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20 Lenovo Laptops 2013 – 2014 INTRODUCTION Dept. of Mgmt,
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INTRODUCTION
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INTRODUCTION
Chinese PC maker Lenovo is looking to get busy in the Indian smartphone marketplace, and
has started by implementing a strategy that involves avoiding the pitfalls other international
players in the market have faced.
The company, which introduced six of its phones to the Indian market last month, has quickly
signed deals with three national distribution chains while forging a partnership with HCL
Care for after-sales service.
Two of the confirmed national distribution chains are Redington India and Ingram Micro. In
addition to this, it is also kicking off a multi-crore advertising and marketing campaign that
will hopefully “convince the Indian customer that Lenovo is more than just a PC company.”
“We realise we are a very new brand in a market dominated by big brands. We’ve proven
ourselves in China, and are ready to make a mark here,” said Sudhin Mathur, Director
Smartphones, Lenovo India.
Mr. Mathur was here on Friday to cement a tie-up with mobile retailer UniverCell— a move
aimed at capturing a foothold in the Southern market.
“Understanding the Indian market is important… to that extent we are ready to start offering
EMI and buyback schemes. In fact, some of our retailers are starting to offer it for our
flagship K900 phone,” he added. While the company is looking to sell nearly 1 million
smartphones in India, it has also set a very ambitious target of achieving 5 per cent market
share by the end of this year.
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COMPANY
PROFILE
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COMPANY PROFILE
Introduction to Company:
Lenovo Group Limited is a Chinese multinational technology firm with headquarters
inBeijing, China and Morrisville, North Carolina, United States.[1] It sells personal
computers, tablet computers, smartphones,workstations, servers, electronic storage devices,
IT management software and smart televisions. In 2012 Lenovo was the world's second-
largest personal computer vendor by unit sales. It markets the ThinkPad line of notebook
computers and the ThinkCentre line of desktops.
Lenovo has operations in more than 60 countries and sells its products in around 160
countries. Lenovo was founded in Beijing in 1984 and incorporated in Hong Kong in 1988
under its previous name, Legend. Lenovo is listed on the Hong Kong Stock Exchange and is
a constituent of the Hang Seng China-Affiliated Corporations Index, often referred to as "Red
Chips.
Founding and early history
In the 1980s, with economic reform in progress, the Chinese government hired Liu
Chuanzhi to distribute imported computers. Liu founded Lenovo in 1984 with a group of ten
engineers in Beijing with 200,000 yuan. Lenovo officially states that it was founded on 1
November 1984. Lenovo's incorporation was approved by the Chinese government on the
same day. Jia Xufu, one of the founders of Lenovo, indicates the first meeting in preparation
for starting the company was held on 17 October of the same year. Eleven people, the entirety
of the initial staff, attended. Each of the founders were middle-aged members of the Institute
of Computing Technology, Chinese Academy of Sciences. The 200,000 yuan used as start-up
capital was approved by Zeng Maochao. The name for the company agreed upon at this
meeting was the Chinese Academy of Sciences Computer Technology Research Institute
New Technology Development Company.
Their first significant effort, an attempt to import televisions, failed. The group rebuilt
itself within a year by conducting quality checks on computers for new buyers. Lenovo soon
started developing a circuit board that would allow IBM-compatible personal computers to
process Chinese characters. This product was Lenovo's first major success. Lenovo also tried
and failed to market a digital watch. Liu said, "Our management team often differed on which
commercial road to travel. This led to big discussions, especially between the engineering
chief and myself. He felt that if the quality of the product was good, then it would sell itself.
But I knew this was not true, that marketing and other factors were part of the eventual
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success of a product." Lenovo's early difficulties were compounded by the fact that its staff
had little business experience. "We were mainly scientists and didn't understand the market,"
Liu said. "We just learned by trial-and-error, which was very interesting—but also very
dangerous," said Liu. In 1990, Lenovo started to manufacture and market computers using its
own brand name.
In May 1988, Lenovo placed its first advertisement seeking employees. The ad was
placed on the front page of the China Youth News. Such ads were quite rare in China at this
time. Out of 500 respondents, 280 were selected to take a written employment exam. 120 of
these candidates were interviewed in person. Although interviewers initially only had
authority to hire 16 people, 58 were given offers. These new hires included 18 people with
graduate degrees, 37 with undergraduate degrees, and three students with no university-level
education. Their average age was 26. Yang Yuanqing was among this group.
Liu Chuanzhi, received government permission to open a subsidiary in Hong Kong
and was allowed to move there along with five other employees. Liu's father, already in Hong
Kong, furthered his son's ambitions through mentoring and facilitating loans. Liu moved to
Hong Kong in 1988. In order to save money during this period, Liu and his co-workers
walked instead of taking public transportation. In order to keep up appearances they rented
hotel rooms for meetings.
Etymology:
"Lenovo" is a portmanteau of "Le-" (from Legend) and "novo," Latin ablative for "new." The
Chinese name means "association" (as in "word association") or "connected thinking" but can
also imply creativity.
For the first 20 years of its existence the company's English name was "Legend" (in Chinese
Lianxiang). In 2002, Yang Yuanqing decided to abandon use of the Legend brand name in
order to expand outside of China, as the "Legend" name was already in use by many other
businesses worldwide, thus making it impossible to register in most jurisdictions. In April
2003, the company publicly announced its new name, "Lenovo", with a large media
campaign involving huge outdoor billboards and primetime television advertisements.
Lenovo spent 18 million RMB on television advertisements, which were broadcast daily for
eight weeks. The billboard advertisements featured the Lenovo logo against blue sky with
copy that read, "Transcendence depends on how you think." By the end of 2003, Lenovo had
spent a total of 200 million RMB on rebranding.
Our Vision
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At Lenovo, our vision is that Lenovo will create personal devices more people are inspired to
own, a culture more people aspire to join and an enduring, trusted business that is well
respected around the world. This vision guides us in pursuit of our mission to become one of
the world's great personal technology companies.
We will accomplish this through:
Personal Computers: Lead in PCs and be respected for our product innovation and
quality.
Convergence: Lead the industry with an ecosystem of devices, services, applications
and content for people to seamlessly connect to people and web content.
Culture: Become recognized as one of the best, most trusted and most well-respected
companies to work for and do business with.
Our Values
At Lenovo we view our culture as a critical asset as important as an effective business
model. We call our culture the Lenovo Way, and at its most basic, that culture is reflected in
the statement: We do what we say and own what we do.
Our values serve as the foundation of our company and define who we are and how we work.
Principal among them are:
Serving Customers
Trust and Integrity
Teamwork Across Cultures
Innovation and Entrepreneurial Spirit
Our Heritage
Lenovo came about as the result of the merger of two of the most storied companies in
technology and business: Legend Holdings in China and IBM’s Personal Computing Division
in the United States. The merger was heralded as a watershed event in global business with
the potential for integrating two disparate cultures, languages, processes and markets.
As a result, Lenovo embodies the unique market possibilities in combining the best of East
and West -- joining North American and China-based technology players in the creation of a
unified global PC leader with growing market positions in developed and emerging markets
alike. With more than $16 billion in annual revenue, Lenovo’s market strength spans not only
market geographies but also the world’s consumer and business PC markets.
Our Culture
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Our culture defines us … it's our DNA. We call it the Lenovo Way and it's the values we
share and the business practices we deploy. It's how we address our day-to-day
commitments. The Lenovo Way is embodied in the statement: We do what we say and we
own what we do.
That culture also drives how we work every day, utilizing what we call the 4 P's:
We PLAN before we pledge.
We PERFORM as we promise.
We PRIORITIZE the company first.
We PRACTICE improving every day.
Our culture is what has enabled us to consistently raise the bar on delivering break-through
innovations, award-winning designs and strong financial performance..
Our People
At Lenovo, our people share a common aspiration to be the very best. Whether serving our
customers, working together as a team or contributing to the community, we are working to
build a unique company delivering unparalleled products created and supported by people
who represent a wealth of cultures and experiences. Our strength lies in this diversity. And
every day, on every project, we are creating a new language for inclusion and respect for
others. We are dedicated to fostering an environment that encourages entrepreneurism and
ownership. A workplace where people's talents can be challenged and their efforts recognized
and rewarded.
Mergers and acquisitions.
IBM personal computer business
Lenovo acquired IBM's personal computer business in 2005. Lenovo has maintained a
substantial research and development presence in North Carolina. Lenovo's acquisition of
IBM's personal computer division accelerated access to foreign markets while improving
both its branding and technology. Lenovo paid US$1.25 billion for IBM's computer business
and assumed an additional US$500 million of IBM's debt. This acquisition made Lenovo the
third largest computer maker worldwide by volume.
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Mobile devices
Lenovo sold its smartphone and tablet division in 2008 for US$100 million in order to focus
on personal computers and then paidUS$200 million to buy it back in November 2009. As of
2009, the mobile division ranked third in terms of unit share in China's mobile handset
market. Lenovo investedCN¥100 million in a fund dedicated to providing seed funding for
mobile application development for its LeGarden online app store. As of 2010, LeGarden had
more than 1,000 programs available for the LePhone. At the same time, LeGarden counted
2,774 individual developers and 542 developer companies as members.
Joint venture with NEC
On January 27, 2011, Lenovo formed a joint venture to produce personal computers with
Japanese electronics firm NEC. The companies said in a statement they will establish a new
company called Lenovo NEC Holdings B.V., which will be registered in the Netherlands.
NEC will receive US$175 million from Lenovo through the issuance of Lenovo's shares.
Lenovo will own a 51% stake in the joint venture, while NEC will hold a 49% stake. Lenovo
has a five-year option to expand its stake in the joint venture.
Medion
In June 2011, Lenovo announced that it planned to acquire control of Medion, a German
electronics manufacturing company. Lenovo said the acquisition would double its share of
the German computer market, making it the third-largest vendor by sales
(after Acer and Hewlett-Packard). The deal, which closed in the third quarter of the same
year, was the first in which a Chinese company acquired a well-known German company.
This acquisition will give Lenovo 14 percent of the German computer market.
CCE
In September 2012, Lenovo agreed to acquire the Brazil-based electronics company Digibras,
which sells products under the brand-name CCE, for a base price of 300 million reais
(US$148 million) in a combination of stock and cash and an additional 400 million reais
dependent upon performance benchmarks. Prior to its acquisition of CCE, Lenovo already
established a $30 million factory in Brazil, but Lenovo's management had felt that they
needed a local partner to maximise regional growth. Lenovo cited their desire to take
advantage of increased sales due to the 2014 World Cup that will be hosted by Brazil and the
2016 Summer Olympics and CCE's reputation for quality.
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Products
ThinkPad
The ThinkPad line of laptop computers was originally sold by IBM and are known for their
boxy black design, which was originally modeled after a
traditional Japanese lunchbox. Since early 2005, ThinkPads
have been sold by Lenovo, which purchased the IBM personal
computer division in the same year. Known for their reliability,
quality, durability, and performance, ThinkPads are popular
with businesses, schools, and individual users. The ThinkPad
has also been used in space, and is the only laptop certified for use on the International Space
Station
IdeaPad
The IdeaPad line of consumer-oriented laptop computers was released in January of 2008.
The IdeaPad is entirely the result of Lenovo's own research and development. Unlike the
ThinkPad line of notebooks its design and brand were not
inherited from IBM. The IdeaPad design marked a
deviation from the business-oriented ThinkPad laptops,
towards a more consumer-focuses look and feel.Among
these changes were the inclusion of a glossy screen and
the omission of the traditional ThinkPad TrackPoint.
Notebook Review said the keyboard had a ‘"distinctive ThinkPad feel" and "the touchpad and
touchpad buttons were smooth and responsive."
ThinkCentre
The ThinkCentre line of desktops was introduced in 2003 by IBM
and this product line has been sold by Lenovo since 2005.
Following Lenovo's purchase of IBM PCD, Lenovo has continued
to develop the ThinkCentre line of desktop products.
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LePad
As of May 2011 Lenovo planned to introduce two tablet devices during the summer of that
year in the United States. The tablet intended for the consumer
market would be marketed under the Idea brand while the tablet
intended for the business market would be marketed under the
ThinkPad brand. Lenovo has stated that the LePad branding used
in China would not be used to sell tablets in the United States
LePhone
Lenovo launched the LePhone in order to compete against Apple's iPhone and other smart
phones. The LePhone is offered at a relatively low price
point, about half the cost of an iPhone, and is
customized for the Chinese market. The LePhone has
benefited from strong support from Chinese mobile
phone companies and content providers such as Baidu,
Alibaba, and Tencent. The LePhone supports the GSM
standard, China's indigenous TD-SCDMA 3G standard used by China Mobile, the WCDMA
3G standard used by China Unicom, and China Telecom's CDMA 2000 network.
Other products
Lenovo makes a variety of products for world wide sale. These products include:
ThinkStation workstations
ThinkServer servers
Lenovo 3000 J Series desktops
Lenovo 3000 C, N, and V Series laptops
Computer displays
ThinkVision projectors and monitors
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Pricing strategy of Lenovo
There are many companies in the market, which have a better reputation than Lenovo in the
computer world. Hard work of the company and a strong commitment to providing the best
for the people helped with the harvest of a global customer base. This is the main reason why
Lenovo has become the world’s fourth largest provider of PCs worldwide in a very short
time. If a person decides to buy a computer system, Lenovo India is the name of a very
respectable place in the priority list.The company also tightened its grip on the PC market
through the acquisition of IBM’s PC division in 2005. Lenovo is not a name that is restricted
for a certain product, but that there is a long list of products that are sold under the same
brand needs. Some of them are as follows:
Lenovo Think Centre
Think Station Lenovo
Idea Centre desktop
Lenovo Think Server
consumer-oriented IdeaPad notebooks
Lenovo 3000 J Series desktops
Lenovo 3000 C, N and V series notebooks and LCD monitors
CRT projectors and Think Vision monitors
Lenovo signed an agreement allowing them to sell under the brand name of IBM laptops and
desktops by 2010. Lenovo notebooks and business machines are available with Linux pre-
installed.
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The pricing of some models are as follows:
Lenovo Y Series Laptops are priced from Rs. 32000-54000/-
Lenovo G Series Laptops are Priced from Rs. 25000-36000/-
Lenovo N Series Laptops are Priced from Rs. 35000-56000/-
Think pad XX&Z series are priced from Rs. 58000-1,10,000.
Lenovo constantly offers discounts on its products through its showrooms and online
purchases which are often in the range of 25-30%.Also there are many coupon codes and
promotional codes available on all product models which add to the total discount.
In a recent promotional scheme, a 10 mega pixel canon camera was being offered with the
Ideapad Y& Z series notebook.
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PRODUCT PROFILE
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PRODUCT PROFILE
STYLISH DESIGN, MAXIMUM FUN – IDEA PAD
IdeaPad laptops power your imagination and your sense of self-expression whether you're a
frequent traveller, an extreme gamer or an audiophile. They feature the latest processor,
graphics, display and audio technology, delivered across a spectrum of the smartest laptop
and convertible PC designs.
PREMIUM PERFORMANCE, LEGENDARY RELIABILITY – THINK PAD
There's a reason ThinkPad reliability is legendary and it starts with military-spec
testing against extremes — our laptops more than endure the rigors of everyday life. Factor
in the award-winning precision keyboard with its renowned red TrackPoint®, multitouch
touchpad, ergonomic keys, and convenient multimedia buttons and we've got comfort
covered too.
ENTRY-LEVEL FEATURES, VALUE-ORIENTED PRICE – ESSENTIAL PAD
Lenovo's Essential line of laptops overturns a longstanding myth in the PC
marketplace — that budget laptops can't deliver on computing power, security and durability,
and stylish design. Engineered for ease of use, Lenovo Essential laptops are perfect entry-
level PCs.
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STYLISH DESIGN, MAXIMUM FUN – IDEA PAD
IdeaPad - U Series
Designer Laptops/Ultrabooks
Make a statement -- these svelte, travel-ready
Ultrabooks and laptops are meant to be
shown off with everyday use
IdeaPad - Y Series
Premium Multimedia Laptops
High-performance laptops for multimedia
and gaming. Y series laptops feature the
fastest processors, the latest discrete graphics
technology, high resolution displays and
studio-class audio.
IdeaPad - Yoga Series
Convertible Entertainment Ultrabooks
and Laptops, Convert between four different
modes on these innovative, versatile PCs,
whether on the go or at home.
IdeaPad - Z Series
Mainstream Entertainment Laptops
Z Series laptops strike the perfect balance
between performance, colorful design, and
affordability—so you’re sure to be
entertained and make impressions—wherever
you go.
IdeaPad - S Series
Entry-Level Ultraportables
These sassy ultraportables give you smart
performance, good battery life and clean
designs, so you can take your online world
anywhere, without breaking the bank.
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PREMIUM PERFORMANCE, LEGENDARY RELIABILITY – THINK
PAD
ThinkPad - T Series
Premium Laptops
Performance and durability in our flagship
laptop series.
ThinkPad - X Series
Thin & Light Laptops
Ultralight, with performance for extreme
mobility & epic battery life.
ThinkPad - Edge Series
Preferred Small Business Solution
Distinctive design, SMB manageability tools.
ThinkPad - Twist
Convertible Small Business Ultrabooks
The small business convertible laptop/tablet.
ThinkPad - L Series
Mainstream Performer, Aggressive Price
Tough and functional business laptops that fit
the bill.
ThinkPad - W Series
Portable Workstation
The industry's fastest & lightest mobile
workstations.
ThinkPad X Series Convertible
Performance Convertible
Combining the functionality of a business laptop
with the practicality of a tablet.
ThinkPad - HELIX
ENTRY-LEVEL FEATURES, VALUE-ORIENTED PRICE – ESSENTIAL PAD
Lenovo - G Series
Everyday Laptops
Everyday, affordable laptops
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LENOVO AMBASSODOR
PC brand Lenovo has appointed Ranbir Kapoor as its ambassador. The announcement
is in line with the brand’s focus on Indian youth.
Shailendra Katyal, director, marketing, Lenovo India, said, “We want to play
aggressively in the consumer space
and become the most preferred PC
brand among the youth. Signing on
Ranbir Kapoor is a strong step
towards the evolution of the Lenovo
brand and in line with our brand
philosophy ‘For Those Who Do’."
On the choice of ambassador,
he added, "Ranbir embodies an
exemplary blend of both style and
performance, making him the ideal
choice for Lenovo. With his remarkable appeal to youngsters across the country, we are
confident Ranbir will communicate our brand’s ‘DO’ attributes to our consumers
effectively.” Television commercials featuring Kapoor will go on air between 8-12 June
2012. The campaign will be created by Ogilvy & Mather.
On the forthcoming campaign, Rajiv Rao, national creative director, Ogilvy &
Mather, said, “Lenovo has a terrific performer in its new range of machines. It’s also a leap in
design. The campaign has been written to showcase the cutting-edge look and substance.
Ranbir is one of the young and impressive stars in the country and he fits the values that we
want the brand to stand for. The combination of the machine, the communication idea and
Ranbir, will surely create a place above the rest for the Lenovo machines.”
Lenovo Laptops
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All IdeaCentres are all-in-ones machines, combining processor and monitor into a single
unit. The desktops were described by HotHardware as being "uniquely designed". The
first IdeaCentre desktop, the IdeaCentre K210, was announced by Lenovo on June 30,
2008. While IdeaCentre was designed to be
purely desktop models, influences of
the IdeaPad line were observed. One such
feature was Veriface facial recognition
technology.
At CES 2011, Lenovo announced the launch of
four IdeaCentre desktops: the A320, B520,
B320, and C205. In the autumn of 2012, the
firm introduced the more powerful IdeaCentre A720, with a 27-inch touchstreen display and
running Windows 8. With a TV tuner and HDMI in, the A720 can also serve as a multimedia
hub or home theater PC.
In 2013 Lenovo added a table computer to the IdeaCentre line. The Lenovo IdeaCentre
Horizon Table PC, introduced at the 2013International CES is a 27-inch tablet computer
designed for simultaneous use by multiple people. Thanks to its use of Windows 8 the
Horizon can also serve as desktop computer when set upright.
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Lenovo yoga 13 showing its 360 degree
foldable screen 2013-07-07 11-30
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LITERATURE REVIEW
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THEORETICAL BACKGROUND OF CONSUMER
SATISFACTION
Satisfaction
Satisfaction is a person feeling of pleasure or disappointment resulting from
comparing the products received performance is or (out come) in relation to his or her
expectations.
As this definition makes clear satisfaction is a function of received performance and
expectations. With the performance falls sharp expectations, the customer is dissatisfied. If
the performance exceeds expectations, the customer is highly satisfied or delighted. Mini
companies are aiming for high satisfactions because customers who are just satisfied still find
it easy to switch when a better offer comes along.
Those who are highly satisfied are much less ready to switch. High satisfactions or
delights create an emotional brand with the brand. Not just rational performance the result is
high customer loyalty Xeroxes senior managers believes that a very satisfied or delighted
customer is worth tenth times as much to the company as a satisfied customer. A very
satisfied customer is likely to stay with Xerox many more years and buy more than a satisfied
customer.
A customer’s decision to be loyal or to defect is the some of many small encounters
with the company. Consulting from forum corporation says that in order for all this small
encounters to add up to customers loyalty, companies need to create a “branded customer
experience” in addition to customer value expectations and satisfactions companies need to
monitor their competitors performance in this areas. For example a company was pleased to
find 80% of his customers said they were satisfied.
Then the CEO found out that its leading competitors attended a 90% customer
satisfaction score. He was further dismayed when he learned that this competitor was aiming
to reach a 95% satisfaction score.
Although the customer centered firm seeks to create high customer satisfaction, its
main goal is not to maximize customer satisfaction. If the company 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
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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
customer’s 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 company’s first task is to
create customers. But today’s customer’s 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.
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.
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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 company’s 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 company’s sales.
So marketers have to ensure customers value satisfaction. For this they have to ensure:
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 the consumers a
value added product.
Relationships are built to offer lifetime customer value to enable the
consumer 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 today’s 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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OBJECTIVES
RESEARCH METHODOLOGY
LIMITATIONS
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OBJECTIVES
The objectives of the Lenovo Company are as follows
1. To determine up to what extent the Lenovo has satisfied the customers
2. The services rendered by the dealer should be determined.
3. To determine the company and its dealers attachments with customers.
4. To determine the place of Lenovo with respect to various companies.
5. To determine the customer satisfaction with regard to price and technology.
6. To know whether the customers are aware of all the products released by the
company.
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RESEARCH METHODOLOGY
Research refers to search for knowledge. It is an art of the scientific investigation.
Research comprises definite problem. The research design ascetically states the procedures of
data collection and analysis of information relevant to the problem.
I have selected my study in descriptive research which includes surveys, facts,
findings, and enquiries. The method used for present study was survey method. Data was
collected from field’s survey by the personal interviews with consumers. Primary data was
collected with the help of questionnaire for analysis.
“MARKETING RESEARCH IS THE LAPTOPATIC DESIGN,
COLLECTION, ANALYSIS, AND REPORTING OF DATA AND FINDINGS
RELEVANT TO A SPECIFIC MARKETING SITUATION FACING THE
COMPANY”.
Data collection
For quantitative research, the primary data collection is the questionnaires.
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 Dealer’s, 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 this reason
researchers have found the questionnaires which may be interesting, unambiguous, easy
to complete and generally non-burdensome in order to motivate respondents to answer
truthfully and completely.
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Research Instruments
Marketing researchers have a choice of two main research instruments in collecting
primary data from “questionnaires”.
Questionnaires
This part is being explained briefly in the following theories of approach they are
“SAMPLING PLAN” after deciding on the research approach and the instruments. The
marketing researchers must design a sampling plan. This plan comprise of three parts
1. Sample Size
2. Sample Unit
3. Sample Procedure
Sampling
An integral component of research design is the sampling plan. Specifically it addresses
three questions. Whom to survey(The sampling unit), How many to survey (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
gender, 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, a sample size
of 100 consumers was chosen.
Sampling Procedure
Simple random sampling method has been adopted for the study. In random sampling
each element of the population has an equal chance of being selected for the sample.
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Lenovo Laptops 2013 – 2014
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 customers around 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. Some of the customers are not interested to give the accurate information about the
product.
5. This study is based on the figure available and the information given by the
customers.
6. The conclusions drawn are subjected to the information provided by various buyers
contacted.
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Lenovo Laptops 2013 – 2014
DATA ANALYSIS
&
INTERPRETATIONS
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Lenovo Laptops 2013 – 2014
Professionals Number of Respondents Percentage
Employees 03 10%
Businessmen 15 50%
Students 08 27%
Others 04 13%
Total 30 100%
1. Profession of the respondents
Interpretation:
According to the survey, the above table indicates that, 10% of respondents are
Employees, 50% of respondents are Businessmen, 27% are Students, and 13% are other
professionals who are using LAPTOPS. From the above table we can conclude that Students
and Businessmen are using LAPTOPS effectively than compared to the Employees and Other
professionals.
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Lenovo Laptops 2013 – 2014
1. Profession of the respondents
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10%
50%
27%
13%
Occupation of the respondents
EmployeesBusinessmenStudentsOthers
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Lenovo Laptops 2013 – 2014
2. Income Levels of Respondents
Income Levels Number of Respondents Percentage
10000-15000 2 7%
15000-20000 5 17%
20000-25000 10 33%
Above 25000 13 43%
Total 30 100%
Interpretation:
According to the survey, the above table indicates that 7% of respondents income
level is 10000-15000, 17% of respondents income level is 15000-20000, 33% of respondents
income level is 20000-25000 and 43% of respondents income level is above 25000.
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Lenovo Laptops 2013 – 2014
2. Income Levels of Respondents
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10000-15000 15000-20000 20000-25000 Above 250000%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
7%
17%
33%
43%
Income Level of the Respondents
Percentage
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Lenovo Laptops 2013 – 2014
3.Age group of the respondents
Income Levels Number of Respondents Percentage
18-25 08 27%
25-35 15 50%
36-50 04 13%
50 and above 03 10%
Total 30 100%
Interpretation:
From the above table, it is indicated that 50% of the respondents are between the age
group of 25-35, 27% of the respondents are between the age group of 18-25%, 13% and 10%
are between the age groups of 36-50 and 50 above.
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Lenovo Laptops 2013 – 2014
3. Age group of the respondents
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18-25 25-35 36-50 50 and above0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
27%
50%
13%10%
Respondents Age groups
Percentage
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Lenovo Laptops 2013 – 2014
4. Do you own Lenovo Laptop?
Own Lenovo
Laptop
Number of respondents Percentage
Yes 28 94%
No 2 6%
Total 30 100%
Interpretation:
It could be seen from the above table, that, 94% of the respondents have owned the
Lenovo Laptop where 6% of the respondents said they haven’t owned the laptops.
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Lenovo Laptops 2013 – 2014
4. Do you own Lenovo Laptop?
94%
6%
Lenovo wheather Owned
YesNo
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Lenovo Laptops 2013 – 2014
5. Which type of Lenovo Laptop do you have?
Laptop of series Number of respondents Percentage
Think Pad Laptops 18 60%
Idea Pad Laptops 7 23%
Essential Laptops 5 16%
Total 30 100%
Interpretation:
From the above table it could be seen Think Pad Laptop Series laptops has been used
60%, 23% of the respondents are using Idea Pad Laptop and the rest Essential Laptops 16%.
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Lenovo Laptops 2013 – 2014
5. Which type of Lenovo Laptop do you have?
Think Pad Laptops Ideapad Laptops Essential Laptops0%
10%
20%
30%
40%
50%
60%
60%
23%
16%
Laptop of series used by the respondents
percentage
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Lenovo Laptops 2013 – 2014
6. Why do you prefer Lenovo?
Factors Number of Respondents Percentage
Price 2 7%
Quality 5 16%
Configuration 13 44%
Services 3 10%
Brand 7 23%
Total 30 100%
Interpretation:
From the above table it can be said that, 44% of the respondents preferred Lenovo
Laptops because of Configuration, 23% for its Brand potential and 16% for the quality of the
product. The rest 10% and 7% preferred the Lenovo Laptop because of Services and Price.
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Lenovo Laptops 2013 – 2014
6. Why do you prefer Lenovo?
Price Quality Configuration Services Brand0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
7%
16%
44%
10%
23%
Preference Factor
Percentage
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Lenovo Laptops 2013 – 2014
7. What Factors influenced you to purchase Lenovo Laptops?
Factors Number of Respondents Percentage
Friends 5 17%
Relatives 2 7%
Advertisements 13 43%
Others 10 33%
Total 30 100%
Interpretation:
Above table indicates that, 17% of respondents purchase DELL due to the
influence of Friends, 7% of respondents are influenced by relatives, 43% of respondents are
influenced by Advertisements, and 33% are influenced by Other factors.
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Lenovo Laptops 2013 – 2014
7. What Factors influenced you to purchase Lenovo Laptops?
Friends Relatives Advertisements Others0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
17%
7%
43%
33%
Factors Influenced to Purchase Lenovo Laptop
Percentage
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Lenovo Laptops 2013 – 2014
8. Satisfaction Level with the Quality of Lenovo Laptops
Factors Number of Respondents Percentage
Highly Satisfied 16 53%
Moderately Satisfied 10 34%
Satisfied 4 13%
Not Satisfied 0 0
Total 30 100%
Interpretation:
The above table indicates that the 53% of the respondents are highly satisfied with the
quality of Lenovo, 34% are moderately satisfied, 13% satisfied. It is clear from the above
analysis that 0% of the respondents are not satisfied.
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Lenovo Laptops 2013 – 2014
8. Satisfaction Level with the Quality of Lenovo Laptops
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Lenovo Laptops 2013 – 2014
Highly Satisfied Moderately Satisfied Satisfied Not Satisfied0%
10%
20%
30%
40%
50%
60% 53%
34%
13%
0%
Respondents Satisfaction Level on Quality of Lenovo Laptops
Percentage
9. Respondents view on price as an important attribute for a laptop
Factors Number of Respondents Percentage
Agree 14 47%
Strongly Agree 7 23%
Disagree 4 13%
Strongly Disagree 3 10%
Neither Agree Nor
Disagree2 7%
Total 30 100%
Interpretation:
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Lenovo Laptops 2013 – 2014
Above table specifies that 47% of the respondents agree that the price is an important
attribute to purchase a laptop and where 10% don’t think it as an important attribute and the
rest 23%, 13% and 7% strongly agree, disagree and neither agree nor disagree.
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Lenovo Laptops 2013 – 2014
9. Respondents view on price as an important attribute for a laptop
Agree
Strongly Agree
Disagree
Strongly Disagree
Neither Agree Nor Disagree
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
47%
23%
13%
10%
7%
Percentage
Percentage
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Lenovo Laptops 2013 – 2014
10. Whether satisfied with your Lenovo Laptop?
Satisfactio
n obtained
Number of Respondents Percentage
Yes 26 87%
No 4 13%
Total 30 100%
Interpretation:
The above table indicates that 87% of the respondents are satisfied with the laptops
and the rest 13% are not satisfied.
Dept. of Mgmt,
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Lenovo Laptops 2013 – 2014
10. Whether satisfied with your Lenovo Laptop?
87%
13%
Overall Satisfied with Lenovo LaptopYes No
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Lenovo Laptops 2013 – 2014
11. Would you like recommend the Lenovo Laptops to others
Recommendations
to others
Number of respondents Percentage
Yes 27 90%
No 3 10%
Total 30 100%
Interpretation:
From the above table is stated that90% of the respondents willing to recommend the
Lenovo Laptops to others where 10% don’t.
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Lenovo Laptops 2013 – 2014
11. Would you like recommend the Lenovo Laptops to others
90%
10%
Recommendation on Lenovo Laptops to Others
YesNo
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Lenovo Laptops 2013 – 2014
FINDINGSSUGGESSTION
S
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Lenovo Laptops 2013 – 2014
FINDINGS
1. It is found that most of consumers are very much satisfied with the quality of Lenovo.
2. It is found that the influencing factor for the consumers to purchase Lenovo is through
Advertisements.
3. The survey indicates that majority of the consumer wants to suggest Lenovo to others.
4. The advertisements of Lenovo are excellent.
5. Only Few respondents strongly agree on the prices of the Lenovo Laptops.
6. From the analysis it found that most of the customers are satisfied with the Lenovo
Laptops.
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Lenovo Laptops 2013 – 2014
SUGGESTIONS
1. It is suggested that Lenovo should improve the quality of the product.
2. It is strongly recommended that the company should reduce the prices on Laptops
3. The company should maintain survey communication with the respondents to
improve the customer knowledge regarding the product and to satisfy them strongly.
4. The company should give better advertisement in print media too instead of just
focusing on multi media.
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Lenovo Laptops 2013 – 2014
QUESTIONNAIRE
BIBLIOGRAPHY
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Lenovo Laptops 2013 – 2014
QUESTIONNAIREName: Gender: Cont: ___
1. What is your profession? { }
a) Employee b) Businessmen c) Student d) Others
2. What is your Income level per month? { }
a) 10,000 - 15,000 b) 15,000 -20,000 c) 20,000 - 25,000 d) Above 25,000
3. What is your Age? { }
a) 18-25 b) 25-35 c) 36-50 d) 50 and above
4. Do you own Lenovo Laptop? { }
a) Yes b) No
5. If yes, what type of Lenovo Laptop do you have? { }
a) Think Pad Laptops b) IdeaPad Laptops c) Essential Laptops
6. Why do you prefer Lenovo? { }
a) Price b) Quality c) Configuration d) Services d) Brand
7. Which factor influenced to purchase Lenovo? { }
a) Friends b) Relatives c) Advertisements d) Others
8. What is your opinion on prices of Lenovo? { }
a) Very high b) High c) Medium d)Low
9. To what extent are you satisfied with quality of Lenovo? { }
a) Highly satisfied b) Moderately satisfied c) Satisfied d) Not satisfied
10. According to you what is an important attribute for a Laptop?
( I)Price { }
a) Agree b) Strongly agree c) Disagree
d)Strongly disagree d) Neither agree Nor disagree
(II) Service { }
a) Agree b) Strongly agree c) Disagree
d) Strongly disagree e) Neither agree Nor disagree
(III) Small Size & Light Weight { }
a) Agree b) Strongly agree c) Disagree
d) Strongly disagree e) Neither agree Nor disagree
11. Are you satisfied with the Laptop you are using right now? { }
a) Yes b) No
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Lenovo Laptops 2013 – 2014
12. What features you like about the laptop? { }
a) Service b) Battery Backup
c) Configuration d) Brand
13. What is your opinion about sales promotional activities of Lenovo? { }
a) Very Impressive b) Moderately Impressive
c) Impressive d) Not Impressive
14. What is your opinion on Advertisements of Lenovo? { }
a) Excellent b) Good c) Fair d) Poor
15. What is your opinion after sales services of Lenovo? { }
a) Excellent b) Good c) Fair d) Poor
16. Would you suggest Lenovo Laptop to anyone else? { }
a) Yes b) No
17. Any Suggestions:
___________________________________________________________________________
___________________________________________________________________________
_____________________________________________________________________
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Lenovo Laptops 2013 – 2014
BIBLIOGRAPHY
BOOKS REFERRED:
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.lenovo.com
www.managementparadise.com
www.wikipedia.com
www.computershoppers.com
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