Marketing Research Dell

Submitted to :

Prof. Rajendra Nargundkar

MARKETING RESEARCH

REPORT

By,

Group 6 (Sec H)

B.Ramasubramanian (2014PGP074)

Tavadia Urvaksh Kersi Jasmine (2014PGP403)

Ranvir Prasad (2014PGP295)

Satyajeet Behra (IPM2011093)

Rajan Prasad (IPM2011080)

Pawan S M (2014PGP252)

Manpreet Singh Dogra (2014PGP194)

Executive Summary The laptop industry is highly competitive and driven by dynamic customer preferences. Thus arises

the need for capturing the right information so as to have successful product launch and marketing

strategy. This report provides analysis and recommendations based on the market research conducted

on consumer preferences. The research was designed to target laptop users from all segments. The

questionnaire captures information of the respondent such as brand recall, owned laptop details,

budget, sources of information, factors affecting purchase and brand perceptions.

Based on the responses, analyses such as chi square tests were carried out for testing if for

relationships between gender of consumer and expectations from a brand. Chi square tests were also

carried out to determine the relationship between the consumers budget and the key factors that

influence the purchase of a laptop. Studies were also carried out to understand how effective Dells

marketing and distribution strategies have been and where they can focus on in the future to be

successful in the highly competitive Electronics industry.

From the analyses, the report infers that, Dell should concentrate on its positioning by either

continuing as it is, or upgrading to a premium segment by catering to their different set of needs.

Table of Contents Executive Summary ................................................................................................................... 2

Introduction ............................................................................................................................... 4

Need for market research ............................................................................................. 4

The Laptop and Personal Computers Industry ............................................................. 5

Laptops in the Indian Context ....................................................................................... 5

About the company: Dell .............................................................................................. 6

Marketing Strategy ....................................................................................................... 6

Competition ................................................................................................................... 6

Research Objectives .................................................................................................................. 7

Research Methodology ............................................................................................................. 7

Questionnaire Design .................................................................................................... 8

Analysis ...................................................................................................................................... 9

Brand Recall ................................................................................................................. 15

Laptops owned ............................................................................................................ 15

Desired Screen Size ...................................................................................................... 16

Findings .................................................................................................................................... 16

Limitations ............................................................................................................................... 17

Appendix .................................................................................................................................. 18

Questionnaire .............................................................................................................. 18

Introduction

Need for market research

The consumer electronics industry is a fast paced industry with dynamic consumer preferences.

Laptops incur high investments both for the manufacturer as well as the customer. This very reason

calls for a good understanding about the requirements and factors that affect the purchase of laptops.

In order to analyse the costs and benefits of the marketing research we must look at the tangible

aspects such as

Demand volume

Research and development

New product development

Advertising expenditures

Distribution channels

Laptops have a life of about 24 to 36 months (2 to 2.5 years) and an even shorter shelf life of about 1

year in the market. Thus the investment in the new technologies should be justified based on

consumer responses. Investing in the right technologies on a priority basis can help in timely releases.

The cost of not having information can be pretty high. Suppose that consumers expect more features

and faster performances from their laptops. Now it the next laptop brand XYZ comes up with is an

ordinary laptop with 2GHz RAM and only 500GB Hard Drive at a competitive price, it is not likely to

succeed in the market despite its attractive because it doesnt satisfy the customers anymore. On the

other hand, if brand XYZ , known for economical laptops, comes up with very high end laptops but

priced considerably higher than its competitors, it is again destined for failure because the customers

are not ready or do not require such cutting edge technology yet. They are not yet willing to pay for

it. Thus, each component that goes into the laptop is a cost to the company and should be fit in the

laptop only if it has a perceived value for the customer.

Also, the marketing strategies should account for the sources of information that customers consider

more important. Channels chosen to communicate the features and to advertise about the laptops

also incur cost. If the wrong channel is exploited more, the fund allocation turns out to be highly

inefficient.

Should the manufacturer choose only online stores? Or are retail stores and manufacturer outlets the

right way? Maintaining distribution channels is also an important aspect for manufacturers.

To summarise, the cost of not having information comprise

Poor demand forecast

Product failure

Over doing innovation

Wasteful advertising

Wrong distribution channels

Thus it is helpful to conduct a market research of this kind which entails minimal expenditure. It helps

the company achieve the above mentioned research objectives.

The Laptop and Personal Computers Industry

There is fierce competition between the top manufacturers in the personal computer industry. All of

which are fighting to produce a low cost, powerful machine with the most efficient operating system.

Firms specialize in different areas in order to compete amongst their rivals. Some focus on innovation

and attempt to bring the newest technology to their customers first. Nevertheless, others may focus

on their distribution channel and services throughout their firm. However, one of the fiercest areas is

the price competition throughout the industry. As the PC has increasingly become a commodity in a

household, the fight to keep costs low while bringing the best product to the market has become a

never ending battle. One major factor in determining the quality of a personal computer is the

microprocessor and application systems installed. As a result, there is a direct correlation between the

firms profitability and the profitability of the firms suppliers.

Main manufacturers namely DELL, IBM, HP, Acer and Apple are in competition to produce the least

expensive and most efficient machine. Japanese companies such as Fujitsu, Toshiba, Sony and NEC

also have large market shares. DELL is focusing on distribution channel and high quality service while

others such IBM and Apple focus more on innovation. All these create differentiation to some extent.

Low-cost production at DELL contributes its positive growth rate, while other major manufacturers

are experiencing negative growth rates.

The threat of new entrants in the personal computer industry is very weak. Currently the market is

dominated by five major competitors who have nearly the entire market share; this will likely

discourage any potential new companies from entering the market. A huge barrier to entry is also that

the market requires significant investments to be made in research and development to continually

develop innovative products as well as large fixed start-up costs for manufacturing and employees and

customer service.

Laptops in the Indian Context

Changing work style and increasing need for 24/7 access to information is fuelling the growth of India

Laptop market. Personal Desktop and Laptops have been competing since the evolution of portable

personal computers. However, Laptops are preferred due to the convenience and portability factor

associated with them.

According to 6Wresearch, India Laptop market reached 4.71 Million shipments for the year ending

June-2014. Hewlett Packard endured its market leadership backed by its government tie-ups. Lenovo

and Dell registered 2nd and 3rd position in the India Laptop market.

Growth of India Laptop market has experienced a volatile trend over the last few quarters. However,

slow growth of the India Laptop market was revived after the completion of various pending

government deals in Uttar Pradesh and Tamil Nadu.

Reduction in prices and increasing consumer awareness is fuelling the demand for the Indian Laptop

market. Apart from the procurement cost, demand is also driven by increasing number of new

professions across the corporate and household segment. Additionally, the demand for Laptops in

India is further expected to rise during festive seasons.

About the company: Dell

Listen. Learn. Deliver. Thats what were about.

Dell Incorporated is an American privately owned multinational computer technology - company

based in United States that develops, sells, repairs and supports computers and related products and

services. Dell sells personal computers, servers, data storage devices, network switches, software,

computer peripherals, HDTVs, cameras, printers, MP3 players and also electronics built by other

manufacturers.

Mission Statement

To be the most successful computer company in the world at delivering the best customer

experience in markets we serve.

Vision Statement

It is the way we interpret the world around us --our customers needs, the future of technology,

and the global business climate

Marketing Strategy

Dells marketing strategy is defined by its direct model approach to selling, which is in turn dominated

by the companys intent to generate as many sales as possible on the Internet. Dell's marketing

strategy sees the Internet as the purest and most efficient form of the direct model for sales, service,

and support, as well as the most efficient means of customer communication both presently and in

the future. Currently the company receives more than 2.6 million visits each week to its more than 80

country-specific sites. This resulted in more than $40 million in revenue per week being generated by

the online marketing of Dell.

The company touts its site as allowing existing and potential customers to access information

regarding its products, configure computers to the customers liking, and then make the purchase. Dell

sees this process as the most efficient method of selling because it allows the consumer to guide the

process. Individuals who are making their first computer purchase are unlikely to have access to the

Internet or the navigational expertise to find Dells site.

The marketing model of Dell Computers, however, does not differentiate between types of customers,

and instead treats each potential customer as if they have equal technical knowledge. Dells Direct

Method provides two distinct advantages:

1. Reducing marketing and sales cost by eliminating mark-ups of distributors and retailers

2. Building to order reduced inventory costs and risks of retaining inventories.

Dells Direct Model is the main reason why it has achieved its stellar status in business today. This

strategic model enables Dell to interact with customers directly providing them with fast, reasonably-

priced and friendly means of production and distribution.

Competition

Dell's major competitors include Hewlett-Packard (HP), Acer, Fujitsu, Toshiba, Gateway, Sony, Asus,

Lenovo, IBM, MSI, Samsung and Apple. Dell and its subsidiary, Alienware, compete in the enthusiast

market against AVADirect, Falcon Northwest, VoodooPC (a subsidiary of HP), and other

manufacturers. In the second quarter of 2006, Dell had between 18% and 19% share of the worldwide

personal computer market, compared to HP with roughly 15%. In late 2006, Dell lost its lead in the PC-

business to Hewlett-Packard. Both Gartner and IDC estimated that in 2006, HP shipped more units.

Research Objectives To study consumers expectations and identify the key factors that influence the purchase of laptops

Accordingly recommending an optimal marketing strategy for Dell

Aspects to consider for new product development

Research Methodology

Research Design: Descriptive Research (Cross-sectional)

The research to be conducted aims at providing insights into what a consumer looks for in a laptop

and to identify the key factors that consumers generally use to purchase a laptop. The exploratory

studies helps in suggesting modifications to the existing products.

A primary research is conducted to collect data from the consumers through questionnaires and

discussions. The data collection methods used are as follows:

Data Collection Methods

Since the research aims at providing insights and identifying the key factors that influence the

purchase of a laptop, data collection methods aimed at reaching a broader population easily while

also being cost effective. The type of data collection method used was also decided while keeping in

mind the sampling composition. Thus the following methods were used to collect data:

Internet Surveys

Personal Interviews

Internet Surveys were majorly used in order to collect the required data. This helped in reaching to a

broader population more easily by floating forms on the internet. The survey forms were also emailed

to certain target segments to obtain representation of various segments of the market. Individual

personal interviews were also conducted which helped lasted for 15-20 minutes. These structured

interviews helped understand the attitudes and feelings of the respondents on various factors that

influence the purchasing of a laptop.

Sampling Distribution

Since the objective of the market research was to study the perception of customers about laptops,

this research targets the owners and users of laptops.

The research was not targeted intentionally towards any particular group of respondents. The survey

form was floated using direct mail as well as social networking sites. Thus, the respondents were not

restricted to any geography or occupation.

Since the research was conducted on the institute campus, majority of the respondents happen to be

students and young working professionals.

Sample Size:

In order to calculate the sample size,

Range = (7-1)=6 for a seven point scale. Therefore standard deviation = 6/6 = 1

Assuming an acceptable error = 0.02 and a confidence interval of 95%, Z= 1.96

We calculate sample size(n) = (Z*s/e) = 100 (approx.)

We have taken a buffer of 9 extra responses to buffer for any invalid responses. In any case the extra

responses should only increase the confidence interval

Questionnaire Design

In order to collect data from laptop users, a simple survey questionnaire was created. The

questionnaire was designed to have the following characteristics:

Very easily understandable

We understand not many people, who fill in the survey, would be well acquainted with jargons

of the marketing world or minute technical details. Thus our questions are designed to be

lucid and self-explanatory

No ambiguity

For particular questions there could be multiple possible answers while for some questions

only one answer can be entered. The ranges of age or budget are mutually exclusive and hence

avoid any chance of ambiguity

Other option whenever required

There is a good chance that a respondent has an answer which is not one of the options. In

such a case he has the option of writing down his own answer

Easy and quick to answer

The questionnaire was deliberately kept short so that the respondent does not experience

fatigue. All questions would be answerable unlike some other surveys which forcefully ask the

respondent to compare 4 brands that he/she has not even used

Optional anonymity of respondent

At the end of the survey, we capture basic demographics of the individual. The name is

optional to fill. One may choose to provide or hide ones identity

The questionnaire was designed in parts to capture different aspect of the consumers preferences.

Brand Recall

The first question has no options and gauges which is the first name that comes to ones mind

when it comes to laptops

Currently owned laptop details

Which brand do you currently own? Are you satisfied with it?

Preferences for product, information channels and distribution channels

Budget preference and laptop specifications along with intended use are captured. Identify

channels that most influence their information or purchase decision. The source of purchase

whether online or brick & mortar store, whether multi-brand retail or manufacturer outlet?

Factors affecting purchase

Through 7 point ordinal scales, the research captures the importance of different aspects in

choosing your next laptop

Brand Perception

In the laptop and PC industry, brand plays an important role. But what exactly does the

consumer understand when he hears branded laptops? This is captured in this segment

Demographics

In order to understand the type of respondent, basic information such as age, gender and

occupation is captured

Analysis

Current Satisfaction Level (Boxplot Chart)

A study of the current satisfaction levels of consumers with respect to the brands they own is shown

in the following Boxplot chart.

The following points can be concluded from the above Boxplot chart:

Dell owners are currently satisfied with a majority of them rating their laptops above average

level of satisfaction.

Apple have the highest level of satisfaction level currently with very low variability in the

ratings.

Owners of Lenovo laptops seem to have a very varied levels of satisfaction with several

outliers in the data collected.

Compaq and Toshiba owners do not seem to be satisfied with their laptops and may be

potential buyers as the majority of these owners have rated them less than average

Tests can be carried out to check if gender impacts the expectations of a consumer with respect to

Features, specifications, design and style.

Test for normality

The data is tested for normality as the dependent variables have to be approximately normally

distributed for carrying out t-test and ANOVA test. Thus the Shapiro-Wilk test was carried out to find

if the dependent variable is normally distributed. The tests show that the variables are not normally

distributed.

Tests of Normality (Before Transforming)

Gender Kolmogorov-Smirnova Shapiro-Wilk

Statistic df Sig. Statistic df Sig.

Features Female .310 35 .000 .733 35 .000

Male .343 72 .000 .511 72 .000

a. Lilliefors Significance Correction

The data collected failed the test for normality even after transforming it using Log10 scale as shown

below.

Tests of Normality (After Transforming)

Gender Kolmogorov-Smirnovaa Shapiro-Wilk

Statistic df Sig. Statistic df Sig.

Feature(Norm)

Female .291 35 .000 .692 35 .000

Male .433 72 .000 .406 72 .000

a. Lilliefors Significance Correction

Therefore, non - parametric test is used to study the data where the general assumption of a normal

distribution is not a requisite condition.

Chi-square Test

The Chi-square test is used to study the significance of Gender and the expectations in a brand

Hypothesis Test 1

H0 : Gender is not related to Better Quality in a Brand

H1 : Gender is related to Better Quality in a Brand

Crosstab

Brand - Better Quality Total

Strongly

Disagree

Disagree Somewhat

Disagree

Neutral Somewh

at Agree

Agree Strongly

Agree

Female % within Gender

2.9% 2.9% 8.6%

37.1% 48.6% 100.0%

% of Total

0.9% 0.9% 2.8%

12.1% 15.9% 32.7%

Male % within Gender 2.8% 4.2%

2.8% 1.4% 18.1% 70.8% 100.0%

% of Total 1.9% 2.8%

1.9% 0.9% 12.1% 47.7% 67.3%

Total % within Gender 1.9% 3.7% 0.9% 4.7% 0.9% 24.3% 63.6% 100.0%

% of Total 1.9% 3.7% 0.9% 4.7% 0.9% 24.3% 63.6% 100.0%

Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 10.683a 6 .099

Likelihood Ratio 11.521 6 .074

N of Valid Cases 107

a. 10 cells (71.4%) have expected count less than 5. The minimum expected count is .33.

Result: The test shows that 2 = 10.683 and p>0.05. Hence the null hypothesis is accepted. Gender is

not related to expecting better quality in a brand. Hypothesis Test 2

H0 : Gender is not related to expecting innovative products in a Brand

H1 : Gender is related to expecting innovative products in a Brand

Crosstab

Brand - Innovative Products Total

Strongly

Disagree

Disagre

e

Somewhat

Disagree

Neutral Somewhat

Agree

Agree Strongly

Agree

Female % within Gender

2.9% 14.3% 14.3% 17.1% 40.0% 11.4% 100.0%

% of Total

0.9% 4.7% 4.7% 5.6% 13.1% 3.7% 32.7%

Male % within Gender 1.4% 5.6% 6.9% 6.9% 26.4% 23.6% 29.2% 100.0%

% of Total 0.9% 3.7% 4.7% 4.7% 17.8% 15.9% 19.6% 67.3%

Total % within Gender 0.9% 4.7% 9.3% 9.3% 23.4% 29.0% 23.4% 100.0%

% of Total 0.9% 4.7% 9.3% 9.3% 23.4% 29.0% 23.4% 100.0%

Chi-Square Tests





a. 6 cells (42.9%) have expected count less than 5. The minimum expected count is

.33.

Result: The test shows that 2 = 9.786 and p>0.05. Hence the null hypothesis is accepted. Gender is

not related to expecting innovative products in a brand.

Hypothesis Test 3

H0 : Gender is not related to expecting better prices in a Brand

H1 : Gender is related to expecting better prices in a Brand

Crosstab

Brand - Better Prices Total

Strongly

Disagree

Disagre

e

Somewhat

Disagree

Neutral Somewhat

Agree

Agree Strongly

Agree

Female

% within

Gender 2.9%

11.4% 25.7% 25.7% 22.9% 11.4% 100.0%

% of Total 0.9%

3.7% 8.4% 8.4% 7.5% 3.7% 32.7%

Male

% within

Gender 4.2% 6.9% 4.2% 11.1% 18.1% 31.9% 23.6% 100.0%

% of Total 2.8% 4.7% 2.8% 7.5% 12.1% 21.5% 15.9% 67.3%

Total

% within

Gender 3.7% 4.7% 6.5% 15.9% 20.6% 29.0% 19.6% 100.0%

% of Total 3.7% 4.7% 6.5% 15.9% 20.6% 29.0% 19.6% 100.0%

Chi-Square Tests





a. 6 cells (42.9%) have expected count less than 5. The minimum expected count is 1.31.

Result: The test shows that 2 = 10.722 and p>0.05. Hence the null hypothesis is accepted. Thus

Gender is not related to better prices in a brand.

Tests to indicate the relationship between the budget a consumer is willing to spend and what he/she

identifies is a key factor for purchasing a laptop

Hypothesis Test 4

H0 : Budget is not related to the looks and design of a laptop

H1 : Budget is related to the looks and design of a laptop

Chi-Square Tests





a. 19 cells (67.9%) have expected count less than 5. The minimum expected count

is .50.

Result: The test shows that 2 = 29.643 and p 30,000 up to

40,000

% within Budget 5.7% 5.7% 14.3% 22.9% 22.9% 20.0% 8.6% 100.0%

% of Total 1.9% 1.9% 4.7% 7.5% 7.5% 6.5% 2.8% 32.7%

> 40,000 up to

50,000

% within Budget 3.1%

6.2% 12.5% 37.5% 34.4% 6.2% 100.0%

% of Total 0.9%

1.9% 3.7% 11.2% 10.3% 1.9% 29.9%

> 50,000 % within Budget 9.7% 6.5% 3.2% 12.9% 12.9% 22.6% 32.3% 100.0%

% of Total 2.8% 1.9% 0.9% 3.7% 3.7% 6.5% 9.3% 29.0%

Up to 30,000 % within Budget

22.2%

22.2% 22.2% 33.3%

100.0%

% of Total

1.9%

1.9% 1.9% 2.8%

8.4%

Total % within Budget 5.6% 5.6% 7.5% 16.8% 24.3% 26.2% 14.0% 100.0%

% of Total 5.6% 5.6% 7.5% 16.8% 24.3% 26.2% 14.0% 100.0%

Hypothesis Test 5

H0 : Budget is not related to the screen size of a laptop

H1 : Budget is related to the screen size of a laptop

Screen Size Preference Total

< 13 13 " 14 " 15 "

Up to 30,000 % within Budget 11.1% 44.4% 11.1% 33.3% 100.0%

% of Total 0.9% 3.7% 0.9% 2.8% 8.3%

> 30,000 up to 40,000 % within Budget 51.4% 48.6% 100.0%

% of Total 16.7% 15.7% 32.4%

> 40,000 up to 50,000 % within Budget 3.1% 12.5% 28.1% 56.2% 100.0%

% of Total 0.9% 3.7% 8.3% 16.7% 29.6%

> 50,000 % within Budget 9.7% 19.4% 25.8% 45.2% 100.0%

% of Total 2.8% 5.6% 7.4% 13.0% 28.7%

Total % within Budget 0.9% 4.6% 13.0% 33.3% 48.1% 100.0%

% of Total 0.9% 4.6% 13.0% 33.3% 48.1% 100.0%

Chi-Square Tests

Value df Asymp. Sig. (2-

sided)




a. 19 cells (76.0%) have expected count less than 5. The minimum

expected count is .01.

Result: The test shows that 2 = 131.155 and p

Brand Recall The below chart shows that 42% of the respondents recalled Dell as the first brand that came to their

minds when they think of laptops. This shows a good level of awareness in the market

Laptops owned The below chart shows the brands of laptops currently owned by the respondents. This also gives an

idea of the market share (by volume) of each brand within our sample.

94.6%

78.4%

13.5%

13.5%

37.8%

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%

Surf & Mails

Music & Entertainment

Gaming

Heavy Graphics

Professional Softwares

Percentage of Dell Users

Pu

rpo

seLaptop Utility of Dell Users

16.2%

59.5%

27.0%

86.5%

45.9%

0.0%

50.0%

100.0%

TV Online Ads Print Friends Discussion Forums

Information Channels for respondents who recalled Dell

42%

25%

14%

11%

8%

Brand Recall

Dell

Apple

HP

Lenovo

Others

Desired Screen Size As is the trend in the market, majority of the respondents preferred a 15 screen rather than a smaller

or compact size.

Findings Dell currently has a good brand recall and has the highest market share by volume. Thus Dells

advertising and other marketing practices have been successful in generating a good brand

awareness.

The current owners of Dell laptops have also indicated an above average satisfaction level.

Dell can utilise the results of the Boxplot chart (which indicates that Apple users have the

maximum satisfaction level in the market)

Using Chi square tests it was observed that gender of the consumer did not have a relationship

with what the consumer expects out of a brand.

The Chi square tests also showed that the consumers are willing to spend more (higher budget

in next purchase) for a better look and design. This indicates that Dell needs to improve on its

looks and designs if it is to enter the premium segments of the market. This finding is in line

with Apples current strategy of charging more for providing the best design (sleekness) and

looks in its products.

The screen size of the laptop is also seen to have a relationship with the budget the consumers

are willing to spend on their laptop

Based on the captured utilities of the laptops of Dell users, it is seen that, music and

entertainment is one of the major purposes of using the laptop. Also, Dell users do not

perceive it as a laptop for gaming or graphic designing using heavy graphics

Based on the responses of those who recalled Dell for a brand to be associated with laptops,

their major source of information has been through friends and online ads. The analysis also

shows that Dell need not concentrate on TV and Print ads considering the heavy cost involved

and lower results.

36%

21%

20% 6%

6%

4%

4%

2%

2%

2%

9%

Current Market Share of Sample (by Volume)Dell

HP

Lenovo

Acer

Apple

Sony

Asus

Toshiba

Compaq

Samsung

49%

34%

12%5%Desired Screen Size

15 "

14 "

13 "

< 13 "

Recommendations Dell should utilise research results of such kind which show the high awareness and

satisfaction level to communicate the trust that users have in Dell. This could help improve

the brand image

Since there was no correlation between gender of respondents and their expectations from

laptops, Dell need not concentrate on segmenting their target based on gender. Female users

too, have very similar utility and expectations of laptops.

Dell should to improve on its looks and designs in order to enter the premium segments. As

customers are willing to pay more for better style, Dell can marginally improve its positioning.

Dell must differentiate the price for a laptop with 15 versus that of a 13 laptop. High end,

expensive laptops would much rather have 15 laptops whereas low end segment can have

13 screens.

Going ahead, Dell has two options for positioning:

o Go ahead with the current perception that Dell laptops are used for general purpose

such as surfing the internet, music and entertainment and not for gaming or heavy

graphics applications. OR

o Make conscious efforts to change consumer perception and position it well in the

gaming and graphics segments too

Dell need not spend on costly media such as television advertisements and print media.

Majority of information flow and influence on purchase of laptops comes from online ads and

word of mouth

Dell should form a community or Cult in order to strengthen its market position and maintain its

leadership in the industry

Limitations The following are some of the limitations of our attempt to do a market research about the preference

of brands of laptop by different people.

We tried to cover as many people as possible but due to various factors approximately 69%

of our respondents were students so we believe our observations may be skewed.

Our survey targeted only those who already owned laptops. It excluded those who are

potential new buyers. Thus our sample was non-random.

Since our survey targeted a very small segment of population, we, therefore cannot generalize

our findings and conclusions for the whole industry

There might have been some cases of respondents filling up the survey on a random basis,

thus leading to erratic results

Few questions could have caused bias by forcing respondents to choose between certain

alternatives corresponding to their personal views on a particular subject.

We might have missed out on including some of the attributes of a laptop which the

respondents otherwise consider as important.

Appendix

Questionnaire

Documents

Marketing Research Dell