New Dell laptop

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A STUDY ON CONSUMER SATISFACTION

TOWARDS DELL LAPTOPS IN KURNOOL CITY

Submitted to

Sri Krishnadevaraya University, Anantapur

In partial fulfillment of the requirement for the

award of degree of

Bachelor of Business Management

By

SYED MANSOOR PASHA

Under the guidance of

Mr. K. JAYAPRAKASH, M.com

Faculty member

Department of Commerce & Management Studies

St. Joseph’s Degree College

Kurnool

Dept., of Commerce & Management S.J.D.C, Kurnool

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ST. JOSEPH’S DEGREE COLLEGE

KURNOOL

CERTIFICATE

This is to certify that this is the bonafied project work entitled

“A STUDY ON CONSUMER SATISFACTION TOWARDS

DELL LAPTOPS IN KURNOOL CITY” carried out by

S. Mansoor Pasha, Registered No 8625130 for the year 2009-10 in

partial fulfillment of the requirement for the award of degree of

Bachelor of Business Management from Sri Krishnadevaraya

University, Anantapur

Principal

Examiners

1.

2. Project Guide


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PROJECT GUIDE CERTIFICATE

Mr. Syed Mansoor Pasha, a final year Bachelor of

Business Management student of St. Joseph’s degree college,

Kurnool in partial fulfillment for the award of degree of Bachelor of

Business Management has done his project entitled “A STUDY ON

CONSUMER SATISFACTION TOWARDS DELL LAPTOPS IN

KURNOOL CITY” under my guidance.

All the details collected and furnished by him are true and original to

my knowledge.

Mr. K. JayaPrakash M. com


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BONAFIDE CERTIFICATE

I here by declare that the project report entitled

“a study on Consumer satisfaction towards DELL

LAPTOPS in Kurnool city” under the guidance of

Mr. K. Jayaprakash, M.com, lecturer in Management

studies and this is submitted to

St. Joseph’s Degree College, Kurnool affiliated to

Sri Krishnadevaraya University, Anantapur and is

drafted by me and is original of own.

PLACE : KURNOOL

DATE :

Syed Mansoor Pasha BBM


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ACKNOWLEDGEMENT

I express my heart full and sincere thanks to

Miss Y. Showrilu Reddy, Principal, St Joseph’s Degree

College, Kurnool for her motivation and support.

I express my gratitude to project guide

Mr. K. Jayaprakash lecturer in Management studies.

I also thank all the lecturers of the management

department for their valuable suggestions and

continuous encouragement and full support for

completing this project

Syed Mansoor Pasha

[BBM]


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CONTENTS

Chapter-1

INTRODUCTION

HISTORY

COMPANY PROFILE

PRODUCT PROFILE

Chapter-2

OBJECTIVES

RESEARCH METHODOLOGY

LIMITATIONS

Chapter-3

CONSUMER SATISFACTION

Chapter-4

DATA ANALYSIS & INTERPRETATION

Chapter-5

FINDINGS

SUGGESTIONS

QUESTIONNAIRE

BIBLIOGRAPHY


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INTRODUCTION

In 2001, Dell Computer became the world’s largest personal computer vendor, continuing to gain market share and post profits in an industry struggling with slumping sales and billions of dollars in losses. Dell sells 90% of its PCs directly to the final customer, largely bypassing there seller channel that accounts for most of the world’s PC sales. This direct customer relationship is the key to Dell’s business model, and provides distinct advantages over the indirect sales model. Dell’s direct relationship with the customer allows it to tailor its offerings to customer needs, offer add-on products and services, and use the Internet to offer a variety of customer services. In addition, Dell’s PCs are built to customers’ specifications upon receipt of an order, giving Dell additional advantages over indirect PC vendors who must try to forecast demand and ship products based on those forecasts. Dell’s direct sales and build-to-order model has achieved superior performance in the PC industry in terms of inventory turnover, reduced overhead, cash conversion, and return on investment.

Dell’s business model is simple in concept, but very complex in execution. Building PCs to order means that Dell must have parts and components on hand to build a wide array of possible configurations with little advance notice. In order to fill orders quickly, Dell must have excellent manufacturing and logistics capabilities supported by information LAPTOPS that enable it to substitute information for inventory.

The demands of Dell’s model have led it to adopt a new organizational structure referred to as a virtual company or value web (Figure 1). It is marked by a focus on a few key strategic activities, and extensive outsourcing of non-strategic activities. Dell works closely with external partners to produce its PC products and to offer its customers an array of additional products and services that add value and allow Dell to capture a larger share of the customer’s IT spending.


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To manufacture its products, Dell coordinates a global production network that spans the Americas, Europe and Asia, combining in-house final assembly with heavy reliance on outside suppliers and contract manufacturers.

Manufacturing of printed circuit board assemblies (PCBAs), subassemblies (box builds), and some final products (mainly notebook PCs) is handled by contract manufacturers or original design manufacturers such as SCI, Solectron, Celestica, Hon Hai, Quanta and Arima. Like other PC makers, Dell relies on outside suppliers for components and peripherals such as disk drives, CD-ROM drives, semiconductors, add-on cards, monitors, keyboards, mice and speakers. Its PCs can be bundled with standard software such as Microsoft Office or with specialized software requested by corporate customers.

Dell relies on outside partners for services such as Laptop integration, installation, on-site repairs and consulting. Partners include Wang, Unisys, IBM and BancTec. It also works with resellers who support Dell hardware and receive referral fees for recommending Dell to customers.


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History :

In 1996, Dell began selling computers via its web site

Introduced the 316LT, the company’s first notebook computer in 1989

Joined the top-five computer Laptop makers worldwide in 1993

Earning appr. $1 million per day 7 months after the launch of dell.com in 1996

Introduced E-Support, an online tool to provide technical support to customers 1999

1999, Dell overtook Compaq to become the largest seller of personal computers in the US

2007, Dell set a goal of becoming the greenest technology company on Earth for the long term. The company launched a zero-carbon initiative

For the first time, Dell achieves No. 1 ranking in global market share in 2001

2003, name was changed to "Dell Inc."

2006, Dell purchased the computer hardware manufacturer Alienware

January 2007, started a turnaround plan that promises to yield $3 billion in annual savings over the next three years.

Dell Structure :

It conducts operations worldwide, and manages business in three geographic regions:

Americas region, based in Round Rock, Texas, covers the U.S., Canada, and Latin America.

Europe, Middle East and Africa (EMEA) region, based in Bracknell, England, covers Europe, the Middle East, and Africa.

Asia Pacific-Japan (APJ), based in Singapore, covers the Asian countries of the Pacific Rim as well as Australia, New Zealand, and India.


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Acquisition :

September 8th 1999 - First acquisition Converge Net Technologies.

May 8th 2006 Acquired Alienware, a specialty computer

desktop manufacturer, integrated it into the company's high-end product line.

It introduced several new items to Dell products, including AMD

microprocessors. To prevent cross-market products, Dell continues to run

Alienware as a separate entity but still a wholly-owned subsidiary.

January 28th 2008 - Acquired EqualLogic to gain a foothold in the ISCSI

storage market. It was the largest acquisition of $1.4 billion .Integrating

EqualLogic's products into the company drove manufacturing prices down. It

extended Dell's leadership in simplifying IT for customers and partners.

2008 – Three acquisitions, EqualLogic, The Networked Storage Company,

and Message One

1999-2000 - Purchased stakes in four companies (NaviSite, Com2001.com,

Fast Search & Transfer, Netyear Group).

Divested two companies, in 2000 and 2008.

Major customers:

large corporations,

government agencies

medical and educational institutions

small business

individuals


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Coming products :

New PowerEdge Servers

New Enterprise Computing Portfolio

Innovation Aids Recovery

Ultra-Thin Laptop, Adamo

Financials :

Revenue in the QY 09 fell 16% from the same period a year ago to $13.4

billion. Profits plummeted 48% to $351 million, or 18 cents a share, from

$679 million, or 31 cents a share.

Revenues of $61,133 million during the financial year ended February 2008,

an increase of 6.5% over 2007.

Operating profit of the company was $3,440 million in FY2008, an increase of

12.1% over 2007

Net profit was $2,947 million in FY2008, an increase of 14.1% over 2007

Recent Developments :

In January 2009, Dell announced that they will withdraw all manufacturing from Limerick and move it to its new plant in the Polish city of Lodz by January 2010.

Raised their cost-reduction target to $4 billion.

Dell also announced that it aimed to become a "one-percent company," giving away 1 % of pretax profits to education and digital inclusion projects mainly in emerging markets, by February 2010.


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Company profile

Dell Inc. (Dell) is a technology company that designs, develops, manufactures,

markets, sells, and supports a range of products. Its product categories include

mobility products, desktop personal computers (PCs), software and peripherals,

servers and networking, services, and storage. The Company manages its business in

four operating segments: Americas Commercial; Europe, Middle East and Africa

(EMEA) Commercial; Asia Pacific-Japan (APJ) Commercial, and Global Consumer.

During the fiscal year ended January 30, 2009 (fiscal 2009), the Company acquired

the Networked Storage Company. In April 2008, the Company completed the

acquisition of Message One, Inc., a company engaged in providing software-as-a-

service (SaaS)-enabled, enterprise-class, e-mail business continuity, compliance,

archiving and disaster recovery services. In January 2009, the Company acquired the

Microsoft IT consulting and solutions segments of Allin Corporation.

Dell is one of the leading technology companies, offering a broad range of products,

including desktop

PCs, servers, networking products, storage, mobility products, software and

peripherals, and services.

The company operates in the Americas, EMEA and Asia Pacific. It is headquartered

in Round Rock,

Texas and employs 78,900 people including 2,400 temporary employees.

The company recorded revenues of $61,101 million during the financial year ended

January 2009

(FY2009), a decrease of 0.1% over 2008.The operating profit of the company was

$3,190 million in

FY2009, a decrease of 7.3% over 2008. Its net profit was $2,478 in FY2009, a

decrease of 15.9% over 2008.


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PRODUCT PROFILE

Dell Studio 14z

Price Rs 35,000/- INR Key Specs:

Processor: 2.4GHz Intel Core 2 Duo P8600Memory: 3GB RAMStorage: 320GB hard driveOptical Drive: None (optional)Screen: 14 inches (1,366x768 native resolution)Graphics: Nvidia GeForce 9400M G (256MB)Weight: 4.85 pounds (with eight-cell battery, as tested)Dimensions (HWD): 0.8x13.2x9 inchesOperating System: Windows Vista Home Premium Edition (64-bit)


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Dell Inspiron 1420 Laptop


Processor: 2GHz Core 2 Duo T7300Memory: 2GB DDR2Storage: 160GB hard driveOptical Drives: 8x DVD±RWDisplay: 14.1-inch TFTGraphics: nVidia GeForce Go 8400 GS (128MB)Operating System: Windows Vista Home Premium


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Dell Inspiron Mini 10 with TV Tuner

Price Rs 30,750/- INR

Key Specs:

Processor: 1.6GHz Intel Atom Z530Memory: 1GB RAMStorage: 160GB hard driveOptical Drive: NoneScreen: 10.1 inches (1,024x600 native resolution)Graphics: Integrated Intel GMA 500Weight: 2.9 pounds Dimensions (HWD): 1.3x10.3x7.2 inchesOperating System: Windows XP Home Edition (32-bit)


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Dell XPS M1330 Laptop


Processor: 2.2GHz Core 2 Duo T7500Memory: 2GB DDR2Storage: 160GB hard driveOptical Drives: Double-layer DVD±RWDisplay: 13.3-inch wide-screen TFTGraphics: nVidia GeForce Go 8400 GS (128MB)Operating System: Microsoft Windows Vista Home Premium


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Dell Inspiron 1501


Processor: 1.6GHz Turion 64 X2 TL-50Memory: 2GB DDR2Storage: 60GB hard driveOptical Drives: Double-layer DVD±RWDisplay: 15.4-inch TFTGraphics: Integrated ATI Radeon Xpress 1150Operating System: Windows Vista Home Premium


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OBJECTIVES

The objectives of the Dell Company are as follows

1. To determine up to what extent the Dell has satisfied the

consumers

2. To know the mode of purchase by the customers.

3. To know the type of usage made by consumers.

4. The services rendered by the dealer should be determined.

5. To determine the company and its dealers attachments with

consumers.

6. To determine the place of Dell with respect to various

companies.

7. To determine the consumer satisfaction with regard to price and

technology.

To know whether the consumers are aware of all the products

released by the company.


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RESEARCH METHODOLOGY

Research refers to search for knowledge. It is an art of the scientific

investigation. Research comprises definite problem. The research design ascetically

states the procedures of data collection and analysis of information relevant to the

problem.

I have selected my study in descriptive research which includes surveys, facts,

findings, and enquiries. The method used for present study was survey method. Data

was collected from field’s survey by the personal interviews with consumers. Primary

data was collected with the help of questionnaire for analysis.

“MARKETING RESEARCH IS THE LAPTOPATIC DESIGN,

COLLECTION, ANALYSIS, AND REPORTING OF DATA AND FINDINGS

RELEVANT TO A SPECIFIC MARKETING SITUATION FACING THE

COMPANY”.

Effective Marketing Research

Marketing research is determined through the following steps

Step 1: Define the problem and research objectives

The first step for the marketing research is to define the problem carefully and

agree on the research objectives. Not all research projects can be specific in their

objectives. Some research is explained its goal is together a preliminary data to

shed light on the real nature problem and to suggest positive solution or new idea.

Some research id descriptive it seem to certain magnitudes.

Step 2: Developing the research plan

It aims for developing the most effective plan for gathering the needed

information. Design a research plan based on the data sources, research

approaches and contact methods.

Data collection

For quantitative research, the primary data collection is the questionnaires.


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Primary data

The primary data is collected through questionnaires, which form the major part

of the project.

Secondary data

The secondary data is readily available from the Dealer’s, news magazines. Data

like company profile and organization procedures are obtained from the office.

Consumers are often reluctant to take the time to respond to survey. For this reason researchers have found the questionnaires which may be interesting, unambiguous, easy to complete and generally non-burdensome in order to motivate respondents to answer truthfully and completely.

Research Instruments

Marketing researchers have a choice of two main research instruments in collecting primary data from “questionnaires”.

Questionnaires

This part is being explained briefly in the following theories of approach they are “SAMPLING PLAN” after deciding on the research approach and the instruments. The marketing researchers must design a sampling plan. This plan comprise of three parts 1. Sample Size2. Sample Unit 3. Sample Procedure

Sampling

An integral component of research design is the sampling plan. Specifically it addresses three questions. Whom to survey(The sampling unit), How many to survey (sampling size), and How to select them(The sampling procedure).

Sampling Unit

The sampling units for the study consisted of respondents from all walks of life, either sex, different age groups, different income group and so on, but all residents of KURNOOL CITY.

Sampling Size

Considering the nature and extent of the study and with the time constraints, a sample size of 100 consumers was chosen.

Sampling Procedure

Simple random sampling method has been adopted for the study. In random sampling each element of the population has an equal chance of being selected for the sample.


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LIMITATIONS

Apart from the needs and importance of the study, there are

limitations also. The limitations are as follows:

1. The study is confined only to Kurnool city and not the customers

around the world.

2. Time factor is the main limitation of the study.

3. The methods used in this project are random sampling methods and

the result obtained may not be fully accurate and believable.

4. The research has been centered to only 100 customers rather than

millions of people.

5. Some of the customers are not interested to give the accurate

information about the product.

6. This study is based on the figure available and the information

given by the customers.

The conclusions drawn are subjected to the information provided

by various buyers contacted.


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THEORETICAL BACKGROUND OF CONSUMER

SATISFACTION

It is no longer enough to satisfy customers. You must delight them.

Satisfaction

Satisfaction is a person feeling of pleasure or disappointment resulting from

comparing the products received performance is or (out come) in relation to his or her

expectations.

As this definition makes clear satisfaction is a function of received

performance and expectations. With the performance falls sharp expectations, the

customer is dissatisfied. If the performance exceeds expectations, the customer is

highly satisfied or delighted. Mini companies are aiming for high satisfactions

because customers who are just satisfied still find it easy to switch when a better offer

comes along.

Those who are highly satisfied are much less ready to switch. High

satisfactions or delights create an emotional brand with the brand. Not just rational

performance the result is high customer loyalty Xeroxes senior managers believes that

a very satisfied or delighted customer is worth tenth times as much to the company as

a satisfied customer. A very satisfied customer is likely to stay with Xerox many more

years and buy more than a satisfied customer.

A customer’s decision to be loyal or to defect is the some of many small

encounters with the company. Consulting from forum corporation says that in order

for all this small encounters to add up to customers loyalty, companies need to create

a “branded customer experience” in addition to customer value expectations and

satisfactions companies need to monitor their competitors performance in this areas.

For example a company was pleased to find 80% of his customers said they were

satisfied.

Then the CEO found out that its leading competitors attended a 90% customer

satisfaction score. He was further dismayed when he learned that this competitor was

aiming to reach a 95% satisfaction score.

Although the customer centered firm seeks to create high customer

satisfaction, its main goal is not to maximize customer satisfaction. If the company


25increases customer satisfaction by lowering its prices or increasing its services, the

result may be lower profits. The company might be able to increase its profitability by

means other than increased satisfaction (for example, by improving manufacturing

processes are investing more in R & B), also the company has many stake holders

including employers, dealers, suppliers and stock holders. Spending more to increase

customer satisfaction might divert funds from increasing the satisfaction of other

partners. Ultimately the company must operate on philosophy that it is trying to

deliver faction to other stake holders within the constraints of its total resources.

Customer Satisfaction Service

Studied show that although customers are dissatisfied with one out of every 4

purchases. Less than 5% of dissatisfied customers will complain. Most customers will

buy less or switch suppliers. Complaint levels are thus not a good measure of

customer satisfaction. Responsive company measure customer satisfaction directly by

conducting periodic service, they sent questionnaires or make telephone calls to a

random sample of recent customers. While collecting customer satisfaction data, it is

also useful to ask additional questions to measure repurchase intention, this will

normally be high if the customer’s satisfaction is high. It is also useful to measure the

likelihood or willingness to recommend the company and brand to others. A high

positive word-of-mouth score indicates that the company is producing high customer

satisfaction.

Defining Customer Satisfaction

Over 35 years above PETER DRUCKER observed that a company’s first task

is to create customers. But today’s customer’s faces a vast vary of product and brand

choices, prices and suppliers.

The key to customer retention is Customer Satisfaction. A highly satisfied customer:

1. Stay loyal longer.

2. Buys more as the company introduces new products and upgrade existing products.

3. Talks favorably about the company and its products.

4. Pays less attention to competing brands and advertising and is less sensitive to price.


265. Offers products or services and ideas to the company.

6. Costs less to serve than new customers because transactions are reutilized.

Thus a company would be wise to measure customer satisfaction regularly.

The company could phone recent buyers and inquire how many are highly satisfied,

satisfied, indifferent and dissatisfied.

Consumer Satisfaction

Today in the consumer driven economy, all firms are engaged in a rat race to

attract customers and build a long-term relationship with their loyal customers. The

key to customers’ loyalty is through customer satisfaction. A satisfied customer will

act as a spoke person of the company’s product, and bring in more buyers. There is

the Pareto principle or the 80/20 rules; it says 80 percent of one thing comes from 20

percent of another. That is to say a small percentage of loyal customers will lend a

large weight to the company’s sales.

So marketers have to ensure customers value satisfaction. For this they have to ensure:

Products are developed to meet consumer requirements.

Brands are positioned so as to convey distinctiveness.

Communications are used to convey to consumer to experience that

goes on using a value added product.

Delivery to reinforce the promptness in making available to the

consumers a value added product.

Relationships are built to offer lifetime customer value to enable the

consumer to experience value satisfaction.

All the efforts of the marketers at trying to understand buying motives,

organizing buying behavior and working out suitable promotional strategy to suit the

consumer behavior are to ensure consumer satisfaction. In today’s competitive

environment, where companies are adopting various methods to whom the

prospective consumers, marketers have to make all efforts to understand all the

complexities which go into the buying behavior and frame marketing programs

suitable to the target market.


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SWOT ANALYSIS

STRENGTHS

No inventory buildup Acquition with Equalogic Quality product and service Whole world focus Brand name Customer service Cost efficiency Direct sell

model=customization + fast + delivery + low cost

Winning culture latest technology First mover advantage e-commerce capabilities:

www.dell.com Build to order manufacturing

process Product design + after sales

service Expert Supply Chain

Management

WEAKNESSES

No proprietary technology High dependency on

component suppliers Occasional product recall. Eg.

In 2004 Dell had to recall 4.4 million laptop adapters because of a fear that they could overheat, causing electric shocks or fires.

unable to switch supply dues to the lack of large suppliers in the World

high attrition rates among visitors to Dell.com

No physical presence of service centers.

slow in introducing fancy features

Lack of innovation

OPPORTUNITIES

Network-internet, intranet and extranet

Developing nations market Low costs and growing

advanced technology Growth in business,

education and government markets

Global wide access to customers and market.

Expansion Increasing income of

consumers Globalization

THREATS

Competition

Currency fluctuation in

countries outside the US

Political instability

Tariff trade barriers

Recession


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USAGE OF LAPTOPS BY DIFFERENT TYPE OF PROFESSIONALS

Professionals Number of Respondents Percentage

Employees 30 30%

Businessmen 30 30%

Students 30 30%

Others 10 10%

Total 100 100%

Employees Businessmen Students Others05

101520253035

USAGE OF PC’S BY DIFFERENT TYPE OF PRO-FESSIONALS

Inference

According to the survey, the above table indicates that, 30(30%) of respondents

are Employees, 30(30%) of respondents are Businessmen, 30(30%) are Students, and

10(10%) are other professionals who are using LAPTOPS. From the above table we

can conclude that Employees and Businessmen are using LAPTOPS effectively than

compared to the Students and Other professionals.

Source: Questionnaire


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TYPE OF SYSTEM USED BY RESPONDENTS

Type of

Laptop

Number of

respondents

Percentage

Desktop 70 70%

Laptop 30 30%

Total 100 100%

TYPE OF DELL SYSTEM USED BY RESPONDENTS

Desktop

Laptop

Inference

From the above table we can state that 70(70%) of respondents

acquire Desktop LAPTOPS, and 30(30%) of respondents use LAPTOPS. The

majority of the respondents are using desktop computers.


INCOME LEVELS OF RESPONDENTS


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Income Levels Number of Respondents Percentage

10000-15000 25 25%

15000-20000 22 22%

20000-25000 30 30%

Above 25000 23 23%

Total 100 100%

10000-15000

15000-20000

20000-25000

Above 25000

0 5 10 15 20 25 30 35

INCOME LEVELS OF RESPONDENTS

Inference

According to the survey, the above table indicates that 25 (25%) of

respondents income level is 10000-15000, 22 (22%) of respondents income

level is 15000-20000, 30(30%) of respondents income level is 20000-25000

and 23(23%) of respondents income level is above 25000.


MODE OF PURCHASE OF DELL


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Mode of

Purchase

Number of

respondents

Percentage

Cash Basis 44 44%

Credit Basis 19 19%

Installment 37 37%

Total 100 100%

Cash Basis Credit Basis Installment05

1015202530354045

MODE OF PURCHASE OF DELL

Inference

From the opinion of the respondents stated in the above table,

46(46%) acquire the DELL LAPTOPS through Cash basis, 18 (18%) of

respondents purchase DELL through credit basis 36(36%) of respondents

purchase DELL through Installments.


FACTORS INFLUENCING TO PURCHASE DELL

Factors Number of Respondents Percentage


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Price 18 18%

Quality 42 42%

Configuration 23 23%

Services 17 17%

Total 100 100%

Price Quality Configuration Services05

1015202530354045

FACTORS INFLUENCING TO PURCHASE DELL

Inference

The above table states that 18(18%) of respondents prefer DELL

due to Price factor, 42(42%) of respondents prefer DELL due to its Quality,

23(23%) voted for Configuration, and 17(17%) voted for Services. Most of the

respondents i.e., 54% prefer DELL because of its good quality.


CONSUMER SATISFACTION TOWARDS DELL

Factors Number of Percentage


34

Respondents

Highly Satisfied 41 41%

Moderately

Satisfied22 22%

Satisfied 31 31%

Not Satisfied 6 6%

Total 100 100%

Highly Satisfied Moderately Satisfied Satisfied Not Satisfied05

1015202530354045

CONSUMER SATISFACTION TOWARDS DELL

Inference

According to the survey, the above table states that, 41(41%) of

respondents are Highly Satisfied with DELL, 22(22%) of respondents are Moderately

Satisfied, 31(31%) of respondents are Satisfied, and 6(6%) are Not Satisfied. Overall

the satisfaction of respondents is more which a good sign is for the DELL makers.


FACTORS INFLUENCED TO PURCHASE DELL

Factors Number of Percentage


35

Respondents

Friends 34 34%

Relatives 21 21%

Advertisements 36 36%

Others 9 9%

Total 100 100%

Friends

Relatives

Advertisements

Others

0 5 10 15 20 25 30 35 40

FACTORS INFLUENCED TO PURCHASE DELL

Inference

Above table indicates that, 34(34%) of respondents purchase DELL

due to the influence of Friends, 21(21%) of respondents are influenced by

relatives, 36(36%) of respondents are influenced by Advertisements, and 9(9%)

are influenced by Other factors.


CUSTOMER OPINION ABOUT PRICE OF DELL

FactorsNumber of

RespondentsPercentage

Very High 10 10%


36

High 16 16%

Medium 44 44%

Low 30 30%

Total 100 100%

Very High High Medium Low05

1015202530354045

CUSTOMER OPINION ABOUT PRICE OF DELL

Inference

From the above table we can obtain the opinion of the respondents about

the prices of DELL. 10(10%) of respondents replied that the price of DELL is Very

High, 16(16%) said High, 44(44%) of respondents voted the price of DELL is

Medium, and 30(30%) of respondents said the price is Low.


CONSUMER SATISFACTION TOWARDS QUALITY OF DELL

FactorsNumber of


Highly Satisfied 39 39%

Moderately 21 21%


37

Satisfied

Satisfied 34 34%

Not Satisfied 6 6%

Total 100 100%

Highly Satisfied

Moderately Satisfied

Satisfied

Not Satisfied

0 5 10 15 20 25 30 35 40 45

CONSUMER SATISFACTION TOWARDS QUALITY OF DELL

Inference

According to the survey, the above table indicates that, 39(39%) of

respondents are Highly Satisfied with the quality of DELL, 21(21%) are Moderately

Satisfied, 34(34%) of respondents are Satisfied with the quality, and 6(6%) are Not

Satisfied with the quality of DELL. From the survey done, we can state that more

number of respondents are Satisfied with the quality of DELL.



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OPINION ABOUT SALES PROMOTIONAL ACTIVITIES OF DELL

FactorsNumber of


Very Impressive 28 28%

Moderately Impressive

17 17%

Impressive 36 36%

Not Impressive 19 19%

Total 100 100%

Very Impressive

Moderately Impressive

Impressive

Not Impressive

0 5 10 15 20 25 30 35 40

OPINION ABOUT SALES PROMOTIONAL ACTIVITIES OF DELL

Inference

According to the survey, the above table indicates that, 28(28%) of

respondents said that sales promotional activities of DELL are Very Impressive,

17(17%) of respondents said Moderately Impressive, 36(36%) of respondents replied

as Impressive, and 19(19%) of respondents are Not Impressive with the sales

promotional activities of DELL.



39CONSUMER OPINION TOWARDS THE ADVERTISEMENTS

OF DELL

FactorsNumber of


Excellent 36 36%

Good 35 35%

Fair 19 19%

Poor 10 10%

Total 100 100%

Excellent Good Fair Poor05

10152025303540

CONSUMER OPINION TOWARDS THE ADVERTISEMENTS OF DELL

Inference

From the above table we indicates that, 36(36%) of respondents said that

the Advertisements of DELL are Excellent, 35(35%) of respondents said that the Ads

of DELL are Good, 19(19%) of respondents said the Ads are Fair, and the remaining

10(10%) of respondents said that the Ads are Poor. Overall study states that the

advertisements are proving effective in the sales promotion of DELL.



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CONSUMER OPINION ABOUT SERVICE FROM DELL

FactorsNumber of


Excellent 37 37%

Good 35 35%

Fair 19 19%

Poor 09 09%

Total 100 100%

Excellent Good Fair Poor0

5

10

15

20

25

30

35

40

CONSUMER OPINION ABOUT SERVICE FROM DELL

Inference

According to the survey, the above table indicates that,

37(37%) of respondents feel Excellent after sales service of DELL,

35(35%) said they feel Good, 19(19%) said Fair, and 9(9%) of

respondents said Poor.



41CONSUMER SUGGESTION TO

PURCHASE DELL TO OTHERS

Factors Number of Respondents

Percentage

Yes 80 82%

No 20 18%

Total 100 100%

Yes No0

10

20

30

40

50

60

70

80

90

CONSUMER SUGGESTION TO PURCHASE DELL TO OTHERS

Inference

From the above table indicates that, 80(80%) of customers want to

suggest DELL Laptop to others they are satisfied with the brand, and 20(20%)

of consumers don’t want to suggest DELL Laptop to others as they are not

much satisfied with DELL brand.



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Findings

1.It is found that most of the consumers are purchasing through

cash basis

2.It is found that most of consumers are very much satisfied with

the quality of Dell.

3.It is found that the influencing factor for the consumers to

purchase Dell is through Advertisements.

4.The survey indicates that majority of the consumer wants to

suggest Dell to others .

5.The advertisements of Dell are excellent.

6.The opinion of the consumer about the after sales services of

Dell is good.

7.The sales promotional activities of Dell are good and further

can be improved and maintained longer to capture more market

share

8.It is found that most of the consumers need more colourful

LAPTOPS.


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SUGGESTIONS

The following are the suggestions given by the consumers at the time

of the survey conducted.

1. The Dell should improve its quality.

2. The Dell should reduce its prices.

3. The Dell should improve its post sale services.

4. The Dell should maintain its Brand image.

5. The Dell should improve its Sales promotional activities.

6. The Dell should launch a new model of product at regular

intervals.

7.DELL Company should follow the promotional activities more

like offers which generally increase the sales.

8. The company and its dealers should increase the attachments

with the customers.


45

Questionnaire

Name:Age:Gender:

1. What is your profession Employee Businessmen Student Others

2. Do you have Dell Laptop Yes No

3. If yes what type of Laptop do you have Desktop Laptop

4. What is your Income level per month 10,000 - 15,000 15,000 -20,000 20,000 - 25,000 Above 25,000

5. What is your mode of purchase Cash basis Credit basis Installment

6. Why do you prefer Dell Price Quality Configuration Services

7. To what extent are you satisfied with Dell Highly satisfied Moderately satisfied Satisfied Not satisfied

8. Which factor influenced to purchase Dell Friends Relatives Advertisements Others

9. What is your opinion on prices of Dell


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Very high High Medium Low

10. To what extent are you satisfied with quality of Dell Highly satisfied Moderately satisfied Satisfied Not satisfied

11. What is your opinion about sales promotional activities Of Dell Very Impressive Moderately Impressive Impressive Not Impressive

12. What is your opinion on Advertisements of Dell Excellent Good Fair Poor

13. What is your opinion after sales services of Dell Excellent Good Fair Poor

14. Would you suggest Dell Laptop to purchase any one else Yes No

Suggestions if any: ___________________________________

______________________________________________________

______________________________________________________


47

BIBLIOGRAPHY

REFERANCE BOOKS: MARKETING MANAGEMENT: V.S.RAMASWAMY AND S.NAMAKUMARI

ADVERTISING AND PROMOTIONS: GEORGE E.BELCH & MICHAEL A.

PRINCIPLES OF MARKETING: PHILIP KOTHKER & GARY ARMSTRONG

WEBSITES: WWW.DELL.COM

WWW.GOOGLE.COM

WWW.COMPUTERSHOPPER.COM


http://WWW.COMPUTER/

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