPhttp://en.wikipedia.org/wiki/Quanta_Computerhttp://en.wikipedia.org/wiki/2008http://en.wikipedia.org/wiki/2009http://en.wikipedia.org/wiki/Desktop_computerhttp://en.wikipedia.org/wiki/Microsoft_Windowshttp://en.wikipedia.org/wiki/Netbookhttp://en.wikipedia.org/wiki/Macintoshhttp://en.wikipedia.org/wiki/HP


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CONSUMER GROUPS

, In this part of the report, we have discussed the demographic,

psychographic andsocioeconomic factors about the target market of Laptop.

From this part it is easy to find outall potential consumers age, sex,

incomeeducation, source of information, influential factors,personality. This

information have been found out by conducting an extensive survey basedon 60

samples and analyzed by several statistical tools.

3.1.1. Demographic Factors:

Demography is the study of human population in terms of size, density,

location, age, gender,race, occupation and other statistics. The demographic

environment is of major interest tomarketers because it involves people and

people who make up market and it also give them aclear description of them

PRODUCT PROFILEPRODUCT PROFILE

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HCL Technologies is a leading global IT services

company, working with clients in the areas that impact

and redefine the core of their businesses. Since its

inception into the global landscape after its IPO in

1999, HCL focuses on 'transformational outsourcing', underlined by

innovation and value creation, and offers integrated portfolio of services

including software-led IT solutions, remote infrastructure management,

engineering and R&D services and BPO. HCL leverages its extensive

global offshore infrastructure and network of offices in 26 countries to

provide holistic, multi-service delivery in key industry verticals including

Financial Services, Manufacturing, Consumer Services, Public Services and

Healthcare. HCL takes pride in its philosophy of 'Employee First' which

empowers our 58,129 transformers to create a real value for the

customers. HCL Technologies, along with its subsidiaries, had consolidated

revenues of US$ 2.6 billion (Rs. 12,048 crores), as on 31st March 2010 (on

LTM basis).

HCL is a $5 billion leading global Technology and IT Enterprise that

comprises two companies listed in India - HCL Technologies & HCL

Infosystems. Founded in 1976, HCL is one of India's original IT garage

start-ups, a pioneer of modern computing, and a global transformational

enterprise today. Its range of offerings spans Product Engineering, Custom

& Package Applications, BPO, IT Infrastructure Services, IT Hardware,

Systems Integration, and distribution of ICT products across a wide rangeof focused industry verticals. The HCL team comprises over 62,000

professionals of diverse nationalities, who operate from 26 countries

including over 500 points of presence in India. HCL has global

partnerships with several leading Fortune 1000 firms, including leading IT

and Technology firms. For more information, please visit www.hcl.in.

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Its Products (Laptops)Its Products (Laptops)

HCL ME LAPTOP AE1V0555-I

Rs.43990

Our Price: Rs.39035

You Save: Rs.4955 (11%)

Product Code: AE1V0555-I + TataSky Digicom +Mtv Bag

2 Years additional warranty: Add:Rs.3500

Features:Genuine Windows 7 Home Premium Intel Core i3 330 ProcessorIntel HM55 chipset based , 2 Inbuilt AntennaCore i3 330(2.13GHz,3M Cache)4GB DDR3 RAM500 GB SATA Hard Disk DriveSlim DVD DL Super Multi Drive

HCL ME LAPTOP AE1V0677-I

Price: Rs.36990

Our Price: Rs.34400

You Save: Rs.2590 (7%)

Product Code: AE1V0677-I + TataSky Digicom +

Mtv Bag

2 Years additional warranty

Features:Free DosIntel Core i3 330 ProcessorIntel HM55 chipset based , 2 Inbuilt AntennaCore i3 330(2.13GHz,3M Cache)3 GB DDR3 RAM320 GB SATA Hard Disk Drive

Slim DVD DL Super Multi Drive

22
http://www.hclstore.in/hcl_me_laptop_AE1V0555?category_id=94http://www.microsoft.com/genuine/http://syndication.intel.com/DistributeModule.aspx?a=-1&m=1279&l=1http://www.hclstore.in/hcl_me_laptop_AE1V0677?category_id=94http://syndication.intel.com/DistributeModule.aspx?a=-1&m=1279&l=1http://www.hclstore.in/hcl_me_laptop_AE1V0555?category_id=94http://www.microsoft.com/genuine/http://syndication.intel.com/DistributeModule.aspx?a=-1&m=1279&l=1http://www.hclstore.in/hcl_me_laptop_AE1V0677?category_id=94http://syndication.intel.com/DistributeModule.aspx?a=-1&m=1279&l=1


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HCL laptops powered by Intel PentiumHCL laptops powered by Intel Pentium

HCL ME LAPTOP K4401

Price: Rs.33900

Our Price: Rs.29147

You Save: Rs.4753 (14%)

Product Code: AX0K4401 + TataSky Digicom +

Mtv Bag

2 Years additional warranty:

Features:Genuine Windows 7 Home Basic Intel Pentium Dual Core Processor T4400

PDC T4400 (2.2 GHz, 800 MHz, 1 MB)

Intel GL40 chipset based ,2 Inbuilt Antenna

2GB DDR2 RAM

320 GB SATA Hard Disk Drive

Slim DVD DL Super Multi Drive

HCL ME LAPTOP AE1V0684-X

Price: Rs.33840

Our Price: Rs.30486

You Save: Rs.3354 (10%)

Product Code: AE1V0684-X + TataSky

Digicom + Mtv Bag

2 Years additional warranty: Add:Rs.3500

Features: Genuine Windows 7 Home Basic Intel Pentium Dual Core Processor T4400Intel GM45 chipset based , 2 Inbuilt AntennaPDC T4400 (2.2 GHz, 800 MHz, 1 MB)3 GB DDR2 RAM320 GB SATA Hard Disk DriveSlim DVD DL Super Multi Drive with DVD RAM Support

Special Online Offer:

23
http://www.hclstore.in/hcl_me_laptop_k4401?category_id=98http://www.microsoft.com/genuinehttp://www.hclstore.in/hcl_me_laptop_AE1V0684?category_id=98http://www.microsoft.com/genuinehttp://www.hclstore.in/hcl_me_laptop_k4401?category_id=98http://www.microsoft.com/genuinehttp://www.hclstore.in/hcl_me_laptop_AE1V0684?category_id=98http://www.microsoft.com/genuine


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HCL ME LAPTOP AE1V0685-X

Price: Rs.29990

Our Price: Rs.28426


Product Code: AE1V0685-X + TataSky Digicom

+ Mtv Bag

2 Years additional warranty:Features:

Free Dos Intel Pentium Dual Core Processor T4400

Intel GM45 chipset based , 2 Inbuilt Antenna

PDC T4400 (2.2 GHz, 800 MHz, 1 MB)

3 GB DDR2 RAM

320 GB SATA Hard Disk Drive

Slim DVD DL Super Multi Drive with DVD RAM Support

HCL ME LAPTOP P3857

Price: Rs.30018

Our Price: Rs.28220


Product Code: AX0P3857 + TataSky Digicom + Mtv

Bag

2 Years additional warranty:

Features: Free Dos Intel Pentium Dual Core Processor T4300 PDC T4300 (2.1 GHz, 800

MHz, 1 MB) nVIDIA nForce MCP79MVL Chipset

2GB DDR2 memory

320 GB SATA Hard Disk Drive SATA DVD Super Multi Drive with DVD RAM Support

24
http://www.hclstore.in/hcl_me_laptop_AE1V0685?category_id=98http://www.hclstore.in/hcl_p3857?category_id=98http://syndication.intel.com/DistributeModule.aspx?a=-1&m=1035&l=1http://www.hclstore.in/hcl_me_laptop_AE1V0685?category_id=98http://www.hclstore.in/hcl_p3857?category_id=98http://syndication.intel.com/DistributeModule.aspx?a=-1&m=1035&l=1


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HP is a technology company that

operates in more than 170 countries

around the world. We explore how

technology and services can help

people and companies address their

problems and challenges, and

realize their possibilities, aspirations and dreams. We apply new

thinking and ideas to create more simple, valuable and trustedexperiences with technology, continuously improving the way our

customers live and work.

No other company offers as complete a technology product portfolio

as HP. We provide infrastructure and business offerings that span

from handheld devices to some of the world's most powerful

supercomputer installations. We offer consumers a wide range ofproducts 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.

Fast facts

HP was founded in 1939. Corporate headquarters are in Palo

Alto, Calif. Mark Hurd is president and CEO. HP is the world's largest IT

company, with revenue totaling

$114.6 billion for fiscal 2009. HP's 2009 Fortune 500 ranking: No.

9.

Technology leadership

HP's three business groups drive

industry leadership in core technology

areas:

The Personal Systems Group:

business and consumer PCs, mobile

computing devices and workstations The Imaging and Printing Group:

inkjet, LaserJet and commercial

printing, printing supplies

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Enterprise Business: business

products including storage and

servers, enterprise services and

software

Its ProductsIts Products

For Home & Home Office

HP Home Laptop PCs

Featuring the perfect Notebook PCs with powerful

performance and attractive designs that complement your

personality

Compaq Home Laptop PCs

The right notebook PC choice for all of what you need

and nothing you dont.

For business

Business Notebook (Laptop) and Tablet PCVersatile mobile solutions for a demanding

environment. Browse and choose a notebook best

suited to your business needs

Options and accessories for HP notebooks

For Home & Home Office

For Compaq Presario and HP

Pavilion notebook computers Compaq Options & Accessories

26
http://h10010.www1.hp.com/wwpc/in/en/ho/WF02d/321957-321957-3329744.htmlhttp://h10010.www1.hp.com/wwpc/in/en/ho/WF02d/321957-321957-3329742.htmlhttp://h10010.www1.hp.com/wwpc/in/en/sm/WF02d/321957-321957-64295.htmlhttp://h10010.www1.hp.com/wwpc/in/en/ho/WF11a/321957.htmlhttp://h10010.www1.hp.com/wwpc/in/en/ho/WF11a/321957.htmlhttp://www.hpshopping.com/cgi-bin/shopping/site_entrance.cgi?template_type=accessories&landing=compaq&aoid=1447http://www.hp.com/hpinfo/newsroom/HP_in_brief_010309.pdfhttp://h10010.www1.hp.com/wwpc/in/en/ho/WF02d/321957-321957-3329744.htmlhttp://h10010.www1.hp.com/wwpc/in/en/ho/WF02d/321957-321957-3329742.htmlhttp://h10010.www1.hp.com/wwpc/in/en/sm/WF02d/321957-321957-64295.htmlhttp://h10010.www1.hp.com/wwpc/in/en/ho/WF11a/321957.htmlhttp://h10010.www1.hp.com/wwpc/in/en/ho/WF11a/321957.htmlhttp://www.hpshopping.com/cgi-bin/shopping/site_entrance.cgi?template_type=accessories&landing=compaq&aoid=1447


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ACER is an incorporated not-for-

profit organization founded in 1987.

Members are leaders in education,

media and business who initiate and

facilitate development, production and promotion of Canadian

materials to meet the needs of to-day's learners.

Mission Statement: "Measuring and tracking the effects of climate

change demands accurate reporting. ACER believes in a grassroots

approach - utilizing citizen scientists to conduct such measurement

in a scientifically sound manner.

ACER develops, delivers and supports programs and resources that

educate and enable citizen scientists to undertake accurate

monitoring and reporting, thus contributing to awareness and

understanding of climate change which contributes to an

ecologically sustainable future for the planet."

ACER believes that sound ecological action depends on monitoring

and responding at the community level. Our current focus is

ecological monitoring to track environmental change.

ACER's dynamic volunteer network of community groups, educators

and scientists teaches pro-active approaches to monitoring andrestoring ecosystem health through hands-on programs.

Our community partners gather data that is fed into national

biodiversity databases to support environmental education and

decision making at community, regional, national and international

levels. By supporting ACER you become part of this important effort.

ACER:

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Evaluates Ideas

Seeks Funding

Produces and Promotes Materials

Ideas are evaluated, funding sought, materials produced and

promoted for use by educators and other interested groups or

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agencies. ACER acts as a bridge between the professional educator

and the materials needed to promote lifelong learning.

ACER funding comes from membership and donations. All project

funds are monitored by an advisory board. Reasonable fees and

expenses are paid to those working on projects. Members donate

many hours of their time to assist in various projects.

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Its Products (Acer)Its Products (Acer)

Aspire 5542

The 15.6"Aspire 5542 features the latest

AMD mobile processor technology to deliver

exceptional multitasking performance,

superb media experiences, and enhanced

mobility. Full HD 1080p playback is made

possible via the HD widescreen, superior

graphics solutions, and Blu-ray Disc

technology. Loaded with a host of premium

components, the Aspire 5542 brings next-generation radiance to your multimedia!

Benefits

HD brilliance

See, share and create richer content for the ultimate HD experience. Gaming and

entertainment reach new levels of realism thanks to advanced graphics with High

Dynamic-Range (HDR) technology, enabling lifelike lighting and texture for truly

immersive experiences. With its 15.6" HD widescreen, the Aspire 5542 lets you enjoy

the movie theater experience anywhere. To complete the cinematic feast, relish

fantastic acoustics via the 3rd Generation Dolby Home Theater, featuring True5.1-

channel surround sound output. And, use the HDMI interface for convenient

connectivity to entertainment systems, and get dazzling sights and sounds with a

single-cable link.

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CompaqCompaq Computer Corporation was a company founded in 1982, that developed, sold and

supported computers and related products and services. Compaq produced some of the

first IBM PC compatible computers, being the first company to legally reverse-engineerIBM

Personal Computer. It rose to become the largest supplier of PC systems during the 1990s

before being overtaken by Dell in 2001. Struggling in the aftermath of the dot-com

bubble bust, Compaq was acquired for US$25 billion by HP in 2002. The Compaq brand

remained used by HP for lower-end systems.

The company was formed by Rod Canion, Jim Harris and Bill Murto formerTexas

Instruments senior managers. Murto departed Compaq in 1987, while Canion (President and

CEO) and Harris (SVP of Engineering) left under a shakeup in 1991, which sawEckhard

Pfeifferappointed President and CEO. Pfeiffer served through the 1990s. Ben

Rosen provided the venture capital financing for the fledgling company and served as

chairman of the board for 18 years from 1983 until September 28, 2000, when he retired and

was succeeded by Michael Capellas, who served as the last Chairman and CEO until its

merger with HP.

Prior to its takeover the company was headquartered in a facility in

northwestunincorporatedHarris County, Texas, United States that now serves as HP's United

States headquarte

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Dell

Dell Inc. is an American multinational computer technology corporation based

in Round Rock, Texas, United States, that develops, sells, repairs and supports

computers and related products and services. Bearing the name of its

founder, Michael Dell, the company is one of the largest technologicalcorporations in the world, employing more than 103,300 people worldwide.

Dell is listed at number 44 in the Fortune 500 list. It is the third largest PC

vendorin the world afterHP and Lenovo.

Dell has grown by both increasing its customer base and through acquisitions

since its inception; notable mergers and

acquisitions including Alienware (2006) and Perot Systems(2009). As of 2009,

the company sold personal computers, servers, data storage devices,network

switches, software, and computerperipherals. Dell also sells HDTVs, cameras,

printers, MP3 players and other electronics built by other manufacturers. The

company is well known for its innovations in supply chain

management and electronic commerce, particularly its direct-sales model and its

"configure to order" approach to manufacturingdelivering individual PCs

configured to customer specifications.

Dell is the sixth largest company in Texas by total revenue, according

to Fortunemagazine. It is the second largest non-oil company in Texas

behind AT&T and the largest company in the Greater Austin area.

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MARKERTING STRATEGY

Promotion:

Manchester United has established a range of global, commercial partnerships with certainblue chip firms such as Vodafone and Nike. Indeed this has helped put Manchester United on

the global scene. Nike has launched their new Cool Motion double layer kit, promoted by

many of the players such as Scholes and Ferdinand, wearing Nike Boots, which have helped

connect the famous market leader with this Premier Football team. Further, legends such as

Cantona have helped create this maverick image for Manchester United, but also having such

a combination of powerful sponsors has brought the team a reputable image. (ManUtd.com,

2004a).

Product

Merchandise

In the early nineties, the extent of the United range was very narrow (consisting of

goods such as scarves, mugs and hats), but now the product line is inexhaustible,

including everything possible from wallpaper in childrens bedrooms to cuddly toys,

soft drinks and underwear.

As the popularity of the Internet has come to prominence, this has acted as a further

opportunity of extending the brand image around the globe, providing new found

supporters in East-Asia and America with the opportunity to purchase their goods.

Manchester United have proposed tactics to sell their brand image in countries where

popularity is however limited, such as America and the Far-East.

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Place

Old Trafford Club Stadium

The club recognised at an early stage in the brands development, the potential earning

power of the clubs home ground, Old Trafford with 68,000 supporters walking

through the gates on any given match day. Currently shown in Manchester United

financial data is that 36% of the clubs revenue is generated from match days.

(ManUtd.com, 2004c). Reid (2001) stressed that the brand has to be experienced,

therefore by providing a well equipped stadium, this helps attract a greater influx of

foreign visitors.

Price

The use of price can be viewed as the sole negative factor of Manchester United brand

image. Exploitation is evident in the form of the fans that pay outrageous prices for

gate admissions (34) and replica shirts (45) and via their business partners, theexploitation of children in the sweatshops of Asia as exposed by the BBCs current

affairs flagship Panorama. While the clubs players such as Ferdinand, Giggs and

Keane are paid so handsomely to wear the products of leading sports manufacturers

the workers in the sweatshops of Indonesia and other Asian countries are earning 72

pence for 24 hours of work. (Skynews.com, 2002). The enormous difference between

what the goods cost to manufacture and their price is the reason behind the clubs huge

profits and enormous transfer kitty. It is clear that there is a large disparity between

with the wealth of Manchester United and the workers who make the products so

crucial to the global spread of the brand image.

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BRAND PREFERENCE

Customers buying products are buying utility, function, and performance as

much as image and status (Terpstra and Sarathy, 1997, p. 375). Actually, Customer

merchandise has implications more than their utilitarian, functional, and commercial

significance (Czikszentmihalyi and Rochberg-Halton, 1981; Ericksen, 1996; Leigh

and Gabel, 1992; Levy, 1959; Mick, 1986). Consumers do not consume products for

their material utilities but consume the symbolic meaning of those products as

portrayed in their images (Elliot, 1997, p. 286). Therefore, the acquired goods

are not only bundles of attributes that yield particular benefits (Holt, 1995, p. 1) but

also indications of symbolic meanings to the public. Consumers are more likely to use

brands to express how they are either similar to or different from people of their in-

group (Markus and Kitayama, 1991).

Bhat and Reddy (1998) also reported that brands have practical and emblematic

importance for consumers. The emblematic importance, which is attached to brands, is

often broadcasted via the use and consumption of brands (Gottdeiner, 1985;

McCracken, 1986). Consequently, there seems to be a noteworthy relationshipbetween brand images, consistent with the emblematic importance of brands, and

consumers self images (Zinkham and Hong, 1991). Individuals are more likely to buy

brands whose personalities intimately match their own self images (Schiffman and

Kanuk, 2000). Similarly, consumers express themselves by selecting brands whose

personalities are recognized to be consistent with their own personalities (Aaker,

1999; Kassarjian, 1971; Sirgy, 1982).

In many circumstances, consumers self image influences his/her purchase

decisions (Zinkham and Hong, 1991) In other words, consumers use products to

illustrate, maintain, and reinforce their self concepts to themselves (Sirgy, 1982;

Wallendorf and Arnould, 1988; Zinkham and Hong, 1991). Therefore, purchase and

consumption are good vehicles for self-expression (Jamal and Goode, 2001, p. 483).

Previous research indicated that self image/self expression affect consumers

product preferences and their purchase intentions (Ericksen, 1996; Mehta, 1999). For

example, Ericksen (1996) found a significant relationship between self image and

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intention to buy an American automobile (Ford Escort). Based on this finding, it

might be inferred that individuals prefer brands that have images compatible with

their perceptions of self (Jamal and Goode, 2001, p. 483; Belk, et. al., 1982;

Ericksen, 1996; Solomon, 1983; Zinkham and Hong, 1991). Moreover, this self image

consistency strengthen positive attitude toward products and brands (Ericksen, 1996;

Sirgy, 1982, 1985, 1991; Sirgy, et. al., 1997). Specifically, the more similar a

consumers self-image is to the brands image, the more favorable their evaluations of

that brand should be (Graeff, 1996, p. 5).

Brand Personality

Contrary to product-related attributes, which refer to be performance-oriented

for customers, brand personality seems to be representative/self-expressive oriented

(Keller, 1993). Brand personality refers to the set of human characteristics associated

with a brand (Aaker, 1997, p. 347). Moreover, researchers found that brand

personality facilitates a consumer to articulate his/her self (Belk, 1988), an ideal self

(Malhotra, 1988), or exact aspects of the self (Kleine, Kleine, and Kerman, 1993) via

the use of a brand. Additionally, this concept was the essential determinant of

consumer preference and usage (Biel, 1993).Brand personality can be shaped and influenced by any direct/indirect contact

that the consumer has with the brand (Plummer, 1985). The direct influences included

the brands user imagery, which is defined as the set of human characteristics

associated with the typical user of a brand (Aaker, 1997, p. 348); the firms workers

and/or boss; and the brands endorsers. On the other hand, the indirect influences

contained product-related features, product category relationships, brand name, mark

or emblem, and other marketing mix elements (Batra, Lehmann, and Singh, 1993).

Moreover, according to Levy (1959, p. 12), brand personality consisted of

demographic characteristics such as gender (Usually it is hard to evade thinking of

inanimate things as male or female), age (Just as most, people usually recognize

whether something is addressed to them as a man or a woman, so are they sensitive to

symbols of age), and class (The possession of mink is hardly a matter of winter

warmth alone). Some examples are provided as follows. First, in the tobacco

industry, Virginia Slims tends to be thought of feminine, whereas Marlboro tends to

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perceived as masculine (Aaker, 1997, p. 348). Second, in the pc business, Apple is

considered to be young, and IBM is considered to be older (Aaker, 1997, p. 348).

Third, based on the various pricing policies in relation to different department stores,

Saks Fifth Avenue is perceived as upper class, whereas K-mart is perceived as blue

collar (Aaker, 1997, p. 348).

Customer Perceived Value

Value has been recognized as the fundamental basis for all marketing activity

(Halbrook, 1994, p. 22). Value has also been stated as a cognitive-based construct

which captures any benefit-sacrifice discrepancy in much the same way

disconfirmation does for variations between expectations and perceived performance

(Patterson and Spreng, 1997, p. 421). Therefore, it is the outcome of a cognitive

assessment procedure. Moreover, it is an affective evaluative reaction (Oliver, 1996).

Customer perceived value in commerce marketplace was defined as the trade-

off between the multiple benefits and sacrifices of a suppliers offering, as perceived

by key decision-makers in the customers organization, and taking into consideration

the available alternative suppliers offerings in a specific use situation (Eggert andUlaga, 2002, p. 110). That is, there existed three elements in this definition: (1) the

multiple components of value, (2) the subjectivity of value perceptions and (3) the

importance of competition (Eggert and Ulaga, 2002, p. 109).

First of all, the multiple benefits refer to a mixture of product/service attributes

and/or technological support available related to a specific use condition (Monroe,

1990). The multiple sacrifices were occasionally illustrated in monetary forms

(Anderson, et al., 1993). Secondly, customers perceived value is subjective, not

objective (Kortge and Okonkwo, 1993). In other words, different customers might

have a variety of perceived values for consuming the same product/service. Thirdly,

customers perceived value is associated with competition on the market. Competitors

generate sustainable competitive advantage by means of bringing a better trade-off

between utilities and sacrifice in a merchandise/service.

Alternatively, customer perceived value was consisted of a take factor- the

benefits a purchaser obtained from the vendors contribution- and a give factor- the

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buyers costs (financial and/or non-monetary) of receiving the offering (Dodds, 1991;

Zeithmal, 1988). Even much of the precedent studies have emphasized product quality

as the primary take factor and price as the give factor (Grewal et al., 1998;

Lichtenstein, Netemeyer, and Burton, 1990; Zeithmal, 1988). But, service is also a

logical driver of perceived value (Parasuraman and Grewal, 2000, p. 169). For the

reason that outstanding before/after sale services provided by the seller really increase

the benefits obtained (the take factor) and also decrease the buyers non-monetary

costs, such as time, effort, and mental stress (the give factor) (Parasuraman and

Grewal, 2000, p. 169). Consequently, customer perceived value was composed of

service quality, product quality, and price (Parasuraman and Grewal, 2000, p. 169).

1. Service quality

Perceived service quality was defined as the discrepancy between expected

quality and experienced quality (Gronroos, 2000, p. 67). Expected quality refers to

the expectations of the customer; experienced quality is the outcome of a series of

internal decisions and activities (Gronroos, 2000, p. 101). In other words, customers

subjectivity has a significant influence on perceived service.

Based on a concrete background of empirical and conceptual research,Gronroos (2000, p. 81) provided a list of The Seven Criteria of Good Perceived

Service Quality: professionalism and skills (i.e., service providers have required

knowledge to offer skills in order to solve customers problems in a professional way),

attitudes and behavior (i.e., service providers are considerate of/friendly to

customers), accessibility and flexibility (i.e., service providers are easy and adaptive

for customers to reach), reliability and trustworthiness (i.e., service providers are

dependable and honorable), service recovery (i.e., service providers are willing to

correct mistakes as soon as they can), serviscape (i.e., customers feel comfortable in

the environment related to the service process), reputation and credibility (i.e.,

service providers can be trusted by customers).

2. Product quality

Generally speaking, people buy products to satisfy needs and wants. That is,

consumers would like to obtain a mixture of utilities when they procure items for

consumption, and different customers seem to acquire a variety of benefits from the

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same kind of goods. In order to supply the benefits for consumers, marketers need to

successfully incorporate the components that constitute a product. These components

include product features (quality, design, branding, and packaging) and customer

service (purchase services and usage services) (Bearden, Ingram, and LaForge, 2001,

p. 185). Product quality refers to how well a product does what it is supposed to do

as defined by the customer (Bearden, Ingram, and LaForge, 2001, p. 186).

3. Price

The price of a product/service can be analyzed associated with customers

quality expectations and/or their past experiences. If the price is judged too expensive,

consumers might not purchase. A low price policy causes poor positioning and

neglected opportunities. However, price appears to be a standard for quality in some

circumstances. A higher price level equals a better quality in the minds of customers,

especially when the service is highly intangible (Gronroos, 2000, p. 80).

Hypotheses

Based on the literature discussed above, the hypotheses of this study are as

follows:

1. There existed a significant relationship between brand preferences and

respondents demographic characteristics.

2. There existed a significant relationship between brand personality and

respondents brand preferences.

3. Brand preferences were significantly associated with variation in customers

perceived value.

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ABOUT COMPETITORSABOUT COMPETITORS

Strength of assets and competenciesStrength of assets and competencies

Relative brand strength (marketing)Relative brand strength (marketing)

Market shareMarket share

Market share growthMarket share growth

Customer loyaltyCustomer loyalty

Relative cost position (cost structure compared withRelative cost position (cost structure compared with

competitors)competitors)

Relative profit margins (compared to competitors)Relative profit margins (compared to competitors)

Distribution strength and production capacityDistribution strength and production capacity

Record of technological or other innovationRecord of technological or other innovation

QualityQuality

Access to financial and other investment resourcesAccess to financial and other investment resources

Management strengthManagement strength

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Data Analysis & InterpretationData Analysis & Interpretation

1. Do you have a Laptop?

SR.NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE

1 Yes 25 50%

2 No 25 50%

3 Total 50 100%

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INTERPRETATION:

The above table indicates that, 25% people have laptop & 25% people do not have

laptop.

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2. If Yes which brand do you have?


1 Dell 2 8%

2 HP 4 16%

3 Compaq 4 16%

4 Acer 2 8%

5 HCL 2 8%

Total 25 100%

INTERPRETATION:

The above table indicates that, 24% people have Lenovo, 16% people have Compaq,

8% have Dell, 16% have Sony, 8% HCL, 8% have Acer, 16% have HP laptop.

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3. When did you purchase your Laptop?


1 Less than 6 months 10 40%

2 6 months to 1 year 8 32%

3 1 -2 years 4 16%

4 2 5 years 2 8%

5 More than 5 years 1 4%

9 Total 25 100%

INTERPRETATION:

The above table indicates that, 16% people plans for purchasing laptop in 1-2 yr., 4%

plan more than 5 yr., 40% plan in less than 6 months, 32% plan in 6 month to 1 yr.

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4. What is main purpose of using Laptop?


1 Personal 13 52%

2 Official 10 40%

3 Both 2 8%

9 Total 25 100%

INTERPRETATION:

The above table indicates that, 52% purchasing laptop for person use, 8% purchase

for both purpose, 40 % purchase for official use.

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5. Your satisfaction level towards your laptop?


1 Strongly satisfied 9 36%

2 Satisfied 13 52%

3 Dissatisfied 2 8%

4 Strongly dissatisfied 1 4%

5 partially satisfied 0 0%

Total 25 100%

INTERPRETATION:

The above table indicates that, 52% people satisfied with their brand laptop, 36%

strongly satisfied with their laptop, 8% people dissatisfied with their laptop, 4% people

strongly dissatisfied with their laptop.

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6. Which types of features prefer most by you in laptop?


1 Processor 9 36%

2 Battery backup 8 32%

3 Screen size 5 20%

4 Ram 2 8%

5 Hard disk 1 4%

Total 25 100%

INTERPRETATION:

The above table indicates that, 32% people gives preference to battery backup, 36%

for processor, 8% for RAM, 20% give preference screen size, 4% gives HDD.

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7. What are the factors which influence your buying decision?


1 Price 9 36%

2 Availability 7 28%

3 Schemes 4 16%

4 Quality 3 12%

5 advertisement 2 8%

Total 25 100%

INTERPRETATION:

The above table indicates that, 28% people influencing through availability of

product, 36% influencing through price, 16% through schemes, 12% through Quality of

laptop & 8% through advertisement.

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LIMITATION OF THE STUDY

In the current project there are some limitation that have been found . these

limitation are:-

In a very short span of time this analysis of customer satisfaction about

the laptop. This is one of the major limitations of this project because in

the very short period analysis of different laptop is very complex task.

The present study is totally region specific. What ever analysis of the

laptop has been done is based on the data collected in the Nehru Place

only.

Every person has different view in comparison to other person. Same is

the case with this project also.

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SUGGESTION & RECOMMENDATIONSUGGESTION & RECOMMENDATION

Laptop Company having large number of channel partners but it is not supporting

& taking care all of them equally which results in increasing discontentment

among new channel partners because its not possible for company to support all of

them equally. Company should take some positive action against it.

Company executive should visit dealers on regular basis.

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.

Need to expend customer care center .

Proper attention should be paid for advertisement planning otherwise it may lead

to problem for dealer as well as for company.

Company should tie up with some event management company to organize various

promotional activities like canopy, Carnival.

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.

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CONCLUSIONCONCLUSION

Marketing is a very crucial activity in every business organization. Every

product produced within an industry has to be market.

ted other wise it will remain as unsold stock, which will be of no value. I have

realized this fact after completion of my project. I have tried my level best to find out

the most relevant information for the organization to complete the assignment that was

given to me. After completion of my project I have gained several experiences in the

field or sales marketing. I have got the opportunity to meet various people, which

fluctuate in different situation and time. project has given me the opportunity to have

first experience in the corporate world.

Theoretical knowledge of a person remains dormant until it is used and tested

in the practical life. The research has given to me the chance to apply my theoretical

knowledge that I have acquired in my classroom to the real business world. I have

completed my project in which are involved in its successful completion. In spite of

few limitations and hindrance in the project I found that the work was a challenge and

fruitful. It gives enough knowledge about the computers market and the distribution

process undertaken by an organization. This summer training project has enabled my

capability in order to manage business effectively and in my career in future.

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BIBLIOGRAPHYBIBLIOGRAPHY

The lists of reference for the purpose of completing this marketing project are as given

below:

BOOKS:

Marketing Research By: G. C. Beri

Marketing Research By: Boyd and Stasch

Marketing Management By: Philip Kotler

Kothari C. R. (2005) RESEARCH METHODOLOGY New Age

International Limited, Fifth Edition

Saxena Rajan, Marketing Management: Tata Mcgraw, New Delhi, 2006

INTERNET:

www.hcl.in

www.indiainfoline.com

www.google.co.in

www.hp.com

www.acer.com

www.dell.com

www.ibm.com

www.hclinfosystem.in www.altavista.com

www.khoj.com

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QUESTIONNAIRE

Name: - .

Age: - Gender: - Male / Female.Address:- Contact No. :- .. Occupation: - ...Income (yearly)

1. Do you have a Laptop?

a. Yes

b. No

(If answer is No than turn to Q. No. 10)2. If Yes which brand do you have?

a. Sony b. IBM

c. dell d. Lenovo

e. H P f. Acer

g. Compaq h. HCL

3. When did you purchase your Laptop?

a. Less than 6 months

b. 6 months to 1 year

c. 1 -2 years

d. 2 5 years

e. More than 5 years

4. What is main purpose of using Laptop?

a. Personal

b. Official

c. Both

5. Your satisfaction level towards your laptop?

a. Strongly satisfiedb. Satisfied

c. Dissatisfied

d. Strongly dissatisfied

e. partially satisfied

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6. Which types of features prefer most by you in laptop?

a. Processor b. Ram

c. Battery backup d. Hard disk

e. Screen size

7. What are the factors which influence your buying decision?

a. Price b. Quality

c. Availability d. advertisement

e. Schemes

8. Are you switch over to any other brand to this brand?

a. Yes

b. No

9. Are you planning for purchase another laptop?

a. Yes

b. No

(If answer is yes than continue.)

10. When would you purchase a laptop?

a. Less than 6 months

b. 6 months to 1 year

c. 1 -2 yearsd. 2 5 years

e. More than 5 years

11. What price range will you be prepared to pay for such a Laptop?

a. Rs. 25000 - 30000 b. Rs. 30000 - 35000

c. Rs. 35000 - 40000 d. Rs. 40000 - 45000

e. Rs. 45000 - 50000 f. Above 50000

12. Rank the brand according to your preference?

a. Sony b. IBM

c. dell d. Lenovo

e. H P f. Acer

g. Compaq h. HCL

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