Major Project Report

On

“Customer Buying Preference towards Laptop

A Comparative Analysis of Lenovo & Acer Laptops”

Submitted In Partial Fulfillment

Of the Requirement

Of Bachelor of Business Administration

Internal guide Submitted By

Dr. Taru Baswan Harshit Sharma

Professor 04150501714

Submitted To:

Banarsidas Chandiwala Institute of Professional Studies, Dwarka, New Delhi

(Affiliated to Guru Gobind Singh Indraprastha University)

 CERTIFICATE

This is to certify that the project work done on “Customer Buying Preference
towards Laptop. Comparative analysis of Lenovo & Acer Laptops” Submitted to
Guru Govind Singh Indraprastha University, Delhi by Harshit Sharma in partial
fulfillment of the requirement for the award of degree of Bachelor Of Business
Administration, is a bonafide work carried out by him under my supervision and
guidance. This work has not been submitted anywhere else for any other
degree/diploma. The original work was carried during 10Jan 2017 to 2 April 2017.

Name of the guide: Dr. Taru Baswan Date: / / 2017

Designation :

Counter signed by

Director /HOD
Date:
 DECLARATION

I hereby declare that this Project Report titled Customer Buying Preference
towards Laptop. Comparative analysis of Lenovo & Acer Laptops submitted by
me to Banarsidas Chandiwala Institute of Professional Studies, Dwarka is a bonafide
work undertaken during the period from 10 Jan 2017 to 10 April 2017 by me and
has not been submitted to any other University or Institution for the award of any
degree diploma / certificate or published any time before.

(Signature of the Student) Date: 10/08/ 2016

Name: Harshit Sharma
Enroll. No.: 04150501714
 ACKNOWLEDGEMENT

I have taken efforts in this project. However, it would not have been possible without
the kind support and help of many individuals and organizations. I would like to
extend my sincere thanks to all of them.
First of all I want to thank my faculty advisor Dr. Taru Baswan who has provided me
with suggestions for making this Report and also provided me with the format for
preparing this report.
My thanks and appreciations also go to my colleague in developing the project and
people who have willingly helped me out with their abilities.
 TABLE OF CONTENT

Content
Executive summary
Chapter -1
1.1 Introduction
1.2 About the project
1.3 Objective of the study
1.4 Literature review
Chapter-2
2.1 Research methodology
Chapter-3
3.1 Data collection and analysis
Chapter-4
4.1 Findings
4.2 Conclusion
Chapter -5
5.1 Recommendation
Bibliography
Annexure
 Executive summary

This Project Report is to identify the customer buying behavior towards laptop; Consumer buying
behavior is the sum total of a consumer's attitudes, preferences, intentions, and decisions regarding
the consumer's behavior in the marketplace when purchasing a product or service.

The study on this project helped me to know current market buying behavior and also the
requirement of the customers.

A laptop, often called a notebook or "notebook computer", is a small, portable personal computer
with a "clamshell" form factor, an alphanumeric keyboard on the lower part of the "clamshell" and
a thin LCD or LED computer screen on the upper portion, which is opened up to use the computer.
Laptops are folded shut for transportation, and thus are suitable for mobile use. Although originally
there was a distinction between laptops and notebooks, the former being bigger and heavier than
the latter, as of 2014, there is often no longer any difference.Laptops are commonly used in a
variety of settings, such as at work, in education, Internet surfing using sites such as YouTube and
for personal multimedia and home computer use.

Customer buying preference is critical if a company is to register high sales profits. Customer
buying preference measures how well the expectations of a customer concerning a product or
service provided by your company have been met.

The project is done to know, what are preferences of customer about the Laptop and what
additional features should company introduce to increase the potential customer.
These are some of the findings of this project are:

• Brand name is the most influencing factor for consumer while purchasing laptop.

• Price, looks, and availability are the other factors which influence customer more than other
factors.

• Advertisement plays an important role while purchasing a laptop.

• After sales service, warranty and battery are also the important factors while purchasing the laptop.
 Importance of customer buying behavior:-

• Modern Philosophy
• Achievement of Goals
• Useful for Dealers & Suppliers
• More Relevant Marketing Programme
• Predicting Market Trend
• Consumer Differentiation
• Competition
 CHAPTER -1
1.1 INTRODUCTION
This project is undertaken to know the customer behavior & factor influencing purchase
intension for Lenovo and Acer laptops.

The present is the era of customers. Customers are more knowledgeable than ever b e f o r e
and because the customer is more knowledgeable, companies must be faster, more agile and
more creative than few years ago. So companies should strive to enhance customer
satisfaction through knowing their expectations regarding products.

Laptops are an integral part of today’s student’s study kit. And with a number of brands
available the market, each trying to differentiate itself from the other in terms of features,
style, etc. and trying to entice the buyer with attractive offers, the decision of purchasing the
laptop has become a gruesome exercise for the customers. The very nature of the
product encourages the prospective buyer to go through all the stages of a typical buying
process. That is the reason that I have taken up to study the consumer buying preference for
laptop buying, A Comparative Analysis of Lenovo and Acer Laptops.

CONSUMER BUYING PREFERENCE

The most crucial issue for the marketers is to identify the needs of the consumers. Only the
identification of needs is of no value unless and until this is transformed in to a meaningful and
appropriate satisfiers. For this whole process of converting needs into actual satisfaction one needs
to understand the complete make up of consumer’s mind, and this process is known as consumer
behavior. Let’s also discuss some of the definitions of consumer behavior.

According to Schiffman and Kanuk “Consumer behavior encompasses all of the behaviors that
consumers display in searching for, purchasing, using, evaluating and disposing of products and
services that they expect will satisfy their needs”.

Wells and Prensky defines that Consumer behavior is the study of consumers as they exchange
something of value for a product or service that satisfies their needs.

Hawkins, Best and Coney describes “The field of consumer behavior is the study of individuals,
groups, or organizations and the processes they use to select, secure, use, and dispose of products,
services, experiences, or ideas to satisfy needs and the impacts that these processes have on the
consumer and society”.
On the basis of above definitions, it can be concluded that consumer behavior is the study of
consumers regarding what they buy, when do they buy, from where they buy, how frequently they
buy, and how they use certain products. But the study does not stop here as it also goes further to
study the post purchase and evaluations of the consumers. So, it addresses all the issues related
from pre-purchase to post purchase behavior of the consumers.

The study regarding consumer behavior can be divided into two parts i.e. consumer buying
dynamics and dynamics of business buyers.

CONSUMERS’ BUYING DYNAMICS

Perception: Perception is the process by which an individual selects stimuli, organizes information
about those stimuli, and interprets the information. Perception poses powerful implications for
marketers. What is perceived by an individual, it determines how he or she behaves? No consumer
purchase can take place unless a consumer perceives that the product or service will offer the
benefits he or she needs. Accordingly, marketers must understand how perception works in order to
communicate successfully a product’s benefits. Regardless of the fact that a product is innovative
or advertisement is effective, it will fail if it is not perceived favorably by the potential consumers.

Learning: Learning is a continuous process by which individual acquires knowledge so that it

causes a permanent change in behavior. Learning is a kind of process that evolves over a time and
cannot be directly observed. When a person perceives new stimuli in the environment, it is related
with the existing pond of knowledge. Therefore, learning reflects both current experiences and past
back ground. Learning is essential to the consumption process. In fact, consumer behaviour is
largely learned behavior. We acquire most of our attitudes, values, tastes, preferences, symbolic
meanings and feeling through learning. Human culture and social class, institutions such as schools
and religious organizations, family, friends, mass media and advertising provide learning
experiences that influence the kind of life style the consumers seek and the products they consume.
Marketers spend considerable effort to ensure that consumers learn of their existence as well as
about their products. Companies that make their consumers learn about their products and services
in an effective and efficient manner often obtain a long-term competitive advantage them that of
their competitors.

(c) Personality: Personality is defined as those inner psychological characteristics that both
determine and reflect how a person responds to his environmental stimuli. Personality is enduring
and ensures that a person’s responses are consistent over time. But personality cannot be
considered as a unified whole, for that purpose different personality traits are to be studied by the
marketers. For example, dogmatism is a personality trait that measures the degree of rigidity
among individuals. If a person is highly dogmatic, it’s very difficult to convenience him regarding
the innovative products and brands. They are move likely to choose well established brands and
cannot be convinced by celebrities in the advertisements. Rather these kinds of people are
influenced by the authoritative appeals. On the contrary, those who possess the trait of
innovativeness are more receptive to new products, new services and new practices. They are prone
to newer experiments. There could be some other personality traits like inner directed consumes
and other directed consumers. So, on the basis of these personality traits, the process of
segmentation can effectively be performed.

ORGANISATIONAL BUYING BEHAVIOUR

Industrial organizations do not engage only in selling. They also buy certain kind of things like
materials, manufactured parts, plant &equipments and different services etc. Therefore, they
require the services of other organizations and such organisations need to understand these
organizations’ needs, resources, polices, and buying procedures. So, in this section we will
examine few questions like-what is business market and how it differs from consumer market, what
kind of buying situations occur and who involves in the buying business forecast etc. Let’s look
into these questions one by one.

According to Webster and Wihel “Organizational buying is the decision-making process by which
formal organizations establish the need for purchased products and services and identify, evaluate,
and choose among alternative brands and suppliers”.

S.J. Skinner defines “Organizational buying behavior refers to the actions and decision process of
producers, resellers, and governments in deciding what products to buy”.

So, on the basis of above definitions it can be concluded that organizational buying is the decision-
making process in which one organization receives the resources from the other organization and
the providers identify the need for products and services and the receivers identify, evaluate, and
choose among alternative brands and suppliers.

THE ORGANIZATIONAL BUYING DECISION PROCESS

Because organizational decisions typically involve more individuals in more complex decision
tasks than household or individual decisions, marketing efforts to affect this process are much more
complex. There are different stages in the decision-making process from problem recognition to
post purchase performance evaluation. Let’s discuss these stages one by one.
1. Problem Recognition: Like any other decision-making process, the first stage of the
organizational buying decision process involves problem recognition, where one or more persons
recognize a problem. It may occur under a variety of circumstances. For example, the sales
manager and office manager of an office play a key role in recognizing the need to add computers
to their office. Recognition of this problem, however, can come up in several ways. In this
particular instance, a continuing problem between field sales agents and internal administrative
staff may lead the office manager and sales manager to recognize the problem. The continuation of
these sources of influence eventually leads to an increased level of importance and the subsequent
stage of information search.

2. Information Search: Information search can be both formal and informal. Site visits to evaluate
a potential vendor, laboratory tests of a new product or prototype, and investigation of possible
product specifications are part of formal information search. Informal information search can occur
during discussions with sales representatives, while attending trade shows, or reading industry
specific journals. Business buyers search for information both to help make the best decision and to
support their actions and recommendations within the organization.

3. Evaluation and Selection: The evaluation of possible suppliers and selection of a supplier often
follows a two-stage decision process. The first stage is making the buyer’s approved suppliers list.
In this case, a conjunctive decision process is very common. Using this kind of process, the
organizations screen out potential suppliers that do not meet all its criteria.

A second stage of organizational decision making could involve other decision rules such as
disjunctive and lexicographic etc. In the disjunctive decision rule, a minimum level of performance
for each important attribute is established. All brands that surpass the performance for any key
attribute are considered acceptable. The lexicographic decision rule requires the business buyer to
rank the criteria in order of importance. The buyer then selects the supplier/product that performs
best on the most important attribute. If two or more brands tie on this attribute, they are evaluated
on the second most important attribute. This process is further complicated by the fact that different
members of the decision-making unit have different evaluation criteria.

4. Purchase and Decision Implementation: Once the decision to buy from a particular
organization has been made, the method of purchase must be determined. From the seller’s point of
view, it means how and when they will get paid. In many cases, payment is not made until
delivery. Others involve progress payments. For a construction or builders’ firm that takes years,
the method of payment is critical. On international basis, purchase implementation and method of
payment are even more critical.

5. Post purchase performance evaluation: In the final stage of business buying division process,
the new product’s performance is evaluated. The product’s actual performance is compared to
specifications and necessary adjustments are made of the product that does not function as per
expectations, the organization can ask the supplier to replace it. At the same time, the supplier’s
performance is also evaluated. If it is found to be unacceptable, the buyer will seek corrective
action from the supplier or he will search out for a new supplier.
1.2 About the project
This study focused to find the consumer’s preference effect consumer’s buying behavior of laptops
which consumed by ordinary consumers in Northern Province. This study tested by using two main
established variables which are consumer’s preference include four sub variable such as perceived
product, perceived price, perceived place, perceived promotion and consumer’s buying behavior
include four sub variable such as culture, Social factors, personal factors, psychological factors.
The main objective was to evaluate the consumer’s preference and buying behavior of soft drinks.
This survey has been explored the level of influence of consumer’s buying behavior. customer
personal information which consists of gender, location of business, income level, brand,
consuming period, preference and advertising media and also through research information which
includes the dimensions of all variables. Information collected from 100 samples in the Northern
Province for this study.

The main objective was to evaluate the consumer’s preference and buying behavior of laptop.This
survey has been explored the level of influence of consumer’s buying behavior. customer personal
information which consists of gender, location of business, income level, brand, consuming period,
preference and advertising media and also through research information which includes the
dimensions of all variables. Information collected from 100 samples in the Northern Province for
this study. The responses were obtained through structured questionnaires.

This Research attempted to study consumer’s preference and consumer’s buying behavior on
laptop in Northern Province’s current market situation. Besides, this report also studies the
customer feedback about the laptop in Northern Province. Thus it can be said that there are two
broad goals of the research.” to study the consumer’s preference on laptop” as a whole and other to
“consumer’s buying behavior on laptop”.

Purpose

"Customer buying preference provides a leading indicator of consumer purchase intentions and
loyalty." "Customer satisfaction data are among the most frequently collected indicators of market
perceptions. Their principal use is twofold:"

1."Within organizations, the collection, analysis and dissemination of these data send a message
about the importance of tending to customers and ensuring that they have a positive experience
with the company's goods and services."

2."Although sales or market share can indicate how well a firm is performing currently, satisfaction
is perhaps the best indicator of how likely it is that the firm’s customers will make further
purchases in the future. Much research has focused on the relationship between customer
satisfaction and retention. Studies indicate that the ramifications of satisfaction are most strongly
realized at the extremes."
 COMPANY PROFILE

Company profile of Lenovo

Lenovo markets its products directly to consumers, small to medium size businesses, and large
enterprises, as well as through online sales, company- owned stores (in China only), chain
retailers, and major technology distributors and vendors.

Lenovo Group Ltd. is a Chinese multinational technology company with headquarters in

Beijing, China, and Morrisville, North Carolina, United States. It designs, develops,
manufactures and sells personal computers, tablet computers, smartphones, workstations,
servers, electronic storage devices, IT management software and smart televisions. In the
second quarter of 2013 Lenovo was the world's largest personal computer vendor by unit
sales. It markets the ThinkPad line of notebook computers and the ThinkCentre line of
desktops.

Lenovo has operations in more than 60 countries and sells its products in around 160 countries.
Lenovo's principal facilities are in Beijing, Morrisville and Singapore, with research centers in
those locations, as well as Shanghai, Shenzhen, Xiamen, and Chengdu in China, and
Yamato in Kanagawa Prefecture, Japan. It operates a joint venture with EMC,
LenovoEMC, which sells network-attached storage solutions. It also has a joint venture with
NEC, Lenovo NEC Holdings, which produces personal computers for the Japanese market.

Lenovo was founded in Beijing in 1984 as Legend and was incorporated in Hong Kong
in 1988. Lenovo acquired IBM's personal computer business in 2005 and agreed to
acquire its Intel-based server business in 2014. Lenovo entered the January 2014, Lenovo
agreed to acquire the mobile phone handset maker Motorola smartphone market in 2012 and as
of 2014 is the largest vendor of smartphones in Mainland China. In Mobility from Google.

Lenovo is listed on the Hong Kong Stock Exchange and is a constituent of the Hang Seng
China-Affiliated Corporations Index, often referred to as "Red Chips".

In 2009, Lenovo was the fourth largest vendor of personal computers in the world The
Company is the largest seller of PCs in China, with a 28.6% share of the China market,
according to research firm IDC in July, 2009. It reported annual sales of $14.9 billion for the
fiscal year ending 2008/2009.
In India:

Lenovo has gained significant market share in India through bulk orders to large
companies and government agencies. For example, the government of Tamil Nadu ordered a
million laptops from Lenovo in 2012 and single-handedly made the firm a market leader.
Lenovo distributes most of the personal computers it sells in India through five national
distributors such as Ingram Micro and Redington

Given that most smartphones and tablets are sold to individuals Lenovo is pursuing a different
strategy making use of many small state-centric distributors. Amar Babu, Lenovo's managing
director for India, said, "To reach out to small towns and the hinterland, we have tied up with
40 regional distributors. We want our regional distributors to be exclusive to us. We will, in
turn, ensure they have exclusive rights to distribute Lenovo products in their catchment area."
As of 2013, Lenovo had about 6,000 retailers selling smartphones and tablets in India. In
February 2013, Lenovo established a relationship with Reliance Communications to sell
smartphones. The smartphones carried by Reliance have dual-SIM capability and support both
GSM and CDMA. Babu claims that the relative under-penetration of smartphones
in India represents an opportunity for Lenovo.

Lenovo has assembled a team of senior managers familiar with the Indian market, launched
mobile phones at all price points there, and worked on branding and marketing in order to build
market share. As of February 2014, Lenovo claims that its sales of smartphones in India have
been increasing 100% per quarter while the market is only growing 15-20% over the same
period. Lenovo did marketing tests of its smartphones in November 2012 in Gujarat and
some southern cities, where Lenovo already had a strong presence. Lenovo's strategy has been
create awareness, maintain a broad selection of phones at all price points, and developing
distribution networks. Lenovo partnered with two national distributors and over 100 local
distributors. As of February 2014, more than 7,000 retail outlets in India sold
Lenovo smartphones. Lenovo has also partnered with HCL in order to setup 250 service
centers in 110 cities.

In India, where Lenovo is relatively unknown, Lenovo grants distributors exclusive territories,
but allows them to sell computers from other companies. Lenovo uses its close relationships
with distributors to gain market intelligence and speed up product development.
Company profile of Acer

Acer Inc. is a Taiwanese multinational hardware and electronics corporation specializing in

advanced electronics technology and is headquartered in Xizhi, New Taipei City, Taiwan.
Acer’s products include desktop and laptop PCs, tablet computers, servers, storage devices,
displays, LED, LCD and plasma televisions, smartphones and peripherals. It also provides e-
business services to businesses, governments and consumers. In 2014 Acer was the fourth-
largest personal computer vendor in the world. In the early 2000s, Acer implemented a new
business model, shifting from a manufacturer to a designer, marketer and distributor of
products, while performing production processes via contract manufacturers. In addition to its
core business, Acer owns the largest franchised computer retail chain in Taipei, Taiwan.

Acer was founded by Stan Shih, his wife Carolyn Yeh, and a group of five others as Multitech
in 1976, headquartered in Hsinchu City, Taiwan.

It began with eleven employees and US$25,000 in capital. Initially, it was primarily a
distributor of electronic parts and a consultant in the use of microprocessor technologies. It
produced the Micro-Professor MPF-I training kit, then two Apple II clones; the Micro
professor II and III before joining the emerging IBM PC compatible market, and becoming a
significant PC manufacturer. The company was renamed Acer in 1987.

Acer increased worldwide sales while simultaneously reducing its labor force by identifying
and using marketing strategies that best utilized their existing distribution channels. By
2005, Acer employed a scant 7,800 people worldwide. Revenues rose from US$4.9
billion in 2003 to US$11.31 billion in2006. In the mid-2000s years, consumer notebooks
have been almost the sole growth drivers for the PC industry, and Acer's exceptionally low
overheads and dedication to the channel had made it one of the main beneficiaries of this trend.
Acer grew quickly in Europe in part by embracing the use of more traditional
distribution channels targeting retail consumers when some rivals were pursuing online sales
and business customers. In 2007 Acer bought Gateway in the USA and Packard Bell in Europe
and became the Number 3 world provider of computers and number 2 for notebooks, and
achieved significant improvement in profitability. Acer has been striving to become the world`s
largest PC vendor, in the belief that the goal can help it achieve economy of scale and garner
higher margin. But such a reliance on the high- volume, low-value PC market made Acer
exposed when buying habits changed.

2013 re-organization
On November 2013 Chairman and CEO J.T. Wang, and President Jim Wong, both resigned
due to the company's bad financial performance. Wang had already been reportedly due to
leave Acer at year's end to be replaced by Wong. Acer founder Stan Shih has taken over as
board chairman and interim president as the company searches for a new candidate to assume
the role of presidency. The position of CEO will be eliminated and its responsibilities
transferred to the chairman or president, according to Acer in order to improve decision-
making efficiency. On December 23 Acer named Jason Chen, vice president of worldwide
sales and marketing at Taiwan Semiconductor Manufacturing, as its new president and CEO,
effective Jan. 1. Entertainment industry executive and former actress Nancy Hu was named
CFO and Spokesperson as of May 1, 2014.

In India:

Acer's subsidiary in India is Acer India (Pvt) Limited, and was incorporated as a wholly owned
subsidiary of Acer Computer International, Ltd. in 1999. It is a notable vendor in key segments
such as education, desktop computers and low profile notebooks for education. The
headquarters are in Bangalore, India.
1.3 OBJECTIVES of the STUDY
• To identify various factor which affect customer buying preference.

• To determine those factor which influence the buying preference of customer towards
Laptop the most.

• To compare the buying preference level of the customer towards Lenovo and Acer Laptops.
1.4 Literature Review

Definition of Buyer Behavior:-

Buyer behavior is ―all psychological, Social and physical behaviors of potential

customers as they become aware of evaluate, purchase, consume and tell others about
product & service.

Customer buying Decision Process:-

1. Problem identification:-

Problem recognition occurs when a buyer becomes aware of a difference between a desired
state and an actual condition.

Problem identification called need recognition by some is the point where a potential buyer
determines that they have an unfulfilled need want or desire.

The recognition may result from external stimuli (e.g. an external requirement, and, a
suggestion from a someone, the creation of a new position, and the retirement of a key
individual).

2. Information search

The consumer tries to collect information regarding various products / service. Through
gathering information, the consumer learns about completing brands and their features.
Information may be collected form magazines, catalogues, retailers, friends, family members,
business association, commercial, chamber of commerce, telephone directory, trade air etc.
Marketers should find out the source of information and their relative degree of importance to
the consumers.

Personal Sources:- Family, friends, neighbor, as quittances.

Commercial Source:-Advertising, salespersons, dealers, packaging, displays.

Public Sources:- mass media, consumer ,rating organizations.

Experimental sources:-Handling. Examine, using the product.

3. Evaluation of alternative:-
There is no single process used by all consumers by one consumer in all buying situations.
There is several, consumer processes, some basic concepts are:

1. The consumer is trying to satisfy need.

2. The consumer is looking for certain benefits from the product solutions.

The marketer must know which criteria the consumer will use in the purchase decision.

4. Purchasing decision:-

From among the purchase of alternatives the consumer makes the solution. It may be to buy or
not to buy. If the decision is to buy, the other additional decisions are:

• Which types of laptop he must buy?

•From whom do you buy a laptop.

• How the payment to be made and so on.

The marketer up to this stage has tried every means to influence the purchase behavior, but the
choice is properly consumers. In the evaluation stage the consumer forms preferences among
the brands in the choice set. The consumer may also form an intention to buy the most
preferred brand.

5. Post Purchase Behavior:-

After purchase the product, the consumer will experience the same level of product. The
Marketer‘s job no tend when the product is buying must monitor post-purchase satisfaction,
post-purchase action, post-purchase use and disposal

Post Purchase Satisfaction:-

The customer, satisfaction is a function of closeness between the buyer, expectation and the
products Perceiver performance. The larger the gap between expectation and performance, the
greater is the consumer dissatisfaction.

Factors which influence the consumer buying intention for laptops:

• Price
• Brand Name
• Processing Speed
• Battery Life
• Availability
• Warranty and Guarantees
• Advertisement
 CHAPTER - 2

RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. It deals with the
objective of a research study, the method of defining the research problem, the type of
hypothesis formulated, the type of data collected, method used for data collecting and analyzing
the data etc. The methodology includes collection of primary and secondary data.

Research design is the plan and structure of the investigation in order to obtain answers to the
research questions. The process used to collect information and data for the purpose of making
business decisions. The methodology may include publication research, interviews, surveys and
other research techniques, and could include both present and historical information.

Data source: Data for this report has been extracted from primary sources as well as secondary
sources.

Sample Size: Here, researcher has taken 100 as the sample size.

Methods of Data Collection: The researcher has chosen the questionnaire method of data
collection due to limited time in hand. While designing data – collection procedure, adequate
safeguards against bias and unreliability must be ensured. Researcher has examined the collected
data for completeness, comprehensibility, consistently and reliability.

Researcher has also gathered secondary data from annual report , company’s brochures and
company’s booklets. For the present piece of research the investigation has been done with the help
of following methods:

• Questionnaire
• Interview
• Observation

About The Questionnaire: In this method a questionnaire is filled by the consumers and the
general public with a request to answer the questions and return the questionnaire. The
questionnaire consists of a number of questions printed or typed in a definite order. This research
has been chosen this method of data collection due to low cost incurred, it is free from bias of the
respondent.
 CHAPTER - 3

DATA COLLECTION AND ANALYSIS

1. Are you willing to buy laptop?

Willingness
Yes No Maybe

36%

50%

14%

Interpretation: - Regarding the willingness of customer about purchasing laptop 50%

of the respondents say yes, 36% of the respondents say maybe and 14% of the
respondent say no.
2. Which one do you prefer?

Preference
Lenevo Acer

36%

64%

Interpretation: - According to the survey, it is shown that 64% of the respondents

shown interest towards purchasing Lenovo laptop while 36% of the respondents
shown their interest in purchasing Acer laptop.
3. Is price an important factor while purchasing laptop?

Is price a factor
Yes No

21%

79%

Interpretation: - Regarding the price factor 79% of the respondents say that price is
an important factor while purchasing laptop while 21% of the respondents say no
about price factor.
4. Do you consider brand name while purchasing laptop?

Yes No Maybe

14%

14%

72%

Interpretation: - Regarding the brand name of the laptop 72% of the respondents say
yes that brand plays an important role while purchasing laptop , 14% of the
respondents say no while 14% of the say maybe.
5. Do you consider looks while purchasing a laptop?

Yes No

29%

71%

Interpretation: - Regarding the looks 71% of the respondents say yes as an important
factor while 29% of the respondents say no.
6. Do you prefer discounts while purchasing a laptop?

Yes No

14%

86%

Interpretation: - According to the survey 86% of the respondents prefer discount for
purchasing laptop while 14% of the respondents doesn’t prefer discount.
7. Does the advertisement plays an important role while purchasing a
laptop?

Role of Advertisement
Yes No Maybr

36%

57%

7%

Interpretation: - 57% of the respondents agrees that advertisement plays an important

role while purchasing , 7% of the respondents say no and 36% of the respondents are
not sure about it.
8. Is after sales service an important factor?

Yes No

15%

85%

Interpretation: - 85% of the respondents agrees that price is an important factor while
purchasing whereas 15% of the respondents disagrees to it.
9. Do you prefer processing speed while purchasing a laptop?

Yes No

12%

88%

Interpretation: - According to the survey it has been found that 88% of the
respondents prefer processing speed for purchasing laptop whereas 12% of the
respondents doesn’t prefer processing speed.
10. Do you consider battery life while purchasing a laptop?

Yes No

5%

95%

Interpretation: - According to the survey 95% of the respondent consider battery life
when purchasing a laptop whereas 5% of the respondents doesn’t consider battery
life for purchasing the laptop.
11. Is warranty an important factor while purchasing?

Yes No

2%

98%

Interpretation: - According to the survey 98% of the respondent agrees that warranty
is an important factor while purchasing laptop whereas 2% of the respondents don’t
agrees to it.
12. How do you consider the importance of laptop?

Comfort Price Durability Any Other

29%

64% 7%

Interpretation: - Regarding the importance of laptop 64% of the respondents say that
durability is an important factor while purchasing laptop, 29% of the respondents
choose comfort as an important factor and 7% of the respondent choose price as an
important factor while purchasing laptop.
13. Which factor influences you to go for a particular brand?

Variety Price Durability Any Other Quality

4%

25%

42%

29%

Interpretation: - According to the survey 42% of the respondents say that quality is
the factor which influences them to purchase laptop , 29% of the respondents say that
durability is the factor which helps them to purchase laptop , 25% of the respondents
say that price is the factor and 4% of the respondent say that variety is the factor.
14. What kind of promotional tool do you prefer while purchasing a
laptop?

Lucky Coupon Free Gift Discount Buy one get one free

7%

22%

14%

57%

Interpretation: - Regarding the promotional tool 57% of the respondents say that they
prefer discount as promotional tool , 22% of respondents say that they prefer buy one
get one free , 14% respondents prefer free gift & 7% respondents prefer lucky
coupon.
15. Do you think weight is an important factor while choosing a laptop?

Yes No Maybe

14%

22%

64%

Interpretation: - Regarding the weight as a factor 64% of the respondent say yes
regarding the weight factor , 22% respondents say no and14% respondents are
confused about it.
16. From where do you prefer to purchase the laptop?

Online Store

14%

86%

Interpretation: - According to the survey 86% of the respondents say that they would
like to purchase laptop from stores whereas 14% of the respondents say that they
would like to purchase laptop online.
 CHAPTER - 4

FINDINGS & CONCLUSIONS

FINDINGS:-

This study is based on 15 factors of laptop which are considered by a customer while purchasing.

• 64 % of the respondents have shown their interest towards purchasing lenevo laptops.
• 36 % of the respondents have shown their interest towards purchasing acer laptops.
• Brand name is the most influencing factor for consumer while purchasing laptop.
• Price, looks, and availability are the other factors which influence customer more than other
factors.
• Advertisement plays an important role while purchasing a laptop.
• After sales service, warranty and battery are also the important factors while purchasing the laptop.

CONCLUSIONS:-

In India Bothe Lenovo and Acer laptops have a very bright future. There are many different
models with both these companies. This research state that Price, processing speed, battery-
life, performance and other features are important factors, which affect the purchase intension
of customers. So both the company should focus on these dimensions as well as on other
dimensions which influence to purchase intension of customers.

Both t h e C o m p a n i e s a r e p e r f o r m i n g e q u a l l y o n s o m e f a c t o r s l i k e
advertisement and after sales service, but still in some areas there is a significant difference in
the performance of both the companies.
 CHAPTER - 5

RECOMMENDATIONS

• Lenovo should work on its price mix.

• Lenovo should work on increasing the performance of laptops.
• Lenovo should provide better availability.
• Lenovo should concentrate on providing after sales service.
• Acer should work on to improve its brand name.
• Acer should provide more offers and discount to the customer.
• Acer should improve its advertisement and promotion activities.
• Acer should work on the speed of laptops.
 BIBLOGRAPHY
BOOKS:-

1. Marketing Research by G C Beri- third edition – © 2000, Tata McGraw-Hill Publishing

Company Ltd.

2. Marketing Research by Rajendra Nargundkar- 2nd edition 2006, Tata McGraw-Hill Publishing
Company Ltd.

3. Kotler Philip, (2003) “Marketing Management” 11thEd.

4. Batra k Satish, shahKazmi “consumer behavior” 1st ed. 2004.

INTERNET:-

• www.lenovo.com/in
• www.acer.co.in/ac/en/IN/content/group/laptops
• http://en.wikipedia.org/wiki/Acer_Inc
• http://en.wikipedia.org/wiki/Lenovo
 QUESTIONNAIRE
Name:-

Age:-

Gender:-

Profession:-

E-mail:-

Q1. Are you willing to buy laptop?

Yes

No

Q2. Which one do you prefer?

Lenovo

Acer

Q3. Is price an important factor while purchasing laptop?

Yes

No

Q4. Do you consider brand name while purchasing laptop?

Yes

No

Maybe

Q5. Do you consider looks while purchasing laptop?

Yes

No

Q6. Do you prefer discount while purchasing laptop?

Yes

No

Q7. Does the advertisement plays an important role while purchasing laptop?

Yes

No

Maybe

Q8. Is after sale service an important factor?

Yes

No

Q9. Do you prefer processing speed while purchasing laptop?

Yes

No

Q10. Do you consider battery life while purchasing laptop?

Yes

No

Q11. Is availability an important factor while purchasing?

Yes

No

Q12. Is warranty an important factor while purchasing?

Yes

No

Q13. How do you consider the importance of laptop?

Comfort
 Price

Durability

Any Other

Q14. Which factor influence you to go for a particular brand?

Quality

Durability

Price

Variety

Any Other

Q15. Which kind of promotional tool do you prefer while purchasing laptop?

Lucky Coupon

Free Gift

Discount

Buy one get one

Q16. Do you think weight is an important factor while purchasing laptop?

Yes

No

Maybe

Q17. From where do you prefer to purchase a laptop?

Online

Stores