STUDY OF CUSTOMER PURCHASE DECISION TOWARDS

LAPTOPS IN BARAMULLA (J&K).

Summer Training Report submitted in partial fulfillment of the requirements

for Masters in Business Administration for session 2009-2011 of Punjab
Technical University.

Submitted by

Muddasar Ahmad Mir

Roll No:-94462236766

Dr. IT Business School

(Approved by AICTE, affiliated to Punjab Technical
University Jalandhar) BANUR

1
 DECLARATION

I, Muddasar Ahmad Mir, declare that that I have undergone two months’
summer training in Pel Softlabs Pvt. Ltd. w.e.f 5 june 2010 to 5 aug. 2010 in the area
of marketing in partial fulfillment of MBA degree. It is the original work done by me and
is authenticated to the best of my knowledge. I further submit that this project has not
been submitted to any other institution or university for the award of any other degree.

Muddasar Ahmad Mir

2
 ACKNOWLEDGEMENT

A piece of work cannot be completed without valuable guidance and cooperation of

people around you.

Acknowledgement is not merely a formality but a genuine opportunity to express my

sincerity to all those whose active support and encouragement made this project to get
completed.

First of all, I would like to thank M.r Pritpal Singh(Project Coordinator) and Dr Gitanjali
Bhatnagar (Incharge Summer Training) for their valuable support and cooperation.

I would also express my gratitude to Mr.Ankur singh (Project Guide) who helped me out
of every odd time.

I would also like to thank other staff of Pel Softlabs Pvt. Ltd. who provided me their
valuable time to make my research a successful one.

Muddasar Ahmad Mir

3
TABLE OF CONTENTS

S. TOPIC PAGENO.
NO.
1 #CHAPTER 1:-
 INTRODUCTION TO THE PROJECT
 INTRODUCTION TO THE COMOANY
 ORGANISATIONAL STRUCTURE
 PRODUCT LINE
 FUTURE PRODUCTION
2 #CHAPTER2 :-
 INTRODUCTION TO THE COMPUTER INDUSTRY
 COMPRASIONS BETWEEN COMPANIES
 MARKET SHARE

3 CHAPTER 3
 RESEARCH METHODOLOGY
 RESEARCH OBJECTIVE
 QUESTIONARES

4 #CHAPTER 4
 DATA ANALYSID AND INTERPERTATION
5 #CHAPTER 5
 LIMITATIONS
 CONCOLUSION
 BIBLOGROBHY

Introduction to the Project

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 “Study of customer purchase decision towards laptops”

The survey report had been conducted on the laptops of different brands in
BARAMULLA (J&K). The purpose of the research and the preparation of this report are
to find out the ratio that how many people in the BARAMULLA (J&K) have laptops.

The study was carried out to know about the buying behavior of different customers
towards different brands of laptops.

Introduction to the Company

5
Company Profile

Pel Soft Labs Pvt Ltd. is one of the Leading IT Companies in India and its corporate
office is located in New Delhi. It is providing IT solutions and services to many Fortune
1000 companies. It also provides IT solutions to SME’S and individuals. The company is
into the business since year 2003 and in this short span of time, it has a track record of
providing business services to more than 5 million clients. The vision of this company is
to contribute in the prosperity of Indian economy by making India IT proficient

It offers business services at most competitive prices, while assuring mammothian

standards. It is committed to deliver best services to the clients. The company ensured
global presence to serve its customers in US, Asia and Middle East countries. It has its
own ISO 9001 certified production house established in Hong Kong , China.

Vision and Mission

Vision:

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To be committed for the best services to our customers through partnering of technology,
people and process.

The vision is to be the partner for success in the new economy. We help our clients fulfill
their aspirations. We build relationships and develop innovative solutions, which help the
related organizations create and realize value. Those solutions are based on our unique
insights and address the five key sources of value in the new economy financial, physical,
organizational, customer and supplier.

Mission:

Our mission is to bridge the digital divide by bringing technology at the

doorstep of a common man him to keep abreast with the latest

PEL Softlabs Pvt. Ltd. Industry :

 Industry has successfully integrated technology in over 60000

small and medium business houses.
 Over 500 committed professionals are being served by our technology in north
and west part of India.
 Moving toward PAN India operation by December 2001.
 Overseas offices in USA and China in advance stage also to be ready by
December 31, 2010.
 Preparing the company for capital market to issue IPOs in the
next two years.

Organization Structure

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Products and Services

8
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Our Services:

 National Electronic Literacy Mission

 AMC
 Web Services
 Software Services

9
Different products of Pel Soft Labs:

ELAN notebook:

AMC - Annual
Maintenance

TECHNICAL FEATURES:

We also
 undertake Annual
Processor:1.6 Maintenance
GHz Intel AtomContract for
your computers,
 Internallaptops, printers,GB
memory:160 scanners. We have
hard disk
been maintaining the hardware of corporate, small
drive(HDD)
organizations,
 RAM:1 institutions
GB DDR2 and(Maximum
individuals2 too.
Gb) We have
blended
 our qualitative
Processor serviceGHz
Speed:1.6 with the latest
technology to offerexpansion:Slot
 Memory our customers for
a competitive edge.
We offer wide range of services that includes:
MMC/SD(SDHC)cards
 Operating system: Windows XP
Home (Driver CD included)
 LCD:13.3 inches, 1280 x 800 pixels
 Networking: Wi-
10
Fi(802.11b/g),10/100Fast Ethernet
 Peripheral connectivity:Two USB 2.0
We offer wide range of services that includes:

 Complete solution of your Computers,

laptops, printers , scanners.
 Assembling and upgrading the PCs.
 Troubleshooting
 Hard disk data recovery
 Printer, scanner and Monitor
maintenance, repairing and servicing

 Repairing of Hard Disk, Modem, Mother Board

and CD-ROM etc.
 All the services related to Networking.
 Services based on Internet.
 Protecting the system from virus, Trojans, worms.
 Installing and removing of Software

11
  

We deliver quality service on lowest cost.

WEB SERVICES - Web Design

Web design is a process of conceptualization, planning,

modeling, and execution of electronic media content
delivery via Internet in the form of Markup language
suitable for interpretation by Web browser and display
as Graphical user interface (GUI).

The intent of web design is to create a web site -- a

collection of electronic files that reside on a web
server/servers and present content and interactive
features/interfaces to the end user in form of Web pages
once requested. Such elements as text, bit-mapped
images (GIFs, JPEGs, PNGs), forms can be placed on
the page using using HTML/XHTML/XML tags.
Displaying more complex media (vector graphics,
animations, videos, sounds) requires plug-ins such as
Flash, Quick Time, Java run-time environment, etc.

12
Plug-ins are also embedded into web page by using
HTML/XHTML tags.

Website builders are tools that allow the construction of websites without
manual code-editing. They fall into two categories: on-line proprietary tools
provided by web hosting companies, typically intended to for users to build
their private site; and software which runs on a computer, creating pages
offline and which can then publish these pages on any host.

On-line website builders typically require customers to sign up with the web
hosting company. The range of services varies anywhere between creating
basic personal web pages or social network content (Widgets) to making full
blown business/e-commerce websites, either template based or - on the more
flexible platforms - totally design free.

Sites are generally created using either HTML or Adobe Flash. HTML is a
standard format supported by all browsers. Flash has a growing popularity,
but is proprietary and is not supported by all browsers. In addition it is more
resource intensive. HTML tools are divided into those that allow editing of
the source code and those who only have a WYSIWYG mode.

13
Off-line web builders cater to professional web designers who need to create
pages for more than one client or web host. Modern off-line web builders are
usually both WYSIWIG and allow direct editing of source code and CSS
styling. They generally require a least a basic understanding of HTML and
CSS code. They are more flexible than on-line builders, but may be
expensive to buy. There are some open source web builders which may be
downloaded free of charge.

CONSUMER BEHAVIOUR.

The study of consumers helps firms and organizations improve their

marketing strategies by understanding issues such as how

 The psychology of how consumers think, feel, reason, and select

between different alternatives (e.g., brands, products, and retailers);
 The psychology of how the consumer is influenced by his or her
environment (e.g., culture, family, signs, media);
 The behavior of consumers while shopping or making other marketing
decisions;

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  Limitations in consumer knowledge or information processing
abilities influence decisions and marketing outcome; 
 How consumer motivation and decision strategies differ between
products that differ in their level of importance or interest that they
entail for the consumer; and
 How marketers can adapt and improve their marketing campaigns and
marketing strategies to more effectively reach the consumer.

One "official" definition 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."
Although it is not necessary to memorize this definition, it brings up some
useful points:

 Behavior occurs either for the individual, or in the context of a group

(e.g., friends influence what kinds of clothes a person wears) or an
organization (people on the job make decisions as to which products
the firm should use).
 Consumer behavior involves the use and disposal of products as well
as the study of how they are purchased. Product use is often of great
interest to the marketer, because this may influence how a product is
best positioned or how we can encourage increased consumption.
Since many environmental problems result from product disposal
(e.g., motor oil being sent into sewage systems to save the recycling
fee, or garbage piling up at landfills) this is also an area of interest.

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  Consumer behavior involves services and ideas as well as tangible
products.

 The impact of consumer behavior on society is also of relevance. For

example, aggressive marketing of high fat foods, or aggressive
marketing of easy credit, may have serious repercussions for the
national health and economy.

There are four main applications of consumer behavior:

 The most obvious is for marketing strategy—i.e., for making better

marketing campaigns. For example, by understanding that consumers
are more receptive to food advertising when they are hungry, we learn
to schedule snack advertisements late in the afternoon. By
understanding that new products are usually initially adopted by a few
consumers and only spread later, and then only gradually, to the rest
of the population, we learn that (1) companies that introduce new
products must be well financed so that they can stay afloat until their
products become a commercial success and (2) it is important to
please initial customers, since they will in turn influence many
subsequent customers’ brand choices.
 A second application is public policy. In the 1980s, Accutane, a near
miracle cure for acne, was introduced. Unfortunately, Accutane
resulted in severe birth defects if taken by pregnant women. Although
physicians were instructed to warn their female patients of this, a
number still became pregnant while taking the drug. To get
consumers’ attention, the Federal Drug Administration (FDA) took

16
 the step of requiring that very graphic pictures of deformed babies be
shown on the medicine containers.
 Social marketing involves getting ideas across to consumers rather
than selling something. Marty Fishbein, a marketing professor, went
on sabbatical to work for the Centers for Disease Control trying to
reduce the incidence of transmission of diseases through illegal drug
use. The best solution, obviously, would be if we could get illegal
drug users to stop. This, however, was deemed to be infeasible. It was
also determined that the practice of sharing needles was too ingrained
in the drug culture to be stopped. As a result, using knowledge of
consumer attitudes, Dr. Fishbein created a campaign that encouraged
the cleaning of needles in bleach before sharing them, a goal that was
believed to be more realistic.
 As a final benefit, studying consumer behavior should make us better
consumers. Common sense suggests, for example, that if you buy a 64
liquid ounce bottle of laundry detergent, you should pay less per
ounce than if you bought two 32 ounce bottles. In practice, however,
you often pay a size premium by buying the larger quantity. In other
words, in this case, knowing this fact will sensitize you to the need to
check the unit cost labels to determine if you are really getting a
bargain.

There are several units in the market that can be analyzed. Our main thrust in
this course is the consumer. However, we will also need to analyze our own
firm’s strengths and weaknesses and those of competing firms. Suppose, for
example, that we make a product aimed at older consumers, a growing
segment. A competing firm that targets babies, a shrinking market, is likely

17
to consider repositioning toward our market. To assess a competing firm’s
potential threat, we need to examine its assets (e.g., technology, patents,
market knowledge, awareness of its brands) against pressures it faces from
the market. Finally, we need to assess conditions (the marketing
environment). For example, although we may have developed a product that
offers great appeal for consumers, a recession may cut demand dramatically.

COMPUTER INDUSTRY – THEIR SHARE :-

 In USA Computer industry shares the 48% of the total income where as
in INDIA it shares only 12% of the income and major portion goes to
software industry.
 In USA Computer industry provides the employment about 5.5Iakhs and
in INDIA 78 thousands approx. yearly and also the major portion goes to
software industry.

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 In USA 62% of population is dependent on the computer industry and
where as in INDIA this ratio only is 8% of population
 In INDIA computer industry s hares the 10.9% of Export in form of
software industry and 20 % of Import in form of hardware industry.
 In India only the 6-computer hardware companies and 13 computer
software industry companies are listed in Indian stock exchanges.
 Today the computer industry shares the 28.9% of the total of world
income.
 Today INDIA have 5computer behind 100 peoples and whereas in USA
ration is 98 computer behind 100 people.

Future Projection:

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 TFT - Monitor

TECHNICAL FEATURES:

PANEL SIZE(1.4 inch)

 Active Area:337.920x270.336(mm2)
 Max.resolution:1280x1024@60HZ
 Pixel pitch:0.264mm
 Max. contrast ratio: 700:1, Max.
 Brightness:300cd/m2
 Resoibse time tr/tf:5ms, Color:16.2M
 Viewing angle: H:1500
 Input Connectors:VGA(15 pin D-sub)
 Power Input: AC 100-200V~50/60HZ.

 Moving toward PAN India operation by December 2001.

 Overseas offices in USA and China in advance stage also to be ready
by December 31,2010.
 Preparing the company for capital market to issue IPOs in the next
two year.

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 INTRODUCTION – INDUSTRY PROFILE

Everyone knows the time of manual working and now we have different set of machines
for the different work, it makes our work very easy and fast. In these machines computer
is Wonderful invention of the men among the different machines and result is that today
this machine is ready to beat the man mind, but before this computer was not as it looks
and works today. In the age of 1940 computer was invented by Americans for the
purpose made easy the chemical equation, which were used later on in Second World
21
War as atom bomb, for which equations were firstly made on computers. That time size
was very big and requires a one room space for this machine, but time to time technology
advancement and its necessity in different fields increase it utility and on the other hand
decrease in its size. Today computer is portable that we can wear it on wrist as
wristwatch. That is possible due to of the changes in the IC technology and result is that
today computer is emerged as big industry of the world. Computer ranked as industry in
the age of 1970 in USA and after that in other countries of world, because it creates the
lots of business, employment, business resource, foreign exchange etc.

TYPES OF COMPUTER INDUSTRY

Computer industry is broadly of two types:-

1.Computer Software Industry :-

Computer software means all those application programs, which we cannot touch
but can be seen and computer software industry means that providing the
business opportunities and employment in the field of computer software
development.

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 2.Computer Hardware Industry :-
Computer hardware means all those parts, which we can touched and seen and
computer hardware industry means that providing the business opportunities and
employments in the field of computer software development.

COMPUTER INDUSTRY - MAJOR PLAYER IN INDIA

Computer industry has the number of player in each software and hardware industry in
the world. Now we have a look over the major players of this industry in India. They are:
-

SOFTWARE INDUSTRY HARDWARE INDUSTRY

HCL INTEL
WIPRO SEGATE
23
 INFOSYS HP
TCS HCL
CISCO MICROTEK

PRICE COMPARISION BETEEN DIFFERENT BRANDS OF

LAPTOPS

24
25
26
27
28
29
 Research Methodology

RESEARCH in common parlance refers to a search for knowledge .Also can be defined
as a scientific and systematic search for pertinent information on a specific topic.
Research is a careful investigation or inquiry especially through search for new facts in
any branch of knowledge.

TYPE OF RESEARCH

The research design comprises of the plan and structure of investigation conceived so as
to arrive at the responses to the research queries. It there by addresses the aims and
objectives of the study, both descriptively and analytically.

SAMPLING TECHNIQUE

The sampling technique adopted for the study is non-probability Random sampling
technique according to the convenience of the researcher. A questionnaire was
administered to different software companies to obtain data for the purpose of analysis.

SAMPLE SIZE

Data is collected using a sample of 100 Respondents.

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SAMPLE DESCRIPTION
The sample mainly consists of data from the primary sources that are utilized for the
purpose of this study.

Secondary data like company journals, newsletters, records etc. were also relied on for
retrieving further information.

ACTUAL COLLECTION OF DATA

Both secondary and primary sources of data are utilized for the purpose of this study.
Primary data is collected by means of administering a questionnaire to the different
software companies. Secondary data is collected from various records, manuals and
other sources.

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 S. NO. Particulars Description

1 Project Title Study of Customer Purchase Decisions

Towards Laptops.

2 Sample Size 100

3 Sample Unit Students,Serviceman
4 Area Covered Baramulla(J&K)
5 Sampling procedure Random Sampling
7 Data Collection Method Survey
8 Research Instrument Questionnaire
9 Types of Questionnaire Structured
10 Types of Questions Close ended,

RESEARCH OBJECTIVE

The research study tends to follow and achieve specific objectives.

32
The objectives of this particular study are:-

 To know the personal views of “BARAMULLA(J&k)” people regarding choices

among various branded Laptop.

 To study which branded Laptop is mostly preferred by people.

 Comparison between various branded Laptop.

 Find out factor influencing the people at the time of purchasing Laptop
QUALITY, DURABILITY, VARIETY, PRICE

QUESTIONNAIRE

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Study of customer purchase decision towards laptops with special
reference to BARAMULLA (J&K).

Name:-

Age:- Gender:-

Address:-

Contact No:- Occupation:-

Income(Yearly):-

1. Do you have laptop?

A YES
B NO
(If answer is “NO” then turn question number 9)

2:If “YES" which brand do you have?

A SONY E IBM

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B DELL F LENOVO
C HP G ACER
D COMPAQ H HCL

3: When did you purchase your laptop?

A Before six months

B 6 months to 1 year
C 1 to 2 years
D 2 to 5 years
E 5 years on words

4:What is main purpose of buying laptop?

A PERSONAL
B OFFICIAL
C BOTH

5: Your satisfaction level towards laptop?

A Strongly Satisfied
B Satisfied
C Dissatisfied
D Strongly Dissatisfied
E Partially Satisfied

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 6: Which type of features you preferred in your laptop?

A Processor
B Battery Backup
C Screen Size
D Hard Disk
E Ram

7: What are the factors which influence your buying decision?

A Price
B Availability
C Schemes
D Quality
E Advertisement

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8: Are you planning for purchasing another laptop?

A Yes
B No

9: When will you purchase laptop?

A Within 6 months
B 6 months to 1 year
C 1 year to 2 years
D 2 years to 5 years
E 5 Onwords

10: What price range will you be prepared to pay for the laptop?

A 25000-30000
B 30000-35000

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C 35000-40000
D 40000-45000
E 45000 -5000
F 50000 over

11: Rank the brand according to your preference?

A SONY
B DELL
C HP
D COMPAQ
E IBM
F LENOVO
G HCL
H ACER

12: What is your main purpose of buying the laptop?

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A Personal
B Official
C Both

13: What are the factors which influence your buying decision?

A PRICE
B AVAILABILITY
C SCHEMES
D ADVERTISEMENT
E QUALITY

14: Which type of features preferred by you in laptop?

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A PROCESSOR
B BATTERY BACKUP
C SCREEN SIZE
D HARD DISK
E RAM

DATA ANALYSIS AND INTERPRETATION

1. Do you have laptop?

SR. NO. PARTICULARS NO. OF PERCENTAGE

RESPONDENTS

1 YES 20 20%
2 NO 80 80%
3 TOTAL 100 100%

NO OF RESPONDENTS
20%

YES
NO

80%

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INTERPRETATION:

From the above table it is interpreted that only 20% of the population has laptops and the
rest don’t have.

2. If “YES” which brand do you have?

(IF ANSWER IS “NO” THEN TURN Q NO.9)

S NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE

1 SONY 1 5%
2 DELL 4 20%
3 HP 5 25%
4 COMPAQ 4 20%
5 ACER 1 5%
6 HCL 2 10%
7 LENOVO 3 15%
9 Total 20 100%

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 NO. OF RESPONDENTS
15% 20%
5%

10%
SONY
DELL
HP
COMPAQ
ACER
5% HCL
LENOVO

20% 25%

INTERPRETATION:

From the above table it indicates that all the brands have their reputation in the
market in which 5% of the population have SONY, 20% of population have
DELL ,HP covers the maximum of 25%’ COMPAQ covers20% while ACER
matches the percentage of SONY that is 5%, HCL 10%,LENOVO 15%.

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3. When did you purchase your laptop?

S NO. PARTICULARS NO. OF PERCENTAGE

RESPONDENTS
1 before than 6 months 2 10%
2 6 months to 1 year 5 25%
3 1 to 2 years 7 35%
4 2 to 5 years 4 20%
5 More than 5 years 2 10%
6 Total 20 100%

NO. OF RESPONDENTS

10% 10%

20%
Less than 6 months
25%
6 months to 1 year
1 to 2 years
2 to 5 years
More than 5 years

35%

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 INTERPRETATION:
Out of 20 samples 10% of the people had purchased laptop before 6
months,25% of the respondents had purchased laptop before 6 months to 1
year,35% of respondents purchased laptop before 1 to 2 years, 20%of
respondents purchased laptop before 2 to 5 years and
10% of the respondents purchased the laptops before 5 years

4. What is main purpose of using laptop?

S NO. PARTICULARS NO. OF PERCENTAGE

RESPONDENTS
1 Personal 9 45%
2 Official 7 35%
3 Both 4 20%
4 Total 20 100%

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 NO. OF RESPONDENTS
20%

45%
personal
Official
Both

35%

INTERPRETATION:

45% of the respondents purchased laptop for personal use, 35% for the official and 20%
of the respondents purchased laptops for both personal and professional use.

45
5. What is your satisfaction level towards laptop?

S NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE

1 Strongly Satisfied 12 60%
2 Satisfied 7 35%
3 Dissatisfied 0 5%
4 Strongly Dissatisfied 0 0%
5 Partial Satisfied 1 0%
Total 20 100%

46
 NO. OF RESPONDENTS

1%

36%
Strongly Satisfied
Satisfied
Dissatisfied
Strongly Dissatisfied
Partial satisfied

63%

INTERPRETATION:

The above table indicates that 60% people are strongly satisfied, 35% of the
respondents are satisfied, partial satisfaction covers 1% others 0%.

47
6. Which type of features are preferred by you in laptop?

S NO PARTICULARS NO. OF RESPONDENTS PERCENTAGE

1 Processor 5 25%
2 Battery Backup 7 35%
3 Screen Size 4 20%
4 Ram 1 5%
5 Hard Disk 3 15%
6 20 100%

48
 NO. OF RESPONDENTS
15% 25%
5%

Processor
Battery Backup
Screen Size
Ram
Hard Disk
20%

35%

INTERPRETATION:

The above table indicates that 25% of the respondents like processor, 35% of the
respondents prefer battery backup in the laptop, 20% purchased keeping in mind the
screen size, ram feature attracts 5% of the customers and hard disk covers 15%.

7. What are the factors which influence your buying decision?

S NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE

1 Price 5 25%
2 Availability 1 5%
3 Schemes 1 5%
4 Quality 7 35%
5 Advertisement 6 30%
Total 20 100%

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 NO. OF RESPONDENTS

30% 25%

Price
Availability
Schemes
Quality
5%
Advertisement

5%
35%

INTERPRETATION:

The above table shows that price covers 25%, availability 5%, schemes 5%, the biggest
segment is covered by the quality and 30% is covered by the advertisement.

8. Are you planning for purchasing another laptop?

S NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE

1 Yes 2 10%
2 No 18 90%
Total 20 100%

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 NO. OF RESPONDENTS
10%

Yes
No

90%

INTERPRETATION:

Only 10% of the respondents want to purchase another laptop and the rest don’t.

9. When will you purchase laptop?

S NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE

1 Before than 6 months 16 20%
2 6 months to 1 year 24 30%
3 1 year to 2 years 32 40%
4 2 to 5 years 8 10%
5 More than 5 years 0 0%

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 80 100%

No of respondents

20%
10%

Less than 6 months

6 months to 1 year
1 year to 2 year
2 year to 5 year
More than 5 years
40%

30%

INTERPRETATION:

The above table indicates that 20% of the customers want to purchase laptops within six
months, 30% of the respondents from6 months to 1 year, 40% want to purchase within 1
to 2 years and 10% from 2 to 5 years , 5% of the customers want to purchase 5 year
onwards.

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10. What price range will you be prepared to pay for a laptop?

S NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE

1 25000-30000 16 20%
2 30000-35000 32 40%
3 35000-40000 32 40%
4 40000-45000 0 0%
5 45000-50000 0 0%
6 50000 Above 0 0%
7 Total 80 100%

NO. OF RESPONDENTS
20%

40%

40%

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INTERPRETATION:

The above table indicates that 20% of the customers want to purchase laptops on the
price of 25000-30000, 40% of the respondents want to purchase within the range of
30000-35000, 350000-40000 range of price covers the 60% and other 0%.

11. Rank the brand according to your preference?

S NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE

1 SONY 3 4%
2 DELL 24 30%
3 HP 10 12%
4 COMPAQ 20 25%
5 LENOVO 4 5%
6 ACER 8 10%
7 HCL 11 14%
8 IBM 0 0%
Total 80 100%

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 NO. OF RESPONDENTS
14%
4%
10% 30%
SONY
DELL
HP
COMPAQ
5% LENOVO
ACER
HCL
IBM

25% 12%

INTERPRETATION:

Brand name Sony covers 5% of the customer, Dell covers the maximum of 30%, HP
covers the 12%, Compaq is 25% ,Lenovo covers 5% of the respondents,Acer covers 10%
and the HCL covers 14% of the customers

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12. The main purpose of using the laptop?

S NO. PARTICULERS NO. OF RESPONDENTS PERCENTAGE

1 Personal 50 60%
2 Official 20 30%
3 Both 10 10%
Total 80 100%

NO. OF RESPONDENTS
10%

Personal
30% Official
Both

60%

INTERPRETATION:

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60% of the respondents want to purchase laptop for personal use, 30% want to purchase
for official use an the rest for both.

13. What are the factors which influence your buying decision?

S NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE

1 Price 18 20%
2 Availability 3 4%
3 Schemes 8 10%
4 Quality 30 38%
5 Advertisement 21 28%
Total 80 100%

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 NO. OF RESPONDENTS
28% 20%

4% Price
Availability
Schemes
Quality
Advertisement
10%

38%

INTERPRETATION:

The above table indicates that price influences 20% of the customers, Availability
influences 4% of the respondents,10% of the respondents are influenced by schemes,38%
of the respondents are influenced by Quality and 28% are influenced by the
Advertisement.

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14. Which type of features preferred most by you in laptop?

S NO. PARTICULARS NO. OF RESPONDENTS PERCENTAGE

1 Processor 26 32%
2 Hard Disk 17 20%
3 Battery Backup 25 32%
4 Screen Size 8 11%
5 Ram 4 5%
Total 80 100%

NO. OF RESPONDENTS
11%
5% 32%

Processor
Hard Disk
Battery Backup
Screen Size
Ram

32%

20%

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INTERPRETATION:

The buying decision of 32% is influenced by the processor, Hard disk feature influences
20% of the respondents ,Battery backup influences 32%, screen size covers 11% of the
respondents and 5% of the customers are attracted towards Ram.

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 LIMITATINS OF THE STUDY

 Discouraging behavior of some respondents passed comments also.

 One of the major limitation is that the company not provided the data
satisfactorily.
 Time factor is the another limitation for work.

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 CONCLUSION

Marketing is very crucial in every business organization. Every product produced within
the industry has to be marketed otherwise it will remain as unsold stock which will be of
no value. I have realized this fact after the completion of my project that there is big
opportunity for the laptop producing companies.

 The study showed me that 80% of the Students and Professionals don’t have
laptops and the rest who are satisfied with their laptops.
 All the brands have their own reputation in the market but mostly HP, DELL
and COMPAQ have more demand than HCL,LENOVO, ACER and SONY has
the least demand in the market.
 From last 2-4 years students and professionals are shifted from desktops to
laptops.
 Mostly the laptops are purchased for personal use especially by students(fun,
games, internet), Official use of the laptops is on second number in the hierarchy
while little number of the respondents use it for the both the purposes.
 The maximum number of respondents prefer battery Backup which is followed
by the feature processor Hard Disk, Screen Size and Ram respectively.
 The buying behavior of maximum number of customers is influenced by the
Quality followed by the Advertisement, Price also attracts the customers which
is on number three in the hierarchy, Availability and the Schemes have lesser
priority than others.
 20% of the customers want to purchase laptops on the price of 25000-30000,
40% of the respondents want to purchase within the

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 BIBLIOGRAPHY

Internet Data:

 www.google.com
 www.hcl.com
 www.hp.com
 www.ebay.com
 www.amazan.com
 www.pelsoftlabs.in

Books Used.

 Marketing book by Phlip Kotler

For Further details

Mudassir Ahmad Mir

MBA (Dr.IT Business school)

Contact:- 09501336067

 mudzmudasir@gmail.com
 mudzmudasir@yahoo.com

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