CHAPTER – 1
INTRODUCTION AND DESIGN OF THE STUDY
1.1 INTRODUCTION
The introduction of computer technology to the consumer market brought with it
an evolution of change within the household that is comparable to the likes of radios and
televisions in the 20th century. It served as a catalyst in jumpstarting not only how
consumers obtain information but also the rapidity, quality and density with which they
retrieve it. Computers serve as a source of entertainment in addition to its role as resource
and productivity tool.
Over the years as the benefits of household computers exponentially increased
while simultaneously being realized, the technology had equally improved at the same
rate. What was once a massive box and monitor taking up an entire desktop was now a
sleek, stylish addition to one’s décor, the size of a coffee table book. What had
piggybacked on this technology boom was the paradigm shift in the computer industry
from highly proprietary, differentiated and premium-priced hardware to industry-
standard, commoditized components that were priced accordingly. Despite the loss of
high margin goods, manufacturers continued to push the boundaries of the technology to
deliver one more choice point to the consumer – mobile computing. The explosion of
laptop/mobile notebooks on to the market further improved user productivity and
introduced a sense of freedom otherwise unknown. Similar to any market where a hot
product enters, manufacturers were quick to replicate and develop their own under their
brand.
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Fast forward from the introduction of the computer to the laptop today, where the
market has become saturated with well-known brands, each offering nearly
indistinguishable products to a population of consumers that are now more educated,
have easier access to more information to compare and contrast competitive products and
ultimately make a much more fact-based, informed decision. While consumers enjoy the
benefit of being more educated with public access to free information regarding laptops,
manufacturers continue to conduct studies on consumer behaviors behind closed doors.
Little to no market segmentation exists publicly that states who the laptop buyer really is.
A computer is a programmable machine designed to automatically carry out a
sequence of arithmetic or logical operations. The particular sequence of operations can be
changed readily, allowing the computer to solve more than one kind of problem. An
important class of computer operations on some computing platforms is the accepting of
input from human operators and the output of results formatted for human consumption.
The interface between the computer and the human operator is known as the user
interface.
Conventionally a computer consists of some form of memory, at least one
element that carries out arithmetic and logic operations, and a sequencing and control unit
that can change the order of operations based on the information that is stored. Peripheral
devices allow information to be entered from an external source, and allow the results of
operations to be sent out.
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A computer's processing unit executes series of instructions that make it read,
manipulate and then store data. Conditional instructions change the sequence of
instructions as a function of the current state of the machine or its environment.
The first electronic digital computers were developed in the mid-20th century
(1940–1945). Originally, they were the size of a large room, consuming as much power
as several hundred modern personal computers (PCs). In this era mechanical analog
computers were used for military applications.
Modern computers based on integrated circuits are millions to billions of times
more capable than the early machines, and occupy a fraction of the space. Simple
computers are small enough to fit into mobile devices, and small batteries can power
mobile computers. Personal computers in their various forms are icons of the Information
Age and are what most people think of as "computers". However, the embedded
computers found in many devices from mp3 players to fighter aircraft and from toys to
industrial robots are the most numerous.
The first use of the word "computer" was recorded in 1613, referring to a person
who carried out calculations, or computations, and the word continued with the same
meaning until the middle of the 20th century. From the end of the 19th century the word
began to take on its more familiar meaning, a machine that carries out computations.
Personal Computer
A personal computer (PC) is any general-purpose computer whose size,
capabilities, and original sales price make it useful for individuals, and which is intended
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to be operated directly by an end-user with no intervening computer operator. In contrast,
the batch processing or time-sharing models allowed larger, more expensive
minicomputer and mainframe systems to be used by many people, usually at the same
time. Large data processing systems require a full-time staff to operate efficiently.
Consoles can also be considered personal computers.
Software applications for personal computers include, but are not limited to, word
processing, spreadsheets, databases, Web browsers and e-mail clients, digital media
playback, games, and myriad personal productivity and special-purpose software
applications. Modern personal computers often have connections to the Internet, allowing
access to the World Wide Web and a wide range of other resources. Personal computers
may be connected to a local area network (LAN), either by a cable or a wireless
connection. A personal computer may be a desktop computer or a laptop, tablet, or a
handheld PC.
Types of Personal Computers
Workstation
A workstation is a high-end personal computer designed for technical or scientific
applications. Intended primarily to be used by one person at a time, they are commonly
connected to a local area network and run multi-user operating systems. Workstations are
used for tasks such as computer-aided design, drafting and modeling, computation-
intensive scientific and engineering calculations, image processing, architectural
modeling, and computer graphics for animation and motion picture visual effects.
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Desktop computer
Prior to the wide spread usage of PCs, a computer that could fit on a desk was
remarkably small. Today the phrase usually indicates a particular style of computer case.
Desktop computers come in a variety of styles ranging from large vertical tower cases to
small form factor models that can be tucked behind an LCD monitor. In this sense, the
term 'desktop' refers specifically to a horizontally oriented case, usually intended to have
the display screen placed on top to save space on the desktop. Most modern desktop
computers have separate screens and keyboards.
Gaming Computer
Games have been on computers since 1962 when Spacewar! was released. Today
Personal Computer Gaming or PC gaming is a very popular pass-time. Gaming
computers tend to also be about the looks of the case rather than just the specifications of
the hardware. A gaming computer needs to be much more powerful than a PC that
someone is using to do office work and to surf the Internet.
Single unit
Single unit PCs, also known as all-in-one PCs, are a subtype of desktop
computers, which combine the monitor and case of the computer within a single unit. The
monitor often utilizes a touch screen as an optional method of user input, however
detached keyboards and mice are normally still included. The inner components of the
PC are often located directly behind the monitor, and many are built similarly to laptops.
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Nettop
Intel introduced a subtype of desktops, nettops in February 2008 to describe low-
cost, lean-function, desktop computers. A similar subtype of laptops or notebooks is the
netbooks. The product line features the new Intel Atom processor, which specially
enables them to consume less power and to be built into small enclosures.
Home Theatre PC
A home theatre PC (HTPC) is a convergence device that combines the functions
of a personal computer and a digital video recorder. It is connected to a television or a
television-sized computer display and is often used as a digital photo, music, video
player, TV receiver and digital video recorder. Home theatre PCs are also referred to as
media center systems or media servers.
Mobile Computers
Laptop
A laptop computer or simply laptop, also called a notebook computer, is a small
personal computer designed for portability. Usually all of the interface hardware needed
to operate the laptop, such as USB ports, previously parallel and serial ports, graphics
card, sound channel, etc., is built in to a single unit. Laptops contain high capacity
batteries that can power the device for extensive periods of time, enhancing portability.
Once the battery charge is depleted, it will have to be recharged through a power outlet.
In the interest of saving power, weight and space, they usually share RAM with the video
channel, slowing their performance compared to an equivalent desktop machine. For this
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reason, Desktop or Gaming computers are generally preferred to laptop PCs for gaming
purposes.
One main drawback of the laptop is sometimes, due to the size and configuration
of components, relatively little can be done to upgrade the overall computer from its
original design. Internal upgrades are either not manufacturer recommended, can damage
the laptop if done with poor care or knowledge, or in some cases impossible, making the
desktop PC more modular. Some internal upgrades, such as memory and hard disks
upgrades are often easy; a display or keyboard upgrade is usually impossible. The laptop
has the same access as the desktop to the wide variety of devices, such as external
displays, mice, cameras, storage devices and keyboards, which may be attached
externally through USB ports and other less common ports such as external video.
A subtype of notebooks, called subnotebooks, are computers with most of the
features of a standard laptop computer but smaller. They are larger than hand-held
computers, and usually run full versions of desktop/laptop operating systems. Ultra-
Mobile PCs (UMPC) are usually considered subnotebooks, or more specifically,
subnotebook Tablet PCs. Netbooks are sometimes considered in this category, though
they are sometimes separated in a category of their own.
Desktop Replacement
A desktop replacement computer (DTR) is a personal computer that provides the
full capabilities of a desktop computer while remaining mobile. They are often larger,
bulkier laptops. Because of their increased size, this class of computer usually includes
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more powerful components and a larger display than generally used in smaller portable
computers and can have a relatively limited battery capacity or none at all. Some use a
limited range of desktop components to provide better performance at the expense of
battery life. These are sometimes called desk notes, a portmanteau of the words "desktop"
and "notebook," though the term is also applied to desktop replacement computers in
general.
Netbook
Netbooks, also called mini notebooks or sub notebooks, are a rapidly evolving
category of small, light and inexpensive laptop computers suited for general computing
and accessing web-based applications; they are often marketed as "companion devices,"
that is, to augment a user's other computer access. Walt called them a "relatively new
category of small, light, minimalist and cheap laptops. “By August 2009, CNET called
netbooks "nothing more than smaller, cheaper notebooks.”
Tablet PC
A tablet PC is a notebook or slate-shaped mobile computer. Its touch screen or
graphics tablet/screen hybrid technology allows the user to operate the computer with a
stylus or digital pen, or a fingertip, instead of a keyboard or mouse. The form factor
offers a more mobile way to interact with a computer. Tablet PCs are often used where
normal notebooks are impractical or unwieldy, or do not provide the needed
functionality. Recently, tablet PCs have been given operating systems normally used on
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phones, like Android or iOS. This gives them many of the same uses as a phone, but with
more power and functionality.
Ultra-mobile PC
The ultra-mobile PC (UMPC) is a specification for a small form factor of tablet
PCs. It was developed as a joint development exercise by Microsoft, Intel, and Samsung.
Current UMPCs typically feature the Windows XP, Windows Vista, Windows 7, or
Linux operating system and low-voltage Intel Atom or VIA C7-M processors.
Pocket PC
A pocket PC is a hardware specification for a handheld-sized computer (personal
digital assistant) that runs the Microsoft Windows Mobile operating system. It may have
the capability to run an alternative operating system like NetBSD or Linux. It has many
of the capabilities of modern desktop PCs.
Laptop
A laptop computer is a personal computer for mobile use. A laptop integrates
most of the typical components of a desktop computer, including a display, a keyboard, a
pointing device and speakers into a single unit. A laptop is powered by mains electricity
via an AC adapter, and can be used away from an outlet using a rechargeable battery.
Portable computers, originally monochrome CRT-based and developed into the
modern laptops, were originally considered to be a small niche market, mostly for
specialized field applications such as the military, accountants and sales representatives.
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As portable computers became smaller, lighter, cheaper, more powerful and as screens
became larger and of better quality, laptops became very widely used for all sorts of
purposes, by all sorts of people.
As the personal computer became feasible in the early 1970s, the idea of a
portable personal computer followed. A "personal, portable information manipulator"
was imagined by Alan Kay at Xerox PARC in 1968, and described in his 1972 paper as
the "Dynabook".
The IBM SCAMP project (Special Computer APL Machine Portable) was
demonstrated in 1973. This prototype was based on the PALM processor (Put All Logic
In Microcode).
The IBM 5100, the first commercially available portable computer, appeared in
September 1975, and was based on the SCAMP prototype.
The term "laptop" can refer to a number of classes of small portable computers:
▪ Full-size Laptop: A laptop large enough to accommodate a "full-size" keyboard
(a keyboard with the minimum QWERTY key layout, which is at least 13.5 keys
across that are on ¾ (0.750) inch centers, plus some room on both ends for the
case). The measurement of at least 11 inches across has been suggested as the
threshold for this class. The first laptops were the size of a standard U.S. "A size"
notebook sheet of paper (8.5 × 11 inches), but later "A4-size" laptops were
introduced, which were the width of a standard ISO 216 A4 sheet of paper
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(297 mm, or about 11.7 inches), and added a vertical column of keys to the right
and wider screens. It can also be laid sideways when not in use.
▪ Netbook: A smaller, lighter, more portable laptop. It is also usually cheaper than
a full-size laptop, but has fewer features and less computing power. Smaller
keyboards can be more difficult to operate. There is no sharp line of demarcation
between netbooks and inexpensive small laptops; some 11.6" models are
marketed as netbooks. Since netbook laptops are quite small in size, netbooks
typically do not come with an internal optical drive.
▪ Tablet PC : These have touch screens. There are "convertible tablets" with a full
keyboard where the screen rotates to be used atop the keyboard, and "slate" form-
factor machines, which are usually, touch-screen only.
▪ Rugged : Engineered to operate in tough conditions like mechanical shocks,
extreme temperatures, wet and dusty environments, etc.
Features of Laptop
The laptop computers are meant for improving the convenience of users. It is
portable due to lightweight. They have many features when compared to desktop
computers. They can be used while traveling also.
The laptop computers are smaller in size and are energy efficient. The parts used
to make them are expensive. The facilities provided in a laptop are similar to that of a
desktop computer. Different versions of laptops are available in the market with large
screens, high capacity graphic cards etc. the specialty of laptops include lightweight and
lower energy consumption. They are less noisy and easy to handle. Similar to desktop
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computers the laptop computers include motherboard, processor, hard disk, memory,
graphic card, keyboard, mouse and display device. The disadvantage is that it does not
support for expansion or upgrade. The laptops are equipped with built in wireless
network cards. It facilitates users to connect to the Internet without a cable.
Laptop Touchpad
Laptops don't generally come with a mouse. Instead, laptops have a smooth,
rectangular, touch-sensitive area in front of the keyboard. Moving the finger across the
touchpad moves the cursor across the screen. Typically, one or two clickable buttons
beneath or beside the touchpad act like mouse buttons. Some laptops have a tiny joystick
built into the keyboard instead of a touchpad. A touchpad is more fiddly to use than a
mouse, but it’s possible to attach a mouse instead if preferred.
Keyboard on a laptop
Unsurprisingly, a laptop’s keyboard is smaller than the ones that come with a
desktop computer. The keys are closer together, and may also be smaller as the keyboard
is built into the body of the laptop. Laptops usually have several USB ports. Like
desktops, laptops come with USB ports, and often FireWire ports, for adding peripheral
devices.
Laptop Battery Life
While all laptops come with a power supply for connection to the mains, they also
have an internal battery for use on the move.
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Built-in webcams
Many laptops come with a webcam built into the lid, just above the screen.
Memory (RAM)
A type of short-term memory, the processor uses the laptop’s random access
memory (RAM) when it wants to perform tasks. Consequently, the speed at which the
processor can operate is determined by the amount of Ram. It’s usually possible to add
more Ram to the laptop, but with the assistance of an expert.
Laptop Processors
Made by either Intel or AMD, the CPU is the main brain of the computer. It
performs all the calculations the laptop makes every second. The speed of a processor is
expressed in cycles per second, the unit for which is hertz (typically megahertz and
gigahertz).
Most laptop CPUs are now dual core, which means they are actually two
processors on one chip that share the workload between them. Some current desktops
come equipped with quad-core CPUs – it’s only a matter of time before these reach the
laptop market.
Hard Drive
The HDD (hard disk drive) provides long-term memory for data storage –
measured in gigabytes (GB).
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Solid-state storage
Some laptops – such as netbooks – use solid-state storage rather than a
conventional hard drive to store data. This uses less power and, since it has no moving
parts, is more rugged.
Screen
All laptops come with their own built-in LCD screens. Screen size has a direct
impact on the size of the laptop itself. A 15-inch display makes for a pretty standard-sized
laptop. A desktop replacement-type laptop might come with a 17-inch display – possibly
even a widescreen one – and ultra-portables might go as low as the 12-inch mark, while
netbooks can be a squint-inducing 7 inches. More recent models have 10-inch or even 12-
inch displays.
Graphics
Laptops come with either integrated or dedicated graphics. Integrated graphics,
which operate using a chunk of the laptop’s memory (RAM), are fine to do basic,
everyday tasks.
Operating system
This is the software that runs the computer. Macs come with OS X and laptop PCs
usually come with Windows Vista or, more recently, Windows 7.
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Optical Drive
Most laptops come with a CD/DVD drive of some kind for playing CDs and
DVDs, and most will allow burning own discs, too. Many laptops come with a multi-
format burner, which can record to a variety of blank DVDs as well as CDs.
All but the cheapest models include DVD burners. A DVD burner is useful for
making own videos, as well as for backing up large amounts of data, since DVDs can
hold much more data than CDs.
Wireless Connectivity
Most current laptops include built-in wireless connectivity. This means that it can
be connected to the existing home wireless network or go online at a wireless hotspot.
The latest wireless protocol is 802.11n, though many models still use the older 802.11g
protocol.
Connectivity
The majority of new laptops include an array of ports and slots--USB 2.0,
FireWire (IEEE1394), PCMCIA PC card slot, S-Video and VGA-out (monitor). With
few ways to expand beyond their factory configuration, a laptop should have at least two
USB ports plus a FireWire connection. As many laptops are now manufactured without a
floppy drive, the USB ports are very useful for utilizing a jump drive for doing quick
back-ups. A PCMCIA slot is also useful for adding wireless capability if it doesn't come
as standard.
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Warranty and Service Contract
After-sales support usually runs from one to three years. The minimum warranty
should cover for twelve months with a return service that includes parts and labor costs.
Some manufacturers offer up to three years of coverage as standard, with the first twelve
months including parts and labor, and the remaining period labor only.
Other Features
Laptops have improved; they are available in hundreds of GB data capacity. GB
or RAM available for programming and running heavy and advance software, higher
screen resolutions for graphical work or picture quality conscious users, higher graphical
cards and crystal quality sound and so much more have changed the way the notebooks
machines are used now. It will be interesting to know what features are yet discovered
and yet to be experienced by the world.
The First Laptop
A 340K-byte bubble memory laptop computer with die-cast magnesium case and
folding electroluminescent graphics display screen Gavilan Computer is considered as the
First Laptop. Manny Fernandez had the idea for a well-designed laptop for executives
who were starting to use computer. Fernandez, who started Gavilan Computer, promoted
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his machines as the first "laptop" computers in May 1983. Many historians consider the
Gavilan as the first fully functional laptop computer. The First Laptop Computer -
Osborne 1, the computer considered by most historians to be the first true portable
computer. Adam Osborne, an ex-book publisher founded Osborne Computer and
produced the Osborne 1 in 1981, a portable computer that weighed 24 pounds. The
Osborne 1 came with a five-inch screen, modem port, two 5 1/4 floppy drives, a large
collection of bundled software programs, and a battery pack. The short-lived computer
company was never successful.
History of Laptop
Although more are using the laptop, there are still a few who knows the history, of
Laptop Computer. Now the laptop comes with a variety of sizes, thin and that measures
8" with a weight of less than 1kilogram.
Computer Idea
Before the laptop was introduced, Alan Kay raised the idea of portable computers.
This could be observed as the Dynabook concept, developed by Xerox PARC (Palo Alto
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Research Centre) in the early 1970's. The development of the concept prototype Alto was
also done by Xerox PARC.
The first portable computer marketed commercially was Osborne 1, developed in
1981. This computer was the first portable one but was required to connect to the power
source while using. With a slim CRT screen size of 5" and weighed 23.5 pounds (12 kg),
the computer had CP / M Operating System and was introduced with a 4 MHz Z80 CPU,
65 kilobytes main memory, and floppy disk drives.
Compaq
In 1983 Compaq released its first product, Compaq Portable, which was quite
successful. This product was an IBM clone computer, as IBM was the standard program
for all computers at that time. This was much more lighter than Osborne 1and had the
same operating system like Osborne 1, the CP / M OS. This model was compatible for
MS-DOS programs also.
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Epson
The next Portable computer to be launched was Epson HX-20. The development
process of this computer started in the year 1981, but it was launched in the market in the
year 1983. Computers that fall into this category of portable computers had the full
keyboard with 68 keys, nickel cadmium (NiCD) rechargeable batteries and dot matrix
LCD screen with a resolution of 120 x 32 pixels. This screen was capable of displaying
four lines with each line containing 20 characters. In addition, this was enabled with 16
kibibyte RAM that could be expanded to 32 kibibyte and was compatible with MS-
BASIC.
Top sellers IBM
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On 3 April 1986, IBM launched the first laptop with a commercial purpose,
named the IBM PC Convertible. This laptop was equipped with a 3.5 "floppy disk drive,
which is a standard device. The processor used was Intel 80c88, which is a CMOS
version of Intel 8088, which operates at 4.77 MHz. In this there was also 256 KiB of
RAM that could be enlarged to 512 KiB. With LCD display and weighing 13 pounds, the
computer was equipped with a handle that made it easier to carry. This laptop used a
battery as its power source.
In 1987, Toshiba launched two products at once, the T1000 and T1200. Although
limited to just using the DOS operating system stored in ROM, both the models from
Toshiba was very small in size and lightweight. It used lead-acid batteries.
NEC
In 1989 two different companies, NEC and Apple Computer, launched one laptop
each, namely NEC and Apple Macintosh Ultralit Portable. Nec Ultralit launched in mid
1989. This laptop is probably the first notebook manufactured by NEC. This laptop had a
weight of not less than 2 kg.
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Apple Computer
Portable Macintosh launched by Apple Computer had a clear active matrix
display and a battery that could last for a long time. Series of laptops of Apple Computer
and Apple Power Books were launched in 1991. This is the de facto standard laptop that
continues to survive until now.
Spring of 1995 was a significant turning point in the history of notebook
computers. In August 1995, Microsoft introduced Windows 95. This is the first time
Microsoft had full control on the management operating system (operating system).
Windows 95 is suitable for application on an Intel Pentium processor and in accordance
with the existing ROM on notebooks.
Desktop Vs Laptop
Desktop LaptopMore bang for the buck. Everything is smaller and highly advanced.Cost less. Expensive compared to desktop.Easier to use. Highly updated for any purpose, any locations use.Easy to upgrade. Fastest Up gradation.Easy to keep track of. Easy for someone else to pick up and carry off.More memory and hard drive space. Easily Upgradable Memory.Stuck in one place. MobileNo mobility. Mobile.Easy Maintenance Maintenance is difficult.Less Repair Cost Few Repairs compared to Desktops.
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Major Laptop Brands
From humble beginnings in the 1980s, the India laptop market has expanded in
leaps and bounds in recent years, and now includes all the major brands. Dell and HP
dominate the market, but Sony Vaio is the fastest growing laptop brand in India.
Here’s an overview of the main laptop brands in India and how they compare to
each other.
Apple
Acer
Asus
Dell
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HCL
HP
Lenovo
Samsung
Sony
Toshiba
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Fujitsu
Compaq
LG
Zenith
Wipro
iBall
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Panasonic
Benq
Brief of Laptop Brands and Manufacturers
Apple
Apple Inc. is an US-based multinational corporation that develops, designs, and
manufactures consumer electronics, computer software and commercial servers. The
company is globally appreciated for its innovation and unmatched technology that
reflects in its wide-ranging consumer electronics products. Apple laptops outclass in
performance, quality and design to any other laptops in this line. Its MacBook, a
consumer notebook; MacBook Air, an ultrathin, ultraportable and stylish notebook; and
MacBook Pro, a professional notebook have been efficiently designed to deliver
outstanding performance.
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Acer
Acer is a Taiwanese electronics manufacturer. The company entered the Indian
market in 1999. Acer’s laptops are popular because they’re cheaper than many other
laptop brands but still offer a lot of features and impressive configurations. In fact, Acer
laptops can be seen as offering the same features as HP laptops, but at a lower price. As a
result, Acer represents good value for money particularly as far as budget laptops are
concerned. Of course, build quality is lacking compared to the more costly brands. It’s
desirable to take a long warranty.
ASUS
Another popular “value for money” Taiwanese brand in India, ASUS laptops are
amongst the cheapest in the market. They’re also amongst the most innovative. ASUS
has been established in India slightly longer than Acer, but only started aggressively
expanding in the laptop sector around 2006. Earlier, the company was known in for its
motherboards. ASUS laptops are regarded as being much better designed than Acer’s.
ASUS uses cutting edge technology, which is most apparent in its netbook and
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ultraportable ranges. Gaming laptops are another of the company’s strong points. And
ASUS laptops are surprisingly reliable, definitely a brand worth checking out.
Dell
Dell arrived in India in 2007, and in just under four years rose to become the top
laptop brand in India, with the largest market share. Dell offers great quality, innovative
and highly customizable products that have a lot of visual appeal. You can choose the
color and configuration that you want, and do it all online. This online ordering process is
convenient and enables Dell to keep prices low, as overhead costs are reduced. On the
down side: reliability can be an issue.
HCL
HCL is an Indian laptop brand that’s been established in the IT market for over
three decades. The company focuses on producing portable laptops that are amongst the
slimmest in the market. Designs are colorful and attractive, readily customizable, and
pricing is aimed at budget conscious crowd. After-sales service can be a concern though.
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HP Hewlett Packard
Well-known American computer company, HP, has been in India for a long time.
It arrived in 1989, when the only competition was IBM (later acquired by Lenovo). HP
quickly established itself as the market leader by focusing on price and after-sales
service. Then, in 2002, it merged with Compaq. This move added to its product range,
which individually addresses the needs of home and business users. HP laptops are
packed with full of features and are also well regarded for their quality, although
sometimes reliability can be an issue. However, they lose out to Dell in regards to
customization. And their design is variable — some HP laptops are more innovative than
others.
Lenovo
Chinese-based computer giant, Lenovo, purchased IBM’s PC business in late
2004. As IBM was the first computer company in India, this gave Lenovo an excellent
entry point into the growing Indian market in which it’s now placed fourth. The company
quickly went about leveraging IBM’s ThinkPad brand before adding its own products.
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These products largely focus on functionality and reliability. Expect powerful
configurations and very durable construction.
Samsung
Samsung, although a well-known electrical appliance manufacturer, is a relatively
small and new entrant into the laptop market in India. Samsung started selling laptops in
late 2008. Recently, the brand has been gaining recognition and growing in popularity.
The design of Samsung laptops isn’t the most inspiring, but these laptops tend to perform
well and are reasonably priced.
Sony
Sony is a premium laptop brand that established its presence in India in 1994. The
company has many loyal followers who appreciate its unique quality and technology. It’s
hot selling and stylish VAIO range is a favorite for the fashion conscious. The screens of
Sony laptops are particularly well designed.
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Toshiba
Japanese laptop brand Toshiba, one of the oldest players in the global IT market,
set up its Indian subsidiary in 2002. The company is known for making laptops that
combine maximum functionality and quality. Its products are extensively tested and
notably reliable. Toshiba excels in netbooks, ultraportable and gaming laptops. Yet, its
mainstream laptops are also of high quality and well designed.
Fujitsu
Fujitsu India Private Limited is a wholly owned subsidiary of Fujitsu Technology
Solutions Holding B.V. It offers a broad range of products and services in India. It is, in
fact, the fourth largest IT services vendor in the world. Fujitsu India Private Limited
offers Fujitsu’s state-of-art solutions to the Indian market ranging from Storage Systems,
Servers, Laptops/Notebooks, Workstations, Desktops, and Biometrics Products &
Scanners.
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Compaq
Compaq, a U.S. based company and once the world’s leading supplier of personal
computing systems, was took over by Hewlett-Packard (HP) in 2002. The name Compaq
stands for “Compatibility and Quality”. Compaq laptops offer a unique combination of
technology, design and affordability in its various brands, like Compaq Presario, Compaq
NC, Compaq Evo and Compaq Armada, etc. Compaq laptops, with flexible price range
and a broad selection, has become one of the favored choice not only for home and small
business users, but also for college students.
LG
LG Corporation is the third largest conglomerate of South Korea that deals with
electronics, chemicals and telecommunications products, and includes subsidiary
companies like LG Electronics, LG Chem, LG Telecom, LG Display, etc. LG
Electronics, Inc. is one of the leading technology providers in consumer electronics,
mobile communications and home appliances. LG also features a wide range of
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laptops/notebooks with inspiring design, cutting-edge technology and reasonable price.
LG Notebooks make a suitable choice for both business people and home users.
Zenith
Zenith is one amongst the leading PC companies in India. The company houses
Zenith NPD (New Product Development) Center in Mumbai that researches, ideates,
develops and manufactures PCs and Laptops for computing, communication and
entertainment. Zenith Notebooks, packed with advanced technology and state of the art
designs, are known for their efficiency, compatibility and affordable price range. Zenith
presents a series of laptops under the following categories: Zenith Home, Zenith
Business, Zenith Consumer and Zenith Corporate to befit the tastes of different users.
Wipro
Wipro Technologies Limited is an Indian information technology services
company that is involved across various industries including consumer care & lighting,
eco-energy, infrastructure & engineering and healthcare. Wipro (Western India Palm
Refined Oils), headquartered in Bangalore, India, develops notebooks with international
standards, design and technology. Wipro laptops are very handy for both home users and
32
corporate users, and are recognized for their technological supremacy and outstanding
performance. One can chose from a large collection of Wipro Notebooks according to
their specific needs.
iBall
Best IT World (India) Pvt. Ltd., headquartered in Mumbai, India, offers a large
number of computing and digital lifestyle products and accessories under the ‘iBall’
brand. Owing to its cutting-edge technology and affordability, iBall laptops are greatly
liked in India. iBall features very exciting range of notebooks in the categories of Entry
Level Laptops, Mainstream Laptops and Ultra Portable Laptops.
Panasonic
Panasonic Corporation, a multinational corporation of Japan, deals in a broad
range of electronics products, from audiovisual and information/communication
equipment to home appliances and components. Panasonic laptops come with a great
blend of latest technology and innovative designs and are known for their high-level
performance. Panasonic offers an exciting spectrum of notebooks under the categories of
fully rugged, Semi-rugged and Business-rugged to cater the specific needs of the diverse
33
users. All these laptops are featured with the incomparable qualities to deliver
multitasking work experience and excellent mobility.
Benq
Benq Corporation, a Taiwan-based multinational company, is one of the leading
providers of networked digital lifestyle devices in the world. Benq Group, encompassing
12 companies, specializes in product design, visual display, mobile communication and
network convergence technologies. Benq Notebooks are a good choice as they provide
the latest technology with attractive look at affordable prices. Benq offers a great
selection of laptops in various series,
1.2 NEED FOR THE STUDY
The market for laptop in India is growing rapidly and the popularity was driven
by the product attributes. Though the product was introduced in the Indian market in mid-
1990s, the acceptance was rather limited as it was costly and quite heavy, and it therefore
took time for the market to develop. However, by 2008, it had be- come a very high-
selling product with reasonably wide- spread acceptance among the executives and
students. The most appealing attributes for the consumers were portability, Internet
connectivity at lower costs, many inbuilt features that were not available in standard
desk- tops, and most importantly, a substantial reduction in the price difference between
desktops and laptops. The laptop average prices fell from 55,000 INR in 2007 to
34
40,000 INR in 2008, while the desktop prices only came down from INR 22,000 to
20,000. Also, the PC required some additional costs like a computer table, uninterrupted
power supply units, etc., which cost additional INR 6,000, which made laptops a better
value proposition compared to desktops to a large majority of Indian population. This
trend of at least an annual drop of 10 per cent in laptop market was expected to last till
2012, which was likely to fuel the laptop sales.
In this scenario, a study on the factors leading to the taste and preferences of the
customers, and the factors, which satisfy them, stands highly relevant.
1.3 STATEMENT OF THE PROBLEM
In this epoch of exceedingly sophisticated technology, life has become
unthinkable without the application of it. As an outcome of this Desktop computers have
given the way to comfortable, handy and mobile Laptops. Laptop in its any advanced
form is gaining recognition and is preferred much in the Market now a days. In this
context, the specific purpose of this study is to find out the level of customer awareness
about different brands of Laptops available in the Market and the level of satisfaction of
various users.
1.4 OBJECTIVES OF THE STUDY
1. To analyze the awareness of the Respondents towards Branded Laptop.
2. To analyze the increase in the tendency of using Laptops among various age
groups.
3. To know the purpose for which the Laptop is used.
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4. To identify the factors which influences the purchase of Laptop.
5. To measure the level of satisfaction attained as the respondents consider several
factors.
1.5 RESEARCH METHODOLOGY
Methodology
Methodology is generally a guideline system for solving a problem, with specific
components such as phases, tasks, methods, techniques and tools. It can be defined also
as follows:
▪ "The analysis of the principles of methods, rules, and postulates employed by a
discipline".
▪ "The systematic study of methods that are, can be, or have been applied within a
discipline".
▪ "The study or description of methods".
A methodology can be considered to include multiple methods, each as applied to
various facets of the whole scope of the methodology.
The Methodology adopted for this Research is Empirical study using
Questionnaire as a tool.
Population of the Study
A population can be defined as including all people or items with the
characteristic one wish to understand. Because there is very rarely enough time or money
36
to gather information from everyone or everything in a population, the goal becomes
finding a representative sample or subset of that population.
The Population drawn for this study is strictly from Guntur Town.
Sampling Technique
Sampling may be defined as the selection of some part of an aggregate or totality
on the basis of which a judgement or inference about the aggregate or totality is made. In
other words, it is the process of obtaining information about an entire population by
examining only a part of it.
Simple Random Sampling
In this method of sampling, each unit of the population has the equal probability
of being selected as a unit of the sample given by the following formula
The Probability of selection of each unit = 1/N
This means that the first unit of the sample will be selected from the population
with a probability of 1/N. Each of the remaining units required for the sample is selected
in the same way using the same probability of selection.
Sample Size
The Sample Size of this study is 400.
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Sample Design
Convenience Sampling: This is a non-probability sampling method in which the
interviewers will decide the choice of sample units based on their convenience. The
sampling units for this type of sampling are selected from a telephone directory,
newspaper subscription list, departmental stores etc.
The Sample Design adopted for this study is Convenience Sampling.
Data Source:
The reliability of managerial decisions depends on the quality of data. The quality
of data can be expressed in terms of its representative feature of the reality, which can be
ensured by the usage of a fitting data collection method.
Data can be classified into two.
Primary Data and
Secondary Data
Primary Data: The data, which is collected from the field under the control and
supervision of an investigator, is known as Primary Data. This type of data is generally
afresh and collected for the first time.
Secondary Data: If data is collected from journals, magazines, government publications,
annual reports of companies etc, then such data is called Secondary Data. In each of these
sources of data, the process of data collection has already been done by the respective
organization/agency.
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For this study, Primary Data is collected by means of a Structured Questionnaire.
Secondary Data is collected from Internet, Journals, Magazines, and News Paper.
Statistical Tools Employed
Statistical Tools employed for the Analysis are
Simple Percentage Analysis
Percentage analysis is the method to represent raw streams of data as a percentage
for better understanding of collected data.
ANOVA
In statistics, Analysis of Variance (ANOVA) is a collection of statistical models,
and their associated procedures, in which the observed variance in a particular variable is
partitioned into components attributable to different sources of variation. In its simplest
form, ANOVA provides a statistical test of whether or not the means of several groups
are all equal, and therefore generalizes t -test to more than two groups. Doing multiple
two-sample t-tests would result in an increased chance of committing a type I error. For
this reason, ANOVAs are useful in comparing two, three, or more means.
Chi – square Test
A chi-squared test, also referred to as chi-square test or 2 test, is a statistical
hypothesis test in which the sampling distribution of the test statistic is a chi-squared
distribution when the null hypothesis is true, or any in which this is asymptotically true,
39
meaning that the sampling distribution if the null hypothesis is true can be made to
approximate a chi-squared distribution as closely as desired by making the sample size
large enough.
Friedman Ranking Test
The Friedman test is a non-parametric statistical test developed by the U.S.
economist Milton Friedman. Similar to the parametric repeated measures ANOVA; it is
used to detect differences in treatments across multiple test attempts. The procedure
involves ranking each row or block together, then considering the values of ranks by
columns. Applicable to complete block designs, it is thus a special case of the Durbin
test.
All Statistical tests were carried out with SPSS software.
1.6 TESTING OF HYPOTHESIS
Hypothesis is often considered as a principal instrument in Research. Its main
function is to suggest new experiments and observations. In a Layman’s point of view,
Hypothesis simply means a mere assumption or some supposition to be proved or
disproved. But for a Researcher, Hypothesis is a formal Question that he intends to
resolve. Thus a Hypothesis may be defined as a proposition or a set of proposition set
forth as an explanation for the occurrence of some specified group of phenomena either
asserted merely as a provisional conjecture to guide some investigation or accepted as
highly probable in the light of established facts. Quite often Research Hypothesis is a
40
predictive statement, capable of being tested by scientific methods, that relates an
independent variable to some dependent variable.
Null Hypothesis: The null hypothesis is the hypothesis that states that there is no
relation between the phenomena whose relation is under investigation, or at least
not of the form given by the alternative hypothesis.
Alternative Hypothesis: The alternative hypothesis, as the name suggests, is the
alternative to the null hypothesis: it states that there is some kind of relation. The
alternative hypothesis may take several forms, depending on the nature of the
hypothesized relation; in particular, it can be two-sided (for example: there is
some effect, in a yet unknown direction) or one-sided (the direction of the
hypothesized relation, positive or negative, is fixed in advance).
Conventional significance levels for testing the hypotheses are .10, .05, and .01.
Whether the null hypothesis is rejected and the alternative hypothesis is accepted, all
must be determined in advance, before the observations are collected or inspected. If
these criteria are determined later, when the data to be tested is already known, the test is
invalid.
1.7 SCOPE OF THE STUDY
IT sector is growing at a highest rate ever. This sector is striving to tap almost
each potential customer to buy and use its products. Having laptop has become the need
of every person. Now a days everybody wants to enjoy these technically advanced
gadgets. With liberalization, privatization and globalization after 1991, many IT
41
companies operate in India and thus the market is quite competent with multi brands
offering available in the market so as to work on it and capture the market. The main
objective of the study is to find out the competitive edge of one company over other,
which company is having the highest market share, what are the different services offered
by them, the level of customer satisfaction and attitude towards the brands and what are
the expectations of the customers from these brands in the days to come.
1.8 PERIOD OF THE STUDY
The study extended over a period of one year from August 2011 to August 2012.
1.9 LIMITATIONS OF THE STUDY
o The Sample Units are confined to Guntur City only and hence the results cannot
be generalized.
o The number of Brands selected for study is restricted to Five due to time
constraints.
o Results of the study may vary from time to time.
o Preferences of the consumers are subject to change with the utility of the Product.
o The number of respondents of this study is restricted to 400 only.
o The same results cannot be expected in other cities as the taste and preferences of
the respondents may change.
o The factors ranked which influences the Laptop may vary from time to time.
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1.8.1 CHAPTER SCHEME
Chapter 1: Deals with the introduction and Design of the Study.
Chapter 2: Gives the Review of Literature.
Chapter 3: Provides the profile of the Branded Laptop and its features.
Chapter 4: Provides the profile of the Geographical Area selected for the study.
Chapter 5: Deals with the Analysis and Interpretation of the data.
Chapter 6: Deals with the Findings, Suggestions and Conclusion.
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CHAPTER 2
REVIEW OF LITERATURE
A literature review is a specific type of research paper that focuses on published
literature on a given topic. It is often the first step in doing original research, either
scientific or otherwise. It is more than a mere summary of the literature, however, as it
presents analysis, patterns, and critiques of individual sources, groups of sources, and the
body of literature as a whole. Not to be confused with a book review, a literature review
surveys scholarly articles, books and other sources (e.g. dissertations, conference
proceedings) relevant to a particular issue, area of research, or theory, providing a
description, summary, and critical evaluation of each work. The purpose is to offer an
overview of significant literature published on a topic that critically analyzes a segment
of a published body of knowledge through summary, classification, and comparison of
prior research studies, reviews of literature, and theoretical articles. Someone reading a
literature review should gain an understanding of trends, issues, unresolved questions,
controversies, and the importance of the scholarly knowledge related to a specific
question (topic).
The era of highly differentiated laptops in the consumer industry is over. No
longer does one vendor dominate the market, enjoying their product being seen as
exceedingly superior to its competition. What once served to distinguish a laptop
provider has now been equalized across the field; every vendor offers the same
microprocessors, the same RAM capacity, the same graphics cards, the same networking
44
and wireless functionality. The commoditization of the market has diminished a vendor's
ability to strongly differentiate themselves among consumers.
Consumers in the United States viewed the Personal Computer as a valuable tool
to enhance productivity and improve the entertainment experience. While the form factor
of choice in households today remains the desktop, maintaining more than 50% of the
ownership, laptop/mobile notebooks are improving their position, up to 17%.
James E. Stafford (1966)1 in his study “group influences on Consumer Brand
Preferences” utilized a systematic random sample of ten-house wife’s from one census
tract in Austin, Texas. Each housewife was asked to nominate four people with whom she
would like to do shopping. The respondents were asked to choose from four unknown
brands, which were identical expect for the label. It was found that the respondents were
not particular about the brand, which they selected.
Rincy V Mather (2005)2 in a study on “Customer Satisfaction to the Products
and Services” mentioned Customer Satisfaction as a function of perceived performance
and expectation. Feeling of satisfaction arises when customers compare their perceptions
of the performance of a product or service to their desires and expectations. People often
do not have well-defined preferences; instead, they may construct them on the spot when
needed, such as when they must make a choice.
1 1 James E. Stafford (1966), Study on Consumer Brand Preferences and learning Brand Loyalty.
2 Rincy V. Mather (2005), “A study on customer satisfaction to the Products and the Services”, Indian Journal on Marketing, October 2005.
45
Kenneth E Runyon (1950)3 hold the view that in terms of individuals conscious
feelings and attitude about themselves, as persons self concept gradually emerges through
interaction with other people and self concept is subject to change. Self concept again
depends upon clarity of experience provided by new perception the way the revised
concept fit into the existing self organization and the relation of revised concepts to
individual needs. The basic purpose of all human activity is protection, maintenance and
enhancement not of the self but of the self-concept or symbolic self and here lies the
importance of self-concept for marketing.
Parasuraman (1997)4 In his study, “Reflections on Gaining Competitive
Advantage through Customer Value,” claims that in a highly competitive market, the
shortest route to differentiation is through the development of brands and active
promotion to both intermediaries and final consumers. Today’s customers do not just buy
core quality products or services; they also buy a variety of added value or benefits. This
forces the service providers to adopt a market orientation approach that identifies
consumer needs and designs new products and redesigns current ones.
Storbacka et al., (1994)5 states that satisfied customers might look for other
providers because they believe they might receive better service elsewhere. However,
keeping customers is also dependent on a number of other factors. These include a wider
range of product choices, greater convenience, better prices, and enhanced income.
3 Kenneth and Runyon David W Steward (1950), “ Consumer Behavior and the practice of Marketing”, London Merrill Publishing Co, 1987.
4 Parasuraman, A. (1997). Reflections on Gaining Competitive Advantage through Customer Value. Journal of the Academy of Marketing Science, 25(2), pp. 154-161.
5 Storbacka, K., Strandvik, R and Gronroos, C. (1994). Managing Customer Relationship for Profit: The Dynamics of Relationship Quality. International Journal of Service Industry Management, 5(5), pp. 21-38.
46
Although customer satisfaction and quality appear to be important for all firms,
satisfaction is more important for loyalty in industries such as banks, insurance, mail
order, and automobiles.
Curasi and Kennedy (2002)6 have shown that customer satisfaction does not
predict the continuation of the relationship. High switching costs are an important factor
binding the customer to the service organisation. Even with relatively low levels of
satisfaction, the customer continues to patronize the service provider because
repurchasing is easier and more cost effective than searching for a new provider or
sampling the services of an unknown provider
Jones and Farquhar (2003)7 stated that one aspect of loyalty is the impact of
cross- selling, which forms a critical element in increasing revenue. Profitability could, as
a consequence, be threatened not only by loss of market share but also by diminished
opportunities for cross selling.
Kotler (2000)8 defined the traditional definition of a brand as: “the name,
associated with one or more items in the product line, that is used to identify the source of
character of the item(s)” The American Marketing Association (AMA) definition of a
brand is “a name, term, sign, symbol, or design, or a combination of them, intended to
identify the goods and services of one seller or group of sellers and to differentiate them
6 Curasi, C. F and Kennedy, K. N. (2002). From Prisoners to Apostles: A Typology of Repeat Buyers and Loyal Customers in Service Businesses. The Journal of Service Marketing, 16(4), pp. 322-342.
7 Jones, H., and Farquhar, J. D. (2003). Contact Management and Customer Loyalty. Journal of Financial Services Marketing, 8(1), August, p. 71.
8 Kotler, Philip (2003), Marketing Management. The Millennium Edition, Upper Saddle River, Prentice Hall, p. 396, 404)
47
from those of competitors”. “Technically speaking, then, whenever a marketer creates a
new name, logo, or symbol for a new product, he or she has created a brand”
Kapferer (1997)9 mentions that before the 1980’s there was a different approach
towards brands. “Companies wished to buy a producer of chocolate or pasta: after 1980,
they wanted to buy KitKat or Buitoni. This distinction is very important; in the first case
firms wish to buy production capacity and in the second they want to buy a place in the
mind of the consumer”. In other words, the shift in focus towards brands began when it
was understood that they were something more than mere identifiers.
Keller (2003)10 defines Brand awareness as “ the customers’ ability to recall and
recognize the brand as reflected by their ability to identify the brand under different
conditions and to link the brand name, logo, symbol, and so forth to certain associations
in memory”.
Engel, Kollat & Blackwell, (1968)11 states, "A given response is reinforced either
positively or negatively to the extent that it is followed by a reward. Reward, in turn,
leads to an evaluation that the purchase was satisfactory and hence it can exert an effect
on brand beliefs and attitudes. The probability of engaging in a similar buying act will be
increased if there are positive consequences in the act of purchase and use and vice
versa". “Attitude” is .a learned predisposition to behave in a consistently favorable or
unfavorable manner with respect to a given object”.
9 Kapferer, Jean Noel (1997), Strategic Brand Management, Great Britain, Kogan Page, (p. 23).
10 Keller, K.L. (2003) Strategic Brand Management. 2nd edition. Upper Saddle River, NJ: Prentice Hall, p.76.
11 Engel, J., D. Kollat & R. Blackwell (1968). Consumer behavior. New York: Holt, Rinehart and Winston, p. 532.
48
Schiffman and Kanuk, (1997)12 states that Consumer background characteristics
are innately stable characteristics of a consumer’s life based on the consumer’s cultural
background, values and demographic, psychological and social attitudes. There are no
gender differences when comparing attitudes of computer owners. The decision to own a
computer was viewed as self-socialization. The relationships between the amount of
computer use and attitudes about the computer were not especially strong.
Sacks, Bellisimo, & Mergendoller (Winter, 1993-94)13 concluded that male
attitudes about computers were stable across their experiment and that change would not
be expected because the males have been socialized by a society that encourages males to
be proficient in all technological issues. Females, on the other hand, have not been so
encouraged; but when they are provided with computer instruction and experience, their
attitudes and behaviors are not different from males.
According to Zhou and Wong (2008)14, some consumers focus heavily on
brands, making those brands become more important than product quality per se in
purchasing situations. Customer involvement is the personal relevance of a specific
object, so it includes personal thoughts, feelings, and behavioral responses to a brand’s
product. Thus, the more deeply customers are involved with a specific product, the more
they show an interest in that product. Therefore, customer involvement should help
explain consumer behavior.
12 Schiffman, L.G. and Kanuk, L.L. (1997), Consumer Behavior, 8th ed., Prentice Hall, Englewood Cliffs, NJ, p. 167.
13 Sacks, C., Bellisimo, Y., & Mergendoller, J. (Winter 1993-94). Attitudes toward computers and computer use: The issue of gender. Journal of Research on Computing in Education, 26(2), 256- 269.
14 Zhou, L., & Wong, A. (2008). Exploring the influence of product conspicuousness and social compliance on purchasing motives of young Chinese consumers for foreign brands. Journal of Consumer Behavior, 7(6), 470-483.
49
According to Silvernail and Lane (2004)15, educators use portable computers in a
variety of ways, and most frequently in developing instructional materials; conducting
study, which are related to instruction; and communicating with colleagues. They found
that the teachers use the laptop in a variety of ways to support their instruction and thus,
the laptop use among the teachers has increased due to the implementation of the laptop
initiative.
According to Brown, Manogue and Rohlin (2002)16, current description of
attitude is a combination of beliefs, thoughts and feelings that influence an individual to
respond in a positive or negative way to objects, people, processes or institutions.
Attitude in this study refers to the mixture of belief, thoughts and feeling of teachers to
use laptop in a favorable or unfavorable way.
According to Dexter, Anderson and Ronnkvist (2002)17, technology support is
the access to personnel guidance and help, and resources to the extent educators have
more opportunities (face fewer obstacles) to practice using instructional technology.
Technology competence comprises not only technology knowledge but also the skills and
experience essential to put them into use. Educators have to be competent in using laptop
technology in order to play an effective role as facilitators.
15 Silvernail, D. L., & Lane, D. M. M. (2004). The impact of Maine’s one-to-one laptop program on middle school teachers and student: Phase one summary evidence, Research report 1. Maine Education Policy Research Institute University of Southern Maine Office.
16 Brown, G., Manogue, M., & Rohlin, M. (2002). Assessing attitudes in dental education: Is it worthwhile? British Dental Journal, 193:703-707.
17 Dexter, S. L., Anderson, R. E., & Ronnkvist, A. M. (2002). Quality technology support: What is it? Who is it? And what differences does it make?. Journal of Educational Computing Research, 26(3), 265-285.
50
Liaw (2002)18 in his survey involving 260 respondents indicated that the males
have more positive perceptions toward computer and Web technologies than do females.
Attitude is an individual's degree to respond in a favorable or unfavorable manner with
respect to a psychological object.
Urwin (2007)19 in a recent study indicated that educators do not have enough time
to learn from experience and have difficulty keeping up to date. This results in educators
feeling reluctant to invest time and effort with the latest technologies. This results in
educators lacking in updated technologies and find them incompetent certain times.
Flowers and Algozzine (2000)20 defined computer competence to include basic
computer operation to understanding of social, legal and ethical issues. Laptop
competence, therefore, can be observed in terms of the user’s beliefs concerning their
knowledge, basic skill, and capability of performing essential functions using the laptop.
According to Noraini Idris et al. (2007)21, individuals with positive attitudes will
have positive feelings about people and situations; have a sense of purpose, excitement,
and passion; approach problems in a creative manner; have a resourceful, positive, and
enthusiastic air about them; make the best out of every situation; realize that attitude is a
18 Liaw, S. (2002). An Internet survey for perceptions of computers and the World Wide Web: Relationship, prediction, and difference. Computers in Human Behavior, 18 (1), 17-35.
19 Urwin, A. (2007). The Professionalism of the Higher Education Teacher: What’s ICT got to do with it? Teaching in Higher Education, 12(3), 295-308.
20 Flowers, C. P., & Algozzine, R. F. (2000). Development and validation of scores on the basic technology competencies for educators inventory. Educational and Psychological Measurement, Vol. 60 No. 3, 411-418.
21 Noraini Idris, Loh, S. C., Norjoharuddeen Mohd. Nor, Ahmad Zabidi Abdul Razak, & Rahimi Md. Saad. (2007). The professional preparation of Malaysian teachers in the implementation of teaching and learning of Mathematics and Science in English. Eurasia Journal of Mathematics, Science & Technology Education, 3(2), 101-110.
51
choice; feel that they have control of their thoughts; and feel that they are making a
contribution through their work.
Geisler and Hoang (1992)22 identify five steps in the decision process to
purchase IT: 1. Establish or articulate the need for IT. 2. Establish or determine which
unit(s) will receive the new or modified IT. 3. Select the technology. 4. Select the
suppliers. 5. Authorize the purchase and sign the authorization to commit the necessary
funds. The authors conclude that services companies follow a relatively logical and
analyzable decision process.
According to CRN (2006)23 in June 2005, notebook sales accounted for $216.1
million, or $1,442.66 per notebook whereas desktops accounted for $113.9 million, or
$762.98 per unit. The average notebook price fell 11.8 percent from $1,635.07 in the
year-ago month and in the same period, desktop prices fell 5 percent from $803.38 (CRN,
2006). In addition, new product launches to the market, acquisitions and mergers in the
sector, rapid developments in the nano-technology, integrated wireless networking, and
decreased prices make it extremely vital for the companies to understand the factors
underlying consumers’ laptop purchase decisions.
According to Hong and Lerch (2002)24, people evaluate various objective
features when buying an IT product, and because of imperfect information and
simplifications according to the decision rules people often abstract these various features
22 Geisler, E. and Hoang, W. (1992). “Purchasing Information Technologies: Behavior Patterns in Service Companies”. International Journal of Purchasing and Materials Management. 28 (3), 38-42.
23 CRN (2006). “Survey: Notebooks Surpass Desktop Sales For First Time”. Available at: http://www.crn.com/showArticle.jhtml?ArticleID=169400139
24 Hong, Se-Joon, Lerch, F.Javier (2002). “A Laboratory Study of Consumers’ Preferences and Purchasing Behavior with Regards to Software Components”. ACM SIGMIS, 33 (3), 23-37.
52
into few perceptual dimensions such as ‘usefulness’ and ‘price’. The other factors that
affect a consumer’s electronic shopping purchase decision: product understanding,
shopping experience, customer service, and consumer risk.
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CHAPTER 3
PROFILE OF THE LAPTOPS SELECTED FOR THE STUDY
1. Dell
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
History of Dell
Dell traces its origins to 1984, when Michael Dell created PCs Limited while a
student at the University of Texas at Austin. The dorm-room head quartered company
sold IBM PC-compatible computers built from stock components. Dell dropped out of
school in order to focus full-time on his fledgling business, after getting about $300,000
in expansion-capital from his family.
In 1985, the company produced the first computer of its own design, the "Turbo
PC", which sold for US$795. PCs Limited vertised its systems in national computer
magazines for sale directly to consumers and custom assembled each ordered unit
according to a selection of options. The company grossed more than $73 million in its
first year of operation.
The company changed its name to "Dell Computer Corporation" in 1988 and
began expanding globally. In June 1988, Dell's market capitalization grew by $30 million
to $80 million from its June 22 initial public offering of 3.5 million shares at $8.50 a
54
share. In 1992, Fortune magazine included Dell Computer Corporation in its list of the
world's 500 largest companies, making Michael Dell the youngest CEO of a Fortune 500
company ever
Dell, Inc. is an American multinational computer technology corporation based in
1 Dell Way, Round Rock, Texas, United States, that develops, sells and supports
computers and related products and services. Bearing the name of its founder, Michael
Dell, the company is one of the largest technological corporations in the world,
employing more than 103,300 people worldwide. Dell is listed at number 41 in the
Fortune 500 list. It is the third largest PC maker in the world after HP and Lenovo.
Dell has grown by both increasing its customer base and through acquisitions
since its inception, notable mergers and acquisitions including Alienware (2006) and
Perot Systems (2009). As of 2009, the company sold personal computers, servers, data
storage devices, network switches, software, and computer peripherals. Dell also sells
HDTVs, cameras, printers, MP3 players and other electronics built by other
manufacturers. The company is well known for its innovations in supply chain
management and electronic commerce.
Fortune Magazine listed Dell as the sixth largest company in Texas by total
revenue. It is the second largest non-oil company in Texas – behind AT&T – and the
largest company in the Austin, Texas area.
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Dell in India
Incorporated as Dell Computer India Private Ltd. in Bangalore in
1996, Dell has been among the fastest growing technology companies in India and
continues to be among the top three today. Dell established an R&D centre in Bangalore
in 2004. This centre is the software and solutions core competency centre for Dell. The
centre plays a critical role in innovating for the customers globally across a wide range of
IT solutions, with dedicated labs for state-of-the-art hardware, software and enterprise
solutions. The centre houses subject matter experts for various enterprise solutions
offered by Dell, such as virtualization, high-performance computing (HPC), database and
system management solutions. Customers also benefit from the proof-of-concept work
that the India team does to ensure that the solutions deliver what customers need in their
real world IT environments.
Quick Facts
▪ Customers throughout India in large enterprises, small and medium businesses, at
home and in government organizations’ choose Dell to be their trusted technology
solutions partner.
▪ Dell supports customers through sales and marketing, customer contact centers’,
research and development (R&D), IT, manufacturing and services offices in
Bangalore, Hyderabad, Chandigarh, Delhi, Pune, Coimbatore, Noida and
Chennai.
▪ Dell’s first India-based contact centers’ opened in Bangalore and Hyderabad in
2003; Chandigarh was developed in 2005 and Gurgaon contact centre was opened
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in 2006.
▪ The Dell manufacturing (ICC) facility was inaugurated in Sriperumputhur, near
Chennai, in Tamil Nadu in 2007.
▪ Dell India accounts for the company's largest employee base outside the United
States.
▪ In 2010, Dell India becomes the #1 PC brand in India with a market share of more
than 15 percent, according to the IDC Q2CY10 Pulse Tracker.
Manufacturing in India
Continuing the commitment to India, Dell invested USD $30 million in December
2006 to build the manufacturing facility at Sriperumbudur, near Chennai in Tamil Nadu
— the third such facility in the Asia-Pacific/Japan region. This facility provides
customers with better product delivery times and overall value due to an enhanced value
chain that includes desktops, laptops and servers.
First Color Notebook by Dell
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Dell launched its range of Dell laptops in 1989 with the 316LT. In 1991, the first
Dell laptop with a color screen was announced and the 325NC ran at 25MHZ and cost
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just under $4,500. Since then, Dell have been refining and redesigning their Dell laptops.
Having received over 400 product awards in 2007, Dell laptops are some of the best in
the market and there are four major ranges of Dell laptops available. The current range of
Dell laptop, the Dell Inspiron, is one of the most popular Dell laptops available in the
market. The Inspiron Mini 9 Dell laptop is one of the world’s smallest notebooks and the
most advanced mini Dell laptop on offer today.
Features of Dell Laptop
Light Weight
Polished brushed finishes
Full HD display
Optimized Touch Pad
Backlit chicklet-style spill-resistant keyboard.
Upgradable Memory
Fine hard disk storage space.
Inbuilt webcam.
Dual-array digital microphones
Stereo speakers.
Wi-Fi Enabled.
Bluetooth.
Media Card Reader.
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Acer
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History of Acer
In 1976, Stan Shih, his wife Carolyn Yeh, and a group of five others founded
Acer Inc. A multinational information technology and electronics corporation
headquartered in Xizhi, New Taipei City, Taiwan.
It began with eleven employees and US$25,000 in capital. Initially, it was
primarily a distributor of electronic parts and a consultant in the use of microprocessor
technologies. It produced the Micro-Professor MPF-I training kit, then two Apple II
clones, the Microprocessor II and III before joining the emerging IBM PC compatible
market, and becoming a significant PC manufacturer. The company was renamed Acer in
1987.
Acer's products include desktop and laptop PCs, tablet computers, servers, storage
devices, displays, smart phones and peripherals. It also provides e-business services to
businesses, governments and consumers. Acer is the fourth largest PC maker in the
world.
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Acer has a portable product line extension, the TravelMate series, the Aspire
series and the cutting edge Ferrari series in line. Acer Ferrari laptops have the high
persistent quality because of which they have managed to carve out a niche for them in
the market. It is already popular in Asian and European markets, now it hopes to garner
attention in the profitable U.S market. Acer is ranked as first in 13 countries - Italy,
Spain, Austria, Holland, Switzerland, The Czech Republic, Russia, Portugal, Belgium,
Denmark, Poland, Hungary and The Slovakian Republic. Acer provides a wide range of
portables with advanced features like flexibility, power, speed, full coverage, vision, and
style to name a few.
The products include Travel Mate notebook computers, convertible Tablet PCs
with Intel Pentium processors, wide-screen Aspire multimedia notebooks and Ferrari
notebooks notable for a bright red chassis. Acer also markets a full range of Veriton
business desktops, AcerPower and Aspire value desktops, Altos servers for the enterprise,
and both LCD and CRT displays.
Acer Inc. Logo History
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Operations In India
Acer's subsidiary in India Acer India (Pvt) Limited, was incorporated as a
wholly owned subsidiary of Acer Computer International, Ltd. in 1999. It is a notable
vendor in key segments such as education, desktop computers and low profile notebooks
for education. The headquarters is in Bangalore, India. It has however been extensively
criticized for poor after sales service and multiple other issues that have plagued its
customers.
Products
Chromebook
Consumer Desktops
Business Desktop
Consumer Notebooks
Business Notebooks
Tablet
Netbook
Nettop
Milestones
1976-1986: Commercialize microprocessor technology
Acer's founder, Stan Shih, has always been passionate about sharing knowledge
as a way of contributing to society. Acer actively engaged in teaching others about
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microprocessor technology, and promoting computer usage in everyday life. At this time,
the company established its manufacturing operations, and played a significant role to
popularizing the use of computers in Taiwan.
1987-2000: Create a brand name and globalize
In 1987, Multitech formally became known as Acer, marking the start of Acer's
efforts toward creating a strong brand name. During this second ten-year stage of
development, Acer grew extensively and expanded its strategic and geographic footprint
to become one of the world's top ten PC vendors. Priority was placed on delivering the
freshest, most affordable technology to benefit consumers worldwide.
2001-2007: Transform from manufacturing to services
Acer evolved from a manufacturing powerhouse to a globally recognized
computer brand, providing world-class IT products and services. Acer's unique Channel
Business Model enabled the company to achieve sustainable worldwide growth. The
model offers flexibility to adapt to changing global IT market trends, involves
collaborating with the industry's top-tier partners and suppliers, while minimizing
operating expense and enhancing profitability. In 2007, Acer was ranked as the world's
No. 3 PC vendors.
2008-beyond: Enhance worldwide presence with a new multi-brand strategy
With the successful completion of the mergers of Gateway and Packard Bell, Acer
seeks to further strengthen its global footprint with a new multi-brand strategy and solid
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partnerships. As the world’s No. 2 PC manufacturing company, Acer now sets its sight
on becoming the No. 1 notebook maker as well as leader in the mobile device market.
Furthermore, Acer is taking bold strides to expand its presence in China to enhance
competitiveness on a worldwide scale.
Features of Acer Laptops
Quality and Stylish Laptops
Advantageous Features
Affordable Price
Powerful laptop
Bright LED Display
Minimum Booting Time
Slim Laptops
Less Weight
Upgradable Memory
Advanced Battery Back Up
Hewlett Packard [HP]
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Hewlett-Packard Company or HP is an American multinational information
technology corporation headquartered in Palo Alto, California, United States that
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provides products, technologies, software, solutions and services to consumers, small and
medium-sized businesses (SMBs) and large enterprises, including customers in the
government, health and education sectors.
William (Bill) Redington Hewlett and Dave Packard set up the company in a one-
car garage in Palo Alto. HP is the world's leading PC manufacturer. It specializes in
developing and manufacturing computing, data storage, and networking hardware,
designing software and delivering services. Major product lines include personal
computing devices, enterprise, and industry standard servers, related storage devices,
networking products, software and a diverse range of printers, and other imaging
products. HP markets its products to households, small- to medium-sized businesses and
enterprises directly as well as via online distribution, consumer-electronics and office-
supply retailers, software partners and major technology vendors. HP also has strong
services and consulting business around its products and partner products.
Founding
Bill Hewlett and Dave Packard graduated with degrees in electrical engineering
from Stanford University in 1935. The company originated in a garage in nearby Palo
Alto during a fellowship they had with a past professor, Frederick Terman at Stanford
during the Great Depression. Terman was considered a mentor to them in forming
Hewlett-Packard. In 1939, Packard and Hewlett established Hewlett-Packard (HP) in
Packard's garage with an initial capital investment of US$538. Hewlett and Packard
tossed a coin to decide whether the company they founded would be called Hewlett-
Packard or Packard-Hewlett. Packard won the coin toss but named their manufacturing
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enterprise the "Hewlett-Packard Company". HP was incorporated on August 18, 1947,
and went public on November 6, 1957.
Early years
The company was originally rather unfocused, working on a wide range of
electronic products for industry and even agriculture. Eventually they elected to focus on
high-quality electronic test and measurement equipment.
From the 1940s until well into the 1990s the company concentrated on making
electronic test equipment: signal generators, voltmeters, oscilloscopes, frequency
counters, thermometers, time standards, wave analyzers, and many other instruments. A
distinguishing feature was pushing the limits of measurement range and accuracy; many
HP instruments were more sensitive, accurate, and precise than other comparable
equipment.
Following the pattern set by the company's first product, the 200A, test
instruments were labeled with three to five digits followed by the letter "A". Improved
versions went to suffixes "B" through "E".
HP Fast Facts
Hewlett-Packard Company.
Headquarters: Palo Alto, California.
HP serves more than 1 billion customers in more than 170 countries on six
continents.
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HP has approximately 324,600 employees worldwide.
HP's 2011 Fortune 500 ranking: No. 11
HP's revenue for the four fiscal quarters ended Oct. 31, 2011: $127.2 billion.
HP is a technology company that operates in more than 170 countries around the
world. HP explores how technology and services can help people and companies address
their problems and challenges, and realize their possibilities, aspirations and dreams. It
applies new thinking and ideas to create more simple, valuable and trusted experiences
with technology, continuously improving the way customers live and work.
No other company offers as complete a technology product portfolio as HP. HP
provides infrastructure and business offerings that span from handheld devices to some of
the world's most powerful supercomputer installations. HP offers consumers a wide range
of products and services from digital photography to digital entertainment and from
computing to home printing. This comprehensive portfolio helps HP match the right
products, services and solutions to customers' specific needs.
Technology leadership
HP's three business groups drive industry leadership in core technology areas:
▪ The Personal Systems Group: business and consumer PCs, mobile computing
devices and workstations.
▪ The Imaging and Printing Group: inkjet, LaserJet and commercial printing,
printing supplies.
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▪ Enterprise Business: business products including storage and servers, enterprise
services, software and networking.
Growth
HP is focused on three technology shifts that have the power to transform
customers' lives and businesses.
▪ Information explosion
▪ Digital transformation
▪ Environmental sustainability
Manufacturing in India
HP, of Palo Alto, has had a facility in Bangalore in south India since 1999, from
which it produces about 1 million computers each year.
HP is setting up a second computer manufacturing facility in India to help it meet
surging demand in the country.
The facility, in Pantnagar in the northeastern state of Uttaranchal, will be able to
churn out 300,000 computers per month when it starts operations.
Features of HP Laptops
Choice of 15.6-inch or 14.0-inch Widescreen Laptops.
Stylish and Affordable
Essential security and Business Features
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High-definition Displays and Audio
HP offers a broad selection of solutions and accessories.
Enhanced business features
Extended battery life options
Ability to dock
Bright LED Display
Expandable Memory
Lenovo
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History of Lenovo
On November 1, 1984, Lenovo was established with 200,000 RMB by eleven
people, named the "Chinese Academy of the Sciences Institute of Computing
Technology," new technology development company. In 1985, the company launched the
first Chinese-made motherboard with Lenovo Technology. The brand name, Lenovo, was
born from this. On 23 June 1988, Lenovo was incorporated in Hong Kong. New
Technology Development Company and Chinese technology Transfer Company co-
founded Lenovo of Hong Kong. Lenovo Group used Legend as its English name. The
"Lenovo" name was used for the first time.
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When Legend launched its own branded personal computer in 1990, it already
had a strong distribution network in place. With that distribution network and prices 30%
below those of foreign companies such as Hewlett Packard, Legend took the lead in
China's computer market late 1996 and has held it ever since. Legend has been able to
accomplish this by under pricing foreign competitors while providing quality and support
unavailable from local competitors.
Lenovo Group Limited is a Chinese multinational personal technology company
that develops, manufactures and markets desktop and notebook computers, workstations,
servers, storage drives, IT management software, and other related products and services.
Lenovo was incorporated in Hong Kong in 1988 under its previous name, Legend.
Lenovo's principal operations are located in Morrisville, North Carolina, Beijing, China
and Singapore.
Lenovo is the world's second largest PC maker and markets the ThinkPad line of
notebook PCs and ThinkCentre line of desktops. These brands became part of Lenovo's
offerings after its 2005 acquisition of IBM's personal computer business. Lenovo also
sells the IdeaPad line of notebook computers. Lenovo markets its products directly to
consumers, small to medium size businesses, and large enterprises, as well as through
online sales, company-owned stores, chain retailers, and major technology distributors
and vendors.
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Leadership
Liu Chuanzhi
Liu Chuanzhi is the founder of Lenovo and remains the paramount leader of the
firm. Liu founded Lenovo in 1984, with a group of ten other engineers in Beijing with
200,000 yuan. The listed holding company was incorporated in 1988 in Hong Kong
Yang Yuanqing
Yang Yuanqing is the chief executive officer of Lenovo. Yang was the chairman
of Lenovo's board from 2004 to 2008. Before the acquisition of IBM's PC division by
Lenovo in 2004, he was the President and CEO of the company. One of his major
achievements was making Lenovo the best-selling PC brand in China since 1997. In
2001, Business Week named him as one of the rising stars in Asia. In February 2009 the
CEO Bill Amelio was replaced by Yang.
Gianfranco Lanci
In April 2012 Lenovo hired former Acer CEO Gianfranco Lanci as head of its
European unit. Lenovo said the hiring of Lanci was designed to help achieve its goal of
becoming a top three PC maker in Europe within the year.
Headquarters and facilities
Lenovo's principal facilities are in Beijing, Morrisville, North Carolina and
Singapore, with research centers in those locations, as well as Shanghai, Shenzhen,
Xiamen, and Chengdu in China, and Yamato in Kanagawa Prefecture, Japan
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Manufacturing
Lenovo operates factories in Chengdu and Hefei in China, Japan, and in
December 2011 started production in Argentina. Lenovo focuses on vertical integration
in order to avoid excessive reliance on original equipment manufacturers and keep costs
down.
Lenovo in India
Lenovo creates and builds exceptionally engineered personal technology, but it is
much more than a tech company. Lenovo is defining a new way of doing things as a next
generation global company. That means it is years ahead of the game in terms of
understanding what it will take to win 5, 10 years from now.
Achieving optimal balance in all that is done is Lenovo’s operating philosophy.
This mindset encompasses every aspect of Lenovo’s business, from balancing leadership
with consensus building, to valuing both short- and long-term thinking. As a result, it has
created a balanced business model and strategy that take maximum advantage of profit
and investment across both core and new businesses. The result is balanced performance
and market share growth across all regions, customer segments, products and business
models.
The mission of Lenovo is to become one of the world’s great personal technology
companies. They aspire to achieve this objective by leading in three key areas:
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▪ Personal Computers: Lead in PCs and be respected for their 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.
The 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.
Two Roads to Creating a PC Powerhouse
In 1981, IBM launched its Personal Computing Division, which literally invented
personal computing with such innovations as the first laptop computer, the precursor to
the ThinkPad notebook, synonymous with innovation and quality.
In 1984, Legend Holdings was founded in China with just 11 computer scientists
and $25,000 in cash, with the idea of delivering information technology more rapidly to
consumers and businesses in China.
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In 2003, Legend began marketing its products under the Lenovo brand, melding
the "Le" from Legend with "novo," the Latin word for "new." It officially changed its
company name from Legend to Lenovo a year later.
In 2005, Lenovo Group’s acquisition of IBM’s PC division essentially combined
the market strength of Lenovo in China and elsewhere in Asia among consumers with
IBM’s leadership position in Europe and North America among business PC users.
In 2007, Lenovo launched the IdeaPad line of consumer-branded PC products and
dropped the use of the IBM logo on all its products two years ahead of schedule.
In 2008, Lenovo completed its entry into the server market with the launch of the
ThinkServer™ portfolio, designed to deliver a better server experience for small and
medium business customers.
Products
Think Pad
Idea Pad
Essential
Features of Lenovo
AMD Processors
Microsoft Office Starter 2010
Discrete Graphics
Solid Stage Storage Drives
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Integrated Color Calibration
Hard/storage drive impact protection
Super High Resolution Display
LED Backlit Display
Optional SuperBright Outdoor panel
Optimal Multitouch Panel
Palm-rest digitizer and pen
Password Management Software
Integrated fingerprint reader
Sony Vaio
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History of Sony
In late 1945, after the end of World War II, Masaru Ibuka started a radio repair
shop in a bomb-damaged department store Shirokiya building in Nihonbashi of Tokyo.
The next year, his colleague, Akio Morita, joined him and they founded a company called
Tokyo Tsushin Kogyo K.K. (Tokyo Telecommunications Engineering Corporation). The
company built Japan's first tape recorder, called the Type-G. In the early 1950s, Ibuka
traveled in the United States and heard about Bell Labs' invention of the transistor. He
convinced Bell to license the transistor technology to his Japanese company. While most
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American companies were researching the transistor for its military applications, Ibuka
and Morita looked to apply it to communications. Although the American companies
Regency Electronics and Texas Instruments built the first transistor radio as joint venture,
it was Ibuka's company that made them commercially successful for the first time.
Sony's headquarters moved to Minato, Tokyo from Shinagawa, Tokyo around the
end of 2006.
Sony Corporation commonly referred to as Sony, is a Japanese multinational
conglomerate corporation headquartered in Kōnan Minato, Tokyo, Japan. It ranked 73 on
the 2011 list of Fortune Global 500. Sony is one of the leading manufacturers of
electronics products for the consumer and professional markets.
Its founders Akio Morita and Masaru Ibuka derived the name from sonus, the
Latin word for sound, and also from the English slang word "sonny", since they
considered themselves to be "sonny boys", a loan word into Japanese which in the early
1950s connoted smart and presentable young men.
VAIO is a sub-brand used for many of Sony's computer products. Originally an
acronym of Video Audio Integrated Operation, this was amended to Visual Audio
Intelligent Organizer in 2008 to celebrate the brand's 10th anniversary. The branding was
created by Timothy Healy to distinguish items that integrate consumer audio and video
with conventional computing products, such as the Sony VAIO W Series personal
computer, which functioned as a regular computer and a miniature entertainment center.
Although Sony made computers in the 1980's exclusively for the local (Japan) market,
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the company withdrew from the computer business around the turn of the decade. Sony's
re-entry to the global computer market under the new VAIO brand began in 1996 with
the PCV series of desktops. The VAIO logo also represents the integration of analog and
digital technology with the 'VA' representing an analog wave and the 'IO' representing a
digital binary code.
Sony in India
One of the most recognized brand names in the world today, Sony Corporation,
Japan, established its Indian operations in November 1994, focusing on the sales and
marketing of Sony products in the country. In a span of 15 years, Sony India has
exemplified the quest for excellence in the world of digital lifestyle becoming the
country’s foremost consumer electronics brand. With relentless commitment to quality,
consistent dedication to customer satisfaction and unparalleled standards of service, Sony
India is recognized as a benchmark for new age technology, superior quality, digital
concepts and personalized service that has ensured loyal customers and nationwide
acclaim in the industry. With brands names such as BRAVIA, BRAVIA Theatre, Cyber-
shot‚ Handycam®, VAIO, Tablet, Walkman®, Xplod, Memory Stick™‚ PlayStation®.
Sony has established itself as a value leader across its various product categories of
Audio/Visual Entertainment products, Information and Communications‚ Recording
Media, Business and Professional products. In India, Sony has its footprint across all
major towns and cities through a distribution network comprising of over 5000 dealers
and distributors, 240 exclusive Sony outlets and 19 direct branch locations. Manned by
customer friendly and informed sales persons, Sony’s exclusive stores ‘Sony Center’ are
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fast becoming the most visible face of the company in India. Sony India also has a strong
service presence across the country with 20 company owned and 190 authorized service
centers and 16 exclusive demonstration centers. A distinctive feature of Sony’s service is
its highly motivated and well-trained staff that provides the kind of attentive and sensitive
service that is rare today. Sony is committed to ensuring that both the products and the
marketing activities employed truly make a difference to people’s lifestyles and offer
them new dimensions of enjoyment.
Products
VAIO S Series
VAIO C Series
VAIO E Series
VAIO Y Series
VAIO L Series
VAIO F Series
Features of Sony VAIO Laptops
TFT color display
VAIO Display Plus,
LED backlight
Blu-ray
Blue Tooth
The large 16.4(41.6 cms) display delivers crisp images with high contrast.
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The top panel features a black matte finish for a classic definitive look.
Advanced Connectivity
Touch operation
Easily Portable.
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CHAPTER 4
PROFILE OF THE GEOGRAPHICAL AREA SELECTED FOR
THE STUDY
GUNTUR
Guntur is a city and a municipal corporation in the state of Andhra Pradesh,
India, located 64 km to the north and west of the Bay of Bengal. It is approximately
1,600 km to the south of the national capital, New Delhi and 266 kilometers south east of
state capital, Hyderabad. The city has a population of 651,382 as per 2011 census, with
an Urban Agglomeration nearing to one million and it is the fourth largest city in the state
by population.
Guntur is a centre of learning and the administrative capital of Guntur district,
which is home of historically significant Amaravati, Undavalli caves, Kondavid Fort,
Nagarjunakonda and Sitanagaram monuments. The city is also a centre for business,
industry, and agriculture. The region is identified as a major transportation and textile
hub in India. Additionally, the Guntur area economy has an agricultural component that
is internationally known for its exports of chillies, cotton, and tobacco.
Modern Guntur
With the advent of the Europeans the city has attained national and international
significance. The French shifted their headquarters from Kondavid Fort to here in 1752,
probably because of the ample availability of water due to the two large tanks. This
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settlement formed the nucleus of the modern city.
The Nizam and Haidar Ali too ruled the town till it came under the British in
1788. It was made the headquarters of a district after it that was abolished in 1859, only
to be reconstituted in 1904. The city rapidly became a major market for agricultural
produce from the hinterland due to the opening of the railway link in 1890. The
expansion continued post independence as well and was concentrated in what is now
called "New Guntur". The current size of the city has an inner radius of about 9.7 km.
The City-region comprises the surrounding suburban and rural areas spanning in all the
directions. New townships are mushrooming in these areas and it is considered as the
fourth largest city in the state. On 7/13/2012 a new Government Order was issued adding
10 adjacent villages to be part of the city with 'Greater' status.
Demographics
As of the 2011 India census, Guntur has a population of 651,382 and with the
addition of 10 villages (as of 7/13/2012) into the city, the population has exceeded to
more than 800,000. The city is the 4th largest in the state by population and area. Female
population is exceeding the male population. Guntur has an average literacy rate of 74%,
higher than the national average of 70%: male literacy is 78%, and female literacy is
70%. 11% of the population in the city is under 6 years of age.
Culture and Diversity
With the culture and traditions of ageless Sanatana Dharma/Ancient Vedic
Civilization (known as Hinduism) and its principles Sarvē Janā Sukhinō Bhavantu, the
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Guntur Region had a place for all religions, castes, sects and creeds. Guntur is known for
its diverse culture. One of the purportedly lost tribes of Israel called Bene Ephraim has a
presence in Guntur, with even a Jewish synagogue. Religious faiths such as Islam and
Christianity lead a harmonious, peaceful existence.
Language and Festivals
Telugu is the main language of communication in the city while Urdu is the other
widely spoken language. One of the earliest/purest forms of Telugu language can be
noticed in this region. The famous Mahakavi Tikkana (1205–1288) was born in this
region. Most of the Muslims in the city speak Urdu as their mother tongue, though they
are fluent in Telugu. The culture is vibrant with many festivals that have been celebrated
over thousands of years. Those festivals observed in Guntur with great pomp and
splendor are: Deepavali, Krishna-Ashtami, Rama Navami, Sankranti, Sivaratri, Ugadi,
Vijaya Dasami, Vinayaka-Chaviti, Ekadasi, Karthika Purnima. Also, noticeable are
festivals introduced before a few centuries, including Christmas, Eid ul-Fitr, Muharram,
Ramadan. The 30th International Kalachakra festival was held at Amaravati near Guntur.
City Lifestyle
The city's lifestyle has a mixture of both urban and rural with some cosmopolitan
element. Like any typical Indian city, the majority of the population is from middle class
and lower middle-class families. With a reasonable cost of living and most basic
amenities readily available, the city attracts people from other regions. Guntur is known
for its fusion of traditional Indian and Western cultures. Guntur's residents wear both
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Indian style and Western style clothing. The common traditional clothing for women is a
Saree, Salwar and for men formally, a Dhovathi or Pancha.
Economy
Cotton-Tobacco-Chilly City
Guntur city and its region is a major commercial centre in India. Cotton, tobacco
and chilli are some of the major commodities that are exported from here to different
parts of the world. The city hosts the largest Asian market for red chillies. The Tobacco
Board, India, a part of the Government of India, is headquartered in Guntur. The chillies
that are grown in this region are some of the spiciest in the world, and are in constant
competition with chillies from Mexico for first place. One of the first of its kind, a global
'Spice Park' is currently being setup in the area. The cotton that grows in the region is
used in making some of the finest sarees in India.
Academics/Education and Research
Guntur is one of the first cities to provide higher education and graduate programs
in India. The Acharya Nagarjuna University is one of the largest universities in the
country, and covers various institutions from 3 districts. There are a number of graduate
schools, colleges, and high schools providing basic and higher education in agricultural,
arts, bio-med, engineering, management, medical, nursing, pharmaceutical, sciences, and
technology in the region. The Guntur Institute of Medical Sciences is one of many
premier institutes in the city region. The Vedic University near Guntur specializes in the
teaching of Vedic Sciences, other related philosophies, and the Vedanta.
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Climate
The climate in Guntur City is very tropical in nature, but there are dry spells
especially during the winter season. The average temperature is warm to hot throughout
the year, with temperatures ranging from approximately 16C to 48C. The summer season,
especially during May/June has the highest temperatures, but monsoon rains usually
follow these season. The winter season from October to February is the most enjoyable
with a pleasant climate. Summer clothing suffices throughout the year.
Local Cuisine
Guntur City is famous for the food items such as mirchi bajji (mirapakaya bajji),
aavakaaya pickle, gongura pickle, with traditional Andhra style meals and common
breakfast items such as Idli, dosa and puri. There are many top quality Hotels that offer
varieties of food items from several regions of India. The common masala stands, jilebi
pushcarts, sugar cane juice sellers can be noticed in every corner of the city. There are
also International Fast Food and pizza outlets. The city has many star class lodgings, inns
and hotels.
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CHAPTER 5
ANALYSIS AND INTERPRETATION
Analysis of data is a process of inspecting, cleaning, transforming, and modeling
data with the goal of highlighting useful information, suggesting conclusions, and
supporting decision making. Data analysis has multiple facets and approaches,
encompassing diverse techniques under a variety of names, in different business, science,
and social science domains. In statistical applications, some people divide data analysis
into descriptive statistics, exploratory data analysis (EDA), and confirmatory data
analysis (CDA). EDA focuses on discovering new features in the data and CDA on
confirming or falsifying existing hypotheses. Predictive analytics focuses on application
of statistical or structural models for predictive forecasting or classification, while text
analytics applies statistical, linguistic, and structural techniques to extract and classify
information from textual sources, a species of unstructured data. All are varieties of data
analysis.
The data collected from the respondents is systematically analyzed and presented
in the form of Tables under various headings in the following pages. They are done in
such a way that a detailed analysis can be made so as to present suitable interpretations
for the same.
Accordingly this chapter is divided into two sections,
Section A and
84
Section B
Section A: Deals with simple percentage analysis of collected data.
Section B: Deals with the application of Statistical tools such as
ANOVA
Chi – Square Analysis
Friedman Ranking Test
Simple Percentage Analysis
Simple Percentage analysis is one of the simplest forms of the quantitative
(statistical) analysis. It involves the analysis of two variables often denoted as X, Y), for
the purpose of determining the empirical relationship between them. In order to see if the
variables are related to one another, it is common to measure how those two variables
simultaneously change together. The tool is used for all the questions.
TABLE NO: 5.1
TABLE SHOWS THE GENDER WISE DISTRIBUTION OF THE
RESPONDENTS
Gender No of Respondents Percentage
Male 212 53
Female 188 47
Total 400 100
Inference
85
Table 4.1 reveals that 53% of the Respondents are Male and 47% of the
Respondents are Female. Majority of the Respondents are Male.
EXHIBIT 4.1
EXHIBIT SHOWS THE GENDER WISE DISTRIBUTION OF THE
RESPONDENTS
86
TABLE NO: 5.2
TABLE EXHIBITS THE AGE WISE DISTRIBUTION OF THE RESPONDENTS
Age No: of Respondents Percentage
Less than 20 Years 20 5
20 – 30 Years 320 80
31 – 40 Years 52 13
Above 40 Years 8 2
Total 400 100
Inference
Table 4.2 reveals that 80% of the respondents, which is the majority fall under the
age group 20 – 30 years, 13% of the respondents fall under the category 31 – 40 years,
5% of the respondents fall under the category of les than 20 years and 2% of the
respondents fall under the category of above 40 years.
Majority of the respondents fall under the Age group 20 – 30 years.
87
EXHIBIT 4.2
EXHIBIT SHOWS THE AGE WISE DISTRIBUTION OF THE RESPONDENTS
88
TABLE NO: 5.3
TABLE SHOWING THE MARITAL STATUS OF THE RESPONDENTS
Marital Status No of Respondents Percentage
Married 100 25
Unmarried 300 75
Total 400 100
Inference:
Table 4.3 reveals that 25% of the respondents are married and 75% of the
respondents are never married. Majority of the respondents are never married.
89
EXHIBIT 4.3
EXHIBIT SHOWS THE MARITAL STATUS OF THE RESPONDENTS
90
TABLE NO: 5.4
TABLE SHOWING THE EDUCATIONAL QUALIFICATION OF THE
RESPONDENTS
Educational Qualification
No: of Respondents Percentage
School Level 4 1
Under Graduate 128 32
Post Graduate 260 65
Others 8 2
Total 400 100
Inference:
Table No: 5.4 reveals that 65% of the respondents, which is the majority are Post
Graduates, 32% of the respondents are Under Graduates, 2% of the respondents fall
under the category of others who doesn’t have preliminary education and 1% of the
respondents have completed their school level studies.
Majority of the respondents are Post Graduates.
91
EXHIBIT 4.4
EXHIBIT SHOWS THE EDUCATIONAL QUALIFICATION OF THE
RESPONDENTS
92
TABLE NO: 5.5
TABLE SHOWING THE EMPLOYMENT STATUS OF THE RESPONDENTS
Employment Status No: of Respondents Percentage
Business 12 3
Professional 80 20
Salaried 188 47
Student 120 30
Total 400 100
Inference:
Table No: 5.5 reveals that 47% of the respondents are Salaried Employees, 30%
of the respondents are Students, 20% of the respondents are Professionals and 3% of the
respondents are into Business.
Majority of the respondents are Salaried Employees.
93
EXHIBIT 4.5
EXHIBIT SHOWS THE OCCUPATION STATUS OF THE RESPONDENTS
94
TABLE NO: 5.6
TABLE SHOWING THE MONTHLY INCOME OF THE RESPONDENT’S
FAMILY.
Income No: of Respondents Percentage
Less than 10,000 28 7
10,001 – 20,000 80 20
20,001 – 30,000 52 13
Above 30,000 240 60
Total 400 100
Inference:
Table No: 5.6 reveals that the monthly income of 60% of the respondents is above
30,000, and that of 20% is between 10,0001nd 20,000 and that of 13% is between 20,001
and 30,000 and that of 7% is less than 10,000.
95
EXHIBIT 4.6
EXHIBIT SHOWS THE FAMILY’S MONTHLY INCOME OF THE
RESPONDENTS
96
TABLE NO: 5.7
TABLE SHOWING THE LAPTOP BRAND POSSESSED BY THE
RESPONDENTS.
Laptop Brand No: of Respondents Percentage
Dell 188 47
Acer 84 21
Lenovo 36 9
HP 60 15
Sony 32 8
Total 400 100
Inference:
Table No: 4.7 reveals that out of 100% respondents, 47% possess Dell Laptops,
21% possess Acer Laptops, 15% possess HP Brand, 9% possess Lenovo and 8% possess
Sony Laptops.
Majority of the respondents possess Dell Laptops.
97
EXHIBIT 4.7
EXHIBIT SHOWS THE BRAND OF THE LAPTOP POSSESSED BY THE
RESPONDENTS
98
TABLE NO: 4.8
TABLE SHOWING THE SOURCE OF AWARENESS OF THE RESPONDENTS.
Source No: of Respondents Percentage
Advertisements 140 35
Friends & Relatives 224 56
Dealers/Representatives 20 5
Others 16 4
Total 400 100
Inference:
Table No: 4.8 reveals that the source of information of 56% of the respondents is
friends and relatives and that of 35% of the respondents is Advertisements and that of 5%
of the respondents is Dealers and Representatives and 4% of the respondents collected
information from several other medium.
Majority of repondents rely on the information provided by Friends and
Relatives.
99
EXHIBIT 4.8
EXHIBIT SHOWS THE SOURCE OF AWARENESS OF THE RESPONDENTS
100
TABLE NO: 4.9
TABLE SHOWING THE MEDIUM OF ADVERTISEMENT WHICH INCLINED
BRAND CHOICE
Medium of Advertisement
No: of Respondents Percentage
Newspapers & Magazines 48 12
Hoardings 4 1
TV 36 9
Internet 52 13
Total 140 100
Inference:
Table No 4.9 reveals that the medium of advertisement which influenced 13% of
the respondents is Internet, 12% of the respondents is Newspapers and Magazines, 9% of
the respondents is TV and 1% of the respondents is Hoardings.
The medium of Advertisement which influenced majority of the respondents
is Internet.
101
EXHIBIT 4.9
EXHIBIT SHOWS THE AWARENESS OF THE RESPONDENTS THROUGH
DIFFERENT MODES OF ADVERTISEMENT.
102
TABLE NO: 4.10
TABLE PRESENTS THE PURPOSE FOR WHICH THE RESPONDENTS USE
THE LAPTOP.
FactorsNo: of
Respondents/Percentage
Rank 1 Rank 2 Rank 3 Total
Education
No of Respondents 236 108 56 400
Percentage calculated
59 27 14 100
Business
No of Respondents 164 156 80 400
Percentage calculated
41 39 20 100
Entertainment
No of Respondents 60 128 212 400
Percentage calculated
15 32 53 100
Inference
It is understood from Table No: 4.10 that,
59% of the respondents rank first for Education, 41% rank first for Business and
15% rank first for Entertainment.
27% of the respondents rank second for Education, 39% rank second for Business
and 32% rank second for Entertainment.
14% of the respondents rank third for Education, 20% rank third for Business and
53% rank third for Entertainment.
Majority of the respondents use laptops for education purpose.
103
EXHIBIT 4.10
EXHIBIT SHOWS THE PURPOSE FOR WHICH THE RESPONDENTS USE
THE LAPTOP
104
TABLE NO: 4.11
TABLE ILLUSTRATES THE FACTORS CONSIDERED WHILE SELECTING
THE LAPTOP
FactorsNo: of
Respondents/Percentage
Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Total
After Sales Service
No of Respondents
20 44 188 148 0 400
Percentage calculated
5 11 47 35 0 100
Brand Reputation
No of Respondents
244 124 16 16 0 400
Percentage calculated
61 31 4 4 0 100
Price Factors
No of Respondents
120 216 40 8 16 400
Percentage calculated
30 54 10 2 4 100
Easy Availability
No of Respondents
24 32 136 184 24 400
Percentage calculated
6 8 34 46 6 100
Offers
No of Respondents
8 8 16 24 344 400
Percentage calculated
2 2 4 6 86 100
105
Inference:
It is implicit from Table No: 4.11 that,
5% of the respondents rank first for After Sales Services, 61% of the respondents
rank first for Brand Reputation, 30% of the respondents rank first for Price
factors, 6% of the respondents rank first for Easy Availability and 2% of the
respondents rank first for Offers.
11% of the respondents rank second for After Sales Services, 31% of the
respondents rank second for Brand Reputation, 54% of the respondents rank
second for Price factors, 8% of the respondents rank second for Easy Availability
and 2% of the respondents rank second for Offers.
47% of the respondents rank third for After Sales Services, 4% of the respondents
rank third for Brand Reputation, 10% of the respondents rank third for Price
factors, 34% of the respondents rank third for Easy Availability and 4% of the
respondents rank third for Offers.
35% of the respondents rank fourth for After Sales Services, 4% of the
respondents rank fourth for Brand Reputation, 2% of the respondents rank fourth
for Price factors, 46% of the respondents rank fourth for Easy Availability and 6%
of the respondents rank fourth for Offers.
None of the respondents rank fifth for second After Sales Service and Brand
Reputation, 4% of the respondents rank fifth for Price factors, 6% of the
respondents rank fifth for Easy Availability and 86% of the respondents rank fifth
for Offers.
Majority of the respondents rank first for Brand Reputation.
106
EXHIBIT 4.11
EXHIBIT SHOWS THE VARIOUS FACTORS CONSIDERED BY THE
RESPONDENTS WHILE SELECTING THE LAPTOP
107
TABLE NO: 4.12
TABLE PROVES THE COMPONENTS CONSIDERED WHILE PURCHASING
THE LAPTOP.
Component
No: of Respondents/Per
centageRank 1 Rank 2 Rank 3 Rank 4 Rank 5 Total
RAM
No of Respondents
96 136 104 40 24 400
Percentage calculated
24 34 26 10 6 100
Hard Disk
No of Respondents
88 48 136 112 16 400
Percentage calculated
22 12 34 28 4 100
Mother Board
No of Respondents
48 120 88 120 24 400
Percentage calculated
12 30 22 30 6 100
Processor
No of Respondents
216 64 56 48 16 400
Percentage calculated
54 16 14 12 4 100
Touch Pad
No of Respondents
16 24 40 56 264 400
Percentage calculated
4 6 10 14 66 100
108
Inference:
It is implied from Table No: 4.12 that,
24% of the respondents rank first for RAM, 22% of the respondents rank first for
Hard Disk, 12% of the respondents rank first for Mother Board, 54% of the
respondents rank first for Processor and 4% of the respondents rank first for
Touch Pad.
34% of the respondents rank second for RAM, 12% of the respondents rank
second for Hard Disk, 30% of the respondents rank second for Mother Board,
16% of the respondents rank second for Processor and 6% of the respondents rank
second for Touch Pad.
26% of the respondents rank third for RAM, 34% of the respondents rank third
for Hard Disk, 22% of the respondents rank third for Mother Board, 14% of the
respondents rank third for Processor and 10% of the respondents rank third for
Touch Pad.
10% of the respondents rank fourth for RAM, 28% of the respondents rank fourth
for Hard Disk, 30% of the respondents rank fourth for Mother Board, 12% of the
respondents rank fourth for Processor and 14% of the respondents rank fourth for
Touch Pad.
6% of the respondents rank fifth for RAM, 4% of the respondents rank fifth for
Hard Disk, 6% of the respondents rank fifth for Mother Board, 4% of the
respondents rank fifth for Processor and 66% of the respondents rank fifth for
Touch Pad.
Majority of the respondents rank first for Processor.
109
EXHIBIT 4.12
EXHIBIT SHOWS THE COMPONENTS, WHICH INFLUENCES THE
RESPONDENTS WHILE SELECTING A LAPTOP
110
TABLE NO: 4.13
TABLE PRESENTING THE FEATURES CONSIDERED BEFORE
PURCHASING A LAPTOP
FeaturesNo: of
Respondents/Percentage
Rank 1 Rank 2 Rank 3 Rank 4 Rank 5
Total
Utility
No of Respondents
96 80 40 112 72 400
Percentage calculated
24 20 10 28 18 100
Model
No of Respondents
128 88 72 48 64 400
Percentage calculated
32 22 18 12 16 100
Comfort
No of Respondents
144 72 64 72 48 400
Percentage calculated
36 18 16 18 12 100
Economy
No of Respondents
104 112 72 56 56 400
Percentage calculated
26 28 18 14 14 100
Durability
No of Respondents
72 40 96 40 152 400
Percentage calculated
18 10 24 10 38 100
111
Inference:
It is implied from Table No: 4.13 that,
24% of the respondents rank first for Utility, 32% of the respondents rank first for
Model, 36% of the respondents rank first for Comfort, 72% of the respondents
rank first for Economy and 18% of the respondents rank first for Durability.
20% of the respondents rank second for Utility, 22% of the respondents rank
second for Model, 18% of the respondents rank second for Comfort, 28% of the
respondents rank second for Economy and 10% of the respondents rank second
for Durability.
10% of the respondents rank third for Utility, 18% of the respondents rank third
for Model, 16% of the respondents rank third for Comfort, 18% of the
respondents rank third for Economy and 24% of the respondents rank third for
Durability.
28% of the respondents rank fourth for Utility, 12% of the respondents rank
fourth for Model, 18% of the respondents rank fourth for Comfort, 14% of the
respondents rank fourth for Economy and 10% of the respondents rank fourth for
Durability.
18% of the respondents rank fifth for Utility, 16% of the respondents rank fifth
for Model, 12% of the respondents rank fifth for Comfort, 14% of the respondents
rank fifth for Economy and 38% of the respondents rank fifth for Durability.
112
EXHIBIT 4.13
EXHIBIT SHOWS THE VARIOUS FACTORS CONSIDERED BY THE
RESPONDENTS WHILE PURCHASING THE LAPTOP
113
TABLE NO: 4.14
TABLE SHOWS THE MONEY SPEND ON LAPTOP PURCHASE.
Amount Paid No: of Respondents Percentage
25,000 – 30,000 144 36
30,001 – 35,000 108 27
35,001 – 40,000 68 17
Above 40,000 80 20
Total 400 100
Inference:
It is clear from the Table No: 4.14 that 36% of the Respondents spent between
25,000 to 30,000 to purchase the Laptop, 27% spent between 30,001 – 35,000, 17% spent
between 35,001 – 40, 000 and 20% spent above 40,000 to buy the Laptop.
Majority of the respondents spent between 25,000 and 30,000 for Laptop
purchase.
114
EXHIBIT 4.14
EXHIBIT SHOWS THE AMOUNT SPENT BY THE RESPONDENTS TO
PURCHASE A LAPTOP
115
TABLE NO: 4.15
TABLE EXHIBITS THE SOURCE OF LAPTOP PURCHASE.
Source No: of Respondents Percentage
Dealers 168 42
Company’s Direct Outlet 112 28
Shopping Malls 96 24
Others 24 6
Total 400 100
Inference
It is evident from Table No: 4.15 that 42% of the Respondents purchased the
Laptop from Dealers, 28% from Company’s Direct outlet, 24% from Shopping Malls and
6% from other Sources.
116
EXHIBIT 4.15
EXHIBIT SHOWS THE SOURCE OF PURCHASE OF THE LAPTOP
117
TABLE NO:4.16
TABLE SHOWS THE OPINION OF THE RESPONDENTS ON PRICE OF
LAPTOP
Opinion on Price No: of Respondents Percentage
Very High 16 4
High 88 22
Reasonable 296 74
Low 0 0
Very Low 0 0
Total 400 100
Inference:
It is clear from the Table No: 4.16 that 74% of the Respondents feel that the Price
of the laptop is Reasonable, 88% feel that the Price is High and 4% of the Respondents
feel that the Price of the Laptop is very High.None of the Respondents feel that the Price
is Low.
Majority of the respondents feel that the price of the Laptop is high.
118
EXHIBIT 4.16
EXHIBIT SHOWS THE OPINION REGARDING THE PRICE OF THE LAPTOP
119
TABLE NO:4.17
TABLE SHOWS THE TYPE OF PURCHASE MADE BY THE RESPONDENTS.
Type of Purchase No of Respondents Percentage
Cash 332 83
Credit 68 17
Total 400 100
Inference:
It is evident from the Table that 83% of the Respondents made Cash Purchase and
17% made Credit Purchase.
Majority of the respondents made Cash purchase.
120
EXHIBIT 4.17
EXHIBIT SHOWS THE MODE OF PURCHASE OF THE LAPTOP
121
TABLE NO:4.17.1
TABLE PRESENTING THE SOURCE OF PAYMENT IN CREDIT PURCHASE.
Source of Payment No of Respondents Percentage
Bank Loan 36 53
Private Finance 32 47
Total 68 100
Inference:
It is evident from Table No: 4.17.1 that 53% of the respondents arranged payment
through Bank Loans and 47% arranged from Private Finance.
Majority of the respondents arranged payment through Bank Loan.
122
EXHIBIT 4.17.1
EXHIBIT SHOWS THE SOURCE OF CREDIT FOR PURCHASING THE
LAPTOP
123
TABLE NO: 4.18
TABLE SHOWING THE DETAILS OF WARRANTY PROVIDED FOR THE
LAPTOP
Warranty Details No of Respondents Percentage
Less than 1 Year 24 6
1 - 2 Years 296 74
2 – 3 Years 40 10
3 – 4 Years 20 5
Above 4 Years 20 5
Total 400 100
Inference:
It is clear from the Table No: 4.18 that 74% of the Rsponents received 1 – 2 Years
warranty from the Service provider, 10% of the Respondents received 2 – 3 Years
warranty, 6% of the Respondents received Less than 1 year warranty, 5% of the
Respondents received 3 – 4 Years warranty and 5% of the Received Above 4 years
warranty.
Majority of the respondents received 1 – 2 years warranty from the service
provider.
124
EXHIBIT 4.18
EXHIBIT SHOWS THE WARRANTY PERIOD PROVIDED FOR THE LAPTOP
125
TABLE NO: 4.19
TABLE PRESENTS THE TIME OF PURCHASE OF THE LAPTOP.
Time of Purchase No of Respondents Percentage
Before 4 Years 24 6
Before 3 Years 76 19
Before 2 Years 144 36
Before 1 Year 68 17
Recently 88 22
Total 400 100
Inference:
Table No: 4.19 shows that 36% of the Respondents Purchased the Laptop before 2
years, 22% purchased before recenthly, 19% purchased before 3 years, 17% purchased
before 1 year and 6% of the Respondendents purchased the Laptop before 4 years.
Majority of the respondents purchased Laptop before 2 years.
126
EXHIBIT 4.19
EXHIBIT SHOWS THE YEAR OF PURCHASE OF THE LAPTOP
127
TABLE NO: 4.20
TABLE EXHIBITS WHETHER THE RESPONENTS FACED ANY PROBLEM
WITH LAPTOP
Problem History No of Respondents Percentage
Yes 84 21
No 316 79
Total 400 100
Inference:
Table No: 4.20 shows that 79% of the Respondents never faced any problems
with the Laptop whereas 21% of the Respondents faced Problems with the Laptop.
Majority of the respondents never faced any problems with the Laptop.
128
EXHIBIT 4.20
EXHIBIT SHOWS THE PROBLEMS FACED BY THE RESPONDENTS WITH
THE LAPTOP
129
TABLE NO: 4.20.1
TABLE SHOWS THE COMPONENTS ON WHICH RESPONDENTS FACED
PROBLEMS.
Components No of Respondents Percentage
Processor 6 7
RAM 7 8
Mother Board 11 13
Hard Disk 18 22
Display 42 50
Total 84 100
Inference:
Table No: 4.20.1 shows that 50% of the Respondents faced problems with the
Display of the Laptop, 22% with Hard Disk, 13% with Mother Board, 8% with RAM and
7% faced problem with the Processor.
Majority of the respondents faced problems with the Display of the Laptop.
130
EXHIBIT 4.20.1
EXHIBIT SHOWS THE COMPONENTS OF THE LAPTOP ON WHICH THE
PROBLEM EXISTS
131
TABLE NO: 4.21
TABLE EXHIBITS RECEIPT OF PROMPT SERVICE FROM THE SERVICE
PROVIDER.
Received Prompt Service No of Respondents Percentage
Yes 292 73
No 108 27
Total 400 100
Inference:
It is known from the Table No: 4.21 that, 73% of the Respondents received
prompt service from the Service Provider and 27% of the Respondents have not received
prompt service.
Majority of the respondents received prompt service from the service
provider.
132
EXHIBIT 4.21
EXHIBIT SHOWS THE PROMPTNESS OF THE SERVICE RECEIVED BY THE
RESPONDENT FROM THE SELLER
133
TABLE NO: 4.22
TABLE SHOWS THE TIME TAKEN TO PROVIDE THE SERVICE TO THE
RESPONDENTS
Time Taken No of Respondents Percentage
Immediately 80 20
Less than a Day 104 26
Less than a Week 204 51
Others 12 3
Total 400 100
Inference:
Table 4.23 shows that 51% of the Respondents received service in less than a
week, 26% received in less than a day, 20% received immediately and for 3% it took
more time.
Majority of the respondents received service in less than a week.
134
EXHIBIT 4.22
EXHIBIT SHOWS THE TIME TAKEN BY THE SUPPLIER IN PROVIDING
THE SERVICE
135
TABLE NO: 4.23
TABLE SHOWS THE SATISFACTION LEVEL OF RESPONDENTS ON
VARIOUS FACTORS.
FactorsNo: of
Respondents/Percentage
VHS HS MS LS VLS Total
Price
No of Respondents
48 164 168 16 4 400
Percentage calculated
12 41 42 4 1 100
Quality
No of Respondents
116 188 88 8 0 400
Percentage calculated
29 47 22 2 0 100
Repairs
No of Respondents
92 148 108 44 8 400
Percentage calculated
23 37 27 11 2 100
Availability
No of Respondents
100 152 128 16 4 400
Percentage calculated
25 38 32 4 1 100
Durability
No of Respondents
112 160 112 8 8 400
Percentage calculated
28 40 28 2 2 100
After Sales Service
No of Respondents
64 160 128 32 16 400
Percentage calculated
16 40 32 8 4 100
136
Inference:
1. Price: 12% of the Respondents have Very high levels of Satisfaction, 41% of the
Respondents are Highly Satisfied, 42% of the Respondents are Moderately Satisfied,
4% of the Respondents have Low levels of Satisfaction and 1% of the Respondents
have Very Low Levels of Satisfaction.
2. Quality: 29% of the Respondents have Very High Levels of Satisfaction, 47% of
the Respondents are Highly Satisfied, 22% of the Respondents are Moderately
Satisfied, 2% of the Respondents have Low Levels of Satisfaction and No
Respondent falls in the category of Very Low satisfaction.
3. Repairs: 23% of the Respondents have Very High Levels of Satisfaction, 37% of
the Respondents are Highly Satisfied, 27% of the Respondents are Moderately
Satisfied, 11% of the Respondents have Low Levels of Satisfaction and 2% of the
Respondents have Very Low Levels of Satisfaction.
4. Availability: 25% of the Respondents have Very High Levels of Satisfaction,
38% of the Respondents are Highly Satisfied, 32% of the Respondents are
Moderately Satisfied, 4% of the Respondents have Low Levels of Satisfaction and
1% of the Respondents have Very Low Levels of Satisfaction.
5. Durability: 28% of the Respondents have Very High Levels of Satisfaction, 40%
of the Respondents are Highly Satisfied, 28% of the Respondents are Moderately
Satisfied, 2% of the Respondents have Low Levels of Satisfaction and 2% of the
Respondents have Very Low Levels of Satisfaction.
6. After Sales Service: 16% of the Respondents have Very High Levels of
Satisfaction, 40% of the Respondents are Highly Satisfied, 32% of the Respondents
137
are Moderately Satisfied, 8% of the Respondents have Low Levels of Satisfaction and
4% of the Respondents have Very Low Levels of Satisfaction.
Majority of the respondents are highly satisfied with the Price, Quality,
Repairs, Availability, Durability and after sales service of the Laptop.
TABLE NO: 4.24
TABLE SHOWS WHETHER THE RESPONDENTS USE SINGLE OPERATING
SYSTEM OR NOT.
Single Operating System or Not
No of Respondents Percentage
Yes 364 91
No 36 9
Total 400 100
Inference:
Table No: 4.24 shows that 91% of the Respondents use Single Operating System
for their Laptops and 9% of the Respondents use more than One Operating System.
Majority of the respondents use Single Operating System
138
EXHIBIT 4.23
EXHIBIT SHOWS THE NUMBER OF RESPONDENTS USING SINGLE
OPERATING SYSTEM
139
TABLE NO: 4.25
TABLE SHOWS THE OPERATING SYSTEM USED BY THE RESPONDENTS.
Operating System No of Respondents Percentage
Windows 7 124 31
Windows XP 212 53
Windows 2000 4 1
Linux 16 4
Vista 40 10
Others 36 9
Total 400 100
Inference:
Table No: 4.25 shows that 53% of the Respondents use Windows XP as
Operating System for their Laptops, 31% of the Respondents use Windows 7, 10% of the
Respondents use Vista, 4% of the Respondents use Linux, 1% of the Respondents use
Windows 2000 and 9% of the Respondents use other Operating Systems for their
Laptops.
Majority of the respondents use Windows XP as the operating system.
140
EXHIBIT NO: 4.25
EXHIBIT SHOWS THE OPERATING SYSTEM USED BY THE RESPONDENTS
141
ANOVA
In statistics, Analysis of Variance (ANOVA) is a collection of statistical models,
and their associated procedures, in which the observed variance in a particular variable is
partitioned into components attributable to different sources of variation. In its simplest
form, ANOVA provides a statistical test of whether or not the means of several groups
are all equal, and therefore generalizes t -test to more than two groups. Doing multiple
two-sample t-tests would result in an increased chance of committing a type I error. For
this reason, ANOVAs are useful in comparing two, three, or more means.
Age Group
The following table gives the Mean and Standard Deviation value of the
Respondents who belong to different age group regarding the Level of Satisfaction.
TABLE NO: 4.26
TABLE SHOWS THE RELATIONSHIP BETWEEN THE AGE OF THE RESPONDENTS
AND LEVEL OF SATISFACTION
Age Group Sum Average Variance
< 20 Years 20 4 2.5
20-30 Years 320 64 1241
31-40 Years 52 10.4 1.3
> 40 Years 8 1.6 0.8
The above table gives the Mean Values of the different age groups, which vary
between to 1.6 to 64. The Highest Mean score of 64 is found among the Respondents
142
who are between the Age Group 20 - 30. Hence their level of Satisfaction towards the
Laptop is higher when compared to others.
Hypothesis
H0: There is no significant relationship between the Age Group of the Respondents
and their Level of Satisfaction.
The following Table gives the result of ANOVA Test.
TABLE NO: 4.26(A)
ANOVA TABLE
Source of Variation
Sum of Squares
Degree of Freedom
Mean Square
F Ratio P - Value F crit
Between Groups
13113.6 3 4371.2 14.03725 9.58E-05 3.238872
Within Groups
4982.4 16 311.4
Total 18096 19
Inference:
The ANOVA results show that at 5% significance, with the significant value of
0.001, there is significant relationship between the Age Group of the Respondents and
their level of Satisfaction towards the Laptop. Hence Hypothesis is Rejected.
143
Educational Qualification
The following table gives the Mean and Standard Deviation value of the
Respondents who possess different Qualification regarding the Level of Satisfaction.
TABLE NO: 4.27
TABLE SHOWS THE RELATIONSHIP BETWEEN THE EDUCATIONAL
QUALIFICATION OF THE RESPONDENTS AND LEVEL OF SATISFACTION
Educational Qualification
Sum Average Variance
School Level 4 0.8 0.7
Under Graduate 128 25.6 86.8
Post Graduate 260 52 2336.5
Others 8 1.6 0.8
The above table gives the Mean Values of the Respondents who possess different
Educational Qualification, which vary from 0.8 to 52. The Highest Mean score of 52 is
found among the Respondents who are Post Graduates. Hence their level of Satisfaction
towards the Laptop is higher when compared to others.
144
Hypothesis
H0: There is no significant relationship between the Educational Qualification of the
Respondents and their Level of Satisfaction.
The following Table gives the result of ANOVA Test.
TABLE NO: 4.27(A)
ANOVA TABLE
Source of Variation
Sum of Squares
Degree of Freedom
Mean Square
F Ratio P - Value F crit
Between Groups
8812.8 3 2937.6 4.845925 0.013842 3.238872
Within Groups
9699.2 16 606.2
Total 18512 19
Inference:
The ANOVA results show that at 5% significance, with the significant value of
0.001, there is significant relationship between the Educational Qualification of the
Respondents and their level of Satisfaction towards the Laptop. Hence Hypothesis is
Rejected.
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Occupation Status
The following table gives the Mean and Standard Deviation value of the
Respondents who’s Occupation Statuses differ and the Level of Satisfaction.
TABLE NO: 4.28
TABLE SHOWS THE RELATIONSHIP BETWEEN THE OCCUPATION
STATUS OF THE RESPONDENTS AND LEVEL OF SATISFACTION
Occupation Status
Sum Average Variance
Business 12 2.4 28
Professional 80 16 74
Salaried 188 37.6 2442.8
Students 120 24 434
The above table gives the Mean Values of the Respondents who differ in their
Occupation Status, which vary between 2.4 to 37.6. The Highest Mean score of 37.6 is
found among the Respondents who are Salaried. Hence their level of Satisfaction towards
the Laptop is higher when compared to others.
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Hypothesis
H0: There is no significant relationship between the Occupation Status of the
Respondents and their Level of Satisfaction.
The following Table gives the result of ANOVA Test.
TABLE NO: 4.28(A)
ANOVA TABLE
Source of Variation
Sum of Squares
Degree of Freedom
Mean Square
F Ratio P Value F crit
Between Groups
13113.6 3 4371.2 14.03725 9.58E-05 3.238872
Within Groups
4982.4 16 311.4
Total 18096 19
Inference:
The ANOVA results show that at 5% significance, with the significant value of
0.001, there is significant relationship between the Occupation Status of the Respondents
and their level of Satisfaction towards the Laptop. Hence Hypothesis is Rejected.
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Family’s Monthly Income
The following table gives the Mean and Standard Deviation value of the
Respondents who’s Monthly Income differ and the Level of Satisfaction.
TABLE NO: 4.29
TABLE SHOWS THE RELATIONSHIP BETWEEN THE MONTHLY
INCOME OF THE RESPONDENTS AND LEVEL OF SATISFACTION
Family’s Monthly Income
No: of Respondents Mean Standard Deviation
< 10,000 28 5.6 17.8
10,001-20,000 80 16 186.5
20,001-30,000 52 10.4 30.8
>30,000 240 48 2844
Inference
The above table gives the Mean Values of the Respondents who differ in their
Monthly Income, which vary from 5.6 to 48. The Highest Mean score of 48 is found
among the Respondents whose monthly income is above 30,000. Hence their level of
Satisfaction towards the Laptop is higher when compared to others.
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Hypothesis
H0: There is no significant relationship between the Monthly Income of the
Respondents and their Level of Satisfaction.
The following Table gives the result of ANOVA Test.
TABLE NO: 4.29(A)
ANOVA TABLE
Source of Variation
Sum of Squares
Degree of Freedom
Mean Square
F Ratio P Value F crit
Between Groups
5497.6 3 1832.533 2.380609 0.107826 3.238872
Within Groups
12316.4 16 769.775
Total 17814 19
Inference:
The ANOVA results show that at 5% significance, with the significant value of
0.001, there is no significant relationship between the Occupation Status of the
Respondents and their level of Satisfaction towards the Laptop. Hence Hypothesis is
Accepted.
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Chi-square Analysis
A chi-squared test, also referred to as chi-square test or 2 test, is any statistical
hypothesis test in which the sampling distribution of the test statistic is a chi-squared
distribution when the null hypothesis is true, or any in which this is asymptotically true,
meaning that the sampling distribution (if the null hypothesis is true) can be made to
approximate a chi-squared distribution as closely as desired by making the sample size
large enough.
Degrees of Freedom
In statistics, the number of degrees of freedom is the number of values in the
final calculation of a statistic that are free to vary.
Estimates of statistical parameters can be based upon different amounts of
information or data. The number of independent pieces of information that go into the
estimate of a parameter is called the degrees of freedom (df). In general, the degrees of
freedom of an estimate of a parameter is equal to the number of independent scores that
go into the estimate minus the number of parameters used as intermediate steps in the
estimation of the parameter itself.
First Group consists of Personal Factors like Occupation Status, Family’s
Monthly Income and Laptop Possessed.
Second Group contains the study factors namely Source of Awareness like
Advertisements, Friends and Relatives, Dealers and representatives etc.
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Factors in First Group are compared with Factors in Second Group and Chi-Square Test
is applied and the Result is given in the following Table with suitable interpretation. The
Chi-Square Test is carried out with 5% level of Significance. In this Research Study, the
Chi-Square Analysis is used to test the inter-dependence of one factor over the other.
Laptop Possessed and Source of Awareness
Chi-Square Test is applied in order to check the association between the Laptop
possessed by the Respondents and the Source of Awareness.
TABLE NO: 4.30
TABLE SHOWS THE ASSOCIATION BETWEEN LAPTOP POSSESSED AND
SOURCE OF AWARENESS.
Laptop Possessed
Respondents
Source of Awareness
TotalAdvertisements
Friends & Relatives
Dealers/Representat
ivesOthers
Dell In No 72 110 4 2 188
Acer In No 14 61 6 3 84
Lenovo In No 15 11 5 5 36
HP In No 18 36 2 4 60
Sony In No 21 6 3 2 32
Total In No 140 224 20 16 400
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Hypothesis
Ho: There is no significant association between the Laptop possessed and the Source
of Awareness.
TABLE NO: 4. 30(A)
CHI-SQUARE TEST
FactorsDegrees of Freedom
Chi-Square Value
Table value
Accept/RejectSignificant/Not
Significant
Laptop Possessed
12 1101.69 21.026 Reject Significant
Inference:
To find out the association between the Laptop possessed and the source of
awareness of the Respondents, Chi-Square Test is applied. The calculated value of Chi-
Square (1101.69) is greater than the Table value (21.026) at 5% level of Significance
with 12 as Degree of Freedom. The Hypothesis is Rejected.
Hence there is significant association between the Laptop possessed and the
Source of Awareness.
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Association between Laptop Possessed and Respondents Occupation Status.
Chi-Square Test is applied in order to check the association between the Laptop
possessed by the Respondents and the Occupation Status.
TABLE NO: 4.31
TABLE SHOWS THE ASSOCIATION BETWEEN LAPTOP POSSESSED AND
RESPONDENTS OCCUPATION STATUS
Occupation Status
Respondents
Laptop Possessed
Dell Acer Lenovo HP Sony Total
Business In No 3 1 2 1 5 12
Professional In No 31 15 10 13 11 80
Salaried In No 124 10 12 34 8 188
Students In No 30 58 12 12 8 120
Total 188 84 36 160 32 400
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Hypothesis
Ho: There is no significant association between the Laptop possessed and the
Occupation Status of the Respondents.
TABLE NO: 4.31(A)
CHI-SQUARE TEST
FactorsDegrees of Freedom
Chi-Square Value
Table value
Accept/RejectSignificant/Not
Significant
Laptop Possessed
12 1532.3 21.0261 Reject Significant
Inference:
To find out the association between the Laptop possessed and the Occupation
Status of the Respondents, Chi-Square Test is applied. The calculated value of Chi-
Square (1532.3) is greater than the Table value (21.0261) at 5% level of Significance
with 12 as Degree of Freedom. The Null Hypothesis is Rejected
Hence there is significant association between the Laptop possessed and the
Occupation Status of the Respondents.
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Association between Laptop Possessed and Respondents Monthly Income
Chi-Square Test is applied in order to check the association between the Laptop
possessed by the Respondents and their Monthly Income.
Hypothesis
Ho: There is no significant association between the Laptop possessed and the Monthly
Income of the Respondents.
TABLE NO: 4.32
TABLE SHOWS THE ASSOCIATION BETWEEN LAPTOP POSSESSED AND
RESPONDENTS MONTHLY INCOME
Monthly Income
RespondentsLaptop possessed
Dell Acer Lenovo HP Sony Total
Less than 10,000
In No 3 15 3 5 2 28
10,001 - 20,000
In No 17 33 9 7 4 70
20,001 - 30,000
In No 27 7 4 11 3 52
Above 30,000
In No 141 29 20 37 23 250
Total 188 84 36 60 32 400
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TABLE NO: 4. 32(A)
CHI-SQUARE TEST
FactorsDegrees of Freedom
Chi-Square Value
Table value
Accept/RejectSignificant/Not
Significant
Laptop Possessed
12 5075.5 21.0261 Reject Significant
Inference:
To find out the association between the Laptop possessed and the Occupation
Status of the Respondents, Chi-Square Test is applied. The calculated value of Chi-
Square 5075.5 is less than the Table value 21.0261 at 5% level of Significance with 10 as
Degree of Freedom. The Hypothesis is Rejected.
Hence there is significant association between the Laptop possessed and the
Occupation Status of the Respondents.
Friedman Ranking Test
The Friedman test is a non-parametric statistical test developed by the U.S.
economist Milton Friedman. Similar to the parametric repeated measures ANOVA; it is
used to detect differences in treatments across multiple test attempts. The procedure
involves ranking each row (or block) together, then considering the values of ranks by
columns. Applicable to complete block designs, it is thus a special case of the Durbin
test.
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Friedman Rank Analysis regarding the Purpose of using the Laptop
Hypothesis:
Ho: The Rankings of the respondents regarding the purpose for which the Laptop
possessed differ from user to user.
TABLE NO: 4.33
FRIEDMAN RANK ANALYSIS REGARDING THE PURPOSE OF USING THE
LAPTOP
PurposeRank I II III
TotalValue 1 2 3
EducationNo 236 108 56
620Score 236 216 168
BusinessNo 164 156 80
716Score 164 312 240
EntertainmentNo 60 128 212
952Score 60 256 636
Inference:
From the above Table it is clear that majority of the surveyed respondents
preferred Laptop for Education purpose which is Ranked First followed by Business and
Entertainment which is ranked Second and Third.
It is clear that the Customers were influenced to purchase laptops for Education
purpose.
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TABLE NO: 4.33(A)
TEST STATISTICS
No 400
Chi-Square -291.6
Degrees of Freedom 2
Asymp. Significance 0.001
With the significant value of 0.001, it is clear that the ranking of the Respondents
regarding the purpose for which the laptop is possessed differs at 1% level of
significance. Hence Hypothesis is Accepted.
Friedman Rank Analysis regarding the Factors influencing the Respondents while
selecting a Laptop
Hypothesis:
Ho: The Rankings of the respondents regarding the factors which influence the
purchase of a Laptop does not differ.
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TABLE NO: 4.34
FRIEDMAN RANK ANALYSIS REGARDING THE FACTORS INFLUENCING
THE RESPONDENTS WHILE SELECTING A LAPTOP
FactorsRank I II III IV V
TotalValue 1 2 3 4 5
After Sales Service
No 20 44 188 148 01264
Score 20 88 564 592 0
Brand reputation
No 244 124 16 16 0604
Score 244 248 48 64 0
Price Factors
No 120 216 40 8 16784
Score 120 432 120 32 80
Easy Availability
No 24 32 136 184 241352
Score 24 64 408 736 120
OffersNo 8 8 16 24 344
1888Score 8 16 48 96 1720
Inference:
From the above Table it is clear that majority of the surveyed respondents
considered Brand Reputation as the main factor, which they ranked First, while
purchasing the laptop. It is clear that the Customers were influenced to purchase laptops
because of the Brand reputation.
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TABLE NO: 4.34(A)
TEST STATISTICS
No 400
Chi-Square 769.61
Degrees of Freedom 4
Asymp. Significance 0.005
With the significant value of 0.005, it is clear that the ranking of the Respondents
regarding the factors considered while purchasing the Laptop differs. Hence hypothesis is
Rejected.
Hypothesis:
Ho: The Rankings of the respondents regarding the devices, which influence the
purchase of a Laptop does not differ.
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TABLE NO: 4.35
FRIEDMAN RANK ANALYSIS REGARDING THE DEVICES INFLUENCING
THE RESPONDENTS WHILE SELECTING A LAPTOP
DevicesRank I II III IV V
TotalValue 1 2 3 4 5
RAMNo 96 136 104 40 24
960Score 96 272 312 160 120
Hard DiskNo 88 48 136 112 16
1120Score 88 96 408 448 80
Mother Board
No 48 120 88 120 241152
Score 48 240 264 480 120
ProcessorNo 216 64 56 48 16
784Score 216 128 168 192 80
Touch PadNo 16 24 40 56 264
1728Score 16 48 120 224 1320
Inference:
From the above Table it is clear that majority of the surveyed respondents
considered Processor as the main device, which they ranked First, while purchasing the
laptop, followed by RAM and Hard Disk which the Respondents ranked Second and
Third
It is clear that the Customers were influenced to purchase laptops because of the
Processor.
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TABLE NO: 4.35(A)
TEST STATISTICS
No 400
Chi-Square -96.256
Degrees of Freedom 4
Asymp. Significance 0.005
With the significant value of 0.005, it is clear that the ranking of the Respondents
regarding the factors considered while purchasing the Laptop differs. Hence hypothesis is
Accepted.
Hypothesis:
Ho: The Rankings of the respondents regarding the factors considered before the
purchase of a Laptop differs.
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TABLE NO: 4.36
FRIEDMAN RANK ANALYSIS REGARDING THE FACTORS CONSIDERED
BY THE RESPONDENTS BEFORE PURCHASING A LAPTOP
FactorsRank I II III IV V
TotalValue 1 2 3 4 5
UtilityNo 96 80 40 112 72
1184Score 96 160 120 448 360
ModelNo 128 88 72 48 64
1032Score 128 176 216 192 320
ComfortNo 144 72 64 72 48
1008Score 144 144 192 288 240
EconomyNo 104 112 72 56 56
1048Score 104 224 216 224 280
DurabilityNo 72 40 96 40 152
1360Score 72 80 288 160 760
Inference:
From the above Table it is clear that majority of the surveyed respondents
considered Comfort as the main factor, which they ranked First, while purchasing the
laptop, followed by Model and Economy which the Respondents ranked Second and
Third.
It is clear that the Customers consider Comfort, Model and Economy while
purchasing the Laptop.
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TABLE NO: 4.36(A)
TEST STATISTICS
No 400
Chi-Square -769.15
Degrees of Freedom 4
Asymp. Significance 0.005
With the significant value of 0.005, it is clear that the ranking of the Respondents
regarding the factors considered while purchasing the Laptop differs. Hence hypothesis is
Accepted.
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CHAPTER – 6
FINDINGS, SUGGESTIONS AND CONCLUSION
6.1 FINDINGS
From the study conducted on the Customers Attitude and Satisfaction towards
branded Laptops in Guntur district of Andhra Pradesh, below mentioned are the
Researcher’s Findings.
1. Majority of the Respondents [53%] who responded to the survey are Male.
2. From the study conducted among various levels of people, majority [80%] falls
under the age group 20 – 30 years.
3. Majority of the respondents [75%] are not married.
4. From the research it is quite evident that majority [65%] of the respondents are
highly qualified with a Post Graduate degree. Many of them were professionals as
well.
5. From the study, it was observed that majority [47%] of the respondents are
Salaried Employees.
6. While the income of the respondents are considered, it was found that majority
[60%] of the respondents are earning a minimum monthly income of 30,000 and
above.
7. As per the survey, maximum customers preferred [47%] the brand Dell, as Dell is
more customer specific.
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8. Majority [56%] of the respondents rely on their friends and relatives in matters of
pre purchase information gathering. The majority gave preference to the Brand
which their friends and relatives recommended.
9. In the changing scenario of advanced Science and Technology, majority [59%] of
the respondents was found possessing Laptop primarily for the purpose of
Education.
10. With the increasing number of players in the mobile computer market, it was
observed that, majority [61%] of the respondents give first preference to Brand
reputation while purchasing a Laptop. Majority is not ready to take risk opting
non-branded Laptops.
11. With the market flooding with technically competent customers, it was observed
that people are very choosy while making investments. Majority [54%] of the
respondents gave first preference to the Processor while purchasing a Laptop.
12. Majority [72%] of the respondents gave first preference to Economic viability
while purchasing a Laptop. Customers prefer good quality products, which are
feasible to their pockets while purchasing electronic gadgets.
13. It was observed that majority [36%] of the Respondents spent in-between 25,000
to 30,000 to purchase the Laptop, which falls in a medium range category in the
aspect of quality also.
14. To minimise the risk of fake or duplicate components and future complications,
majority [42%] of the Respondents purchased the Laptop from authorised
Dealers, availing maximum benefits in matters of quality and guarantee.
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15. Inpite of many number of players in the market and freedom to choose the brand
as per unique requirements, majority [88%] of the respondents feel that the price
of the Laptop is high. 83% of the Respondents made Cash Purchase and 17%
made Credit Purchase.
16. In the light of high price of the Laptops and the difficulty to pay from own pocket.
majority [53%] of the respondents arranged payment through Bank loansof the
respondents arranged payment through Bank Loans.
17. As the majority preferred to buy the Laptop from authorised dealers, majority
[74%] of the Rsponents received 1 – 2 Years warranty from the Service provider.
18. As a result of a sudden awareness in the market regarding the benefits of
possessing of Laptop, majority [36%] of the respondents purchased the Laptop
before 2 years,
19. Majority of the respondents [79%] never faced any problems with the Laptop as
maximum preference was given to best brands and was bought from authorised
dealers.
20. Among the respondents who faced problems, majority [50%] of the Respondents
faced problems with the Display of the Laptop.
21. Among the respondents who faced problems with the Laptop, 73%, which is the
majority, received prompt service from the Service Provider.
22. Among the respondents who didn’t get prompt service, majority [51%], received
service in less than a week.
23. Majority of the Respondents are satisfied with various factors related to the
Laptop like Price, Quality, Repairs, Availibilty, Durability and After Sales
Service.
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24. 91% of the Respondents, which is the majority, use Single Operating System for
their Laptops as they feel it very convenient without confusions and
complications.
25. The Respondents who use Sony Laptop feel that the prices are quite high, beyond
the affordable limits of the Common Man.
26. Many Respondents are not satisfied with the Battery Back up of Sony Laptops.
27. Many Respondents feel that the Touch Pad doesn’t respond properly.
28. Few Respondents commented that the Sound Effect of the Laptop is not good.
29. Many Respondents are not satisfied with the After Sales Service provided.
30. Many of the Respondents feel the Price of the Laptop, for the features offered is
high.
31. Many Respondents expect some offers when they buy the Laptop.
32. Many Respondents feel unsatisfied with the Display of the Laptop, as they faced
many problems with the same.
33. Few Respondents requested addition of some games in the Laptop.
Findings from ANOVA Test
34. There is significant relationship between the Age Group of the Respondents and
their level of Satisfaction towards the Laptop.
35. There is significant relationship between the Educational Qualification of the
Respondents and their level of Satisfaction towards the Laptop.
36. There is significant relationship between the Occupation Status of the
Respondents and their level of Satisfaction towards the Laptop.
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37. There is no significant relationship between the Occupation Status of the
Respondents and their level of Satisfaction towards the Laptop.
Findings from Chi-square Test
38. There is significant association between the Laptop possessed and the Source of
Awareness.
39. There is significant association between the Laptop possessed and the Occupation
Status of the Respondents.
40. There is significant association between the Laptop possessed and the Occupation
Status of the Respondents.
Findings from Friedman test
41. it is clear that majority of the surveyed respondents preferred Laptop for
Education purpose which is Ranked First followed by Business and Entertainment
which is ranked Second and Third.
42. It is clear that majority of the surveyed respondents considered Brand Reputation
as the main factor, which they ranked First, while purchasing the laptop. It is clear
that the Customers were influenced to purchase laptops because of the Brand
reputation.
43. It is clear that majority of the surveyed respondents considered Processor as the
main device, which they ranked First, while purchasing the laptop, followed by
RAM and Hard Disk which the Respondents ranked Second and Third.
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44. It is clear that majority of the surveyed respondents considered Comfort as the
main factor, which they ranked First, while purchasing the laptop, followed by
Model and Economy which the Respondents ranked Second and Third.
6.2 SUGGESTIONS
1. If the Prices of Sony Laptops are reduced or if the Company manufactures
Laptops which common man can afford, there will be huge requirement for the
Laptop.
2. The Battery backup of the Sony Laptops should be given more consideration and
it should be improved.
3. More concentration should be given on the sensitiveness of Touch Pad, as it’s one
of the most vital parts of the Laptop.
4. Sound System and Clarity of the Laptop should be enhanced for higher levels of
satisfaction.
5. After Sales Service should be prompt to make the customers feel satisfied.
6. The Price of all Brands of Laptops should be reasonable and affordable.
7. Some seasonal offers can be given to enhance the sales of the Laptop.
8. The Durability and Quality of the Display should be improved.
9. Some games can be added to the laptops, which are customer specific.
10. All major Brands can concentrate more on sales promotion through
advertisements, as ads related to laptops are very rare except in the case of Sony.
11. The respondents who fall in the category of students expect their Laptops to be
more attractive.
12. Majority of the customers expect their Laptops to be user specific.
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6.3 CONCLUSION
The number of people who are using and owning Personal Computers
substantially increases all over the world. Contrary to the introduction years of
computers, today they have been used by almost all age groups, and by both males and
females, and the gap between age groups and the gap between males and females with
respect to computer usage decreases. Furthermore, consumers’ desire for portable and
attractively designed PCs forces the companies to produce laptops/notebooks. In addition,
extended battery life, price cuts, prevalence of home-offices, and integrated wireless
networking also cause to the increased sales of laptops. On the supply side of the market,
the companies try to make profit and even survive in a highly competitive environment.
Furthermore, the rapid development in technology, particularly in nano-technology, leads
companies to make huge amounts of investments in Research and Development.
Moreover, the acquisitions and mergers in the sector and new players in the market also
influence the companies operating in IT industry. In such a volatile industry, it becomes
extremely important to learn the factors that are influencing consumers’ purchase
decisions, customer attitudes towards Laptops and the factors, which leads to their
satisfaction.
In this study, it has been found that there are seven factors, which influence
consumers’ laptop purchase decisions. These factors can be stated as follows: core
technical features, post purchase services, price and payment conditions, peripheral
specifications, physical appearance, value added features, and connectivity and mobility.
Consumers prefer to stay connected to Internet or mobile phone, sending pictures and
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documents to printer, and etc. However, since all consumer groups find core technical
features and post purchase services extremely important, these features should be
emphasized in advertisements. It has to be also noted that post purchase services factor is
tremendously important since it is directly related with customers’ brand loyalty.
This study recommends companies to invest in technology through Research and
Development and create differentiation at utmost level. This research has been limited to
laptop/notebook sector and the factors influencing consumers’ purchase decisions,
attitude and satisfaction in this market, since sectoral differences play a vital role, it is
beneficial if similar kind of study is taken up in different sectors.
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