A Study on Customer Perception and Effectiveness of Student’s Scheme on Sale of Laptop in Bangalore

Topics: Laptop, Personal computer, Brand Pages: 35 (9415 words) Published: June 21, 2013
Executive Summary

The Project entitled “A Study on customer perception and effectiveness of student’s scheme on sale of laptop in Bangalore” with reference to HCL Infosystems was conducted in partial fulfillment of the Post Graduate Diploma in Management.

The Study was undertaken with the objective of: Analyzing the customer perception regarding HCL Laptops and finding out the effectiveness of students scheme on sale of Laptops. The study has also taken into consideration the key demand drivers, and the level of influence which factors like age and occupation have on purchase of laptops.

Some important findings of the study are: People Perceive HCL as a successful brand on the basis of range of products and range of price, but when it comes to the performance, after sale service and availability, people have rated it as an unsuccessful brand. Student’s schemes launched by the companies didn’t have shown much effect on the market due to selection of wrong medium to communicate with the customers i.e.:- through dealers. Factors which affect people’s decision were found to be brand name, reliability, price, configuration, price and appearance. It was also found that there is a significant relationship between the age and occupation on brand preference.

Some key suggestions include: HCL if possible should rebrand their laptops and should also come up with model targeting specific segments. More financing facilities should be introduced for customers. HCL should also rework on the service policy HCL Touch and should make it more efficient as default in service delivery can cost the company to lose a loyal customer.

Chapter I

Introduction &

Theoretical Background

Introduction

According to Manufacturers Association for Information Technology (MAIT), the apex body representing India's IT hardware, training and R&D services sectors, “The total PC sales between April 2008 and March 2009, with desktop computers, notebooks and netbooks taken together, were 6.79 million (67.9 lakh) units, registering a decline of seven per cent over the previous year. IT consumption in 2008-09 was severely impacted, especially in the second-half of the fiscal year, by the slowdown in the Indian economy. Impact on consumption of notebooks was most pronounced as growth plummeted to a negative seventeen percent compared to a high of one-hundred-and-fourteen percent in the previous year. Sales of desktops declined four percent. The October-November-December quarter was the most adversely impacted, subsequent to which growth in PC consumption started to show signs of revival. With business sentiment gradually gaining momentum, PC consumption in fiscal 2009-10 is expected to cross 7.3 million units, registering a seven percent growth.” 

Consumer sentiment was subdued due to uncertainty in the economy in 2008-09 which impacted the consumption of IT in the country. While consumption in the first-half of the fiscal was satisfactory, less than expected off take in sales in the second-half pulled down the overall growth into the negative quadrant. A silver lining in the second-half of 2008-09 was the emergence of a new product category, the net book that took the fancy of the consumers. This new form-factor appeared to be better insulated from the prevailing market sentiments.

Although the sales growth in both the enterprises and the households headed southwards, the overall consumption in the PC market was led by telecom, banking and financial service sectors, education and the e-governance initiatives of the Union and the state governments. Verticals such as BPO/IT-enabled services, manufacturing, retail and households, which traditionally account for significant proportion of the IT market, were very conservative in their IT spends in 2008-09. Sales of desktop clocked 5.27 million (52.7 lakh units) declining four percent, and...

Bibliography: Books &Journals
• Annual Report, HCL Infosystems, 2008-09
• Kotler, Philip., et al. Marketing Management. 13th ed, India: Pearson Education, Dorling Kindersley Pvt.Ltd, 2007
• Mallhotra, Naresh K
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