A STUDY ON BRAND PREFERENCE OF LAPTOP AMONG BBA

STUDENT OF DHANKUTA MULTIPLE CAMPUS-DHANKUTA

By

Manisha Rijal

Exam Roll No.: 27032/20

T.U. Registration No: 7-2-9-12-2020

A summer project report submitted to

Faculty of Management, Tribhuvan University

In partial fulfillment of the requirement for degree of

Bachelor of Business Administration

At the

Dhankuta Multiple Campus

Tribhuvan University

Dhankuta

2024

1
 DECLARATION

This is to certify that I have completed the Summer Project entitled “A study on brand
Preference of Laptop among BBA student of Dhankuta Multiple Campus-Dhankuta” under
the guidance of “Mr.” in partial fulfillment of the requirements for the degree of Bachelor
of Business Administration at Faculty of Management, Tribhuvan University. This is my
original work and I have not submitted it earlier elsewhere.

Manisha Rijal
November, 2024
Signature:

2
 SUPERVISOR’S RECOMMENDATION

The project work report entitled “A study on brand preference of laptop among BBA
students of DMC Dhankuta” submitted by Manisha Rijal of Dhankuta Multiple Campus,
Dhankuta, is prepared under my supervision as per the procedure and format requirements
laid by the Faculty of Management, Tribhuvan University, as partial fulfillment of the
requirements for the degree of Bachelor of Business Administration (BBA). I, therefore,
recommend the project work report for evaluation.

Signature:
Mr
November,2024

3
 ACKNOWLEDGEMENT

This summer project work has been prepared for the partial fulfillment of the course
requirement for the degree of Bachelor of Business Administration (BBA). I am grateful to
Tribhuvan University for including projects work program in Bachelor of Business
Administration (BBA) and providing a golden opportunity to get a practical knowledge in
research. As a student of B.B.A., I have presented the research report on ‘A study on brand
preference of laptops among BBA student of DMC-Dhankuta’.
I am very grateful to my honorable teacher who taught me and acknowledged me
academically and spiritually in my BBA levels.
I would like to extend my deep gratitude to Mr. (supervisor) for his valuable time,
suggestion, guidance and inspiration to prepare this report. So the credit for the completion
of this report goes to him. I am also grateful to my friends and seniors who have helped me
to accomplish this project. I would like to express my thanks to those people who have
directly or indirectly helped me to prepare this summer project report.

Manisha Rijal
2024

4
 TABLE OF CONTENTS

Title page................................................................................................................................i

Declaration............................................................................................................................ii

Supervisor’s recommendation..............................................................................................iii

Acknowledgement.................................................................................................................iv

Table of contents....................................................................................................................v

Executive summary...............................................................................................................xi

List of abbrebration.............................................................................................................xii

CHAPTER-I: INTRODUCTION...........................................................................................1

1.1 Context Information.....................................................................................................1

1.2 Statement of problem...................................................................................................3

1.3 Objective of the study..................................................................................................3

1.4 Significance of the Study.............................................................................................4

1.4 Literature Review.........................................................................................................4

1.5 Research Methodology.................................................................................................5

1.5.1 Research Design....................................................................................................6

1.5.2 Nature and source of the Data...............................................................................6

1.5.3 Population and Sample..........................................................................................6

1.5.4 Tools and Technique.............................................................................................6

1.5.5 Data Collection Procedure....................................................................................6

1.6 Conceptual Framework................................................................................................7

CHAPTER II: DATA PRESENTATION AND ANALYSIS...............................................9

2.1 Respondent Profile.......................................................................................................9

2.1.1 On the basis of age................................................................................................9

2.1.2 Gender of respondent..........................................................................................10

2.2 Data Presentation and Analysis..................................................................................11

5
 2.2.1 Determination of the most preferred laptop brand among BBA students of
DMC-Dhankuta............................................................................................................11

2.2.2 Portraying how much money students generally invest while purchasing the
laptop............................................................................................................................13

2.2.3 Presenting how students get information about their present laptop..................14

2.2.4 Study of the factors influencing the brand preference of laptop.........................16

2.2.5 Portraying purposes for which laptops are mostly used by students of DMC-
Dhankuta......................................................................................................................17

2.2.6 Presenting how often student use laptop at certain places..................................20

2.2.7 Determination of the most important computer specification according to BBA

students of DMC-Dhankuta.........................................................................................23

2.2.8 Evaluating the various reason for choosing current laptop brand by students....25

2.2.9 Representing the willingness of students to spend extra for...............................26

2.2.10 Determination of satisfaction level towards current laptop..............................35

2.3 Findings and Discussion............................................................................................37

CHAPTER III: CONCLUSION AND IMPLICATION......................................................39

3.1 Conclusion..................................................................................................................39

3.2 Action Implication.....................................................................................................40

REFERENCES.....................................................................................................................41

APPENDICES......................................................................................................................42

6
 LIST OF TABLES

Table No. Page

Table 1 Respondent profile on the basis of age......................................................................9

Table 2 Gender of respondent...............................................................................................10

Table 3 Table showing the student using particular brand of laptop....................................12

Table 4 Table indicating percentages of students using laptop of particular price range.....13

Table 5 Table showing source of information in percentage................................................15

Table 6 Table showing the various factors influencing brand preference of laptop.............16

Table 7 Table to show the purpose for using laptop.............................................................18

Table 8 Table showing use of laptop at home......................................................................20

Table 9 Table showing use of laptop at college....................................................................22

Table 10 Table showing most important computer specification.........................................24

Table 11 Table showing the various reasons for choosing current brand of laptop.............25

Table 12 Table showing willingness to spend extra for processor.......................................27

Table 13 Table showing willingness to spend extra for RAM.............................................28

Table 14 Table showing willingness to spend for brand......................................................29

Table 15 Table showing willingness to spend for product design........................................30

Table 16 Table showing willingness to spend for battery....................................................32

Table 17 Table showing willingness to spend for warranty offer........................................33

Table 18 Table showing willingness to spend extra for battery...........................................34

Table 19 Table showing rate of satisfaction level................................................................36

7
Branding not only gives separate identity and easy recognition to the product but
1 it also creates special brand preference and brand loyalty. Branding is a
powerful
2 instrument of demand creation and demand retention. Selective demand for a
company's
3 brand rather than a product; the degree to which consumers prefer one brand
over
4 another.

8
 LIST OF FIGURES

Figure No. Page

Figure 1 Conceptual framework for the study........................................................................7

Figure 2 Age of Respondent.................................................................................................10

Figure 3 Gender of Respondent............................................................................................11

Figure 4 bar diagram demonstrating the preferred laptop brands.........................................12

Figure 5 Diagram representing the price range of current laptop of respondent..................14

Figure 6 Diagram representing source of information..........................................................15

Figure 7 bar diagram representing the factor influencing the preference of laptop..............17

Figure 8 Pie-chart demonstrating the purpose of using laptop by students..........................19

Figure 9 bar-diagram representing the use of laptop at home..............................................21

Figure 10 bar- diagram representing use of laptop at college...............................................23

Figure 11 Diagram representing most important computer specification............................24

Figure 12 Pie-chart demonstrating the reasons for choosing current laptop by students.....26

Figure 13 Diagram representing willingness to spend extra for processor...........................27

Figure 14 Diagram representing willingness to spend extra for RAM.................................28

Figure 15 Diagram representing willingness to spend extra for brand.................................30

Figure 16 Diagram representing willingness to spend extra for product design..................31

Figure 17 Diagram representing willingness to spend extra for hard disk...........................32

Figure 18 Diagram representing willingness to spend extra for warranty offer...................34

Figure 19 Diagram representing willingness to spend extra for battery...............................35

9
Figure 20 bar diagram representing the satisfaction level towards current laptop...............36

10
 EXECUTIVE SUMMARY

The research titled “A Study on Brand Preference of Laptop among BBA student of DMC-
Dhankuta” aims to know the brand preference of laptop and what are the factor that
influences them to prefer a particular brand. For the purpose of study, primary data was
collected through questionnaires and secondary data were collected from journal, internet,
existing literature and reports. The questionnaire mainly focused on analysis of various
factors that affect the buying decision of a particular laptop brand. A sample size of 110
respondents studying in DMC-Dhankuta in BBA faculty was taken as sample and data was
collected from them. Both primary and secondary data collection method are used to collect
the reliable data. Descriptive research design is used. Percentage, diagram and pie-chart
have been used to process and analyze data.

Dell stood out as the most preferred brand and brand reliability came out to be the most
influencing factor while purchasing a laptop and it is followed by price, product design,
hardware, power backup, warranty offered, etc. Mostly students spend NRs 50000-80000 in
order to buy a laptop. Many students use their laptop for their studying purpose like doing
assignment, project, and online study. It shows that student give importance to computer
specification like processor, hard disk, RAM, display quality, sound quality , etc and they
are ready to spend extra amount for this attributes of laptop. Morely, after sales service is
also consider important by students because they want their product to be safe and
guaranteed. Most of the students choose their current laptop because of brand name and it is
followed by price, product design, and hardware used in it. The level of satisfaction
towards the laptop is seen neutral which means they are neither satisfied nor dissatisfied.

11
 LIST OF ABBREBRATION

DMC : Dhankuta Multiple Campus

BBA : Bachelor of Business Administration
& : And
i.e .: That is

12
 1

CHAPTER-I: INTRODUCTION

1.1 Context Information

A brand is an identifying symbol, mark, logo, name, word, and/or sentence that companies
use to distinguish their product from others. A brand is seen as one of a company's most
valuable assets. It represents the face of the company, the recognizable logo, slogan, or
mark that the public associates with the company. In fact, the company is often referred to
by its brand, and they become one and the same. A brand is a name given to a product
and/or service such that it takes on an identity by itself.

More, brand as the idea or image people have in mind when thinking about specific
products, services, and activities of a company, both in a practical (e.g. “the shoe is light-
weight”) and emotional way (e.g. “the shoe makes me feel powerful”). It is therefore not
just the physical features that create a brand but also the feelings that consumers develop
towards the company or its product. This combination of physical and emotional cues is
triggered when exposed to the name, the logo, the visual identity, or even the message
communicated.

The American Marketing Association defines a brand as (1960) “A name, term,

design, symbol, or any other feature that identifies one seller’s good or service as distinct
from those of other sellers. The legal term for brand is trademark. A brand may identify
one item, a family of items, or all items of that seller. If used for the firm as a whole, the
preferred term is trade name.”

(Morion, 2015) Branding is the process of giving a meaning to specific

organization, company, products or services by creating and shaping a brand in consumers’
minds. It is a strategy designed by organizations to help people to quickly identify and
experience their brand, and give them a reason to choose their products over the
competition’s, by clarifying what this particular brand is and is not. The objective is to
attract and retain loyal customers and other stakeholders by delivering a product that is
always aligned with what the brand promises.

In today's marketplace teeming with thousands of products and services, all of

which are being rapidly commoditized, a brand stands out from the clutter and attracts
attention. A brand name can create and stand for loyalty, trust, faith, premium ness or
 2

mass-market appeal, depending on how the brand is marketed, advertised and promoted. A
brand differentiates a product from similar other products and enables it to charge a higher
premium, in return for a clear identity and greater faith in its function. A brand is also
likely to survive longer than just an undifferentiated product. A brand is akin to a living
being: it has an identity and personality, name, culture, vision, emotion and intelligence.
All these are conferred by the owner of the brand and needs to be continuously looked at to
keep the brand relevant to the target it intends to sell to.

A brand name helps an organization differentiate itself from its competitors. In

today's competitive world customers expect products to have branding. Customers often
build up a relationship with a brand that they trust and will regularly purchase products
from that brand. Some people will only purchase a particular brand even though there are
acceptable alternatives on the market.

A laptop is a personal computer that is small enough to sit in a person's lap, and is
designed for mobile uses. Also called notebooks, laptops are smaller, thinner and lighter
than most desktop PCs. Unlike desktop PCs which have several major components
connected together with many wires - including a mouse, keyboard and monitor -- a laptop
has a built-in keyboard, display and pointer, which offers the advantage of being easily
portable. Laptop users can also connect a mouse, separate keyboard, and second monitor to
a laptop if they would like. Laptops fold shut when turned off for easy carrying, and most
weigh less than 6 lbs. Typically, a laptop includes a battery of lithium-ion or other
technology that allows the laptop to run at full power on battery alone for several hours.
This allows laptop users to use their computers on a train, in a coffee shop, or even
outdoors. Virtually all modern laptops have built in wireless connectivity.

A laptop computer is a small personal computer. They are designed to be more

portable than traditional desktop computers, with many of the same abilities. Laptops are
able to be folded flat for transportation and have a built-in keyboard and touchpad. . Most
laptops are powerful enough for everyday business administrative, home, or school use.
However, if a user does graphical work such as 3D rendering or movie encoding, a more
advanced and powerful laptop is needed.
 3

Dhankuta Multiple Campus (DMC) has started its Bachelor of Business

Administration (BBA) program from 2020 A.D under the affiliation of Tribhuvan
University (TU).

1.2 Statement of problem

Making a decision to buy a product or services involves many processes. The literature on
brand preference studies reveals that the marketing strategies followed by the manufacturer
and marketer as well as perception or idea of the buyer also play a vital role in selection of
a particular brand. People’s brand preference is influenced by different technical
specifications like efficiency of battery, light in weight, power backup, warranty, easy
availability, price and brand image in the market. However the research basically deals
with following issues
 Which is the most preferred laptop brand among BBA student of DMC- Dhankuta?
 What is the most influencing factor that student consider while purchasing laptop
for them?
 What is the reason for choosing the particular brand?
 What is the most important purpose for using the laptop?
 How much are the students willing to invest in a laptop?

1.3 Objective of the study

The general purpose of this study is to learn, analyze , and explain the brand preference of
laptops among BBA students of DMC, Dhankuta. Followings are the specific objectives
formed:
 To find out the most preferred laptops brand
 To study the factors influencing the brand preference
 To evaluate the reasons for choosing the brand
 To know the purpose of using the laptops
 To find out the amount that student are willing to invest in a laptop.
 4

1.4 Significance of the Study

Research has its own significance as it aims to gain more knowledge on the certain field.
The main purpose of this research is to understand the consumer brand preference on
laptops. It is the study conducted among BBA student of DMC-Dhankuta.
The main purpose of this research is to understand the consumer’s perception and attitude
towards various brands of laptops. This research also intends to know how the people take
decisions, their consideration before purchase and how is their purchasing pattern. It has
minutely observed the customers consumption & purchasing pattern during the research.
This research might be useful for those who are willing to know about consumer brand
preferences of laptop. This study will also help to know how much a user spends in a
laptop. Further it may be helpful to the laptop dealer. And moreover it will be helpful to
those students who are planning to purchase laptops in upcoming days.

1.4 Literature Review

A literature review is a survey of scholarly sources on a specific topic. It provides an

overview of current knowledge, allowing you to identify relevant theories, methods, and
gaps in the existing research. It helps to identify what other researcher have done and what
is yet to be discovered. It is for critically evaluate, re-organized, and synthesize the work of
other researchers. Literature review can be any books, journals, articles, newspaper, and so
on. Some of the main parts of the literature review are:

(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. They are
suggested to go for the right agency of the specific company for availing the services
continuously.

(Muhammad Faisal Sultan, 2016) study about the buying preferences of youth in
the more important on the buying of laptops and to identify the impact of quality of laptops
on the buying preferences of the youth and to determine the resultant of user friendliness of
laptops on the buying preferences of youth. This researcher concluded that the marketers
 5

must focus on price, quality brand image and celebrity endorsement in order to attract
prospectus from youth.

(Dhal, 2015) 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.

(M, 2016) Identify the various reasons on consumers buying behavior in laptop like
brand name, quality, price, capacity, style features, guarantee, after sales service, cash
discount, installment systems. The researcher suggested shall pay special attention to the
above factors and to all problems revealed by the customer.

(Heikki Kavrjaluoto, 2005) In this article “Factors Affecting Consumer Choice of

Mobile Phones” it explain consumers choice criteria in mobile phone market by studying
the factors that influence intention to buy phones in one hand and factor that influence to
change current phone in other hand. The researcher concluded factor that influence to
purchase is price, brand, properties and that to change is technical problem.

(H.D.Vyas, 2010) conducted a study “consumer purchase of consumer durables-A

factorial Study”. The study carried out with the objective to analyze the important source
of information in purchase of consumer durables. A sample of 100 households respondents
were taken of Bhavnagar city. The study found that brand was the main factor which
influences a purchase to purchase consumer durable.

1.5 Research Methodology

Research is a systematic method of finding solutions to problem. It is essentially an

investigation, coding and an analysis of evidence for the purpose of gaining knowledge.
Research methodology is the process from topic selection to conclusion. In simple it is the
path through which researchers need to conduct their research.
 6

1.5.1 Research Design

Research design is the overall framework of the research and guides the collection and
analysis of the data. It intends to provide an appropriate framework for a study. Descriptive
research design is adopted for the study. It attempts to establish the relationship, or to
compare the status of two or more situation or variables. Descriptive research is an
appropriate choice when the research aim is to identify characteristics, frequencies, trends
and categories.

1.5.2 Nature and source of the Data

Basically data are collected either from primary source or from secondary or sometimes
using both sources. This study has utilized both quantitative and qualitative data; however
main focus is given to qualitative data. Similarly, this study has also utilized both primary
and secondary data. Primary data is collected from survey and questionnaire whereas
secondary are collected from the review of existing literature, journal, reports, and internet.

1.5.3 Population and Sample

This study applies convenience sampling which comes under non probability sampling.
The population of this study is the students perusing BBA at DMC-Dhankuta. Students of
both genders constitute the population of the study. In this survey 110 sample were taken
among overall students.

1.5.4 Tools and Technique

The tools and technique that had been used is questionnaire consisting of 13 questions. The
questionnaire was distributed to students and asked to fill up. For scoring each item of
questionnaire, multiple choice and likert five-point scale was used.

1.5.5 Data Collection Procedure

This study was conducted among BBA student of DMC-Dhankuta to know the brand
preference of laptop. Based on the questionnaire outcome, while analyzing data, data
presentation, classification, tabulation and analysis are the process in this regard. Different
forms of charts like bar chart, pie chart etc are used along with the tables to make it easy
for visual interpretation.
 7

1.6 Conceptual Framework

A conceptual framework illustrates what you expect to find through your research. It
defines the relevant variables for your study and maps out how they might relate to each
other. It helps to identify the dependent of the independent variables. For the research we
have taken into consideration some factors that affect the brand preference of the laptop.
The dependent variable of the research is “Brand Preference of laptop” and the
independent variables that affect the brand choice are as follows:

Dependent Variable Independent Variables

Brand name

Price

Brand preference Product design

of laptop

Hardware

Warranty offer

Power backup

Figure 1 Conceptual framework for the study

Figure 1 show the conceptual frame of this study where it shows brand preference of
laptop is dependent variable and brand name, price, product design, hardware, warranty
offer and power backup are independent variable that impact on brand preference of
laptop. While customer makes purchasing decision then, this independent variable plays an
important role in choosing the particular brand over other. Brand name is name given to
the product by maker. This impact on buying decision because most of the people relay on
this particular attributes. Similarly, price is the amount one should pay for using a product.
Product design includes size, weight, feature it offer, colour, etc which influences a
customer to prefer a particular brand because people want to buy that product which are
more compact. Likewise, hardware is another important component of laptop under this it
 8

includes processor, RAM, hard disk, etc. Warranty offer comes on after sales service
category and it make sure to customer they are ready to offer service if any failure occur in
future. Lastly, power backup or battery is also important independent variable that impact
on preference of laptop buying.
 9

CHAPTER II: DATA PRESENTATION AND ANALYSIS

Data analysis is the process of developing answers to questions through the examination
and interpretation of data. Data presentation includes the pictorial representation of the
data by using graphs, charts, maps and other methods. Presentation and data analysis of the
data is an important stage of the research process. The motive behind data analysis in
research is to present accurate and reliable data in understandable presentation with the aim
of highlighting useful information, suggesting conclusion and supporting decision making.
In this report bar graph, pie-chart, are used for the presentation of the data.

2.1 Respondent Profile

During the study, altogether 110 sample were taken among BBA student of DMC-
Dhankuta and asked about their brand preference and purchase behavior regarding
laptops.

2.1.1 On the basis of age

There are four options for the purpose of knowing what age group student prefer which
brand of laptops. The number of respondent on the basis of age group is listed below:

Table 1
Respondent profile on the basis of age

Age No. of Respondent Percentage

Below 20 4 3.6
20-22 44 47.7
22-24 47 40
Above 24 15 13.6
Total 110 100
Note. Online survey 2024
 10

45
40
35
30
Percent

25
20
15
10
5
0
below 20 20-22 22-24 above 24
Age of respondent

Figure 2 Age of Respondent

The figure 2 represents the age group of the respondents. According to the table, 3.6% of
the students were from age group below 20 years, 40% of the students were from age
group of 20-22 years, 42.7% of the students were from age group of 22-24 years, and
13.6% of the students were from age group above 24 years. As such the figure shows that
the majority of the student using laptop falls under the age group between 22-24 in DMC-
Dhankuta.

2.1.2 Gender of respondent

For finding out the number of male and female who uses laptop, options were given and
the answer is presented as follows:

Table 2
Gender of respondent

Gender No. of Respondent % of Student

Male 44 40.0
Female 66 60.0
Total 110 100.0
Note. Online survey 2024
 11

60

50

40
Percent

30

20

10

0
male female
Gender of respondent

Figure 3 Gender of Respondent

The figure 3 presents the sex distribution of the respondents of the research. Here 40%
respondents are male and 60% respondents are female. This means both sexes are
represented in the study. There is more number of female respondents than male
respondents.

2.2 Data Presentation and Analysis

2.2.1 Determination of the most preferred laptop brand among BBA students of
DMC-Dhankuta

There are different laptop brands available in market. Some of them are DELL, HP,
APPLE, SONY, ACER, LENOVO, etc. In questionnaire students were asked what their
preferred laptop brand is and the following shows the most preferred laptop brand by
students of DMC-Dhankuta.
 12

Table 3
Table showing the student using particular brand of laptop

Laptop brand Frequency Percentage

Dell 48 43.63636
Acer 21 19.09091
HP 13 11.81818
LENOVO 12 10.90909
Apple ( Mac book) 9 8.181818
SAMSUNG 4 3.636364
Sony 3 2.727273
Total 110 100.0
Note. Online survey 2024
Table 3 shows that of the various laptop brands that students currently using according to
their preference, where Dell ranked high (43.63636%) which is thoroughly followed by
Acer (19.09091%). HP ranked third (11.81818%) and they are after followed by LENOVO
(10.90909%), Apple (8.181818%), SAMUNG (3.636364%), and SONY (2.727273%)
respectively.

45
40
35
30
Percent

25
20
15
10
5
0
Dell Acer HP LENOVO APPLE SAMSUNG Sony
Brand of laptop

Figure 4 bar diagram demonstrating the preferred laptop brands

Figure 4 shows that majority of students in DMC-Dhankuta (i.e.43.63636%) of total
respondents prefer DELL. At the same time 19.09091% of total respondents prefer Acer
 13

brand whereas 11.81818% of total respondent prefer HP brand. Similarly, 10.90909% of

total respondent prefer LENOVO brand laptop and it is followed by Apple where
8.181818% of total respondent prefer it. Likewise, SAMSUNG is preferred by 3.636364%
and SONY is preferred by 2.727273% of total respondent respectively.

2.2.2 Portraying how much money students generally invest while purchasing the
laptop

The students who were sampled in the study, shows different variation of price range
which they invest during the time of purchasing the laptop of their preferred brand. The
price range laptop users generally invest while purchasing the laptop is listed as follows:

Table 4
Table indicating percentages of students using laptop of particular price range

Price range Frequency Percentage

30000-50000 36 32.7273
50000-80000 47 42.7273
80000-100000 11 10
Above 100000 16 14.5455
Total 110 100

Note. Online survey 2024

Table 4 shows the study portrayed that most of the students (about 42.7273%) spend in
between NRS. 50000-80000 in order to buy a laptop. It is closely accompanied by
32.7273% who spend NRS. 30000-50000. Similarly, around 10% students invest NRS.
between 80000-100000 on a laptop and those students who is willing to invest above
NRS.100000 is 14.5455% out of total respondent.
 14

45
40
35
30
25
Percent

20
15
10
5
0
30000-50000
50000-80000
80000-100000
Above 100000

Price range

Figure 5 Diagram representing the price range of current laptop of respondent

Figure 5 shows that maximum percentage of the students (i.e.42.7273%) spend between
NRs 50000-80000 in order to buy a laptop. It is closely followed by 32.7273% of total
respondent who spend NRs. 30000-50000. Similarly around 10% of total respondent invest
NRs. between 80000-100000 on alaptop and 14.5455% of students are ready to invest
above 100000 on a laptop.

2.2.3 Presenting how students get information about their present laptop

In a questionnaire, students were asked about where they get information about their
current laptop. So, as per their response the information are figured out in below table:
 15

Table 5
Table showing source of information in percentage

Source of information Frequency Percentage

Friends and family 55 50
Website 39 35.45455
Sales person 11 10
Others 5 4.545455
Total 110 100
Note. Online Survey 2024
Table 5 shows that most of the students get information about their current laptop through
friends and family. Likewise, website also play important role for getting information.
Moreover the response shows that salesperson also help them for getting information about
laptops. Here students choose others option, which include advertisement, brochure and
pamphlets, and so on.

50
45
40
35
30
Percent

25
20
15
10
5
0
friends & family website sales person others
Source of information

Figure 6 Diagram representing source of information

Figure 6 presents that the majority of students (i.e.50%) out of total respondent get the
information about their laptop brand from friends and family while 35.45455% out of total
 16

respondent get information from websites. Similarly, 10% students get information from
sales person of the respective brand and 4.545455% out of total respondent gat information
from other sources, such as advertisement, brochure and pamphlets and many more.

2.2.4 Study of the factors influencing the brand preference of laptop

In a survey, the respondent state different factors that influence them to prefer the
particular brand of laptop they are holding. According to them, the results of factor
influencing the brand preference of laptop are shown in following table:

Table 6
Table showing the various factors influencing brand preference of laptop

Factors Frequency Percentage

Design 15 13.63636
Price 23 20.90909
Brand reliability 25 22.72727
Hardware 21 19.09091
Warranty 10 9.090909
Power backup(battery) 11 10
Others 5 4.545455
Total 110 100.0
Note. Online Survey 2024
Table 6 represent out of the various factors, students are mostly influenced by the brand
reliability (brand name) of the laptop. Similarly, the second important factor that extremely
influences the decision of buying laptop is found the price. Likewise, hardware is found as
another important factor that influences the preference of laptop. They consider it the
important factor to be present in the laptop. Then after, design of the product is also
important factor that influences brand preference. Similarly, warranty offer and power
backup are also given importance as factor that influences brand preference. Lastly, others
include: advertisement, support service, performance, availability and so on.
 17

25

20

15

10
Percent

0
s
sig
n
rice ar
e
ili
ty nt
y
tte
ry er
e P dw b rra a th
D ar lia a B O
H re W
d
ran
B
Factors influencing

Figure 7 bar diagram representing the factor influencing the preference of laptop
Figure 7 shows that majority of the students (i.e.22.72727%) want to purchase a laptop
depending on brand reliability. Students are more influenced by this factor as compared to
other factors. Then, in the second most influencing factor there comes price. 20.90909%
out of total respondent give preference to price. Hardware used in laptop is another
influencing factor. Out of total respondent 19.09091% believes that hardware is
influencing factor for brand preference. Another factor that influences the students while
purchasing laptop for them is the product design (i.e.13.63636%). Moreover, students also
think that warranty offered and power backup is also an important factor that influences
preference of brand. In these two aspects, out of total sample students 9.090909% and 10%
comes under it respectively. People want their product to be guaranteed against any
problem that may arise in future. They want a very good and reliable after sales service,
that suggests. Last but not the least, out of total respondent 4.545455% voted for others
which include advertisement, support service and so on.

2.2.5 Portraying purposes for which laptops are mostly used by students of DMC-
Dhankuta

In a survey questionnaire, students were asked for what purpose they are using the laptop
mostly. So as per their response the information is presented in following table:
 18

Table 7
Table to show the purpose for using laptop

Purpose Frequency Percentage

Entertainment 14 12.72727
Assignment 68 61.81818
Web surfing 8 7.272727
Project and study 29 18.18182
Total 110 100.0

Note. Online Survey 2024

Table 7 reveals that respondent was given four basic choices why they used their laptop
mostly and they are entertainment, assignment, project and study, and web surfing.
According to their response, most of the students uses their laptop for doing assignment.
Similarly, apart from assignment they also use laptop for project and study purpose. It is
closely followed by the entertainment use of the laptop. Last but not the least, student uses
laptop for web surfing purpose also. Hence students use the laptop as their personal pc
rather than using it for family or collective purpose.
 19

7%
13%

18%

entertainment
assignment
progect & study
web surfing

62%

Figure 8 Pie-chart demonstrating the purpose of using laptop by students

Figure 8 shows that maximum student’s uses laptop for doing their assignment work. Out
of total respondent 61.81818% falls under this category. Then after, another purpose for
using laptop is for doing project and studying using the laptop. We can take example of
recent past situation, where whole country goes for lockdown due to pandemic situation by
Covid-19 and during this time period online learning increases. Due to this situation also
many student uses their laptop for studying through online. So, out of total respondent
18.18182% comes under this category. Likewise 12.72727% of respondent answer that
they use laptop for entertainment purpose and rest 7.272727% out of total respondent uses
laptop for web surfing.
 20

2.2.6 Presenting how often student use laptop at certain places

Since laptop is portable device, it can be carried along in any places as per the choice. In
survey question, participants were asked about how often they use their laptop at particular
place and as per their response, the following table is used for showing the information:

a) Home

Table 8
Table showing use of laptop at home

Home Frequency Percentage

Very frequently 46 41.81818

Frequently 41 37.27273

Average 20 18.18182

Rarely 3 2.727273

Never 0 0

Total 110 110.0

Note. Online Survey 2024

Table 8 shows that among 110 of our respondents, maximum uses laptop very frequently at
home. Then after, it is followed by frequently user of laptop. Then the result also shows
average users of laptop at home. Some respondent state they rarely use laptop at home and
none of any respondent said, they never use laptop at home.
 21

40

35

30

25
Percent

20

15

10

0
very frequently average rarely never
fre-
quently
Rate of using laptop

Figure 9 bar diagram representing the use of laptop at home

Figure 9 explain that maximum respondents (i.e.41.81818%) very frequently uses their
laptop at home whereas 37.27273% out of total respondent uses their laptop frequently at
home. Further, out of total 18.18182% students uses their laptop at average level.
Similarly, only 2.727273% out of total respondent rarely uses laptop at home and none of
any respondent state that they never use laptop at home.

b) Collage
 22

Table 9
Table showing use of laptop at collage

Collage Frequency Percentage

Very frequently 10 9.090909

Frequently 15 13.63636

Average 35 31.81818

Rarely 37 33.63636

Never 13 11.81818

Total 110 100.0

Note. Online Survey 2024

Table 9 shows that among 110 of our respondents, many of them rarely use laptop at
collage. And it is followed by average user of laptop at collage territory. Moreover, there
are also found students who frequently use laptop at collage. Likewise, survey also finds
out that, there are students who never use the laptop at collage and incase of frequent uses
of laptop; there are not many students who uses laptop frequently. Overall we can say that,
students rarely use laptop at collage especially when they are assigned some work to do.
 23

35

30

25

20
Percent

15

10

0
very frequently average rarely never
fre-
quently Rate of using laptop

Figure 10 bar- diagram representing use of laptop at collage

Figure 10 explain that out of total respondent of 110 samples, majority of students
(i.e.33.63636%) rarely uses their laptop at collage premises. Then, comes students who use
laptop at average level. So under this 31.81818% of students comes along. There were
students who use laptop at frequently basis and out of total respondent 13.63636% comes
in this category. There are students who frequently use laptop and it is covered by
9.090909% out of total respondent and students who never use laptop are 11.81818 %.

2.2.7 Determination of the most important computer specification according to BBA

students of DMC-Dhankuta

The students who are sampled in the survey study state different computer speciation that
is most important according to them. So, the following table shows the information related
to this.
 24

Table 10
Table showing most important computer specification

Computer specification Frequency Percentage

RAM 32 29.09091
CPU or Processor 40 36.36364
Display quality 14 12.72727
Storage Space or hard drive 17 15.45455
Others 7 6.363636
Total 110 100.0
Note. Online Survey 2024
Table 10 shows that according to the student, the very most important computer speciation
is processor or CPU. These two terms are often used interchangeably. This is because
better the processor faster the laptop or PC runs. Likewise, it is followed by RAM as it
controls the number of functions the machine can do it at once. Similarly, hard disk or
storage space is also considered important. Then after, the respondent give importance to
display quality of laptop and others includes computer speciation like sound quality, sound
and so on.

6%

15% 29%

RAM
Processor
Display quality
13% Hardware
others

36%

Figure 11 Diagram representing most important computer specification

 25

Figure 11 represent that majority of student think that the most important computer
speciation is processor used in laptop or PC. Out of total respondent 36.36364% think that
processor is most important. Similarly, 29.09091% out of total respondent believes that
RAM is yet another important specification. Along with these, 15.45455% of students
consider that hard disk or storage space is important computer specification. It is followed
by display quality by 12.72727% and 6.363636% are others, which includes sound quality,
cooling system, and so on.

2.2.8 Evaluating the various reason for choosing current laptop brand by students

In questionnaire students were asked why they choose particular laptop brand that they are
currently holding and as per their response the following shows the reasons for selecting
respective laptop brand by students of DMC-Dhankuta.

Table 11
Table showing the various reasons for choosing current brand of laptop

Aspects Frequency Percentage

Price 30 27.27273
Product design 15 13.63636
Brand 45 40.90909
Hardware 20 18.18182
Total 110 100.0
Note. Online Survey 2024
Table 11 shows that majority of students purchased their laptop because of the brand name.
It shows most of the students prefers their laptop due to brand name. Similarly, price is
another reason for choosing laptop. Due to reasonable price offered students choose
particular laptop. Likewise, hardware is another important reason for purchasing laptop.
Under hardware it come hard disk, processor, RAM, and so on. Similarly, product design
is also yet another reason for choosing laptop by them.
 26

18% 27%

Price
Product design
Brand
Hardware
14%
41%

Figure 12 Pie-chart demonstrating the reasons for choosing current laptop by students
Figure 12 shows that the percentage of respondents for choosing current laptop for brand
name is maximum.. It shows that out of total respondent, 40.90909% choose their laptop
because of brand.. Similarly, 27.272727% students are using their laptop due to reasonable
price offered for it. 18.18182% respondents are using current laptop due to hardware used
in laptop. And lastly, 13.2727% are using laptop due to product design which includes
shape, size, feature offered weight and so on. Thus in overall brand name and price are the
main reasons for preference of current laptop by many students.

2.2.9 Representing the willingness of students to spend extra for

For the purpose of knowing in what attributes of laptop they are willing to spend extra or
just give more consideration, they were asked for what you will spend extra money. And
their responses shows the following are those attributes they are willing to spend extra for
 27

a) For processor
Table 12
Table showing willingness to spend extra for processor

Aspects Frequency Percentage

Strongly agree 42 38.18182
Agree 52 47.27273
Neutral 16 14.54545
Disagree 0 0
Strongly disagree 0 0
Total 110 100.0
Note. Online Survey 2024
Table 12 shows student’s willingness where majority of them agree to spend extra for
processor. Meanwhile some of them strongly agree and rests were neutral for spending
extra for processor. This means they neither are interested to spend extra nor not spending.
It depends upon situation. And none of any students disagree for spending for processor.

50
45
40
35
30
Percent

25
20
15
10
5
0
strongly agree agree neutral disagree strongly
disagree
Rate

Figure 13 Diagram representing willingness to spend extra for processor

Figure 13 shows students willingness where majority of them agree to spend extra for
processor i.e. 47.27273%. Out of total respondent 38.18182% strongly agree for spending
 28

extra for respondents who were neutral in this case was 14.54545 %. None of any
respondents disagree or strongly disagree for spending extra amount.

b) For RAM
Table 13
Table showing willingness to spend extra for RAM

Aspects Frequency Percentage

Strongly agree 51 46.36364

Agree 51 46.36364

Neutral 7 6.363636

Disagree 1 0.909091

Strongly disagree 0 0
Total 110 100.0

Note. Online Survey 2024

Table 13 shows students willingness where majority of them strongly agree for spending
extra for the RAM. Likewise, there were students who were neutral; it means they neither
agree to pay extra nor not spending. Only few respondents disagree for spending extra
money for RAM.

50
45
40
35
30
Percent

25
20
15
10
5
0
strongly agree agree neutral disagree strongly
disagree
Rate

Figure 14 Diagram representing willingness to spend extra for RAM

 29

Figure 14 shows that majority of respondents (46.363664%) strongly agree to spend extra
for RAM and at the same ratio there were respondent who agree to spend extra for this. It
shows that 6.363636% of respondent out of total are neutral in this case as they neither
agree nor disagree for spending extra amount for RAM. Out of total respondents,
0.090991% disagrees for spending extra and none of any respondent in survey strongly
disagrees for spending more for this feature in laptop.

c) For brand
Table 14
Table showing willingness to spend for brand

Aspects Frequency Percentage

Strongly agree 17 15.45455
Agree 25 22.72727
Neutral 45 40.90909
Disagree 13 11.81818
Strongly disagree 10 9.090909
Total 110 100.0
Note. Online Survey 2020
Table 14 shows majority of respondents are neither ready to spend extra for brand nor
they are not willing to spend. They are neutral. Likewise, there are students who agree to
spend extra for brand ignoring others attributes. It also shows that some number of
respondents disagrees to spend extra at the same time there were respondent who strongly
disagree to spend extra for brand and give consideration to others factors also.
 30

45
40
35
30
25
Percent

20
15
10
5
0
strongly agree agree neutral disagree strongly
disagree
Rate

Figure 15 Diagram representing willingness to spend extra for brand

Figure 15 state that maximum respondent (i.e.40.90909%) in a survey were neutral in case
of spending extra amount for brand; they neither agree nor disagree with this attributes.
Out of total respondent, 22.72727 % agree to spend additional amount of money for brand
name and it is followed by those respondents who strongly agree for spending a little more
for brand while purchasing laptop and their percentage is 15.45455 % out of total
respondent. 11.81818 % disagree on spending extra amount for brand and 9.090909% of
respondent strongly disagree for spending extra amount for brand while purchasing laptop

d) For product design

Table 15
Table showing willingness to spend for product design

Aspects Frequency Percentage

Strongly agree 20 18.18182
Agree 32 29.09091
Neutral 45 40.90909
Disagree 10 9.090909
Strongly disagree 3 2.727273
Total 110 100.0
Note. Online Survey 2024
 31

Table 15 explains that maximum student’s willingness to spend extra for product design is
seems neutral. They neither agree nor disagree to spend extra for this attributes of laptop
whereas it is followed by the number of students who agree to spend extra money for
product design, which includes size, weight, shape, color, feature offered, and so on.
Similarly, there are students who disagree to spend extra for design and number of student
who strongly disagree to this attribute are also found in survey.

45
40
35
30
25
Percent

20
15
10
5
0
strongly agree agree neutral disagree strongly
disagree
Rate

Figure 16 Diagram representing willingness to spend extra for product design

Figure 16 shows majority of students, i.e. out of total respondent 40.90909% is neutral in
case of spending extra amount for product design; they neither say yes nor no. similarly,
29.09091% agree to spend extra amount and it is followed by18.18182 % of respondents
who strongly agree for extra payment of money for product design. Out of total
respondent, 9.090909% disagree and it is followed by 2.727273% of respondent who
strongly disagree for spending penny extra for product design.
 32

e) For hard disk /storage space

Table 16
Table showing willingness to spend for battery

Aspects Frequency Percentage

Strongly agree 28 25.45455
Agree 35 31.81818
Neutral 38 34.54545
Disagree 5 4.545455
Strongly disagree 4 3.636364
Total 110 100.0
Note. Online Survey 2024
Table 16 shows majority of students are neutral in case of spending extra for hard disk or
commonly known storage space of laptop. Likewise, the number of students willing to
spend extra for hard disk is also high as they agree on this. Likewise, the result shows also
shows that number of student disagree to spend extra for hard disk and there were
students who strongly disagree also.

40
35
30
25
Percent

20
15
10
5
0
strongly agree agree neutral disagree strongly
disagree
Rate

Figure 17 Diagram representing willingness to spend extra for hard disk

Figure 17 shows maximum respondent i.e. out of total respondent 34.54545% are neutral.
They neither agree nor disagree for spending extra amount for hard disk or let’s say storage
 33

space of laptop. 31.81818% of respondent agree that they are ready to spend extra for hard
disk and it is followed by strongly agreeable respondent by 25.45455%. Then comes those
respondent who disagree for spending extra and it is 4.545455% and who strongly disagree
are 3.636364%.

f) For warranty offer

Table 17
Table showing willingness to spend for warranty offer

Aspects Frequency Percentage

Strongly agree 37 33.63636
Agree 45 40.90909
Neutral 17 15.45455
Disagree 11 10
Strongly disagree 0 0
Total 110 100.0
Note. Online Survey 2024
Table 17 shows that majority of students agree to spend extra amount for warranty offer. It
comes under after sales service facility. Many agree to this because every customer wants
the security and warranty of the product they purchase. Likewise, there were also students
who strongly agree to this. The result also shows that many students were neutral in this
case. They neither agree nor disagree to spend extra amount for warranty offer. Further,
there were students who disagree to spend extra and numbers of students who strongly
disagree to spend penny extra for warranty offer are none.
 34

45
40
35
30
25
Percent

20
15
10
5
0
storngly agree agree neutral disagree strongly
sisagree
Rate

Figure 18 Diagram representing willingness to spend extra for warranty offer

Figure 18 shows that majority of students agree to spend extra amount for warranty offer
(i.e.40.90909%). Likewise, 33.63636% out of total respondents strongly agree to this. The
result also shows that many students were neutral in this case i.e.15.45455%. Further, 10%
students disagree to spend extra and number of students who strongly disagree to spend
penny extra for warranty offer is 0%.

g) For power backup ( battery)

Table 18
Table showing willingness to spend extra for battery

Aspects Frequency Percentage

Strongly agree 13 11.81818
Agree 40 36.36364
Neutral 35 31.81818
Disagree 15 13.63636
Strongly disagree 7 6.363636
Total 110 100.0
Note. Online survey 2024
Table 18 shows that majority of students agree to spend extra for battery. Likewise, many
students were found neutral in this case that they neither agree nor disagree for spending
 35

extra amount for battery. There were students who strongly agree to this attribute and there
were students who disagree also.

40
35
30
25
Percent

20
15
10
5
0
strongly agree agree neutral disagree strongly
disagree
Rate

Figure 19 Diagram representing willingness to spend extra for battery

Figure 19 shows that majority of students i.e. 36.36364% agrees to spend extra amount for
battery of laptop. Similarly, 11.81818% strongly agrees to this. Out of total respondents,
31.81818% are neutral, it means they neither agree nor disagree. Further, 13.63636%
disagree for spending extra amount and 6.363636% strongly disagree it.

2.2.10 Determination of satisfaction level towards current laptop

The students who were sampled in a survey study they were asked to rate their satisfaction
level towards their current laptop they are using. So, as per their response the following
table provide that information.
 36

Table 19
Table showing rate of satisfaction level

Level of satisfaction Frequency Percentage

Highly satisfied 10 9.090909
Satisfied 48 43.63636
Neutral 38 34.54545
Dissatisfied 10 9.090909
Highly dissatisfied 4 3.636364
Total 110 100.0
Note. Online Survey 2024
Table 19 shows that majority of students are satisfied with their current laptop. Result also
shows that many of them are neutral, means they neither are satisfied nor dissatisfied. They
are just fine. Numbers of students who are highly satisfied and dissatisfied are in same
number. There were also students who were highly dissatisfied with current laptop.

45
40
35
30
25
20
Percent

15
10
5
0
l
sfied sfied utra sfied sfied
ti ti ne ati ati
sa sa iss iss
ly d d
ong ly
str igh
h
Rate of satisfaction

Figure 20 bar diagram representing the satisfaction level towards current laptop
Figure 20 shows that majority of respondents are satisfied with the laptop they are using
and43.63636 % falls under this. 34.54545%out of total respondent are neutral and
9.090909 % respondents are strongly satisfied with their laptop. Out of total respondents,
 37

9.090909 % are dissatisfied towards their current laptop and 3.636364% are strongly
dissatisfied.

2.3 Findings and Discussion

 Through this study, there are more female laptop users as compared to male.
 Majority of the students who use laptop were from age group 22-24.
 According to this research study, we can derive a conclusion that Dell laptop is
most preferred laptop among BBA students of DMC-Dhankuta. From the analysis
of data we found that 43.63636% out of total respondents prefer Dell laptop which
is thoroughly followed by Acer (19.09091%), HP (11.81818%), LENOVO
(10.90909%), Apple (8.181818%), SAMSUNG (3.636364%) and Sony
(2.727273%) respectively.
 Most of the students invested NRS .between 50000-80000 while purchasing the
laptop.

 According to survey, the main source of information about laptop that students get
is from friends and family.
 The main factors that influence students while purchasing laptop is brand name or
brand reliability (22.72727%) and it is thoroughly followed by price (20.90909%),
hardware (19.09091%),product design (13.63636%), warranty (9.090909%),
battery (10%), and others (4.545455%) include; advertisement, support service and
so on.
 The main purposes for using the laptop by students, according to this research
study shows that for assignment purpose with higher number of respondents (i.e.
61.81818%) and it is thoroughly followed by project and study (18.18182%),
entertainment (12.72727%) and web surfing (7.272727%) respectively.
 Many students uses their laptop at home in very frequently manner as compared to
collage.
 According to students who were surveyed in research study explain that the most
important computer specification is processor or CPU which is thoroughly
followed by RAM, hard disk, display quality, and others, which includes; sound
quality, design, feature offered and so on.
 38

 Most of the students choose their current laptop because of brand name. Then after,
because of reasonable price offered, hardware, product design, respectively.
 Majority of students willingness to spend extra on processor, RAM, brand, product
design, hard disk, warranty offer while purchasing laptop is high, high, neutral,
neutral, neutral, high respectively.
 As per response maximum students satisfaction level towards their laptop is
neutral. It means they are neither satisfied nor dissatisfied.
 39

CHAPTER III: CONCLUSION AND IMPLICATION

3.1 Conclusion

This research study regarding the study on brand preference of laptop among BBA
students of DMC-Dhankuta studies the various factors that affects and influence the
students to prefer particular laptop brand. In this study, people are taken as the population
and students who are studying BBA are taken as sample from DMC-Dhankuta. This study
was conducted with the specific objective of finding most preferred brand by students.
Similarly, to study factors influencing the brand preference. Likewise, to evaluate the
reasons for choosing the brand. To knows the purpose of using the laptop. And to find out
the amount that students are willing to invest in a laptop.

This study is based on primary as well as secondary data, and the study used
qualitative approach. The questionnaire survey was conducted to study brand preference of
laptop .The response was collected from the students of DMC perusing BBA program. The
total sample population taken was 110.The research design used for this study is
descriptive research design.

After studying and analyzing the overall study of brand preference, this study
concludes that the most preferred laptop brand among BBA student of DMC-Dhankuta is
Dell and the important factor that influences brand preference is brand reliability and it is
followed by price, hardware used and product design respectively. As per the study, most
of the students choose particular laptop they are holding is due to brand name. They give
importance to brand than other factors. Price, hardware of laptop, and product design were
also reason that can be drawn from study for preferring laptop. We also found major
reasons for using laptop by students is for doing assignment that they are assign by their
teachers and for doing projects and studying. As we know that recently virtual learning
increases due to the situation created by COVID-19. So laptop has been helpful gadget for
students to study from home. As study also show that majority of students invest in
between 50-80 thousand while purchasing laptop.

The research findings highlight the significance for those who are willing to know
about consumer brand preferences of laptop. This study will also help to know how much a
 40

user spends in a laptop. Further it may be helpful to the laptop dealer. And moreover it will
be helpful to those students who are planning to purchase laptops in upcoming days.

3.2 Action Implication

With the increase in use of laptop nowadays, the laptop company should improve their
laptop in term of feature, design, size, performance, durability, and many more in order to
increase the brand preference of particular product. After the above study, laptop
companies may improve in the following areas:
 Company should give more importance to hardware used in laptop as it is most
important part. Processors, hard disk, RAM, are the component of hardware on
which many respondents give much importance than price that laptop should have.
In, over all they want laptop which last long and give good performance.
 Further, product design should also be taken in consideration because laptop should
be compact in term of size, weight, feature that it possesses, colour, style, etc.
 Further, laptop should have good display quality, sound quality, battery which add
a flavor or we can say if laptop company give more importance to this it will be
like pricing in the cake for increasing brand preference.
 Company should maintain good after sale service facility so that consumer can feel
free to purchase your product. Every one want security and warranty about the
product that incase if any damages occur the company is there for the service.
 41

REFERENCES

Dhal, S. K. (2015). "A study of Consumer Buying Behaviour and Perception towards
Laptops in Orissa". International Journal of Innovative Science and Modern
Enginering vol3 Issue6 , 2Q12.

H.D.Vyas. (2010). "Consumer Purchase of Consumer Durable:Factorial Study".

International Journalof Management & Strategy vol1(10) .

Heikki Kavrjaluoto, M. K. (2005). "Factors affecting Consumer choice of mobile phones:

Two studies from Finland". Journal of Euromarketing vol14 Issue 3 , 59-82.

M, S. (2016). "A Consumer Buying Behaviour while puechasing Laptops in Titrupattur

Town". International Journal of Research Granthaalayah vol4 Issue10 , 2350-
0530.

Morion. (2015). What is branding. The Branding Journal .

Muhammad Faisal Sultan, N. A. (2016). "Factors Influencing youth Brand Preference

asssociatd with purchase of Laptop:Evidence from the University students of
Karachi". International Journal of Scientific and Research Publications vol6
Issue8 , 303-310.

Pant, P. R. (2018). Business research Methods . Kathmandu: Buddha Punlication Pvt.Ltd.

Porkodi, T. (2018). "A study on Consumer Preference towards laptops in Tiruchirapalli

District". International Journal of Pure and Applied Mathematics vol119 Issue10 ,
1553-1564.

Websites

https://www.investopedia.com/terms/b/brand.asp

https://generalassemb.ly/blog/how-to-define-branding/

https://economictimes.indiatimes.com/definition/brands

https://www.thebalancesmb.com/what-is-a-laptop-computer-2533639

https://www.techwalla.com/articles/what-is-a-laptop-used-for
 42

https://www.questionpro.com/blog/research-design/
 43

APPENDICES

“A study on brand preference of laptop among BBA students of DMC-Dhankuta”

Dear valued Respondents,

A survey on “A study on brand preference of laptop among BBA students of
DMC=Dhankuta” is being conducted for the partial fulfillment of BBA degree. This work
requires your help and I am very pleased to have you as my respondent and appreciate
your contribution to this academic exercise. I would assure you that information provided
by you will be kept confidential and only will be used for the purpose of the study. Your
kind co-operation in this regard will be highly appreciated and with best regards.
Manisha Rijal
7th semester

1. Gender

o Male o Female

2. Age group

o Below 20 o 20-22

o 22-24 o Above 24

3. What is your preferred laptop brand?

o Dell o Acer

o Sony o HP

o LENOVO o Apple
 44

o SAMSUNG

4. What is your budget for laptop?

o 30000-50000 o 80000-100000

o 50000-80000 o Above 100000

5. Where did you get your information about your current laptop?

o Friends & Family o Website

o Sales person o Others

6. According to you, which factors influence the most for brand preference of
laptop?

o Design o Hardware

o Price o Brand reliability

o Warranty o Power backup( battery)

o Others

7. How often do you use your laptop at

Very Frequently Average Rarely Never
frequently
 45

Home
o o o o o
Collage
o o o o o

8. You use your laptop mostly for

o Assignment o Entertainment

o Project & Study o Web surfing

9. Which computer specification is most important to you?

o RAM

o CPU( Processor)

o Display Quality

o Hard disk

o Others

10. Why do you choose your current laptop?

o Price

o Product design
 46

o Brand

o Hardware

11. I will be willing to spend extra for

Strongly Agree Neutral Disagree Strongly
agree disagree
Processor
o o o o o
RAM
o o o o o
Brand
o o o o o
Product
design
o o o o o
Hard disk
o o o o o
Warranty
offer
o o o o o
Battery
o o o o o
12. Rate your satisfaction level towards your current laptop. (1. Highly satisfied 2.
Satisfied 3. Neutral 4. Dissatisfied 5. Highly dissatisfied)

1 2 3 4 5
 47

Highly satisfied o o o o o Highly dissatisfied