06-02-2013, 01:07 PM
STUDY OF BRAND CHOICE OF LAPTOPS BY MANAGEMENT AND ENGINEERING STUDENTS
1STUDY OF BRAND .pdf (Size: 276.27 KB / Downloads: 166)
ABSTRACT
Laptop market is a highly competitive market in the present scenario. Due to rapid changes in
the field of technology day by day new laptop brands comes in to existence. Also, the
consumer desires and expectations are moving on. It becomes difficult to survive for laptop
manufacturers if they don’t move fast with growing needs of consumers. This study presents a
brief overview of Indian Laptop industry. The present paper highlights the laptop usage in
study from student’s point of view.The research paper further makes an attempt to identify and
evaluate various factors which influence purchase indent of management and engineering
students. Finally present paper comes with some simple and practical suggestions to improve
laptop features and that will help laptop manufacturers to develop brand management
strategies and to make proper positioning of their brands.
INTRODUCTION:
Whether it is a growing craze or the emergence of a new breed of technology-conscious Laptop market is
going to flourish in India. The need for anytime-anywhere access to information is pushing laptop demand in
the market due to their convenience in terms of portability, flexibility and adaptability. In every field of life
like, hospitality, railways, metro trains, corporate houses, academics, professionals etc. we found the use of
laptop/computers for different purposes.
Laptops are current day demand that simplify work and life as well. It contributes towards the upliftment of
performance, work easiness by introducing the home office conceptand provide a creative insight for the work.
India’ developing economy notifies positive impact of this technology and continuously moving towards growth.
Initially laptop market started functioning as a niche market but now it has various market segmentations as
per their market demand. India is considered as the third fastest growing laptop market with a compound
annual growth rate of 21.9 % in the Asia- Pacific region from last few years.
In 2005 Laptop sale was accounted as 2% in India as compare to world laptop market.Near about 1.2bn computers
were in use worldwide at the end of 2008 .However, it has been expected that the global laptop market will be
double by 2013.Increasing laptop demands also set a target to manufacturers to work as per consumer’s expectations.
BASIC INFORMATION:
The second section consisted of ten questions ,first question pertaining to 'top of the mind awareness/
recall of laptop brand', 'brand of laptop presently being used', ' brand of laptop they intend to purchase
if they are not using one at present”, second question is related to the laptop usage in their study were
measured on 5 point Likert Scale where 1 represented strongly disagree and 5 denoted strongly agree,
third and fourth questions were asked to know about the students preference level towards laptop size
and price range. Fifth question was asked to evaluate the purchase criteria. In the sixth question, eleven
statements on different parameters of the brand were asked which consumer considers while deciding
the brand of the laptop. Impacts of various factors were considered on a rating scale where 1
represented always and 5 denoted never.
DESIGN OF SAMPLE SURVEY:
In this study, the target sample size was 150 students, in the age group of 19 years and more, and was students of
differentmanagement and engineering colleges from Rohtak and Bahadur Garh city. Random sampling method
was adopted in this study where students were approached directly and requested to fill the questionnaire.
CONCLUSION:
The entire study shows that Laptop usage is very much popular in between the students whether their
residential status is urban and rural. It’s the present day demand to run hand with the latest technology. This
technology not only simplify students task but it also seem to morale boost up of the students. Students
found themselves connected with the entire world with the help of Laptops and by mean of this they can
contribute a lot for the nation.