“A STUDY ON PERCEPTION ON LAPTOP WITH

REFERENCE TO DELL”

A Project Report Submitted to JNTU, Kakinada

In partial fulfilment for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

SUBMITTED BY

K.MANJULA DEVI
(Reg. No: 17551E0038)
Under the Esteem Guidance of
DR.P.R.K. RAJU

MBA, PH.D

DIRECTOR

Department of Management Studies

GODAVARI INSTITUTE OF ENGINEERING AND TECHNOLGY
(ACCREDITED by NBA Approved by AICTE to JNTUK)

Chaitanya knowledge city, NH-16, RAJAHMUNDRY (A.P)

2017-2019
GODAVARI INSTITUTE OF ENGINEERING AND TECHNOLGY
(ACCREDITED by NBA Approved by AICTE to JNTUK)

RAJAHMUNDRY-533294(2017-2019)

Department of Management Studies

CERTIFICATE
This is to certify that the project entitled “A STUDY ON
PERCEPTION ON LAPTOP WITH REFERENCE TO DELL”,
submitted to JNTU, Kakinada in partial fulfilment of the requirement for the award
of the Degree of MASTER OF BUSINESS ADMINISTRATION carried out by
K.MANJULA DEVI, Reg. No. 17551E0038 is a benefited work done under my
guidance.

Head of the Department Project Guide

DR.P.R.K.RAJU DR.PR.K.RAJU

DIRECTOR
 DECLARATION

I hereby declare that this project report titled “A STUDY ON

PERCEPTION ON LAPTOP WITH REFERENCE TO DELL”

at Rajahmundry and submitted by me towards the partial fulfilment for the

requirement of the MASTER OF BUSINESS ADMINISTRATION degree in GODAVARI

INSTITUTE OF ENGINEERING & TECHNOLOGY, affiliated to JAWAHARLAL NEHRU

TEHNOLOGICAL UNIVERSITY-KAKINADA, is my own work and it is not submitted

to any other Universities/institutions or published anywhere for the award of any

degree or diploma.

Place:

Date:

K.MANJULA DEVI
 ACKNOWLEDGEMENT

It’s my duty to acknowledge the “Divine presence” working within me and is

the source of existence of the entire world.

As a part of the curriculum at GODAVARI INSTITUTE OF ENGINEERING &

TECHNOLOGY affiliated to JNTU, Kakinada the project enables us to enhance
our skills, expand our knowledge by applying various theories, concepts and
laws to real life scenario which would further prepare us to face the extremely
‘Competitive Corporate World’ in the near future.

I avail this opportunity to express my heartfelt gratitude to the GODAVARI

INSTITUTE OF ENGINEERING & TECHNOLOGY for its existence in the process of
building nation. I do sincerely thank our Principal –DR. D.V.RAM MURTHY of
this esteemed institution for providing me this opportunity to develop my
knowledge in this area.

I feel happy and contented in thanking DR .P.R.K.RAJU, Head of the

department of Management Studies for his guidance, timely help and support
for the successful completion of this project.

I owe my deep sense of gratitude to DR. P.R.K.RAJU for his whole hearted
support and guidance and timely help.

I also thank all the faculty members of the department of Management

Studies for their support and guidance in completing this project.

(K.MANJULA DEVI)
 ABSTRACT

The major aim of this research work was to demonstrate the impact of
advertising on the sales of a business organization taking customer perception
as a case study.
Defined advertising as any personal paid form of non-personal
communication which is directed to the consumers or target audiences
through various media in order to present and promote a product, services and
idea.
Good advertising requires competent personnel including a number of
specialists to enable it thrive in the ever dynamic and competitive business
environment.
It is therefore imperative that key personnel in departments that are
directly involved to be carefully selected and positioned to ensure continuous
success.
In recognizing the role advertising can play a growing number of
companies and establishments have to embark on a nationwide advertising
campaign. Advertising campaigns obviously informed by depressed consumer
demand, thrive by persuading the consumer on the need for consumptions.
 CONTENTS

1. CHAPTER-I
 MARKETING MANAGEMENT
 Introduction
 Objectives of study
 Scope of the study
 Need for the study
 Methodology
 Limitations
2. CHAPTER-II
 INDUSTRY PROFILE
3. CHAPTER-III
 THEORETICAL FRAME WORK
4. CHAPTER-IV
 DATA ANALYSIS AND INTERPRETATION
5. CHAPTER-V
 FINDINGS
 SUGGESTIONS
 CONCLUSION
ANNEXURE
 QUESTIONNAIRE
 Chapter 1
MARKETING MANAGEMENT.
In order to satisfy the global customer, extensive product lines, customer centric
marketing, companies.
Marketing is used to identify the customer, satisfy the customer, and keep the
customer. With the customer as the focus of its activities, it can be concluded that
marketing management is one of the major components of business management.
The adoption of marketing strategies requires businesses to shift their focus from
production to the perceived needs and wants of their customers as the means of
staying profitable. The term marketing concept holds that achieving
organizational goals depends on knowing the needs and wants of target markets
and delivering the desired satisfactions. It proposes that in order to satisfy its
organizational objectives, an organization should anticipate the needs and wants
of consumers and satisfy these more effectively than competitors.

Market: Market is a place where buyers and sellers gather in order to buy and
sell a particular good or commodity

Marketing: Marketing is a social and managerial process by which individuals

and groups obtain what they needs and wants through creating and exchanging
value with others. The process by which companies create value of customers
and build strong customer relationship in order to capture value from customers
in return

THE MARKETING PROCESS“The process by which companies creates

value for customers and builds strong customer relationships in order to capture
value from customers"

Understand the market Construct an integrated

Design a customer-drien
place and customer marketing program that
marketing strategy
needs and wants deliers superior alue

Capture alue from

customers to create Build profitable
profits and customers relationships and create
equity customer delight

The Chartered Institute of Marketing (CIM)has given the definition for

marketing as “marketing is the management process that identifies, anticipates
and satisfies customer requirements profitably.”

Important elements that can be understood from the concept of marketing are:

 Marketing focuses on the satisfaction of customer needs, wants and

requirements.
 The philosophy of marketing needs to be owned by everyone from within
the organization.
 Future needs have to be identified and anticipated.

 There is normally a focus upon profitability, especially in the corporate

sector. However, as public sector organizations and not-for-profit
organizations adopt the concept of marketing, this need not always be the
case.
.

Marketing management: Marketing management is the organizational discipline

which focuses on the practical application of marketing orientation, techniques
and methods inside enterprises and organisations and on the management of a
firm’s marketing resources and activities
 INTRODUCTION

Laptop sales in India have risen drastically, which accounts for over 25% of
the total personal computer market. Laptop sales only accounted for a 3% of
the total personal computer till 2003. The sales of the laptops has reached a
mark of 5.68 million unit in fiscal year 2012-2013 which accounts for a
growth of 80% over the same period in fiscal year 2011-2012. Sale of desktop
computers and laptops has touched the mark of 8.5 million units in the fiscal
year 2010-2011. There are various main players in the Indian notebook
market. The objectives of the study are to understand the brand position in
the minds of the laptop owners and to map their perception. It also focuses on
mapping the dealer perception about the top performing brands in the laptop
sales. From the study it was found that customers prefer a particular brand
compared to others. This particular brand is preferred mainly by the youths
because of the good configuration available and its brand image. The
company being studied seems to be lacking in considered attributes.
Businessmen however use a combination of all the brands; this could be
probably because of the various applications of theirs. The customers find
cash discount and free accessories most attractive while making a purchase.
A reasonable percentage of people also have a mind to accept new offers also.
The success rate in achieving good market share by the highly preferred
company by customers proves that the advertising media plays a crucial part
in promoting their products. The dealers find the incentives by this particular
company most attractive compared to other IT and technology companies.
Page 9 There are seminal studies on consumer purchase decision models in
the literature, however, consumer purchase decisions vary greatly depending
on the product to be purchased. Therefore, sectorial studies are needed to
delineate the factors affecting consumer purchase decisions in various
product markets. The International Data Corporation (IDC, 2018) report
mentioned that in 2018 consumers continued to respond very positively to
very attractive price points, but portable demand in the business space
remained very strong too. According to What Laptop (2018), Dell was the
number one choice in worldwide with 17.9 million sales. The customer base
of a company consists of four groups of consumers: fresher (those who don’t
have laptop, but frequently using in college, net café etc.,) stayers (those who
had never switched from a previous brand), satisfied switchers (those who
switched for reasons other than dissatisfaction), and dissatisfied switchers
(those who switched because they were dissatisfied from their previous
brand). Understanding the attitudes of these four different groups of
customers plays an important role when implementing effective and feasible
retention and loyalty strategies. Furthermore, it is also crucial to understand
whether there are differences among these groups in terms of the factors
affecting their future laptop purchases when they are upgrading their
computers. The objectives of this study are twofold. Initially, it is aimed to
determine the factors influencing consumers’ laptop purchases, and the
findings of this first objective will provide the basis for the second research
objective in the study. Secondly, it is intended to find out whether there are
differences among consumer groups of a computer company with respect to
the importance given to the factors influencing consumers’ laptop purchases.
In the following part a brief and recent literature will be given about
consumers’ purchase decisions.
 OBJECTIVES TO STUDY

The objectives of the Dell Company are as follows

1. To determine up to what extend the Dell has satisfied the consumers.

2. To know the mode of purchase by the customers.

3. To know the type of usage made by consumers.

4. The services rendered by the dealer should be determined.

5. To determine the company and its dealers attachments with consumers.

6. To determine the place of DELL with respect to various companies.

7. To determine the consumer satisfaction with regard to price and

technology.
 SCOPE OF THE STUDY

For any research work it is essential to understand within which the

research is to be carried out

The present study existed in the boundaries of survey are Rajahmundry.

And engaged with respondents in small size i.e., 50 samples.

The report is preapared concentrating on Dell laptop. The area of the survey
was only in Rajahmundry city. So, all the estimations have been made
based on the city area. It is a comprehensive report based on structured
questionnaire survey, data calculation, people’s opinion, our perception
and knowledge, and books of consumer behaviour.
 Research methodology

Method of data collection: Collection of data is the next logical step after the sample
had been chosen. Since the collection of data depends on the data collection
method For the preparation of project report especially in case of Marketing every
steps should be anticipated closely. In this anticipation of formulation there may
arise some problems, since these are two types of information.

(i) Primary data: Primary data have been obtained through a well-designed
questionnaire. I have used personal interview method. This survey
conducted on 50 consumers across Rajahmundry. I used a set
questionnaire containing some questions for consumers. These data are
expensive and time consuming but these data are most important and
reliable.

(ii) The Secondary Information: Secondary data has been collected through
several sources such as journals, related dissertation, rules and bylaws, internet,
related books and newspapers. This secondary data were collected from the
internal sources (Company’s Documents) of as well as some external sources
(Paper & Magazines). This collection of these data is for easier and less time
consuming.
 Limitations of the study

The study is confined only to Rajahmundry city & not the customers
around the world.

Time factor is the main limitation of the study.

The methods used in the project are random sampling methods & the
result obtained may not be fully accurate and believable.

The research has been centered to only 50 customers rather than millions
of people.

Some of the customers are not interested to give the accurate information
about the product.

This study is based on the figure available and the information given by
the customers.
 Chapter 2
INDUSTRY PROFILE
Laptops were originally considered to be "a small niche market" and were thought
suitable mostly for "specialized field applications" such as "the military, the
Internal Revenue Service, accountants and sales representatives". But today, there
are already more laptops than desktops in businesses, and laptops are becoming
obligatory for student use and more popular for general use.

DELL
Dell, one of the most recalled names when it comes to buying a laptop is
undoubtedly retained as the favourite computing partner for users of all
generations spanning various regions around the world. A perfect blend of
efficiency, performance, elegance, customer service and more makes it the right
choice for those thousands of prospective buyers of laptops or notebooks around
the world. And now the gigantic notebook maker has spread its wings further with
its Laptops now available in one of the world's most potential economy, India.
With multi fold increase in the IT conscious folks in the country over the years
and a mammoth amount of laptop Buyers around the country at any given point
makes it "not so bad" decision from Dell. The Dell distribution in India however
remains different from that of the other countries. With not so many people
inclined onto the online purchase, Dell has adopted a proper channel partner that
distributes the Dell Products in the same old fashion that the folks in India are
glued to. A treat to the all those users which have been longing to bag one from
the vast range of Laptops from the brand, it won't be long before the brand would
pose a strong competition for already prominent brand in the country. Dell has
most of its series available in India through its online channel or Local resellers.
Dell laptops come in several types meant for the various types of users. Dell’s
range of laptops meant for the business class includes OptiPlex, Latitude and
Precision which is meant for such features like reliability, serviceability and long
life –cycles. The home and consumer class of laptops introduced by Dell includes
Inspiron and xpx brands. These laptops emphasize on expandability and
performance. High performance, lightweight and highly technology oriented add
more value to dell laptop. You can enjoy travelling with your dell laptop in India
or globally due to its lightweight nature and manufacturing compatibility for
travelling .Adding colour to the scenario Dell laptop never lags behind; it is
available for all generation. From businessperson, who needs more technological
Dell laptop to gamers out there, with faster processor, big screens and high end
graphics to students going to school, offering them lightweight dell laptop in India
and globally. Dell India makes sure that the laptop/notebook is suitable for the
buying generation and should fulfil the market demand.

Dell Vostro:
Specifically designed for the small business with, the laptops in the Vostro Series
are feature packed appropriate enough for the computing needs of the small
businesses, offering a reliable performance coupled with the enhanced security.
The models are also light weight and compact enough for a hassle free carry.
Some of the models are ideally suitable for graphic computing. It also extends the
advantage of affordability to the customers that come with a no compromise
experience. Models in the Vostro Series: Vostro 1200, Vostro 1310, Vostro 1510,
Vostro 1710, Vostro A840

Latitude Series:
Latitude laptops provides higher speed, multimedia features, higher storage, Is
light weight and battery life is good. Talking about the usage, business man,
travelling worker, and technology savvy, mobile oriented Persons are best suited
to use latitude laptop offered by dell. Dell latitude laptops offer high security
features and is quality, easy to use and performance oriented notebook. The
commercial Laptop Series from the Dell, the Latitude Series is reengineered and
designed with ground breaking advancements in durability, security, battery life,
connectivity and remote administration. It comes with exhaustive innovations
from Dell like the Control Point, Latitude ON, and Image Direct etc. Models in
the Latitude Series: Latitude E6500, Latitude E6400, Latitude E5500,
LatitudeE5400

XPS Series:
This is a yet another series offering thorough entertainment, mobility and security and is
available in various colours. Hard core gamers love XPS offered by Dell in India and globally.
With high settings and graphic cards this is not cheap. Technology packed piece, needs long
time for up gradation. Models in the XPS Series: XPS M1330, XPS M1530

Inspiron Series:
Jazzy Dell Inspiron laptop is great selection for anyone. Available in 8 colours,
these are highly trendy. Talking of speed and storage these are better than ever.
Offering Adistinctive look they are not quite expandable as latitudes. But they are
more affordable.

Models in the Inspiron Series: Inspiron 13, Inspiron 14 and Inspiron 1525

Studio Series:
The Studio Series of Laptops that offers a blend of style, functionality and
performance with personalization inside and out. They are available with U-Trim
options and artist designs. Models in the Studio Series: Studio 15, Studio 17

Dell Support:
Dell has a website, www.support.dell.com, which offers solutions to a whole host
of common as well as not-so-common problems. Its solution database is
exhaustive. Moreover, the problems are categorised by topics, making things
easier for the customer. The site offers technical support in a language that is
comprehensible even to customers who are not technically literate. The site also
offers options to download and install drivers. It also offers an update to check
on the status of the order placed, or if you have received the order but have a
problem with it. Also, there is a Chat with Technical Support which allows users
to have a direct online chat with Dell’s technical support staff and solve the
problems. There is another option as Dell Forums which allows users to chat and
interact with other Dell users

Pricing of laptops in India:

The comfort level of consumers in India starts from 30,000 RS. Starting range of
laptops:

Dell – RS 32000
DELL: Dell Laptops for Home Users:

Dell Inspiron 14 Price – 39,500/- to Dell Inspiron 15 Price – 36,900/-Dell Studio

15 Price – 40,900/- to Dell Studio XPS 16 Price – 67,900/-

Dell Laptops for Small Businesses:

Dell Vostro A840 – 31,500/- to Dell Vostro A840 – 29,000/-

Dell laptops for performance demanding applications:

Dell Latitude 2100 – 26,750/- to Dell Latitude E5400 – 63,800/-

Growing Segment:

Netbooks have been revolutionary in creating a whole new segment in the

personal computers market. While the initial netbook models that hit the market
were ‘stripped-down’ versions of their notebook PC cousins, later models also
feature hard disk drives. In this avatar, netbooks have been able to open a niche
market of casual computer users – primarily net surfers and executives looking
for a lighter, no-frills PC for use during travel and business meetings. According
to IDC figures, when netbooks first came into the market in 2008, 37,000units
were shipped into India, compared to 2.3 million units of notebook PCs. But, this
year the industry is projecting much larger sales figures. The unanimous opinion
from companies is that this segment would grow very fast, with netbooks soon
becoming an important part of their product line-up. While some feel the Indian
netbook market would double itself this year, Samsung expects netbooks to
contribute 50 per cent of its total notebook sales this year. Samsung also aims to
garner a 7-8 per cent share in the Indian market by next year. Dell too sees a
tremendous potential in India. They are expecting netbooks to be popular in India,
especially among small and medium businesses, and also as a second computing
device in upper-middle class homes. Going forward, the market for netbooks
looks promising, as its demand will rise gradually with the increasing availability
of internet bandwidth and GPRS/3G mobile connectivity across the country.
Clearly, the netbook is ready to slip into more bags
 Chapter 3
Theoretical Framework
Theoretical Framework:-
Merchants aim to increase their sales by determining what drives their customers'
purchase decisions. Consumer perception theory attempts to explain consumer
behaviour by Analyzing motivations for buying -- or not buying -- particular
items. Three areas of consumer perception theory relate to consumer perception
theory: self perception, price perception and perception of a benefit to quality of
life.

Definition
Consumer perception applies the concept of sensory perception to marketing and
advertising. Just as sensory perception relates to how humans perceive and
process sensory stimuli through their five senses, consumer perception pertains
to how individuals form opinions about companies and the merchandise they
offer through the purchases they make. Merchants apply consumer perception
theory to determine how their customers perceive them. They also use consumer
perception theory to develop marketing and advertising strategies intended to
retain current customers -- and attract new ones.

Self-Perception
Self perception theory attempts to explain how individuals develop an
understanding of the motivations behind their own behaviour. Self perception by
customers relates to values and motivations that drive buying behaviour -- which
is also an important aspect of consumer perception theory. For instance, a study
by researchers at the University of Massachusetts at Amherst addressed how self
perception shaped consumers' buying Behavior. The study considered the
question of whether consumers believed their buying decisions had a real effect
on issues such as environmental impact. The researchers concluded that
consumers' self perception was a driving factor in whether or not they placed a
priority on socially conscious purchase and consumption practices. Consumers
who viewed themselves as socially conscious tended to place more weight on
issues such as environmental impact when making buying decisions than
consumers who did not hold similar views of themselves.

Price Perception:
While mass merchandisers such as Wal-Mart emphasize low prices as an inherent
virtue, upscale merchants attempt to emphasize quality and value for money to
appeal to potential customers. Researchers at the School of Business
Administration at LaSalle University and Le Bow College of Business at Drexel
University considered several factors, including price perception -- whether
consumers believed they were being charged fair prices -- in determining whether
online shoppers would make repeat purchases through the same website. The
researchers concluded that price perception strongly influenced whether
customers were satisfied with their purchases and whether they would make
future purchases. Two factors that shaped price perception were the perceived
quality of the merchandise or service in question and price comparisons with
merchants offering similar merchandise or services.

Benefit Perception:
"It's good, and it's good for you." Many consumers are familiar with this phrase
frequently associated with food advertising. Researchers from Marquette
University, Louisiana State University and the University of Arkansas surveyed
customers to determine how nutrition claims associated with food affected their
perception of that food's nutritional value. The researchers found that consumers
tend to reject general, unsupported claims of enhanced nutrition, especially
concerning high nutritional value for foods that are traditionally viewed as
unhealthy. The researchers also theorized that consumers would demonstrate a
trend toward applying more scrutiny to nutrition claims and would demand more
specific information about the foods they purchase.
The Stages of Perception in Marketing:

Perception establishes the meaning about a product or brand when a consumer

makes initial contact. In marketing, this is described as consumer information
processing. At this stage all of the senses are engaged in receiving brand
marketing communicate messages. In marketing literature, four distinct stages of
perception occur during consumer information processing: sensation, attention,
interpretation and retention.

Sensation:
Sensation describes what occurs when a person's senses are initially exposed to
the external stimulus of a product or brand marketing. The sensory receptors of a
consumer are engaged by product or brand cues through sight, sound, smell, taste
and texture. For example, Starbucks engages all the senses in its sensory brand
marketing. A customer who enters a Starbucks coffee shop may hear the sounds
and smell the aroma of the grinding of fresh coffee in the store. Background music
and a unique store design round out the experience of the taste of hot or cold
coffee and food products that can be enjoyed in-store at quaint cafe tables.

Attention:
In consumer information processing, attention occurs when a person lingers and
gives mental processing capacity to the external stimulus from a product or brand.
Selective perception is when a consumer pays attention to messages that are
consistent with her attitudes, beliefs and needs. When a product is inconsistent
with these factors, the consumer will withdraw attention.

Interpretation:
Interpretation occurs when a person assigns a meaning to the sensory stimulus
from a product or brand marketing. Comprehension is aided by expectations and
familiarity. A consumer scans his memory to retrieve previous experiences with
the brand or a similar brand. Store-brand marketing frequently capitalizes on the
interpretation stage when product packaging design contains logos, colours and
other elements that are similar to national brands that consumers are generally
more familiar with.

Retention:
The conclusion of the consumer perception process is the retention stage. This is
marked by the storage of product or brand information in short-term and long-
term memory. The marketer's goal is to provide positive stimuli in the proceeding
stages that translate into consumers storing the information about the product or
brand into long-term memory.
 CHAPTER 4
DATA ANALYSIS AND
INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
Table 4.1: The family income

Income No. of respondents Percentage

15000 17 34
15000-30000 12 24
30000-45000 10 20
Above 45000 11 22
Total 50 100
Series 1 Series 2 Series 3

34

24
22
20

15000 15000-30000 30000-45000 ABOVE 45000

Graph 4.1

Interpretation: From the TABLE4.1 it is clear that, 34% of the respondents are

earning 15,000 per month and 20% of the respondents earning level is 30000-

45000 per month and 24% of the respondents earning level is 15000-300000 and
finally 22% of the respondents are earning above 45000 per month i.e., 22

respondents are wishing to have laptops

Table No.4.2:

Location of residence

Location No. of respondent Percentage

Urban 32 64
Semi Urban 8 16
Rural 10 20
Total 50 100
Series 1 Series 2 Series 3

64

20
16

URBAN SEMI URBAN RURAL

Graph4.2

Interpretation: From the TABLE 4.2 it is clear that,16% of respondents belongs

to semi urban and 20% of respondents belongs to rural area and 64% of

respondents belongs to urban area and finally we can say that majority percentage

belongs to Urban Area.

Table No. 4.3:

Currently using brand

Brand No. of respondent Percentage

Dell 16 32
HP 06 12
Lenovo 05 10
Asus 0 0
Acer 02 4
HCL 02 4
Sony 06 12
Toshiba 03 6
Samsung 08 16
Others 02 4
Total 50 100
Series 1 Series 2 Series 3

32

16
12 12
10
6
4 4 4
0
DELL HP LENOVO ASUS ACER HCL SONY TOSHIBA SAMSUNG OTHERS

Graph4.3

Interpretation: From the TABLE 4.3 it is clear that, mostly 28% of

people are using Toshiba, HCL, Acer laptops and 24% of people are
using HP, Sony, and other laptops. 16% of people are using Samsung
laptops and 10% of people are using Lenovo laptops. Finally 32% of
respondents are using Dell Laptops. Dell laptops are having higher
demand.
Table No.4.4:

Purchasing laptops based on the recommendation

Recommended By No. of respondents Percentage

Friends & Relatives 26 52
Colleagues 11 22
Dealer 05 10
Self decision 08 16
Total 50 100
Series 1 Series 2

52

22
16
10

FRIENDS&RELATIVES COLLEAGUES DEALER SELF DECISION

Graph4.4

Interpretation:From the TABLE4.4 it is clear that, 22% of the

respondents are recommended by the colleagues and 10% of the
respondents are recommended by the dealer and 16% of the
respondents are buying laptops basing on their self-decision and finally
52% of the respondents are recommended to buy the laptops by their
friends & relatives
Table No.4.5:

Laptops Purchased From

Purchased From No. of respondents Percentage

Local Dealer 08 16
Seconds 06 12
Showroom 25 50
Online 11 22
Total 50 100
Series 1 Series 2

50

22
16
12

LOCAL DEALER SECONDS SHOWROOM ONLINE

Graph4.5

Interpretation:
From the above graph it is clear that, only 12%
respondents are wishing to buy seconds laptops and 22% respondents
are wishing to buy laptops through online and 16% respondents are
wishing to buy laptops from local dealers and finally 50% of
respondents are considering to buy laptops from showrooms
Table No.4.6:
Battery Backup & Storage

No Of Most Important Neutral Un Most Un Total

Respondents Important Important Important
50 35 10 5 0 0 50
Percentage 70 20 10 0 0 100
Series 1 Series 2

70

20
10
0 0
MOST IMPORTANT IMPORTANT NEUTRAL UN IMPORTANT MOST UN
IMPORTANT

Graph4.6

Interpretation:

From the TABLE 4.6 it is clear that no one buy laptops having bad
battery backup and storage while 10% of respondents are saying neutral
and 20% of respondents are saying important and finally 70% of the
respondents are saying very important and they prefer buying laptops
with good battery backup and storage
Table No. 4.7:

OS should be easy for use

No Of Most Important Neutral Un Most Un Total

Respondents Important Important Important
50 30 15 5 0 0 50
Percentage 60 30 10 0 0 100

Series 1 Series 2

60

30

10
0 0
MOST IMPORTANT IMPORTANT NEUTRAL UN IMPORTANT MOST UN
IMPORTANT

Interpretation:

From the TABLE 4.7, it is clear that 60% of the respondents feel that
easy usage of OS is most important and also important, so from this we
can understand that easy usage of OS plays a vital role while choosing
a laptop
Table No. 4.8:

High price and quality

No Of Most Important Neutral Un Most Un Total

Respondents Important Important Important
50 8 22 10 10 0 50
Percentage 16 44 20 20 0 100

Series 1 Series 2

44

20 20
16

0
MOST IMPORTANT IMPORTANT NEUTRAL UN IMPORTANT MOST UN
IMPORTANT

Graph4.8

Interpretation: TABLE4.8 shows that 20% of respondents feel that price and
quality factor is unimportant and 16% of people respondents feel that price and
quality factor is most important and20% of people respondents feel in a neutral
way and finally, 44% of people respondents feel that price and quality factor is
important to some extent.
1.) What is your mode of purchase?

A. Cash basis

B. Credit basis

C. Instalment

MODE OF PURCHASE NO.OF RESPONDENTS PERCENTAGE

Cash basis 28 56
Credit basis 9 18
Instalment 13 26
TOTAL 50 100

Series 1 Series 2

56

26
18

CASH BASIS CREDIT BASIS INSTALMENT

INTERPRETATION:-

18% of the respondents feel that credit basis is best and 26% of the respondents
feel that instalment way is best and 56% majority respondents are feel that cash
basis mode is the best.
2. Why do you prefer Dell?

A. Price

B. Quality

C. Configuration

D. Services

PREFERENCE NO.OF RESPONDENTS PERCENTAGE

Price 18 36
Quality 22 44
Configuration 3 6
Services 7 14
TOTAL 50 100
Series 1 Series 2

44
36

14
6

PRICE QUALITY CONFIGURATIO SERVICES

INTERPRETATION:-

6% of the respondents are feels like a configuration and 14% of the respondents
are feel that the services is important and 36% of the respondents are wants to a
price and finally 44% of the majority respondents are feel that the quality is
must.
3. What is your opinion on prices of Dell?

A. Very high

B. High

C. Medium

D. Low
PRICES NO.OF RESPONDENTS PERCENTAGE
Very high 24 48
High 14 28
Medium 8 16
Low 4 8
TOTAL 50 100

Series 1 Series 2

48

28
16
8

VERY HIGH HIGH MEDIUM LOW

INTERPRETATION:

8% of the respondents are feel that Dell prices are low and 16% of the
respondents are feel that prices are medium and 28% of the respondents are feel
that prices are high and 48% of the majority respondents are feel the prices are
very high.
4. What is your opinion after sales services of Dell?

A. Excellent

B. Good

C. Fair

D. Poor

OPINION NO.OF RESPONDENTS PERCENTAGE

Excellent 26 52
Good 18 36
Fair 2 4
Poor 4 8
TOTAL 50 100

Series 1 Series 2

52

36

8
4
EXCELLENT GOOD FAIR POOR

INTERPRETATION:

4% of the respondents are feel that the opinion is fair and 8% of the respondents
are feel that the opinion is poor and 36% of the respondents are feel that the
opinion is good and finally most & majority 52% of the respondents are feel
that the opinion is excellent.
5. What is your opinion about sales promotional activities of Dell?

A. Very impressive

B. Moderately impressive

C. Impressive

D. Not impressive

OPINION NO.OF RESPONDENTS PERCENTAGE

Very impressive 25 50
Moderately impressive 8 16
Impressive 13 26
Not impressive 4 8
TOTAL 50 100

Series 1 Series 2

50

26
16
8

VERY IMPRESSIVE MODERATELY IMPRESSIVE NOT IMPRESSIVE

IMPRESSIVE

INTERPRETATION:

8% of the respondents are feels that it is not impressive and 16% of the
respondents are feel that it is moderately impressive and 26% of the respondents
are feel that it is impressive and finally 50% majority of the respondents are
very impressive.
 Chapter 5
FINDINGS AND SUGGESTION
AND
CONCLUSIONS

FINDINGS:
1.) It is found that most of the consumers are purchasing through
cash basis
2.) It is found that most of the consumers are very much satisfied
with the quality of Dell
3.) It is found that the influencing factor for the consumers to
purchase Dell is through advertisements
4.) The survey indicates that majority of the consumer wants to
suggest Dell to others
5.) The advertisements of Dell are excellent
6.) The opinion of the consumer about the after sales services of Dell
is good
7.) The sales promotional activities of Dell are good & further can be
improved and maintained to capture more market share
 SUGGESTIONS

1. The DELL should improve its quality.

2. The DELL should reduce its prices.

3. The DELL should improves its post sale services.

4. The DELL should maintain its brand images.

5. The DELL should improve its sales promotional activities.

6. The DELL should launch a new model of product at regular intervals.

7. DELL Company should follow the promotional activities more.

 CONCLUSION

Students faced various problems while using laptop like internet speed
(2G), Battery, Windows installation, Software, Volume scaling, Virus,
Heavy, Costly and it get hot in very short time etc. Students
recommended various features to improve laptop quality like Water
Proof, Laptop having insurance coverage, inbuilt graphic card, God
looks, Long battery life, and Use of Renewal Solar Energy to increase
battery life. Also, Software compatibility should be provided with in
one genuine pack will good operating system and increase ram size.
 BIBLIOGRAPHY

Reference books:
Marketing management: V.S.RAMASWAMY &

S.NAMAKUMARI

Advertising & promotions: GEORGE E.BELCH & MICHAEL

Principles of marketing: PHILIP KOTHKER & GARY

Websites: WWW.DELL.COM

WWW.GOOGLE.COM

WWW.COMPUTERSHOPPER.COM
 QUESTIONNAIRE
QUESTIONNAIRE:
1.) What is your mode of purchase?

A. Cash basis

B. Credit basis

C. Instalment

2.) To what extent are you satisfied with dell?

A. Highly satisfied

B. Moderately satisfied

C. Satisfied

D. Not satisfied

3.) Why do you prefer Dell?

A. Price

B. Quality

C. Configuration

D. Services

4.) What is your income level per month?

A. 10,000-15,000

B. 15,000-20,000

C. 20,000-25,000

D. Above 25,000
 5.) What factor influenced to purchase Dell?

A. Friends

B. Relatives

C. Advertisements

D. Others

6.) What is your opinion on prices of Dell?

A. Very high

B. High

C. Medium

D. Low

7.) What is your opinion about sales promotional activities of Dell?

A. Very impressive

B. Moderately impressive

C. Impressive

D. Not impressive

8.) What is your opinion on advertisements of Dell?

A. Excellent

B. Good

C. Fair

D. Poor
9.) What is your opinion after sales services of Dell?

A. Excellent

B. Good

C. Fair

D. Poor

10.) Would you suggest Dell laptop to purchase any one else?

A. Yes

B. NO