PROJECT REPORT

ON
MARKETING STRATEGIES OF
HP IN INDIA

SUBMITTED IN PARTIAL FULFILLMENT OF THE

REQUIREMENT FOR THE AWARD OF THE
DEGREE OF BACHELOR OF BUSINESS
ADMINISTRATION 2011-14
Under the Guidance of: Submitted by:
Ms. ARTI MALIK AMIT KUMAR JAIN
Assistant Professor Roll. No: 03121201711
MSI BBA (General) 2nd Shift
3rd Semester

Maharaja Surajmal Institute

C-4, Janakpuri, New Delhi-110058
 STUDENT’S DECLARATION

This is to certify that I have completed this Project titled

“Marketing Strategies of HP in India” under the
guidance of “Ms. ARTI MALIK” in partial fulfillment
of the requirement of the award of degree of Bachelor of
Business Administration at Maharaja Surajmal Institute,
Delhi. This is an original piece of work and I have not
submitted it earlier elsewhere.

Date: 25-10-12 AMIT KUMAR JAIN

Place: NEW DELHI ROLL. NO. 03121201711

2
 CERTIFICATE FROM THE GUIDE
This is to certify that the project titled “Marketing Strategies of
Hp in India” is an academic work done by “AMIT KUMAR
JAIN” submitted in the partial fulfillment of the requirement for
the award of the degree of Bachelor of Business Administration
from Maharaja Surajmal Institute, C-4, JANAKPURI, Delhi,
under my guidance & direction. To the best of my knowledge
and belief the data & information presented by him in the
project has not been submitted earlier.

Ms. ARTI MALIK

ASSISTANT PROFESSOR

MSI

3
 ACKNOWLEDGEMENT

First of all, I would like to express my thanks to Prof. AZAD.

S. CHHILLAR (Director, MSI) for giving me such a wonderful
opportunity to widen the horizons of my knowledge.

In no small measures, I would also like to gratefully thank to all

those who gave me constructive suggestions for the
improvement of all the aspect related to this project.

In particular, I would like to thank Ms. ARTI MALIK, my

research guide for her valuable suggestions and guidance.

I also owe a deep sense of gratitude to other faculty members for

their continuous encouragement.

Despite all efforts, I have no doubt that error and obscurities

remain that seen to afflict all research project and for which I am
culpable.

AMIT KUMAR JAIN

Roll. No.: 03121201711

III

4
 TABLE OF CONTENTS
TITLE PAGE

STUDENT‘S DECLARATION I

CERTIFICATE FROM THE GUIDE II

ACKNOWLEDGEMENT III

Introduction 1

ABOUT HP 2

HP FAST FACTS 3

HP’S SHARED VALUES 4

GLOBAL CITIZENSHIP 6

MARKETING MIX 10

COMPETETIONS 23

RESEARCH METHODOLOGY 26

Recommendations/Suggestions 45

Findings and Observations 46

Conclusion 47

QUESTIONNAIRE 48

BIBLOGRAPHY 51

5
 CHAPTER-1
INTRODUCTION

1
 INTRODUCTION

About HP:
HP is a technology company that operates in more than 170 countries around the
world. It explores how technology and services can help people and companies
address their problems and challenges, and realize their possibilities, aspirations
and dreams. It applies new thinking and ideas to create more simple, valuable
and trusted experiences with technology, continuously improving the way our
customers live and work.

No other company offers as complete a technology product portfolio as HP. It

provides infrastructure and business offerings that span from handheld devices
to some of the world's most powerful supercomputer installations. It offers
consumers a wide range of products and services from digital photography to
digital entertainment and from computing to home printing. This comprehensive
portfolio helps us match the right products, services and solutions to our
customers' specific needs.

2
Mission:

HP's mission is to invent technologies and services that drive business value,
create social benefit and improve the lives of customers — with a focus on
affecting the greatest number of people possible.

HP Fast Facts:

1. HP was founded in 1939.

2. Corporate headquarters are in Palo Alto, California.
3. Meg Whitman is president and CEO.
4. HP is among the world's largest IT companies, with revenue totaling
$127.2 billion for fiscal 2011.
5. HP's 2011 Fortune 500 ranking: No. 11
6. HP serves more than one billion customers in more than 170 countries on
six continents.
7. HP has approximately 324,600 employees worldwide.
8. HP's revenue for the four fiscal quarters ended Oct. 31, 2011: $127.2
billion.
9. HP dedicates $3.6 billion (U.S.) annually to its research and development
of products, solutions and new technologies.

Technology Leadership:

1. HP's three business groups drive industry leadership in core technology

areas:
2. The Personal Systems Group: business and consumer PCs, mobile
computing devices and workstations
3. The Imaging and Printing Group: inkjet, LaserJet and commercial
printing, printing supplies, digital photography and entertainment
4. The Technology Solutions Group: business products including storage
and servers, EDS, managed services and software

3
Contribution
Global citizenship encompasses our commitment to align our business goals with
our impacts on society and the planet. It is one of our seven corporate objectives,
rooted in HP‘s founding values and key to our success. For more than 70 years,
global citizenship has influenced how it runs our business, holding us to higher
standards of integrity, contribution and accountability in everything It do.
It focuses our energies and expertise in five areas:
1. Ethics and compliance
2. Human rights and labor practices
3. Environmental sustainability
4. Privacy
5. Social investment

HP‘s Shared Values:

1. Passion for customers
It put our customers first in everything It do.
2. Trust and respect for individuals
It work together to create a culture of inclusion built on trust, respect and
dignity for all.
3. Achievement and contribution
It strives for excellence in all It do; each person's contribution is critical
to our success.
4. Results through teamwork
It effectively collaborates, always looking for more efficient ways to serve
our customers.
5. Speed and agility
It are resourceful and adaptable, and we achieve results faster than our
competitors.
6. Meaningful innovation
It is the technology company that invents the useful and the significant.

4
H.P.‘s Corporate Objectives

1. Customer loyalty
It earn customer respect and loyalty by consistently providing the highest
quality and value.

2. Profit
It achieves sufficient profit to finance growth, create value for our
shareholders and achieve our corporate objectives.

3. Growth
It recognizes and seizes opportunities for growth that builds upon our
strengths and competencies.

4. Market leadership
It lead in the marketplace by developing and delivering useful and
Innovative products, services and solutions.

5. Commitment to employees
It demonstrates our commitment to employees by promoting and
rewarding based on performance and by creating a work environment
that reflects our values.

6. Leadership capability
It develops leaders at all levels that achieve business results, exemplify our
values and lead us to grow and win.

7. Global citizenship
It fulfills our responsibility to society by being an economic, intellectual
and social asset to each country and community where it does business.

5
Global citizenship:

Global citizenship is HP‘s commitment to hold ourselves to a higher standard of

integrity, transparency, and accountability. The values that have been present
since HP was founded in 1939 remain integral to our work today, helping us
balance our business goals with our impact on society and the planet. It has five
global citizenship priority areas: ethics and compliance, environmental
sustainability, human rights and labor practices, privacy, and social investment.
Its efforts in these areas help differentiate HP, reduce costs, and drive innovation
as they respond to growing market opportunities and stakeholder expectations.
They continue to focus on enriching people and communities around the world,
striving to be a force for positive and lasting change. At HP, practicing good
global citizenship includes supporting human and labor rights, making strategic
social investments—particularly to advance student achievement and
entrepreneur success, and protecting the privacy of customer and employee
information.

How does global citizenship contribute to HP‘s success?

Global citizenship helps our success because it‘s important to our customers.
Customers care about HP‘s efforts in areas like climate change and human
rights. They also value ways it can help them be more successful. That could
mean an energy-efficient data center that cuts costs while reducing their carbon
footprint, or a centrally managed printing environment that increases
productivity and saves resources. Global citizenship also strengthens our own
business in such areas as increasing efficiency, protecting privacy and
maintaining trust with our stakeholders.

6
Serving Enterprises:

At HP, It continually explores how technology and services can create new and
better ways for people to live, work, and play. Every day, it partner with our
largest customers to transform their current IT environments into business
assets. It recognizes that CIOs are now business managers who specialize in
technology. It work hard to help them create more manageable IT environments
that cost less to operate and deliver more value to the business. That can mean
consolidating their IT infrastructures, speeding access to information, enabling
faster communication between branch offices and headquarters, or helping them
deal with obsolete IT equipment. HP solutions leverage our broad portfolio—
from servers and storage to software and services, imaging and printing, and
personal computing technology—to help companies drive growth, lower business
risk, and cut costs.

Driving Technology Transformation:

With the volume of data today increasing faster than our ability to capture and
use it, the industry is rapidly shifting to a model where everything can be
delivered as a service. People want instantaneous access to content and
information that they care about. Meeting this worldwide demand for
information and rich digital content will require dynamic, compelling services.
The fundamental building blocks of this model will be smarter, more intelligent
networks; next-generation data centers; and perhaps most importantly, software
that binds all the disparate elements together. Over the next five years, HP will
invest almost $20 billion in R&D around three technology areas It believe have
the power to propel the industry forward and improve the way our customers
live and work.

7
Stock Performance Graph and Cumulative Total Return:

The graph below shows the cumulative total stockholder return assuming the
investment of $100 on the date specified (and the reinvestment of dividends
thereafter) in each of HP common stock, the S&P 500 Index, and the S&P
Information Technology Index.(1) The comparisons in the graph below are
based upon historical data and are not indicative of, or intended to forecast,
future performance of our common stock.

Stock Performance Graph and Cumulative Total Return

300
Investment
200

100

0
2004/0ct 2005/0ct 2006/0ct 2007/0ct 2008/0ct 2009/0ct
Hewlett-Packard 100 84.93 129.42 180.6 242.7 180.97
Company
S&P 500 100 109.42 118.96 138.4 158.56 101.32
S&P Information 100 99.14 104.52 114.9 145.81 85.72
Technology
Year

Hewlett-Packard Company S&P 500 S&P Information Technology

HP Retains Leadership:

2009 PC Shipments (Desktop PCs + 2010 PC Shipments (Desktop PCs +

Notebook PCs) Notebook PCs)

Vendor Market Share Vendor Market Share

Hewlett-Packard 15.6% Hewlett-Packard 18.2%

Dell 11.0% HCL Info systems 9.8%

HCL Info systems 9.6% Dell 9.7%

Acer 7.7% Acer 7.3%

Lenovo 6.6% Lenovo 4.7%

8
Descriptive Work
Indian IT Industry:

IT in India over the Years:

1. In 1991, new economic policies were introduced.

2. Foreign multinationals such as Coca Cola, Mercedes, IBM, HP flooded
into
3. India, eager to take advantage of the cheap professional labor and the
opening up of one of the world's biggest markets.
4. Adoption of Globalization and liberalization principles brought
tremendous success BPO, IT, ITES, Retail and Insurance sector, health
sector, education.
5. IT sector showed the most rapid growth amongst all the sectors.
6. Today more than 500 major international companies have IT operations
in Bangalore alone.
7. Intel‘s Indian development center made chips for computer which are
compatible with Microsoft‗s Operating System Vista.
8. Microsoft has established one of its 3 key centers in Bangalore other two
being in China and its HQ in New York.

9
MARKETING MIX

Marketing Mix

Product Place
Promotion Price

1. The First P—‗PRODUCT‘

Product is a key element in the market offering. Marketing mix planning being
with formulating to meet target customer‘s need & wants. The customer will
judge the offering by three basic elements- features & quality, services mix &
quality & price appropriateness.
Kotler says that ‗A product is anything that can be offered to a market to satisfy
the wants or needs of the consumers.
Products that are marketed include physical goods, services, events, experience,
persons, place, properties, organizations, information‘s & ideas.
A firm is not selling a product. It sells only the ‗product benefit‘. Product is most
important variable in the marketing mix of the firm. If the product is sound &
easily acceptable to the market if it satisfies reseller‘s need & consumer
preference & is carefully fitted to the needs & desires of the customers, sales
success is assured. Hence ‗product‘ is the center of all-marketing policies &
decisions. The marketing planning begins with the product & also ends with the
product.

10
Company plans to increase their product range in the future. A brief
description of some products is as follows: -
Products Name:

1. Laptops, Notebook Computers & Tablet PCs

i. Everyday computing

Laptops for movies, music, photos and multitasking in your home or home office

ii. Performance & entertainment

Laptops for cutting-edge entertainment and gaming

iii. Ultra – portable

Laptop computers or tablet PCs for on-the-go personal productivity and connectivity

iv. Mini

Perfect companion PC to keep you connected while you are on-the-go

2. Laptops for Business

i. EliteBook laptops

Best in class, packed with features and functionality

ii. Compaq laptops

Advanced features for business

iii. ProBook laptops

Stylish and affordable for small business options

11
 3. Other laptops
i. HP Pavilion Home Desktop PCs

a) Fitted with features that appeal to your whole family and yet flexible and
reliable in meeting all their needs.
b) Sleek in design; a stylish showpiece for the modern home however
compact the space, whatever the budget

ii. HP Pavilion Elite Home Desktop PCs

a) Fitted with features that appeal to your whole family and yet flexible and
reliable in meeting all their needs.
b) Sleek in design; a stylish showpiece for the modern home however compact
the space, whatever the budget.

4. Monitors

i. Home & Home Office monitors

ii. Business Monitors

5. Options & Accessories

Keyboards, mice, memory, storage, speakers, headsets, webcams, cables,

gaming and other accessories for desktop computers.
i. Home & Home Office desktop accessories
ii. Business desktop accessories
iii. Extended service plans for Home & Home Office

6. Laser Printers, Inkjet Printers and Multifunction Printers

i. Color Printers
a) Inkjet printers
DeskJet, Office jet, and Business Inkjet printers

I. Home inkjet printers

II. Business inkjet printers

12
 b) Color laser printers

Color laser printers with HP LaserJet performance

I. Home colour lasers

II. Business colour laser

c) Large-format printers

HP Design jet, Design jet Commercial and Scitex

printers; HP Indigo presses

I. Design jet printers

II. Other graphic arts products

ii. Black & White Printers

1. Laser printers

HP LaserJet printers for high-speed, high-volume, high-quality

Printing

I. Home laser printers

II. Business laser printers

7. Wireless printing

Enjoy the freedom to print from anywhere with HP's line

of wireless printers. Wireless allows greater mobility, no
wires and shared printing. Many HP printers have wireless
printing built into the printer and HP offers an add-on to
your existing printer.
Live Wirelessly. Print Wirelessly.

13
2. THE SECOND P- ‗PRICE‘

Sales are only income for any business concern. But price is the main factor,
which affects the sale of the market. If the price is high, few buyers purchase and
if the price is low many buyers purchase. Therefore a sound pricing policy must
be adopted to have maximum sale revenue. Moreover, it is only through proper
pricing policy the already laid down marketing objective and corporate goals
could be achieved.

Price is the exchange value of a product or service always expressed in tem of

money. In other words, price of a product or service is what the seller feels its
worth on term of money, when offered to a buyer.
To the customer, the price is an agreement between seller & buyer concerning
what each is to receive. The buyer is interested in the ‗price‘ of the whole
‗package‘ consisting of physical product plus a bundle of expectation and
satisfaction. The consumer has numerous expectations such as after sale service,
replacement of parts, technical guidance & money other benefits.
However, to the seller, price is a source of revenue and a main determinant of
profit. To the seller, price is equivalent to the total product offering. This
offering includes a brand name, a package, product benefits, after sale service
and so on. We can define price as the ―money of the product or service agreed
upon in a market transaction‖.
So,
Price in money = physical product + bundle of expectations

The Price Factor of PCs

India is a price-sensitive market. When the PC was launched in 1984, it cost well
over $4,450 here, and in the late 1980s, the price was around $2,220.
While the price was around $1,100 in the mid-90s, today, a MNC brand with
multimedia costs only around $761.
The Indian market has seen local assemblers stealing a march over their
domestic and multinational computer hardware rivals.

14
The Indian PC industry has also witnessed the rise and fall of many a domestic
brand. Prominent players who fell out include DCM-DP, Usha, PCL, Sterling
and Unicorp, though many Indian brands including HCL today account for
nearly half of the branded PC sales in the country.
The pricing adopted by HP India Pvt. Ltd. can describe under this subhead: -
Competitive pricing: - HP India Pvt. Ltd. adopted the method of pricing called
competitive pricing for their PCs. Under this policy, the price of HP PCs is fixed
according to the price of other competitor brand of the market & the price
moves accordingly.

The price list of the some IT Products of HP India Pvt. Ltd. is as follows: -

Desktop Price Model

HP (Hewlett-Packard) Touch Smart IQ504 Desktop $972.99

HP (Hewlett-Packard) Pavilion Elite m9550f Desktop $999.99

HP (Hewlett-Packard) Compaq Presario SR5710f

$349.99
Desktop

HP (Hewlett-Packard) TouchSmart IQ506 Desktop $799.96

15
HP (Hewlett-Packard) Pavilion a6750f Desktop $659.99

HP (Hewlett-Packard) Pavilion s3710t Desktop -

$379.99
Customizable

HP (Hewlett-Packard) Touch smart IQ526 Desktop $1175.00

HP (Hewlett-Packard) Touch Smart IQ524 Desktop $979.95

HP (Hewlett-Packard) Firebird Voodoo DNA 802

$972.99
Desktop

HP (Hewlett-Packard) Touch Smart IQ816 Desktop $1299.99

16
 1. THE THIRD P – ‗PROMOTION‘

Promotion is the process of making communication involving information,

persuasion and influence. Promotion has three specific purposes. It
communicates marketing information to the customers, users & retailers.
Promotion persuades and convinces the buyer & enters into this consumer
behavior. Promotional efforts act as powerful tools of competition providing of
cutting edge of its entire marketing programmed. Promotion has been defined as
―the coordinated self initiated effort to establish channel of information &
persuasion to facilitate or faster the sale of goods or services, or the acceptance of
ideas of points of view.‖ It is a non-price competition.

Broadly speaking, promotion means to push forward or to advance ideas in such

a way as to gain its acceptance & approval. It is an effort by the marketer to
inform and persuade buyer to accept, resell, recommend, or use the article,
services or ideas, which is being promoted. The promotional activity always
attempts to affect knowledge, attitude, preferences & behavior of recipient, i.e.
buyers. The element of persuasion to accept ideas, products, services etc., is the
heart of promotion.

You may have the best product, package & so on. It may have a fair price. But
people will not buy your products, if they have never heard of it, and they are
simply unaware of its existence.

The market must communicate to his prospective buyer & provide them
adequate information in a persuasive language. People must know that the right
product is available at the right place & at the right price. This is the job of
promotion in marketing. In essence, promotion is the spark plug in our
marketing mix. It is said that:-
―Nothing until somebody promotes something‖

Promotion can create & stimulate demand, capture demand from rivals and
maintain the demand of your products even against keen competition. It is true
that nothing can be sold & nothing can make money (except mint) without
means of promotion.

17
The communication & promotion mix includes four ingredients viz.
1. Sales promotion.
2. Advertising.
3. Publicity.
4. Personal selling.

1. Sales promotion

Sales promotion is an important instrument in marketing to lubricate the

marketing efforts. Today, sales promotion is a necessity & not a luxury. It is not
expenditure, it is an investment, which can pay a rich dividends. It is an integral
part of marketing effort.
―In a specific sense, sales promotion includes those sales activities that
supplement both personal selling & advertising & coordinated them and help to
make them effective such as displays, shows and expositions, demonstration and
other nonrecurring selling effort not in a ordinary routine. Sales promotion aims
at stimulating the purchasing at the point of sales & dealer‘s effectiveness at the
retail channel of distribution.

Sales promotion with the reference of HP India Pvt. Ltd.

Company plans to follow two kinds of promotional tool for their products. They
are: -

(a) Dealers promotion

(b) Customers promotion

18
(a) Dealers promotion

To make a proper channel of distribution & to increase the market share of the
company, corporate plans to promote their dealer or retailers through the
various promotional strategies. Under which they provide a price off, a straight
discount off the list price. The offer encourages retailers as well as distributors to
buy a quantity or carry a new item.

As it is company provide allowances to the distributors for the carrying out of

the company‘s brand. An advertising allowance compensates retailers for
advertising the company‘s products.

Company also provides free goods to the distributors as the offer for taking up
extra goods or for carrying new products. In the extra company plans to
organize the industrial associations in the form of trade fairs & conventions o
stimulate the sale result of their intermediaries.

(b) Customers promotion

Due to the proper attention towards the channel of intermediaries, company is

not able to give proper attention towards consumer‘s promotion but they
arrange whole the method of local promotion for the awareness of the local
customers. As it is they also provides demonstration & gifts to the customers
shortly by which products of the company are able to create a spec in the
customer‘s mind.

19
 2. Advertising
The modern age is an era of competition. To withstand competition
manufactures have to think of new & unfamiliar uses for their products or they
have to find out new buyers for their products. The patent medicine people were
the first to prove what advertisement could do.
―Advertisement is the art of influencing human action‘ the awakening for the
desire to possess & possess your product.‖
―Advertisement consists of all the activities in presenting a group a non-personal,
oral or visual, openly sponsored message regarding a product, services or idea.‖

Advertising with the reference of HP India Pvt. Ltd.

At present time the chairman of HP India Pvt. Ltd. give attention to make
proper distribution channel for their products. It is the company‘s policy that
firstly they make proper distribution channel for their products by which any
customer either he/she will be belongs to rural area or belongs to urban area got
the product easily. After making proper distribution channels, corporate plans to
come through the media, because advertisement on media requires heavy
investment.
As far as advertisement is concerned HP India Pvt. Ltd. provides claim to their
respective stockiest of the different districts of the state for the local awareness /
promotion as per required by the stockiest of the districts.
Local promotion includes Banners, Holdings, and Cable TV. Adz Installing,
Trade fairs, Sponsorship etc. for the awareness of their products to the local
customers. Because of the company doesn‘t come through the media in present
time i.e. why company bears all the expanses for the local promotion as required
by the distributors?

It is true, that it is not sufficient in today‘s high competitive marketing scenario,

but after the attainment of the proper distribution channel company definitely
come through the media which is a powerful source of demand generation in
today‘s tough marketing scenario & it is definitely provides a strong consumer
pull to the new products of the HP India Pvt. Ltd.

20
 3. Personal selling

A salesman is one who practices the profession of selling. One can learn a lot
about selling and salesmanship just by thinking about definition of personal
selling.

American marketing association defined salesmanship as ‗the process of

including and assisting a prospective buyer to buy a commodity or service or to
act favorably upon an idea that has commercial significance to the seller.’

E.F. Schumaker defined selling as ‗the process affecting the transfer, with a
profit to buyer & seller, of goods & services that gives such lasting satisfaction
that the buyer is predispose to come back to seller for more of the same.‘

Personal selling refers to oral presentation in conversation or more prospective

customers for the purpose of making sales.

Personal selling involves two-way communication, ―a well defined problem is

half solved.‖ Due to seller buyer interaction, personal selling alone can provide
immediate feedback of information, which enables salesman to understand
properly the buyer‘s mind, his problems, his needs & his preferences.

Personal selling with the reference of HP India Pvt. Ltd.

As far as the HP India Pvt. Ltd. is concerned corporate plans the effective
medium of personal selling for their products. They provide full support to the
salesman for selling their products. Effective communication & facilities
motivate salesman to make a good relationship with the customers. Corporate
actually knows the importance of the phenomenon of the personal selling I.e.
why they tries to implement the ‗A-I-D-A-S‘ formula of personal selling. The
brief description of this formula is as follows: -

A: - Attention – The ‗Attention‘ of the customer.

I: - Interest -- Create an ‗Interest‘.
D: - Desire -- Ignite the ‗Desire‘ of the customer.
A: - Action -- Gaining an order.
S: - Satisfaction – Customer ‗Satisfaction‘.

21
 2. THE FOURTH ‗P‘ - PLACE

Marketer has to ensure the availability of its products to the target customers. If
a product is not available to the target customers at the right place, then he/she
may shift to competitive products. So place decision relates to:
(i) Channel decision – what kind of distribution channels a company adopts
between plants & consumer.
(ii) Distribution channel policy – whatever to go for extensive or selective or
exclusive distribution.
(iii)Degree of selectivity among wholesalers & retailers.
(iv) Effort to get the cooperation of the trade.
(v) Physical distribution decision includes logistics, transportation,
warehousing, material handling, bulk packaging etc.

Meaning of channels of Distribution

Goods produced by the manufacturers must come to the knowledge of the
ultimate consumers. This is arranging by the sales promotion activities like
salesmanship & advertising. By mere knowledge, the prospective consumers are
not happy. The products must reach their hands for actual use. Channels of
distribution are paths through which products move from the point of
production to the point of consumption. Distribution channels are also called
Trade channels.

Distribution Channels of HP India Pvt. Ltd.

State
Eastern Central Western

Distributors Distributors Distributors

Retailers Retailers Retailers

Customers Customers Customers

22
COMPETITORS

Major Brands of Computers in India

HCL Infosystems:
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.
The country‘s number one desktop brand had yet another great year selling
4.76 lakh units. The company targeted aggressively the B and C class cities and
upped its distribution network. The significant milestones over the last year
include the launch of the low cost Ezeebee Pride that came with an attractive
price tag of Rs 12,990. It attacked all the buying segments with low cost
processors like via to industry standard P4 HT offerings. The aggression HCL
showed in pricing its product in a way kick-started the price war with brands
like Acer, and vendors like HP cutting down end-user price points. Another
significant development for HCL was its launch of the high-end home PC called
Neo, complementing its Beanstalk range. Neo was also the first desktop brand in
India to come with Windows XP Media Center OS. Meanwhile, on the
Notebooks front, HCL is the exclusive distributor of Toshiba in India whose
volumes scaled to 20,000 units, compared to last year‘s 11,600 units. With
Toshiba aligned to the
Higher end of the spectrum HCL was unable to tap the low and mid-end
segments of the portables. And to plug that, during the year the company made a
low key launch of its own brand of notebooks called eZeebee and Powerlite,
which summed up to 3,000 units during the fiscal. Meanwhile, the banking
vertical did buy aggressively with large mandates from SBI and other
nationalized banks. From the government side, nodal agencies like Tamilnadu‘
ELCOT also went for large-scale installations. As a result of growing demand for
its offerings, the company is in the process of expanding its Pondycherry plant.

23
Acer Computer International Limited

Few IT companies offer the breadth and depth of products that Acer Group
does. Leveraging the vast collective technological resources available - Acer
India (Pvt) Ltd., was incorporated as a wholly owned subsidiary of Acer
Computer International Ltd. on 9th September 1999. Acer's mission in India is
to translate the Group's goal of making computer technology easier to use and
more affordable - to everyone in this country. With a focused customer-centric
approach, Acer in India is offering unmatched uptime for all it's systems
through a vast network of Service points, innovative and user friendly
functionality while continuously lowering barriers that limit the access to the
fruits of technology.

Zenith Computers:
This Indian company has, over the years, reinvented itself in more ways than
one. In that, FY 2004-05 can be called the year of innovation and new product
launches for Zenith. It launched seven notebooks—calling it the power of
seven—and priced it aggressively, starting from Rs 35K for a low-end model and
a Centrino at the sub Rs 60K. With its state of the art plant in Goa, zenith‘s
manufacturing capabilities got upped considerably and as a result of the number
of manufacturing best practices the company put in place, it went ahead full
steam. The company claims that its impressive performance was a result of it
introducing higher and better range products, and backing them with superior
quality control and distribution. Meanwhile, on the exports front, the company
had mandates from Bangladesh and other SAARC countries, and its entire
product offerings were certified with CE and FCC norms.

IBM:
The acquisition of IBM‘s PC division by Lenovo in December 2004 was probably
a shocking and unexpected development in the global PC industry. Lenovo took
over IBM‘s personal computing division and in the bargain became the third
largest computer company in the world. According to IDC, Lenovo‘s 2004
product volumes stood at 14 mn units. Meanwhile for IBM India, in the first

24
three quarters of 2004, it shipped close to 39,450 ThinkPad notebooks as against
16,036 the corresponding period the previous year, representing a 146% growth.
What drove the demand is buying from two kinds of consumers—first time
notebook buyers went for the low cost sub Rs 40k notebooks, while consumers
who already owned notebooks went for high-end wireless notebooks. Overall,
IBM‘s market share in the notebook space hovered around 26% during the year.

Compaq India:

The world‘s largest seller of PCs entered India in 1994. Initially, the commercial
segment (large corporations, government, educational & research institutions)
was its main target segment. But with recession in the economy in mid 1990s and
the consequent slashing of IT budgets of corporate, it turned its attention to the
home segment. However, it soon realized that its PCs, although perceived well on
reliability and quality, were considered too expensive. The assemblers and
Indian brands were cornering a major chunk of the market. It slashed prices of
its sub brand Presario from Rs.65, 000 to Rs.50, 000 to penetrate into the price
conscious Indian households.

At the same time, Compaq is aggressively going after corporate segment by

offering a range of products tailored around services to meet specific needs. Its
merger with Digital Equipment further strengthened its position in the high-end
server market.

Wipro Limited:

Wipro intends to focus more on the lucrative services business in future.

Already, services accounts for more than half of its turnover. In contrast, the
contribution of systems business dropped from 43 per cent to 25 per cent.

It had a joint venture with Acer for marketing the Wipro-Acer brand of PCs.
However, they called it off in 1999.
Wipro has a 500-strong dealer network. It also distributes IBM PCs and Sun
Microsystems.

25
Research Methodology

In application of market research the research has to go through several steps or

stages and these steps are following.

Step 1: Defining the Problem:

Defining the problem is the most important part of the market research process,
because wrong definition misdirects research.
The type of the research to be carried out, the questions to be raised, and the
sampling procedure to be followed and the data to be collected, all depend on the
current understanding of the problem.
HP is having tough competition in the market with other players these players
are assemblers and branded. There are many factors, which influence the buyer
for purchasing the PC.

A major step in the conduction of marketing research is the decision regarding

the nature of research design we are selecting for the purpose of our study.

The benefits of research design are that it evaluates client‘s need in terms of
results and the analytical work on the gathered data that will convert it to useful
findings for the management.

The selection of a particular design depends on the causality of the variables

involved.

For the purpose of our study we intend to take up descriptive design.

They cover research designs that are intended to produce accurate descriptions
of variables relevant to the decision being faced, without demonstrating that
some relationship exists between variables.

Decision makers very often choose or are willing to accept descriptive data,
which would permit only inferences to be drawn about causation.

Here we are using cross-sectional design to produce a picture of the phenomena

in which the decision maker is interested –for example, the market shares of
various firms, consumer‘s brand images and consumption, consumer perception
regarding PC

26
Step 2: Develop the Research Plan:
The second stage of marketing research calls for developing the most efficient
plan for gathering the needed information.
Designing a research plan calls for decisions on the data sources, Research
approaches, research instruments, sampling plan, and contact methods.

Research Approaches:
Primary data can be collected in five ways: Observation, Focus groups, Surveys,
Behavioral-data, and Experiments.

Observation research:
Fresh data can be gathered by, observing the relevant actors and settings.

Focus group research: -

A focus group is a gathering of six to ten people who are invited to spend a few
hours with a skilled moderator to discuss a product, service, organization, or
other marketing entity. The moderator needs to be objective, knowledgeable on
the issue, and skilled in-group dynamics. Participants are normally paid a small
sum for attending. The meeting is typically held in pleasant surroundings and
refreshments are served.

Survey research: -
Surveys are best suited for descriptive research. Companies undertake surveys
to learn about people's knowledge, beliefs, preferences, and satisfaction, and to
measure these magnitudes in the general population.
This approach best suited for project-research hence this method was adopted
(survey-research) for the project work.

Behavioral Data:

Customers leave traces of their purchasing behavior in store scanning data,

catalog purchase records, and customer data bases. Much can be learned by
analyzing this data.

27
Experimental research:
The most scientifically valid research is experimental research. The purpose of
experimental research is to capture cause- and-effect relationships by
eliminating competing explanations of the observed findings.

1. Data Sources: The researches can gather secondary data, primary data, or
both. Secondary data are data that were collected for another purpose and
already exit some-where. Primary data are gathered for specific purpose or for a
specific research project.
When the needed data do not exist or are dated, inaccurate, incomplete, or
unreliable, the researcher will have to collect primary data. Most marketing
research projects involve some primary data collection.
Same is the case for our project as well. For the purpose of our study we have
collected primary data in the form of (1) the data‘s nature and (2) its function in
the ultimate interpretation and analysis.

Types of data

1. Demographic
2. Sociological
3. Psychographic
4. Behavioral

Here we are going to analyze the opinions that how people perceive something
what they believe about it and what those believes signify. The most potent form
of opinions tends to be attitudes, which are mental sets of predispositions to act
in some manner.

Here in our project we intend to analyze the opinions and attitudes of the target
population by using appropriate sample. So the data collected in our project is
basically demographic and behavioral.

28
Communication approaches
In deciding on which of the several of communication means to choose, a
researcher has much to consider a simple division of communication media into
two broad types: observation and questioning. Also we will consider the matters
of whether to use structure and disguise.
From the point of view of our project we have selected the questioning method of
communication with our selected respondents, and for that purpose we have
drafted a questionnaire to quantify and evaluate the customer responses.

2. Questioning
In the majority of research problems, the required information can be gained
only by asking for it. This is done mainly by interviewing, but also data maybe
obtained through self-administered questionnaires distributed by mail and other
ways. As explained earlier that we have selected the questionnaire method of
data acquisition, therefore, we choose to draft the questionnaire having closed
ended questions and that will help us quantify the results in an appropriate
format.

Research instruments:
Marketing researchers have a choice of two main research instruments in
collecting primary data: Questionnaires and mechanical devices.

Questionnaires:
A questionnaire consists of a set of questions presented to respondents for their
answer. Because of its flexibility, the questionnaire is by far the most common
instrument used to collect primary data. Questionnaires need to be carefully
developed, tested, and debugged before they are administered on a large scale.
In preparing a questionnaire, the professional marketing researcher carefully
chooses the questions and their form, wording, and sequence. The form of the
question asked can influence the response. Marketing researchers distinguish
between closed-end and open-end questions. Closed-end questions-prespecify all
the possible answer. Open end-questions provide answers that are easier to

29
interpret and tabulate. Open-end questions often reveal more because they do
not constrain respondents, answers.
Finally, the questionnaire designer should exercise care in the wordings and
sequencing of questions. The questionnaire should use simple, direct, unbiased
wording and should be protested with a sample of respondents before it is used.
The lead question should attempt to create interest.

3. Mechanical instruments:
Mechanical devices are occasionally used in marketing research. One example is
of Galvanometers used to measure the interest or emotions aroused by exposure
to a specific and or picture.

QUESTIONNAIRE DESIGN
From basic aspects of measurement and meaning, we proceed to their
application in designing the instruments for seeking and recording data. Data
may be obtained by either observing or asking for them, and forms are needed
for field use in observation and interviewing. The accuracy and relevancy of the
data gathered depend heavily on the questionnaire.

FUNCTIONS OF QUESTIONNAIRES
A questionnaire is simply a formalized schedule to obtain and record specified
and relevant information with tolerable accuracy and completeness. In other
words, it directs the questioning process and promotes clear and proper
recording.

30
STEPS OF DEVELOPING A QUESTIONNAIRE

Determine the specific data to be sought.

Determine the interviewing process.

Evaluate the question content.

Determine response format.

Determine wording of the questions.

Determine questionnaire structure.

Determine the physical characteristics of the

form.

Pretest revise and final draft.

We in our questionnaire have tried to evaluate buying pattern of our customer.

Now, for major the consumer behavior we first, define what consumer behavior
means is.

31
CONSUMER BEHAVIOUR
CONSUMER BEHAVIOR- BASIC STRATEGY
It is a matter of wonder that why people behave the way they actually do in the
market place. At times we are mystified by our own acts being unable to
rationalize them. Innumerable questions constantly agitate the mind. For
example, do advertisements lure us into buying the products advertised? Why
people buy impulsively on some occasions, but in other instances act as careful
shoppers?
These questions and such other questions infact are of equal importance to the
marketer. For example, if a marketer can unravel the consumer behavior –what
do they buy, how do they buy and so on – he can orient his strategy around these
answers. Such a marketer can acquire, serve, and retain the customers for life.
Knowing the customer thus is very important. A study of consumer behavior,
though not guaranteeing 100% success in the market place, raises the possibility
of success. By studying the potential customer, marketer gains insight into the
attitudes, interests, lifestyles, etc.of the target segment. It will help, for example a
marketer to understand how westernized portrayal of women will be acceptable
to the customers in say, a cosmetic ad. Thus, broadly speaking, consumer
behavior study aims at identifying groups of consumers with similar life styles
who are likely to behave in a similar manner when some product related news is
communicated to them. Then a marketer can adopt effective strategies to reach
them, and make an offer.

DECISION MAKING PROCESS

When a prospective customer receives a marketing cue (product, price,
promotion, and placement related) he undergoes a process of decision making.
This decision making is conditioned by a variety of factors like personal,
interpersonal, and non-personal factors. If the impact of these factors is positive,
then the customer can decide to purchase else a purchase may not take place.
The consumer decision-making model is an appropriate tool this time to present
the real conditions in which the consumer decides to purchase. The all
circumstances he goes through. This model represents that upon receiving a
marketing stimulus a customer processes through the phenomenon of
perception, learning, motivation, attituditional disposition, etc.

32
CONSUMER DECISION MAKING MODEL

Socio Culture Firm‘s Psychological

Factors Marketing Mix Factors
Culture Product Perception
Demographics Features Learning
Social Class Price Motivation
Reference Group Placement Personality
Family Attitudes

Target Customer

Do I need the product? More information?

If yes, where from do I get more information?
I should evaluate information?
And I should finally decide on.

Should I make a purchase?

PURCHASE Or, should I position it for now? NO PURCHASE
Reject all the choices?

FEED BACK

CONSUMER PERCEPTION PROCESS

The consumer behavior can‘t be studied without knowing perception process of
the respective customer. For example, a marketer uses advertising as a tool to
influence a customer. The very first thing is to ensure that the target customer
has the opportunity to see or hear an advertising message. This is to be ensured
by using appropriate
This task being accomplished, the next job for the advertiser is to create
awareness (perception) about the advertised brand. But the mere awareness
about the product is not enough. In order evaluate the alternative choice, and
then settle on one, a consumer needs enough information about the brand:
learning has to take place. This learning may induce a person to purchase a
brand if he is motivated. The moment information processing starts prception,
learning, and motivation occur.

33
CONSUMER PERCEPTION PROCESS

Physical Data Physiological Non-awareness

(Ineffective message)
E (Stimuli) Screen
V Sponsored (Sensory)
Advertisement -Sight
A
Sales Promotion -Hearing
L Displays -Taste Cognition
U Price Tags -Smell (Awareness)
A -Touch
Non-Sponsored Psychological
T Media news Screen Perception
(Emotional) Memory
I Conversation with Personality
others Self concept
O Belief and Attitude
Learning and
N Habits

Thus the first task of the marketer is to make a customer aware (perceive) the
Existence of his offer. Subsequently, the customer learns more about it, forms a
positive attitude towards it, feels motivated to but it, and finally may land up
purchasing it if other determining factors do not dictate his choice in some other
direction.

There are many small and big reasons, which directly or indirectly affect the
buying behavior of the customer. The same effort has been done by me also to
know the customers behavior regarding the personal computers. The behavior
which I have observed during summer training period and have taken a
responsibility to know more is really a factor which directly affect the sales of the
computers.

34
RESEARCH PROCESS
Sampling and determination of sample size
Sampling Plan: After deciding on the research approach and instruments, the
marketing researcher must design a sampling plan. This plan calls for three
decisions:

1 .Sampling Unit: Who is to be surveyed? The marketing researcher must define the
target population that will be sampled. The target population for our survey was
everyone aged between 18 to 50 years belonging to socio economy class middle
lower, middle upper and upper class .Our sampling frame was Delhi.

2. Sample Size: How many people should be surveyed? Large samples give more
reliable results than small samples. However, it is not necessary to sample the entire
target population or even a substantial portion to achieve reliable results. A total of
75 interviews were conducted in Delhi region in different locations.

3. Sampling Procedure: How should the respondents be chosen? To obtain a

representative sample of the population, a probability sample of the population
should be drawn. Probability Sampling allows the calculation of confidence limits
for sampling error. Three types of probability sampling are described in following
table, part A. When the cost or time involved in probability sampling is too high,
marketing researchers will take Non probability sampling. Following table, part B,
describes three types of non-probability sampling. Some marketing researchers feel
that non-probability samples are very useful in many circumstances, even though
they do not allow sampling error to be measured.

A) Probability Sample:

Simple random sample - Every member of the population has an equal chance of
selection.
Stratified random sample - The population is divided into mutually exclusive
group (such as age groups), and random samples are drawn from each group.
Cluster (area) sample - The population is divided into mutually exclusive
groups (such as city block), and the researchers draw a sample of the groups to
interview.

35
B) Non Probability sample:
Convenience sample - The researcher selects the most accessible population
member.
Judgment sample - The researcher selects population members who are good
prospects for accurate information.
Quota sample - The researcher finds and interviews a prescribed number of
people in each of several categories

I have conducted the convenient sampling in different areas in Delhi and NCR
region.

Data source
To meet with consumers and asked to fill structured questionnaire and no
secondary data was collected.
Personal interviewing is the most versatile method. The interviewer can ask
more questions and record additional observations about the respondent, such as
dress and body language. Personal interviewing takes two forms. In arranged
interviews, respondents are contacted for an appointment.
Intercept interviews involve stopping people at a shopping mall or busy street
corner and requesting an interview.

Step 3: Collect the Information:

The data collection phase of marketing research is generally the most expensive
and most prone to error. The information collected should be both accurate and
relevant as per as the requirements of research project. Depending on the
requirement, the researcher has to work out a suitable data collection method.
Broadly data collection method can be classified into,

(a) Primary Methods: when data is directly collected by a researcher, they are
known as primary methods e.g. interviews and questionnaires.
(b) Secondary Methods: The data are termed secondary data when they were
not originally collected for use in the research project under consideration,
they were collected rather for use by some other person or for some other
project.

36
Step 4: Analyze the Information:
The next step in the marketing research process is to extract findings from the
collected data. The researcher tabulates the data and develops frequency
distributions. Averages and measures of dispersion are computed for the major
variables. The researcher will also apply some advanced statistical techniques
and decision models in the hope of discovering additional findings.

Step 5: Present the Findings:

As a last step of market research process, Results (findings) are extracted from
the Analysis of information and are presented to the related party. The
researcher should present major findings that are relevant to the major
marketing decisions facing management. The findings should be written in a
concise, simple and objective orientated language.
For the purpose of our project, the analyses were conducted on the basis of
following conditions. As we earlier suggested that we are going to categorize the
scores into various intervals. Now as we have attached scores to all the
parameters according to their importance .

LIMITATIONS OF THE STUDY

The study is bond to come with some limitations and constraint, which made the
Efficiency of the same and to some extent deviates it from its main line of
thought.
Though no stone was left unturned to make the study more precise, accurate and
Relevant to the objective, yet there are some limitations and general problems,
Which are not worthy to make study meaningful.

TIME:-
Due to the constraints, sampling was done and thus the final Result could not be
taken the final result could not be taken for Granted and are subjected to
fluctuations.

37
DATA ANALYSIS AND INTERPRETATION
Analysis is based on the responses, which I got from the different respondents.
Each question has its own outcome and my result based on these outcomes.
The analysis of the questionnaires is given below.

1. Comparison between Branded & Assembled.

CONSUMERS WHO
PURCHASE ASSEMBLED
PC
50% 50%
CONSUMERS WHO
PURCHASE BRANDED PC

It has been found that branded PC has equal market with assembler PC. But, in
previous years assembler were dominating the Indian PC market. But due to
cutting the price by companies branded PC has been growing in the market. I
have also observed that companies are highly indulged with the promotional
activities as well as advertising to take grip on the market. Companies have tie
up with different banks to provide easy finance schemes. Consumers are going
for finance schemes to purchase the computers.

2. If we consider only branded players then the most preferable PC‘s

are as follows.

4% 4%
HCL
12% COMPAQ
32% LG
8% PCS
ZENITH
8% IBM
32%
OTHERS

38
HP and Compaq is the most preferable PC used by the consumers. Both the
brands are having a good image in the market. IBM is having 4% market share
but IBM is good brand but due to its high prices it‘s not more preferable by the
Indian consumers.

HP & Compaq both is having 32% shares in branded PC market. After that
comes zenith with 12% market. Zenith is also preferred by consumers because of
its low price than others. PCS and LG also having 8% share in the market.
There are also many players in branded segment like Wipro, dell etc. are having
4% share.

Factors, which are taken into consideration while purchasing the PC.

180
160
140
120 Series1
100
80 Series2
60
40
20
0

TOP 6 PREFERED FACTORS FOR PURCHASING THE PRODUCT

COST 160 1
QUALITY 145 2
SERVICE 140 3
SUPPORT 130 4
BRAND 80 5
DISCOUNT 75 6

39
Taking all the factors combined & assigning them some value according to their
rank in preference it has been observed that cost & quality play equal roles
whereas ‗support comes next followed by serviceability. Brand comes on second
last and finally comes discount.
Study shows that while selecting a product for purchase cost plays the vital role
in the Indian minds. Next factor that comes is quality followed by brand image.
Discount also play role for purchasing the computer.

4. Measure the need of the PC either for personal or official use.

PERSONAL
USE
USE
OFFICIAL

Indian consumers mainly purchase the computer for personal use.80%

consumer use the computer for personal use and rest of the use for official use.

40
5. Measure how do customer purchase the PC.

WAY OF PURCHASING THE PC

100%

80%

60%

40%

20%

0%
FINANCE CASH

It has been found that 90% consumer purchase the PC through cash and rest
through the finance options. Consumers mainly opted for finance schemes but
due to more documentation and hidden costs either they purchased the PC
through case or they leave it for future

6. Finance Purchase given by PC vendors

FINANCE PURCHASE GIVEN BY PC VENDORS

35%
30%
25%
20%
15%
10%
5%
0%

41
HP gives the 30% finance purchase of total finance purchase HP is providing the
many finance schemes for consumers. HP has tie up with U.B.I., ICICI and
B.A.F.L. and providing the better opportunity of finance to the consumers. And
30% finance purchase goes to assemblers but it is mainly the self-finance by the
consumers. And 20% finance goes to Compaq. Rest to others.

7. MEASURE HOW DO CONSUMERS COME TO KNOW ABOUT

PARTICULAR PC.

CONSUMER COME TO KNOW ABOUT PC THROGH VARIOUS

FACTORS

60%
50%
40%
30%
20% CONSUMER COME TO
10%
0% KNOW ABOUT PC
relatives &

promotion

executive
advertiseme

THROGH VARIOUS
friends

sales
sales

FACTORS
nt

Consumers come to know about the PC through advertisements and after

through relatives and friends, branded companies are mainly indulging with
advertisements. For example HP‘S 499 get the PC in just 499 RS. These are
advertisements conducted by the HP. Relatives and friends of the consumers also
take the main part for choosing the PC. Sales promotion and sales executive
comes in last.

8. MEASURE WHICH BRAND IS THE BEST BRAND IN THE

CONSUMERS MIND.

BEST BRAND OPTED BY CONSUMERS

50%
40%
30% BEST BRAND OPTED
20% BY CONSUMERS
10%
0%

42
 BRAND OPTED RANK
HP 44% 1
COMPAQ 32% 2
DELL 12% 3
IBM 10% 4
OTHERS 2% 5

HP is the best brand according to consumers in the Delhi region. It is in top

because of its lower price among good brands and its better quality.
Compaq is on the second position because of its quality and brand name.
Compaq is the big competitor of HP.
DELL comes on third position because of its brand name and its customization
of the product according to the consumer need. IBM comes after DELL

9..MEASURE THE POST PURCHASE PROBLEM IN THE PC.

POST PURCHASE PROBLEM IN THE PC

25%
20%
15%
10%
POST
5% PURCHASE
0% PROBLEM IN
THE PC

Compaq has less post purchase problems than others. HP is having 12% post
purchase problems in the PC. Assembled computers has 16% post purchase
problem & PCS has highest purchase problems in the PC.

43
 9. MEASURE THE PERFORMANCE OF PC

HP PERFORMANCE MEASURE BY CONSUMERS

70%
60%
50%
40%
30%
20%
10%
0%
EXCELLENT V.GOOD GOOD FAIR

20% consumers say that HP is excellent in performance, 60% consumers says

that HP is very good in performance and 20% thinks that its good in
performance.

COMPAQ PERFORMANCE

COMPAQ PERFORMANCE
70%
60%
50%
40%
30%
20%
10%
0%
EXCELLENT V.GOOD GOOD FAIR

Compaq performance is the same as HP performance.

44
Chapter 5: SUGGESTION
1. Perception about HP‗S after Sales Service and technology has to be
changed because HP is way behind in it compared to its competitors.

2. More awareness should be created regarding the various services offer by

HP.

3. HP has to try to establish it‘s after sales service department.

4. Perceived corporate image of HP is not very good so an effort has to be

made to improve it.

5. They should pay proper attention towards checking of various

components of PC before end user delivery. Otherwise it tends towards
defame of brand name in comparison to rivals.

6. Need to expend customer care center as the consumer base of HP Ezeebee

is increasing with tremendously fast pace.

7. Proper attention should be paid for advertisement planning otherwise it

may lead to problem for dealer as well as for company.

8. Company should tie up with some event management company to

organize various promotional activities like canopy, Carnival.

9. Company should make policy for fixed end user price for all dealers so
that fair game will be played & dealer would not to compromise on their
margin.

10. Company should tie up with good banks by which company can provide
easy finance schemes to the consumers because every consumer search for
easy available finance scheme.

11. Company should improve the quality of product

12. Company should give the service of customization of product to the

consumers.

45
FINDINGS OF THE STUDY
MAJOR FINDINGS
Any survey conducted in the market places flashes back hidden truths and basic
facts, which affects the business of company directly or indirectly. Which are the
out coming of the research, are known as the findings.
The information gathered from the market, which are accountable in the
achievement of the objective and for the company, which makes the project
report more interesting, are basically known findings.

The findings of this project are as follows:

1. HP is market leader in PC market but have very close competition with

Compaq.
2. Most people thinks that HP only deals in desktop PC‘s and servers where
as only few thinks that HP also provides facility of software development,
networking, internet services, facility management and high end
solutions.
3. Most people think that HP is typically hardware firm having no relation
with software.
4. Compaq and HP are two companies that are at top of mind in consumers
mind.
5. Cost, quality and service are two major factors that are taken into
consideration while purchasing the PC. HP is excellent in all factors.
6. Technology –Wise HP is considered to be number 4 where as IBM, DELL
and Compaq HP are number 1,2 and 3 respectively.
7. Cost wise HP is at third number after LG and zenith enjoy 1 and 2
position respectively.
8. Corporate image of HP is not so good. It holds third rank in this category
while IBM & Compaq are number 1 and 2 respectively.
9. According to customer satisfaction index HP is no.1 with Compaq.
Whereas IBM is on second position.
10. HP is no 1 in providing the finance purchase to the customers
11. After sales service and technology are the perceived weaknesses of the
HP.

46
CONCLUSION

The most interesting and crucial phase of any research is the presenting of findings
and this project is no exception. After concluding with the project I am in a position
to present the following:

HP Infosystems Ltd is one of the pioneers in the Indian IT market, with its
Origin in 1976, for over quarter of a century, they have developed and
implemented solutions for multiple market segments, across a range of
technologies in India.

Undoubtedly HP INFOSYSTEMS was leader in after sales services but now the
company is lacking in this field. Company is having good quality product with
low price but it‘s lacking in technology. Company should change its technology.
But HP is most preferable brand in India then others.

Now for our own personal experience this project was a real rewarding
experience for us and helped us gain insights into the ways marketing research
works. The survey let us know the functioning of the survey reports and their
preparation. We are really indebted to our faculty to have provided us with this
opportunity.

47
QUESTIONNAIRE
I am NARENDER KORI, a second year BBA student form MAHARAJA
SURAJMAL INSTITUTE. This information is needed for successful completion
of my project “BUYING BEHAVIOUR OF COMPUTER USERS
TOWARDS H.P.‖ I request you kindly spare some time and fill the
questionnaire below. Thank you.

RESPONDENT INFORMATION

Name:

Age: Mob:

Q.1. Do you have Personal Computer?

Yes No

If yes______________________________________

Q.2. Whether you have branded or assembled?

Branded Assembled

If branded, which brand do you have?

1. HP 2. Compaq 3. IBM 4. LG

5. DELL 6. Zenith 7. Sahara 9. Other

Q.3. Why you opted for this brand?

Cost Support Service Quality Brand Name

48
 Q.4. Why do you need the PC?

Personal Use Official Use

Q.5-How did you purchase your PC?

Cash purchase Finance Schemes

Q.6. How did you know about your PC?

Advertisements Sales personnel of the company

Relatives & Friends Sales promotions

Q.7. According to you which brand is the best brand?

1. HP 2. Compaq 3. IBM 4.LG

5. DELL 6. Zenith 7. PCS 8. Sahara 9. Other

Q.8. Did you get any discount on the purchase of the PC?

Yes No

If yes, to what extent?

1.1-5%

2. 6-10%

3.11-15%

4. Above than 15%

49
Q.9. what is the guarantee period of your PC?

A. 1 yr. B. 2 yr. C. 3 yr. D. 4 yr. e. More than 4 yr.

Q.10. Do you have any post –purchase problem with your PC?

Yes No

If yes, Please mention the problem-

Q.11. Do you refer your PC to other also?

Yes No

Q.12. how will you rate the performance of your PC?

a. Excellent

b. Very good

c. Good

d. Fair

e. Poor

50
 BIBLOGRAPHY

WEBSITES:

1. www.indiainfoline.com

2. www.wikipedia.com/hp

3. www.computerworld.com

4. www.hpinfosystem.com

BOOKS REFERED:

1. Kothari, C.R. Marketing Research, 3rd edition, 1997, Vikas

Publishing House Pvt. Ltd, New Delhi.

2. Kotler, Philip, Marketing Management

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