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A

PROJECT REPORT
ON
“A STUDY OF CONSUMER BUYING PREFERENCE TOWARDS
LAPTOPS WITH SPECIAL REFERENCE TO SATNA CITY”

SUBMITTED TO

AWADHESH PRATAP SINGH UNIVERSITY, REWA (M.P.)
FOR THE AWARD OF
BACHELOR OF BUSINESS ADMINISTRATION
BBA (SEMESTER-VI)
SUBMITTED BY

MR. SANJAY PANDEY
UNDER GUIDANCE OF

DR. FAHIM SIDDIQUI

VINDHYA INSTITUTE OF MANAGEMENT & SCIENCE,
SATNA (M.P.)

2013- 2014

VINDHYA INSTITUTE OF MANAGEMENT & SCIENCE,
SATNA (M.P.)

PRINCIPAL’S RECOMMENDATION
To,
The Registrar,
Awadhesh Pratap Singh University,
Rewa.
Sub: Request for approval of BBA (Semester-VI) Project Report.
Sir,
I am recommending the project report entitled “A STUDY OF CONSUMER BUYING
PREFERENCE TOWARDS LAPTOPS WITH SPECIAL REFERENCE TO SATNA CITY”

prepared by MR. SANJAY PANDEY under the guidance of MR. FAHIM
SIDDIQUI for the partial fulfillment of university requirements for the award
of Bachelor Of Business Administration (BBA) degree of AWADHESH PRATAP
SINGH UNIVERSITY, REWA.
Thanking You.

Place: Satna

Dr. (Mrs.) Shraddha Mishra
2

Date:

/

/ 2014

(Principal)

3

VINDHYA INSTITUTE OF MANAGEMENT & SCIENCE,
SATNA (M.P.)

H. O. D’S CERTIFICATE
This is to certify that MR. SANJAY PANDEY has satisfactorily
completed the project work on “A STUDY OF COMSUMER BUYING PREFERENCE
TO WORDS LAPTOPS WITH SPECIAL REFERENCE TO SATNA CITY”

under the

guidance of DR.FAHIM SIDDQUI for the partial fulfillment of BBA

(Semester-VI) submitted to Awadhesh Pratap Singh University, Rewa during
the academic year 2013-2014.
To best of my knowledge and belief the matter presented by her is
original work and not copied from any source. Also this report has not been
submitted earlier for the award of Degree of Awadhesh Pratap Singh
University, Rewa.

Place: Satna
Date: / / 2014

DR. Fahim Siddiqui
(H.O.D., Dept. of BBA)

4

VINDHYA INSTITUTE OF MANAGEMENT & SCIENCE,
SATNA (M.P.)

GUIDE’S CERTIFICATE
This is to certify that MR. SANJAY PANDEY has satisfactorily completed
the Project work on“A STUDY OF COMSUMER BUYING PREFERENCE TO WORDS
LAPTOPS WITH SPECIAL REFERENCE TO SATNA CITY”

under my guidance for the

partial fulfillment of BBA (Semester-VI) submitted to Awadhesh Pratap Singh
University, Rewa during the academic year 2013-2014.
To best of my knowledge and belief the matter presented by her is original
work and not copied from any source. Also this report has not been submitted
earlier for the award of any Degree of Awadhesh Pratap Singh University, Rewa.

Place: Satna
Date: / / 2014

DR. Fahim Siddiqui
(Project Guide)

5

REWA during the academic year 2013-2014 under the guidance of DR. This work humbly submitted to Awadhesh Pratap Singh University for the partial fulfillment of Bachelor of Business Administration (Sem-VI). hereby declare that this project report entitled “A STUDY OF COMSUMER BUYING PREFERENCE TO WORDS LAPTOPS WITH SPECIAL REFERENCE TO SATNA CITY” prescribed by AWADHESH PRATAP SINGH UNIVERSITY.) DECLARATION I undersigned. PLACE: SATNA MR. I understand that any such copying is liable to be punishable in any way the university authorities deem to be fit. Rewa or any other University. SANJAY PANDEY DATE: / / 2014 6 .P.VINDHYA INSTITUTE OF MANAGEMENT & SCIENCE. The matter presented in this report has not been copied from any source. Also this report has not been submitted earlier for the award of any Degree or Diploma of Awadhesh Pratap Singh University. Fahim Siddiqui is my original work. SATNA (M.

) ACKNOWLEDGEMENT Whenever we are standing on most difficult step of the dream of our life. Finally. It is their support and blessings. I feel great pleasure to present this project entitled I am grateful to those people who help me a lot in preparation of this project report. we often remind about The Great God for His blessings & kind help and he always helps us in tracking off the problems by some means in our lifetime. I am very grateful to Mighty God and inspiring parents whose loving & caring support contributed a major share in completion of my task. Asst. SATNA (M. I would give sincere thanks to Mr. Fahim Siddiqui for his wholehearted support and affectionate encouragement without which my successful project would not have been possible.VINDHYA INSTITUTE OF MANAGEMENT & SCIENCE. which has brought me to write this project report. P. VIMR for his valuable support and guidance. Mr.P. I have a deep sense of gratitude in my heart for them. I am very thankful to my project guide DR. SANJAY PANDEY 7 . K. Tripathi. Professor.

1 Introduction 8-13 2 Company Profile 14-18 3 Objectives 19-20 4 Review of Literature 21-24 5 Research Methodology 25-28 6 Data Analysis & Interpretation 29-43 7 Findings & Suggestions 44-46 8 Limitations 47-48 9 Conclusion 49-50 10 Bibliography 51-52 11 Annexure Questionnaire 53-56 8 .N. Contents Page No.TABLE OF CONTENTS S.

CHAPTER-I INTRODUCTION OF PROJECT 9 .

when do they buy. it addresses all the issues related from pre-purchase to post purchase behavior of the consumers. and how they use certain products. According to Schiffman and Kanuk “Consumer behavior encompasses all of the behaviors that consumers display in searching for. Let’s also discuss some of the definitions of consumer behavior.e. The study regarding consumer behavior can be divided into two parts i. For this whole process of converting needs into actual satisfaction one needs to understand the complete make up of consumer’s mind. Hawkins. On the basis of above definitions. and dispose of products. or ideas to satisfy needs and the impacts that these processes have on the consumer and society”. from where they buy. So. Only the identification of needs is of no value unless and until this is transformed in to a meaningful and appropriate satisfiers. Wells and Prensky defines that Consumer behavior is the study of consumers as they exchange something of value for a product or service that satisfies their needs. 10 . consumer buying dynamics and dynamics of business buyers. secure. purchasing. Best and Coney describes “The field of consumer behavior is the study of individuals. experiences. or organizations and the processes they use to select. and this process is known as consumer behavior. evaluating and disposing of products and services that they expect will satisfy their needs”. services. how frequently they buy. it can be concluded that consumer behavior is the study of consumers regarding what they buy. use. But the study does not stop here as it also goes further to study the post purchase and evaluations of the consumers.INTRODUCTION: CONSUMER BUYING PREFERENCE The most crucial issue for the marketers is to identify the needs of the consumers. using. groups.

Companies that make their consumers learn about their products and services in an effective and efficient manner often obtain a long-term competitive advantage them that of their competitors. symbolic meanings and feeling through learning. Learning: Learning is a continuous process by which individual acquires knowledge so that it causes a permanent change in behavior. preferences. learning reflects both current experiences and past back ground. Human culture and social class. When a person perceives new stimuli in the environment. In fact. it determines how he or she behaves? No consumer purchase can take place unless a consumer perceives that the product or service will offer the benefits he or she needs. Learning is essential to the consumption process. it will fail if it is not perceived favorably by the potential consumers. consumer behaviour is largely learned behavior. institutions such as schools and religious organizations. Accordingly. Learning is a kind of process that evolves over a time and cannot be directly observed. But personality cannot be considered as a unified whole. If a person is highly dogmatic. it’s very difficult to convenience him regarding the innovative products and brands. family. (c) Personality: Personality is defined as those inner psychological characteristics that both determine and reflect how a person responds to his environmental stimuli. They are move likely to 11 . For example. Marketers spend considerable effort to ensure that consumers learn of their existence as well as about their products. Personality is enduring and ensures that a person’s responses are consistent over time. for that purpose different personality traits are to be studied by the marketers. organizes information about those stimuli. mass media and advertising provide learning experiences that influence the kind of life style the consumers seek and the products they consume. and interprets the information. dogmatism is a personality trait that measures the degree of rigidity among individuals. tastes. We acquire most of our attitudes. Perception poses powerful implications for marketers. friends. marketers must understand how perception works in order to communicate successfully a product’s benefits. values.CONSUMERS’ BUYING DYNAMICS Perception: Perception is the process by which an individual selects stimuli. Therefore. Regardless of the fact that a product is innovative or advertisement is effective. What is perceived by an individual. it is related with the existing pond of knowledge.

marketing efforts to affect this process 12 . ORGANISATIONAL BUYING BEHAVIOUR Industrial organizations do not engage only in selling.J. They are prone to newer experiments. According to Webster and Wihel “Organizational buying is the decision-making process by which formal organizations establish the need for purchased products and services and identify. So. Let’s look into these questions one by one. Rather these kinds of people are influenced by the authoritative appeals. those who possess the trait of innovativeness are move receptive to new products. resellers. So.choose well established brands and can not be convinced by celebrities in the advertisements. polices. and choose among alternative brands and suppliers”. Skinner defines “Organizational buying behavior refers to the actions and decision process of producers. what kind of buying situations occur and who involves in the buying business forecast etc. plant & equipments and different services etc. new services and new practices. evaluate. on the basis of above definitions it can be concluded that organizational buying is the decision-making process in which one organization receives the resources from the other organization and the providers identify the need for products and services and the receivers identify. on the basis of these personality traits. and choose among alternative brands and suppliers. On the contrary. the process of segmentation can effectively be performed. Therefore. evaluate. THE ORGANIZATIONAL BUYING DECISION PROCESS Because organizational decisions typically involve more individuals in more complex decision tasks than household or individual decisions. they require the services of other organizations and such organisations need to understand these organizations’ needs. They also buy certain kind of things like materials. resources. So. and governments in deciding what products to buy”. manufactured parts. and buying procedures. S. There could be some other personality traits like inner directed consumes and other directed consumers. in this section we will examine few questions like-what is business market and how it differs from consumer market.

Using this kind of process. Evaluation and Selection: The evaluation of possible suppliers and selection of a supplier often follows a two-stage decision process. however. Recognition of this problem. 2. where one or more persons recognize a problem. the sales manager and office manager of an office play a key role in recognizing the need to add computers to their office.are much more complex. A second stage of organizational decision making could involve other decision rules such as disjunctive and lexicographic etc. and investigation of possible product specifications are part of formal information search. Site visits to evaluate a potential vendor. a minimum level of performance for each important attribute is established. The lexicographic decision rule requires the business buyer to rank the criteria in order of importance. The first stage is making the buyer’s approved suppliers list. or reading industry specific journals. 1. In the disjunctive decision rule. Business buyers search for information both to help make the best decision and to support their actions and recommendations within the organization. Problem Recognition: Like any other decision-making process. a continuing problem between field sales agents and internal administrative staff may lead the office manager and sales manager to recognize the problem. can come up in several ways. It may occur under a variety of circumstances. In this case. Informal information search can occur during discussions with sales representatives. 3. laboratory tests of a new product or prototype. In this particular instance. the organizations screen out potential suppliers that do not meet all its criteria. the first stage of the organizational buying decision process involves problem recognition. Let’s discuss these stages one by one. There are different stages in the decision-making process from problem recognition to post purchase performance evaluation. For example. Information Search: Information search can be both formal and informal. a conjunctive decision process is very common. The buyer then selects 13 . All brands that surpass the performance for any key attribute are considered acceptable. The continuation of these sources of influence eventually leads to an increased level of importance and the subsequent stage of information search. while attending trade shows.

Purchase and Decision Implementation: Once the decision to buy from a particular organization has been made. the buyer will seek corrective action from the supplier or he will search out for a new supplier. On international basis. 4. The product’s actual performance is compared to specifications and necessary adjustments are made of the product that does not function as per expectations. In many cases. Post purchase performance evaluation: In the final stage of business buying division process. For a construction or builders’ firm that takes years. the method of purchase must be determined. 5. payment is not made until delivery. From the seller’s point of view. the new product’s performance is evaluated.the supplier/product that performs best on the most important attribute. This process is further complicated by the fact that different members of the decision-making unit have different evaluation criteria. Others involve progress payments. If two or more brands tie on this attribute. If it is found to be unacceptable. 14 . the method of payment is critical. the supplier’s performance is also evaluated. purchase implementation and method of payment are even more critical. it means how and when they will get paid. the organization can ask the supplier to replace it. At the same time. they are evaluated on the second most important attribute.

CHAPTER-II COMPANY PROFILE (FEATURES OF LAPTOPS) 15 .

The laptop computers are portable due to light weight.The laptop computers are made for increasing the convenience of users. The laptop computers are smaller and energy efficient. Most are at least dual-core . The laptop computer has a built in touch pad so that it can be operated without a mouse. The laptop computer is portable equipment. graphic card. Processor clock speed (in GHz) has some impact on performance .two processors on one chip sharing the workload. Laptop computers are operated using built in batteries. Similar to desktop computers the laptop computers include mother board. The laptop computers are equipped with built in wireless network cards. The key board and monitor have also been built in so that the equipment facilitates all functions. memory. These batteries are made for long life. Also they are less noisy and easy to handle. is the main brain of your computer and has the biggest effect on how your laptop will run. keyboard. The parts used to make them are expensive. The disadvantage of a laptop computer is that it does not support for expansion or upgrade. the faster the computer. The major benefits of a laptop computer are that it is lighter in weight and can be used while travelling. They have many features when they are compared with desktop computers. Some Intel's processors use 'Hyper-threading'. It facilitates users to connect to the Internet without a cable. The facilities provided in a laptop computer are similar to that of a desktop computer. boosting the dual core processor to act like a quad-core one. The specialty in laptop computers includes light weight and lower energy consumption. processor. high capacity graphic cards etc. Processor. 16 . usually Intel or AMD.the higher the figure. Different versions of laptops are available in the market with large screens. mouse and display device. graphics and memory Processor (CPU) The processor. hard disk.

Graphics card Laptops come with either integrated or dedicated graphics. 17 . Aim for as much Ram as you can afford – ideally at least 4GB to make it easier to rip music while you're surfing the net. updating your security software.If you’re looking for a high-performance laptop. go for more hard drive space if you can afford it. it’s best to go for a laptop with a separate graphics card. The amount of Ram your laptop has determines how many tasks it can accomplish simultaneously. for example.storing video. Laptop storage Hard disk drive (HDD) The hard disk provides memory for long-term data storage – measured in gigabytes (GB). Expect to pay more for a laptop with a dedicated graphics card. Laptops with integrated graphics use a chunk of the laptop’s memory (Ram). high-resolution photos. If in doubt. With some laptops you can add more Ram later. It stores the operating system and applications (programs) as well as files including music. photos and documents. We recommend a minimum of 500GB hard disk space . everyday tasks. music and software uses up a lot of space. but it’s more complicated than adding Ram to a desktop PC. storing information while you're using the laptop (the hard drive is used for long-term file storage). and sending and receiving emails. This is fine if you’re just planning to do basic. but if you want to play games or use videoediting software. or something that'll last you for a good few years. Memory (Ram) Ram (random access memory) is your laptop's short-term memory. go for a faster processor. freeing up your Ram.

The downside is it doesn't offer as much space as a hard disk drive. Many ultrabook. 18 . They may be USB 2 or the faster USB 3 ports. A DVD burner is useful for making your own videos and backing up large amounts of data DVDs hold much more data than CDs. such as ultrabooks. HDMI and memory card USB is the most common type of connection. All but the cheapest models include DVD burners as well as CD burners. as they’re less prone to breakage on the move. Optical drive Some laptops come with a CD/DVD drive. Hybrids often take the form of a 16GB solid state cache to boost loading speeds while keeping the larger storage capacity with the normal hard drive.Solid state drive (SDD) Solid state drives work like hard drives. and also extend battery life. or ultra slim. There are no moving parts – so they don’t’ get as hot – and should help produce faster start-up times and processing. In this case you can’t save files to the SSD. have a solid state drive (the most common size is 128GB). You’ll usually get two or three USB ports on a laptop so you can connect peripherals such as a mouse or external hard drive and save to a USB stick. laptops don’t have a disk drive. USB. or a mix of the two. With these laptops you may want to consider getting an external drive or cloud storage for backing up. Higher-end laptops include a Blu-ray drive so you can watch high-definition (HD) films on the move. Many premium laptops. Slot-load drives are preferable to tray-mounted drives. so you can save to CD or DVD. so they’re slimmer and lighter. or a hybrid of SSD and hard disk storage.

either a wired 100Mbps or a faster gigabit ethernet connection. and may also be smaller.keys are closer together. Some laptops also have memory card slots. Most laptops will now use the latest 802. Glossy displays tend to suffer from reflections. certainly on mid and high-end models. If you're planning to use your laptop on the move. A desktop replacement-type laptop might come with a 17-inch display. It’s a good idea to try out a laptop’s keyboard before you buy if you can. Laptop battery life 19 . while ultra-portables might go as low as the 11-inch mark. to ensure you get one you're comfortable with.11n wireless protocol. Touchscreens are becoming the norm with Windows 8 laptops.An HDMI output lets you hook your laptop up to a TV. Laptop screen A 15-inch screen is the average size for a laptop. You will find options in between too. Keyboard A laptop’s keyboard is smaller than a desktop computer’s . Wi-fi and Gigabit Ethernet Most laptops include a port for connecting to the internet. making it easy to get photos off of your camera’s memory card. it might be worth considering a matte screen. Many 13-inch models don’t have room for a separate number pad.

The best standard laptops have a battery life of around five to six hours. desktop replacement laptops may only last around three hours though. while the longest laptop battery life on the best ultraportable models runs closer to seven hours. battery life isn’t top priority. Adjusting the power settings within the laptop can preserve the battery. Larger. CHAPTER-III OBJECTIVES OF THE STUDY 20 . How important battery life is to you depends on where you are planning to use your laptop if it's mainly at home near a power point.

21 . To know which advertising media puts more impact on the buying decision of consumer. 4. 3. The objectives of my study are as follows: 1.OBJECTIVES This research is based on the study of consumer buying preference towards laptops. To study the factors influences decision–making while purchasing a laptop. To find out the customer preference towards the various laptops. To analyze the customer preference level associated with different laptops. 2.

CHAPTER-IV REVIEW OF LITERATURE 22 .

For this reason such consumer 23 . The authors recommended that consumer is often studied because certain discussions are significantly affected by their behaviour or expected actions. The family decision making process as a group decision making is elaborated and it is recommended to segment the market according to family need hierarchy. Consumer Behaviour by Bitta and Della: The authors proposed that consumer behaviour studies play an important role in deciding marketing segments and marketing strategies. The book focused on family life cycle and various needs of consumer during different life stages. impact of advertising and internal influences (learning. group influence. Best. The family decision for a purchase decision is entirely different from individual decision making.Review of Literature: The researcher made an attempt to collect information from the prior researches and relevant studies conducted in the area of consumer behavior and buying preference so that the important variables for the study could be identified and analyzed.). perception. attitude etc. Coney and Mokherjee: The authors of the book discussed various factors affecting consumer behaviour for buying such as demographic and social influences (family and household). The authors discussed various variables that affect consumer purchase decision. Consumer Behaviour by Leslie Lazar and Schiffman: The authors suggested consumer behaviour as individual differs as from group. The review of literature has been presented in a summarized and precise manner. Consumer Behaviour by Hawkins.

Market segmentation. Young buyers. Peter F. women and children considered as uprising consumers groups as a part of competitive market situations. In this era of intense competition companies understand the customer is the king in the market and success depends a lot on the efficiency of the managers in delivering the promised product or services. value and quality services should be offered to achieve higher level of customer satisfaction. The book highlighted consumer 24 . Drucker observed that a company‟s first task is “to create customers. Author discussed in this book that marketing is only one factor in attracting and keeping customers. Marketing Management by Philip Kotler: The customer is always considered as a core of business activity. The authors discussed factors affecting consumer behaviour at micro and macro level for making a purchase decision. S. The various steps evolving consumer decision making are linked with the life stages.: The book has described consumer decision making process. On the other hand macro or societal perspective consumers collectively influence economic and social conditions within an entire society. buyers black box and importance of consumer behaviour studies for marketers in order to understand what satisfy the ultimate consumer. Such applications can exist at two levels of analysis. The book described vital characteristics of Indian consumer and competitive advantages in Indian context for the marketers. Dynamic consumer behaviour is required to analyse various factors affecting consumer purchase decision directly or indirectly. responsibility. The responsibility lies on the organisations to develop a culture. The consumer decision process.behaviour is said to be an applied discipline. The micro perspective involves understanding consumers for the purpose of helping a firm or organisation to accomplish its objectives. K & Kazmi. Consumer Behavior by Karunik and Schiffman: The book highlights dynamic business environment is turbulent as never before and the service industry as promising as never before. ethics.” Customer estimate will deliver the most value. Consumer Behaviour by Batra. consumer decision making and buying behaviour is considered as core marketing activities in designing effective marketing strategies. buying roles and consumer black box are discussed in detail.

delivering and performing service and managing service promises. delivering and performing quality service to the consumers for deriving customer satisfaction. Lovelock and J. The book considered customers as value maximiser within the bounds of search costs. Writz: The book emphasised on services marketing as a broad area and places marketing issues within a broader general management context while offering a balanced focused on close ties that link marketing. The book discussed service quality models and service preference models in detail. operations and human resource marketing.6 Services Marketing by C. Various threats and challenges in designing service marketing strategies have been discussed with required solutions in turbulent marketing situations. Services Marketing by Lovelock: The book is emphasised on advancements and challenges in services marketing. feature of services and service marketing strategies are discussed in this book with detailed explanation of service quality model. 25 . It also relates the understanding of consumer behaviour function to develop appropriate marketing strategy. The book focused on complexity of designing service marketing strategies and establishing service standards. The book discussed role of consumer in designing services. the GAPS model of service quality and customer defined service standards. The book also recommended uniformity in quality standards should be implemented. Services Marketing by Zeithaml and Bitner: The book emphasised on various ingredients of services marketing such as consumer behaviour in services. services designs and standards. The book focused on various challenges and issues of service marketing. Service triangle. mobility and income.decisions making process and buying roles. limited knowledge.

CHAPTER-V RESEARCH METHODOLOGY 26 .

Research methodology refers to search for knowledge.Research Methodology: This project is prepared with the help of theoretical knowledge as well as practical knowledge & a crumb of advises & suggestions from the concerned professors. formulating hypothesis or suggested solutions. And other recent happing in marketing is taken from magazines & news paper. Research is an academic activity and such the term should be used in technical sense. It is pursuit of truth with the help of study. The theoretical pert taken from the various books & magazines available on this subject. all the information about the companies information available on internet. As far as practical is concerned. Overall this mission has been completed with the combination of all those things & it had been with the best of my facts & information. Research comprises defining and redefining problem. Research is thus an original contribution to the existing stock of knowledge making for its advertisement. According to Clifford Woody. making deductions and research conclusions. 27 . Redman and Mory define research as a “Systematized effort to gain new knowledge. and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis. comparison and experiment. In short the search for knowledge through objective and systematic method of finding solution to problem is research. collecting. observation. organizing and evaluating data.

The main characteristic of this method is that the researcher has no control over the variables. the procedure to be used must be carefully planned. it refers to the technique or procedure the researcher would adopt in selecting some sampling units from which interferences about the population is drawn. Satna. It must be able to define clearly what they want to measure and must find adequate methods for measuring it along with a clear cut definition of population wants to study. 28 . He can only report what has happened or what is happened. It includes surveys and fact finding enquires of different kinds. Sampling type used is Simple Random sampling technique. POPULATION AND SAMPLE SIZE A decision has to be taken concerning sampling unit before selecting sample. The population for this study includes the employees from Birla Corporation Limited. The research design must make enough provision for protection against bias and must maximize reliability with due concern for the economical completion of the search study. SAMPLING DESIGN A sample design is a definite plan for obtaining a sample from the sampling frame. Descriptive research is adopted for this study. Since the aim is to obtain complete and accurate information in these studies.RESEARCH DESIGN A Research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the Research purpose with economy in procedure. The major purpose of descriptive research is description of the state affairs as it exists at present. In fact the Research design is the conceptual structure within which Research is conducted: it constitutes the blueprint for the collection measurement and analysis of data. 100 employees were undertaken for the study.

 Employee’s opinion towards recruitment and selection procedure of the company.  Different Types of system information. Secondary Sources:  Various records of the Company. data were gathered from both primary and secondary sources.DATA COLLECTION For achieving the specific objectives of this study. Primary Sources:  Direct conversation with the employees. 29 .  Different newsletters.

CHAPTER-VI DATA ANALYSIS & INTERPRETATION 30 .

of respondent 4 16 8 40 4 4 12 12 Percentage 4 16 8 40 4 4 12 12 31 .DATA ANALYSIS AND INTERPRETATION 1. a) Look Rank 1 2 3 4 5 6 7 8 9 No. Please rank the following features when you buy a new laptop.

of respondent 12 60 8 8 8 4 - Percentage 4 16 8 8 8 4 - 32 . It shows that Look is not their first preference. b) Price: Rank 1 2 3 4 5 6 7 8 9 No.INTERPRETATION The above graph shows rank wise percentage of customer’s preference for Look. 40% of the respondents have given 4th rank for Look whereas only 4% have given 1st rank for the look.

INTERPRETATION The above graph shows rank wise percentage of customer’s preference for Price. c) Maintenance Rank 1 2 3 4 5 6 7 8 9 No. It shows that Price is their second preference.60% of the respondents have given 2nd rank for Price. of respondent 4 56 16 4 8 8 4 Percentage 4 56 16 4 8 8 4 33 . whereas only 12% have given 1st rank for the Price.

56% of the respondents have given 3rd rank for Maintenance. d) Company’s service: Rank 1 2 3 4 5 6 7 8 9 No. whereas only 4% have given 1st rank for the Maintenance. It shows that Maintenance is not their First preference. of respondent 12 12 12 16 44 4 Percentage 12 12 12 16 44 4 34 .INTERPRETATION The above graph shows rank wise percentage of customer’s preference for Maintenance.

It shows that company service is not their First preference. whereas no one has given 1st rank for the company service. of respondent 4 40 8 4 12 32 Percentage 4 40 8 4 12 32 35 . e) Space: Rank 1 2 3 4 5 6 7 8 9 No.INTERPRETATION The above graph shows rank wise percentage of customer’s preference for company service. 44% of the respondents have given 8th rank for company service.

40% of the respondents have given 5th rank for safety . It shows that Space is not their First preference. of respondent 4 40 8 4 12 32 Percentage 4 40 8 4 12 32 36 . whereas no one has given 1st rank for the safety features. f) Ready availability: Rank 1 2 3 4 5 6 7 8 9 No.INTERPRETATION The above graph shows rank wise percentage of customer’s preference for Space.

g) Comfort: Rank 1 2 3 4 5 6 7 8 9 No. It shows that Ready availability is not their First preference.INTERPRETATION The above graph shows rank wise percentage of customer’s preference for Ready availability. whereas no one has given 1st rank for the Ready availability. 40% of the respondents have given 5th rank for Ready availability. of respondent 4 4 4 4 8 20 16 4 36 Percentage 4 4 4 4 8 20 16 4 36 37 .

38 . It shows that Comfort is not their First preference. 36% of the respondents have given 9th rank for Comfort. whereas only 4% have given 1st rank for Comfort.INTERPRETATION The above graph shows rank wise percentage of customer’s preference for Comfort.

39 . 30000 of the Number of respondent 20 64 16 Respondent Percentage 20% 64% 16% in INTERPRETATION The above graph shows that 20% of respondents are willing to spend less than Rs. 20000 Rs. 20000-30000 > Rs. 64% of respondents are willing to spend between 20000-30000 rupees and 16% of respondents are willing to spend more than 30000 rupees.2) What is your budget for a new laptop? Purchasing power respondent < Rs. 20000.

40 .3) Which of the following facilities/ services do you except from the dealer? Facilities / Services No. 1 Yr Free service and installment payment facilities are considered to be the most important facility / services from the dealer. Of Respondents Quick service 84 1 Yr Free service 76 Discount on Accessories 12 Home Delivery 8 Installment Payment Facility 72 INTERPRETATION According to customer preference quick service.

48% of the respondents have given 10th rank for Accer Laptop. It shows that Accer Laptop is not their First preference.4) Rank the following in the order of preference: a) Accer Laptop: Rank 1 2 3 4 5 6 7 8 9 10 No. 41 . whereas only 4% have given 1st rank for Accer Laptop. of respondent 4 4 4 2 4 12 4 2 16 48 Percentage 4 4 4 2 4 12 4 2 16 48 INTERPRETATION The above graph shows rank wise percentage of customer’s preference for Accer Laptop.

where as only 4% have given 1st rank for HP Laptop. It shows that HP Laptop is not their First preference.b) HP Laptop: Rank 1 2 3 4 5 6 7 8 9 10 No. of respondent 4 4 12 4 12 4 4 8 48 - Percentage 4 4 12 4 12 4 4 8 48 - INTERPRETATION The above graph shows rank wise percentage of customer’s preference for HP Laptop. 48% of the respondents have given 9th rank for HP Laptop. 42 .

43 . 64% of the respondents has given 1st rank for Dell Laptop.c) Dell Laptop: Rank 1 2 3 4 5 6 7 8 9 10 No. It shows that Dell Laptop is their First preference i. of respondent 64 8 4 8 4 8 4 - Percentage 64 8 4 8 4 8 4 - INTERPRETATION The above graph shows rank wise percentage of customer’s preference for Dell Laptop.e.

44 . of Respondent Yes No 68 32 Respondents in % 68% 32% INTERPRETATION The above graph shows that 68% of the respondents are owners of laptops and 32% of respondent have not owned laptops but are prospect buyers.5) Do you own a laptop? Response No.

24 10.8) How did you get to know about a particular laptop? Awareness TV Advertisement Magazines / Newspaper Friends Existing Customers Laptop Finance Companies No. of respondent 26 7 22 9 4 Percentage 38.29 32.88 INTERPRETATION The above graph shows that 38% of the respondents came to know about a particular laptop through TV advertisement and 33% of the respondents came to know about the laptop through friends.24 5.35 13. 45 .

CHAPTER-VII FINDINGS & SUGGESTIONS 46 .

FINDINGS It has been found that: 1. Dell Laptop is their First preference i. 64% of respondents are willing to spend between 20000-30000 rupees for buying a new laptop. 5. 38% of the respondents came to know about a particular laptop through TV advertisement and 33% of the respondents came to know about the laptop through friends. 64% of the respondents has given 1st rank for Dell Laptop. 68% of the respondents are owners of laptops and 32% of respondent have not owned laptops but are prospect buyers. 47 . 4. 3. 2. 1 Yr Free service and installment payment facilities are considered to be the most important facility / services from the dealer.e.

So dealer can give discounts on accessories. 48 . Hence the dealer should keep the existing customers happy by providing good service and make customers talk good about their service provided. So manufacturer has to consider these aspects to attract and retain customers thus making an effort to build a good brand image. after sales for a period of a year or two to stimulate the customers.  Discount on accessories also act as influencing factors for purchase decision.  Word of mouth is effective media of communication.  Customers want service at their doorsteps but are unaware of the home delivery facility provided by the dealers. price & maintenance. So the companies have to come up with attractive loan facilities to their customers. So a measure has to be taken to create awareness in this direction.SUGGESTIONS It is found that in this segment the important features considered by the customers while buying a laptop are its features.  Most of the customers buy laptops from bank loan rather than financial companies.

CHAPTER-VIII LIMITATIONS 49 .

4. 2. Since the data was collected using a schedule. The respondents have replied to the queries recalling from their memory. Therefore recall bias and personal bias are possible. The respondents were unable or unwilling to give a complete and accurate response to certain questions 50 .LIMITATIONS: 1. Due to time constraints the sample size had to be confirmed to 100. the interviewer’s inability to understand and record the responses correctly is possible. 3.

CHAPTER-IX CONCLUSION 51 .

perception. learning and personality etc. Motivation research involves analyzing the major motives that influence buying behavior. Culture is learned values. attitudes. 52 . Perception is the process by which an individual selects. These factors are motives. psychological. Consumer decision making is influenced by social. and meaningful symbols shared by members of a society. Psychological factors are internal forces within people that affect buying decisions.Conclusion: Consumer behavior is the action and decision processes of people who purchase goods and services for personal consumption. A culture is further divided into several subcultures. and behaviors. A social class is a relatively homogeneous and stable group of people with similar values. and personal factors. organizes and interprets information inputs to create meaning. behaviors. Social factors are forces exerted by other people that affect consumer behavior. A role is a set of functions and activities that a person in a particular position is expected to perform. An attitude is a person’s overall feeling towards some object.

CHAPTER-X BIBLIOGRAPHY 53 .

Stanton.com 2) Slideshare.scribd.R. Prentice Hall of India Fundamentals of Marketing : William J. New Delhi Websites:1) www. Mc Graw Hill.S.com 3) Wikepedia.BIBLIOGRAPHY BOOKS Research Methodology : C. Kothari Principles of Marketing : Philip Kotler.com 54 .

CHAPTER-XI ANNEXURE 55 .

Thank you for your kind cooperation.Questionnaire RESEARCH SURVEY QUESTIONNAIRE ON LABOR WELFARE FACILITIES I am a student of A.A. Your feedback will be kept confidential.P.S University. Please spend your precious time by filling up this questionnaire. with Marketing Specialization.B. I am currently doing a survey regarding “A Study of Customer Buying Preference towards Laptops with special reference to Satna city”. Your answers are valuable to my research. Rewa pursuing B. Name:______________________________________________ Age:________________________________________________ Sex:________________________________________________ 56 .

20000-30000 [ ] >Rs. Rank the following in the order of preference.Occupation:__________________________________________ 1. (Starting from 1 to 9. 20000 [ ] Rs. Which of the following Facilities/Services do you expect from the dealer? Quick Service [] 1 year free Insurance [] Discount on Accessories [] Home Delivery [] Vehicle Registration Process [ ] Installment Payment Facility [ ] 4. 1 for the most preferred and 10 for the least preferred) 57 . 30000 [ ] 3. 1 for the most preferred and 9 for the least preferred) Look [] Operating system [] Price [] Maintenance [] Company Service [] Storage capacity [] Ready Availability [] Comfort [] 2. Which means of Finance would you prefer? Employee Loan [] Laptop Finance Companies [ ] Bank Loan [] Co-operative Society [ ] If any other Specify____________________________________________ 5. What is your budget for a new laptop? < Rs. Please rank the following features when you buy a new laptop. (Starting from 1 to 10.

skip the below Questions) 7.Accer [] HP [] Dell [] Why do you rank the particular laptop as No. Do you find any difficulties in your Laptop? Yes [ ] No [ ] If yes. Do you own a laptop? Yes [ ] No [ ] (If No. 1? 6. what are they? Company Services [ ] Storage Service [] Battery Backup [] [] Maintenance [ ] Comfort [] 58 .

T. Please suggest any areas for improvement in your laptop dealer. Thank you for your Co-operation. Name of the laptop: Previous 1____________2____________ Present ___________ Name of the dealer: Previous 1____________ 2 ____________ Present ___________ 10.V advertisement [] Magazines/Newspaper [ ] Friends [] Existing Customers Laptop Finance Companies [ ] [] Any other please specify_____________________ 11.9. Price: Expensive b. Style: Stylish [] [] Reasonable Simple [] [] c. Maintenance: Expensive Reasonable [] [] e. How did you get to know about this Laptop?(Tick any one). Name and dealer of your Previous and Presently Owned laptop. Battery Efficiency: Satisfactory [ ] Not-satisfactory [] 12. a.Please tick the following attributes of your laptop. Given a Second chance which laptop would you buy from the same budget? 13. Comfort: More comfortable [ ] Less comfortable [] d. 59 .