FIELD RESEARCH PROJECT REPORT

ON

(CONSUMER PREFERENCE FOR BUYING A NEW

LAPTOP WITH REFERENCE TO BARSANA CITY)
SUBMITTED TO

“BACHELOR OF BUSINESS ADMINISTRATION”

Session 2022-23

Submitted by: Supervised by:

HEMA RAJPUT (GITANJALI SINGH)

Student of BBA Asst. Professor -Dept. of Mgmt.
Roll No.: 2241000098 GLA University, Mathura

1
 CERTIFICATE

This is to certify that the field research project report entitled “CONSUMER PREFERENCE
FOR BUYING A NEW LAPTOP”, is submitted by HEMA RAJPUT, student of BBA of
“Institute of Business Management”, GLA University, Mathura, under my supervision for the
Session 2022-23.

Place: Mathura

Date: ……………………

(GITANJALI SINGH)
Name & Signature of Supervisor

2
 DECLARATION

I HEMA RAJPUT, student of (BBA) Session 2022-23, Batch 2022-25 hereby declare that my

work entitled “CONSUMER PREFERENCE FOR BUYING A NEW LAPTOP”, is the

outcome of genuine efforts done by me under the able guidance of Mr./Ms./Dr.

GITANJALI SINGH and being submitted to “Institute of Business Management”, GLA

University, Mathura as Field research project report for the session 2022-23.

Place: Mathura
Date: …………………………

Name: HEMA RAJPUT

Course: BBA

University Roll No: - 2241000098

3
 TABLE OF CONTENTS

Chapter CONTENTS PAGE NO.

Chapter 1 About the Company 05 - 09

Chapter 2 Introduction to the Topic, Importance & Objectives 10 - 15

Chapter 3 Research Methodology 16 - 19

Chapter 4 Data Analysis & Interpretations

Findings, Conclusions, Recommendations &

Chapter 5
Suggestions

Bibliography

Appendix
[Questionnaire]
[Geotagged Photographs of the Student taken at the
place of Research/Data Collection]

4
 CHAPTER-I

ABOUT THE COMPANY

(FEATURES OF LAPTOPS)

5
For school or remote work, many people are purchasing new laptops. There are a
lot of choices on the market, it can become difficult to wade through them all.
You can purchase a laptop first-hand a laptop that is easier to use or repair your
current laptop. These options are real, but what brand to buy is the one main issue
you will have to contend with?
• DELL Dell is an American based technology company. It develops, sells,
repairs and supports computers and related products and services. Dell is
owned by its parent company, Dell Technologies founded on 1st February
1984. Dell is among the world’s leading technology companies helping to
transform people’s lives with extraordinary capabilities. From hybrid cloud
solutions to high- performance computing to ambitious social impact and
sustainability initiatives what we do impacts everyone, everywhere.
•
HP Laptops. Total Models - 1194. The first personal computers are invented in the late
1960s and 1970s. HP released its first laptop in 1984, called the HP 110. The Hewlett-
Packard Company (commonly referred to as HP) or shortened to Hewlett-Packard
HP, a leader in the industry, is one of the brands you can come across. For their lower
rates and high-quality features, several individuals are looking at HP laptops. There are
also reputable choices for HP laptop repair centers that can make your old HP device
work like a brand new one. Consider the pros and cons of buying an HP laptop before
settling on a laptop. By taking different people reviews we find out that most of
the people prefer HP laptops

•
Lenovo Laptops. Total Models - 929. Chinese multinational technology
company established in 1984 Lenovo laptops fit any budget while offering many
designs and features — from basic family laptops, to high-performance gaming
notebooks, to stylish multimode devices with smart designs that adapt to your
needs. Match a laptop to your lifestyle. V Series laptops are perfect for cost-
conscious small business owners and frequent business travellers.
• Asus Laptops. Total Models - 731. ASUS Computer Inc. is a Taiwanese
multinational computer and phone hardware and electronics company
headquartered in Beitou District, Taipei, Taiwan. Founded: 1989

ASUS is one of the world's largest computer hardware companies. Its products
include desktops, PC peripherals, laptops, smartphones, tablets and hybrid
devices. The company has made Android phones powered by Intel and
Qualcomm SoCs.

6
The laptop computers are made for increasing the convenience of users.
The laptop computer is portable equipment. The laptop computers are portable due to light weight.
They have many features when they are compared with desktop computers. Laptop computers are
operated using built in batteries. These batteries are made for long life. The laptop computer has a
built-in touch pad so that it can be operated without a mouse. The key board and monitor have also
been built in so that the equipment facilitates all functions.

The laptop computers are smaller and energy efficient. The parts used to make them are expensive.
The facilities provided in a laptop computer are similar to that of a desktop computer. Different
versions of laptops are available in the market with large screens, high-capacity graphic cards etc.
The specialty in laptop computers includes light weight and lower energy consumption. Also, they are
less noisy and easy to handle. Similar to desktop computers the laptop computers include mother
board, processor, hard disk, memory, graphic card, keyboard, mouse and display device.
The major benefits of a laptop computer are that it is lighter in weight and can be used while travelling.
The disadvantage of a laptop computer is that it does not support for expansion or upgrade. The laptop
computers are equipped with built in wireless network cards. It facilitates users to connect to the
Internet without a cable.

Processor, graphics and memory

Processor (CPU)
The processor, usually Intel or AMD, is the main brain of your computer and has the biggest effect on
how your laptop will run.
Most are at least dual-core - two processors on one chip sharing the workload. Some Intel's processors
use 'Hyper-threading', boosting the dual core processor to act like a quad-core one.
Processor clock speed (in GHz) has some impact on performance - the higher the figure, the faster the
computer.
If you’re looking for a high-performance laptop, or something that'll last you for a good few year, go
7
for a faster processor.

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

Solid state drive (SSD)

Solid state drives work like hard drives. There are no moving parts – so they don’t’ get as hot – and
should help produce faster start-up times and processing, and also extend battery life. The downside
is it doesn't offer as much space as a hard disk drive.

8
Many premium laptops, such as ultra books, have a solid-state drive (the most common size is 128GB),
or a hybrid of SSD and hard disk storage.
Hybrids often take the form of a 16GB solid state cache to boost loading speeds while keeping the
larger storage capacity with the normal hard drive. In this case you can’t save files to the SSD.

Optical drive
Some laptops come with a CD/DVD drive. All but the cheapest models include DVD burners as well
as CD burners, so you can save to CD or DVD.
A DVD burner is useful for making your own videos and backing up large amounts of data - DVDs
hold much more data than CDs.
Higher-end laptops include a Blu-ray drive so you can watch high-definition (HD) films on the move.
Slot-load drives are preferable to tray-mounted drives, as they’re less prone to breakage on the move.
Many Ultrabook, or ultra slim, laptops don’t have a disk drive, so they’re slimmer and lighter. With
these laptops you may want to consider getting an external drive or cloud storage for backing up.

USB, HDMI and memory card

USB is the most common type of connection. You’ll usually get two or three USB ports on a laptop
so you can connect peripherals such as a mouse or external hard drive and save to a USB stick.
They may be USB 2 or the faster USB 3 ports, or a mix of the two.
An HDMI output lets you hook your laptop up to a TV.
Some laptops also have memory card slots, making it easy to get photos off of your camera’s memory
card.

Wi-fi and Gigabit Ethernet

9
Most laptops include a port for connecting to the internet, either a wired 100Mbps or a faster gigabit
ethernet connection.
Most laptops will now use the latest 802.11n wireless protocol.

Laptop screen
A 15-inch screen is the average size for a laptop.
A desktop replacement-type laptop might come with a 17-inch display, while ultra-portables might go
as low as the 11-inch mark. You will find options in between too.
If you're planning to use your laptop on the move, it might be worth considering a matte screen. Glossy
displays tend to suffer from reflections.
Touchscreens are becoming the norm with Windows 8 laptops, certainly on mid and high-end models.
Keyboard
A laptop’s keyboard is smaller than a desktop computer’s - keys are closer together, and may also be
smaller.
Many 13-inch models don’t have room for a separate number pad. It’s a good idea to try out a laptop’s
keyboard before you buy if you can, to ensure you get one you're comfortable with.
Laptop battery life
The best standard laptops have a battery life of around five to six hours.
Larger, desktop replacement laptops may only last around three hours though, while the longest laptop
battery life on the best ultraportable models runs closer to seven hours. Adjusting the power settings
within the laptop can preserve the battery.
How important battery life is to you depends on where you are planning to use your laptop - if it's
mainly at home near a power point, battery life isn’t top priority.

10
 CHAPTER-II

INTRODUCTION TO TOPIC,

IMPORTANCE AND OBJECTIVES

11
INTRODUCTION:

CONSUMER BUYING PREFERENCE

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

CONSUMERS’ BUYING DYNAMICS

12
Perception: Perception is the process by which an individual selects stimulus, organizes information
about those stimuli, and interprets the information. Perception poses powerful implications for
marketers. What is perceived by an individual, it determines how he or she behaves? No consumer
purchase can take place unless a consumer perceives that the product or service will offer the benefits
he or she needs. Accordingly, marketers must understand how perception works in order to
communicate successfully a product’s benefits. Regardless of the fact that a product is innovative or
advertisement is effective, it will fail if it is not perceived favorably by the potential consumers.
Learning: Learning is a continuous process by which individual acquires knowledge so that it causes
a permanent change in behavior. Learning is a kind of process that evolves over a time and cannot be
directly observed. When a person perceives new stimuli in the environment, it is related with the
existing pond of knowledge. Therefore, learning reflects both current experiences and past back
ground. Learning is essential to the consumption process. In fact, consumer behavior is largely learned
behavior. We acquire most of our attitudes, values, tastes, preferences, symbolic meanings and feeling
through learning. Human culture and social class, institutions such as schools and religious
organizations, family, friends, mass media and advertising provide learning experiences that influence
the kind of life style the consumers seek and the products they consume. Marketers spend considerable
effort to ensure that consumers learn of their existence as well as about their products. Companies that
make their consumers learn about their products and services in an effective and efficient manner often
obtain a long-term competitive advantage them that of their competitors.
(c) Personality: Personality is defined as those inner psychological characteristics that both determine
and reflect how a person responds to his environmental stimuli. Personality is enduring and ensures
that a person’s responses are consistent over time. But personality cannot be considered as a unified
whole, for that purpose different personality traits are to be studied by the marketers. For example,
dogmatism is a personality trait that measures the degree of rigidity among individuals. If a person is
highly dogmatic, it’s very difficult to convenience him regarding the innovative products and brands.
They are move likely to choose well established brands and cannot be convinced by celebrities in the
advertisements. Rather these kinds of people are influenced by the authoritative appeals. On the
contrary, those who possess the trait of innovativeness are move receptive to new products, new
services and new practices. They are prone to newer experiments. There could be some other
personality traits like inner directed consumes and other-directed consumers. So, on the basis of these
personality traits, the process of segmentation can effectively be performed.

13
OBJECTIVES

This research is based on the study of consumer buying preference towards laptops. The objectives
of my study are as follows:

1. To analyze the customer preference level associated with different laptops.

2. To find out the customer preference towards the various laptops.
3. To study the factors influences decision–making while purchasing a laptop.
To know which advertising media puts more impact on the buying decision of consumer.

14
Importance

Understanding consumer behaviour is essential for a company to succeed in its current products and
new product launches. Consumers have different thought processes and attitudes toward buying a
particular product. If a company fails to understand the reaction of a consumer towards a product,
there are high chances of product failure.
Due to the changing fashion, technology, trends, living style, disposable income, and similar other
factors, consumer behaviour also changes. A marketer has to understand the factors that are
changing so that marketing efforts can be aligned accordingly.

1. Consumer Differentiation:
In marketing, consumer differentiation is a way to distinguish a consumer from several other
consumers. This helps to make a target group of consumers with the same or similar behaviour.
Though you have a targeted customer demographic in your business, you can still have variations
between individual customers. Each group of consumers is different, and their needs and wants
differ from other groups. When a marketer is knowledgeable about the differentiation of each group
of consumers, he can design a separate marketing strategy.

2. Retention of Consumers:
“Consumer behaviour is of most importance to marketers in business studies as the main aim is to
create and retain customers,” says Professor Theodore Levitt (Kumar, 2004).
Consumer behaviour is not just important to attract new customers, but it is very important to retain
existing customers as well. When a customer is happy about a particular product, he/she will repeat
the purchase. Therefore, marketing the product should be done in such a way that it will convince
customers to buy the product again and again.

3. Design Relevant Marketing Program:

Understanding consumer behaviour allows you to create effective marketing strategies. Each
campaign can speak specifically to a separate group of consumers based on their behaviour.
For example, while targeting the kid's market, you may have to look out for venues such as TV ads,
school programs, and blogs targeting young mothers. You will need to take different messaging
approaches for different consumer groups.

4. Predicting Market Trend:

Consumer behaviour analysis will be the first to indicate a shift in market trends. For example, the
recent trend of consumers is toward convenience and quality food. This changing market trend was
observed by many brands during a study conducted using 128K customer reviews.

5. Competition:
15
One of the most important reasons to study consumer behaviour is to find out answers to some of the
questions:
• Is the customer buying from your competitor?
• Why is a consumer buying from your competitor?
• What features attract a consumer to your competitor's products?
• What gaps are your consumers identifying in your products when compared to your
competitors?

6. Innovate New Products:

We all know some of the big names, such as New Coke, Crystal Pepsi, Colgate Kitchen Entrées,
Earring Magic Ken Doll, and Wheaties Dunk-a-Balls Cereal. Can you see the similarities between
these products? Yes, they all failed!!
The sad truth is that most new products and new ideas end up in failure. There is an estimate of new
product failures – they range from 33% to 90% based on the kind of industry.

7. Stay Relevant in the Market

When the world is changing as rapidly as it is happening today, the biggest challenge we all face is
staying relevant to our target market. And do you know what the main reason behind the rapid
changes is? It is the ever-changing behaviour of our customers.
Today’s consumers have greater choices and opportunities, which means they can easily switch to a
company that offers better products and services.

8. Improve Customer Service

Consumers require different levels of customer service, and understanding the differences within
your customer base will help you provide the most appropriate service for individual needs.

16
 CHAPTER-III

RESEARCH METHODOLOGY

17
Research Methodology:

This project is prepared with the help of theoretical knowledge as well as practical knowledge & a
crumb of advises & suggestions from the concerned professors. As far as practical is concerned, all
the information about the company’s information available on internet. The theoretical pert taken from
the various books & magazines available on this subject. And other recent happing in marketing is
taken from magazines & newspaper. Overall, this mission has been completed with the combination
of all those things & it had been with the best of my facts & information.

Research methodology refers to search for knowledge. Redman and Mory define research as a
“Systematized effort to gain new knowledge. Research is an academic activity and such the term
should be used in technical sense. According to Clifford Woody, Research comprises defining and
redefining problem, formulating hypothesis or suggested solutions; collecting, organizing and
evaluating data; making deductions and research conclusions; and at last, carefully testing the
conclusions to determine whether they fit the formulating hypothesis.

Research is thus an original contribution to the existing stock of knowledge making for its
advertisement. It is pursuit of truth with the help of study, observation, comparison and experiment.
In short, the search for knowledge through objective and systematic method of finding solution to
problem is research.

RESEARCH DESIGN

A Research design is the arrangement of conditions for collection and analysis of data in a manner that
aims to combine relevance to the Research purpose with economy in procedure. In fact, the Research
18
design is the conceptual structure within which Research is conducted: it constitutes the blueprint for
the collection measurement and analysis of data.

It must be able to define clearly what they want to measure and must find adequate methods for
measuring it along with a clear-cut definition of population wants to study. Since the aim is to obtain
complete and accurate information in these studies, the procedure to be used must be carefully planned.
The research design must make enough provision for protection against bias and must maximize
reliability with due concern for the economical completion of the search study.

Descriptive research is adopted for this study. It includes surveys and fact finding enquires of
different kinds. The major purpose of descriptive research is description of the state affairs as it exists
at present. The main characteristic of this method is that the researcher has no control over the
variables. He can only report what has happened or what is happened.

SAMPLING DESIGN
A sample design is a definite plan for obtaining a sample from the sampling frame, it refers to the
technique or procedure the researcher would adopt in selecting some sampling units from which
interferences about the population is drawn. Sampling type used is Simple Random sampling
technique.

POPULATION AND SAMPLE SIZE

A decision has to be taken concerning sampling unit before selecting sample. The population for this
study includes the employees from Birla Corporation Limited, Satna. 100 employees were undertaken
for the study.

DATA COLLECTION

For achieving the specific objectives of this study, data were gathered from both primary and
19
secondary sources.

Primary Sources:

➢ Direct conversation with the employees.

➢ Employee’s opinion towards recruitment and selection procedure of the company.

Secondary Sources:

➢ Various records of the Company.

➢ Different Types of system information.
➢ Different newsletters.

20
 CHAPTER-VI

DATA ANALYSIS & INTERPRETATION

Analysis
21
Q1- What is the budget for a new laptop
<20000
12%

>Rs 30000
44%

Rs 20000- Rs 30000
44%

<20000 Rs 20000- Rs 30000 >Rs 30000

Interpretation
From the above pie chart, it is interpreted that approx.44% people prefer the
laptop which is above 30000, 44% people prefer the laptop which is between Rs
20000- 30000, & the remaining 12% prefer the laptop which is below Rs20000

22
Analysis
Q2- what is the primary purpose of your new laptop

other
8%

Gaming
16%

Work
52%

Entertainment
24%

Work Entertainment Gaming other

Interpretation
From the above pie chart, it is interpreted that approx. 52% people need laptop for
their work purpose, 24% people need it for their entertainment purpose, 16%
people need it for gaming purpose, & rest 8% need laptop for other purposes.

23
Analysis
Q3- what is your preferred operating system

Column1

CHROME OS
20%

WINDOWS
32%

LINUX
20%

MAC OS
28%

WINDOWS MAC OS LINUX CHROME OS

Interpretation
From the above pie chart, it is interpreted that approx.32% people prefer WINDOW operating
system,28% people prefer MAC OS & CHROME OS &LINUX is preferred by 20% people.

24
Analysis
Q4- How much storage do you need.
Column1
>1TB 256GB
12% 12%

1TB
32%

512GB
44%

256GB 512GB

Interpretation
From the above pie chart, it is interpreted that approx. 44%people need 512 GB storage, 32%

people need 1 TB storage, 12%people need 256 GB storage & the 12% people need more than 1 TB
storage.

25
Analysis
Q5 – Do you prefer a laptop with touchscreen display.

Column1

YES
44%
NO
56%

YES NO

Interpretation
From the above pie chart, it is interpreted that approx. 56%people don’t prefer touch screen laptop,
& the remaining 44% prefer touchscreen laptop.

26
Analysis
Q6 – how important is the laptop’s battery life to you.
VERY IRRELAVANT VERY IMPORTANT
4% 12%
IRRELAVANT
16%

NEUTRAL
24% IMPORTANT
44%

VERY IMPORTANT IMPORTANT NEUTRAL IRRELAVANT VERY IRRELAVANT

Interpretation
From the above pie chart, it is interpreted that battery life is important for approx. 44 % people, for
24% battery life is neither important neither irrelevant, for 16% people it is irrelevant, for 12% it is
very important & 4% people do not care about battery life.

27
Analysis
Q7 – What is the preferred screen size.

4%
20%
16%

60%

1st Qtr 15INCH 17INCH OTHER

Interpretation
From the above pie chart, it is interpreted that approx. 60% people prefer 15-inch screen size, 20%
people prefer 13-inch screen size, 16% people prefer 17-inch screen size, & the rest 4% prefer other
screen size

28
Analysis
Q8 – Do you have any specific brand preferences.

OTHER
12%

ASUS
12%
HP
44%

DELL
32%

HP DELL ASUS OTHER

Interpretation
From the above pie chart, it is interpreted that approx. 44% people prefer buying HP laptop, 32%
prefer Buying DELL laptop, 12% people prefer buying ASUS laptop & laptop & another brand
laptop
Analysis
Q9 – How important is the laptop’s weight & portability to you.

29
 VERY IRRELEVANT VERY IMPORTANT
24% 24%

IRRELEVANT
8%

IMPORTANT
24%
NEUTRAL
20%

VERY IMPORTANT IMPORTANT NEUTRAL IRRELEVANT VERY IRRELEVANT

Interpretation
From the above pie chart, it is interpreted that for approx. 24% people laptop’s weight & probability
is very important very irrelevant and important, for 20% people laptop’s weight & probability is
neither important nor irrelevant, & for8% people it is irrelevant.
Analysis
Q10 – Which of the following Facilities/Services do you expect from the dealer?

Column1
OTHER
12% QUICK SERVICE
20%

DISCOUNT ON
ACCESSORIES
28%

FREE INSURANCE
40%

QUICK SERVICE FREE INSURANCE DISCOUNT ON ACCESSORIES OTHER

30
Interpretation
From the above pie chart, it is interpreted that for approx. 40% people need FREE INSURANCE
from the dealer, 28% people need DISCOUNT ON ACCESSORIES from the dealer, 20% people
need QUICK SERVICE, & the rest 12% need other service from the dealer.

CHAPTER-V

FINDINGS, CONCLUSION & SUGGESTIONS

31
32
 FINDINGS

It has been found that:

1. 44% of respondents are willing to spend above 30000 rupees for buying a new laptop.

2. DISCOUNT ON ACCESSORIES is considered to be the most important facility / services from

the dealer.

3. HP Laptop is their First preference i.e., 44% of the respondents has given 1st rank for HP
Laptop.

4. 60% of the respondents need the laptop with screen size of 15 inch.

5. 56% of the respondents do not prefer touchscreen laptop.

33
 SUGGESTIONS

It is found that in this segment the important features considered by the customers while buying a
laptop are its features, price & maintenance. So, manufacturer has to consider these aspects to attract
and retain customers thus making an effort to build a good brand image.

➢ Discount on accessories also act as influencing factors for purchase decision. So, dealer can
give discounts on accessories, after sales for a period of a year or two to stimulate the customers.
➢ Customers want service at their doorsteps but are unaware of the home delivery facility
provided by the dealers. So, a measure has to be taken to create awareness in this direction.
➢ Most of the customers buy laptops from bank loan rather than financial companies. So, the
companies have to come up with attractive loan facilities to their customers.
➢ Word of mouth is effective media of communication. Hence the dealer should keep the existing
customers happy by providing good service and make customers talk good about their service
provided.

34
 Conclusion:

Consumer behavior is the action and decision processes of people who purchase goods and
services for personal consumption. Consumer decision making is influenced by social, psychological,
and personal factors. Social factors are forces exerted by other people that affect consumer behavior.
A social class is a relatively homogeneous and stable group of people with similar values, attitudes,
and behaviors. A role is a set of functions and activities that a person in a particular position is expected
to perform. Culture is learned values, behaviors, and meaningful symbols shared by members of a
society. A culture is further divided into several subcultures.

Psychological factors are internal forces within people that affect buying decisions. These factors are
motives, perception, learning and personality etc. Motivation research involves analyzing the major
motives that influence buying behavior. Perception is the process by which an individual selects,
organizes and interprets information inputs to create meaning. An attitude is a person’s overall feeling
towards some object.

35
CHAPTER-VI

BIBLIOGRAPHY

36
 BIBLIOGRAPHY

BOOKS

Research Methodology : C.S.R. Kothari

Principles of Marketing : Philip Kotler, Prentice Hall of India

Fundamentals of Marketing : William J. Stanton, Mc Graw Hill, New Delhi

Websites: -

1) www.scribd.com
2) Slideshare.com
3) Wikepedia.com

37
38
CHAPTER-VII

ANNEXURE

39
Questionnaire

RESEARCH SURVEY QUESTIONNAIRE

I am a student of GLA University, Mathura pursuing B.B.A. I am currently doing

a survey regarding “A Study of Customer Buying Preference towards Laptops
with special reference to ASHOKNAGAR city”. Please spend your precious
time by filling up this questionnaire. Your feedback will be kept confidential. Your
answers are valuable to my research. Thank you for your kind cooperation.

N a m e: _______________________________
Age: _________________________________
Sex: _________________________________

Q1 – What is the budget for a new laptop.

a.) < Rs 20000
b.) Rs 20000 – 30000
c.) > Rs 30000

Q2 – What is the primary purpose of your new Laptop.

a.) Work
b.) Entertainment
c.) Gaming
d.) OTHER _________________

Q3 – What is your preferred Operating System.

a.) Windows
b.) Mac OS
c.) Linux
d.) Chrome OS
40
Q4 – How much storage do you need.
a.) 256 GB
b.) 512 GB
c.) 1 TB
d.) > 1 TB

Q5 – Do you prefer a laptop with touchscreen display.

a.) Yes
b.) No

Q6 – how important is the laptop’s battery life to you.

a.) Very Important
b.) Important
c.) Neutral
d.) Irrelevant
e.) Very Irrelevant

Q7 – What is the preferred screen size.

a.) 13-inch
b.) 15-inch
c.) 17-inch
d.) More

Q8 – Do you have any specific brand preferences.

a.) HP
b.) DELL
c.) ASUS
d.) OTHER ____________

Q9 – How important is the laptop’s weight & portability to you.

a.) Very Important
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 b.) Important
c.) Neutral
d.) Irrelevant
e.) Very Irrelevant

Q10 – Which of the following Facilities/Services do you expect from the

dealer?
a.) Quick service
b.) Free Insurance
c.) Discount on accessories
d.) Other

Q11 – Please tick the following attributes of your laptop.

a. Price: Expensive [] Reasonable []

b. Style: Stylish [] Simple []
c. Comfort: More comfortable [] Less comfortable []
d. Maintenance: Expensive [] Reasonable []
e. Battery Efficiency: Satisfactory [] Not-satisfactory []

Thank you for Your Co-operation.

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