Touch Enabled Computers

Project Title: Touch Based PCs – the new era of

computing

Project Mentor : Mr. Shailendra Katyal

Project Guide : Mr. Ashish Sikka

Location: : Mumbai

Duration: : 6 weeks

Name of Company : Lenovo India

Shreyansh Chauhan

SIBM P

+91 9970975069

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Project Title: Touch Based PCs – the new era of computing

Objectives: 1. Understand consumer disposition on touch based PCs.

2. Give recommendations on the strategy Lenovo should adopt to

capture this market.

Scope:

Duration: 6 weeks

Location: Mumbai, Maharashtra

o Understanding the business of Lenovo o Getting insights about Touch Screen Computers, both as a technology

and as a product Touch Screen Enabled Computers have been hailed as the future of computing. This project endeavours to understand why consumers are still opting for non-touch options when the technology is widely available. Understanding if it is an issue where the product has not been marketed, or the price point is unattainable by most, or it is a case of technology diffusion, where a technology has been developed but consumers are not ready for it.

Deliverables:

o Understanding the Consumer through a Consumer Survey, FGD and personal interviews

o Understanding the partners through a Distributor Survey consisting of LeS and LfRs. Personal Interviews with Regional Distributors.

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Notes:

o LeS visited were concentrated in Mumbai, although through phone interviews data was collected from LeS spread across tier 1 and tier 2 cities of India

o LfRs visited were concentrated in Mumbai o For the Consumer’s Survey, online responses were sought from youth

from all across India, the surveys filled personally and at the shop floor were concentrated in Mumbai

o Regional Distributors were interviewed over the phone and were spread all across

o Small shop owners were excluded due to the on going strike regarding Local Body Taxes in Maharashtra

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Methodology

1. Secondary research:

Objective:

A. To identify the product portfolio of Lenovo in Touch Screens

B. To identify what current users of touch screen computers feel about the

product

C. To identify what touch screen is used for

D. To identify the problems faced by users of touch screen computers

E. Understand what people use a computing device for

Sources:

A. Lenovo’s official website

B. Reading reviews of users on various online shopping portals such as flipkart,

snapdeal etc.

C. Reading expert opinions on touch screen computers on various blogs,

magazines etc.

D. Reading articles and papers relating to touch screens

2. Primary Research

Objective:

A. To understand consumer disposition pertaining to touch screen computers

B. To understand the perception of possible uses of touch screens, which device

is more suitable of which task

C. To understand the perceived problems with touch screen computers.

D. To understand the perceived price and quantifying willingness to pay a

premium for touch screen computers.

E. To understand the problems faced by retailers

F. To understand the causes of low demand for touch screen computers as

envisaged by retailers

G. To understand the predictions made by retailers regarding future sales of

computing devices.

H. To understand Lenovo as a brand

I. To understand the business as understood by regional distributors

J. Understand the personality type of consumers and if any particular behaviour

is exhibited by a particular personality.

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Methods:

A. FGD and interviews of user of touch devices: 1 FGD of 5 users of touch

enabled phones and 3 interviews of users of touch phones and tablets with

the motive of understanding what they use a touch device for and what

problems they see in using the touch in computers.

B. Interview of 5 regional distributors

C. Survey of potential consumers of touch screen computers

1. Sampling Method: Clustered Sampling, focusing on people aged 18- 22

years and 23 to 27 year of age occupied in studies, services and

professions spread across tier 1 and tier 2 cities

2. Sample size of 435, valid for almost any finite population at confidence

interval of 5.

3. Questions pertained to:

a. Demographics: Age, Sex, City, Occupation etc

b. Usage based: No. of hours spend on the computer, what the

respondent uses the computer for etc.

c. Questions about suitability of devices for various tasks

d. Questions about suitability of touch screen computers for various tasks

e. Perceived problems with touch devices

f. Perceived price and price the respondent is willing to pay extra for a

touch based computer

g. Psychographics: Attached Myer Briggs Type Indicator (MBTI) for

assessing personality type. A sample of 124 was obtained.

MBTI classifies individuals into 16 categories on the basis of 4 pairs of

traits Extraversion- Introversion, Sensing-Intuition, Thinking-Feeling

and Judgement-Perception. Each pair exhibits a particular way in

which the person perceives the world and accumulates information.

4. Results aimed to understanding what prohibits the consumer from buying

a touch screen, are the machines prices right? What devices are giving

competition to touch screen computers, are the inhibitions real or

imaginary, can they be mitigated? Can a personality type be attributed to a

particular kind of behaviour?

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D. Survey of retailers

1. Convenience sampling: Respondents were Lenovo Exclusive Store owners

spread across tier 1 and tier 2 cities and sales people working for various

Large Format Retailers in Mumbai. Small shop owners had to be excluded

because of the on-going strike regarding Local Body Taxes (LBT)

2. Sample Size of 45 retailers

3. Questions pertaining to:

a. Demographics: Type and Location of the store

b. Rating Lenovo Computers on their various attributes

c. Unaided Brand Recall based on the 3 brands of touch screen

computers that come to the mind of retailers, best 3 brands of touch

screen computers and according to their market understanding top 3

selling brands of touch screen computers

d. Possible causes of low demand of touch screen computers

e. Possible ways to increase demand

f. Prediction of sales of various devices in the next 6 months to 1 year

g. Comparing understanding of causes of low demand for touch screen

computers as understood by retailers and consumers

E. Analysis

1. Method of collection: Using Qualtrics, an online survey filling website

2. Getting respondents to fill surveys online, and physically collecting data and

manually filling it in

3. Cleaning data and preliminary analysis using Microsoft Excel

4. Using advanced statistics using Statistical Package for the Social Sciences

(SPSS), a product by IBM

5. Tests Performed:

a. T Test/ F Test: tests of significance

b. Tests for normality of data

c. Cross Tabulations

d. Runs to check for non-randomness of data

e. Correlations and cross tabulations

f. Spearman Rank

g. Kendall’s Tau B correlation for equal samples

h. Kendall’s Tau C correlation for unequal samples

i. Wilcoxon for testing significance between 2 related, ordinal data

spread which do not follow a normal curve

j. Mann Whitney for 2 unrelated, ordinal data spread which do not follow

a normal curve

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k. Cluster Analysis and Factor analysis

l. Kaiser-Meyer-Olkin Measure of Sampling Adequacy

m. Bartlett's Test of Sphericity

n. Chi Square

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Consumer Survey

Q1. I am a

Male

Female

Q2. My age in years is

18 to 22

23 to 27

28 to 35

36 and above

Q3. I grew up in a

Tier 1 City (....Mumbai, Delhi, Bangalore etc.)

Tier 2 City (....Indore, Jodhpur, Kanpur etc.)

Others

Q4. I am currently occupied in

Business

Profession

Services

Studies

Others

Q5. I own

Desktop

Laptop

Smartphone

Tablet

Touch Enabled Desktop

Touch Enabled Laptop

Touch Enabled Smartphone

None

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Q6. On a typical day I use the computer for

0 to 2 hours

3 to 5 hours

6 hours and above

Q7. I use a computer to perform the following activities- (Please Rate)

Not for me Very limited Occasional Often Extensive

Official/College Work (MS Word, MS

Powerpoint, MS Excel etc.)

Listening to Music

Watching Media

(Watching Movies,

Streaming Videos,

Watching Serials, etc.)

Surfing the Internet (Social

Networking, Reading Articles,

Browsing, Blogging etc.)

Playing Games

Activities that Require

Precision( Graphic Art, Writing etc.)

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Q8. According to you, the activities stated below can be performed most suitably on which device?

How suitable is a Touch Based Device for these activities?Touch based devices include Tablets,

Touch Phones and Touch Computers.

Which device is more suitable for the activities stated below

How suitable is a touch based device for the activities stated below

Non-touch

Computer

Touch Enabl

ed Phon

e

Tablet

Touch Enabl

ed Lapto

p

Touch Enabl

ed Deskt

op

Unsuitable

Non-Touc

h Device

would be better

Same as

a Non-Touc

h Device

Suitable

Very Suitab

le

Official/College Work

(MS Word, MS

Powerpoint, MS Excel

etc.)

Listening to Music

Watching Media

(Watching Movies,

Streaming Videos,

Watching Serials,

etc.)



Browsing, Blogging

etc.)

Playing Games

Activities that

Require Precision( Graphic

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Art, Writing etc.)

Q9. According to you how suitable is a Touch Screen Computer for the following activities?

Unsuitable Non-Touch would be

better

Same as a Non-Touch

Device

Suitable Very Suitable

Official/College Work (MS Word, MS

Powerpoint, MS Excel etc.)

Listening to Music

Watching Media

(Watching Movies,

Streaming Videos,

Watching Serials, etc.)



Browsing, Blogging etc.)

Playing Games

Activities that Require

Precision( Graphic Art, Writing etc.)

Q10. How much more do you think a Touch Enabled Computer costs over and above the price of

computer you use? (In Rs for the same configuration)

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Q11. What is the premium you will be wiling to pay for a Touch Based Computer over and above the

price of computer you use? (In Rs for the same configuration)

Q12. Which of the following could be a reason for you not to purchase a Touch Screen Computer?

Strongly Disagree

Disagree Neither Agree nor Disagree

Agree Strongly Agree

Price is too high

It's of no use to me

I'm not comfortable with using a

Touch Screen

I don't know anyone who has a Touch

Screen Computer

Touch Screens don't seem

very durable

I don't think using Touch on a vertical

screen is convenient

Prolonged use of a Touch

Screen doesn't seem

convenient

I just don't feel it's a good

idea

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Q13. This is a non compulsory question. Please fill in details of your MBTI assessment after taking

the test on :http://www.humanmetrics.com/cgi-win/jtypes2.asp (Copy paste this link on your

browser and take the test)Note: The test takes approximately 7 minutes to complete. You will get 4

traits that dominate the other 4. Leave the traits that don't dominate as 0. In case after taking the

test you face a problem in filling in your details, have a look at the graphic provided below the

sliders.

Please fill in your results of your MBTI assessment.

______ Extraversion (E)

______ Introversion (I)

______ Sensing (S)

______ Intuition (N)

______ Thinking (T)

______ Feeling (F)

______ Judgement (J)

______ Perception (P)

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MBTI Test

1. You are almost never late for your appointments

YES NO 2. You like to be engaged in an active and fast-paced job

YES NO 3. You enjoy having a wide circle of acquaintances

YES NO 4. You feel involved when watching TV soaps

YES NO 5. You are usually the first to react to a sudden event, such as

the telephone ringing or unexpected question

YES NO 6. You are more interested in a general idea than in the details of its realization

YES NO 7. You tend to be unbiased even if this might endanger

your good relations with people

YES NO 8. Strict observance of the established rules is likely to prevent a good outcome

YES NO 9. It's difficult to get you excited

YES NO 10. It is in your nature to assume responsibility

YES NO 11. You often think about humankind and its destiny

YES NO 12. You believe the best decision is one that can be easily changed

YES NO 13. Objective criticism is always useful in any activity

YES NO 14. You prefer to act immediately rather than speculate

about various options

YES NO 15. You trust reason rather than feelings

YES NO 16. You are inclined to rely more on improvisation

than on prior planning

YES NO 17. You spend your leisure time actively socializing

with a group of people, attending parties, shopping, etc.

YES NO

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18. You usually plan your actions in advance

YES NO 19. Your actions are frequently influenced by emotions

YES NO 20. You are a person somewhat reserved and distant in communication

YES NO 21. You know how to put every minute of your

time to good purpose

YES NO 22. You readily help people while asking nothing in return

YES NO 23. You often contemplate the complexity of life

YES NO 24. After prolonged socializing you feel you need

to get away and be alone

YES NO 25. You often do jobs in a hurry

YES NO 26. You easily see the general principle behind

specific occurrences

YES NO 27. You frequently and easily express your feelings and emotions

YES NO 28. You find it difficult to speak loudly

YES NO 29. You get bored if you have to read theoretical books

YES NO 30. You tend to sympathize with other people

YES NO 31. You value justice higher than mercy

YES NO 32. You rapidly get involved in the social life

of a new workplace

YES NO 33. The more people with whom you speak, the better you feel

YES NO 34. You tend to rely on your experience rather than

on theoretical alternatives

YES NO 35. You like to keep a check on how things

are progressing

YES NO 36. You easily empathize with the concerns of other people

YES NO

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37. You often prefer to read a book than go to a party

YES NO 38. You enjoy being at the center of events in which

other people are directly involved

YES NO 39. You are more inclined to experiment than

to follow familiar approaches

YES NO 40. You avoid being bound by obligations

YES NO 41. You are strongly touched by stories about people's troubles

YES NO 42. Deadlines seem to you to be of relative, rather than absolute, importance

YES NO 43. You prefer to isolate yourself from outside noises

YES NO 44. It's essential for you to try things with your own hands

YES NO 45. You think that almost everything can be analyzed

YES NO 46. Failing to complete your task on time makes you rather uncomfortable

YES NO 47. You take pleasure in putting things in order

YES NO 48. You feel at ease in a crowd

YES NO 49. You have good control over your desires and temptations

YES NO 50. You easily understand new theoretical principles

YES NO 51. The process of searching for a solution is more

important to you than the solution itself

YES NO 52. You usually place yourself nearer to the side

than in the center of a room

YES NO 53. When solving a problem you would rather follow

a familiar approach than seek a new one

YES NO 54. You try to stand firmly by your principles

YES NO 55. A thirst for adventure is close to your heart

YES NO

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56. You prefer meeting in small groups over interaction with lots of people

YES NO 57. When considering a situation you pay more attention to

the current situation and less to a possible sequence of events

YES NO 58. When solving a problem you consider the rational approach to be the best

YES NO 59. You find it difficult to talk about your feelings

YES NO 60. You often spend time thinking of how things

could be improved

YES NO 61. Your decisions are based more on the feelings

of a moment than on the thorough planning

YES NO 62. You prefer to spend your leisure time alone

or relaxing in a tranquil atmosphere

YES NO 63. You feel more comfortable sticking to

conventional ways

YES NO 64. You are easily affected by strong emotions

YES NO 65. You are always looking for opportunities

YES NO 66. Your desk, workbench, etc. is usually neat and orderly

YES NO 67. As a rule, current preoccupations worry

you more than your future plans

YES NO 68. You get pleasure from solitary walks

YES NO 69. It is easy for you to communicate in social situations

YES NO 70. You are consistent in your habits

YES NO 71. You willingly involve yourself in matters

which engage your sympathies

YES NO 72. You easily perceive various ways

in which events could develop

YES NO

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Section 1: Demographics

Clustered Sampling, focusing on people aged 18- 22 years and 23 to 27 year of age

occupied in studies, services and professions spread across tier 1 and tier 2 cities. This

Section will describe the demographic spread and using cluster analysis we will try and

make sense of these demographics.

1.1: I am a

# Answer Bar Responses %

1.00 Male 276.00 63.45%

2.00 Female 159.00 36.55%

Total 435.00 100.00%

A healthy combination of males and females was taken with total of 435 respondents.

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1.2 My Age in Years is


1.00 18 to 22 119.00 27.36%

2.00 23 to 27 260.00 59.77%

3.00 28 to 35 38.00 8.74%

4.00 36 and above 18.00 4.14%

Total 435.00 100.00%

Focus has been to get maximum responses from the 18-22 years and 23-27 years

category as they represent the youth. Touch enabled technology is something that has

evolved with them. Also, they are the first time buyers of laptops, another area we

intend to focus on.

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1.3 I grew up in a


1.00 Tier 1 City 241.00 55.40%

2.00 Tier 2 City 118.00 27.13%

3.00 Others 76.00 17.47%

Total 435.00 100.00%

Again the focus is mostly on tier 1 city, where people can readily absorb touch

technology.

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1.4 I am currently Occupied in

# Answer Bar Responses % 1.00 Business 30.00 6.90%

2.00 Profession 94.00 21.61%

3.00 Services 58.00 13.33%

4.00 Studies 243.00 55.86%

5.00 Others 10.00 2.30%

Total 435.00 100.00%

A healthy split of 55-45 between students and non-students

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1.5 Breaking down Demographics

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1.6 Clusters of Demographics

Cluster Distribution

N

% of

Combined % of Total

Cluster 1 91 20.9% 20.9%

2 111 25.5% 25.5%

3 70 16.1% 16.1%

4 53 12.2% 12.2%

5 110 25.3% 25.2%

Combined 435 100.0% 99.8%

Excluded Cases 1 .2%

Total 436 100.0%

An attempt to form clusters of demographics from Section 1.1, 1.2, 1.3 and 1.4 To understand how age, sex, location and occupation aggregate and overlap each other. 5 clusters have been formed, as explained by the graphs below:

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The charts above can be summarized as follows:

Cluster Sex Age Location Occupation Comments

1 f 23-27 Mixed Mixed Out of Undergrad, Females

2 m 18-22 Mixed Students Undergrad, Males

3 m 23 and above Tier 2,3

Non-Students Non Metro, Male, Earners

4 m 23-27 Tier 2,3 Students Metro Higher Education Students

5 m 23-27 Tier1 Mixed Out of Undergrad, Males

In targeting the youth this can be our basic demographic segmentation.

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Section 2: Usage

In this section we will try and understand the usage patterns of the respondents. This is

divided into 3 sections, first we will look at their ownership patterns and assess what

devices they own already, and then we will look at the number of hours they spent on

computing devices. Finally we will see what they use do they put a computing device to.

This will give us a good idea about what kind of consumers are we dealing with, can

they absorb touch technology readily? Do they have exposure to touch screen or are

they completely new to the idea of touch? Are they first time buyers etc.

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2.1 I own

# Answer Bar Responses % 1.00 Desktop 151.00 34.71%

2.00 Laptop 409.00 94.02%

3.00 Smartphone 252.00 57.93%

4.00 Tablet 102.00 23.45%

5.00 Touch Enabled Desktop 10.00 2.30%

6.00 Touch Enabled Laptop 10.00 2.30%

7.00 Touch Enabled Smartphone 204.00 46.90%

8.00 None 5.00 1.15%

Total 1143.00 100.00%

As we can see almost everyone has a laptop, only 1/3rd have a desktop and around

half the respondents are exposed to touch.

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2.2 On a typical day I use the computer for

# Answer Bar Responses % 1.00 0 to 2 hours 50.00 11.49%

2.00 3 to 5 hours 148.00 34.02%

3.00 6 hours and above 237.00 54.48%

Total 435.00 100.00%

Only 11.5% of the respondents use a computer for less than 3 hours a day. Our mix

consists of heavy users. This means that there uses will be varied. This assumption will

be tested in the next section.

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2.3 I use a computer to perform the following activities-

# Question Not for me

Very limited

Occasional Often Extensive Responses Mean

1.00 Official/College Work

10.00 14.00 38.00 176.00 197.00 435.00 4.23

2.00 Listening to Music

17.00 65.00 113.00 161.00 79.00 435.00 3.51

3.00 Watching Media

8.00 16.00 82.00 176.00 153.00 435.00 4.03

4.00 Surfing the Internet

3.00 9.00 23.00 136.00 264.00 435.00 4.49

5.00 Playing Games

114.00 139.00 111.00 45.00 26.00 435.00 2.38

6.00 Activities that Require Precision

140.00 139.00 80.00 48.00 28.00 435.00 2.28

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2.4 Exposure to touch

From the above data we find out the % of respondents who have exposure to touch:

Thus we have a nice mix of respondents who are exposed to the world of touch and

those who are not yet used touch. This segregation will be used in later sections to find

out the comfort levels of respondents with touch screen computers.

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2.5 Usage based Clusters

The responses from Section 2.3 ‘I use the computer to perform the following activities’

which was on a point 5 scale was labelled by the intensity of usage as depicted in

section 2.2 ‘On a typical day I use a computer for __ many hours’

This resulted in 5 clusters as depicted above.

Cluster 1: Student, Gamer

Cluster 2: Student, Non-Gamer

Cluster 3: Worker, Young at heart

Cluster 4: Focused Worker

Cluster 5: Creative Worker

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Section 3: Various Activities Performed on a computing device, and

finding out which devices are suitable for which activities.

Three questions asked in this section-

1. Which device is more suitable to perform the following activities?

2. How suitable are touch devices to perform these activities?

3. How suitable are touch screen computers to perform these activities?

On the outside they may seem very similar to one another, but by crosstabulations and

testing for significance we can find out answers to questions like, if the activity is

suitable for touch, which device is better? If the activity is not suitable for touch, which

device is better? What activities respondents think are suitable for touch but not touch

computers etc.

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3.1 According to you, the activities stated below can be performed

most suitably on which device?

# Question Non-touch Computer

Touch Enabled Phone

Tablet Touch Enabled Laptop

Touch Enabled Desktop

Responses


270.00 13.00 12.00 68.00 10.00 373.00


20.00 250.00 38.00 53.00 12.00 373.00

3.00 Watching Media

60.00 40.00 97.00 139.00 37.00 373.00


51.00 77.00 114.00 113.00 18.00 373.00

5.00 Playing Games

109.00 65.00 92.00 75.00 32.00 373.00


158.00 23.00 35.00 93.00 64.00 373.00

These results are further used in later sections.

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3.2 How suitable is a Touch Based Device for these activities?


# Question Unsuitable Non-Touch Device would be better

Same as a Non-Touch Device

Suitable Very Suitable

Responses Mean


108.00 133.00 51.00 58.00 23.00 373.00 2.34


9.00 10.00 91.00 93.00 170.00 373.00 4.09

3.00 Watching Media

8.00 28.00 91.00 105.00 141.00 373.00 3.92


8.00 31.00 86.00 111.00 137.00 373.00 3.91

5.00 Playing Games

43.00 55.00 68.00 92.00 115.00 373.00 3.49


88.00 74.00 44.00 83.00 84.00 373.00 3.00

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As expected, Touch Devices are not preferred for activities that require creation of

information ie Office/College Work and Precision Activities. It is worthy to note that

there exists a high standard deviation for all activities that have a low suitability rating

for touch devices ie Office Work, Precision Activities and Playing Games. Whereas

lower standard deviation for music, media and internet, which happen to have high

ratings. This confirms that for these 3 activities touch is more suited.


Statistic Official/College Work

Listening to Music

Watching Media

Surfing the Internet

Playing Games

Activities that Require Precision

Min Value 1.00 1.00 1.00 1.00 1.00 1.00

Max Value 5.00 5.00 5.00 5.00 5.00 5.00

Mean 2.34 4.09 3.92 3.91 3.49 3.00

Variance 1.49 1.02 1.11 1.12 1.86 2.27

Standard Deviation

1.22 1.01 1.05 1.06 1.36 1.51

Total Responses

373.00 373.00 373.00 373.00 373.00 373.00

Total Respondents

373.00 373.00 373.00 373.00 373.00 373.00

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3.3 According to you how suitable is a Touch Screen Computer for

the following activities?

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When compared to the same results for touch enabled devices we notice that the

scores have fall for every activity. What this means is that touch devices other than

touch computers, ie tablets and touch phones are preferred. We will further explore this

in later sections.

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3.4 Crosstabulations between Suitability of touch based devices[

Section 3.2] and which device is more suitable[Section 3.1]

The basic premise of undertaking these crosstabulations is that activity by activity, it

will be made clear if touch is preferred and if it is what device is preferred. This exercise

will not only help us better identify areas where people are indifferent about which

device, touch or non –touch is more suitable. It will also help us better identify what

devices are touch screen computer competing against and for which activities.

3.4.1: Office/College Work

3.4.2: Listening to Music

3.4.3: Watching Media

3.4.4: Surfing the Internet

3.4.5: Playing Games

3.4.6: Performing Activities that Require Precision

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3.4.1 Office/College Work

Visually we can see that for office/college work , where there is creation of information,

touch is mostly considered unsuitable and non-touch computers are preferred. But if we

look further there is a silver lining, those who are indifferent about touch screens for

office work or prefer it, increasingly prefer a touch screen laptop. For Office/college

work, non-touch computers are the biggest threat.

Suitability Touch Based Device: Official/College Work * Suitable Device: Official/College Work Crosstabulation

Count

Suitable Device: Official/College Work

Total

Non-touch

Computer

Touch Enabled

Phone Tablet

Touch Enabled

Laptop

Touch Enabled

Desktop

Suitability Touch Based

Device: Official/College Work

Unsuitable 94 0 1 10 3 108

Non-Touch Device would be

better 116 6 2 9 0 133

Same as a Non-Touch Device 25 2 3 19 2 51

Suitable 29 2 4 22 1 58

Very Suitable 6 3 2 8 4 23

Total 270 13 12 68 10 373

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3.4.2 Listening to Music

For Listening to music it is clear that respondents find touch interface convenient and

suitable. Having said that it is clear that touch enabled phones completely take the pie,

with touch enabled laptops a distant second. This gives us an opportunity to bundle

touch laptops with phones for music lovers at a special price.

Suitability Touch Based Device: Listening to Music * Suitable Device: Listening to Music Crosstabulation

Count

Suitable Device: Listening to Music

Total

Non-touch

Computer

Touch Enabled

Phone Tablet

Touch Enabled

Laptop

Touch Enabled

Desktop


Device: Listening to Music

Unsuitable 4 3 0 0 2 9


better 1 5 0 4 0 10


Suitable 6 60 11 15 1 93

Very Suitable 3 128 15 18 6 170

Total 20 250 38 53 12 373

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3.4.3 Watching Media

Watching media is a clear strength of touch enabled laptops. Respondents not only find

touch devices suitable for watching media, they prefer touch enabled laptops to watch

it. A clear threat to this is tablets, but focusing on larger screen with mobility, for media

touch enabled laptop is a clear winner.

Suitability Touch Based Device: Watching Media * Suitable Device: Watching Media Crosstabulation

Count

Suitable Device: Watching Media

Total

Non-touch

Computer

Touch Enabled

Phone Tablet

Touch Enabled

Laptop

Touch Enabled

Desktop


Device: Watching Media



better 11 6 3 5 3 28


Suitable 10 11 25 47 12 105

Very Suitable 15 17 48 49 12 141

Total 60 40 97 139 37 373

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3.4.4 Surfing the internet

For surfing the internet people prefer touch devices. Tablets probably score the highest

with touch phones and touch laptops at close second positions. It is encouraging to

know that respondents who are indifferent between touch device and non-touch device

for surfing the internet actually prefer touch enabled laptops.

Suitability Touch Based Device: Surfing the Internet * Suitable Device: Surfing the Internet Crosstabulation

Count

Suitable Device: Surfing the Internet

Total

Non-touch

Computer

Touch Enabled

Phone Tablet

Touch Enabled

Laptop

Touch Enabled

Desktop


Device: Surfing the Internet



better 13 5 6 6 1 31


Suitable 13 22 31 37 8 111


Total 51 77 114 113 18 373

Page 46 of 154

3.4.5 Paying Games

As it is clear from the data, respondents are split between 2 kinds, one who prefer non-

touch devices to play games and the others who prefer touch devices. This is probably

because certain games are optimized for touch and certain games require a console,

mouse and keyboard. The more suitable the respondents think touch is for playing

games, the more they move towards a tablet. Touch phones seem to be giving tough

competition to touch laptops for a second position.

There seems to be a lot of scope to initiate people to try touch screens by making them

play games on it.

Suitability Touch Based Device:: Playing Games * Suitable Device: Playing Games Crosstabulation

Count

Suitable Device: Playing Games

Total

Non-touch

Computer

Touch Enabled

Phone Tablet

Touch Enabled

Laptop

Touch Enabled

Desktop


Device:: Playing Games



better 35 9 3 4 4 55


Suitable 6 24 29 28 5 92

Very Suitable 9 24 43 27 12 115

Total 109 65 92 75 32 373

Page 47 of 154

3.4.6 Activities that require precision

For activities that require precision such as drawing, writing etc. again respondents are

split into 2. It would seem one group who is probably not aware of various attachments

for precision on touch, prefers non touch computers. The other group seems loyal to

touch laptops and desktops. This is the only activity where touch desktops seem to be

the preferred device.

Suitability Touch Based Device: Activities that Require Precision * Suitable Device: Activities that Require Precision Crosstabulation

Count

Suitable Device: Activities that Require Precision

Total

Non-touch

Computer

Touch Enabled

Phone Tablet

Touch Enabled

Laptop

Touch Enabled

Desktop


Device: Activities that Require

Precision



better 52 11 1 10 0 74


Suitable 11 4 16 34 18 83


Total 158 23 35 93 64 373

Page 48 of 154

Section 3.5: Understanding which activities are suitable for touch

devices and do consumers see themselves performing them on touch

enabled computers?

The basic premise of this section is to further explore when touch is suitable, are touch

computers suitable as well? And as we had seen the ratings had fallen for every activity

when asked about suitability of touch computers vis-a-vis touch devices. We will

explore what devices pose a threat to touch screen computers and how.

Page 49 of 154

3.5.1a Factor Analysis: Test to check whether activities that are

performed on touch devices can be clubbed together

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .663

Bartlett's Test of Sphericity Approx. Chi-Square 388.345

Df 15

Sig. .000

Since KMO> 0.6 Sig< .05 Factor analysis can be performed

Total Variance Explained

Compo

nent

Initial Eigenvalues Rotation Sums of Squared Loadings

Total % of Variance Cumulative % Total % of Variance Cumulative %

1 2.299 38.311 38.311 2.024 33.734 33.734

2 1.227 20.456 58.767 1.502 25.032 58.767

3 .943 15.714 74.481

4 .545 9.080 83.562

5 .540 9.003 92.564

6 .446 7.436 100.000

Extraction Method: Principal Component Analysis.

Page 50 of 154

Thus we can see Music, Media Internet and Games can be clubbed as one activity and office/college work and precision activities can be clubbed as second. We will call the first type as Consumption of Information_touch devices and the second kind as Creation of Information_touch devices. Now we will perform a similar test for touch enabled computers.

Page 51 of 154

3.5.1b Factor Analysis: Test to check whether activities that are

performed on touch computers can be clubbed together

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .699

Bartlett's Test of Sphericity Approx. Chi-Square 576.811

Df 15

Sig. .000

Since KMO> .06 Sig< .05 Factor Analysis can be performed

Total Variance Explained

Compo

nent

Initial Eigenvalues Rotation Sums of Squared Loadings

Total % of Variance Cumulative % Total % of Variance Cumulative %

1 2.597 43.284 43.284 2.271 37.853 37.853

2 1.272 21.197 64.481 1.598 26.627 64.481

3 .772 12.875 77.355

4 .569 9.484 86.839

5 .496 8.271 95.110

6 .293 4.890 100.000

Extraction Method: Principal Component Analysis.

Page 52 of 154

Similar to the case of touch devices we can see Music, Media Internet and Games can be clubbed as one activity and office/college work and precision activities can be clubbed as second. We will call the first type as Consumption of Information_touch computers and the second kind as Creation of Information_touch computers. Now we will try and analyse responses based on these groupings:

Page 53 of 154

3.5.2 Testing for significance: Consumption of information_ touch devices and Consumption of information_Touch computers & Creation of information_ touch devices and Creation of information_Touch computers

Ranks

N Mean Rank Sum of Ranks

Suitability_creation_Touch

Device -

Suitability_creation_Touch

Comp

Negative Ranks 97a 101.64 9859.50

Positive Ranks 120b 114.95 13793.50

Ties 156c

Total 373

Suitability_consumption_Tou

ch Device -

Suitability_consumption_Tou

ch Comp

Negative Ranks 107d 120.75 12920.00

Positive Ranks 151e 135.70 20491.00

Ties 115f

Total 373

a. Suitability_Creation_Touch Device < Suitability_Creation_Touch Comp

b. Suitability_Creation_Touch Device > Suitability_Creation_Touch Comp

c. Suitability_Creation_Touch Device = Suitability_Creation_Touch Comp

d. Suitability_Consumption_Touch Device < Suitability_Consumption_Touch Comp

e. Suitability_Consumption_Touch Device > Suitability_Consumption_Touch Comp

f. Suitability_Consumption_Touch Device = Suitability_Consumption_Touch Comp

Test Statisticsb

Suitability_Creati

on_Touch

Device -

Suitability_Creati

on_Touch Comp

Suitability_Cons

umption_Touch

Device -

Suitability_Cons

umption_Touch

Comp

Z -2.159a -3.184

a

Asymp. Sig. (2-tailed) .031 .001

a. Based on negative ranks.

b. Wilcoxon Signed Ranks Test

We reject the null hypothesis in both the cases and can say significant difference lie in consumption for touch devices and touch computers, and Consumption for touch devices and touch computers.

Page 54 of 154

3.5.3 Creation of information for touch devices and Creation of information for touch computers: Crosstabulations and Correlations

Symmetric Measures

Value

Asymp. Std.

Errora Approx. T

b Approx. Sig.

Ordinal by Ordinal Kendall's tau-c .583 .028 20.493 .000

Spearman Correlation .716 .030 19.744 .000c

Interval by Interval Pearson's R .721 .030 20.069 .000c

N of Valid Cases 373

a. Not assuming the null hypothesis.

b. Using the asymptotic standard error assuming the null hypothesis.

c. Based on normal approximation.

Although not significantly related, the variables exhibit a high degree of correlation.

Suitability_Creation_Touch Comp * Suitability_Creation_Touch Device Crosstabulation

Count

Suitability_Creation_Touch Device

Total

1 1.5 2 2.5 3 3.5 4 4.5 5

Suitability_Creation_Tou

ch Comp

1 22 8 11 3 5 0 2 0 0 51

1.5 13 26 6 7 3 3 0 0 1 59

2 3 10 19 7 5 1 1 0 0 46

2.5 4 5 8 17 8 1 5 0 1 49

3 0 3 6 5 30 10 10 6 0 70

3.5 0 0 4 2 6 7 5 2 0 26

4 1 0 4 1 11 5 14 5 4 45

4.5 0 0 0 0 1 1 2 14 0 18

5 0 0 0 0 1 0 0 1 7 9

Total 43 52 58 42 70 28 39 28 13 373

Page 55 of 154

If we look at the highest towers, for touch devices and touch computers the ratings are synonymous. Rating of 1 for touch computers form the largest tab with ratings of 1 with touch devices and so on.

Page 56 of 154

3.5.4 Consumption of information for touch devices and Consumption of information for touch computers: Crosstabulations and Correlations Cross Tabs are only represented as a graph and table is excluded due to paucity of space

Symmetric Measures

Value

Asymp. Std.

Errora Approx. T

b Approx. Sig.








A similar trend as seen with creation of information can be seen here, the tallest towers correspond to one another.

Page 57 of 154

3.5.5 Statistics Creation Vs Consumption

Descriptive Statistics

N Mean Std. Deviation Variance Skewness Kurtosis

Statistic Statistic Statistic Statistic Statistic Std. Error Statistic Std. Error

Suitability_Creation_Touch

Comp 375 2.5773 1.10572 1.223 .256 .126 -.911 .251

Suitability_Consumpion_Touch

Comp 375 3.7440 .80469 .648 -.500 .126 .170 .251

Suitability_Creation_Touch

Device 373 2.6729 1.13426 1.287 .261 .126 -.920 .252

Suitability_Consumption_Touch

Device 373 3.8492 .80273 .644 -.351 .126 -.537 .252

Valid N (listwise) 373

In both consumption and creation of information it can be seen that touch devices score

more than its subset of touch computers. In the sections below we will further explore,

activity by activity the reasons for this.

Page 58 of 154

3.5.6 Testing for significant differences, activity by activity, between

touch screen computers and touch based devices:

We reject the null only for Listening to music where significant differences lie.

Page 59 of 154

3.6 Crosstabulations between various activities, for touch

based devices and touch based computers.

3.6.1 Office/College Work

Suitability Touch Based Device: Official/College Work * Suitability Touch Based Computer: Official/College Work

Crosstabulation

Count

Suitability Touch Based Computer: Official/College Work

Total

Unsuitable

Non-Touch

would be

better

Same as a

Non-Touch

Device Suitable

Very

Suitable


Device: Official/College

Work

Unsuitable 63 41 2 2 0 108

Non-Touch Device

would be better 32 75 12 12 2 133

Same as a Non-Touch

Device 8 15 24 3 1 51

Suitable 2 12 8 32 4 58


Total 107 147 48 56 15 373

Symmetric Measures

Value

Asymp. Std.

Errora Approx. T

b Approx. Sig.








Page 60 of 154

As it can be seen, office/college work seem to exhibit low and similar ratings for both

touch based devices and touch based computers.

Page 61 of 154

3.6.2 Listening to Music

Suitability Touch Based Device: Listening to Music * Suitability Touch Based Computer: Listening to Music Crosstabulation

Count

Suitability Touch Based Computer: Listening to Music

Total

Unsuitable

Non-Touch

would be better

Same as a

Non-Touch

Device Suitable Very Suitable


Device: Listening to Music


Non-Touch Device would

be better 0 1 2 6 1 10

Same as a Non-Touch

Device 1 14 48 18 10 91

Suitable 0 4 20 61 8 93


Total 5 24 94 137 113 373

Symmetric Measures

Value

Asymp. Std.

Errora Approx. T

b Approx. Sig.








Page 62 of 154

Again we see a correlation between touch devices and touch computers.

The correlation is borderline high at 0.409

Page 63 of 154

3.6.3 Watching Media

Suitability Touch Based Device: Watching Media * Suitability Touch Based Computer: Watching Media Crosstabulation

Count

Suitability Touch Based Computer: Watching Media

Total

Unsuitable

Non-Touch

would be

better

Same as a

Non-Touch



Device: Watching Media



be better 1 12 6 8 1 28

Same as a Non-Touch

Device 2 13 40 20 16 91

Suitable 0 1 24 62 18 105


Total 7 26 88 140 112 373

Symmetric Measures

Value

Asymp. Std.

Errora Approx. T

b Approx. Sig.








Page 64 of 154

We can yet again see results similar to listening to music. Where all the highest towers are matched in their ratings for touch devices and touch computers. We also see an thicker middle skewed to the right showing slight preference for touch computers.

Page 65 of 154

3.6.4 Surfing the Internet

Suitability Touch Based Device: Surfing the Internet * Suitability Touch Based Computer: Surfing the Internet

Crosstabulation

Count

Suitability Touch Based Computer: Surfing the Internet

Total

Unsuitable

Non-Touch

would be

better

Same as a

Non-Touch



Device: Surfing the

Internet



be better 2 7 10 11 1 31

Same as a Non-Touch

Device 2 15 41 18 10 86

Suitable 0 7 9 82 13 111


Total 11 35 68 162 97 373

Symmetric Measures

Value

Asymp. Std.

Errora Approx. T

b Approx. Sig.








Page 66 of 154

Again the ratings correspond to one another. It should be noted that there

is a large chunk of respondents who think Surfing the Internet is very

suitable on a touch device but only suitable on a touch computer.

Page 67 of 154

3.6.5 Playing Games

Suitability Touch Based Device:: Playing Games * Suitability Touch Based Computer: Playing Games Crosstabulation

Count

Suitability Touch Based Computer: Playing Games

Total

Unsuitable

Non-Touch

would be

better

Same as a

Non-Touch



Device:: Playing Games



be better 4 26 13 9 3 55

Same as a Non-Touch

Device 2 16 23 21 6 68

Suitable 5 4 12 55 16 92


Total 40 61 64 118 90 373

Symmetric Measures

Value

Asymp. Std.

Errora Approx. T

b Approx. Sig.








Page 68 of 154

Perhaps the highest degree of correlation and highest degree of variance

is exhibited in this case. The people who think touch devices are suitable

for gaming also think touch computers are suitable for gaming, similarly the

people who think gaming is not suitable for touch devices don’t think it is

suitable on touch computers.

Page 69 of 154

3.6.6 Activities that require precision`

Suitability Touch Based Device: Activities that Require Precision * Suitability Touch Based Computer: Activities that Require

Precision Crosstabulation

Count

Suitability Touch Based Computer: Activities that Require Precision

Total

Unsuitable

Non-Touch

would be

better

Same as a

Non-Touch



Device: Activities that

Require Precision



be better 12 43 6 8 5 74

Same as a Non-Touch

Device 7 7 23 6 1 44

Suitable 2 12 8 54 7 83


Total 90 82 44 93 64 373

Symmetric Measures

Value

Asymp. Std.

Errora Approx. T

b Approx. Sig.








Page 70 of 154

In tune with playing games, performing activities is one aspect where a very high

degree of correlation and variance can be seen. This has the highest degree of

correlation of 0.634. The variance poses an opportunity to convince people to take up

touch for gaming. A touch screen computers also functions as a normal non touch

computer and the option of using touch is what differentiates it from other touch

devices.

Page 71 of 154

Section 4 Which of the following could be a reason for you not to

purchase a Touch Screen Computer?

In this section we will explore the perceived problems with touch based

computers.

Page 72 of 154

Page 73 of 154

Clearly price seems to be the most dominating factor with the highest rating and the

lowest standard deviation. Prolonged use and discomfort with vertical screen are the

second most important reason followed by durability and usability.

Not knowing people who have a touch screen computer, and discomfort with a touch

screen have low scores along with it not being a good idea.

Statistic Price is too high

It's of no use to me

I'm not comfortable with using a Touch Screen

I don't know anyone who has a Touch Screen Computer

Touch Screens don't seem very durable

I don't think using Touch on a vertical screen is convenient

Prolonged use of a Touch Screen doesn't seem convenient

I just don't feel it's a good idea

Min Value 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00

Max Value 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00

Mean 3.58 3.21 2.57 2.79 3.21 3.26 3.28 2.77

Variance 0.91 1.20 1.36 1.71 1.20 1.14 1.18 1.14

Standard Deviation

0.95 1.10 1.17 1.31 1.10 1.07 1.08 1.07

Total Responses

375.00 375.00 375.00 375.00 375.00 375.00 375.00 375.00

Total Respondents

375.00 375.00 375.00 375.00 375.00 375.00 375.00 375.00

Page 74 of 154

Checking for validity of data by comparing values obtained through the survey with

random values

Runs 1: with median Runs 2: with mean Runs 3: with mode Result: As none of the 2 tailed Sig. values are below .05, we can conclude that there is a non random pattern

Checking for normality of data

Since none of the Sig. values are above .05 we can reject the null hypothesis that the data is

normal.

Page 75 of 154

Section 4.1 Correlations amongst the responses for various possible

reasons for low demand

Significant correlations have been marked out

Price is a standalone factor Apart from price, not feeling it is a good idea to have touch feature on computers is correlated to every factor Usability is correlated to comfort and comfort to convenience Durability is correlated to inconvenience of prolonged use and inconvenience of using it on a vertical screen. These 2 factors are further correlated amongst themselves.

Inter-Item Correlation Matrix

Reason for you

not to purchase:

Price is too high

Reason for you

not to purchase:

It's of no use to

me

Reason for you

not to purchase:

I'm not

comfortable with

using a Touch

Screen

Reason for you

not to purchase: I

don't know anyone

who has a Touch

Screen Computer

Reason for you

not to purchase:

Touch Screens

don't seem very

durable

Reason for you

not to purchase: I

don't think using

Touch on a

vertical screen is

convenient

Reason for you

not to purchase:

Prolonged use of

a Touch Screen

doesn't seem

convenient

Reason for you

not to purchase: I

just don't feel it's a

good idea

Reason for you not to

purchase: Price is too high 1.000 .079 .093 -.034 .078 .086 .023 -.086


purchase: It's of no use to me .079 1.000 .373 .189 .232 .289 .251 .393


purchase: I'm not comfortable

with using a Touch Screen

.093 .373 1.000 .269 .262 .282 .393 .402


purchase: I don't know anyone

who has a Touch Screen

Computer

-.034 .189 .269 1.000 .282 .236 .224 .328


purchase: Touch Screens don't

seem very durable

.078 .232 .262 .282 1.000 .434 .432 .342


purchase: I don't think using

Touch on a vertical screen is

convenient

.086 .289 .282 .236 .434 1.000 .483 .399


purchase: Prolonged use of a

Touch Screen doesn't seem

convenient

.023 .251 .393 .224 .432 .483 1.000 .469


purchase: I just don't feel it's a

good idea

-.086 .393 .402 .328 .342 .399 .469 1.000

Page 76 of 154

Section 4.2 Taking one reason at a time and comparing it to all the

other reasons for significant relationships.

Section4.2.1 Price is too high

Since all the p values are below.05 level we accept the alternative hypothesis: there is

significant difference between the reasons for low demand in respect to price is too high

Page 77 of 154

4.2.2 It’s of no use to me

Since for 3 reasons of low demand the p values are greater than .05, we can accept the null

hypothesis: there is no significant difference between those variables with respect to It’s of no

use to me

Page 78 of 154

4.2.3 I’m not comfortable using a touch screen computer

Since all the p values are below.05 level we accept the alternative hypothesis: there is

significant difference between the reasons for low demand in respect to I’m not comfortable

using a touch screen.

Page 79 of 154

4.2.4 I don’t know anyone who has a touch screen computer

Since for 1 of the for low demand the p values is greater than .05, we can accept the null

hypothesis: there is no significant difference between those variables with respect to I don’t

know anyone who has a touch screen

Page 80 of 154

4.2.5 Touch Screens don’t look very durable


hypothesis: there is no significant difference between those variables with respect to Touch

screens don’t seem very durable

.

Page 81 of 154

4.2.6 Prolonged use of a Touch Screen doesn’t seem convenient


hypothesis: there is no significant difference between those variables with respect to Use of a

touch screen doesn’t seem convenient.

Page 82 of 154

4.2.7 I don’t think using touch on a vertical screen is a good idea.


hypothesis: there is no significant difference between those variables with respect to I don’t

think using touch is convenient on a vertical screen.

Page 83 of 154

4.2.8 I just don’t think it’s a good idea

Since for 1 of the reasons of low demand the p values is greater than .05, we can accept the

null hypothesis: there is no significant difference between that variables with respect to It’s of I

just don’t feel it’s a good idea.

.

Page 84 of 154

Section 5 MBTI Assessment: A psychographic profiling

The Myers-Briggs Type Indicator (MBTI) assessment is a psychometric questionnaire designed

to measure psychological preferences in how people perceive the world and make decisions.

These preferences were extrapolated from the typological theories proposed by Carl Gustav

Jung and first published in his 1921 book Psychological Types (English edition, 1923).

There are 4 dichotomies namely Extraversion(E)-Introversion(I) Sensing(S)-Intuition(N) Thinking(T)-Feeling(F) Judging(J)-Perception(P) Jung theorized that one of these pairs dominates the other. From combination of these dichotomies he proposed 16 personality types. For the purpose of this study we will only consider the pairs in isolation and endeavour to attribute a behaviour or a perception to one of these pairs.

Statistic Extraversion (E)

Introversion (I)

Sensing (S)

Intuition (N)

Thinking (T)

Feeling (F) Judgement (J)

Perception (P)

Min Value 1.00 1.00 1.00 5.00 1.00 1.00 1.00 1.00

Max Value 89.00 89.00 89.00 98.00 96.00 85.00 96.00 93.00

Mean Value

31.14 36.09 27.53 31.65 32.19 31.75 32.77 36.49

Variance 783.82 416.50 857.43 535.74 886.78 520.11 620.59 689.62

Standard Deviation

28.00 20.41 29.28 23.15 29.78 22.81 24.91 26.26

Total Responses

94.00 58.00 62.00 86.00 75.00 71.00 79.00 67.00

Page 85 of 154

E-I: How people direct their energies:

Extraversion:

Direct Energy Outwards

After Thinkers

Action oriented

Prefer to be around others

Many interests ‘

Need sufficient external stimulation

Reach decisions by talking to others

Introversion:

Direct energies inwards towards ideas and concepts

Think before they act

Quiet and concentrated

Prefer to be alone

Interests have depth

Need sufficient ‘alone time’

Reach decisions by processing them internally and sharing the final decision

S-N: How people gather information

Sensing:

Focus on 5 senses

Look for practicality and reality

Prefer learned skills

Pay attention to details

Make few factual errors

Intuition:

Focus on possibilities

Look for patterns and expectations

Prefer adding new skills

Look at the bigger picture

Patience with complexity

Page 86 of 154

T-F How people make decisions

Thinking

Focus on logic of things, truth and principles

Give intellectual criticism

Like providing solutions to problems

Objective approach

Feeling

Focus on human values, people and harmony

Friendly and personal

Loyal support care and concern for others

Subjective approach

J-P: How people perceive the outside world

Judging

Attitude: Decisive, planful, self-regimented and purposeful

Focus on completing tasks, make decisions quickly

Prefer order and predictability

Value careful planning and concrete plans

Perception

Attitude: Curious, spontaneous, flexible, adaptable and tolerant

Focus on starting tasks, postpone decisions

Value freedom

Like weighing all their options

Page 87 of 154

Taking all the reasons and comparing the results to various pairs of personality

types as classified under Myer Briggs Type Indicator

5.1 Extraversion Vs Introversion


hypothesis: there is no significant difference between extroverts and introverts with respect

reasons for low demand. For 1 case we accept the alternative that there is significant difference

between extroverts and introverts. Where introverts believe that it is of no use to them and

extroverts don’t. Other large differences which might not be significant at 95% have been

marked

5.2 Sensing Vs intuition

Page 88 of 154

Since for all 8 reasons of low demand the p values are greater than .05, we can accept the null

hypothesis: there is no significant difference between sensing and intuition with respect reasons

for low demand. Although not significant at 95% level, there is a substantial difference in opinion

when it comes to convenience of vertical screens. Respondents driven by intuition seem to give

it a lower rating as compared to respondents who sense more.

Page 89 of 154

5.3 Thinking Vs Feeling



for low demand. Other large differences have been noted and will be discussed in results.

Page 90 of 154

5.4 Judgement Vs Perception



for low demand. Other large differences have been noted and will be discussed in results.

Page 91 of 154

Section 6 Perceived price and price willing to pay

Section 6.1 : Perceived premium charged for a touch enabled

computer and premium willing to pay for a touch enabled computer

Due to many outliers in this data set we will look at median and mode as the measures

of central tendency. Both give the same value of Rs. 10,000 as the price respondents

think is charged extra for touch screens and Rs. 5,000 as the price they are willing to

pay for extra to shift to touch screens.

Sample 338 335

Mean 17,604 9,545

Median 10,000 5,000

Mode 10,000 5,000

1st Quartile 8,000 4,500

3rd Quartile 20,000 10,000

Standard Deviation 19,423 12,656

What do you think is the

premium charged on

touch screen computers

What premium will you be

willing to pay for touch

screen computersStatistics

Page 92 of 154

Section 6.2 Testing for significant difference between people who are ready to

pay more than Rs. 5,000 more to upgrade to a touch based computer. and

possible reasons why they would think touch screen computers don’t sell.

Respondents who are not willing to pay more than Rs.5,000 don’t want to purchase a

touch screen computer because they think the price is too high, don’t find utility in touch

based computers(though not significant at 95% level) and don’t think prolonged use is

convenient.

Page 93 of 154

Section 6.3 Testing for significant difference between people who think it costs

Rs. 5000 and more to upgrade to a touch based computer. and possible reasons

why they would think touch screen computers don’t sell.

People who think touch screens cost more than 5,000 more don’t buy it because they think it is

too expensive and they just don’t think it’s a good idea. Although these reasons are not

significant at 95% levels.

Page 94 of 154

Section 6.4 Testing for significant difference between people who think it costs

Rs. 10,000 and more to upgrade to a touch based computer. and possible

reasons why they would think touch screen computers don’t sell.

Finally those who think it costs Rs. 10000 and more to upgrade to a touch screen don’t

buy for the same reasons as people who think it costs Rs. 5000 more- too high a price

and they don’t feel it’s a good idea. But this time their beliefs are significant at 95%

levels.

Page 95 of 154

Page 96 of 154

Retailers Survey

Q1 Name of the store

Q2 Name of the store with Address

Q3 Brand of Touch Screen Computers which COMES TO MIND: Brand 1



Q6 Brand of Touch Screen Computers which IS THE BEST: Brand 1



Q9 Brand of Touch Screen Computers which SELLS THE MOST: Brand 1



Page 97 of 154

Q12 How would you rate the following features of a Lenovo computer:

Unsatisfactory Most of others are

beter

Average Competitive Best in class

Appeaance

Compactness

In Built Speakers

Touch Interface

Price

Service Support

Q13 How justified are the following statements as reasons for low demand of touch screen

computers?

No Reason Some Reason Indifferent Strong Reason

Very Strong Reason

Price does not justify

features/benefits

Customers do not see any use

of a touch screen

Customers are not comfortable

with using a touch screen

Customers are hesitant because

don't know anyone who has

bought one

Customers can't try/test one

Page 98 of 154

Q14 What impact will the following have on the sales of touch screen computers?

No Impact Marginal Imact

Moderate Impact

Substantial Impact

Huge Impact

Availability of Demo Version

Stocking more machines

Increase in marketing activities

Q15 How optimistic are you about the sales of following devices in the near future? (6 months to 1

year)

No Change Marginal Increase

Moderate Increase

Substantial Increase

Huge Increase

Tablets

Laptops

Desktops

Touch Enabled Laptops

Touch Enabled

Desktops

Page 99 of 154

Page 100 of 154

A Survey was conducted with 45 retailers, 62.2% of which were Lenovo Exclusive Stores(Les) and 37.8% were Large formatretailers (LfRs).

LeS were spread across the tier 1 and tier 2 cities of India, LfRs were primarily f rom Mumbai, Maharashtra.

Small shop owners were excluded f rom the study due to the ongoing strike regarding Local Body Tax(LBT).

All the surveys were taken personally or over the phone. While the to the LeS owners it was revealed that this survey is onbehalf of Lenovo, LfRs were not aware of the sponsor of this survey, although the purpose was revealed to them as: tounderstand the consumers disposition of touch screen computers.

Section 1: Sample Size and a brief introduction to the survey

Page 101 of 154

Unaided Brand Recall

The retailers were asked to answer the following questions spontaneously:

1. Name any 3 brands of Touch Screen Computers [section 2.1]2. Name the best 3 brands of Touch Screen Computers [section 2.2]3. Name the top 3 brands of Touch Screen Computers that according to you sell the most [section 2.3]

A cumulative Brand score was formulated by assigning weights. Brand that is named the f irst was given a weight of50% brand named second a weight of 30% and f inally the 3rd brand a weight of 20%. Thus a f inal, cumulative brandingscore was formulated.

Further analysis was done based on these scores and comparing the dif ference of opinions of LeS and LfRs based onthese cumulative scores.

This excercise had the following objectives:

1. To capture the mood of a nascent market2. Understand who the competitors are3. Test the loyalty of LeS

Section 2: Unaided Brand Recall

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2.1 Results of unaided brand recall test: Name any 3 touch screen brands:

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2.2 Results of unaided brand recall test: Best brands of Touch Screen( Top 3):

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2.3 Results of unaided brand recall test: Which brand sells the most (Top 3):

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2.4.a : Further Analysis of Brand Recall TestLES2.4.a : Further Analysis of Brand Recall TestLES2.4.a : Further Analysis of Brand Recall TestLES

The cumulative scores of brand recall for LeS are tabulated below.

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2.4.b : Further Analysis of Brand Recall TestLFR

The cumulative scores of brand recall for LfR are tabulated below.

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RESULT 2: Best Brands

From Section 2.2 we know that HP has the highest brand recall for touch screen computers with a score of 31.1%,followed by Lenovo at 28.5% and Dell at 15.2%

From section 2.4a we can see that af ter naming the brands, when LeS have to think a little and name the best 3 brandsthey rate Lenovo at top with a score of 34.2% followed by HP at 26.2% and f inally Dell at 14.6% From section 2.4b we can see emerging problems for Lenovo as the highest spot is retained by HP at 36.8% followedby sudden emergence of Sony at 22.1%, followed by Dell at 19.2% and then f inally Lenovo at a meager 8.7%.

RESULT 3: Perceived Market Standing

From Section 2.3 we know that HP has the highest perceived sales for touch screen computers with a score of 33.3%,followed by Lenovo at 26.7% and Dell at 14.7%

From section 2.4a f rom a sales perspective LeS put HP on top with a score of 36.7% followed by Lenovo at 18.1% and f inallySony at 17.2%. This is followed by Acer at 12.1% and Dell at 12%. From section 2.4b we can see LfRs believe that Lenovo sells the most at 29.6% followed HP at 25.6% and f inally Dellat 16.4%

RESULT 1: Brands that come to mind f irst

From Section 2.1 we know that HP has the highest brand recall for touch screen computers with ascore of 33.2%, followed by Lenovo at 23% and Dell at 13.9%

From section 2.4a we can see that this trend is present even for LeS who gave the highest ratingof 29.4% to HP followed by 25.6% to Lenovo and 15.8% to Dell From section 2.4b we can see that for Lenovo the trend becomes a little disturbing. HP has a score of39.3% followed by Lenovo at 18.7% followed by Sony, Acer and Dell at 10-12% range.

Section 2: Results

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HP rules the mindshare of retailers in the arena of touch screen computers, for both LeS and LfRs. Lenovo has alsobeen able to maintaine a healthy second position throughout, which is not necessary satisfactory as Lenovo is themarket leader and touch is the future.

As for the best brand, results show LeS rate Lenovo as high as 34.2% to LfRs putting Lenovo as low as 8.7%. Thisis alarming as f rom the point of view of sales, this is probably the most important of the 3 questions. Consumers areinf luenced heavily by what brands are shown to them by retailers. mindshare is more important f rom a consumersperspective and perceived market standing might just inf luence what the retailers stock. But the best brandaccording to them, is going to be ref lected in their sales pitch.

Lenovo is the largest selling brand according to LfRs, which is surprising as they are not very conf ident about itsperformance. Where as LeS put Lenovo behind HP, probably out of dismay of not selling too many devicesthemselves.

Overall we can say the following:

1. In terms of brand value HP is the biggest threat followed by Dell.2. LeS are generally loyal to Lenovo, but they still haven't formed a strong association between touch screen andLenovo3. Brands like Acer and Sony are wildcards, Acer does not feature in Best Brand set of LeS but they think it sells.LfRs on theother hand don't think it sells but it features in their best brand set.

Section 2: Implications

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1 Appeaance - - 45 4.38

2 Compactness - 45 3.98

3 In BuiltSpeakers 45 4.07

4 TouchInterface - 45 3.89

5 Price - 45 3.69

6 ServiceSupport 45 3.44

# Question Unsatisfactory Most of others arebetter Average Competitive Best in

class Responses Mean

6 16 23

1 12 19 13

1 2 8 16 18

5 11 13 16

5 16 12 12

7 6 7 10 15

Section 3: How would you rate the following features of a Lenovo computer:

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Min Value 3 2 1 2 2 1

Max Value 5 5 5 5 5 5

Mean 4.38 3.98 4.07 3.89 3.69 3.44

Variance 0.51 0.66 0.97 1.06 0.99 2.16

Standard Deviation 0.72 0.81 0.99 1.03 1 1.47

Total Responses 45 45 45 45 45 45

Total Respondents 45 45 45 45 45 45

Statistic Appearance Compactness In Built Speakers Touch Interface Price Service Support

Observations:

In all aspects Lenovo seems to be doing pretty well, the notable strength is in terms of appearance which has ahigh average rating of 4.38 and very low variance of 0.51.

In touch screens Lenovo doesn't come out as strong as one would expect it to, with a rating of 3.89. But it'sstill healthy.

Price seems to be decently competitive at an average rating of 3.69, although this has a high variance of 1.03,probably because LeS would skew this a little downwards.

Finally, probably the only cause of concern is the service support. For starters it has a very high variance of2.16, so no one is really sure what is happening to Lenovo's service support. Secondly, it has the lowest ratingof all the features at a 3.44. The risk of it going down is high.

It should be noted it is unacceptable to have low ratings for both price and customer support as high price isjustif ied by high degree of servicing capabilities.

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1 Price does not justify features/benef its 45 3.89

2 Customers do not see any use of atouch screen 45 3.20

3 Customers are not comfortable withusing a touch screen 45 2.69

4 Customers are hesitant because don'tknow anyone who has bought one 45 3.13

5 Customers can't try/test one 45 3.42

# Question NoReason

SomeReason Indifferent Strong

ReasonVery

StrongReason

Responses Mean

3 3 11 7 21

5 11 8 12 9

7 17 9 7 5

5 9 10 17 4

9 5 6 8 17

Section 4: How justif ied are the following statements as reasons for low demand of touch screen computers?

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Min Value 1 1 1 1 1

Max Value 5 5 5 5 5

Mean 3.89 3.2 2.69 3.13 3.42

Variance 1.6 1.75 1.54 1.39 2.48

StandardDeviation 1.27 1.32 1.24 1.18 1.57

TotalResponses 45 45 45 45 45

TotalRespondents 45 45 45 45 45

StatisticPrice does not

justifyfeatures/benefits

Customers donot see any use

of a touch screen

Customers are notcomfortable with

using a touch screen

Customers are hesitantbecause don't know

anyone who has boughtone

Customerscan't

try/testone

Observations:

Price is clearly the strongest reason for demand of touch screen computers not rising to it's potential with avery high rating of 3.89.

Availability of demo versions is also given a very high priority at a rating of 3.42 and a variance of 2.48. The highvariance can be explained due to LfRs skewing it upwards, as they have demo versions available. Still it shouldbe noted that although demo versions might not increase sales, their unavailability, as observed while physicallyvisiting LeS will def initely ensure that touch screen computers will not sell.

Does touch screen provide any substantial benef it is another cause of concern. Through marketing activities,not only consumers but retailers will have to be told what all can be done on a touch screen exclusively.

Having no reference might be a factor but it is not alarming, where as due to tabs and touch phones the comfortlevel with touch screens is high with a low rating of 2.69

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The only correlation between the set of expected reasons for low deamand ( at 99% signif icance) is betweenconsumers comfort level with touch screens and the consumers not knowing anyone who has a touch screencomputer. It should be noted that these 2 reasons had the lowest average ratings. This has it's signif icance aspeople will automatically get comfortable with the idea of using touch on their computers once their relatives andfriends start buying touch screens. This will also happen when the demand of touch screens start going up. Boththese factors can be ignored, yet they will have a domino ef fect on demand when it increases.

Section 4: Analysis

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Observations:

A signif icant correlation can be seen between sales of Touch Enabled Desktops in the future and problem thattouch based computers don't have a use. The negative correlation shows sales of touch screen desktops willpeak as and when consumers start f inding more uses of touch computers.

It is worthy to note the correlation is higher with touch screen desktop when compared to touch screenlaptops. This could mean that even without f inding touch screens very useful, people will still be willing topurchase touch enabled laptops. The sections below will explain how demand for both touch enabled desktopand laptop is predicted to rise exponentially.

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Observations:

H0= Views of retailers and consumers have no signif icant dif ferenceH1 = Reasons for low demand: Price is too high, signif icant dif ference in views of consumers and retailersH2= Reasons for low demand: No use of touch screen, signif icant dif ference in views of consumers and retailersH3= Reasons for low demand: Not Comfortable with touch screen, signif icant dif ference in views of consumers and retailersH4= Reason for low demand: Friends/Relat ives don't have it , signif icant dif ference in views of consumers and retailers

We reject the null H0: No signif icant dif ference in views of retailers and consumers for only H1: Price is toohigh (As H1<.05)

Thus we can conclude the views are united for retailers and consumers about use, comfort and having areference group. They only disagree on the price being a factor inf luencing demand of touch screen computers.The ratings for consumers was 3.58 with a variance of .91 compared to a higher rating of 3.89 by the retailerswith a larger variance of 1.6.

Implication:Retailers perceive price to be a bigger problem than consumers, and even amongst themselves they are moreconfused( higher variance). This is important as a consumer who does not even f ind price to be too high mightbe deterred to buy a touch screen computer by a retailer.

Testing for signif icance for low demand, comparing the views of retailers and consumers.

In the consumer survey, similar reasons for low demand of touch screen computers were asked to theconsumers. The charts below aim to f ind a signif icant relationship between the views of consumers andretailers.

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1 Availability of DemoVersion 45 4.40

2 Stocking moremachines 45 3.51

3 Increase in marketingactivities - - 45 4.60

# Question NoImpact

MarginalImpact

ModerateImpact

SubstantialImpact

HugeImpact Responses Mean

1 2 5 7 30

5 5 11 10 14

6 6 33

3.3 What impact will the following have on the sales of touch screen computers?Sction 5: What would be the impact of the following on sales of touch screen computers?

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Min Value 1 1 3

Max Value 5 5 5

Mean 4.4 3.51 4.6

Variance 1.02 1.8 0.52

Standard Deviation 1.01 1.34 0.72

Total Responses 45 45 45

Total Respondents 45 45 45

Statistic Availability of Demo Version Stocking more machines Increase in marketing activities

Observations:

As it is very clear f rom the table above, the retailers don't think enough is being done to market touchenabled computers with a whooping rating of 4.6 and low variance of 0.52. Availability of demo version isalso rated very high at 4.4 but the voice is not that united this time. Stocking more machines has a very highvariance. This is probably because even those who stock enough machines probably haven't experiencedtheir sales increase.

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1 Tablets - 45 4.04

2 Laptops 45 3.69

3 Desktops 45 3.00

4 Touch EnabledLaptops 45 3.42

5 Touch EnabledDesktops 45 3.33

# Question NoChange

MarginalIncrease

ModerateIncrease

SubstantialIncrease

HugeIncrease Responses Mean

3 10 14 18

4 2 12 13 14

6 10 12 12 5

2 9 11 14 9

2 10 9 19 5

Section 6: Your prediction for sales of the following devices in the near future? (6 months to 1 year)

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Min Value 2 1 1 1 1

Max Value 5 5 5 5 5

Mean 4.04 3.69 3 3.42 3.33

Variance 0.91 1.49 1.5 1.34 1.18

Standard Deviation 0.95 1.22 1.22 1.16 1.09

Total Responses 45 45 45 45 45

Total Respondents 45 45 45 45 45

Statistic Tablets Laptops Desktops Touch Enabled Laptops Touch Enabled Desktops

Observations: Sales of Tablets is expected to grow the most, followed by laptops without touch. Touch Laptops areexpected to grow at a healthy 3.42 rating followed by touch desktops. Desktops without touch are predictedto grow the least.

Implications:

We can predict that touch laptops will sell more than touch desktops, further variance is higher for withouttouch laptops and desktops as compared to laptops and desktops with touch. This means that thepredictions about touch are more valid compared to the counterparts without touch. This also means thatwhile predicting about non touch devices, although on an average they are rating it high, there is someconfusion, where as for touch a high rating with lower variance show conf idence in touch as the future ofcomputing.

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Regional Distributors: Interview

Hardly sell touch screens (3-5 devices) and stock only Lenovo

Respondent 1: Indore

More variety should be introduced

Prices should be lower

Series specific marketing to educate consumer and retailer

Branding is done primarily around notebooks

Touch has a future in desktops, there is lower utilities on a smaller screen.

Poor customer service

Respondent 2: Ludhiana

Only price is a problem with touch

Should introduce in 30-35k band

Touch screen with lower configuration, CDC with touch, touch without i5, i7.

It is a product for masses and not for only premier customer

Poor customer service due to transition

Respondent 3:Pune

B340 a hot product

19990 entry level AIO big up

Touch is the future, first buyer will be an AIO Touch User, next the family will purchase touch

laptops

Unless prices around 30k, will not sell, 35-38k range is available.

Lower configuration eg double touch instead of 10 touch should be introduced

Varity in touch should be introduced

AIOs have good variety and hardly any competition. Notepads have to pick up.

Touch will be preferred by young generation for students, for gaming etc.

Lenovo is a pull brand not a push brand

Customer is not aware of new technology, superior technology

Retail activities from LES required

Marketing has to be focused on end customer as number of walk ins are going down

Last one 1 month customer service has gone down, due to system mismatch etc.

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Respondent 4:Kanpur

People are used to touch and want it but price is wrong

Awareness of customer has to increase

Every model should have a touch variant

Lower configuration does not work well with touch, as people will just by tablets. At least dual

core and above

AIOs we are an established premium brand, Notebooks doing well but a lot of challengers

In the future sales of laptops will increase more compared to desktops. This trend will be

reciprocated in touch computers as well.

Around 50k an acceptable amount for a touch computer

Customer service is poor. It is redeemable but action needs to be taken quickly.

There should be a category of Death on Arrival(DoA) for certain damaged products.

Respondent 5: Aurangabad

Touch Screen computers is a craze

At least 1 product should be launched at a good price to get into the market

Touch works on higher configuration, if lower configuration model is launched it should be at

a substantially lower price

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RECOMMENDATIONS

FOR THOSE WHO DO

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PRODUCT

FOR THOSE WHO DO

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WHERE TOUCH

COMPUTERS DON’T WIN

Activities Competing Devices Solutions

College/Office work Non-Touch Computer Enforcing a touch computer is also functions as a normal computer

Listening to music Touch Enabled Phone Bundling with discount

Watching Media Tablet Bundling with discount

Surfing the internet Tablet Bundling with discount

Playing Games

Different devices for different games Focus on touch games

Precision Activities Non-Touch Computer

Reach out to people who do precision

work, personal marketing to media houses

etc. Good scope for touch enabled desktops.

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FEATURES OF A

LENOVO COMPUTER

Our Strength are appearance compactness and quality of in built speakers. We should make sure they are communicated properly These features fit perfectly if we position touch screen desktops as complete family entertainment devices

There is a view point that only after a family has a touch desktop will the family members follow suit and purchase touch laptops.

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LOW CONFIGURATION,

CHEAPER DEVICES?

Going with Lenovo’s strategy to provide machines suitable for every category, it has also been suggested that at least one product with touch in the price range of Rs. 35,000 should be launched. The processor or the touch capability ( only 2 finger touch) can be compromised upon.

The caveat attached is that if we consider doing something like that we will be competing against tablets and will again come

out to be too expensive.

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SUGGESTIONS BY

DISTRIBUTORS

More variety

Cheaper Model with lower specifications (DUAL CORE and above), at least 1 model to get to the market

Eventually every model should have touch variant

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PRICE

FOR THOSE WHO DO

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FEW POINTS

Rated the number 1 reason for low sales by consumers, retailers and distributors

Retailers perceive price to be a bigger problem than consumers

Price is a function of all the other Ps, till the time we are doing all of them right, there is no reason to worry

Lenovo is not a value for money brand and we would not like to slash prices to increase demand

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FEW STATS

Statistics

Perceived

premium charged

Premium wiling to

pay

n 338 335

Mean 17,604 9,545

Median 10,000 5,000

Mode 10,000 5,000

1st Quartile 8,000 4,500

3rd Quartile 20,000 10,000

Standard

Deviation 19,423 12,656

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FEW OBSERVATIONS

People who are not willing to pay more than Rs. 5,000 extra don’t purchase a touch screen computer because: They think the price is too high, they think it is of no use to them and don’t find prolonged use of touch convenient.

People who think it costs more than Rs.5,000 extra to purchase a touch screen don’t purchase it because they think price is too high and because they just don’t feel it’s a good idea, again probably because they think it is too expensive.

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CUSTOMER SERVICE

DILEMMA

Due to the transition phase in customer service, brand value of Lenovo is getting hurt

Customer service rated low by retailers, all distributors feel something should be done soon

We are not a value for money brand, and if we want to position ourselves as a premium brand, consumers will have to be ensured that the customer service is satisfactory

For starters, a mail to all distributors explaining the situation and with a timeline should be sent out immediately

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SO WHAT TO DO

Retailers will have to be convinced of the real premium charged for upgrading to touch screens with the same configuration. If it is only Rs.5,000 then it makes double sense. People are ready to pay exactly this amount and they think it costs twice as much.

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PLACE

FOR THOSE WHO DO

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SUPER LES

A one of a kind store in Mumbai where touch enabled machines are on display

In introduction stage inducing trials is a necessity

This will help in sales of non premium products as well because Lenovo will be seen as the company that makes high end, cutting edge technology products

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COLLEGE CONNECT AND

BACK TO SCHOOL

Since we are targeting youth, schools and colleges can’t get off our radar. During admissions, we have to reach students.

Partnering with colleges to become official laptop suppliers. Try and push touch screen computers.

Try and convince premier schools to have touch screens in their computer laboratories. Even if there is one, it will make students try and want one.

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PROMOTION

FOR THOSE WHO DO

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SEGMENTATION:

DEMOGRAPHICS

Cluster Sex Age Location

Occupat

ion Comments

1 f 23-27 Mixed Mixed Out of Undergrad, Females

2 m 18-22 Mixed Students Undergrad, Males

3 m

23 and

above Tier 2,3

Non-

Students Non Metro, Male, Earners

4 m 23-27 Tier 2,3 Students Metro Higher Education Students

5 m 23-27 Tier1 Mixed Out of Undergrad, Males

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SEGMENTATION:

USAGE BASED

Cluster 1: Student, Gamer

Cluster 2: Student, Non-Gamer

Cluster 3: Worker, Young at heart

Cluster 4: Focused Worker

Cluster 5: Creative Worker

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SELLING THE CONCEPT

TO OUR EMPLOYEES

Before we can sell a product to the world, we need to sell it to ourselves. Till the time we can ensure that employees of Lenovo believe in the product we can’t expect our sales to grow.

A simple sessions with our intentions to go big with touch screens, and explaining to them how it is in not the future of computing anymore, it is a reality which they have to grab in the present.

Promotional material in Lenovo offices should reflect this mood.

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BRAND TRACKING

LeS Brand First to mind

Best Brand

Sells The Most

HP 1 2 1

Lenovo 2 1 2

Dell 3 3 5

Sony 6 5 3

LfR Brand First to mind

Best Brand

Sells The Most

HP 1 1 2

Lenovo 2 4 1

Dell 5 3 3

Sony 3 2 5

LeS don’t immediately associate Lenovo with touch screens

by providing them with promotional material around Lenovo

touch screen products we can ensure a better association.

They can be given Lenovo Touch Merchandize to promote Touch Screens both to them and to customers.

LfRs don’t consider Lenovo to be a good brand for touch screens, with a rating of only 8.7% as compared to HP

With a rating of 36.8% LfRs have to be engaged. The reason

For such a low rating should be further explored by leveraging

Existing contacts with LfRs.

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S.No. Reason

Consumer Rating

Correlates to MBTI Retailer Rating Marketing Strategy

1 Price is too high 1 -- F,P 1

Get a lot more by spending a little more

2 It's of no use to me 4 3,7,8 I,F 3

Get a lot more by spending a little more

3

I'm not comfortable with using a Touch Screen 6 2,7 -- 5 Ignore

4

I don't know anyone who has a Touch Screen Computer 8 8 I,P 4 Ignore

5

Touch Screens don't seem very durable 4 6,7,8 --

Carry it everywhere with you+ extended warranty

6

I don't think using Touch on a vertical screen is convenient 3 5,7,8 N,F -- Carry it everywhere with you

7

Prolonged use of a Touch Screen doesn't seem convenient 2 3,5,6,8 E -- Carry it everywhere with you

8

I just don't feel it's a good idea 7 2,3,4,5,6,7 I,F,P -- Will get covered by the rest

9 Can't try/test one -- -- -- 2 Dealt with in subhead PLACE

REASONS FOR NOT

PURCHASING

Bold represent significant relationships at 95% levels Page 145 of 154

GET A LOT MORE BY

SPENDING A LITTLE MORE

Personality Type: Introvert, Feeler and Perceiver

Significance: spontaneous, want more options, subjective, not too flashy

The value they require is something they can use for themselves, not to show off.

Provide them of an option of choosing an accessory which will help them urge them to make a spontaneous buy and satisfy their need of having options

Do not show benefit in terms of money but evangelize real value.

Print ads will work better, showcasing 3 models together

Bundling touch screen laptops with tablets/ touch phones

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CARRY IT EVERYWHERE

WITH YOU

Personality Type: Extrovert, Intuitive, Feeler

Significance: snob good, friendly, focus on possibilities, new skill to master

Show the product is not to be used vertically and can be used for long hours. Touch doesn’t have to be used at all times

Showcase all the fun things that can be done, not necessarily making tasks easier but posing a challenge

Make it a little futuristic

Use Ranbir Kapur for TVCs

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CAMPUS

ENGAGEMENT

How will I use a touch screen computer: Essay writing competition

Partnering with colleges to become official suppliers of laptops

MEDIA STUDENTS Induce trial in media colleges/photography/music colleges. These students can perhaps derive most benefit out of touch screens. A footage of them using these machines can be recorded.

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SEARCH ENGINE

OPTIMIZATION

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LINKDIN

Target young professionals and Higher education students through Linkdin

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SUGGESTIONS BY

DISTRIBUTORS

Series specific marketing to educate both consumers and distributors

Branding is done mainly around notebooks, this should change

Retail activities by LeS is required

Consumers are not aware, marketing around touch screen has to take place

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Learning

1. Development of soft skills in dealing with people spread across the value

chain, from sales people at LfRs, to owners of LeS. From Regional

Distributors to sales managers.

2. Developing affinity to handle large data sets using Microsoft Excel and IBM

SPSS. Dealing with 75+ variables with 421 responses and 35+ variables with

45 responses which is more than 33,000 data points.

3. Interaction with stewards of the computer hardware business, opportunity and

experience of being guided and mentored by people responsible in bringing

Lenovo at number 1 position in India.

4. Getting a holistic understanding of the business, from the point of view of

employees responsible for sales, to retailers to consumers.

5. Understanding the power of collaboration by combining similar tasks with

fellow interns, minimize efforts without hampering quality

6. Developing acute market research skills, understanding how to ask the right

questions to the right people to get the right answers

7. Taking ownership and enjoying immense freedom with a sense of

responsibility

8. Working on a project touted as the ‘future of computing’ touch screen

computers, working on a product so nascent that no marketing theory can be

applied directly. Understanding the paradox of finding what the consumer

wants to tell him/her what he/she wants.

9. Realizing the opportunity for personal development by exploring a new city,

managing expenses and time

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My understanding of the Lenovo Business of Touch

Screen Computers

To comment on Lenovo’s business regarding touch screens first I would like to

comment on the business of touch screen computers. Touch Screen Computers

have been here for a while, there usage was majorly marred due to lack of utility and

inconvenience. They were bought back to focus when Windows launched Windows

8, an operating system optimized for touch. Even after the launch of Windows 8 it

seems like all manufacturers are playing a waiting game as a large scale marketing

campaign around touch hasn’t been launched.

Lenovo is a youth centric brand, leader in the business of Computers both in India

and the Globe. To maintain this status it has to make efforts towards touch screen

computers and lead from the front. Lenovo is an aggressive brand with an

overwhelming portfolio which flaunts products across all categories, at all price

points, satisfying all types of needs. It is only natural for it to go ahead and divulge in

a new and unavoidable opportunity.

Lenovo has a network of loyal partners spread all across the nation. Taking to them

makes one realize how they feel they are part of a family. The number of employees

in the company seem to lesser, with more responsibilities and opportunities than

their counterparts. The webs of this efficient network will have to be tugged, and

adequate space for future of computing will have to be made.

Lenovo is not a push product but a pull brand, apart from the network this is the right

time to get bullish on Touch Enabled Computers by allocating adequate budget and

resources for a marketing strategy. Lenovo is not a value for money brand; it does

not focus on the technology inside a machine for the best price. Instead it

communicates utility to its consumer.

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Documents

Touch Enabled Computers