brand awareness of acer laptops

8/9/2019 brand awareness of acer laptops

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1.

EXECUTIVE

SUMMARY

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EXECUTIVE SUMMARY

The industry profile includes some details about laptop industry and

history of laptops. It also includes some of the major brands of laptop today.

The company profile includes some important details about Acer such as

products of Acer, awards & achievements, milestones and controversies.

The objective of this project i.e. Brand Awareness of Acer Laptops is to

find out that how much people are aware about Acer and which brand laptop

they are using.

I have used descriptive research design for the project and have collated

primary data by filling questionnaire which have been analysed and a

meaningful conclusions are drawn out of it. The sample size used for

conducting the field survey is 100 respondents in Surat city.

Analyses and finding includes tables and graphs which were followed by

meaningful interpretation.

Conclusion of the project includes the expression expressed by various

respondents from whom the data are collected

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2.INDUSTRYPROFILE

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INDUSTRY PROFILE

INTRODUCTION

Todays changing environment is creating huge competition among

companies. Market conditions have started to change much faster than any other

time in market history. Companies are competing globally and want to achieve

best results in any circumstances. For achieving good results companies want its

employees to perform better and play an important role in the growth of the

company. Similarly the laptop market is growing at a fast rate because of

change in work life of consumers. As the need for anytime anywhere access

to information is increasing, the sales of laptops are also increasing. Otherfactors those are responsible for the hike in the sales figure are reduction in

prices and affordability. Laptops are now sold at approximately half the prices

at which they were sold two years ago. Laptop prices are now almost at par with

the desktop computer prices. The third most important factor is duty free import

of laptops as a personal baggage that has helped a lot in increasing the

penetration level of the product among the consumer population. Awarenessabout laptops has also increased over.

In the laptop industry every company want achieve success and want to

gain attention of consumers. For attracting consumers companies come up new

products introducing new technology and features. If a company wants to differ

itself from others than it is necessary that company should identify the

consumer and at the same time also identify the needs of the consumers. If a

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company want to gain success than it will have to

provide consumers what they want. Company will also have to keep in mind the

price of the product which can be an important factor in increasing the sales.

Further in future companies may have to face tough competition from each

other and even from the new brands of product.

HISTORY OF LAPTOP

Earlier laptop computers were technically feasible. The first commercially

available portable computer was the Osborne 1 in 1981. Although it was large

and heavy compared to todays laptops, with a tiny CRT monitor, it had a near

revolutionary impact on business as professionals were able to take their

computer and data with them for the first time. This and other luggables were

inspired by the was probably the first portable computer. The Osborne was

about the size of portable sewing machine and importantly could be carried on a

commercial aircraft. However it was not possible to run Osborne on batteries, it

had to be plugged into mains.

In 1982 Kaypro introduced the Kaypro II. Based on competitor in the

Osborne 1. The Kaypro II featured a display nearly twice as big as the

Osbornes and double sized floppy drives with twice the storage capacity. A

more enduring success was the Compaq Portable, The first product from the

Compaq, introduced in 1983. Another significant machine announced in 1981,

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although first sold widely in 1983, was the Epson

HX-20. Two other noteworthy early laptops were the sharp PC-5000 and the

Gavilan SC announced in 1983 but first sold in 1984. The year 1983 also saw

the launch of what was probably the biggest selling early laptop, the Kyocera

Kyotronic 85, which owned much to the design of the previous Epson HX-20.

Possibly the first IBM-compatible laptops was the Kaypro 2000 introduced in

1985. Also among the first commercial IBM-compatible laptops were the IBM

PC Convertible introduced in 1986, and the two Toshiba models, the T1000 and

T1200, introduced in 1987.

The first laptop successful on a large scale in large part due to a Request

For Proposal (RFP) by the U.S. Air force in 1987. This contract would

eventually lead to the purchase of over 20000 laptops. Competition to supply

this contract was fiercely contested and the major PC companies of the time.

IBM, Toshiba, Compaq, NEC and Zenith Data Systems (ZDS), rushed to

develop laptops in an attempt to win this deal. ZDS, later on was awarded this

contract. The NEC Ultra Lite, released in mid-1989, was perhaps the first

notebook computer, weighting just over 2 kg. The first laptop computers to

include hard drives were those of the Compaq. LITE series, introduced toward

the end of that year.

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As technology improved during the year

1990s, the usefulness and popularity of laptops increased. Corresponding

prices went down. Several developments specific to laptops were quickly

implemented, improving usability and performance. Among them were:

improved battery technology, power saving processors, improved display,

improved storage technology, improved connectivity, other peripherals such as

video camera and finger print sensor.

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MAJOR BRANDS

Acer : Travelmate, Extensa, Ferrari and Aspire

Apple : Macbook, Macbook Air and Macbook Pro

Compaq : Evo, Armada, LTE and Presario

Dell : Inspiron, Latitude, Precision, Vostro

and XP Gateway

HP : HP Pavilion and HP Omnibook

Lenovo : Thinkpad and 3000 series

Panasonic : Toughbook Lets notebook (available in

Japan only)

Sony : VAIO, C Series, FJ series, N Series, Sz Series

Fz Series, Ar Series

Toshiba : Dynabook, Equium, Portege, Tecra, Satellite,

Qosmio, Libretto

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3.

COMPANYPROFILE


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COMPANY PROFILE

Multitech, founded by Stan Shih, his wife Carolyn Yeh, and a group of five

others in 1976, was renamed Acer in 1987. 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. The global

headquarters is in Hsichih city, Taiwan.

Acer has focussed on globally marketing its brand-name products: mobile

and desktop PCs, servers and storage, LCD monitors and high-definition TVs,

projectors, and handheld/navigational devices.

Since its founding in 1976, Acer has constantly pursued the goal of breaking

the barriers between people and technology. Focused on marketing its brand-name IT products around the globe, Acer ranks as the worlds no.3 vendor for

total PCs and no.2 for notebooks, with the fastest growth among the top-five

players. A profitable and sustainable Channel Business model is instrumental to

Acers continued growth, while a successful merger of Gateway Inc. as a

wholly owned subsidiary completes the companys global footprint by

strengthening its presence in U.S. and enhancing its strong position in Europe.


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PRODUCTS OF ACER

Desktops Notebooks

Tablet PCs Servers & Storage

.

Handhelds Monitors

Projectors DSC

LCD TV
http://global.acer.com/products/lcd_tv/index.htmhttp://global.acer.com/products/dsc/index.htmhttp://global.acer.com/products/monitor/lcd.htmhttp://global.acer.com/products/pda/index.htmhttp://global.acer.com/products/server/index.htmhttp://global.acer.com/products/tablet_pc/index.htmhttp://global.acer.com/products/notebook/index.htmhttp://global.acer.com/products/desktop/index.htm


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.

ACER IN INDIA

Acer India has its headquarters in Bangalore, with branch offices in New

Delhi, Mumbai, Bangalore, Chennai, Kolkata, Hyderabad, Ahmadabad, Pune,

Nagpur, Cochin, Guwahati and Chandigarh. Our 120-person strong team in

India comes with over 1000 man years of IT experience, geared to listen and

provide to the IT user in India the very best in Sales & Marketing support,

After-Sales support backed up with infrastructure to bring fresh technology to

India.

Within a short span of operations, Acer India has managed severalaccolades in its endeavours: A state of the art reconfiguration centre for fast and

flexible offerings to different customer needs; Acer Customer Service Centres

to service notebooks in about 60 cities in the country and a unique unmatched

guarantee within the warranty period to provide peace of mind to the customer.

An extremely robust service coupled with the ability to make the latest

technology affordable makes Acer India a force that shapes the dreams of

millions of people.


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Acer Company Profile

2007/2006 IW 1000 Rank: 289/290

Revenues (US$ Millions) 11347.98

Revenue Growth (%) 16.03

Net Income(US$ Millions) 314.17

Earnings Per Share (US$) NA

Total Equity (US$ Millions) 2276.04

Profit Growth (%) 20.53

Profit Margin (%) 2.77

Return On Equity (%) 15.53

Debt To Equity Ratio (%) 0

Market Cap ($ Millions) NA


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Acers performance in 2007

Acer announced 2007 preliminary financial results with consolidated revenues of

NT$461.7 billion (US$14.06 billion) representing 25%in annual growth. The preliminary

results includes revenues of the final 2.5 months in 2007 from Acers wholly owned

subsidiary, Gateway,

Acer 2007 operating income reaches NT$ 10.2 billion marking 30% on year growth and

represented 80% of profits after tax (PAT), which were NT$ 12.9 billion. Meanwhile,

earnings per share (EPS) was NT$5.4.

For the fourth quarter of 2007, Acer consolidated revenues were NT$146.7 billion a

growth of 24% on year. In addition Gateway was also profitable in the fourth quarter, and the

smooth integration with Acer is underway.

Holding an optimistic outlook for the 2008 PC industry. Acer expects its notebooks

shipments to grow by 40%.

Acer: Revenues performance, 4Q, 2006, 2007 (NT$b)

2007 2006 4Q07 4Q06

Consolidated revenue 461.7 369.1 146.7 118.58

Operating income 10.2 7.8 3.5 2.4

PAT 12.9 10.2 2.3 1.3

EPS (NT$) 5.4 4.5


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Acer strategies in 2008

Acer has initiated several new strategies for 2008 which include heading

into Japan, launching a low-cost PC, and letting its Gateway team handle the

companys desktop PC business.

The company has already signed cooperation deals with the channels in

Japan and expects to ship around 10 million notebooks and the company will

also be more aggressive as it heads into China and India.

Acer will launch its low-cost PC contender between the second or the third

quarter. The company will focus more over the products mobility rather than

low-cost.

Acer has evaluated and concluded that Gateway has stronger research and

development, and market experience in the desktop market, and therefore has

decided to let Gateways desktop division handle the related business.


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AWARDS & RECOGNITION

Acer aspire L3 series, Ferrari 1000 and c500 won Red Dot 2007 award

for product design.

Acer Aspire L320 won Best Choice of Computers Taipei 2007 award.

Acer c500 portable navigator won 2007 iF design award.

Ferrari 1000 and 5000 laptops won Japan Good design award.

Acer Aspire E series desktop and CU-6530 digital camera won 2006

Red Dot Award.

Acer Travelmate 8200 and 5-series LCD monitors 2006 IF design

award.


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Acer got the Gold computer super brand in Asia for seven

consecutive years.

Acer Travelmate 3000 won conveted Red Dot Award for product

design.

Acer AL 2032 W LCD monitor won 2005 IF design award


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Milestones

PHASE-1

1976 1986: Commercialize Microprocessor Technology

In its first ten-year stage of development, Acer established a corporate

culture based on the founders' firm belief in "the goodness of human nature."

This belief was exemplified by the offering of stock to all employees. During

this stage in Acer's history, the company significantly contributed to thepopularization of computers in Taiwan.

1976 Acer is founded under the name Multitech, focusing on trade

and product design.

1978 Acer founds the Microprocessor Training Centre, where 3,000

engineers are trained for Taiwan's information industry.

1979 Acer designs Taiwan's first mass-produced computer for export.

1981 Acer manufacturing operations are established in Taiwan's

Hsinchu Science-based Industrial Park.

Microprocessor-I debuts as Acer's first branded product.

1982 Microprocessor-II is unveiled as Taiwan's first 8-bit home

computer.

1983 Acer is the first company to promote PC/XT products in

Taiwan.

1985 Acer Land, Taiwan's first and largest franchised computer

retail chain is founded.

PHASE-2


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1987 1992: Introducing Chip-Up technology

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 both

strategically as well as geographically. The company grew to be ranked 8th

largest PC brand in the world.

1987 The Acer name is created.

1988 Acer Inc. launches IPO.

1989 TI-Acer DRAM joint venture with Texas Instruments is

formed.

1991 Acer introduces Chip Up technology - the world's first 386-

to-486 single-chip CPU upgrade solution.

1992 Acer creates the world's first 386SX-33 chipset.

Acer initiates its first corporate re-engineering.

Phase-3

1996 - 2000: Offer fresh technology for everyone, everywhere

During the company's 20th anniversary celebration, the third stage of

development was launched, including basic goals for technological

innovation and simplification of operations. Top priority was placed on


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delivering the freshest, most affordable technology for the benefit of

consumers worldwide.

1996 Sertek is listed on the Taiwan stock exchange.

1997 Official groundbreaking ceremony is held for Aspire Park,

Acer's multifunction high-tech intelligence park.

1998 Acer is the official IT Sponsor of the 13th Asian Games in

Bangkok, introducing the world's first PC-based management

system for a major international sporting event.

1999 Aspire Academy is set up in Aspire Park to help managers of

Asian firms and MNCs with offices in Asia improve their

organizational and leadership effectiveness.

2000 Re-engineering for the future, Acer splits off its OEM

business unit to create Wistron Corp., an independent design

and IT manufacturing company.

Phase-4

2001 - Beyond: Transform from manufacturing to services

Since the company's founding in 1976, Acer has evolved from a

manufacturing powerhouse to a globally recognized computer brand,

marketing world-class IT products and services.

2001 Acer adopts a new corporate identity to symbolize Acer's

commitment to enhancing people's lives through

technology.

2002 The new Acer Aspire is launched, bringing fresh home-PC

standards to the global PC arena.


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The Acer Value Labs are inaugurated to enhance Acer's

customer-centric focus, and integrate technologies that add

value to customers' lives.

Launch of the Travelmate C100 Convertible Tablet PC, the

first convertible Tablet PC available in the worldwide

market.

2003 The next-generation Empowering Technology platform is

launched, integrating hardware, software and service to

provide easy-to-use, dependable end-to-end technologies.

Acer launches the Ferrari 3000, the first notebook in theworld to sport the patented Ferrari-red colour.

2004 Acer unveils the new Folio design for notebooks, featuring

pure functional simplicity, smooth curves and subtle

elegance.

Founder Stan Shih retires from the Acer Group.

J.T. Wang assumes the position of Chairman and Chief

Executive Officer, while Gianfranco Lanci steps into the role

of President of Acer Inc.

2005

Acer becomes the world's No. 4 brand for PCs and

notebooks.

Acer launches the Ferrari 4000 as the first carbon-fibber

notebook available in the worldwide market

A series of Empowering Technology products are unveiled.Acer becomes the worlds No. 4 vendor for Total PCs and

notebooks.

Acer becomes the No. 1 brand in EMEA and Western

Europe for notebooks.

2006 Acer is the first-to-market with a full line of Intel Centrino

Duo mobile technology notebooks.

Acer is voted Reader's Digest gold-medal Computer Trusted


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Brand in Asia for the eighth consecutive year.

Acer becomes Sponsor of Scuderia Ferrari.

Acer celebrates its 30th anniversary.

Acer AT3705-MGW LCD TV becomes the world's first

digital TV to pass Intel Vii technology verification.

Acer becomes the No. 3 notebook and No. 4 desktop brand

worldwide.


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CONTROVERCY

Acer has been subject to lawsuits, notably from its rival, Hewlett-Packard.

According to lawsuits, Acer was infringing numerous technological patents,

including power management in notebooks.

Acer has also been subject to numerous complaints about its customer

service department: the website avoid Acer.com, for example notes various

complaints, including those from the site owners, as well as the patent

infringement lawsuits, the site also encourages disappointed Acer buyers to

contact company management and report grievances. Poor service mainly from

Acers French branch but also in the U.K and U.S was reported and discussed in

Notebooksforums.com.


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4.THEORETICAL

CONCEPT


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CONCEPT OF BRAND AWARENESS

BRAND:

A brand is a product from a known organisation. The name of the

organisation can also serve as a brand. The brand value reflects how a product

name or company name is perceived by the market place, whether that is a

target audience for a product or a market place in general. It is important to

understand the meaning and the value of the brand in order to develop an

effective marketing mix, for each target audience.

BRAND AWARENESS:

The level of brand recognition that consumers have of a particular brand

and its specific product category. Brand awareness examines three levels ofrecognition: whether the brand name is first to come to mind when when a

consumer is questioned about a particular product category; whether the brand

name is of several that come to mind when a consumer is questioned about a

particular product category; and whether or not a consumer has heard of a

particular brand name.


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5.

OBJECTIVE

OF

PROJECT


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OBJECTIVE

It is obvious that every project has some objective. The objective behind

working on this project is as follows:

The objective of this project is to know how much consumers are aware

about Acer laptops.

If they are using laptop than which brand of laptop they are using.

To know what respondents thinks about Acer laptops and would like to

buy Acer laptop in future or not.


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6.RESEARCH

METHODOLOGY


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RESEARCH METHODOLOGY

RESEARCH PROBLEM

The main problem is to find why people are not using Acer laptop. Whether

they are not aware about Acer, less availability or not satisfied with the features

of Acer.

Units of Analyses:

The individual whose characteristics are to be measured is known as units

of analyses. In this project category of buyers include students, businessman

and professionals. No matter what their caste or sub caste.

Characteristics of Analyses:

In this research, characteristics of interest is to know the know how much

consumers know and aware about Acer laptops and how they are informed.

FORMULATION OF RESEARCH DESIGN

Research design is a plan, structure and strategy of investigation so as to

obtain answer to the problem. Research design is mainly of three types:

Exploratory Research Design:


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Exploratory research design focuses on discovery of ideas and generally is

based on secondary data.

Descriptive Research Design:

Descriptive research study is undertaken when the researcher wants to

know the characteristics of certain groups such as age, gender education

level, income, occupation etc.

Causal Research Design:

Causal research design is undertaken when the researcher want to study the

cause and effect relationship between two or more variables.

I am applying descriptive research design; it means a type of conclusive

research that has its major objective of the description of something.

SELECTION OF SOURCES OF DATA

The choice of the sources of data should be according to the objective and

suitability to the information required. There can be two main classifications of

data sources:

Primary data

Secondary data


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Primary data means data which is collected for the first time by the

researcher. Sources of data collection in this project are both of primary as well

as secondary data.

The secondary data means data which is previously collected by any

researcher and same is used by another researcher. The detail regarding the

sources of secondary data is mention in bibliography.

DATA COLLECTION

The data in this project are collected through survey method by personal

interview, and Data collected tool is Questionnaire.

Types of information to be collected:

I have decided to collect information regarding how much customers are

about Acer.

Types of Questions:

I have used open ended, close ended, dichotomous questions and multiple

choice questions in questionnaire.

Phrasing Questions:

I have used simple language while formulating questionnaire so the

respondents dont get confused.


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Order of Questions:

The simple questions were put in the starting to make the respondents

familiar with subject & to gain interest of respondent while filling

questionnaire.

SAMPLE DESIGN AND SAMPLE SIZE

In selecting the sample the simple random sampling for easy access. Here

the sample size is 100 consumers.

Analysing Data

Once the field survey is over, the next task is to aggregate the data in to

meaningful manner to bring out the main characteristics of data collection.

Tables and Graphs are used to analyse the data.

Editing:

The first task in data processing is editing. It is the process by which the

data are prepared for subsequent code.

Coding:

Process of classifying the answers to questions in to meaningful categories.

The symbol use to indicate these categories are called code.

Tabulation:


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Tabulation comprises of sorting of the data in to different categories and

counting the number of cases that belongs to easy categories. Here different

types of graphs are used for analysing the data collected.

PREPARING THE RESEARCH REPORT

I have used chart and diagrams in preparing this report. This chart &

diagrams are prepared using different colours and texture so that the findings

&analyses can be interpreted with less effort. The content of the report are

formulated in a standard format which is as follows:

Executive Summary

Industry Profile

Company Profile

Objective of Project

Research Methodology of the Project

Limitations of the Project

Findings and Analyses of Research

Bibliography


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7.

LIMITATIONS

OF

STUDY


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LIMITATIONS OF THE STUDY

I will try my best in preparing this project report, still there were some

limitations. These limitations are unavoidable. Some major limitations which

I faced while preparing this project are as follows:

Two months were very less time period, as the area project is very wide.

I was able to interact and analyse only 100 questionnaires which were

very less to know about perception of people in current market.

Some respondents showed unwillingness in responding the

questionnaire due to time factor.

Some respondents were not able to fill the questionnaire properly. They

leave some questions and dont feel necessary to answer.


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8.

ANALYSES

OF

DATA


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ANALYSES OF DATA

The analyses are required to come on any conclusion.

This analysis is made from the data collected from the questionnaire, which is

filled up by various types of people who are using different laptops.

Q-1. Have you ever used a laptop?

Asking this question I got the result as follows:

ANSWER RESPONDENTS PERSENTAGE

YES 74 74%

NO 26 26%

The main objective of asking this question is to find whether the

respondent have ever used a laptop or not even if they possess the laptop of

their own or not. From this survey I found that 74% of respondents have used

laptop and only 26% of respondents have not used laptop


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Q-2. Which brand laptop you used?


ANSWER RESPONDENTH.P 19

COMPAQ 20

LENOVO 05

ACER 10

TOSHIBA 05

DELL 10

SONY 05

SAMSUNG 02

From this survey I found that 19 are using H.P, 20 are using Compaq, 5

are using Lenovo, 10 are using Acer, 5 are using Toshiba, 10 are using Dell, 5

are using Sony and 26 are have never used laptop.


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Q-3. What you think is important while purchasing a laptop?

Asking this question i got the result as follows:

ANSWER RESPONDENT

WARRENTY & SERVICE 40

REASONABLE PRICE 50

QUALITY & STABILITY 67

DESIGN 38

MOBILITY(WEIGHT) 25

BUNDLED SOFTWARES 40

In this question I have kept multiple choices for the respondents. From

this survey i found that 40 respondents said Warranty & Service, 50 respondents

said Reasonable Price, 67 respondents said Quality & Stability, and 38

respondents said Design, 25 respondents said Mobility and 40 respondents said

Bundled software


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Q-4. Which range of laptop you prefer?


ANSWER RESPONDENT PERSENTAGE

AFFORDABLE PRICE 20 20%

MID-RANGE 10 10%

UPPER RANGE 10 10%

LATEST

TECHNOLOGY

60 60%

From this survey I found that 20% people wants product at Affordable

Price, 10% said Mid-Range, 10% said Upper Range and 60% of people said that

they want latest technology even if the product is somewhat costly.


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Q-5. From where you prefer to buy laptop?


ANSWER RESPONDENT PERCENTAGE

LAPTOP MARKET

WEB

36 36%

SHOPPING MALLS 33 33%

STREET RETAIL

SHOP

24 24%

INTERNET 07 07%

From this survey I found that 36% people would like to buy from Laptop

Market Web, 33% from the Shopping malls, 24%from the street retail shop and

remaining 7% from internet


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Q-6. Are you aware about Acer laptop?



YES 60 60%

NO 40 40%

From this survey I found that 60% people are aware about Acer laptops

and 40% people are not aware about Acer laptops.


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Q-7. Which first thing comes to your mind while hearing name of

ACER?

Asking this question I got the different type of answers as it is an open

ended question and from that answers I have made research through Pie-

chart, answers were:

1. Hrithik Roshan

2. Quality

3. Design

4. Price

5. Technology

6. Speed

7. Style

8. Acers Tag Line


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Q-8. Comment on Acer laptop.


PERCENTAGE OF USERS

PARAMETERS VERY

POOR

POO

R

AVER

AGE

GOOD VERY

GOOO

PRICE 03 03 21 18 15

QUALITY 02 07 14 22 15

DESIGN 04 07 11 20 18

WARRENTY 02 14 26 15 03

VARIETY 03 14 25 13 05

AVAILABILITY 05 23 12 10 10


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From the above graph we can evaluate that each respondents have given

there view in the best, good, average, bad and worst about various features ofAcer laptop. The caompany have to improve in various segments which

respondents thinks that they are bad or worst.


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Q-9. Why you are not using Acer laptop?



LACK OF

AWARENESS

52 52%

LESS AVAILABILITY 16 16%

POOR SERVICR 10 10%

HIGH PRICE 22 22%

From this survey i found that 52% of respondents are not using Acer

laptops because of lack of awareness. 16%are not using Acer laptop because of

less availability, 10%are not using because of poor service and 22% are not

using because of high price.


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Q-10. Is there another laptop that you are using?



YES 40 40%

NO 60 60%

The main objective of asking this question is to find that whether the

respondent possess laptop of its own. From this survey I found that only 40%

of respondents posses the laptop of their own and from remaining 60% of

respondents, 34% OF respondents have used a laptop but not possess the laptop

of their own and remaining 26% of respondents have never used a laptop.


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Q-11.Which brand laptop you use?


ANSWER RESPONDENT

H.P 10

COMPAQ 15

DELL 05

ANY OTHER 10

This question is specially asked to those respondents who possess the

laptop of their own. From this survey i found that 10respondents uses H.P

laptops, 15 respondents use Compaq laptops, 05 respondents uses Dell laptopand remaining 10 respondents uses any other laptops.


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Q-12. According to you which things Acer should improve?


ANSEWR RESPONDENT

SERVICE 09

AVAILABILITY 13

DESIGN 10

SPEED 08

This question is also asked to those who possess the laptop of their own i.e.

to 40 respondents. From this survey I found that 13 respondents said

availability, 10respondents said design, 09 respondents said service and 08respondents said service.


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Q-13. If in future you need to purchase a laptop, which company product

You prefer to purchase?

Asking this question I got the result as follows?

ANSWER RESPONDENT

H.P 18

COMPAQ 12

LENOVO 11

ACER 26

DELL 05

SONY 10

NOT DECIDED 18

Thi

s is an

open

ended

question and

the

respondents were free to respond any of the brands of laptop which they would

like to buy in future. From this survey I found that 18 respondents said H.P

laptops, 12 respondents said Compaq laptops, 11 respondents said Lenovo, 26

respondents said Acer, 05 respondents said Dell, and 10 respondents said Sony

and 18 respondents have not yet decided.

Thus by this research I have found some negative aspects of Acer it that

people are not much aware about Acer laptops and they are even not satisfied


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with the availability of Acer laptops. Another problem with Acer is that it is

getting tough competition from its competitors such as H.P, Compaq, Dell,

Sony, etc.

Acer still has some benefits such as some respondents are satisfied with the

design, quality and technology of Acer.


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14. Suggestions given by each respondent while responding to

Questionnaire.

Create more awareness of Acer laptops.

Should increase availability of Acer laptops.

Provide better service to the consumers.

Laptop should be light in weight.

Acer should improve the battery life.

Acer should provide warranty to consumers.


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9.FINDINGS


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FINDINGS

Majority of the respondents are aware about Acer laptops.

There are many other laptop manufacturing companies such as H.P,

Compaq, Dell, Sony, Lenovo, and Toshiba which are also attractive

features in a laptop such as new technology, good design, and light in

weight and even after sales service to consumers. This laptop

manufacturing companies are giving tough competition to Acer in

laptops.

As Hrithik Roshan is the brand ambassador of Acer, consumers are

familiar with Acer.

Majority of the respondents are satisfied with the price, quality and

design of Acer and at the same time they are not satisfied with warranty,

availability and awareness of Acer.

Many of the respondents who does not possess laptop or want to change

their laptop would like to purchase Acer in future.


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10.CONCLUSION


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CONCLUSION

As I have done survey on Brand Awareness of Acer i.e. how much

consumers are aware about Acer. I have conducted a survey through

questionnaire and got information about what respondents feel about Acer

laptops. From this survey I found that 60% are aware about Acer laptops and

40%are not aware about Acer.

I have derived following conclusion on the basis of analyses done:

I have concluded that from the analyses that 76% of respondents have

used laptop at least once of any brand.

Different consumers have used different brands of laptops such as H.P,

Compaq, Lenovo, Acer, Toshiba, Dell, Sony, Samsung.

Majority of the respondents thinks that quality & stability is most

important while purchasing a laptop.

Majority of the respondents feels that latest technology is an important

factor and they are even ready to pay somewhat more amount for that.


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Respondents feel that buying a laptop from web market would be best

option. Number of respondents has even opted for shopping malls. Some.

Majority of the respondents are aware about Acer laptops.

Different things came in the mind of consumers while hearing name of

Acer such as Hrithik Roshan, quality, design, price, technology, speed,

style Acers tag line.

While commenting on various features of Acer laptops respondent have

given rating according to what they think. Relating to price, quality,

design, warranty, variety, availability.

Majority of respondents are not using Acer laptops because they are not

aware about Acer.

Majority of respondents are not using any other brand laptop. From the

analyses it is concluded that 60%respondents are not using Acer laptops

and only 40% are using Acer laptops.

Majority of respondents who are using laptop of their own thinks that

Acer should improve in avail


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11.

RECOMMENDATION


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RECOMMENDATION

Acer should undertake necessary steps regarding advertising and

publicity of its product. Without advertising and publicity they will not be

able to create people aware about their product and increase their sales.

Acer should also increase the availability of their product. Through this

survey I have found that respondents are not satisfied with the availability

of Acer.

In laptop industry, every manufacturing company try to introduce

something new and more importantly provide consumers what they want,

it can be new technology or anything. It is always challenging for any

company to introduce something new and survive in the market.

Acer should also provide good warranty and after sales services to the

consumers.

They can also provide as many accessories as they can to attract

consumers.


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ANNEXURE


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ANNEXURE

Name : __________________________

Address : __________________________

__________________________

Contact : _____________ Age: ___

Q-1. Have you ever used a laptop?

Yes

No, If No than move to Q-13

Q-2. Which brand laptop you used?

_________________________________________

Q-3. What you think is important while purchasing a laptop?

Warranty & Service

Reasonable Price

Quality & stability


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Design

Mobility (Weight)

Bundled Software

Q-4. Which range of laptop you prefer?

Affordable Price

Mid Range

Upper range

Latest technology

Q-5. From where prefer to buy laptop?

Laptop Markets Web

Shopping Malls

Street Retail Shop

Internet

Q-6. Are you aware about Acer laptop?

Yes


Q-7. Which first thing comes to your mind while hearing name of

Acer laptops?

_________________________________________

Q-8. Comment on Acer laptop. (1-Poor; 2-Very Good)

COMMENTS 1 2 3 4 5

PRICE

QualityDesign


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Warranty

Variety

AVAILABILITY

Q-9. Why you are not using Acer laptop?

Lack of Awareness

Less Availability

Poor Service

High Price

Q-10. Is there another laptop you are using?

Yes


Q-11. Which brand of laptop you use?

H.P

Compaq

Dell

Any Other

Q-12. According to which things Acer should improve?


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Service

Design

Availability

Speed

Q-13. If in future you need to purchase a laptop, which company

Product you prefer to purchase?

_________________________________________

Q-14. Any suggestions

_________________________________________

_________________________________________

Date:- ________ Sign:-

________


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BIBLIOGRAPHY


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BIBLIOGRAPHY

BOOKS:

Marketing Management By Philip Kotler

Marketing Research By G.C. Beri

SEARCH ENGINE:

www.google.com/Acer

www.yahoo.com/Acer

WEBSITES:

www.Acer.co.in

www.Industryweek.com

www.Digitimes.com

www.cio.com

www.Leamthat.com
http://www.acer.co.in/http://www.industryweek.com/http://www.digitimes.com/http://www.cio.com/http://www.leamthat.com/http://www.acer.co.in/http://www.industryweek.com/http://www.digitimes.com/http://www.cio.com/http://www.leamthat.com/


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brand awareness of acer laptops

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