PURCHASE OF laptop
Table of Contents
What is the Consumer Behavior Report?9
What is the Portable Laptop Trends Report?9
Future Laptop Trends9
CONSUMER BEHAVIOR REPORT10
Questionnaire Design and Measures of Constructs11
DATA ANALYSIS and RESULTS12
Demographic Profile of the Respondents12
Brand Usage Profile of the Respondents12
The Features Influencing Consumers’ Laptop Purchase Decisions15
I hereby convey my deep acknowledgement to all those who made it possible for me to complete this project, by extending their support and continuous co-operation. I would like to acknowledge the consistent encouragement extended by Dr. Kamal Ghosh Ray, Director and Dr. Ch.S.Durga Prasad, Dean-Academic Planning of Vignana Jyothi Institute of Management. My sincere gratitude to A.Ramesh Associate Professor whose constant guidance, efforts, heartfelt support, suggestions and consideration helped me in the successful completion of this project. Finally, I would like to thank my friends Mr. Sreedhar, Dhruwa Institute Of Management, Hyderabad. Mr.Ravi Kumar, University of Hyderabad, Hyderabad, Mr. Sharath Chandra, Vignana Jyothi Institute Of Management, Hyderabad Delhi and my VJIM batch mates without whom this dissertation work would not have been successfully completed.
A customer is anyone makes regular purchases from a company or a store, while a consumer is one who makes any transactional decisions of economic nature including buying of goods and services. Consumer can be both personal consumer who buy for his or her own person and family consumption and organizational consumer which could include nongovernmental organization, political groups, companies and governments. Consumer behavior is the study of how individuals, group, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. Buying Behavior refers to the buying behavior of the ultimate consumer. Buying Behavior is the decision processes and acts of people involved in buying and using products which includes social and mental processes. This study was undertaken in order to find out the factors influencing consumer’s purchase decision of laptop. And the findings of this first objective will provide the basis for the second research objective in the study. Secondly, it is intended to find out whether there are differences among consumer groups of a laptop company with respect to the importance given to the factors influencing consumers’ laptop purchases. The customer base of a company consists of three groups of consumers stayers (those who had never switched from a previous brand), satisfied switchers (those who switched for reasons other than dissatisfaction) and dissatisfied switchers (those who switched because they were dissatisfied from their previous brand).This study, thus looks into the understanding of the attitudes of these three different groups of customers which plays an important role when implementing effective and feasible retention and loyalty strategies. Furthermore, it is also crucial to understand whether there are differences among these groups in terms of the factors affecting their future laptop purchases when they are upgrading their laptops.
Laptop sales in India have risen drastically, which accounts for over 25% of the total personal computer market. Laptop sales only accounted for a 3% of the total personal computer till 2003. The sales of the laptops has reached a mark of 0.68 million unit in fiscal year 2006-2007 which accounts for a growth of 59% over the same period in fiscal year 2005-2006. Sale of desktop computers and laptops has touched the mark of...