Customer buying behavior of laptops

1. Buying behavior of Laptops

2. A laptop computer (also called notebook computer) is a
computer that integrates all the elements that needs to
run properly, including a battery power supply, a
screen and a keyboard, in a small casing.
ADVANTAGES OFFERED BY LAPTOPS OVER
DESKTOPS:
 Mobility
 Better displays
 Lighter weight
 Better computing and battery power
 More features

5.  Normal laptops
 Netbook
 Tablet PC
 Ultra-mobile PC
 Rugged laptops
 Ultrabook

6.  Weight
 Power Consumption
 Processing Power
 Warranty
 Operating System
 Brand Matters

7.  HP
 DELL
 LENOVO
 SONY VAIO
 ACER

8.  USA based company
 Founded in the year 1939.
 Listed as one of the 2011 Global 100 Most
Sustainable Corporations.
 Revenue for FY11 was $127.24 BILLION USD.
 Operates in approximately 170 countries worldwide.
 Product line includes pavilion, slimline, media center,
blackbird series etc.

9.  Segment - Home Users, Government Institutions,
Large Corporate and students
 Target Group - Small and medium size enterprises,
Public Sector Divisions, Students and home makers
who need systems for their daily work
 Positioning - Trustworthy and consumer centric
Computer provider

10.  USA based company
 Founded in the year 1984.
 Revenue for FY12 was US$ 63.07 billion.
 Product line includes inspiron, XPS, studio, alienware
etc. series PC

11.  Segment - Home Users, Governmental institutions,
Large Corporate and Students
 Target groups - Small and medium size enterprises,
Public Sector Divisions, Students and home makers
who need systems for their daily work
 Positioning - Customer’s choice and customer’s
tailored service provider

12.  China based company
 Founded in 1984
 Revenue for FY12 was US$ 29.57 billion.
 Product line includes ThinkPad, IdeaPad, Thinkcentre,
IdeaCentre etc. series PC

13.  Segment - China, Middle East Countries, Africa, India
 Target groups - Small and medium size enterprises,
Public Sector Divisions, Students and home makers
who need systems for their daily work
 Positioning - Building new products at affordable
prices

14. 17.10%
13.70%
13.40%
12.70%
5.60%
37.50%
% MARKET SHARE
LENOVO
HP
DELL
ACER
HCL
OTHERS

15. SAMPLE SIZE
 90 STUDENT
 10 DEALERS
According to the survey conducted in Ranchi and
Birla Institute of Technology, Mesra the following
Results are derived.

16. 32.22%
22.22%
12.22%
10%
8.88%
7.77%
6.96%
STUDENT
DELL
HP
SONY
VAIO
OTHERS
HCL
LENOVO
60%
40%
CUSTOMER
DELL
HP

17. 35.56%
24.44%
22.22%
8.88%
8%
1.11% 0.00%
CUSTOMER'S FUTURE PREFERENCE
DELL
HP
SONY VAIO
OTHERS
LENOVO
ACER
HCL

18. 6.67%
50%
35.56%
7.78%
PRICE PREFERRED BY THE CUSTOMERS IN RUPEES
<30000
30000 - 40000
40000 - 50000
>50000

19. Product
factors Highest High Medium Low Lowest Total Mean
Computer
brand
205 (41) 128 (32) 51 (17) 0 (0) 0 (0) 384 4.27
RAM size 175 (35) 192 (48) 21 (7) 0 (0) 1 (1) 389 4.32
Hard disk 135 (27) 180 (45) 39 (13) 8 (4) 1 (1) 363 4.03
Screen size 50 (10) 120 (30) 129 (43) 8 (4) 3 (3) 310 3.44
Design 90 (18) 176 (44) 63 (21) 6 (3) 4 (4) 339 3.76
Internet 275 (55) 92 (23) 24 (8) 2 (1) 3 (3) 396 4.4
OS 160 (32) 152 (38) 42 (14) 4 (2) 1 (1) 359 3.98
Appreciative
after sales
65 (13) 144 (36) 84 (28) 20 (10) 3 (3) 316 3.51
Service
center
nearby
185 (37) 124 (31) 36 (12) 12 (6) 4 (4) 361 4.01
Insurance
duration
150 (30) 100 (25) 75 (25) 16 (8) 2 (2) 343 3.81

20. Price
factors Highest High Medium Low Lowest Total Mean
Computer
price
30 (6) 160
(40)
108 (36) 8 (4) 4 (4) 306 3.4
Relative
tools price
25 (5) 128
(32)
120 (40) 20 (10) 3 (3) 296 3.28
Member
discount
80 (16) 116
(29)
99 (33) 16 (8) 4 (4) 315 3.5
Credit card
payment
30 (6) 96 (24) 81 (27) 50 (25) 8 (8) 265 2.94
Installment 35 (7) 84 (21) 99 (33) 40 (20) 9 (9) 267 2.96
Free service 145 (29) 96 (24) 93 (31) 10 (5) 1 (1) 345 3.83

21. Place factors Highest High Medium Low Lowest Total Mean
Reputation of
computer store
135 (27) 144 (36) 54 (18) 12 (6) 3 (3) 348 3.87
Convenience to
contact stores
170 (34) 136 (34) 45 (15) 6 (3) 4 (4) 361 4.01
Reliability of
stores
150 (30) 164 (41) 45 (15) 0 (0) 4 (4) 360 4.03
Good relations
with stores
140 (28) 108 (27) 60 (20) 20
(10)
5 (5) 333 3.7
Fine interior
decoration of
stores
40 (8) 68 (17) 111 (37) 20
(10)
18 (18) 257 2.85
Brand agency 110 (22) 152 (38) 60 (20) 12 (6) 4 (4) 338 3.5
Variety of
brands in stores
140 (28) 108 (27) 57(19) 18 (9) 7 (7) 327 3.63

22. Promotion
factors
Highest High
Medium
Low Lowest Total Mean
Discount 105 (21) 152 (38) 64(23) 6 (3) 5 (5) 337 3.74
Interesting
free stuff
90 (18) 120 (30) 90 (30) 18 (9) 3 (3) 321 3.57
Knowledgeabl
e sales person
110 (22) 156 (39) 45 (15) 18 (9) 5 (5) 334 3,71
Interesting ads 50 (10) 120 (30) 87 (29) 34 (17) 4 (4) 295 3.28
Computer
exhibitions
events
30 (6) 68 (17) 126 (42) 36 (18) 7 (7) 267 2.97

24. Results of survey on students:
 Information source for purchase decision:
Ask friends,family-44.44%
Buy the famous brand-5.56%
 Mode of payment:
Cash payment-56.67%
EMI facility-4.44%
 Preferred place of buying:
Agency store-44.44%
Online purchase-6.67%

25. Results of survey on dealers :
 Best after sales service: Dell-70%
 Brand considered as cheap and best by the dealers:
Lenovo-40%
Toshiba-30%
 Best marketing strategy: HP-50%
 Battery life:
100% dealers surveyed-battery life of a laptop depends on the
usage by the customer
 Maximum weightage:
Price of laptop-20%
Features of laptop-10%
Both-70%
 Maximum sale: Oct-Dec-80%