MARKET RESEARCH PROJECT

ON LAPTOPS
Presented By:
Akshay Kasana(707)
Vipul Yadav(752)
 INTRODUCTION
• Demand of laptop computers in India is ever increasing
day by day.
• Laptops plays an important role in better performance
of professional life, education, science and other parts
of life.
• There are many sections of laptop consumers in India
that depend upon the nature of their usage.
• Any single laptop cannot meet all demands of
consumers. But availability of extensive range of
laptops provide free of selection for laptop users. One
can select one laptop for use that is nearest to their
demands and requirements.
• Many brands and models of laptops are available in
Indian laptop market distinct in configuration, look and
performance.
 OBJECTIVE
1. To study the laptop market in India.
2. To find the strengths, weaknesses, opportunities and threats for laptop brands
in India.
3. To study the consumer behaviour and choices before and after buying the
laptops
4. To identify the best choice of product, price, place and promotion for brands of
laptops in India
Sample Characteristics

• This survey was carried out in Delhi.

• The sample size of this survey is 60,
out of which mostly are students.
• All the respondents of this survey
belong to the age group of 20-30
years.
ANALYSIS AND OBSERVATINS FROM SURVEY
What is your preferred laptop brand?

7% 8%
Acer

11% Apple
22% Asus

7% Dell

HP

Lenovo
20% Sony
25%
For what purpose do you use your laptop?
40
37

35
32

30 29
No. of Users

25

20

14 No. of Users
15

10

5
1
0
Business work Gaming Media streaming Web browsing Others
Purpose
How much do you spend on a laptop?
0%

16% 60%

2GB
2GB-4GB
4GB-8GB
>8GB

64%
How much RAM do you prefer in your laptop?
2GB
>8GB 0%
16% 2GB-4GB
20%

4GB-8GB
64%

2GB 2GB-4GB 4GB-8GB >8GB

In how many years do you change your laptop?
0%
6%

<1yr
27%
1yr-2yr
50% 2yr-3yr
3yr-4yr
>4yr

17%
 Which attributes do you like about your preferred brand? Rank in order
of preference. (1 Being the Highest 7 Being the Lowest)

35

30

25 1
No. of Response

2
20
3
15 4

10 5
6
5 7
0
Performance Warranty Technical Durability Size Battery Weight
Specifications
From where do you purchase your laptop?
40

35 34

30

25
20
20

15 13

10

5
1
0
Brand store Online portals Outlet malls Other
No. of respondents
Which of the following influence your decision when making a laptop
purchase? (Tick all that apply)
40
36
35

30

25

20

15
11 12
10 9

5 4

0
Magazines Newspapers T.V. Ads Celebrity blogs Advice from family
and friends
 RESULTS
1. From the above pie-chart it can be seen that among the respondents HP, Dell, Lenovo were more popular as compared to Apple. Toshiba, Acer,
Asus and Sony were the least popular.

2. From the chart it can be seen that respondents buy laptop mostly for business work, web browsing and streaming. As compared Gaming is less
popular.

3. From the pie-chart it can be seen that 60% of the respondents spend 40000-60000 for a laptop while about 28% spend less than 40000. Only
12% spend more than 60000 rupees for a laptop.

4. From the pie-chart it can be seen that 64% of the respondents prefer 4GB-8GB of RAM in their laptops while 20% prefer 2GB-4GB and 16%
prefer more than 8GB. It is also clear that no one prefers 2GB RAM.

5. From the pie-chart it can be seen that 52% of the respondents change their laptops in more than 4 years while 26% change laptops in 2-3
years. 16% change their laptops in 3-4 years while only 6% chose to replace their laptops in 2-3 years. No one changed their laptop in less than
1 year.

6. From the chart it can be seen that most of the respondents prefer to buy their laptop and performance was their most preferred attribute.
Technical specification was the second most preferred attribute. Warranty and battery came in third and fourth respectively.

7. From the chart it can be seen that most of the respondents prefer to buy their laptop and performance was their most preferred attribute.
Technical specification was the second most preferred attribute. Warranty and battery came in third and fourth respectively.

8. From the chart it can be seen that respondents chose advice from family and friends as the most influential while making decision when
making a laptop purchase. TV Ads and magazines came in second.
 RECOMMENDATION
 Product
From the product point of view it can be seen that people buy DELL, HP and Lenovo. The sale of Acer, Toshiba, Asus is
not so much so these brans should put more efforts in increasing their market share.

 Pricing
From pricing point of view most respondents purchased laptops which were in the price bracket of 40000-60000 so brands
should try to keep the price in this bracket in order to increase their sales and bring in more variants so it gives people more
choice when they go to purchase a laptop.

 Place
From the results of survey it is pretty clear that most of the respondents purchased their laptops from brand outlets and
online portals so brands whose sales were below the point should increase their presence in brand outlets and bring in more
variety on the online portals such as Flipkart and Amazon

 Promotion
From the results it can be seen that most of the respondents sought the advice of their family and friends while buying their
laptops while celebrity blogs and ads were less effective so brands should make more engaging ads and connect with the
customers.
THANK YOU