A Study on Consumer Satisfaction Towards Dell Laptops in Kurnool City

8/13/2019 A Study on Consumer Satisfaction Towards Dell Laptops in Kurnool City

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Dept., of Commerce & Management S.J.D.C, Kurnool

ST. JOSEPHS DEGREE COLLEGE

KURNOOL

CERTIFICATE

This is to certify that this is the bonafied project work entitled

A STUDY ON CONSUMER SATISFACTION TOWARDS

DELL LAPTOPS IN KURNOOL CITY carried out by

S. Mansoor Pasha, Registered No 8625130for the year 2009-10 in

partial fulfillment of the requirement for the award of degree of

Bachelor of Business Management from Sri Krishnadevaraya

University, Anantapur

Principal

Examiners

1.

2.

Project Guide


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PROJECT GUIDE CERTIFICATE

Mr. Syed Mansoor Pasha, a final year Bachelor of

Business Management student of St. Josephs degree college,

Kurnool in partial fulfillment for the award of degree of Bachelor of

Business Management has done his project entitled A STUDY ON

CONSUMER SATISFACTION TOWARDS DELL LAPTOPS IN

KURNOOL CITYunder my guidance.

All the details collected and furnished by him are true and original to

my knowledge.

Mr. K. JayaPrakash M. com


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BONAFIDE CERTIFICATE

I here by declare that the project report entitled

a study on Consumer satisfaction towards DELL

LAPTOPS in Kurnool city under the guidance of

Mr. K. Jayaprakash, M.com, lecturer in Management

studies and this is submitted to

St. Josephs Degree College, Kurnool affiliated to

Sri Krishnadevaraya University, Anantapur and is

drafted by me and is original of own.

PLACE : KURNOOL

DATE :

Syed Mansoor Pasha

BBM


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ACKNOWLEDGEMENT

I express my heart full and sincere thanks to

Miss Y. Showrilu Reddy, Principal, St Josephs Degree

College, Kurnool for her motivation and support.

I express my gratitude to project guide

Mr. K. Jayaprakash lecturer in Management studies.

I also thank all the lecturers of the management

department for their valuable suggestions and

continuous encouragement and full support for

completing this project

Syed Mansoor Pasha

[BBM]


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CONTENTSChapter-1

INTRODUCTION

HISTORY

COMPANY PROFILE

PRODUCT PROFILE

Chapter-2

OBJECTIVES

RESEARCH METHODOLOGY

LIMITATIONS

Chapter-3

CONSUMER SATISFACTION

Chapter-4

DATA ANALYSIS & INTERPRETATION

Chapter-5

FINDINGS

SUGGESTIONS

QUESTIONNAIRE

BIBLIOGRAPHY


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INTRODUCTION

In 2001, Dell Computer became the worlds largest personal

computer vendor, continuing to gain market share and post profits in anindustry struggling with slumping sales and billions of dollars in losses.Dell sells 90% of its PCs directly to the final customer, largely bypassingthere seller channel that accounts for most of the worlds PC sales. Thisdirect customer relationship is the key to Dells business model, and

provides distinct advantages over the indirect sales model. Dells direct

relationship with the customer allows it to tailor its offerings to customer

needs, offer add-on products and services, and use the Internet to offer avariety of customer services. In addition, Dells PCs are built tocustomers specifications upon receipt of an order, giving Dell additional

advantages over indirect PC vendors who must try to forecast demandand ship products based on those forecasts. Dells direct sales and build -to-order model has achieved superior performance in the PC industry interms of inventory turnover, reduced overhead, cash conversion, andreturn on investment.

Dells business model is simple in concept, but very complex in

execution. Building PCs to order means that Dell must have parts andcomponents on hand to build a wide array of possible configurations withlittle advance notice. In order to fill orders quickly, Dell must haveexcellent manufacturing and logistics capabilities supported byinformation LAPTOPS that enable it to substitute information forinventory.

The demands of Dells model have led it to adopt a new

organizational structure referred to as a virtual company or value web(Figure 1). It is marked by a focus on a few key strategic activities, andextensive outsourcing of non-strategic activities. Dell works closely withexternal partners to produce its PC products and to offer its customers anarray of additional products and services that add value and allow Dell tocapture a larger share of the customers IT spending.


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To manufacture its products, Dell coordinates a global productionnetwork that spans the Americas, Europe and Asia, combining in-housefinal assembly with heavy reliance on outside suppliers and contractmanufacturers.

Manufacturing of printed circuit board assemblies (PCBAs),subassemblies (box builds), and some final products (mainly notebookPCs) is handled by contract manufacturers or original designmanufacturers such as SCI, Solectron, Celestica, Hon Hai, Quanta andArima. Like other PC makers, Dell relies on outside suppliers forcomponents and peripherals such as disk drives, CD-ROM drives,semiconductors, add-on cards, monitors, keyboards, mice and speakers.Its PCs can be bundled with standard software such as Microsoft Officeor with specialized software requested by corporate customers.

Dell relies on outside partners for services such as Laptopintegration, installation, on-site repairs and consulting. Partners include

Wang, Unisys, IBM and BancTec. It also works with resellers whosupport Dell hardware and receive referral fees for recommending Dell tocustomers.


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Acquisition :

September 8th1999 - Firstacquisition Converge Net Technologies. May 8th2006 AcquiredAlienware,a specialtycomputer

desktopmanufacturer, integrated it into the company's high-end product line.

It introduced several new items to Dell products, including AMD

microprocessors. To prevent cross-market products, Dell continues to run

Alienware as a separate entity but still a wholly-owned subsidiary.

January 28th 2008 - AcquiredEqualLogic to gain a foothold in theISCSIstorage market. It was the largest acquisition of $1.4 billion .Integrating

EqualLogic's products into the company drove manufacturing prices down. It

extended Dell's leadership in simplifying IT for customers and partners.

2008 Three acquisitions, EqualLogic, The Networked Storage Company,and Message One

1999-2000 - Purchased stakes in four companies (NaviSite, Com2001.com,Fast Search & Transfer,Netyear Group).

Divestedtwo companies, in 2000 and 2008.

Major customers:

large corporations, government agencies medical and educational institutions small business individuals
http://en.wikipedia.org/wiki/Business_acquisitionhttp://en.wikipedia.org/wiki/Business_acquisitionhttp://en.wikipedia.org/wiki/Business_acquisitionhttp://en.wikipedia.org/wiki/Alienwarehttp://en.wikipedia.org/wiki/Alienwarehttp://en.wikipedia.org/wiki/Alienwarehttp://en.wikipedia.org/wiki/Computer_desktophttp://en.wikipedia.org/wiki/Computer_desktophttp://en.wikipedia.org/wiki/Computer_desktophttp://en.wikipedia.org/wiki/Computer_desktophttp://en.wikipedia.org/wiki/EqualLogichttp://en.wikipedia.org/wiki/EqualLogichttp://en.wikipedia.org/wiki/EqualLogichttp://en.wikipedia.org/wiki/ISCSIhttp://en.wikipedia.org/wiki/ISCSIhttp://en.wikipedia.org/wiki/ISCSIhttp://en.wikipedia.org/wiki/Fast_Search_&_Transferhttp://en.wikipedia.org/wiki/Fast_Search_&_Transferhttp://en.wikipedia.org/wiki/Divestedhttp://en.wikipedia.org/wiki/Divestedhttp://en.wikipedia.org/wiki/Divestedhttp://en.wikipedia.org/wiki/Fast_Search_&_Transferhttp://en.wikipedia.org/wiki/ISCSIhttp://en.wikipedia.org/wiki/EqualLogichttp://en.wikipedia.org/wiki/Computer_desktophttp://en.wikipedia.org/wiki/Computer_desktophttp://en.wikipedia.org/wiki/Alienwarehttp://en.wikipedia.org/wiki/Business_acquisition


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Coming products :

New PowerEdge Servers New Enterprise Computing Portfolio Innovation Aids Recovery Ultra-Thin Laptop, Adamo

Financials :

Revenue in the QY 09 fell 16% from the same period a year ago to $13.4billion. Profits plummeted 48% to $351 million, or 18 cents a share, from

$679 million, or 31 cents a share.

Revenues of $61,133 million during the financial year ended February 2008,an increase of 6.5% over 2007.

Operating profit of the company was $3,440 million in FY2008, an increase of12.1% over 2007

Net profit was $2,947 million in FY2008, an increase of 14.1% over 2007

Recent Developments :

In January 2009, Dell announced that they will withdraw allmanufacturing from Limerick and move it to its new plant in thePolish city of Lodz by January 2010.

Raised their cost-reduction target to $4 billion. Dell also announced that it aimed to become a "one-percent

company," giving away 1 % of pretax profits to education anddigital inclusion projects mainly in emerging markets, byFebruary 2010.
http://content.dell.com/d/press-releases/2009-03-30-Dell-11G-PowerEdge-Servers-energy-efficient.aspx?c=us&l=en&s=corphttp://content.dell.com/d/press-releases/2009-03-30-Dell-11G-PowerEdge-Servers-energy-efficient.aspx?c=us&l=en&s=corphttp://content.dell.com/d/press-releases/DellUnveilsEfficientEnterpriseComputingPortfolio,FreeingCustomersfromCostlyandProprietaryTechnology.aspx?c=us&l=en&s=corphttp://content.dell.com/d/press-releases/DellUnveilsEfficientEnterpriseComputingPortfolio,FreeingCustomersfromCostlyandProprietaryTechnology.aspx?c=us&l=en&s=corphttp://content.dell.com/d/press-releases/2009-03-26-Michael-Dell.aspx?c=us&l=en&s=corphttp://content.dell.com/d/press-releases/2009-03-26-Michael-Dell.aspx?c=us&l=en&s=corphttp://content.dell.com/d/press-releases/2009-03-17-adamo-us.aspx?c=us&l=en&s=corphttp://content.dell.com/d/press-releases/2009-03-17-adamo-us.aspx?c=us&l=en&s=corphttp://content.dell.com/d/press-releases/2009-03-17-adamo-us.aspx?c=us&l=en&s=corphttp://content.dell.com/d/press-releases/2009-03-26-Michael-Dell.aspx?c=us&l=en&s=corphttp://content.dell.com/d/press-releases/DellUnveilsEfficientEnterpriseComputingPortfolio,FreeingCustomersfromCostlyandProprietaryTechnology.aspx?c=us&l=en&s=corphttp://content.dell.com/d/press-releases/2009-03-30-Dell-11G-PowerEdge-Servers-energy-efficient.aspx?c=us&l=en&s=corp


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Company profile

Dell Inc. (Dell) is a technology company that designs, develops, manufactures,

markets, sells, and supports a range of products. Its product categories include

mobility products, desktop personal computers (PCs), software and peripherals,

servers and networking, services, and storage. The Company manages its business in

four operating segments: Americas Commercial; Europe, Middle East and Africa

(EMEA) Commercial; Asia Pacific-Japan (APJ) Commercial, and Global Consumer.

During the fiscal year ended January 30, 2009 (fiscal 2009), the Company acquired

the Networked Storage Company. In April 2008, the Company completed the

acquisition of Message One, Inc., a company engaged in providing software-as-a-

service (SaaS)-enabled, enterprise-class, e-mail business continuity, compliance,

archiving and disaster recovery services. In January 2009, the Company acquired the

Microsoft IT consulting and solutions segments of Allin Corporation.

Dell is one of the leading technology companies, offering a broad range of products,

including desktop

PCs, servers, networking products, storage, mobility products, software and

peripherals, and services.

The company operates in the Americas, EMEA and Asia Pacific. It is headquartered

in Round Rock,

Texas and employs 78,900 people including 2,400 temporary employees.

The company recorded revenues of $61,101 million during the financial year ended

January 2009

(FY2009), a decrease of 0.1% over 2008.The operating profit of the company was

$3,190 million in

FY2009, a decrease of 7.3% over 2008. Its net profit was $2,478 in FY2009, a

decrease of 15.9% over 2008.


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Dell Inspiron 1420 Laptop

Price Rs 32,500/- INR

Key Specs:

Processor: 2GHz Core 2 Duo T7300Memory: 2GB DDR2Storage: 160GB hard driveOptical Drives: 8x DVDRW

Display: 14.1-inch TFTGraphics: nVidia GeForce Go 8400 GS (128MB)Operating System: Windows Vista Home Premium


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Dell Inspiron Mini 10 with TV Tuner


Key Specs:

Processor: 1.6GHz Intel Atom Z530Memory: 1GB RAM

Storage: 160GB hard driveOptical Drive: NoneScreen: 10.1 inches (1,024x600 native resolution)Graphics: Integrated Intel GMA 500Weight: 2.9 poundsDimensions (HWD): 1.3x10.3x7.2 inchesOperating System: Windows XP Home Edition (32-bit)


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Dell XPS M1330 Laptop


Key Specs:

Processor: 2.2GHz Core 2 Duo T7500Memory: 2GB DDR2Storage: 160GB hard drive

Optical Drives: Double-layer DVDRWDisplay: 13.3-inch wide-screen TFTGraphics: nVidia GeForce Go 8400 GS (128MB)Operating System: Microsoft Windows Vista Home Premium


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Dell Inspiron 1501


Key Specs:

Processor: 1.6GHz Turion 64 X2 TL-50Memory: 2GB DDR2Storage: 60GB hard drive

Optical Drives: Double-layer DVDRWDisplay: 15.4-inch TFTGraphics: Integrated ATI Radeon Xpress 1150Operating System: Windows Vista Home Premium


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OBJECTIVES

The objectives of the Dell Company are as follows

1. To determine up to what extent the Dellhas satisfied theconsumers

2. To know the mode of purchase by the customers.3. To know the type of usage made by consumers.4. The services rendered by the dealer should be determined.5. To determine the company and its dealers attachments with

consumers.

6. To determine the place of Dellwith respect to variouscompanies.

7. To determine the consumer satisfaction with regard to price andtechnology.

To know whether the consumers are aware of all the products

released by the company.


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Primary data

The primary data is collected through questionnaires, which form the major part

of the project.

Secondary data

The secondary data is readily available from the Dealers, news magazines. Data

like company profile and organization procedures are obtained from the office.

Consumers are often reluctant to take the time to respond to survey. For thisreason researchers have found the questionnaires which may be interesting,unambiguous, easy to complete and generally non-burdensome in order tomotivate respondents to answer truthfully and completely.

Research Instruments

Marketing researchers have a choice of two main research instruments incollecting primary data from questionnaires.

Questionnaires

This part is being explained briefly in the following theories of approach they areSAMPLING PLAN after deciding on the research approach and the

instruments. The marketing researchers must design a sampling plan. This plancomprise of three parts1. Sample Size2. Sample Unit3. Sample Procedure

Sampling

An integral component of research design is the sampling plan. Specifically itaddresses three questions. Whom to survey(The sampling unit), How many tosurvey (sampling size), and How to select them(The sampling procedure).

Sampling Unit

The sampling units for the study consisted of respondents from all walks of life,either sex, different age groups, different income group and so on, but all residents

of KURNOOL CITY.

Sampling Size

Considering the nature and extent of the study and with the time constraints, asample size of 100 consumers was chosen.

Sampling Procedure

Simple random sampling method has been adopted for the study. In randomsampling each element of the population has an equal chance of being selected for

the sample.


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LIMITATIONS

Apart from the needs and importance of the study, there are limitations

also. The limitations are as follows:

1. The study is confined only to Kurnool city and not the customersaround the world.

2. Time factor is the main limitation of the study.3. The methods used in this project are random sampling methods and

the result obtained may not be fully accurate and believable.

4. The research has been centered to only 100 customers rather thanmillions of people.

5. Some of the customers are not interested to give the accurateinformation about the product.

6. This study is based on the figure available and the informationgiven by the customers.

The conclusions drawn are subjected to the information provided

by various buyers contacted.


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increases customer satisfaction by lowering its prices or increasing its services, the

result may be lower profits. The company might be able to increase its profitability by

means other than increased satisfaction (for example, by improving manufacturing

processes are investing more in R & B), also the company has many stake holders

including employers, dealers, suppliers and stock holders. Spending more to increase

customer satisfaction might divert funds from increasing the satisfaction of other

partners. Ultimately the company must operate on philosophy that it is trying to

deliver faction to other stake holders within the constraints of its total resources.

Customer Satisfaction Service

Studied show that although customers are dissatisfied with one out of every 4

purchases. Less than 5% of dissatisfied customers will complain. Most customers will

buy less or switch suppliers. Complaint levels are thus not a good measure of

customer satisfaction. Responsive company measure customer satisfaction directly by

conducting periodic service, they sent questionnaires or make telephone calls to a

random sample of recent customers. While collecting customer satisfaction data, it is

also useful to ask additional questions to measure repurchase intention, this will

normally be high if the customers satisfaction is high. It is also useful to measure the

likelihood or willingness to recommend the company and brand to others. A high

positive word-of-mouth score indicates that the company is producing high customer

satisfaction.

Defining Customer Satisfaction

Over 35 years above PETER DRUCKER observed that a companys first task

is to create customers. But todays customers faces a vast vary of product and brand

choices, prices and suppliers.

The key to customer retention is Customer Satisfaction. A highly satisfied customer:

1. Stay loyal longer.2. Buys more as the company introduces new products and upgrade existing

products.3. Talks favorably about the company and its products.4. Pays less attention to competing brands and advertising and is less

sensitive to price.5. Offers products or services and ideas to the company.


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6. Costs less to serve than new customers because transactions are reutilized.Thus a company would be wise to measure customer satisfaction regularly.

The company could phone recent buyers and inquire how many are highly satisfied,

satisfied, indifferent and dissatisfied.

Consumer Satisfaction

Today in the consumer driven economy, all firms are engaged in a rat race to

attract customers and build a long-term relationship with their loyal customers. The

key to customers loyalty is through customer satisfaction. A satisfied customer will

act as a spoke person of the companys product, and bring in more buyers. There is

the Pareto principle or the 80/20 rules; it says 80 percent of one thing comes from 20

percent of another. That is to say a small percentage of loyal customers will lend a

large weight to the companys sales.

So marketers have to ensure customers value satisfaction. For this they have toensure:

Products are developed to meet consumer requirements. Brands are positioned so as to convey distinctiveness. Communications are used to convey to consumer to experience that

goes on using a value added product.

Delivery to reinforce the promptness in making available to theconsumers a value added product.

Relationships are built to offer lifetime customer value to enable theconsumer to experience value satisfaction.

All the efforts of the marketers at trying to understand buying motives,organizing buying behavior and working out suitable promotional strategy to suit the

consumer behavior are to ensure consumer satisfaction. In todays competitive

environment, where companies are adopting various methods to whom the

prospective consumers, marketers have to make all efforts to understand all the

complexities which go into the buying behavior and frame marketing programs

suitable to the target market.


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SWOT ANALYSIS

STRENGTHS

No inventory buildup Acquition with Equalogic Quality product and service Whole world focus Brand name Customer service Cost efficiency Direct sell

model=customization + fast+ delivery + low cost

Winning culture latest technology First mover advantage e-commerce capabilities:

www.dell.com

Build to order manufacturingprocess

Product design + after salesservice

Expert Supply ChainManagement

WEAKNESSES

No proprietary technology High dependency on

component suppliers

Occasional product recall. Eg.In 2004 Dell had to recall 4.4million laptop adapters

because of a fear that theycould overheat, causingelectric shocks or fires.

unable to switch supply duesto the lack of large suppliersin the World

high attrition rates amongvisitors to Dell.com

No physical presence ofservice centers.

slow in introducing fancyfeatures

Lack of innovation

OPPORTUNITIES

Network-internet, intranetand extranet

Developing nations market Low costs and growing

advanced technology

Growth in business,education and government

markets Global wide access to

customers and market.

Expansion Increasing income of

consumers

Globalization

THREATS

Competition Currency fluctuation in

countries outside the US

Political instability Tariff trade barriers Recession
http://www.dell.com/http://www.dell.com/http://www.dell.com/


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USAGE OF LAPTOPS BY DIFFERENT TYPE OF PROFESSIONALS

Inference

According to the survey, the above table indicates that, 30(30%) of respondents

are Employees, 30(30%) of respondents are Businessmen, 30(30%) are Students, and

10(10%) are other professionals who are using LAPTOPS. From the above table we

can conclude that Employees and Businessmen are using LAPTOPS effectively than

compared to the Students and Other professionals.

Source: Questionnaire

0

10

20

30

40

Employees Businessmen Students Others

USAGE OF PCS BY DIFFERENT TYPE OF

PROFESSIONALS

Professionals Number of Respondents Percentage

Employees 30 30%

Businessmen 30 30%

Students 30 30%

Others 10 10%

Total 100 100%


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TYPE OF SYSTEM USED BY RESPONDENTS

Type of

Laptop

Number of

respondents

Percentage

Desktop 70 70%

Laptop 30 30%

Total 100 100%

Inference

From the above table we can state that 70(70%) of respondents

acquire Desktop LAPTOPS, and 30(30%) of respondents use LAPTOPS. The

majority of the respondents are using desktop computers.


TYPE OF DELL SYSTEM USED BY

RESPONDENTS

Desktop

Laptop


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INCOME LEVELS OF RESPONDENTS

Income Levels Number of Respondents Percentage

10000-15000 25 25%

15000-20000 22 22%

20000-25000 30 30%

Above 25000 23 23%

Total 100 100%

Inference

According to the survey, the above table indicates that 25 (25%) of

respondents income level is 10000-15000, 22 (22%) of respondents income

level is 15000-20000, 30(30%) of respondents income level is 20000-25000

and 23(23%) of respondents income level is above 25000.


0 5 10 15 20 25 30 35

10000-15000

15000-20000

20000-25000

Above 25000

INCOME LEVELS OF RESPONDENTS


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MODE OF PURCHASE OF DELL

Mode of

Purchase

Number of

respondents

Percentage

Cash Basis 44 44%

Credit Basis 19 19%

Installment 37 37%

Total 100 100%

Inference

From the opinion of the respondents stated in the above table,

46(46%) acquire the DELL LAPTOPS through Cash basis, 18 (18%) of

respondents purchase DELL through credit basis 36(36%) of respondents

purchase DELL through Installments.


0

10

20

30

40

50

Cash Basis Credit Basis Installment

MODE OF PURCHASE OF DELL


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FACTORS INFLUENCING TO PURCHASE DELL

Factors Number of Respondents Percentage

Price 18 18%

Quality 42 42%

Configuration 23 23%

Services 17 17%

Total 100 100%

Inference

The above table states that 18(18%) of respondents prefer DELL

due to Price factor, 42(42%) of respondents prefer DELL due to its Quality,

23(23%) voted for Configuration, and 17(17%) voted for Services. Most of the

respondents i.e., 54% prefer DELL because of its good quality.


0

10

20

30

40

50

Price Quality Configuration Services

FACTORS INFLUENCING TO PURCHASE

DELL


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CONSUMER SATISFACTION TOWARDS DELL

Factors Number of

RespondentsPercentage

Highly Satisfied 41 41%

Moderately

Satisfied22 22%

Satisfied 31 31%

Not Satisfied 6 6%

Total 100 100%

Inference

According to the survey, the above table states that, 41(41%) of

respondents are Highly Satisfied with DELL, 22(22%) of respondents are Moderately

Satisfied, 31(31%) of respondents are Satisfied, and 6(6%) are Not Satisfied. Overall

the satisfaction of respondents is more which a good sign is for the DELL makers.


0

10

20

30

40

50

Highly

Satisfied

Moderately

Satisfied

Satisfied Not Satisfied

CONSUMER SATISFACTION TOWARDS

DELL


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FACTORS INFLUENCED TO PURCHASE DELL

FactorsNumber of


Friends 34 34%

Relatives 21 21%

Advertisements 36 36%

Others 9 9%

Total 100 100%

Inference

Above table indicates that, 34(34%) of respondents purchase DELL

due to the influence of Friends, 21(21%) of respondents are influenced by

relatives, 36(36%) of respondents are influenced by Advertisements, and 9(9%)

are influenced by Other factors.


0 5 10 15 20 25 30 35 40

Friends

Relatives

Advertisements

Others

FACTORS INFLUENCED TO PURCHASE DELL


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CUSTOMER OPINION ABOUT PRICE OF DELL

Factors

Number of

Respondents Percentage

Very High 10 10%

High 16 16%

Medium 44 44%

Low 30 30%

Total 100 100%

Inference

From the above table we can obtain the opinion of the respondents about

the prices of DELL. 10(10%) of respondents replied that the price of DELL is Very

High, 16(16%) said High, 44(44%) of respondents voted the price of DELL is

Medium, and 30(30%) of respondents said the price is Low.


0

10

20

30

40

50

Very High High Medium Low

CUSTOMER OPINION ABOUT PRICE OF

DELL


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CONSUMER SATISFACTION TOWARDS QUALITY OF DELL

FactorsNumber of


Highly Satisfied 39 39%

Moderately

Satisfied21 21%

Satisfied 34 34%

Not Satisfied 6 6%

Total 100 100%

InferenceAccording to the survey, the above table indicates that, 39(39%) of

respondents are Highly Satisfied with the quality of DELL, 21(21%) are Moderately

Satisfied, 34(34%) of respondents are Satisfied with the quality, and 6(6%) are Not

Satisfied with the quality of DELL. From the survey done, we can state that more

number of respondents are Satisfied with the quality of DELL.


0 10 20 30 40 50

Highly Satisfied

Moderately Satisfied

Satisfied

Not Satisfied

CONSUMER SATISFACTION TOWARDS QUALITY OF DELL


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OPINION ABOUT SALES PROMOTIONAL ACTIVITIES OF

DELL

FactorsNumber of


Very Impressive 28 28%

ModeratelyImpressive

17 17%

Impressive 36 36%

Not Impressive 19 19%

Total 100 100%

Inference

According to the survey, the above table indicates that, 28(28%) of

respondents said that sales promotional activities of DELL are Very Impressive,

17(17%) of respondents said Moderately Impressive, 36(36%) of respondents replied

as Impressive, and 19(19%) of respondents are Not Impressive with the sales

promotional activities of DELL.


0 10 20 30 40

Very Impressive

Moderately

Impressive

Impressive

Not Impressive

OPINION ABOUT SALES PROMOTIONAL ACTIVITIES OF

DELL


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CONSUMER OPINION TOWARDS THE ADVERTISEMENTS

OF DELL

FactorsNumber of


Excellent 36 36%

Good 35 35%

Fair 19 19%

Poor 10 10%

Total 100 100%

InferenceFrom the above table we indicates that, 36(36%) of respondents said that

the Advertisements of DELL are Excellent, 35(35%) of respondents said that the Ads

of DELL are Good, 19(19%) of respondents said the Ads are Fair, and the remaining

10(10%) of respondents said that the Ads are Poor. Overall study states that the

advertisements are proving effective in the sales promotion of DELL.


0

10

20

3040

Excellent Good Fair Poor

CONSUMER OPINION TOWARDS THE

ADVERTISEMENTS OF DELL


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CONSUMER OPINION ABOUT SERVICE FROM DELL

Factors

Number of

Respondents Percentage

Excellent 37 37%

Good 35 35%

Fair 19 19%

Poor 09 09%

Total 100 100%

Inference

According to the survey, the above table indicates that,

37(37%) of respondents feel Excellent after sales service of DELL,

35(35%) said they feel Good, 19(19%) said Fair, and 9(9%) of

respondents said Poor.


0

5

10

15

20

25

30

35

40


CONSUMER OPINION ABOUT SERVICE FROM DELL


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CONSUMER SUGGESTION TO

PURCHASE DELL TO OTHERS

Factors Number of

Respondents

Percentage

Yes 80 82%

No 20 18%

Total 100 100%

Inference

From the above table indicates that, 80(80%) of customers want to

suggest DELL Laptop to others they are satisfied with the brand, and 20(20%)

of consumers dont want to suggest DELL Laptop to others as they are not

much satisfied with DELL brand.


0

10

20

30

40

50

60

70

80

90

Yes No

CONSUMER SUGGESTION TO PURCHASE

DELL TO OTHERS


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44


Findings

1.It is found that most of the consumers are purchasing throughcash basis

2.It is found that most of consumers are very much satisfied withthe quality of Dell.

3.It is found that the influencing factor for the consumers topurchase Dell is through Advertisements.

4.The survey indicates that majority of the consumer wants tosuggest Dell to others .

5.The advertisements of Dell are excellent.6.The opinion of the consumer about the after sales services of

Dell is good.

7.The sales promotional activities of Dell are good and furthercan be improved and maintained longer to capture more market

share

8.It is found that most of the consumers need more colourfulLAPTOPS.


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Questionnaire

Name:Age:Gender:

1. What is your profession

2. Do you have Dell Laptop

3. If yes what type of Laptop do you have

4. What is your Income level per month- 15,000 -20,000

-

5. What is your mode of purchase

6. Why do you prefer Dell

7. To what extent are you satisfied with Dell

8. Which factor influenced to purchase Dell

9. What is your opinion on prices of Dellow


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10. To what extent are you satisfied with quality of Dell

Not satisfied

11. What is your opinion about sales promotional activitiesOf Dell

Very Impressive Moderately ImpressiveImpressive Not Impressive

12. What is your opinion on Advertisements of Dell


13. What is your opinion after sales services of DellExcellent Good Fair Poor

14. Would you suggest Dell Laptop to purchase any one else

Suggestions if any:___________________________________

______________________________________________________

______________________________________________________


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BIBLIOGRAPHY

REFERANCE BOOKS:

MARKETING MANAGEMENT: V.S.RAMASWAMY AND

S.NAMAKUMARI

ADVERTISING AND PROMOTIONS: GEORGE E.BELCH & MICHAEL A.

PRINCIPLES OF MARKETING: PHILIP KOTHKER &

GARY ARMSTRONG

WEBSITES: WWW.DELL.COM

WWW.GOOGLE.COM

WWW.COMPUTERSHOPPER.COM
http://www.computer/http://www.computer/

Date post:	04-Jun-2018
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A Study on Consumer Satisfaction Towards Dell Laptops in Kurnool City

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