"A STUDY ON CUSTOMER PERCEPTION TOWARDS PURCHASING THE

LAPTOPS OF IBALL COMPANY "

A PROJECT REPORT

Submitted by

AKSHAY RAJPUROHIT

In partial fulfillment for the award of the degree

Of

MASTER OF MANAGEMENT STUDIES

Under the Guidance of

PROF.M RANGANATHAN

THAKUR INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH

KANDIVALI

MUMBAI

1
 PROJECT COMPLETION CERTIFICATE
To whomsoever it may concern

This is to certify that Mr. AKSHAY R RAJPUROHIT of Thakur Institute of

Management Studies and Research has duly completed his project as part of his MMS
curriculum for 2017-19 at BEST IT WORLD PVT. LTD. OPERATING AS IBALL
from May to June 2017 on “A STUDY ON CUSTOMER PERCEPTION TOWARDS
PURCHASING THE LAPTOPS OF IBALL COMPANY” under the guidance of
PROF. M RANGANATHAN

Forwarded through the research guide

Signature of the candidate

(AKSHAY R RAJPUROHIT)

Signature of the guide Signature of I/C

Director

2
 DECLARATION

I hereby declare that the project report entitled, “A STUDY ON CUSTOMER

PERCEPTION TOWARDS PURCHASING THE LAPTOPS OF IBALL
COMPANY” submitted to Thakur Institute of Management Studies & Research,
Mumbai, is a record of the original work done by me under the guidance of PROF. M
RANGANATHAN, and this project work is submitted in fulfillment of the
requirements for the degree of Masters in Management Studies. The results embodied
in this study have not been submitted to any other Institute or University for the award
of any other degree or diploma.

Signature of the candidate

(AKSHAY RAJPUROHIT)

3
 ACKNOWLEDGEMENT

The internship opportunity I had with, Best it world pt. ltd. operating as iball .was a
great chance for learning and professional development. Therefore, I consider myself
as a very lucky individual as I was provided with an opportunity to be a part of it. I
am also grateful for having a chance to meet so many wonderful people and
professionals who led me though this internship period. I take this opportunity to
make a special mention of all those who have contributed to my worthwhile
experience in this organization.

I am grateful to Mrs. Rhucha shah, marketing manager of iball laptops,for giving me

her valuable insights and for being my mentor throughout the Summer Internship.

I also wish to that Mr. Nishant Sharma (BDM) and all the Associates for their
constant encouragement and guidance. Their knowledge and inputs really helped me a
lot while doing the project.

I am also grateful to the, Best it world pvt. ltd. operating as iball for giving me this
opportunity to enrich my knowledge by means of this project.

Finally, I would like to thank Prof M Ranganathan for his encouragement and inputs
throughout the project.

4
 PREFACE

As a part of the MMS curriculum and in order to gain practical knowledge in the field
of management, we required to make a report on “A STUDY ON CUSTOMER
PERCEPTION TOWARDS PURCHASING THE LAPTOPS OF IBALL
COMPANY” The Basic Objective behind doing this project report is to get
knowledge of different tool of marketing.

In this project report we have included various concepts, techniques used regarding
customer to know them about the Iball.

Doing this Project report helped us to enhance our knowledge regarding the work in
to the consumer toward Product we doing undergo many experiences related with our
topic concepts. Through this report we come to known about importance of team
work and role of devotion towards the work, whose perspectives have encouraged me
to incorporate a different dimension to the project. His assistance and support was
instrumental in completion of this project.

Finally, I would like to thank the members of my family and all my friends for their
support and encouragement.

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 TABLE OF CONTENTS

Chapter no Name of the concept Page no

Executive summary 7
1 Introduction 8-18
1.1 Topic / Theme 19
1.2 Statement of the problem 20
1.3 Research Objectives 21
1.4 Scope & Limitations 22
1.5 Organisation Profile 23-25
1.6 Industry / Sector Profile 26-27
2 Literature Review 28-37
3 Methodology of study 38
4 Data Analysis & Interpretation 39-49
5 Observations & Suggestions 50-51
6 Learning Outcomes 52
7 Contribution to Organization 53
8 Conclusion 54
9 Annexure 55-60

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 EXECUTIVE SUMMARY

This is a report on my summer internship at Best IT World (India) Pvt.

Ltd. Operating as iBall is a privately held consumer electronics company. The objective of
my project is to identify parameters influencing customer perception towards buying a
laptop. There are also many factors that influence the decision of customers some of
the important factors are Price of the laptop, Brand, specification, compactness and so
on. The conversion of prospects into customers into large number and helping them
out with their requirement so that they generate a trust factor in our product and also
approach other people to buy the laptops of Iball company. This created a good image
in mind of customers and also knowing the brand properly so that it increasesthe
efficiency in the sales of laptop.

Iball launched their laptop with a price of Rs 9,999 as an entry level laptop, where a
customer can use all the basic as well as some advance functions in a laptop. The
target market for this laptop was basically the students in high school or their junior
college; it can be also used by salesman for the presentation of their products. The aim
was to make more and more awareness about this product to the customers through
various marketing activities so that every person can have access to the laptop. The
slogan “ab har indian aage badhega” means every person in India should have a
laptop so that they can be educated and use it for their various purposes. There is an
common understanding among people when it comes to laptop that it is highly priced
and for that particular reason most of the people can’t afford it, to overcome this myth
company did huge advertising so that people come to know that a laptop can be
purchased with a price of just Rs 9,999 only. Customers started carrying a different
perception towards this iball laptop and this also resulted into sales in rural area, as
urban customers prefer to buy big brands like Dell, HP, Mac, etc. only 2% of people
prefer to buy iball laptop, the brand may be a factor as it is newly came up in laptop
industry

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 Chapter 1

INTRODUCTION

IBALL COMPBOOK

Laptops are commonly used in a various areas, such as at work, in education, in

playing games, Internet surfing, for personal multimedia and general home computer
use. A Laptop is also known as Notebook. The name comes from "lap", as it was
deemed to be placed for use on a person's lap. The design of laptop, color, style,
form factor and construction can also vary significantly between models depending
on intended use. There are specialized models of laptops for use in construction or
military applications, as well as low production cost laptops such as those from
the One Laptop per Child (OLPC) organization. Earlier there were portable
computers which were later evolved into laptops which were modern, they were
into a very small niche market, mostly for specialized field applications, such in the
designers, accountants, or for traveling sales representatives. As the portable
computers got evolved into the modern laptop/ Notebook, they were used for the
variety of purpose by people. Laptops are further classified into various types such
as

 Traditional laptop
 Subnotebook
 Netbook

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  Convertible, hybrid, 2-in-1
 Desktop replacement
 Rugged laptop
 Business laptop

There are many brands, which includes the major ones, do not manufacture and do not
design their laptops. Instead, a small number of Original Design Manufacturers
(ODMs) design new models of laptops for them, and the brands chooses the models
which is going to be included in their lineup. In 2006, 7 major Original Design
Manufacturers (ODMs) manufactured 7 of every 10 laptops in the world, the largest
one (Quanta Computer) which is having 30% of world market share. The Laptop
brands in Indian market are Dell, HP, Lenovo, Mac, Iball, Acer & Sony. Dell is
leading the Indian market with a highest market share. Compactness is generally the
main component said in any correlation of Laptops versus work area PCs. Physical
conveyability enables a laptop to be utilized as a part of numerous spots—at home
and at the workplace, as well as amid driving and flights, in coffeehouses, in address
corridors and libraries, at customers' areas or at a gathering room, and so on.

Iball Compbook:A genre, encompassing laptops, starting at the unbelievable price of

INR 9,999. Iball laptops with Windows 10 and intel processor, iBallCompBook
Laptops has one for everyone out there, catering to all and diverse needs for entry
and mid-level. Convertible, Lightweight, Golden – you name it, you get it! One look
will have you amazed.

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 Exceleance-OHD

Brand IBall
Model Compbook Excelance-OHD
Dimensions(WxHxD) 291 x 203 x 25 mm
Weight 1.1 Kg
Colors Black
Operating System Windows 10
Operating System 64-bit
Type
Display Size 11.6 Inches (29.46 cm)
Processor Intel Atom Quad-Core Z3735F
Clock-speed 1.3 Ghz
Graphic Processor Intel HD
Capacity 2 GB
RAM type DDR3
RAM speed 1600 Mhz
Memory Slots 1

SSD 32 GB

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 I360

Brand IBall
Model CompBook i360
Dimensions(WxHxD) 297 x 202 x 17.0 mm
Weight 1.35 Kg
Colors Gold
Operating System Windows 10
Operating System -bit
Type
Display Size 11.6 Inches (29.46 cm)
Display Resolution 1920 x 1080 Pixels
Processor Intel Atom Quad-Core X5-Z8300
Clock-speed 1.4 Ghz
Graphic Processor Intel HD 5300
Capacity 2 GB
RAM type DDR3
Expandable Memory 64 GB
SSD Capacity 32 GB

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 Marvel 6

Brand IBall
Model Compbook Marvel 6
Dimensions(WxHxD) 330 x 222 x 24 mm
Weight 1.41 Kg
Colors Blue
Operating System Windows 10 Professional
Operating System 64-bit
Type
Display Size 14 Inches (35.56 cm)
Display Resolution 1366 x 768 Pixels
Display Type LED
Processor Intel Celeron Dual Core N3350
Clock-speed 1.1 Ghz
Graphic Processor Intel HD 500
Capacity 3 GB
RAM type DDR3
RAM speed 1600 Mhz
Memory Slots 1

SSD 32 GB
Capacity

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 Merit G9

Brand IBall
Model CompBook Merit G9
Dimensions(WxHxD) 300 x 203 x 25 mm
Weight 1.1 Kg
Colors Blue
Operating System Windows 10 Professional
Operating System 64-bit
Type
Display Size 11.6 Inches (29.46 cm)
Display Resolution 1366 x 768 Pixels
Processor Intel Celeron Dual Core N3350
Clock-speed 2.0 Ghz
Graphic Processor Intel HD Graphics

Capacity 2 GB

SSD 32 GB
Capacity

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 Premio

Brand IBall
Model CompBook Premio v2.0
Dimensions(WxHxD) 334 x 222 x 24 mm
Weight 1.4 Kg
Colors Black
Operating System Windows 10 Professional
Operating System 64-bit
Type

DisplaySize 14 Inches (35.56 cm)

DisplayResolution 1366 x 768 Pixels
Processor Intel Pentium Quad Core N4200

Capacity 4 GB
RAM DDR3
type

SSD 32 GB
Capacity

14
 Aer3

Brand IBall
Model CompBook Aer3
Dimensions(WxHxD) 321 x 213 x 17 mm
Weight 1.5 Kg
Colors Gold
Operating System Windows 10
Operating System 64-bit
Type
Display Size 13.3 Inches (33.78 cm)
Display Resolution 1920 x 1080 Pixels
Processor Intel Pentium Quad Core N4200
Capacity 4 GB
SSD Capacity 64 GB

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 Low cost Laptops compare with Iball

Specifications Micromax Asus Acer Dell Micromax

Canvas Vivobook Aspire Inspironchromebook l1160
Lapbook E402NA Switch
L1160 10E

Display  11.6 inch 14 inch 10.1 inch 11.6 inch screen 11.6-inch
Screen Screen Screen
 screen
Processor  Intel  Intel  Intel Atom Intel Celeron Intel
Atom Celeron X5 (6th Atom
Dual Gen) Quad Core
Core processor

RAM  2GB  2GB  2GB  2GB RAM  2GB RAM

RAM RAM RAM 

Storage  32GB  32GB  32GB 128GB Storage  32GB

Storage Storage Storage Storage

Price 8,499 13,990 14,990 14,999 9,499

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 Laptops compared with nearest price of Iball

Specifications IballExceleance Micromax Micromax 1160

OHD canvas lapbook
L1160
Display 11.6 inch screen 11.6 inch screen 11.6 inch screen
Processor Intel Atom Intel Atom Intel Atom quad
core
RAM 2 GB 2 GB 2 GB
Storage 32 GB 32 GB 32 GB
Price 9,999 8,499 9,499

Micromax canvas lapbook cost Rs 8,499 that is lowest as compared to other laptops
then comes Micromax which is of 9,499 and IballExceleanceOHD is of 9,999, from
above we would conclude that Iball is highly recommended as Iball is a known brand
and customers have more trust on iball as compared to Micromax.

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 IballExceleance-OHD

Advantages Disadvantages

Cheapest Windows 10 Laptop Gesture does’nt work smooth

It handles core Windows functions really Less storage space
well.
Light weight Outdated processor
Compact and easy to carry around. It doesn’t have a good keyboard
Dual speakers Poor webcam

Massive 10000 Mah Battery Ordinary Build Quality

Good looking, practical and most Non -removable battery

importantly works where it matters.

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1.1 TOPIC

My Topic for this study is “A STUDY ON CUSTOMER PERCEPTION

TOWARDS PURCHASING THE LAPTOPS OF IBALL COMPANY.”

A Brand is a product made by a company that adds dimension so that it differentiate it

from other products and to satisfy customers need.Perception towards a brand differs
from person to person. Two persons may be exposed to the same stimuli under the
same time and same condition but how each person recognizes, selects and organizes
and interprets these stimuli is highly individual process based on each person’s own
needs, values and expectations. There are many factors which influence the purchase
decision of a customer. The decision making process for every customer is same but
the person taking decisions differs , they can be friends, relatives , peers, etc. The
perception towards a brand depends on the value proposition provided by that brand.
Pricing, promotional deals and product availability, all have tremendous impact on the
position of that brand in the customer preferences set. Demographic variables such as
age, education, gender, occupation, income have an perception towards a brand.
Perceived quality is related to the customer purchasing decision making process, In
other words, consumer always prefer to donate less time and effort for gaining the
information which can assess the product quality as a result the observation of certain
brand might be a determination of the final decision making.

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1.2 Statement of the problem

The perception might differ from customer to customer towards a laptop brand and
accordingly they take the purchase decision. Iball is the new entrant in the laptop
market. In the year 2016 Iball launched their laptops in market but due to strong
competition in the laptop market it did not perform that great in terms of sales. Iball
laptop came up with a price of Rs9,999 which is the lowest price as compared to their
competitors. The brand iball was not preferred by many customers as it was lacking
some essential features likes less storage space and latest operating system.
Customer’s perception towards a product nowadays has totally changed, as they like
to prefer a reputed and popular brand with some positive image in the market.

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1.3 Research Objectives

1) To study theoretical concept of customer perception towards purchasing a laptop.

2) To find out customer perception towards Iball laptop.
3) To identify parameters influencing customer perception towards buying a laptop.
4) To give suggestion for the improvement of Iball laptop sales

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1.4 Scope & Limitations of the study

Scope:

 To understand the perception of customer towards iball as a brand.

 Provide 100% satisfaction by solving all problem of customer.
 To understand the issues of the existing customers.
 To understand the after sale service issues.
 To analyze the sales of the laptops in last 1 year.
 To collect maximum data and maintain relations with the customers through
follow-ups.

Limitations:

 Respondents were reluctant to share their experience accurately.

 Due to time constraints it was not possible to cover maximum data.
 Respondents were students only.
 Language barrier was a constraint while taking feedback from the customers.
 Few customers are hesitating to deliver some information due to time wasted
in providing the same.
 The sample size is small.
 Mental status of the users might affect the survey.

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1.5 Organisation profile

Best IT World Pvt. Ltd.

Best IT World (India) Pvt. Ltd. operating as iball is a private company selling
consumer electronics which has its headoffice in Mumbai, Maharashtra, India. iball
imports tablets, smartphones, computer peripherals, from OEM (Original equipment
manufacturers ). Sandeep parasrampuria is the Director & CEO of Iball. The revenue
of the company is US $150 million (10 billion). There are 2000 plus employees in the
company. Iball started its operations in September 2001 and initially
startedselling computer mice. As of 2011, the company sold its products in 27
different product categories. Iball today is considered asmost innovativeand fastest
growing brands in most of its product categories. Starting from a single category of
product to such an impressive portfolio is a hugecompliment to the efforts of the
entire iBall team and remarkable support from its customers.iball has its penetration
all over the Indiaand its products are available in 750 cities and towns right from large
format retail outlets to smaller neighborhood shops. iBall is the only brand which has
over 125 self-owned service centresin India to provide timely after-sales services.
iBalltill now has sold over 60 million products and prides itself in being one of the
best after-sales-service providers in the market. Teamwork, Innovation and Passionon
these three pillarsiball has grounded and helped iballto write a success story, not just
for the Company but also for the people associated with it.

In 2010, iBall ventured into Mobile Phone business with a wide assortment of cellular
phones in the market. The versatile range is aesthetically designed to endow
customers at every stage of life. Embracing every noted feature of the present times
backed with prompt service and care. 60% of the total population of India owns
mobile phones and the penetration of mobile phones to even villages creates an
opportunity for iBall to fulfil its dream statement "To touch each individual through
our presence in every home and office".

23
Tablets and PCs came later. During the year 2011 iBall entered the tablet space with
its offering iBall Slide. iBall Slide which have achieved 1st position in Indian Tablet
PCs market in the year 2015 and was officially acknowledged by IDC.With vast
experience in the Information Technology and Digital lifestyle products, it was easy
for iBall to enter into the arena of mobile phones and Tablet PCs.

Products :Laptops,Data Cards, DVRs, CCTV Cameras, Routers, Tablets, and IT

peripherals, accessories and gadgets

In the year 2014, iballhas launchedsmartphones the “AndiUddaan” for women’s.

An SOS button is located at the back of the smartphone sounds a loud siren and
automatically sends text messages (SMS) to five pre-selected contacts in the phone
when pressed.

In the year May 2015, iBall launched the iBall Slide i701 in collaboration
with Intel and Microsoft.

In the year May 2016, iball came up in a strategic partnership with Intel and Microsoft
launched India's most affordable Laptop with Windows 10 - iBallCompBook at just
Rs.9,999. (Exceleance OHD)

6 Strategic Business Units (SBU) of Iball :

SBU 1: Iball Technology Accessories (Peripherals, accessories and gadgets)

SBU 2: Iball slide (Tablets PCs)

SBU 3: Iball mobiles (Smartphones and feature phones)

SBU 4: Iball baton (Networking and routers)

SBU 5: Iball guard (Security/ CCTV)

SBU 6: Iball compbook (Laptops)

Vision:“To be a World Class Consumer Electronics & Technology Company”

24
Mission: “To touch each individual through our presence in every home and office”.

Values: “Integrity, Commitment, Innovation, Respect, Excellence”

25
1.6 Industry / Sector profile

One industry which continues to hold its head high even in an environment of
industrial slowdown is information technology (IT) – with annual growth rates of
software value hovering between 20% and 30%.At the time when Indian PC market is
experiencing slowdown, market players are focusing on new growth drive through
low price laptops ‘notebooks’. While the average price of a PC is Rs 20,000, the price
of an entry level notebook starts from Rs 30,000. Iball is one of theplayers who came
in the Laptop market with the affordable pricing of Rs9,999 as compared to their
competitors. Desktops accounts for less than 75% of total personal computer market
while laptop had 25% share. The ratio of desktop-to-note book sale has declined from
10:1 in 2005-06 to 3:1 in 2007-08. Note book vendors like Lenovo, HP, LG, Acer,
HCL, Dell and Toshiba have launched new models with value added features. As per
IDC report, over the next five years, India’s laptop market is expected to grow at a
CAGR of 30%. By 2010, India will have 1. 75 million laptops market in unit terms.
World computer chip leader, Intel, unveiled a new processor designed to turn a
personal computer into a living room multimedia centre. Intel also announced new
ventures with other electronics producers, including Microsoft and content vendors to
give a richer Internet content experience. Intel was expected to launch small,
affordable laptops for students, called ‘Eduwise’ in the Indian market by earlier of
2008. Eduwise does not have a hard drive. It has a flash memory and can be
networked through the Internet and through wired or wireless network.

The global laptop market is expected to witness increasing growth over the period of
next upcoming years. The growth may be attributed to growing consumer demand
coupled with increasing number of socio-economic projects especially in developing
countries such as India and China. Big players include Acer, Apple, Asus, Dell, HP,
Lenovo, Fujitsu, Haier, Hisense, Samsung and Toshiba. Vendors are continuously
making efforts to develop their products with a USP in order to improve market share
and compete with others. Increasing demand for commercial use of this laptops may
favorably impact product demand in the market. In addition, the industry is decreasing
the laptop prices resulting in increasing adoption of these devices. Growing corporate
sector and digitization of education in developing economies of the world is also

26
 estimated to increase product demand over the next few years. Coordinating creative
highlights in Laptop, for example, touch screen display, top quality, incorporated Wi-
Fi and advancement of wide territory remote advances may likewise drive industry
request for more laptops. Expanding accessibility of moderate touch-based laptops, 2-
in-1 cross breed PCs and value drops of thin and light laptopsis estimated to elevate
product demand significantly in the global market.

Market share of laptop brands

Ranking 2014 Market 2015 Market 2016 Market

Company share company share company share
1 HP 20.1% HP 20.5% HP 20.7%
2 Lenovo 17.5% Lenovo 19.9% Lenovo 20.0%
3 Dell 12.3% Dell 13.7% Dell 14.0%
4 Asus 11.0% Asus 10.34% Asus 10.7%
5 Acer 10.0% Acer 10.31% Acer 10.3%
6 Apple 9.3% Apple 8.9% Apple 9.0%
7 Toshiba 6.6% Toshiba 4.2% Toshiba 2.4%
8 Samsung 2.7% Samsung 1.7% Samsung 1.6%
9 Vaio(sony) 0.6%
Others 9.9% Others 10.3% Others 11.4%
Shipment 175.5 164.4 159.2
Total (unit)

27
 Chapter 2

LITERATURE REVIEW

Cristia says that OLPC ( one laptop per child program ) has been implemented by
many countries in recent years and the positive impact of olpc program has been seen
worldwide. This program was basically for the children’s in primary schools in the
rural area of peru. This program has resulted into increased ratio of laptops per
student from 0.12 to 01.18 in the schools. The laptop has been useful for students both
at school as well as home. (Cristia, 2012)

Dr Manvinder Tandon says that in the emerging economies India is the fifth largest
economy and second largest gdp. The demand for the technology is increasing and
can expected ascending growth for the innovative product like laptop. The electronics
industry, in particular, is emerging as one of the most important industry in the Indian
market. Today, the laptop industry is booming in India and this has attracted major
players. There are various factors that influence the customer to select a laptop for his
use. Some of important factors can be features, style of laptop, after sales service,
flexibility, and price are considered by a customer while purchasing a laptop. It has
been found that the purchase decision is depended on this use and education of a
customer. (Dr Manvinder Tandon * Shivani Malhan* MBA)

Varly S. N states that the purpose of this study is to describe laptop usage among
children in the context of the one laptop per child (OLPC) project 4 years after the
laptops were first introduced in a community in madagascar. The study was
conducted using a mixed-method approach combining analysis of ict use history,
empirical observations, and interviews with children and parents. In class, activities
involving laptops—including educational games, information research, and the
creation of texts and storyboards—were found to be aligned with existing classroom
activities. Outside school, computers were found to be used in individual, group, or
family settings to listen to music and watch videos, play games, share content, and do
28
homework. The study also found that computers play a major role in everyday
routines, opening up new possibilities in photography and video-making. (Varly S. N.,
2017).

According to José I.Castillo-Manzano, in late decades, alleged digital learning has

turned into another worldview in training as an outcome of innovative advances and
the far reaching utilization of laptop gadgets to get to data and for correspondence. In
this unique situation, this paper investigates diverse profiles relying upon
understudies' inclinations for taking gadgets (particularly tablets as well as laptops) to
financial matters classes at the university of seville (spain). A study based field
investigation of an example of 412 understudies and the use of bivariate probit models
demonstrate a low level of cell phone coordination in instructing (gadgets taken to
class by just 29.8% of respondents) with a slight prevalence of laptops. (José
I.Castillo-Manzano, 2017)

Kay & Lauricella says the motivation behind this examination was to explore the
advantages and difficulties utilizing laptops inside and outside advanced education
classrooms. Quantitative and subjective information were gathered from 156 college
understudies (54 guys, 102 females) enlisted in either instruction or correspondence
contemplates. Advantages of utilizing laptops in class were dynamic note taking,
especially when educators gave materials early, hunting down scholastic assets,
utilization of subject-particular programming, conveying and imparting data to peers,
and connecting with online interactive tools. Advantages were accounted for much
more frequently than challenges inside the classroom. Advantages of utilizing laptops
outside of class included coordinated effort with peers, expanded profitability, and
leading examination. (Kay & Lauricella, 2014)

According to Mahdieh Rostami Brand is one of the important and determinant factors
in the development of the product in market. In the market for electronic products,
especially laptop market, trademark or brand is very determinative in the decision
taken by the consumers. Also, the type of customers’ perspective to brands highly
determines market value and brand value of products in the market. In competitive
markets, brand loyalty follows several advantages such as creating obstacles for
competitors, sales and more revenue, reducing costs of attracting customer, and
controlling customers’ sensitivity to the marketing efforts of competitors. Thus, brand

29
loyalty and its developing process are of major concerns for brand management.
Creating brand loyalty requires investment on marketing plans which target the
current and potential customers. These marketing activities can affect consumers’
mentality and lead to various outcomes such as brand awareness, brand
communication, attitude towards the brand, and ultimately brand loyalty as a key step
for the performance of brand. (Mahdieh Rostami, 2015)

Ekta Pratama says providing large sponsorships would increase the brand image in the
minds of consumers. If the brand image of a product is good and positive, consumers
would have greater intention to purchase the product. The research conducted by alim
(2010) stated that sponsorships actions, supported by positive and strong brand image
would indirectly influence the purchase actions of consumers and sponsorship is
among the promotion tools which can be used to ingrain purchase confidence,
information on the product, and the purchase actions of consumers. Hesti (2015)
concluded that the most influential variable in influencing purchase intention is brand
image, and the research conducted by norman (2014) revealed that there is a positive
relationship between brand image and purchase intention. (I Gst Bgs A. Cahya
Diatmika Eka Pratama, 2018)

Glen says Canadian data systems included a questionnaire on laptop computers in its
January 1989 issue. Of over 200 early returns, 18% were laptop users who intended to
purchase at least one more laptop computer, 23% were nonusers who wanted a
laptop , 29% were current laptop users with no plans for additional laptop purchases,
and 30% were nonusers who were not interested in laptop computers. The most
important considerations for laptop purchase were screen legibility, performance,
price, weight, battery operation, and hard drives. Other criteria included availability of
portable printers, IBM personal computer (pc) compatibility, communications
capability, and graphics. Users praised the productivity offered by the portability of
laptop pcs. Nonusers were not interested in laptop computers due to price, screen
quality, performance, limited connectivity, expansion constraints, and weight. (Glen,
1989)

Rajan states "Customers will increasingly demand thinner and lighter products,
without sacrificing performance." few, however, expect ultra-books, whose prices

30
range from Rs 45,000 to over Rs 90,000, to pose a serious threat to netbooks and
laptops right away. "the prices need to come down if ultrabooks are to have serious
impact," says Vishal tripathi, principal research analyst, gartner, a technology
research firm, predicting the price at which ultrabooks will sell in large numbers will
be around rs 40,000. Vinay awasthi, senior director, product and marketing, hp India,
also says ultrabooks will remain a separate segment because of their price. "hp will
continue to provide full-featured netbooks and that segment will be priced under rs
20,000," he says. "Theultrabooks will be available only at prices of rs 40,000 plus." it
is not looks alone that ultrabooks are banking on. "The advantage one gets with
ultrabooks is in terms of their portability and power," says tripathi of gartner. "they
also have a battery life of over five hours." most laptop batteries last at best for two to
three hours. But tripathi also notes the downside of the ultrabook. For one, its storage
space is limited. "apart from the price, it lacks an optical disk drive," he says. For
another, its capabilities do not really match those of a full performance personal
computer. Others note that just as the price of ultrabooks from different manufacturers
varies widely, so does their battery life, with some ultrabook batteries providing up to
10 hours of power without a recharge, and others failing to meet even intel's fivehour
standard. (Rajan, 2012)

Mc Clary says Laptop sellers are continually searching for better approaches to
separate themselves. The commodization of this market accelerates a more profound
view into what drives a shopper buy of one brand over another. Do certain statistic
profiles exist that will probably buy a specific brand? Do certain item or brand
characteristics fill in as official choice criteria in the buy procedure? What is
convincing between workstation brands to drive choice? .results supports that
connections exist and that buyers will probably buy one brand over another in view of
age, training level, orientation or specialized ability. The conceivable determination
of a laptop brand can likewise be related with a specific item or brand quality. A
superior comprehension of the laptop buyer improves a merchant's capacity to
legitimately section and market the message to the correct gathering of people,
improving the probability of procurement. Suggestions for laptop merchants and
proposals for them and future. (McClary, 2007).

31
Solanki says Laptop is high priced and is mostly used by erudite people, therefore
education and salary play vital role in the level of involvement with the product. As
laptop is mostly used by educated people so they have different concern, relevancy,
value, benefits, and need of this product category. They also get more involved
because they understand the features and technical aspects of laptop. The scenario of
education sector is changing , where all the teaching activities are done on computer/
laptop, is a major factor of involvement in purchasing laptops. Students also
necessarily require laptop because as it provides mobility and smoothen their day to
day learning related activities. These facilities induce customers to get involved in
laptop. Laptop is high priced product hence salary makes significance difference in
the level of consumer involvement. (Solanki, Determinants of Consumer
Involvement: A Quantitative Analysis of Laptop Purchase, 2013)

According to Caner, Sales force automation is sweeping the mortgage industry. In

particular, automated point-of-sale systems are transforming the mortgage approval
process into a streamlined, automated procedure. Loan officers equipped with
laptop computers and efficient, user-friendly software programs can now complete the
mortgage application and approval process at the point-of-sale. In addition, new
point-of-sale software enables loan officers to manage leads, create marketing
materials, prequalify borrowers, pull credit reports, submit applications and even
receive underwriting decisions while the borrower is at the proverbial kitchen table.
While mortgage lenders can reap several benefits from voluntary point-of-sale
programs, these programs are not without a few drawbacks, some of which are direct
byproducts of program benefits. (Caner, 1998)

Smith states before you can think of selecting alaptop, you must consider your needs
in light of your abilities. This job analysis would be simple for me in case of
purchasing a laptop. I would purchase a laptop that is the easiest to operate in a sales
situation and can accommodate the software of my choosing. Period. I would not
want to play games with my laptop. I would not want to initiate a long and lasting
bond of friendship with my laptop. I don't like computers; however, i am astute
enough to recognize their effectiveness in certain situations such as the sale of
insurance. You might actually like computers and want yourlaptop to become an

32
integral part of your life. Whatever the case, the final selection is no easy matter.
(Smith, 1993)

According to Eun Lee & Stoel Price discount is a very common type of promotion
used in the consumer marketplace; it refers to a direct stimulus via an extra value or
incentive offered by sellers to attract customers and lead them to purchase promoted
products immediately. Price discounts are interesting because they are more
complicated for consumers to interpret and because they signal meanings unique from
price. By their very nature, price discounts are harder for shoppers to evaluate than
price because they require use of a more demanding cognitive process. When
customers see a product that sells at list price, they receive only one piece of price
information. In contrast, price discounts require customers to process several pieces of
price information to calculate the selling price and then evaluate the deal, price
discount information to process includes percentage and/or dollar amount of price
discount, original price and calculation of the selling price. In case of the percentage
discount amount, customers also need to conduct an additional cognitive task to figure
out how much money they actually save, such as subtracting the selling price from the
original price. (Eun Lee & Stoel, 2014)

Ashok pandey says Iball dispatches its most recent class laptops – under its sub-image
"iball compbook" offering pc at a cost of rs. 9,999 as it were. With this new offering,
iball means to address the need of moderate figuring, in accordance with the
honorable prime minister's digital India initiative, to limit the hole between purchaser
needs and the gadgets presently accessible in the market. Ball compbook laptops are
accessible in windows 10 home adaptation. For the business client, the iball
compbook laptops are accessible with the most recent windows 10 pro that have
extraordinary highlights like secure boot, domain join, bit locker, remote desktop and
other venture class encounters. (pandey, 2016)

Abdulmajeed A.Ramadhan states Electrohydrodynamic (ehd) air blowers are uniquely

positioned to overcome the limitations of miniaturized mechanical fans in small-scale
and consumer electronic devices. A novel cooling system design using optimized ehd
blowers integrated with a plate-fin heat sink is presented and proposed for thin
consumer electronics such as laptop applications. A three-dimensional (3d) numerical
model is developed and validated to solve the coupled equations of ehd flow and

33
conjugate heat transfer and predict the cooling performance of the integrated ehd
system. For a range of heat sink heights from 6 to 12 mm, a parametric study is
performed to investigate the influence of geometric parameters and operating
conditions on the thermal performance of the ehd systems based on heat sink thermal
resistance and the highest operating temperature. (Abdulmajeed A.Ramadhan, 2018)

Ashok pandey says the year 2017 was for affordable devices, from smartphones to
laptops, we have seen various products ranging low budget to high. In the laptop
category, first micromax and then iball began its journey. Though, lenovo, dell and
acer already competing with each other to grab the affordable laptop market, iball also
registered its name with two devices in the compbook series last year. In the new
year, iball recently announced a new member – compbook i360, which has several
similar components to other available devices, yet looks promising. It looks good and
offers four mode operations, but ultimately you need performance and you can’t
forget that this is an entry level device. The machine combined decent hardware
which lets you manage the day to day tasks easily. I operated it for my daily office
tasks like internet surfing and used productivity apps such as MS-office. It was able to
handle them easily. As i already mentioned that it is an entry level device so you can’t
expect much. I loaded a few light games like car racing etc. Still, the performance was
average. (pandey, IBall CompBook I360 Review, 2017)

O & A saysin this modern age of high computer literacy and laptop usage, an average
knowledge on the radiation emitted by computer monitors, laptops, and other
computer components are important for all computer users. It has been reported that
many computer users spend hours in front of computer monitors, surrounded by its
related electronic appliances, each of them emit radiation. Because of the duration of
this exposure say, many hours a day, computer radiation is a real hazard. This work
reveals that those using laptops and monitors are exposed to elf radiation but the
amount now depends on the model of laptops and/ or monitors used. The results
showed that radiation from laptops and monitors may likely produce health effects on
the users therefore there is need for regulations on the type of laptops and monitors
imported into Nigeria to avoid health challenges that may results from exposure to
radiation from laptops and monitors. (O & A, 2018)

34
Hayes says Israeli startup, kado and SouthKorea’s dongyang have teamed up to
develop the world’s thinnest laptop charger. Kado is contributing its thin charging
technology and collaborating with dongyang to complete the development of laptop
chargers, which will also become the world’s first foldable charger for laptops, says
kado. The two companies will invest $2 million in the project, of which $1 million
was obtained from koril-rdf, the korea-israel industrial research and development
foundation, a joint foundation of the Israeli and south Korean governments. (Hayes,
2018)

Consumers Reports says that,the purchaser support aggregate said Thursday that it
can never again prescribe Microsoft workstations or tablets due to poor unwavering
quality contrasted with different brands. Microsoft said the discoveries don't precisely
reflect surface proprietors' "actual encounters." the customer aggregate says Microsoft
machines have performed well in research center testing. Be that as it may, a
supporter review discovered start-up and solidifying issues. The gadgets losing their
"suggested" status are the surface laptop (128 GB and 256 GB forms) and surface
book (128 GB and 512 GB renditions). Purchaser reports last pulled pc proposals in
2015, when appraisals were evacuated for two hewlett-packard pcs and one made by
Lenovo. (Consumers Reports Pulls Microsoft Laptop Recommendation, 2017)

Consumers Reports Pulls Microsoft Laptop Recommendation. (2017).

Abdulmajeed A.Ramadhan, H. (2018). Numerical development of EHD cooling

systems for laptop applications. Applied Thermal Engineering, 156.

Caner, J. (1998). To laptop or not to laptop. 56.

Cristia, J. a. (2012). Investigation of Technology and child development. Evidence

from the One Laptop Per Child Program, 25.

Dr Manvinder Tandon * Shivani Malhan* MBA, P. P. (n.d.). Study of Consumer

perception towards purchase of laptops . 30.

35
Eun Lee, J., & Stoel, L. (2014). High versus low online price discounts: effects on
customers' perception of risks. The Journal of Product and Brand
Management, 412.

Glen, R. (1989). Mighty Mites On The Mark For Big User Dash. 53.

Hayes, C. (2018). Laptop charger slims down and aims to be foldable. 2.

I Gst Bgs A. Cahya Diatmika Eka Pratama, N. N. (2018). The Role of Brand Image in
Mediating the Influence of Sponsorship on the Intention to Purchase.
International Journal of Management and Commerce Innovations , 1003.

José I.Castillo-Manzano, M. c. (2017). To take or not to take the laptop or tablet to

classes, that is the question. 333.

Kay, R. H., & Lauricella, S. (2014). Investigating the Benefits and Challenges of
Using Laptop Computers in Higher Education Classrooms.

Mahdieh Rostami, M. T. (2015). The Role of Brand in the Market Value of Goods
and Customer Choice: Case Study of Iran Laptop Market. International
Research Journal of Management Sciences. , 481.

McClary, R. V. (2007). An evaluation of consumer buying criteria and its impact on

the purchase of commoditized laptops. 228.

O, I. A., & A, G. O. (2018). Measurement and Evaluation of Extremely Low

Frequency (Radiation) from Computer Monitors and Laptops. 8.

pandey, A. (2016, may 12). iBall brings the Most Affordable Windows 10 Laptop for
Just Rs. 9,999.

pandey, A. (2017). IBall CompBook I360 Review. 4.

Rajan, N. (2012). Size zero: Desktops, laptops, netbooks and tablets better watch out.
The ultrabook is here. Living Media India, Limited, 2.

Smith, J. (1993). Selecting a laptop: A tough choice. 32.

36
Solanki, S. (2013). Determinants of Consumer Involvement: A Quantitative Analysis
of Laptop Purchase. International Journal of Marketing & Business
Communication, 60.

Varly, S. N. (2017). Everyday Laptop Use by Children in a Southern Country. 33.

37
 Chapter 3

METHODOLOGY OF STUDY

3.1 Introduction

A research design is the set of methods and procedures used in collecting and
analyzing measures of the variables specified in the research problem. The design of a
study defines the study type (descriptive, correlation, semi-experimental,
experimental, review, Meta analytic) and sub-type (e.g., descriptive-longitudinal case
study), research problem, hypothesis, independent and dependent variables and
experimental design and if applicable data collection big black and statistical analysis
plan. Research design is the framework that been created to find answers to research
questions.

3.2 Data Sources

Primary:The sources of our primary data is the population sample from which we
collected the data. In the process, we determine our target population and our target
population was active customers.

Questionnaire asked to the customer during different activities.

3.3 Data collection instrument:

The data collection instrument used is questionnaire. A simple questionnaire designed

for active customers.

Population:The sample size is 89.

3.4 Sampling method & Sampling Technique:

The sampling method used is convenient sampling method.

The sampling technique used was convenience sampling wherein any customers were
selected in part or area to my convenience from the list of active customers.

38
 Chapter 4

DATA ANALYSIS AND INTERPRETATION

Data have been collected from the sample through questionnaire survey. Results
arepresented in table and graphs for proper analysis.

1) Age group

Table no 1: Age group

Age % of Respondents
15-20 2.2%
21-25 70.8%
26-30 15.7%
31-35 6.7%
36-45 3.4%
46 & above 1.1%

Figure no 1

39
Age group states that the people with age between 15-20 is 2.2%, 21-25 is 70.8%, 26-
30 is 15.7%, 31-35 is 6.7%, 36-45 is 3.4% and people with age group of 45 & above
is 1.1%.

40
2) Occupation

Table no 2:

Occupation % of Respondents
Student 56.2%
Service 30.3%
Business 13.5%

Figure no 2:

Occupation states that 56.2 % of total respondents are students, whereas 30.3% of
them are doing service and 13.5% of total respondents are doing Business.

41
3) Do you currently have a laptop?

Table no 3:

Have a laptop % of Respondents

Yes (personal) 71.9%
Yes (Official) 15.7%
No 12.4%

Figure no 3:

71.9% of people have their personal laptop, 15.7% of people have their official
laptop, and 12.4% of people do not have laptop.

42
4) Which laptop brand do you use?

Table no 4:

Laptop brand % of Respondents

Dell 30.3%
HP 22.5%
Lenovo 22.5%
Iball 4.6%
Mac 9%
Acer 5.5%
Emachine 1.1%
Sony 4.5%

Figure no 4:

30.3% of people use Dell laptops, 22.5% of people use HP laptops, 22.5% of people
use Lenovo laptops and 9% of people use mac book

43
5) What is your preferred laptop brand?

Table no 5:

Laptop brand % of Respondents

Dell 29.2%
HP 33.7%
Lenovo 16.9%
Iball 1.1%
Mac 16.9%
Apple 1.1%
Any other 1.1%

Figure no 5:

29.2% of people prefer dell as a laptop, 33.7% of people prefer HP as a laptop, 16.9%
of people prefer Lenovo, 1.1% of people prefer iball, 16.9% of people prefer mac.

44
6) Which attributes do you like about your preferred brand? (Rank from 1 to 4, Rank
1 being most preferable)

Figure no 6:

Performance matters a lot to the customers than comes warranty, color and shape,
compactness and so on

45
7) How often do you use your laptop at?

Figure no 7:

People use their laptop very much at office, frequently at home and rarely at travel

46
8) I will be willing to spend extra for?

Figure no 8:

38.2% of people are willing to spend extra for processor, 31.5% of people are willing
to spend for long lasting battery, 15.7% of people are willing to spend for larger
RAM.

47
9) How much money are you willing to spend for a laptop?

Figure no 9:

48.3% of people are ready to spend Rs31,000 and above for a laptop, 20.2% of people
are ready to spend Rs26,000-30,000 , 18% of people are ready to spend Rs 21,000-
25,000 and 7.9% of people are ready to spend Rs 10,000-15,000.

48
10) For your Laptop purchase who influence your buying decision?

Figure no 10:

49.4% of people are influenced by Friends and colleagues, 29.2% of people are
influenced through online websites and advertisements, 13.5% of people are
influenced by family members and remaining by TV commercials and Print ads.

49
 Chapter 5

OBSERVATIONS & SUGGESTIONS

Observations

 The age group of 21-30 has the maximum use of laptop out of which the age
of 21-25 covers 60% of usage in their day to day life.
 The laptop is being used by students, businessman as well as the people who
do service i.e. Job. But 50% of the total population is covered by students
who use their laptops for their study purposes.
 About 70% of people own their personal laptop.
 Dell is the mostly used brand in laptops and owned by many people, then
comes the HP, Lenovo, iball, MacBook, Acer, Sony and so on.
 HP is preferred to have by 32% of people, 30% of people prefer to have Dell,
17% of people prefer Lenovo,15% of people prefer Macbook and 1.1% of
people prefer Iball.
 The attribute that matters a lot to users are performance the most than comes
specifications , after sales service, battery backup, weight, compactness,
warranty, style ( color& shape ) so forth and so on.
 So the use of laptop by people at office is very much, frequently at home and
rarely at travel.
 People are willing to spend their hard earn extra money for processor the most,
long lasting battery, larger RAM, windows as an operating system, graphic
card, wider screen and so on.
 People are willing to spend an amount of 31000 and more on their laptop.
 50% of people are influenced by their friends and colleagues for purchasing a
laptop, 30% by online websites and advertisements and very few by TV
commercials and print ads.

50
Suggestions:

 The company Iball should focus more on the processor of their laptop.
People today like to have updated and latest processor that is I series (i3,
i5, i7), people are also willing to spend more to get the latest processor.
 More and more focus should be targeted towards the youth i.e. age of 21-
25
 The company should make strong brand awareness and position itself in
the market with its uniqueness.
 Specifications of the laptop should be improved no matter what if the
price of laptop is increased by few thousand because people are ready to
spend more money on processor and specifications.
 Start giving advertisements on online websites and applications. Iball
should spend more on digital marketing as the era has changed from
traditional marketing to digital marketing.

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 Chapter 6

LEARNING OUTCOMES

 Every brand, every product has its own target market and accordingly the
company should make efforts in marketing their products.
 A product has its own USP and accordingly customer carry a perception or an
image towards that brand.
 The segment in which company target its product has the customer base or
target group accordingly, no customer switch from one product to another
unless and until he find some value proposition in that brand
 Marketing activities should be taken into consideration according to the time,
the world is turning digital and so the marketing should be done in that
context.
 Customers purchase a product according to their need and requirement and for
that customer is willing to spend handsome amount of money.
 Brand plays an important role in today’s global market. Customer prefers a
brand which is a buzz in the market because of its good quality and features.

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 Chapter 7

CONTRIBUTION TO THE ORGANIZATION

 Generating Leads for the company by reaching out various targeted sectors.
 Contacting various companies for Business development.
 Understanding the needs of the customers and helping them out with their
requirements which also increased their confidence and loyalty towards the
brand.

 Coming up with new strategies and tactics through which business can be
developed.
 Executed orders of laptop for the company.
 Efficiency and effectivity at our job helped our organization to increase their
productivity
 Positive energy at work generated a lot of efficiency at work and overall
helped the organization to grow
 Suggested creative and innovative ideas to the organization for overall
business development.
 Conversion of leads into prospects and finally converting them into a customer
 Took feedback from retailers about the product so that necessary changes are
done and satisfying customer requirements.
 Understanding needs of customer and taking suggestions from them also
helped the company to take important decision towards product which overall
increased the sale of laptops.

53
 CHAPTER 8

CONCLUSION

Here in this study the respondents are students. The responses are 89 in which
76% are male and 24% are female. Most of the respondents fall in the 21-25 age
categories which are 70% and rest from 25-30 & 30 above are having just 15-
17%. Around only 1.1% of respondents are agreeing to the prefer iball as a laptop
remaining 98.9% of respondents prefer other brands laptop. The attribute that
matters a lot to users are performance the most, than comes specifications , after
sales service, battery backup, weight, compactness, warranty, style ( color& shape
) and so on. Respondents are willing to spend an amount of 31000 and more on
their laptop and also they are willing to spend their hard earn extra money for
processor the most, long lasting battery, larger RAM, windows as an operating
system, graphic card, wider screen and so on.

People prefer to buy laptop when there is a need and also according to their
requirements and most of them prefer to spend Rs 30,000 and more to buy a
laptop with an updated processor and enough storage space. I can say that if Iball
laptops are improved with their storage space and processors by slightly
increasing their price, customer will prefer to purchase laptops of Iball brand

54
 ANNEXURE

Questionnaires

Q1) What is your name?

Q2) What is your email id?

Q3) Age group?

o 15-20
o 21-25
o 26-30
o 31-35
o 36-45
o 46 and above

Q4) Occupation?

o Student
o Service
o Business

Q5) Do you currently have a Laptop?

o Yes (personal)
o Yes (official)
o No

Q6) which laptop brand do you use?

o Dell
o Hp
o Lenovo
o Iball

55
 o Mac
o Others

Q7) What is your preferred Laptop brand?

o Dell
o Hp
o Lenovo
o Iball
o Mac
o Others

Q8) which attributes do you like about your preferred brand? (Rank from 1 to 4, Rank
1 being most preferable)

o Performance
o Warranty
o Style
o Compactness
o Weight
o Support service
o Power
o Specifications

Q9) How often do you use your laptop at?

o Home
o Office
o Business
o Travel

Q10) I will be willing to spend extra for?

o Processor
o Graphic card
o Larger RAM
o Wider screen
o Long lasting battery

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 o Windows

Q11) How much money are you willing to spend for a laptop?

o 10,000-15,000
o 16,000-20,000
o 21,000-25,000
o 26,000-30,000
o 31,000 & above

Q12) For your Laptop purchase who influence your buying decision?

o TV Commercials
o Print ads
o Friends & Colleagues
o Family member
o Other websites and advertisements.

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