.

INTRODUCTION

HCL Info systems Ltd are one of the pioneers in the Indian IT market, with its

origins in 1976. For over quarter of a century, we have developed and

implemented solutions for multiple market segments, across a range of

technologies in India. We have been in the forefront in introducing new

technologies and solutions. The highlights of the HCL saga are summarized

below:

YEAR 1976

o Foundation of the Company lay.

o Introduces microcomputer-based programmable calculators with wide

acceptance in the scientific / education community.

YEAR 1977

o Launch of the first microcomputer-based commercial computer

with a ROM -based Basic interpreter.

o Unavailability of programming skills with customers results in

HCL developing bespoke applications for their customers.

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YEAR 1976

Initiation of application development in diverse segments such as

textiles, sugar, paper, cement, transport.

YEAR 1979

Formation of Far East Computers Ltd., a pioneer in the Singapore

IT market, for SI (System Integration) solutions.

YEAR 1980

Software Export Division formed at Chennai to support the bespoke application

development needs of Singapore.

YEAR 1983

HCL launches an aggressive advertisement campaign with the theme '

even a typist can operate' to make the usage of computers popular in the
SME (Small & Medium Enterprises) segment. This proposition involved
menu-based applications for the first time, to increase ease of operations.

The response to the advertisement was phenomenal.

HCL develops special program generators to speed up the development

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of applications.

YEAR 1985

Bank trade unions allow computerization in banks. However, a computer

can only run one application such as Savings Bank, Current account, and Loans

etc.

HCL sets up core team to develop the required software.

ALPM (Advanced Ledger Posting Machines). The team uses reusable

code to reduce development efforts and produce more reliable code.
ALPM becomes the largest selling software product in Indian banks.

HCL designs and launches Unix- based computers and IBM PC clones.

HCL promotes 3rd party PC applications nationally.

YEAR 1986

Zonal offices of banks and general insurance companies adopt

computerization.

Purchase specifications demand the availability of RDBMS products on

the supplied solution (Unify, Oracle).

HCL arranges for such products to be ported to its platform.HCL assists

customers to migrate from flat-file based systems to RDBMS.

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YEAR 1991

HCL enters into a joint venture with Hewlett Packard.

HP assists HCL to introduce new services: Systems Integration, IT consulting,

packaged support services (basic line, tramline).

HCL establishes a Response Center for HP products, which is connected to the

HP Response Center in Singapore.

There is a vertical segment focus on Telecom, Manufacturing and Financial

Services.

YEAR 1994

HCL acquires and executes the first offshore project from IBM Thailand.

HCL sets up core group to define software development methodologies.

YEAR 1995

Starts execution of Information System Planning projects.

Execution projects for Germany and Australia

Begins Help desk services.

YEAR 1996

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Sets up the STP (Software Technology Park) at Chennai to execute software

projects for international customers.

Becomes national integration partner for SAP.

YEAR 1997

Kolkata and Noida STPs set up.

HCL buys back HP stake in HCL Hewlett Packard.

YEAR 1998

Chennai and Combater development facilities get ISO 9001 certification.

YEAR 1999

Acquires and sets up fully owned subsidiaries in USA and UK.

Sets up fully owned subsidiary in Australia.

HCL ties up with Broad vision as an integration partner.

YEAR 2000

Sets up fully owned subsidiary in Australia.

Chennai and Combater development facilities get SEI Level 4 certification.

Bags Award for Top PC Vendor in India.

Becomes the 1st IT Company to be recommended for latest version of ISO 9001:

2000.

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Bags MAIT's Award for Business Excellence.

Rated as No. 1 IT Group in India.

YEAR 2001

Launched Pentium IV PCs at below Rs. 40,000.

IDC rated HCL Info systems as No. 1 Desktop PC Company of 2001.

YEAR 2002

Declared as Top PC Vendor by Dataquest.

HCL Info systems & Sun Microsystems enter into a Enterprise Distribution

Agreement.

Realigns businesses, increasing focus on domestic IT, Communications &

Imaging products, solutions & related services.

YEAR 2003

Became the first vendor to register sales of 50,000 PCs in a quarter.

First Indian company to be numerous undo in the commercial PC market.

Enters into partnership with AMD.

Launched Home PC for Rs. 19,999.

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HCL Info systems' Info Structure Services Division received ISO 9001:2000

certification.

Launches Infiniti Mobile Desktops on Intel Platform.

Launched Infiniti PCs, Workstations & Servers on AMD platform.

YEAR 2004

1st announces PC price cut in India, post duty reduction, offers Ezeebee at Rs.

17990.

IDC India-DQ Customer Satisfaction Audit rates HCL as No. 1 Brand in Desktop

PCs.

Maintains No. 1 position in the Desktop PC segment for year 2003.

Enters into partnership with Port Wise to support & distribute security & VPN

solutions in India.

Partners with Microsoft & Intel to launch Beanstalk Neo PC.

Becomes the 1st company to cross 1 lac unit milestone in the Indian Desktop PC

market

Partners with Union Bank to make PCs more affordable, introduces lowest ever

EMI for PC in India.

Launched RP2 systems to overcome power problem for PC users.

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Registers a market share of 13.7% to become No. 1 Desktop PC company for year

2004.

Company Profile

CHAIRMAN & CEO'S PROFILE

Mr. Ajai Chowdhary

Chairman and CEO, HCL Info systems Ltd.

An engineer by training, Ajai Chowdhry is one of the six founder members of HCL,

India's premier IT enterprise. HCL, a start-up in 1976, touched Rs.11, 000

croresforthelast12months.

Ajai Chowdhry took over the reins of HCL Infosystems, the flagship company of the

group, as President and CEO in 1994. He was appointed the Chairman of HCL

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Infosystems in November 1999. Under his stewardship, the company's turnover has

grown to Rs.7783.6 crores in 2004-05 from Rs.400.6 crores in 1994. With employee

strength of over 3600, it has emerged as country's leading information-

enablingpowerhouse.

Ajai has been a key force in driving the growth of HCL Infosystems. The credit of setting

up HCLs overseas operations, starting with Singapore in 1980, goes to him. During this

tenure he extensively covered South Asian Markets including Malaysia, Thailand, Hong

Kong, Indonesia, and the People's Republic of China, expanding business operations,

which paved the way towards enhancing HCL's core competencies in bringing the best

international technologies to domestic market.

Driving the thrust on IT, Telecom and Imaging, Ajai perceives the role of his company as

that of enabling information. Credited with providing momentum to key IT phenomena -

within the company as well as in the industry - he has constantly added newer and cutting

edge technology skills to the company's portfolio. Under his leadership, several new

projects have been undertaken in the company that have had a lasting impact - getting

into IT retailing, spearheading the company wide Quality movement, and the very recent

low cost PC initiative and IT for masses are some examples. An absolute stickler for

customer focus, he himself spends significant time, personally listening to customers

Ajai sensed an emerging opportunity early in telecom and imaging category and today

HCL Infosystems is poised to exploit this opportunity to offer a richer bouquet to its

customers.

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It is a recognition of his visionary status that Ajai was part of the IT Hardware Task

Force, set up by the Prime Minister of India to give shape to the country's IT strategy.

Ajai has repeatedly championed the cause of improving PC penetration in the country. He

has worked closely with many Government bodies to take IT for masses agenda forward.

Presently he is part of several government committees to take forward the course of IT

and Hardware in India.

He was awarded with 'IT Man of the Year' by The Skoch Consultancy and 'Best IT Man

of the Year' by The Foundation of Indian Industry and Economists. Ajai also addressed

CII's flagship hardware event 'India e-Hardware Summit 2004' at Hyderabad as a keynote

speaker recently.Ajai has a bachelor's degree in

electronics and communication engineering, and attended the Executive Program at the

School of Business Administration at the University of Michigan, US.Ajai is an avid

reader and is fond of Jazz and the fine arts. He and his wife Gita live in New Delhi.

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ABOUT THE PRODUCTS

Business PCs

HCL recommends Microsoft Windows XP Professional for Business

support.htm

The marketplace is constantly changing in terms of consumers, competition and strategies

to garner market share. Almost all aspects of your business are ever evolving. The only

change over the past few years is that the pace of change has accelerated! In fact, it is

increasing even as you read this.

Information Technology (IT) changes accordingly, perhaps even faster. What is vital is

that the decisions you make today need to have the capacity to address situations for at

least the next three years and the changes that are bound to occur in that time.

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Infiniti is the market leader in commercial desktop segment in India, ahead of

competition. Infiniti is the only brand in Indian IT that offers you Remote Support for

Software, an innovative support mechanism that is end-user friendly and extremely

efficient in problem resolution, saving you time and opportunity.

We, at Infiniti Product Development recognize this need as the key to success for you,

and for us. Infiniti, backed by direct selling and built-to-order, ISO 9001 & ISO 14001

manufacturing, ensures that you get the best available product at the time of delivery,

rather than at the time of order.

This Technology First brand features the latest innovations in Central Processing Unit

(CPU) design, graphics design, display design, I/O advancement and a host of other

technologies that have made Infiniti the number one corporate PC brand in India.

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Home PCs HCL recommends Microsoft Windows XP Professional

support.htmsupport.htm

The all-new Beanstalk Series, where performance is rivaled only with elegance of design.

You get superior technology and great value for money, all fused into one. It comes with

the super-speed Intel processor, plus SD RAM and Ultra ATA Hard Disk that gives it

incredible speed.

What's more, it is upgrade friendly and so virtually future-proof. Manufactured at HCL

Info systems' state-of-the-art ISO 9001 certified plant, it is designed to outperform every

other Home Computer you have ever seen or heard about. And with more than 250

Support providers across the country, its widespread network ensures excellence in

Customer Care. So go ahead and enjoy the wonder that is HCL Beanstalk, and watch, it

will

amaze you for years to come.

It is faster than the fastest home computer.

The HCL Beanstalk comes equipped with the lightening fast Intel Pentium 4

processor which means you can now get mind blowing multimedia performance from

your computer. With its high performance processor, it brings you the internet like no

other computer can. So get ready to experience 3D graphics, virtual reality and realistic

audio-video, like never before.

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The HCL Beanstalk with Intel Pentium 4 processor. the center of your digital world is

designed to meet not just your today's computing requirements, but also the needs of your

future. So bring home the HCL Beanstalk today and stay ahead of the rest of the world

HCL launches the New Beanstalk Media Center PCs. Digital Home Entertainment now at

the touch of a button with a full feature remote.Check it out!

The new Toshiba Protg A100 that lets you enhance your mobile lifestyle with its

attractive Pearl White Design and Intel Centurion mobile technology. Check it out!

The new range of HCL Home PCs with futuristic technology, amazing performance at

unbelievably attractive prices.

HCL offers Toshibas complete range of Mobile Computing Solutions, the ultimate in

style and performance.

The HCL Busy bee range of PCs offers performance, with maximum returns for your

Business. Home | Legal Notice | Contact.

PRODUCTS & SOLUTIONS

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DESKTOPS & NOTEBOOKS

Business PCs

Home PCs

Infiniti Powerlite Notebooks

WORKSTATIONS

Infiniti Challenger Workstations

SUN Workstations

SERVERS

Overview

Intel Servers

Infiniti GL Servers

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Infiniti Solutions

Infiniti Excel Line Servers

Infiniti Excel Line 2200 Series

SUN Servers

HP Risk Servers & Workstations

THIN CLIENTS

Win bee Thin Clients

SUN Thin Clients

DISPLAY PRODUCTS

Product Line-up

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NETWORKING PRODUCTS

Overview

SECURITY PRODUCTS

HCL InfoWall

HCL InfoSecuAccess

HCL InfoVPNe

HCL InfoSecuMon

HCL InfoNetMon

HCL InfoSurveillance

HCL InfoSecuDesk - Biometric Logon

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HCL InfoSecuDesk - Smartcards Logon

HCL Info Smartcard

HCL InfoLoadBalancer

HCL InfoSMS

HCL InfoDashboard

HCL recommends Microsoft Windows XP Media Center Edition

This is when HCL recognized this need-gap and launched HCLbeanstalk-the first PC for

the home segment in India. Offering complete edu-tainment for the entire family, HCL

beanstalk delivered the best technology, equipping its customers for the future. Today

HCL beanstalk is an integral part of millions of homes India. And the number is

increasing ceaselessly.

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HCL offers Toshibas complete range of Mobile Computing Solutions, the ultimate in

style and performance.

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The most affordablequalityPC

Finally a quality, branded PC that was affordable. The launch of HCL ezeebee

revolutionized the Indian PC market. A quality of PC available at just rupees 399/- per

month. The advantage of owning an HCLezeebee is its quality and reliable after sales

service. HCL with its service location all across the state and country offers customers the

comfort of trouble free operation of its system, where ever they may be. The entire

component used in HCL ezeebee are selected from the best manufactures in the world

and are tasted to make sure they work in tropical climates.

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HCL Busy bee Indias largest installed business PCs

A computer system designed and configured to meet the required business computing

needs. Everything with a value-loaded package that can only be made by HCL.HCL

Busybee is manufactured in HCLs state-of-art ISO 9001 certified plant. NO wonder,

HCL busybee has emerged as Indias largest installed business PCs.]

Digital music player

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Neopod is a digital music player that offers a whole new dimension of usefulness in the

category of personal entertainment device. This sleek, compact device, not only stores

thousands of titles and plays great music, but can also be used as a pocket hard drive for

PC file backup, as a digital photo storage for digital camera, as a voice recorder and as a

digital FM radio.

The perfect world in the perfect colors: Neocam

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The HCL Neocam has 3x zoom feature, 4 different image resolution, six scene modes and

exposure compensation. Along with a 1.6 TFT LCD screen that makes easier picture

previewing, the Neocam stores images on an external memory.

HCL Ezeebee

Notebook computer

Experience mobility. Experience flexibility. Experience performance. With HCL Ezeebee

notebooks. Backed by the reliable HCL technology, these notebooks are designed to

impress. Sharp resolution for high quality images, integrated speakers and superior

graphics make HCL ezeebee notebook the

Perfect choice to meet all your business and communication needs. sleek, smart and

lightweight. Thats HCL ezeebee notebook for you.

HCL Beepos

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Expanding business opportunities

HCL Beepos is a readily installed user-friendly application to provide the end user the

power of POS.This product is designed for ruggedness, security and reliability. Beepos

supports wide range of peripherals CCD Barcode scanner, Laser Barcode scanner,

customer pole display, thermal printer, programmable keyboard, etc.Beepos supports

programmable keyboard which can be customized as per user requirement.

MISSION AND VISION

MISSION STATEMENT

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"To provide world-class information technology solutions and services to

enable our customers to serve their customers better".

VISION STATEMENT

Together we create the enterprises of tomorrow".

QUALITY POLICY

"We deliver defect-free products, services and solutions to meet the requirements of

our external and internal customers, the first time, every time".

INTRODUCTION OF THE STUDY

Under this research report I was entitled to make on topic Consumer behavior & sales

promotion
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At first I had to formulate the problem accrue in the field of sales promotion, for which, I

have to know consumer behavior.

It was the time when, computer with desirous configuration was available at the HCL

store.

There were number of laptops with deferent configuration that were launched and we

have to know the potential customers of the HCL system laptops, financial schemes,

configuration and service point.

Under this report there were some popular systems & laptops.

HCL Desktop

HCL AMD - 1600 (Due to cheap price) 15400 + tax

CHL AMD - 2600 (Due to cheap price) 16240 + tax

HCL Celeron - 2.13 (Starter edition per loaded) 18100 + tax free

HCL UPS

HCL P IV - 2.66 GHz (Due to suitable configuration and Technology) 22740 + tax.

HCL P 3.06 GHz (Due to advance configuration and best Technology) 25740 + tax

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HCL Beanstalk - 4988 Due to smart configuration and better Product design wireless

key board mouse.

HCL Beanstalk - 4958 Due to better configuration and attractive product design and

high quality software, like media center edition.

Intel Celeron Mobile Technology ( Intel Celeron M processor 370) 29490 + tax due to

cheap price)

Intel Pentium Mobile Technology (Intel Pentium M processor 725)34490 + tax due to

advance configuration with cheap price)

Intel centurion Mobile Technology (Intel Pentium M processor 725 41990 + tax due to

smart configuration with attractive deign.

(Price has been given for dealers, it varies due to certain condition)

The above mentioned systems with different configuration were provided at very

attractive and lower rates to the state government employees according to their need.

We were providing finance facility on the minimum EMI of Rs 399 per month.

The Celeron Machine (starter edition) has the additional facility of the audio and video so

that the customer or their family person can learn on their own that how to operate

computer with theory and practical, there was software to assist them, who dont know

about, net operating and system fundamentals knowledge.

What is a monitor, what is mouse, what is keyboard etc?

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In addition they are provided with the facility of free installation of any software

according to their need and free home delivery from the nearest dealer to their home from

anywhere.

There was a new technology machine namely Beanstalk It gives the facility of pausing,

saving, recording of live television. So that the viewer can pause the live show or match

which are stored on the hard disk so that the person can see it afterwards as per his

convenience?

The state government employees, ITR (Income Tax return) payee, private Job holders are

also provided finance facility from.

Union Bank,

Central Bank on India

State Bank of India

Punjab National Bank and

Bajaj finance and many more.

Later on to remove the inconvenience of the state government employees the finance was

provided from the salary account of bank which maintains the account of their office

where they work.

There is some features and gifts for HCL Systems

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Extended 3 years warranty (selected models)

Free Upgrade from 15 to 17 inch (selected Models)

Free Upgrade from 128 MB ram to 256 MB ram (selected models)

Free Installation of software

Free home delivery

Easy finance on minimum EMI

0% finance facility

Latest antivirus software, can be upgrade through Internet

Exclusive price benefit

Original software

Free UPS or TV Tuner card (Selected dealer)

Free Tata Indicom wireless phone (selected dealer)

Free 100 hrs internet package (selected dealer)

Free 1000 games CD.

The above mentioned ore some of the highlight of the HCL systems and its service but to

take a deep knowledge about them, lets us sees what are their continuation.

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Price can be varying according to the configuration of the system because we provide

system according to the customer need for customer satisfaction. If configuration will

change defiantly price will be change.

In other hand price of the computer vary with the deferent dealer due to certain region.

Bank finance system

We get finance scheme from maximum bank ofU.P all bank demand approximately same

documents to pass loon. Some of the nationalize bank like SBI gives the facility of 90%,

some of the private bank pass 80% finance for the 1,2,3,4 year maximum bajaj finance

has some unique and best scheme for the customer having 0% finance scheme.

The documents that are required are as follows.

Residence proof. (any one)

Electric bill, waters bill, house tax receipt, lease agreement rashan card etc.

Photo ID proof. (Any one)

Voter ID card, passport, driving license, pan card .

Income proof.

Salary sleep (last two month)

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Income tax return (last 2 years)

Bank statement (last six month)

2 photo one granter

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OBJECTIVES

This research report was for almost two months where the main focus was on the

management of the events and different sales promotion activities related to the customer

requirements, their conveniences their budgets, needs and the services provided to them.

The main focus was on both the category i.e. a layman person and a person having

knowledge of computers.

First we try to know their needs requirement budget and then we recommend appropriate

configuration of systems they should purchase.

We try to increase the market share of HCL. And overall objective of the program was to

determine the scope of operation in the potential and implement sales promotion plan.

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Main highlight of training program were

Why consumer purchase computers?

Where they purchase?

How they purchase?

Are they satisfied from HCL or not?

What kind of services are provided by the organization to their customers?

What are the different technologies used by the organization ?

What are the prices of the HCLs products ?

What can be suggest to thecompany for increasing their avreage market share?

To monitor the behavior of the consumers.

To analyse the facts that determine the usage or purchase of a specific computer

To Find the reasons why people switch to assembled or other companys computer.

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CONSUMER BEHAVIOR

The aim of the marketing is to meet and satisfy target customers needs and wants. The

field of consumer behavior studies how individuals, group, and organization select, buy,

use and dispose of goods, services, ideas or experience to satisfy their needs and desires.

Understanding consumer behavior and knowing customers is never simple. Customers

may say one thing but so another. They may not being touch with their deeper motivation.

They may respond to influences that change their minds at the last minute. Small

companies, such as a corner grocery store, and huge corporation, such as whirlpool, stand

to profit from under standing how and why their customers buy.

Influencing buyer behavior

The starting point for understanding buyer behavior is the stimulus response marketing

and environments stimuli enter the buyers consciousness the buyers characteristic and

designs processes lead to certain purchase designs.

A consumer buying behavior is influenced by cultural social, personal and psychological

factors.

Culture factors

Culture, subculture and social days are particularly important in buying behavior. Culture

is the fundamental determinant of a persons wants and behavior.

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Each culture consists of smaller subculture that provide more specific identification and

socialization for their members

Social classes

Reflect not only income, but other indication such as occupation, education, and area of

residence. Social classes differ in dress, speech patterns recreational preferences and

many other characteristics

Social factors

In addition to cultural factors a consumers behavior is influenced by such social factors

as reference groups family and social rates and statuses.

Reference groups

A persons reference group consists of the entire groups that have a direct (face to face) or

indirect influence on the persons attitude or behavior. Group having a direct influence on

a person are called. Membership groups. Some member ship groups are primary groups

such as family, neighbors and co-workers, with whom the person interacts fairly

continuously and informally. People also belong to secondary groups such as religious

professionals and trade union groups, which tend to be more formal and require less

continuous interaction.

OBJECTIVE OF SALES PROMOTION

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In a vital sense, sales promotion has three specific objectives. The first communicate

marketing information to the potential buyers or actual users or resellers. The second is to

persuade and convince them by exercising persuasive measures the third is to act as a

powerful tool of competition. Noted expert T.A.A. Latif says, the man objective a sales

promotion scheme is to attract the prospective buyers towards the products, and induce

him to by the product at enable him to achieve more sales in his territory, by means o

incentive campaigns or contests etc.

At the retailers level, the object is to enlist his co-operation to sell one brand is to enable

the consumer to buy more of the product and more frequently too, so that a brand

acceptance is established for the particular product. Many a time, the object is to

introduce new users for the product.

In the face of aforesaid viewpoints, we find the following objectives of sales

promotion as follows:-

1. To introduce new products:

The primary objective of sales promotion is to introduce new products. In this respect, K.

Francis says, Although, it is most essential for a new product where the sales department

makes use all its weapons to make know the product to the people and to the people and

to influence them to purchase, it is also undertaken for the old products in order to make

them more popular or to lessen stock of such old products by influencing or motivating

the potential buyers, actual users, re-seller or middleman. For this purpose, we find free

samples and premium. As and when the new products are to be penetrated in the market,

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it becomes essential that new incentives are given to the potential buyers and the

middleman.

2. To start new customer:

In addition to the introduction of new products, the sales promotion is also done with the

motto of attracting the new customers. The potential buyers or the actual users are

motivated by paying to them different incentives. Particularly the Potential buyers or

prospects are induced by padding to them free samples, gifts, premiums and so on.

3. To provide new incentives to the actual users:

The sales promotion is also done with the motto of providing new incentives to the actual

users of the products in order that they do not shift to there other products of the other

producers. Hence, we may also call it a positive effort to create the permanent group of

users. For this, the actual users the permanent group of users.

4. To reduce seasonal fluctuation:

We generally find seasonal fluctuation in the de4mand of the goods. This is mainly on

account of the new incentives given by the rival competitions. The sales promotion is also

done to reduce the seasonal fluctuation. As, for example the demand for electric fan, are

cooler, refrigerator or so is reduced, particularly in the winter seasons. To maintain their

normal demand, we find the provision off-season discount or concession or gifts.

5. To counter-attack the competitors:

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In a few cases, the sales promotion is also adopted to attack the demand of the rival

competitors. As and when a competitive firm provides promotional benefits, the rival

competitors are also forced to adopt the same. They do such mainly to affect the demand

index of the competitors.

6. To simplify the task of selling:

With the introduction of potential buyers or actual users of the product. Hence, it would

be right to mention that sales promotion is also done with motto of simplifying the task of

selling. The distribution channel in general prefers to sell promotion-oriented goods.

7. To induce middlemen:

The sales promotion is also introduced with the purpose of influencing or inducing the

middlemen. The promotion-oriented goods witness positive responses of the retailers and

so, the middlemen do not hesitate to place an order for such goods.

LIMITATIONS OF SALES PROMOTION:

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No doubt, the sales promotion is a sensitive promotion tool as it creates and stimulates

the impulse buying. However, we find a-few limitations of this promotional tool. It is

pertinent that we assign due importance to all these limitations before it is brought into

the actual practice.

1. It is a short-term device

2. It is not independent tools.

3. It increases the indirect cost.

4. Some time it gives wrong message to costumer.

5. Advertising is also requiring.

6. Some time it is unruliest.

7. It may reduce the quality in sense of customer.

8. It is seasonal tools.

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FACTORS GOVERNING THE SALES PROMOTION

The launching of sales promotion campaign is vital issue before decision makers. The

effectiveness of sales promotion campaign depends on its monitoring strategy. Hence, it

is pertinent that following factors are taken into consideration before starting a sales

promotion campaign.

1. Stage of the product:

The first factor to be considered is the stage of the product. It is quite natural that the

sales promotion strategies would vary in the background of product life cycle. The

products facing declining likely to enter in the market would require distinct treatment or

devices. This would help in deciding the magnitude of treatment or the selection of

appropriate devices.

2. Timing & Duration of the Scheme:

The second factor to be considered is the timing & duration of the sales promotion

schemes. It is well known that sales promotion is a short-term measure for boosting the

sales. Hence, it becomes important that keeping in view the competition or the stages of

product, the executives takes a decision regarding the life of the scheme.

3. Effectiveness of Advertising:

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It is also felt that the success of sales promotion scheme depends on the effectiveness of

the advertising campaign. The marketing experts consider it a missing link between the

personal selling and advertising. If the advertising programmers or measures are

ineffective, the sales promotion scheme would be least sensitive. Unless and until, it is

well propagated, the responses would not the positive.

4. Channel Management:

Before starting a sales promotion campaign, the authority should also have a careful

study of the distribution benefits. This would induce the middlemen, either wholesaler or

retailer for stocking the goods in huge quantity.

5. Product Display:

The last point to the considered is the display of the product. It is essential that display of

the product is arranged at almost all the-key selling points. This factor is important

because the cumulative effect of all visual aids creates a desire in the consumer to

actually see the products in the showcase.

6. Budgeting:

It is also an important aspect to be a considered before launching a sales promotion

campaign.

MAJOR FINDINGS

During the research I found following facts;

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i. So many government employees are not able to work with computer.

ii. Near about 20% employees using there own PCs at home.

iii. They were very much pricing conscious.

iv. Most of the HCL users say that HCL is good in after sale service.

v. Most of the persons using computers got information by advertising in newspaper.

vi. Most of HCL users do not want to change their computers even though they are

getting better technology.

vii. Most of HCL users are not happy with the price of HCL of they want reduction in

its price.

viii. Most people are interested in assembled computer.

ix. Some people were facing the financial problem like salary or the extra budget.

PROBLEMS AND LIMITATION

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In my research work, I found certain problem;

High costs of computers.

Lots of customers are using assembled computers.

It is very difficult for customers to choose a good brand because lots of branded

computers like Compaq; IBM, Wipro, Samsung, and HP etc. are there.

People of the government employees not showing the proper interest.

Time constraints was major problem with employees to participate in the

demonstration

At some places electricity problem was also there so that proper demonstration

was absent.

School College was closed.

Some time, I faced the location problem.

Customers dont want to say address.

Events

While I was working on my project report I took part in many activities, like canopy

dealing, exhibition and road show and we deal the customer directly and collected there

mobile no and address.

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Road show:

For promoting sale, Microsoft was arranged a road show program,

Local Channel Advertisement

During my research computers I was interested to make add on local channel and it is

very much effective.

I think family members are making influence to come in Exhibition.

One new thing I come to know that, women is the main influencer in family, after the

children in case of computer system, we glad to know that, women is influencing her

husband to purchase computer system.

SERVICE POINT

HCLs has one more strength part that is service point. It helps to make people motivate

towards the HCL.

Because any other Brand has there less service centers. Service point should be situated

in very famous area.

SWOT ANALYSIS
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STRENGTH:

Cheap best

Wide network of dealers.

Enthusiastic sales team.

Different value additive services.

Customer orientation.

Technological excellence.

Quality soft wares.

Better market segmentation

Best distribution channel

Market movement towards HCL.

WEAKNESS:

Product design is not more attractive.

Dissatisfaction among few consumers with services.

Lack of timely delivery.

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Wrong address and verification procedures reduce reliability.

Lack of quality control.

OPPORTUNITIES:

Pre loader soft ware

Free soft ware and additional configuration and no handling charge attracts the

customer.

More utility in terms of music listening and movie viewing as well as games.

Internet facility to the consumers for a of time.

Child as target.

Financial scheme

Cheaper laptops

THREATS:

Compaq in product design.

Competition from HP in terms of configuration.

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Cut throat price competition.

Competition.With the assembled computers in terms of price and configuration.

RESEARCH METHODOLOGY

Definition of research

Research process

Research objective

Collection of data

Research method

Research techniques

Contact method

Sampling design

Size of sample

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Sampling procedure

Definition of Research

1. A systematic search for knowledge

2. Movement from known to unknown.

3. Research in common refers to search for knowledge. One can also define research

as a Scientific and systematic research for pertinent information on specific

topics.

It is a way to systematically solve the research problem. In it we study various steps that

are generally adopted by a researcher in studying his research problem along with the

logic behind them. It is important for the researcher not only to understand the research

methods and techniques but also the methodology.

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RESEARCH OBJECTIVE

Though each research study has its own specific purpose, we may think of research

objectives as falling into a number of following broad groupings:

1. To gain familiarity with a phenomenon or to achieve new insight into it (studies

with this object in view are termed as exploratory or formulative research

studies).

2. To portray accurately the characteristics of a particular individual, situation or a

group (studies with this object in view are known as descriptive research studies)

3. To determine the frequency with which something occurs or with which it is

associated with something else(studies with this object in view are known as

diagnostic research studies)

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4. To test a hypothesis of a causal relationship between variables (such studies are

known as hypothesis- testing research studies).

The research objective of the research report is Consumer Behavior and

Sales Promotion

COLLECTION OF DATA

It dealing with any real life problem it is often found that data at hand are inadequate and

hence, it becomes necessary to collect data that are appropriate. There are several ways of

collecting the appropriate data which differ considerably in context of money costs, time

and other resources at the disposal of the researcher.

Primary data:-

Primary data can be collected either through experiment or through survey. If the

researcher conducts an experiment, he observes some quantitative measurements, or the

data, with the help of which he examines the truth contained in his hypothesis, But in the

case of survey, data can be collected by any one or more of following ways.

i. By observation:

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ii. Through personal interview:

iii. Through telephone interview.

iv. By questionnaires:

v. Through schedules

Secondary data:-

Secondary data means data that are already available i.e., they refer to the data which

have already been collected and analyzed by someone else. When the researcher utilizes

secondary data, then he has to look into various sources from where he can obtain them.

Secondary data may either be published data or unpublished data.

Data is collected from both the Primary and Secondary source.

Close and open ended Questionnaire is chosen for the research.

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SAMPLE DESIGN

A sample design is a definite plan for obtaining a sample from a given population. It

refers to the technique or the procedure the researcher would adopt in selecting items for

the sample. Sample design is determined before the data are collected.

Sampling Unit: - A decision has to be taken concerning a sampling unit before selecting

sample. Sampling unit may be a geographical one such as state, district, village, etc., or a

construction unit such as house, flat, etc., or it may be a social unit such as family, club,

school, etc., or it may be an individual. The researcher will have to decide one or more of

such units that he has to select for his study.

Size of Sample: - This refers to the number of items to be selected from the universe e to

constitute a sample a major problem before a researcher; the size of sample should

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neither be excessively large, nor too small. It should be optimum. An optimum sample is

one which fulfills the requirement of efficiency, representative ness, reliability and

flexibility, while deciding the size of sample; researcher must determine the desired

precision as also an acceptable confidence level for the estimate. The size of population

variance needs to be considered as in case of larger variance usually a bigger sample is

needed. The parameter of interest in a research study must be kept in view, while

deciding the size of the samples. Cost too dictates the size of sample that we draw. As

such, budgetary constraint must invariably be taken into consideration when we decide

the sample size.

Type of Research - Exploratory type

Sample Size -200 units

Source of Data- Primary and Secondary both

Sample size of 200 consumers is taken in the research report.

Boys Students (above 15yrs) 30

Girls students 20

Business man 40

House wife 20

Government employee 40

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Doctor 10

Teacher 20

Computer engineer 20

SAMPLING PROCEDURE

On the representation basis, the sample may be probability sampling or it may be non-

probability sampling.

Probability sampling: - Probability sampling is also known as Random sampling or

Chance sampling. Under this sampling design, every item of the universe has an equal

chance of inclusion in the sample. (i.e., once an item is selected for the sample, it cannot

appear in the sample again.

Non Probability sampling: - Non probability sampling is also known by different

names such as deliberate sample, purposive sampling and judgment sampling. In this type

of sampling, items remain supreme.

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Non-Probabilistic Sampling procedure is adopted for the research.

DATA ANALYSIS

(1). Do you have computers?

YES NO

25 75

25% 75%

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Conclusion: - I found that, there was a loge potential customer they want to purchase

computer systems. There was some serious customer. Also they want to purchase

computer recently.

(2). If yes than state the brand.

HCL Compaq & HP IBM Assemble Others

9 8 3 12 14

19.6% 17.4% 6.5% 26% 30.4%

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Conclusion:- This shows that, there is most of customer go for assemble computer due to

cheap. Compaq and hp is the strong competitor also.

(3). If no, then state the brand which you are willing to purchase?

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HCL Other

187 13

93.5% 6.5%

Conclusion: - There is strong potential customer. Marcel movement towards HCL.More

people want to purchase HCL PCS.

(4) Are you computer literate?

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YES NO

182 18

91% 9%

Conclusion: - I got there is most of people are computer liter ate and they need computer.

(5) Have you done any computer course?

Yes No

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142 58

71% 29%

Conclusion: - Now a days student have computer course?

Computer course is very necessary. There is a target for Computer Company.

(6) While purchasing computers, what do you consider?

Price Quality Brand name Technology After sale/service

86 39 26 36 13

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43% 19.5% 13% 18% 6.5%

Conclusion: - It makes clear that price is mega matter hers.Due to price market can be

made. Quality is also matter here.Technology is also appraised by the sum customer. I

found that we should go for improving price.

(7). How will you prefer to purchase the system?

. Cash Financial scheme

42 158

21% 79%

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Conclusion: - There is a huge market they like finance.

Some of the customer wants to purchase to cash. There is an opportunity. If they launch

some attractive financial scheme to pursue them, those want to purchase through

financial scheme.

(8) Which one is more users friendly?

Computer Laptop

114 86

57% 43%

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Conclusion:- There was tough completion is computer system and leaptop, some of the

higher class people, they accept laptop as move uses friendly, but low income lavel

customer they accept computer as more user friendly.

(9) Do you have further plan to purchase laptop in future?

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Yes No

86 114

43% 57%

Conclusion: - There was some officials and students they have future plan to purchase

laptop they accept that every student should have laptop .

I found that laptop have opportunity in near future.

(10) What is the purpose of purchasing laptop?

Personal use Office use Study Entertainment

59 45 35 61

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29.5% 22.5% 17.5% 30.5%

Conclusive:-There is two thing entertainment and personal use people purchase laptop

for these two aim. My intention was to know the behavior of customer.I found that laptop

customer is liveries.

(11) Do you know that HCL have I-pods digital camera and digital media player?

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Yes No

11 179

5.5% 94.5%

Conclusion: - Very little people know abut digital comers and media player, because, we

are not dealing and company is not trying to inverse market share, there is need to

advertisement of I pods items.

(12) What do you suggest to increase market share of HCL product?

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Advertisement Attractive package Sales promotion Finance sachem

25 86 41 48

12.5% 43% 20.5% 24%

Conclusion: - Attractive package and sales promotion is the key of increase market share

of HCL some to the customer like financial scheme also.

( 13) Do you think every student should have laptop and PC?

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YES NO

82% 18%

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Conclusion: - Most of the people think, that every student should have computer. The

shows that 82% respondent are in fore of this question.

(14). Are you aware that HCLS laptop range starts from Rs. 25000 ?

Yes No

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155 45

77.5% 22.5%

Conclusion: -This shows that, mostly people aware, about the HCL range and they

accept that HCL is the cheap and best brand.

(15) Do you want to suggest/ comment HCL infosystems?

HCL, S having minor fault.

Lock of product design.

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Cheap & best hope that, will make a segment for poor people.

Need to quality check

Problem of out of stock

HCL. Should improve product design.

Make a segment of children PSc.

And many more suggestion and comment are presenting there. Some of

respondent appreciating but some angree also due to lock of stock or quality

check.

PROBLEMS AND LIMITATIONS

In my research work, I found certain problem;

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i. High costs of computers.

ii. Lots of customers are using assembled computers.

iii. It is very difficult for customers to choose a good brand because lots of branded

computers like Compaq; IBM, Wipro, Samsung, and HP etc. are there.

iv. People of the government employees not showing the proper interest.

v. Time constraints was major problem with employees to participate in the

demonstration

vi. At some places electricity problem was also there so that proper demonstration

was absent.

vii. Attractive package was not there.

viii. School College was closed.

ix. Some time, I faced the location problem.

SUGGESTION OR RECOMMANDATION
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According to me following are the suggestions that should HCL adopt to attract of

customer.

1. Proper advertisement of HCL computers through every type of media especially

through newspaper, magazine and T.V. etc.

2. There should be continuous sales promotion schemes like, adding some extra

feature, installment, road campaigning & gifts.

3. There must be some improvement regarding after sale service. A service engineer

should be provided to every dealer by the company.

4. Hot enquiry should be followed continuously with the interested customer.

5. Company should emphasis on providing different model.

6. Offering different motivation schemes.

7. Prime focus on the configuration, quality, price, timely delivery.

Donts

o Avoid giving biased information to the customer by executives and

representatives.

o Heavy discount to customer to win the competition should not affect

goodwill of the company and sustain trust of the customer.

o Category of the customer should be analyzed first before targeting them.

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CONCLUSION

In the present scenario there are many brands of computers in the market. People

preferred the different brands according to their job requirements. They study of my

project on consumer behavior and sales promotion shows that majority of consumer

preferred the attributes like Quality, Accessibility (Speed), low radiation, Color Monitor,

warranty period and after sales services etc. in their PCs.

Mostly Consumer Preferred the HCL Computers, because of its good product features,

warranty period, after sales services and reliable relation with the consumer. These

companies pay their full attention on sales promotion scheme and advertisement to

highlight the features of their brand and to create brand loyalty in their users.In the

competitive marketing place, it is important to get the message motivated by the

consumers. So the concept of integrated marketing communication is to be followed.

Synergising all the communication effort is important. Utilizing all the available

communication channels leads to successful communication used. Multimedia

advertising to focus on cricket related campaigns to target its young consumers. One

thing should take into consideration that is quality control, some of the respondent said

about the minor fault in HCLs systems.The product design is not so attractive like

Compaq, hp, and lenevo, they are providing nice product look.

HCL should make a segment for children. Because guardians more interested to purchase

system for there child in cheap.

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THEREFORE,

Company should focus on providing value added services to the consumers and special

schemes in order to attract the people who to bye a new a personal computer and who

were using the assembled ones or who are thinking of other companies.

More emphasis should be on the improving awareness about the computers and the

services among the consumers. Proper care given to the above points will surely lead the

company in right direction of success and goal achievement.

And HCLs should control quality better and improve HCLs product design.

Company should make there more demand for children PC.means cheap and appropriate

configuration through which children can learn easily and could be familiar with the

system.

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BIBLIOGRAPHY

Kotler Philip, Marketing Management

Kothari C.R. Research Methodology

Hindustan Times (Old Editions)

Business Today

HCL Times

Magazines

Websites :-

www.hclinfosystems.com

www.hclstore.com

www.hcl.in

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Questionnaire

HCL INFOSYSTEMS

NAME .. LOCATION

ADDRESS

MOBILEE ..AGE .

DESIG NATION .

Annual income:

(a) <100000 (b)< 200000 (c) < 300000 (d) >300000

1. Do you have a computer?

(a)Yes (b) No

2. If yes, then state the brand ..

3. If no, then state the brand willing to purchase .

4. Are you computer literate?

(a) Yes (b) No

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5. Have you done any computer course?

(a) Yes (b) No

6. While purchasing computer, which factor will you consider?

(a) Price (b) Quality (c) Brand name

(d) Technology (e) after sale /service

7. How will you prefer to purchase?

(a) Cash (b) Through financial scheme.

8. Which one are more users friendly?

(a) Computer system (b) Leaptop

9. Do you have any further plan to purchase laptop in near future?

(a) Yes (b) No

10. What is the purpose of purchasing leaptop?

(a) Personal use (b) Office use

(c) Study (d) Entertainment

11. Do you know that HCL have I pods digital cameras and digital

Media player?

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(a) Yes (b) No

12. What do you suggest to increase market share of HCL product.

(a) Advertisement (b) Attractive package

(b) Sales promotion (d) Finance

13. Do you know about HCL financial scheme?

(a) Yes (b) No

14. Do you think, laptop is more costly?

(a) Yes (b)No

15. Do you think, leaptop is very useful device?

(a)Yes (b) No

16. Do you think, every student should have laptop /PC?

(a) Yes (b) No

17. Are you aware, that HCLs laptop range starts from 25000/-?

(a) Yes (b) No

18. Are you aware that, HCLs PC range starts from 13999/-?

(a) Yes (b) No

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