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CHAPTER 1

INTRODUCTION

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Introduction

Marketing

Different people have defined marketing in different ways. n his book, The Practice of

Management, Peter Drucker wrote that "Because the purpose of business is to create a

customer, the business enterprise has two--and only two--basic functions: marketing and

innovation. Marketing and innovation produce results; all the rest are costs. Marketing is

the distinguishing, unique function of the business."

In the words of Philip Kotler, ―Marketing is a Human activity directed at satisfying needs

and wants through exchange processes‖

The Chartered Institute of Marketing has defined Marketing as the management process

of anticipating, identifying and satisfying customer requirements profitably.

Take these definitions collectively and a comprehensive definition of marketing,

applicable to both business and non-business environments, emerges:

Processes, functions, exchanges or activities -- even if they involve "war" between

competitors – that create perceived value by satisfying needs of those involved in the

transaction. These processes succeed in moving people closer to making a decision to

purchase and facilitate a "sale." Afterwards, these processes anticipate, identify and

satisfy customer requirements profitably and successfully manage existing relationships.

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Branding

Introduction to branding-

A brand is a name, term, symbol or a design or a combination of them which is intent to

identify the goods or services of one seller or group or sellers and to the differentiate

them from those of competitors.

Branding is the process of finding and fixing the means of indentification. It is nothing

but naming the product.

Role of Branding

Brand names came to create identity to distinguish one product from another. Identifying

is essential to competition because, without a means of identification there is no way of

making a choice expects happenstance. Brand names not only fluctuate choice but they

spur to a responsible action. Following points pin down its precious role:

1) Brand is a Massive Asset: Brand is considered intangible asset because all

physical assets such as plant, equipment, inventory, building, stock and bonds can

be duplicated and copied very easily. However, it is almost impossible to

duplicate brand name. It has been proved, as there have been many cases where

the firms have gone to hell still, brand remained high in the sky

2) Brand is a promotional tool: Sales promotion is founded on the idea of product

identification or product differentiation. This difference is done by a brand. Major

weapon of product popularization is advertising. And it is a futile to advertise a

product without a brand name. Even the work of sales man would be failure in the

absence of the brand name. Thus, branding plays a high creative role in

determining the success or failure of the product.

3) Brand is a weapon to protect market: Once the consumer has tried and liked a

product, the brand enables him to identify so well that he is tempted levy it again.

In other words presence of brand names will produce repeated purchases.

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4) Brand is a means of identification for customers: Brand is the earliest way of

identifying product or service that a customer likes. For customers, brand is value,

quality, personality, prestige and image.

A Good Brand Name

Certain factors make a brand name a good one, they are:

1) It must be easy to pronounce and remember. For instance, ―HOECHEST‖ is

difficult to pronounce. On the other hand, ‗Murphy Baby‘ and ‗Click‘ is easy to

pronounce.

2) It should be short and sweet. The name must be short, yet sweet, appealing to

eyes, ears and brains. HP, Tata are such kinds

3) It should point out Producer. The name or symbol should be given connotation of

the product, producer, etc. The best example is AMUL

4) It should be legally protectible. The brand name must lend them for legal

protection. A brand name legally recognized is known as trade mark.

5) It should be original. It must not be easily copied by others.

Types of Brands

Brands are grouped mainly into two categories.

a) Manufacturer‘s brands are national brands and private brands or distributor

brands: These are those which are used by manufacturers on a nation wide scale.

Private brands are those which are used by the wholesaler. Retailers or

distributors on relatively small scale.

b) Single or blanket brand and Multiple Brands, the same brand name is used by the

manufacturer for marketing all his products. On the other hand, multiple brands

mean using different brands for the various products of the name manufacturers.

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Operational definition of the concept

Market:

Though for many people market means a place, it stands for an atmosphere or region

which the forces of demand or supply operates directly or by means of which buyers and

sellers are in contact in one another which makes possible. Changes in the title of the

goods in the market are a mechanism or means to settle the terms of exchange.

Marketing:

It is the process of exchange of merchandise that involves two distinct aspects- mental

and physical. It is the creation of place time and ownership utilities, it is a set of activities

that direct the flow of goods from the producers of final consumers at appropriate time,

price.

Market research

It refers to the method of finding and analyzing facts to assist managers in making

rational marketing decisions. It is the systematic gathering, recording and analyzing of

data about the problem relating to the marketing of goods and service.

Consumer Behavior:

Consumer behaviouur is to do with the activities of individuals in obtaining and using the

goods services; it encompasses the decision making processes that provides and

determines purchases.

Product

Product is the sum of physical and psychological satisfaction, it is anything that is

potentially valued by a target market for the benefits or satisfaction it provides, including

objectives, services, organization, place, people and idea.

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Customer satisfaction

Customer satisfaction is commonly abbreviated CS, is a business term which is used to

capture the idea of measuring how satisfied an enterprise's customers are with the

organization's efforts in a marketplace. It is seen as a key business performance indicator

and is part of the four perspectives of a Balanced Scorecard.

Every organization has customers of some kind. The organization provides products

(goods and/or services) of some kind to its customers through the mechanism of a

marketplace. The products the organization provides are subject to competition whether

by similar products or by substitution products.

Measuring Customer Satisfaction

Customer satisfaction is an ambiguous and abstract concept and the actual manifestation

of the state of satisfaction will vary from person to person and product/service to

product/service. The state of satisfaction depends on a number of both psychological and

physical variables which correlate with satisfaction behaviors such as return and

recommend rate. The level of satisfaction can also vary depending on other options the

customer may have and other products against which the customer can compare the

organization's products.

Because satisfaction is basically a psychological state, care should be taken in the effort

of quantitative measurement, although a large quantity of research in this area has

recently been developed. Work done by Berry, Brodeur between 1990 and 1998 defined

ten 'Quality Values' which influence satisfaction behavior, further expanded by Berry in

2002 and known as the ten domains of satisfaction. These ten domains of satisfaction

include: Quality, Value, Timeliness, Efficiency, Ease of Access, Environment, Inter-

departmental Teamwork, Front line Service Behaviors, Commitment to the Customer and

Innovation. These factors are emphasized for continuous improvement and organizational

change measurement and are most often utilized to develop the architecture for

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satisfaction measurement as an integrated model. Work done by Parasuraman, Zeithaml

and Berry between 1985 and 1988 provides the basis for the measurement of customer

satisfaction with a service by using the gap between the customer's expectation of

performance and their perceived experience of performance. This provides the measurer

with a satisfaction "gap" which is objective and quantitative in nature. Work done by

Cronin and Taylor propose the "confirmation/disconfirmation" theory of combining the

"gap" described by Parasuraman, Zeithaml and Berry as two different measures

(perception and expectation of performance) into a single measurement of performance

according to expectation. According to Garbrand, customer satisfaction equals perception

of performance divided by expectation of performance.

The usual measures of customer satisfaction involve a survey instrument with a set of

statements using a Likert Technique or scale. The customer is asked to evaluate each

statement and in term of their perception and expectation of the performance of the

organization being measured.

Evolution of Laptops

A laptop computer, or simply laptop (also notebook computer or notebook), is a small

mobile computer, which usually weighs 2.2-18 pounds (1-6 kilograms), depending on

size, materials, and other factors.

While the terms laptop and notebook are often used interchangeably, "laptop" is the older

term, introduced in 1983 with the Gavilan SC. "Notebook computer" is a later coinage,

which was used to differentiate smaller devices such as those of the NEC UltraLite and

Compaq LTE series in 1989, which were, in contrast to previous laptops, the approximate

size of an A4 or letter size paper sheet.[1]

The terms are imprecise: due to heat and other

issues, many laptops are inappropriate for use on one's lap, and most notebooks are not

the size of typical letter or A4 paper notebook. Although some older portable computers,

such as the Macintosh Portable and certain Zenith TurbosPort models, were sometimes

described as "laptops", their size and weight were too great for this category.

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Laptops usually run on a single battery or from an external AC/DC adapter which can

charge the battery while also supplying power to the computer itself.

As personal computers, laptops are capable of the same tasks as a desktop PC, although

they are typically less powerful for the same price. They contain components that are

similar to their desktop counterparts and perform the same functions, but are miniaturized

and optimized for mobile use and efficient power consumption. Laptops usually have

liquid crystal displays and most of them use different memory modules for their random

access memory (RAM), for instance, SO-DIMM in lieu of the larger DIMMs. In addition

to a built-in keyboard, they may utilize a touchpad (also known as a trackpad) or a

pointing stick for input, though an external keyboard or mouse can usually be attached.

Many schools have taken in laptop based programs in which every student receives a

laptop for school use only. The operating system is configured (or a third party program

is installed) to limit the student's access to perform administrative tasks such as hardware

or software installation, or operating system modifications. Students are generally

permitted to use these systems to take notes, write papers, and perform other school-

related activities.

Categories

Terms sometimes used for subtypes of laptop computers include:

Ultraportables

Laptops with screens typically less than 12 inches diagonally and a weight of less than

1.7kg. Their keyboards are usually not full-size. Their primary audience is usually

business travelers, who need small, light laptops. Ultraportables are often very expensive,

have extended battery and/or battery life, house power-saving CPUs and almost always

have integrated graphics.

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Thin-and-lights

Laptops usually weighing in between 1.8kg and 2.8kg with a screen size of between 12

and 14 inches diagonally. Examples of this variety: the Sony VAIO FJ, Apple MacBook

and Dell XPS M1210.

Medium-sized laptops

These usually have screens of 14 - 15.4 inches diagonally and a weight of around 3-

3.5kg. They usually sacrifice a little computing power for smaller dimensions and longer

battery life, although the length and width are usually determined by the screen size.

Desktop replacement computers

Powerful laptops meant to be mainly used in a fixed location and infrequently carried out

due to their weight and size; the latter provides more space for powerful components and

a big screen, usually measuring 17-20 inches. Desktop replacements tend to have limited

battery life, rarely exceeding three hours, because the hardware is not optimized for

efficient power usage.

History

Before laptop/notebook computers were technically feasible, similar ideas had been

proposed, most notably Alan Kay's Dynabook concept, developed at Xerox PARC in the

early 1970s.

The first commercially available portable computer was the Osborne 1 in 1981, which

used the CP/M operating system. Although it was large and heavy compared to today's

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 what was probably the first portable computer, the

Xerox NoteTaker, again developed at Xerox PARC, in 1976; however, only ten

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prototypes were built. The Osborne was about the size of a portable sewing machine, and

importantly could be carried on a commercial aircraft. However, it was not possible to

run the Osborne on batteries; it had to be plugged in.

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

introduced in 1983, by which time the IBM Personal Computer had become the standard

platform. Although scarcely more portable than the Osborne machines, and also requiring

AC power to run, it ran MS-DOS and was the first true IBM clone (IBM's own later

Portable Computer, which arrived in 1984, was notably less IBM PC-compatible than the

Compaq[citation needed]

).

Another significant machine announced in 1981, although first sold widely in 1983, was

the Epson HX-20. A simple handheld computer, it featured a full-transit 68-key

keyboard, rechargeable nickel-cadmium batteries, a small (120 x 32-pixel) dot-matrix

LCD display with 4 lines of text, 20 characters per line text mode, a 24 column dot

matrix printer, a Microsoft BASIC interpreter, and 16 kB of RAM (expandable to 32 kB).

However, arguably the first true laptop was the GRiD Compass 1101, designed by Bill

Moggridge in 1979-1980, and released in 1982. Enclosed in a magnesium case, it

introduced the now familiar clamshell design, in which the flat display folded shut

against the keyboard. The computer could be run from batteries, and was equipped with a

320×200-pixel plasma display and 384 kilobyte bubble memory. It was not IBM-

compatible, and its high price (US$ 8-10,000) limited it to specialized applications.

However, it was used heavily by the U.S. military, and by NASA on the Space Shuttle

during the 1980s. The GRiD's manufacturer subsequently earned significant returns on its

patent rights as its innovations became commonplace. GRiD Systems Corp. was later

bought by Tandy (RadioShack).

Two other noteworthy early laptops were the Sharp PC-5000 and the Gavilan SC,

announced in 1983 but first sold in 1984. The Gavilan was notably the first computer to

be marketed as a "laptop". It was also equipped with a pioneering touchpad-like pointing

device, installed on a panel above the keyboard. Like the GRiD Compass, the Gavilan

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and the Sharp were housed in clamshell cases, but they were partly IBM-compatible,

although primarily running their own system software. Both had LCD displays, and could

connect to optional external printers.

The year 1983 also saw the launch of what was probably the biggest-selling early laptop,

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

Although it was at first a slow seller in Japan, it was quickly licensed by Tandy

Corporation, Olivetti, and NEC, which saw its potential and marketed it respectively as

TRS-80 Model 100 line (or Tandy 100), Olivetti M-10, NEC PC-8201.[2]

The machines

ran on standard AA batteries. The Tandy's built-in programs, including a BASIC

interpreter, a text editor, and a terminal program, were supplied by Microsoft, and are

thought to have been written in part by Bill Gates himself. The computer was not a

clamshell, but provided a tiltable 8×40-character LCD screen above a full-travel

keyboard. With its internal modem, it was a highly portable communications terminal.

Due to its portability, good battery life (and ease of replacement), reliability (it had no

moving parts), and low price (as little as US$ 300), the model was highly regarded,

becoming a favorite among journalists. It weighed less than 2 kg with dimensions of

30 × 21.5 × 4.5 cm (12 × 8.5 × 1.75 inches). Initial specifications included 8 kilobyte of

RAM (expandable to 24 kB) and a 3 MHz processor. The machine was in fact about the

size of a paper notebook, but the term had yet to come into use and it was generally

described as a "portable" computer.

Among the first commercial IBM-compatible laptops were the IBM PC Convertible,

introduced in 1986, and two Toshiba models, the T1000 and T1200, introduced in 1987.

Although limited floppy-based DOS machines, with the operating system stored in read-

only memory, the Toshiba models were small and light enough to be carried in a

backpack, and could be run off lead-acid batteries. These also introduced the now-

standard "resume" feature to DOS-based machines: the computer could be paused

between sessions, without having to be restarted each time.

Another early laptop was the Dulmont Magnum, made in Australia and launched

internationally in 1984. See http://www.old-computers.com/museum/doc.asp?c=764 .

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The first laptops successful on a large scale came 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 200,000 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, which had earlier won a landmark deal with the IRS for its Z-171, was awarded this

contract for its SupersPort series. The SupersPort series was originally launched with an

Intel 8086 processor, dual floppy disk drives, a backlit, blue and white STN LCD screen,

and a NiCD battery pack. Later models featured an Intel 80286 processor and a 20MB

hard disk drive. On the strength of this deal, ZDS became the world's largest laptop

supplier in 1987 and 1988.

ZDS partnered with Tottori Sanyo in the design and manufacturing of these laptops. This

relationship is notable because it was the first deal between a major brand and an Asian

OEM (Original Equipment Manufacturer). At the time, Compaq, IBM, Toshiba, NEC,

etc. all designed and manufactured their own machines. However, after the success of the

ZDS offering other relationships, like Compaq and Citizen, soon followed. At this time

the quality of Japanese engineering and manufacturing in conjunction with the strength of

the dollar relative to the yen (typically about 130 Yen = $1) drove most brands to

suppliers in Japan. Companies such as Sanyo, Tottori Sanyo, Citizen, and Casio were all

heavily involved in this business as OEMs. However, by the mid-1990s a weakening

dollar and the rising viability of Taiwanese OEMs such as Acer, Quanta, Compal,

Twinhead, and Chicony lead the supply base to rapidly shift from Japan to Taiwan.

Additionally, brands which were more nimble and relied less on internal engineering

such as Gateway, Dell and Micron began to rise quickly to leadership positions.

Combinations such as Dell/Compal and Gateway/Quanta eventually became powerhouse

partnerships and greatly contributed to the prominence of Taiwanese OEMs as the center

of PC manufacturing from about 1995 onward.

Another notable computer was the Cambridge Z88, designed by Clive Sinclair,

introduced in 1988. About the size of an A4 sheet of paper as well, it ran on standard

batteries, and contained basic spreadsheet, word processing, and communications

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programs. It anticipated the future miniaturization of the portable computer; and, as a

ROM-based machine with a small display, can — like the TRS-80 Model 100 — also be

seen as a forerunner of the personal digital assistant.

By the end of the 1980s, laptop computers were becoming popular among business

people. The NEC UltraLite, released in mid-1989, was perhaps the first notebook

computer, weighing just over 2 kg; in lieu of a floppy or hard drive, it contained a

2 megabyte RAM drive, but this reduced its utility as well as its size. The first notebook

computers to include hard drives were those of the Compaq LTE series, introduced

toward the end of that year. Truly the size of a notebook, they also featured grayscale

backlit displays with CGA resolution.

The first Apple Computer machine designed to be used on the go was the 1989

Macintosh Portable (although an LCD screen had been an option for the transportable

Apple IIc in 1984). Actually a "luggable", the Mac Portable was praised for its clear

active matrix display and long battery life, but was a poor seller due to its bulk. In the

absence of a true Apple laptop, several compatible machines such as the Outbound

Laptop were available for Mac users; however, for copyright reasons, the user had to

supply a set of Mac ROMs, which usually meant having to buy a new or used Macintosh

as well.

The Apple PowerBook series, introduced in October 1991, pioneered changes that are

now de facto standards on laptops, such as the placement of the keyboard, room for palm

rest, and the inclusion of a built-in pointing device (a trackball). The following year, IBM

released its Thinkpad 700C, featuring a similar design (though with a distinctive red

TrackPoint pointing device).

Later PowerBooks introduced the first 256-color displays (PowerBook 165c, 1993), and

first true touchpad, first 16-bit sound recording, and first built-in Ethernet network

adapter (PowerBook 500, 1994).

The summer of 1995 was a significant turning point in the history of notebook

computing. In August of that year Microsoft introduced Windows 95. It was the first time

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that Microsoft had placed much of the power management control in the operating

system. Prior to this point each brand used custom BIOS, drivers and in some cases,

ASICs, to optimize the battery life of its machines. This move by Microsoft was

controversial in the eyes of notebook designers because it greatly reduced their ability to

innovate; however, it did serve its role in simplifying and stabilizing certain aspects of

notebook design. Windows 95 also ushered in the importance of the CD-ROM drive in

mobile computing and initiated the shift to the Intel Pentium processor as the base

platform for notebooks. The Gateway Solo was the first notebook introduced with a

Pentium processor and a CD-ROM. By also featuring a removable hard disk drive and

floppy drive it was the first three-spindle (optical, floppy, and hard disk drive) notebook

computer. The Gateway Solo was extremely successful within the consumer segment of

the market. In roughly the same time period the Dell Latitude, Toshiba Satellite, and IBM

Thinkpad were reaching great success with Pentium-based two-spindle (hard disk and

floppy disk drive) systems directed toward the corporate market.

As technology improved during the 1990s, the usefulness and popularity of laptops

increased. Correspondingly prices went down. Several developments specific to laptops

were quickly implemented, improving usability and performance. Among them were:

Improved battery technology. The heavy lead-acid batteries were replaced with

lighter and more efficient technologies, first nickel cadmium or NiCD, then nickel

metal hydride (NiMH) and then lithium ion battery and lithium polymer.

Power-saving processors. While laptops in 1991 were limited to the 80286

processor because of the energy demands of the more powerful 80386, the

introduction of the Intel 386SL processor, designed for the specific power needs

of laptops, marked the point at which laptop needs were included in CPU design.

The 386SL integrated a 386SX core with a memory controller and this was paired

with an I/O chip to create the SL chipset. It was more integrated than any previous

solution although its cost was higher. It was heavily adopted by the major

notebook brands of the time. Intel followed this with the 486SL chipset which

used the same architecture. However, Intel had to abandon this design approach as

it introduced its Pentium series. Early versions of the mobile Pentium required

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TAB mounting (also used in LCD manufacturing) and this initially limited the

number of companies capable of supplying notebooks. However, Intel did

eventually migrate to more standard chip packaging. One limitation of notebooks

has always been the difficulty in upgrading the processor which is a common

attribute of desktops. Intel did try to solve this problem with the introduction of

the MMC for mobile computing. The MMC was a standard module upon which

the CPU and external cache memory could sit. It gave the notebook buyer the

potential to upgrade his CPU at a later date, eased the manufacturing process

some, and was also used in some cases to skirt U.S. import duties as the CPU

could be added to the chassis after it arrived in the U.S. Intel stuck with MMC for

a few generations but ultimately could not maintain the appropriate speed and

data integrity to the memory subsystem through the MMC connector.

Improved liquid crystal displays. In particular active-matrix TFT (Thin-Film

Transistor) LCD technology. Early laptop screens were black and white, blue and

white, or grayscale, STN (Super Twist Nematic) passive-matrix LCDs prone to

heavy shadows, ghosting and blurry movement (some portable computer screens

were sharper monochrome plasma displays, but these drew too much current to be

powered by batteries). Color STN screens were used for some time although their

viewing quality was poor. By about 1991 , two new color LCD technologies hit

the mainstream market in a big way; Dual STN and TFT. The Dual STN screens

solved many of the viewing problems of STN at a very affordable price and the

TFT screens offered excellent viewing quality although initially at a steep price.

DSTN continued to offer a significant cost advantage over TFT until the mid-90s

before the cost delta dropped to the point that DSTN was no longer used in

notebooks. Improvements in production technology meant displays became

larger, sharper, had higher native resolutions, faster response time and could

display color with great accuracy, making them an acceptable substitute for a

traditional CRT monitor.

Improved hard disk technology. Early laptops and portables had only floppy

disk drives. As thin, high-capacity hard disk drives with higher reliability and

shock resistance and lower power consumption became available, users could

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store their work on laptop computers and take it with them. The 3.5" HDD was

created initially as a response to the needs of notebook designers that needed

smaller, lower power consumption products. With continuing pressure to shrink

the notebook size even further, the 2.5" HDD was introduced.

Improved connectivity. Internal modems and standard serial, parallel, and PS/2

ports on IBM PC-compatible laptops made it easier to work away from home; the

addition of network adapters and, from 1997, USB, as well as, from 1999, Wi-Fi,

made laptops as easy to use with peripherals as a desktop computer.

Upgradeability

Laptops' upgradeability is severely limited, both for technical and economic reasons. As

of 2006, there is no industry-wide standard form factor for laptops. Each major laptop

vendor pursues its own proprietary design and construction, with the result that laptops

are difficult to upgrade and exhibit high repair costs. With few exceptions, laptop

components can rarely be swapped between laptops of competing manufacturers, or even

between laptops from the different product-lines of the same manufacturer. Standard

feature peripherals (such as audio, video, USB, 1394, WiFi, Bluetooth) are generally

integrated on the main PCB (motherboard), and thus upgrades often require using

external ports, card slots, or wireless peripherals. Other components, such as RAM

modules, hard drives, and batteries are typically user-upgradeable.

Many laptops have removable CPUs, although support for other CPUs is restricted to the

specific models supported by the laptop motherboard. The socketed CPUs are perhaps for

the manufacturer's convenience, rather than the end-user, as few manufacturers try new

CPUs in last year's laptop model with an eye toward selling upgrades rather than new

laptops. In many other laptops, the CPU is soldered and non-replaceable. [6]

Many laptops also include an internal MiniPCI slot, often occupied by a WiFi or

Bluetooth card, but as with the CPU, the internal slot is often restricted in the range of

cards that can be installed. The widespread adoption of USB mitigates I/O connectivity to

a great degree, although the user must carry the USB peripheral as a separate item.

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NVidia and ATI have proposed a standardized interface for laptop GPU upgrades (such

as an MXM), but again, choices are limited compared to the desktop PCIe/AGP after-

market.

Performance

For a given price range (and manufacturing base), laptop computational power has

traditionally trailed that of desktops. This is partly due to most laptops sharing RAM

between the program memory and the graphics adapter. By virtue of their usage goals,

laptops prioritize energy efficiency and compactness over absolute performance. Desktop

computers and their modular components are built to fit much bigger standard enclosures,

along with the expectation of AC line power. As such, energy efficiency and portability

for desktops are secondary design goals compared to absolute performance.

For typical home (personal use) applications, where the computer spends the majority of

its time sitting idle for the next user input, laptops of the thin-client type or larger are

generally fast enough to achieve the required performance. 3D gaming, multimedia

(video) encoding and playback, and analysis-packages (database, math, engineering,

financial, etc.) are areas where desktops still offer the casual user a compelling

advantage.

With the advent of dual-core processors and perpendicular recording, laptops are

beginning to close the performance gap with PCs. Intel's Core 2 line of processors is

efficient enough to be used in portable computers, and many manufacturers such as

Apple Computer and Dell are building Core 2 based laptops. Also, many high end laptop

computers feature mobility versions of graphics cards, eliminating the performance losses

associated with integrated graphics.

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CHAPTER 2

INDUSTRY PROFILE

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Industry Profile

When luxury turns necessity and brings exotic stuff within reach, it gives one a great

feeling. Today employees are overwhelmed when the management presents them with a

laptop. But there's the flip side, too. Now they have a cherished laptop - and end up

working a frustrating 15 hours on it everyday.

The laptop, also known as a notebook PC, is no longer a luxury item as against the `wow'

effect it had a few years ago. Much like other commodities, it is being displayed on the

shelves of big supermarkets and retail shops, moving from the exclusive confines of

exotic showrooms.

Earlier, when the word `laptop' was uttered, one could visualise only executives carrying

it. Today all segments, including students and households, are buying these `notebooks'.

For people on the move, the laptop has become an indispensable tool. What with

overcrowded roads and traffic snarls, the average travelling time in metros such as

Mumbai and Bangalore has only gone up. Here, the laptop is a cool tool that helps

professionals to keep working and thus save time.

This also helps companies to keep their employees more productive, says an official with

an IT company. Industry sources say that desktops which was the "symbol of corporate

vanity till the other day are slowly becoming passé with notebooks now the mainstream."

The numbers too capture the growing appeal of the laptop. In the first half of the current

financial year, Indians bought nearly 153,000 notebooks, compared to 36,000 units in the

same period two years ago, said a recently released performance review of MAIT. It

added thatthe momentum in the Indian notebook market is finally in sync with the global

trend, where for the first time in 2005 notebook sales surpassed desktops sales.

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This performance was led by the small and medium enterprises (SME)which, in turn, is

supplemented by bulk purchases by large enterprises. Consumption by small enterprises

grew 118 percent accounting for 17 percent of the total notebook sales to the business

segment; sales to medium-sized enterprises grew by 136 percent accounting for 21

percent, MAIT said.

Compared to the first-half of the last fiscal year, sales to large enterprises grew by 102

percent accounting for 61 percent of the total sales in the business segment.

During the period, the desktop personal computer (PC) market grossed 2.34 million units

registering a growth of 36 percent over the previous year. During April-September 2005,

the ratio of desktop-to-notebook sales declined to 15 from 22 a year ago.

"Clearly, notebooks are competing with desktops with convenience and productivity

scoring high", said MAIT adding that notebook sales have also found their way into

homes. In first half of 2005-06, about 16,000 notebooks were sold to the household

segment accounting for 13 percent of the total market.

"Notebook sales recorded a high growth of 94 per cent and also found their way into

homes. In the first half of 2005-06, about 16,000 notebooks were sold to the household

segment accounting for 13 per cent of the total market," MAIT has said, releasing the

findings of Industry Performance Review conducted jointly with IMRB.

Piyush Pushkal, Senior Analyst, Computing Products & Channels Research, IDC India,

has said in a release, "The momentum in the Indian notebook PC market is in sync with

the worldwide trend of acceptance in the small and medium-size business segment,

supplemented by bulk purchases by large enterprises. Clearly, notebook PCs are

providing tough competition to the desktop segment due to the attributes of convenience

and productivity."

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Hewlett-Packard continues to lead this category with a market share of 42 per cent in unit

shipments. Lenovo and Acer are at second and third slots with market shares of 18 per

cent and 15 per cent, respectively (market share in terms of unit shipments). HP, along

with Lenovo, Acer and Toshiba, grew rapidly in this space mainly due to falling price

points, according to IDC.Data for Lenovo includes shipments for IBM PCD (including

Desktop and Notebook PCs but excluding x86 Servers and Personal Workstations)

starting Q2 of 2005. This reflects the legal status of the companies, which merged during

the second quarter of 2005, says IDC.

Spurs that helped

So what's driving this sudden awareness of notebooks? After all neither notebooks nor

laptops are new to the Indian IT users, and just like the desktops, computer makers were

trying hard for years to push sales of notebooks too.

Affordability, the increasing demand for mobile computing in a fast growing economy,

the growth of wireless telephony in India and adoption of technologies such as wireless,

are some of the key reasons for the increase in laptop sales.

"One of the biggest factor pushing sales for notebooks is the affordability factor or

reduction in prices" says Rajiev Grover, country category manager, Hewlett-Packard

India. "India's personal computer market is undergoing a major transition as premium

notebook computers are being brought to the mainstream, with almost half the prices,

compared with a year ago."

On average, the prices of entry-level notebook computers now range between $800 to a

little over $1000 compared to $1500 to over $2000 that prevailed about 12 to 18 months

back. Moreover, notebooks now cost only around $200 more than a high-end desktop

personal computer, which is also driving many desktop buyers to opt for notebooks.

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The Government's step to deregulate the wireless spectrum and de-license wireless

technologies such as 802.11b and 802.11g standards has helped too. And the price

competitiveness of laptops vis-à-vis desktops has also played a major role, says Dinesh

Pai, General Manager, Dell India.

Another important development was the coming in of the zero-duty regime in April last

year — this has made laptops more accessible for the common man. The Indian customer

is benefiting from the latest technology at the lowest price possible. Educational

institutions and corporations are opting for laptops with wireless in a big way, says Pai.

However, according to Vinnie Mehta, the executive director of MAIT, another key driver

has been the growth of newer professions, that not only require different working styles

but also mobile devices for anytime-anywhere computing.

"For instance many people need not work out of an old fashioned office anymore.

Similarly many financial and marketing sector professionals need to be one the move

always," says Mehta.

"The progression actually came from mobile phones, where people in India started to

engage in mobility as a part of their business," he added.

Falling prices

Rajendra Kumar, Executive Vice-President, HCL Infosystems Ltd, the domestic PC

manufacturer, says the starting price for a laptop now is around Rs 35,000 and it goes up

to Rs 1.75 lakh, appealing to a wide spectrum of customers.With laptops being brought

into the mainstream at almost half the prices as compared to a year ago, India's computer

market is seeing exponential growth. A year ago, an entry-level laptop was at about Rs

45,000. Now it is available for under Rs 30,000. Next year, the laptop market is set for a

larger pie of the household share as well, up from 12 per cent in 2005, says Rajiev

Grover, Country Category Manager, Consumer Portables, Hewlett-Packard (HP).

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India is a price-sensitive market, thus cost is certainly a key buying parameter. Zenith has

launched Intel Centrino notebooks priced at Rs 39,990 with DVD combo optical drives,

says Devita Saraf, Executive Director, Zenith Computers. Low-cost offerings will be a

good catch for first-time laptop users, as a desktop replacement. But, any decision to buy

notebooks should be made after considering various parameters.

In August 2004, Zenith launched laptops with the `Power of Seven'. Zenith has 450

dedicated retail stores and plans to grow to 1,000 stores by the end of 2006, says Saraf.

Laptops vs desktops

Laptops will not take away the desktop PC. The usage of the two depends on the user

profile. Both will co-exist with their own benefits. A desktop has a higher probability of

upgrades to increase its life with low maintenance costs, whereas laptop maintenance is

higher than the desktop PC's. Even though laptops allow more mobility, they invite more

physical security-related issues compared to desktops, he says.While the trend towards

mobility will continue to grow, "we believe the PC will never die." The future of the PC,

as we know it, is in smaller, more compact, lighter designs. The notebook of today is

probably the best example of what the home PC will look like in the future, except that it

will not cost as much. The other factor at play here is the effect of convergence and

information appliances, says Dinesh Pai, General Manager, Dell India.

And all this means that its party time for notebook vendors. But yet another important

trend that is emerging from this shift is that while the multinationals notebook vendors

are experiencing burgeoning sales, local notebook makers' cash registers aren't really

ringing that loud.

"We don't expect notebook sales to match our desktops for quite some time," says Raj

Saraf, chairman and MD, Zenith Computers, a biggish local personal computer

manufacturer that claims to sell "MNC computers and local prices."

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And the reason why MNC brand names are outselling local ones is that "we have been

scoring one up on the utility factor," said the local spokesperson of Fujitsu PC Asia

Pacific. "They (MNC brands) are growing and gaining the choice of the user not just

because of the narrowing of the prices between desktop and notebooks but also because

we have amalgamated next generation technologies like Bluetooth and Wi-Fi with mobile

computing to bring more utility to notebooks."

But it is also true that MNCV brands have been more aggressive sellers. "The last couple

of years have seen intense price wars, with leading brands including Acer, HP and IBM

forever racing to slash the price of their notebooks," says Mehta of MAIT.

The PC of tomorrow will cease to be a be-all-do-all machine. The home PC would

probably morph into a hub for `intelligent' home devices performing very specialized

tasks. Add to this the capability brought on by the Internet and you have a laptop-like

machine connecting various points around the house with the added element of mobility.

However, this will take place over a few decades considering the high-low mix of

technology around the world and within boundaries, he says.

Adoption of broadband, wireless and gaming are likely to drive demand for mobility

products. Many customers may switch from desktops to notebooks due to better price

propositions and the inherent advantages of mobility products, he says.

Increasing consumer awareness, combined with the availability of wireless hotspots in

educational institutions, offices and hotels, will create an increasingly favorable

environment for notebooks, he says.

Spotlight on security

As more computer users transition to sleek notebooks/ultra sleek notebooks and access

networks from remote locations and public wireless networks, user and system security

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have become a top priority. There will be more demands from customers to protect their

data, access, and network, he says.

HP plans

HP is looking at the media and entertainment space in a big way. To address this market

requirement, "we recently launched our premium range of Pavilion notebooks. Priced

between Rs 50,000 and Rs 70,000, the HP Pavilion notebooks come with a remote

control, a neon backlit keyboard and a quick play option (entertainment-related software)

to help users switch straight to, say, a movie, without waiting for the laptop to boot up."

The downside is that the battery offers low two-and-a-half-hours to three hours backup,

says Grover of HP.

The threat of the unorganized sector is miniscule. Laptops are a high-involvement

product and the consumer places a lot of emphasis on after-sales service and brand,

which the unorganized market is unable to offer. With price cuts boosting the laptop

market, companies do not see local PC assemblers as a threat.

Choose with care

DINESH Pai, General Manager, Dell India, offers some insight into making the right

choice. It is critical to understand one's own specific needs while choosing a notebook.

The priorities for mobile computing are weight, wireless performance and battery life.

Weight is undoubtedly the most critical factor. One should also pay attention to the

average run time of the notebook's battery as also built-in wireless functions.

Moreover, the processor, the memory capacity, scalability in a networked environment,

the quality and size of display, the optical drives and pointing devices, power

consumption, costs of usage, maintenance and a host of other factors determined by the

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specific set of needs of each customer should also to be taken into account while

choosing a laptop.

As more computer users transition to sleek notebooks and access networks from remote

locations and public wireless networks, user and system security will become a top

priority, he says.

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CHAPTER 3

COMPANY PROFILE

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Company profile About HP

The Hewlett-Packard Company (NYSE: HPQ), commonly known as HP, is currently

the world's largest information technology corporation and is known worldwide for its

printers and personal computers. Headquartered in Palo Alto, California, United States, it

has a global presence in the fields of computing, printing, and digital imaging, and also

provides software and services. The company which once catered to engineering and

medical markets now markets to households with products such as cameras and ink

cartridges found in grocery and department stores.

HP posted US$91.7 billion in annual revenue in 2006 compared to US$91.4 for IBM,

making it the world's largest technology vendor in terms of sales. HP is now the No. 1

ranking company in worldwide personal computer shipments, surpassing rival Dell,

market research firms Gartner and IDC reported in October 2006; per Gartner [2], the gap

between HP and Dell widened substantially at the end of 2006, with HP taking a near

3.5% market share lead.

Company History

Bill Hewlett and Dave Packard both graduated from Stanford University in 1934. The

company originated in a garage in nearby Palo Alto while they were post-grad students at

Stanford during the Great Depression.

The partnership was formalized on January 1, 1939 with an investment of US$538.[1]

Bill

won the coin toss and named their electronics manufacturing enterprise the "Hewlett-

Packard Company."

Of the many projects they worked on, their first financially successful product was a

precision audio oscillator, the Model 200A. Their innovation was the use of a small light

bulb as a temperature dependent resistor in a critical portion of the circuit. This allowed

them to sell the Model 200A for $54.40 when competitors were selling less stable

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oscillators for over $200. The Model 200 series of generators continued until at least

1972 as the 200AB, still tube-based but improved in design through the years. At 33

years, it was perhaps the longest-selling basic electronic design of all time.

One of the company's earliest customers was The Walt Disney Company, who bought

eight Model 200B oscillators (at $71.50 each) for use in certifying the Fantasound

surround sound systems installed in theaters for the movie Fantasia.

Focus

The company was originally rather unfocused, working on a wide range of electronic

products for industry and even agriculture. Eventually they elected to focus on high-

quality electronic test and measurement equipment. Throughout the 1940s to well into the

1990s the company focused on making signal generators, voltmeters, oscilloscopes,

counters, and other test equipment. Their distinguishing feature was pushing the limits of

measurement range and accuracy. For instance, almost every HP voltmeter or signal

generator has one or more extra clicks of its knobs than its competitors. HP volt- or

ammeters would measure down and up an extra 10 to 100 times the units of other meters.

Although there were good reasons why competing meters stopped at 1 volt full scale, HP

engineers figured out ways of extending the range of their equipment by a considerable

amount. They also focused on extreme accuracy and stability, leading to a wide range of

very accurate, precise, and stable frequency counters, voltmeters, thermometers, and time

standards.

Technology and Products

HP has a successful line of printers, scanners, digital cameras, calculators, PDAs, servers,

workstations, and home-small business computers. HP today promotes itself as not just

being a hardware and software company, but also one that offers a full range of services

to architect, implement and support today's IT infrastructure.

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Imaging and Printing Group

According to HP's 2005 U.S. SEC 10-K filing,[3]

HP's Imaging and Printing Group is "the

leading imaging and printing systems provider in the world for printer hardware, printing

supplies and scanning devices, providing solutions across customer segments from

individual consumers to small and medium businesses to large enterprises."

Products and technology associated with the Imaging and Printing Group include:

Inkjet and LaserJet printers, consumables and related products.

The Indigo Digital Press.

The HP Web Jetadmin printer management software.

The HP Output Management suite of software, including HP Output Server.

The Light Scribe optical recording technology that laser-etches labels on disks.

HP Labs

HP Labs (or HP Laboratories) is the research arm of HP. Founded in 1966, HP Labs'

function is to deliver breakthrough technologies and to create business opportunities that

go beyond HP's current strategies. An example of recent HP Lab technology includes the

Memory spot chip.

Partnerships

HP is a supporter of FOSS and Linux. Some HP employees, such as Linux CTO and

former Debian Project Leader Bdale Garbee actively contribute and have Open Source

job responsibilities. Many others participate in the Open Source community as

volunteers. HP is also known in the (GNU) Linux community for releasing drivers for

many of their printers under the GNU GPL.

Hewlett-Packard also works extensively with Microsoft and uses technology from most

major software and hardware vendors.

Until November 2005, HP offered a re-branded version of the Apple iPod.

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Hewlett-Packard partners with many application software companies, for example SAP

AG.

Sponsorships

HP has many sponsorships. One well known sponsorship is Walt Disney World's EPCOT

Park's Mission: Space. Others can be found on Hewlett-Packards Website [3] From 1995

to 1999 they were the shirt sponsor of English Premier League club Tottenham Hotspur.

Product Legacy

Agilent Technologies, not HP, retains the direct product legacy of the original company

founded in 1939. Agilent's current portfolio of electronic instruments are descended from

HP's very earliest products. HP entered the computer business only after its

instrumentation competencies were well-established. Agilent was spun off from HP in

1999.

Culture

The founders, known to friends and employees alike as Bill and Dave, developed a

unique management style that has come to be known as the HP Way. In Bill's words, the

HP Way is "a core ideology . . . [that] includes a deep respect for the individual, a

dedication to affordable quality and reliability, a commitment to community

responsibility, and a view that the company exists to make technical contributions for the

advancement and welfare of humanity."[6]

The HP Alumni Association maintains a tribute to Bill and Dave's version of the HP

Way, circa 1992.

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Trivia

Bill Hewlett and Dave Packard tossed a coin to decide whether the company they

founded would be called Hewlett-Packard or Packard-Hewlett. Packard lost.

HP spun off a small company, Dynec, to specialize in digital equipment. The name was

picked so that the HP logo "hp" could be turned upside down to be the logo "dy" of the

new company. Eventually Dynec changed to Dymec, then was folded back into HP.

HP partnered in the 1960s with Sony and the Yokogawa Electric companies in Japan to

develop several high-quality products. The products were not a huge success, as there

were high costs in building HP-looking products in Japan.

Just about every HP product in the test equipment line was labeled with three to five

digits followed by the letter "A". Improved versions went to suffixes "B" through "D". A

small handful of products somehow got bizarre model numbers, such as the "H201-20"

microwave signal generator.

Steve Wozniak originally designed the Apple I computer while working at HP, but they

turned down his offer of licensing the design to HP.

HP products were usually very rugged, with clean styling, top notch components, and

with conservative specifications, so customers were usually pleasantly surprised when the

equipment looked and worked better than expected. There were a few missteps, however:

In the 1960s they briefly went to painting their equipment a light lavender color.

In the early 1970s they started a line of "lower cost" test equipment with

atrociously ugly and flimsy plastic cases. The cases also got a bad case of 1970s

colors, coming out in dark shag rug green and burnt orange.

On test equipment made in the 1980s a common problem was flimsy knobs that

easily broke off.

A very few innovative but malfunctioning products, such as the original HP 3000

computers, had to be recalled for extensive reworking.

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History

Co-founder and CEO: David Packard (CEO: 1964–1969)

Co-founder and CEO: William Hewlett (CEO: 1969–1978)

CEO: John A. Young (1978—October 31, 1992)

CEO: Lewis Platt (November 1, 1992—July 18, 1999)

Chairman and CEO: Carly Fiorina (July 19, 1999—February 9, 2005, appointed

chairman in 2000)

Interim CEO: Robert Wayman (February 10, 2005—March 28, 2005)

Current CEO: Mark Hurd (CEO: April 1, 2005—; Chairman: September 22,

2006—)

Chairman: Patricia C. Dunn (February 2005—September 22, 2006).

Diversity

Hewlett-Packard received a 100% rating on the Corporate Equality Index released by the

Human Rights Campaign starting in 2003, the second year of the report. In addition, the

company was named one of the 100 Best Companies for Working Mothers in 2004 by

Working Mothers magazine.

Hewlett-Packard is also involved in the NEPAD e-school program to provide all schools

in Africa with computers and internet access.

Ad Campaigns

Hewlett-Packard has used a number of innovative commercials to sell its products.

The Computer is Personal Again

In May 2006, the company launched a new campaign designed to bring back the fact that

the PC (Personal Computer) is a personal product. The campaign utilized viral marketing,

sophisticated visuals, and its own web site.[8]

Some of the ads featured well-known

personalities - Pharrell, Mark Burnett, Mark Cuban, Jay-Z, Shaun White, and Santa Claus

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(voiced by Tim Allen, who plays him in The Santa Clause film trilogy). Rather than

show a bunch of talking heads, each advertisement showed a neck-down view in which

the endorser, aided greatly by graphics, visually showed how they used HP products. All

these personalities weren't paid millions of dollars but brought a deal with HP to sponsor

their or a selected charity group.

Two months after having created The Computer Is Personal Again, Dell followed up with

its own campaign entitled "Purely You", which seems to piggyback off the HP idea.

You + HP: digital photography

A television ad campaign for Hewlett-Packard's digital photography (titled "You + HP:

digital photography") has been noted for its simple special effects and choice of music. It

won "Campaign of the Year" from Adweek magazine in 2004.

Songs used in "You + HP" Campaign:

"Picture Book" by The Kinks

"Out of the Picture" by The Robins

"Pictures of You" by The Cure

"The Rainbow" by The Apples in Stereo

"Across the Universe" by The Beatles

Competitors

Major competitors of HP in the computer business include Apple Inc., Dell, Gateway,

Lenovo (Purchased IBM's Non-server Personal Computer Business), Sony and Toshiba.

Major competitors of HP in the server business include Sun Microsystems, IBM and

Dell. Major competitors of HP in the printer business include Brother, Canon, Epson,

Lexmark and Dell (who rebrands and repackages Lexmark products). Upon acquiring

Voodoo PC, HP and its newest subdivision will compete in the enthusiast market against

Falcon Northwest, Alienware (A division of Dell), WidowPC and other manufacturers.

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CHAPTER 4

RESEARCH DESIGN

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Research design

Title of the project “A study on the brand awareness and consumer satisfaction with

reference to HP laptops”.

Statement of the problem

Hp is one of the leading PC manufactures in the world. And one of the leading

manufactures in India. It is currently facing cut throat competition from PC manufactures

in the market. In order to tackle this problem I have taken a survey on customer

perception towards the laptops manufactured by Hewlett Packard. It also studies the

buyers profile in the demographic and psychographic point of view. The study applied is

descriptive in nature and it also tends to find the customers view about the important

aspects of the product so as to determine the competition market share of HP.

Objectives of the study

To study the consumers awareness of different brands of Laptops.

To study the customers preference and perception of HP Laptops.

To determine the customers satisfaction towards HP Laptops.

To offer analysis and recommendation based on the above study.

Scope of the study

The scope of the study covers a wide range.

a) The study will bring out the extent to which the customers are satisfied with the

quality provided by the company in its products.

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b) The company will be able to locate its defaults and thus enable it to have a better

foothold in the market by providing maximum customer satisfaction and brand

awareness.

c) The customers view will greatly enhance the company to formulate its future

strategies and policies.

Methodology of the study

Research approach:

Here I have chosen a survey method to gather the data.

Survey approach:

Surveys are the best suited for descriptive research, it is always advised to undertake a

survey to learn the brand awareness and customer satisfaction.

Research Instrument:

I have used a structured questionnaire in gathering the information.

Questionnaire:

Questionnaire consists of a set of questions presented to respondents, in order to get their

feedback regarding the product.

Place of study

The study was conducted in various areas of Bangalore city only, with the help of 100

respondents to carry on the survey, an extensive field work was undertaken.

Time of study

This study was conducted during the month of April 2010.

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Sources of data

Tools used for collection of data can be classified into two major categories:

1. Primary data:

The structured questionnaires were made and distributed to all the users of the laptops.

2. Secondary data

It was collected from the various sources via: mails, internet, friends and library.

Sampling Design

Types of universe:

The universe in the study is an infinite number of items taken into account

Sampling unit:

The sampling unit is limited to the users of laptop within Bangalore city.

Sampling size:

Number of respondents taken into consideration is 100.

Sampling technique:

The Sampling technique used in the study is conducted among the users of the HP laptop.

Hypothesis:

The following assumptions were made to conduct the survey:

Respondents are sincere in providing their feedback without any biased attitude.

The respondents were from different sections of the society

Limitations of the study

1) The study is limited to the users of laptops within Bangalore city only.

2) All the responses of the respondents are assumed to be true and unbiased.

3) Sample size selected has to be restricted due to time and budget constraints.

4) Respondents were either vague or incomplete at times.

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CHAPTER 5

DATA ANALYSIS AND

INTERPRETATION

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Data analysis and interpretation

Table 1

Title: No of respondents aware of HP range of Laptops

Variables No of

Respondents Percentage of Respondents

Yes 83 83%

No 17 17%

Total 100 100%

Graph 1

Respondant's awareness about HP Laptops

83

17

0

10

20

30

40

50

60

70

80

90

Variables

Perc

en

tag

e o

f R

esp

on

dan

ts

Yes

No

Source: Field Survey

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Concept

This question is asked in the very beginning of the questionnaire in order to assess if the

respondent is aware of Hewlett Packard‘s Range of Laptops. This also helps us to

understand the responses better as individuals who are aware about Hewlett Packard

laptops would be able to form better and accurate perceptions. This would also thereby

help us to analyze and give recommendations accurately.

Analysis

The above graph shows that a majority 83% of the respondents are aware of Hewlett

Packard‘s Range of Laptops. The remaining 17% are unaware of Hewlett Packard‘s

Range of Laptops.

Interpretation

From the graph it is clear that a majority of respondents are aware Hewlett Packard‘s

range of laptops. This is a favorable condition as the number of people who are unaware

of their range of laptops are 17%.

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Table 2

Title: No of Respondents owning a Hewlett Packard Laptop

Variables No of

Respondents Percentage of Respondents

Yes 26 26%

No 74 74%

Total 100 100%

Graph 2

Respondents Ownership of HP Laptop

26%

74%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Variables

Perc

en

tag

e o

f R

esp

on

den

ts

Yes

No

Source: Field Survey

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Concept

This question intends to find out whether the respondents own or previously owned a

Hewlett Packard laptop. This question allows us to know, how many among the

respondents are using a Hewlett Packard Laptop now or previously.

Analysis

From the graph we come to know that 26% of the respondents are not using HP laptops.

The remaining 74% of respondents do not own a HP Laptop.

Interpretation

A majority of the respondents were not owning a Hewlett Laptop. This could also include

a majority of users not owning a laptop at all. The remaining 26% of respondents have

used a Hewlett Packard Laptop. This includes both, the people who currently own a HP

laptop and also those who have used it in the past.

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Table 3

Topic: Respondents responses to whether HP Manufactures

the best range of laptops

Variables No of

Respondents Percentage of Respondents

Strongly Agree 12 12%

Agree 56 56%

Disagree 21 21%

Strongly Disagree 4 4%

Don’t Know / Can't Say 7 7%

Total 100 100%

Graph 3

Responses to whether HP manufactures

Best Laptops

12%

56%

21%

4%7%

0%

10%

20%

30%

40%

50%

60%

Variables

Perc

en

tag

e o

f

Resp

on

den

ts

Strongly Agree

Agree

Disagree

Strongly Disagree

Don’t Know / Can't Say

Source: Field Survey

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Concept

This question was asked in the form of a statement as to whether the respondents would

agree that Hewlett Packard manufactures the best range of laptops. This question was

asked to measure the level to which the respondents perceived that the laptops

manufactured by Hewlett Packard was the best available in the market.

Analysis

From the graph it can be observed that 12% of the respondents strongly agree that

Hewlett Packard manufactures the best range of laptops. 56% of the respondents agree

with the statement. 21% of the respondents perceive that HP doesn‘t manufacture the best

range of laptops. Another 4% of the respondents strongly disagree that HP manufacture

the best range of laptops. 7% of the respondents do not have any perceptions as they

don‘t know or cannot tell their opinion about whether HP Laptops manufactures the best

range of laptops in the market.

Interpretation

The responses got for this question has been favorable to an extent to Hewlett Packard. A

majority of respondents fall in the category of ―Strongly Agree‖ and ―Agree‖. This

means that they hold a positive perception about HP‘s ability to manufacture the best

range of laptops. At the same time, more than 30% of the respondents question the ability

of HP to manufacture the best range of laptop. Among these, 21% of the people disagree

with the statement. Another 4% strongly disagree with the statement.

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Table 4

Title: Respondents perception about the prices quoted for

Hewlett Packard Laptops

Variables No of

Respondents Percentage of Respondents

High Priced 18 18%

Same as Competition 53 53%

Value for Money 21 21%

Low Priced 8 8%

Total 100 100%

Graph 4

Respondents perception about the pricing of

Hewlett Packard Laptops

18%

53%

21%

8%

0%

10%

20%

30%

40%

50%

60%

Variables

Perc

en

tag

e o

f

Resp

on

den

ts High Priced

Same as Competition

Value for Money

Low Priced

Source: Field Survey

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Concept

The question asks the respondents what they perceive the price of Hewlett Packard laptop

is. This question will help us understand what the customers feel about the price of the

laptop when compared to other laptops available in the market.

Analysis

From the graph, we can see that 18% of the respondents feel that Hewlett Packard

Laptops are highly priced. 53% of the respondents feel that the pricing of Hewlett

Packard Laptops are the same as the prices quoted on competing brands. Out of the

remaining respondents, 21% of them feel that they are value for money. The remaining

8% feel that Hewlett Packard‘s laptops are low priced.

Interpretation

From the graph we can infer that majority of respondents feel that the pricing of Hewlett

Packard Laptops are the same as the competing laptops. This might work against the

interests of HP if customers don‘t find any difference in the product offering of HP

laptops. 18% of the respondents who feel that HP laptops are high priced are also a cause

for concern. These respondents feel that they do not derive an equal or more than equal

level of satisfaction from the laptops for the money they pay for it.

It is important for HP to increase the percentage of people who feel that HP laptops are

value for money as only 21% of customers feel that they are value for money laptops.

The remaining 8% feel that Hewlett Packard laptops are low priced, which means that

they find the competing laptop prices more than the prices quoted for Hewlett Packard

laptops.

AMITY GLOBAL BUSINESS SCHOOL Page 48

Table 5

Title: Respondent’s perception about the quality of

Hewlett Packard Laptops

Variables No of

Respondents Percentage of Respondents

High Quality 39 39%

Medium Quality 58 58%

Low Quality 3 3%

Total 100 100%

Graph 5

Respondents perception about the Quality of

Hewlett Packard Laptops

39%

58%

3%

0%

10%

20%

30%

40%

50%

60%

70%

Variables

Perc

en

tag

e o

f

Resp

on

den

ts

High Quality

Medium Quality

Low Quality

Source: Field Survey

AMITY GLOBAL BUSINESS SCHOOL Page 49

Concept

This question tries to find out the respondents perceptions about the quality level of

Hewlett Packard Laptops. Quality plays a key role in helping the customers to choose a

laptop. Therefore this question would asses the level of quality which the respondents

would like to assign for the Hewlett Packard range of laptops.

Analysis

From the graph we can say that 39% people feel that Hewlett Packard laptops are of high

quality and a majority of 58% people perceive Hewlett Packard laptops as a medium

quality laptop. The remaining mere 3% people perceive it as a maker of low quality

laptops.

Interpretation

From the table and graph, we can interpret that the responses given by the respondents

regarding their perceptions about Hewlett Packard Laptops are neither too favorable to

HP nor too unfavorable to HP. 58% of the respondents feel that Hewlett Packard

manufactures laptops which are of medium quality. 39% of people feel that Hewlett

Packard are of high quality. Only 3% people perceive Hewlett Packard as a maker of low

quality laptops.

In competition, it is necessary for Hewlett Packard to ensure that a majority of customers

feel that it makes high quality laptops.

AMITY GLOBAL BUSINESS SCHOOL Page 50

Table 6

Title: Ranks assigned by the respondents to the major brands available

in the market on a scale of 1 to 7

HP

Sony Vaio

IBM Compaq Acer Dell Toshiba

Rank 1 10 32 14 4 1 17 13

Rank 2 29 21 11 12 1 17 5

Rank 3 20 15 17 13 2 18 8

Rank 4 16 11 24 14 5 16 5

Rank 5 8 3 15 28 15 11 9

Rank 6 3 6 5 12 39 9 17

Rank 7 4 2 4 8 28 4 38

Graph 6

Respondent's Ranks to various brands

0

10

20

30

40

50

60

70

80

90

100

HP

Son

y Vaio

IBM

Com

paq

Ace

rDell

Toshiba

Brands

Pe

rce

nta

ge

of

Re

sp

on

da

nts

Rank 7

Rank 6

Rank 5

Rank 4

Rank 3

Rank 2

Rank 1

AMITY GLOBAL BUSINESS SCHOOL Page 51

Concept

This question was asked with the intention of finding out how the respondents rank the

quality of the Hewlett Packard laptop against other major brands available in the market.

This would help us understand the customer perceptions about Hewlett Packard laptops

in a much better way than if we had studied the quality of HP in independence.

Analysis

From the graph we can make out that the brand which scores the highest in rank 1 is Sony

Vaio. The next brand is Hewlett Packard which come the highest in the second rank. The

brand which most people perceive as rank 3 is also Hewlett Packard. A majority of

people feel IBM is the brand which comes fourth in terms of quality. Compaq comes fifth

in terms of quality. Acer comes sixth in terms of quality and the brand with the least rank

is Toshiba.

Interpretation

From the graph, we can make various observations. Though Hewlett Packard has

performed extremely well in this question, there are certain important observations which

are of concern. The main one being, a majority of the customers feel that Sony Vaio is a

better brand than Hewlett Packard.

AMITY GLOBAL BUSINESS SCHOOL Page 52

Table 7

Title: Respondent’s perception about the exclusivity of

Hewlett Packard’s Range of Laptops

Variables No of

Respondents Percentage of Respondents

Strongly Agree 11 11%

Agree 54 54%

Disagree 20 20%

Strongly Disagree 8 8%

Don’t Know / Can't Say 7 7%

Total 100 100%

Graph 7

Respondents perception about the Exclusivity of

Hewlett Packard's Range of Laptops

11%

54%

20%

8% 7%

0%

10%

20%

30%

40%

50%

60%

Variables

Perc

en

tag

e o

f

Resp

on

den

ts

Strongly Agree

Agree

Disagree

Strongly Disagree

Don’t Know / Can't Say

AMITY GLOBAL BUSINESS SCHOOL Page 53

Concept

This question was asked to find out the respondent‘s perception about whether Hewlett

Packard‘s ranges of laptops are exclusive or not. This would helpful in our analysis as the

brands that have a exclusive range of laptops would benefit in the long run.

Analysis

From the graph, we can analyze that 11% of the people strongly agree that HP laptops are

exclusive in terms of quality and features when compared to the laptops of the

competition. Another 54% of the respondents agree that HP laptops are exclusive. Apart

from these people, another 20% of the people disagree with the fact that HP manufactures

exclusive range of laptops. Another 8% people strongly disagree with the fact that HP

manufactures exclusive range of laptops. 7% of the respondents do not have perception

about this as they are unaware and cannot tell their response.

Interpretation

From the graph, we can interpret that 11% of the people strongly agree that HP Laptops

are exclusive. This segment of people might be those who have used the laptops and are

very happy with the performance. Another 54% of the respondents also agree with this

statement. These are again people who have either used the laptop in the past or are

currently using it. Apart from the above two responses, the rest didn‘t have a positive

response to the question. 20% of people disagree with the statement. These could be

people could be users of HP Laptops who are not satisfied with the product or people

who use a different range of laptop and are happy with its performance.

There is also another 8% of the respondents who strongly disagreed with the statement

that HP manufactures the most exclusive range of laptops could also be existing and old

users of HP laptops.

A minority of 7% of the respondents didn‘t have any response to the question.

AMITY GLOBAL BUSINESS SCHOOL Page 54

Table 8

Title: Respondents awareness about the exclusively

available product features on Hewlett Packard Laptops.

Variables No of

Respondents Percentage of Respondents

Lightscribe Tech 14 14%

Quick Play 33 33%

Brightview Screen 35 35%

Total 100 100%

Graph 8

Respondents awareness about the product

features exlusively available on HP Laptops

14%

33%35%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Variables

Perc

en

tag

e o

f

Resp

on

den

ts

Lightscribe Tech

Quick Play

Brightview Screen

AMITY GLOBAL BUSINESS SCHOOL Page 55

Concept

This question checks how many people are aware of the some of the most well known

features of Hewlett Packard. This question asks the respondents their awareness of

respondents about three major features of HP Laptops being Lightscribe Technology for

labeling discs by etching on them, Quickplay option which allows the user to access

multimedia without switching the computer on, and Brightview screen which provides

extra contrast and brightness to the LCD screen.

Analysis

From the 100 respondents who were surveyed, only 14% people were aware of

Lightscribe technology, 33% were aware of Quickplay feature and 35% of the

respondents were aware of Brightview Screen.

Interpretation

From the graph, we can infer that a majority of people are unaware of the exclusive

features available on Hewlett Packard Laptops. This is not a good sign for Hewlett

Packard which invests millions of dollars in developing new technology. From the above

graph, we notice that only 14% people are aware of Lightscribe technology, which is

pioneered by HP. Also a minority 33% are aware of Quickplay and 35% of the

respondents aware of Brightview screen which is again not a good sign for Hewlett

Packard. This could be because of people‘s lack of proper knowledge about HP Laptops,

Poor advertising and communication from Hewlett Packard in educating the people about

its product features etc.

AMITY GLOBAL BUSINESS SCHOOL Page 56

Table 9

Title: Respondent’s perception about the style and appearance of

Hewlett Packard Laptops

Variables No of

Respondents Percentage of Respondents

Very Good 16 16%

Good 62 62%

Bad 5 5%

Very Bad 3 3%

Don’t Know / Can't Say 3 3%

Total 100 100%

Graph 9

Respondents peception about the style and

appearance of HP Laptops

16%

62%

5% 3% 3%

0%

10%

20%

30%

40%

50%

60%

70%

Variables

Perc

en

tag

e o

f

Resp

on

den

ts

Very Good

Good

Bad

Very Bad

Don’t Know / Can't Say

AMITY GLOBAL BUSINESS SCHOOL Page 57

Concept

The style and appearance is one of the most important feature which a prospective buyer

of Hewlett Packard Laptop will look for in a laptop before making a purchase. This

question intends to analyze the respondent‘s perception about what they feel about the

style and appearance of Hewlett Packard Laptops. The options range from Very good to

Very bad. This question will help us to understand customer perception about Hewlett

Packard laptops in a better way.

Analysis

From the graph, we can see that 16% of the respondents feel that the style and appearance

of the laptop is very good. A majority of 62% of respondents feel that the style and

appearance of the laptop is good, though not very good. 5% of the respondents feel it is

bad, another 3% feel it is very bad and 3% of the people have reserved their response as

they don‘t know or cannot say.

Interpretation

From the graph we can infer that majority of respondents have a positive image about the

style and performance of Hewlett Packard Laptops. Almost 80% of the respondents feel

that the style and design is either very good or good. This also explains why Hewlett

Packard is also one of the leading brands in laptop market in India and the world.

AMITY GLOBAL BUSINESS SCHOOL Page 58

Table 10

Title: Respondent’s perception about the relationship between the

price and quality of Hewlett Packard Laptops

Variables No of

Respondents

Percentage of

Respondents

High Quality, Low Price 5 5%

High Quality, High Price 24 24%

High Quality, Value for Money 40 40%

Low Quality, High Price 13 13%

Low Quality, Low Price 0 0%

Total 100 100%

Graph 10

Respondents peception about the relationship

between the price and quality of HPLaptops

5%

24%

40%

13%

0%0%

10%

20%

30%

40%

50%

Variables

Perc

en

tag

e o

f

Resp

on

den

ts

High Quality, Low Price

High Quality, High Price

High Quality, Value for

Money

Low Quality, High Price

Low Qulaity, Low Price

AMITY GLOBAL BUSINESS SCHOOL Page 59

Concept

This question is asked in order to find out respondent‘s perception about the relationship

between the price and quality of Hewlett Packard laptops. It is very important to

understand the relationship between the two as customers tend to relate the two of these

before they make a purchase.

Analysis

From the graph, we can see that 5% of the people feel of High quality and low price, 24%

feel it‘s of high quality, high price. A majority of 40% feel that HP laptops are value for

money and have high quality. Another 13% feel Hewlett Packard Laptops are having

Interpretation

From the graph we can find that a majority 40% of them feel that HP laptops are of high

quality and value for money laptops. This is very favorable to the customer as they

generally expect laptops to be of this kind while making a purchase. 24% of people feel

that HP Laptops are of high quality and high price. This could be attractive to niche

customers who look for high quality and do not bother about the price. 13% people feel

that HP laptops are of low quality, but highly priced. This is unfavourable to the

company. Overall we can infer that respondents have a positive image about Hewlett

Packard Laptops in terms of their perceived relationship between quality and price.

AMITY GLOBAL BUSINESS SCHOOL Page 60

Table 11

Title: Respondent’s opinion about the Ad campaigns of

Hewlett Packard Laptops

Variables No of

Respondents Percentage of Respondents

Good 24 24%

Average 55 55%

Not Good 8 8%

Haven’t Seen / Not Noticed 13 13%

Total 100 100%

Graph 11

Respondents opinion about the Advertising

Campaigns of HP laptops

24%

55%

8%13%

0%

10%

20%

30%

40%

50%

60%

Variables

Perc

en

tag

e o

f

Resp

on

den

ts

Good

Average

Not Good

Haven’t Seen / Not

Noticed

AMITY GLOBAL BUSINESS SCHOOL Page 61

Concept

Advertising is one of the major tools which a company can use inorder to increase the

sale of their product. This question here tries to find out the respondents opinion about

the advertising campaigns of HP laptops. This would help us understand what is the reach

and level of acceptance of the ad campaigns in the print and television media.

Analysis

From the graph we can notice that 24% of the people feel that the ad campaigns of

Hewlett Packard laptops are good. A majority 55% feel the ads are average and not good.

8% of the respondents feel the ads are not good and 13% of the people haven‘t seen or

not have noticed the ads.

Interpretation

From the above graph and analysis, we can infer that a majority of people feel that the

advertising campaign of Hewlett Packard Laptops is average. This means that they do not

think that they are very good. 24% people feel that the ad campaigns are good which is

favourable to HP. The remaining 8% of the people feel that they are not good and 13% of

the people haven‘t seen or not noticed the ads. This could mean that almost 20% of the

people are either not satisfied with the ads or that the ads are not catchy enough for them

to take notice. HP has to do a further analysis to find the specific profile of this 20%

respondents and check if they are prospective customers or not.

AMITY GLOBAL BUSINESS SCHOOL Page 62

Table 12

Title: Factors which would induce a customer to buy a

HP Laptop

Variables No of

Respondents Percentage of Respondents

Brand Name 24 14%

Quality 71 43%

Price 38 23%

After Sale Service 29 17%

Don’t Know / Can't Say 3 2%

Other 2 1%

Total 167 100%

Graph 12

Factors which would induce a customer to buy a

HP Laptop

14%

43%

23%

17%

2% 1%

0%

10%

20%

30%

40%

50%

Variables

Perc

en

tag

e o

f

Resp

on

den

ts

Brand Name

Quality

Price

After Sale Service

Don’t Know / Can't Say

Other

AMITY GLOBAL BUSINESS SCHOOL Page 63

Concept

This question tries to find out the parameters which would induce the customer to buy a

HP Laptop. This would give a clear understanding of what the customer look for in a

laptop and would therefore help Hewlett Packard with the information which could help

them increase the sales of their laptops.

Analysis

From the graph, we can see that 14% people feel brand name is the most important

parameter in choosing a HP Laptop. A majority 43% feel quality alone is the most

important parameter which would help them decide. 23% feel it is price, and 17% feel its

after sales service. 2% people don‘t know or cannot say and 1% have other reasons.

Interpretation

From the graph, it is clear that majority of customer feel quality is the most important

aspect which would induce them to buy a Hewlett Packard Laptop. After quality, feel

give price of the laptop and the after sales service provided the most important. One

interesting observation here is that people say the brand name is not the most important

thing which would induce them to buy. 1% people had other reasons like free gifts,

exchange offer, combo offers etc which would induce them to buy a Hewlett Packard

laptop.

AMITY GLOBAL BUSINESS SCHOOL Page 64

Table 13

Title: Respondent’s Choice of brand while buying a new laptop

Variables No of

Respondents Percentage of Respondents

IBM 17 15%

Sony Vaio 35 31%

Compaq 6 5%

Hewlett Packard 30 26%

Dell 16 14%

Acer 1 1%

Other 9 8%

Total 114 100%

Graph 13

Respondent's Choice of Brand while buying a

new laptop

15%

31%

5%

26%

14%

1%

8%

0%

5%

10%

15%

20%

25%

30%

35%

Variables

Perc

en

tag

e o

f

Resp

on

den

ts

IBM

Sony Vaio

Compaq

Hewlett Packard

Dell

Acer

Other

AMITY GLOBAL BUSINESS SCHOOL Page 65

Concept

This question intends to ask the final question to the respondent‘s as to which brand they

would like to buy if they were to buy a new laptop. Even though a customer might rank a

brand higher in individual parameters like quality and price, his final choice of laptop

might differ. Therefore this would give a clear picture of choice of laptop as against the

competitors.

Analysis

From the graph we can find out that 15% people prefer to buy IBM laptops, as against

31% for Sony Vaio, 5% for Compaq and 26% for Hewlett Packard. Apart from that, 14%

people feel that they would like to purchase a Dell Laptop. 1% people want to buy an

Acer laptop and 8% people would prefer other brands

Interpretation

We can hereby infer that majority of people prefer to buy Sony Vaio range of Laptops.

This is followed by Hewlett Packard. We can therefore conclude that Sony Vaio is one of

the major competitors for HP Laptops. IBM with 16% of the people‘s choice also is a

strong competitor for HP range of Laptops.

AMITY GLOBAL BUSINESS SCHOOL Page 66

CHAPTER 6

CONCLUSION AND

RECOMMENDATION

AMITY GLOBAL BUSINESS SCHOOL Page 67

Conclusion and recommendation

With respect to the data analyzed and interpreted in the previous chapter, the following

can be concluded about HP Laptops:

HP is a well known brand among people who use Laptops.

HP has a good market share as there are quite a few people who own a HP

Laptop.

Most people agree that HP does manufacture the best range of laptops.

HP prices its laptops at par with its competitors.

HP manufactures quality laptops.

HP is ranked second as a brand. Sony Vaio being ranked No 1.

Most people agree that HP has an exclusive range of laptops.

Almost all HP laptop users are aware of the special features of HP laptops out of

which Brightview Screen is very well known.

The style and appearance of HP Laptops is good.

Majority of HP Laptop users pursue that HP Laptops are of high quality and value

for money.

Customers are satisfied with the product (HP Laptops).

The advertizing campaigns of HP are average.

It is the quality that influences one to purchase a HP Laptop.

Sony Vaio is HP‘s main competitor.

AMITY GLOBAL BUSINESS SCHOOL Page 68

With respect to the data analyzed and interpreted in the previous chapter, the following

can be recommended about HP Laptops:

HP should come up with innovative and more appealing Ad campaigns in order to

spread awareness and cur down competition.

HP should improvise on the style and appearance of its laptops.

HP should further improvise on quality of their laptops to make it the best brand.

HP should add more features to its laptops to make itself an exclusive brand.

Sony Vaio poses as a threat to HP. Thus Hp should formulate marketing strategies

that will make HP the best brand.

HP should give offers like exchanges, free coupons etc that will attract more

customers.

AMITY GLOBAL BUSINESS SCHOOL Page 69

CHAPTER 7

BIBLIOGRAPHY AND

ANNEXURE

AMITY GLOBAL BUSINESS SCHOOL Page 70

BIBLIOGRAPHY

Newspapers and Magazines Referred:

Business India

Forbes

India Today

Internet Websites:

www.naaptol.com

www.hplaptopsindia.com

www.hp.com

www.wikipedia.com

Company’s online Journals

AMITY GLOBAL BUSINESS SCHOOL Page 71

ANNEXURE 1) Do you currently own or previously owned any of HP‘s products?

a) Yes

b) No

2) Are you aware of HP Range of Laptops?

a) Yes

b) No

3) Would you agree that HP Manufactures quality range of Laptops?

a) Strongly Agree

b) Agree

c) Disagree

d) Strongly Disagree

e) Don‘t know / Cant Say

4) Rank the following Brands from 1 to 5 in terms of their level of quality

a) HP

b) Sony Vaio

c) IBM

d) Compaq

e) Acer

f) Dell

g) Toshiba

5) Which of the following best explains a HP Laptop?

a) High Quality, Low Priced

b) High Quality, High Priced

c) High Quality, Value for money

d) Low Quality, Low Priced

AMITY GLOBAL BUSINESS SCHOOL Page 72

e) Low Quality, High Priced

6) What do you feel about the appearance and style of HP Laptops?

a) Very Good

b) Good

c) Bad

d) Very Bad

e) Don‘t Know / Can‘t Say

7) What do you feel about the prices quoted for HP Laptops?

a) High Priced

b) Low Priced

c) Value for Money

8) Would you consider HP as one of your options while buying a new laptop?

a) Yes

b) No

9) Rate the following attributes of HP Laptop on the scale of 1 to 10 (1 being the highest

and 10 being the

lowest)

a) Quality

b) Features

c) Reliability

d) Design and Style

e) Brand Name

f) Price

AMITY GLOBAL BUSINESS SCHOOL Page 73

10) What is your opinion about HP‘s Advertising Campaign in the print and television

media?

a) Good

b) Average

c) Not Good

d) Don‘t Know / Haven‘t Noticed

11) If you were to buy a new HP Laptop, for what reasons would it be?

a) HP‘s Brand Name

b) Quality

c) Price

d) After Sale Service

e) Promotions

f) Other

12) Personal details

Name

Age Group

Gender

Occupation

Email Address