FACTORS INFLUENCING CONSUMER BUYING DECISION

OF A LAPTOP

Under the esteemed guidance of

Dr .R. NARSAIAH
Assistant Professor (c)
Department of Humanities and Social Sciences
JNTUH, Hyderabad
by
P.SANTHOSHI, 17011U0307
M.B.A - Marketing
JNTUH,Hyderabad
CONTENTS

• Abstract
• Introduction
• Problem Statement
• Objectives
• Research Methodology
• Hypothesis
• Factor Analysis
• Annova Test
• Conclusions
• Literature Review
Abstract
● Today’s Laptop industry is a booming industry in India. Consumers’
desires and expectations are moving on. It becomes very difficult for
the laptop manufacturers to survive in the market if they don’t
understand the growing needs of the consumers.

● This paper aims to understand the present usage pattern among

users and extracting factors which influence the consumers’ buying
decisions. 195 respondents were chosen from Hyderabad city
through random sampling method. The quantitative method will be
used for the current study, and data will be gathered through an online
survey. The study's primary goal is to identify the variable factors that
affect consumer behavior in order to better understand how to impact
consumer decision-making.
 INTRODUCTION
● The laptop plays vital role in human being life. Outlook of the product,
purchase convenience and Affordability which affect the consumers. The
biggest drive can be the scenario that businesses have started encouraging
their employees to work from anywhere i.e., workplace mobility. Change
in education trend towards online mode due to covid restrictions and
evolution of startups like byju’s and unacademy is also the main reason for
boosting up the sales in laptops.

• Therefore, it becomes important for the manufacturer to study the exact

requirements of the customers, their expectations, their perceptions, and
design and present the product accordingly. This study helps to
understand the factors which are considered by the customers while
choosing laptop.
.
● Customers currently have a wide range of options to choose from inside the
product and service. They will choose what they want based on their
perceptions of alternatives, value, and services.
● So the objectives of this study are to find out consumers’ Purchase Pattern
of Laptops, their expectations and Purchase Decisions. Initially, it is aimed
to determine the factors influencing consumers’ laptop purchases. Secondly,
it is intended to find out whether there are differences among male and
female consumers.
● There are many Features to be considered while purchasing a laptop.
Analyzing the purchase decision of the consumers is very important for
Computer Manufacturing Companies to focus on Successive Sales and
development. When deciding upon which laptop is best for someone, it
needs to determine the type of work one will most frequently use the
computer to perform.
Problem Statement
● The process of customer decision is a complicated one. The
choice to purchase a good or service includes a lengthy
procedure. The literature on brand preference research suggests
that customers must spend a lot of time evaluating and selecting
the preferred product, based on their necessity and financial
situation, for the purchase of durable products.
● People from different occupational backgrounds use laptops for
different purposes so manufacturers should produce laptops
with different configurations, i.e., depending on the need of the
consumers. So it is important for companies to know more about
the consumers according to their needs and marketing the brand
so that it reaches the customers effectively.
OBJECTIVES

1. To examine the various factors that influence customer buying decision of

a laptop.

2. To find out the significant relation between monthly income of consumers

and preference of laptop brand.
PROPOSED RESEARCH METHODOLOGY

● The research design in the plan for conducting a market survey on

consumer attitude where the necessary data is collected, analyzed,
evaluated and presented in an effective manner in a project report.
This states the complete details of the project including the area
covered and limitations undergone during this study.
● Area of study:
I confined to JNTU in Hyderabad city.
● Sources of the Data:
The data is primary in nature as it is directly collected from
respondents though a questionnaire. The matter relating laptop details
is of secondary data in nature as it is collected from magazine and
books.
● Sample Size:
Sample size of the study covers 196 respondents.
● Data Collection Method:
A printed questionnaire used for collecting information on the
customer attitude preference. It consists of a number of questions
prepared in a particular order on a set of forms filled by the
respondents themselves.
● Sampling Technique:
Random sampling technique is considered for collection of
data.
 ● LIMITATION OF STUDY:

The population for the study was 196 only. So it could not reveal the
entire industry. Some percentage of consumers do not have strong
technical knowledge on laptops.

● PROPOSED TOOL: SPSS Software.

● PROPOSED METHOD: Factor Analysis and Annova Test.
Scope:
The study is intended to know the numerous elements that affect
buyers' decisions to buy a laptop. It provides some recommendations
to marketers regarding the areas on which customers are
concentrating and what those customers actually need, helping to fill
some gaps and improve the product and develop marketing strategies
according to it.
Hypothesis of Study

Hypothesis 1
● Null hypothesis (H0): There are no factors that impact the
consumer buying decision
● Alternate hypothesis (H1): Various factors impact the consumer
buying decision.
Hypothesis 2

● Null hypothesis (H0) :There is no significant relation between

monthly income of consumers and preference of laptop brand.

● Alternate hypothesis (H1): There is significant relation between

monthly income of consumers and preference of laptop brand.
 Factor Analysis:

TabletTafjhklhg
● As we observe the influencing of different factors on customer
buying decision. It implies that there is significant difference in
customer buying decision towards laptops due to various
influencing factors.
 Annova-Test:

ANNOVA

Preference
of laptop
Brand
Sum of df Mean F Sig
squares Square
Between 9.776 3.000 3.259 2.940 0.0436
Groups
Within 553.215 116.000 4.769
Groups
Total 562.992 119.000

Above table shows that the total significance is 0.0436, which is less than
0.05, so Null Hypothesis is rejected ,indicating that monthly income
influences to select a brand of laptop.
 Conclusions:
● Monthly income of the consumer influences the preference of laptop
brand.

● It is observed that most of the respondents belong to the age of range

20-30 years.

● Majority of respondents prefer all the features (processor, design,ram

size, battery life and storage )mentioned in data analysis.
● Majority of respondents show performance as a major attraction of
laptops.

● The most selected best laptop brands by respondents are Dell and HP.

● The minimum features expected from the laptop are battery backup,
desktop class graphic performance and a highly resolution screen.

● Product site comparison sites and recommendations from friends are

mainly preferred sources for purchase decision of laptops.
● Most of the consumers prefer laptops of range 50k-70k.
Suggestions:

1. Laptops of less weight to be manufactured because most of the

consumers consider it as a major factor and also for better
portability.

2.Laptops need to have improved speaker quality and camera due to

online working and classes .

3.Designing and selling of low priced laptops of all minimum

features can improve sales as demand has been increased rapidly
which makes laptops affordable for low income people.

4.Charging speed and Battery life is mainly influencing the

consumer buying decision as maximum work is done on laptops by
professionals now a days.
 Literature Review

1.Philip kotler:The customer is always considered as a core of

business activity. Author discussed in this book that marketing is
only one factor in attracting and keeping customers.

2. Ray S 2009:The study highlights the adoptability of Wi-Fi

connectivity as a necessity in Hospitality, Airlines, Schools, Colleges
and various other places. It also notifies that laptop market is
boosting due to price reduction and light-weight laptops.
3.Solomon, 2014:By understanding consumer behaviour, producers
and marketers can be certain of offering best products that give utility
because they understand the needs and wants of customers.
Consumers tend to be loyal to a brand when it always matches their
demands so its reputation is enhanced
4.Rungchat Chompu-inwai1 and Toni L. Doolen 2006:
This research focused on studying the impact of using laptops in a
required undergraduate-level engineering course at Oregon State
University (OSU) in winter 2004 and winter 2005. The individual
usage of laptops with wireless capability both inside and outside
classrooms in winter 2005 was found to positively impact student
learning outcomes and assist in the achievement of class learning
objectives. No significant differences in attitudes were found in either
year. Student attitudes towards laptops and the usage of laptops were
unchanged by the introduction of laptops in both years.
5.Jarvenpaa and Tedd(1996): Factors that affect a consumer’s
electronic purchase decision which include product understanding,
shopping experience, customer service, and consumer risk.
REFERENCES

1.https://www.dqchannels.com/3-major-consumer-behaviour-patterns-
laptop-market-2021/
2.https://www.slideshare.net/manikmukherjee7/a-study-of-consumer-
buying-preference-towards-laptops-with-special-reference-to-electronic-
city-bangalore
3.https://www.researchgate.net/publication/339445246_Behavioral_study_
of_consumers_while_buying_new_Laptop_or_Computer
4.https://iiflinsurance.com/knowledge-centre/term-insurance/difference-
between-lic-and-private-insurance-companies
5.https://financialservices.gov.in/insurance-divisions/Public-Sector-
Insurance-Companies
THANK YOU
Thank You
P.Santhoshi P.Santhoshi
17011U0307 17011U0307