““Laptop Brand awareness & Consumer Laptop Brand awareness & Consumer preference”preference”

In partial fulfillment for the requirements of In partial fulfillment for the requirements of

EXCOM presentation in final year full-time EXCOM presentation in final year full-time

Masters of Business AdministrationMasters of Business Administration

Submitted to: Prof. Submitted to: Prof. Aakash SahaAakash Saha

By, By, Sankalpa PalSankalpa Pal, , Sujan BhowmickSujan Bhowmick, , Prolay RayProlay Ray

&&

Sayantan BhattacharyaSayantan Bhattacharya

Table of Contents: Table of Contents: IntroductionIntroduction -Problem statement & the purpose of the study-Problem statement & the purpose of the study -Introducing the target market & the target product-Introducing the target market & the target product LITERATURE REVIEWLITERATURE REVIEW -Overview of Indian Laptop Market-Overview of Indian Laptop Market -Four Brand dimensions-Four Brand dimensions -Consumer behavior, buying decision -Consumer behavior, buying decision Research MethodologyResearch Methodology -Objectives-Objectives - Scope- Scope - Research Design- Research Design - DATA COLLECTION, DATA ANALYSIS - DATA COLLECTION, DATA ANALYSIS AND RESULTSAND RESULTS Suggestion, Conclusion & References.Suggestion, Conclusion & References.

IntroductionIntroduction

Brand represents the Brand represents the goodwillgoodwill of a company. of a company.

The Laptop industry has blurred the differentiation The Laptop industry has blurred the differentiation of brands in today’s era with cut throat competition.of brands in today’s era with cut throat competition.

Different Different inducing factorsinducing factors influence consumer influence consumer preferences as well as the buying decision process.preferences as well as the buying decision process.

Five globally recognized laptop brands & Five globally recognized laptop brands & their product line depththeir product line depth

Problem statement & the purpose of the Problem statement & the purpose of the studystudy

Problem statement:-Problem statement:-

a) Different purchasing criteria & motivational factors which a) Different purchasing criteria & motivational factors which influence customer’s buying decision.influence customer’s buying decision.

b) To analyze the relationship between brand selection and b) To analyze the relationship between brand selection and customer profile.customer profile.

Purpose of the studyPurpose of the study:-:-

a) The main purpose of this study is to find the important a) The main purpose of this study is to find the important attributes increasing brand awareness for laptop brands in attributes increasing brand awareness for laptop brands in Indian market.Indian market.

b) In depth insights to the marketer about the type of b) In depth insights to the marketer about the type of customers using their brands and few major considerations customers using their brands and few major considerations

Introducing the target market Introducing the target market

India is considered as the third fastest growing laptop India is considered as the third fastest growing laptop market with a compound annual growth rate of 21.9 % in market with a compound annual growth rate of 21.9 % in the Asia-Pacific region from last few years. Near about the Asia-Pacific region from last few years. Near about 1.2bn computers were in use worldwide at the end of 1.2bn computers were in use worldwide at the end of 2008 .However, it has been expected that the global laptop 2008 .However, it has been expected that the global laptop market will be tripled by 2014-15.market will be tripled by 2014-15.

61% of the global pc market in units comes from laptops 61% of the global pc market in units comes from laptops and the remaining 39% for desktop computers.and the remaining 39% for desktop computers.

Introducing the Introducing the target product target product

Our Brand dimensions/ Elements of our Brand Our Brand dimensions/ Elements of our Brand Brand Equity and Brand LoyaltyBrand Equity and Brand Loyalty help you build brand awareness help you build brand awareness

for the customers you target, diagnose problem attributes and for the customers you target, diagnose problem attributes and associations, increase perceived quality, and increase brand loyalty.associations, increase perceived quality, and increase brand loyalty.

Brand Awareness MeasuresBrand Awareness Measures: Brand awareness research is the key : Brand awareness research is the key to creating brand equity. Awareness equates to traffic and to creating brand equity. Awareness equates to traffic and prospective buyers showing up at the store.prospective buyers showing up at the store.

Brand attributes and brand associationsBrand attributes and brand associations provide the fabric of provide the fabric of loyalty and equity research. Brand association helps customers to loyalty and equity research. Brand association helps customers to retrieve information about some brands from their memory.retrieve information about some brands from their memory.

Brand EquityBrand Equity= brand salience + brand performance + brand = brand salience + brand performance + brand imagery + brand judgment + brand feeling + brand resonance.imagery + brand judgment + brand feeling + brand resonance.

Perceived qualityPerceived quality is the consumer’s judgment about a product’s is the consumer’s judgment about a product’s overall excellence or superiority with respect to its intended overall excellence or superiority with respect to its intended purpose.purpose.

Brand LoyaltyBrand Loyalty ensures dramatic impact on the success of your ensures dramatic impact on the success of your brandbrand

Consumer behavior & buying decision Consumer behavior & buying decision

Consumer behavior:Consumer behavior: Who buys? How do they buy? Who buys? How do they buy? When do they buy? Why do they buy?When do they buy? Why do they buy?

Buying decision: Buying decision: Buying decision depends on evaluation which is based on the product or service whose attributes are perceived to best satisfy the need.

RESEARCH PROCESSRESEARCH PROCESS

Identify and Define Research ProblemIdentify and Define Research Problem

Theory / PracticeTheory / Practice

ConceptualizationConceptualization

Research DesignResearch Design

Data collectionData collection

Data AnalysisData Analysis FindingsFindings

Research MethodologyResearch Methodology

Objectives:Objectives: To study the consumer behavior while To study the consumer behavior while

purchasing the Laptoppurchasing the Laptop To identify the popular laptop brand among To identify the popular laptop brand among

the consumers.the consumers. To identify the satisfaction level in regards to To identify the satisfaction level in regards to

various brands.various brands. To know the perception of laptop users To know the perception of laptop users

towards laptops.towards laptops. To evaluate the factors impact on laptop To evaluate the factors impact on laptop

purchase decision of the students.purchase decision of the students.

Scope & Research designScope & Research design

Scope:Scope: -This report is limited to survey area in Salt lake -This report is limited to survey area in Salt lake

sector-V and correspondingsector-V and corresponding destinations of the destinations of the survey conductors.survey conductors.

Research Design:Research Design: -The objective of this kind of study is to answer -The objective of this kind of study is to answer

the why, who, what, when and how of the the why, who, what, when and how of the subject under consideration. We have analyzed subject under consideration. We have analyzed how people of various age groups respond how people of various age groups respond towards laptop or their perception towards towards laptop or their perception towards laptop.laptop.

DATA COLLECTION DATA COLLECTION

1. Literature / Internet survey1. Literature / Internet survey 2. Design of Questionnaire2. Design of Questionnaire

· Explanatory information· Explanatory information

· Student personal information· Student personal information

· Basic information, Likert type scale· Basic information, Likert type scale 3. Sample3. Sample

In this study the target sample size was 30 respondents In this study the target sample size was 30 respondents from Salt Lake sector-V was taken. Out of then 25 are from Salt Lake sector-V was taken. Out of then 25 are men (83%) & remaining 5 are women (17%)men (83%) & remaining 5 are women (17%)

Questionnaire DesignQuestionnaire Design

Questionnaire relevancyQuestionnaire relevancy Questionnaire accuracyQuestionnaire accuracy The right order of arranging questions & best layoutThe right order of arranging questions & best layout Open ended questionsOpen ended questions (Ex: (Ex: What things do you like most about your laptopWhat things do you like most about your laptop?)?) Dichotomy type questionsDichotomy type questions Ex: Ex: Did you use any laptop before the laptop you are using Did you use any laptop before the laptop you are using

presentlypresently? (Yes or No)? (Yes or No) Determinant choice questionsDeterminant choice questions Ex: Ex: Please provide brand identity about your laptopPlease provide brand identity about your laptop. .

(Dell/Lenovo/Apple/HP/Acer)(Dell/Lenovo/Apple/HP/Acer) Frequency determinant questionsFrequency determinant questions (Ex: (Ex: How frequently do you watch laptop adsHow frequently do you watch laptop ads?)?)

Different aspects of aided brand Different aspects of aided brand awarenessawareness

Are you aware of XYZ Computers’ offerings in the laptop Are you aware of XYZ Computers’ offerings in the laptop computer market? If so, to what extent? (computer market? If so, to what extent? (Note: Max. Note: Max. responses came from responses came from DellDell, , Lenovo Lenovo & & AppleApple))

Please list the types of services that you know XYZ Please list the types of services that you know XYZ Computers offers in the laptop computer market. (Computers offers in the laptop computer market. (Note: Note: Max. responses came from Max. responses came from DellDell, , Lenovo Lenovo & & AppleApple))

What three words best describe XYZ Computers’ position What three words best describe XYZ Computers’ position in the laptop computer market? (in the laptop computer market? (Note: Max. responses came Note: Max. responses came from from DellDell, , Lenovo Lenovo & & AppleApple))

What is your perception of XYZ Computers’ services? What is your perception of XYZ Computers’ services? Technology? Account Management? (Technology? Account Management? (Note: Max. responses Note: Max. responses came from came from DellDell, , Lenovo Lenovo & & AppleApple))

Based on your understanding of XYZ Computers’ products, Based on your understanding of XYZ Computers’ products, strategy and execution, how do you view its market position strategy and execution, how do you view its market position a year from now? (a year from now? (Note: Max. responses came from Note: Max. responses came from DellDell, , Lenovo Lenovo & & AppleApple))

Frequency distributionFrequency distribution

Relative frequency w.r.t customer Gr.Relative frequency w.r.t customer Gr.

Price Purchase Likelihood

Price Purchase Likelihood

Independent Dependent

Variable Variable

Independent Dependent

Variable Variable

• Discount Level• Prior product knowledge

Moderator Variable

Role of different pseudo variables used in the Role of different pseudo variables used in the surveysurvey

Role of different pseudo variables used in Role of different pseudo variables used in the survey…Contd.the survey…Contd.

PricePurchase Likelihood

Independent Dependent

Variable Variable

Perceived Value

Mediator Variable (full mediation)

Price, Volume

of reviews

Perceived Value

Purchase Likelihood,

Attitude towards brand

Mediator Variable (partial mediation)

Likert Type ScaleLikert Type Scale

Q) How satisfied you are the laptop brand you are using at Q) How satisfied you are the laptop brand you are using at present? What is the name of that brand?...............present? What is the name of that brand?...............

Satisfied()Satisfied() Highly satisfied()Highly satisfied() Neutral ()Neutral () Dissatisfied()Dissatisfied() Highly dissatisfied()Highly dissatisfied()

Answer: Highly satisfied- Answer: Highly satisfied- Dell, Dell, AppleApple

Satisfied-Satisfied-LenovoLenovo

Why Dell, Lenovo & Apple and not others?Why Dell, Lenovo & Apple and not others?

Brand Image.Brand Image. Efficient utilization Efficient utilization

of Hardware & better of Hardware & better software reusability, software reusability, fixing bugs.fixing bugs.

Quality, Battery life Quality, Battery life etc.etc.

Peripheral Peripheral specifications, value specifications, value added serviceadded service

Style, Guarantee, Style, Guarantee, reliability and reliability and product availability.product availability.

Serviceability.Serviceability.

FEW CUSTOMER TESTIMONIALSFEW CUSTOMER TESTIMONIALS

LIMITATION OF THE STUDY LIMITATION OF THE STUDY

The research was generated for small sample size, 30 The research was generated for small sample size, 30 only. only.

The research was limited to Salt-Lake sector-V and The research was limited to Salt-Lake sector-V and corresponding survey conductors destination.corresponding survey conductors destination.

Time available at the disposal was not enough due to Time available at the disposal was not enough due to alarming semester examination.alarming semester examination.

Especially question regarding the demographical Especially question regarding the demographical factors. Many persons were unable to answer factors. Many persons were unable to answer accurately due to ignorance of facts.accurately due to ignorance of facts.

Few questions could cause bias by forcing Few questions could cause bias by forcing respondents to choose between certain alternative respondents to choose between certain alternative corresponding to their personal views on a particular corresponding to their personal views on a particular subject. subject.

ReferencesReferences

Indian Journal of Applied Research.

International Journal of Computing and Business Research

International Journal of Research in IT, Management & Engineering.

Thank you..