EXECUTIVE SUMMARY

Introduction to study.
The study is about consumer perception about laptops. About
the users in the society. i.e., Consumer’s buying patterns or
perception towards laptops. A questionnaire is prepared to
know the customer feedback towards product. And later data
analysis related to that survey is done.

Title: -
Customer’s perception on buying laptops

Objectives: -
• To know the first reaction towards buying Laptops.
• To study the customer buying behavior towards Laptops.
• To study the customers spending on the product.
• To clearly understand how a customer feels about product
and intention behind buying the product.
• To know the how the product is useful for certain age of
groups.

Scope of the Study: -

This study will help in a comprehensive analysis of Laptops
,famous Electric devices brands used all over India. Consumer
perception is an important element in marketing activity. This
study is used to Show the purchasing level of the product. The
company can come to know about the strength and
Weaknesses of the product. This will help to know the needs
and wants of every individual in Day-to-day life.

Research Methodology: -:-

Research Methodology is the study of Research Design, Type
of Research, Population, Sample Size, Sampling Method/
Technique, Data Collection Tools, Limitations of the study,
and other things related to the research.

Important Findings: -
• Most of the people customers buy laptops for work and for
fun and entertainment stands for second
• Most of the people choose laptops over computer
• Most of the customers prefer longevity of the laptops over
memory,display and sound.
Conclusion:-
Buying laptops and customers satisfaction on that is
convenient and the new technology satisfys the customers and
modified according to the need of the customers.

2. Introduction to Industry:-
LAPTOP INDUSTRY IN INDIA
According to IDC India, a premier global market intelligence
firm, the laptop market has registered 79% Year-on-Year
(YoY) growth during 2006. The laptop sales is growing at
much faster rate than projected. India's personal computer
market is undergoing a major transition. However, laptop
computers cannot completely wipe out desktop computers,
because both are designed to meet different needs or different
consumer segments. According to a top official of HCL Info
Systems, market share of laptops would be 35-40% in the next
two years.
Revenue in the Laptops segment amounts to US$5.96bn in
2023. The market is expected to grow annually by 7.00%
(CAGR 2023-2028).
MAJOR PLAYERS:-
The major players in the laptop category are:
Hewlett Packard (HP)
Apple
IBM Lenovo
Dell Computers
Asus
Bulky desktops may soon become obsolete. Smarter, slimmer
and feature rich laptops are the way to go. With prices of
laptops crashing to desktop levels. PC makers in India expect
every second computer sold to be a laptop in the next four to
five years. At present, the ratio of laptops to desktops in India
is 20:80. “The ratio will become 50:50 in the next few years
with more and more users preferring laptops for increased
portability,” says Hewlett Packard (HP) India director
(consumer products) Rajiev Grover.
Indian market will shape up like the Middle East market
where laptop sales outnumber desktop sales. With price
reduction, laptops have percolated all sectors be it education,
telecom, retail, telecom at entry level.” Laptop prices have
fallen recently due to the rise in rupee against the dollar,
making component imports cheaper and duty reduction on
laptops.

TARGETED CUSTOMERS
Technology innovation rapidly changes from last decades to
in India. The laptop market is expanding rapidly and develop
into a one of the most commercial or profitable market in the
world. Indian laptop industry have a very large target market
and there are more competition between the companies; they
are trying to making an innovative product which is according
to the customer needs or price range with new technology or
according to the different earnings rank of person and these
should motive the consumer who use the desktop instead of
laptop and today all the laptop companies trying to expand
consumer target market by their satisfying service or quality
of innovative product. Consequently the competing
companies cover all type of people whether its student, or
mature persons or worker and business people.
TOP LAPTOP COMPANIES
INDIA
HP
A report from last year ranked HP as the most
popular laptop brand in India for the first three
months of 2022 in terms of shipments.

HP Laptops
A report from last year ranked HP as the most popular laptop
brand in India for the first three months of 2022

The HP brand has been synonymous with laptop searches in

India for a long time and its Pavilion range of consumer
laptops have seen widespread popularity for a while.
The company has since diversified into the premium segment
with machines such as the HP Folio and the much-appreciated
HP Spectre, as well as gaming with its HP Omen and Victus
lineups. It is safe to say that HP is among the best laptop
brands in India, and the American brand continues to enjoy a
loyal user base today.
2.
 Apple Laptops

Apple
Apple has long held the title of being an
‘aspirational’ brand in India, fuelled in part by its
premium pricing.

Beyond the pricing of its products, the Cupertino-based

company makes some of the finest hardware across all
categories around the world – and the same applies to its
MacBook range of laptops.
The laptops are split across MacBook Air and MacBook Pro
lineups. While the Air is for casual users and business
executives, the Pro models thrive on performance that creative
professionals would like.

This is boosted by the software, which supports

interoperability across iOS, iPadOS, tvOS and WatchOS,
among other things. Additionally, the laptops offer a more
secure working environment in comparison to competing
platforms from the likes of Google and Microsoft. All of this
makes Apple's Macbook lineup among the best brands in
India.
3.
 Dell.
Fellow American brand and long-time HP rival,
Dell, has had an equally loyal brand reputation
among laptop buyers in India.

Dell Laptops

This is fuelled by the company’s well-recognised ‘Inspiron’

range of laptops. Additionally, Dell has historically produced
some of the most durable, reliable and consumer-friendly
laptops in India.
On the other end of the spectrum, Dell has also had its iconic
XPS range of premium, high-performance laptops for the
business user.

Its ultimate flagship property for gamers has come in the form
of its Alienware brand, which is one of the most recognisable
names in the world of gaming laptops. Today, Dell remains
one of the top laptop brands in India with a market share of
close to 20 percent.
SWOT ANALYSIS OF THE COMPANIES

Apple’s Strengths
1.Most Valuable Brand
Apple is ranked #1 position for the 9th consecutive year by
Interbrand – with a brand value of $408 Billion. Followed by
Amazon ranked at #2 with a brand value of $249 Billion, and
Microsoft ranked at #3 with a brand value of $210 Billion.

2. Globally Iconic
Apple is one of the most reliable company when it comes to
personalized advanced computers and smart technology
devices. It has millions of loyal customers with steady
increment.

3.Top Technology
Apple was the first to introduce some of the most innovative
products that have changed the world (iPhones, iPads,
AirPods). Apple is still determined to build and craft better,
more proficient technology devices.

4.Brand Of Choice
It isn’t big news that Apple is a favorable brand in corporate
offices, especially among creative professionals. Apple offers
top-quality technology solutions for every corporation’s
needs. Professionals prefer high-performance technology such
as Mac Pro or iMacs for visual design, animation, video
production, and other creative work.

Apple’s Weaknesses

1. High Priced Products

Apple’s products can be considered a luxury due to
their premium prices. The products are priced for middle and
high-income consumers. Low-Income consumers can’t simply
afford Apple products.
Due to their premium pricing, only middle or high-earning
individuals can afford their products.

2. Limited Advertisement & Promotions

Apple has solidified their grounds by establishing loyal
customers, even with limited advertising resources. Apple
marketing relies heavily on its iconic and flagship retail stores.
Because of their success, Apple does not feel the need to have
excessive spending towards advertisement in comparison to
other big brands such as P&G, Pepsi, Verizon, and Coca
Cola etc.

3. Entering into Area of Non-Competency

Apple is rapidly expanding into new services such as video
content streaming, game streaming, payment services (credit
cards) – competing with the dominant players such
as Netflix, Disney, Citi, Chase, Paypal, etc.

Apple’s Opportunities

1. Consistent Customer Growth

Apple has been dominating the technology sector for years
now. They provide top quality and cutting-edge technology that
offers a breakthrough in customer experience.
Their customer retention rate of 92% is phenomenal. Apple can
always rely on the power of the internet for future opportunities
to gain new customers and form new alliances.

2. Expansive Distribution Network

Apple Inc. has the opportunity to expand its distribution
network. Currently, the distribution network that Apple has is
very limited and leaves room for minimal growth.
Apple can generate higher revenue and sales if it focused on
creating an expansive distribution network. Furthermore, the
company can benefit from diligent marketing and promotions.

Apple’s Threats

1. After effects of Coronavirus Outbreak

Apple is highly dependent on China for its manufacturing and
supply chain. The recent events have significantly affected and
disrupted its operations. In addition, about 19 % of its $394
billion in revenue came from China (a big market for Apple).
The outbreak has significantly affected and may continue to
disrupt Apple’s business in coming years.

2. Increasing Competition
Although Apple as a brand has solidified itself, it still faces
threats from competitors. With the advancement in technology,
brands like Samsung, Google, and Dell are giving Apple tough
competition.
As the competition is getting stronger, Apple either has to
introduce new technologies or revise its pricing policy to stay
ahead of its competition.

3. Apple Bullied By Counterfeits

Apple has become vulnerable to third world countries illegally
utilizing the brand image to sell counterfeit products. The
illegal dealers sell Apple counterfeit products at the same value
as an original Apple product.
Counterfeit products can make potential customers believe that
it is a product made by Apple with low quality. big news can
result in negative reviews and bad publicity for the company.
HP SWOT ANALYSIS

STRENGTH.

Strong Brand Value: HP has a strong presence in the market

with its brand value as a manufacturer of personal computers
and printers. This company has worked very hard to reach
today’s position of customer trust. Their brand image is
helping to strengthen their foundation of trust and extend their
sales. Again, this has helped them to enter new markets and
flourish easily.

Global Availability: The products of HP are available in all

the large cities around the world. At the same time, most of
the popular tech shops are retailers of HP products. Being one
of the largest manufacturers of their products, they have been
able to earn 35.6% of their total revenue from the United
States in 2020. Not only in the US, but HP has also made its
products available in the furthest corners of the globe by
offering international shipping.

WEAKNESS.
Highly Expensive: Many HP products are very expensive,
which is driving customers away. Though HP focuses on
sustainability and excellence in products, still higher prices
can harm sales.
Not Available in Less Popular Stores: HP products are
available in popular stores. But in distant parts of the world
and less populated areas, retailers hardly sell HP products on a
regular basis.
Poor Product Demand Forecasting: The demand for
personal computers has decreased and so has the demand for
printing systems. Again, smartphone demand has rocketed
during the last few years. HP is far behind in the production of
smartphones as it failed to focus on public demand.

High Attrition in Workforce: HP has a higher attrition rate

in the industry if compared to the other industries. As a result,
they can’t help spending a lot of money on training, research,
and development.

OPPORTUNITY.
Investment in Employees: HP allows its employees to
flourish by giving them opportunities to make a better version
of themselves. Allowing them to rise throughout the company
plays an important role in the overall success of the company.

Online Channel: With the help of digital marketing, HP is

getting a lot of customers. In the last few years, they have
seen real progress after investing in creating an online
platform for customers. By collecting data from the clients,
they can even improve their online platform and serve the
customers in a better way.

THREATS.
Intense competition: The competition is really intense and
very much pressurized. But there’s no solution, but to update
themselves with new technologies and keep shining amidst
the dark clouds of competition.
Fast-Changing Consumer Behavior: Customers’ behavior
may change with the passage of time and situation. HP should
focus on it and act accordingly. They should collect data from
customers and move to newer markets if necessary.
Product Challenge: It’s really difficult to maintain the
quality of the product at the rising cost of raw materials and
labor. This can create a huge pressure on them.

DELL’S SWOT ANALYSIS

Dell’s Strengths
1. Excellent Brand Reputation:As a brand, Dell has nurtured
a very strong brand reputation and was ranked #137 top
regarded company and #90 world’s most valuable brand and #
12 World’s Best Employers.

2. Strong Financial Position: While other countries struggle

with the effects of the pandemic, Dell’s total revenue for Q1
of 2020 was to $21.90 billion, which beats the projected
$20.81 billion. In this quarter, revenue from its PCs,
notebooks, and tablets division and software increased by
billions.

Dell’s Weaknesses
1. Overdependence on Tech: Dell operates primarily in the
tech sector, which can experience erratic fluctuations. This
exposes the company to the risk of catastrophic losses in case
the tech sector declines.
2. Lack of Diversification: Dell depends heavily on PC sales.
Even though PC sales drive Dell’s earnings, any issues in
this sector can be financially devastating for the company.

Dell’s Opportunities
1. Focus on Emerging Economies: While markets in
developed countries reach maturity and saturate, opportunities
in emerging economies grow rapidly. For one, Dell can offer
its enterprise solutions in Africa to capitalize on the growing
demand for cloud computing services.
2. Expand Growing Divisions: The demand for
smartphones is expected to remain high and increase over the
coming years with an increase in mobile usage. Dell also
offers smartphones and can expand this division to exploit the
ever-increasing demand.

Dell’s Threats
1. Shrinking PC Market: Dell depends heavily on revenue
from PCs, but the PC market has been shrinking since
2006. The company’s profits will be threatened if the demand
for PCs declines beyond a sustainable level.
2. Second Wave of the Pandemic: From manufacturing to
distribution and sales, the business operation was brought to a
standstill by the global pandemic. With the experts warning
about a second wave, Dell will have to go through the
devastation one more time.

Introduction to study.
The study is about consumer perception about laptops. About
the users in the society. i.e., Consumer’s buying patterns or
perception towards laptops. A questionnaire is prepared to
know the customer feedback towards product. And later data
analysis related to that survey is done.

Title: -
Customer’s perception on buying laptops

Objectives: -
• To know the first reaction towards buying Laptops.
• To study the customer buying behavior towards Laptops.
• To study the customers spending on the product.
• To clearly understand how a customer feels about product
and intention behind buying the product.
• To know the how the product is useful for certain age of
groups (CUSTOMERS).

Scope of the Study: -

This study will help in a comprehensive analysis of Laptops
,famous Electric devices brands used all over India. Consumer
perception is an important element in marketing activity. This
study is used to Show the purchasing level of the product. The
company can come to know about the strength and
Weaknesses of the product. This will help to know the needs
and wants of every individual in Day-to-day life.
Research Methodology: -:-
Research Methodology is the study of Research Design, Type
of Research, Population, Sample Size, Sampling Method/
Technique, Data Collection Tools, Limitations of the study,
and other things related to the research

Type of Research: Descriptive research is used to describe

the characteristics of a population or phenomenon being
studied.
Population: It can be explained as a comprehensive group of
individuals
and so forth with have a common characteristic that is the
interest of a researcher. The common
characteristics of the groups distinguish them from other
individuals, objects, etc.
Here in this research, the population is the users of Laptops
Duration of Study: 1 week
Sample Size: 30 respondents.
Sampling Method/ Technique: Here convenient sampling
has been utilized where samples are
collected based on availability and convenience, with the help
of Google forms.
Data Collection Tools: Here in this research Primary data is
used. Primary data is a type of data that is collected by the
researcher directly from the main source through interviews,
surveys, experiments, etc. In this research, Questionnaires are
used to collect the information. It is a research instrument that
consists of a set of questions to collect information from a
respondent.
Limitations of the study: There are some limitations of the
study. The collection of data is the main part of doing any
research. The data is collected from some selected sample size
and the data are collected through the questionnaires.
Therefore, there is a certain limitation of the study.
• There is a chance of a mistake in the answer because of the
limited knowledge of the respondent. It may happen that all
the aspects of research cannot be covered through the
questionnaire.
• Respondent does not give a picture of the current situation.
We cannot say that information given by all respondents is
fully correct. It may be wrong.
• The data given by respondents cannot be relied upon.
6. Findings
In this survey females and males are not equal to each others
decision. As per the data out of 32 , female are 28.1% and
male are 71.9%.
According to figure 2, students are 6.3% and the employess
arev93.8%
In figure 3, age group of below 18 are 3% and 18+ are 94%.
In figure 4, clearly show percentage of laptop users out of 32
responders 75% are laptop users and 25% are not
In figure 5th, we can know the intention of the responders for
purchasing the laptops the answers are clear 56.3% buy with
the intention with work, 31.3% with entertainment, 12.5% for
gaming purpose.
In figure 6 I tryong to show the result of no. of responders
choosing computer either laptop and 87.5% choose laptops
over computer out of 100%
In figure 7 we can see 34.4% like to spend 45k-75k, 12.5% of
people like to spend 75k-1L ,and 9.4% like to spend only 15k-
25k, majority of people that is 43.8% of people likes to spend
25k-45k on laptops
In the figure 8, you get to know the time the users spend in
laptops in a day 18.8% spends 3-4hrs, 12.5% of users spends
over 4hrs, 18.8% users spend 30min-1hr , 50% of users spend
1-2hr.
In the figure 9th, the question is asked about the customers
preference over laptop with its longevity, more memory, and
good display and sound quality 43.8% go for longevity, 34.4%
go for good display and sound quality , 21.9% go for memory.
7. Conclusion of the study
This project report states a brief note on customer perception
on buying Laptops
How much amount of money which would they like to spend
on
What age group of people show more intrest on buying laptop
Intention behind buying laptops
The customers need on laptops like memory, performance,
display quality etc and might help the researcher to know the
customers expectation.
Major companies plays role in the laptop market
Companies which are trying to reach the customers
expectation and fulfilling the customers needs

Annexure
The questionnaire used for the Survey: -
Dear all,
I Jeevankumar mudennavar from KLE’s Institution of
Management Studies and Research (IMSR)
am Conducting a market survey on “Customer’s perception on
buying Laptops ” So I request you kindly give me your
valuable time to fill this questionnaire. I assure you that the
data provided by you will be kept confidential.
QUESTIONNAIRE
Section 1 (Survey on purchasing Laptops.)
Name
Email Id
Contact No
Gender
Occupation

Age Group
a) Below 18 years
b) 18 - 25 years
c) 25 - 35 years
d) 35 - 45 years

Have you ever purchased laptop ?

Yes or no

Reason for purchasing laptop

Gaming
Work
Entertainment

Which would be better for you computer or laptop?

Computer
Laptop
If you choose laptop,How much money would you like to
spend on laptops ?
15k-25k
25k-45
45-75k
75-1L

How many hours you spend on laptop?

30min-1hr
1hr-2hr
3hrs-4hrs
Over 4hrs

What you prefer the most in laptop ?

Longevity
Memory
Good display and sound

Bibliography

https://docs.google.com/forms/d/1fCOKncL3hrn06FeKqlaQz
kOKipry3hNaDQoE5PIK5Uw/edit
https://www.google.com/search?q=laptops+in+india&client