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SRM UNIVERSITY

(UNDER SECTION 3 OF UGC ACT 1956) PROJECT ON A STUDY ON CONSUMER BUYING BEHAVIOUR OF HCL PRODUCTS In partial fulfillment of the requirements in the fourth semester

H C L INFOSYSTEMS LTD

UNDER THE GUIDANCE OF


Dr. Shanthi Venkatesh

Submitted By Krishna Chandan (35080254)


SRM SCHOOL OF MANAGEMENT FACULTY OF ENGINEERING AND TECHNOLOGY KATTANKULATHUR 603203.

BONAFIDE CERTIFICATE

This is to certify that this project report A STUDY ON CONSUMER BUYING BEHAVIOUR OF HCL PRODUCTS is the bonafide work done by Mr. Krishna Chandan who carried out research under my supervision. Certified further that to the best of my knowledge the work reported does not form part of any other project report on dissertation on the basis of which a degree or award was conferred on an earlier occasion, on this or any other candidate. PROJECT GUIDE DR. SHANTHI VENKATESH HEAD OF THE DEPARTMENT Dr. JAYSHREE SURESH

ACKNOWLEDGEMENT

We thank God for his grace that sustained us to complete this project work successfully. We wish to express sincere thanks to our beloved Shri.T.R.Pachamuthu, Chancellor of SRM University who provided us this opportunity to do the work. Our deep sense of gratitude and profound thanks to Dr. Jayshree Suresh, Dean/ MBA, SRM School of Management for importing her wise knowledge and excellent guidance in enabling us complete this project successfully. We are thankful to our Faculty, Dr. Shanthi Venkatesh for her guidance and encouragement throughout the project and also for offering us suggestions without which this project would not have been completed. I also thank the others in the management who decided our various doubts and helped us understanding their respective department.

Krishna Chandan

TABLE AND CONTENTS

Serial No.

Title Preface Executive Summary Introduction Company Overview Company Profile Company marketing Strategy Vision & Mission statement of the company Organization structure Product Profile Introduction to consumer buying behavior Objective, scope & Limitations Objective of the study Scope of the study Limitations of the study Research Methodology Research methodology Research design Importance of descriptive research Data collection method Sample design Statistical tool used for analysis Data Analysis & Interpretation One way analysis of variance Summary Summary of findings Suggestions & recommendations Conclusion Swot analysis Bibliography Questionnaire

Page No. 1 2 3-6 7-10 10 12 13-14 16-23

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24 25 26 27 27 27 27-28 28 28-31 32-46 47-48 49 50 51 52-53 54 55-56

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7. 8.

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PREFACE

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

EXECUTIVE SUMMARY

The objective of the project was to understand the consumers buying behavior & what factors influences their decision to purchase Laptop and desktop. The study was confined to geographical area at Chennai. For the purpose of this research, it was absolutely imperative for me to find out what factors affect the consumers buying behavior. To find out that I required to get a detailed questionnaire filled by the concerned person. So, I conducted a primary research in the above mentioned geographical region. The target customers were of various Agegroup, sex and income level. The total field work was done for 30 days in which a total sample size of 350 consumers was covered. According to this study selling rate of products is very much affected by competitors product. Brand name of the company and feature of laptop and desktop are very much affected buying decision of customer. Advertising is most motivating thing for purchasing a laptop and desktop. Mostly person purchase laptop for educational needs.

INTRODUCTION (Company overview)

The HCL Enterprise is one of Indias largest electronics, computing and information technology company. Based in Noida, near Delhi, the company comprises two publicly listed Indian companies, HCL Technologies and HCL Infosystems. Born in 1976, HCL has a 3 decade rich history of inventions and innovations. In 1978, HCL developed the first indigenous micro-computer at the same time as Apple and 3 years before IBM's PC. During this period, India was a black box to the world and the world was a black box to India. This micro-computer virtually gave birth to the Indian computer industry. The 80's saw HCL developing know-how in many other technologies. HCL's in-depth knowledge of Unix led to the development of a fine grained multi-processor Unix in 1988, three years ahead of Sun and HP.

HCL's R&D was spun off as HCL Technologies in 1997 to mark their advent into the software services arena. During the last eight years, HCL has strengthened its processes and applied its know-how, developed over 28 years into multiple practices - semi-conductor, operating systems, automobile, avionics, bio-medical engineering, wireless, telecom technologies, and many more.

Today, HCL sells more PCs in India than any other brand, runs Northern Ireland's largest BPO operation, and manages the network for Asia's largest stock exchange network apart from designing zero visibility landing systems to land the world's most popular airplane.

HCL Infosystems Ltd is one of the pioneers in the Indian IT market, with its origins in 1976. For over quarter of a century, we have developed and implemented solutions for multiple market segments, across a range of technologies in India. We have been in the forefront in introducing new technologies and solutions.

In the early 70s a group of young and enthusiastic and ambitious technocrats embarked upon a venture that would make their vision of IT revolution in India a reality. Shiv nadir and five of his colleagues got together and 1975 set up a new company MICROCOMP to start with; they started to capitalize on their marketing skills. Micro comp marketed calculators and within a few month of starting operation, the company was out selling its major competitors.

On 11th August, 1976 HINDUSTAN COMPUTERS LIMITED was incorporated as joint venture between the entrepreneurs and UPSCE, with an initial equity of Rs.1.83 Lacs.

History: In 1976, Shiv Nadar, quit an executive job with Delhi Cloth Mills (DCM) along with five of his friends (Arjun Malhotra, Subhash Arora, Badam Kishore Kumar, T.V Bharadwaj & Arun Kumar H) to start a new company, Microcomp Limited. The focus of the company was design and manufacturing of scientific calculators. The venture provided its founders money to start a company that focused on manufacturing computers. The company was renamed as Hindustan Computers Limited (HCL) and received support from the Uttar Pradesh government to setup their manufacturing in Noida. In 1981, NIIT was started to cater to the increasing demand in computer education. By early 2000s, Nadar divested his stake in this venture. HCL is known for constant innovations which are visible in their new ranges of laptops from time to time. Some of the popular models of HCL laptops include HCL Laptop Z22- Z2201, HCL Notebook P21- P2110, HCL Notebook K21- K2101, HCL Laptop X9912- AX9015, HCL Laptop Z24- Z2403 and so on HCL laptops are known for their portability as they are one of the slimmest in the Indian market. HCL laptops in India are customized according to the Indian customers, keeping in mind their needs, look and feel. The three basic funda which HCL implements in their laptops or you can say three basic points which is implemented in all the laptops in India are:

SLIM: HCL India is among companies making the slimmest laptops/notebook in India.

LIGHT: Lightweight is one of the main features, adding color to the laptops/notebook.
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POWER: And the most important part is the power of this HCL laptops/notebook. They are up to date and highly technology oriented.

All three features integrated together gives HCL laptops and desktops in Indian market, over the edge advantage. Being designed for all the generation, HCL laptops in India makes a rage among the people. With attractive color and design, ravishing looks and best suited technology HCL India knows how to market their products. HCL Support: On HCLs special support website, http://hclsupportservice.in/, HCL only gives details about its warranty program. It does not offer drivers for download purpose, nor does it have any other feature. It does not even list the phone numbers for technical help.

HCL Advantage: HCL Infosystems (HCLI) draws its strength from 30 years of experience in handling the ever changing IT scenario , strong customer relationships, ability to provide the cutting edge technology at best-value-for-money and on top of it, an excellent service & support infrastructure. Today, HCL is countrys premier information enabling company. It offers one-stop-shop convenience to its diverse customers having an equally diverse set of requirements. Be it a large multi-location enterprise, or a small/medium enterprise, or a small office or a home, HCLI has a product range, sales & support capability to service the needs of the customer. Last 30 years apart from knowledge & experience have also given us continuity in relationship with the customers, thereby increasing the customer confidence in us. Our strengths can be summarized as: Ability to understand customers business and offer right technology. Long standing relationship with customers.
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Pan India support & service infrastructure. Best-vale-for-money offerings.

Milestones: 1976 - HCL (Hindustan Computers Limited) is created. 1977 - Forms distribution alliance with Toshiba for copiers and notebooks. 1978 - Developed the first indigenous Microcomputer. 1986 - HCL becomes the largest IT Company in India. 1988 - Development of fine-grained multiprocessor Unix operating system 1989 - HCL America is created with Sanmina SCI as its manufacturing partner. 1991 - Entered into a partnership with HP to form HCL HP Limited. Developed a custom Multiprocessor Unix for HP 1994 - Tied up with Nokia for mobile phone distribution and Ericsson for telephone switch distribution. 1996 - Partnership with HP ends.

1997 - HCL's R&D division is spun off as HCL Technologies 2001 - HCL BPO is created. 2002: HCL Infosystem joins hands with Sun Microsystems India to provide end-to-end solutions to business. HCL Infosystem says it is the No.1 PC Co in India in 2001.

2003: HCL Infosystem receives the project to completely automate the Value Added Services (VAT) of Andhra Pradesh.

2004: HCL Infosystem forays into digital entertainment sector HCL touches one lakh milestone in desktop sales HCL Infosystem ties up with Union Bank.

2005: HCL Launches Micro Balanced Technology Extended (BTX) Form Factor for desktops in India on February 10, 2005.

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Pricing of HCL laptops in India


For personal users: HCL ME G3843 Laptop price - Rs.23700 to HCL ME Z3935 Laptop price - Rs.43928 For niche users: HCL ME P3859 LEAPTOP price Rs.30480 For small businesses: HCL Notebook MH04 price - Rs.15, 999 For young users: HCL ME G3843 Laptop price - Rs.23892 to HCL ME Z3935 Laptop price - Rs.43928

HCL Marketing Strategies:


The HCL Global branding initiatives was conceptualized in Jan 05 with an objective to unify the global enterprise and connect with all stakeholders. Done in three phases, the brand communication took a single thread (that of HCL being in the leading edge of technology), while expressed it in different ways. The Fearless Campaign: The 'Fearless' was a print-led TV campaign, which brought out the core HCL values of Guts, Courage and Passion. The campaign also spoke about the size and width of the enterprise, while introducing the HCL Heritage and stature.

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'The Numbers do the talking' Campaign:

0 and 1, the binary digits were taken as HCL's brand ambassadors. The story they weave around the different areas of expertise that HCL has is the crux of the campaign. The campaign, initiated in Jan 05 went on till March 06 and explained the multifaceted technology width of HCL. The campaign helped in sustaining and continuing the brand stature of the company.
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Touch Technology Campaign: This was a Television advertisement. The idea was to see the world from the eyes of a common man, someone who isnt completely aware of our presence. But as the film unfolds, he finds out that we are almost everywhere, and that many of the things that he took for granted are in fact powered by our technology. In order to initiate this process and give the brand a face, a protagonist was introduced - the HCL employee. And thus the ad becomes a chance encounter of two people from different ends of the same spectrum. Its the story of - The Hitchhiker. And the campaign became the "Technology that touches lives." More recently, in 2009 HCL Infosystems has re-branded its range of laptop products as ME, and it aims to raise its market share in the segment to 20 per cent from the existing 7.34 per cent in two-three years. Over the next two-three years, the company would spend Rs 40-50 crore around the re-branding exercise. The new HCL ME campaign has been made keeping in mind the requirements of todays customers who are on the move and seek seamless connectivity to the virtual world.

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A survey carried out by research firm IMRB on key youth trends has revealed that there is an increasing need for mobility among the target segment but the nuances of mobility varied in different age brackets. For teenagers, laptops are a means to belong to their community, while the jobseekers biggest motivation is career growth and technology and the laptop is an enabling tool. For the mid-level executive, the laptop offered mobility and the ability to work at his own pace. The new marketing campaign for ME is aimed at establishing a youthful and vibrant image of the brand and ensure a stronger connect with NextGen consumers. All HCL Digilife stores and retail outlets would be re-branded as part of the strategy.

VISION AND MISSION OF HCL INFOSYSTEMS LTD.

VISION STATEMENT "Together we create the enterprises of tomorrow".

MISSION STATEMENT "To provide world-class information technology solutions and services to enable our customers to serve their customers better.

AWARDS AND RECOGNITIONS:


HCL was ranked among the top Media & Telecommunications. HCL received three Channels Choice 2007 awards Sales Support & Commercial Terms from DQ Channels, based on an IDC channel satisfaction survey HCL Infosystems was presented with the Marketing Management (IMM) in recognition HCL won the Amity Corporate Excellence Award Indias Most Preferred Personal Computer Brand by CNBC AWAAZ Consumer Award 2008.
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The Most Responsive Company Avaya Global Connect Fast 500 Asia Pacific 2008 program by Deloitte Technology, for Relationship Management, after in the Computer hardware category. 'Top Organization - 2008' of its innovation in marketing management. 2008-IT Hardware Category by the Economic Times.

HCL COMPRISES TWO COMPANIES LISTED IN INDIA THAT IS:

HCL HCL INFOSYSTEM

HCL TECHNOLOGY

HCL INFOSYSTEM HAVING ITS ANOTHER THREE BRANCH.

HCL INFOSYSTEM

D.S.O

FRONTLINE

S.S.O

FRONTLINE:NIRAJ PACHUI-Head HARI BHASKAR- Vice President RAJAN RAHI- Executive Vice President
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Organization structure
Shiv Nadar is the founder as well as the chairman of HCL.

Leadership Team

VINEET NAYAR
CEO, HCL Technologies

RANJIT NARASIMHAN
President & CEO - BPO Services, HCL Technologies Ltd

ANIL CHANANA
Executive Vice President - Finance, HCL Technologies

ANANT GUPTA
President - Infrastructure Services Division, HCL Technologies

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PRODUCT PROFILE
DESKTOP CONFIGURATION

Code :- AZ1121 Intel Pentium Dual Core (Processor 2.5GHz), 2 GB DDR2 RAM, 320 SATA Hard Disk, Card Reader Slotte, Multimedia keyboard, Optical Scroll Mouse, 6USB, Serial parralet Audio-In-Audio out, Dual Level DVD Writer, 320 Watt Speaker, 18.5 TFT Monitor, EC2 Technology For Data Recovery, With One Year Warranty. Price :- Rs.25,990

Code :- AZ1123 Intel Core 2 Duo Processor (Processor 2.8GHz), 3 GB DDR2 RAM, 320 SATA Hard Disk, Card Reader Slotte, Multimedia keyboard, Optical Scroll Mouse, 6USB, Serial parralet Audio-In-Audio out, Dual Level DVD Writer, 320 Watt Speaker 18.5 TFT Monitor, EC2 Technology For Data Recovery, With One Year Warranty. Price :- Rs.30,490

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HCL Leaptop T39 Price: Rs.41990 Code: AX0T3904 Intel Core2 Duo Processor P7350 Ubuntu 8.10 4 GB DDR2 RAM 320 GB Hard Disk Drive DVD Super Multi Drive Integrated 2.0 M Video Camera with Dual Internal MIC 10000 Gaming Hours EC2 Technology For Data Recovery FREE HCL SONIC EAR-GEAR

HCL Leaptop Z-3925 Price: Rs.57340 Code: AXZ3919 + GC944 Intel Core 2 Duo Processor T6400 Ubuntu Linux 8GB DDR2 RAM (2xslots) 500 GB SATA Hard Disk Drive SATA Integrated Bluetooth & Web Camera 2 MP with Internal Mic DVD Super Multi Drive With All Features EC2 Technology For Data Recovery FREE HCL SONIC EAR-GEAR

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INTRODUCTION TO CONSUMER BUYING BEHAVIOR

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Consumer Buying Behavior

Buying Behavior is the decision processes and acts of people involved in buying and using products.

CONSUMER PURCHASE DECISION PROCESSFive Stages of Consumer Behavior Basic psychological processes play an important role in understanding how consumers actually make their buying decision. The purchase decision process is the stages a buyer passes through in making choices about which products and services to buy. Buyer decision processes are the decision making processes undertaken by consumers in regard to a potential market transaction before, during, and after the purchase of a product or service.

1. 2.

Problem Recognition, Information Search, Alternative Evaluation, Purchase Decision, And Post-Purchase Behavior.

Five Stages of Consumer Behavior

3. 4. 5.

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Defining the need / want

Internal or external sources

Defining criteria

Whom to buy and when to buy

Expectations and reality cognitive dissonance

Problem Recognition
The buying process starts when the buyer recognizes a problem or need. The need can be triggered by internal and external stimuli. With an internal stimulus, one of the persons normal needs- hungers, thirst, sex-rises to threshold level and becomes a drive; or need can be aroused by an external stimulus. A person may admire a neighbors Laptop which triggers thoughts about the possibility of making a purchase. Marketer need to identify the circumstances that trigger a particular need by gathering information from a number of consumers. They can then develop marketing strategies that trigger consumer interest. This is particularly important with discretionary purchase such as luxury goods, vacation packages, and entertainment options. Consumer motivation may need to be increased so that a potential purchase is given serious consideration.

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Information Search
An aroused consumer will be inclined to search for more information. It can be accepted distinguish between two levels of arousal. The milder search state is called heightened attention. At this level a person simply becomes more receptive to information about a product. At the next level, the person may enter an active information search: Looking for reading material, phoning friend, going online, and visiting stores to learn about the producing. Of key interest to the marketer Major information sources fall into four groups: Personal. Family, Friend Neighbors acquaintances. Commercial Advertising, web site sales persons dealers packaging displays. Public: Mass media consumer-rating organizations Experiential: Handling examining urging the product.

Evaluation of alternatives
How does the consumer process completive brand information and make final values judgments? No single process is used by all consumers or by one consumer in all buying situation. There are several evaluation processes. First, the consumer is trying to satisfy a need .Second, the consumer is looking for certain benefits from the product solution. Third, the consumer sees each product as a bundle of attributes with varying abilities for delivering the benefits sought to satisfy this need. The attributes of interest to buyers vary by product For example Laptops and desktops: Looks, Features, Technology and Services

Purchase decision
In the evaluation stage the consumer preferences among the brands in the choice set. The consumer may also from an intention to buy the most preferred brand. In executing a purchase intention, the consumer may make up to five sub decisions:

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Brand (Hp, Dell etc). Dealer, Quantity (One laptop), Timing (weekend), and payment method (credit card).

Post purchase Behavior

After buying a product, the consumer compares it with expectations and is either satisfied or dissatisfied. Satisfaction or dissatisfaction affects consumer value perceptions consumer communications Repeat-purchase behavior. Many firms work to produce positive post purchase communications among consumers and contribute to relationship building between sellers and buyers. Cognitive Dissonance. The feelings of post purchase psychological tension or anxiety a consumer often experiences.

Types of Consumer Buying Behavior


Types of consumer buying behavior are determined by: Level of Involvement in purchase decision. Importance and intensity of interest in a product in a particular situation. Buyers level of involvement determines why he/she is motivated to seek information about a certain products and brands but virtually ignores others.

The four type of consumer buying behavior are: Routine Response/Programmed Behavior--buying low involvement frequently purchased low cost items; need very little search and decision effort; purchased almost automatically.
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Limited Decision Making--buying product occasionally. When you need to obtain information about unfamiliar brand in a familiar product category, perhaps. Requires a moderate amount of time for information gathering. Extensive Decision Making/Complex high involvement, unfamiliar, expensive and/or infrequently bought products. High degree of

economic/performance/psychological risk. Example: Laptops. Spend a lot of time seeking information and deciding. Information from the companies MM; friends and relatives, store personnel etc. Go through all six stages of the buying process. Impulse buying, no conscious planning.

Buying Situations: -

Routine

Limited

Extensive

Involvement

Short

Low to moderate

High

Time

Low

Short to moderate

Long

Cost

Short

Low to moderate

High

Information Search Number

Internal only

Mostly internal

Internal & external

of One

few

many

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

Categories that Affect the Consumer Buying Decision Process


A consumer, making a purchase decision will be affected by the following three factors: 1. Personal 2. Psychological 3. Social

Personal
Unique to a particular person. Demographic Factors. Sex, Age etc. Who in the family is responsible for the decision making? Young people purchase things for different reasons than older people.

Psychological factors
Psychological factors include: 1. Motives-A motive is an internal energizing force that orients a person's activities toward satisfying a need or achieving a goal. Actions are effected by a set of motives, not just one. If marketers can identify motives then they can better develop a marketing mix. MASLOW hierarchy of needs.

Physiological Safety
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Love and Belonging Esteem Self Actualization

Need to determine what level of the hierarchy the consumers are at to determine what motivates their purchases. 2. Perception What do you see? Perception is the process of selecting, organizing and interpreting information inputs to produce meaning. Information inputs are the sensations received through sight, taste, hearing, smell and touch. 3. Ability and Knowledge-Need to understand individuals capacity to learn. Learning, changes in a person's behavior caused by information and experience. Therefore to change consumers' behavior about your product, need to give them new information re: product free sample etc. When making buying decisions, buyers must process information. Knowledge is the familiarity with the product and expertise. 4. Attitudes Knowledge and positive and negative feelings about an object or activity-maybe tangible or intangible, living or non- living Drive perceptions Individual learns attitudes through experience and interaction with other people. Consumer attitudes toward a firm and its products greatly influence the success or failure of the firm's marketing strategy. 5. Personality All the internal traits and behaviors that make a person unique, uniqueness arrives from a person's heredity and personal experience.

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6. Lifestyles-Recent US trends in lifestyles are a shift towards personal independence and individualism and a preference for a healthy, natural lifestyle.

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

Ten basic rules for customer satisfaction


Involve top management.

Know the customers.

Let the customers define what attributes are important.

Know the customers requirements, expectations, and wants.

Know the relative importance of customer decision criteria.

Gather and trust data.

Benchmark the data against competitors, and identify competitive Strengths and weaknesses.

Develop cross-functional action plans that enhance strengths and Correct weaknesses.

Measure performance continually and spread the data throughout the organization.
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Be committed to getting better and better and better.

OBJECTIVE OF THE STUDY


To find out the satisfaction level of consumers. To find out what are the expectation of consumer while purchasing a laptop. To know about the perception of customers about Quality, Price, Brand Image, and how it is affecting the customer satisfaction level. And how does service matters after sales for next purchase. To identify the opinion of the respondents and their feelings towards the value of the products when compare to other brands.

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SCOPE OF THE STUDY


This research was conducted with an aim to help the company to increase its Sales. This study will help to understand the buying behavior of customers towards HCL products. It also helps the company to know the effectiveness of various channels of distribution and also the promotion activities which can be carried out in order to increase the sales of the company. It will also help the company to understand its market share among its competitors. It helps the organization to understand the customer psychology on choosing the product or service so that easily the product can be positioned. It also helps to assess the real opinion and mindset of customers and aids to meet out their expectation in future in turn that will increases the volume of sales.

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LIMITATION OF THE STUDY Every research has its own limitation. It is not possible that a research is accomplished
without having bounding and limitation. There are always some short comings which come into the way of accomplishment of a particular research study. It is almost impossible for research to get away from it. Following are the some limitations which I face during the dissertation: For a particular research we need a particular time. But there was a time limit. The respondents were reluctant to give information. The survey was conducted with the geographical limits of Patna and as such the finding cannot be generalized for entire respondents. The sample was restricted to 350 customers, which may restrict the scope. Human error is unavoidable.

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RESEARCH METHODOLOGY
A research methodology is purely and simply the frame work or plan for a study that Guide the collection and analysis of the data. It provides a scientific frame work for conducting some research investigation. In this research study descriptive Research design had been followed whether in is typically concerned with Determining frequency with which something occurs or how to various vary together. This study is typically by an initial hypothesis.

RESEARCH DESIGN
In this research study about the computer system a detailed descriptive research design was followed in order to evaluate the performance of Hcl laptops and desktops among customers sector.

IMPORTANCE OF DESCRIPTIVE RESEARCH


1. To describe the characteristic of certain groups examples user of a product with different age, education etc., 2. To estimate the proportion of people in a specified population who behave in a certain way. Example: to point out purchasing HCL computers by the user. 3. To determine whether certain various are associated. Example: education level of computer users, etc. For analyzing the collecting data an in depth statically research design was framed and various statistical tools and techniques were also used for the same purpose.

DATA COLLECTION METHOD


Primary data: required for this research study was collected by conducting a market research study where in various customers were given questionnaire and the required data was thus collected. The different type of questionnaire and the required data was thus collected. The different types of questions asked in the questionnaire are
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Open ended questions, Closed ended questions, Ranking questions, Rating questions. Secondary data: need for conducting this research work was collected from various companys brochures, statistical & management books, market research book etc., which are presented in the literature review in detail.

SAMPLE DESIGN
A) Population: all customers who want to purchase a laptop or desktop in Patna B) Sample frame: all customers who want to purchase a laptop or desktop in Laptops (a retail shop) in Patna C) Sample size: 350 Before the original questionnaires were drafted, preliminary questionnaires were framed and a pilot survey was conducted with a sample of 10 customers in order to determine the sample size. D) Sampling method: A questionnaire was given to the customers who came to purchase a laptop/desktop in retail shop in Patna.

The statistical tools used for analysis are:


Percentage method ANOVA test

PERCENTAGE METHOD Percentage method is used in marketing comprehension between two more series of data. Percentages are used to compare the relatives terms, the distribution of two or more series of data and are presently by way of bat diagram and pie diagrams in order to have a better understanding. In this method frequency of the various criteria factors are tabulated and the
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percentage for each value with respect to the total is found out. They are presented pictorially by way of graphs in order to have better understanding.

The formula is: % of respondent = (No. of respondent / Total respondent) * 100

ANOVA TEST The analysis of variance (ANOVA or F-test) is used in such problem where a research wants to test for the significances of the difference between more than two as sample mean. This is one of the most powerful statistical techniques. The ANOVA is used in every type of experiment design concentrating both natural and social sciences.

One Way Classifications In one way classifications, data are collected according to one criterion. The null hypothesis takes the form that is; arithmetic means of the population from which the K samples are randomly drawn are equal to one another.

Following steps are involved in the analysis of variance i) Compute the variance between the samples: Further steps involved to calculate variance between samples are calculated the mean of each samples. a) Calculated the grand average mean. b) Take the difference between mean of the various samples and grand averages. c) Square these deviations and obtain the total which will give sum square between the samples and
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d) Divide the total obtained in steps (d) by degree of freedom. The degrees of freedom will be one less than the no. of samples.

ii) Calculated the variance with in the samples The step involved here is a) Calculated the mean of each sample. b) Take the deviations of various items in a sample from the mean values of the respective samples. c) Square these deviations and obtain the total which gives the sum of squares within the samples and d) Divided the total obtained in the step (c) by degrees of freedom. The degrees of freedom are obtained by deducting from the total no. of items the no. of samples.

Degree of freedom = n k Where, k-is the no. of samples n-is the total no. of all observations

iii) Calculated the F ratio as follows

Variance between the samples F = ------------------------------------Variance within the samples


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Compare the calculated F values of freedom of at certain level of significance (Generally 0.05). If the calculated values of F exceeds the tabular values. Then the different in samples mean is significant that is due to simple sampling fluctuation or samples do not come from the same population on the other hand, it the calculated values F is less than the table values, the difference is not significant and hence, could have arisen due to fluctuation of simple sampling.

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DATA ANALYSIS & INTERPRETATION


TABLE NO: 1 AGE GROUP OF RESPONDENTS AGE BELOW-25 26-30 31-40 ABOVE 40 NO. OF RESPONDENT 172 109 48 21 PERCENTAGE 49.14 31.14 13.72 6

INFERENCE: From the above table, it is revealed that 49.14 % of the respondents are between the age group of below-25 years. 31.14 % of the respondents are between the age group of 26-30 years. 13.72 % of the respondents are between the age group of 31-40 years. 6 % of the respondents are between the age group of above 40 years. GRAPH NO: 1 AGE GROUP OF RESPONDENTS

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TABLE NO:2 GENDER RESPONSE MALE FEMALE NO. OF RESPONDENTS 292 58 PERCENTAGE 83.43 16.57

INFERENCE: From the above table, it is revealed that 83.43 % of respondents are male. 16.57 % of respondents are female.

GRAPH NO:2 GENDER

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TABLE NO:3 MARITAL STATUS

RESPONSE SINGLE MARRIED

NO. OF RESPONDENTS 265 85

PERCENTAGE 75.71 24.29

INFERENCE: From the above table, it is revealed that 75.71 % of respondents are unmarried. 24.29 % of respondents are married.

GRAPH NO:3 MARITAL STATUS

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TABLE NO.4: EDUCATION LEVELS OF RESPONDENTS EDUCATION LEVEL BELOW SSLC PLUS 2 U.G P.G NO.OF RESPONDENT 26 56 123 145 PERCENTAGE 7.43 16 35.14 41.43

INFERENCE: From the above table, it is revealed that 7.43 % of the respondents education level is below SSLC. 16 % of the respondents education level is PLUS 2. 35.14 % of the respondents education level is U.G. 41.43 % of the respondents education level is P.G.

GRAPH NO.4: EDUCATION LEVELS OF RESPONDENTS

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TABLE NO: 5 OCCUPATION LEVELS OF RESPONDENTS OCCUPATION BUSINESS PROFESSIONAL STUDENT EMPLOYEE NO. OF RESPONDENTS 47 28 199 76 PERCENTAGE 13.43 8 56.86 21.71

INFERENCE: From the above table, it is revealed that 13.43 % of the respondents are business men. 8 % of the respondents are professional. 56.86 % of the respondents are student. 21.71 % of the respondents are employee. GRAPH NO: 5 OCCUPATION LEVELS OF RESPONDENTS

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TABLE NO: 6 MONTHLY INCOME LEVELS OF RESONDENTS MONTHLY INCOME BELOW Rs.5000 Rs.5000-10000 Rs.10000-15000 ABOVE 20000 NO.OF RESPONDENTS 16 24 48 62 PERCENTAGE 10.67 16 32 41.33

INFERENCE: From the above table, it is revealed that Since 50 % of the respondents are students, hence their monthly income is 0 %. 10.67 % of the respondents have monthly income below Rs.5000. 16 % of the respondents have monthly income between Rs.5000-Rs.10000. 32 % of the respondents have monthly income between Rs.10000-Rs.15000. 41.33 % of the respondents have monthly income above Rs.20000. GRAPH NO: 6 MONTHLY INCOME LEVELS OF RESONDENTS

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TABLE NO:7 RESPONSES FOR POSSESSION OF COMPUTER

RESPONSE YES NO

NO.OF RESPONDENTS 223 127

PERCENTAGE 63.71 36.29

INFERENCE: From the above table, it is revealed 63.71 % of the respondents responses for possession of computer as yes. 36.29 % of the respondents responses for possession of computer as no.

GRAPH NO:7 POSESSION OF COMPUTER

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TABLE NO: 8 INTERESTED IN PURCHASING A COMPUTER TYPE LAPTOP DESKTOP ANYTHING NO.OF RESPONDENTS 210 98 42 PERCENTAGE 60 28 12

INFERENCE: From the above table, it is revealed that 60 % of the respondents are interested in purchasing laptop. 28 % of the respondents are interested in purchasing desktop. 12 % of the respondents are interested in purchasing either desktop or laptop.

GRAPH NO: 8 INTERESTED IN PURCHASING A COMPUTER

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TABLE NO: 9 USE OF COMPUTER IN A WEEK RESPONSE NO.OF RESPONDENTS 10 HRS/WEEK 11-20 HRS/WEEK 21-25 HRS/WEEK MORE THAN 25 HRS/WEEK DONT KNOW 55 127 77 65 26 15.71 36.29 22 18.57 7.43 PERCENTAGE

INFERENCE: From the above table, it is revealed that 15.71 % of the respondents uses computer 10 hours in a week. 36.29 % of the respondents uses computer 11-20 hours in a week. 22 % of the respondents uses computer 21-25 hours in a week. 18.57 % of the respondents uses computer more than 25 hours in a week. 7.43 % of the respondents dont know how much they uses computer in a week.

GRAPH NO: 9 USE OF COMPUTER IN A WEEK

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TABLE NO. 10 TIME DURATION FOR PURCHASING COMPUTER DURATION INSTANTLY NEXT WEEK WITHIN A MONTH IN NEXT 6 MONTHS NO. OF RESPONDENTS 51 128 123 48 PERCENTAGE 14.57 36.57 35.14 13.71

INFERENCE: From the above table, it is revealed that 14.57 % of the respondents instantly purchase the computer. 36.57 % of the respondents want to purchase the computer in next week. 35.14 % of the respondents want to purchase the computer within a month. 13.71 % of the respondents want to purchase the computer in next six months.

GRAPH NO. 10 TIME DURATION FOR PURCHASING COMPUTER

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TABLE NO. 11 RATING OF HCL IN PC VENDORS IN TERMS OF QUALITY, RELIABILITY, etc. RESPONSE GOOD VERY GOOD NEUTRAL BAD WORSE NO.OF RESPONDENTS 180 134 31 4 1 PERCENTAGE 51.43 38.29 8.86 1.14 0.29

INFERENCE: From the above table, it is revealed that 51.43 % of the respondents rated HCL in terms of quality, reliability, etc as good. 38.29 % of the respondents rated HCL in terms of quality, reliability, etc as very good. 8.86 % of the respondents rated HCL in terms of quality, reliability, etc as neutral. 1.14 % of the respondents rated HCL in terms of quality, reliability, etc as bad. 0.29 % of the respondents rated HCL in terms of quality, reliability, etc as worse.

GRAPH NO. 11 RATING OF HCL IN PC VENDORS

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TABLE NO:12 PREFERRED ATTRIBUTES OF PAYMENT FOR NEW PC

MODE OF PAYMENT CASH PERSONAL LOAN INSTALLEMENTS

NO. OF RESPONDENTS 197 26 127

PERCENTAGE 56.29 7.43 36.29

INFERENCE: From the above table, it is revealed that 56.29 % of the respondents wants to purchase their computer by cash. 7.43 % of the respondents wants to purchase their computer by personal loan. 36.29 % of the respondents wants to purchase their computer through installments.

GRAPH NO:12 PREFERRED ATTRIBUTES OF PAYMENT FOR NEW PC

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TABLE NO: 13 MAJOR CONSIDERATIONS WHILE PURCHASING A COMPUTER CONSIDERATIONS CONFIGURATION LOOKS PRICE ALL WHATEVER SALES PERSON OFFER NO. OF RESPONDENTS 48 32 68 178 24 PERCENTAGE 13.71 9.14 19.43 50.86 6.86

INFERENCE: From the above table, it is revealed that 13.71 % of the respondents wants good configuration while purchasing the computer. 9.14 % of the respondents wants good look while purchasing the computer. 19.43 % of the respondents wants good price while purchasing the computer. 50.86 % of the respondents wants good configuration, look as well as price while purchasing the computer. 6.86 % of the respondents wants whatever sales person while purchasing the computer. GRAPH NO: 13 MAJOR CONSIDERATIONS WHILE PURCHASING A COMPUTER

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TABLE NO : 14 AFTER SALES SERVICES,AFFECT THE PURCHASE DECISION RESPONSE STRONGLY AGREE AGREE NEUTRAL DISAGREE STRONGLY DISAGREE NO. OF RESPONDENTS 64 237 40 9 0 PERCENTAGE 18.29 67.71 11.43 2.57 0

INFERENCE: From the above table, it is revealed that 18.29 % of the respondents are strongly agree that after sales service affect the purchase decision. 67.71 % of the respondents are agree that after sales service affect the purchase decision. 11.43 % of the respondents are neutral that after sales service affect the purchase decision. 2.57 % of the respondents are disagree that after sales service affect the purchase decision. 0 % of the respondents are strongly disagree that after sales service affect the purchase decision. GRAPH NO: 14 AFTER SALES SERVICES,AFFECT THE PURCHASE DECISION

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TABLE NO:15 INFLUENCERS OF PARTICULAR BRAND OF COMPUTER INFLUENCERS FRIENDS/RELATIVES NEWS PAPER ADVERTISEMENTS T.V. ADVERTISEMENTS INTERNET NO. OF RESPONDENTS 149 55 51 95 PERCENTAGE 42.58 15.71 14.57 27.14

INFERENCE: From the above table, it is revealed that 42.58 % of the respondents influencers of particular brand of computer through friends/relatives. 15.71 % of the respondents influencers of particular brand of computer through news paper advertisement. 14.57 % of the respondents influencers of particular brand of computer through T.V advertisements. 27.14 % of the respondents influencers of particular brand of computer through internet. GRAPH NO:15 INFLUENCERS OF PARTICULAR BRAND OF COMPUTER

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ONE- WAY ANALYSIS OF VARIANCE


PREFERRED ATTRIBUTES WHILE PURCHASING A COMPUTER ATTRIBUTES R1 CONFIGURATION LOOKS PRICE WORD OF MOUTH BRAND TOTAL 90 46 82 47 83 348 R2 77 50 93 58 94 372 RANKS R3 66 97 70 63 78 374 R4 60 80 65 74 55 334 R5 57 77 40 108 40 322 350 350 350 350 350 1750 TOTAL

HO: There is no significant difference in variables while purchasing a computer. H1 : There is significant difference in variables while purchasing a computer. Let R1, R2, R3, R4 and R5 be X1, X2, X3, X4 and X5. X1 90 46 82 47 83 X2 77 50 93 58 94 X3 66 97 70 63 78 X4 60 80 65 74 55 X5 57 77 40 108 40

X1=348

X2=372

X3=374

X4=334

X5=322

CALCULATION OF MEAN X1 = 348/5 = 69.6


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X2(mean) = 372/5 = 74.4 X3(mean) = 374/5 = 74.8 X4(mean) = 334/5 = 66.8 X5(mean) = 322/5 = 64.5 Grand Mean = 70 Variance between ranks = 420.8 Variance within ranks = 5505.2

ANALYSIS OF VARIANCE TABLE (ANNOVA TABLE) Source of variance (a) Sum of squares (b) D.F (c) Mean square (variance) D = b/c Between ranks Within ranks 420.8 5505.2 5-1 = 4 25- 5 = 20 420.8/4 = 105.2 5505.2/20 =275.26

Ratio F F = 275.26/105.2 = 2.617 Hence calculated value (CV) = 2.617 Table value at 5 % level with df. (4, 20) is 2.866.Since, calculated value is less than table value so accept Ho (null hypothesis). Hence there is no significance difference in giving the ranks.

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SUMMARY OF FINDINGS Most of the respondents (49.14%) are between the age group of below-25 years and
only 6 % of the respondents are between the age group of above 40 years.

Most of the respondents (83.43 %) are male. Most of the respondents (75.71 %) are unmarried. Most of the respondents (41.43 %) education level is P.G and only 7.43% of the
respondents education level is Plus 2.

Most of the respondents (56.86%) are student. Most of the respondents (60%) want to purchase laptops. Most of the respondents (36.29%) use computer 11-20 hours in a week. Most of the respondents (36.57%) want to purchase their system within a week. Most of the respondents (51.43%) have rated HCL as a good brand, while a single
respondent has rated as a worse brand.

Most of the respondents (56.29%) wants to purchase their system by cash and 36.29
% of the respondents want to purchase their system by payment in installment.

Most of the respondents (50.86%) wants good configuration, look as well as low price
while purchasing their system.

Most of the respondents (67.71%) are agree with the statement that after sales services
affects their purchasing decision.

Most of the respondents (42.58%) are influenced to purchase their system by their
friends/relatives.

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SUGGESTIONS & RECCOMENDATIONS


HCL says that it has got a wide network of service centre and they can solve any problem within six hours but they fails on this commitment, this act makes the customer to lose his trust. HCL should try to win the confidence and heart of customers by providing them value for money. Promotional activities are very less therefore they should invest a considerable amount in advertisements and as a result their brand awareness will increase. Brand Image of HCL is very low and it is considered as cheap brand with lower quality. HCL is an Indian company and they should design their product according to the customers requirements of India .i.e. reliability should be considered as major attribute as us Indians like products that last long. Most of their products of HCL are standard product whereas now is the age of customized products and its competitors are trying to provide customized products. HCL should make strategic alliance with several financial organizations that can provide installment facilities to the customer as customers are generally interested buying PC on installment. HCL should create some factors that the industry never offers such as free training about using the product, as most of customers dont know how to use the computer this will definitely creates a brand differentiation. HCL should try to raise at least some attributes of PCs that can be projected as best buy. For e.g. sound or graphic or any other part of the visible system. HCL should add a good tag line to its name that can make the association of customer to the company.

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CONCLUSION
According to the data collected by the Questionnaire about the consumers buying behavior, I found that In India mostly person purchase laptops for educational needs. Mostly person see the performance, brand name and servicing while purchasing of the laptops In India the laptops are mostly used by person below the age of 40.The laptops are using mostly for educational purpose and followed by professionals. Advertisements are the most crucial part in selling of laptops and followed by colleagues.

The project has been successfully completed and it is helped us to understand the mindset of the respondents and the ways that an organization should follow to always retain their customers. This project can help the organization to get clear insight about the customer taste and preferences towards buying laptops. Thus helping the organization to exist successfully in the business environment. The major drawback in HCLs marketing plan is that do nothing to aware their customer about their products .HCLs current position is at number 3 but if they dont take any action soon they will be shifted to lower ranks and history proves this, when BSNL was the largest they didnt thought to accommodate with the changing business environment and they lost their number one position within a short span of time and they are now not within the top three.

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SWOT ANALYSIS

Strengths: Providing low price product to consumers. Work Culture Strong distribution network Long standing relationship with customers

HCL provides low price product to the customers. So it is one of the strongest point for the HCL. Fast paced and flexible work culture which provides its employees autonomy to accomplish the task without much pressure from the higher authorities. Thus, employees are motivated to give their best to the organization. The mass markets handled through a chain of dealers, resellers and a retailer which helps bring technology usage closer to the individual. It has very strong distribution network.

Weaknesses: Inadequate marketing skills Unsatisfactory After-sales service Opportunities: Capable of building brand name Customization of laptops Tie ups with various MNCs enable to extract their core competencies like Hardware, Software, Training, Networking, Telecom and System Integration.

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Capable of developing technology and engineering solutions in both the system and application software areas. The core strength of HCL is the talent and innovativeness of its people which enables it to provide the right solution at the right time.

Threats: Competitors have more attractive substitute products and Technological shift as a result of research & development; Daily new technologies are emerging.

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BIBLIOGRAPHY

Book reference: - Philip kotler. Websites:www.hcl.in www.google.com www.hclinfosystems.in

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QUESTIONNAIRE

Dear Respondent, We are conducting a survey. This survey would help us in serving you better. Please fill the questionnaire with due care and attentiveness and to the best of your knowledge to help us gauge your likes and dislikes. The questionnaire has instructions to facilitate you while filling up the questionnaire. Please feel free to ask though, wherever necessary.

1. Name : ................................................................................................ 2. Add. : .

3. Contact No. : 4. Email id (if any): ..

5. Age : (a) below 25 (b) 26 30 (c) 31 40 (d) above 40 6. Gender : (a) Male (b) Female 7. Marital status : (a) Single (b) Married 8. Education level: (a) below SSLC (b) PLUS 2 (c) U.G. (d) P.G. 9. Occupation: (a) Business (b) Professional (c) Student (d) Employee 10. Monthly income: (a) Below Rs. 5,000 (b) Rs. 5,000 10,000 (c) Rs. 10,000 15,000 (d) Above 20,000 11. How much you know about computer? Rate yourself on the given scale, if you think you are expert give yourself (5) and if you think you dont know anything give yourself (1). Expert (5).............................................................................................................. Know Nothing (1) 12. Possession of computer, earlier: (a) yes (b) No

13. Are you interested in purchasing a computer? If yes, then you will be buy: (a) Laptop (b) Desktop (c) Anything

14. How many hours you use computer in a week : (a) 10 hrs/week (b) 11-20 hrs/week (c) 21-25 hrs/week (d) more than 25 hrs/week (e) dont know 59

15. If you dont have computer or, if you are planning to buy a next computer by when you are going to buy : (a) Instantly (b) next week (c) within a month (d) in next 6 months 16. Internet is used for (Give ranking) : (a) Online Chatting [ ] (b) sending and receiving mails [ ] informative sites [ ] (c) surfing sport, job and

17. How you can rate HCL in PC vendors as Lenovo, Acer, Compaq in terms of quality of product, reliability of product etc.: (a) Very good (b) good (c) neutral (d) bad (e) worse 18. How you prefer to pay for your new PC, by: (a) Cash (b) Personal Loan (c) Installments (d) Others

19. Major considerations while purchasing a computer is (Give ranking): (a) Configuration [ ] (b) Looks [ ] (c) Price [ ] (d) Word of mouth [ ] (e) Brand [ ] 20. After sales services, affect your purchase decision: (a) Strongly agree (b) agree (c) neutral (d) disagree (e) strongly disagree 21. Influencers of a particular brand (if any) of computer: (a) Friends/Relatives (b) News paper advertisements (c) T.V. advertising 22. Preferred attributes for selecting the retailer (Give ranking): (a) Immediate delivery [ ] (b) Price-discount [ ] (c) Free gifts [ ] (d) Dealers goodwill [ ] (e) After sales service [ ] 23. Comment on the role of computer in home ....................................................................................................................................................... ......................... Thank you for your support. This information will be kept confidential and will be used only for research purpose. Date Signature 60 (d) Internet

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