A Major Project Study Report On Titled

A STUDY OF CUSTOMER PURCHASE DECISION TOWARDS APTOPS!"

#Spec$a% Re&erence to Uda$pur'
Su()$tted $n part$a% &u%&$%%)ent &or t*e A+ard o& de,ree o&

Master of Business Administration

Submitted to

Rajasthan Technical University, Kota (www rtu ac in!

Session "##$%"#&# Under the 'uidance of( Mr Mu)esh Kumawat +roject 'uide , -aculty Submitted By( *itendra Mehra MBA ./th Sem

Vision School of Management

(Affiliated to Rajasthan Technical University & Approved by A I C T E) Udaipur Road, Chittor arh (Raj!) E"#ail$ vision%# #t&yahoo!co# 'ebsite$ (((!vision#ana e#ent!or

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Pre&ace
This *R+ is prepared as the partial fulfill#ent for T(o",ear de ree +ro ra# of *-A curriculu# of Rajasthan Technical University, Kota ! It is e.pected fro# an *-A to possess a ood co##unication & effective presentation s/ills! 0bjectives of the project report, these are$" It is uphold the di nity of individual It is honor all co##it#ents It is co##itted to 1uality, Innovation and ro(th in every endeavor It is responsible Corporate Citi2ens! The research provides an opportunity to a student to de#onstrate application of his3her /no(led e, s/ill and co#petencies re1uired durin the technical session! Research also helps the student to devote his3her s/ill to analy2e the proble# to su est alternative solutions, to evaluate the# and to provide feasible reco##endations on the provided data! Althou h I have tried #y level best to prepare this report an error free report every effort has been #ade to offer the #ost authenticate position (ith accuracy! This report contains a nu#ber of additional features$ Introduces electronic industry in India, eneral c electronic #anufacturin process, 4'0T analysis, price & profit to the fir#, trend & players, do#estic players, #ar/et opportunities for invest#ent & co#pany profile & objectives of the report! 0n conceptual fra#e(or/ (hich related to electronic #ar/et (in the public sector, interpretative #odels! 0n data analysis & interpretation related to electronic products! 0n observation & findin , conclusions & su estion related to research #ethodolo y, data analysis & interpretation (hich consider the topic of 1A STUDY OF CUSTOMER PURCHASE DECISION

TOWARDS APTOPS!"
A biblio raphy in project report is provided at the end that should serve as ood sources of reference #aterial for learners & researchers in the area! An anne.ure appears at the end of the report that provides so#e useful sources of infor#ation on the Internet re ardin project report! This should prove to be a (elco#e

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features for those persons (ho (ould li/e to access the net for #ore infor#ation on issues covered in this project report!

2345ARAT.67
This is to certify that *ar/et Research +roject Report on A STUDY OF

CUSTOMER PURCHASE DECISION TOWARDS APTOPS! #Spec$a% Re&erence to Uda$pur'" sub#itted by #e in *asters of -usiness Ad#inistration +ro ra# fro# 6ision
4chool 0f *ana e#ent, Chittor arh 8Rajasthan Technical University, Kota9 is #y

ori inal (or/ and the project report has not for#ed the basis for the a(ard of any diplo#a, de ree, associate ship, fello(ship or si#ilar other titles! E #bodies the ori inal
(or/ done by #e under the able uidance and supervision of Mr Mu)esh Kumawat ('uide , -aculty! 6ision 4chool of *ana e#ent, Chittor arh! 7o part of this report has been produced fro# any other su##er project, #ono raph, report or boo/ and all facts and fi ures have been confir#ed by or ani2ational uide!

%%%%%%%%%%%%%%%%%%%%%%%%%%%%%% Mu)esh Kumawat +roject 'uide 2ate%%%%%%%%%%%%%%%%%%%%%

%%%%%%%%%%%%%%%%%%%%%%%%%%%%%% *itendra Mehra M B A ./ Sem 2ate%%%%%%%%%%%%%%%%%%%

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ACKNOWLEDGEMENT

The successful completion of a Market Research Project Report requires guidance & help from a number of people. I was fortunate to have all the support from m opportunit to e!press m teachers. I therefore take this profound sense of gratitude to the all

those who e!tended their whole hearted help and support to me in completing the project stud report work on

A STUDY OF CUSTOMER PURCHASE DECISION TOWARDS APTOPS! #Spec$a% Re&erence to Uda$pur'"

I also e!press m deep sense of ratitude to Mr Mu)esh Kumawat ('uide , -aculty!, (ho has helped us to do our project! 'e also than/ to other faculty of 64* & respondents for his valuable help in each sta e of the project! -ecause of his co"operation and continuous uidance successful co#pletion of this project study report (as #ade possible! I am sincerel thankful to Dr. A.L. Jain "#irector$ %ision &chool of Management' for
allowing me to undertake the report and making available all facilities for the successful completion of the report besides guiding me to pursue the stud on proper line. I also e!press m *+*b+rs. deep sense of gratitude towards Miss. Nisha Jain, Mr. Vibhor Paliwal, Mr. Rahul Jain, Mrs. Pratibha Pa aria, Ms. !hobhi"a T#a i $%a&ult#', P.L. Dashora $Librarian' ( all )a&ult#

7o Ac/no(led e (ould suffice for the support #y fa#ily #e#bers, #y trainin collea ues, class#ates & friends! 9astly, I e.tend #y than/s to all those (hose na#e have not been #entioned (ay in successfully carryin out the project report! Thanking(ou) Jit+n,ra M+hra

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E-EC.T/VE !.MMAR0
India;s pre#ier infor#ation, enablin specifies re1uire#ents for a 1uality #ana e#ent syste# (here an or ani2ation needs to de#onstrate its ability to consistently provide product and services that #eets custo#er and applicable re ulatory re1uire#ents! The #enu of Industry lobal services broadly covers IT consultin and professional services in the area of vertical applications, technolo y inte ration, ER+ i#ple#entation and soft(are develop#ent! This also includes a co#plete portfolio of syste#s and net(or/ services for develop#ent! This also includes a co#plete portfolio of syste#s and net(or/ services for <acilities *ana e#ent, =elpdes/s, 4yste#s 4upports and net(or/ and Internet I#ple#entation! Co#puter Industry custo#ers include 4a#sun , >overn#ent of 4in apore, and A*A9 insurance ?uron +ort in 4in apore and *alaysian@s -47 co##ercial ban/, 4IA, A-4 ban/, *ayban/ life assurance charted se#iconductors! Electronic Industry chosen platfor# of total technolo y inte ration lends itself to so#e very si nificant alliances (ith the lobal leaders! Today the industry has ali ned its operations into five entities that offer sea#less lin/a es for the custo#ers see/in solution ands services@! The industry focuses on the ever" ro(in support! The Industry *ana ed 7et(or/ 4ervice offerin s for corporate include 6+7s, A4+ offerin s, Co 9ocation3 hostin , CA7s, security, corporate internet telephony solutions, technical and consu#er help des/s, 5:3C 7et(or/ 0perations Centre #onitorin and a host of value added net(or/in services! Consu#er services include dialup +4T73I4A7 Internet access, 6alufon callin cards and 6oI+ telephony devices! se #ent in I#a in , Teleco# and Co##unication products solutions and services! 7o( it has an e.clusive sale and entry into the (ired (orld throu h total the! BInte ration

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Table of 4ontent
Certificate +reface Aeclaration Ac/no(led e#ent E.ecutive 4u##ary Table of Contents I II III I6 6 6I

4ha:ter 7o ) A 5 A 8 A

T.T53 Industry Introduction Co#pany +rofile & Their +roducts Conceptual <ra#e(or/ Revie( of 9iterature Research *ethodolo y Aata Analysis & Interpretation <indin & Conclusion 4u estion -iblio raphy Anne.ure

+A'3 76 )"8) 85"DD DE"C: CD"FC FF"GH G)")HF )HG ))H ))) ))5")):

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4ha:ter 7o ( #&
.ntroduction-. 6/3R/.3; 6- T<3 .72.A7 3534TR67.4 MARK3T
E ECTRONICS INDUSTRY IN INDIA
.72USTR= 6/3R/.3;

<istorical 2evelo:ments
The Electronics Industry in India too/ off around )GED (ith an orientation to(ards space and defence technolo ies! This (as ri idly controlled and initiated by the overn#ent! This (as follo(ed by develop#ents in consu#er electronics #ainly (ith transistor radios, -lac/ & 'hite T6, Calculators and other audio products! Colour Televisions soon follo(ed! In )GF5"a si nificant year in the history of television in India " the overn#ent allo(ed thousands of colour T6 sets to be i#ported into the country to coincide (ith the broadcast of Asian >a#es in 7e( Aelhi! )GFD sa( the advent of Co#puters and Telephone e.chan es, (hich (ere succeeded by Ai ital E.chan es in )GFF! The period bet(een )GF: and )GGH (as the olden period for electronics durin (hich the industry (itnessed continuous and rapid ro(th! <ro# )GG) on(ards, there (as first an econo#ic crises tri ered by the >ulf 'ar (hich (as follo(ed by political and econo#ic uncertainties (ithin the country! +ressure on the electronics industry re#ained thou h ro(th and develop#ents have continued (ith di italisation in all sectors, and #ore recently the trend to(ards conver ence of technolo ies! After the soft(are boo# in #id )GGHs India;s focus shifted to soft(are! 'hile the hard(are sector (as treated (ith indifference by successive overn#ents! *oreover the steep fall in custo# tariffs #ade the hard(are sector suddenly vulnerable to international co#petition! In )GGC the ITA a ree#ent (as si ned at the 'T0 (here India co##itted itself to total eli#ination of all

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custo#s duties on IT hard(are by 5HHD! In the subse1uent years, a nu#ber of co#panies turned sic/ and had to be closed do(n! At the sa#e ti#e co#panies li/e *oser -aer, 4a#tel Colour, Celetroni. etc! have #ade a #ar/ lobally!

4urrent Scenario
In recent years the electronic industry is ro(in at a bris/ pace! It is currently (orth U4I 85 -illion and accordin to industry esti#ates it has the potential to reach U4I )DH billion by 5H)H! The lar est se #ent is the consu#er electronics se #ent! 'hile is lar est e.port se #ent is of co#ponents! The electronic industry in India constitutes just H!C per cent of the lobal electronic industry! =ence it is #iniscule by ro(in international co#parison! =o(ever the de#and in the Indian #ar/et is rapidly and invest#ents are flo(in in to au #ent #anufacturin capacity! The output of the Electronic =ard(are Industry in India is (orth U4I))!E -illion at present! India is also an e.porter of a vast ran e of electronic co#ponents and products for the follo(in se #ents J Aisplay technolo ies J Entertain#ent electronics J 0ptical 4tora e devices J +assive co#ponents J Electro#echanical co#ponents J Teleco# e1uip#ent J Trans#ission & 4i nalin e1uip#ent J 4e#iconductor desi nin J Electronic *anufacturin 4ervices (E*4) This ro(th has attracted lobal players to India and leaders li/e 4olectron, <le.tronics, ?abil, 7o/ia, Elcote1 and #any #ore have #ade lar e invest#ents to access the Indian #ar/et! In consu#er electronics Korean co#panies such as 9> and 4a#sun have #ade co##it#ents by establishin lar e #anufacturin facilities and no( enjoy a si nificant share in the ro(in #ar/et for products such as Televisions, CA3A6A +layers, Audio e1uip#ent and other entertain#ent products! The ro(th in teleco# products de#and has been breathta/in and India is addin 5 #illion #obile phone users every #onthL 'ith teleco# penetration of around )H per

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cent, this ro(th is e.pected to continue at least over the ne.t decade! +enetration levels in other hi h ro(th products are e1ually hi h and ro(th in de#and for Co#puter3 IT products, auto electronics, #edical, industrial, as (ell as consu#er electronics is e1ually bris/! Co#bined (ith lo( penetration levels and the Indian econo#y ro(in at an i#pressive C per cent per annu#, the projection of a U4I)DH -illionM #ar/et is 1uite realistic and offers an e.cellent opportunity to electronics players (orld(ide!

3lectronic Manufacturin0 Services

India is (ell"/no(n for its soft(are pro(ess! -ut on the hard(are front, the pro ress is rather slo(! =o(ever, the country has been #a/in DH Electronics *anufacturin (0A*s) providers are operatin in India, ran in ains in this sector also! lready, fro# lobal players includin 4ervices (E*4)30ri inal Aesi n *anufacturers

<le.tronics and 4olectron to indi enous fir#s includin Aeltron, T64 Electronics and 4ahasra! <urther #oves by international players are e.pected to add production in India in the co#in years! India@s contract"#anufacturin business is e.pected to nearly triple in revenue over the ne.t five years, a develop#ent that (ill present both opportunities and potential pitfalls for the (orld(ide electronics supply chain! Revenue enerated by Electronics *anufacturin 4ervices (E*4) providers and 0ri inal Aesi n *anufacturers (0A*s) in India (ill e.pand to I5!H8 billion in 5HHG, risin at a CA>R of 5) per cent fro# ICC: #illion in 5HH:! Indian E*430A* revenue re( by 5H!F per cent to reach IG8D #illion in 5HHD! 0bvious allure of locatin electronics production in India is the nation@s lo( labor costs! 9abor costs for conductin electronics #anufacturin in India are bet(een 8H to :H per cent less than in the United 4tates or in 'estern Europe! 0ther e1ually i#portant benefits fro# operatin in India include a fast" ro(in do#estic #ar/et, an e.cellent education syste#, the nation@s technolo y par/s and the recent i#prove#ents in the country@s transit and utility infrastructure! =o(ever, the Indian contract"#anufacturin industry is not e.pected to pose a si nificant threat to China@s position as the epicenter of electronics #anufacturin in the short ter#! India@s contract #anufacturin activities pri#arily serve the nation@s indi enous de#and!

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0E*s pri#arily outsource #anufacturin to cater to the Indian do#estic #ar/et, althou h e.port of Indian"asse#bled electronic oods does occur! In the lon er ter#, i!e! 5HHG on(ard, it is predicted that India #ay co#pete (ith the Chinese providers in select products as the nation@s share of the lobal electronics #ar/et increases!<or 0E*s, usin contract #anufacturin services in India can help the# penetrate the local #ar/et! =o(ever, 0E*s face specific ris/s associated (ith usin co#ponent prices lead to unpredictable costs! Chan in (ith shiftin environ#ent! Aoin contract #anufacturers in India! <luid e.chan e rates co#bined (ith volatile oil and overn#ent policies alon overn#ent re i#es also contribute to an unpredictable political business in India is often disjointed, (ith an inefficient

bureaucratic syste# that causes fre1uent delays! =o(ever, for 0E*s able to #ana e these ris/s, the opportunity in India is si nificant! The se#iconductor fabrication se #ent has a s#all e.istin base in India (ith only t(o fabrication units, (hich both are developin chips for the defense and strate ic sectors! =o(ever, se#iconductor suppliers are e.pandin their #anufacturin activities in India to serve the ro(in contract"#anufacturin 7ano" Tech 4ilicon India 9td! 3lectronic 4ontract Manufacturin0 Revenue industry in the nation! As evidence of this trend, roundbrea/in co##enced on a 5HH ## fabrication unit in =yderabad operated by

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Recent trends sho( that an increasin nu#ber of en ineerin and desi n activities are also bein outsorced to E*4 co#panies and they are beco#in 0A*s (0ri inal Aesi n #anufacturers) and also provide final syste# inte ration and lo istical support E&, have projected that India can tar et a share of ) per cent in 7orth A#erica, 5 per cent in 'estern Europe, : per cent of Asia and D per cent of Rest of the 'orld of the Electronics *anufacturin 4ervices #ar/et! Thus India can tar et 5!5 per cent of the (orld"(ide electronics E*4 #ar/et of U4I:GC -illion by 5H)H (hich (or/s out to a potential of U4I)) -illion! The recent acceleration in E*4 activity is #ainly due to rapid ro(th in the electronic =ard(are #ar/et in all se #ents particularly rapid ro(th has ta/en place in Teleco# Infrastructure E1uip#ent, co#puters, Consu#er & =and held devices! -ehind the i#pressive ro(th of the electronics industry is the robust and consistent ro(th in Electronic =ard(are #ar/et of appro.i#ately 5D per cent due to a stable econo#y & lar e #iddle class of 8DH #illion people! The fastest ro(in se #ents are de#and for teleco# services particularly cell phones, internet subscribers & ro(th in de#and for it products (ith increasin penetration of co#puters, fallin prices & >overn#ent support to rapidly encoura e usa e of IT in all sectors! 'ithin ne.t D years penetration of telephone users (both landline & #obile) is projected to increase fro# )HH to DHH per thousand (hile +C;s increase fro# )H to 8H plus per thousand! 4o#e of the other factors are J =i hly talented (or/force, especially for desi n and en ineerin services (ith ood co##unication s/ills! J Risin labor costs in China! J +resence of lobal Electronics *anufacturin 4ervices (E*4) #ajors in India and their plans for increased invest#ents in India! J *ore outsourcin of #anufacturin by both Indian and lobal 0ri inal E1uip#ent *anufacturers

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+roduction Trend of 2ifferent Se0ments Con/u)er E%ectron$c/ Consu#er electronics (durables) sector continues to be the #ain stay of the Indian electronic industry contributin about 85 per cent of the total electronic hard(are production! -y the end of 5HHD"HE, the #ar/et for consu#er durables (includin entertain#ent electronics, co##unitarian and IT products) (as Rs )FH billion (U4 I:!D billion)! The #ar/et is e.pected to ro( at )H to )5 per cent annually and is e.pected to reach Rs EH billion (U4I)8!8 billion) by 5HHF! The urban consu#er durables #ar/et is ro(in at an annual rate Corporate Catalyst India A report on Indian Electronics Industry of seven to )H per cent, the rural durables #ar/et is ro(in at 5D per cent annually! 4o#e hi h" ro(th cate ories (ithin this se #ent include #obile phones, T6s and #usic syste#s!

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Co)puter Indu/try
'ith sound #acroecono#ic condition and buoyant buyin senti#ent in the #ar/et, +C sales touched E!D #illion units durin 5HHE"HC! The hi h ro(th in +C sales is attributed to increased consu#ption by Industry verticals such as Teleco#, -an/in and <inancial 4ervices, *anufacturin , Education, Retail and -+03IT"enabled services as (ell as #ajor e" >overnance initiatives of the Central and 4tate >overn#ents! 4i nificant consu#ption in the s#all and #ediu# enterprises and increased +C purchase in s#aller to(ns and cities (as (itnessed durin the year! It is e.pected that increased >overn#ent focus on pan"India deploy#ent of broadband at one of the lo(est costs in the (orld (ill soon lead to accelerated +C consu#ption in the ho#e #ar/et! The #anufacturin ro(in do#estic IT #ar/et has no( iven i#petus to in India! The year (itnessed not only capacity e.pansion by the

e.istin players, but also ne(er invest#ents in hard(are #anufacturin ! India is also hi h on the a enda of electronics #anufacturin services co#panies! This is no( a #atured industry sector in the country at least as far as various application se #ents is concerned! 4tate"of"art and reliable 4CAAA, +9C3Aata Ac1uisition syste#s are bein applied across various sections of the process industry! 9atest AC drive syste#s fro# s#aller to very hi h po(er levels also find application in lar e en ineerin industries li/e steel plants and3or #etal industries! 'orld class U+4 syste#s are bein #anufactured in the country to cater to the need of the e#er in di ital econo#y! =o(ever, it appears there is really no #anufacturin base in the country for the (hole ran e of the latest test and #easurin instru#ents (hich are invariably procured fro# outside! A ood nu#ber of Indian co#panies in the control and instru#entation sector are able to ac1uire orders for e.port syste#s throu h international co#petitive biddin ! =o(ever, the creation of /no(led e base in the country throu h industrial R&A in this critical sector has not been i#provin as desired! There is still lac/ of needed R&A activities by the industry loo/in at the lobal #ar/et! 0n the part of Aepart#ent of Infor#ation Technolo y so#e of the latest technolo y develop#ent and applications in this area include Intelli ent 4CAAA 4yste#s for #onitorin and control of *ini =ydel plants, Advanced Traffic Control 4yste# for urban

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tran+Cation, Intelli ent +o(er Controllers for i#prove#ent of 1uality of electric po(er, etc! These syste#s have been successfully developed and applied in real field conditions! Co))un$cat$on 0 1roadca/t$n, Sector The teleco##unication industry has ained tre#endous reco nition as the /ey driver for all round develop#ent and ro(th! 'ith about 5DE #illion telephone subscribers (as on Corporate Catalyst India A report on Indian Electronics Industry <ebruary, 5HHC) India has e#er ed as one of the lar est in the (orld and second lar est in Asia! The share of private sector in teleco# industry has increased to #ore than DC per cent and the contribution of #obile telephony has one upto E8 per cent on Aece#ber, 5HHC! -uoyed by the better"than"e.pected teledensity in 5HHD ())!: per cent a ainst F!E per cent in 5HH:) due to the #obile boo# in India, Aepart#ent of Teleco##unications (AoT) has revised the up(ards the tar et of 55 per cent teledensity by 5HHC! -roadband connectivity is holdin tre#endous potential in the country! It is e.pected that the nu#ber of broadband subscribers (ould reach 5H #illion by 5H)H! India has e#er ed as the second lar est #ar/et for #obile handsets! <ollo(in the unprecedented ro(th in the #obile #ar/et, a nu#ber of co#panies are plannin to set up production base for #obile hand sets in the country for #eetin local as (ell as e.port #ar/ets! Airect to =o#e (AT=) broadcast service has ained #ore and #ore popularity durin 5HHD! AT= service is available throu h 7ational -roadcaster and private AT= service provider! -etter 1uality di ital broadcast reception is no( available al#ost every(here in the country to the co##on people on their T6 sets throu h the use of s#all dish antenna and a 4et"Top -o. (4T-)!

Strate,$c E%ectron$c/
Thou h the overn#ent has started the process of ettin private sector involved in the production of strate ic electronics e1uip#ents, the private involve#ent is at its nascent sta e! The esti#ated #ar/et for strate ic electronics in India durin 5HHD"HE (as Rs!85 billion and GD per cent of this (as done by the public sector unit -harat Electronics 9i#ited (-E9)!

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E%ectron$c Co)ponent/
The total production of co#ponents (as esti#ated at Rs! FF billion durin 5HHD"HE! The colour picture tube production is li/ely to be around )) #illion, a decline fro# ))!5 #illion in the last year! The production of -&' picture tubes declined further due to decreased #ar/et for -&' T6s! The co#ponents (ith #ajor share in the e.port are CA"R, C+Ts, +C-s, A6A"R, connectors, se#iconductor devices, ferrites, resistors, etc! 4i nificant develop#ents too/ place durin the year in the area of colour picture tubes and colour lass parts! Another C+T #anufacturer successfully launched #anufacture of pure flat tubes, leadin to availability of flat tubes fro# three indi enous sources! The C+T units continued e.pansion of capacities to i#prove further their lobal co#petitiveness! T(o #ore lines (ere co##issioned durin the year, one for #anufacture of lar e si2e flat colour Corporate Catalyst India A report on Indian Electronics Industry picture tubes and the second for s#all si2e! T(o #ore lines are li/ely to co#e up ne.t year! Keepin pace (ith the do(n(ard trend in prices of color T6s, the prices of C+Ts also fell! +roduction Trend of 2ifferent Se0ments

4om:uters 4ommunication , Broadcast 3>ui:ment

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0ne of the C+T #anufacturers successfully developed a prototype of the :5 +las#a Aisplay +anel! This #ar/ed a #ajor achieve#ent of a #ilestone in the area of developin fro# reen field a Technolo y develop#ent initiative in a =i Tech area! The focus of develop#ent (as in opti#i2in the +las#a Aisplay Cell desi n to achieve the desired para#eters of Contrast and -ri htness, achievin hi h speed response ti#es and parallely desi nin the 4can and sustain driver boards to #atch the +anel para#eters! A fully functional video Controller (as also desi ned and developed to #atch the 9o ic Circuits of the +A+ +anel! In the year 5HHE, the co#pany plans to be in sellin co##ercially the +A+ +anels developed co#pletely inhouse and the focus there on (ill be to create lo( cost products throu h Technolo ical brea/throu hs! The color lass parts #anufacturer i#ple#ented #ajor e.pansion of its capacity to #eet increased local re1uire#ent due to substantial ro(th in C+T production! The unit also started #anufacture of lass parts for pure flat tubes as the de#and for such tubes increased due to one #ore unit launchin production durin the year! -oth the e.istin #anufacturers of -3' lass parts continued the production of colour funnels in their e.istin lines! They (ere also plannin to #a/e lar e invest#ent to set up #anufacturin facilities for colour panels in near future! A nu#ber of e.istin units i#ported capital oods under various sche#es for e.pansion of their capacities in +C-s, connectors, cable asse#blies, colour picture tubes, co#pact disc, lass parts for colour picture tubes, etc! Corporate Catalyst India A report on Indian Electronics Industry The serviceable #ar/et for professional rade co#ponents such as +C-s, se#iconductor devices, connectors, (ound co#ponents, antennas, etc!, is li/ely to o up due to launch of #anufacture of #obile handsets in the country!

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<istory of 5a:to: 4om:uters % <istory

5eft % Modern 5a:to: Today It is a little hard to deter#ine (hat (as the first portable or laptop co#puter, the first portable co#puters did not loo/ li/e the boo/" si2ed and foldin laptops that (e are fa#iliar (ith today, ho(ever, they (ere both portable and lapable, and lead to the develop#ent of noteboo/ style laptops! I have outlined several potential firsts belo( and ho( each 1ualifies, #any of the off"site lin/s provide ood photos of the co#puters that (ill let you see the pro ression in desi n!

The -irst 5a:to:? Maybe

Aesi ned in )GCG by a -riton, 'illia# *o rid e, for >rid 4yste#s Corporation, the

>rid Co#pass (as one fifth the (ei ht of any #odel e1uivalent in perfor#ance and (as used by 7A4A on the space shuttle pro ra# in the early )GFH;s! A 8:HK byte bubble #e#ory lap"top co#puter (ith die"cast #a nesiu# case and foldin electrolu#inescent raphics display screen! <+ Mini "&# 7oteboo)4uperior Entertian#ent Co#putin , 4tunnin Aesi ns, 6isit UsL(((!=+!co#3I73#ini5)H 'avilan 4om:uter As The -irst 5a:to:? *anny <ernande2 had the idea for a (ell"desi ned laptop for e.ecutives (ho (ere startin to use co#puter! <ernande2, (ho started >avilan Co#puter, pro#oted his #achines as the first NlaptopN co#puters in *ay )GF8! *any historians consider the >avilan as the first fully functional laptop co#puter! 7otboo/

The -irst 5a:to: 4om:uter % 6sborne &

The co#puter considered by #ost historians to be the first true portable co#puter (as the 0sborne )! Ada# 0sborne, an e."boo/ publisher founded 0sborne Co#puter and produced the 0sborne ) in )GF), a portable co#puter that (ei hed 5: pounds and cost

+a0e )C

I)CGD! The 0sborne ) ca#e (ith a five"inch screen, #ode# port, t(o D )3: floppy drives, a lar e collection of bundled soft(are pro ra#s, and a battery pac/! The short" lived co#puter co#pany (as never successful!

More <istory of 5a:to: -irsts

Also released in )GF), (as the Epson =O"5H, a battery po(ered portable co#puter, (ith a 5H"character by : line 9CA display and a built"in printer! In ?anuary of )GF5, *icrosoft;s Ka2uhi/o 7ishi and -ill >ates be in discussions on desi nin a portable co#puter, based on usin a ne( li1uid crystal display or 9CA screen! Ka2uhi/o 7ishi later sho(ed the prototype to Radio 4hac/ (ho a ree to #anufacture the co#puter!

In )GF8, Radio 4hac/ released the TR4"FH *odel )HH, a : lb! battery operated portable co#puter (ith a flat and #ore of a laptop desi n! In <ebruary )GF:, I-* announced the I-* D)DD +ortable +ersonal Co#puter! Three years later in )GFE, Radio 4hac/ released the i#proved and s#aller TR4 *odel 5HH! In )GFF, Co#pa1 Co#puter introduces its first laptop +C (ith 6>A raphics " the Co#pa1 49T35FE! In )GFG, 7EC Ultra9ite (as released, considered by so#e to be the first Nnoteboo/ styleN co#puter! It (as a laptop si2e co#puter (hich (ei hed under D lbs! (second photo)

In 4epte#ber )GFG, Apple Co#puter released the first *acintosh +ortable that later evolved into the +o(erboo/! (second photo) In )GFG, Penith Aata 4yste#s released the Penith *ini+C, a E"pound laptop co#puter! (#ore Penith laptops)

In 0ctober )GFG, Co#pa1 Co#puter released its first noteboo/ +C, the Co#pa1 9TE! In *arch )GG), *icrosoft released the *icrosoft -all+oint *ouse that used both #ouse and trac/ball technolo y in a pointin device desi ned for laptop co#puters!

In 0ctober )GG), Apple Co#puters released the *acintosh +o(er-oo/ )HH, ):H, and )CH " all noteboo/ style laptops! (#ore on +o(erboo/s)

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In 0ctober )GG5, I-* released its Thin/+ad CHH laptop co#puter!

In )GG5, Intel and *icrosoft release A+* or the Advanced +o(er *ana e#ent specification for laptop co#puters! In )GG8, the first +AAs or +ersonal Ai ital Assistants are released! +AAs are pen"based hand"held co#puters!

5a:to:
A la:to: is a personal co#puter desi ned for #obile use and s#all and li ht enou h to sit on a person;s lap (hile in use! A laptop inte rates #ost of the typical co#ponents of a des/top co#puter, includin a display, a /eyboard, a pointin device (a touchpad, also /no(n as a trac/pad, and3or a pointin stic/), spea/ers, and often includin a battery, into a sin le s#all and li ht unit! The rechar eable battery (if present) is char ed fro# an AC adapter and typically stores enou h ener y to run the laptop for t(o to three hours in its initial state, dependin on the confi uration and po(er #ana e#ent of the co#puter! 9aptops are usually noteboo/"shaped (ith thic/nesses bet(een H!CQ)!D inches ()FQ8F ##) and di#ensions ran in fro# )H.F inches (5C.55c#, )8N display) to )D.)) inches (8G.5Fc#, )CN display) and up! *odern laptops (ei h 8 to )5 pounds ()!: to D!: / )R older laptops (ere usually heavier! *ost laptops are desi ned in the flip for# factor to protect the screen and the /eyboard (hen closed! *odern tablet laptops have a co#ple. joint bet(een the /eyboard housin and the display, per#ittin the display panel to s(ivel and then lie flat on the /eyboard housin ! 9aptops (ere ori inally considered to be Na s#all niche #ar/etN and (ere thou ht suitable #ostly for Nspeciali2ed field applicationsN such as Nthe #ilitary, the Internal Revenue 4ervice, accountants and sales representativesN! -ut today, there are already #ore laptops than des/tops in businesses, and laptops are beco#in obli atory for student use and #ore popular for eneral use! In 5HHF #ore laptops than des/tops (ere sold in the U4!

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<istory
The 3:son <@%"#
As the personal co#puter beca#e feasible in the early )GCHs, the idea of a portable personal co#puter follo(ed! A Npersonal, portable infor#ation #anipulatorN (as i#a ined by Alan Kay at Oero. +ARC in )GEF and described in his )GC5 paper as the NAynaboo/N! The I-* 4CA*+ project (4pecial Co#puter A+9 *achine +ortable), (as de#onstrated in )GC8! This prototype (as based on the +A9* processor (+ut All 9o ic In *icrocode)! The I-* D)HH, the first co##ercially available portable co#puter, appeared in 4epte#ber )GCD, and (as based on the 4CA*+ prototype! As F"bit C+U #achines beca#e (idely accepted, the nu#ber of portables increased rapidly! The 0sborne ), released in )GF), used the Pilo PFH and (ei hed 58!D pounds ()H!C / )! It had no battery, a D in ()8 c#) CRT screen and dual D!5D in ()8!8 c#) sin le"density floppy drives! In the sa#e year the first laptop"si2ed portable co#puter, the Epson =O"5H, (as announced!SDT The Epson had a 9CA screen, a rechar eable battery and a calculator"si2e printer in a )!E / (8!D lb) chassis! -oth Tandy3Radio4hac/ and =+ also produced portable co#puters of varyin desi ns durin this period! The first laptops usin the flip for# factor appeared in the early )GFHs! The Aul#ont *a nu# (as released in Australia in )GF)"F5, but (as not #ar/eted internationally until )GF:"FD! The F)DH U4I >RiA Co#pass ))HH, released in )GF5, (as used at 7A4A and by the #ilitary a#on others! The >avilan 4C, released in )GF8, (as the first noteboo/ #ar/eted usin the ter# NlaptopN! <ro# )GF8 on(ard, several ne( input techni1ues (ere developed and included in laptops, includin the touchpad (>avilan 4C, )GF8), the pointin stic/ (I-* Thin/+ad CHH, )GG5) and hand(ritin reco nition (9inus 'rite"Top, )GFC)! 4o#e C+Us (ere desi ned specifically for lo("po(er use includin laptops (Intel i8FE49, )GGH), and (ere supported by dyna#ic po(er #ana e#ent features (Intel 4peed4tep and A*A +o(er7o(L) in so#e desi ns! Aisplays reached 6>A resolution by )GFF (Co#pa1 49T35FE) and 5DE"color screens by )GG8 (+o(er-oo/ )EDc), pro ressin 1uic/ly to #illions of colors and hi h resolutions! =i h"capacity hard drives and optical stora e (CA"R0* follo(ed by

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CA"R and CA"R' and eventually by A6A"R0* and the (ritable varieties) beca#e available in laptops soon after their introduction to the des/tops!

4lassification
The eneral ter#s NlaptopN or Nnoteboo/N can be used to refer to a nu#ber of classes of s#all portable co#puters$ 1y purpo/e and #appro2$)ate%y' (y /creen /$3e

1y &eature/-ud et Q a cheap, lo(er"perfor#ance standard"si2ed laptopR

Aes/top replaelectronic Q e#phasi2es perfor#ance, is less portable, )DN and lar er screenR

Tablet +C Q =as a touch"screen interface, #ay or #ay not have a /eyboardR

Standard la:to: Q balances portability and features, )8")DN screenR

7etboo/ Q A bud et subnoteboo/ suited to Internet surfin and basic office applications! Usually has a GN or )HN screen!

4ubnoteboo/ Q e#phasi2es portability, has fe(er features, )5N or s#aller screen!

>a#in laptop " A lar er laptop (ith a po(erful raphics card for playin raphics"intensive co#puter a#es!

Ru

ed Q En ineered to operate in

tou h conditions (stron vibrations, e.tre#e te#peratures, (et and dusty environ#ents)!

2es)to: re:laelectronic
2ell @+S M&A# 5a:to:
A des/top replaelectronic co#puter is a laptop that provides #ost of the capabilities of a des/top co#puter, (ith a si#ilar level of perfor#ance! Aes/top replaelectronics are usually lar er and heavier than standard laptops! They contain #ore po(erful co#ponents and have a )DN or lar er display!S))T -ecause of their bul/, they are not as portable as other laptops and their operation ti#e on batteries is typically shorterR instead, they are #eant to be used as a #ore co#pact, easier to carry alternative to a des/top co#puter! 4o#e laptops in this class use a li#ited ran e of des/top co#ponents to provide better perfor#ance for the sa#e price at the e.pense of battery lifeR in a fe( of those #odels, there

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is no battery at all and the laptop can only be used (hen plu also be applied to des/top replaelectronic co#puters in eneral!

ed in! These are so#eti#es

called des)notes, a port#anteau of the (ords Ndes/topN and Nnoteboo/,N thou h the ter# can In the early 5HHHs, des/tops (ere #ore po(erful, easier to up rade, and #uch cheaper in co#parison (ith laptops! -ut in the last fe( years, the advanta es have drastically chan ed or shrun/ since the perfor#ance of laptops has #ar/edly increased! In the second half of 5HHF, laptops have finally outsold des/tops for the first ti#e ever! In the U!4!, the +C ship#ent declined )H percent in the fourth 1uarter of 5HHF! In Asia, the (orst +C ship#ent ro(th (ent up )!F percent over the sa#e 1uarter the previous year since +C statistics research started! The na#es NMedia 4enter 5a:to:sN and N'amin0 5a:to:sN are also used to describe speciali2ed #e#bers of this class of noteboo/s!

Subnoteboo)
Sony /A.6 + series subnoteboo)
A subnoteboo/, also called an ultraportable by so#e vendors, is a laptop desi ned and #ar/eted (ith an e#phasis on portability (s#all si2e, lo( (ei ht and lon er battery life) that retains the perfor#ance of a standard noteboo/ 4ubnoteboo/s are usually s#aller and li hter than standard laptops, (ei hin bet(een H!F and 5 / (5 to D pounds)R the battery life can e.ceed )H hours (hen a lar e battery or an additional battery pac/ is installed! To achieve the si2e and (ei ht reductions, ultraportables use hi h resolution )8N and s#aller screens (do(n to E!:N), have relatively fe( ports, e#ploy e.pensive co#ponents desi ned for #ini#al si2e and best po(er efficiency, and utili2e advanced #aterials and construction #ethods! 4o#e subnoteboo/s achieve a further portability i#prove#ent by o#ittin contains the drive and optionally #ore ports or an additional battery! The ter# Nsubnoteboo/N is usually reserved to laptops that run eneral"purpose des/top operatin syste#s such as 'indo(s, 9inu. or *ac 04 O, rather than speciali2ed soft(are such as 'indo(s CE, +al# 04 or Internet Tablet 04! an optical3re#ovable #edia driveR in this case they #ay be paired (ith a doc/in station that

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7etboo)
7etboo)s are laptops that are li ht"(ei ht, econo#ical, ener y"efficient and especially suited for (ireless co##unication and Internet access! =ence the na#e netbook (as Nthe device e.cels in (eb"based co#putin perfor#anceN) rather than notebook (hich pertains to si2e! 'ith pri#ary focus iven to (eb bro(sin and e"#ailin , netboo/s Nrely heavily on the Internet for re#ote access to (eb"based applicationsNS)GT and are tar eted increasin ly at cloud co#putin users (ho rely on servers and re1uire a less po(erful client co#puter! 'hile the devices ran e in si2e fro# belo( D inches to over )5, #ost are bet(een C and )) inches and (ei h bet(een H!G " )!: / (5"8 pounds)! 7etboo)s normally use li0ht%wei0ht o:eratin0 systems such 5inuB and ;indows @+ -ecause they;re very portable, 7etboo/s have a fe( disadvanta es! -ecause the netboo/s are thin, the first such products introduced to the #ar/et had their pri#ary internal stora e in the for# of solid"state drives and not hard dis/s, (hich are essential to installin very #any pro ra#s! =ard dis/ drive technolo y and for# factors have since been adapted to fit into netboo/s! >iven their si2e and use of #ore rudi#entary co#ponents co#pared to noteboo/s and subnoteboo/s, netboo/s also enerally have a s#aller"capacity hard drive, slo(er C+U, and a lo(er"profile RA* capacity! Recently, >oo le has announced to be developin an o(n operatin syste# called Chro#e for this #ar/et! The bi brea/throu h for netboo/ co#puters did not happen until the (ei ht, dia onal for#"factor and price co#bination of U ) / , U GN, U U!4! I:HH, respectively, beca#e co##ercially available at around 5HHF!

Ru00ed la:to:
A +anasonic Tou0hboo)
A ru ed (or ru edi2ed) laptop is desi ned to reliably operate in harsh usa e conditions such as stron vibrations, e.tre#e te#peratures, and (et or dusty environ#ents! Ru ed laptops are usually desi ned fro# scratch, rather than adapted fro# re ular consu#er laptop #odels!

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Ru

ed noteboo/s are bul/ier, heavier, and #uch #ore e.pensive than re ular laptops, and ed laptops include rubber sheetin under the /eyboard /eys,

thus are seldo# seen in re ular consu#er use! The desi n features found in ru sealed port and connector covers, passive coolin , superbri ht displays easily readable in dayli ht, cases and fra#es #ade of #a nesiu# alloys that are #uch stron er than plastic found in co##ercial laptops, and solid"state stora e devices or hard disc drives that are shoc/ #ounted to (ithstand constant vibrations! Ru ed laptops are co##only used by ed laptops are usually sold public safety services (police, fire and #edical e#er ency), #ilitary, utilities, field service technicians, construction, #inin and oil drillin personnel! Ru to or ani2ations, rather than individuals, and are rarely #ar/eted via retail channels!

4om:onents
*iniaturi2ation$ a co#parison of a des/top co#puter #otherboard (ATO for# factor) to a #otherboard fro# a )8N laptop (5HHF unibody *acboo/) Inner vie( of a 4ony 6aio laptop The basic co#ponents of laptops are si#ilar in function to their des/top counterparts, but are #iniaturi2ed, adapted to #obile use, and desi ned for lo( po(er consu#ption! -ecause of the additional re1uire#ents, laptop co#ponents are usually of inferior perfor#ance co#pared to si#ilarly priced des/top parts! <urther#ore, the desi n bounds on po(er, si2e, and coolin of laptops li#it the #a.i#u# perfor#ance of laptop parts co#pared to that of des/top co#ponents! The follo(in list su##ari2es the differences and distin uishin features of laptop co#ponents in co#parison to des/top personal co#puter parts$

*otherboard Q 9aptop #otherboards are hi hly #a/e and #odel specific, and do not confor# to a des/top for# factor! Unli/e a des/top board that usually has several slots for e.pansion cards (8 to C are co##on), a board for a s#all, hi hly inte rated laptop #ay have no e.pansion slots at all, (ith all the functionality i#ple#ented on the #otherboard itselfR the only e.pansion possible in this case is via an e.ternal port such as U4-! 0ther boards #ay have one or #ore standard, such as E.pressCard, or

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proprietary e.pansion slots! 4everal other functions (stora e controllers, net(or/in , sound card and e.ternal ports) are i#ple#ented on the #otherboard!

Central processin unit (C+U) Q 9aptop C+Us have advanced po(er"savin features and produce less heat than des/top processors, but are not as po(erful! S5GT There is a (ide ran e of C+Us desi ned for laptops available fro# Intel (+entiu# *, Celeron *, Intel Core and Core 5 Auo), A*A (Athlon, Turion E:, and 4e#pron), 6IA Technolo ies, Trans#eta and others! 0n the non".FE architectures, *otorola and I-* produced the chips for the for#er +o(er+C"based Apple laptops (i-oo/ and +o(er-oo/)! 4o#e laptops have re#ovable C+Us, althou h support by the #otherboard #ay be restricted to the specific #odels! S8HT In other laptops the C+U is soldered on the #otherboard and is non"replaceable!

A S62.MM memory module

*e#ory (RA*) Q 40"AI** #e#ory #odules that are usually found in laptops are about half the si2e of des/top AI**s! They #ay be accessible fro# the botto# of the laptop

for ease of up radin , or placed in locations not intended for user replaelectronic such as bet(een the /eyboard and the #otherboard! Currently, #ost #idran e laptops are factory e1uipped (ith 8": >- of AAR5 RA*, (hile so#e hi her end noteboo/s feature up to F >- of AAR8 #e#ory! 7etboo/s ho(ever, are co##only e1uipped (ith only ) >- of RA* to /eep #anufacturin costs lo(!

E.pansion cards Q A +C Card (for#erly +C*CIA) or E.pressCard bay for e.pansion cards is often present on laptops to allo( addin and re#ovin functionality, even (hen the laptop is po(ered on! 4o#e subsyste#s (such as Ethernet, 'i"<i, or a cellular #ode#) can be i#ple#ented as replaceable internal e.pansion cards, usually accessible under an access cover on the botto# of the laptop! T(o popular standards for such cards are *ini+CI and its successor, the +CI E.press *ini!

+o(er supply Q 9aptops are typically po(ered by an internal rechar eable battery that is char ed usin an e.ternal po(er supply! The po(er supply can char e the battery and po(er the laptop si#ultaneouslyR (hen the battery is fully char ed, the laptop continues to run on AC po(er! The char er adds about :HH ra#s () lb) to the overall Ntran+C (ei htN of the noteboo/!

-attery Q Current laptops utili2e lithiu# ion batteries, (ith #ore recent #odels usin the ne( lithiu# poly#er technolo y! These t(o technolo ies have lar ely replaced

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the older nic/el #etal"hydride batteries! Typical battery life for standard laptops is t(o to five hours of li ht"duty use, but #ay drop to as little as one hour (hen doin po(er"intensive tas/s! A battery;s perfor#ance radually decreases (ith ti#e, leadin to an eventual replaelectronic in one to three years, dependin on the char in and dischar in pattern! This lar e"capacity #ain battery should not be confused (ith the #uch s#aller battery nearly all co#puters use to run the real"ti#e cloc/ and to store the -I04 confi uration in the C*04 #e#ory (hen the co#puter is off! 9ithiu#"ion batteries do not have a #e#ory effect as older batteries #ay have! The #e#ory effect happens (hen one does not use a battery to its fullest e.tent, then rechar es the battery! 7e( innovations in laptops and batteries have seen ne( possible #atchin s (hich can provide up to a full 5: hours of continued operation, assu#in avera e po(er consu#ption levels! An e.a#ple of this is the =+ Elite-oo/ EG8Hp (hen used (ith its ultra"capacity battery!

6ideo display controller Q 0n standard laptops the video controller is usually inte rated into the chipset! This tends to li#it the use of laptops for a#in and entertain#ent, t(o fields (hich have constantly escalatin hard(are de#ands! =i her"end laptops and des/top replaelectronics in particular often co#e (ith dedicated raphics processors on the #otherboard or as an internal e.pansion card! These #obile raphics processors are co#parable in perfor#ance to #ainstrea# des/top raphic accelerator boards!

Aisplay Q *ost #odern laptops feature )5 inches (8H c#) or lar er color active #atri. displays based on a CC<9 la#p (ith resolutions of )5FH.FHH ()E$)H) or )8EE . CEF ()E$G) pi.els and above! *any current #odels use screens (ith hi her resolution than typical for des/top +Cs (for e.a#ple, the )::HVGHH resolution of a )DN)! 7e(er laptops co#e (ith 9EA based screens offerin a lesser po(er consu#ption and (ider vie(in an les! *acboo/ +roS8:T can be found on )GN (idescreen des/top #onitors!

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A siCe com:arison of D EF and " EF hard dis) drives

Re#ovable #edia drives Q A A6A3CA reader3(riter drive is typically standard! CA drives are beco#in rare, (hile -lu"Ray is beco#in #ore co##on on noteboo/s! *any ultraportables and netboo/s either #ove the re#ovable

#edia drive into the doc/in station or e.clude it alto ether!

.nternal stora0e Q 9aptop hard dis/s are physically s#allerW5!D inches (E: ##) or )!F inches (:E ##) Wco#pared to des/top 8!D inches (FG ##) drives! 4o#e ne(er laptops (usually ultraportables) e#ploy #ore e.pensive, but faster, li hter and po(er" efficient flash #e#ory"based 44As instead! Currently, 5DH to DHH >- si2es are co##on for laptop hard dis/s (E: to 5DE >- for 44As)!

.n:ut Q A pointin stic/, touchpad or both are used to control the position of the cursor on the screen, and an inte rated /eyboard is used for typin ! An e.ternal /eyboard and3or #ouse #ay be connected usin U4- or +435 (if present)!

+orts Q several U4- ports, an e.ternal #onitor port (6>A or A6I), audio in3out, and an Ethernet net(or/ port are found on #ost laptops! 9ess co##on are le acy ports such as a +435 /eyboard3#ouse port, serial port or a parallel port! 4"video or co#posite video ports are #ore co##on on consu#er"oriented noteboo/s! =A*I #ay be found on so#e hi her"end noteboo/s!

2oc)in0 stations
A doc/in station is a relatively bul/y laptop accessory that contains #ultiple ports, e.pansion slots, and bays for fi.ed or re#ovable drives! A laptop connects and disconnects easily to a doc/in station, typically throu h a sin le lar e proprietary connector! A port replicator is a si#plified doc/in station that only provides connections fro# the laptop to input3output ports! -oth doc/in stations and port replicators are intended to be used at a per#anent (or/in place (a des/) to offer instant connection to #ultiple input3output devices and to e.tend a laptop;s capabilities! Aoc/in stations beca#e a co##on laptop accessory in the early )GGHs! The #ost co##on use (as in a corporate co#putin environ#ent (here the co#pany had standardi2ed on a co##on net(or/ card and this sa#e card (as placed into the doc/in station! These stations (ere very lar e and 1uite e.pensive! As the need for additional stora e and e.pansion slots beca#e less critical because of the hi h inte ration inside the laptop, port replicators have ained popularity, bein a cheaper, often passive device that often si#ply #ates to the

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connectors on the bac/ of the noteboo/, or connects via a standardi2ed port such as U4- or <ire'ire!

Standards
4o#e laptop co#ponents (optical drives, hard drives, #e#ory and internal e.pansion cards) are relatively standardi2ed, and it is possible to up rade or replace the# in #any laptops as lon as the ne( part is of the sa#e type! Aependin on the #anufacturer and #odel, a laptop #ay ran e fro# havin several standard, easily custo#i2able and up radeable parts to a proprietary desi n that cannot be reconfi ured at all! In eneral, co#ponents other than the four cate ories listed above are not intended to be replaceable, and thus rarely follo( a standard! In particular, #otherboards, locations of ports, and desi n and plaelectronic of internal co#ponents are usually #a/e and #odel specific! Those parts are neither interchan eable (ith parts fro# other #anufacturers nor up radeable! If bro/en or da#a ed, they #ust be substituted (ith an e.act replaelectronic part! Those users uneducated in the relevant fields are those the #ost affected by inco#patibilities, especially if they atte#pt to connect their laptops (ith inco#patible hard(are or po(er adapters! Intel, Asus, Co#pal, Xuanta and other laptop #anufacturers have created the Co##on -uildin -loc/ standard for laptop parts to address so#e of the inefficiencies caused by the lac/ of standards!

Advanta0es
9aptop co#puters are portable and can be used in #any locations! 4ho(n here is for#er *e.ican president 6icente <o.! +ortability is usually the first feature #entioned in any co#parison of laptops versus des/top +Cs! +ortability #eans that a laptop can be used in #any placesWnot only at ho#e and at the office, but also durin co##utin and fli hts, in coffee shops, in lecture halls and libraries, at clients; location or at a #eetin roo#, etc! The portability feature offers several distinct advanta es$

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'ettin0 more wor) done Q Usin a laptop in places (here a des/top +C can;t be used, and at ti#es that (ould other(ise be (asted! <or e.a#ple, an office (or/er #ana in their e"#ails durin an hour"lon co##ute by train, or a student doin his3her ho#e(or/ at the university coffee shop durin a brea/ bet(een lectures!

.mmediacy Q Carryin a laptop #eans havin instant access to various infor#ation, personal and (or/ files! I##ediacy allo(s better collaboration bet(een co(or/ers or students, as a laptop can be flipped open to present a proble# or a solution anyti#e, any(here!

U:%to%date information Q If a person has #ore than one des/top +C, a proble# of synchroni2ation arises$ chan es #ade on one co#puter are not auto#atically propa ated to the others! There are (ays to resolve this proble#, includin physical transfer of updated files (usin a U4- flash #e#ory stic/ or CARs) or usin synchroni2ation soft(are over the Internet! =o(ever, usin a sin le laptop at both locations avoids the proble# entirely, as the files e.ist in a sin le location and are al(ays up"to"date!

4onnectivity Q A proliferation of 'i"<i (ireless net(or/s and cellular broadband data services (=4A+A, E6A0 and others) co#bined (ith a near"ubi1uitous support by laptops #eans that a laptop can have easy Internet and local net(or/ connectivity (hile re#ainin #obile! 'i"<i net(or/s and laptop pro ra#s are especially (idespread at university ca#puses!

6ther advanta0es of la:to:s include(

SiCe Q 9aptops are s#aller than standard +Cs! This is beneficial (hen space is at a pre#iu#, for e.a#ple in s#all apart#ents and student dor#s! 'hen not in use, a laptop can be closed and put a(ay!

3ase of Access " *ost laptops have doors on the underside that allo( the user to access the #e#ory, hard drive and other co#ponents, by si#ply flippin the laptop to access the doors! <or des/tops the user #ust usually access the bac/side of the co#puter, (hich is harder if it;s in an area (ith little space!

5ow :ower consum:tion Q 9aptops are several ti#es #ore po(er"efficient than des/tops! A typical laptop uses 5H"GH ', co#pared to )HH"FHH ' for des/tops! This could be particularly beneficial for businesses ((hich run hundreds of personal co#puters, #ultiplyin the potential savin s) and ho#es (here there is a co#puter runnin 5:3C (such as a ho#e #edia server, print server, etc!)

+a0e 5G

Guiet Q 9aptops are often 1uieter than des/tops, due both to the co#ponents (1uieter, slo(er 5!D"inch hard drives) and to less heat production leadin to use of fe(er and slo(er coolin fans!

Battery Q a char ed laptop can run several hours in case of a po(er outa e and is not affected by short po(er interruptions and blac/outs! A des/top +C needs a U+4 to handle short interruptions, blac/outs and spi/esR achievin on"battery ti#e of #ore than 5HQ8H #inutes for a des/top +C re1uires a lar e and e.pensive U+4!S:HT

All%in%6ne " desi ned to be portable, laptops have everythin inte rated in to the chassis! <or des/tops (e.cludin all"in"ones) this is divided into the des/top, /eyboard, #ouse, display, and optional peripherals such as spea/ers, and a (ebca#! This leads to lots of (irin ! It can also lead to #assive po(er consu#ption!

3Btras " in co#parison to lo("end des/tops, even lo("end laptops include features such as inte rated 'i"<i, and E.press Card slot, and a #e#ory card reader!

2isadvanta0es
Co#pared to des/top +Cs, laptops have disadvanta es in the follo(in fields$

+erformance
'hilst the perfor#ance of #ainstrea# des/tops and laptops is co#parable, laptops are si nificantly #ore e.pensive than des/top +Cs at the sa#e or even lo(er perfor#ance level! The upper li#its of perfor#ance of laptops are a little bit lo(er, and Nbleedin "ed eN features usually appear first in des/tops and only then, as the underlyin technolo y #atures, are adapted to laptops! =o(ever, for Internet bro(sin and typical office applications, (here the co#puter spends the #ajority of its ti#e (aitin for the ne.t user input, even net boo/"class laptops are enerally fast enou h! *ost hi her"end laptops are sufficiently po(erful for hi h"resolution #ovie playbac/, 8A a#in and video editin and encodin ! =o(ever, laptops are disadvanta ed (hen dealin (ith database, #aths, en ineerin , financial soft(are, etc! 4o#e #anufacturers (or/ around this perfor#ance proble# by usin des/top C+Us for laptops!

U:0radeability
Up radeability of laptops is very li#ited co#pared to des/tops, (hich are thorou hly standardi2ed! In eneral, hard drives and #e#ory can be up raded easily! 0ptical drives and

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internal e.pansion cards #ay be up raded if they follo( an industry standard, but all other internal co#ponents, includin the C+U, #otherboard and raphics, are not intended to be up radeable! The reasons for li#ited up radeability are both technical and econo#ic! There is no industry" (ide standard for# factor for laptopsR each #ajor laptop #anufacturer pursues its o(n proprietary desi n and construction, (ith the result that laptops are difficult to up rade and have hi h repair costs! 'ith fe( e.ceptions, laptop co#ponents can rarely be s(apped bet(een laptops of co#petin #anufacturers, or even bet(een laptops fro# the different product"lines of the sa#e #anufacturer! 4o#e up rades can be perfor#ed by addin e.ternal devices, either U4- or in e.pansion card for#at such a +C Card$ sound cards, net(or/ adapters, hard and optical drives, and nu#erous other peripherals are available, but these up rades usually i#pair the laptop;s portability, because they add cables and bo.es to the setup and often have to be disconnected and reconnected (hen the laptop is #oved!

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3r0onomics and health

9aptop coaster preventin heatin of lap and i#provin laptop airflo(! -ecause of their s#all and flat /eyboard and trac/pad pointin devices, prolon ed use of laptops can cause /eyboards for lon and pointin devices is repetitive strain injury!S::T Usa e of separate, e.ternal er ono#ic reco##ended to prevent injury (hen (or/in er ono#ic /eyboards at (or/places! The inte rated screen often causes users to hunch over for a better vie(, (hich can cause nec/ or spinal injuries! A lar er and hi her"1uality e.ternal screen can be connected to al#ost any laptop to alleviate that and to provide additional Nscreen estateN for #ore productive (or/! A study by 4tate University of 7e( ,or/ researchers found that heat enerated fro# laptops can raise the te#perature of the scrotu# (hen balancin the co#puter on one;s lap, potentially puttin sper# count at ris/! The study, (hich included rou hly t(o do2en #en a ed 5) to 8D, found that the sittin position re1uired to balance a laptop can raise scrotu# te#perature by as #uch as 5!) YC (8!CF Y<)! =eat fro# the laptop itself can raise the te#perature by another H!C YC ()!5E Y<), brin in the potential total increase to 5!F YC (D!H: Y<)! =o(ever, further research is needed to deter#ine (hether this directly affects sterility in #en!S:DT A co##on practical solution to this proble# is to place the laptop on a table or des/! Another solution is to obtain a coolin unit for the laptop, these units are usually U4- po(ered and consist of a hard thin plastic case housin ), 5 or 8 coolin fans ((ith the entire asse#bly desi ned to sit under the laptop in 1uestion) (hich results in the laptop re#ainin cool to the touch, and reatly reduces laptop heat buildup! =eat fro# usin a laptop on the lap can also cause s/in discoloration on the thi hs!S:ET periods of ti#eR they can be

connected to a laptop easily by U4- or via a doc/in station! 4o#e health standards re1uire

2urability
A clo00ed heatsin) on a " E year old la:to: Aue to their portability, laptops are subject to #ore (ear and physical da#a e than des/tops! Co#ponents such as screen hin es, latches, po(er jac/s and po(er cords deteriorate radually due to

+a0e 85

ordinary use! A li1uid spill onto the /eyboard, a rather #inor #ishap (ith a des/top syste#, can da#a e the internals of a laptop and result in a costly repair! 0ne study found that a laptop is 8 ti#es #ore li/ely to brea/ durin the first year of use than a des/top! 0ri inal e.ternal co#ponents are e.pensive, and usually proprietary and non"interchan ebleR other parts are ine.pensiveWa po(er jac/ can cost a fe( dollarsWbut their replaelectronic #ay re1uire e.tensive disasse#bly and reasse#bly of the laptop by a technician! 0ther ine.pensive but fra ile parts often cannot be purchased separate fro# lar er #ore e.pensive co#ponents! The repair costs of a failed #otherboard or 9CA panel #ay e.ceed the value of a used laptop! 9aptops rely on e.tre#ely co#pact coolin syste#s involvin a fan and heat sin/ that can fail due to eventual clo in by accu#ulated airborne dust and debris! *ost laptops do not have any sort of re#ovable dust collection filter over the air inta/e for these coolin syste#s, resultin in a syste# that radually runs hotter and louder as the years pass! Eventually the laptop starts to overheat even at idle load levels! This dust is usually stuc/ inside (here casual cleanin and vacuu#in cannot re#ove it! Instead, a co#plete disasse#bly is needed to clean the laptop! -attery life of laptops is li#itedR the capacity drops (ith ti#e, necessitatin an eventual replaelectronic after a fe( years! The battery is often easily replaceable, and one #ay replace it on purpose (ith a hi her end #odel to achieve better battery life!

Security
-ein valuable, co##on and portable, laptops are pri2ed tar ets for theft! The cost of the stolen business or personal data and of the resultin proble#s (identity theft, credit card fraud, breach of privacy la(s) can be #any ti#es the value of the stolen laptop itself! Therefore, both physical protection of laptops and the safe uardin of data contained on the# are of the hi hest i#portance! *ost laptops have a Kensin ton security slot (hich is used to tether the co#puter to a des/ or other i##ovable object (ith a security cable and loc/! In addition to this, #odern operatin syste#s and third"party soft(are offer dis/ encryption functionality that renders the data on the laptop;s hard drive unreadable (ithout a /ey or a passphrase! 4o#e laptops also no( have additional security ele#ents added by the consu#er, includin eye reco nition soft(are and fin erprint scannin co#ponents!

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Major brands and manufacturers

There is a #ultitude of laptop brands and #anufacturersR several #ajor brands, offerin noteboo/s in various classes, are listed in the bo. to the ri ht! The #ajor brands usually offer ood service and support, includin (ell"e.ecuted docu#entation and driver do(nloads that (ill re#ain available for #any years after a particular laptop #odel is no lon er produced! Capitali2in on service, support and brand i#a e, laptops fro# #ajor brands are #ore a#in laptops (Alien(are), netboo/s (Eee+C) and e.pensive than laptops by s#aller brands and 0A*s! 4o#e brands are speciali2in in a particular class of laptops, such as laptops for children (09+C)! *any brands, includin the #ajor ones, do not desi n and do not #anufacture their laptops! Instead, a s#all nu#ber of 0ri inal Aesi n *anufacturers (0A*s) desi n ne( #odels of laptops, and the brands choose the #odels to be included in their lineup! In 5HHE, C #ajor 0A*s #anufactured C of every )H laptops in the (orld, (ith the lar est one (Guanta 4om:uter) havin house brand! 8HZ (orld #ar/et share! Therefore, there often are identical #odels available both fro# a #ajor label and fro# a lo("profile 0A* in"

Sales
-attery"po(ered portable co#puters had just 5Z (orld(ide #ar/et share in )GFE! -ut today, laptops are beco#in increasin ly popular, both for business and personal use! In 5HHF it is esti#ated that ):D!G #illion noteboo/s (ere sold, and in 5HHG the nu#ber (ill ro( to )CC!C #illion! The third 1uarter of 5HHF (as the first ti#e (hen noteboo/ +C ship#ents e.ceeded des/tops, (ith 8F!E #illion units versus 8F!D #illion units! <or *icrosoft 'indo(s syste#s, the avera e sellin price (A4+) sho(ed a decline in 5HHF35HHG, possibly due to lo("cost netboo/s, dra(in EFG U4I at U!4! retail in Au ust 5HHF! In 5HHG, A4+ had further fallen to EH5 U4I by ?anuary and to DEH U4I in <ebruary! 'hile 'indo(s #achines fell )5G U4I in these seven #onths, *ac laptop A4+ declined just )5 U4I fro# )D5: U4I to )D)5 U4I! 4ince 5HHE, the (orld;s top sellin 9aptop brand is =+, (hich no( has 5)!5Z #ar/etshare

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5ist of la:to: brands and manufacturers

Major brands

Acer " Travel*ate, E.tensa, <errari, Aspire Apple " *ac-oo/, *ac-oo/ Air, *ac-oo/ +ro A4U4 " Asus Eee, 9a#bor hini Co#pa1 " Evo, Ar#ada, 9TE, +resario Aell " Inspiron, 9atitude, +recision, 4tudio, 6ostro, O+4, 4tudio O+4 <ujitsu " 9ife-oo/, 4tylistic >C 4yste#s " >enius -oo/, =i"<i +C, >C 4tudio, >C E.tre#e S)T >ate(ay =e(lett"+ac/ard " =+ +avilion, =+ 0#niboo/, =+ Co#pa1 7oteboo/s 9enovo " Thin/+ad, Idea+ad, 8HHH series +anasonic " Tou hboo/, 4atellite, 9et;s 7ote (available in ?apan only) S5T 4ony " 6AI0 Toshiba " Aynaboo/, +orte e, Tecra, 4atellite, Xos#io, 9ibretto

'amin0 brands

>ate(ay " <O 4eries Abbcore Technolo ies " 6elocita Alien(are " Area D)#, Alien(are 4entia and Aurora #, *)D., *)C. A6AAirect Cyber+o(er Aell O+4 " *)C8H (laptop), and *)D8H (laptop) <alcon 7orth(est " AREFHH, T95 i-uy+o(er 6i or >a#in " Atlantis, Au ustus, Artorius, and Ae is 'ido(+C

5a:to:s for children

Ai ital Te.tboo/ Elone. 07E In/*edia

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Intel " Class#ate +C 09+C O0") " I)HH 9aptop or Children;s *achine Tianhua >O")C Eee +C

6ther brands

Abbcore Technolo ies " Aes/top, 7oteboo/, 4erver, *edia Center Acorn Co#puters " Aes/boo/, Aes/note and 4olonote Averatec -enX Evere. " Cloud-oo/, -oo/ <ounder Technolo y <ujitsu 4ie#ens " 9ifeboo/, <*6 " -i-lo, A#ilo, Espri#o *obile >C " >enius -oo/ >erico# >i abyte Technolo y >liese IT =asee =C9 =TC " =TC 4hift =ypersonic =yundai ?etta (electronics co#pany) " ?etboo/ 9> " Onote 9inu.Certified " 9inu. laptop *A> Co#puters *edion *icro"4tar International (*4I) " *e aboo/, 'ind 7EC " 6ER4A, 9a6ie 7eo " E#piriva, Endura 7oahpad 0CP 0X0

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0rca +ac/ard -ell " Easy7ote +C Club +hilips " O5HH +ioneer Co#puters +ositivo Infor#[tica +resti io 4a er 7oteboo/ Co#puters 4eani. " 4eani. 4harp " *ebius 4ira on, C!A! 4yste#CE TabletKios/ Ton fan Turbo"O (>reece only)

+a0e 8C

Co)pany Pro&$%e 0 T*e$r Product/

=C9 Technolo ies is a leadin lobal IT services co#pany, (or/in

(ith clients in the areas that i#pact and redefine the core of their businesses! 4ince its inception into the lobal landscape after its I+0 in )GGG, =C9 focuses on ;transfor#ational outsourcin ;, underlined by innovation and value creation, and offers inte rated portfolio of services includin soft(are"led IT solutions, re#ote infrastructure #ana e#ent, en ineerin and R&A services and -+0! =C9 levera es its e.tensive lobal offshore infrastructure and net(or/ of offices in 5E countries to provide holistic, #ulti"service delivery in /ey industry verticals includin <inancial 4ervices, *anufacturin , Consu#er 4ervices, +ublic 4ervices and =ealthcare! =C9 ta/es pride in its philosophy of ;E#ployee <irst; (hich e#po(ers our DF,)5G transfor#ers to create a real value for the custo#ers! =C9 Technolo ies, alon (ith its subsidiaries, had consolidated revenues of U4I 5!E billion (Rs! )5,H:F crores), as on 8)st *arch 5H)H (on 9T* basis)! =C9 is a ID billion leadin lobal Technolo y and IT Enterprise that co#prises t(o

co#panies listed in India " =C9 Technolo ies & =C9 Infosyste#s! <ounded in )GCE, =C9 is one of India;s ori inal IT ara e start"ups, a pioneer of #odern co#putin , and a lobal transfor#ational enterprise today! Its ran e of offerin s spans +roduct En ineerin , Custo# & +ac/a e Applications, -+0, IT Infrastructure 4ervices, IT =ard(are, 4yste#s Inte ration, and distribution of ICT products across a (ide ran e of focused industry verticals! The =C9 tea# co#prises over E5,HHH professionals of diverse nationalities, (ho operate fro# 5E countries includin over DHH points of presence in India! =C9 has lobal partnerships (ith several leadin <ortune )HHH fir#s, includin leadin IT and Technolo y fir#s! <or #ore infor#ation, please visit (((!hcl!in!

+a0e 8F

.tHs +roducts (5a:to:Hs! HC ME APTOP AE456777.I

Rs!:8GGH 0ur +rice$ Rs!8GH8D ,ou 4ave$ Rs!:GDD ())Z) +roduct Code$ AE)6HDDD"I M Tata4/y Ai ico# M *tv -a 5 ,ears additional (arranty$ Add$Rs!8DHH -eatures$ >enuine 'indo(s C =o#e +re#iu# Intel\ Core] i8 88H +rocessor Intel\ =*DD chipset based , 5 Inbuilt Antenna Core i8 88H(5!)8>=2,8* Cache) :>- AAR8 RA* DHH >- 4ATA =ard Ais/ Arive 4li# A6A A9 4uper *ulti Arive

HC ME APTOP AE456899.I
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+a0e 8G

<45 la:to:s :owered by .ntelI +entiumI

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+a0e :5

<45 M3 5A+T6+ A3&/#EJD%.

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+a0e :8

=+ is a technolo y co#pany that operates in #ore than )CH countries around the (orld! 'e e.plore ho( technolo y and services can help people and co#panies address their proble#s and challen es, and reali2e their possibilities, aspirations and drea#s! 'e apply ne( thin/in and ideas to create #ore si#ple, valuable and trusted e.periences (ith technolo y, continuously i#provin the (ay our custo#ers live and (or/! 7o other co#pany offers as co#plete a technolo y product portfolio as =+! 'e provide infrastructure and business offerin s that span fro# handheld devices to so#e of the (orld;s #ost po(erful superco#puter installations! 'e offer consu#ers a (ide ran e of products and services fro# di ital photo raphy to di ital entertain#ent and fro# co#putin to ho#e printin ! This co#prehensive portfolio helps us #atch the ri ht products, services and solutions to our custo#ers; specific needs!

-ast facts J =+ (as founded in )G8G! J Corporate head1uarters are in +alo Alto, Calif! J *ar/ =urd is president and CE0! J =+ is the (orld;s lar est IT co#pany, (ith revenue totalin I)):!E billion for fiscal 5HHG! J =+;s 5HHG <ortune DHH ran/in $ 7o! G!

Technolo0y leadershi: =+;s three business roups drive industry leadership in core technolo y areas$ J The +ersonal 4yste#s >roup$ business and consu#er +Cs, #obile co#putin devices and (or/stations J The I#a in and +rintin >roup$ in/jet, 9aser?et and co##ercial printin , printin supplies J Enterprise -usiness$ business products includin stora e and servers, enterprise services and soft(are

+a0e ::

.tHs +roducts
-or <ome , <ome 6ffice ^ =+ =o#e 9aptop +Cs <eaturin the perfect 7oteboo/ +Cs (ith po(erful perfor#ance and attractive desi ns that co#ple#ent your personality ^ Co#pa1 =o#e 9aptop +Cs The ri ht noteboo/ +C choice for all of (hat you need and nothin you don@t!

-or business
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6:tions and accessories for <+ noteboo)s

-or <ome , <ome 6ffice ^ <or Co#pa1 +resario and =+ +avilion noteboo/ co#puters ^ Co#pa1 0ptions & Accessories

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+a0e :D

ACER is an incorporated not"for"profit or ani2ation founded in )GFC! *e#bers are leaders in education, #edia and business (ho initiate and facilitate develop#ent, production and pro#otion of Canadian #aterials to #eet the needs of to"day;s learners! *ission 4tate#ent$ "Measuring and tracking the effects of climate change demands accurate reporting. ACER believes in a grassroots approach - utilizing citizen scientists to conduct such measurement in a scientifically sound manner. ACER develops delivers and supports programs and resources that educate and enable citizen scientists to undertake accurate monitoring and reporting thus contributing to a!areness and understanding of climate change !hich contributes to an ecologically sustainable future for the planet." ACER believes that sound ecolo ical action depends on #onitorin and respondin at the co##unity level! 0ur current focus is ecolo ical #onitorin environ#ental chan e! ACER;s dyna#ic volunteer net(or/ of co##unity roups, educators and scientists teaches pro"active approaches to #onitorin and restorin ecosyste# health throu h hands"on pro ra#s! 0ur co##unity partners ather data that is fed into national biodiversity databases to support environ#ental education and decision #a/in national and international levels! -y supportin i#portant effort! ACER$

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Evaluates Ideas 4ee/s <undin

+a0e :E

+roduces and +ro#otes *aterials

Ideas are evaluated, fundin sou ht, #aterials produced and pro#oted for use by educators and other interested roups or a encies! ACER acts as a brid e bet(een the professional educator and the #aterials needed to pro#ote lifelon learnin ! ACER fundin co#es fro# #e#bership and donations! All project funds are

#onitored by an advisory board! Reasonable fees and e.penses are paid to those (or/in on projects! *e#bers donate #any hours of their ti#e to assist in various projects!

+a0e :C

It:/ Product:/ #Acer'

A/p$re 77;<
The )D!ENAspire DD:5 features the latest A*A #obile processor technolo y to deliver e.ceptional #ultitas/in perfor#ance, superb #edia e.periences, and enhanced #obility! <ull =A )HFHp playbac/ is #ade possible via the =A (idescreen, superior raphics solutions, and -lu"ray Aisc] technolo y! 9oaded (ith a host of pre#iu# co#ponents, the Aspire DD:5 brin s ne.t" eneration radiance to your #ulti#ediaL

-enefits =A brilliance 4ee, share and create richer content for the ulti#ate =A e.perience! >a#in and entertain#ent reach ne( levels of realis# than/s to advanced raphics (ith =i h Ayna#ic"Ran e (=AR) technolo y, enablin lifeli/e li htin and te.ture for truly i##ersive e.periences! 'ith its )D!EN =A (idescreen, the Aspire DD:5 lets you enjoy the #ovie theater e.perience any(here! To co#plete the cine#atic feast, relish fantastic acoustics via the 8rd >eneration Aolby =o#e Theater\, featurin TrueD!)" channel surround sound output! And, use the =A*I] interface for convenient connectivity to entertain#ent syste#s, and et da22lin si hts and sounds (ith a sin le"cable lin/!

+a0e :F

As:ire EKD$M
*ovies co#e to life in true cine#atic for# on the )D!EN Aspire DC8FP! A co#petent processor, en ine and efficient pre#iu# raphics audio

technolo ies (or/ behind the scenes to deliver #arvelous entertain#ent! e.perience any(here, anyti#e and in style Benefits

The

Aspire

DC8FP co#es in the classy >e#stone desi n, so you can enjoy a theater

-loc/buster perfor#ance

,our portable theater features a hi h"def Acer Crystal-rite] 9CA (ith )E$G aspect ratio "" perfect for vie(in content created for the (idescreen! The 1uic/ response ti#e presents #ovin i#a es sea#lessly, i##ersin you in heart"pu#pin action scenes! 8rd >eneration Aolby\"opti#i2ed surround sound syste# boo#s ener i2in audio, (hile the optional -lu" ray Aisc] drive spins hi h"def #usic and #ovie effects (ith true"to"#aster precision! A lar e hard drive offers plenty of stora e for your do(nloads and #edia files, (hile AAR8 #e#ory speeds up #ultitas/in and a D"in") card reader #a/es file sharin easy! Technical S:ecification

>enuine 'indo(s 6ista\ =o#e +re#iu# Intel\ +entiu#\ dual"core #obile processor T:5HH (ith up to ) *- 95 Cache, supportin Intel\ E: architecture

+rocessor & Chipset

*e#ory =AA 4tora e

*obile Intel\ >9:H E.press Chipset 5 >- RA*R Up radeable to : >85H >- =AA 4"ATA hard disc drive FO A6A"4uper *ulti double"layer drive

+a0e :G

D"in") card reader, supportin 4ecure Ai ital] (4A) Card, *ulti*ediaCard (**C), *e#ory 4tic/\ (*4), *e#ory 4tic/ +R0] (*4 +R0), .A"+icture Card] (.A) )D!EN =A )8EE . CEF pi.el resolution, hi h"bri htness (55H"nit) Acer CineCrystal] 9EA"bac/lit T<T 9CA, supportin si#ultaneous #ulti"(indo( vie(in via Acer >rid6ista]

Aisplay

)E!C #illion colours )E$G aspect ratio F #s hi h"def response ti#e EHZ color a#ut *obile Intel\ >9:H E.press Chipset (ith inte rated 8A raphics, featurin Intel\ >raphics *edia Accelerator :DHH* (Intel\ >*A :DHH*) (ith up to )CDG *- of Intel\ Ayna#ic 6ideo *e#ory Technolo y D!H (E: *- of dedicated video #e#ory, up to )EGD *- of shared syste# #e#ory_), supportin *icrosoft\ AirectO\ )H or (_ dependin on si2e of syste# #e#ory)

>raphics

=A*I] (=i h"Aefinition *ulti#edia Interface) (ith =AC+ (=i h"band(idth Ai ital Content +rotection) support Aolby\"opti#i2ed surround sound syste# (ith t(o built"in stereo spea/ers 0pti#i2ed 8rd >eneration Aolby =o#e Theater\ audio enhanelectronic, featurin Aolby\ Ai ital 9ive, Aolby +ro 9o ic\ II., Aolby\ =eadphone, Aolby\ 7atural -ass, Aolby\ 4ound 4pace E.pander, Aolby\ Inverse <ilterin , Aolby\ =i h <re1uency Enhancer technolo ies

*ulti#edia

TrueD!)"channel surround sound output =i h"definition audio support 43+AI< (4ony3+hilips Ai ital Interface) support for di ital spea/ers *4"4ound co#patible

Co##unication

Acer 6ideo Conference, featurin inte rated Acer Crystal Eye

+a0e DH

(ebca# supportin enhanced Acer +ri#a9ite] technolo y

Acer Invi9in/] FH5!))b3 'i"<i CERTI<IEA\ net(or/ connection, supportin Acer 4i nalUp] (ireless technolo y DEK ITU 6!G5 #ode# (ith +TT approvalR 'a/e"on"Rin ready >i abit EthernetR 'a/e"on"9A7 ready -luetooth\ 5!HMEAR (Enhanced Aata Rate) D"in") card reader (4A], **C, *4, *4 +R0, .A) :. U4- 5!H ports =A*I] port (ith =AC+ support ). e.ternal display (6>A) port ). =eadphone3spea/er3line"out jac/ (ith 43+AI< support ). *icrophone"in jac/ ). 9ine"in jac/ ). *ode# (R?"))) port ). Ethernet (R?":D) port ). AC"in jac/ for AC adapter 4lot for Kensin ton loc/ -I04 user, supervisor, =AA pass(ords AC+I 8!H C+U po(er #ana e#ent standard$ supports 4tandby and =ibernation po(er"savin #odes :F!F ' (E"cell) 9i"ion battery pac/ ED' AC adapter E7ER>, 4TAR\ D!H )H8"3)H:"3)HC"/ey /eyboard, (ith inverted NTN cursor layout, )!F ## (#ini#u#) /ey travel *ulti" esture touchpad pointin device, supportin $ J Circular"#otion scrollin J +inch"action 2oo# J +a e flip

I30 Interface

4ecurity

+o(er 4upply & -attery

Keyboard & 4pecial Controls

Acer -io"+rotection fin erprint reader )) function /eys, four cursor /eys, t(o 'indo(s\ /eys, hot/ey

+a0e D)

controls, independent standard nu#eric /eypad, international lan ua e support

Acer +o(er4#art /ey Easy"launch /eys$ Acer -ac/up, '9A7, volu#e up3do(n, touchpad

'ei ht & Ai#ensions

*edia /eys (printed on /eyboard)$ play3pause, stop, previous, ne.t 8F8 (') . 5DH (A) . 5E38C (=) ## ()D!) . G!G . )!H83)!D inches) 5!F / (E!)E lbs!) (ith E"cell battery pac/ Te#perature & hu#idity test <ree drop test Acoustics test 'ei ht and +ressure tests 4pilla e test 4hoc/ and 6ibration tests Electrostatic dischar e i##unity test *T-< (*ean Ti#e -et(een <ailure) test =in e life test Keyboard"s(itch life test Acer Arcade] Aelu.e featurin Cine#a, Albu#, *usic, Acer =o#e*edia, 0nline *edia Acer -ac/up *ana er Acer eRecovery *ana er Acer +o(er4#art *ana er Acer -io"+rotection Acer Crystal Eye Acer >rid6ista] Acer 9aunch *ana er Acer >a#ePone Acer >a#e Console *cAfee Internet 4ecurity 4uite EH"day trial version Adobe <lash\ +layer

Xuality & Reliability Tests

4oft(are

+a0e D5

Adobe\ Reader\ >oo le Toolbar] >oo le Aes/top] 7TI *edia *a/er] *icrosoft\ 'or/s (ith 0ffice =o#e and 4tudent 5HHC Trial (4ervice +ac/ )) *e#ory e.pansion #odules Additional battery Additional AC adapter 0ne"year International Travellers 'arranty (IT')

0ptions

'arranty

+a0e D8

5' 3lectronics is one of the leadin co#panies in the field of electronics (ith a lobal presence in #any countries! ! -efore briefin , I have divided the introduction part into three #ain sub parts! The 9> Electronics 9ife;s >ood si nature consists of the 9> lo o, seal, and the slo an, N9ife;s >oodN set in Charlotte sans typeface curved around the 9> sy#bol! The curvin of the slo an reinforces 9>;s personality and uni1ueness! The consistent usa e of this si nature clearly establishes the uni1ue identity of the co#pany and unifies every division and product fro# 9> Electronics across the lobe! )! 9> >lobal 5! 9> India 8! 9> +une <istory of com:any The co#pany (as ori inally established in )GDF as >old 4tar, producin radios, T6s, refri erators, (ashin #achines, and air conditioners! The 9> >roup (as a #er er of t(o Korean co#panies, 9uc/y and >old 4tar, fro# (hich the abbreviation of "# (as derived! The current N9ife;s oodN slo an is a bac/rony#! -efore the corporate 7a#e chan e to "#, household products (ere sold under the -rand na#e of "ucky, (hile electronic products (ere sold under the brand na#e of #old $tar! The >old 4tar brand is still perceived as a discount brand! In )GGD, >old 4tar (as rena#ed 9> Electronics, and ac1uired Penith Electronics of the United 4tates! 'lobal 6:eration

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9> Electronics is playin an active role in the (orld #ar/et (ith its assertive lobal business policy! As a result, 9> Electronics controls ))H local subsidiaries in the (orld (ith around F5,HHH e.ecutive and e#ployees! 5' 'rou:
1. 9>!+hilips 9CA 2. 9> Che#ical 3. 9> Teleco# 4. 9> +o(erco# 5. 9> T(ins 6. 9> Aaco#

Business areas and main :roducts Mobile communications (a) CA*A =andsets, (b) >4* =andsets, (c) 8> =andsets, (d) Cellular +hones 2i0ital a::liance
a) Air Conditioners, b) Refri erators, c) *icro(ave 0vens, d) 'ashin *achines, e) 6acuu# Cleaners,

f) =o#e 7et, ) Co#pressors for Air Conditioners and Refri erators

+a0e DD

2i0ital dis:lay
a) +las#a T6s, b) 9CA T6s,

c) *icro Aisplay +anel T6s, d) *onitors, e) +A+ *odules, f) 09EA +anels, ) U4- *e#ory, h) <lat +anel Co#puter *onitors 2i0ital media
a) =o#e Theater 4yste#s, b) A6A Recorders,

c) 4uper *ulti A6A Re(riters, d) CA`R', e) 7oteboo/ +Cs, f) Aes/top +Cs, ) +AAs, h) +AA +hones,
i) *+8 +layers,

j) 7e( Karao/e 4yste#s,

+a0e DE

/) Car Infotain#ent /.S.67 'lobal To: D by "#&# 'lobal To: D 3lectronicNTelecommunication com:any 'R6;T< STRAT3'= 1-ast innovation, -ast 0rowthO 46R3 46M+3T374= 1+roduct leadershi:, Mar)et leadershi:, +eo:le leadershi:O

+a0e DC

46R+6RAT3 4U5TUR3 7o eBcuse, 1weO not 1.O, -un wor):lace S56'A7 F5ifePs 'oodF re:resents 5'Ps determination to :rovide deli0htfully smart :roducts that will ma)e your life 0ood T<3 S=MB65 The sy#bol of 9> is the face of future! The letter a9b and a>b in a circle sy#boli2es (orld, future, youth, hu#anity & technolo y!9> philosophy is based on hu#anity! It also represents 9>@s efforts to /eep close relationship (ith our custo#ers around the (orld! The sy#bol consists of t(o ele#ents! )! The lo o in 9> ray 5! The styli2ed i#a e of hu#an face in the uni1ue 9> red color! Red color represents our friendliness and co##it#ent to deliver the best! The circle sy#boli2es The 'lobe! The styli2ed i#a e of a s#ilin face in the sy#bol conveys 1-riendliness and A::roachabilityb! The one eye on the sy#bol represents 1'oal%oriented, -ocused , 4onfidentb! The slo an of 9> is 15ifeHs 'oodb! It e.presses aBrandHs /alue, +romises, Benefits, +ersonality ives a stron i#pression of 9>@s

+a0e DF

A laptop co#puter is a convenient portable co#puter that has ained (ide popularity (ith people (ho travel e.tensively, study in coffee shops, and particularly for those (ho enjoy the space savin desi n! 9aptops have co#e a lon (ay (ith optional features such as inte rated (eb ca#era for video chattin ! 9aptops (ith (i"fi technolo y for connectin to a (ireless net(or/ or an internet hot spot and #obile broadband to connect any(here are very convenient! 9aptops (ith a bluetooth reader, fin er print scanner, or a space savin slot loaded disc drive #a/e technolo y fun! Ultra convenience at an e.tre#ely convenient price! E.perience Aell laptops and noteboo/ co#puters and you@ll (onder ho( you ever survived (ithout the convenience of a laptop co#puter! 7oteboo/ co#puters have des/top po(er (ithout the des/top si2e and portable convenience that sits in your lap! Aell laptops and noteboo/ co#puters have (orld(ide popularity a#on travelers, students, and business professionals! Aell laptops and noteboo/ co#puters have beco#e the epito#e of #obile convenience!!! (ith every eneration, technolo ies and a#enities increase (hile prices drop! *a/e technolo y fun (ith inte rated (eb ca#eras for video chattin R 'i"<i technolo y to connect any(here, at any ti#eR -luetooth readersR fin er print scannerR and slot loaded CA3A6A disc drives! A#on Aell@s lar e selection of laptops, noteboo/, des/top and netboo/s co#puters, there@s a perfect si2e, color, (ei ht, and speed for you, your personality and needs! >et yours today online or contact us and (e@ll help you confi ure your drea# Aell laptop or noteboo/ co#puterL ained

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I-* Corporate Citi2enship$ =elpin

to

build a s#arter planet The pri#ary focus of our corporate citi2enship activities is on developin initiatives to address specific societal issues, such as the environ#ent, co##unity econo#ic develop#ent, education, health, literacy, lan ua e and culture! 'e e#ploy I-*;s #ost valuable resources, our technolo y and talent, in order to create innovative pro ra#s in these areas to assist co##unities around the (orld! <or e.a#ple, our Corporate 4ervice Corps pro ra# annually deploys tea#s of selected hi h potential e#ployees to e#er in re ions to (or/ (ith overn#ent, nonprofit and non" overn#ental or ani2ations on critical local projects! Tea#s have co#pleted projects in >hana, Ro#ania, Tan2ania, the +hilippines and 6ietna# around (ater 1uality, disaster preparedness and project #ana e#ent! 0ur 'orld Co##unity >rid initiative utili2es rid co#putin technolo y to harness the tre#endous po(er of idle co#puters to perfor# specific co#putations related to critical research around co#ple. biolo ical, environ#ental and health"related issues! The current projects include =elp <i ht Childhood Cancer, Clean Ener y, and 7utritious Rice for the 'orld, <i htAIA4&=o#e, =elp Con1uer Cancer, AfricanCli#ate&=o#e, and a eno#ics initiative and research on Aen ue <ever! Another e.a#ple of our citi2enship activities is our e#ployee volunteer initiative, entitled 0n Ae#and Co##unity! 4ince its inception in 5HH8, over ):D,HHH e#ployees and retirees have re istered and perfor#ed al#ost )H #illion hours of volunteer service around the (orld! This pro ra# e1uips our e#ployee and retiree volunteers (ith a distinct set of on de#and tools based on the successful technolo y solutions created e.clusively by I-* for schools and co##unity a encies! These 'eb"based tools provide the# (ith a #yriad choice of #eanin ful volunteer opportunities,

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resources and specific activities desi ned to help #a/e the# #ore effective volunteers and to offer valuable assistance to schools and not"for"profit or ani2ations! To learn #ore about our (or/ in the conte.t of I-*;s broader corporate responsibility efforts, please visit Innovations in Corporate Responsibility! +ro0ram overviews

Education I-* reali2es the po(er and i#portance of education! Throu h #ajor initiatives such as Reinventin Education, the I-* Kid4#art Early 9earnin +ro ra#, and I-* *entor+lace, I-* is (or/in lobe! to raise student achieve#ent and enhance acade#ic productivity to support thrivin co##unities around the

Adult trainin and (or/force develop#ent Technolo y can be a po(erful tool in education and job trainin pro ra#s for adults, helpin broaden opportunities and stren thenin pro ra#s available to adults in need of ne( s/ills and e#ploy#ent! It also can help si#ulate real job conditions, #a/e the ac1uisition of education and s/ills #ore effective and help people et the net(or/ of support they need to obtain and retain e#ploy#ent!

Arts and culture I-*;s support of the arts ste#s fro# our stron tradition of betterin our co##unities! 'e feel a deep sense of responsibility both inside and outside the co#pany W a focused deter#ination to enhance the co##unities in (hich (e do business and in (hich our custo#ers and e#ployees live! -y joinin (ith libraries, #useu#s, and other cultural institutions in e.citin partnerships that levera e I-* e.pertise, (e also de#onstrate the critical role technolo y plays in enhancin the arts!

=elpin co##unities in need

+a0e E)

'herever I-* does business around the

lobe, (e for# connections to

co##unities and support a ran e of civic and nonprofit activities that help those in need! In all our efforts, (e de#onstrate ho( technolo y can enrich and e.pand access to services and assistance!

Environ#ent Throu h tar eted efforts that co#bine technolo y and innovation, I-* is co##itted to environ#ental leadership that (ill help protect our planet for this and future enerations!

E#ployee ivin
I-* tea#s (ith e#ployees to support or ani2ations and causes in the co##unities (here they live and (or/! Co##unity"level rant #a/in and e.tensive volunteer pro ra#s help our e#ployees beco#e personally involved in co##unity projects

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4ha:ter% #" Conceptual <ra#e 'or/

4onsumer is a broad label that refers to any individuals or households that use 0oods and services 0enerated within the economy

Con/u)er Dec$/$on Ma=$n, Proce//e/

Traditionally, consu#er researchers have approached decision #a/in process fro# a rational perspective! This do#inant school of thou ht vie(s consu#ers as bein co nitive (i!e!, proble#"solvin ) and, to so#e but a lesser de ree, e#otional!i 4uch a vie( is reflected in the sta e #odel of a typical buyin process (often called the consumer information processing model) depicted in!
+roble# Reco nition

Infor#ation 4earch

Evaluation and 4election of Alternatives

Aecision I#ple#entation

+ost"purchase Evaluation

-i0ure The 4onsumer .nformation +rocessin0 Model

Source( Ado:ted from Kotler (&LLK!, Schiffman and Kanu) (&LLK!, and Solomon (&LLJ!

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In this #odel, the consu#er passes throu h five sta es$ proble# reco nition, infor#ation search, evaluation and selection of alternatives, decision i#ple#entation, and post"purchase evaluation! Pro(%e) Reco,n$t$on In this infor#ation processin #odel, the consu#er buyin process be ins (hen the buyer reco ni2es a proble# or need! <or e.a#ple, Aou #ay reali2e that his best suit doesn@t loo/ conte#porary any #ore! 0r, Kathleen #ay reco ni2e that her personal co#puter is not perfor#in as (ell as she thou ht it should! These are the /inds of proble# that (e as consu#ers encounter all the ti#e! 'hen (e found out a difference bet(een the actual state and a desired state, a proble# is reco ni2ed! 'hen (e find a proble#, (e usually try to solve the proble#! 'e, in other (ords, reco ni2e the need to solve the proble#! -ut ho(c In&or)at$on Searc* 'hen a consu#er discovers a proble#, he3she is li/ely to search for #ore infor#ation! Kathleen #ay si#ply pay #ore attention to product infor#ation of a personal co#puter! 4he beco#es #ore attentive to co#puter ads, co#puters purchased by her friends, and peer conversations about co#puters! 0r, she #ay #ore actively see/ infor#ation by visitin stores, tal/in to friends, or readin co#puter #a a2ines, a#on others! Throu h atherin infor#ation, the consu#er learns #ore about so#e brands that co#pete in the #ar/et and their features and characteristics! Theoretically, there is a total set of brands available to Kathleen, but she (ill beco#e a(are of only a subset of the brands ( a!areness set) in the #ar/et! 4o#e of these brands #ay satisfy her initial buyin criteria, such as price and processin speed (consideration set)! As Kathleen proceeds to #ore infor#ation search, only a fe( (ill re#ain as stron candidates (choice set)! E>a%uat$on and Se%ect$on o& A%ternat$>e/ =o( does the consu#er process co#petitive brand infor#ation and evaluate the value of the brandsc Unfortunately there is no sin le, si#ple evaluation process applied by all consu#ers or by one consu#er in all buyin situations! 0ne do#inant vie(, ho(ever, is to see the evaluation process as bein co nitively driven and rational! Under this vie(, a consu#er is tryin to solve the proble# and

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ulti#ately satisfyin his3her need! In other (ords, he3she (ill loo/ for proble#" solvin benefits fro# the product! The consu#er, then, loo/s for products (ith a certain set of attributes that deliver the benefits! Thus, the consu#er sees each product as a bundle of attributes (ith different levels of ability of deliverin the proble# solvin benefits to satisfy his3her need! The distinctions a#on the need, benefits, and attributes are very i#portant! 0ne useful (ay to or ani2e the relationships a#on the three is a hierarchical one (<i ure 5)! Althou h si#plified, <i ure 5 is an e.a#ple of ho( a bundle of attributes (i!e!, a product or, #ore specifically, personal co#puter) relates to the benefits and underlyin needs of Kathleen!
=elps *e 4urvive -abson *-A +o ra#

Underlyin0 7eeds

Benefits

+ortability

Aoesn@t -rea/ do(n

Econo#y

Co#putational =orse +o(er

'arranty Attributes 4i2e -rand Reputation 4oft(are -undle C+U 4peed

+rice

=ard Arive 4i2e >lobe7et Ready

<ierarchical /iew of 7eeds, Benefits, and Attributes

<ro# this fi ure and the precedin discussion, you #i ht reco ni2e that the product attributes are relevant and i#portant only to the e%tent that they lead to a certain set of benefits! 9i/e(ise, benefits are #eanin ful only if they can address the proble# and be instru#ental to satisfy the underlyin need! As the underlyin need is often personal, consu#ers differ as to their beliefs about (hat product benefits and attributes are #ore (or less) i#portant and relevant in satisfyin their needs! -ased on their personal jud #ent on i#portance of benefits and attributes, consu#ers develop a set of attitudes (or preferences) to(ard the various brands! 0ne #ay e.press his3her preferences of the brands in ter#s of ran/in , probability of choice, and so forth!

+a0e ED

Dec$/$on I)p%e)entat$on To actually i#ple#ent the purchase decision, ho(ever, a consu#er needs to select both specific ite#s (brands) and specific outlets ((here to buy) to resolve the proble#s! There are, in fact, three (ays these decisions can be #ade$ )) si#ultaneouslyR 5) ite# first, outlet secondR or 8) outlet first, ite# second! ii In #any situations, consu#ers en a e in a si#ultaneous selection process of stores iii and brands! <or e.a#ple, in our Kathleen@s personal co#puter case, she #ay select a set of brands based on both the product@s technical features (attributes) and availability of brands in the co#puter stores and #ail"order catalo s she /no(s (ell! It is also possible, that she decides (here to buy (e! !, Co#pU4A in her nei hborhood) and then chooses one or t(o brands the store carries! 0nce the brand and outlet have been decided, the consu#er #oves on to the transaction (abuyin b)! Po/t.purc*a/e E>a%uat$on +ost"purchase evaluation processes are directly influenced by the type of precedin decision"#a/in process! Airectly relevant here is the level of purchase involvement of the consu#er! +urchase involve#ent is often referred to as athe level of concern for or interest in the purchaseb
iv

situation, and it deter#ines ho( e.tensively the

consu#er searches infor#ation in #a/in a purchase decision! v Althou h purchase involve#ent is vie(ed as a continuu# (fro# lo( to hi h), it is useful to consider t(o e.tre#e cases here! 4uppose one buys a certain brand of product (e! !, Aiet +epsi) as a #atter of habit (habitual purchase)! <or hi#3her, buyin a cola drin/ is a very lo( purchase involve#ent situation, and he3she is not li/ely to search and evaluate product infor#ation e.tensively! In such a case, the consu#er (ould si#ply purchase, consu#e and3or dispose of the product (ith very li#ited post"purchase evaluation, and enerally #aintain a hi h level of repeat purchase #otivation!
+urchase +roduct Use Aisposition 4i#ple Evaluation Repeat +urchase *otivation

5ow .nvolvement +urchase

Source( <aw)ins, Best, and 4oney (&L$D!

=o(ever, if the purchase involve#ent is hi h and the consu#er is involved in e.tensive purchase decision #a/in (e! !, personal co#puter), he3she is #ore li/ely to be involved in #ore elaborate post"purchase evaluation Q often by 1uestionin the ri htness of the decision$ aAid I #a/e the ri ht choicec 4hould I have one (ith other

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brandcb This is a co##on reaction after #a/in a difficult, co#ple., relatively per#anent decision! This type of doubt and an.iety is referred to as post-purchase cognitive dissonance.
+ost"purchase Aissonance Elaborate Evaluation Aissatisfaction Repeat +urchase *otivation

+urchase

+roduct Use

Aisposition

3laborate +ost%:urchase 3valuation

Source( Ado:ted from <aw)ins, Best, and 4oney (&L$D!

Accordin to the research, the li/elihood of e.periencin this /ind of dissonance and the #a nitude of it is a function of$vi The de ree of co##it#ent or irrevocability of the decision, The i#portance of the decision to the consu#er, The difficulty of choosin a#on the alternatives, and The individual@s tendency to e.perience an.iety! -ecause dissonance is unco#fortable, the consu#er #ay use one or #ore of the follo(in approaches to reduce it$ Increase the desirability of the brand purchased! Aecrease the desirability of rejected alternatives! Aecrease the i#portance of the purchase decision! Reject the ne ative data on the brand purchased!

;hat is 4onsumer Buyin0 Behavior?

.ntroduction to 4onsumer Behaviors The study of Consu#er -ehaviors is 1uite co#ple., because of #any variables involved and their tendency to interact (ith & influence each other! These variables are divided into three #ajor sections that have been identified as the #ost i#portant eneral influences on Consu#er -ehaviors! I#a ine three

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concentric circles, one at the outer #ost, one in the #iddle & one at the inner #ost, and they represent the follo(in $ E.ternal Environ#ental 6ariables Influencin -ehaviour $ These are the factors controlled by e.ternal environ#ents li/e the follo(in for# the basis of e.ternal influences over the #ind of a custo#er (outer circle) $ )! Culture, and 4ub"culture, 5! 4ocial Class, and 4ocial >roup, 8! <a#ily, and Inter"+ersonal Influences, :! 0ther Influences ((hich are not cate ori2ed by any of the above si., li/e eo raphical, political, econo#ical, reli ious environ#ent, etc!)! Individual Aeter#inants of -ehavior$ *ajor individual deter#inants of Consu#er -ehavior are portrayed in the #iddle rin ! These are the hu#an #ind and its attributes! These variables are personal in nature and they are influenced by the above set of e.ternal factors and in turn influence the (ay consu#ers proceed thro@ a decision #a/in services! They are$ )! +ersonality & 4elf"concept, 5! *otivation & Involve#ent, 8! +erception & Infor#ation +rocessin , :! 9earnin & *e#ory, D! Attitudes! The Consu#er Aecision *a/in +rocess$ The buyin decision co#es as a product of the co#ple. interaction of the e.ternal factors and the personal process re ardin products &

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attributes! The inner #ost circle denotes the consu#er decision #a/in process re ardin products & services, (hose #ajor steps are $ )! +roble# Reco nition, 5! Infor#ation 4earch, 8! Evaluation of Application, :! +urchase Aecision, D! +ost"+urchase -ehavior! *ar/eters are fre1uently uncertain about the variables that are at play influencin & affectin consu#ers! 4o#eti#es this occurs because they don@t clearly understand the e.tent of variables that #i ht be havin an influence! The details of all e.ternal, internal, environ#ental, econo#ical etc! are discussed above! 4o#eti#es so#e variables are not directly observable! 0ther ti#es variables are /no(n to the #ar/eters but their e.act nature & relative stren th of influence is not apparent! In these circu#stances, it is useful to understand the above #entioned concepts and ho( the consu#ers behave, so that their decision #a/in process can be predicted to a reasonable e.tent! The hu#an #ind bein as co#ple. as it is, the understandin of the buyin behavior of the consu#ers beco#es a continuous activity of application of various theories & concepts by the #ar/eters!

The 4onsumer Behaviors Theory

An understandin of ho( the theory of consu#er behavior and its application tools evolved over the years (ill enable us to appreciate the validity of the theory and ive us a uidance in its practical application! Consu#er behavior, li/e all hu#an behavior is very co#ple.! -ut the consu#er behavior theory, li/e all theories is a si#plified & abstract representation of reality! The #ore si#plified picture of consu#ers provided by the theory helps us enor#ously to understand the

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consu#ers! It not only helps us to thin/ about consu#ers, but also provides us (ith a lan ua e to tal/ about the#! This lan ua e is very useful, because to be effective in an or ani2ation Q for profit or non"profit Q one has to persuade others to accept his ideas! And in fact, lac/ of this lan ua e has been one of the reatest dra(bac/ of the #odern #ar/eters! *ar/et Research or *ar/etin Research (*R) has been developin since

a*ARKETI7>b (hich brin s to ether all custo#er ele#ents, re( out of the concept of a4A9E4b in the early fifties! The theory of consu#er behavior dra(s heavily upon the fa#ous psycholo ist 4i #und <reud, particularly (ith respect to the e#otional, psycholo ical, #ental, subjective or non"utilitarian aspects of buyin decision or behavior of a consu#er! The theory represents the hidden order in this very co#ple. activity, (hich (e call consu#er behavior! 0n the surface, this hi hly co#ple. & varied display of behavior by consu#ers see#s essentially une.plained! -ut slo(ly as the theory develops! 7o(, (hat is the #a ic stuff called consu#er behavior theory that does all these (onderful thin s! It@s not just a theory, as e.plained earlier, but #ore than that! It helps us to #a/e better #ar/etin decisions for profit & non"profit or ani2ations! Thus (e can e.a#ine the characteristics of a theory that enables us to do so! Researchers > Palt#an and * 'allendorf have ca#e out (ith the #ost i#portant attributes of a ood & sound theory, after very close and careful thou ht!

These are the followin0 (

A theory (hich does both$ e.plains ho( consu#ers buy & predicts (hat consu#ers (ill buy! It unifies previously unrelated areas of /no(led e, for e.a#ple, it relates to infor#ation that consu#ers et fro# advertisin so as to decide (hat brands they buy! The theory is si#ple! If not, it can be so co#ple. that (e can@t understand (ell enou h to apply it to our practical proble#s!

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 It is testable so that (e can verify (hether the theory is valid and therefore dependable! I#plied in the previous characteristic, it is supported by the facts! This #eans, to lay the theory up a ainst data describin ho( consu#ers buy in the #ar/et and thereby deter#ine if the facts confir# the theory! If they don@t, then either the theory should be #odified till the facts do verify it or abandon the theory! The theory is eneral, (hich #eans that it can be applied to a (ide ran e of products & services! If it is not, then it (on@t be very useful! It has heuristic value, #eanin that it poses ne( 1uestions for us that had not been previously as/ed! 'hile tryin to ans(er these 1uestions, ne( /no(led e is created and that beco#es the part of the theory! It is internally consistent! This #eans that the theory is internally free fro# lo ical in con ruencies or else the prediction (ill be doubtful & fla(ed! 9ac/ of this 1uality (ill #a/e the theory a dan erous tool! It is ori inal! If not, it adds little to the e.istin /no(led e! It is plausible! If not, it can@t be seen by others as #a/in any sense, and hence, they (ill not li/ely to accept the theory and so it (on@t be useful!

De&$n$t$on/4onsumer Behavior (or Buyer Behavior! is broadly defined by various scholars , researchers as( It@s the behavior displayed by the consu#ers durin #a/in units! the ac1uisition,

consu#ption and disposition of products, services, ti#e and ideas by decision

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 It is the body of /no(led e (hich studies various aspects of purchase and consu#ption of products and services by individuals (ith various social and psycholo ical variables at play! The behavior that the consu#ers display in searchin for, purchasin , usin , evaluatin and disposin of products and services that they e.pect (ill satisfy their needs! The process and activities people en a e in (hen searchin for, selectin , purchasin , usin , evaluatin , and disposin of products and services so as to satisfy their needs and desires! The activities directly involved in obtainin , consu#in , and disposin these actions! The A#erican *ar/etin Association (A*A) defines consu#er behavior as aThe dyna#ic interaction of co nition, behavior & environ#ental events by (hich hu#an bein s conduct the e.chan e aspect of their lives! The study of consu#er behavior involves search, evaluation, purchase, consu#ption and post purchase behavior of the consu#ers and includes the disposal of purchased products /eepin environ#ent and personal characteristics in #ind! of

products and services, includin the decision processes that precede and follo(

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De&$n$t$on o& 1uy$n, 1e*a>$or-uyin -ehavior is the decision processes and acts of people involved in buyin and usin products! 7eed to understand$ J J J 'hy consu#ers #a/e the purchases that they #a/ec 'hat factors influence consu#er purchasesc The chan in factors in our society!

Consu#er -uyin -ehavior refers to the buyin behavior of the ulti#ate consu#er! A fir# needs to analy2e buyin behavior for$ -uyer@s reactions to a fir#s #ar/etin strate y has a reat i#pact on the fir#@s success! The #ar/etin concept stresses that a fir# should create a *ar/etin *i. (**) that satisfies ( ives utility to) custo#ers, therefore need to analy2e the (hat, (here, (hen and ho( consu#ers buy! *ar/eters can better predict ho( consu#ers (ill respond to #ar/etin strate ies!

Factor/ $n&%uenc$n, con/u)er (e*a>$or

Consu#er purchases are influenced stron ly by or there are four factors! H)! Cultural <actor H5! 4ocial <actor H8! +ersonal <actor

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H:! +sycholo ical <actor!

H)! Cultural <actor$" J Cultural factor divided into three sub factors (i) Culture (ii) 4ub Culture (iii) 4ocial Class Culture$" The set of basic values perceptions, (ants, and behaviors learned by a #e#ber of society fro# fa#ily and other i#portant institutions! Culture is the #ost basic cause of a person@s (ants and behavior! Every roup or society has a culture, and cultural influences on buyin behavior #ay vary reatly fro# country to country! 4ub Culture $" A roup of people (ith shared value syste#s based on co##on life

e.periences and situations! Each culture contains s#aller sub cultures a roup of people (ith shared value syste# based on co##on life e.periences and situations! 4ub culture includes nationalities, reli ions, racial roup and eo raphic re ions! *any sub culture #a/e up i#portant #ar/et se #ents and #ar/eters often desi n products! 4ocial Class$" A Al#ost every society has so#e for# of social structureR social classes are society@s relatively per#anent and ordered divisions (hose #e#bers share si#ilar values, interests and behavior!

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 4ocial <actors$" A consu#er@s behavior also is influenced by social factors, such as the (i) >roups (ii) <a#ily (iii) Roles and status 'rou:s (% T(o or #ore people (ho interact to acco#plish individual or #utual oals! A person@s behaviors are influenced by #any s#all roups! >roups that have a direct influence and to (hich a person belon s are called #e#bership roups! 4o#e are pri#ary roups includes fa#ily, friends, nei hbors and co(or/ers! 4o#e are secondary roups, (hich are #ore for#al and have less re ular interaction! These include or ani2ations li/e reli ious association and trade unions! roups, professional

-amily(%
<a#ily #e#bers can stron ly influence buyer behavior! The fa#ily is the #ost i#portant consu#er buyin or ani2ation society and it has been researched e.tensively! *ar/eters are interested in the roles, and influence of the husband, (ife and children on the purchase of different products and services! Roles and 4tatus $" A person belon s to #any roups, fa#ily, clubs, and or ani2ations! The person@s position in each roup can be defined in ter#s of both role and status!

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o <or e.a#ple! * & aOb plays the role of father, in his fa#ily he plays the role of husband, in his co#pany, he plays the role of #ana er, etc! A Role consists of the activities people are e.pected to perfor# accordin to the persons around the#!

Per/ona% Factor/-.
It includes i) ii) iii) iv) v) A e and life cycle sta e 0ccupation Econo#ic situation 9ife 4tyle +ersonality and self concept!

+sycholo0ical -actors(%
It includes these <actors! i) ii) iii) iv) *otivation +erception 9earnin -eliefs and attitudes

aptop De&$n$t$on .

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A laptop co#puter, usually called a noteboo/ co#puter by #anufacturers, is a battery" or AC"po(ered personal co#puter enerally s#aller than a briefcase that can easily be tran+Ced and conveniently used in te#porary spaces such as on airplanes, in libraries, te#porary offices, and at #eetin s! A laptop typically (ei hs less than D pounds and is 8 inches or less in thic/ness! A#on the best"/no(n #a/ers of laptop co#puters are I-*, Apple, Co#pa1, Aell, and Toshiba! 9aptop co#puters enerally cost #ore than des/top co#puters (ith the sa#e capabilities because they are #ore difficult to desi n and #anufacture! A laptop can effectively be turned into a des/top co#puter (ith a doc/in station, a hard(are fra#e that supplies connections for peripheral input3output devices such as a printer or lar er #onitor! The less capable port replicator allo(s you to connect a laptop to a nu#ber of peripherals throu h a sin le plu ! 9aptops usually co#e (ith displays that use thin"screen technolo y! The thin fil# transistor or active #atri. screen is bri hter and vie(s better at different an les than the 4T7 or dual"scan screen! 9aptops use several different approaches for inte ratin a #ouse into the /eyboard, includin the touch pad, the trac/ball, and the pointin stic/! A serial port also allo(s a re ular #ouse to be attached! The +C Card is insertable hard(are for addin a #ode# or net(or/ interface card to a laptop! CA" R0* and di ital versatile disc drives #ay be built"in or attachable!

.m:ortant Buyin0 -actors( ;hen +lannin0 to Buy a 5a:to:

-uyin a ne( laptop is an invest#ent for sure, and you can #a/e the best possible choice only by thorou hly assessin your re1uire#ents! 'hether you;re buyin a laptop for the first ti#e or have been usin one for a es, before venturin on a ne( purchase, there are several factors that need to be considered! To #a/e thin s easier for you, (e;ve listed here the #ost i#portant factors$ +rocessor(4+U! The first bullet point in all those NspecificationN handouts that a laptop salesperson (ill sho( you (ould #ost li/ely #ention the processor in the syste#! The processor is one of the #ain co#ponents in a laptop and directly affects perfor#ance as (ell as

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battery life! 0ver the past years, laptop processors (ere co#paratively slo(er (hen pitted a ainst des/top alternatives, but not any#ore! Today, faster #ulti"core processors are co##on in laptops! The processor type differs dependin on si2e, purpose or area of application of the laptop! *ost laptops co#e (ith Intel or A*A processors, (ith either sin le" or #ulti"core architectures! Considerin avera e applications such as *4 0ffice or other applications li/e +hotoshop, a processor (ith a #ini#u# cloc/ speed of )!E >=2 is essential! Unli/e des/tops, laptops cannot conveniently be up raded, and so it@s al(ays better to choose a faster processor (ith the future in #ind!
Memory(RAM!

0nce you@ve decided on the processor you re1uire, you need to do justice to it by lettin it perfor# to its full potential by providin ade1uate syste# #e#ory! RA*, the rando# #e#ory needed for your operatin syste#, runnin pro ra#s and their data, contributes to the overall syste# response ti#e! Consider a situation (here you have one of the fastest co#puters around, but not enou h #e#ory to hold the pro ra#s and their data that you (ish to run! *uch of the pro ra# code and the data (ill have to be held on dis/ and brou ht into #e#ory (hen needed! At the sa#e ti#e, data that is not currently bein (or/ed on (ill be stored te#porarily on dis/! As the ti#e ta/en to #ove data to and fro# a dis/ is #uch reater than #ovin fro# #e#ory to the processor, this (ill slo( the syste# do(n considerably! In case this stretches your bud et, find out if it (ill be possible to up rade later, or if it has to be done by a technician! These days, (ith resource hun ry applications, (e advise a #ini#u# of 5>-RA*asstandard! 2is:lay The display abilities of a laptop are deter#ined by the screen itself, as (ell as the raphics processor! 4creens co#e in standard si2es and resolutions! Typically, lar er displays have a hi her resolution, but then this i#pacts the portability of a laptop! 'ide screen displays are also ainin popularity as they help (ith better vie(in and co#fortable (or/in !

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The raphics processor, on the other hand, deter#ines perfor#ance that is visible (hen it co#es to 8A raphics and a#in ! 9aptops co#e (ith onboard as (ell as dedicated raphics solutions! The difference bet(een the t(o is that (hile onboard solutions provide lo( end or very basic perfor#ance, dedicated raphics solutions fro# 76IAIA and ATI si nificantly enhance perfor#ance and allo( hi"end applications (ne(er eneration a#es) and other 8A"intensive applications to run #ore s#oothly!

+orts
Every no( and then, (e have to connect additional peripherals to our laptops! These #ay be (ireless cards, U4- drives, printers, #ice or other ad ets! An ade1uate pool of available ports is very useful both for des/tops as (ell as laptops! *ost #odern day devices are desi ned to connect to U4- ports! If you have devices (hich use <ire'ire or other connections such as -luetooth or infrared, li/e #any #obile phones, +*+s or video ca#eras do these days, #a/e sure your laptop supports the# by havin the ri ht connectors! An e.pansion slot for +C cards is also a ood idea! This co#es in handy to acco##odate an internal #ode#, (ireless card, additional Ethernet ports or a better sound card! 'ith hi h definition video and audio co#in to laptops, an =A*I port is also beco#in co##on these days! =A*I replaces the old 4"6ideo port and ives advanta es such as sin le cable connection for both audio and video! =eadphone and #icrophone jac/s are co##on, but so#e laptops co#e (ith dual headphone jac/s that can be used to connect your laptop to different devices or even to utilise its #ulti" channel output! 2rives =ard drives can be broadly classified into t(o different cate ories$ & <22 (<ard 2is) 2rive! " 622 (6:tical 2is) 2rive! ,our stora e re1uire#ent entirely depends on your usa e! A hard drive@s confi uration is fairly strai ht for(ard in ter#s of si2e! These days, laptops co#e (ith

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5DH >- stora e on a sin le =AA, but still you have to decide (hether you really need all that space! Another critical factor that deter#ines your overall syste# speed is the drive@s rotation speed W a drive (ith a hi her spin rate yields faster data access ti#es! =o(ever, these are #ore prone to da#a e as (ell! This is one factor you #ust /eep in #ind (hile arrivin at your decision! Try and assess ho( #uch space you (ill need in your syste#, and then #ultiply by three! 0ptical drives have evolved considerably over the years! ,ou can either have a si#ple CA"R0* drive for installin soft(are, all the (ay up to the latest hi h definition -lu" ray A6A burners as part of your confi uration! In #ost cases, laptops no( co#e standard (ith a dual layer A6A burner! -lu"ray drives are startin to sho( up, but are e.tre#ely e.pensive!

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7etwor)in0 0ne of the basic reasons to have a laptop is to be able to carry out all your tas/s (hile on the #ove! This involves your (or/ for (hich you need to send3receive e#ails! Connectin to the internet or a local net(or/ is a crucial function that you need to have fEr your laptop! *ost laptops today include a built"in DE /bps #ode# and <ast Ethernet (R?:D) port that handle data rates up to ),HHH *bps! 'i<i has no( beco#e a co##on feature in laptops! There are several standards for (ireless connectivity, but a very basic connection (ould re1uire FH5!))b3 support havin a data rate of up to D: *bps!

SiCe and ;ei0ht

,ou can add up the best of everythin and arrive at a #onster of a laptopL -ut then, that@s (hat portability is all about W balancin your confi uration for opti#al perfor#ance and capacity on the one hand, and portability on the other! Althou h ultra portable laptops offer li ht (ei ht solutions and a s#aller si2e, they also sacrifice on processin speeds, 0AAs, e.pansion slots, etc! Therefore, (hen loo/in for a laptop, consider these factors before #a/in a final decision! Also consider the (ei ht of the accessories, especially the AC adapter, because at ti#es, laptops are li ht but after bundlin accessories, the (hole pac/a e can beco#e 1uite heavy to carry! If you travel fre1uently, or carry a lot of heavy thin s (hile on the #ove, a li ht(ei ht laptop (ith a s#all for# factor is (hat you need!
Battery 5ife

The best loo/in laptop is no ood if it doesn@t offer you ade1uate battery ti#e! This holds true even if the product you are considerin is an Apple *acboo/ Air! Try to find the listed battery life for the standard battery, and see if it suits your needs! It (ould be (ise to loo/ for a syste# (ith at least t(o hours of battery life under nor#al conditions! If you need e.tended battery life, then loo/ for lar er battery pac/s or #edia bays that can double as e.tra battery slots (hen re1uired!

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;arranty +lans
9aptops are #ore prone to brea/do(ns due to their portability! 'hen buyin a syste#, #a/e sure to et at least a year@s (arranty fro# the 0E*! If you@ll be usin the syste# heavily, a syste# that co#es (ith a three year (arranty is ideal! Consider several #odels (hile you are out there shoppin ! Consider all #odels that #eet your buyin criteria, and co#pare the# on features and prices! ,our decision should not depend on so#eone else@s preferences, but on your o(n! After all, it@s you (ho is oin to use the laptop W don@t be shy to call dealers and custo#er support of the 0E*s to find out #ore about their e1uip#ent! Chec/ out the #odel physically (henever possible! As/ your friends (ho #ay have bou ht laptops recently or are currently usin the one you (ish to buy! 7arro( your choices do(n to a fe( #odels, and then see/ the best deal before finally buyin your drea# laptopL

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Review of 5iterature
4onduct a Review of the Brandin0 5iterature relatin0 to brand ima0e

Brand .ma0e
Introduct$on
The concept of brand i#a e has been very si nificant to consu#er behaviour fro# post )GDH@s! As Aa/er and Keller confir#ed in =sieh@s study that, abrand i#a e has been considered a vital part of a fir#@s #ar/etin pro ra#, not only because it serves as a foundation for tactical #ar/etin #i. issues but also because it plays an inte ral role in buildin lon ter# brand"e1uityb ()GGH)!

De&$n$t$on
Earlier definitions of brand i#a e are presented in broad ter#s by Aobni ()GGH) (ho put for(ard the follo(in (riters understandin of brand i#a e! 7e(#an stated it as aeverythin the people associate (ith the brandb ()GDC)! Reynolds ()GED) confir#s that an i#a e (as centred on dra(in a fe( /ey beliefs fro# a vast variety of sources, thus creatin your o(n i#pression based on the brand! =er2o @s concurs that brand i#a e (as athe su# of the total i#pressions!b ()GC8)! Indeed, such definitions all concur to etherR echoed by the (ords of 9evy (ho stated that aa brand i#a e is a constellation of pictures and ideas in people@s #inds that su# up their /no(led e of the brand and their #ain attitudes to(ards itb ()GCF)! A #ore recent insi ht into brand i#a e (as added by 'oodside (ho adefined i#a e as the de ree of positive or ne ative affect associated (ith psycholo ical objectb (Reid, 5HH))! <ro# these definitions a clear trend is appearin (ith re ard to the perception of brand i#a e (ith /ey fi ures around the #id"nineteen hundreds, supportin a collective vie( that an individual ta/es in a collaboration of ideas that the co#pany puts for(ard as a representation of the#selves! This allo(s the# to dra( a clear conclusion of a co#pany fro# a fe( certain points (hich stri/e a cord (ith the individuals!

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T*eory (e*$nd (rand $)a,e

Accordin to Tyler ()GDC), there are three approaches to brand i#a e$ 4ubjective, 0bjective and 9iteral! The first type, is a subjective i#a e, this is (hen a potential custo#er hears or sees the brand na#e3lo o and feel obli ed to purchase the product or service, despite a lac/ of understandin as to (hy this is the case! The case si#ply relates to ho( the brand is perceived as si nificant to an individual@s self"consciousness!

The second type of brand i#a e is the objective for# (hich is the atte#pt to enerate an e#otional need for the product, leavin you (ith the feelin that you need to purchase the product so as to satisfy this need!
The third is literal i#a e, i!e! a lo o (hich represents a co#pany! This i#plies that upon seein this picture3lo o, the na#e of the co#pany does not need to be uttered as the picture tells the consu#er the (hole story e! ! 7i/e (ith the tic/ or *cAonalds (ith the olden arches! Evidently, the approach used to obtain and sustain a brand i#a e (ill vary upon several factors as reflected by the analysis presented by Tyler! 0.enfeldt and 4(ann@s idea (as that the brand i#a e should allo( the co#pany to establish its position (ithin its #ar/et se #ent, protectin it fro# co#petition, thus allo(in the# to build upon this (ith #ar/et share ro(th (+ar/ et al, )GFE)!

*oreover +ar/ et al ()GFE) put for(ard in -hat@s article that the i#portance of establishin a brand i#a e relevant to its #ar/et se #ent in (hich it is based, is si nificant so as to ascertain a stron brand position, help create a barrier to entry for potential co#petitors$ thus raise the brands perfor#ance in the #ar/et!
<urther, *eena han stated that aat the product3brand level the co#ponents of identity are in effect the ele#ents of the #ar/etin #i., (hich co#bine to for# the i#a e of the brand in the #ind of the consu#erb ()GGD)! <ro# this, it is clear that to ain a stron brand i#a e, one needs to e.ploit all areas of the #ar/etin #i. to achieve (hat 0.enfeldt and 4(ann stressed and that brand i#a e is the /ey co#ponent in establishin #ar/et do#inance! Also, Krish#an ()GGE) in <aircloth@s assess#ent (ith the aid of the 9andor survey discovered that there is a stron correlation bet(een

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brand e1uity and brand i#a e! The stron er the brand e1uity, the stron er the brand i#a e and vice versa! Reid@s (5HH)) understandin involvin of brand i#a e concerns the product of interaction

the consu#er@s specific e.perience (ith a certain brand, helped by

advertisin (hich reveals ho( the brand is to be understood and used, predo#inantly for brands that contend at parity! Another conte#porary understandin of brand i#a e (as put for(ard by =sieh (5HH5), (ho felt that buildin a brand i#a e based on the identified benefit"based i#a e di#ensions consisted of a set of benefit brand associations! This helped consu#ers understand (ith clarity (hat a brand can do for the#"sy#bolically, econo#ically, sensorial or as a utility! 'hite and =sieh (5HH5) see# to reco nise the /ey i#portance that advertisin plays in pro#otin the ele#ents of a brand i#a e thus differentiatin the brand fro# rival brands, ivin the# a co#petitive advanta e! To su##arise, it is plain to see that these acade#ics are in co#plete a ree#ent that one of the /ey attributes of a co#pany, if not the /ey attribute, is the brand i#a e! It is evident that there is a clear lin/ bet(een brand i#a e and #ar/et share, as depicted by Krish#an@s research! In addition, establishin a stron brand i#a e is indeed a po(erful (ay of developin #ar/et po(er, (hich conse1uently helps to create a ti ht control over its position (ithin the #ar/et! Aue to barriers to entry, a rounded #ar/etin plan focussin on all aspects of the #ar/etin #i.R this also helps to retain a consistent consu#er interest!

1rand $)a,e- pract$ca% e2a)p%e

In this section (e (ill relate ho( brand i#a e is enco#passed in #odern or anisations and ho( they use this as a co#parative advanta e over there rivals to ensure that they /eep there co#petitive ed e! Manc*e/ter Un$ted In the -rand 4trate y journal, the players@ (ere seen to be /ey to any clubs brand i#a e! The actions of players@ and the perception by supporters is hence /ey to brand i#a e! <or e.a#ple, e."*an Utd Aavid -ec/ha# opened the *anchester

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Co##on(ealth >a#es (earin

an Adidas s(eatshirt! These i#a es (ere then

broadcast across the lobe and this (as #uch #ore po(erful then his endorse#ent throu h advertisin ! (-rand 4trate y briefin $ 4avin face of sponsorship)!

These sort of i#a es enable or anisation@s such as *an Utd to develop into icons (hich accordin to Aou las -! =olt is one step further than brand i#a e, as Bthey succeed because they for e a deep connection (ith the culture! In essence, they co#pete for culture share!@ This can clearly be applied to industries, li/e, the football industries, as #any fans have a stron lin/ bet(een the# and their club i!e! it is part of their culture!

Su))ary
In su##ary, fro# our research, it is clear that there is a lin/ bet(een successful advertisin and a (ell"established brand i#a e! This (as #ade clear in our theory research, (hich (as also represented, in our practical e.a#ples! <urther#ore, it appears that to enerate a stron brand i#a e, re1uires continuous, diverse advertisin over a period of ti#e, (hich satisfies all areas of the #ar/etin #i., allo(in a fir# to enerate a rounded brand i#a e! 0nce this brand i#a e is achieved, it can be built upon, as it (ill ive a fir# a co#petitive advanta e, act as a barrier to entry and (ill act as a stable base so as to develop their or anisation! This ar u#ent (as put for(ard by +ar/ et al ()GFE) and bac/s up the infor#ation that (as provided in ?obber (hich stated that there are several benefits that arise fro# havin a stron brand i#a e$ aco#pany value, consu#er perceptions and preferences, barrier to co#petition, hi h profits, base for brand e.tensions, 1uality certification and trustb ()GGE)!
The theories su est that behind nearly all brand i#a es there is a lo o, si nifyin the brand

and reflectin all the ideas one associates (ith the brand i!e! 1uality, style etc! It is an i#portant factor in differentiatin a fir# fro# its rivals, as Rooney ()GGD) states abrand leaders are often too close to bein identicalb, hence any factor (hich differentiates your brand fro# the #ain strea# is of value!

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*eena han ()GGD) noted that to build up a successful brand i#a e, a (ell"rounded #ar/etin plan (ill be re1uired focussin on all areas of the #ar/etin #i.! It needs to focus on the or anisation@s stren ths in all areas and ensure that the differentiated fro# its closest rivals! ood3service is positively

Analysis of Manchester UnitedHs Brand

.ntroduction
*anchester United has e.celled in the #odern a#e of <ootball and its activities a(ay fro# the pitch! It has e.isted for over a century no( and has ro(n durin this period fro# a s#all club into a lobal pheno#enon! The strate y of *anchester United in buildin and sustainin its brand i#a e has been achieved by focusin on the pre#ier football tea#, (hich sits at the centre of the business! Indeed, it is crucial that all areas of the #ar/etin #i. are e.ploited to help establish stron #ar/et do#inance and a sustainable brand i#a e, hence this #ar/etin principle (ill be central to the analysis of *anchester United@s brand i#a e! *anchester United@s brand i#a e (ill be critically assessed, payin particular attention to the (ay in (hich they have utilised various #ar/etin co##unications to sustain their i#a e! *oreover, by presentin a ti#eline of *anchester United@s #ar/etin practices (ill allo( to discri#inate as to (hether they have been successful or not!

Mar)etin0 MiB
Pro)ot$on*anchester United has established a ran e of lobal, co##ercial partnerships (ith certain blue chip fir#s such as 6odafone and 7i/e! Indeed this has helped put *anchester United on the lobal scene! 7i/e has launched their ne( Cool *otion double layer /it, pro#oted by #any of the players such as 4choles and <erdinand, (earin 7i/e -oots, (hich have helped connect the fa#ous #ar/et leader (ith this +re#ier <ootball tea#! <urther, le ends such as Cantona have helped create this #averic/ i#a e for *anchester United, but also havin such a co#bination of po(erful sponsors has brou ht the tea# a reputable i#a e! (*anUtd!co#, 5HH:a)!

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1r$t$/* S=y 1roadca/t$n, and Manc*e/ter Un$ted Te%e>$/$on

4ince )GG), the En lish lea ue has beco#e the #ost popular and televised lea ue in the (orld enablin *anchester United@s playin achieve#ents to be follo(ed lobally and on a re ular basis! *anchester United has developed a partnership (ith -4K,-, (ho provide the distribution, production and pro ra##in ! *UT6 operates a #a a2ine for#at of past #atches, intervie(s (ith players and staff and up to the #inute infor#ation on the club! This is a clear e.a#ple of brand e.tension and brand differentiation! *eena han ()GGD) stated that aone #ust ensure that the ood3service is positively differentiated fro# its closest rivals!b In addition, 'hite and =sieh cited that adifferentiatin the brand fro# rival brands, ives one a co#petitive advanta e!b This is certainly the case (ith *anchester United as it currently has CD,HHH UK subscribers to *UT6, indicatin hi h levels of brand loyalty!

ManUtd!co) We(/$te
Cocoran, I, (5HH)) noted the partnership (ith 9ycos has helped the club ta/e advanta e of its content and brand stren th via the develop#ent of local"lan ua e sites for its non"En lish spea/in fans, specifically in 4outh East Asia! It is clear that *anchester United have reco nised the advanta es of di ital brandin as a for# of brand e.tension and in doin so they have transferred the tea#@s success on the pitch to(ard a lobal audience of #illions, by e#bracin the po(er of the (eb!

C%u( Tour/ .?%o(a% e2ten/$on o& t*e (rand!

*anchester United has stren thened its brand i#a e by ae.pandin its #ar/et share in untapped areas around the lobe!b Throu h infor#ation researched, ((((!brandchannel!co#, 5HH:) +eter Araper, the club@s Airector of *ar/etin , e.plains ho(, aCurrently, GH percent of our business co#es out of the UK, but FH percent of the fan base is abroad! There@s clearly an opportunity for us there!b The tea# has under one tours of the U4, China and the <ar East in order to pro#ote *anchester United #erchandise, encoura e ne( sponsors and establish a fir# fan base abroad! *anchester United has opened at least ten #e a"stores across Asia, and plans to develop one hundred *anchester United branded football restaurants over the

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ne.t ten years, (ith the ai# to cash in on the lucrative interest #any Asian nations hold in the En lish a#e! *anchester United has succeeded in pro#otin the brand lobally and adaptin its i#a e to different #ar/ets (hich is hi hli hted by the fact that they have :H #illion fans in Asia (9ifestyle, 5HH:)! +ar/ et al ()GFE) stated that establishin a brand i#a e relevant to the #ar/et se #ent in (hich it is based, is si nificant so as to ascertain a stron brand position! Aavid >ill cites in his +9C report of 5HH8 that athe /ey #ar/etin strate y for the *anchester United brand develop#ent tea# is to e.pand operations into any country (here they feel it is possible to convert the local population into loyal follo(ers of the club and future custo#ers in the #ultinational e#pire!b

+roduct
Merchandise
In the early nineties, the e.tent of the United ran e (as very narro( (consistin of oods such as scarves, #u s and hats), but no( the product line is ine.haustible, includin everythin possible fro# (allpaper in children@s bedroo#s to cuddly toys, soft drin/s and under(ear! As the popularity of the Internet has co#e to pro#inence, this has acted as a further opportunity of e.tendin the brand i#a e around the lobe, providin ne( found supporters in East"Asia and A#erica (ith the opportunity to purchase their oods! *anchester United have proposed tactics to sell their brand i#a e in countries (here popularity is ho(ever li#ited, such as A#erica and the <ar"East!

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+lace
&ld 'rafford Club $tadium
The club reco nised at an early sta e in the brand@s develop#ent, the potential earnin po(er of the club@s ho#e round, 0ld Trafford (ith EF,HHH supporters (al/in enerated fro# #atch days! throu h the ates on any iven #atch day! Currently sho(n in *anchester United financial data is that 8EZ of the club@s revenue is (*anUtd!co#, 5HH:c)! Reid (5HH)) stressed that the brand has to be e.perienced, therefore by providin a (ell e1uipped stadiu#, this helps attract a reater influ. of forei n visitors!

+rice
The use of price can be vie(ed as the sole ne ative factor of *anchester United brand i#a e! E.ploitation is evident in the for# of the fans that pay outra eous prices for ate ad#issions (d8:) and replica shirts (d:D) and via their business partners, the e.ploitation of children in the s(eatshops of Asia as e.posed by the --C@s current affairs fla ship +anora#a! 'hile the clubs players such as <erdinand, >i s and Keane are paid so handso#ely to (ear the products of leadin sports #anufacturers the (or/ers in the s(eatshops of Indonesia and other Asian countries are earnin C5 pence for 5: hours of (or/! (4/yne(s!co#, 5HH5)! The enor#ous difference bet(een (hat the oods cost to #anufacture and their price is the reason behind the clubs hu e profits and enor#ous transfer /itty! It is clear that there is a lar e disparity bet(een (ith the (ealth of *anchester United and the (or/ers (ho #a/e the products so crucial to the lobal spread of the brand i#a e!

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Brand +reference
aCusto#ers buyin products are buyin utility, function, and perfor#ance as #uch as i#a e and statusb (Terpstra and 4arathy, )GGC, p! 8CD)! Actually, Custo#er #erchandise has i#plications #ore than their utilitarian, functional, and co##ercial si nificance (C2i/s2ent#ihalyi and Rochber "=alton, )GF)R Eric/sen, )GGER 9ei h and >abel, )GG5R 9evy, )GDGR *ic/, )GFE)! Consu#ers do not aconsu#e products for their #aterial utilities but consu#e the sy#bolic #eanin portrayed in their i#a esb (Elliot, )GGC, p! 5FE)! of those products as Therefore, the ac1uired oods

are not only abundles of attributes that yield particular benefitsb (=olt, )GGD, p! )) but also indications of sy#bolic #eanin s to the public! Consu#ers are #ore li/ely to use brands to e.press ho( they are either si#ilar to or different fro# people of their in" roup (*ar/us and Kitaya#a, )GG))! -hat and Reddy ()GGF) also reported that brands have practical and e#ble#atic i#portance for consu#ers! The e#ble#atic i#portance, (hich is attached to brands, is often broadcasted via the use and consu#ption of brands (>ottdeiner, )GFDR *cCrac/en, )GFE)! Conse1uently, there see#s to be a note(orthy relationship bet(een brand i#a es, consistent (ith the e#ble#atic i#portance of brands, and consu#ers@ self i#a es (Pin/ha# and =on , )GG))! Individuals are #ore li/ely to buy brands (hose personalities inti#ately #atch their o(n self i#a es (4chiff#an and Kanu/, 5HHH)! 4i#ilarly, consu#ers e.press the#selves by selectin brands (hose personalities are reco ni2ed to be consistent (ith their o(n personalities (Aa/er, )GGGR Kassarjian, )GC)R 4ir y, )GF5)! In #any circu#stances, consu#ers@ self i#a e influences his3her purchase decisions (Pin/ha# and =on , )GG)) In other (ords, consu#ers use products to illustrate, #aintain, and reinforce their self concepts to the#selves (4ir y, )GF5R 'allendorf and Arnould, )GFFR Pin/ha# and =on , )GG))! Therefore, apurchase and consu#ption are ood vehicles for self"e.pressionb (?a#al and >oode, 5HH), p! :F8)! +revious research indicated that self i#a e3self e.pression affect consu#ers@ product preferences and their purchase intentions (Eric/sen, )GGER *ehta, )GGG)! <or e.a#ple, Eric/sen ()GGE) found a si nificant relationship bet(een self i#a e and

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intention to buy an A#erican auto#obile (<ord Escort)! -ased on this findin , it #i ht be inferred that aindividuals prefer brands that have i#a es co#patible (ith their perceptions of selfb (?a#al and >oode, 5HH), p! :F8R -el/, et! al!, )GF5R Eric/sen, )GGER 4olo#on, )GF8R Pin/ha# and =on , )GG))! *oreover, this self i#a e consistency stren then positive attitude to(ard products and brands (Eric/sen, )GGER 4ir y, )GF5, )GFD, )GG)R 4ir y, et! al!, )GGC)! 4pecifically, athe #ore si#ilar a consu#er@s self"i#a e is to the brand@s i#a e, the #ore favorable their evaluations of that brand should beb (>raeff, )GGE, p! D)!

Brand +ersonality
Contrary to product"related attributes, (hich refer to be perfor#ance"oriented for custo#ers, brand personality see#s to be representative3self"e.pressive oriented (Keller, )GG8)! -rand personality refers to athe set of hu#an characteristics associated (ith a brandb (Aa/er, )GGC, p! 8:C)! *oreover, researchers found that brand personality facilitates a consu#er to articulate his3her self (-el/, )GFF), an ideal self (*alhotra, )GFF), or e.act aspects of the self (Kleine, Kleine, and Ker#an, )GG8) via the use of a brand! Additionally, this concept (as the essential deter#inant of consu#er preference and usa e (-iel, )GG8)! -rand personality can be shaped and influenced by any direct3indirect contact that the consu#er has (ith the brand (+lu##er, )GFD)! The direct influences included the brand@s user i#a ery, (hich is defined as athe set of hu#an characteristics associated (ith the typical user of a brandb (Aa/er, )GGC, p! 8:F)R the fir#@s (or/ers and3or bossR and the brand@s endorsers! 0n the other hand, the indirect influences contained product"related features, product cate ory relationships, brand na#e, #ar/ or e#ble#, and other #ar/etin #i. ele#ents (-atra, 9eh#ann, and 4in h, )GG8)! *oreover, accordin to 9evy ()GDG, p! )5), brand personality consisted of de#o raphic characteristics such as ender (aUsually it is hard to evade thin/in of inani#ate thin s as #ale or fe#aleb), a e (a?ust as #ost, people usually reco ni2e (hether so#ethin is addressed to the# as a #an or a (o#an, so are they sensitive to sy#bols of a eb), and class (aThe possession of #in/ is hardly a #atter of (inter (ar#th aloneb)! 4o#e e.a#ples are provided as follo(s! <irst, in the tobacco industry, a6ir inia 4li#s tends to be thou ht of fe#inine, (hereas *arlboro tends to

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perceived as #asculineb (Aa/er, )GGC, p! 8:F)! 4econd, in the pc business, aApple is considered to be youn , and I-* is considered to be olderb (Aa/er, )GGC, p! 8:F)! Third, based on the various pricin policies in relation to different depart#ent stores, a4a/s <ifth Avenue is perceived as upper class, (hereas K"#art is perceived as blue collarb (Aa/er, )GGC, p! 8:F)!

4ustomer +erceived /alue

6alue has been reco ni2ed as athe funda#ental basis for all #ar/etin activityb (=albroo/, )GG:, p! 55)! 6alue has also been stated as aa co nitive"based construct (hich captures any benefit"sacrifice discrepancy in #uch the sa#e (ay disconfir#ation does for variations bet(een e.pectations and perceived perfor#anceb (+atterson and 4pren , )GGC, p! :5))! Therefore, it is the outco#e of a co nitive assess#ent procedure! *oreover, it is an affective evaluative reaction (0liver, )GGE)! Custo#er perceived value in co##erce #ar/etplace (as defined as athe trade" off bet(een the #ultiple benefits and sacrifices of a supplier@s offerin , as perceived by /ey decision"#a/ers in the custo#er@s or ani2ation, and ta/in into consideration the available alternative suppliers@ offerin s in a specific use situationb (E ert and Ula a, 5HH5, p! ))H)! That is, there e.isted three ele#ents in this definition$ a()) the #ultiple co#ponents of value, (5) the subjectivity of value perceptions and (8) the i#portance of co#petitionb (E ert and Ula a, 5HH5, p! )HG)! <irst of all, the #ultiple benefits refer to a #i.ture of product3service attributes and3or technolo ical support available related to a specific use condition (*onroe, )GGH)! The #ultiple sacrifices (ere occasionally illustrated in #onetary for#s (Anderson, et al!, )GG8)! 4econdly, custo#ers@ perceived value is subjective, not objective (Kort e and 0/on/(o, )GG8)! In other (ords, different custo#ers #i ht have a variety of perceived values for consu#in the sa#e product3service! Thirdly, custo#ers@ perceived value is associated (ith co#petition on the #ar/et! Co#petitors enerate sustainable co#petitive advanta e by #eans of brin in a better trade"off bet(een utilities and sacrifice in a #erchandise3service! Alternatively, custo#er perceived value (as consisted of a ata/eb factor" the benefits a purchaser obtained fro# the vendor@s contribution" and a a iveb factor" the

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buyer@s costs (financial and3or non"#onetary) of receivin the offerin (Aodds, )GG)R Peith#al, )GFF)! Even #uch of the precedent studies have e#phasi2ed product 1uality as the pri#ary ata/eb factor and price as the a iveb factor (>re(al et al!, )GGFR 9ichtenstein, 7ete#eyer, and -urton, )GGHR Peith#al, )GFF)! -ut, aservice is also a lo ical driver of perceived valueb (+arasura#an and >re(al, 5HHH, p! )EG)! <or the reason that outstandin before3after sale services provided by the seller really increase the benefits obtained (the ta/e factor) and also adecrease the buyer@s non"#onetary costs, such as ti#e, effort, and #ental stressb (the ive factor) (+arasura#an and >re(al, 5HHH, p! )EG)! Conse1uently, custo#er perceived value (as co#posed of aservice 1uality, product 1uality, and priceb (+arasura#an and >re(al, 5HHH, p! )EG)!

& Service >uality

+erceived service 1uality (as defined as the discrepancy bet(een ae.pected 1uality and e.perienced 1ualityb (>ronroos, 5HHH, p! EC)! E.pected 1uality refers to the e.pectations of the custo#erR e.perienced 1uality is athe outco#e of a series of internal decisions and activitiesb (>ronroos, 5HHH, p! )H))! In other (ords, custo#ers@ subjectivity has a si nificant influence on perceived service! -ased on a concrete bac/ round of e#pirical and conceptual research, >ronroos (5HHH, p! F)) provided a list of The 4even Criteria of >ood +erceived 4ervice Xuality$ aprofessionalis# and s/illsb (i!e!, service providers have re1uired /no(led e to offer s/ills in order to solve custo#ers@ proble#s in a professional (ay), aattitudes and behaviorb (i!e!, service providers are considerate of3friendly to custo#ers), aaccessibility and fle.ibilityb (i!e!, service providers are easy and adaptive for custo#ers to reach), areliability and trust(orthinessb (i!e!, service providers are dependable and honorable), aservice recoveryb (i!e!, service providers are (illin to correct #ista/es as soon as they can), aserviscapeb (i!e!, custo#ers feel co#fortable in the environ#ent related to the service process), areputation and credibilityb (i!e!, service providers can be trusted by custo#ers)!

" +roduct >uality

>enerally spea/in , people buy products to satisfy needs and (ants! That is, consu#ers (ould li/e to obtain a #i.ture of utilities (hen they procure ite#s for consu#ption, and different custo#ers see# to ac1uire a variety of benefits fro# the

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sa#e /ind of oods! In order to supply the benefits for consu#ers, #ar/eters need to successfully incorporate the co#ponents that constitute a product! These co#ponents include aproduct features (1uality, desi n, brandin , and pac/a in ) and custo#er service (purchase services and usa e services)b (-earden, In ra#, and 9a<or e, 5HH), p! )FD)! +roduct 1uality refers to aho( (ell a product does (hat it is supposed to do as defined by the custo#erb (-earden, In ra#, and 9a<or e, 5HH), p! )FE)!

D +rice
The price of a product3service can be analy2ed associated (ith custo#ers@ 1uality e.pectations and3or their past e.periences! If the price is jud ed too e.pensive, consu#ers #i ht not purchase! A lo( price policy causes poor positionin and ne lected opportunities! =o(ever, price appears to be a standard for 1uality in so#e circu#stances! aA hi her price level e1uals a better 1uality in the #inds of custo#ers, especially (hen the service is hi hly intan ibleb (>ronroos, 5HHH, p! FH)!

<y:otheses
-ased on the literature discussed above, the hypotheses of this study are as follo(s$ )! There e.isted a si nificant relationship bet(een brand preferences and respondents@ de#o raphic characteristics! 5! There e.isted a si nificant relationship bet(een brand personality and respondents@ brand preferences! 8! -rand preferences (ere si nificantly associated (ith variation in custo#ers@ perceived value!

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C*aper No!. 6@ Re/earc* Met*odo%o,y

2efinition of Research(%
RE4EARC= in co##on parlance refers to a search for /no(led e !Also can be defined as a scientific and syste#atic search for pertinent infor#ation on a specific topic! Research is a careful investi ation or in1uiry especially throu h search for ne( facts in any branch of /no(led e!

T=+3 6- R3S3AR4<
The research desi n co#prise of the plan and structure of investi ation conceived so as to arrive at the responses to the research 1ueries! It there by addresses the ai#s and objectives of the study, both descriptively and analytically!

SAM+5.7' T34<7.GU3
The sa#plin techni1ue adopted for the study is non"probability Rando#

sa#plin techni1ue accordin to the convenience of the researcher! A 1uestionnaire (as ad#inistered to different soft(are co#panies to obtain data for the purpose of analysis!

SAM+53 S.M3
Aata is collected usin a sa#ple of DH Respondents!

SAM+53 23S4R.+T.67
The sa#ple #ainly consists of data fro# the pri#ary sources that are utili2ed for the purpose of this study! This is done by #eans of ad#inistratin 1uestioners to in different soft(are co#panies in the city of Udaipur! 4econdary data li/e co#pany journals, ne(sletters, records etc! (ere also relied on for retrievin further infor#ation!

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A4TUA5 465534T.67 6- 2ATA

-oth secondary and pri#ary sources of data are utili2ed for the purpose of this study! +ri#ary data is collected by #eans of ad#inisterin a 1uestionnaire to the different soft(are co#panies! 4econdary data is collected fro# various records, #anuals and other sources!
4! 7o! )! +articulars +roject Title Aescription

A STUDY OF CUSTOMER PURCHASE DECISION TOWARDS APTOPS! #Spec$a% Re&erence to Uda$pur'"

5! 8! :! D! E! C! F! G! )H! ))! )5!

4a#ple 4i2e 4a#ple Unit Area Covered 4a#plin +rocedure Research Aesi n Aata Collection *ethod Research Instru#ent Type of Xuestionnaire Type of Xuestions *ethod of 4urvey Type of 4a#plin

DH 4tudents, 4ervice *en@s, 4hop/eepers,etc! Udaipur Rando# 4a#plin E.ploratory 4urvey Xuestionnaire 4tructured Close Ended, 0pen Ended Xuestions Census 4urvey 4tratified 4a#plin

I)portance o& re/earc* +or= The :ur:ose of this study is to e.a#ine the i#pacts of de#o raphic <actors and foot(ear benefits sou ht on consu#er purchasin outco#es in the urban #ar/et! Research results sho( that a e, household si2e, education, occupation and inco#e si nificantly affect a#ount of #oney spent, pairs of foot(ear purchased and purchase plans, but not avera e price paid! >ender and residence of respondent (ere not si nificantly related to purchasin outco#es! The study identified t(o roups of shoppers see/in si nificantly different benefits in purchasin foot(ear products$ the functional shoppers and the alpha

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shoppers! As co#pared to the functional shoppers, alpha shoppers purchased #ore pairs of foot(ear, paid hi her price for foot(ear and spent lar er =RK) a#ount on foot(ear! The results are indicative for the se #entation strate y in the foot(ear #ar/et! The research also hel:s foot(ear #anufacturers and retailers to better tar et their consu#er se #ents

RESEARCH O1AECTI5E
The research study tends to follo( and achieve specific objectives! The objectives of this particular study are$" To /no( the personal vie(s of 1Udai:urO people re ardin various branded +C 9aptop! To study (hich branded +C 9aptop is #ostly preferred by people as per their choices! Co#parison bet(een various branded +C 9aptop! <ind out factor influencin the people at the ti#e of purchasin 9aptop choices a#on

GUA5.T=, 2URAB.5.T=, /AR.3T=, +R.43

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Data Ana%y/$/ 0 Interpretat$on

)! Ao you have a 9aptopc
4R!70! ) 5 8 +ARTICU9AR4 ,es 7o Total 70! 0< RE4+07AE7T4 5D 5D DH +ERCE7TA>E DHZ DHZ )HHZ

.7T3R+R3TAT.67(

+a0e GG

The above table indicates that, 5DZ people have laptop & 5DZ people do not have laptop!

+a0e )HH

5! If a,esb (hich brand do you havec

4R!70! ) 5 8 : D E C F G +ARTICU9AR4 4ony Aell =+ Co#pa1 I-* 9enovo Acer =C9 Total 70! 0< RE4+07AE7T4 : 5 : : ) E 5 5 5D +ERCE7TA>E )EZ FZ )EZ )EZ :Z 5:Z FZ FZ )HHZ

.7T3R+R3TAT.67( The above table indicates that, 5:Z people have 9enovo, )EZ people have Co#pa1, FZ have Aell, )EZ have 4ony, FZ =C9, FZ have Acer, )EZ have =+ laptop!

+a0e )H)

8! 'hen did you purchase your 9aptopc

4R!70! ) 5 8 : D G +ARTICU9AR4

9ess than E #onths E #onths to ) year ) "5 years 5 Q D years *ore than D years
Total

70! 0< RE4+07AE7T4 )H F : 5 ) 5D

+ERCE7TA>E :HZ 85Z )EZ FZ :Z )HHZ

.7T3R+R3TAT.67( The above table indicates that, )EZ people plans for purchasin laptop in )"5 yr!, :Z plan #ore than D yr!, :HZ plan in less than E #onths, 85Z plan in E #onth to ) yr!

+a0e )H5

:! 'hat is #ain purpose of usin 9aptopc

4R!70! ) 5 8 G +ARTICU9AR4 70! 0< RE4+07AE7T4 )8 )H 5 Total 5D +ERCE7TA>E D5Z :HZ FZ )HHZ

+ersonal 0fficial -oth

.7T3R+R3TAT.67( The above table indicates that, D5Z purchasin laptop for person use, FZ purchase for both purpose, :H Z purchase for official use!

+a0e )H8

D! ,our satisfaction level to(ards your laptopc

4R!70! ) 5 8 : D +ARTICU9AR4 70! 0< RE4+07AE7T4 G )8 5 ) H 5D +ERCE7TA>E 8EZ D5Z FZ :Z HZ )HHZ

4tron ly satisfied 4atisfied Aissatisfied 4tron ly dissatisfied partially satisfied

Total

.7T3R+R3TAT.67( The above table indicates that, D5Z people satisfied (ith their brand laptop, 8EZ stron ly satisfied (ith their laptop, FZ people dissatisfied (ith their laptop, :Z people stron ly dissatisfied (ith their laptop!

+a0e )H:

E! 'hich types of features prefer #ost by you in laptopc

4R!70! ) 5 8 : D +ARTICU9AR4

+rocessor -attery bac/up 4creen si2e Ra# =ard dis/

Total

70! 0< RE4+07AE7T4 G F D 5 ) 5D

+ERCE7TA>E 8EZ 85Z 5HZ FZ :Z )HHZ

.7T3R+R3TAT.67( The above table indicates that, 85Z people ives preference to battery bac/up, 8EZ for processor, FZ for RA*, 5HZ ive preference screen si2e, :Z ives =AA!

+a0e )HD

C! 'hat are the factors (hich influence your buyin decisionc

4R!70! ) 5 8 : D +ARTICU9AR4

+rice Availability 4che#es Xuality advertise#ent

Total

70! 0< RE4+07AE7T4 G C : 8 5 5D

+ERCE7TA>E 8EZ 5FZ )EZ )5Z FZ )HHZ

.7T3R+R3TAT.67( The above table indicates that, 5FZ people influencin laptop & FZ throu h advertise#ent! throu h availability of

product, 8EZ influencin throu h price, )EZ throu h sche#es, )5Z throu h Xuality of

+a0e )HE

F! Are you s(itch over to any other brand to this brandc

4R!70! ) 5 +ARTICU9AR4 70! 0< RE4+07AE7T4 D 5H Total 5D +ERCE7TA>E FHZ 5HZ )HHZ

,es 7o

.7T3R+R3TAT.67( The above table indicates that, 5HZ people (ant to s(itch their present laptop!

+a0e )HC

+erson do not have la:to: G! 'hen (ould you purchase a laptopc

4R!70! ) 5 8 : D +ARTICU9AR4

9ess than E #onths E #onths to ) year ) "5 years 5 Q D years *ore than D years
Total

70! 0< RE4+07AE7T4 )) )H 8 ) H 5D

+ERCE7TA>E ::Z :HZ )5Z :Z HZ )HHZ

.7T3R+R3TAT.67( The above table indicates that, ::Z people purchase laptop in less than E #onths, :HZ in E #onth to ) yr!, )5Z in )"5 yr! & :Z people plans for purchasin laptop in 5"D yr!

+a0e )HF

)H! 'hat price ran e (ill you be prepared to pay for such a 9aptopc
4R!70! ) 5 8 : D E C +ARTICU9AR4 70! 0< RE4+07AE7T4 )5 E 5 8 5 H 5D +ERCE7TA>E :FZ 5:Z FZ )5Z FZ HZ )HHZ

Rs! 5DHHH " 8HHHH Rs! 8DHHH " :HHHH Rs! :DHHH " DHHHH Rs! 8HHHH " 8DHHH Rs! :HHHH " :DHHH Above DHHHH
Total

.7T3R+R3TAT.67( The above table indicates that, )5Z choose the ran e of 8HHHH"8DHHH, :FZ for 5DHHH"8HHHH, FZ choose for :DHHH"DHHHH & FZ choose for :HHHH":DHHH!

+a0e )HG

)H! Ran/ the brand accordin to your preferencec

4R!70! ) 5 8 : D E C F G +ARTICU9AR4

4ony Aell =+ Co#pa1 I-* 9enovo Acer =C9

Total

70! 0< RE4+07AE7T4 C ) : C 5 8 ) ) 5E

RA7K ) D 8 5 F : C E

+ERCE7TA>E 5CZ :Z )DZ 5CZ FZ )5Z :Z :Z )HHZ

.7T3R+R3TAT.67( The above table indicates that, 5CZ choose Co#pa1, :Z choose Aell, 5CZ choose 4ony, :Z for =C9, :& for Acer, ))Z for 9enovo, FZ for I-*!

+a0e ))H

))! The #ain purpose of purchasin the laptopc

4R!70! ) 5 8 : +ARTICU9AR4 70! 0< RE4+07AE7T4 )8 G 8 Total 5D +ERCE7TA>E D5Z 8EZ )5Z )HHZ

+ersonal 0fficial -oth

.7T3R+R3TAT.67( The above table indicates that, D5Z people choose for personal use, )5Z for both use & 8EZ for 0fficial use!

+a0e )))

)5! 'hat are the factors (hich influence your buyin decisionsc (Ran/ )"D)
4R!70! ) 5 8 : D E +ARTICU9AR4 70! 0< RE4+07AE7T4 )H 8 D E ) 5D RA7K ) 5 : 8 D +ERCE7TA>E :HZ )5Z 5HZ 5:Z :Z )HHZ

+rice Availability 4che#es Xuality Advertise#ent Total

.7T3R+R3TAT.67( The above table indicates that, )5Z people influencin advertise#ent! throu h availability of product, :HZ throu h price, 5:Z throu h 1uality, 5HZ throu h sche#es & :Z throu h

+a0e ))5

)8! 'hich types of features prefer #ost by you in laptopc

4R!70! ) 5 8 : D E +ARTICU9AR4

+rocessor -attery bac/up 4creen si2e Ra# =ard dis/ Total

70! 0< RE4+07AE7T4 F )) 5 5 5 5D

+ERCE7TA>E 85Z ::Z FZ FZ FZ )HHZ

.7T3R+R3TAT.67( The above table indicates that, ::Z ive preference to battery bac/up of laptop, 85Z to processor, FZ for screen si2e, FZ for RA*, FZ for =AA!

+a0e ))8

(i)
4R!70! ) 5 8 : D E

):! +lease tic/ one of the option for each of the confi uration ite#s for your desire laptopc +rocessor
+ARTICU9AR4

Celeron Centrino Auo +entiu# Core Total

70! 0< RE4+07AE7T4 5 D G D : 5D

+ERCE7TA>E FZ 5HZ 8EZ 5HZ )EZ )HHZ

.7T3R+R3TAT.67( The above table indicates that, 8EZ ive preference to Auo processor, 5HZ for +entiu#, 5HZ for Centrino, )EZ for Core & FZ for Celeron!

+a0e )):

(ii)
4R!70! ) 8 : 5 D

RA*
+ARTICU9AR4

5DE *D)5 *) >5 >Total

70! 0< RE4+07AE7T4 ) 5 )5 )H 5D

+ERCE7TA>E :Z FZ :FZ :HZ EHZ

.7T3R+R3TAT.67( The above table indicates that, :FZ ive preference to ) >-, FZ for D)5 *-, :Z for 5DE *- & :HZ for 5 >-!

+a0e ))D

(iii)
4R!70! ) 8 : 5 D

-attery bac/up
+ARTICU9AR4

5!D hrs! 8!D hrs! 8 hrs! : hrs! Total

70! 0< RE4+07AE7T4 8 )H D C 5D

+ERCE7TA>E )5Z :HZ 5HZ 5FZ )HHZ

+a0e ))E

.7T3R+R3TAT.67( The above table indicates that, :HZb ives preference to 8!D =rs!, )5Z for 5!D =rs!, 5HZ for 8 =rs!, 5FZ for : =rs!

+a0e ))C

(iv)
4R!70! ) 8 : D

4creen si2e
+ARTICU9AR4

)5b )Db ):b Total

70! 0< RE4+07AE7T4 8 )C D 5D

+ERCE7TA>E )5Z EFZ 5HZ )HHZ

.7T3R+R3TAT.67( The above table indicates that, EFZb ives preference to )Db, 5HZ for ):b & )5Z for )5b!

+a0e ))F

-.72.7' , 46745US.67
*ar/etin is a very crucial activity in every business or ani2ation! Every product produced (ithin an industry has to be #ar/et! ted other (ise it (ill re#ain as unsold stoc/, (hich (ill be of no value! I have reali2ed this fact after co#pletion of #y project! Aespite of various difficulties and li#itations faced durin #y project on the topic a A STUDY OF CUSTOMER PURCHASE DECISION TOWARDS APTOPS b! I have tried #y level best to find out the #ost relevant infor#ation for the or ani2ation to co#plete the assi n#ent that (as iven to #e! After co#pletion of #y project I have ained several e.periences in the field or sales #ar/etin ! I have ot the opportunity to #eet various people, (hich fluctuate in different situation and ti#e! project has iven #e the opportunity to have first e.perience in the corporate (orld! Theoretical /no(led e of a person re#ains dor#ant until it is used and tested in the practical life! The research has iven to #e the chance to apply #y theoretical /no(led e that I have ac1uired in #y classroo# to the real business (orld! I have co#pleted #y project in (hich are involved in its successful co#pletion! In spite of fe( li#itations and hindrance in the project I found that the (or/ (as a challen e and fruitful! It ives enou h /no(led e about the co#puters #ar/et and the distribution process underta/en by an or ani2ation! This su##er trainin project has enabled #y capability in order to #ana e business effectively and in #y career in future!

+a0e ))G

Su00estion , Recommendation
9aptop Co#pany havin lar e nu#ber of channel partners but it is not supportin
& ta/in care all of the# e1ually (hich results in increasin the# e1ually! Co#pany should ta/e so#e positive action a ainst it! discontent#ent a#on ne( channel partners because its not possible for co#pany to support all of

Co#pany e.ecutive should visit dealers on re ular basis! They 4hould pay proper attention to(ards chec/in of various co#ponents of +C
before end user delivery! 0ther(ise it tends to(ards defa#e of brand na#e in co#parison to rivals!

7eed to e.pend custo#er care center ! +roper attention should be paid for advertise#ent plannin other(ise it #ay lead
to proble# for dealer as (ell as for co#pany!

Co#pany should tie up (ith so#e event #ana e#ent co#pany to or ani2e various
pro#otional activities li/e canopy, Carnival!

Co#pany should #a/e policy for fi.ed end user price for all dealers so that fair
a#e (ill be played & dealer (ould not to co#pro#ise on their #ar in!

+a0e )5H

B.B5.6'RA+<=
The lists of reference for the purpose of co#pletin this #ar/etin project are as iven belo($ -00K4$ *ar/etin Research *ar/etin Research *ar/etin *ana e#ent Kothari C! R! (5HHD) International 9i#ited, <ifth Edition 4a.ena Rajan, *ar/etin *ana e#ent$ Tata *c ra(, 7e( Aelhi, 5HHE I7TER7ET$ (((!hcl!in (((!indiainfoline!co# (((! oo le!co!in (((!hp!co# (((!acer!co# (((!dell!co# (((!ib#!co# (((!hclinfosyste#!in (((!altavista!co# (((!/hoj!co# -y$ >! C! -eri -y$ -oyd and 4tasch -y$ +hilip Kotler BRE4EARC= *ET=0A090>,@ 7e( A e

+a0e )5)

GU3ST.677A.R3
A study of custo#er@s purchase decision to(ards laptop (ith special Reference to Udaipur!
7a#e$ " eeeeeeeeeeeeeeeeeeeeeeeeeeeee! A e$ " eeeeeee >ender$ " *ale 3 <e#aleeeeeeeeeeeeee! Address$" eeeeeeeeeeeeeeeeeeeeeeeeeeeee eeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeee Contact 7o! $" eeeeeeee!! 0ccupation$ " eeeeeeeeeeee!!! Inco#e (yearly)eeeeeeeeeeeee )! a! b! Ao you have a 9aptopc

,es 7o (If ans(er is 17oO than turn to G 7o &#) 5! If a,esb (hich brand do you havec 4ony b! I-* dell d! 9enovo =+ f! Acer Co#pa1 h! =C9 8! 'hen did you purchase your 9aptopc

a! c! e! ! a! b! c! d! e!

9ess than E #onths E #onths to ) year ) "5 years 5 Q D years *ore than D years :! 'hat is #ain purpose of usin 9aptopc a! +ersonal b! 0fficial c! -oth D! ,our satisfaction level to(ards your laptopc a! 4tron ly satisfied b! 4atisfied c! Aissatisfied d! 4tron ly dissatisfied e! partially satisfied

+a0e )55

E! a! c! e!

'hich types of features prefer #ost by you in laptopc b! d! Ra# =ard dis/

+rocessor -attery bac/up 4creen si2e

C! 'hat are the factors (hich influence your buyin decisionc a! +rice b! Xuality c! Availability d! advertise#ent e! 4che#es F! a! b! G! a! b! ,es 7o Are you plannin for purchase another laptopc ,es 7o (If ans(er is 1yesO than continueee!) )H! a! b! c! d! e! 'hen (ould you purchase a laptopc Are you s(itch over to any other brand to this brandc

9ess than E #onths E #onths to ) year ) "5 years 5 Q D years *ore than D years ))! 'hat price ran e (ill you be prepared to pay for such a 9aptopc

a! c! e! a! c! e! ! a! b! c!

Rs! 5DHHH " 8HHHH b! Rs! 8HHHH " 8DHHH Rs! 8DHHH " :HHHH d! Rs! :HHHH " :DHHH Rs! :DHHH " DHHHH f! Above DHHHH )5! Ran/ the brand accordin to your preferencec 4ony dell =+ Co#pa1 )8! The #ain purpose of purchasin +ersonal 0fficial -oth b! I-* d! 9enovo f! Acer h! =C9 the laptopc

+a0e )58

):! a! c! e!

'hat are the factors (hich influence your buyin decisionsc (Ran/ )"D) b! d! Xuality Advertise#ent

+rice Availability 4che#es

)D 'hich types of features prefer #ost by you in laptopc a! c! e! +rocessor -attery bac/up 4creen si2e b! d! Ra# =ard dis/

)E! +lease tic/ one of the option for each of the confi uration ite#s for your Aesire laptopc (i) +rocessor a! Celeron b! +entiu# c! centrino d! core e! duo (ii) RA* a! 5DE *c! ) >(iii) -attery bac/up a! 5!D hrs! c! 8!D hrs! (iv) 4creen si2e a! )5b c! )Db b! d! b! d! b! D)5 *5 >8 hrs! : hrs! ):b

+a0e )5:

ii

iii

iv

vi