LIST OF CONTENTS

PAGE NO

ACKNOWLEDGEMENT

II

LIST OF TABLES

III

LIST OF FIGURES

IV

CHAPTERS

1. 2.

INTRODUCTION AND DESIGN OF STUDY CONSUMER ATTITUDE ON BUYING LAPTOPS IN INDIA

1-6 7 - 25 26 - 37 38 - 41

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3. ANALYSIS AND INTERPRETATION 4. V BIBILIOGRAPHY VI APPENDIX-A QUESTIONNAIRE

SUMMARY OF FINDINGS AND SUGGESTIONS

42

43

LIST OF TABLES

3.2 Percentage Analysis........................................................ 26 3.3 Age Group of respondents .............................................27 3.4 Gender ratio among respondents ..................................28 3.5 Educational qualification of respondents .....................29 3.6 Income of the respondents ..............................................30 3.7 Factors influencing the purchase ...31

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3.8 Respondents recommend the product 32

LIST OF CHARTS

3.2 Percentage Analysis........................................................ 26 3.3 Age Group of respondents .............................................27 3.4 Gender ratio among respondents ..................................28 3.5 Educational qualification of respondents .....................29 3.6 Income of the respondents ..............................................30 3.7 Factors influencing the purchase ...31

3.8 Respondents recommend the product 32

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CHAPTER -1 INTRODUCTION AND DESIGNING OF THE STUDY Page no. 1.1 1.2 1.3 1.4 1.5 Introduction Statement of the problem Objective of the study Scope of the study Period of the study Methodology 1 2 3 3 3 3 4 5 5 5

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1.6 1.7 Review of the literature 1.8 Collection of the data 1.9 Conventional analysis 1.10 Limitation of the study

CHAPTER 1 INTRODUCTION AND DESIGN OF THE STUDY 1.1 INTRODUCTION

Retailing is the final connection in the marketing channel that brings goods from manufacturers to consumers. In other words, retailing is combination of activities involved in selling or renting consumer goods and services directly to ultimate consumers for their personal or household use. In addition to selling, retailing includes different and diverse activities like buying , advertising, data processing and maintaining inventory. Some retailers carry primarily the product of a particular manufacture only. For example, Ford dealership may carry a variety of cars, but nearly all are made by Ford. Most of the time however, merchants are not owned by a manufacturer which allows them to order from various manufacturers to create the product mix they believe will fill the needs of their customers.

next millennium and the models of the past, utilizing yesterdays methodologies will not be sufficient to ensure tomorrows successes. The retailers of today are motivated first and foremost by the bottom lines impact of their decision. In todays scenario share holder value has already become a dominant decision and policy-making determinant. In the process, the customers can be relegated, in many cases, to play a secondary position in the overall scheme of things. The marketing concept is focused on the customer, and for retailers to do otherwise is to misdirect the energies of the companies relative to its objectives. The challenge lies with the retailer in better understanding the customers needs

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Retailing as we know it today is at a crossroads. The industry is facing the

and motivations, and most importantly those attributes and those perceptible dimensions of the shopping experience that are most considered by consumers so that suitable strategies can be devised to drive store choice and eventually to develop shoppers loyalty. Loyalty is becoming increasing importance for retailers as it can provide the organization with a valuable and sustainable competitive advantage. In the Indian context there is growing need to evaluate the true drivers of shoppers store choice criteria. The new expansions are adaptations of western formats fetching moderate to lukewarm success. Both retailers and shoppers are currently in an evaluation phase with no clear verdict as to what may drive the loyalty towards stores longer term.

was worth USD 410 bn out of which food and grocery was valued at USD 275 bn (64 percent of total).

1.2 STATEMENT OF THE PROBLEM

didnt us. In other words, retailers need to research whose their customers are and how their customers make decisions. Retailers cannot rely only on institution. They must employ outside research methods to gain insights into how and why consumer shops. It is important to realize that management cannot be effective unless it has some understanding of the way in which retail consumers make decisions and act in relation to the consumption of retail products. Many variables will influence the way consumption patterns differ. These will change based upon the different types of retailers in the market place and the way individuals have learnt to approach purchase opportunities. There is, therefore, a need to understand

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According to consultants Techno Park in 2008 the total Indian retail market

There is an old saying in advertising We have met the consumers and he

the different ways in which customers choose and evaluate alternative retail services. Hence the researcher has undertaken their study of the supermarket.

1.3 OBJECTIVES OF THE STUDY:

i. ii. iii. To identify the consumer attitude towards buying a laptop. To conclude or identify the appropriate laptop for the consumer. To study the importance of various attribute which effect the purchasing decision of customers in regard of laptops.

iv.

To study the satisfaction level of the customers on overall performance and after sale service of their existing laptops.

1.4 SCOPE OF THE STUDY:

satisfaction towards supermarket in Ramanathapuram. This study discusses the various services provided by the supermarket and customer satisfaction towards the supermarket.

1.5 PERIOD OF THE STUDY:

the customers of Ramanathapuram from supermarket.

1.6 METHODOLOGY:
The researcher has adopted convenient sampling method in this study. The present study was descriptive and analytical one. The researcher use both primary and secondary data. Customer preference and satisfaction towards supermarket was the source of primary data. For collecting data a well designed and comprehensive interview schedule has been arranged. The respondents were

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The present study is designed to study the customer preference and

The study covers a period of six months. The data has been collected from

interviewed personally. The schedule covers the questions in the form of open ended questions and close ended questions to get the clear view of the respondents. Secondary data have been collected from the journals, text, books, reports and internet.

1.7 REVIEW OF THE LITERATURE:

Kincade, Doris H.; Woodard, Ginger A.; Park, Haesum (2002) studied buyer-seller relationships for promotional support in the apparel sector is critical for success. The purpose of the study was to define the promotional support categories offered to apparel retailers by manufacturers, to identify the retailers perceptions of the offering frequency and importance of the promotional support ,

importance. It was found regarded as the most important promotional support. In a study by Board bridge and Calderwood, 2002, emphasis was given to

the fact that in an age of increasing competition from large-scale organised groceries retailers, local shops need to have the commitment and willingness to cater to the local community for survival which means r more closely on local residents wants and needs.

Management and Technology, Uttar Pradesh has undertaken A Study on Retailing an emerging trend in India. This study indicated a new face is emerging with retail industry in India. A Study on retail service quality was undertaken by R.Tamilarasan Assistant Lecturer, Department of management studies, Chennai. He focussed on the improvement of Indian retail business in view of changing and emerging retail

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and to investigate the relationship between offering frequency and perceptions of

Dr.Gupa, Mital Chatuvedi, Assistant Professor , Gain Jyothi Institute of

scenario in India with the possible advent of the multinational corporation in the retail Indian market.

1.8 COLLECTION OF DATA:

Where in the survey has been carried out, the collected information from the customer in supermarkets. Few supermarkets were asked to distribute the interview schedule to the respondents which are necessary to collect the data. In each selected sample, attempts were made to contact both husband and wife to respond together in consultation with each other to the interview schedule.

1.9 CONVENTIONAL ANALYSIS:

tabular statement. For this purpose the unorganized data were organized in systematic manner. The researcher to analyze the data users different statistical tools. Percentage analysis, simple average, weighted average, ranks, chi-square test were used for the analysis of data. Bar diagrams and pie diagrams were also used in the study.

1.10 LIMITATION OF THE STUDY:

The following are the limitation of the study: Due to time and cost factors only customers are surveyed. This study is limited to Ramanathapuram town and the geographical area is limited. Respondents bias is yet another limitation of the study.

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The data thus collected from the primary source were arranged in the simple

 One more limitation of this study comes from the fact that the research was conducted only in Ramanathapuram. A more extended geographical sample may show greater differences in results.

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CHAPTER II Consumer attitude on buying laptops in India

Page No. 2.1 Factors influencing the consumers laptop purchase 7

2.2

Market leaders for laptop in India

13

2.3

Consumer behavior

19

2.4 2.5

Stages in Consumer Decision Making Process Actual collection of data

20 24

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CHAPTER II

2.1 Factors influencing the consumers laptop purchase

Buying a new laptop is an investment for sure, and you can make the best possible choice only by thoroughly assessing your requirements. Whether you're buying a laptop for the first time or have been using one for ages, before venturing on a new purchase, there are several factors that need to be considered. To make things easier for you, we've listed here the most important factors:

Processor (CPU):
The first bullet point in all those "specification" handouts that a laptop sales person will show you would most likely mention the processor in the system. The processor is one of the main components in a laptop and directly affects performance as well as battery life. Over the past years, laptop processors were comparatively slower when pitted against desktop alternatives, but not anymore. Today, faster multi-core processors are common in laptops. The processor type differs depending on size, purpose or area of application of the laptop. Most laptops come with Intel or AMD processors, with either single- or multi-core architectures.Considering average applications such as MS Office or other applicat ions like Photoshop, a processor with a minimum clock speed of 1.6 GHz is

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essential. Unlike desktops, laptops cannot conveniently be upgraded, and so its always better to choose a faster processor with the future in mind.

Memory (RAM):
Once youve decided on the processor you require, you need to do justice to it by letting it perform to its full potential by providing adequate system memory. RAM, the random memory needed for your operating system, running programs and their data, contributes to the overall system response time. Consider a situation where you have one of the

fastest computers around, but not enough memory to hold the programs and their data that you wish to run. Much of the program code and the data will have to be held on disk and brought into memory when needed. At the same time, Data that is not currently being worked on will be stored temporarily on disk. As the time taken to move data to and from a disk is much greater than moving from memory to the processor, this will slow the system down considerably. In case this stretches your budget, find out if it will be possible to upgrade later, or if it has to be done by a technician. These days, with resource hungry applications, we advise a minimum of 2GB RAM as standard.

Display:
The display abilities of a laptop are determined by the screen itself, as well as the graphics processor. Screens come in standard sizes and resolutions.

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Typically, larger displays havea higher resolution, but then this impacts the portability of a laptop. Wide screen displays are also gaining popularity as they help with better viewing and comfortable working. The graphics processor, on the other hand, determines performance that is visible when it comes to 3D graphics and gaming. Laptops come with onboard as well as dedicated graphics solutions. The difference between the two is that while on board solutions provide low end or very basic performance, dedicated graphics

solutionsfrom NVIDIA and ATI significantly enhance performance and allow hiendapplications (newer generation games) and other 3D-intensive applications to run more smoothly.

Ports:

Every now and then, we have to connect additional peripherals to our laptops. These may be wireless cards, USB drives, printers, mice or other gadgets. An adequate pool of available ports is very useful both for desktops as well as laptops. Most modern day devices are designed to connect to USB ports. If you have devices which use Fire Wireor other connections such as Bluetooth or infrared, like many mobile phones, PMPs or video cameras do these days, make sure your laptop supports them by having the right connectors. An expansion slot for PC cards is also a good idea. This comes in handy to accommodate an internal modem, wireless card, additional Ethernet ports or a better sound card. With high definition

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video and audio coming to laptops, an HDMI port is also becoming common these days. HDMI replaces the old S-Video port and gives advantages such as single cable connection for both audio and video. Headphone and microphone jacks are common, but some laptops come with dual headphone jacks that can be used to connect your laptop to different devices or even to utilise its multi-channel output.

Drives:
Hard drives can be broadly classified into two different categories: 1.HDD (Hard Disk Drive)2.ODD (Optical Disk Drive) Your storage requirement entirely depends on your usage. A hard drivesconfigurat ion is fairly straight forward in terms of size. These days, laptops come with250 GB storage on a single HDD, but still you have to decide whether you really need all that space. Another critical factor that determines your overall system speed is the drives rotation speed a drive with a higher spin rate yields faster data access times. However, these are more prone to damage as well. This is one factor you must keep in mind while arriving at your decision. Try and assess how much space you will need in your system, and then multiply by three. Optical drives have evolved considerably over the years. You can either have a simple CD-ROM drive for installing software, all the way up to the latest high definition Blu-ray DVD burners as part of your configuration. In most cases, laptops now come standard

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with a dual layer DVD burner. Blu-ray drives are starting to show up, but are extremely expensive.

Networking:
One of the basic reasons to have a laptop is to be able to carry out all your tasks whileon the move. This involves your work for which you need to send/receive emails .Connecting to the internet or a local network is a crucial function that you need to have f6r your laptop. Most laptops today include a built-in 56 kbps modem and Fast Ethernet (RJ45) port that handle data rates up to 1,000 Mbps. WiFi has now become a common feature in laptops. There are several standards for wireless connectivity, but a very basic connection would require 802.11b/g support having a data rate of up to 54Mbps.

Size and Weight:

You can add up the best of everything and arrive at a monster of a laptop! But then,thats what portability is all about balancing your configuration for optimal pe rformance and capacity on the one hand, and portability on the other. Although

ultra portable laptops offer light weight solutions and a smaller size, they also sacrifice on processing speeds, ODDs, expansion slots, etc. Therefore, when looking for a laptop, consider these factors before making a final decision. Also consider the weight of the accessories, especially the AC adapter, because at times, laptops are light but after bundling accessories, the whole package can become

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quite heavy to carry. If you travel frequently, or carry a lot of heavy things while on the move, a lightweight laptop with a small form factor is what you need.

Battery Life:
The best looking laptop is no good if it doesnt offer you adequate battery time. This holds true even if the product you are considering is an Apple Macbook Air. Try to find the listed battery life for the standard battery, and see if it suits your needs. It would be wise to look for a system with at least two hours of battery life under normal conditions. If you need extended battery life, then look for larger battery packs or media bays that can double as extra battery slots when required.

Warranty Plans:

Laptops are more prone to breakdowns due to their portability. When buying a system, make sure to get at least a years warranty from the OEM. If youll be using the system heavily, a system that comes with a three year warranty is ideal. Consider several models while you are out there shopping. Consider all models that meet your buying criteria, and compare them on features and prices your decision should not depend on someone elses preferences, but on your own. After all, its you who is going to use the laptop dont be shy to call dealers and customer support of the OEMs to find out more about their equipment. Check out the model physically whenever possible. Ask your friends who may have bought laptops recently or are currently using the one you wish to buy. Narrow your

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choices down to a few models, and then seek the best deal before finally buying your dream laptop.

2.2 Market leaders for laptop in India

When buying a laptop its a good idea to have some knowledge of the laptop brands in India. 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 brand in India. Heres an overview of the main laptop brands in India and how they compare to each other.

Acer

Acer is a Taiwanese electronics manufacturer. The company entered the Indian market in 1999. Acers laptops are popular because theyre 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. Its desirable to take a long warranty.

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ASUS Another popular value for money Taiwanese brand in India, ASUS laptops are amongst the cheapest on the market. Theyre 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 Acers. ASUS uses cutting edge technology, which is most apparent in its netbook and ultraportable ranges. Gaming laptops are another of the companys 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. Whats the attraction? 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.

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HCL HCL is an Indian laptop brand thats been established in the IT market for over three decades. The company focuses on producing portable laptops that are amongst the slimmest on the market. Designers are colorful and attractive, readily customizable, and pricing is aimed at the budget conscious. After-sales service can be a concern though.

HP Hewlett Packard Well known American computer company, HP, has been in India 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 aftersales 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 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 IBMs PC business in late 2004. As IBM was the first computer company in India, this gave Lenovo an excellent
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entry point into the growing Indian market in which its now placed fourth. The company quickly went about leveraging IBMs ThinkPad brand before adding its own products. 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 isnt 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. Its hot selling and stylish VAIO range is a favorite with the fashion conscious. The screens on Sony laptops are particularly well designed.

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

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combine maximum functionality and quality. Its products are extensively tested and notably reliable. Toshiba excels in netbooks, ultraportables (comparable to ASUS but with less battery life), and gaming laptops. Yet, its mainstream laptops are also of a high quality and well design.

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Brand leader survey-March 2012

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4 3 2 1 0 Acer Apple Asus Dell HP Lenevo Sony Toshiba Others

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According to the brand leader survey- march 2012, Dell is enjoying the major market share followed by HP, Apple, Lenevo, Sony etc. which is shown in the above diagram.

2.3 Consumer behavior

Consumer Behaviour is a branch which deals with the various stages a consumer goes through before purchasing products or services for his end use. An individual buys a product when there is a need for the product, social status and for the gifting purpose. An individual does not buy a product when there is No requirement, Income/Budget/Financial constraints, Taste. A consumers purchase products mostly in Festive season, Birthday, Anniversary, Marriage or other special occasions. There are in fact several factors which influence buying decision of a consumer ranging from psychological, social, economic and so on.

The main catalyst which triggers the buying decision of an individual is need for a particular product/service. Consumers purchase products and services as and when need arises.

According to Belch and Belch, whenever need arises; a consumer searches for several information which would help him in his purchase. Following are the sources of information: Personal Sources Commercial Sources Public Sources Personal Experience

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Perception also plays an important role in influencing the buying decision of consumers. Buying decisions of consumers also depend on the following factors: Messages, advertisements, promotional materials, a consumer goes through also called selective exposure. Not all promotional materials and advertisements excite a consumer. A consumer does not pay attention to everything he sees. He is interested in only what he wants to see. Such behaviour is called selective attention.

A consumer would certainly buy something which appeals him the most. He
would remember the most relevant and meaningful message also called as selective retention. He would obviously not remember something which has

2.4 Stages in Consumer Decision Making Process

An individual who purchases products and services from the market for his/her own personal consumption is called as consumer.

The Need to buy a laptop can be due to any of the following reasons: old laptop was giving him problems. To gift a new laptop New laptop to start his own business.

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nothing to do with his need.
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Several stages before purchasing a product or service:

NEED INFORMATION GATHERING/SEARCH EVALUATION OF ALTERNATIVES

Need is the most important factor which leads to buying of products and services. Need in fact is the catalyst which triggers the buying decision of individuals. An individual who buys cold drink or a bottle of mineral water identifies his/her need as thirst. However in such cases steps such as information search and evaluation of alternatives are generally missing. These two steps are important when an

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PURCHASE OF PRODUCT/SERVICE

POST PURCHASE EVALUATION

Need:

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individual purchases expensive products/services such as laptop, cars, mobile phones and so on.

Information search:
When an individual recognizes his need for a particular product/service he tries to gather as much information as he can. An individual can acquire information through any of the following sources: Personal Sources - He might discuss his need with his friends, family members,

Commercial sources - Advertisements, sales people (in Tims case it was the store manager), Packaging of a particular product in many cases prompt individuals to buy the same, Displays (Props, Mannequins etc)

Public sources - Newspaper, Radio, Magazine

Experiential sources - Individuals own experience, prior handling of a particular product

Evaluation of alternatives
The next step is to evaluate the various alternatives available in the market. An individual after gathering relevant information tries to choose the best option available as per his need, taste and pocket.

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co workers and other acquaintances.

Purchase of product
After going through all the above stages, customer finally purchases the product.

Post purchase evaluation

The purchase of the product is followed by post purchase evaluation. Post purchase evaluation refers to a customers analysis whether the product was useful to him or not, whether the product fulfilled his need or not?

Factors influencing consumer behaviour:

It includes (i) Age and life cycle stage (ii) Occupation (iii) Economic situation (iv) Life Style (v) Personality and self concept. Age and Life cycle Stage:-

People change the goods and services they buy over their lifetimes. Tastes in food, clothes, furniture, and recreation are often age related. Buying is also shaped by the stage of the family life cycle. Occupation:A persons occupation affects the goods and services bought. Blue collar workers tend to buy more rugged work clothes, whereas white-collar workers buy more business suits. A Co. can even specialize in making products needed by a given occupational group. Thus, computer software companies will design

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different products for brand managers, accountants, engineers, lawyers, and doctors. Economic situation:A persons economic situation will affect product choice Life Style:Life Style is a persons Pattern of living, understanding these forces involves measuring consumers major AIO dimensions. i.e. activities (Work, hobbies, shopping, support etc) interest (Food, fashion, family recreation) and opinions (about themselves, Business, Products)

Personality and Self concept:-

Each persons distinct personality influence his or her buying behaviour. Personality refers to the unique psychological characteristics that lead to relatively consistent and lasting responses to ones own environment.

2.5 Actual collection of data

Both secondary and primary sources of data are utilized for the purpose of this study. Primary data is collected by means of administering a questionnaire to the different peoples. Secondary data is collected from various records, manuals and other sources.

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Sr. no Particulars 1 2 3 4 5 6 Title Sample size Sample unit Sampling procedure Research design Research instrument

Description Consumer attitude on buying laptops 50 Students and working professionals Random sampling Descriptive Questionnaire

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CHAPTER III ANALYSIS AND INTERPRETATION

Page No.

3.1 Introduction 3.2 Percentage Analysis 3.3 Age Group of respondents 3.4 Gender ratio among respondents 3.5 Educational qualification of respondents 3.6 Income of the respondents

26 26 27 28 29 30 31 32 34 36

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3.8 Respondents recommend the product 3.9 Point of purchase shelf layout 3.10 Effective form of Advertisement

3.7

Factors influencing the purchase

CHAPTER III 3.1 Introduction

After collecting the data, the collected data are classified into tables and diagrams in order to analyse the customer satisfaction and preference towards markets.

3.2 Percentage Analysis

The data gathered for the study is also presented in terms of percentages. The percentages are calculated to the total of the subject. The processed data was analyzed and interpreted in the chapter Analysis and interpretation.
FOUR CUSTOMER GROUPS

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FREQUENCY (%) 23 18

PERCENTAGE

FRESHER
STAYERS

46%

36%

SATISFIED

SWITCHERS

12%

DISSATISFIED SWITCHERS TOTAL 3 50 6% 100.00%

No. of Respondents Percentage Analysis = Total No. of Responded X 100

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3.3 Age group among respondents

S.No 1 2 3 4

Age group Below 20 years 20-30 years 30-40 years Above 40 years Total

No. of respondents 12 26 08 04 50

Percentages 24 52 16 08 100

Interpretation:

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Age group of respondents
20-30 yrs 30-40 yrs Below 20 yrs 8% 24% 16% 52%

above 40 yrs

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The above table denotes that out of 50 respondents, 52% of the respondents belong to 20-30 years, 24% of the respondents are below 20 years,16% of the respondents are 30-40 years and 08% are above 40 years. Hence majority of the respondents fall under the age group of 20-30years.

3.4 Gender ratio among respondents S.No 1 2 Gender Male Female No. of respondents 37 13 Percentages 74% 26%

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Total 50
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100%

Gender Ratio among respondents

Male Female

26%

74%

Interpretation:

The above table denotes that out of 50 respondents, 74% of the respondents are male, 26% of the respondents are female

Hence majority of the respondents are male.

3.5 Educational qualification of respondents S.No 1 2 3 Educational qualification No formal education School level UG level No. of respondents 2 3 30 Percentages 04% 06% 60%

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PG Level

15

30%

Total

50

100%

Educational Qualification of respondents

No formal education School level UG level PG level

4% 30%

6%

Interpretation:

The above table denotes that out of 50 respondents , 60% of the respondents belong to college level,30% of the respondents are professionals,06% of the respondents are school level and 4% are having no formal education. Hence majority of the respondents are graduates

3.6 Income of the respondents

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60%

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S.No 1 2 3 4

Annual Income < 2 Lacs 2- 4 Lacs 4- 6 Lacs >7 Lacs Total

No. of respondents 3 7 29 11 50

Percentages 06% 14% 58% 22% 100%

Annual Income of respondents

< 2 lacs 2- 4 lacs 4- 6 lacs > 7 Lacs

Interpretation: The above table denotes that out of 50 respondents, 58% of the respondents annual income is 4 6 lacs, 22% of the respondents annual income >7lacs,14% of the respondents annual income 2-4 lacs and 06% of the respondents annual income < 2 lacs.. Hence majority of the respondents fall under annual income of 4- 6 lacs.

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6% 22% 14% 58%

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3.7 Factors influencing the purchase

S.No Factors influencing the purchase After Sales Service Price Quantity Brand Name total No. of respondents 9 15 15 11 50 Percentages

1 2 3 4

18% 30% 30% 22% 100%

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22% 18% 30% 30% Interpretation:
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Factors influenciing Purchase

After sale service Price Quantity Brand Name

The above table shows that out of 50 respondents, 30% of the respondents are more influenced by price and quantity, 22% are influenced by brand name and 18% by after sales service. Hence majority of the respondents are influenced by price and quantity.

3.8 Respondents recommend the product

S.No Recommendation of the product 1 2 Total Yes no No. of respondents 38 12 50 76% 24% 100% Percentages

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24% 76%
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Respondents recommends the product

yes No

Interpretation: The above table shows that out of 150 respondents, 76% of the respondents recommend the product and 24% of the respondents will not recommend the product to others. Hence, most of the respondents are recommending the product to others

3.9 Point of purchase shelf layout

At some point in your life, you have been motivated and stimulated to buy something on impulse: an unplanned and somewhat emotionally driven purchase.

decisions to buy something are made while people are in the store shopping. What's more, 53% of these decisions are classified as impulse buying. Point of purchase promotions offer marketers one of the most effective sales promotion tools included in the "promotional mix."
Point-of-Purchase Shelf Layout Defined

promotion found near, on, or next to a checkout counter (the "point of sale"). They are intended to draw the customers' attention to products. These may be new products, a special offer, or may promote special events, such seasonal or holidaytime sales. POS displays can include:

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shelf edging
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Don't be ashamed. You aren't alone. According to research, almost 66% of all

Point-of-purchase shelf displays (POS) are a specialized form of sales

dummy packs display packs display stands posters banners.

Note that POS can also refer to systems used to record transactions between the customer and the commerce, such as check-out registers, which are used at the point of sale. How It Works In smaller retail outlets, POS displays are usually supplied by the manufacturer of the products, but sited, restocked, and maintained by in-store salespersons. This is less common in larger retail outlets with strong purchasing power, because they control supplier activities and prefer to use sales material designed in-house to ensure that store layouts and corporate themes are consistent. POS displays are also useful in outlets with limited floor space, as a way to utilize the much wasted space around counters.

The disposable displays are usually covered with product branding. They are usually made out of cardboard, foam board, or Perspex/Plexiglas stands covered with plastic,and are easily replaceable. Displays are visually appealing because designers are able to make full use of color and special printing processes. Non-disposable displays may include lighting for more visibility or include a cooler for drinks or ice cream. Some are as simple as a metal baskets that are easy to refill or re-stock, with a price sign and no design on the outside.

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Light Boxes A light box is the advertising industry term for a lighted POS display. These are similar to ones used by photographers, and use fluorescent bulbs to illuminate a poster that has been inserted into the light box from either the side or the rear. Creating Point-of-Purchase shelf Displays that Work Setting up a display at a cash register, though simple in theory, requires planning and knowledge in order to deliver desired results. Poor results may be caused by:

Failure to adhere to retailer's size/space limitations. Proper fit, within the allotted space, increases chances for success.

Failure to understand the store's clientele and their true needs -- Your

3.10 Effective form of Advertisement

The effect of TV advertising on youth is also brought into focus when looking at college students. A survey released in August by Barnes & Noble College Marketing found that despite the popularity of digital technology and

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particular benefits they won't buy your product. consumer questions or objections. see.
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product may have a multitude of benefits, but if the customers don't need those

Placing the display in the wrong location -- Different areas in a store prompt

different shopper responses. Not even a great display will stimulate a sale if the product is not in sync with the mind of consumer as the display is approached. Over design-- Displays should be creative but simple, without encouraging

Not considering where consumers look when they shop -- Displays should be designed with a shopper's line of sight in mind. They won't buy what they can't

media among college students, a leading 42% named TV ads the most effective form of advertising, more than double the proportion (20%) who said that ads dont impact their purchase decisions, and far outstripping their next-most effective advertising medium, magazines (10%). Not only are TV ads effective, but they are also a viable way to reach this demographic. TV commercials ranked as one of the top ways for a company or brand to reach students: 19% of respondents chose TV, slightly behind email (20%), but ahead of coupons (14%), Facebook ads (9%) and on-campus word-of-mouth (9%) Almost every one grows up in the world which is flooded with the mass media e.g. television, advertising, films,Videos, billboards, magazines, movies, music, newspapers, and internet f all, Marketing weapons, advertising is renowned for its long lasting impact on viewers mind, as its exposure is much broader. Advertising is a subset of promotion mix which is one of the 4Ps in the marketing mix i.e. product, price, place and promotion. As a promotional strategy, advertising serve as a major tool in creating product awareness in the mind of a potential consumer to take eventual purchase decision. Advertising, sales promotion and public relations are mass-communication tools available to marketers. Advertising through all mediums influence audiences, but television is one of the strongest medium of advertising and due to its mass reach; it can influence not only the individuals attitude, behavior, life style, exposure and in the long run, even the culture of the country.

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CHAPTER IV
SUMMARY OF FINDINGS AND SUGGESTIONS

Page No. 4.1 4.2 4.3 4.4 Introduction Findings Recommendation Conclusion 38 39 40 41

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CHAPTER IV

4.1

Introduction: The present study instant to exhibit the preference and satisfaction of

customer towards laptops with special reference to ramanathapuram town both primary and secondary data has been used for the study to collect the relevant data. The research for collecting the various information prefers on interview schedule including information like each, gender, educational status, occupational status source of information regarding laptops and so on. Newspaper, books, channel, and internet are the source of secondary data. The study exhibit the layout of the laptop accessories and customer

behaviour and an introduction about the laptop and research design of the study. The second chapter presents a clear picture about consumer behaviour while

purchasing laptops and what are the factors influencing in the consumer attitude on purchasing laptops.

personal data, source from where they get laptop information, the difference towards particular laptops, the attitude towards advertisements and sales promotional activity of the laptops. There option about the various service provider by the laptop like products variety, product quality, reasonable price, door delivery, credit facility, membership of facility, well organized store layout, point of purchase shelf layout, area of location and sale promotion.

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preference and satisfaction towards laptop.

The first chapter deal with the importance of the study of customer

The third chapter highlights the responses of the consumer regarding the

4.2

Summary of Findings The following are the fingings of the study

The highest number of respondents falls in the age group 20years -30 years.
Most of the respondents who purchasing laptops are Males.

Most of the respondent purchasing laptops are graduates and the

second place occupied by post graduate.

From the study, it is clear that respondents earning the annual income
between Rs.4 lacs to Rs.6 lacs are purchasing laptops compare with other respondents.

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lower price. the laptop in economical prize. in consumer purchasing attitude. laptop upto 2 hrs a day. by price and quantity. for educational purpose.
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From the analyse, it is clear that majority of the respondents

are preferring the brand showrooms for purchasing the product at the

From this study, majority of the respondents are preferring while purchase From the analyse, it is evidenced the after sale service playing important role From the study, it is clear that majority of the respondents are using the
From the analyse, it is clear that majority of the respondents are influenced

From the study, it is clear that majority of the respondents are using laptops

From the study, it is clear that majority of the respondents are satisfied about
the quality of service given by the company.

From the study, it is clear that most of the respondents are recommending
the product to others.

4.3

Suggestions / Recommendations:

1. The research on the laptops makes us aware that people prefer to buy laptops from authorized retailers more than that from any other form of outlet. 2 It is found that there is no significant relationship between the laptop choice and

3. We also found that there is a significant relation between the degree and the kind of laptop selected.

4. We could also recommend that educational qualification has a significant impact on the choice of laptop brand.

5. Annual family income has a significant impact on the choice of laptop brand selected.

6. The interaction of the variables educational qualification and family income has a significant impact on the choice of laptop brand. 7. The interaction of the variables family income and work experience has a significant impact on the choice of laptop brand. 8. The major factors form factor analysis are as follows: Convenience features Factor Heavy usage features Factor Style features Factor Gaming features Factor
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the gender of the buyer.

Easy movability features Factor Security features

4.4

CONCLUSION:

The Laptops Industry today is in the front rank of Indias Electronics- based industries. This highly fragmented industry is very competitive. The companies are compelled to focus on R&D and innovative methods to improve their manufacturing capabilities. Nowadays laptops are playing important role in communications and even its basic requirements moderate families in India.

interested in economical price with well sounded latest core technology features with added value features laptops and also they prefer to buy which companies service centre near to their place and whose is providing a good after sale services. This study recommends companies to invest in technology through R&D and create differentiation at utmost level in technology and economical in price.

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From this study, we can conclude that the consumers shall be always

BIBLIOGRAPHY:

BOOKS REFERED : CONSUMER BEHAVIOR MARKETING MANAGEMENT RESEARCH METHODOLOGY

LEON G.SCHIFFMAN & L.L KANUK

PHILIPKOTLER C.R.KOTHARI

WEBSITES REFERED :

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www.google.com www.wikipedia.com www.ask.com www.researchandmarket.com

APPENDIX A Questionnaire for Consumer attitude on Buying Laptops in Ramanathapuram Personal details:
Name Age :.............................................................................................................. :..............................................................................................................

Department:..............................................................................................................

1.

What is your budget to buy a laptop? Rs.20,000 -30,000

Rs. 30,000 - 40,000 Rs.40,000 - 50,000

2.

What size of laptop would you prefer? 14" 17''

3.

Do you have a laptop? Yes

Reply:...................................................................................................................... 4. Do you replace your old laptop with new same brand laptop?

Reply:...................................................................................................................... 5. What brand you prefer to buy ? Reply:......................................................................................................................

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Rs.50,000 - 60,000 Others No Yes

If yes mention the brand name

No

If no mention the reason

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6.

Do you trust the brand behind it?

Yes

No

7.

Would you consider a refurbished laptop?

Yes

No

8.

What are the primary tasks will you be performing in this laptop? Home use Educational use Business use others

9.

How many hours of battery life do you need? 2 Hrs 3-4 Hrs 4-5 Hrs More

10. From the choice of below which brand of processer do you prefer?

11. Processor Speed would you prefer in GHz?

1

12. How much hard disk space do you want?

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Intel

AMD

Celeron

Mac

others

to 2 GHz

2 to 3 GHz

3 to 4 GHz

if more possible

80 -120GB

120-250 GB

250-500 GB

500-1000 GB

13. How many external monitor connecting port would you prefer?
2

If more possible

14. Will the laptop to be used to watch movies?

Yes

No

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15. Do you need built in optical drive?

Yes

No

16. How many USB port do you prefer? Reply:......................................................................................................................

17. How much the memory (RAM) space do you want?

2GB

4GB

6 GB

if more possible

18. What kind of monitor would you prefer?

LCD

LED

Others

19. Do you need built in WIFI ?

20. Do you need built in Bluetooth?

21. Do you need additional security system to access laptop like finger print?

22. Do you need built in webcam?

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Yes

No

Yes

No

Yes

No

Yes

No

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23. Are the laptops looks and stylish important to you?

Yes

No

24. How many years warranty would you prefer?

One year

two year

if more possible

25. Would you recommend to buy this kind of laptop to your friends, colleagues?

Yes

No

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