Customer Preference Towards Branded and Assembled Computers

Customer preference towards branded and assembled Computers
EXECUTIVE SUMMARY
Evehans Business Academy, Bangalore
EXECUTIVE SUMMARY
The computer technology is spreading all over the world! Just imagine the world in the 80s. Computers were not having any kind of influence on our lives. That time no one would have imagined that computer would one day a very important part of our life! Could we have ever imagined back in the 80s that computers would play such a huge role in our lives? I mean to say that now no matter whether it is financing, chatting, emailing, or no matter what, we only use computers and nothing else. And that is why I always say that computer education is a must in this world that runs on computers! And if a person is not having ample knowledge on computers, then he will not be able to go far in life as far as his career options are concerned as nothing is there in this world that does not works on computer technology. The customers are the largest economic group in any country and the present day business activities are because of customers are the pillars of the economy. They are not only the heart of the Marketing system customers sovereignty has become a myth on account of variety of problems in the process of merchandising. The study of customer behavior enables marketers to understand and predict customer behavior in the market place. This gives me an opportunity to study the customer preference towards the computers. The study titled Customer Preference towards the Branded and Assembled Computers conducted by me to study the customer preference towards promotional activities over various branded and assembled computer sold by Alpine Inc computer care, Bangalore.
The study mainly aims to know the preference of the customer who invested their money to buy a computer branded or assembled particularly in Alpine Inc. computer care and services. In order to achieve the above, I have collected primary data. Customer survey was conducted as part of the collection of primary data and questionnaire was prepared as an instrument of the survey. Magazines, journals, books on computer products and services, dailies, previous project reports made on the similar field and websites were accessed to get the secondary data. Data collected were finally tabulated and analyzed.
Tables, graphs, charts are presented to give a clear picture of collected data. The study gives an insight to the computer industry. It briefly explains about the history of computer sector. It also contains the organizational profile of Alpine Inc, stating about its milestones, vision, products and services offered and the marketing strategies and challenges. The study ends up with the suggestions in order to modify the current system for a higher growth and progress.
CHAPTER-1 INTRODUCTION
1.1 MARKETING:
Marketing is the process by which companies determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It is an integrated process through which companies create value for customers and build strong customer relationships in order to capture value from customers in return.
Marketing is defined as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. - American Marketing Association [AMA]
MARKET:
Market is any structure that allows buyers and sellers to exchange any type of goods, services and information. The exchange of goods or services for money is a transaction.
1.2 CUSTOMER: A customer, person, company, or an other entity which buys goods and services produced by another person, company, or other entity. Entity that receives or consumes products (goods or services) and has the ability to choose between different products and suppliers. Consumer is a broad label for any individuals or households that use goods and services generated within the economy.
CONSUMER PREFERENCE
This is used primarily to mean an option that has the greatest anticipated value among a number of options. This is an economic definition and does not tap into wishes or dreams but for all practical purposes is an appropriate definition. Preference and acceptance can in certain circumstances mean the same thing but it is useful to keep the distinction in mind with preference tending to indicate choices among neutral or more valued options with acceptance indicating a willingness to tolerate the status quo or some less desirable option. Consumer preference is the way in which consumers in a free market choose to divide their total expenditure in purchasing goods and services. Using a limited number of assumptions, an individual's preferences can be built up into a utility It is the power or ability to choose one thing over another with the anticipation that the choice will result in greater satisfaction, greater capability or improved performance.
Formation of Customer Preference:Conviction that the choice leads to certain desired functional outcomes Conviction that the choice leads to certain desired emotive outcomes Intention Conviction that the choice is considered correct by others Motivation to comply with the opinion of others Attitude toward the behavior Evaluation of the outcomes
Preference Behavior
Subjective comparison norm
Figure One Basic Structural Model of Customer Preference Formation (Source - Consumer Behavior by Leon Schiffman and Leslie Kanuk)
CUSTOMR AWARENESS:Customers are informed and remaindered about the products and are requested and persuaded to purchase their products. Such communication may be made their along the product or well in advance of the introduction of product into the market. Such communication becomes necessary when a new product or service is introduced in the market or an old product is improved or it is simply to increase the sales of the products. Awareness compasses all the tools in the marketing mix whose major role is persuasive communications. ---- PHILLIP KOTLER
The main features of awareness are: 1. Customers are informed about the product or services of the company. Either at the time of introduction of a new product into the market or when any change is made in the existing product. 2. Customers are reminded of the products and services of the company. 3. Customers are requested or persuaded to purchase the product and services of the company. 4. Awareness includes, advertising, personal selling and other sale promotion techniques. Consumers must have awareness about the new products and their usage. Such activities are performed by the manufacturer. It is the responsibility of the producer to get information about the consumers and prospective consumers so that the necessary product may be served to meet their demands. Subject matter companies must do more than make good products they must inform consumers about the product benefits and carefully position products in customers mind. To do this must skillfully use the mass promotion tools like advertising, sales promotion and public relations, personal selling, publicity.
ADVERTISING:
Advertising is defined as any paid form of non personal presentation and promotion of an idea, goods or services by an identified sponsor. The best advertising is done by satisfied customers. ---- PHILLIP KOTLER Advertising can be traced back to the beginning of the recorded history. Archeologist working in the countries around Mediterrian Sea has dug up signs announcing various events and offers. The roman painted walls to announce Gladiator fights, and the Phoenician painted pictures promoting their waves and large locks along parade routes.
8
In 1993 advertisers ran up of bill of more than $ 138 billion through advertising is used mostly by business firms it is also by a wide range of nonprofit organization professionals social agencies that advertiser target to various target publics. Major Decision In Advertising: Advertising has the impersonal contact and gives message to the receiver. The advertiser uses visual media like newspapers, magazines, radio, television, posters and pamphlets. There is no feedback to know the response from the people. Advertising is directed towards consumers. This leads to more expenses and so the things become an costly affair. 1. Advertising Objectives a) To inform b) To persuade c) To remind 2. Setting the advertising budget After determining the advertising the objectives, the company next sets its adverting. Budget for each product. The role of advertising is to effect demand for the product. However some specific factors are that should be considered when the setting the advertising budget. a) Stage in product life cycle. b) Market share c) Competition d) Advertising frequency e) Product differentiation.
3. Message Decision A large advertisers can spent the same amount on advertising, yet have very different results studies show that creative advertising message can be more important to advertising success than the number of dollars spent. 4. Message Strategy The purpose of advertising is to get consumers to think about or react to the product company in certain way. People will react only if they believe that they will benefit from doing. Effective message consist of customers benefit, creativity, Meanings, distinctive in nature. 5. Major steps in media selection. a) Deciding on reach, frequency, impact: Reach is a measure of the percentage of the people in the target market who are exposed to the ad campaign during a given period of time. Frequency is a measure of how many times the average person in the target market exposed to the message. Impact qualitative value of a message exposure through a given medium.
b) Choosing various media types: Newspapers Magazines Televisions Radios Outdoors Internet
10
SALES PROMOTION:It includes activities other than advertising, personal selling, publicity and public relations which are used in promoting sales of the product or in persuading the customer to purchase the product. Distribution of samples, premium coupon, point of purchase display, off-spring etc., are the examples of sales promotion techniques. Samples - Offers to consumers of a trail amount of a product. Coupons - Certificate that give buyer a saving when they purchase a specified product. Rebates (cash refund offers) It offers to refund part of the purchase price of the product to consumers who send a proof of purchase to the manufacture. Principles - It reduce prices that are marked by the producer directly on the label or package. Premiums Goods offered either free or low cost and incentive to buy a product. Advertising specialties useful articles imprinted with an advertisers name given as gift to consumers. Patronage reward Cash or other rewards for the regular use of a certain companys products or services. Point of purchase (POP) It displays and demonstration that takes place at the point of purchase of sale. Discount Straight discount on price on purchase during a period of time.
11
PUBLIC RELATIONS:Other major promotion tool is public relations building good relations with the companies various publics by obtaining favorable publicity, building up a good Corporate image and handling off unfavorable rumors, stores and events. The old name for marketing public relations was publicity, which was seen simply as activities to promote a company or its products by planting news about it in media not paid for by the sponsor. Public relations are much broader concept that includes publicity as well as many other activities. Public relations department may perform following functions. a) Press relations Creating and placing news worthy information in the media to attack attention to a person, product or service. b) Produce publicity Publicizing specific products. c) Public affairs Building and maintaining national or local community relations. d) Lobbying Building and maintaining national or local community relations. e) Investors relations Maintaining relationship with shareholders and others in the financial community. f) Development Public relations with donors or members of nonprofit organization to gain financial or volunteer support.
12
PERSONAL SELLING:Selling is one of the oldest professions in the world. The people who do selling go by many names. Sales people, sales representatives, Account executives, Sales consultants, Sales engineers, Agent District managers, and Marketing representatives to name just few. Sales person, an individual acting for a company by performing one of more following activities: Prospecting, communicating, Servicing and Information gathering.
PUBLICITY Publicity is a non-personal not paid stimulation of demand of the products or services or business units by planting commercially significant news or editorial comment in the print media or by obtaining a favorable presentation of it upon radio, television or stage.
13
CHAPTER-2 RESEARCH DESIGN
14
2.1 Title of the Project

Customer preference towards branded and assembled computers offered by Alpine Inc. Computer care, Bangalore.
2.3 Statement of the Problem:The customer preference is more crucial from the marketers point of view. There are various factors affecting customer perception and the study aims to an in depth analysis of those factors which customers would like to go on with the same product or services at the same time analyzing the importance of these factors in the business environment. The main aim of the research is to study the preference of the customers towards branded and assembled computers offered by Alpine Inc.
2.4 Objective of the Study:The research study tends to follow and achieve specific objectives. The objectives of this particular study are: To know the personal views of Bangalore people regarding choices between branded and assembled computers. To study which brand computer is mostly preferred by people as per their choices. Find out factor influencing the people at the time of purchasing computer QUALITY, DUREBILITY, VARIETY, PRICE, And USE. To find out the ease of purchasing assembled computer.
15
2.5 Scope of the Study:This project is undertaken for a period of one month as part to fulfill the requirements for the award of degree BBM from Bangalore University. The scope of the study is to evaluate Customer Preference towards Branded and Assembled Computers offered by Alpine Inc. Computer Care, Bangalore.
2.6 Importance of the Study:As in todays world IT sector is in boom, every company is trying to make itself on the top in IT sector. So it is relevant to find out the extent of acceptability of these insurance company and their product and services. These studies help us to know the importance of brand awareness and acceptability by the buyers. The study also focuses on the customer perception towards the various services offer by the company. At the same time it could be helpful for the company to position itself in accordance with the expectation of the customer.
2.7 Research methodology:

Every decision poses unique needs for information and relevant strategies can be developed based on the information gathered through research. Research is the systematic objective and exhaustive search for and study of facts relevant to the problem. Research design means the framework of study that leads to the collection and analysis of data. It is a conceptual structure within which research is conducted. It facilitates smooth sailing of various research options to make the research as effective as possible.
16
In order to realize the study the objectives a considerably volume of both primary and secondary data is needed. It has been therefore found necessary to conduct an Interview schedule for gathering relevant data from the users. Primary Data has been collected from the respondents in Bangalore region during January February 2010 with the help of a structured Questionnaire with stratified sample of 100 respondents have been taken for carrying out the study. Secondary Data the information regarding the IT industry has been drawn from various published sources. They include Professional business Journals and Magazines, besides the News papers. The data relating to Alpine Inc. has been collected from company records and website. This study is necessarily based on the limited knowledge and little practical exposure the constraints of resources and time have further imposed limits to the study boundaries. Exploratory method: - Exploratory research provides insights into and comprehension of an issue or situation. It draws definitive conclusions with extreme caution.
2.8 SAMPLE DESIGN:17
A Sample is a representative part of the population. In sampling technique, information is collected only from a representative part of the universe and the conclusions are drawn on that basis for entire universe.
Sample Methods Simple Random Sampling

A random sampling is a sample selected from a population in such a way that every member of the population has an equal chance of being selected and the selection of any individual does not influence the selection of any other. The selection is purely depends on chance. A Random Sampling Technique was used to collect data from the respondents. So while conducting the survey, 100 respondents were selected at random through the reference from the company
Sample size
Sample size denotes the number of elements selected for the study. For the present study, 100 respondents were selected at random. All the 100 respondents were specifically Alpine Inc customers.
2.9 SOURCES OF DATA Primary Sources of Data:

18
Primary data are those, which are collected by the investigator himself for the first time afresh and this happen to be original in character, they are collected for a particular purpose. Primary data collected through sample survey from the respondents in different apartments, malls and super markets. So for this purpose I have used the most popular tool of primary data collection through direct communication with respondents. The tools I used are questionnaires and interview.
Secondary Sources of Data:

Secondary data are those data which have already been collected by someone else and which have already been used as per required. There are basically two sources to collect secondary data:a) Internally: Provided by the company/organization b) Externally: Various publication of central, state and local Government. Books, magazines, newspapers Internet
After only keeping in mind one can think about what type of data has to be collected during research, as my research is concerned I have to gather primary data for Customer preference.
2.10 TOOLS FOR DATA COLLECTION

INSTRUMENTS USED
19
Primary data collected through sample survey from the respondents in different apartments, malls and super markets. So for this purpose I have used the most popular tool of primary data collection through direct communication with respondents. The tools I used are questionnaires.
QUESTIONNAIRE DESIGN:
As the questionnaire is self administrated one, the survey is kept simple and user friendly. Words used in questionnaire are readily understandable to all respondent. I have made the questionnaire in which questions are according to the research and these are convenience for the respondent.
2.11 PLAN OF ANALYSIS

In order to draw meaningful inferences, the data collected were analyzed with the help of percentages, simple average and statistics.
2.12 LIMITATIONS OF THE STUDY
While surveying I encounter with some problems like-
20
A survey should involve a larger sample size otherwise the findings of the survey cant be generalized. But a larger sample size may increase the time and cost of collecting the primary data with the help of Questionnaire. In some of the large apartments it is not allowed to get the questionnaire filled. Many of the respondents were not willing to fill the questionnaire. Some people were not willing to respond and few of them who responded were in hurry hence the active participation was lacking. Due to which I faced difficulties in collecting informations regarding our questionnaire. Another problem which I face was that people were hesitating to give information about their views freely.
21
CHAPTER-3 INDUSTRY PROFILE
COMPUTER MANUFACTURING INDUSTRY

India, with a population of more than a billion, has one of the lowest rates of computer use in the world, at just nine units per 1,000 people. Despite a
22
thriving computer industry, the domestic market for computers in India has long been sluggish. Now in India computer market is picking up. Even those in the lower strata of middle class and those in smaller towns are buying computers. MAIT, a group of hardware manufacturers, expects 2.7 million personal computers to be sold in India in the fiscal year ending March 2008 -- 30 per cent growth over the existing 9 million computers in India. Last year, 2.3 million computers were sold. The global average is 27 units per 1,000 people, and in the US United States it exceeds 500. Sales are closely related to how the economy is performing. We have had a wonderful monsoon this year and we are still a monsoon economy. So, it has spurred demand. Computers remain unaffordable for most Indians because of the high tax burden, with most imported computer parts hit by a 15 per cent customs duty. State taxes then add anywhere from 20 - 32 per cent. The annual sales growth could exceed 50 per cent if taxes were reduced. Customs duties will be eliminated in two years, according to India's commitments to the World Trade Organization. But if Central and state governments also eliminated the other tax burdens, there could be 20 million Computers being used in India by 2012. Local taxes have led to a thriving gray market, with small computer shops evading those taxes and selling assembled units at prices 30 per cent lower than the regular market price. "The rule of thumb is half of the sales we expect will come from the gray market, though I see an increased preference among buyers to go to genuine sellers. HP led the total desktop market with HCL nipping at its heels. HCL, however, led the market in terms of commercial desktop PC shipments. Dell which, until recently, had dominated the global PC market did not have a significant presence in India. Branded PC makers had identified the growth opportunities provided by India and the year 2009 saw a spurt in the IT sector advertising. Ad spend on TV went up by 22 percent in the year and the ads for notebooks accounted for 43 percent of overall IT sector advertising on TV, according to AdEx India. Companies such as HP, Lenovo, and Acer had roped in popular Hindi film actors such as Shahrukh Khan (for Compaq), Saif Ali Khan, and Hrithik Roshan to endorse their notebooks respectively.
23
IDC had predicted that the Indian PC market would grow at a compound annual growth rate of 20 percent through 2012. According to Piyush Pushkal, manager for PC research at IDC India, the growth in the market would be fueled by an increased demand for PCs by large enterprise, their increase usage in education, and the Indian governments push towards automation. In addition of this, the increase in wages in India would also help in driving PC sales in the consumer market, analysis felt. Analysis expected the completion for the Indian PC market to intensify considering that the developed market in the west was approaching Saturation. Global PC makers would look at fast growing countries with low penetration levels such as India to offset a possible showdown in the US economy.
24
CHAPTER-4
COMPANY PROFILE
3.1 COMPANY PROFILE
25
HISTORY OF ALPINE INC.:Alpine Inc. has incorporated in Sep 2004 in Bangalore, INDIA. It is a software and hardware computer company. Entering this high potential growth area was the company strategic move towards the cutting edge technology area like Web & Multimedia and Print solution. Alpine Inc. has setup a sophisticated and state-of-art, development division committed to innovation in the field of IT. Alpine Inc. believes Quality is the prime resource for customer satisfaction. Technology does not provide solution on its own. Through the dedicated network and the technique of combining right people, process and technologies in the right time, Alpine Inc. helps his customers to gain maximum efficiency and achieve competitive advantage. It wants to be the leader in IT Solution by integrating and managing leading edge technologies. Alpine Inc is a One Stop Solution For All Your IT Needs. The main work of Alpine Inc. is to provide better service to the customers in the field of: multimedia, web designing, corporate presentation, outsourcing, print, technical support, data recovery etc.
Vision:
Technology does not provide solution on its own. Through our dedicated network, we combine right people, process and technologies to help you gain maximum efficiency and achieve competitive advantage. To be the leader in IT solution by integrating and managing leading edge technologies.
Mission:
Client list:
1.
26
URL The Institute of Strategic Biotechnology

2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18.
Health and Training (ISBHT) World Visa Consultant Avita Biotech Pvt. Ltd. Software Quality Center Krishnacedar Manasa Shelters Pvt Ltd. Bhagirathi Travels D2L Pharma IJM Concrete Arya Omnitalc The Institute of Strategic Biotechnology Health and Training (ISBHT) World Visa Consultant Avita Biotech Pvt. Ltd. Software Quality Center Krishnacedar Baghirathi travels Manasa Shelters Pvt Ltd.
Branches:
Alpine inc has Three branches in Bangalore27
1. Alpine Inc. , Brookefield ( Main branch), ITPL Road 2. Computer care, Koramangala, 6th Block 3. LYD Technologies, Yehlanka
Department: The major departments of Alpine Inc. are as followed
Software department Hardware department Sales department Purchase department Marketing department R & D department
3.2 PRODUCT PROFILE:28
Alpine Inc helps customers to create genuinely innovative products by delivering complete solution and 24/7 technical customer support. Alpine Inc business lines consist of:
PRODUCTS & SERVICES:-
1. E-Card 2. Kiosk 3. Technical support 4. Outsourcing 5. Multimedia 6. Web services 7. Data recovery 8. Assembled computers
1. E-Card:29
E-Card is innovatively design tools for business development and brand enhancement/ brand promotion. E-Card are pocket fitting CDs available in the shape of Visiting Card. The E-Card can hold multimedia content in the form of audio, video, visuals, animation and text data. These CDs act as a brand ambassador for your organization of the design. The E-Card can be used for various purposes. Brand Enhancement / Brand Promotion Corporate Profiling Person Profiling Corporate Presentation Corporate Films Product Promotion Sales Presentation Sales Promotion Event Promotion Service Manuals Training Brochures Annual General Body Meeting
2. Kiosk:30
Alpine Inc. Touch Screen Kiosk is a multimedia Front-end business catalyst tool. The product is designed to provide a host of services, which include electronic information, advertising, sales promotion, lodging complaints, downloads of information, utilities information, cheque & cash payments and other such services. The content displayed will be in Multimedia format. The multimedia contents can be in text, graphics and video. Any user can access this system by Touch Screen Method to get the information they need. The product can be web interfaced if required. The Alpine Kiosk use in any business domain. Some of these are listed below:
Transport (Air/Road/Train) Departure and arrival schedule, tariff, seat availability and service related information. Health care facilities, services, location information. Public Utilities- lodging and retrieving complaints, billing information, details of services provided. Retail Product Information, Tariff, Availability
Manufacturing Organization information, product Information, Tariff.
Advantages

Customer friendly, easy to use Interactive Cost effective Improves customer relationship.
3. Technical Support:-
31
Every day people face problem in their office or home, either the computer is not working, Printer is not working or the LAN. In these case we provide ASC (Annual Service Contract) AMC (Annual Maintenance Contract) Remote Desktop support Tele support
4. Outsourcing
Outsourcing or subcontracting is the process by which employees transfer routine or peripheral work to another organization that specializes in that work and can perform it more efficiently. Outsourcing IT projects will save more than 50% of its total cost. Why outsource your IT projects? Allows management to concentrate on his core business. Reduce operating cost and reduce project overheads. Savings on skilled manpower, IT infrastructure and technology. Availability of skilled professionals and infrastructure as per the requirement of project. Completion of project in time and within budget. More than 50% saving on project cost.
Benefits of Outsourcing in India

32
Large pool of computer literate and English speaking professionals

Well recognized Information technology skills Wide gap between personnel costs in India and developed countries
Combination skill sets easily available (For example computer and legal or commercial skills) Government supportive of such activities Excellent training infrastructure Excellent Telecom infrastructure in major cities
5. Multimedia
In common usage the term multimedia refers to an electronically delivered combination of media including video, still images, audio, animation, text in such a way that can be accessed interactively.
6. Web services
If we're doing something the world should know about, a web site is the way to tell the world. Web site is actually a simple process and a very practical way to communicate with the world or any part of the world, even a single town
7. Data recovery
33
In case of the Hard disk got crashed, they are the one among the few who get back the data from the crashed or corrupted Hard disk. Data Recovery is to successfully recover formatted or corrupted data due to virus attacks and accidents. It not only recovers the data from the files, physically damaged drive, operating systems, but also digital removable memory sticks.
8. Assembled Computer
3.3 ORGANISATIONAL STRUCTURE

34
The hierarchy in Alpine Inc. is well defined and easily identifiable.
3.4 COMPETITORS:
1. Touchstone technologies 2. Computer Factory 3. LRD Technologies 4. Sahara Computers
35
Data analysis And Interpretation
TABLE NO. 1: AGE GROUP
36
No of respondents Below 18 18-25 25-35 Above 35 Total 12 31 35 22 100
Percentage of total 12% 31% 35% 22% 100%
INTERPRETATION: 12% of the total sample population belongs to the age group of Below-18, while 31% to the age group of 18-25, 35% belongs to the age group of 25-35 and 22% belongs to the age group of above 35. INFERENCE: - Majority of the respondents are of age group 25-35 years.
Graph No.1
37
40 35 30 25 20 15 10 5 0
No of respondents
Below 18
18-25
25-35
Above 35
TABLE NO 2: OCCUPATION
38
Occupation Students Public Sector Business Private Sector Total
No of respondents 25 22 11 42 100
INTERPRETATION: 25% of the respondents are student, 22% work in public sector, 11% are business man and 42% respondents work in private sector
INFERENCE: From the analysis it can be inferred that majority of the respondents belongs to Private Sector which brings more revenue to Alpine Inc.
Graph No.2
39
Students 25% Private Sector 42% Public Sector 22% Business 11%
TABLE NO 3: MONTHLY FAMILY INCOME

40
Income(Rs.) Below 20000 20000-30000 30000-40000 Above 40000 Total
INTERPRETATION: 13% respondents belong to the income group below 20,000 Rs. 42% belongs to the income group 20,000-30,000 Rs, 24% belongs to the income group 30,00040,000 Rs. And 21% belongs to the group of above 40,000 Rs.
INFERENCE: From the analysis it can be inferred that majority of the respondents belong to income group 10000-20000.
Graph No.3
41
Below 20000
20000-30000
30000-40000
Above 40000
Income In (Rs.)
13% 21%
24%
42%
TABLE NO. 4: PREFERENCE OF RESPONDENTS FOR BRANDED AND ASSMBLED COMPUTERS

42
Make Branded Assembled
No of respondents 66 34
% of respondents 66% 34%
INTERPRETATION: 68% of the total respondents prefer branded computer while 32% prefer assembled. INFERENCE: The above analysis shows a clear picture that majority of the respondents prefer branded computers compare to assembled.
Graph No.4
43
70 60 50 40 30 20 10 0
66
34
No. of respondents
Branded Assembled
TABLE NO. 5: WHICH BRAND DO YOU PREFER?

44
BRAND DELL HP HCL WIPRO ACER
(%) of respondents 33 28 15 12 12
INTERPRETATION: The data above shows that 33% respondents prefer to purchase DELL computer while 28% respondents prefer Hp. 15% would like to prefer HCL computer and 12% respondents would prefer to go for WIPRO and ACER respectively. INFERENCE: The analysis gives a clear picture that majority of the respondents prefer to purchase DELL computer. This is mainly because of the durability of the product and services provided by the company under warranty period. However Hp appears to be a better substitute of DELL because of its lower price and good technical support.
Graph No.5
45
35
30
25
20
15
10
0 DELL HP HCL WIPRO ACER
46
TABLE NO. 6: ARE YOU SATISFIED WITH THE QUALITY OF PREFERED BRAND?
Dell Particulars Yes No
Hp Yes No
HCL Yes No
Wipro Yes No
Acer Yes No
Number of Respondents Percentage (%)
26
17
11
79
21
61
39
40
60
50
50
42
58
INTERPRETATION: 79% of the DELL customers are satisfied while 21% are not satisfied. Similarly 61% HP customer are satisfied while 39% are not satisfied in case of HCL 40% are satisfied and 60% are not satisfied. WIPRO has 50-50 ratio and ACER got 42% satisfied customer and 58% unsatisfied. INFERENCE: The analysis of above data reveals that except DELL and HP the level of customer satisfaction is low in other brands like HCL, WIPRO, and ACER.
47
Graph No.6
SATISFACTION OF CUSTOMERS WITH THE QUALITY OF PREFER BRAND

30 25
Respondents
20 15 10 5 0 Yes No Yes No Dell Hp Yes No Yes
No
HCL
Yes
No
Wipro
Acer
Brands
48
TABLE No. 7: FACTORS INFLUENCING THE CHOICE OF BRAND

Factor Quality Durability Price Variety Others No. of respondents 35 30 20 10 5
INTERPRETATION: Out of 100, 35 respondents think that quality is the main factor to select a brand, 25 respondents preferred durability, 20 proffered price while 10 has preferred variety and 5 respondents are being influenced by other factors.
INFERENCE: The data analysis shows that quality is the main factor which influences the selection of brand however durability is the next major factor to be concerned while selecting a brand.
Graph No.7
49
10%
5% 35% Quality
20%
Durability Price Variety 30% Others
50
TABLE No. 8: FACTORS INFLUENCING THE CHOICE OF CUSTOMERS FOR ASSEMBLED COMPUTERS.
FACTORS Provision for customization Lower price Individual warranty
No. OF RESPONDENTS 35 43 22
INTERPRETATION: Out of 100, 35 respondents think that Provision for customization is the main factor to select a brand, 43 respondents preferred lower price, 22 respondents prefer assembled computer because of individual warranty on components. INFERENCE: The data analysis shows that price is the main factor which influences the selection of assembled computer however the provision for customization is the another major factor which influences customers for assembled computer
51
Graph No.8
FACTORS INFLUECING THE CHOICE OF ASSEMBLED COMPUTER
Warranty (22%)
customization (35%)
Lower Price (43%)
52
TABLE No. 9: DO YOU NORMALLY SWICTHOVER THE BRAND?
OPTION Yes No
FREQUENCY 44 56
PERCENTAGE (%) 44% 56%
INTERPRETATION: 44% respondents normally switch over the brands while 56% respondents stay with same brand. INFERENCE: The analysis says that a big part of the population is loyal to their proffered brand however others normally switchover the brands.
Graph No.9
53
FREQUENCY
No
FREQUENCY
Yes
20
40
60
54
TABLE No. 10: ROLE OF ADVERTISEMENT IN SELECTION OF COMPUER
OPTION
FREQUENCY
PERCENTAGE (%)
Yes No
69 31
69 31
INTERPRETATION:
69% respondents are agreed that advertisement plays important role in selection of brand while 31% says no. INFERENCE: It is obvious with the above analysis that advertisement has a major role in the selection of a particular brand.
55
Graph No.10
No
FREQUENCY
Yes
20
40
60
80
56
TABLE No. 11: WHAT KIND OF PROMOTIONAL TOOL YOU PREFER.
OPTION Lucky coupon Free gift Discount Buy one get one free
FREQUENCY 15 22 40 23
PERCENTAGE (%) 11 14 60 15
INTERPRETATION: 14% prefer lucky coupon as a promotional tool, 22% prefer free gift, 40 % prefers discount and remaining 23% prefers the Buy one get one offer. INFERENCE: Discount on the product and free gift with the purchase is most liked by the respondents as a promotional tool.
57
Graph No.11
45
40
35 30 25 20 15 10 5 0 Lucky coupon Free gift Discount Buy one get one free FREQUENCY
58
TABLE No. 12: WILL YOU BUY PREFERED BRAND AT LOW COST OF NEGLIGIBLE QUALITY
OPTION Yes No
FREQUENCY 23 77
PERCENTAGE (%) 23 77
INTERPRETATION: 23% respondents are ready to purchase preferred brand at low cost of negligible quality and 77% respondents deny purchasing the same. INFERENCE: It is obvious with the analysis of above data that quality dominates over the price of product and majority of the people are not ready to purchase the same brand at low price with negligible quality.
59
Graph No.12
Yes 23% No 77%
60
TABLE No. 13: WILL YOU PURCHASE ANOTHER BRAND OF SAME QALITY WITH LESS PRICE
OPTION Yes No
FREQUENCY 70 30
INTERPRETATION: 70% People are ready to purchase another brand of same quality at low price and only 30 % people are ready to sift on another brand of same quality at low price. INFERENCE: The analysis of above data makes it clear that majority of the people are ready to switch on other brands of same quality if the price is less.
61
Graph No.13
No 30% Yes 70%
62
TABLE NO. 14: WOULD YOU LIKE TO PREFER AN ASSEMBLED COMPUTER OF THE SAME BRANDED QUALITY?
OPTION Yes No
FREQUENCY 65 35
INTERPRETATION: 65% people prefer to purchase assembled computer of same branded quality and 35% people are denying purchasing assembled computer. INFRENCE: Majority of the people are ready to buy assembled computer of the same branded quality.
63
Graph No.14
No 35%
Yes (65%)
64
TABLE No. 15: RELIABILITY OF PRODUCT SOLD BY ALPINE INC.
OPTION Extremely Average Poor
FREQUENCY 25 63 12
PERCENTAGE (%) 25 63 12
INTERPRETATION: 25% respondents extremely rely on the product sold by Alpine Inc while 63% respondents have average opinion on it and 12% respondents do not rely on the product sold by Alpine Inc. INFERENCE: Majority of the people has opinion that the product sold by Alpine Inc is reliable.
65
Graph No.15
12% 25%
Extremely Average Poor
63%
66
TABLE No. 16: HOW WILL YOU DEFINE YOUR INTERACTION WITH THE CUSTOMER CARE SUPOORT OF THE BRAND YOU PURCHASED?
OPTION Very good Good Average Poor Annoying
FREQUENCY 17 23 29 18 13
PERCENTAGE (%) 17 23 29 18 13
INTERPRETATION: 70% respondents says that the interaction with the customer care support of the preferred brand was very good, 20% says good, 29% says average and 18% says poor while 13% had bad experience with the customer care. INFERRENCE: Majority of the respondents are satisfied with the customer care support of the preferred brand.
67
Graph No.16
35 30 25 20 15 10 5 FREQUENCY
0
Very good Good Average Poor Annoying
68
TABLE No. 17: HOW REASONABLE IS THE PRICE OF THE COMPUTER SOLD BY ALPINE INC.
OPTION Reasonable Average Not reasonable
FREQUENCY 37 54 9
PERCENTAGE (%) B 54 9
INTERPRETATION: 27% of the respondents are agreed the price of the computer sold by Alpine Inc is reasonable while 44% says it is average and 29% says it is not reasonable. INFERENCE: Majority of the respondents has opinion that the price of the computer sold by Alpine Inc is reasonable.
69
Graph No.17
60 50 40 30 FREQUENCY 20 10 0 Yes No No comment
70
TABLE No. 18: ARE YOU SATISFIED WITH THE PRICE RANGE OF PREFERRED BRAND?
OPTION Yes No No comment
FREQUENCY 37 54 09
INTERPRETATION: 37% respondents are satisfied with the price range of the preferred brand and 54 % are not satisfied, remaining 9% respondents hasnt said anything. INFERENCE: The above data analysis shows that majority of the respondents are not satisfied with the price range of the proffered brand.
71
Graph No.18
60
50
40 30 20 10 0 Yes FREQUENCY
No
No comment
72
TABLE No. 19: IF THE PRICE OF THE PREFFERED BRAND INCREASES WILL YOU PURCHASE AGAIN?
OPTION Same brand Cheaper brand Any other brand
FREQUENCY 37 54 9
INTERPRETATION: 45% respondents are ready to purchase the same brand even if the price increases, 38% prefer cheaper brand and 17% would like to go for any brand.
INFERENCE: Majority of the respondents would like to purchse other brand if the price of the preferred brand increases.
73
Graph No.19
60
50
40
30
FREQUENCY
20
10
0 Yes No No comment
74
FINDINGS
75
FINDINGS
As a part of my study, survey on Customer Preference towards Branded and assembled computers was conducted during Jan Feb 2010. Important findings are concerning from the customers, have resulted from the survey. They are summarized in following paragraph. There are 100 respondents in the sample of a study on Customer Preference towards Branded and assembled computers. The First and foremost INTERPRETATION that has been made from the study is that Alpine Inc is a developing company in the field of computer. It doesnt have much brand equity in the market. According to INTERPRETATIONs of the survey, price is the dominating factors, which influences the purchasing decision of the respondents followed by quality, company name, coverage and service. Comparing to competitors Alpine Inc Company Prices is reasonable. At last, most of the customers are satisfied with Alpine Inc products, but at the same time they require guidance regarding the recent development of the products.
76
SUGGESTIONS
77
SUGGESTIONS
Sales promotion committee should be formed to formulate and implement new market strategies to compete with competitors and to extend the market share. Company sales representatives must maintain relations with construction companies as well as with corporate contractors with the help of the dealers. Company should conduct meetings, at least to make the customers to know about the latest development in the computer industry and their products. Companies should even concentrate on Assembled computers as its market share is very low. Advertisement should be increased to update the image of Alpine Inc. in the changing environment. Company must look after; there is a close relationship between sales representatives and dealers with the customers. Company should maintain a good customer records.
Company should promote its Remote Desktop Support, as it will increase the brand value of company.
78
AN NEXT URE
79
QUESTIONNARE
80
QUESTIONNARE
1. Which kind of computer you like? a) Branded b) Assembled 2. If branded then which onea) DELL b) HP c) HCL d) WIPRO e) COMPAQ f) ACER 3. If assembled then why, Becausea) You can customize it easily b) You can upgrade it easily 4. Are you satisfied with the quality of preferred brand? (a) Yes (b) No
5. Are you satisfied with the price range of preferred brand? (a) Yes
(c)
No comment
6. If the price of your preferred brand increases will you purchase again?
81
(b) (c)
Cheaper brand Any other brand
7. What factors influence you to go for a particular brand? (a) Quality (b) (c) (d) (e) Durability Price Variety Any other
Please specify:___________________________________ 8. Which factor influence you to go for a assembled computer a) Provision for customization b) Price c) Individual warranty on components
9. Do you normally switch over the brand?
10.Does the advertising play any role in selection of brands of Computer? (b) No
11.What kind of promotional tool you prefer? (a) Lucky coupon (b) (c) (d) Free gift Discount Buy one get one free
12. Are you willing to buy the preferred brand at lower price with negligible quality? (a) Yes
82
13. Will you purchase another brand of same quality with lower price? (a) Yes
14. Would you like to go for an assembled computer of same branded quality? a) Yes b) No
15. How reliable is the computer sold by Alpine Inc a) Extremely b) c) Average Poor
16. How you will define your satisfaction with the customer service of the brands you purchased? a) Very good b) Good c) Average d) Poor e) Annoying 17. How reasonable is the price of computer sold by Alpine Inc.? a) Reasonable b) Average c) Not reasonable
83
BIBLIOGRAPHY
84
BIBLIOGRAPHY www.Alpneineinc.co.in www.wikipidea.org www.timesofindia.com Marketing Management Philip Kotler. Consumer Behavior Appanaih Reddy.
85

Customer Preference Towards Branded and Assembled Computers

Uploaded by

Copyright:

Available Formats

Customer Preference Towards Branded and Assembled Computers

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Customer Preference Towards Branded and Assembled Computers

Uploaded by

Copyright:

Available Formats

Customer preference towards branded and assembled Computers

Evehans Business Academy, Bangalore