A STUDY ON

CUSTOMER PREFERENCE ON LAPTOPS BRANDS IN

CHENNAI

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 TABLE OF CONTENTS

CHAPTER
TITL PAGE NO.
NO. E

ABSTRACT (i)

LIST OF TABLES (ii)

LIST OF CHARTS (iii)

INTRODUCTION 1

1.1 .Introduction 1

1.2 .Industry Profile 2

1 1.3 .Company Profile 5

1.4 .Objectives of the study 16

1.5 . Need for the study 17

1.6 . Scope & Significance of the study 17

REVIEW OF LITERATURE 18
2
2.1 Review of Literature 18

RESEARCH METHODOLOGY 22

3.1 Methodology 22

3.2.Research Design 22
3
3.3. Sources of Data 22

3.4. Structure of questionnaire 22

3.5. Sample Size 23

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 3.6.Period Of Study 23

3.7. Hypothesis 23

3.8. Tools for Study 23

DATA ANALYSIS AND INTERPRETATION 25

4.1 Percentage Analysis 25

4
4.2. CHI SQUARE 45

4.3.CORRELATION 46

FINDINGS,SUGGESTIONS AND CONCLUSION 47

5.1.Findings of the Study 47

5 5.2.Suggestions& Recommendations 48

5.3. Limitations of the study 48

5.4.Conclusion 48

REFERENCES 49

ANNEXURE – QUESTIONNAIRE 50

iii
 ABSTRACT

The growing economy of India attests to the advantages of this technology and moves steadily in
the direction of expansion. The laptop market first operated as a niche industry, but it has since
developed into a number of market segments based on consumer demand. The third-fastest
growing market for laptops is India.

This study's research design is descriptive in nature. The study's main goal is to determine which
brand Chennai residents prefer for their flagship laptops. Additionally, it lists the key
characteristics that consumers seek in high-end laptops.

This research field is appropriate to learn about consumers' preferred laptop brands. Customers of
the laptop brands Dell, HP, Asus, and Apple in Chennai are the study's sample population. 150
respondents were chosen as the sample.

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 LIST OF TABLE
TABLE NO. PARTICULARS PAGE NO.
4.1.1 AGE OF THE RESPONDENTS 25

4.1.2 GENDER OF THE RESPONDENTS 26

4.1.3 Marital status wise classification of the respondents 27

4.1.4 Occupation wise classification of the 28

respondents
4.1.5 Do you own a laptop currently? 29

4.1.6 Which brand you think has the highest demand in 30

market?
4.1.7 How did you get to know about this Laptop brands? 31

4.1.8 What will you use your laptop for? 32

4.1.9 Which of the reason motivate to buy the 33

Laptop?
4.1.10 Which trait among this you prefer the most? 34

4.1.11 Would you go with HDD for more space Or SSD for 35
more performance?
4.1.12 will you be willing to spend extra specification 36
for?
4.1.13 Which Operating system (OS) you are 37
comfortable with?

4.1.14 How important is the "design and Style" of a 38

laptop to you in comparison to its functionality?

4.1.15 How frequently do you change your laptop? 39

4.1.16 In which segment the brands should 40

concentrate more in future?
4.1.17 What will be the reason of replacing your current 41
laptop in future?
4.1.18 Does price matters in a Flagship laptop? 42

4.1.19 How much you will be ready to pay for a laptop? 43

4.1.20 In which online platform you would prefer to 44

purchase the flagship laptop?

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 LIST OF CHARTS

CHARTS NO. PARTICULARS PAGE NO.

4.1.1 AGE OF THE RESPONDENTS 25

4.1.2 GENDER OF THE RESPONDENTS 26

4.1.3 Marital status wise classification of the respondents 27

4.1.4 Occupation wise classification of the 28

respondents
4.1.5 Do you own a laptop currently? 29

4.1.6 Which brand you think has the highest demand in 30

market?
4.1.7 How did you get to know about this Laptop brands? 31

4.1.8 What will you use your laptop for? 32

4.1.9 Which of the reason motivate to buy the Laptop? 33

4.1.10 Which trait among this you prefer the most? 34

4.1.11 Would you go with HDD for more space Or SSD for 35
more performance?
4.1.12 will you be willing to spend extra specification 36
for?
4.1.13 Which Operating system (OS) you are 37
comfortable with?
4.1.14 How important is the "design and Style" of a 38
laptop to you in comparison to its functionality?
4.1.15 How frequently do you change your laptop? 39

4.1.16 In which segment the brands should 40

concentrate more in future?
4.1.17 What will be the reason of replacing your current 41
laptop in future?
4.1.18 Does price matters in a Flagship laptop? 42

4.1.19 How much you will be ready to pay for a laptop? 43

4.1.20 In which online platform you would prefer to 44

purchase the flagship laptop?

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 CHAPTER 1
INTRODUCTION
1.1 INTRODUCTION

To sell a product it is must to make healthy relationship customers and for this it is important
to know the behaviour of consumers. How they satisfy? What are the expectations of
consumers?

This project is undertaken to know the customer behaviour and factor influencing purchase
intension for Asus, Hp, Apple and Dell laptops.

The age of the customer is now. Customers are more knowledgeable than ever, and because of this,
businesses need to be quicker, more nimble, and more innovative than they were a few years ago.
Therefore, businesses should work to improve consumer happiness by understanding their
expectations for items.

In today's classroom, laptops are a necessary component of the study kit. With a variety of brands
on the market,

The choice to buy a laptop has turned into a painful exercise for the customers as each company
tries to set itself apart from the other in terms of features, style, etc. and tries to seduce the buyer
with appealing offers. The product's very nature encourages a potential customer to go through all
the steps of a regular purchasing procedure.

That is the reason that I have taken up to study the consumer buying preference for laptop
buying,

A Comparative Analysis of flagship laptops over Hp, Dell, Asus and Apple on online markets

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1.2 INDUSTRY PROFILE

The laptop computers are made for increasing the convenience of users. The laptop computer
is portable equipment. The laptop computers are portable due to lightweight. 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 more portable and use less power. They cost a lot to create because of the
components. A laptop computer's features are comparable to those of a desktop computer. There are
many different laptop models with enormous screens, powerful graphics cards, and other features
available on the market. Low energy usage and light weight are two characteristics of laptop
computers. Additionally, they are manageable and less noisy. Laptop computers include similar
components to desktop computers, such as a mother board, processor, hard drive, memory, graphics
card, keyboard, and display.

The fact that a laptop is portable and less in weight is one of its main advantages. The lack of
expansion and upgrade capability in laptop computers is a drawback.

The laptop computers are equipped with built in wireless network cards. It facilitates users to
connect to the internet without a cable.

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 HISTORY OF LAPTOPS

At one time a full-fledged computer that could fit into a single room was viewed as a pipe
dream but a similar concept to the contemporary laptop was envisioned all the way back in
1968 by computer scientist Alan Kay.

When he conceived of the Dyna book a gadget that bore a passing resemblance to a modern
eReader but was perhaps surprisingly intended as an educational tool for kids. Now the
Dynabook was never manufactured but portable computing didn’t take long to become a
reality .

The IBM 5100 was arguably the first portable computer ever made for the general market. It
became available in 1975. It essentially resembled a full vintage desktop computer, but for the tiny
5-inch display's enormous 1,024 character capacity and weight of 53 pounds or 24 kilogrammes.
Although it didn't quite fit in a rucksack, it did come with a carrying case.

At the time, putting all those parts into a portable box was heralded as an engineering wonder. The
laptop cost only $9,000, which is equivalent to around $41,000 in today's dollars.

At its 1981 introduction, the tendency towards hefty cases and narrow CRTs was still in vogue.the
Osborne weighed twenty four and a half pounds and cost a much more reasonable
$1,800.

The term laptop was coined later. So, it wasn’t until 1983 that we saw the first laptop that
somewhat resembles what we’re used to today. The $8,000 grid compass which featured as a
Electroluminescent display instead of a CRT helping to reduce the weight to less than 11
pounds at the time. It was 320×240 pixel display and was praised for being nice and sharp. It
even came with 384 kilobytes of bubble memory an early form of solid-state storage.

In 1988, the world was introduced to the NEC ultra light weighing over four pounds boasting
a thickness of only 1.4 inches. The ultra light is often credited with being the first laptop in
the world to be called a notebook due to its compact size. However, the ultra light was still
criticized for being relatively light on features.

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We didn’t see a major shift in the lightweight laptop industry until Apple rolled out the
original PowerBook 100 which included their system 7 graphical OS as well as a built-in
trackball.

In 1995, we saw the release of Windows 95 which was a big deal for laptop technology.
Windows 95 was able to standardize many elements of laptop design because of its ability to
talk to the laptops BIOS, more directly to handle functions like power management.

Obviating the need for the wide variety of bios’ and drivers that were necessary on older
devices making manufacturing simpler and increasing interoperability.

Built-in Wi-Fi is another feature that is becoming commonplace on laptops. The Apple iBook,
which was even more well known for its upbeat and intriguing design, was where it originally
debuted in 1999. The capabilities we're accustomed to today, like HD screens, webcams, solid-state
drives, and even desktop-grade graphics processors, were gradually incorporated to later laptops.

Along the process, other form factors have emerged, such the net book, which was temporarily
popular. A 2007 introduction of a weak Windows computer with an oddly small keyboard and the
2013 flurry of two and one touchscreen gadgets.

Laptops have generally become lighter and thinner as a result of smaller, more efficient processors.

Maybe one day your laptop won’t be much thicker than a piece of paper but then you’ll run
the risk of crumpling it up.

4
1.3 COMPANY PROFILE

ASUS

ASUS is a Taiwan-based, multinational computer hardware and consumer

electronics company that was established in 1989. Dedicated to creating products for today’s
and tomorrow’s smart life, ASUS is the world’s No. 1 motherboard and gamingbrand as well
as a top-three consumer notebook vendor.

ASUS became widely known in North America when it revolutionized the PC industry
in2007 with its Eee PC™. Today, the company is pioneering new mobile trends with the
ASUS ZenFone™ series, and it is rapidly developing virtual and augmented reality products
as well as IOT devices and robotics technologies. Most recently, ASUS introduced Zenbo, a
smart home robot designed to provide assistance, entertainment, and companionship to
families.

In 2015 and 2016, Fortune magazine recognized ASUS as one of the World’s Most Admired
Companies, and for the past four years Interbred has ranked ASUS Taiwan’s most valuable
international brand. The company has more than 17,000 employees, including a world-class
R&D team. Driven by innovation and committed to quality, ASUS won 4,385 awards and
earned approximately US$13.3 billion in revenue in 2016.

5
 HISTORY OF ASUS

Asus was founded in Taipei in 1989 by T.H. Tung, Ted Hsu, Wayne Hsieh and
M.T. Liao,[11] all four having previously worked at Acer as hardware engineers. At this time,
Taiwan had yet to establish a leading position in the computer- hardware business. Intel
Corporation would supply any new processors to more established companies like IBM first,
and Taiwanese companies would have to wait for approximately six months after IBM
received their engineering prototypes. According to company history, Asus created a
motherboard prototype for using an Intel 486, but it had to do so without access to the actual
processor. When Asus approached Intel to request a processor to test it, Intel itself had a
problem with its own 486 motherboard. Asus solved Intel's problem and it turned out that
Asus' own motherboard worked correctly without the need for further modification.

Since then, Asus was receiving Intel engineering samples ahead of its competitors
In September 2005, Asus released the first PhysX accelerator card. In December 2005, Asus
entered the LCD TV market with the TLW32001 model. In January 2006, Asus announced
that it would cooperate with Lamborghini to develop the VX laptop series.

Along with Samsung and Founder Technology, Asus was officially announced as one of the
initial Microsoft Origami model producers on March 9, 2006. Asus and Gigabyte Technology
established a joint venture on August 8, 2006. The Eee PC was introduced by Asus on June 5,
2007, at COMPUTEX Taipei. On September 9, 2007, Asus announced the debut of the BC-
1205PT, a BD-ROM/DVD writer PC drive, indicating support for Blu-ray. A number of Blu-
ray-based notebooks were subsequently developed by ASUS.

In January 2008, Asus started a significant reorganisation of its business, dividing into three
independent companies: Asus (focused on applied first-party branded computers and
electronics); Pegatron; and Unihan Corporation (focused on non-PC manufacturing such as
cases and moulding)..

These "new members will either deploy compatible Android devices, contribute significant
code to the Android Open Source Project, or support the ecosystem through products and
services that will accelerate the availability of Android-based devices.”

6
On 1 June 2010, Asus spun off Pegatron Corp

In October 2010, Asus and Garmin announced that they would be ending their smartphone
partnership as a result of Garmin deciding to exit the product category. The two companies
had produced six Garmin-ASUS branded smartphones over the prior two years.

Apple INC

Apple Inc. is an American multinational technology company headquartered in Cupertino,

California, that designs, develops, and sells consumer electronics, computer software,
and online services. It is considered one of the Big Five companies in the U.S.
information technology industry, along with Amazon, Google, Microsoft, and
Facebook. Its hardware products include the iPhone smartphone, the iPad tablet computer,
the Mac personal computer, the iPod portable media player, the Apple Watch smartwatch,
the Apple TV digital mediaplayer, the AirPods wireless earbuds, the AirPods Max
headphones, and the Home Pod smart speaker line. Apple's
software includes iOS, iPadOS, macOS, watchOS, and tv OS operating
systems, the iTunes media player, the Safari web browser, the Shazam
music identifier, and the iLife and iWork creativity and productivity suites, as well as
professional applications like Final Cut Pro X, Logic Pro, and Xcode. Its online services
include the iTunes Store, the iOS App Store, Mac App Store, Apple Arcade, Apple Music,
Apple TV+, Apple Fitness+, iMessage, and iCloud. Other services include Apple Store,
Genius Bar, Apple Care, Apple Pay, Apple Pay Cash, and Apple Card

7
 HISTORY OF APPLE INC

Apple was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne in April 1976 to
develop and sell Wozniak's Apple I personal computer, though Wayne sold his share back to
Jobs and Wozniak within 12 days. It was incorporated as Apple Computer, Inc., in January
1977, and sales of its computers, including the Apple II, grew quickly.

Jobs and Wozniak hired a staff of computer designers and had a production line starting in
Jobs' garage. Apple went public in 1980 to instant financial success. Over the next few years,
Apple shipped new computers featuring innovative graphical user interfaces, such as the
original Macintosh in 1984, and Apple's marketing advertisements for its products received
widespread critical acclaim. However, the high price of its products and limited application
library caused problems, as did power struggles between executives. In 1985, Wozniak
departed Apple amicably and remained an honorary employee, while Jobs resigned to found
NeXT, taking some Apple co-workers with him.

As the market for personal computers expanded and evolved through the 1990s, Apple
lost considerable market share to the lower-priced duopoly of Microsoft Windows on Intel PC
clones. The board recruited CEO Gil Amelio to what would be
a 500-day attempt to rehabilitate the financially troubled company—reshaping it with layoffs,
executive restructuring, and product focus. He led Apple to buy NeXT in 1997,solving a
failed operating system strategy and bringing Jobs back

Apple's worldwide annual revenue totaled $274.5 billion for the 2020 fiscal year. Apple is the
world's largest technology company by revenue and one of the world's most valuable
companies. Apple is the world's 4th-largest PC vendor by unit sales as of January 2021. It is
also the world's fourth-largest smartphone manufacturer. In August 2018, Apple became the
first publicly traded U.S. company to be valued at over

$1 trilion and just two years later, in August 2020 became the first $2 trillion U.S.

8
company. Apple employs 147,000 full-time employees and maintains 510 retail stores in 25
countries as of 2020. It operates the iTunes Store, which is the world's largest music retailer.
As of January 2020, more than 1.5 billion Apple products are actively in use worldwide. The
company also has a high level of brand loyalty and is ranked as the world's most valuable
brand. However, Apple receives significant criticism regarding

HP

The Hewlett-Packard Company, commonly shortened to Hewlett-Packard or HP, was an

American multinational information technology company headquartered in Palo Alto,
California, that developed and provided a wide variety of hardware components, as well as
software and related services to consumers, small and medium-sized businesses (SMBs) and
large enterprises, including customers in the government, health and education sectors. The
company was founded in a one-car garage in Palo Alto, California by Bill Hewlett and David
Packard in 1939, and initially produced a line of electronic test and measurement equipment.
The HP Garage at 367 Addison Avenue is now designated an official California Historical
Landmark, and is marked with a plaque calling it the "Birthplace of 'Silicon Valley'".

The company got its first big contract in 1938, providing its test and measurement
instruments for production of Walt Disney's hugely successful animated film Fantasia. This
success led Hewlett and Packard to formally establish their Hewlett- Packard Company on
January 1, 1939.
HP specialized in developing and manufacturing computing, data storage, and networking
hardware, designing software and delivering services. Major product lines included personal
computing devices, enterprise and industry standard servers, related storage devices,
networking products, software and a diverse range of printers and other imaging products. HP
directly marketed its products to households, small- to medium- sized businesses and
enterprises as well as via online distribution, consumer-electronics and office-supply retailers,
software partners

9
and major technology vendors. HP also offered services and a consulting business for its
products and partner products.

On November 1, 2015, the company spun off its enterprise products and services business
Hewlett Packard Enterprise. Hewlett-Packard retained the personal computer and printer
businesses and was renamed HP Inc.

HISTORY OF HP

When the Hewlett-Packard Company (HP) was founded in 1939, the world was a very
different place. There were no fully electronic computers. The only printers were industrial-
sized printing presses. Palo Alto, California was composed mostly of fruit orchards. The
internet was decades away from fruition.

The storied history of HP coincides with the development of home computing and the rise of
Silicon Valley. HP’s innovations were instrumental in making home computers and printers
more affordable for the average consumer, and their success inspired a wave of electronics
companies to start up in Santa Clara County, California. Everyone wanted to hang out in
HP’s neck of the woods.

HP celebrates its 80th birthday this year! There’s no better time to explore the history of HP,
from its earliest inventions to its most modern technological advancements. Take a tech-tastic
trip through time in the infographic below.

1934

 Bill Hewlett and Dave Packard become friends when they bond over atwo- week
camping trip.

1939

 Bill and Dave use a coin toss to decide between “Hewlett-Packard” or “Packard-
Hewlett.”
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THE EARLY DAYS

Bill and Dave formalize their company in the 1940s. They lay the foundations for HP’s
future success and pioneered business innovations that many tech companies would later
adopt.

1940
 HP moves into rented facilities in Palo Alto.

1942
 HP establishes a pioneering health care plan for its employees.

 HP utilizes an open floor plan in their office. It provides versatility, but unexpectedly
promotes collaboration and creativity. Nowadays, most tech companies utilize open
floor plans.

1951
 HP invents the 524A high-speed frequency counter. These kinds of signal measuring
products will earn billions for HP.

1957
 HP goes public, with shares selling for $16.

 The company constructs its first HP-owned building in Stanford Research Park. It’s
designed to boost employee comfort and creativity.

1969
 HP develops its first “personal computer,” a scientific calculator called the HP 9100A.
Ads for the calculator coin the term, “personal computer

1974

 HP introduces the world’s first programmable pocket calculato

11
2001

 Intel and HP team up to develop Itanium architecture, which advances computers

from 32 to 64 bits

2016
 The HP Jet Fusion debuts, HP’s first 3D printer.
2018

 HP debuts a sophisticated 3D metal printer, the HP Metal Jet

Today and Beyond 2019
 HP celebrates its 80th birthday!

We have our eyes set on the future. HP® continues to lead the way in computing, printing, 3D
printing, AI, VR, gaming and more!

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DELL

Dell is an American multinational computer technology company that develops, sells, repairs, and
supports computers and related products and services. Named after its founder, Michael Dell, the
company is one of the largest technology corporations in the world, employing more than 165,000
people in the U.S. and around the world.[4] It is one of the biggest PC product companies in the
world.

Dell sells personal computers (PCs), servers, data storage devices, network switches, software,
computer peripherals, HDTVs, cameras, printers, and electronics built by other manufacturers. The
company is well known for its innovations in supply chain management and electronic commerce,
particularly its direct-sales model and its "build-to-order" or "configure to order" approach to
manufacturing—delivering individual PCs configured to customer specifications. Dell was a pure
hardware vendor for much ofits existence, but with the acquisition in 2009 of Perot Systems, Dell
entered the market for IT services. The company has since made additional acquisitions in storage and
networking systems, with the aim of expanding their portfolio from offering computers only to
delivering complete solutions[buzzword] for enterprise customers.

Dell was listed at number 51 in the Fortune 500 list, until 2014. It is the world's 3rd largest personal
computer vendor by unit sales as of January 2021, following Lenovo and HP Inc.. Dell is the largest
shipper of PC monitors worldwide. Dell is the sixth-largest company in Texas by total revenue,
according to Fortune magazine.

In 2015, Dell acquired the enterprise technology firm EMC Corporation; following the completion of
the purchase, Dell and EMC became divisions of Dell Technologies. Dell EMC as a part of Dell
Technologies focus on data storage, information security, virtualization, analytics, cloud computing
and other related products and services.

13
 HISTORY OF DELL

The company, first named PC’s Limited, was founded in 1984 by American Michael Dell,
who was then a student at the University of Texas in Austin. Initially running the business
from a dormitory room, Dell started out providing customized upgrades for PCs. The
venture proved profitable, and Dell dropped out of college that same year to begin building
PCs. In 1985 the company released the Turbo PC, the first computer featuring Dell’s own
design. Founded on the premise of creating and selling custom-built PCs directly to
consumers, the company initially sold its products through advertisements and mail-order
catalogs. By avoiding the costs associated with traditional retail markets, Dell was able to
offer high-quality PCs at competitive prices. Dell emphasized customer support, sending
technicians to service PCs and implementing a policy of risk-free returns. This business
model proved successful, and the company quickly grew, expanding into international
markets. The company, renamed Dell Computer Corporation, went public in 1988.

In the early 21st century Dell expanded its product line to include televisions, digital cameras,
and a variety of computer-related products. In 2003 the company was renamed Dell Inc. to
signify a move into the broader consumer electronics market. Dell’s dominance in the market
began to falter, however, and the company returned to private ownership in 2013, when
Michael Dell and the private equity firm Silver Lake Partners purchased it for $25 billion. In
2016 the company and an investment firm acquired EMC, an American corporation that
specialized in data storage. The merger, valued at approximately $60 billion, was the largest
technology deal at the time.

1.4 OBJECTIVES OF STUDY

 To identify various factor which affect customer buying preference .

 To Determine those factors which influence the buying preference of customer

towards laptop the most.
 To compare the the buying preference level of the customers towards Hp , Dell,
Asus and Apple Flagship laptops.

14
1.5 NEED FOR STUDY

Research methodology is mainly needed for the purpose of framing the research process and
the designs and tools that are to be used for the project purpose. Research methodology helps
to find the customer preference base for the product. This time research methodology is
framed for the purpose of finding the level of customer satisfaction and changing trends of
the customer choice.

1.6 SCOPE OF THE STUDY

 The research measures the experiences of customers.

 Defines and analyses the experiences based on key deliverables.

 Gains insights into Customer expectations.

 Customer experience is how customers engage with company and brand throughout
the entire arc of being a customer.

15
 CHAPTER 2
2.1 REVIEW OF LITERATURE

INTRODUCTION

In this Chapter, the researcher has made an attempt to study and understand the complex
concepts of Customer preferences. This attempt includes, understanding the basic concepts
of Customer preference, analyzing research studies made by earlier researchers in respect of
Customer preference in laptop Industry, For this, the researcher has used various books,
research Journals and websites. The detailed list is further elaborated in the Bibliography.
Through this Literature Survey researcher wants to find out which are the important
parameters of Customer preference over flagship laptops on top brands.

List of Reviews

1.T. Porkodi (2018) has taken the problem that the consumers are satisfied or dissatisfied
with the sales, services and supply of the laptops and other accessories for their continuous
usage. In the study the researcher is to find out the satisfaction of the consumers towards the
charges, the quality, the provisions and the level of consumer satisfaction towards the laptops
for their official as well as the personal use.
2.M. Saravanan (2019) determine the many factors that influence consumer laptop purchase
decisions, such as brand name, quality, price, capacity, style features, guarantee, after-sales
support, cash discounts, and instalment plans. The researcher recommended giving the
aforementioned elements and all customer-revealed issues additional attention.
3.Dr. S. Namasivayam (2018) determined that consumer satisfaction is the major factor
influencing the development of the laptop sector. The criteria and preferences of the
respondents while buying laptops can be recognised by the researcher, who can also find out
how satisfied they are with branded laptops. The researcher recommended that businesses use
a variety of marketing outlets, including TV, newspapers, and magazines, to build brand
awareness.
4.Sultan. (2019) buying preference of youth is the area which is in observation of marketers
since considerable amount of time specially in last decade. Moreover, they are treated as most
informed and technologically sound market. But most of the research work carried out
related with their preference focused upon their preference regarding fast moving consumer .

16
5.Sunil Kumar Dhal (2020) can study the customer attitude and perception while purchasing a
laptop. The researcher can identified that some of the factors that influence a consumer in selecting
a laptop fur the purpose of study exploratory research design is used in the research . the researcher
concluded that the customers are interest on the service and feature are the most important
dimension to purchase a laptop and also the customer specifies eight dimensions are DVD drive,
fashion and trend, design, features, warranty, gaming features.

6.Prince vohra (2018) found that the advertisement plays vital in communicating to the customer
about the product. Among the factors which are affecting their purchasing decision brand image is
most important factor in shaping buying behaviour. It is observed in the study that advertisement is
leading in the communication. So companies should spend more money on television advertisement.

7.Dr. Ansir Ali Rajput, Sabir Hussain Kalhoro (2018) presented in this article has significant
impact on both price and quality, one thing has been noticed during the survey that people do give
more focus to price rather quality because of low income level. People have more alternatives in
products that are the reason people go for lower price products. The results clearly indicated that
product price has a positive relationship with consumer buying behavior but product quality .

8.Behzadien, Hasan and Razavi (2019) did the investigation to comprehend what qualities a
manager needs in a laptop to construct marketing plans. According to the study's findings, the most
important aspects are price, CPU size, performance, and graphics card. As a result, the qualities
needed by managers and students are different.

9.Melville, Matula, Pinney and Pelletier (2020) conducted a study to understand the attributes
considered in purchasing a laptop. This study was done in Franklin Pierce. The issue identified is
that many students don’t do much research in purchasing a laptop. The study was also stated that
majority of the foreign students are highly satisfied with apple and dell products i.e., the customer
satisfaction is high for both the products. They rated Wi-Fi to be an important feature or at-tribute of
the laptop.

17
10.Rash (2021) proposed that the biggest changes coming in laptop computers are in the choices of
processors, the type of storage andmeans of user input. Also as wireless infrastructure grows, these
mobile computers are gaining wireless capabilities to match.

11.Hariprasad and Philip (2018) did a comparative study on the lap-top preference with
competitive brands. The study also aims at study-ing the various determinants of choosing a
particular brand of laptop in comparison with various other brands available in the market. The
study concludes that consumer generally give preference for the performance of the system as it’s a
high involvement product.

12.Rockman (2019) States that laptop is changing the attitude of the student and they consider
laptop as a personal environment for learning. Pride of ownership and more individualized approach
of learning are two benefits for students in schools. Students in laptop pro- grams often have a
greater level of autonomy, independence and responsibility rather than they ever had before.

13.Nasir (2018) found that companies should understand the consumer preferences and values
residing in them and should develop strategies accordingly to increase customer satisfaction loyalty
and retention. These can also strengthening their competitive position. They should also understand
the consumer purchase decision of various product markets.

14.Park (2021) in his article says that students preferred Dell and HP initially due to their
reasonable pricing and good choices available within the brands. But these days’ apples are equally
affordable and they now use Intel’s Duo core chips like Dell and HP and many are going for apple.

15.Dede (2018) proposes that advances in IT are reshaping students learning styles and new
generations of students are developing neom-illennial learning styles through immersion in virtual
environments and augmented realities. The neo millennial learning style is characterized by social
constructivist and experiential learning

16.Hoskins (2019) in his article “how to choose the best student laptop” states that the preference
for laptops are being replaced by notebook and this has become the emerging trend due to various
reasons like less price, affordability, portability etc. Another reason for these preferences for
laptops and notebooks is the internet, which acts as the2nd teacher

18
with a collective knowledge on this planet. Even parents consider this as a
perfect learning for students. There are various deter-minants on which they go for a laptop.
Those factors are like portability ,convenience, tough, powerfulness, affordability, size,
sturdy, connections, technical specs, battery life, price and laptop security.

17.Punyatoya,P. (2018) This article presents a brief literature review of the concept of brand
personality and its relationship to consumer brand preference and purchase intention.

18.Pullman, Moore and Wardell (2021) in their study said that it’s impossible to remain cost
competitive and offer every feature desired by customers.

19.Green and Krieger (2017) I advise using the conjoint analysis technique to examine consumer
preferences and perceptions in order to identify competitive action and reactions in the case of
launching new goods or services.

20.Green and Sreenivasan (2018) said that the conjoint technique was initially used to study the
consumer purchase decisions in early1970`s and Louviere (1994) also stated that some aspects of
this analysis is still being developed and regarded this technique as “mature research technique.

21. Martin Rigelský (2019) The paper deals with investigating thorough analysis that reveals the
impact of digitalisation as the development of new communication platforms are changing
consumer's purchasing behaviour in the online environment. The main aim of our research is to
identify the dynamics of consumer preferences in relation to the communication platforms of digital
equipment for purchase in the online environment.

22. Anjay Kumar Mishra(2022), The study also showed that people are less price sensitive,
people hardly switch from one brand of laptop to another because of price. In case of unavailability
of their most preferred brand of laptop, most of them wait for their preferred brand, and only few
buys second preferred brand or any available brand.

23. Dr.Muskan Nagi(2021), The increasing demand of Internet/Online based social media has
made it with easy for people to communicated with hundreds not even hundreds but also thousands
of people to communicate about the product and companies that provide them. In the market place
impact of customer to customer communication has greatly been magnified.
19
24. Dam Tri Cuong(2021), Brands have played a crucial role in determining the behavior of
consumers. Thus, the present research's principal purpose was to empirical study on the influence
of brand satisfaction, brand trust, brand preference on brand loyalty to the laptop brand
context.

25. P. S. Aithal(2022) , Significant influence of age was not on brand preference for laptops in less
than of 10% significance. Brand preference of laptop is significantly dependent on monthly
income. Educational qualification, Brand image, Features, Configuration, Audio quality, Video
quality, Price, Convenience of service, Scheme and offers, Advertisement, Family, and Friend
influence are not significant for brand preference of laptops.

26. Prem Bahadur Budhathoki(2022), The aim of the study is to better understand the brand
choice behaviors of university students in Nepal. The study uses brand personality, product
attributes, social factors, and pricing factors as independent variables, with brand choosing
behavior as a dependent variable. The deductive approach is used in this research. Structured
survey questionnaires with a 6-point Likert scale were used to collect the main data. The study’s
participants are university students who utilize laptop computers. A simple random sampling
method was used.

27. Dr. Muskan Nagi(2021), The increasing demand of Internet/Online based social media has
made it with easy for people to communicated with hundreds not even hundreds but also thousands
of people to communicate about the product and companies that provide them. In the market place
impact of customer to customer communication has greatly been magnified. The current study
focuses on social media impact on consumer brand preference (product or services) and consumer
behaviour.

28. Anjay Kumar Mishra(2021), Educational qualification, Brand image, Features,

Configuration, Audio quality, Video quality, Price, Convenience of service, Scheme and offers,
Advertisement, Family, and Friend influence are not significant for brand preference of laptops.
The hypothesis testing showed that brand preference has a significant relationship only with
occupation, age, and monthly income.

29. Dr. M. Amaad Uppal(2021), In higher education, students are deemed to be the pivotal

20
customers of universities. In order to succeed from ever increasing competition and to maintain
sustainability, satisfying student’s needs and their expectations are the rudimentary elements for
universities. This study tends to investigate student’s preferred method for learning in context of
mobile devices i.e. particularly laptop, in higher education institutes of developing countries.

30. Rinal B. Shah(2023), The Indian laptop market is having sophisticated customers in highly
competitive market which emphasis on effective branding strategies to acquire & maintain
customers. The purpose of research here is to find the relationship between the attributes like
gender of laptop user, preferred brand, importance of features & information sources used by them
in purchase decision.

31. Prasad, Ramya K(2020), This research seeks to develop a better understanding of the
customer demographic profile & purchase behaviour of buying laptops among the IT,
Manufacturing industry and student users. The study also indicates the factors influencing
consumers’ laptop purchases.

32. Afrin Farhana(2022), This research seeks to develop a better understanding of the customer
demographic profile & purchase behaviour of buying laptops among the IT, Manufacturing
industry and student users. The study also indicates the factors influencing consumers’ laptop
purchases.

33. Lamba Bhuvan(2018), Laptop is playing a dominant role in the life of students. Laptop is the
top necessity of the youth in the era of new technology. The laptop industry is increasing rapidly
because of changes in work life. According to International Data Corporation India, the sale of
laptop is increasing at much faster rate than projected. These days purchase of laptop is very
influencing by the brand name. The mostly customers prefer brand for the purchase of laptop. In
this paper, we study which brand of laptop the customers mostly have and they were satisfy from
their brand.

34. Yadhav Krishna Kumar(2019), In another objective, we study that the customers will be keen
to buy the same brand in future or in other words, the customers will continue with the same brand
in future. The study concluded that mostly customers are satisfied from their brand and they wish
to continue with the same brand in near future. This conclusion helps the laptop companies to make
their new strategies according to the brand preference of the customers.

21
35. Ray,Shubasis (2019), The Indian laptop industry has been witnessing a boom in recent times.
Apart from the rapidly falling prices of laptops and new technologies being packed into ultra-slick
laptops, the entry of nontraditional players to develop wireless infrastructure has given the market a
further boost.

36. Muhammad Faisal Sultan(2021), Buying preference of youth is the area which is in
observation of marketers since considerable amount of time specially in last decade or so special
emphasize has been placed upon the preference of youth as they are treated as the major market.
Moreover they are also treated as most informed and technologically sound market.

37. S.Joshi (2018), Digital marketing can be defined as the method in which products and services
are promoted through digital distribution channels. As more and more customers are using digital
media companies are resorting to digital marketing as a source to reach target market segments
Digital strategies have blossomed due to their targeting optimization, cost-effectiveness,
measurability, and huge growth in relevance.

38. Shayam Sah (2019), It is found that several research works and studies have been made to
identify and analyse the brand preference of laptop in international scenarios. Several
journals/articles are written, and several research works have been published regarding branding.

39. S Nigam (2021), It is found that several research works and studies have been made to identify
and analyse the brand preference of laptop in international scenarios. Several journals/articles are
written, and several research works have been published regarding branding.

40. EO Oyatoye(2022), The use of laptops is rampant among undergraduates because it affords
students easy access to the virtual library of the internet in addition to storage facility for soft
copies of their academic work. This study reported on in this article assesses students’ preferences
for different brands of laptops based on conjoint analysis.

41. Arian Ghajarzadeh (2020), Since the emergence of internet in the world, companies found
out flexibility, effectiveness, lower cost and advantages of using the internet to transfer and receive
huge amount of information. Moreover, the internet as a medium plays an important role in
attracting customers.

22
42. MG Babu (2020), The consumers taste changes rapidly. Consumers want new models with the
latest features. It is a very hard fight. The competition is on features differentiation, time to market
and promotion, basically on every front.

43. MIM Bawa(2022), In today’s dynamic business environment, marketers must study about
marketing mix for the targeted consumer expectation, perception, preferences, brand awareness
and behaviour for understanding consumer satisfaction. This study attempts to identify the impact
of marketing mix on customer satisfaction towards laptop industry.

44. Maldieh Rostami(2020), All customer touch points with a brand provide an opportunity to
create a good attitude and increase brand loyalty. The key among them is sales behavior).

45. K.Kwnika (2019), The present paper seeks to analyse buying behaviour of consumers,
especially students, towards laptops, in the select area of New Delhi, India. Also the study was
aimed at studying market share of different companies in the select group.

46. A Kumar(2018), In recent years, competition between brands have been linked to mass
prestige associated with the brands. Mass Prestige (Masstige) is very important to study, and yet it
is a relatively less investigated construct in the literature. This study is an attempt to contribute to
the literature grounded in masstige theoretical approach by examining the prestige associated with
the four best-selling laptop brands: 1) two American brands (HP, Dell); and 2) two Asian brands
(Lenovo and Acer).

47. Ying Cheng(2020), The development of the Information and Communication Technological
(ICT), such as laptops, has been fueled by high-speed communications networks and virtual
internet services [1]. With such technological advances, people have changed their shopping
behaviors. The emerging of new brands and promotion of existing ones give consumers more
choices, which in turn, affect their loyalty to brands and consumer loyalty is one of the most
important factors in the long-term growth of ICT product brands.

48. A Husain(2020), This study seeks to analyze how university students evaluate their favorite
laptop computer brands. The purpose of this paper lies in identifying the most favorite laptop brand
and the key attributes for choosing that brand and assessing the effects of brand communications

23
on brand equity dimensions. The results suggest the ways in which marketers can maximize the
benefits from this segment.

49. SH Sahir(2019), The rapid development of laptops has caused users to renew their laptops.
This has resulted in many laptops that are still suitable for use, and are still in great demand by the
public, even though the laptop is not new anymore. In order for the sale of used laptops to be right
on target for those in need, of course, in this case, the marketing area selection must be right. The
choice of marketing area is an important thing in sales activities

50. Aravinth (2022), The preference of customers is nothing but the required a product or
commodity according to their expected features and attributes. In this regard the researcher is dealt
with the housewife and taken them as respondents in the name of customer on their choices of
purchasing electronic goods. In this fast moving world, the city life has much more advanced in
many schedules.

24
 CHAPTER 3
RESEARCH METHODOLOGY

3.1 METHODOLOGY

Research methodology is a way to solve the research problems. It may be understood as a

science of studying how research is done scientifically. Thus, it is the various steps that are
generally adopted by a researcher in studying his research problem with the logic behind
them. It has many dimensions & methods, which constitute a part of the research & widens
the scope of the research. This time research methodology is framed for the purpose of “A
STUDY ON CUSTOMER PREFERENCE ON LAPTOPS IN CHENNAI”.

3.2 RESEARCH DESIGN

Design Descriptive research is a study designed to depict the participants in an accurate way.
More simply put, descriptive research is all about describing people whotake part in the
study.

3.3 SAMPLING TECHNIQUES

Convenience sampling method

A convenience sample is one of the main types of non-probability sampling methods.

Aconvenience sample is made up of people who are easy to reach.

3.4 SOURCE OF DATA

Data collection is the term used to describe a process of preparing and collecting data.

Primary Data - Questionnaire given to 150 respondents.

Secondary Data - Websites and online journals, Published reports & Review of literature
from published articles.

3.5 STRUCTURE OF

QUESTIONNAIRE Basic introduction

In this questionnaire we follow basic and simple way. Hence it is easy for
respondents of the questionnaire without delay or confusion. Set of questions prepare in
questionnaire constructed on the based questions. In structure of questionnaire used in this
project as follows:

25
Personal details

In this questionnaire begins with participants are asked about their personal details like name,
age, gender, and educational qualification

Perception questions
In this set of questions in the questionnaire consider of questions related to online brand
building where customers are asked to their general options of perception related to brand
building.

Questionnaire was divided into two sections. First part was designed to know the general
information about customers and the second part contained the respondent’s opinions about
customer‘s preference.

3.6 SAMPLE SIZE

A Survey is collected as a questionnaire as size of containing 160 samples through google
forms.

3.7 PERIOD OF STUDY

The period of time taken to conduct the survey and preparation of the research paper is 1
Month.

3.8 HYPOTHESIS

 CHI SQUARE TEST - There is significant difference between the AGE and
HIGH DEMAND BRAND.
 CORRELATION - There is no significance difference between gender and
money spending on laptop.
3.9 TOOLS FOR ANALYSIS
 Percentage Analysis
 Chi-square test
 Correlation

PERCENTAGE ANALYSIS
Percentage refers to a special kind of ratio in marketing comparison between two or more
data to describe Relationships. Percentage can be used to compare the relative terms. The
distribution of two or more series of data.
26
Percentage analysis = (No. of Respondents/ Sample size) *100

CHI-SQUARE TEST
A Chi-square test is a statistical hypothesis test in which the sampling distribution of the test
statistic is a chi-square distribution. The formulae used to calculate the chi – square value is

χ 2 = Pearson’s cumulative test statistic, when asymptotically approaches a χ 2

distribution. O = an Observed Frequency. E = an expected frequency, asserted by the null
hypothesis n = the number of cells in the table

CORRELATION
This is one of the statistical tools used to measure the relationship between two or more
than two variables. The measure of correlation is coefficient of correlation.

Of the several mathematical methods of measuring correlation, Karl’s Pearson method

popularly known as Pearson coefficient of correlation, is most widely used in practice. The
correlation coefficient is popularly denoted as R.

The correlation coefficient R value should be between -1 to +1. The value is 0 means there
is no relationship between the variables.

The values + ve means there is a positive relationship between the variables. The value is –
ve means there is a negative relationship between the variables.

Mathematically solved by using this equation

27
 CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

4.1 PERCENTAGE ANALYSIS

4.1.1 TABLE NO 1
Age wise classification of the respondents

S.NO OPTION NO OF RESPONDENCE Percentage

1 18 to 25 95 61%

2 25 to 35 35 23.40%

3 35 and above 23 15.60%

CHART NO 1
Chart representing Age wise classifications of respondents

INTERPRETATION
The above table reveals that, 61% of the respondents are of age group from 18 to 25,
23.4% of the respondents are of age group from 25 to 35 and 15.6% of the respondents are of
age group from above 35.

INFERENCE
Majority of the respondents of my questionnaire belong to the age group of 18 to 25.

28
4.1.2 TABLE NO 2
Gender wise classification of the respondents

S.NO OPTION NO OF RESPONDENTS PERCENTAGE

1 MALE 126 81.8%

2 FEMALE 29 18.2%

TOTAL 155 100%

CHART NO 2
Chart representing Gender wise classifications of respondents

INTERPRETATION
The above table reveals that, 81.8% of the respondents are belong to the gender male,
18.2% of the respondents are belong to the gender female.

INFERENCE
Majority of the respondents of my questionnaire belong to the gender male.

29
4.1.3 TABLE NO 3
Marital status wise classification of the respondents

S.NO OPTION NO OF PERCENTAGE

RESPONDENTS
1 MARRIED 60 38.3%

2 UNMARRIED 95 61.7%

TOTAL 155 100%

CHART NO 3
Chart representing marital status wise classification of the respondents

INTERPRETATION
The above table reveals that, 61.7% of the respondents are belong to the Unmarried people, 38.3%
of the respondents are belong to the Married people.

INFERENCE
Majority of the respondents of my questionnaire belong to the Unmarried people.

30
4.1.4 TABLE NO 4
Occupation wise classification of the respondents

S.NO OPTION NO OF PERCENTAGE

RESPONDENTS
1 EMPLOYEES 49 31.8%
2 STUDENTS 64 41.6%
3 BUSINESS 41 26%
4 OTHERS 1 0.6%
TOTAL 155 100%

CHART NO 3
Chart representing occupation wise classification of the respondents

INTERPRETATION
The above table reveals that, 41.6% of the respondents are belong to the Students, 31.8% of
the respondents are belong to the Employees, 26% of the respondents are belong to the
business and 0.6% of the respondents belong to the others.

INFERENCE
Majority of the respondents of my questionnaire belong to the Students.

31
4.1.5 TABLE NO 5
Question based response

Do you own a laptop currently?

S.NO OPTION NO OF RESPONDENTS PERCENTAGE

1 YES 126 18.2%
2 NO 29 81.8%
TOTAL 155 100%

CHART NO 5
Chart representing: Do you own a laptop currently?

INTERPRETATION
The above table reveals that, 81.8% of the respondents are belong to the People have Laptops
and 0.6% of the respondents belong to the People who don’t have Laptop.

INFERENCE
Majority of the respondents of my questionnaire belong to the People have Laptop.

32
4.1.6 TABLE NO 6
Question based response

Which brand you think has the highest demand in market?

S.NO OPTION NO OF RESPONDENTS PERCENTAGE

1 APPLE 42 26.6
2 ASUS 42 27.3%
3 DELL 48 31.2%
4 HP 23 14.9%
TOTAL 155 100%

CHART NO 6
Chart representing: Which brand you think has the highest demand in market?

INTERPRETATION
The above table reveals that, 31.2% of the respondents are belong to the DELL, 26.6% of the
respondents are belong to the APPLE, 27.3% of the respondents are belong to the ASUS and
14.9% of the respondents belong to the HP.

INFERENCE
Majority of the respondents of my questionnaire belong to the DELL.

33
4.1.7 TABLE NO 7
Question based response

How did you get to know about this Laptop brands?

S.NO OPTION NO OF PERCENTAGE

RESPONDENTS
1 EXISTING CUSTOMER 35 22.1%
2 FRIENDS 43 27.9%
3 MAGAZINES AND NEWSPAPER 36 23.4%
4 T.V ADVERTISEMENT 41 26.6%
TOTAL 155 100%

CHART NO 7
Chart representing: How did you get to know about this Laptop brands?

INTERPRETATION
The above table reveals that, 27.9% of the respondents are belong to the Friends, 26.6% of
the respondents are belong to the T.V advertisement, 23.4% of the respondents are belong to
the MAGAZINES AND NEWSPAPER and 22.1% of the respondents belong to the Existing
customer.

INFERENCE
Majority of the respondents of my questionnaire belong to the Friends.

34
4.1.8 TABLE NO 8
Question based response

What will you use your laptop for?

S.NO OPTION NO OF PERCENTAGE

RESPONDENTS
1 BUSINESS 43 27.3%
2 EDITING (PHOTOSHOP) 15 9.7%
3 EDUCATIONAL 23 14.9%
4 ENTERTAINMENT 22 14.3%
5 GAMING 52 33.8%
TOTAL 155 100%

CHART NO 8
Chart representing: What will you use your laptop for?

INTERPRETATION
The above table reveals that, 27.3% of the respondents are belong to the BUSINESS, 9.7% of
the respondents are belong to the EDITING (PHOTOSHOP), 5.8% of the respondents are
belong to the EDUCATIONAL, 14.3% of the respondents belong to the ENTERTAINMENT
and 33.8% of the respondents belong to the GAMING.

INFERENCE
Majority of the respondents of my questionnaire belong to the GAMING.

35
4.1.9 TABLE NO 9
Question based response

Which of the reason motivate to buy the Laptop?

S.NO OPTION NO OF PERCENTAGE

RESPONDENTS
1 FASHION TREND 25 16.2%
2 FRIENDS FOLLOWING 40 26%
3 TO IMPRESS 47 30.5%
4 CONVENIENCE AND 32 20.1%
CONNECTIVITY
5 IT DEPENDS UPON THE PRICE 11 7.1%
TOTAL 155 100%

CHART NO 9
Chart representing: Which of the reason motivate to buy the Laptop?

INTERPRETATION
The above table reveals that, 30.5% of the respondents are belong to the TO IMPRESS,
20.1% of the respondents are belong to the CONVENIENCE AND CONNECTIVITY, 26%
of the respondents are belong to the FRIENDS FOLLOWING, 16.2% of the respondents
belong to the FASHION TREND and 7.1% of the respondents belong to the IT DEPENDS
UPON THE PRICE.

INFERENCE
Majority of the respondents of my questionnaire belong to the TO IMPRESS.

36
4.1.10 TABLE NO 10
Question based response

Which trait among this you prefer the most?

S.NO OPTION NO OF PERCENTAGE

RESPONDENTS
1 SPECIFICATION 84 54.5%
2 BUILD QUALITY 71 45.5%
TOTAL 155 100%

CHART NO 10
Chart representing: Which trait among this you prefer the most?

INTERPRETATION
The above table reveals that, 54.5% of the respondents are belong to the SPECIFICATION,
45.5% of the respondents are belong to the BUILT QUALITY

INFERENCE
Majority of the respondents of my questionnaire belong to the TO SPECIFICATION.

37
4.1.11 TABLE NO 11
Question based response

Would you go with HDD for more space Or SSD for more performance?

S.NO OPTION NO OF PERCENTAGE

RESPONDENTS
1 HARD DISK DRIVE 59 37.7%
2 SOLID STATE DRIVE 96 62.3%
TOTAL 155 100%

CHART NO 11
Chart representing: Would you go with HDD for more space Or SSD for more
performance?

INTERPRETATION
The above table reveals that, 62.3% of the respondents are belong to the SOLID STATE
DRIVE, 37.7% of the respondents are belong to the HARD DISK DRIVE.

INFERENCE
Majority of the respondents of my questionnaire belong to the SOLID STATE DRIVE.

38
4.1.12 TABLE NO 12
Question based response

will you be willing to spend extra specification for?

S.NO OPTION NO OF PERCENTAGE

RESPONDENTS
1 EXTRA RAM 27 16.9%
2 EXTRA SPACE 43 27.9%
3 HIGHER PERFORMING PROCESSOR 41 28.6%
(CPU)
4 HIGHER PERFORMING GRAPHICS 44 26.6%
CARD (GPU)
TOTAL 155 100%

CHART NO 12
Chart representing: will you be willing to spend extra specification for?

INTERPRETATION
The above table reveals that, 28.6% of the respondents are belong to the HIGHER
PERFORMING PROCESSOR (CPU), 26.6% of the respondents are belong to the HIGHER
PERFORMING GRAPHICS CARD (GPU), 27.9% of the respondents are belong to the
EXTRA SPACE, 16.9% of the respondents are belong to the EXTRA RAM

INFERENCE
Majority of the respondents of my questionnaire belong to the HIGHER
PERFORMING PROCESSOR (CPU).

39
4.1.13 TABLE NO 13
Question based response

Which Operating system (OS) you are comfortable with?

S.NO OPTION NO OF PERCENTAGE

RESPONDENTS
1 LINUX 31 19.5%
2 macOS 25 16.2%
3 WINDOWS 99 64.3%
TOTAL 155 100%

CHART NO 13
Chart representing: Which Operating system (OS) you are comfortable with?

INTERPRETATION
The above table reveals that, 64.3% of the respondents are belong to the WINDOWS, 19.5%
of the respondents are belong to the LINUX, 16.2% of the respondents are belong to the
macOS.

INFERENCE
Majority of the respondents of my questionnaire belong to the WINDOWS.

40
4.1.14 TABLE NO 14
Question based response

How important is the "design and Style" of a laptop to you in comparison to its functionality?

S.NO OPTION NO OF PERCENTAGE

RESPONDENTS
1 EXTREMELY IMPORTANT 39 24.7%
2 FAIRLY IMPORTANT 44 28.6%
3 NOT IMPORTANT 23 14.9%
4 VERY IMPORTANT 49 31.8%
TOTAL 155 100%

CHART NO 14
Chart representing: How important is the "design and Style" of a laptop to you in comparison
to its functionality?

INTERPRETATION
The above table reveals that, 24.7% of the respondents are belong to the EXTREMELY
IMPORTANT, 28.6% of the respondents are belong to the FAIRLY IMPORTANT, 14.9% of
the respondents are belong to the NOT IMPORTANT and 31.8% of the respondents are
belong to the VERY IMPORTANT.

INFERENCE
Majority of the respondents of my questionnaire belong to the VERY IMPORTANT.

41
4.1.15 TABLE NO 15
Question based response

How frequently do you change your laptop?

1 OPTION NO OF PERCENTAGE
RESPONDENTS
1 EVERY 6 MONTHS 33 7.1%
2 EVERY YEAR 41 15.6%
3 EVERY 2 YEARs 11 26.6%
4 UNTILE IT GET ANY PROBLEM 24 29.9%
5 ANYTIME 46 20.8%
TOTAL 155 100%

CHART NO 15
Chart representing: How frequently do you change your laptop?

INTERPRETATION
The above table reveals that, 7.1% of the respondents are belong to the EVERY 6 MONTHS,
15.6% of the respondents are belong to the EVERY YEAR, 26.6% of the respondents are
belong to the EVERY 2 YEAR and 29.9% of the respondents are belong to the UNTILE IT GET
ANY PROBLEM and 20.8% of the respondents are belong to the ANYTIME.

INFERENCE
Majority of the respondents of my questionnaire belong to the UNTILE IT GET ANY PROBLEM.

42
4.1.16 TABLE NO 16
Question based response

In which segment the brands should concentrate more in future?

S.NO OPTION NO OF PERCENTAGE

RESPONDENTS
1 BUDGET SEGMENT 82 52.9%
2 FLATSHIP 73 47.1%

TOTAL 155 100%

CHART NO 16
Chart representing: In which segment the brands should concentrate more in future?

INTERPRETATION
The above table reveals that, 52.9% of the respondents are belong to the BUDGET SEGMENT,
47.1% of the respondents are belong to the FLATSHIP SEGMENT.

INFERENCE
Majority of the respondents of my questionnaire belong to the BUDGET SEGMENT.

43
4.1.17 TABLE NO 17
Question based response

What will be the reason of replacing your current laptop in future?

S.NO OPTION NO OF RESPONDENTS PERCENTAGE

1 OUTDATED 30 11.7%
2 NEW MODEL 58 22.1%
3 NEW BRAND 34 18.8%
4 NEW FEATURE 18 37.7%
5 STATUS SYMBOL 15 9.7%
TOTAL 155 100%

CHART NO 17
Chart representing: What will be the reason of replacing your current laptop in
future?

INTERPRETATION
The above table reveals that, 11.7% of the respondents are belong to the OUTDATED, 22.1%
of the respondents are belong to the NEW MODEL, 18.8% of the respondents are belong to
the NEW BRAND and 37.7% of the respondents are belong to the NEW FEATURE and 9.7%
of the respondents are belong to the STATUS SYMBOL.

INFERENCE
Majority of the respondents of my questionnaire belong to the NEW FEATURES

44
4.1.18 TABLE NO 18
Question based response

Does price matters in a Flagship laptop?

S.NO OPTION NO OF PERCENTAGE

RESPONDENTS
1 AGREE 48 30.50%
2 DISAGREE 25 16.2%
3 NEUTRAL 29 18.8%
4 STRONGLY AGREE 37 24%
5 STRONGLY DISAGREE 16 10.4%
TOTAL 155 100%

CHART NO 18
Chart representing: Does price matters in a Flagship laptop?

INTERPRETATION
The above table reveals that, 30.5% of the respondents are belong to the AGREE, 16.2% of
the respondents are belong to the DISAGREE, 18.8% of the respondents are belong to the
NEUTRAL and 24.% of the respondents are belong to the STRONGLY AGREE and 10.4% of
the respondents are belong to the STRONGLY DISAGREE.

INFERENCE
Majority of the respondents of my questionnaire belong to the AGREE.

45
4.1.19 TABLE NO 19
Question based response

How much you will be ready to pay for a laptop?

S.NO OPTION NO OF RESPONDENTS PERCENTAGE

1 40k-50k 32 20.10%
2 50k-70k 34 22.1%
3 70k-1LAKH 47 30.5%
4 ABOVE 1 LAKH 42 27.3%
TOTAL 155 100%

CHART NO 19
Chart representing: How much you will be ready to pay for a laptop?

INTERPRETATION
The above table reveals that, 20.1% of the respondents are belong to the 40k - 50k, 22.1% of
the respondents are belong to the 50k – 70k, 30.5% of the respondents are belong to the 70k –
1 LAKH and 27.3% of the respondents are belong to the ABOVE 1 LAKH.

INFERENCE
Majority of the respondents of my questionnaire belong to the 70k – 1 LAKH.

46
 4.1.20 TABLE NO 20
Question based response

In which online platform you would prefer to purchase the flagship laptop?

S.NO OPTION NO OF PERCENTAGE

RESPONDENTS
1 AMAZON 53 33.8%
2 FLIPKART 50 32.5%
3 THEIR OFFICIAL 52 33.8%
WEBSITES
TOTAL 155 100%

CHART NO 20
Chart representing: In which online platform you would prefer to purchase the flagship
laptop?

INTERPRETATION
The above table reveals that, 33.8% of the respondents are belongs to the AMAZON, 32.5%
of the respondents are belong to the FLIPKART, 33.8% of the respondents are belong to the
THEIR OFFICIAL WEBSITES.

INFERENCE
Majority of the respondents of my questionnaire belong to the AMAZON.

47
4.2 CHI-SQUARE

Case Processing Summary

Cases
Valid Missing Total
N Percent N Percent N Percent
Age * Which brand 155 100.0% 0 0.0% 155 100.0%
you think has the
highest demand in
market?

Age * Which brand you think has the highest demand in market? Crosstabulation
Which brand you think has the highest
demand in market?
Apple ASUS DELL hp Total
Age 17 to 25 Count 0 0 1 0 1
Expected .3 .3 .3 .1 1.0
Count
18 to 25 Count 23 25 29 17 94
Expected 24.9 26.1 29.1 13.9 94.0
Count
25 to 35 Count 13 11 9 3 36
Expected 9.5 10.0 11.1 5.3 36.0
Count
35 and Count 5 7 9 3 24
above Expected 6.3 6.7 7.4 3.6 24.0
Count
Total Count 41 43 48 23 155
Expected 41.0 43.0 48.0 23.0 155.0
Count

Chi-Square Tests

Asymptotic
Significance
Value df (2-sided)
Pearson Chi-Square 6.618a 9 .677
Likelihood Ratio 6.790 9 .659
N of Valid Cases 155

a. 5 cells (31.3%) have expected count less than 5. The

minimum expected count is .15.

48
Since p value (0. 677) is MORE than 0.05 at 5 percent level of significance, the null
hypothesis is selected and alternate hypothesis is rejected. Hence it is proved that is
significant difference between the AGE and HIGH DEMAND BRAND.

4.3 CORRELATION

Gender spending
Gender Pearson Correlation 1 .013

Sig. (2-tailed) .876

N 154 154
spending Pearson Correlation .013 1

Sig. (2-tailed) .876

N 154 154

. Correlation is significant at the 0.876 level (2-tailed)

INFERENCE
Since r is positive, there is positive relationship between Gender and Spending. Hence, The
null hypothesis is rejected and alternate hypothesis is selected. There is no significance
difference between gender and money spending on laptop.

49
 CHAPTER 5
FINDINGS SUGGESTIONS AND CONCLUTIONS

5.1 FINDINGS

 Majority of the respondents of my questionnaire belong to the age group of 18 to 25.

 Majority of the respondents of my questionnaire belong to the gender male.
 Majority of the respondents of my questionnaire belong to the Unmarried
people.
 Majority of the respondents of my questionnaire belong to the Students.
 Majority of the respondents of my questionnaire belong to the People have
Laptop.
 Majority of the respondents of my questionnaire belong to the DELL.
 Majority of the respondents of my questionnaire belong to the Friends.
 Majority of the respondents of my questionnaire belong to the GAMING.
 Majority of the respondents of my questionnaire belong to the TO IMPRESS.
 Majority of the respondents of my questionnaire belong to the TO
SPECIFICATION.
 Majority of the respondents of my questionnaire belong to the SOLID STATE
DRIVE.
 Majority of the respondents of my questionnaire belong to the HIGHER
PERFORMING PROCESSOR (CPU).
 Majority of the respondents of my questionnaire belong to the WINDOWS.
 Majority of the respondents of my questionnaire belong to the VERY
IMPORTANT.
 Majority of the respondents of my questionnaire belong to the UNTILE IT GET ANY
PROBLEM
 Majority of the respondents of my questionnaire belong to the BUDGET
SEGMENT.
 Majority of the respondents of my questionnaire belong to the NEW
FEATURES
 Majority of the respondents of my questionnaire belong to the AGREE.
 Majority of the respondents of my questionnaire belong to the 70k – 1 LAKH.
 Majority of the respondents of my questionnaire belong to the AMAZON.

50
 5.2 SUGGESTIONS

The Consumers are more knowledgeable than ever before the companies needs to work hard
to get the reputation from the consumer. Though price does not matter in flagship products,
consumers don’t want to waste their money, so companies should provide the best product
for its value.

The brand Asus should improve their customer service in Tamil Nadu to improve its sale.

When you are about buy a flagship laptop check whether it has the latest
specialization in it for better value for money

5,3 Limitations of the study

 The analysis of the present study has been carried out based on the informationhas collected
from the flagship laptops.

 The study is an opinion survey; caution may have to be exercised while extendingthe result to
other areas.

 Due to time constrict only 150 numbers of respondents were considered.

The result fully depends on the information given by the respondents which maybe based.

5.4 CONCLUTIONS

Though there is a vast difference in consumer’s review

we cant disagree there four brands (Asus , Apple, DELL, HP) are the top
brands in the laptop industry.

The consumers have more knowledge than ever

before if the companies could find what are the needs of the next generation
they could rule the laptop Industry in future too.

Since there are too many choices when it comes to

buying a flagship laptop,the above study will help the future consumers to
choose a suitable laptop for them.

51
 REFERENCE

 https://eprajournals.com/jpanel/upload/924pm_78.EPRA%2
0JOURNALS-5732.pdf
 https://www.asus.com/Software-and-Innovations-Portal/
 (PDF) FACTORS INFLUENCING CONSUMERS’ LAPTOP
PURCHASES

 A Brief History of Laptops: First Laptop and more...

| GeekColumn
 Asus - Wikipedia
 Hewlett-Packard - Wikipedia
 History of HP | HP® Tech Takes
 Dell Inc. | History, Technology, & Facts | Britannica
 https://en.wikipedia.org/wiki/Apple_Inc.
 https://en.wikipedia.org/wiki/Laptop
 https://bestreviews.com/best-laptop-computers
 https://www.slideshare.net/manikmukherjee7/a-
study-of- consumer-buying-preference-towards-
laptops-with-special-reference-to-electronic-city-
Bangalore

52
 ANNEXURE – QUESTIONNAIRE

 NAME

 AGE
a) 18 – 25
b) 25 – 35
c) 35 and above

 GENDER
a) MALE
b) FEMALE

 MARITAL STATUS
a) MARRIED
b) UNMARRIED

 OCCUPATION
a) STUDENT
b) EMPLOYEE
c) BUSINESS
d) OTHERS:

 DO YOU OWN A LAPTOP CURRENTLY?

a) YES
b) NO

 WHICH BRAND YOU THINK HAS THE HIGHESTDEMAND IN MARKET?

a) HP
b) DELL
c) ASUS
d) APPLE

 HOW DO YOU GET TO KNOW ABOUT THIS LAPTOP BRANDS?

a) T.V ADVERTISEMENTS
b) MAGAZINES AND NEWSPAPERS
c) FRIENDS
d) EXISTING CUSTOMER

 WHAT WILL YOU USE YOUR LAPTOP FOR?

a) EDUCATIONAL

53
 b) BUSINESS
c) GAMING
d) EDITING (PHOTOSHOP)
e) ENTERTAINMENT (WATCHING MOVIES AND VIDEOS)

 WHICH OF THE REASON MOTIVATES TO BUY A LAPTOP?

a) FASHION TREND
b) FRIENDS FOLLOWING
c) TO IMPRESS
d) CONVENIENCE AND CONNECTIVITY
e) IT DEPENDS UPON THE PRICE

 WHICH TRAIT AMONG THIS YOU PREFER THE MOST

a) SPECIFICATION
b) BIULD QUALITY

 WOULD YOU GO WITH HDD FOR MORE SPACE OR SSD FOR MORE
PERFORMANCE
a) HARD DISK DRIVE (HDD)
b) SOLID STATE DRIVE (SSD)

 WILL YOU BE WILLING TO SPEND EXTRA SPECIFICATION FOR?

a) EXTRA RAM
b) EXTRA SPACE
c) HIGHER PERFORMING PROCESSOR (CPU)
d) HIGHER PERFORMING GRAPICS CARD (GPU)

 WHICH OPERATING SOFTWARE (OS) YOU ARE COMFORTABLE WITH?

a) WINDOWS
b) LINUX
c) MacOS

 RATE YOUR HP CUSTOMER SERVICE

a) 1
b) 2
c) 3
d) 4
e) 5

 RATE YOUR DELL CUSTOMER SERVICE

a) 1
b) 2
c) 3

54
 d) 4
e) 5

 RATE YOUR ASUS CUSTOMER SERVICE

a) 1
b) 2
c) 3
d) 4
e) 5

 RATE YOUR APPLE CUSTOMER SERVICE

a) 1
b) 2
c) 3
d) 4
e) 5

 HOW IMPORTANT IS THE “DESIGN AND STYLE” OF A LAPTOP TO YOU

IN COMPARISION TO ITS FUNCTIONALITY?
a) EXTREMELY IMPORTANT
b) VERY IMPORTANT
c) FAIRLY IMPORTANT
d) NOT IMPORTANT

 HOW FREQUENTLY DO YOU CHANGE YOUR LAPTOP?

a) EVERY 6 MONTHS
b) EVERY YEAR
c) EVERY 2 YEARS
d) UNTILE IT GETS ANY PROBLEM
e) ANYTIME

 IN WHICH SEGMENT THE BRAND SHOULD CONCENTRATE MORE IN

FUTURE?
a) FLATSHIP
b) BUDGET SEGMENT

 WHAT WILL BE THE REASON OF REPLACING YOUR CURRENT LAPTOP

IN FUTURE?
a) OUTDATED
b) NEW MODEL
c) NEW BRAND
d) NEW FEATURE
e) STATUS SYMBOL

55
 DOES PRICE MATTERS IN FLATSHIP LAPTOPS?
a) STRONGLY AGREED
b) AGREE
c) NETURAL
d) DISGREE
e) STRONGLY DISAGREE

 HOW MUCH WILL YOU READY TO PAY FOR A LAPTOP?

a) 40K – 50K
b) 50K – 70K
c) 70K – 1 LAKH
d) ABOVE 1 LAKH

 IN WHICH ONLINE PLATFORM YOU PREFER TO PURCHASE THE

FLATSHIP LAPTOP?
a) AMAZON
b) FLIPKART
c) THEIR OWN WEWBSITE

56