Laptop Industry and Consumer Preference by Bhupender Pawar

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ACKNOWLEDGEMENT
Through this acknowledgement, I express my sincere gratitude towards all those

people who have helped me in the preparation of this project, which has been learning
experience.
I acknowledge my sincere gratitude and indebtedness to Dr. Muddu Vinay

(Deputy Director in Amity Business School, Amity University Rajasthan) for giving me
invaluable opportunity to make this dissertation report.
I would like to give thanks Mr. Sanjay Garg (Lecturer in Amity Business School,
Amity University Rajasthan Jaipur) for his constant help, guidance and encouragement
during this project, which has been a great learning experience.
I also want to acknowledge the time, support and inspiration provided by my

colleagues during this dissertation project.
I would also like to thank all the members of Amity University Rajasthan who
spent their valuable time to cooperate with me.
Last but not the least; I would also like to express my sincere thanks to other
colleagues. Who provided me with the necessary congenial atmosphere for the timely
completion of this project and for the encouragement and support throughout the course
of dissertation?
Bhupender Pawar
Amity Business School
Amity University Rajasthan
Jaipur
Amity Business School, 2008-10 1

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EFACE Ú
Executive Summary 7
Chapter 1 ± Introduction to Laptop Market 8
1.1c 6 Introduction 9
1.2 6 Major Players 10
1.3 6 Growth of Laptops and PC market in India 11

1.4 6 Growth in last few years 12
1.5 6 Market Share 13
1.Ú 6 Effect on growth due to slow down 15
1.7 6 Introduction (HP) 1Ú
1.7.1 6 Hp in Asia Pacific 17
1.7.2 6 Board of Directors 18
1.7.3 6 Mission, Vision and Values 19
1.7.4 6 Corporate Objectives 20
1.7.5 6 History 23
1.7.Ú 6 BUSINESSES 25
1.7.7 6 HP Awards & Honors 2Ú
1.8 6 INTRODUCTION ACER GROUP 31
1.8.16 Acer 31
1.8.26 Gateway 31
1.8.3 6 eMachines 32
1.8.4 6 Packard Bell 32
1.8.5 6 Acer in India 33
1.8.Ú 6 Milestones 33

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1.9 6 Introduction (Dell) 3Ú

1.9.1 6 Facts About Dell 37
1.9.2 6 Mission & Vision 38
1.9.3 6 BUSINESSES 40
1.9.4 6 Dell's Plants Location 41
1.10 6 Introduction (Lenovo) 42
1.10.1 6 Mission & Vision 43

1.10.2 6 Product 43
1.11 6 Introduction (HCL) 45
1.11.1 6 History 45
1.11.2 6 HCL Advantage 4Ú
1.11.3 6 Milestones 4Ú
Chapter ± 2--Introduction To Consumer Buying Behavior 48

2.1 6 Consumer Buying Behavior 49
2.2 6 Consumer Purchase Decision Process 49
2.2.1 6 Problem Recognition 50
2.2.2 6 Information Search 51
2.2.3 6 Evaluation of alternatives 51
2.2.4 6 Purchase decision 52

2.2.5 6 Post purchase Behavior 52
2.3 6 Types of Consumer Buying Behavior 53
2.3.1 6 The four type of consumer buying behavior 53
2.4 6 Buying Situations 54
2.5 6 Categories that Affect the Process 55
2.5.1 6 Personal 55
2.5.2 6 Psychological factors 55
2.5.3 6 Social Factors 57

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2.Ú 6 Ten Basic Rules for Customer Satisfaction 57
Chapter ± 3-- esearch Methodology 58
3.1 6 Objective of the study 59
3.1.1 6 Secondary Research 59
3.1.2 6 Primary Research 59

3.2 6 Research Design6 59
3.2.1 6 Descriptive Research Design 59

2.2.2 6 Cross-Sectional Design Ú0
3.3 6 Survey method Ú0
3.3.1 6 Questionnaire Ú0
2.4 6 Sampling6 Design And Procedure Ú0
3.4.1 6 Sampling Technique Ú1
3.4.2 6 Sample Size Ú1
3.4.3 6 Sample Unit Ú1
3.4.4 6 Place of Study Ú1
3.5 6 Limitations Ú2
Chapter ± 4²Findings Ú3
4.1 6 Age of the People who use the Laptop Ú4
4.26 Sex of the respondents who use Laptops Ú5
4.3 6 Occupation of the respondent ÚÚ
4.4 6 Income Level of Respondents Ú7
4.5 6 Which brand of laptop you are currentl Ú8
4.Ú 6 How long you are using this Brand Ú9
4.7 6 What was your purpose for purchasing a Laptop 70
4.8 6 While opting a Laptop what you had in mind 71
4.9 6 What prompted you to buy this particular brand 73

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4.10 6 Will you prefer to buy this brand again 74
Chapter ± 5-- Conclusion & ecommendations 75
5.1 6 Suggestions 7Ú
5.2 6 Conclusion 77
Bibliography 78
Annexure 79
List of tables
Table 1.1 6 Growth of Laptops and PC market in India 10
Table 1.2 6 Growth in last few years 12
Table 4.1 6 Market Share 13
Table 4.2 6 Effect on growth due to slow down 15
List of Figures
1.1 6 BUSINESSES ( HP) 25
1.2 6 BUSINESSES (Dell) 40
2.1 6 Consumer Purchase Decision Process 49
2.2 6 Buying Situation 54

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EFACE
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ccccccc True learning is born out of experience and observation. Practical experience is
one of the best types of leanings that one can remember throughout the life. Research
Project not only develops individual skills and abilities but also provides proficiency in
work performance. I want to express my experience and practical knowledge which I
gained during the dissertation project at Amity Business School. It was my good
experience when I went to the market not to buy any thing but to do the survey and to
know Consumer Behavior towards purchasing a laptop in the market. The basic need of
survey is to ensure about the policies and the strategies in the market.
For accomplishment of the project report I daily think about the conditions and
views and then I used to compose the whole thing on computer. In making the project
report theoretical knowledge was needed more than the practical which was given to us
by our professors in our institutes. In the market the experience relating to the practical
knowledge was very good which realized me about the real conditions of the marketing.
The project flows logically consisting of market research, data collection method
and questionnaire. I hoped that the findings and the suggestions will help the
companies, confidently to formulate its strategy in comparison to its competitors.
I have enjoyed my dissertation project at Amity and Market (Gurgaon) and have
learnt lot of new things, which will be helpful for me during work in any organization. I
thank Amity for giving this opportunity at Campus and being good for me all the time.
Amity Business School, 2008-10 Ú

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Executive Summary
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The objective of the project was to understand the consumer¶s buying behavior &
what factors influences their decision to purchase Laptop. The study was confined to
geographical area at Gurgaon. For the purpose of this research, it was absolutely
imperative for me to find out what factors effect the customer¶s buying behavior.
To find out that I required to get a detailed questionnaire filled by the concerned
person. So, I conducted a primary research in the above mentioned geographical region.
The target customers were of various Age±group, sex and income level. The total field
work was done for 30 days in which a total sample size of 100 consumers was covered.
According to this study selling rate of products is very much affected by

competitor¶s product. Brand name of the company and feature of laptop are very much
affected buying decision of customer.
HP is largest seller in India. Most .Ratio of the male is more than female in
having laptop. Advertising is most motivating thing for purchasing a laptop and Mostly
person purchase laptop for educational needs.

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Laptop Market in India

1.1 : Introduction:-
India has an increasingly affluent middle class population that, on the back of
rapid economic growth, has made the country¶s consumer Laptops industry highly
dynamic.
Companies are witnessing rapid pick-up of business in new categories of consumer and
segments of government, banking, financial services and insurance and education.
India has one of the emerging economies in the world and such a huge growth in Indian
market is definitely a good sign for Laptop companies. The companies are taking many
initiatives for the price-sensitive Indian market in order to increase their market share.
The companies introduced low-cost PCs customized for the computer users in India.
PC Sales in India has jumped 25% in last few years. In the year 2007 the sales figure
stands at Ú.5 million (5.4 million in 200Ú). Thus the total PC market is growing at the
rate of 25 %. Whereas the total Notebook PC sales surged to 1.Ú million, from 0.98
million as prices that fell below 20,000 rupees, made laptops the favored choice of
young first-time buyers. Sales of notebook PCs grew the most, by Ú5% as compared to
8% growth in the desktop PC segment. HP is the market leader (22%), Servers
registered a growth of 50 percent over the first half of last fiscal year.
In the year 2008, the total PC market is grow at the rate of 19%. But still the laptop
sales grow at the rate of 43.39% and the PC sales grow at the rate of 8.Ú0 %.The total
sales of PC and Laptop is 7.987.
In the year 2009 the sales goes down due to effect of world recession on Indian
Economy. In the last two quarters (3rd and 4th ) and 1st quarter of 2009 the sales of PC
and Laptop declined. But now again the market pick up its speed and the market is
again growing and the total sales for the year reached at 7.Ú01 million. Out of which the
laptop sales were 2.392 million and PC sales is 5.209 million.

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Notebook/laptops sales are expected to grow further- and corner 40 % of the overall
client PC sales in India by 2010.
1.2 : Major layers
Laptops seller in India are 6
pc Hp
pc Dell
pc Lenovo
pc Acer
pc Hcl
pc Toshiba
pc Lg
pc Wipro
pc Sony

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1.4 : Growth in last few years
Year Growth of Growth of Growth of Growth of

Year 200Ú Year 2007 Year 2008 Year 2009
Growth over 2005 over 2006 over 2007 over 2008
Laptop
9Ú% Ú5% 43.39% 2.97%
PC
13.33% 8.Ú0% 18% -8.03%
Total
25.58% 18.88% 24% -4.83%

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jumped to second position for the first time in the Oct-Dec 2008 quarter, slipped back to
the third spot in 1Q 2009.
While Acer¶s market share dipped marginally (7.7% in 4Q 2008 to 7.3% in 1Q 2009),
Lenovo¶s share showed a more pronounced drop of 1.9 points (Ú.Ú% in 4Q 2008 to
4.7% in 1Q 2009), says the IDC India study*.
In the overall PC (Notebooks and Desktops combined) market, HP retained the top spot
with a market share* of 1Ú.2% in terms of unit shipments, while Dell and Acer closed
in with 13.Ú% and 10.4%, respectively.
In terms of desktop PC shipments HP retained its top position with a market share* of
11.Ú%, followed by HCL and Acer in second and third spots, respectively during 4Q
CY09.
However, it was in the notebook PC shipments that the market witnessed a shake-up, as
Dell captured the top spot with a market share* of 2Ú.3% for the first time in 4Q CY09.

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1.6 : Effect on growth due to slow down

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Year Growth Growth

2008 2008 2009 th 1st
rd
3 qt th 1st 4 qt qt
4 qt qt 2008 2009
over 3rd qt over 3rd qt
2008 2008
Desktop PCs 15,Ú3,000 11,09,000 12,13,000 -29% -22%
Notebook PCs 7,05,000 4,54,000 4,ÚÚ,000 -35% -34%
Total Client 22,Ú8,000 15,Ú3,000 1Ú,79,000 -31% 26%

PC
In the year 2009 the sales goes down due to effect

of world recession on Indian Econ0my. In the last two quarters (3rd and 4th) and 1st
quarter of 2009 the sales of PC and Laptop declined. But now again the market pick up
its speed and the market is again growing and the total sales for the year reached at
7.Ú01 million. Out of which the laptop sales were 2.392 million and PC sales is 5.209
million.
According to IDC (Interactive Data Corp.) Notebook/laptops sales are expected to grow
further- and corner 40 % of the overall client PC sales in India by 2010.

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1.7 : Introduction (H
For 70 years, HP has helped people, businesses, and communities around the world by
applying technology in meaningful ways, harnessing new thinking and ideas to deliver
reliable Products and services. It base their solutions on intuitive technology that hides
complexity inside, where it belongs, so their customers¶ lives are enriched and their IT
experiences are simpler, smarter, and more manageable. This allows them to spend less
time worrying about technology and more time focusing on what really matters.
Stanford University classmates Bill Hewlett and Dave Packard founded HP in

1939. The Company was incorporated with limited liability on august 18, 1947. Dave
was named president, Bill vice president.
The company's first product, built in a Palo Alto garage, was an audio
oscillator²an electronic test instrument used by sound engineers. One of HP's first
customers was Walt Disney Studios, which purchased eight oscillators to develop and
test an innovative sound system for the movie Fantasia.
HP offers the broadest range of IT products and services to consumers and

business customers, from servers and computers to printers and digital cameras. Direct
sales of these products to consumers and small and medium businesses are fulfilled via
the HP Store (for consumers) and the HP Business Store.
HP revenue totaling $118.4 billion for fiscal 2008.HP serves more than one billion
customers in more than 170 countries on six continents. HP has approximately
321,000 employees worldwide. Hs 2008 Fortune 500 ranking: No. 14
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 trusted
experiences with technology, continuously improving the way our customers live and
work. No other company offers as complete a technology product portfolio as HP. We
provide infrastructure and business offerings that span from handheld devices to some
Amity Business School, 2008-10 1Ú

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of the world's most powerful supercomputer installations. We offer consumers a wide

range of products and services from digital photography to digital entertainment and
from computing to home printing. This comprehensive portfolio helps us match the
right products, services and solutions to our customers' specific needs
1.7.1 : Hp in Asia acific :-
HP established a presence in Asia Pacific in 19Ú3 when the first office was set up in
Japan. Today, we have more than 3Ú,000 employees in this region with operations in 14
countries ± Australia, China, Hong Kong, India, Indonesia, Japan, Korea, Malaysia,
New Zealand, Philippines, Singapore, Taiwan, Thailand and Vietnam.
A network of 20 solution centers provide enterprise customers and partners here

with an avenue to test, benchmark, and carry out proof of concepts on proposed
solutions. These centers provide direct and remote access to a full range of HP
hardware, software, and engineering skills, offering a first hand experience on how
infrastructure and partner solutions work together.
In addition, there are 158 customer service centers in Asia Pacific, providing
warranty and after sales support of HP technologies. HP¶s presence in the region also
consists of 12 manufacturing sites located across Australia, China, India, Japan,
Malaysia, Singapore and Thailand. HP manufactures the following products in Asia
Pacific for the global market6 PCs, notebooks, Pocket PCs, workstations, servers,
storage, networking products, printers, scanners, inkjet cartridges and inks. HP in Asia
Pacific conducts R&D out of China, Singapore, India and Japan for products that are
marketed both regionally and globally. These are in the areas of networking products,
software and mobile, general office and wide-format printing categories.
HP Labs in Bangalore, India was set up to create a world-class research lab,

focusing on the needs of emerging markets such as India. It is one of seven HP Labs
sites worldwide. The mission of this lab is to generate technology innovations for the
benefit of the world's emerging economies by understanding relevant social, cultural,
economic and technological drivers. Research here is focused on language technology;

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low-cost Internet and computing access devices; communication concepts and

techniques for developing countries; and new models for human interaction with IT
equipment and software.
1.7.2 : Board of Directors:-
Mark Hurd
HP Chairman of the Board, Chief Executive Officer and President
ete Bocian David Donatelli

Executive Vice President and General
Executive Vice President
Manager, Enterprise Servers, Storage and
and Chief Administrative
Officer Ann M. Livermore
Todd Bradley Executive Vice President,
Executive Vice President, Technology Solutions Group
Personal Syst ems Group andy Mott
Michael J. Holston Executive Vice President and
Executive Vice President, Chief Infor mation Officer
General Couns el and Marcela erez de Alonso

Secr etary Executive Vice President, Human
Vyomes h Joshi Resources
Executive Vice President, Shane obison

Imaging and Printing Group Executive Vice President and
Chief Strat egy and Technology
Officer
Cathie Lesjak
Executive Vice President
and Chief Financial Officer

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Commitment to employeesc
They demonstrate their commitment to employees by promoting and rewarding based
on performance and by creating a work environment that reflects our values. c
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Leadership capability c
They develop leaders at all levels who achieve business results, exemplify their values
and lead them to grow and win. c
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Global citizenshipcc
They fulfill their responsibility to society by being an economic, intellectual and social
asset to each country and community where they do business.
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1.7.5 : History:-
1939- January1, Bill and Dave formalize their partnership, decide the companyµs name
HP.
1940- Bill and Dave decide that all employee will share in HP¶s success $5 Christmas
bonuses and adopt production bonuses, laying the foundation for the company¶s profit-
sharing program. Hp move from garage to rented buildings in Palo Alto.
1941- Bill serves as a U.S. Army officer until 1947. Dave runs the young company
while Bill was gone.
1942 -HP established a pioneering health insurance plan for all employees.
1943 HP enters the microwave field, setting the stage for future leadership in single
generators.
1947 -HP was incorporated August 18, 1947. Dave was named president, Bill vice
president. The HP catalog features 39 products, and Dave tells participants at a New
York trade show, "HP's future appe Revenue6 $851,287. Employees6 111. are very
promising

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1948-HP adopted an insured pension plan for all employees with a minimum of five
years service.
1951 - HP invented the high-speed frequency counter (HP 524A) and greatly reduces
the time required (from about 10 minutes to one or two seconds) to measure high
frequencies. Radio stations use the HP 524A to accurately set frequencies to comply
with FCC regulations for frequency stability. Over the years, frequency counters and
related products will account for billions of dollars in revenues.
1956-HP produced its first oscilloscopes6 models 130A/150A. Oscilloscopes, which

show the variations in a fluctuating electrical quantity as wave forms that are visible on
a screen, will form a significant part of HP's test and measurement products.
1957-HP became a publicly traded company. Its initial public offering is held
November Ú, 1957 for $1Ú per share. All employees at all levels with six months of
service receive an automatic stock grant and become eligible for a stock option
program.
1958-HP made its first acquisition6 F.L. Moseley Company of Pasadena, California,
producer of high-quality graphic recorders. This marks HP's entry into the business of
plotters, a precursor to HP's printer business.
1959-HP becomes a global company. As a result of Bill's scouting

trip, the company established a European marketing organization in Geneva,
Switzerland, and a manufacturing plant in Boeblingen, Germany. HP acquires the
Boonton Radio Corporation.
1961-HP was listed on the New York Stock Exchange's "big board" for the first time
March 17, 19Ú1. It lists on the NYSE and Pacific stock exchanges simultaneously
under the symbol HWP
1962-HP made Fortune magazine's list of the top 500 U.S. companies. It enters the list
at number 4Ú0 and continues to climb in the annual ranking throughout the coming
decades.

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1963-HP enters the Asian market and forms its first joint venture, Yokogawa Hewlett-
Packard (YHP), in Tokyo, Japan, with Yokogawa Electric Works.
1965-HP entered the analytical instrumentation field with the acquisition of F&M
Scientific Corporation, Avondale, Pennsylvania.
1966-HP Laboratories was established as the company's central research facility and
begins a long history as one of the world's leading commercial research centers. At HP
Labs' inception, primary areas of research include solid state physics, physical
electronics, electronics, and medical and chemical electronics instruments.
1968-HP introduces the world's first desktop scientific calculator,
1969-In an early instance of utility computing, HP markets its first time-shared

operating system on a minicomputer with support for up to 1Ú users.
1970-The HP automatic microwave network analyzer is introduced. It becomes an

indispensable tool for the design and manufacture of microwave systems
1973-HP became the first U.S. Company to institute flexible working hours, or flex-
time. Under the program, HP employees can begin work at any time during a two-hour
period and leave after completing an eight-hour work day.
1979-HP produces the first integrated microprocessor development system, combining

all the tools needed by hardware and software engineers.
1980-HP introduces its first personal computer, the HP-85. A steady stream of PCs
follow.HP introduces the first laser printer that is fast and inexpensive enough for use
outside a central computer room.
1982-The electronic mail system developed by HP Limited in the United Kingdom is

the first major wide-area commercial network of its kind based on minicomputers.
1983-HP allows users to activate features on their PCs simply by touching the screen
when it introduces its first touch screen personal computer, the HP-150.

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1984-Thermal inkjet technology developed at HP was introduced in a high-quality,

low-price personal printer, HP also introduces the HP LaserJet printer²the company's
most successful single product to date. Able to print at 300 dpi, the LaserJet quickly
becomes the world's most popular personal desktop laser printer
1988-HP's DeskJet printer, the company's first mass-market inkjet printer, makes its
debut. The DeskJet offers plain-paper printing and industry-standard print resolution.
HP moves into top 50 on Fortune 500 listing6 No. 49.
1990-HP Labs Japan opens in Tokyo.
1991-HP makes advances in lightweight portable computing with the introduction of

the HP 95LX palmtop PC, HP's first palmtop personal computer.
1995-The HP Pavilion PC marks the company's highly successful introduction into the
home-computing market.
2000-HP moves up the Fortune 500 listing to No. 13.

On June 2, HP completed the divestiture of Agilent Technologies. As a result of the
distribution of shares of Agilent Technologies common stock, Agilent Technologies is
now a fully independent company.
2004 -Fortune 500 ranking6 11.In January, HP announces its digital entertainment
strategy6 an array of products and partnerships aimed at transforming the way people
experience music, movies, TV, photographs and digital entertainment content.
2005-HP Chairman and CEO Carly Fiorina steps down in February, and CFO Bob
Wayman is appointed interim CEO. In March, HP names Mark Hurd to serve as CEO
and president
2007-January6 Extending its strategy of establishing research centers in growing

economies, HP opens a research lab in St. Petersburg, Russia. HP Labs Russia is the
third facility that the company has opened in the past five years. HP Labs China began
operations in Beijing in 2005, and HP Labs India opened in Bangalore in 2002. HP

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1.7.7 : H Awards & Honors:-
pc H wins top Newsweek Green anking Award: 9/29/09: HP tops

Newsweek Green Rankings of the 500 largest US companies, based on actual
environmental performance, policies and reputation. Over the last 50 years, HP
has been an industry leader in reducing its impact on the environment.
pc H Wins Charities¶ 2008 National Leadership Award: 7/8/08 : HP has been

selected to receive the 2008 National Leadership Award by Charities @ Work,
an alliance of four non-profit federations ± including America's Charities,
Community Health Charities, Earth Share and Global Impact
pc Goetz Graefe named H Fellow: 4/22/08 : Goetz Graefe is HP Labs' newest

HP Fellow. Graefe, who joined HP in 2007, is currently pursuing research in
business intelligence, specifically on improving robustness, reliability and total
cost of ownership of HP's business intelligence products. He is one of the most
accomplished and influential technologists in the areas of database query
optimization and query processing. Details and background provided in the
linked article.
pc John Apostolopoulos named IEEE Fellow : 4/21/08 : John Apostolopoulos, a

distinguished technologist and manager of the HP Labs Streaming Media

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Systems Group, has been chosen as an IEEE Fellow ± recognized for his
contributions to the principles and practice of video communications and
secure media streaming. Details are contained in the URL provided.
pc Stan Williams awarded Seaborg Medal: 4/21/08: HP Senior Fellow R.

Stanley Williams ± who initiated and leads HP Labs¶ research in
nanotechnology ± has received the prestigious Glenn T. Seaborg Medal,
awarded by the UCLA Department of Chemistry and Biochemistry. Details are
contained in the URL provided.
pc H Wins ASTD BEST Award for 20066 HP has been named as a winner of
an ASTD BEST award for 200Ú. This award is given to organizations that
demonstrate enterprise-wide success as a result of employee learning and
development, which is done by connecting learning and performance to
measurable results.
pc H named to Working Mother magazines list of 100 Best Companies for

Working Mothers: HP has been chosen by Working Mothers Magazine as one
of the top 100 companies to work for in 2008.
pc H receives SSA certification: HP has received certification from the

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Service and Support Professionals Association (SSPA) for providing superior

technical support and services to business notebook and desktop PC customers
in the Americas region. HP is currently the only PC manufacturer with the
certification.
pc H Customer Service ranked among the best of 2009 in Business Week

Survey 6 The third annual Business Week and J.D. Power & Associates
Customer Service Champs Survey special report, µCustomer Service
Champs,¶is featured in the March 2, 2009 print issue. You can also access this
information on the web using the link we have provided
pc H takes home Stevie Award for Best Customer Service Organization

from the American Business Awards: HP consumer support was honored by
the American Business ³Stevie´ Awards for Best Customer Service
Organization for 2008; this validates the company¶s recent investments and
commitment in consumer technical support.
pc H honored with Excellence Award by Ford Motor Company: 7/17/09;

Ford Motor Company recently held its Eleventh Annual World Excellence
Awards, which recognizes its top suppliers. Hewlett Packard has received the
Crystal award for Corporate Responsibility ± recognized for their World

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Leadership in Company recognized. Of the 2,200 suppliers providing services

to Ford Motor Company, only 3Ú were recognized by the Excellence Program.
pc H Digital hotography TV Ads Wins Creative Campaign of the Year

Adweek Magazine: HP has won Creative Campaign of the Year award from
Adweek Magazine for digital photography TV ads; encompass camera, printer,
computer, inks and paper.
pc H (consumer a winner in AS Best Web Support Sites competition6 The

Association of Support Professionals (ASP) has announced the winners of its
twelfth annual Ten Best Web Support Sites competition -- a prestigious award
that showcases excellence in online service and support (click logo to learn
more).
pc 2003 Global Most Admired Knowledge Enterprise (MAKE Teleos: HP

was recently named one of the top 20 Knowledge Management companies in
the world by global research firm Teleos.
pc H wins DIMA Innovative Digital roduct Awards: HP received nine
Digital Imaging Marketing Association Awards (DIMA) at the PMA 2009
tradeshow, including two Innovative Digital Product Awards, across multiple
imaging and printing categories.
pc H wins DIMA Digital rinter Shoot-Out Awards: HP received nine Digital

Imaging Marketing Association Awards (DIMA) at the PMA 2009 tradeshow,
including five DIMA Digital Printer Shoot-Out Awards, across multiple
imaging and printing categorie.

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pc Laptop¶s Editor¶s Choice Award goes to H avilion dv5t: With 4 out of a

possible 5 star rating, Pavilion dv5t has earned Laptop¶s Editors¶ Choice
Award. Available in the July/August timeframe, according to the published
report, the dv5t backs up its aesthetics with serious horsepower.
pc H roLiant DL380 G6 wins ZDNet Editors¶ Choice Award: In a
comparative review of 2-processor servers (Dell, Fujitsu, IBM, Lenovo and
Sun,) HP¶s ProLiant DL380 GÚ scores an Editors¶ Choice award.
pc Two H roducts win Business Solution Magazine¶s µBest Channel

roducts 2009: The results of Business Solutions magazine¶s µ2009 Best
Channel Products¶ survey are in and HP earned the following two wins.
pc H Wins MES West 09 Innovation Award: Everything Channel awarded

HP with their Best Midmarket Solution ± Hardware Winner at the recent
Midsize Enterprise Summit West conference. The awards were voted on by
midsize CIO attendees in six categories6 best hardware solution, software
solution, and services solution, best execution of a midmarket IT solution, best
presentation and best of show.
pc C World Latin America awards Best in Category to H products6
Recently, HP was honored with several µBest in Category¶ wins from the 2009
PC World Latin America Awards. At a recent event, the following products
received the top honor in their categories

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1.8 : INT OD CTION ACE G O
The Acer Group is a family of four brands -- Acer, Gateway, Packard Bell
and eMachines. This unique multi-brand strategy allows each brand to offer a unique
set of brand characteristics that targets different customer needs in the global PC
market. Today, the Acer Group still strives to break the barriers between people and
technology. It ranks No. 2 for total PC shipments and No. 2 for notebooks, and has a
global workforce of 7,000 employees. Estimated revenues in 2009 reached US$17.9
billion.
The successful mergers of Gateway Inc. (October 2007) and Packard Bell
Inc. (March 2008) by parent company, Acer Inc., completes the group's global
footprint by further strengthening its presence in the U.S. and Europe.
The Acer group employs more than 28,000 people in 120 enterprises spanning 37
countries worldwide, supporting dealers and distributors in over 100 countries. Acer is
proud to be a Worldwide Partner of the Olympic Movement in staging the Vancouver
2010 Olympic Winter and London 2012 Olympic Games.
1.8.1: Acer:- Established in 197Ú with US$25,000 in capital and 11 employees,

Acer today focuses on marketing its brand-name IT products around the globe.
Wielding a profitable and sustainable Channel Business Model (CBM) Acer has been
able to achieve sustainable growth worldwide. The model offers flexibility to adapt to
changing global IT market trends, and involves collaborating with the industry's top-
tier partners and suppliers. We expect the foundation of the CBM shall enable Acer to
reach further success, minimize operating expense and enhance profitability.
Acer's PC-centric product offering includes mobile and desktop PCs, servers and
storage, LCD monitors and high-definition TVs, projectors, and handheld/navigational
devices. Sub-brands include the consumer-focused Aspire series, and commercial
sector TravelMate, Veriton, and Altos series.
1.O.2: Gateway: - Gateway was founded by Ted Waitt in 1985 in an Iowa

farmhouse with a US$10,000 loan guaranteed by his grandmother, a rented computer

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and a three-page business plan. Today, Gateway has grown into one of America's best-
known PC brands.
The brand received national acclaim in 1991 when it introduced its distinctive
cow-spotted boxes, a tribute to its farming heritage. In early 2004, Gateway acquired
eMachines, and later moved its headquarters to Irvine, California. In October 2007,
Gateway was acquired by Taiwan-based Acer, and the combined entities now
comprise the third-largest PC Company in the world.
Gateway always has been devoted to treating customers with respect and
decency, while focusing on service, quality and value. As Gateway pushes into new
frontiers, it remains dedicated to its original objective of helping people improve their
lives through technology.
1.O.3 : eMachines :- eMachines, one of the world's fastest growing PC brands, was
acquired by Gateway Inc. in March 2004. Marketed to families seeking reliable
machines for everyday use, eMachines brings the PC to any and every home in need. It
remains a stand-alone brand sold through leading retailers, "e-tailers" and channel
partners in the U.S. and select international markets. Since its launch in 1998, more
than five million eMachines systems have been shipped.
1.O.4 : ackard Bell: - Very few brands can claim to have witnessed, let alone
contributed, to the three major revolutions -- radio, TV and PC -- in home
entertainment of the past 80 years. Packard Bell is one of the rare ones. The brand was
born in 192Ú. In the 1920s and 1930s when radio was all the rage, Packard Bell
emerged as a popular brand of console radios with a reputation for elegant design. The
first Packard Bell television sets were launched in 1948, just as the TV revolution was
sweeping the world.
Fast forward to the end of the 1980s, Packard Bell entered the personal
computer market in 1987. It pioneered the use of the PC in the home, transforming an
unfriendly but useful office tool into a friendly, indispensable feature of today's
modern home. Stylish design (with several major awards) and customer-oriented

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features are the hallmarks of all Packard Bell products. In 2008 Packard Bell continues
to evolve the design, innovation, ease of use and affordability that have been the brand
hallmarks for over 80 years.
1.O.5 : Acer in India : -

Acer India (Pvt.) Ltd., was incorporated as a wholly owned subsidiary of Acer
Computer International Ltd. on 9th September 1999. Acer's mission in India is to
translate the Group's goal of making computer technology easier to use and more
affordable - to everyone in this country. With a focused customer-centric approach,
Acer in India is offering unmatched uptime for all it's systems through a vast network
of Service points, innovative and user friendly functionality while continuously
lowering barriers that limit the access to the fruits of technology.
Acer India has its headquarters in Bangalore, with branch offices in New
Delhi, Mumbai, Bangalore, Chennai, Kolkata, Hyderabad, Ahmadabad, Pune, Nagpur,
Cochin, Guwahati & Chandigarh. Our 120-person strong team in India comes with
over 1000 man-years¶ of IT experience, geared to listen and provide to the IT user in
India the very best in Sales & Marketing support, After-Sales support backed up with
infrastructure to bring fresh technology to India.
Within a short span of operations, Acer India has managed several accolades
in its endeavors6 A state of the art reconfiguration centre for fast and flexible offerings
to different customer needs; Acer Customer Service Centers to service notebooks in
about Ú0 cities in the country and a unique unmatched guarantee within the warranty
period to provide peace of mind to the customer. An extremely robust service coupled
with the ability to make the latest technology affordable makes Acer India a force that
shapes the dreams of millions of people.
1.O.6 : Milestones:-
2008
Following the recent acquisitions, Acer has implemented a multi-brand strategy which
exploits the positive awareness that companies of the group ( c c c

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base, conserving therefore the individual identity and personality of each brand.
2001-2007-: From manufacturing to services
In 2001 Acer adopted a new corporate identity to symbolize its commitment to

enhancing people's lives through technology. The following year Acer Aspire was
launched, bringing fresh home-PC standards to the global PC arena. In 2003 the next-
generation Empowering Technology platform was launched, integrating hardware,
software and service to provide easy-to-use, dependable end-to-end technologies. In
200Ú Acer celebrated its 30th anniversary becoming the #3 notebook and #4 desktop
brands worldwide. In 2007 Acer completed the acquisition of Gateway and Packard
Bell, completing the company¶s global footprint.
1996-2000: Offer fresh technology for everyone, everywhere
In 199Ú Acer introduced Nuovo Notebook PC, featuring an innovative power

management system, Heuristic Power Management (HPM) that was able to learn the
user¶s specific behavior, and then meted out power accordingly. Acer called its new
technology ³Power on Demand´. In 1997 the company acquired Texas Instruments¶
notebook division. During the company's 20th anniversary celebration, the third stage
of development was launched, including basic goals for technological innovations and
simplification of operations. At the end of year 2000 Acer announced the decision to
spinoff manufacturing operations.
1987-1995: Establish a leading brand and go global
In 1987, Multitask formally became known as Acer, marking the start of Acer's efforts
toward creating a strong brand name. During this second ten-year stage of
development, Acer grew extensively and expanded both strategically as well as
geographically. The company grew to be ranked 8th largest PC brand in the world. In

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1991 Acer introduced Chip Up, the first CPU upgrade solution. The launch of Acer
PAC (Personal Activity Center) brought multimedia to the PC. The Acer PAC
combined a built in telephone, fax, data modem, alarm clock, AM/FM receiver, eight-
channel mixer stereo system, CD-ROM drive and a host of pre-loaded applications. In
September of 1995, the Acer Aspire transformed the company from an anonymous PC
manufacturer into a trendsetter in the hippest of industries. With its breakthrough
design, the Aspire became an instant success and nearly doubled Acer America¶s sales
in Q4 1995.
1976-1986: Commercialize microprocessor technology
Acer was founded in 197Ú under the name Multitask, focusing on trade and product
design. In 1981 the Micro-Professor computing tool was launched. About the size of a
large dictionary and costing under 100 US$, the Micro-Professor was an instant hit.
Then the company went on and developed the first IBM compatible computer.
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1.9 : Introduction (Dell
The company Dell was founded by Michael Dell in 1984 with the capital of $1000
PC's Limited .while he was studying at the University of Texas at Austin. In the
computer industry he was the longest-tenured executive to ever lead a company. In
1985, the company came to produce the "Turbo PC" which was the first computer of its
own design. Dell decided to drop out from school to run his new business full time. In
1999, Dell became the largest sellers of personal computers in the USA and called itself
"Dell Inc."
Today Dell's selling point is that by retailing computer systems directly to its
customers, it is in a position to understand customer needs and provide effective
solutions. Their direct business model thus eliminates middle men that usually add
unnecessary time and cost. This allows competitive prices and enables them to
introduce latest technology much faster and they can turn over inventory on an average
in just under five days. The combined Sales of the Company, its subsidiaries and
affiliates, during the Fiscal Year ended 2008 US$ Ú1.133 Billion. The company
currently sells personal computers, servers, data storage devices, network switches,
software, and computer peripherals.
In 200Ú, Fortune magazine ranked Dell as the 25th-largest company in the Fortune
500 list, 8th on its annual "Top 20" list of the most-admired companies in the United
States. In 2007 Dell ranked 34th and 8th respectively on the equivalent lists for the year.
A 200Ú publication identified Dell as one of 38 high-performance companies in the
S&P 500 which had consistently out-performed the market over the previous 15 years

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1.9.1 : Facts About Dell: -
pc Dell is the #1 PC provider in the U.S. and #2 worldwide. Every Fortune 100
company does business with Dell.
pc It is the preferred desktop and laptop of enterprises in the US and Europe.
pc It has been the No. 1 PC supplier to small and medium businesses in the United
States for 10 years in a row.
pc About 140,000 systems shipped per day, on average ± that¶s more than one
every second.
pc It has nearly 2 billion interactions with our customers every year.
pc It is the #1 partner of EMC.
pc Our blade servers that require Ú5 percent less time to set up and come in 97
percent fewer boxes than HP¶s.
pc Its rank No. 34 among the Fortune 500, and we have one of the world¶s leading
brandsc
pc Ours are among the industry's greenest desktops and notebooks.
pc They were the first vendor to offer Display Port technology on a commercially
available monitor, and were a major driver in having it accepted as the industry
standard.
pc They are also the first major systems vendor to factory install Red Hat Linux on
corporate systems.
pc 24 of the world¶s top supercomputers run on Dell.
pc The 10 largest U.S. companies run on Dell.
pc The 10 largest U.S. companies run on Dell.

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pc The top 5 U.S. commercial banks run on Dell.
pc They are the first and only computer company offering free computer recycling
to consumers worldwide.
pc And our lant a Tree for Me and lant a Forest for Me programs have
planted more than 100,000 trees that will sequester 250 million pounds of CO2
from the atmosphere.
1.9.2 : Mission & Vision
Mission:-
( mission is to fully integrate environmental stewardship into the business
of providing quality products, best-in-class services, and the best customer experience
at the best value
Vision :-
Dell's vision is to create a company culture where environmental excellence is

second nature.
Objectives:-
Design roducts With the Environment in Mind
pc Design products with a focus on6 safe operation throughout the entire
product life cycle, extending product life span, reducing energy
consumption, avoiding environmentally sensitive materials, promoting
dematerialization, and using parts that are capable of being recycled at the
highest level.
pc Set expectations of environmental excellence throughout Dell's supply
chain.

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revent Waste and ollution
pc Operate Dell's facilities to minimize harmful impacts on the environment.

pc Place a high priority on waste minimization, recycling and reuse
programs, and pollution prevention.
Continually Improve Our erformance
pc Use an Environmental Management System approach to establish goals,

implement programs, monitor technology and environmental management
practices, evaluate progress, and continually improve environmental
performance.
pc Foster a culture of environmental responsibility among employees and
management.
Demonstrate esponsibility to Stakeholders
pc Act in an environmentally responsible manner through sustainable

practices designed to ensure the health and safety of Dell's employees,
neighbors, and the environment.
pc Periodically communicate company progress to stakeholders.
pc Engage stakeholders to improve products and processes.
Comply With the Law
pc Conduct business with integrity and dedicated observance of

environmental laws and regulations, and meet the commitments of the
voluntary environmental programs in which Dell participates

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pc ower Vault - direct-attach and some network-attached storage (NAS)

pc ower Connect - network switches
pc Dell/EMC - storage area networks (SANs)
pc Equal Logic - enterprise class iSCSI SANs
Home Office/Consumer Class: including Inspiron and XPS brands, emphasizing

value, performance and expandability6
pc Inspiron - consumer desktop and notebook systems

pc Studio - medium-end consumer slim hybrid desktop and laptop systems
pc ëS - enthusiast and high-performance desktop and notebook systems
pc Studio ëS - high end design focus of XPS systems and extreme multimedia
capability
pc Alien ware (ëS Extreme - high-performance gaming systems rivaling HP's
gaming division, Voodoo PC
pc Adamo - high-end laptop brand to compete with the Mac Book Air
eripherals: - Dell has also diversified its product line to include peripheral products
such as USB key drives, LCD televisions, and printers.
pc Dell monitors LCD TVs, plasma TVs and projectors for HDTV and monitors
1.9.4 : Dells lants Location:-
pc Austin, Texas, USA

pc Penang, Malaysia since 1995
pc Xiamen, China since 1999
pc Chennai, India since 2007, 400,000 PCs p.a.
pc Brazil
pc Poland

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1.10 : Introduction (Lenovo
Lenovo Group Limited is a Chinese-based multinational computer

technology corporation that develops, manufactures and markets desktops and
notebook personal computers, workstations, servers, storage drives, IT management
software, and related services. Lenovo was formed in 1984 as a spin-off of the
Chinese Academy of Sciences new technology unit. The company initially began as a
reseller, distributor and later CM for foreign brands, including IBM, entering the
Chinese market. Incorporated as Legend in Hong Kong in 1988, Lenovo's principal
operations are currently located in Beijing, China, Morrisville, North Carolina in the
United States, and Singapore, with research centers in those locations, as well as
Shanghai, Shenzhen, Xiamen, and Chengdu in China, and Yamato in Kanagawa
Prefecture, Japan.] Lenovo acquired the former IBM PC Company Division, which
marketed the ThinkPad line of notebook PCs, in 2005 for approximately $1.75
billion.
In 2009, Lenovo was the fourth largest vendor of personal computers in

the world. The company is the largest seller of PCs in China, with a 28.Ú% share of
the China market, according to research firm IDC in July, 2009. It reported annual
sales of $14.9 billion for the fiscal year ending 2008/2009 (ending March 31,
2009).Lenovo markets its products directly to consumers, small to medium size
businesses, and large enterprises, as well as through online sales, company-owned
stores (in China only), chain retailers, and major technology distributors and vendors.
On September 4, 2009, Oceanwide Holdings Group, a private investment

firm based in Beijing, bought 29% of Legend Holdings, the parent company of
Lenovo, for 2.7Ú billion yuan ($404.1 million). Legend Holdings is the asset
management unit of the Chinese Academy of Sciences. On November 27, 2009,
Lenovo Group announced its intention to purchase Lenovo Mobile Communication
Technology. Lenovo Mobile now ranks No.3 in China¶s mobile handset market.

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1.10.1 : Mission & Vision

Our mission
Lenovo strives to be a new world company that makes award-winning PCs for our
customers. We operate as a company uninhibited by walls or organizational structures
using worldsourcing to harness the power of innovation across our global team. We
design innovative and exciting products and services to meet our customers¶ needs.
A new world company
Lenovo, a new kind of PC company, defies geographic and organizational boundaries

on a global scale6
pc We develop, produce, and deliver our products across Ú continents

pc Our global company has no single corporate headquarters
pc Our American CEO is based in Singapore
Our Chinese Chairman works from North Carolina.
Competitive Spirit
Lenovo¶s thirst for excellence extends from our products to our sponsorships. Lenovo
is proud to show the world we value the spirit and ideals of competitive sports as a
sponsor partner of Vodafone McLaren Mercedes Formula One Racing.
1.10.2 : roduct: -
Lenovo made three types of laptops product
1.c Idea Pad notebooks

2.c ThinkPad notebooks
3.c Value line notebooks

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1.Idea ad notebooks
Notebooks to fit your lifestyle
Laptops for home, home office and everywhere in between. Idea Pad notebooks
feature up-to-the-minute technology and cool features. Wide assortment of quality
laptops designed for home finance, surfing the web, email, gaming, videos,
presentations and much more.
2.Think ad notebooks
The ultimate business tool
Laptop computers designed for businesses, schools and power users everywhere.
ThinkPad notebooks are exceptionally engineered to boost productivity, enhance
mobility and reduce your total cost of ownership
3.Value line notebooks
Engineered for value
Laptops to suit any budget, Lenovo's value line offers well-equipped, smartly
designed notebooks for your business, home or home office. Explore a new world of
value-oriented mobile computing.

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1.11 : Introduction (HCL
The HCL Enterprise is one of India¶s largest electronics, computing and

information technology company. Based in Noida, near Delhi, the company comprises
two publicly listed Indian companies, HCL Technologies and HCL Infosystems.
HCL was founded in 197Ú by Shiv Nadar, Arjun Malhotra, Subhash Arora, Ajai
Chowdhry, DS Puri, & Yogesh Vaidya. HCL was focused on addressing the IT
hardware market in India for the first two decades of its existence with some sporadic
activity in the global market.
On termination of the joint venture with HP in 199Ú, HCL became an enterprise which
comprises HCL Technologies (to address the global IT services market) and HCL
Infosystems (to address the Indian and APAC IT hardware market). HCL has since then
operated as a holding company.
1.11.1 : History: -
In 197Ú, Shiv Nadar, quit an executive job with Delhi Cloth Mills (DCM) along with
five of his friends (Arjun Malhotra, Subhash Arora, Badam Kishore Kumar, T.V
Bharadwaj & Arun Kumar H) to start a new company, Microcomp Limited. The focus
of the company was design and manufacturing of scientific calculators. The venture
provided its founders money to start a company that focused on manufacturing
computers. The company was renamed as Hindustan Computers Limited (HCL) and
received support from the Uttar Pradesh government to setup their manufacturing
in Noida.
In 1981, NIIT was started to cater to the increasing demand in computer education. By
early 2000s, Nadar divested his stake in this venture.

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1.11.2 : HCL Advantage: -
HCL Infosystems (HCLI) draws it¶s strength from 30 years of experience in

handling the ever changing IT scenario , strong customer relationships, ability to
provide the cutting edge technology at best-value-for-money and on top of it, an
excellent service & support infrastructure. Today, HCL is country¶s premier
information enabling company. It offers one-stop-shop convenience to its diverse
customers having an equally diverse set of requirements.
Be it a large multi-location enterprise, or a small/medium enterprise, or a small office or

a home, HCLI has a product range, sales & support capability to service the needs of
the customer.
Last 30 years apart from knowledge & experience have also given us continuity in
relationship with the customers, thereby increasing the customer confidence in us. Our
strengths can be summarized as6
pc Ability to understand customer¶s business and offer right technology.
pc Long standing relationship with customers.
pc Pan India support & service infrastructure.
pc Best-vale-for-money offerings.
1.11.3 : Milestones: -
197Ú - HCL (Hindustan Computers Limited) is created.
1977 - Forms distribution alliance with Toshiba for copiers and notebooks
1978 - Developed the first indigenous Microcomputer
1988 - Development of fine-grained multiprocessor Unix operating system

198Ú - HCL becomes the largest IT company in India

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1989 - HCL America is created with Sanmina SCI as its manufacturing partner.
1991 - Entered into a partnership with HP to form HCL HP Limited. Developed a
custom Multiprocessor Unix for HP
1994 - Tied up with Nokia for mobile phone distribution and Ericsson for telephone
switch distribution.
199Ú - Partnership with HP ends.
1997 - HCL's R&D division is spun off as HCL Technologies

2001 - HCL BPO is created.

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2.1 : Consumer Buying Behavior
Buying Behavior is the decision processes and acts of people involved in

buying and using products.
2.2 : CONS ME CHASE DECISION OCESS-
Five Stages of Consumer Behavior
Basic psychological processes play an important role in understanding how

consumers actually make their buying decision. The purchase decision process is the
stages a buyer passes through in making choices about which products and services to
buy. Buyer decision processes are the decision making processes undertaken by
consumers in regard to a potential market transaction before, during, and after the
purchase of a product or service.
1.c roblem ecognition,

2.c Information Search,
Five Stages 3.c Alternative Evaluation,
of
Consumer Behavior 4.c urchase Decision, And
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options. Consumer motivation may need to be increased so that a potential purchase is

given serious consideration.
2.2.2 : Information Search

An aroused consumer will be inclined to search for more information. It can be
accepted distinguish between two levels of arousal. The milder search state is called
heightened attention. At this level a person simply becomes more receptive to
information about a product. At the next level, the person may enter an active
information search6 Looking for reading material, phoning friend, going online, and
visiting stores to learn about the producing. Of key interest to the marketer
Major information sources fall into four groups6
pc Personal. Family, Friend Neighbors acquaintances.

pc Commercial Advertising, web site sales persons dealers packaging displays.
pc Public6 Mass media consumer-rating organizations
pc Experiential6 Handling examining urging the product.
2.2.3 : Evaluation of alternatives
How does the consumer process completive brand information and make final values
judgments? No single process is used by all consumers or by one consumer in all
buying situation. There are several evaluation processes.
First the consumer is trying to satisfy a need .Second the consumer is looking
for certain benefits from the product solution.
Third The consumer sees each product as a bundle of attributes with varying
abilities for delivering the benefits sought to satisfy this need. The attributes of interest
to buyers vary by product For example
Laptops6 Looks, Features, Technology and Services

c
c
2.2.4 : urchase decision

In the evaluation stage the consumer preferences among the brands in the choice
set. The consumer may also from an intention to buy the most preferred brand. In
executing a purchase intention, the consumer may make up to five sub decisions6
Brand ( Hp, Dell etc). Dealer, Quantity (One laptop), Timing (weekend), and payment
method (credit card).
2.2.5 : ost purchase Behavior
After buying a product, the consumer compares it with expectations and is either
satisfied or dissatisfied.
Satisfaction or dissatisfaction affects
pc consumer value perceptions

pc consumer communications
pc Repeat-purchase behavior.
Many firms work to produce positive post purchase communications among consumers
and contribute to relationship building between sellers and buyers.
Cognitive Dissonance. The feelings of post purchase psychological tension or anxiety a

consumer often experiences.
2.3 : Types of Consumer Buying Behavior
Types of consumer buying behavior are determined by6
pc Level of Involvement in purchase decision. Importance and intensity of

interest in a product in a particular situation.

c
c
pc Buyers level of involvement determines why he/she is motivated to seek

information about a certain products and brands but virtually ignores others.
2.3.1 : The four type of consumer buying behavior are :-
pc outine esponse/rogrammed Behavior--buying low involvement

frequently purchased low cost items; need very little search and decision
effort; purchased almost automatically.
pc Limited Decision Making--buying product occasionally. When you need to

obtain information about unfamiliar brand in a familiar product category,
perhaps. Requires a moderate amount of time for information gathering.
pc Extensive Decision Making/Complex high involvement, unfamiliar,

expensive and/or infrequently bought products. High degree of
economic/performance/psychological risk. Example6 Laptops. Spend alot
of time seeking information and deciding.
Information from the companies MM; friends and relatives, store personnel
etc. Go through all six stages of the buying process.
pc Impulse buying, no conscious planning.

c
c
2.4 : Buying Situations: -
outine Limited Extensive
Involvement Short Low to moderate High
Time Low Short to moderate Long
Cost Short Low to moderate High
Information Internal only Mostly internal Internal & external

Search
Number of one few many

alternatives
The purchase of the same product does not always elicit the same Buying Behavior.
Product can shift from one category to the next.
For example6
Going out for purchasing a laptop for one person may be extensive decision making
(for someone that does not go out often at all), but limited decision making for someone
else.

c
c
2.5 : Categories that Affect the Consumer Buying Deci sion rocess
A consumer, making a purchase decision will be affected by the following three

factors6
1.c Personal
2.c Psychological
3.c Social
2.5.1 : ersonal
Unique to a particular person. Demographic Factors. Sex, Race, Age etc.

Who in the family is responsible for the decision making? Young people purchase
things for different reasons than older people.
2.5.2 : sychological factors
Psychological factors include6
1. Motives--
A motive is an internal energizing force that orients a person's activities toward

satisfying a need or achieving a goal. Actions are effected by a set of motives, not just
one. If marketers can identify motives then they can better develop a marketing mix.
MASLOW hierarchy of needs.
pc Physiological
pc Safety
pc Love and Belonging
pc Esteem
pc Self Actualization
Need to determine what level of the hierarchy the consumers are at to determine what
motivates their purchases.

c
c
2. erception²
What do you see? Perception is the process of selecting, organizing and interpreting
information inputs to produce meaning. Information inputs are the sensations received
through sight, taste, hearing, smell and touch.
3. Ability and Knowledge--
Need to understand individual¶s capacity to learn. Learning, changes in a person's

behavior caused by information and experience. Therefore to change consumers'
behavior about your product, need to give them new information re6 product.free
sample etc.
When making buying decisions, buyers must process information.

is the familiarity with the product and expertise.
4. Attitudes²
Knowledge and positive and negative feelings about an object or activity-maybe

tangible or intangible, living or non- living Drive perceptions
Individual learns attitudes through experience and interaction with other people.
Consumer attitudes toward a firm and its products greatly influence the success or
failure of the firm's marketing strategy.
5.ersonality²
all the internal traits and behaviors that make a person unique, uniqueness arrives from
a person's heredity and personal experience.
Ú.Lifestyles--
Recent US trends in lifestyles are a shift towards personal independence and

individualism and a preference for a healthy, natural lifestyle.

c
c
2.5.3 : Social Factors
Consumer wants, learning, motives etc. are influenced by opinion leaders, person's
family, reference groups, social class and culture.
Culture and Sub-culture-- Culture refers to the set of values, ideas, and attitudes that
are accepted by a homogenous group of people and transmitted to the next generation.
2.6 : Ten Basic ules for Customer Satisfaction

c
c
pc Involve top management.
pc Know the customers.
pc Let the customers define what attributes are important.
pc Know the customer¶s requirements, expectations, and wants.
pc Know the relative importance of customer decision criteria.
pc Gather and trust data.
pc Benchmark the data against competitors, and identify competitive Strengths and
weaknesses.
pc Develop cross-functional action plans that enhance strengths and Correct

weaknesses.
pc Measure performance continually and spread the data throughout the

organization.
pc Be committed to getting better and better and better.

c
c

m
m

c
c
ESEA CH METHODOLOGY
3.1 : OBJECTIVE OF THE STDY:-

pc To do a comparative study of customers buying behavior regarding
Laptops.
pc To find out the market share of different companies.
pc To find out the satisfaction level of consumer.
pc To find out what are the expectation of consumer while purchasing a

laptop.
To fulfill the above objectives research was carried out by collecting primary data and
also referring to secondary data
3.1.1 : Secondary esearch
For the purpose of fulfilling the above objectives I used Internet and magazines as
source for Secondary data collection. Starting with secondary research to understand the
topic and the industry
3.1.2 : rimary esearch
In Primary Research I used Questionnaire and personal interview as tools for data
collection. I used the structured questionnaire as tools for Primary Data Collection . I
structured questions to be asked by laptop owners and well as conduct personal
interview. The total respondents that I targeted was 100 and the scope of study was
limited to Gurgaon.
d cc esearch Design:
c is a frame work or blueprint for conducting the marketing research
project. It specifies the details of the procedures necessary for obtaining the information
needed to structure and/or solve marketing research problems. The research design

c
c
specifies the details of implementing the approach. Or a research design lays the
foundation for conducting the project.
3.2.1 : Descriptive esearch Design

The major objective of
c is to describe something ± usually market
characteristics or functions. Descriptive research is conducted for the following reasons6
1.c To describe the characteristics of relevant groups such as consumer or market

area.
2.c To estimate the percentage of units in a specified population exhibiting a certain
behavior.
3.c To determine the perceptions of product characteristics
4.c To determine the degree to which marketing variables are associated.
5.c To make specific predictions.
3.2.2 : Cross-Sectional Design
The
c
is the most frequently used descriptive design in marketing
research. Cross-sectional design involves the collection of information from any given
sample of population elements only once.
3.3 : Survey method
The survey method involves a questionnaire given to respondents and designed to elicit
specific information. Respondents are asked a variety of questions regarding their
behavior, intention, attitudes, awareness, motivation, and demographic and lifestyle
characteristics.
3.3.1 : Questionnaire
A
is a formalized set of questions for obtaining information from
respondents. Typically a questionnaire is only one element of a data collection package
The questioning is structured here. Structured here refers to the degree of

standardization imposed on data collection process. In structured data collection, a
Amity Business School, 2008-10 Ú0

c
c
formal questionnaire is prepared and the questions are asked in a prearranged order,
thus the process is also direct.
3.4 : Sampling: Design And rocedure

The object of most marketing research projects is to obtain information about the
characteristics or parameters of a population. A
is the aggregate of all the
elements that share some common set of characteristics and that comprise the universe
for the purpose of the marketing research problem. A is a group of population
selected for participation in the study. The inference that link sample characteristic and
population parameters are estimation procedure or data analysis.
3.4.1 : Sampling Technique
To fulfill the objective of this project, the simple random sampling method is used for
data collection. In this method each and every unit of population has an equal
opportunity of being selected in the sample.
3.4.2 : Sample Size
A sample size of 100 respondents is used for the study.
3.4.3 : Sample nit
This study was basically an opinion survey of the residents of Gurgaon ± who
are laptops owners.
3.4.4 : lace of Study
Gurgaon

c
c
3.5 : Limitation of the Study
c
cccccccccc Every research has it own limitation. It is not possible that a research is
accomplished without having bounding and limitation. There are always some short
comings which come into the way of accomplishment of a particular research study. It
is almost impossible for research to get away from it.
Following are the some limitations which I face during the dissertation6-
pc For a particular research we need a particular time. But there was a time limit.
pc Method of data collection was through personal interview and therefore bias
becomes a major limitation
pc Most of the people are very busy. So they don¶t have much time to give reply.
pc The sample was restricted to 100 customers, which may restrict the scope
pc This fieldwork was completed in single city Gurgaon only therefore study does
not reveal the exact market condition.
pc Human error is unavoidable.

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4.2c: Sex of the respondents who use Laptops?

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Gender No. Of respondents
Male 72
Female 28
Total 100

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4.3 : Occupation of the respondent ?
Age No. Of respondents
Student 4Ú
Businessman 1Ú
Private employee 2Ú
Professional employee 12
Total 100
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Amity Business School, 2008-10 ÚÚ

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4.4 : Income Level of espondentsgc

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Income Rs. No. Of respondents
Less than 2,00,000 12
2,00,000 - 5,00,000 37
Above 5,00,000 51
Total 100
al I come

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4.5 : Which brand of laptop you are currently used ?
Brand No. Of respondents
HP 31
Acer 12
HCL 07
Dell 17
Lenovo 14
Sony 05
Toshiba 04
Any Other 10
Total 100
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4.8 : While opting a Laptop what you had in mind?
Attributes No. Of respondents

Looks 59
Brand name 72
Technology 73
Feature Ú7
Cost Ú8
Performance 75
Servicing 72
Ì

#

% %#

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Any
H Dell Acer Lenovo Sony Toshiba HCL Other Total
Looks 10 17 7 10 5 2 3 5 59
Brand name 30 13 5 11 5 2 4 2 72
Technology 25 10 7 12 5 4 3 7 73
Feature 17 17 Ú 8 4 3 5 7 Ú7
Cost 18 Ú 10 14 1 3 7 9 Ú8
erformance 31 11 8 8 4 2 4 7 75
Servicing 29 15 7 7 3 2 5 4 72
pc HP is preferred mostly (21%) by peoples due to excellent performance.
pc Dell is preferred mostly (17%) by peoples due to its looks and features.
pc Acer is preferred mostly (10%) by peoples due to its less cost.
pc Lenovo is preferred mostly (14%) by peoples due to its cost and technology.
pc Toshiba is preferred mostly (05%) by peoples due warranty period after the
purchasing a laptop.
pc Sony is preferred by mostly people due to its looks, brand name, and
technology.

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5.1 : Suggestions :-
c
After completing the survey and analyzing the responses of the persons contacted. I
would like to give suggestion to the company-
pc Company should concentrate the selling of the laptop in govt. Sector and rural
area.
pc Number of company¶s distribution office should be increase.
pc Company should give discount offer time to time.
pc Company should concentrate on online service.
pc Company should more focus on institutional selling.
pc Company should organize seminars & fairs. So that people know about the
product.
pc Company should provide adequate training to the sales man.
pc Today Price based competition is skyrocketing so if it is possible That Company

cut down its products price.

c
c
5.2 : Conclusion : -
According to the data collected by the Questionnaire about the consumers buying
behavior I found that
HP is largest seller of laptops and Dell is second largest seller of laptops and
Lenovo is third largest seller of the laptop.
In India mostly person purchase laptops for educational needs. Mostly person see
the performance, brand name and servicing while purchasing of the laptops In India the
laptops are mostly used by person below the age of 40. The male user are two and half
times than female user. The laptops are using mostly for educational purpose and
followed by professionals. Advertisements are the most crucial part in selling of laptops
and followed by colleagues.
The project has been successfully completed and it is helped us to understand the
mindset of the respondents and the ways that an organization should follow to always
retain their customers.
This project can help the organization to get clear insight about the customer taste
and preferences towards buying laptops. Thus helping the organization to exist
successfully in the business environment.

c
c

cccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc
BOOKS :-
pc Kotler, P, ³marketing management´, 12th edition (New Delhi6 prentice Hall of
India Pvt. Ltd, 2005).
pc Kothari , C R, ³Research methodology´, (New Delhi6 vishwa publication)
pc Luck, DJ, and Rubin R.S, ³Marketing Research´, 7th edition (New Delhi6
prentice Hall of India Pvt. Ltd, 2004).
pc Research Methodology 6 Distance learning book of CDLU
WEBSITES:-
pc www.google.com
pc www.answers.com
pc www.hp.com
pc www.dell.com
pc www.acer.com
pc ccwww.lenovo.com
pc www.wikipedia.com

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10.cWill you prefer to buy this brand again?
(a Yes
(b No
Any articular Suggestion««««««««««««««««««««

««««««««««««««««
Date «««««««
Signature ««««««««.
c
Amity Business School, 2008-10c cc

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Laptop Industry and Consumer Preference by Bhupender Pawar

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ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc ccccccc c

Through this acknowledgement, I express my sincere gratitude towards all those

I acknowledge my sincere gratitude and indebtedness to Dr. Muddu Vinay

I also want to acknowledge the time, support and inspiration provided by my

Amity Business School, 2008-10 1

mm

1.2 6 Major Players 10

1.3 6 Growth of Laptops and PC market in India 11

Amity Business School, 2008-10 2

1.9 6 Introduction (Dell) 3Ú

1.9.4 6 Dell's Plants Location 41

1.10 6 Introduction (Lenovo) 42

1.10.1 6 Mission & Vision 43

Chapter ± 2--Introduction To Consumer Buying Behavior 48

2.2.4 6 Purchase decision 52

2.5 6 Categories that Affect the Process 55

2.5.2 6 Psychological factors 55

2.5.3 6 Social Factors 57

Amity Business School, 2008-10 3

2.Ú 6 Ten Basic Rules for Customer Satisfaction 57

Chapter ± 3-- esearch Methodology 58

3.1 6 Objective of the study 59

3.1.1 6 Secondary Research 59

3.1.2 6 Primary Research 59

3.2.1 6 Descriptive Research Design 59

4.26 Sex of the respondents who use Laptops Ú5

4.3 6 Occupation of the respondent ÚÚ

4.4 6 Income Level of Respondents Ú7

4.5 6 Which brand of laptop you are currentl Ú8

4.Ú 6 How long you are using this Brand Ú9

4.7 6 What was your purpose for purchasing a Laptop 70

4.8 6 While opting a Laptop what you had in mind 71

4.9 6 What prompted you to buy this particular brand 73

Amity Business School, 2008-10 4

4.10 6 Will you prefer to buy this brand again 74

Chapter ± 5-- Conclusion & ecommendations 75

Amity Business School, 2008-10 5

Amity Business School, 2008-10 Ú

According to this study selling rate of products is very much affected by

Amity Business School, 2008-10 8

Laptop Market in India

Amity Business School, 2008-10 9

1.2 : Major layers

Laptops seller in India are 6

Amity Business School, 2008-10 10

  

T l l     `     

1.4 : Growth in last few years

Year Growth of Growth of Growth of Growth of

Amity Business School, 2008-10 12

` !  

ccccccccccccccccccccclttc clctcl tc!cCc"#$t c cc

Amity Business School, 2008-10 14

1.6 : Effect on growth due to slow down

Year Growth Growth

Desktop PCs 15,Ú3,000 11,09,000 12,13,000 -29% -22%

Notebook PCs 7,05,000 4,54,000 4,ÚÚ,000 -35% -34%

Total Client 22,Ú8,000 15,Ú3,000 1Ú,79,000 -31% 26%

In the year 2009 the sales goes down due to effect

Amity Business School, 2008-10 15

1.7 : Introduction (H

Stanford University classmates Bill Hewlett and Dave Packard founded HP in

HP offers the broadest range of IT products and services to consumers and

mm

1.2 : Major layers

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1.7 : Introduction (H

1.7.1 : Hp in Asia acific :-

ete Bocian David Donatelli

General Couns el and Marcela erez de Alonso

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1.7.7 : H Awards & Honors:-

pc H wins top Newsweek Green anking Award: 9/29/09: HP tops

pc H Wins Charities¶ 2008 National Leadership Award: 7/8/08 : HP has been

pc Goetz Graefe named H Fellow: 4/22/08 : Goetz Graefe is HP Labs' newest

pc H named to Working Mother magazines list of 100 Best Companies for

pc H receives SSA certification: HP has received certification from the

pc H Customer Service ranked among the best of 2009 in Business Week

pc H takes home Stevie Award for Best Customer Service Organization

pc H honored with Excellence Award by Ford Motor Company: 7/17/09;

pc H Digital hotography TV Ads Wins Creative Campaign of the Year

pc H (consumer a winner in AS Best Web Support Sites competition6 The

pc H wins DIMA Digital rinter Shoot-Out Awards: HP received nine Digital

pc Laptop¶s Editor¶s Choice Award goes to H avilion dv5t: With 4 out of a

pc Two H roducts win Business Solution Magazine¶s µBest Channel

pc H Wins MES West 09 Innovation Award: Everything Channel awarded