Acer India (PVT) LTD

Acer India (Pvt) Ltd.
An Internship Project Report on

“Study of Brand awareness of Acer in Bangalore,
Chennai and Coimbatore”
JANANI SESHADRI
In partial fulfillment of the Master’s Program in Business

Administration,
Ohio University, Athens,
USA
OHIO University Christ College Academy for Management Education

Christ College Campus
Hosur Road, Bangalore-29
May14th, 2007
DECLARATION
I Janani Seshadri here by declare that the project entitled “Study on the
awareness of the brand Acer” at Acer India Pvt. Ltd., is an original and
genuine work carried out under the guidance of Mr. Darryl Gray from march
12th to April 25th 2007 in partial fulfillment for the Ohio University Christ
college academy for management education. I declare that the report
submitted by me is a bonafide work of my own effort and it has not been
submitted to other university or published any time before.
Place: Bangalore
Date: 03-07-2007 Janani Seshadri
Internship project – Acer India (Pvt) Ltd. 2

ACKNOWLEDGEMENT
Thanks to God for showering his blessings and for granting me the chance
and ability to successfully complete the summer internship program I had
taken up.
I wish to express my deepest gratitude to ACER INDIA Pvt. Ltd., head

office Bangalore for giving me this valuable opportunity in doing my
internship amongst them in their esteemed organization. I would like to
extend my special thanks and gratitude to Mr. Rajendran general manager
marketing for giving me this opportunity. Also I would like to sincerely thank
Mr. S. Raghu marketing projects and Mr.Darryl Gray marketing
programmes for their genuine support, valuable advice and sincere
comments which helped me a lot to accomplish this project.
This internship would not be complete without the support and guidance of
our
Director Mr. Shivprakash. I also want to express my gratitude to the
official referees and the project coordinators Dr. Amalendu Jyotishi and
Mr. Girish (Ohio University Christ College) whose valuable comments and
valid criticism helped me in refining my project from the draft stage to this
final report. I also want to express my thanks to Prof. Venkatesh Bhagwat
(Ohio University Christ College) for assisting me in the data compilation and
analysis which helped me a lot in fine tuning my report. I cannot forget the
assistance and encouragement that made this work possible towards the end.
My special thanks to my co-student and dear friend Mr. B. Venkata

Ramana who supported me throughout my Internship project with his
valuable suggestions and ideas which helped me to approach my project
wisely and accomplish it successfully without which I could have not
completed my work efficiently and effectively. His consistent help kept me
motivated throughout the internship period.
Last but not the least, my endless thanks and gratitude goes to my parents

Mr. S.N. Seshadri and Mrs. Sasikala Seshadri who has stood by my side,
encouraged and given me moral support at all points of time. I would also like
to thank my brother Mr. Koushik Ram for all his support and advice.
Thank You!
EXECUTIVE SUMMARY
Marketing is an activity present in all companies where marketing strategies

determine the outcome of the products and the company itself. To test to see
if marketing is successful, it is necessary to measure where the company was
and where it is now. This can be carried out with tracking studies monitoring
the market position and changes to the brand image over time or, for
particular campaigns, measuring pre- and post- event to see what has
changed.
This is project report is a market survey study to check the Brand awareness
of Acer and thereby figure out the measures that can be implemented to lift
the current level of awareness. This study is based on the data collected from
the (customers) people regarding their awareness of the PC vendors in the
market today then zeroing it into the brand Acer.
The means of collecting data were through personal interviews, distributing

the questionnaire, and online survey questionnaire. Also observation during
the interviews helped a lot in the analysis. To facilitate the analysis of the
study I concentrated in two different segments which were based on the
demographic segmentation (occupation-Students, working profile and SME)
and geographic segmentation (places-Coimbatore, Chennai and Bangalore).
Acer stands number four behind Dell. The visibility and awareness for the
brand Acer among people is average. About 20% of the people have not
heard about Acer. Moreover on an average about 55% of the segmented
people perceive Acer to be a national brand in collaboration with Wipro India
(Wipro Acer). The perceptions on few product parameters were also

measured which resulted in a good quality, fair or average service, and good
affordable price, fair performance and good features.
Though Acer has the highest network of retail outlets less number of people
has actually visited them. Comparatively HP has more number of visits.
Lenovo though being a new entrant in the market has already made its place.
There is a tuff competition being faced by Acer with Lenovo.
All these things finally zero into average awareness of the brand and the
awareness which is already there is also through word of mouth, so this may
lead to negative or positive propagation of the brand.
The data (300 samples) was compiled in SPSS and analyzed with respect to
the two categories of segments. Acer is number one in Europe and other
countries globally. Considering the primary data available Acer India is one of
the youngest players in India. It has performed very well in the recent years
(2001 to 2006). In the past five years it faced a tremendous steady growth
rate of about 49% in India. Therefore though the awareness amongst people
was not all that good Acer still lies in the area where if prompt and good
advertising strategies were formulated and implemented the awareness will
lift to a great extent.

TABLE OF CONTENTS
 PREFACE......................................................................................7
 ABOUT THE COMPANY
1. Back ground – Acer India................................................8

2. Growing with time – milestones.....................................9
3. Product portfolio and key features.................................11
 PROJECT
 RESEARCH DESIGN METHADOLOGY.........................................17
1. Research task.................................................................17
2. Research tool.................................................................17
3. Research nature.............................................................17
4. Research scope..............................................................17
5. Analysis..........................................................................19
6. Findings..........................................................................53
 CONCLUSION...............................................................................63
 SUGGESTIONS / RECOMMENDATIONS.....................................64
 APPENDIX....................................................................................65

PREFACE
THE BRAND increasingly is becoming the key source of differentiation that

guides customer purchase choice. It is the focal point around which an
organization defines how it will uniquely deliver the value to the customer for
a profit-effectively embodying the “heart and soul” of that organization. The
brands promise is delivered through its products and services, and consumer
communication- the total consumer relationship and experience.
The act of creating public awareness of a specific brand in order to maximize

its recognition, successful brand awareness strategies should define a
company's uniqueness and set it apart from competitors. Quite simply, if
potential customers do not know about a company, they will not purchase
from it. Therefore, one of the preeminent goals of any business should be to
build brand awareness, although in as cost-effective manner as possible.
Consumers tend to make purchasing decisions based on peer

recommendations and direct experience, as well as traditional advertising
methods. This is why it is necessary to build brand awareness strategies out
by instilling trust among consumers. This trust must be achieved through
credibility, rather than just a catchy advertising campaign. Promotional
marketing involving a one-to-one component is proving increasingly effective
at building trust and acquiring new customers.
Brand building begins with awareness. Consumers first must be aware that
there are different brands for the product they want to buy even before
making a purchase decision, for which visibility is very important to create
awareness.

BACKGROUND - ACER INDIA
Acer India was incorporated in September 9, 1999 as a wholly owned

subsidiary of Acer Inc., the world’s No.4 PC brand.
Acer’s mission in India is to translate the group’s goal in making computer
technology easier to use and more affordable-to everyone in this country.
In shot span, Acer has managed to bridge the gap between product launches
worldwide and in India and also offer fresh technology without any inventory
backlog.
Headquartered in Bangalore, today Acer India has offices in twelve cities

including Ahemedabed, Chandigarh, Chennai, Guwahati, Kochi, Kolkata,
Mumbai, Nagpur,New Delhi, Pune, Secunderabed and has its uniload facility
in Pondicherry. I has now a customer base of over 180,000 in India.
There are over 125 human resource team in India comes with over 700 man-
year of IT experience, geared to listen and provide to the IT user in India the
very best in sales & marketing support, after-sales support backed up with
infrastructure to bring fresh technology to India.

GROWING WITH TIME
The history of ACER starts from a long way back making its steps of success
in every step it takes.
1976-1983
Commercializing microprocessor technology
Acer is founded under the name Multitech
Designs Taiwan’s first mass-produced compute for export.
Becomes the first company to promote 16-bit PC products in Taiwan
1984-1994:
Build brand awareness and globalize
Acer Peripherals, now known as BenQ corp., and Multiventure Investments
Inc. established
Acer beat IBM with 32 bit PCs
Acer Inc. launches IPO
Acer creates the world’s first 3865x 33 chipset
Acer introduces the world’s first dual Intel Pentium PC
Acre introduces Chip Up technology, the world’s first 386-to-486 single chip
CPU upgrade solution
1994-2004:
Transform from manufacturing to services
Acer introduces the world’s first dual Intel Pentium PC
Aspire Park, acer’s multifunctional high-tech intelligence park inaugurated
Acer launches Aspire, the multimedia PC, creating a new bench marks for
home computers
Acer re-engineers its OEM unit to create Wiston Crop., an independent design
and IT manufacturing company

Acer reveals a new generation of e-business: MegaMicro e-Enabling Services
Acer notebook ranked first in Western Europe.
2004:
Acer wins awards in all product categories
AC 713 rated the best performance Monitors
Altos G 520 Server gets Digit Best Buy Gold Award
Veriton 7600 rated the Editors Choice
TravelMate 292 LCi rated Best Performance Notebook
KEY SUCCESES IN 2005/2006
2005
• World’s no.4 total PC and notebook brand, with highest growth rates
among the top five.
• No.3 for total PCs in EMEA.
• No.1 notebook in EMEA.
• No.1 notebook across 13 European countries: France, Italy, Spain,
Netherlands, Sweden, Austria, Belgium, Denmark, Portugal, Russia,
Czech Republic, Hungary and Poland.
• No.3 notebook in Asia Pacific, with highest growth rate among top ten.
• No.1 notebook in Thailand, Malaysia and Indonesia.
• No.1 for total PCs in Taiwan.
• Enjoyed highest growth rates among the top-10 vendors for total PCs
and notebooks in the U.S
• No.5 LCD monitors worldwide.
• No.3 notebook worldwide
2006
• World’s no.4 total PC and notebook brand, with highest growth rate.
• No.3 for total desktops WW
• No.1 notebook in Europe and ASEAN block

PRODUCT SUITE
Powered To Perform
Few IT companies offer the breadth and depth of products that the Acer
Group does. Acer is the only PC vendor in India that has a product for each
market segment-be it a large corporates, the SME, SOHO or even the corner
office enterprises. The product line includes a broad array of personal
computing products segmented under the desktop, laptop and server
categories.
Acer India Pvt. Ltd. has a vast product portfolio. The four main product
categories are as follows
(1)Desktops
(2)Notebooks
There are many more sub- divided products under each different product
variety. Those are as follows:
DESKTOPS
In the desktop segment, Acer’s product range spans the SOHO segment,
corner office, manageable desktops, SMEs, STPI etc. this makes Acer the only
PC Company that offers such a wide range. Most other companies have
products that are not distinct, and overlap each of these segments.
Acer Aspire Series

Desktops built to cater to a growing demand in the home segment. Acer’s
continuing commitment to bring technology closer to our customers has
resulted in a core technology that is now integrated into our entire product
range. Acer’s Empowering Technology presents users with friendly and
intuitive interface by presenting a single key and following a simple “123”
process, gives fast and easy access to cutting-edge hardware and software
solutions.

Veriton Series
Ideal for enterprises large or small, Veriton PCs are built for peak
performance, with security features, proven system reliability, and
convenience offering that amplify productivity and perfect business sense.
The current desktops range are as below with a wide variety of product line.
ASPIRE V820
The fastest dual core DT from Acer, the Aspire V820 is powered by a latest
Intel Pentium D 820 (2.8 GHz); is configured with 256 MB RAM for powerful
performance; features a DVD/CD-R/W combo drive; comes fitted with a 80 GB
SATA HDD for ample storage space; connects to a set of functional speakers
for the multimedia experience; offers a 56 Kbps fax/modem port and a
10/100 Mbps Ethernet port for flexible connectivity; and, displays vide a 17"
CRT monitor for comfortable viewing.
COMMERCIAL MODELS:
Acer Power (945GZ)

The Acer Power 945GZ offers users’ high end features like Gigabit LAN and
PCI Express X16 technology at value for money prices.
Acer Power M8
Acer becomes the first in India to commercially launch the new Socket AM2
based AMD products offering the power of DDR-II SDRAM on AMD platform.
Acer Power 335

Acer Power 335 is the Entry level product for customers looking for Value
machine with complete specifications

Notebooks
Acer was among the first to build notebooks with Intel Centrino mobile
technology, liberating users to work witj wireless environments, offering
wireless mobility for the new age road warrior. Acer’s laptops have
revolutionary features that offer an astounding battery life, thermal
management- more than nay other laptop offering.
Acer TravelMate Series

A range of the world’s most award wining notebooks, Acer TravelMate is
designed to empower enterprises SMB and SOHO users with the ultimate in
mobile computing performance. Available at every possible price point, and
offering unmatched value through innovations like Disc Anti-Shock Protection
System, Smart Card Security, and high-speed wireless capability to name a
few.
Acer Ferrari Series

This is the result of the victorious partnership with Scuderia Ferrari; the
Ferrari series of notebooks sport the patented Ferrari-Black& Red color, and
offers sheer performance that’s truly worthy of Ferraris passion and Acer’s
technology.
The various types of products in the notebook series are showcased below.
TravelMate 2420 Series
Rich entertainment with long lasting mobility Driven by an Centrino @ 1.7GHz

Processor, 14.1" Wide Screen XGA TFT Screen, 6-cell battery and wireless
802.11b/g connectivity for long lasting mobility, the TravelMate 2428NWXCi
is extremely rich in features. This trendy notebook is packed with Centrino
Mobile technology, dual-channel memory, 60 GB huge storage- giving users
everything they need for work and play - for unrivalled value!

KEYFEATURES
• Pure portability- Weighing just 1.40 kgs and measuring the size of an
A4 notepad, the TravelMate 3000 is easy to take from one meeting to
another
• Centrino with 915 Chipset- The TravelMate 3000 adopts the new
generation of Intel® Centrino™ mobile technology- Sonoma Platform
(915 chipset)
• Phenomenal battery power- Another first in the industry, Acer has
bundled two batteries with the TravelMate 3000, delivering full-day
performance for on-the-go users.
• Acer GridVista, an innovative software utility, boosts convenience and
efficiency. Especially useful for making the most of 12.1" WXGA wide-
aspect LCDs, Acer GridVista automatically resizes open application
windows to fit the screen, simultaneously
SERVERS
In the server category, Acer dominates the entry and mid level space, which
actually constitutes 90% of the total server market. Acer offers everything
from basic data storage to full fledged enterprise solutions.
Acer Altos Series
Commercial users and enterprises derive unmatched value from Altos Servers
and storage solutions. These ranges of servers accentuate reliability and
manageability features, along with unrivalled flexibility in terms of
implementation. For business applications that demand high performance,

high availability and more flexibility, Acer Altos rack-mounted servers provide
the ultimate solution.
Under this type of product there are a large number of differentiated

products. Some of which are as given below
KEY FEATURES
• Scalability and Performance: Provide excellent performance and

scalability beyond 40TB in a highly cost-effective SATA-based package
for small companies.
• Consolidation: Reduce the number of storage systems, maximize
storage utilization, improve storage administrators’ productivity, and
lower
management costs.
• Application QoS: Dedicate cache to specific applications and volumes
to enhance performance.
• Configuration Flexibility: Dedicate to specific mission-critical
applications, deploy as part of a first SAN in small enterprises, or
integrate into a
tiered storage infrastructure for archive, backup, or tape replacement
in larger companies.
Peripherals
Acer Handheld PDAs
These support a variety of mobile platforms and operating systems, giving
customers easy access to their critical data. Streamlined and fashionable,
Acer handhelds are available in both standard and wireless models for both
work-related and personal tasks – any time, any place.
Acer Displays
Acer offers a rainbow-spectrum of devices that suit all kinds of working
environments and user needs, including TFT and LCD monitors, optical drives,
projectors and multi-function drives.

Acer Projectors
Acer's projectors bring you an incredible investment to satisfy all home
entertainment and business needs.
There are three different peripherals the Acer India Pvt. Ltd. is focusing on.
They are the LCD monitors, the CRT monitors and the projectors.
Some of them are explained below:
LCD monitors:
Acer AL900 Series - LCD Monitor

Benefits:
• 500:1 contrast ratio - For strikingly vivid images

• Wide viewing angle - Allows more enjoyment for more people
• Quick response time - Offers dynamic graphics and advanced animated
games
• VESA wall mounting - Allows easy mounting
• Kensington lock - Secures your monitor from theft
• Built-in speakers - For freedom from bulky boxes
• Auto-scale - Gives full-screen display
• Auto-adjustment - Provides self-adjusting screen settings
• True color support - Renders picture-pure viewing
PROJECTORS:
There is a wide product range in projectors section which comprises of
(1) Acer PD115
(2) Acer XD 1150
(3) Acer XD 1170D
(4) Acer XD 1270D
(5) Acer PD113
(6) Acer PD725
(7) Acer PD523

(8) Acer PD523
All these have a common display system working with called the DLP system,
and also all these products have the capacity of displaying 16.7 million colors.
They mainly vary in their computer compatibility, video compatibility,
projection lens, projection screen size (diagonal), projection distance, lamp
life etc.
RESEARCH DESIGN METHODOLOGY
Research task:
Study the brand awareness of Acer India in the cities Bangalore, Chennai and
Coimbatore focusing on the segments students, SMEs and working profile.
Research nature:
This project is a complete market research. Market research is the only
function that relates or links the organization to its market and in turn to its
customers by first studying the consumer behavior which then helps in
proper planning accordingly. This is the valid information which allows the
organization to identify and define the market related opportunities and
problems. This information allows for the generation, refinement and
evaluation of marketing activities. Regular market research and thorough
study of the consumer behavior towards a company’s products permits the
organization to be on par with the changing consumer attitude towards their
products. It thus facilitates monitoring the marketing performance and
improved understanding of marketing as a business process.
Research scope:
The scope of this market research can be divided into two major divisions
which include
Demographic segmentation:

In demographic segmentation, the market is divided into groups on the basis
of variables such as age, family life cycle, gender, income, occupation,
education, religion, race, generation, nationality and social class.
Here the survey was taken by dividing the groups on the basis of age and
occupation. The three main segment groups were college students, working
profile (first and second job people) and the Small and Medium Enterprises
(taking 40, 40 and 20 respectively). The age factor was also set to be
between18 to 40 and throughout the survey care was taken about the age
limit.
The data was collected from college students belonging to professional,
agricultural, textile and arts background. To name a few the different colleges
include PSG tech, Kumara guru college of technology, Alliance business
academy, Indian Institute of Planning Management, Ohio University Christ
college, Loyola college, Crescent Engineering college, Agricultural
university( Coimbatore). This variety was chosen so as to find out if any new
market segment or untapped market can be spotted. The working profiled
people also includes professionals from companies like Accenture, Oracle,
Travel Guru, Roots, Pricol, Numeric power systems and so on
Geographic segmentation:
Geographic segmentation calls for dividing the market into different
geographical units such as nations, states, regions, countries, cities or
neighborhoods. The survey was carried on in three different cities namely
Bangalore, Chennai and Coimbatore. This was done in the intension of
collecting information from two first tier cities where a large population
already uses laptops and desktops. This was done to study the variation in
the behavior and attitudes of these people and their inclination towards
branded PC vendors.
The choice of the two tier city Coimbatore was to study the perception of the
laptops and desktops and their usage in the people’s mind. Also the
perception of the different brands was noted with the main concentration on
Acer products. This was done with the intention to explore the potential
market there and their requirements.
Research tool:

The research instrument used was a structured questionnaire covering the
areas that lead to the solution of the objective. This includes measures like
Acer’s market penetration, its visibility in comparison with other brands,
awareness to their advertisements and promotions, the customer media
habits, their perception towards Acer etc.
Data compilation and analysis methodology:
The sample size of three hundred was integrated and compiled in software
called Statistical Package for Social Science (SPSS). This is comprehensive
statistical software that includes the capabilities for data analysis, data
management and programming which enables the analysts in generating
decision making information quickly using powerful statistics.
ANALYSIS
BASIC ATTITUDES AWARENESS CHECK:

1) Channel through which Acer was first heard
Geographically
The means through which people came to know about Acer for the first time
was noted. This helps in reengineering the channel that can be adopted to
penetrate market.

CityVsmeansthroughAcerwasfirst heard
40
TV
Frien ds/relatives/associates
In terne t
30 Ne wsp ap er
M a gazin e
Notsu re
Count
Ha v
en 'th ea rdab outit
O the r
20
10
0
Coimbatore Chennai Bangalore 33
place
(Sample size 100 per city)

TAB 1
Parameter Friends/relativ TV Newspap Magazi Intern

s/ es/ er ne et
Segments Associates
Coimbator 33% 11% 9% 9% 10%
e
Chennai 27.3% 11.1 18.2% 7.1% 9.1%
%
Bangalore 27.3% 13.1 17.2% 19.2% 8.1%
%
Demographically

SegmentsVsMeansthroughAcerwasfirst heard
50
TV
Friends/relatives/associates
Internet
N ew spaper
40 M agazine
N ot sure
Count
H aven't heardabout it
O ther
30
20
10
0
Students Small andM edium Workingprofiled
E nterprises. people.
segmants
(Sample size 40, 2 0

and 40)
TAB 2
Parameters Friends/relative TV Newspap Magazin Interne
/ s/ er e t
Segments Associates
Students 33.1% 16.1 12.1% 12.1% 8.1%
%
SME 21.4% 7.1% 19.6% 14.3% 10.7%
Working 30.0% 9.2% 15% 10% 9.2%
profile

BRAND VISIBILITY CHECK:
Geographically
Awareness of a brand can be created only when it is made visible to the
people and especially to the potential customers. The three segments
considered here shows varied visibility of the brand Acer.
Visibilityof theBrand
novisibility
40 Lowvisibility
Averagevisibility
Goodvisibility
Verygoodvisibility
30
Count
20
10
0
place
(Sample size 100

per city)
TAB 3
NO Low Average Good Very good

Visibility visibility visibility visibility visibility
Coimbato 36% (36) 19% (19) 20% (20) 18% 18) 7% (7)
re
Chennai 34.7% 17.3% 23.5% 17.3%(17) 7.1% (7)
(34) (17) (23)
Bangalore 12.9% 30.1% 21.5% (20) 30.1% (28) 5.4% (5)
(12) (28)

Demographically
SegmentsVsVisibilityof thebrandAcer
Extrem elypoor
40 visibility
poor visibility
fairlyvisible
30 m oderately
Count
visible
Extrem elyhigh
visible
20
10
0
Students Sm all and Workingprofiled
M edium people.
Enterprises.
(Sample size 40, 2 0 and 40)
TAB 4
Parameters/ No Low Averag Good Very good

Places visibilit Visibilit e visibility visibility
y y Visibilit
y
STUDENTS 32.8% 15.6% 23.8% 20.5% 7.4%
SME 27.5% 23.5% 19.6% 23.5% 5.9%
WORKING 24.2% 27.5% 20% 22.5% 5.8%
PROFILE PEOPLE

ADVERTISING AWARENESS--Geographically
CityVsAdvertisementawareness
no
yes
60 6
2
5
3
Count
5
1
4
9
4
6
40
3
7
20
0 1
place
(Sample size 100 each)

Awareness towards Acer’s promotional activities
CityV
sfamiliaritywithAcerpromotionalactivities
no
yes
100
9
1
80 8
3
Count
6
6
60
40
3
3
20
1
6
9
0 1
place

TAB 5
Parameters/ Places Seen Acer advertisements Seen Acer

Promotions
Coimbatore 51% 9%
Chennai 53.5% 16.2%
Bangalore 62.6% 33.3%
The advertisements and promotional activities which come under the bottom
line projects were checked if it contributed to the awareness. The Acer
advertisements were noticed by most of the people in all the three cities. But
still on an average almost 50% of the crowd has not seen Acer
advertisements which create a lot of gap for the brand in reaching people
completely.
The promotions which Acer conducts were also not noticed much by the
people.
On an average more than 70 to 80% of the people do not have any idea of
the promotional activities done by ACER.
Demographically
Awareness towards Acer advertisements and promotional activities
SegmnetsVsAceradvertisementawareness
80
79 no
yes
60 64
Count
56
45
40
31
25
20
0
Students Sma
ll andM e dium Workin
gprofiledpeople.
E nterprises.
segmants

Awareness of promotional activities
SegmentsVsAcerpromotionsAwareness
100 no
yes
96 96
80
Count
60
49
40
28
20 24
7
0
Students Small andM edium Workingprofiledpeople.
Enterprises.
segmants
TAB 6
Parameters/ Seen Acer advertisements Seen Acer

occupation Promotions
Students 63.7% 22.6%

SME 44.6% 12.5%
Working profile 53.3% 20.0%

THE MEDIA HABITS
Geographically
Mediahabits--TV
80
no
yes
60
Count
40
20
0
place

Demographically
TAB 7
Parameters/ MEDIA---TV MEDIA--

occupation NEWSPAPER

SME 46.3% 42.9%
Working profile 61.7% 65%

SegmentsVsmediahabits--TV
100
no
yes
80
81
74
Count
60
46
40 43
29
20 25
0
Enterprises. people.
segmants

Media habits—newspaper
Geographically
Mediahabits--Newspaper
no
yes
60
Count
40
20
0
place

Demographically
SegmentsVsMadiahabits--newspaper
80 no
yes
78
60 63
61
Count
40 42
32
20 24
0
segmants
(Sample size 40,

2 0 and 40)
Media habits—Magazine
Demographically
SegmentsVsmediahabits--magazine
80 no
77 yes
65
60
Count
55
47
40 44
20
12
0
segmants

(Sample size 40, 2 0
and 40)
Mediahabitsasmagazine
no
yes
60
Count
40
20
0
place
(Sample size 100)
TAB 8
Parameters/ MEDIA---Magazine MEDIA--

occupation Internet

SME 21.4% 16.1%
Working profile 45.8% 33.3%

Media habits—internet
Geographically
M
ediah
abits
--In
tern
et
no
1
00 y
e s
8
0
Count
6
0
4
0
2
0
0
C
oim
bato
re C
hen
nai B
ang
alo
re 3
3
p
lac
e
Demographically
SegmentsVsMediahabits--internet
120
no
yes
105
100
Count
80
80
60
40
47
40
20
19
9
0
Students S
m all andM edium W
orkingprofiled
Enterp
rises. peo p le.
segmants

4) Visibility check through the number of visits to the retail outlets:
Geographically
This check is mainly done to measure the visibility by the frequency of visit to
Acer retail outlets.
The brand HP has the highest hit for the customer visit to retail outlets. Very
less number of people has visited the Acer malls (the retail outlets) in all the
three places. On an average much less than 10% of the sample have visited
the Acer malls, which is very less to the 40% visit rate to the HP retail outlets.
Geographically Demographically
Coimbatore – Students
• 1% Acer • 10.4% of the people visited
Chennai – Acer retail outlet
• 6% visit to Acer retail SME –
outlets • 5.4% of the people visited
Bangalore – Acer retail outlet
• 19.5% visit to Acer retail Working Profile –
outlets • Only 12.5% of the people
visited Acer retail outlet

City Vs number of visit to retail outlets
60
50
40
Coimbatore
Count
30 Chennai
Bangalore
20
10
0
hp Lenovo Dell Acer Apple Toshiba
Retail outlets
Segments Vs visit ro retail outlets

visited acer retail outlet
50 visited HP & acer retail
outlet
visited lenovo and acer
retail outlets
visited dell & acer retail
outlets
40
Acer & apple
visited HP retail outlet
visted lenovo retail outlet
visited dell retail outlet
Count
30 visited apple retail outlet

visited toshiba retail
outlet
visited HP & lenovo retail
outlet
20 visited HP & dell retail
outlet
visited HP& Apple retail
outlets
visited HP and toshiba
retail outlets
10 visited lenovo & apple
retail outlets
visited dell and aplle
reatil outlets
no response
0
Students Small and Medium Working profiled people.
Enterprises.
segmants

Purchasing decision – evaluating the product:
Geographically
Since the awareness rate differs between different cities the purchasing
decision and the evaluation of the products may also vary. Before the
purchase decision occurs there is a stage called the evaluation stage where
people compare and examine the products of the brand they are aware off
which finally leads to the procurement of the product.
City Vs measures that help in purchase decision
80
70
60
50 Coimbatore
Count
40 Chennai
30 Bangalore
20
10
0
ns
th
o
t io
fe
m
ia
ou
of
ca
ed
de
m
ng
ifi
ng
of
ec
ki
ei
rd
ec
sp
se
o
ch
g
w
rin
pa
Measures
m
co
(Sample size 100)

TAB 9
Parameters/ Word of Comparing Media Checking Seeing demo
Places Mouth Specifications Offer
Coimbatore 32% 71% 28% 22% 32%
Chennai 25% 62% 27% 22% 32%
Bangalore 38% 52% 26% 22% 28%

Means That Facilitate the Purchasing Decision – Demographic
Segmentation
Demographically
SegmentsVspurchasefacilitatingfactors
0
50 W ordof mouth
Comparingspecifications
Media
Checkingoffer
SeeingDemo
40 W ordof mouth&
Checkingspecifications
W ordof mouth&media
W ordof mouth&checking
offer
Count
W ordof mouth&seeing
30 demo
Checkingspecification&
media
checkingoffer
20 seeingdemo
Checkingoffer &media
checkingoffer &seeing
demo
media&seeingdemo
10 all
0
Students Small andMedium Workingprofiledpeople.
Enterprises.

Purchasing decision can be influenced by a lot of factors which can totally
change the buying pattern itself. When analyzed here on the basis of the
demographic segments the inferences and major findings were as follows
STUDENTS –
• 35.5% through comparing specifications
• 12.1% word of mouth & checking specification.
• 5.6% checking offer & checking specification.
• 5.6% checking & media.
SME –
• 10.7% Checking specification& comparing specifications
• 10.7% comparing specification
• 8.9% word of mouth
• 8.9% word of mouth & checking specification
• 8.9% word of mouth and checking offer

WORKING PROFILE –
• 20% comparing specification
• 12.5% checking offer & checking specifications.
• 11.7% checking specification & media
• 9.2% word mouth & checking specifications
BRAND PERCEPTION
Geographically
Brandperception--asMNC
67
65
60
60
Count
40
20
0
1
Coimbatore Chennai Bangalore
place
(Sample size 100)

TAB 10
Parameters/ Places Acer perceived as an MNC brand
Coimbatore 62%
Chennai 67%
Bangalore 71%

Demographically
Brand perception-- as MNC
100
80 82
79
Count
60
40
33
20
0
Students Small and Medium Working profiled
segments

TAB 11
Parameters/ Acer perceived as an

Segments MNC brand
Students 42.5%
SME 17%
Working people 40.7%

Rating the parameters concerned with the products of Acer
Geographically
Some parameters linked with the product of Acer were also asked to rank like
quality, price, service, features and performance.
Rating quality
CityVsratingquality
0
50 poor
fair
good
verygood
40
excellent
Count
30
20
10
0
place
(Sample size 100)

TAB 12
Parameters/ Poor Fair Good Very good Excellent

Place
Coimbatore 3.1% 19.4% 35.7% 15.3% 10.2%
Chennai 1% 11.2% 43.9% 18.4% 12.2%
Bangalore 4.3% 23.7% 47.3% 14% 4.3%
Demographically

Rating quality
TAB 13
Segments
Students 4.1% 22% 42.3% 13% 8.9%

SME 2.0% 18% 38.0% 22% 8.0%
Working profile 2.5% 13.6% 44.1% 16.1% 9.3%
SegmentsVsratingquality
60
0
poor
fair
50 52 52
good
verygood
excellent
Count
40
30
27
20
19 19
17
16 16
10 12
11 11 11
9
5 6
4 3
0
1
Students Workingprofiled
people.
segmants

On an average all the three segments feel that the qualities of Acer
products are good. This comes around 41.5% of the population.
Rating service

CityV
sra
tings
e rv
ice
0
4
0
poor
fa
ir
good
veryg ood
excelle
nt
3
0
Count
2
0
1
0
0
Co
imb
ato
re Ch
enn
ai Ba
nga
lore 3
3
p
lace
(Sample size 100)

TAB 14
Places
Coimbatore 7.1% 25.5% 36.7% 13.3% 1%
Chennai 3.1% 26.5% 39.8% 16.3% 1%
Bangalore 2.2% 32.2% 33.3% 25.6% O%
Rating Acer’s service

Demographically
TAB 15
Segments
Students 5.0% 33.1% 35.5% 16.5% 0%
SME 4.0% 46% 30% 20% 0%
Working profile 4.3% 33.4% 27.3% 18.8% 1.7%

SegmentsVsratingservice
50
0
43 poor
40 fair
40
39
good
verygood
Count
excellent
32
30
23
22
20
20
17
12
10
10
9
6 6 5
0 2 2
segmants
Rating price
Geographically
TAB 16
CityVsPricerating
Parameters / Poor Fair Good Very good Excellent
Place
Coimbatore 2% 17.3% 35.7% 0 26.5% 2.0%
40 poor
Chennai 2.1% 12.4% 32.0% fair
good
33.0% 8.2%
verygood
Bangalore
30
4.3% 9.7% 28% excellent 36.6% 15.1%
Count
20
10
0
place

Rating price
Demographically
Tab 17

Segments
Students 1.6% 14.6% 39.8% 28.5% 5.7%
SME 4.1% 16.3% 22.4% 34.7% 12.2%
Working profile 3.4% 10.2% 28% 33.9% 10.2%

SegmentsVsratingprice
50
49 0
poor
fair
40 good 40
verygood
Count
35
excellent
33
30
20
18
17 17
12 12 12
10 11
7 8
5 6
4
0 2 2
segmants

RATING PERFORMANCE
Geographically

CityVsratingperformance
0
40
po or
fair
go od
ve ryg ood
exce llent
30
Count
20
10
0
place
(Sample size 100)
TAB 18
Place
Coimbatore 2.0% 10.2% 33.7% 29.6% 8.2%
Chennai 2.0% 7.1% 37.8% 34.7% 5.1%
Bangalore 3.3% 30.4% 22.8% 34.8% 2.2%
Rating performance
Demographically
TAB 19

Segments
Students 3.3% 16.3% 39% 28.5% 3.3%
SME 4.0% 12.0% 26.0% 38.0% 8%
Working profile 0.9% 17.1% 26.5% 35.0% 6.0%
SegmentsVsratingperformance
50 0
48 poor
fair
good
40 verygood 41
excellent
Count
35
30 31
20
20 20
19
17
13
12
10
6 6 7
4 4 4
0 2 1
Students Small andM edium
Enterprises. Workingprofile
segmants

RATING FEATURES
Geographically

CityVsratingfeatures
0
50
poor
fair
good
verygood
40
excellent
Count
30
20
10
0
place
(Sample size 100)
TAB 20
Place
Coimbatore 2.0% 10.2% 38.8% 21.4% 11.2%
Chennai 1.0% 3.1% 41.8% 29.6% 11.2%
Bangalore 5.4% 20.7% 30.4% 28.3% 8.7%
RATING THE FEATURES

Demographically
TAB 21

Segments
Students 3.3% 13.8% 45.5% 22.8% 4.9%
SME 2.0% 10% 22.0% 36% 18%
Working profile 2.6% 10.3% 34.2% 25.6% 12.8%
SegmentsVsratingfeatures
60
0
56 poor
fair
50
good
verygood
excellent
Count
40
40
30
30
28
20
18
17 17
15
10 12 12
11
9
6 6 5
4 3
0
1
people.
segmants
DEGREE TO WHICH ACER PRODUCTS ARE RECOMMENDED

Geographically

CityVsrecommendAcerproducts
60 definitelynot
recom m end
not sureto
50
recom m end
probablynot
recom m end
Count
probablyw ould
40
recom m end
30
20
10
0
place

TAB 22
Parameter Def. Not Probably Would Would
s/ not sure not probably def.
Places
Coimbator 1% 38% 10% 42% 9%
e
Chennai 2% 38.4% 8.1% 42.4% 9.1%
Bangalore 6.1% 19.2% 7.1% 51.5% 16.3%
Demographically
TAB 23
Parameters/ Would Not Probably Probably Def.
Segments def. not sure not would would
Students 4% 36.3% 10.5% 45.2% 4.0%
SME 1.8% 23.3% 3.6% 53.6% 17.9%
Working 2.5% 32.5% 8.3% 40.8% 15.8%
profile

SegmantsVsrecommendtheperchaseofAcer
products
60 definitelynot recomm end

not suretorecom mend
56 probablynot recom mend
probablyw ould
50 recom m end
49
definitelyrecom m end
45
Count
40
39
30
30
20
19
13 13
10
10 10
5 5
0 2 3
1
Small andm edium people.
enterprises
segmants

On an average 46.5% of the people would probably recommend Acer
products to his/ her friends/ associates or relatives. About 30.7% of
the people on average are not sure if they would recommend and
around 12.55% of the people would definitely recommend.
Demographically—consideration set for Acer desktops

Frequency of people having Acer in their consideration set
• STUDENTS – 31.5% were sure that while making decisions they would
consider the Acer products.
• SME – Around 50% of the people would consider Acer while making
purchase decisions
• Working profile – About 41.7% of the people would consider Acer
during purchase decisions.

SegmnetsVsAcerdesktopsintheir
considerationset
100
no
yes
80 85
Count
70
60
50
40
39
28 28
20
0
segmants
Acer notebooks in the consideration set

Geographically
C
ityV
sAc
erla
p to
psinth
econ
sid
era
tio
nse
t
no
6
0
y
e s
5
6 5
5
5
0 5
2
4
7
Count
4
4 4
4
4
0
3
0
2
0
1
0
0
1
C
oim
bato
re C
hen
nai B
ang
alo
re 3
3
p
lac
e

TAB 24
Parameters/ Places Acer desktops Acer notebooks
Coimbatore 35% 56%

Chennai 36.4% 55.6%
Bangalore 46.5% 52.5%
Demographically
SegmentsVsAcernotebooksinth eir
considerationset
80 no
yes
71
65
60
59
Count
49
40
33
20 23
0
segmants

• STUDENTS – 47.6% were sure that while making decisions they would
consider the Acer notebooks.
• SME – Around 58.9% of the people would consider Acer notebooks
while making purchase decisions
• Working profile – About 59.2% of the people would consider Acer
notebooks during purchase decisions.
Preference set—Acer desktops

Geographically
Acer’s share in the preference set of the people
TAB 25
Parameter/ First preference Second Third preference

Places preference
Coimbatore 10% 30% 60%
Chennai 9.4% 28.1% 62.5%
Bangalore 17.6% 41.2% 41.2%
CityVsAcerdesktops
Thirdpreference
20
2
0 Secondpreference
First preference
15
Count
1
4 1
4
12
10
9
5 6 6
3
2
0 1
place

TAB 26
Demographically
Parameter/ First Second Third
Places preference preference preference
Students 60.6% 33.3% 6.1%
SME 46.2% 38.555 15.4%
Working 48.8% 34.1% 17.1%
profile

SegmentsVspreferenceforAcerDesktops
Thirdpreference
20 Secondpreference
20 20
First preference
15
Count
14
10 11
7
5 6
5
2 2
0
Students Sm all and Workingprofiled
M edium people.
Enterprises.

Preference for notebooks:
Geographically
CityVspreferenceforAcernotebooks
20 Thirdpreference
Secondpreference
1
9 First preference
15
Count
1
3 1
3
12
10 11
5 6
3
2
0 1
place

TAB 27
Parameters/ First preference Second Third preference

Places preference
Coimbatore 10.5% 57.9% 31.6%
Chennai 12% 36.0% 52%
Bangalore 27.3% 29.5% 43.2%
Demographically—Acer notebooks in preference set
SegmentsVspreferencefor Acer
notebooks
20
19 Thirdpreference 19
Second
15
preference
15
First preference
Count
11
10
5 6
5
4
2
0
Students Small and Workingprofiled
Medium people.
Enterprises.

TAB 28
Parameter/ First Second Third
Places preference preference preference
students 52.8% 30.6% 16.7%
SME 45.5% 36.4% 18.2%
Working 39.4% 44.2% 20.9%
profile
FINDINGS

The general attitudes and awareness of the brand Acer is analyzed
Channel through which Acer was first heard of:
Geographically
• People came to know about Acer products and brand to a
greater extent from friends/ relatives / associates which
contributes to about 30% in each city on an average.
• Newspaper awareness contributed to around 14.8% and
magazine contribution was around 12%.
Demographically
• Students came to know about Acer through friends /relatives /
associates which contributed about 33.1%. About 12.1% each
through newspaper and magazine.
Nearly 17.8 % of the people have not heard of Acer.
• SME came to know about Acer through friends / relatives and
associates to about 21.4%. Newspaper contributed to about
19.6% and magazine to about 14.3% to the awareness of Acer
for the first time.
25% of the people have not heard about Acer.
• Working profile about 30% contribution was due to friends /
relatives / associates. 15% contribution by newspaper.
About 23.7% of the people have not heard of Acer.
Brand visibility Index:

Geographically
• The visibility index from the analysis is
Coimbatore – 2.41
Chennai – 2.4
Bangalore – 2.65
This indicated that Acer as a brand lies between low and average
visibility zone.
Demographically
• The visibility index is

Students – 2.54
SME - 3.45
Working profile – 2.58
This indicates that Acer has low visibility for the student
and working profile segment. It has average visibility in the
SME segment
Awareness towards Acer advertisements and promotional

activities:
Geographically:
• On an average 55.6% of the people have seen Acer advertisements
taking all the three cities in to consideration.
• Acer promotional activities were not noticed in a very negligible
pattern.
• Coimbatore – only 9% of the people have noticed an Acer
promotion.
• Chennai – around 16.2% have seen Acer promotions
• Bangalore – about 34.3% of the people have noticed Acer

promotional activities.
Demographically
Acer advertisements
• Students – 63.7% has noticed Acer advertisements
• SME – 44.6% has noticed Acer advertisements
• Working profile – 53.3% has noticed Acer advertisements

Acer promotions
• Students – 22.6% has noticed Acer promotions
• SME – 12.5% has noticed Acer’s promotional activities
• Working profile – 20.0% has noticed Acer’s promotional activities

Number of visits to Acer retail outlets (in the past six months):
Geographically
Coimbatore
• On the whole HP has the highest count of about 44%
• Visit to Acer retail outlet is 1%
Chennai
• Again HP being the highest with about 33.3% of visit
• About 6% of the people visited Acer retail outlets
Bangalore
• HP with 21.2% is again the highest hit.
• About 19.2% visit to Acer retail outlets.
Demographically
Students
• On the whole HP has the highest count of about 44%
• Visit to Acer retail outlet is 1%
SME
• Again HP being the highest with about 33.3% of visit
• About 6% of the people visited Acer retail outlets
Working profile
• HP with 21.2% is again the highest hit.
• About 19.2% visit to Acer retail outlets.
Measures that people undertake before their purchase decision—
evaluating the product
Geographically
Coimbatore
• 71% purchases occur by comparing specifications
• 50% purchases also happen by comparing specification and checking
offers
• 32% word of mouth
Chennai
• 62% purchases occur by comparing specification.

• 45% purchases through comparing specification and checking offers.
• 27% through media
• 32% seeing demo
Bangalore
• 52% comparing specification
• 38% word of mouth
• 30% comparing specification and checking offers
• 26% through media
Demographically
• Students – 35.5% of the purchases through comparing specifications
12.1% through word of mouth
5.6% each through checking offer and comparing
specifications
• SME - 10.7% of purchase through comparing specification and
checking
Offer
10.7% only comparing specification
9% each through word of mouth & checking offer, word of
mouth &
Checking specification and checking specification and
seeing demo.
• Working profile – 20% of the purchase through comparing specification

12.5% through checking offer & comparing
specification
11.7% checking specification & media
BRAND PERCEPTION CHECK:

Perception linked with the brand name:
Acer is still perceived to be in collaboration with Wipro. So it is
giving a perception of a national brand amongst most people.
Geographically

• Coimbatore only 62% of the people are aware that Acer is an MNC
• Chennai 67% had the awareness
• Bangalore 71% of the people knew that Acer is an MNC.

Demographically
• Students – only 42.5% perceive Acer as an MNC
• SME - only 17% of the SME perceive Acer as an MNC
• Working profile – 40.7% perceive Acer as an MNC.
Perception on the product parameters
An index is got from the analysis which gives the quality index in the three
different cities. This is done on a scale of 1 to 5 indicating where the
parameter actually lies.
• Quality
Geographically
Coimbatore – 2.56
Chennai – 2.84
Bangalore – 2.65
From the above data it is clear that Acer quality vice it lies in the fair
zone but far towards good.
Demographically
Students – 1.9
SME – 2.8
Working profile 2.72
Students perceive Acer’s quality to be fair. Both SME and working
profile perceive Acer’s quality to be good.
• Service
Geographically
Coimbatore – 2.22
Chennai – 2.41
Bangalore – 2.42

From the above data it is clear that Acer quality vice it lies in the
lower fair zone.
Demographically
Students – 2.43
SME – 2.38
The weighted average shows that the service of Acer perceived by
the three different segments is invariably fair.
• Price.
Geographically
Coimbatore – 2.55
Chennai – 2.87
Bangalore – 3.06
From the above data it is clear that Acer quality vice it lies in the
fair zone in Coimbatore and far towards good in Chennai. In
Bangalore price vice perception for Acer is good
Demographically
Students – 2.9
SME – 2.69
The data above shows that the price of Acer products is perceived to
be good invariably in all three segments.
• Performance
Geographically
Coimbatore – 2.77
Chennai – 2.88
Bangalore – 2.60
From the above data it is clear that Acer quality vice it lies in
between the fair and good zone.
Demographically
Students – 2.82
SME – 2.98

The data shows that the performance of Acer products is perceived
to be in between fair and good but more inclined towards good.
• Features
Geographically
Coimbatore – 2.75
Chennai – 3.01
Bangalore – 2.71
From the above data it is clear that in Coimbatore and Bangalore
Acer quality vice it lies in between the fair and good zone. In
Chennai it lies in the good zone.
Demographically
Students – 2.829
SME – 3.22
The data shows indicates that students and working profile perceive
the features of Acer products to be in between fair and good. The
SMEs’ perceive the features of Acer products to be good.
Degree to which Acer products are recommended

Geographically
Taking the weighted average mean into consideration and rating the
different parameters on the scale of 1 to 5 people feel that
• Coimbatore – 3.2
• Chennai – 3.15
• Bangalore – 3.49
The respondents feel that they would probably not recommend Acer
products to their friends / relatives / associates.
Demographically
• Students – 3.05
• SME – 3.625
• Working profile – 3.35

Students and working profile people feel that they would probably
not recommend Acer to their known ones. SMEs response lies in
between probably not to probably would and more inclined towards
probably would.
Checking if Acer desktops falls in the consideration set and in the

preference set
Geographically
• Coimbatore – 35% people considers Acer desktops while they are
considering buying one. But when it narrows down to the preference
set out of the 100 respondents only 30 respondents’ preferred Acer
desktops and their preference level in the scale of 1 to 3 is 1.5. This
represents somewhere between third and second preference.
• Chennai - 36.4% of the people have Acer desktops in their
consideration set when they are to buy desktops. But it comes to the
preference set the response is 1.468 in the scale of 1 to 3. That is it
somewhere between third and second preference.
• Bangalore – 46.5% of the people consider Acer desktops when they
plan for a purchase but their preference level in a scale of 1 to 3 is
0.629.That is even below third preference. Or could be taken as a few
people prefer Acer desktops as their third preference.
Demographically
• Students – 31.5% of the people feel that they would consider Acer
desktops when they go for a purchase. Out of which when it comes to
the preference set only 33 responses were there. In the scale of 1 to 3
it lays around 1.45 which indicates their preference lies between third
and second preference.
• SME – Around 50% of the respondents would consider Acer desktops
while they decide a purchase. In the preference set only 13 responses
where there and their preference lies between third and second
preference more inclined towards second preference.
• Working profile – About 41.7% would consider Acer desktops when
they go for a purchase. Out of the consideration set only 41 responses

preferred Acer desktops. Their preference lies between third and
second preference (1.68) in the scale of 1 to 3.
Checking if Acer laptops falls in the consideration set and in the

preference set
• Coimbatore – 56% people considers Acer laptops while they are
considering buying one. But when it narrows down to the preference
set out of the 100 respondents only 19 respondents’ preferred Acer
laptops and their preference level in the scale of 1 to 3 is 1.789. This
represents somewhere between third and second preference.
• Chennai – 55.6% of the people have Acer desktops in their
consideration set when they are to buy laptops. But it comes to the
preference set the response is 1.6 in the scale of 1 to 3. That is it
somewhere between third and second preference.
• Bangalore – 52.5% of the people consider Acer laptops when they plan
for a purchase but their preference level in a scale of 1 to 3 is 1.8.That
is even below third preference. Or could be taken as a few people
prefer Acer desktops as their third preference
The preference fro an Acer laptop, on the whole is between third and
second preference and more towards third preference. That for Acer
laptop is also between third and second preference but inclined
more towards second preference.
Demographically
• Students – 47.6% of the people have Acer notebooks in their
consideration set out of which only 36 people have it in their
preference set and their ranking for preference in the scale of 1 to 3 is
1.638. this indicates that their preference lies between third and
second preference inclined towards second preference.
• SME – 58.9% of the respondents say that they would consider Acer
products but their preference level in the scale of 1 to 3 is 1.7, heading
towards second preference.
• Working Profile – 59.2% have Acer in their consideration set and their
preference level in the scale of 1 to 3 it lies at 2.41 indicating that

working profile people have Acer notebooks as their second
preference.
CONCLUSION
The awareness of the brand Acer is average which is due to the low visibility
of the brand to the customers. There is not enough advertisement and
promotional activities that is undertaken to boost the brand. There must be a
lot of investment made make the brand more visible. This will help the brand
to build itself strong.
The channel through Acer became aware to many people is through word of
mouth. But to some extent even through internet and newspaper. There must
be another research conducted to check if the word of mouth propagation is
actually causing a positive reinforcement or negative reinforcement.
There are about 20% of the people who have not heard of Acer. The amount
of advertisements and promotions that we undertake is also comparatively
low and it is not being noticed much. This is in turn affecting the visibility of
the brand compared to the other brands that really pump a great amount of
advertisements even being a new entrant in the market. This also is leading
to the relatively low number of visits to the Acer retail outlets though having
the highest network.
Acer is also being perceived still as a national brand which is in collaboration

with Wipro. People are not sure if Acer is an Indian or a foreign brand, which
actually creates a wrong vibration in the purchase decision chain of the
customers.

SUGGESTIONS / RECOMMENDATIONS
First thing that we need to do is change that perception and project ourselves
as an MNC with the Indian emotions filled in it. We need to target our
customer segment properly and advertise our product and brand
We must focus on the other means of throwing light on the band like TV
commercials, internet banners and magazine printed ads because the
amount of people with media habits as TV, newspaper, internet is really huge.
• Acer has to be made awareness first regionally and then nationally.

• Tying up with educational institutions will increase the awareness
and also the leads.
• Acer needs to redefine its target segment as to which is potential.
The segment suggested is SMEs and college students.
• Acer needs to set its target properly and focus Advertisements to
hit them especially the TV commercials.
• Designing gift offers and vouchers with the product also will help a
lot to draw the attention of the customers.
• Online banner Advertisements can be designed and can be
displayed on the widely used sites especially in messengers like
Yahoo and Google talk.

• Popup inviting users to participate in online survey can be designed
and implemented so that the perception of the people can be
known periodically.
• Huge hoardings with the endorsed celebrity can be designed and
put o places where are forced to see such as in the signals, near
direction boards, outside famous malls, on road dividers etc.
• Service and support is one factor which has to be worked out
properly.
• Providing good incentives and schemes to the dealers as Acer in
India will help a lot as it is still a push product.
• Sponsoring for big events like the filmy events which happen and
also sport.
APPENDIX
Dear Respondent:
I am a student of Ohio University, Christ College carrying out a

research project titled brand awareness and consumer perception of
the branded PC vendors. I request you to kindly fill in this
questionnaire. All the information provided by you will be strictly
confidential and will be used only for academic purposes. Please put
a tick mark or circle the bullets where ever necessary.
1. Do you own a Personal Computer / Notebook?
Desktop Yes
If yes, which brand? ____________
No
Notebook Yes
If yes, which brand? ____________
No
2. Which brand would you prefer to buy while buying a desktop or notebook?

(HP, Lenovo, Acer, Dell Inc., Toshiba)
2. (a) Desktop ( rate your preference)
Rank 1 2 3
Brand
Reason
2. (b) Notebook ( rate your preference)

Rank 1 2 3
Brand
Reason
3. Please rank these brands in order of their visibility (1-the lowest & 5-
highest).
HP ____ Dell Inc. _____
Lenovo ____ Acer _____
HCL ____ Toshiba _____
4. Please mark the means that help you to make purchases.
Word of mouth comparing specifications
Media Checking offers
Seeing demo
5. What are your main media habits?
TV Newspaper
Magazine Radio
Other, please specify________________
6. How much time do you spend on this media and at time of your day?
_________________________________________________________

_________________________________________________________
7. Have you seen/visited any of the below listed exclusive retail outlets in the
last six months?
HP Dell Inc.
Lenovo Acer
Apple Toshiba
9. Have you seen any Acer advertisements or brand promotions?

• Advertisements Promotions.
Yes Yes
No No
10. How did you first hear about Acer?
TV Friends/Relatives/Associate
Internet Newspaper
Magazine Not sure
Haven’t heard of it other
11. How do you perceive Acer?
MNC brand
National brand.
12. Do you own an Acer product?
Yes
No
13. Please rate Acer products based on the parameters given below.
(1- Poor, 2- fair, 3-good, 4-very good, 5 – excellent)
Parameter 1 2 3 4 5
s
Quality

Service
Price
Performan
ce
Features
14. Would you recommend Acer products to a friend or associate?
Definitely not not sure
Probably not probably
Definitely
15. Would you consider Acer when you decide to buy a notebook or a
desktop?
Desktop Notebook
Yes Yes
No No
16. What comes to your mind when you think of Acer?
Personal details:
Age: _________
Gender: _________

Marital Status: ______________
Qualification: _______________
Occupation: _________________
Yearly income range_____________
If student, the college name__________
Place_________________________

Acer India (PVT) LTD

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Acer India (Pvt) Ltd.

An Internship Project Report on

In partial fulfillment of the Master’s Program in Business

OHIO University Christ College Academy for Management Education

Internship project – Acer India (Pvt) Ltd. 2

I wish to express my deepest gratitude to ACER INDIA Pvt. Ltd., head

My special thanks to my co-student and dear friend Mr. B. Venkata

Internship project – Acer India (Pvt) Ltd. 3

Marketing is an activity present in all companies where marketing strategies

The means of collecting data were through personal interviews, distributing

Internship project – Acer India (Pvt) Ltd. 4

Internship project – Acer India (Pvt) Ltd. 5

 ABOUT THE COMPANY

1. Back ground – Acer India................................................8

 RESEARCH DESIGN METHADOLOGY.........................................17

Internship project – Acer India (Pvt) Ltd. 6

THE BRAND increasingly is becoming the key source of differentiation that

The act of creating public awareness of a specific brand in order to maximize

Consumers tend to make purchasing decisions based on peer

Internship project – Acer India (Pvt) Ltd. 7

Acer India was incorporated in September 9, 1999 as a wholly owned

Headquartered in Bangalore, today Acer India has offices in twelve cities

Internship project – Acer India (Pvt) Ltd. 8

Internship project – Acer India (Pvt) Ltd. 9

KEY SUCCESES IN 2005/2006

Internship project – Acer India (Pvt) Ltd. 10

Acer Aspire Series

Internship project – Acer India (Pvt) Ltd. 11

Acer Power (945GZ)

Acer Power 335

Internship project – Acer India (Pvt) Ltd. 12

Acer TravelMate Series

Acer Ferrari Series

TravelMate 2420 Series

Rich entertainment with long lasting mobility Driven by an Centrino @ 1.7GHz

Internship project – Acer India (Pvt) Ltd. 13

Acer Altos Series

Internship project – Acer India (Pvt) Ltd. 14

Under this type of product there are a large number of differentiated

• Scalability and Performance: Provide excellent performance and

Internship project – Acer India (Pvt) Ltd. 15

Acer AL900 Series - LCD Monitor

• 500:1 contrast ratio - For strikingly vivid images

Internship project – Acer India (Pvt) Ltd. 16

RESEARCH DESIGN METHODOLOGY

Internship project – Acer India (Pvt) Ltd. 17

Internship project – Acer India (Pvt) Ltd. 18

BASIC ATTITUDES AWARENESS CHECK:

Internship project – Acer India (Pvt) Ltd. 19

(Sample size 100 per city)

Parameter Friends/relativ TV Newspap Magazi Intern

Internship project – Acer India (Pvt) Ltd. 20

(Sample size 40, 2 0

Internship project – Acer India (Pvt) Ltd. 21

(Sample size 100

NO Low Average Good Very good

Internship project – Acer India (Pvt) Ltd. 22

(Sample size 40, 2 0 and 40)

Parameters/ No Low Averag Good Very good

Internship project – Acer India (Pvt) Ltd. 23

(Sample size 100 each)

(Sample size 40, 2 0 and 40)

Internship project – Acer India (Pvt) Ltd. 24